Social Media Calendars for Strategic Engagement Online
Prescription drug abuse is a problem in Colorado, as it is in many other states. But Colorado is leading the way with a coordinated, statewide effort branded as “Take Meds Seriously” to deliver three distinct messages- Use Safely, Store Safely and Dispose of Safely. Webb Strategic won the contract from the Governor’s Office to create and execute a campaign to raise the level of public awareness surrounding this issue. Online strategies were three-fold – website, online media (earned and paid) and social media. Webb works with the Governor’s Office and the Colorado Consortium for Prescription Drug Abuse Prevention (Consortium). What results is a multi-faceted, bi-lingual campaign with a significant social media component.
A consistent social media presence was needed with the launch of the campaign to raise awareness of the three main pillars of the brand – Safe Use, Safe Storage and Safe Disposal – to English and Hispanic audiences in Colorado. Therefore, a 6-month editorial calendar was created to control the publication of content across both Facebook and Twitter following the launch of the campaign. The editorial calendar also allowed for in-the-moment posts to be shared around specific events, launches or releases. It was coupled with a complete social media library of vector-graphic images created to better visualize each pillar. A total of 35 images, including 10 Hispanic-based images, were created to go along with each post. In addition, four detailed infographics were created to use across Facebook and Pinterest as helpful tools revolving around each pillar.
Take Meds Seriously’s Facebook page gained a quick following after the launch of the campaign. Through the use of editorial calendars, the Consortium is able to continue amassing likes to the Facebook page and educating its followers across Colorado about the epidemic of prescription drug abuse in Colorado.