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The organization developed and implemented a social media strategy to improve engagement with its emergency preparedness campaign. It conducted research, created online content, engaged influencers like bloggers, and measured results. Key tactics included developing a social media training program, monitoring conversations, engaging influential bloggers, and creating videos. Metrics showed an increase in website sessions, video views, and social media mentions of the campaign. Lessons learned included starting with listening, engaging influencers, and measuring performance.