This is an archived session from 2020.

Long gone are the days when an organization should focus on the size of their social media following as the sole metric of success. Today, with so many social channel options to choose from and ever-changing algorithms, it is more important than ever to consider engagement as one of your top key performance indicators. PetSmart Charities set out to re-establish our Facebook, Instagram, Twitter, YouTube and LinkedIn channels to drive engagement (initially undefined) by defining audiences, creating strategies, developing content, establishing media spend, and optimizing and testing. We will share some of our key findings and notable mistakes, reinforcing why engagement is now our primary metric.


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