online marketing – Gigantic Idea Studio

We’re hiring! The Marketing and Public Outreach Associate (MPOA) will be in charge of developing strategies for delivering communications and advertising content to the intended audience. Our campaigns promote environmental programs and behaviors on topics such as wildlife protection, recycling, waste reduction, local ordinances, gardening workshops, composting, litter prevention, water pollution prevention and more.

The MPOA associate enjoys planning and executing both online and offline strategies to reach diverse audiences. From running social media and digital ads and sending e-blasts, to working with local and online influencers and community, businesses or business organizations, our goal is to create community-based outreach plans for our clients that deliver measurable engagement. Our campaigns range from hyper-local (cities, neighborhoods) to regional or California-wide.

Ideal candidate has experience in planning, managing and reporting online and off-line marketing, including:

Managing paid promotions in house: set up ads on Google/YouTube, Facebook, Instagram, TikTok; and expand reach to other platforms, as appropriate
Managing media buys with vendors
Implementing E-blasts, e-mail campaigns
Placing and managing streaming audio or video ads
Staying current with best practices of social media and digital advertising, and updating the Gigantic team
Familiarity with and ability to negotiate, purchase and place ads for print, outdoor, point-of-sale and other offline promotions

Additional experience or interest in one or more of the following is also highly desired:

Setting up/managing webinars or online workshops
Planning and posting social media content
Creating social media/media content
Copywriting

Additional qualifications:

Great communication and presentation skills are a must: the Associate will communicate and present media plans and campaign results to committees, clients and our internal team.
Multi-cultural media experience and/or bilingual in another language is a big plus.
Ability and interest in further training and skill-building is also a must. We are small firm and ideal candidates like the flexibility of doing more than one type of task/role within our tight-knit and supportive team. We are willing to provide training for the right candidate to attain optimal job performance

We offer:

Competitive compensation based on candidate’s experience, portfolio and references.
A supportive small-team company culture.
Benefits include health insurance, IRA contribution, paid vacation, sick and holiday time
We are open to discussing arrangements from 30 to 37 hours/week.
Associates can work from home at this time, but we prefer some days in the office when we get to post-COVID conditions.

Please submit a resume and cover letter, and include a description and results of one sample campaign that you implemented. Email to [email protected]

*Consistent hashtag use, attractive visuals and a clear call to action, as in this post from StopWaste, will help your posts’ reach.*

It has always been a challenge for mission-driven Brand Pages, such as public agencies, to reach and grow their followers on Facebook. In January Facebook announced they are “changing the News Feed to prioritize posts from friends, family members and groups over posts from publishers and brands.” The stated reason is to promote a more fulfilling experience with the channel and discourage “passive scrolling” without engagement. The change will favor posts that elicit comments, rather than passive consumption or “likes.” (“Favoring” means that posts will show to more people.)

One impetus for the decision is recent negative press about Facebook, including hosting fake news and being purposely designed to foster addictive behaviors and to keep fans “hooked” on the channel. CEO Mark Zuckerberg has stated his personal commitment to leading these changes, thanks to a new view of his creation’s strengths and weaknesses.

How Will Facebook Algorithm Changes Affect Me?

Organizational Facebook pages are reaching just a tiny fraction of their followers with each post. Even before the latest changes, organic reach for Facebook Pages was plummeting, from nearly 100% of fans in 2007 to less than 2% today.

Some immediate predictions include:

People will spend less time (but supposedly higher quality time) on Facebook.
Posts may become more “shocking” with the goal of eliciting reactions.
Comments will be prized, and the longer the better.

Note: this announcement includes no changes to the advertising model, which many critics point to as the fount of toxicity.

What Can I Do?

What is a page manager to do? Like the stock market, it’s probably best to keep calm and carry on, rather than trying to overhaul strategy with every change. There are widely varying predictions of the result of this latest action.

Gigantic recommends to all clients:

Continue posting high quality, relevant content.
Consider making posts more conversational in style and asking for feedback and responses, including encouraging people to tag your organization.
Focus on quality of posts more than quantity; this becomes even more true with the renewed emphasis on posts that promote conversation.
Monitor your posts and respond to comments promptly, using a consistent “voice” for your page.
Be prepared for decreased reach of videos, which had been highly favored by the Facebook algorithm. (Facebook’s reasoning is that videos promote passive consumption rather than active dialogue.) Consider incorporating calls for reaction and encouraging dialogue about your video posts.
Continue to incorporate ads and boosted posts to increase your messages’ reach.
Be a good neighbor: Share and tag other organizations’ content in your posts, as long as they are relevant to you.
Don’t Panic!

As always, Gigantic Idea Studio is happy to discuss your social media strategy and make recommendations to enhance your environmental outreach.