My time as Social Media Manager at the RSPCA involved solely managing the paid and organic social media strategy for the national organisation - reaching on average 3-5 million people organically every week. This was a high-profile, public facing role.
Using social media monitoring and management systems, including Hootsuite and Brandwatch, I looked after all outgoing content - both proactive and reactive - for the seven channels owned by the RSPCA: Facebook, Twitter, Instagram, YouTube, LinkedIn, Google+ and Pinterest. At the time, these channels collectively possessed over one million followers.
Goals for social campaigns varied hugely; from fundraising, to e-commerce, education/awareness, advocacy, legislative and behavioural change campaigning, and more.
Scroll through some of the posts from my time at the RSPCA in the gallery below.
SOCIAL MEDIA MANAGER
As a writer first and foremost, I had to also learn basic graphic design skills whilst at the RSPCA as there was no resource from the in-house design team at the time.
At the time, I was entirely self-taught with Photoshop, InDesign and Premier Pro, yet I managed to produce all visual content on this page - from videos, to graphics/infographics. This is some of my early work (and I'd like to say my work is of a greater standard now! Feel free to check out my latest designs, here).
Below - imagery to front the #MyRescue campaign, which reached over 720,000 people on Facebook and Twitter.
I produced this video to accompany a press release for the RSPCA Campaigns team. This video was hosted by one of the biggest UK online publishers Daily Mail Online - with a daily readership in its millions.
I later got promoted within the society to Campaigns Manager. Managing political and behaviour-change campaigns at the RSPCA, focusing mostly on dog welfare and UK wildlife issues.
This role relied on working through data and insight to create the strategies behind long-term campaigns, and managing the large internal and external stakeholder groups involved with these.
The majority of my workload was spent on our priority project – the ‘Scrap the Puppy Trade’ campaign, which called for stronger legislation around the breeding and sale of dogs. I was responsible for collecting over 100,000 signatures for our petition and through our campaign we secured stronger legislation on the third-party sale of puppies as a result, 'Lucy's Law'.
As this was a political change campaign, the Public Affairs team would identify political opportunities to create legislative change, and the Campaigns team would support these, usually by managing the communications teams (press, web, social) to engage with and invoke the support of the public.
Some typical duties included creating user journeys and campaign actions through Engaging Networks, writing copy for web pages, crafting supporter emails (to send to our database of 130,000 supporters), writing blogs and articles for both internal and external publications, creating and editing imagery and video, arranging organic and paid social activity, arranging paid Google adverts, and investigating potential stories to source case studies.
Here are are a couple of examples of my writing - both internally and externally. My task was to communicate the complicated issues of legislative change and make it accessible to our audience, informing and empowering them to act.
The external Which? piece covers the lack of legislation around the breeding and sale of dogs and the in-house RSPCA Insights blog delves into Animal Establishment Licensing.
Please also check out some of my emails sent to our supporter database of 130,000 people. I would write and design assets for these emails, track URLs and report back on their success - reporting on number of opens, clicks, actions taken.
During my time at the RSPCA we would use the email software Silverpop and MailChimp.
These are just a few examples of my work during my time at the RSPCA. Thanks for reading. Want to see more? Why not check out some my work at Animals Asia...