Shannon maintained the public Stroller Warriors® Running Club Facebook page, including daily postings and special fundraising events, from 2015 - 2018. Shannon created a rotating schedule to showcase different aspects of the club. Wednesday Warrior Workouts showcased interesting running and ground workouts performed by chapters. Fridays were reserved for Chapter Chatters where chapters were able to boast about their recent adventures in running or community service. Each chapter's founding day, or "Runniversary" was celebrated annually. Stroller Warriors uses their position to increase community outreach in the military community. Shannon was responsible for creating monthly (2016) and quarterly (2017) community outreach projects to be completed by chapters on a global scale. These projects were advertised through public events on the Stroller Warriors Facebook page. Shannon managed the events and promoted interested and excitement by eliciting conversation on the event page.
https://www.facebook.com/StrollerWarriors/
Public EventsStroller Warriors® Running Club set out to support Remember Everyone Deployed, RED Shirt Fridays with a public event and specially designed logo shirt for sale. Shannon was tasked with the creation and maintenance of the Facebook event, which received 215 responses and was responsible for the sale of 161 shirts.
The key factors that contributed to the success of this event were the detailed description, eye catching banner photo, requesting public participation within the event, and responding to that participation. Stroller Warriors RED Shirt Friday gear is still available at: https://shop.spreadshirt.com/SWCL |
Emotional postsStroller Warriors® Running Club wished to acknowledge a tragic event which happened within our community. Members around the world dedicated their miles to the lives of several lost service members. Shannon was tasked with compiling these tributes and writing a touching message.
Emotion elicits engagement on social media, but must be handled with care . Successful emotional posts depend on a keen understanding of the brand's target audience. In this case, military spouses are directly connected to the tragic event. Talking about such tragedy promotes healing. As a leader in the military spouse community, Stroller Warriors is dedicated to the emotional support of all military spouses. The emotional aspect of this post, relevance to their target audience, and participation by numerous members resulted in one of their highest response rates. |
Celebration postsEmotional posts need not always elicit sadness. Celebration posts also engage a target audience. Stroller Warriors® Running Club frequently celebrates popular running races. In these instances Shannon was tasked with profiling two races well known within the racing and military community: the Boston Marathon and the Hope for the Warriors races.
The Boston Marathon post was successful due to its interactive nature. Questions within the post prompted followers to participate in a conversation. Positive interaction with a brand embeds itself into a follower's memory and makes them more likely to engage again the next time they see your brand in their news feed. The Hope for the Warriors post was included as part of a larger segment titled Chapter Chatters. Stroller Warriors includes 47 chapters on military bases around the world. Shannon was tasked with compiling and writing about special events at each of their chapters and then posting their celebrations in turn on rotating Fridays for their Chapter Chatter segment. |