Client:
The Kleinman Center for Energy Policy at the University of Pennsylvania
Service Provider: Climate Social (New Growth Affiliate)
Industry:
Academia, Energy
Challenge:
Cultivate a digital community of policy-makers, reporters, faculty, and students to help earn recognition as a leading voice in energy policy research.
What Was Done:
Managed organization’s presence across four social media platforms
Developed content strategy and executed weekly plans
Collaborated with other research centers and influencers for broader reach
How We Did It:
New Growth affiliate, Climate Social, worked with The Kleinman Center for Energy Policy at the University of Pennsylvania to identify the appropriate voice, tone and style for the research center’s social media presence. As a research-driven and policy-focused organization, it was important to maintain neutrality and not be misperceived as a voice for advocacy. With an editorial focus on the “efficient transition to sustainable energy,” Climate Social optimized the client’s social media channels and identified key influencers and policymakers to help raise awareness for the Center’s work.
Biweekly meetings with the Center’s director of communications identified the latest blog posts, reports, news mentions, podcasts, and other developments to be amplified. Open lines of communication allowed for timely responses to breaking news. On average, we published 10 tweets on Twitter per day, 2-3 shares on Facebook & LinkedIn per day, and multiple Instagram posts per week.
Climate Social also managed paid advertising campaigns and created unique campaigns throughout the client engagement. This included sharing updates from student internship assignments, producing social media coverage for live-streaming events, and creating conversations around relevant news and hashtags to increase the Center’s visibility.
Outcomes:
Over the course of our engagement, Climate Social raised the visibility of the Center’s work and engaged the digital community. This included more than doubling the Center’s Facebook followers, more than tripling Twitter followers, and nearly tripling Instagram followers.
