March of Dimes Social Media Strategy 2017

1. Social Media Strategy 2017
AshleyTeichmann

2. Table of Contents
1. Executive Summary
2. Social MediaAudit
3. Social Media Objectives
4. Online Brand Persona andVoice
5. Strategies andTools
6. Timing and Key Dates
7. Social Media Roles and Responsibilities
8. Social Media Policy
9. Critical Response Plan
10. Measurement and Reporting Results

3. Executive Summary
■ Our social media priorities for 2017 will be to increase engagement and develop
relationships with possible donors.
■ The primary social media focus for March of Dimes will be engage followers, focus on
building relationships with possible and current donors, and promoting the
organization to gain more awareness

4. Social Media Audit
Assessment
Social Network URL Follower Count Average Weekly
Activity
Average
Engagement
Rate
Twitter https://twitter.co
m/MarchofDimes
63.5K followers 25-30 tweets 20+ retweets/likes
Facebook https://www.face
book.com/marcho
fdimes/
664,835 likes
625,523 followers
About 19 posts
per week
100 likes
Instagram https://www.insta
gram.com/march
ofdimes/?hl=en
43.1K followers About 8 posts per
week
Between 200-
2,000 likes
LinkedIn https://www.linke
din.com/company
/7539/
17,275 followers 1-2 posts per
week
40 likes

5. Social Media Audit
Assessment■ At present time, the highest number of interactions per post occurs onTwitter and
Instagram, with the most followers being on the Facebook page.
■ Little to no interactions occur on the LinkedIn page, but this does serve purpose for
future employees and current employees.

6. Social Media AuditWebsite
Assessment
Source Volume Percentage of Overall
Traffic
Conversion Rate
Twiter 5,000 unique visits 30% 7%
Facebook 3,000 unique visits 20% 5%
Instagram 7,000 unique visits 40% 10%
LinkedIn 100 unique visits 2% 0.5%
• Overall, Instagram generates the most website traffic and interactions. LinkedIn has the
least amount of traffic throughout all of the social media platforms.

7. Social Media Audit Audience
DemographicAssessment
Age
Distribution
Gender
Distribution
Primary Social
Network
Primary Need Secondary
need
18-30: 10%
31-40: 40%
41-55: 20%
55+: 30%
70% Female
30% Male
60% Facebook
25% Instagram
10%Twitter
Supporting and
funding for
premature birth
and birth
defects
Tax deductions

8. Social Media Audit Competitor
Assessment
Competitor Name Social Media Profile Strengths Weaknesses
Children’s Miracle
Network Hospitals
https://www.facebook.
com/cmnhospitals/
Well-known, large
following and
interactions, widely
supported, reliable
The likes and shares on
their Facebook page
isn’t a lot. March of
Dimes has more of a
following on social
media platforms.
• One main competitor to March of Dimes is the Children’s Miracle
Network Hospitals.The causes of our two organizations are very similar.
The Children’s Miracle Network Hospitals are well-known, have a large
following, are widely supported, and are extremely reliable.
Unfortunately, the posts on social media aren’t very continuous and
should post more.

9. Social Media Objectives
■ In 2017, the primary focus of our social media strategy for March of Dimes is to be
engage followers, focus on building relationships with possible and current donors,
and promoting the organization to gain more awareness.
■ Our social media priorities are to grow the online following and community by sharing
more engaging content. By doing so, we will build a deeper connection with followers
and present them with facts on premature birth, birth defects, and infant mortality.
■ We will show donors how they are doing their part and funding the lifesaving research
and programs.

10. Specific Social Media Objectives
In 2017, we hope to:
■ Increase unique visitors
■ Increase the organizations awareness
through all social media platforms
■ Increase the use of hashtags, images, and
videos
■ Increase Facebook followers/likes by
5,000+
■ Increase Instagram followers by 1,000 by
the end of the year
KPIs
■ Number of Instagram and Facebook followers
■ Number of weekly photo and video posts to
Instagram and Facebook
■ Number of unique visitors from Facebook,
Instagram,Twitter, and LinkedIn
Key Message
■ Promote awareness of premature birth, birth
defects, and infant mortality

11. Online Brand
Persona andVoice
Our brand can be described in these
words:
■ Encouraging
■ Informative
■ Positive
■ Helpful
■ Inspiring
■ Rewarding
When interacting with customers we
are:
• Friendly
• Supportive

12. Strategies andTools
• March of Dimes
creates personal
relationships with
their followers by
posting about
relevant
situations.
• Their posts
engage followers
and allow them
to comfortably
share their stories
and loses with
one another.
• March of Dimes
post connect with
followers on a
deeper level by
posting sensitive
content.

13. Strategies andTools
■ Paid: EveryWednesday boost popular organic posts
■ Owned: Allow people to share their personal stories involving premature babies and
create a hashtag for people to follow
■ Earned: MonitorTwitter for keywords and terms: premature, babies, march of dimes,
fighting, infants, birth, defects
■ Tools: Hootsuite

14. Timing and Key Dates
■ National Nurses Day- Sunday, May 6th
■ National Doctors Day- Friday, March 30th
■ World Prematurity Day- November 17th
■ November is Prematurity Awareness Month
■ January is National Birth Defects Prevention Month
■ March of Dimes spreads the word about their organization and these national days to
promote their cause and support premature babies.

15. Social Media Roles and Responsibilities
■ National Staff Officers:
■ Stacey D. Stewart, President
■ Officers of the Board ofTrustees:
■ Gary Dixon,Chair

16. Social Media Policy
■ Respect followers
■ Do not share information that does not reflect well on the organization
■ Share information and relevant stories to show how much support the organization
needs
■ Never talk poorly about a competitor
■ Think before anything is posted

17. Critical Response Plan
■ If an inappropriate post is posted on one of March of Dime’s social media accounts:
■ The negative posts should be deleted
■ They should be deleted immediately
■ Contact the social media manager
■ Any negative posts should be reported and properly addressed

18. Measurement and Reporting Results
■ We have gained over 1,000 followers in the past month and this will eventually help us
reach our goals of 5,000+ followers on Facebook
■ Use hashtags each month to support the cause
■ Use hashtag for National PrematurityAwareness Month in November
■ Increase the volume of visits onTwitter, Facebook, and Instagram pages