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What were the needs of the project?

The objective of the project was to create the content strategy for the Friedrich Naumann Foundation’s social networks.

What were the challenges?‍

The main challenge was deciding on an appropriate and representative voice for the Friedrich Naumann Foundation. The voice had to respect the foundation’s identity and reputation while being able to adapt to each social media channel’s tone and posting characteristics.

The other important challenge was to create content types that would represent the values, objectives and needs of the foundation.

How did I approach the project?

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Firstly, an audit of the Friedrich Naumann Foundation’s different branches’ use of social media was carried out, along with a benchmark of other important liberal institutions. Use of emojis, tone, wording, images, content types and endorsements were analysed and followers’ reactions and engagement were recorded.

Once a clear picture was painted of the place the foundation was at, a strategy was created that took into account the different projects of the foundation, as well as its image and who it wanted to reach out to and engage with.

What did I deliver?

The results were delivered along in a dossier that thoroughly explained every step to be taken in order to achieve the Friedrich Naumann Foundation’s social media objectives.