Helping a National Organization Move into the Digital Age
Turning Social Listening into Social Content
Overview
StoryCorps is a national oral history organization that travels the country, collecting everyday people’s stories and archiving them at the Library of Congress. As the Associate Director, Marketing & Communications, I worked to diversify StoryCorps’ presence from traditional media to a robust social media presence.
Main Objectives
Develop and launch social content strategy across Facebook, X, and YouTube.
Write and oversee graphic design on all social content
Work cross-functionally with various departments to highlight their work
Services Provided: Social Content Strategy and Implementation, Social Listening Strategy and Analysis, Copywriting, Creative Direction, Reporting and Analysis
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Cryday Friday at StoryCorps
StoryCorps segments air weekly during NPR’s Morning Edition. They’re small audio clips from a larger StoryCorps interview archived at the Library of Congress and remind listeners of our shared humanity.
After pioneering the organization’s first social content strategy, I implemented a social listening strategy for the internal marketing and communications team to understand our fans better, identify trends and opportunities, and measure content effectiveness in real-time.
I noticed a trend—StoryCorps fans loved to start their Friday mornings out with a good cry. Usually, crying is associated with negative connotations, but fans highlighted cathartic, happy, joyous, and even comforting cries after hearing the StoryCorps segment on NPR’s Morning Edition.
I wanted to capitalize on this trend for two reasons:
Differentiate StoryCorps from NPR: Although StoryCorps segments air on NPR, they are not part of the public radio conglomerate. A branded social campaign would help raise its visibility.
Increase engagement rates: Creating relevant posts using this trend will increase engagement rates, as people want to share with their networks.
I worked cross-functionally with team members across the organization to have them star in the photos. This got them excited about the campaign and piqued their interest in getting involved in future content.
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The Results
This campaign doubled our engagement rates year over year and significantly grew our fanbase. It also set the stage for a 200% increase in fan acquisition for an initiative launch.
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Testimonial
“I've had the pleasure of working with Krisi on many StoryCorps projects and could always rely on her to be collaborative, good-humored, and graceful under pressure. She's extremely smart, talented, and would be an asset to any marketing team.”
-Dalton Rooney, Co-Founder & Technology Director, Raygun