NRDC fights for every person’s right to clean air, clean water, and a healthy community. They focus on safeguarding the earth—its people, its plants and animals, and the natural systems on which all life depends.
Media Cause has been partnering with Natural Resource Defense Council (NRDC) for over 8 years on community engagement strategy and social media advocacy.
NRDC leverages social media as a way to educate supporters and drive meaningful online actions to safeguard the earth, focusing on topics such as climate change, energy, sustainability, health, oceans, water, and the wild.
Our ongoing work with NRDC seeks to help them with their general social media management as well as addressing any issues as they arise. When we started working with NRDC, they had inefficiencies in their request process that we needed to fix (multiple requesters, unapproved requests, and inconsistencies in brand voice and formatting across channels). In addition, their Twitter engagement rates were plateauing in recent years, and we needed to work to get the rates back up.
Over the course of our partnership, we have acted as an extension of their in-house social team and, together, helped grow and engage NRDC’s social following across Facebook, Twitter, and Instagram, creating a community of engaged climate advocates. Our strategy and services include:
When we started with NRDC, they had inefficiencies in their request process. We made process improvements by moving away from requests in Google Sheets to a more trackable project management system, Asana. This made copywriting and campaign planning more efficient.
The client had an increased need for coverage that conflicted with our heavily East Coast-based team, so we increased coverage across time zones by adding an additional staff member to handle requests and community management through PST business hours.
With Twitter rates plateauing, we broadened community engagement on Twitter by increasing the frequency of quote tweets. We also created community management guidelines to clarify who should respond to messages, questions, and comments. We established new workflows to escalate concerns and build responses with input from the NRDC team.
When several hot-button issues emerged as potential threats to NRDC and their brand reputation, we used our social listening capabilities to capture timely/urgent conversations around sensitive issues + negative sentiment. We conducted daily + weekly monitoring of sensitive issues, including Net Metering/Solar + Green Group’s reaction to Ukraine.