A Proposal to Strengthen the Texas Department of Family and Protective Services (DFPS) Social Media Campaign
Trends towards economic inequality and the polarization of incomes have social and psychological consequences in US families that are leading to increases in the incidence of child maltreatment. In 2012, the Department of Family and Protective Services (DFPS) spent $2,400,000 on the Help for the Parents, Help for the Kids social media campaign. However, the campaign is not generating enough visibility and exposure to have an effect in the prevention of child maltreatment and its cost to the DFPS. This proposal puts forward an innovative social media campaign that addresses the prevention of child abuse and neglect therefore reducing the cost of this maltreatment to the State of Texas. To strengthen the DFPS social media campaign, the agency must create new strategies to engage with families and build relationships.
Proposed changes include a redesign of the Help for the Parents website, creating engaging social media content, and the creation of an interactive community. In addition, a Content Management System (CMS) will improve the delivery of quality content by ensuring that content is authored and approved by the right people. Furthermore, CMS adds auditing capabilities, brings consistency to the website, and guarantees the delivery of up-to-date content.
DFPS will need to allocate $221,200 of its $43,837,493 PEI Budget in order to finance the proposal; that is 0.50 percent of the Prevention and Early Interventions budget. The campaign aims to reduce the incidence of child maltreatment by 2 percent in the second year and 5 percent in 5 years. Reducing the incidence of child maltreatment by 2 percent on the second year will prevent 1,338 cases of child and save the State 7,441,622 dollars.
This social media redesign will nurture opinion leaders or advocates, lower the cost-to-serve, build brand loyalty, and...