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2014 Social Media Strategy This strategy focuses on the social media profiles managed by the social media specialist, Anthony Darby SOCIAL MEDIA GOAL: Our goal is to engage members and non-members on-line, educate, share SPE content, promote SPE events, products and services, increase our online reputation, increase our online consistency/brand, and improve our Search Engine Optimization (SEO). SOCIAL MEDIA STRATEGY: Our strategy to accomplish our goal is to engage SPE members on platforms where they are/or heading to and provide them with the content they want and need. SOCIAL MEDIA STRATEGY UPDATE: The 2012 Strategy created focused heavily, but not entirely, on awareness, education, creating standards, developing internal procedures and processes, promotion, engagement, platform continuity, and content development while this strategy will involve the exact same things as the 2012 strategy but will now include MORE on SPE-centric integration, online consistency, SEO, and servicing those connected with the things they want and need. These specifics are included in the social media tactics. SOCIAL MEDIA TACTICS: Update, monitor, and engage on SPE-managed platforms o Utilize social media dashboards, apps, etc to most effectively accomplish Utilize marketing program – MARKETO o Engage Marketo social media features. o Use measuring features for effectiveness. Utilize SPE staff by encouraging sharing o If staff are on social media and interested in sharing, encourage them to do so. o Utilize SPEnet o Utilize in-person communication, video calls, conference calls o Utilize original content (videos, blogs, best practices, etc) Utilize Google Analytics + reporting o Use to monitor trends, what people are searching, what they are interested in, etc for better understanding of personas, content wants/needs and how to better engage. o Use Google analytics embedded social media functions. o Use reporting features for effectiveness. Utilize Google Keywords

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Page 1: 2014 Social Media Strategy - s3.amazonaws.com€¦ · 2014 Social Media Strategy This strategy focuses on the social media profiles managed by the social media specialist, Anthony

2014 Social Media Strategy

This strategy focuses on the social media profiles managed by the social media specialist, Anthony Darby SOCIAL MEDIA GOAL: Our goal is to engage members and non-members on-line, educate, share SPE content, promote SPE events, products and services, increase our online reputation, increase our online consistency/brand, and improve our Search Engine Optimization (SEO). SOCIAL MEDIA STRATEGY: Our strategy to accomplish our goal is to engage SPE members on platforms where they are/or heading to and provide them with the content they want and need. SOCIAL MEDIA STRATEGY UPDATE: The 2012 Strategy created focused heavily, but not entirely, on awareness, education, creating standards, developing internal procedures and processes, promotion, engagement, platform continuity, and content development while this strategy will involve the exact same things as the 2012 strategy but will now include MORE on SPE-centric integration, online consistency, SEO, and servicing those connected with the things they want and need. These specifics are included in the social media tactics. SOCIAL MEDIA TACTICS:

Update, monitor, and engage on SPE-managed platforms o Utilize social media dashboards, apps, etc to most effectively accomplish

Utilize marketing program – MARKETO o Engage Marketo social media features. o Use measuring features for effectiveness.

Utilize SPE staff by encouraging sharing o If staff are on social media and interested in sharing, encourage them to do so. o Utilize SPEnet o Utilize in-person communication, video calls, conference calls o Utilize original content (videos, blogs, best practices, etc)

Utilize Google Analytics + reporting o Use to monitor trends, what people are searching, what they are interested in, etc for better understanding of personas, content

wants/needs and how to better engage. o Use Google analytics embedded social media functions. o Use reporting features for effectiveness.

Utilize Google Keywords

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o Use to see what people are searching in the industry and SPE.

Integrate SPE Publications o Develop list of integration opportunities and execute o Work with magazines team to accomplish

Integrate SPE Event Apps o Develop list of integration opportunities and execute o Work with mobile apps rep to accomplish

Integrate on event sites o Develop list of integration opportunities and execute o Work with web content team to accomplish

Integrate where appropriate on SPE.org o Develop list of integration opportunities and execute o Work with web content team to accomplish

Integrate in marketing print materials o Develop list of integration opportunities and execute o Work with marketing team to accomplish

Create content at SPE Events o Most thorough and effective place to obtain and create content. In turn, this creates awareness about the event. o Develop list of pertinent list of events to attend

Develop Google+ profile o For SEO, brand reputation purposes. o For SPE community purposes.

SOCIAL MEDIA MEASURING/ANALYTICS: Utilize Google Analytics, Google Keywords, and Marketo for analytics to measure trends, campaigns, ideas, members and non-member interests, engagement and conversions. This strategy also includes:

1. Guidelines for staff use of these platforms in promoting SPE programs and activities. It is explains the rationale for current initiatives and drives future actions.

2. SPE Student Members and Chapters best practices for using Social Media when a profile is being developed or has been created. For the purpose of this strategy we will only include social media (Facebook, Twitter, LinkedIn, Google+ and YouTube). Purpose of Social Media for SPE is to engage our members and create useful and educational conversations.

• Member engagement

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– Technical topic discussions – Merits of membership – Networking with others – Build pride and belonging among existing – Retention

• Attract new members • Enhance brand and reputation • Promote activities and products

– Event awareness - Conferences, workshops, training courses, Forums – Reminders or alerts on programs - Awards, DLs, Student and YPs, JPT Online, tech journals – Industry News – New Technologies – SPE Happenings – SPE Publications

• Educate – Energy4me – PetroWiki – SPE Connect

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Social Media Platforms

Facebook is a social network site aimed at sharing and engagement. 1. SPE Facebook

Our audience profile consists of SPE members, students, Young Professionals, Oil and Gas professionals, Oil and Gas enthusiasts, to name a few. a. Current activity

i. SPE FB 48,060 likes. ii. Posts that have seen the most engagement: Asking a question, Scholarships, awards, volunteer opportunities, SPE News, photos, videos,

posts featuring SPE presidents/thought leaders, SPE section/chapter related news, SPE Publications, SPE events. b. Target Audience

i. Our target audience is SPE members. c. Tactics

i. This profile is the official portal for any and all announcements from SPE. It’s the platform, where, if one wants to find out more about SPE or connect with SPE or our community, they go here first.

ii. We use the platform to engage, share/promote all things SPE from all departments. Mostly including, but not limited to: SPE publications, conferences, meetings, events, news releases, industry publications, milestones, developments, industry information, third party articles, contests, promotions, and thought-leadership.

iii. We use this platform to share thought-leadership and entice discussion. iv. We also share hot topics/discussions from other social media platforms on Facebook. This allows community to be privy to of-topic

discussions and showcase our LinkedIn profile. v. Third-party article posts will consist of articles from SPE publications and appropriate third-party publications.

vi. Engagement posts consist of posts designed to elicit answers, call to action, get community to talk, showcase what they are doing, highlight SPE sections/chapters, provide info to student members, etc.

vii. News posts consist of news related to SPE, SPE sections/chapters, deadlines, scholarships, events, etc. viii. Promotion posts consist of posts related to SPE events, training courses, new offerings, contests, etc.

ix. Continually engage other SPE social media profiles i.e., student chapters, sections, offices by tagging, mentioning and interacting with their posts. Encourage reciprocity.

2. OTC Facebook Our audience profile consists of students, exhibitors, marketing professionals, oil and gas companies/consultants, and working professionals. Current activity

i. OTC FB 15, 417 likes. ii. Posts that have seen the most engagement : Those centered around excitement, conference specifics, the technical program, featured

technologies, photos and video. b. Target Audience

i. Our target audience is OTC attendees and those interested in attending. c. Tactics

i. The purpose of this profile is to publicize/promote, engage and ultimately increase registration regarding OTC and its portfolio of events. ii. We use this profile to engage, provide news, event updates, and information about what participants can expect from OTC and its

portfolio of events iii. Third-party article posts will consist of news articles when appropriate.

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iv. Showcase OTC supporting organizations. v. Engagement posts will consist of posts designed to get the community to do something, eliciting an answer, asking community to share,

photos/videos, etc. vi. News posts will consist of posts specifically related to OTC, deadlines, technical programs, facts/truths about OTC, how to register, etc.

vii. Promotion posts will consist of polls, contests, etc, type posts.

Twitter is interest-based, 140 character, news sharing & microblogging platform.

1. SPE_Events The purpose of this account is for the promotion of SPE events. The audience consists of SPE members, exhibitors companies, event sponsors, oil and gas companies, marketing professionals, oil and gas professionals and oil and gas organizations. Current activity

i. 5,260 followers. ii. Tweets that have been engaged the most: Live tweets, specific event features, Technical sessions topics, speakers/instructors

registration promotion. b. Target Audience

i. Our target audience are parties interested in attending, exhibiting or sponsoring at SPE events. c. Tactics

i. The purpose of this platform is to publicize/promote all SPE events. ii. We use this platform to share updates, photos, videos, news nuggets and registration information about SPE events

iii. Tier One and Tier Two events will be mainly featured and the other 200+ events, conferences and meetings will be featured ad hoc utilizing the monthly social media editorial calendar.

iv. Third-party article posts about the events or topics aligned with events i.e., fracturing, drilling etc. v. Engagement posts will consist of photos/videos, eliciting an action from community, etc.

vi. News posts will consist of content from publicized SPE events news nuggets, photos/videos, quotes, commentary, etc. vii. Share exhibitor registration information, event maps, sponsorship prices, sales details, etc.

viii. Promotion posts will consist of posts that promote SPE events.

2. OTC Our audience consists of event exhibitors, oil and gas companies, marketing professionals, oil and gas professionals and oil and gas organizations. .

a. Current activity i. 9,758 followers.

ii. Tweets that have seen the most engagement: Posts centered around excitement, conference specifics, the technical program, featured technologies, and photos.

b. Target Audience i. Our target audience is OTC attendees and those interested in attending.

c. Tactics i. The purpose of this platform is to publicize/promote OTC and its portfolio of events and engage fans.

ii. We use this platform to share event registration information, OTC news nuggets, updates, photos and videos. iii. OTC sponsoring organizations information.

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iv. Engagement posts will consist of photos/videos, eliciting an action from community, etc. v. News posts will consist of content from OTC news nuggets, photos/videos, quotes, commentary, etc.

vi. Share exhibitor registration information, event maps, sponsorship opportunities, exhibitor updates, etc. vii. Promotion posts will consist of posts that promote OTC.

LinkedIn is a business related social networking site aimed at discussing and connecting. 1. SPE

a. Current activity i. 67,521 group members: 20,363 Entry level; 17,048 Senior level; 10,752 Manger; 2,902 Director level; 2,639 VP level.

b. Target Audience i. Our target audience are SPE members and oil and gas professionals.

c. Tactics i. Facilitate industry discussions

ii. Share excerpts from SPE publications iii. SPE Publication writer integration iv. Encourage posts from thought leaders v. SPE News

1. OTC

a. Current activity vi. 2,566 group members (not including supporting subgroups): 609 Entry level; 656 Senior level; 455 Manger; 148 Director level; 145 VP

level. b. Target Audience

vii. Our target audience are OTC attendees and oil and gas professionals. c. Tactics

viii. Facilitate industry discussions ix. Share event specifics and updates from OTC’s portfolio of events x. Share updates from thought leaders

xi. OTC News

YOUTUBE YouTube is the #1 video viewing and sharing site on the Internet. 1. SPE

a. Current activity i. 750 Subscribers, 125 videos, 23,256 video views

b. Target audience i. Our target audience are parties interested in SPE events, products, services and membership.

c. Tactics i. Share video updates from SPE events, products, services

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ii. Engage followers on channel when appropriate iii. Encourage channel subscribers iv. Monitor profile for video feedback v. Cross promote with other SPE social media platforms and programs

2. OTC a. Current activity

i. 98 Subscribers, 37 videos, 10,789 video views b. Target audience

i. Our target audience are parties interested in OTC and its portfolio of events (all attendees). c. Tactics

i. Share video updates from OTC events and services ii. Engage followers on channel when appropriate

iii. Encourage channel subscribers iv. Monitor profile for video feedback v. Cross promote with other SPE social media platforms and programs

SPE Social Media Audience Message Grid

Events Training Publications Technical Topics

Professional Advice - Technical

Marketing Opportunities

Professional Advice - Career

Membership Information

Students Twitter, Facebook

SPE.org, Facebook, LinkedIn

SPE.org, Facebook, LinkedIn

LinkedIn, Facebook

LinkedIn, Facebook

Facebook SPE.org, LinkedIn, Facebook

Facebook, SPE.org

Young Professionals

Twitter, Facebook

SPE.org, Facebook, LinkedIn

SPE.org, Facebook, LinkedIn

LinkedIn, Facebook

LinkedIn, Facebook

Facebook SPE.org, LinkedIn, Facebook

Facebook, SPE.org

Experienced Professionals

Twitter SPE.org, LinkedIn, Facebook

SPE.org, LinkedIn, Facebook

LinkedIn LinkedIn Facebook SPE.org, LinkedIn, Facebook

Facebook, LinkedIn, SPE.org

Advanced Professionals

Twitter SPE.org, LinkedIn, Facebook

SPE.org LinkedIn, Facebook

LinkedIn LinkedIn Facebook SPE.org, LinkedIn, Facebook

Facebook, LinkedIn, SPE.org

End of Career/Retired

Twitter SPE.org, LinkedIn, Facebook

SPE.org LinkedIn, Facebook

LinkedIn LinkedIn Facebook SPE.org, LinkedIn, Facebook

Facebook, SPE.org

Authors and Content Providers

Twitter SPE.org, LinkedIn, Facebook

SPE.org LinkedIn, Facebook

LinkedIn LinkedIn Facebook n/a Facebook, SPE.org

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MarCom - Advertisers

Twitter SPE.org SPE.org Facebook, LinkedIn

LinkedIn LinkedIn Twitter

Twitter n/a SPE.org

MarCom - Exhibitors

Twitter, Facebook

SPE.org SPE.org Facebook, LinkedIn

LinkedIn, Twitter

LinkedIn, Twitter

Twitter n/a SPE.org

Former Members

Twitter, Facebook

SPE.org, LinkedIn, Facebook

SPE.org Facebook, LinkedIn

LinkedIn LinkedIn, Facebook

Facebook SPE.org, Facebook

Facebook, SPE.org

NonMembers (Potential Members)

Twitter, Facebook

SPE.org, LinkedIn, Facebook

SPE.org LinkedIn, Facebook

LinkedIn LinkedIn, Facebook

Facebook SPE.org, LinkedIn, Facebook

Facebook, SPE.org

NonMembers (Participators)

Twitter, Facebook

SPE.org, LinkedIn, Facebook

SPE.org Facebook, LinkedIn

LinkedIn LinkedIn, Facebook

Facebook SPE.org, LinkedIn, Facebook

Facebook, SPE.org

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2014 Social Media Internal Guidelines Our philosophy behind each social media platform: FACEBOOK

o Our philosophy on Facebook is to provide engaging information that our community wants and can use. Promotional at times but smooth and not in an obtrusive way. Always showing the benefit for the community. Information consists of everything from industry news, award nominations, and SPE events to contests and photos.

o Studies show that post that incorporate photos and videos are more likely to be viewed than regular posts. Use photos and videos when available. o Though the character limit on Facebook is relatively long, be concise and direct. Refrain from long posts with filler adjectives and commentary. o Do not: wear out your welcome with the community, meaning being overtly redundant and not bringing value with your posts.

TWITTER o Our philosophy on Twitter is to provide concise information filled nuggets that are of benefit to our community. I.e., for @SPE_events, the goal is to

inform while promoting all SPE Events. For @OTCHouston, we want to highlight specific parts of OTC while maintaining and developing interest and anticipation.

o The character limit on Twitter is 140 characters. For links, always use link-shortening services (bit.ly or ow.ly for example). Internet shorthand (i.e., substituting “2” for “to” or “u” for “you”) is also acceptable communication. Only use this shorthand if your character space is limited though. Also, if you substitute “2” for example, do it for every necessary entry in the post.

o Do not: be long-winded. Be concise and direct. LINKEDIN

o Our philosophy on LinkedIn is to share and facilitate industry news, enticing discussion. o Be conversational and engaging. Also, technical posts are welcome. o Be selective in posting to the site. Meaning, do not bombard the group with posts every day. Once a week is more than enough. If more than once a

week, may come across as agenda driven or promotional. o Do not: Post anything promotional in nature on this platform.

BEST PRACTICES

o Be Concise. What this means: Aside from there being a limit on how many characters you can use on most platforms, generally, readers are more prone to skip or not read your post entirely if it’s too drawn out. Post is the clearest, shortest form possible.

o Be Responsible for what you Write. What this means: Exercise good judgment and common sense when developing posts. If you think it is inappropriate or may not be received as your intended purpose, it’s probably best to refrain from it.

o Bring Value. What this means: For everything that’s posted, it reverts back to SPE’s reputation and ultimately influence. Use this influence to SPE’s benefit. Be sure that your posts bring thought leadership, are of a topic of interest (consider trends and timeliness), introduces a topic/idea or an alternate angle and is on the path to invoke your desired result.

o Consider your Audience. What this means: Remember that your readers are comprised of many different people and diverse backgrounds. When

developing messages, be cognizant of that fact and be careful not to alienate any of your readers. Also consider the platforms i.e. people on Facebook,

generally do not want the same type of information as the people on Twitter.

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o Exercise Good Judgment. What this means: Always re-read your message (out loud is very helpful) and think twice before pressing the “post” button.

Refrain from comments that could be interpreted as inflammatory, demeaning. Also consider this when replying to comments and engaging with

communities.

o Copyright Infringement. As SPE holds the right to all developed content (including photos, video, technical papers, etc), SPE reserves the right of

approval regarding use of content and the right to remove content used without the said approval from SPE.

o Responding to negative or disparaging comments or content. In the event of negative or disparaging comments or content not in line with SPE’s

mission, protocol is to remove the post and block the user if applicable. This is not to be confused with criticism of SPE, SPE affiliates or SPE Members.

The protocol in this instance is to not delete the criticism (cases-by-case), but address the criticism with facts, politeness and a thank you.

RESOURCES

For this current plan the additional resources required will be:

o Buy-in from relevant departments and offices (membership, conference, meetings, offices). Dedicated 2 hours per month assigned to discussing social

media, building messages, impromptu meetings, etc.

o Content from Tier One events not attended by PR staff. To be delivered by event managers and magazine writers attending.

SPE STUDENT MEMBERS AND CHAPTERS BEST PRACTICES PLATFORMS SPE ENGAGES AND OUR PHILOSOPHY: FACEBOOK – www.Facebook.com/spemembers

o Our philosophy on Facebook is to provide engaging information that our community wants and can use. Promotional at times but slick and not in an obtrusive way. Always showing the benefit for the community. Information consists of everything from industry news, award nominations, and SPE events to contests and photos.

o Studies show that post that incorporate photos and videos are more likely to be viewed than regular posts. Use photos and videos when available. o Though the character limit on Facebook is relatively long, be concise and direct. Refrain from long posts with filler adjectives and commentary. o Do not: wear out your welcome with the community, meaning being overtly redundant and not bringing value with your posts.

TWITTER – www.Twitter.com/@SPE_events o Our philosophy on Twitter is to provide concise information filled nuggets that are of benefit to our community. The goal is to inform while promoting all

SPE Events. o The character limit on Twitter is 140 characters. For links, always use link-shortening services (bit.ly or ow.ly for example). Internet shorthand (i.e.,

substituting “2” for “to” or “u” for “you”) is also acceptable communication. Only use this shorthand if your character space is limited though. Also, if you substitute “2” for example, do it for every necessary entry in the post.

o Do not: be long-winded. Be concise and direct. LINKEDIN - www.linkedin.com/groups/Society-Petroleum-Engineers-57660/about?trk=anet_ug_grppro

o Our philosophy on LinkedIn is to share and facilitate industry news, enticing discussion. o Be conversational and engaging. Also, technical posts are welcome. o Be selective in posting to the site. Meaning, do not bombard the group with posts every day. Once a week is more than enough. If more than once a

week, may come across as agenda driven or promotional.

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o Do not: Post anything promotional in nature in this group. YOUTUBE - www.youtube.com/user/2012SPE/videos

o Our philosophy on YouTube is to share SPE happenings through videos. These videos include, but are not limited to, event coverage, sections/chapters coverage, educational aspects, interviews, and more.

BEST PRACTICES: o Be Concise. What this means: Aside from there being a limit on how many characters you can use on most platforms, generally, readers are more prone

to skip or not read your post entirely if it’s too drawn out. Post is the clearest, shortest form possible.

o Be Responsible for what you Write. What this means: Exercise good judgment and common sense when developing posts. If you think it is inappropriate or may not be received as your intended purpose, it’s probably best to refrain from it.

o Bring Value. What this means: For everything that’s posted, it reverts back to SPE’s reputation and ultimately influence. Use this influence to SPE’s benefit. Be sure that your posts bring thought leadership, are of a topic of interest (consider trends and timeliness), introduces a topic/idea or an alternate angle and is on the path to invoke your desired result.

o Consider your Audience. What this means: Remember that your readers are comprised of many different people and diverse backgrounds. When

developing messages, be cognizant of that fact and be careful not to alienate any of your readers. Also consider the platforms i.e. people on Facebook,

generally do not want the same type of information as the people on Twitter.

o Exercise Good Judgment. What this means: Always re-read your message (out loud is very helpful) and think twice before pressing the “post” button.

Refrain from comments that could be interpreted as inflammatory, demeaning. Also consider this when replying to comments and engaging with

communities.

o Listen to your community members. What this means: Social media is two-way conversation. Do not talk “at” your community members, rather, talk

“to” them. Ask them what they want as part of the community and incorporate those suggestions f they make sense.

Share with action: What this means: incorporate “calls to action” in your posts.

Create rules that are visible to your community that they can refer to at all times. Include a facet about “reserves the rights” and potential results from negative, derogatory or demeaning posts and comments or things that don’t fit the focus of the platform.

ENGAGE WITH SPE + BENEFITS TO DOING SO:

All created LinkedIn groups need to be “subgroup” of the official SPE group. This gives the subgroup credibility and makes it a part of the SPE LinkedIn community.

Utilize and incorporate hashtags on Twitter. They make your content more searchable, categorized, and part of the SPE conversation. #SPEevents, #SPETRAINING, #SPEWEBEVENTS. Are our official hashtags.

Mention and Retweet SPE on Twitter. Engage with us as this makes your profile more credible and legitimate.

Tag Society of Petroleum of Engineers on Facebook. This makes your shared content searchable and visible to SPE’s Facebook community.

Write on SPE’s Facebook wall. This makes your content visible to all of SPE’s followers.

Only establish a presence on social media platforms that make sense and coincide with your purpose. I.e., if you do not plan to create a large community of videos, it makes no sense for you to get on YouTube.

For credibility and legitimacy, add SPE.org and the address of the SPE official profile in the bio.

Use and be cognizant of the SPE official logo guidelines - http://www.spe.org/about/guidelines.php

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Engage with SPE. Engage with SPE. Engage with SPE.