Single Event Social Media Strategy Template

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This is the Online and Social Media Division's social media strategy for a Medal of Honor ceremony. It includes rows for the various platforms and also includes a row at the bottom where the OSMD team listed the results of the social media plan.

Single Event Social Media Strategy Template

  1. 1. U.S. Army Social Media Strategy: October 6, 2010 – MOH Theme: Medal of Honor recipient SSG Robert Miller LOE: Soldiers and Families Flickr/Photo of the Day: Photo of the Day: Official Medal of Honor poster (over 3100 views, over 2400 clicks) Flickr: SSG Sweetnam created a Medal of Honor Set-10 photos in set, over 3400 views (excluding Official MOH poster) Facebook: Facebook post 1: Photo of the Day: Official Medal of Honor poster-(posted 0830) Facebook post 2: Staff Sergeant Miller’s extraordinary valor ultimately saved the lives of seven members of his own team and 15 Afghan National Army Soldiers in Barikowt, Afghanistan. Visit http://www.army.mil/medalofhonor/miller/ to learn more about SSG Miller and to view the “battlescape” - a video re-creation of his acts of heroism and selflessness. Facebook post 3: SSG Robert Miller graduated from the U.S. Army Special Forces Command (Airborne) Qualification Course Sept. 26, 2004, and the Special Forces Weapons Sergeant Course March 4, 2005. View the White House Ceremony awarding SSG Miller's parents the Medal of Honor LIVE today at 1:45 EST (link to White House site). Twitter: #USArmy Photo of the Day: "Medal of Honor" http://bit.ly/bgmy5B. Today, President Obama will posthumously award the Medal of Honor. Visit http://www.army.mil/medalofhonor/miller/ to learn more about SSG Miller and his acts of heroism and selflessness. #USArmy In less than five minutes, SSG Miller will be posthumously awarded the Medal of Honor. Watch the ceremony http://bit.ly/9e1k56 Speaking of #USArmy SSG Miller, President Obama said, "The courage he displayed that day reflects every virtue that defines his life." President Obama to #USArmy SSG Miller's Family: You gave your only son to America and America is forever grateful. Blog: Repurposed Army’s STAND-To! Included hyperlinks to STAND-TO!, microsite, and Flickr page (MOH photo set). Army.mil: SSG Robert J. Miller Microsite: http://www.army.mil/medalofhonor/miller Live stream of White House ceremony featured on Army.mil Homepage
  2. 2. STAND-TO!: Wednesday, October 6 edition of STAND-TO! focuses on the Medal of Honor http://www.army.mil/standto/ Other: Through SSG Sweetnam’s official Facebook account, posted general MOH post to listed Official pages: 82nd Airborne Division 1st Infantry Division 1st Calvary Division 1st Armored Division 3rd Infantry Division 1st Brigade 101st Airborne Division Go Army III Corps and Ft. Hood 3rd Heavy Brigade Combat Team, 3rd Infantry Division Estimated reach of over 100,000 fans Brittany attended the White House ceremony and LIVE tweeted from the event see metrics of tweets above. Goal: To educate & inform audience about Medal of Honor recipient SSG Miller’s story of heroism and selflessness. Measures of Effectiveness: Facebook post 1: 1048 likes, 97 comments, 159,869 Impressions, 0.71% Feedback (as of 1430) Facebook post 2: 833 likes, 85 comments, 143,087 Impressions, 0.64% Feedback (as of 1430) Facebook 3: 424 likes, 54 comments, (as of 1430) Tweet 1: 31 retweets Tweet 2: 27 retweets Tweet 3: 31 retweets Tweet 4: 14 retweets Tweet 5: 26 retweets Note: 25 mentions (specific to MOH)

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