Building girls of courage, confidence, and character in the state of Connecticut.
Social Media Strategy
Developing a social media strategy for Girl Scouts of Connecticut for 2024 was the first project I took on as Digital Marketing Specialist. I started out by doing an audit of Facebook and Instagram, the two platforms used the most, and made note of some patterns. I quickly found they were missing a way to track analytics, therefore I was unable to see whether their campaign efforts were effective and how they could be improved going forward. In March of 2024, GSOFCT signed a contract with Sprout Social and began using their analytics tools to closely monitor campaigns for cookie season, summer camp promotion, and membership renewal. After a year of working with Sprout Social, I pulled reports of the analytics to compare the first quarter of 2024 (before Sprout) to 2025 (with Sprout).
Sprout Social’s features I found most helpful to GSOFCT’s growth on social media:
Analytics. Once I had connected GSOFCT’s profiles and used Sprout Social for a few months, I was able to really dig into the areas that needed improvement. I was able to see clear patterns between engagement and the frequency in which we posted, what our audience demographics looked like, and any fluctuation in our follower count.
Recommended post times. The social listening tools built into Sprout Social help determine the days of the week and times of day at which a business’ audience is most active. Having suggested times to post have helped ensure that we are sharing content when the majority of our audience is expected to be online and most likely to see our posts.
Smart Inbox. Connecting all of our profiles allowed us to collect comments and messages from all platforms into one inbox. This makes it much easier to track sentiment and respond to comments and messages as they come in.
Sprout Link. This feature allowed us to streamline our linking process on Instagram and made it much easier to see if people were clicking the link in our bio when prompted to.
Facebook & Instagram Analytics: 1/1/25 - 4/1/25
Comparison period: 1/1/24 - 4/1/24
I developed a content strategy for both Facebook & Instagram that included a balance of organic posts, sponsored posts, and shared posts with a mixture of photos, videos, and links. After a full year of practice, I was able to compare the first quarter of 2024 (before Sprout or a content strategy) to the first quarter of 2025 (with Sprout and a content strategy).
Girl Scouts of Connecticut created their Facebook profile in 2009 and has remained active on the platform ever since. The audience is mainly parents and guardians of Girl Scouts and volunteers who are looking for program updates, troop stories, and event information.
The GSOFCT Instagram has experienced tremendous growth from 2024 to 2025. One of the first things I did to build community was follow non-profit organizations, local businesses, and other Girl Scout councils. The account has netted over 600 followers since Q1 of 2024 and continues to show steady growth.
Facebook Analytics
Instagram Analytics