105_stacey_jaffe

How The Content Loop Drives Results at Teach For America

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Stacey Jaffe, Managing Director of Social Media and Paid Ads at Teach For America, joined me for episode 105. Teach For America is a 25-year-old, non-profit organization focused on education equality for all children across America.

Teach_for_AmericaImage source: Teach For America

As Managing Director of Social Media and Paid Ads, Stacey oversees Teach For America’s paid and owned social media. She leads a team of five full-time staff members while collaborating with a variety of other teams. Stacey develops strategies to utilize social media metrics as a “focus group” to improve the social media experience for their various audiences. Tune in to hear how Stacey achieves results through content and social media much like a for-profit business.

On this episode you’ll discover:

  • Why Teach For America believes a child’s zip code should not determine their destiny and how Wendy Kopp’s senior thesis at Princeton University inspired her to start TFA to address inequality in public education.

105_Teach_for_America

Wendy Kopp’s senior thesis that was the basis for Teach For America.
  • How Teach For America finds, trains and places teachers around the country in low-income communities to teach for a two-year commitment.
  • What Stacey calls the “platinum rule” and how it relates to interacting on social media.

“Treat others the way they want to be treated,” Stacey’s platinum rule. @staceyjaffe

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  • Why Teach For America looks at social media users as one giant focus group.
  • How their social media strategy is focused on growing their community to raise brand awareness, increase recruitment (of teachers) and raise donations.
  • How social listening allows TFA to better understand their audience and keep up with their conversations.
  • What is Teach For America’s “content loop” and how it allows them to spot a trend in the moment and encourage further engagement.
  • How for-profit organizations can apply TFA’s content loop in their organization to both paid and earned media.
  • Why Stacey says social media isn’t free and how she expects to see more paid media as the industry and platforms grow.
  • How Craig Brandenburg, a TFA alumnus earned an invitation to speak to an audience of 15,000 to share his Teaching for the Cycle story during TFA’s 25th anniversary summit.
  • How TFA uses paid media to recruit teachers starting with lead generation ads followed by remarketing.
  • How TFA measures success by looking to the number of teacher applications and channel growth and engagement.
  • Why Stacey’s recommendation to other non-profits is to study brands you admire, form hypotheses and test them, as well as to study the social media industry as a whole through blogs, podcasts, conferences.

Featured On This Episode:

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