Cornell University College of Agriculture and Life Sciences
Cornell University College of Agriculture and Life Sciences: Transforming agrifood systems for the 21st century social media campaign
Category: Strategic Communications | Communications/Public Relations | 127c. Social Media Campaign
To align storytelling needs with our college’s strategic priorities, our team was tasked with creating compelling and digestible content to highlight CALS five researchers who are leading global efforts to nourish both people and the planet sustainably by reimagining agrifood systems for the 21st century. Due to the enormity of this project and relevance of the research to the college’s strategic priorities, a robust social media promotion plan was established to promote the content. The crux of the campaign involved a close partnership with the five featured researchers to identify relevant stakeholders/social media “influencers” in their research area to partner with on the campaign promotion. The influencers reposted our content to their more niche and relevant audience, giving us an opportunity to reach a greater, more engaged audience with our content and attract new followers. Key influencer partnerships included:
• The Global Alliance for Improved Nutrition (GAIN) – 37.9k followers – Quote retweeted the campaign introduction tweet.
• International Food Policy Research Institute (IFPRI) – 138.3k followers – Retweeted the campaign introduction tweet.
• Institute of Food Technologists (IFT) – 30k followers – Retweeted the CALS research story most relevant to their audience.
• Channa Prakash (director and co-founder of AgBioWorld Foundation) – 33.9k followers – Natively shared the CALS research story most relevant to his audience.