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.
Image 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.
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
- 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:
- Teach For America’s website
- Stacey Jaffe on Twitter and LinkedIn
- Write a review of this podcast in iTunes
- YouTube channel
- Learn more about Social Business Engine
There are TWO WAYS you can listen to this podcast with Stacey Jaffe…