WHYY
Tailored Social Media Strategy Providing Expert Recommendations
- 4.2m impressions
- 5.3% engagement rate per impression
- 227k engagement
The Background
WHYY, the leading public media organization in Greater Philadelphia, has offered top-notch TV and radio programming, community events, and essential news coverage since 1954. It has become a household name in the Delaware Valley and has a strong presence on social media. WHYY approached Slice Communications for guidance on strategically leveraging their social media channels to meet audience needs and organizational goals.
Collaborative Research
We began by meeting with key stakeholders from the WHYY team in order to better understand how the organization was utilizing its 30+ social media properties. After weeks of research, we prepared a comprehensive deck of channel-by-channel recommendations. Before sharing with WHYY, the deck was reviewed by Slice’s Diversity Advisory Council. The Council contributed valuable insight on suggested voice and tone, inclusive creative campaigns that spoke to all communities within WHYY’s reach, and how to amplify and represent diverse voices through the existing social media channels.
Recs to Simplify
One of the largest data-based recommendations from our strategy was to merge two of WHYY’s Facebook pages, which involved both external and internal comms plans. The results surpassed our projections! We continue to see strong engagement numbers maintained month over month.
Outcomes:
- 50% follower increase
- Merged WHYY pages earned >143% impressions preceding the merge
- Engagements increase 149%
- Post clicks doubled between Sep – Aug
- WHYY saw a 2% bump in engagement rate
