Abstract
The role of social media in advancing environmental conservation efforts is an emerging focus for nonprofit organizations. This project focused on developing and implementing a social media strategy for Environmental Protection in the Caribbean (EPIC) to increase public awareness and engagement in conservation initiatives. Facing challenges with low engagement metrics and limited audience reach, EPIC wanted a data-driven approach to fully optimize its online presence. By leveraging evidence-based practices and data-driven insights, content was developed and posted daily across Facebook, Instagram, LinkedIn, and X (formerly Twitter). Over the five-month period, the strategy led to notable improvements across all platforms compared to the previous five-month period. Using Hootsuite analytical tools, these increases in audience reach, engagement, and follower growth were measured and analyzed, highlighting the effectiveness of the new approach. The project effectively boosted EPIC’s online presence, making its conservation efforts more visible while strengthening connections within the community. By implementing a diversified content strategy featuring educational posts, interactive prompts, partnership highlights, and more, EPIC successfully built a more engaged online community. The project calls attention to the transformative potential of social media to drive community-focused conservation efforts and draw attention to the importance of a strategic, multi-channel approach. Beyond raising awareness, the campaign successfully engaged users in meaningful dialogue and action, demonstrating the power of digital platforms to inspire real-world environmental change. This work offers a replicable framework for similar organizations seeking to leverage social media for conservation advocacy. Future recommendations include leveraging advanced analytics, expanding video content, and strengthening partnerships to sustain and amplify engagement.