Social Media Audit, Strategy & Conversion Planning

We are seeking a skilled volunteer with expertise in social media strategy, analytics, and digital audience growth to help us audit our current social media efforts and create a realistic, actionable strategy for improvement.

Over the past six months, our social media growth has stalled across nearly every channel despite consistent posting and significant effort. We need an experienced outside perspective to evaluate what is working, what is not, and where we are spending time without seeing meaningful results.

We are looking to create a comprehensive social media strategy that includes:
• A full audit of our current channels including Facebook, Instagram, LinkedIn, Pinterest, YouTube, and podcast distribution channels
• Analysis of audience engagement, content performance, follower growth, and platform-specific trends
• Recommendations for improving messaging, reach, engagement, and conversion
• Guidance on what content we should prioritize, what we should stop doing, and where to focus limited resources
• A practical content strategy and posting plan aligned with our team’s bandwidth
• Clear recommendations for how social media can better support website traffic, program awareness, book sales, merchandise sales, course enrollments, and donations

Our goal is to transform social media from a time-consuming obligation into a meaningful growth engine that increases awareness, builds trust, strengthens community engagement, and supports revenue generation.

A stronger social media strategy will directly support our mission by helping us reach more students, parents, educators, libraries, donors, and community partners.

Social media serves as one of our primary tools for awareness, storytelling, and community building. When working effectively, it helps us introduce new audiences to our programs, share our impact, build trust, and drive action.

Improving our digital strategy will help us:
• Reach more families and students who can benefit from our educational programs
• Increase visibility for our books, courses, podcast, and library partnerships
• Grow awareness around sponsorship opportunities and donation programs
• Expand support for initiatives such as Donate a Book and Donate a Charms Kit, which provide resources to girls in foster care and students with financial barriers
• Strengthen partnerships with volunteers, sponsors, schools, and community organizations

Ultimately, stronger digital visibility means greater impact. The more effectively we communicate online, the more students we can serve and the more opportunities we can create for the next generation.

Books That Build Skills powered by Athenian is a 501(c)(3) nonprofit focused on helping students, specifically girls ages 10–15, explore careers, build life skills, and gain confidence through STEM education. Through books, library partnerships, and podcast content, we help students better understand the real-world skills and careers shaping the future.

Our mission is to equip the next generation with the communication, critical thinking, and career readiness skills they need to succeed.

We will set this project up for success by providing the volunteer with access to the data, content, and context needed to make informed recommendations.

This includes:
• Access to social media analytics and account performance data across all active channels
• Website and traffic insights to understand how social media is contributing to visitor behavior and conversions
• Current content calendars, posting schedules, and examples of recent content
• Information on our key audiences including parents, students ages 10–15, educators, donors, sponsors, and volunteers
• Clear organizational goals for awareness, engagement, sales, and fundraising

We are highly collaborative and responsive and will make ourselves available throughout the project to answer questions, provide additional information, and discuss recommendations.

Our team's bandwidth is limited, so we need a strategy that is practical, sustainable, and built around realistic execution. We are open to honest feedback and welcome strategic recommendations even if that means changing our current approach significantly.