Raising Awesome Girls

In May 2016, the Girl Scout Content team launched the Raising Awesome Girls parenting hub on the Girl Scout website. It is the go-to place for parenting advice and tips, with a focus on girls' issues and development. Topics include bullying, back-to-school, world issues, and more. My team's job is to use this new hub to reel in new audiences, increase click-throughs to our website, and entice Girl Scout membership. 

Platforms: GSUSA Facebook, Twitter, and Pinterest
Audience: Girl Scout leaders and caregivers + non-Girl Scout parents
Results: Raising Awesome Girls is one of our most engaging social content, which increases with each new article. Our established audience now expects these articles and it organically brings new audiences into the conversation. Social media has consistently been the top referrer.

Articles that went viral:

• In a World of Boys' Clubs, Give Her One of Her Own

• Talking to Your Daughter About School Violence and Other Horrific Events

• One in Ten Girls is Catcalled Before Her 11th Birthday. Here Are 6 Things Parents Can Do About It

• Reminder: She Doesn’t Owe Anyone a Hug. Not Even at the Holidays.

Raising Awesome Girls content has also informed our Facebook Live strategy.

My Responsibilities

• Content creation: social toolkits for both national and 112 councils.

• Monitored posts and analytics to adjust and increase engagement and drive traffic to our site.