Harris County Pets Organic Social Media

Strategic Plan
By Gustavo Amezquita Huerta

History
Harris County Pets is a municipal animal shelter that serves unincorporated Harris County,

Texas. It's operated by the Harris County Veterinary Public Health (VPH) Division and has been

open since 1986. The shelter has an open intake policy, meaning it must accept all animals that

come through its doors, regardless of breed, health, temperament, or circumstances. In 2023,

Harris County Pets had a live release rate of 97.7%. Harris County Pets offers various services

for homeless pets and the public, including adoption, animal control, veterinary care through the

wellness clinic, zoonotic disease surveillance, and responsible pet ownership education.

Harris County Pets has historically faced challenges with negative public perception. Recently,

with the rise of social media, the shelter has encountered increased commentary from animal

advocates within and outside Harris County. To address this issue, the Office of Communication,

Education, and Engagement established the role of Social Media Specialist in August 2023. This

role was created to enhance the public's perception of the organization by promoting community

engagement events, adoption specialists, and other initiatives that highlight the positive

contributions of the Veterinary Public Health (VPH) division to the community.

Strategic Plan Overview

Objective: Enhance engagement and awareness and transform public perception of Harris

County Pets by creating visually appealing content targeted towards audiences on Instagram,

Facebook, and Nextdoor. This strategy aims to increase adoption rates, promote events such as

low-cost spay and neutering, highlight the urgency of pets in need, and promote public education

on responsible pet ownership through a consistent and engaging social media presence.
Target Audience: Pet owners, potential adopters, local community members, pet lovers, and

volunteers.

Key Content Pillars:

 Urgent Needs Pets

 Adoption and Spay/Neuter Events

 Shelter Pick of the Week Videos

 Community Engagement

 Educational and Informative Posts about Pet Safety

Social Media Audit

Instagram Account: Harris County Pets

Current Average Metrics as of June 2024:

 Followers: 10,298

 Engagement Rate: 1%

 Post Frequency: 2.67

 Average Monthly Follower Growth: 94

Facebook Account: Harris County Pets

Current Average Metrics as of June 2024:

 Followers: 51,360
  Engagement Rate: 10.61%

 Post Frequency: 1.74

 Post Clicks: 6,518

 Page Content Clicks: 40,317

 Page & Profile Visits: 921,393

 Post Reach: 228,135

 Average Monthly Fan Growth: 191

S.W.O.T. Analysis for Harris County Pets Instagram Account

This S.W.O.T. analysis can help Harris County Pets identify areas for improvement and

capitalize on opportunities to enhance their Instagram strategy and overall social media presence.

Strengths:

 High-Quality Visuals: The account features appealing photos of pets, which attract

attention and engagement.

 Strong Community Support: Active engagement from local followers and pet lovers who

support adoption efforts.

 Diverse Content: The content is kept interesting and varied by a mix of posts about

adoptable pets, events, and success stories.

 Emotional Appeal: Stories and photos of needy pets often evoke strong emotional

responses, encouraging shares and support.

  Established Presence: The account has an existing follower base and a consistent posting

history.

Weaknesses:

 Limited Video Content: Underutilization of videos that are highly engaging on Instagram.

 Engagement Gaps: Some posts receive low engagement, indicating a need to understand

audience preferences better.

 Hashtag Usage: Potential for improved hashtag strategy to increase reach and visibility.

 Resource Limitations: Possible constraints regarding time and staff dedicated to social

media management.

Opportunities:

 Increased Use of Video: Implementing more videos, such as "Shelter Pick of the Week,"

to increase engagement.

 Community Engagement: Highlighting attendance of HCP at community events and/or

volunteers to expand reach and engagement.

 Event Promotions: Regularly promoting adoption and spay/neuter events to boost

attendance and awareness.

 User-Generated Content: Encouraging followers to share their adoption stories and

photos, creating a sense of community.

 Educational Content: Providing informative posts about pet care, adoption benefits, and

spay/neuter importance to educate followers.

  Utilizing social listening tools to understand Harris County Pets' social media presence

beyond its own account.

Threats:

 Social Media Algorithm Changes: Changes in Instagram's algorithm could impact the

reach and visibility of posts.

 Competition: Other local shelters and pet adoption agencies compete for the same

audience.

 Negative Public Perception: Potential negative comments or posts about the shelter could

harm its reputation.

 Resource Constraints: Limited resources might hinder the ability to create and post high-

quality content consistently.

 Adoption Rate Fluctuations: Seasonal or economic factors affecting adoption rates and

event attendance.

S.W.O.T. Analysis for Harris County Pets Facebook Page

This S.W.O.T. analysis can help Harris County Pets identify strengths to leverage, weaknesses to

address, opportunities to explore, and threats to mitigate to enhance their presence and

effectiveness on Facebook.

Strengths:

 Established Audience: A significant number of followers who are already interested in

pet adoption and welfare.

  Engaging Content: A mix of photos, videos, and stories about adoptable pets, events, and

success stories.

 Community Engagement: Local community members actively participate through

comments, shares, and likes.

 Event Promotion: Effective platform for promoting adoption events and spay/neuter

clinics.

 Emotional Appeal: Heartwarming stories and photos that resonate with animal lovers,

encouraging them to engage and share.

Weaknesses:

 Limited Use of Facebook Features: Underutilizing features such as Facebook Live,

Stories, and Groups.

 Engagement Gaps: Some posts receive lower engagement, suggesting a more tailored

content strategy is needed.

 Resource Limitations: Possible constraints regarding time and personnel dedicated to

managing the Facebook page.

Opportunities:

 Increased Video Content: Leveraging videos and Facebook Live to engage followers

more effectively.

 Collaborations and Partnerships: Partnering with local Harris County divisions,

businesses, and other shelters to expand reach.

 Targeted Advertising: Using Facebook Ads to promote adoption events.

  Community Building: Creating and nurturing Facebook Groups for adopters, volunteers,

and supporters.

 Educational Content: Sharing informative posts and articles about pet care, the benefits of

adoption, and the importance of spaying/neutering.

Threats:

 Algorithm Changes: Changes in Facebook’s algorithm could affect the reach and

engagement of posts.

 Competition: Other animal shelters and pet adoption agencies are vying for the same

audience.

 Negative Public Perception: Potential negative feedback or posts about the shelter could

harm its reputation.

 Platform Changes: Updates or changes to Facebook’s features and policies that may

impact the current strategy.

 Resource Constraints: Limited resources might hinder the ability to create and post high-

quality content consistently.

Harris County Pets’ Target Audience

Demographics:

Demographic data was generated through an analysis of information from Chameleon, the

program used by Harris County Pets for adopters, surrenders, and fosters utilizing Harris County

Pets services.
  Age: 22-60 years old

 Gender: All genders

 Location: Residents of Harris County, TX, and surrounding areas

 Occupation: Diverse range, including students, young professionals, families, and retirees

Psychographics:

 Interests: Animal welfare, pet care, volunteering, community events, environmental and

social causes

 Values: Compassion, responsibility, community involvement, sustainability

 Behaviors: Active on social media, frequent event attendees, engaged in local community

activities, likely to share and comment on content related to animal rescue and adoption

Consumer Personas:

Harris County Pets can create tailored content and engagement strategies that resonate with its

diverse Instagram, Facebook, and NextDoor audiences by understanding and targeting these

personas. This approach will help increase adoption rates, event participation, and overall

community involvement.

Persona 1: Emily the Young Professional

 Age: 28

 Occupation: Marketing Specialist

 Location: Houston, TX

 Interests: Fitness, outdoor activities, socializing with friends, animal rescue

  Social media: Active on Instagram and Facebook, shares and engages with animal-related

content, follows multiple animal rescue organizations

 Motivations: Looking for a companion pet to share her active lifestyle, interested in

giving back to the community

 Challenges: Busy work schedule, limited knowledge about the adoption process

Marketing Strategy:

 Post high-quality photos and videos of pets available for adoption, emphasizing their

suitability for an active lifestyle.

 Share success stories of other young professionals who have adopted pets.

 Highlight upcoming adoption events and volunteer opportunities.

 Provide informative posts about the adoption process and pet care tips for busy

professionals.

Persona 2: Sarah, the Family-Oriented Parent

 Age: 35

 Occupation: School Teacher

 Location: Katy, TX

 Interests: Family activities, educational content, community events, pet-friendly outings

 Social media: Frequently posts about family activities, follows family and parenting

pages, engages with content about family-friendly events and causes

 Motivations: Wants to adopt a pet to teach her children responsibility and compassion,

interested in family-friendly pets

  Challenges: Concerned about finding a pet that is good with children, needs information

about integrating a pet into the family

Marketing Strategy:

 Share photos and stories of pets that are good with children and families.

 Highlight family-friendly adoption events and spay/neuter clinics.

 Provide educational content about introducing pets to children and the benefits of pet

adoption for families.

 Post user-generated content from families who have adopted from Harris County Pets.

Persona 3: John the Retiree

 Age: 60

 Occupation: Retired Engineer

 Location: The Woodlands, TX

 Interests: Gardening, reading, community volunteering, spending time with grandchildren

 Social media: Moderately active on Facebook and Instagram, follows local community

groups and pages, though highly active on Nextdoor

 Motivations: Looking for a pet for companionship, enjoys supporting local causes and

charities

 Challenges: Needs a pet that matches his slower-paced lifestyle, requires information on

pet care for older adults

Marketing Strategy:
  Feature pets that are suitable for a quieter, more relaxed home environment.

 Share stories of other retirees who have found companionship through adoption.

 Highlight the health and emotional benefits of pet ownership for older adults.

 Promote volunteer opportunities and ways to get involved with Harris County Pets.

Persona 4: Mike, the College Student

 Age: 21

 Occupation: Full-time student

 Location: Houston, TX

 Interests: Studying, socializing with friends, animal advocacy, attending local events

 Social media: Highly active on Instagram, Snapchat, and TikTok, engages with humorous

and heartwarming animal content

 Motivations: Wants a pet for companionship during his studies, passionate about animal

welfare and rescue

 Challenges: Limited financial resources, balancing pet care with a busy school schedule

Marketing Strategy:

 Post engaging and humorous content featuring adoptable pets.

 Highlight low-cost adoption events.

 Provide tips on balancing pet care with a busy lifestyle.

 Encourage student involvement through volunteer opportunities and social media

advocacy.

Competitive Analysis:
Running a competitive analysis for Harris County Pets’ social media accounts is crucial for

strategic planning and continuous improvement. It helps leverage strengths, address weaknesses,

and seize opportunities to enhance social media presence, engage the community, and ultimately

achieve the organization’s goals.

BARC Houston:

 Instagram Handle: barc_houston

 Facebook: BARC Animal Shelter

 Followers Instagram: 22,791

 Followers Facebook: 63,391

 Post Frequency Instagram: Once per day

 Post Frequency Facebook: Once per day

 Net Audience Growth Instagram: 14

 Net Audience Growth Facebook: 7

 Public Engagements Instagram: 94

 Public Engagements Facebook: 0

 Reactions Instagram: 91

 Reactions Instagram: 0

 Content Types: Photos and videos of adoptable pets, event announcements, behind-the-

scenes content, educational posts, volunteer spotlights

Houston SPCA:

 Instagram Handle: houstonspca

  Facebook Handle: Houston SPCA

 Followers Instagram: 30,427

 Followers Facebook: 123,884

 Post Frequency Instagram: Once per day

 Post Frequency Facebook: Once per day

 Net Audience Growth Instagram: 14

 Net Audience Growth Facebook: 5

 Public Engagements Instagram: 71

 Public Engagements Facebook: 36

 Reactions Instagram: 69

 Reactions Facebook: 26

 Content Types: Photos and videos of adoptable pets, event announcements, animal

cruelty investigations, educational posts

Houston Humane Society:

 Instagram Handle: houstonhumane

 Facebook Handle: Houston Humane Society

 Followers Instagram: 19,874

 Followers Facebook: 84,266

 Post Frequency Instagram: Twice per day

 Post Frequency Facebook: Twice per day

 Net Audience Growth Instagram: 6

 Net Audience Growth Facebook: 25

  Public Engagements Instagram: 75

 Public Engagements Facebook: 47

 Reactions Instagram: 72

 Reactions Facebook: 33

 Content Types: Photos and videos of adoptable pets, event announcements, behind-the-

scenes content, educational posts

Pasadena Animal Shelter:

 Instagram Handle: petspasadenatx

 Facebook Handle: Pasadena Animal Shelter

 Followers Instagram: 6,552

 Followers Facebook: 60,074

 Post Frequency Instagram: Three times per day

 Post Frequency Facebook: Zero

 Net Audience Growth Instagram: 5

 Net Audience Growth Facebook: 37

 Public Engagements Instagram: 90

 Reactions Instagram: 87

 Reactions Facebook: 0

 Content Types: Photos and videos of adoptable pets and volunteer spotlights

Social Media Marketing Goals:

These goals align with Harris County Pets' mission of increasing pet adoptions, educating the

public on pet responsibility, lowering the intake of owner surrenders, and providing a haven for

pets in need.

Goal 1: Increase Follower Count

 Specific: Increase the number of followers on Instagram.

 Measurable: Gain 1,000 new followers.

 Achievable: This is a realistic target, given the current engagement rate and follower

growth trends.

 Relevant: More followers can lead to higher visibility and potential adopters.

 Time-bound: Achieve this by the end of 2024.

Goal 2: Boost Engagement Rate

 Specific: Increase the engagement rate on Facebook posts.

 Measurable: Achieve an average engagement rate of 10% by the end of 2024.

 Achievable: This is attainable by creating more engaging content (e.g., videos, adoption

success stories).

 Relevant: Higher engagement can lead to more shares and exposure for adoptable pets.

 Time-bound: Reach this goal by the end of 2024.

Goal 3: Promote Adoption Events

 Specific: Promote and increase attendance at adoption events through social media.
  Measurable: Achieve a 10% increase in adoptions through social media by the end of the

year.

 Achievable: With targeted posts and event promotions, this goal is realistic.

 Relevant: Higher attendance can lead to more adoptions.

 Time-bound: Attain this increase by the end of the year.

Goal 4: Raise Awareness of Foster Programs

 Specific: Raise awareness of the foster program and recruit new foster families.

 Measurable: Recruit 25 new foster families.

 Achievable: Through informational posts and testimonials from current fosters, this is

feasible.

 Relevant: More foster families can help reduce shelter overcrowding and improve animal

welfare.

 Time-bound: Accomplish this within the next four months.

Conclusion

In conclusion, Harris County Pets' organic social media marketing plan aims to enhance our

online presence, foster community engagement, and ultimately increase pet adoptions. By setting

S.M.A.R.T. goals, such as boosting follower count and engagement rates, fostering program

awareness, and increasing adoptions, we can create a more connected and supportive community

for our animals. Through consistent and compelling content, authentic storytelling, and strategic

use of social media platforms, Harris County Pets will grow its digital footprint and significantly

impact the lives of countless pets and the families who adopt them.