1. PREPARED BY: Michelle Thai, Community Manager
DATE: July 26, 2013
PREPARED FOR:
SAMPLE VETERANS
NONPROFIT
SOCIAL MEDIA COMMUNITY
BUILDING PLAN

2. pg. 1
Insight #1
INSIGHT
Posts that honor soldiers and veterans resonated by far the most with your audience - performing 768%
better than your average post. This type of content includes your photos posts that honor fallen soldiers,
veterans, and active military.
ACTION
Leverage the popularity of this type of content by increasing the number of posts from 4 to 10. Create
different types of posts that spotlight fallen soldiers, veterans, and active military. Since one of your
organizational goals is to drive traffic to your website, try connecting these posts with something
available on your website. Examples include:
· A photo of a veteran with a quote about the positive impact the military had on him. Link to information
about military benefits on your website.
· A photo with a story about a fallen soldier and the inspiring life he lived. Read the full story on your blog.
· A photo of one of your medical resources' patients and a description of how much he appreciates the
services available to him.
Insights & Recommended Next Actions
Insight #2
INSIGHT
Posts about your veteran partners perform well when you attach an ask to support them. This includes
your 5/28 post, which ended with an ask for fans to take a survey to help Institute for Veterans and
Military Families, and your 6/6 post, which ended with an ask to take a pledge. By attaching a way for
your audience to engage with your partners, this type of content resonated more with them than simply
sharing a partner and saying check out our partner here.
ACTION
Moving foward, when you post about partners, include a way to engage your audience by ending it with
a call to action. For a post that ends with "Click here to learn more about 2013 Cycling Platoon: [link
removed]", give them a way to support this partner instead: "Click 'SHARE' below to spread the word
about the Cycling Platoon's mission [link removed]."
Insight #3
INSIGHT
Stories resonate well with your audience - performing 14% better than your average post.
ACTION
If you choose to post about your partners without any major calls to action, try sharing your partners'
work by sharing testimonials or quotes. This gives your content a new angle: if fans aren't already "liking"
your partners' work, they may "like" the impact of the work instead.

3. pg. 2
Insights & Next Actions (continued)
Questions? Email michelle@mediacause.org.
Insight #4
INSIGHT
Links to local events don't resonate as well with your audience as your other posts; these event posts
perform 24% worse the your average post.
ACTION
In order to be as relevant as possible to your audience, target these posts to you fans that live within 50
miles of each event's location. To compensate for reach, ask your targeted fans to share the event.
Insight #5
INSIGHT
While articles and partners on mental health and PTSD are important in reaching your goal as a great
military resource, these resources performed 81% and 26% respectively worse than your average post.
One major reason for this low engagement is the issue of duplicate posts.
In the month of June, 3 posts out of 5 mental health-related posts were essentially the same post (June
is PTSD Awareness Month... [link removed]). Duplicate posts typically result in low engagement.
ACTION
To increase engagement, make sure each post offers new value, such as new information or news. Also,
try adding visuals to these posts, since they have proven to perform well with your other types of
content. For example, edit an extraordinary fact about PTSD over a photo. Not only will this diversify the
type of content you're posting about mental health and PTSD, but it also makes your information more
sharable, as Facebook users find visuals more shareable than plain status updates.
Insight #6
INSIGHT
When driving traffic to your website, the types of posts that receives most engagement are those that
have a promotional visual or mention a partner update. These resonate more with your audience than
when you simply post a link to your website.
ACTION
When you post to drive traffic to your website, include visuals and make sure to always provide new
value, new reasons to click and visit your website - like a partner update.

4. THEMES & CATEGORIES DESCRIPTION EXAMPLE EXAMPLE LINK
Resource
Mental health article
News article related to mental health in the
military
Great news announced during mental health
month…Read more here: [link removed]
[link removed]
Partner: Mental health Post about a mental health partner
...Visit the National Center for PTSD for more ideas
such as…[link removed]
[link removed]
Partner: Veterans
Post about a veterans support partner (ex:
check out our partner)
The Vet Hunters Project no homeless veterans
bike.. Check it out here: [link removed]
[link removed]
Partner: Veterans w/ ask to support
Post about a vets support partner w/ an ask
to take action (ex: survey, pledge)
...Please take the time to help with this important
project, and share the survey [link removed]
[link removed]
Personal stories from vets
Articles, blog posts, and op-eds of veteran's
experience/story
This 84 year old veteran just earned something he
wanted…[link removed]
[link removed]
Organization Focused
Activities & PR
Organization milestones, events, and other
internal activities
Our CEO, Devin Holmes is participating in CGI
America this week to discuss how to bring…
[link removed]
PSA Video Link to organization's PSA
Have you seen our PSA? This video will be shown
72 times… [link removed]
[link removed]
Organization link only Link to organization's website
...Head to our site, look around and register! [link
removed] {link preview only}
[link removed]
Organization link with partner
Link to organization's website with
mention/visual of partner
Ebenefits now connected to electronic filing of
disability... {link and partner visual attached}
[link removed]
Organization link with promo visual
Link to organization's website with
promotional visual attached
Are you a registered user on our website? If not:
visit.. {link and promo visual attached}
[link removed]
Event
Link to local event Link to single location-specific event
Happy 238th Birthday Army! If you are in NYC
head to Bryant Park at 12:10.. [link removed]
[link removed]
Fundraising
Crowdrise link only Link to Crowdrise page
Halfway through the Veterans Charity Challenge
and this week..[link removed]
[link removed]
Crowdrise link with visual Visual with Crowdrise link
With your help, we have the chance to win
$1,000.. {visual attached}
[link removed]
Macys fundraiser link only Link to Macys fundrasier
You know what this Saturday is…..Got Your 6
Saturday with Macy’s!... [link removed]
[link removed]
Macys fundraiser link with visual Link to Macys fundrasier with visual
When you donate $3 to Got Your 6 at the register
today, you.. {link and visual attached}
[link removed]
Honors
Current soliders shout-out Shout-out to honor active duty military
Join us in honoring someone special on Memorial
Day.
[link removed]
Fallen soldiers shout-out Shout-out to honor fallen soldiers
Today we honor our men and women who have
made the ultimate sacrifice in service…
[link removed]
Veterans shout-out Shout-out to honor veterans
...We are forever grateful for our fallen comrades,
our WWII veterans and their…
[link removed]
pg. 3
Themes & Categories
Themes and categories are the core variables of your community building plan. By having buckets of content, we can
compare certain types of content against others to reveal what is working and what is not. If you feel we can categorize
your posts differently to be more insightful, email michelle@mediacause.org.

5. CONTENT
% OF
POSTS
RESONATOR
RANK
REACH CTR LIKES SHARES COMMENTS
Resource 36.36% -15% 3,952 4% 99 12 0
Mental health article 2.27% -81% 142 2% 2 0 0
Partner: Mental health 6.82% -26% 629 3% 16 2 0
Partner: Veterans 9.09% -51% 866 3% 21 0 0
Partner: Veterans w/ ask to support 4.55% 6% 621 4% 15 2 0
Personal stories from vets 13.64% 19% 1,694 5% 45 8 0
Organization Focused 22.73% 31% 3,098 4% 87 12 3
Activities & PR 13.64% 5% 1,855 4% 54 2 3
PSA Video 2.27% 113% 427 4% 11 3 0
Organization link only 2.27% -26% 135 3% 4 1 0
Organization link with partner 2.27% 85% 288 5% 8 3 0
Organization link with promo visual 2.27% 104% 393 4% 10 3 0
Event 9.09% -49% 788 4% 20 0 1
Link to local event 9.09% -49% 788 4% 20 0 1
Fundraising 22.73% 0% 3,245 5% 58 10 5
Crowdrise link only 9.09% -79% 564 2% 9 0 0
Crowdrise link with visual 9.09% 76% 2,124 6% 34 8 5
Macys fundraiser link only 2.27% 2% 219 5% 7 1 0
Macys fundraiser link with visual 2.27% 11% 338 6% 8 1 0
Honors 9.09% 768% 4,305 7% 177 45 9
Current soliders shout-out 2.27% 483% 990 7% 35 6 2
Fallen soldiers shout-out 4.55% 710% 1,756 7% 87 21 2
Veterans shout-out 2.27% 1169% 1,559 7% 55 18 5
pg. 4
5/27/13 - 6/26/13
Resonator Rank is a performance indicator that shows what content resonates best with your supporters. In geek terms, we sort
your posts into like groups, take a weighted average of likes, shares, comments and clicks per category, and then run a standard
deviation on each category relative to the whole data set. This makes it easy to understand what content engages and grows your
Facebook community.
CONTENT ANALYSIS
SUPPORTING DATA
Facebook Community Building Plan

6. 4/27/13 - 5/26/13 5/27/13 - 6/26/13 TREND
1702 1905
50 203
301 615
17.7% 32.3%
20 29
1.2% 1.5%
6.6% 4.7%
POST LEVEL
4/27/13 -
5/26/13
5/27/13 -
6/26/13 TREND
Avg. Post Reach 221 350
Avg. Engaged Users 7 18
% of Engagement 3.2% 5.1%
# of Posts 40 44
Post Likes 398 441
Comments 251 343
Shares 55 79
User Post Stories 17 10
REACH LIKES COMMENTS SHARES ENGAGEMENT
1,518 79 1 20 7.25%
1,559 55 5 18 7.38%
990 35 2 6 7.07%
pg. 5
May 23, 2013
Have you checked out the Google homepage today? The 2013 Doodle 4
Google winner is Sabrina Brady from Wisconsin. The theme from this
year's contest is "My Best Day Ever". Excellent job capturing the best
day ever with "Coming Home", Sabrina...
TOP POSTS
Avg. Engaged Users
% of Likes Engaged
% of Reach Engaged
New Likes
Total Likes
May 27, 2013
Today we honor our men and women who have made the ultimate sacrifice
in service to our nation. Our thoughts are with our Families of the Fallen
who have given a piece of their heart for our Freedom. Feel free to
share their names to affirm that they...
June 6, 2013
69 years ago today, on this day in 1944, Supreme Allied Commander
General Dwight D. Eisenhower gives the go-ahead for largest amphibious
military operation in history: Operation Overlord, code named D-Day, the
Allied invasion of northern France. We are....
% of Likes Reached
Avg. Daily Reach
LIKES
How many Facebook users are
connected to your page?
REACH
How many users saw your content?
ENGAGED USERS
How many people liked, commented,
shared, or clicked on your content?
20 29
301
615
0
500
1,000
4/27/13 - 5/26/13 5/27/13 - 6/26/13
REACH AND ENGAGEMENT
Engagement Reach
Facebook Performance

7. Media Cause is a non-profit marketing agency that offers search marketing and social media
support to all non-profits regardless of size or budget. We offer world-class digital marketing
services to non-profits and causes with funds to invest in growing support for their organizations
online.
As a non-profit ourselves, we are a mission driven organization. We believe the world would be a
better place if non-profits, large and small, were able to increase awareness for their programs,
raise more money online, and better engage with supporters. The money that we make from
selling our marketing services to larger non-profits is poured back into growing our team of
"marketing for good" experts as well as building our community of marketing volunteers to
ensure that all non-profits can take advantage of great programs, tools, and social platforms like
Google Grants, Facebook, and Twitter. Learn more at www.mediacause.org.
Join our online communities to check out our work and get the latest in
non-profit social media news:
facebook.com/mediacause
@mediacause