The 2 page social media strategy brief for Assateague Coastal Trust. It is a basic version of the 4 page brief with necessary information, guidelines, and dates for current and new members of the NPO to refer to when posting to social networks on ACT's behalf.

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Assateague Coastal Trust: Social Media Campaign Brief
Michelle Malinger
Jordan Guiton
Salisbury University
I. Time & Location:
A.) Jordan will meet with Steve Farr and Matt Heim each Wednesday at 12:30 p.m.
B.) All other communication will be conducted by email.
II. Policy
A.) SWOT Analysis / Goal: To understand what areas should be developed, are weak, or
in need of introduction or change.
1.) Strengths: A frequently updated Facebook page with links and events as well
as a website with events, contact information, how to donate, and more.
2.) Weaknesses: A Blogger site which had not been updated in at least a year and
its lack of a micro-blogging account such as Twitter.
3.) Opportunities: A Facebook page to initiate interaction with followers and
promote events.
4.) Threats: The staff’s lack of knowledge of social media compared to its
competition for funding, the Maryland Coastal Bays Program.
III. Assateague Coastal Trust Audit
A.) Audience: ACT has approximately 700 members and community partners.
Demographics entail residents of and visitors to the Delmarva Peninsula who are
concerned with environmental protection and water quality to ensure clean waterways for
humans and wildlife. They donate funds but rarely volunteer.
B.) Mission Statement: Assateague Coastal Trust works to protect and enhance the
natural resources of the Atlantic Coastal Bays watershed through advocacy, conservation
and education. The Delmarva coastal area is a fragile, constantly changing ecosystem.
Maintaining the health of this ecosystem is critical to protecting our watershed to ensure
clean waterways for humans and wildlife, and quality of public health.
C.) Setting Goals:
1.) Inform or keep members updated with activities such as Coast Kids and more.
2.) Engage followers in discussion around issues such as environmental policies,
advocacy and local/regional news.
3.) Obtain new supporters with Assateague photos and daily surf reports.

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D.) Strategies: Awareness; Member relations; Volunteer management; Community
engagement; Environmental news dissemination; Engage members through social media
E.) Consistency of Engagement:
1.) Twitter and Facebook will be updated each day. The blog will be updated bi-
monthly. Each week five local and national news stories pertaining to ACT will be
shared on Delicious. Each Monday the photo of the day will be shared on Flickr.
a.) Social Media Content: The blog will focus on policy and advocacy
issues. Content will also be shared on Twitter and Facebook. The
Facebook schedule is as follows: Monday: Photo of the Week (taken by
Matt Heim); Tuesday: Policy Issues and Advocacy (Kathy Phillips/Steve
Farr); Wednesday: Coast Kids Updates (Verena Chase/Steve Farr);
Thursday: Events Updates (Matt Heim/Steve Farr); Friday:
Local/Regional News Article Links (Steve Farr); Saturday:
ACT/Watershed History (Matt Heim); Sunday: All.
b.) User generated content will be integrated with ACT’s website.
c.) Tracking: Tracking will occur via Klout and Facebook Insights. The
ultimate goal for ACT’s Facebook page is to have 1,000 likes, an increase
of approximately 500 fans. The goal for Twitter is to establish
approximately 500 followers as well.
IV. Social Media Use Policy
A.) Use by Department: The social media strategy will…
1.) Coast Keeper: Make members aware of environmental policies and
local/regional news. It will encourage the target audience to support the advocacy
efforts of ACT and understand why they are important.
2.) Development/Staff: Garner support for the organization and spread awareness
of its efforts, hopefully garnering new members and volunteers in the process.
3.) Coast Kids: Spread awareness of events and encourage attendance.
E.) Team Delegation: As the group liaison, Jordan Guiton will be responsible for
meeting in person with ACT and for updating ACT’s Twitter page. Michelle will
communicate by email and will be in charge of ACT’s Delicious and Flickr account. The
Dipity timeline and Klout score will be monitored by both. The Facebook page will be
managed by a different delegated member of ACT each day and posted content will be
monitored by Jordan and Michelle. The blog will be maintained by Kathy.
F.) Policy Statement: Content shared on the social media platforms will pertain to only
ACT initiatives and related content.
G.) Future Social Media: Kathy, Steve, and Matt will continue to update Facebook with
their delegated posts while Steve will maintain the Delicious account. They will all work
together to maintain the ACT Twitter.