Social Media Plan

My first objective for my social media plan is to increase brand awareness of the counseling and psychological services within the local community by 25% within 6 months. Brand awareness is critical in the mental health sector because many individuals who could benefit from counseling may not yet be aware of the available service. The brand will measure success by tracking engagement metrics such as Facebook and Instagram. By producing high-quality, informative, and empathetic content about mental health, the goal is to promote awareness among individuals seeking mental health support or may benefit from service in the future. The second objective is to drive a 15% increase in appointment bookings directly from social media. To measure success, the number of appointments booked available through social media links or posts. The goal is to be specific and focused on turning online engagement into appointments.I chose Instagram and Facebook as primary social media platforms to achieve these marketing objectives. Instagram is an ideal platform for reaching a younger demographic, particularly individuals between the ages of 18 and 34 who are often active on the platform and may be seeking mental health support. Instagram's emphasis on visually engaging content such as photos, videos, and infographics makes it a perfect fit for sharing educational posts, mental health tips, and client success stories. On the other hand, Facebook offers a broader demographic reach, including individuals aged 35 and older who may be seeking counseling services for themselves, family members, or work-related stress. Facebook's ability to host longer-form content like articles and blog posts allows for in-depth exploration of mental health topics.Using Instagram and Facebook could support marketing objectives that will focus on engagement, education, and relationship-building. I will design for Instagram to educate and engage followers through visually compelling posts. For example, I will post mental health tips such as stress management techniques, signs of anxiety, or ways to build emotional resilience. Each post will include a call to action encouraging users to visit the website, book a consultation, or learn more about the service offered. Also, I will post Reels and stories on Instagram with short, engaging videos explaining mental health concepts, addressing common misconceptions about therapy, and offering quick self-care tips. For Facebook's strategy, the content will focus more on community engagement and long-form educational content. It will include detailed articles and blog posts exploring mental health topics, such as coping with anxiety, the benefits of therapy, or how to manage burnout. Also, posts promoting free mental health workshops offer a space for followers to learn more about mental wellness. The event will include links to RSVP or register online. Create a private Facebook group for individuals to discuss mental health challenges, share experiences, and receive support in a safe, moderated environment.