The Chesapeake Bay Foundation (CBF) is using their Facebook page to ask users to vote for the Chesapeake Bay Foundation “Like my Community” project, hosted by Liberty Mutual Baltimore.
Here is what CBF says on their Facebook wall about this new campaign:
Maryland native and CBF long-time supporter Craig Mosier reflects on why the Chesapeake Bay is so important to him and future generations. Hear his story, and learn why he thinks it’s important for you to vote for CBF Liberty Mutual Baltimore. We could win $30,000 in support of our Baltimore Harbor Education Program…but only with your vote!
I thought this was a good use of social media asking for a call to action on the part of Facebook fans, but there are also ways I believe it could be improved.
The original wall post links to an article where Craig Mosier talks about the Bay’s personal relevance to him and his family. This is a great way to make the campaign appeal to a local audience, but I felt there was little relevance to the actual voting campaign being hosted by Liberty Mutual.
In the original Facebook post, CBF writes that this contest would be in support of the Baltimore Harbor Education Program- thus I’d like more explanation of what this entails, how the money would be used, and why they need this money.
This campaign could potentially use a title, which increases awareness about the CBF’s Baltimore Harbor Education Program. On Liberty Mutual’s video voting contest page, CBF does not even mention what they will be using this money for if they win the contest.
One limiting factor is that votes can only be cast on Facebook. Considering the more adult demographics of the CBF population, would it be wise for the CBF to allow viewers to cast votes through other mediums besides Facebook?
Well planned and executed by the CBF is the distribution of this information through endorsements on their social media channels as well as a concerted effort to raise video campaign issue salience by increasing its visibility on the CBF homepage and other parts of the CBF website. Yet, while the “Like my Community” Liberty Mutual project appears on the CBF homepage, it is not consistently listed across their webpage in their “connect” or “act” sections of the CBF website.
Another improvement would be to redirect viewers to the CBF website campaign homepage for more information about the project in CBF social media channels.
This should be the second URL listed after the URL / call to action directing the public to vote for the Liberty Mutual project because it is the only place where the public can find more information about how this campaign is planning on using the money.
It will be interesting to see if CBF continues to promote this campaign throughout the summer through their social media channels, since anyone can vote daily on Facebook.
Further ideas for promoting this campaign this summer are:
- include this in “action” emails that are sent out
- write a blog about the Baltimore Harbor Education program
- create a Facebook event or group of dedicated voters for the rest of the summer
- use the blog or Facebook comments to ask supporters for their own testimonial of the importance of the Bay
- host a contest encouraging supporters to submit a video demonstrating the importance of the bay, which could be used for similar future campaigns.
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