Community Driven Social Media

  • January 2024 to April 2024 (ongoing project, will be updated in the future)

  • Montgomery County Public Defender’s Office

  • Social media strategy, social media management, event marketing, brand awareness, content creation, community engagement

Background

In January 2024, Civic Link was chosen to take over the social media contract for the Montgomery County Public Defender’s Office from a previous outside vendor. The office sought to build stronger brand awareness on social media, increase the number of shares on Facebook and Instagram, and drive attendance to their events and partner’s events.

About The Partner

Since 1976, the Montgomery County Law Office of the Public Defender has provided zealous and effective legal representation to indigent people accused of criminal conduct that can result in a loss of freedom. They provide these legal services to all persons and base qualification decisions solely on economic status.

Partner Goals

  1. Increase shares on their social media content by 5% from the previous quarter

  2. Generate new brand awareness via new messaging contacts

  3. Increase event attendance by 8% from the previous quarter

Project Scope

  • Contract to last as long as both parties are satisfied with results

  • Software utilized: Meta Business Suite, Canva, Campsite Link in Bio

  • Our responsibilities:

    • Manage Facebook and Instagram profiles for the partner

    • Monitor accounts for potential crises, messages, and comments

    • Build community online for county residents through content and collaborations

Approach

To establish a regular flow of content that was shareable and built brand awareness, we constructed three content pillars for the partner:

Community Engagement

Value Added

Human-Centered

These content pillars guided the implementation of a content strategy that prioritized events and resources for the community with shareable features, followed by awareness content building the brand of the partner on social media. From there, the content was carefully monitored for performance via weekly reports, monthly wrap-ups, and quarterly reports.

To design content and copy, we used Canva Pro provided by the partner, and utilized AI tools for copywriting assistance and content generation ideas when needed. We monitored each platform individually and reported statistics for each one and through Meta Business Suite.

“Civic Link Communications has been a great partner for our office. They elevated our visual presence on social media, helped us maximize traffic to our website and event sign-ups, and fostered a strong online presence and community. They are very responsive, have excellent attention to detail, and are always willing to be flexible. We are excited to see how our social media presence can continue to grow with their consultation and expertise!”

- Jill Bucaro, MSW, LISW-S, LICDC

Manager of Holistic Defense Services, Montgomery County Public Defender

Results

✴︎

Results ✴︎

700

Shares across both Facebook and Instagram in one month

43,000

People reached in two months

12%

increase in web traffic from Facebook

11%

Engagement rate across both platforms

13%

Increase in event attendance

Next

Climate Communications Strategy