Social Media Strategy for March of Dimes

1. Billie Arnett 2/21/16

2.  Executive summary
 Social media audit
 Objectives
 Online persona and voice
 Strategies and tools
 Timing and key dates
 Roles and responsibilities
 Policy
 Critical Response
 Measurement

3.  Our primary focus is increasing content engagement on our
platforms.
 Our goal is to fuel exposure by producing shareable content and
optimizing each specific site for different types of material.

4.  Increase interactivity on our sites.
 Differentiate content on different
platforms.
 Audience to urge others to donate.
Competitors American Cancer Society Goodwill Industries
Fb strengths Hi-res graphics
Streamline quality
content
Fb weaknesses No donor “profiles” Inconsistent Posts

5. Make posts about asking
people to tell their stories
Promote a video
challenge
Graphics with hashtags.
 Strengthen donor relationships by
creating engaging content. This
will maintain and secure donations
and participation over the next
year.
 Showcase our relationships.
 Make our brand interactive and
fun

6.  Family Family features on Instagram and Facebook
 Fragile Provoking pictures of premature babies
 Comfort Posts with health tips for moms-to-be
 Loyalty

7. Graphic design tam create images to urge people to
donate and challenge others to donate. Utilize on
Facebook and Twitter to pop easily.
Create a hashtag to go with a challenge. Have audience
tag others : i.e. Post a video getting ten high-fives from
children. Tag ten people that you love to do the same.
Add a link to donate. Use Hootesuite to promote this on
all platforms.
Isolate Instagram for family profiles. Make a donor
appreciation post once a week Schedule on Buffer.

8.  Key dates : Prematurity Awareness
Month, November. 100th anniversary of
polio vaccine CDC release = April 12,
2016.
 Lead times: “Board of trustees set new
goal to lower national preterm birth
rate by 8.1 percent by 2020”
 Reporting : November 17th World
Prematurity Day

9.  Social Media Director: Elects brand ambassadors, holds brainstorms
and approves social media projects.
 Social Media Manager: Heads the strategy for the platforms.
 Social Media Coordinator: Plans research, metrics, analytics, and
decides which reports are applicable to our improvement.

10.  March of Dimes will utilize brand ambassadors.
 Content must adhere to copyright laws.
 Empathy and service will be depicted through affiliated blogging.
 Content on our platforms must be culturally, racially, religiously, and
disability inclusive.

11.  Scenario 1: A sponsored child passes away.
 Action Strategies – Use an image of memorial as cover photo for
that week. Rally support for the mother and family.
 Key messages: “A member of the MOD family…” “In solidarity we
honor…”
 Scenario 2: Allocation of donated funds in question.
 Action: CEO or spokesman statement. Disclose project stats.
 Key messages: “Our funded projects are in line with our mission.” “In
the past year we have funded…”

12.  Using facebook and twitter analytics we can see what type of visual
content is effective.
 Using twitter metrics we can view the success of our hashtag use.
 Record traffic hit and page views.