Senior public relations students at Cal State Northridge collaborated to create and implement a strategic social media plan for Sundial Media Solutions.

1. Sundial Media Solutions
Social Media Case Study
Monique Gonzalez
DeAngelo Hicks
Portia McGroarty

2. Public Relations Plan
Introduction
Sundial Media Solutions is the marketing component
of The Daily Sundial, the California State University,
Northridge campus newspaper. The main objective of
the department is to generate advertising revenue and
provide businesses with a meaningful connection to the
CSUN community.
The latest addition to Sundial Media Solutions’
offerings is Social Media Consultation. The Public
Relations Team assisted in developing the program for
future implementation.

3. Public Relations Plan
• Objectives
Develop a flexible three step Social Media
Consultation offering that can be broken up into smaller
packages for different businesses. Start, Grow and
Maintain are the current titles of the offerings. By
individually logging our hours of activity spent on Lum Ka
Naad’s social media accounts, our team willuncover how
many hours are needed to devote to a client for future
pricing purposes.
Practice Social Media Consultation methods on
Sundial Media Solutions’ client Lum Ka Naad Thai
Restaurant. Objectives for this client include: double
Facebook Likes, obtain 100 Twitter followers and create
a YouTube presence.

4. Public Relations Plan
Social Media Plan and Tactics
The PR Team implemented the following:
• Set-up Facebook Advertisements including Sponsored
Stories and regular Facebook Ads.
• Created engaging content for Facebook and Twitter by
writing copy.
• Created a 30 second promotional video for YouTube. PR
Team coordinated filming and raised awareness of the
video using Facebook and Twitter.
• Participated in active community management by
engaging with fans on Facebook, Twitter, YouTube and
NorthridgeLive.
• Utilized the Hootesuite dashboard in order to schedule
posts in advance for Facebook and Twitter.

5. Continued…
• Engage Facebook friends and fans of Lum Ka Naad to take
pictures of their meals at Lum Ka Naad with our “Featured
Fan” contest. We will choose the best of the bunch every
Friday and place that person’s photo on the Lum Ka Naad
Facebook page.
• Foster a positive relationship between Lum Ka Naad and
CSUN by setting up fundraiser events for campus
organizations. Raise awareness by approaching organization
leaders and reaching out to Associated Students and the
Matador Involvement Center.
• Increase Lum Ka Naad’s social media presence by actively
engaging and collecting the Twitter handles of customers
dining at Lum Ka Naad.
• Document business processes and make recommendations
for pricing.
• Create a presence and utilize Foursquare, Pinterest and
Instagram to increase visibility for Lum Ka Naad.

6. Public Relations Plan
• Campaign Outreach
The P.R. team will create cross-marketing opportunities by
utilizing Lum-Ka-Naad as a fundraising platform for other
campus organizations.

7. Public Relations Plan
• Evaluation
The PR Team evaluated success by
reviewing Facebook Analytics, YouTube
Analytics, monitorined engagement on social
media platforms, kept track of Twitter
followers and Northridge Live activities.
Weekly meetings with the Marketing Director
of Sundial Media Solutions were also used as
an opportunity to gauge successes,
weaknesses and discuss improvements.

8. Hoot Suite
Used by each member to schedule content and manage accounts.

9. Twitter Posts: twitter.com/lumkanaad
Each team member wrote on a weekly rotating schedule. Tweets include
original content, retweets of others and responses to followers.

10. Facebook Content
http://www.facebook.com/pages/Lum-Ka-Naad-Noodle-and-Thai-Cuisine-Northridge/127951541602
Each team member wrote on a weekly rotating schedule and performed
community management tasks.

12. Facebook Analytics: Shows growth from February to April and target audience demographics.

13. Facebook Ad Copy
Written by Monique Gonzalez.Team assisted store owner in setting up
ads.
“Regular Facebook Ad”
“Sponsored Story Ad”-Shown
to those with friends that
already like the page. Gives a
personal touch by showing that
their friend is already a fan.

14. Facebook Ad Analytics
Picture 3

15. Facebook Analytics Continued
Picture 3

16. YouTube Video
Team members assisted in organizing the filming and publicized on social
media sites.
http://www.youtube.com/watch?v=Dv7n44ZIEqE

17. Fundraiser Flier
Team put together flier and organized fundraiser events.