Review and audit OPB profiles across social platforms

• Our identities across the web have been fractured and at times very confusing

• Some of our previous identities, particularly opbmusic, still exists in some places and causes confusion to people looking to tag us, and audience members who are clicking through or identifying us with those tags

• Our overall presence online is fractured and hard to organize and manage - for example, we have Facebook groups for a variety of our products (Think Out Loud, Oregon Art Beat, Oregon Field Guide all have unique pages on Facebook, while Oregon Art Beat and Oregon Field Guide also manage their own Instagram profiles).

  • There is value to having individual pages for shows as it develops more of a fandom for these products, but in terms of aligning with the larger organization and making the connection back to OPB as the foundation, it often causes more confusion and does not aid in acquisition and retention overall.

• Eliminate tags of non-active OPB profiles (opbmusic)

• More brand awareness of OPB as the foundational organization behind our many brands (qualitative, quantitiative over time)

• Follows on social media of foundational brand (OPB)

I'm sure you can come up with some more ideas here, but most of the success is in the negative space (removing incorrect tags, avoiding confusion, etc)

• Clarity of identity across different social media platforms

• Use the opportunity to review and edit profile names - for example "opbphoto" on Instagram could be more inclusive of our full identity, "oregonpublicbroadcasting" or "opbmedia", so on

• We have seen some confusion in the world particularly around profile titles that also use "opb", such as "opbmusic" which has not been in use for the past several years - yet, we see opbmusic tagged often enough to be confusing to anyone who clicks through

• Audit internet presences for OPB brands - identify and document all the places we show up (could be done later in process as it's quite time consuming)

• Fully delete out of date OPB brands in the world - opbmusic (IG), opbmusic (youtube), opbmusic (facebook)

• Consider re-naming OPB's presence on instagram to be more inclusive of breadth of coverage, bring to platform team for discussion

  • This would likely bring up other conversations around goals, objectives, and jobs to be done by social media - But regardless, our instagram presence must be inclusive of all the products that opb has to offer so "opbphoto" is shortsighted and limited in scope (and confusing to those who have not formed a habit with that title)