The U.S. Department of Labor’s Campaign for Disability Employment wanted to expand its reach and engagement on social media. We created an editorial calendar that highlighted dates important to the disability community – such as the anniversary of the ADA – and tracked relevant current events, then crafted content that was interesting and inspiring and, most importantly, encouraged followers to join the conversation. WSITS also recommended organizations and individuals to connect with on the various social platforms.
Short advertising flights on Facebook targeted toward users with an interest in disabilities — indicated either by their self-identified interests or other pages they liked – also helped raise awareness of the campaign.
After 10 months, the number of Likes on Facebook had increased 251 percent; the number of followers on Twitter had increased 927 percent and the members of the LinkedIn group had increased 55 percent. Most posts on Facebook are seen by 25 percent to 50 percent of the more than 16,000 users who have liked the page.