Philadelphia’s Social Justice Hackathon
The Philadelphia Social Justice Hackathon is a 36-hour event that brings together students, programmers, and other “civic-minded hackers” to collaborate with justice advocates, public servants, community legal providers, and members of the community. The goal is to enhance the use of open data and develop technology solutions that address the specific justice needs of residents and neighborhoods most impacted by social, economic, and environmental injustices in Philadelphia.
Social Media Management
The Social Justice Hackathon wanted to increase participation in the event after their first hackathon in 2021. I joined the team as the Social Media Marketing lead to promote the event through multiple platforms. I was tasked with content creation, content scheduling, and copywriting.
Process
One of the key challenges was targeting the correct audience. Previously, the event had only been advertised through X, Instagram, and Eventbrite. To diversify our reach, I expanded the strategy to include LinkedIn, Meetup, and various community groups on Slack, while continuing efforts on Instagram, Twitter, and Eventbrite.
- LinkedIn: Targeted students and professionals interested in hackathons for career growth and skill development.
- Meetup: Focused on individuals already active in the community or seeking to engage more deeply.
- Slack: Leveraged community groups like Code for Philly and DataPhilly to reach audiences passionate about social justice and technology.
To ensure consistency, I adapted elements of the graphics from the first hackathon to create updated versions for digital content. Posts were scheduled twice a week across platforms, increasing frequency as the event date approached.
Collaboration was critical to the campaign’s success. I met with the event team weekly to discuss content strategy and align posts with the event timeline. To further boost engagement, we hosted four educational pre-event sessions featuring guest speakers from fields such as data, law, and community advocacy. Two of these sessions were hosted in partnership with Code for Philly and DataPhilly, utilizing their networks to attract a targeted audience. All events were listed on Eventbrite to track attendance, and Eventbrite links were shared across all platforms to maximize visibility and reach.
Throughout the campaign, I maintained a cohesive tone in copy across platforms to reinforce the event’s brand and messaging.
Outcome
Participation doubled compared to the inaugural event, with steady attendance throughout. The audience spanned diverse demographics, including undergraduate and graduate students, community members passionate about social justice, and working professionals with interests or expertise in law, technology, and data.This diversity enriched project submissions, providing comprehensive insights from various perspectives within the Philadelphia community. Additionally, project submissions demonstrated higher levels of completion compared to the previous year, indicating increased engagement and commitment from participants.