A social media strategy for iReflect Movement.

1. iReflect Movement
By: Ismelda Alvarez

2. Table of Context
● Executive Summary
● Social Media Audit
● Social Media Objectives
● Online Brand Persona and Voice
● Strategies and Tools
● Timing and Key Dates
● Social Media Roles and Responsibilities
● Social Media Policy
● Critical Response Plan
● Measurement and Reporting Results
iReflect Movement Social Media Strategy

3. Executive Strategy
iReflect Movement is an organization that encourages, empowers, and edifies the youth through
mentorship, advocacy, and events.
Our major social media goal for 2018 is to increase awareness of our brand through our social media
platforms and increase our online community, especially our target audience.
Two ways this will be done:
1. Create relevant content to reach our target audience and attract a larger audience.
2. Remain consistent with the content published and make sure that it matches with our desired
brand.
iReflect Movement Social Media Strategy

4. Social Media Audit | October 2017
iReflect Movement Social Media Strategy
Social Media URL Follower
Count
Average
Weekly
Activity
Average Engagement
Rate
Facebook facebook.com/ireflectmovement 301 12 page view, 1
like
Interactions/reached:
1,254
Instagram @ireflectmvmnt 66 2 likes on this
week’s post
Interactions/reached:
unknown
Website www.ireflectmovement.org 3 7 views & 5
visitors (Oct.
23-29)
Interactions/reached: 7
The following audit is an audit as of the of October 23, 2017. The information is
taken from the analytics of the social media platforms and website.
Social Media Assessment: The highest number of interactions that we receive is from our Facebook page. It appears that
our audience is more engage on Facebook and are seeing our content through it. We are also reaching more people, even if
they do not like our content.

5. Social Media Audit | Web Traffic Sources Assessment
iReflect Movement Social Media Strategy
Source Volume Percentage of Overall
Traffic
Reached Rate
Facebook 46 1, 050% increase 182%
Instagram No Data No Data No Data
Website 37 No Data 1 per day
Traffic Summary: Facebook is our best social media use to target our audience. It is the
best way to reach our audience and direct them to our Instagram and website.
Timeframe: Monthly Average, Sept. 30- Oct. 27, 2017.

6. Social Media Audit | Audience Demographics Assessments
iReflect Movement Social Media Strategy
Age Gender
13-17 =5% Females = 68%
18-24 = 49% Males = 32%
25-34 = 20%
35-44 = 11% Primary Use:
Facebook
45-54% = 6% Secondary Use:
Instagram
55-64% = 6.333%
65+ = 1%
Audience demographics was taken from the followers on
social media.
Country Fans
United States 280
Mexico 4
Guatemala 4
Indonesia 1
Jordan 1
South Korea 1
Haiti 1
City Fans
Gainesville, Fl 96
Jasper, Fl 37
Jennings, Fl 23
Valdosta, Ga 6
Jacksonville, Fl 5
Live Oak, Fl 4
A majority of our current audience are between the ages 18-24 and 25-34. They are in the
United States and most are from Gainesville, Fl. In order to continue to target our audience,
we must share relevant content that our audience can relate to and feel part of.

7. Social Media Audit | Competitor Assessments
iReflect Movement Social Media Strategy
Competitor Name Social Media Profile Strengths Weaknesses
Rescue Facebook Business Page Word-of-mouth
advertising, they have
more sponsors, youth and
parents are attracted to
it.
Their social media profile
is not geared towards
target audience or their
brand voice.
Fuge Camps Facebook, Twitter,
Instagram
Their social media
platform appears well
thought out and for
target audience - the
youth.
Only one camp location
in Florida.
Since our primary target audience are the youth from Hamilton County, the two competitors mentioned above are
organizations that hosts the youth from Hamilton County attend on summers. Both are known and although different from us,
the youth are attracted to them. The question would not be “how are we better than them?” but “even if the youth attend the
above organization events, how can we get them to still attend our summer conference and convince parents to allow their
children attend ours as well?

8. Social Media Objectives
iReflect Movement Social Media Strategy
Our goal for 2018 is to increase our Instagram and Facebook followers, as well as our website traffic. Our
social media priorities is to build relationships with our target audience and gain faithful followers. We
want to see our target audience engaged with our posts and to share and comment on our social media
feeds.
Specific Objectives:
1. Increase our Facebook likes from 300 likes to 430 like
by February.
2. Increase our Instagram followers from 65 to 200
followers by February.
3. Attract more audience to our website
a. This will be done through new content posted on
our page such as blogs, announcements, etc.
KPIs
● The new followers -
biweekly
● Shares and comments on
content from Instagram and
Facebook
● Amount of visitors on
website
Key messages
● Everyone is welcomed
● Every person has the
right to a higher
education and it is
possible
● Every young person has
a voice that matters
● Everyone has a story

9. Online Brand Persona and Voice
iReflect Movement Social Media Strategy
Adjectives that
describe our brand:
● Empowering
● Edifying
● Fun
● Creative
● Loving
● Dedicated
When engaging with
the audience we are:
● Encouraging
● Friendly
● Caring
● Motivating
● Inspiring

10. Strategies and Tools
iReflect Movement Social Media Strategy
Owned:
Determine best posting
hours and days for our
audience and when to best
reach them on both social
media sites. Also, post
similar content for both
pages that reaches target
audiences.
Earned:
Check to see how many
share our posts and if any
of their friends respond to
the shared content. Also,
check to see if anyone is
using our hashtag and what
content they are using our
hashtag for.
Tools:
● Buffer
● Facebook ads
● Canva
Paid:
When enough donations are
given, use Facebook ad to
share important or new
content to boost visibility.
Measure views and likes and
comments on the time and
days to best determine on
reaching target audience.

11. Timing and Key Dates
iReflect Movement Social Media Strategy
Key Dates:
● Promote Conference Dates 3 months in advance, including registration.
● Promote Small group leaders applications 4 months in advance.
● First day of school
● Last day of school
● College Application Deadlines/FAFSA opens
Holidays:
● #NationalBullyingPreventionMonth - October
● Easter
● Spring Break for Students
● Summer
● Christmas Reporting Dates:
The ending of every month to check if
adjustments need to be made.

12. Social Media Roles and Responsibilities
iReflect Movement Social Media Strategy
Social Media Managers:
Jose Alvarez
Ismelda Alvarez
Social Media Team Members:
Kelly Nnaji
Social Media Policy:
Social media is a great way to spread positive messages and reach
our target audience: the youth. The youth are heavily involved in
social media and we want to bring positive messages to their social
media news feeds. We use social media to impact the lives of the
youth, encouraging, empowering, and edifying them. These are our top
guidelines:
● Respect other's cultures and beliefs
● Always be positive
● Always be loving and encouraging
● Be mindful of the audience
● Feel free to share our information on your newsfeeds
● Have new ideas about reaching our target audience? Let us
know. We are always looking for new ideas.
● When sharing about events or new information, sound excited.
We want our target audience to feel the excitement through
our posts.
iReflect Movement believes that building
relationship is the way to make a huge impact on
lives, especially the lives of the youth.

13. Critical Response Plan | Scenario #1
iReflect Movement Social Media Strategy
Someone from the iReflect page posts a content or status that unintentional offends an audience.
1. Take screenshot of post.
2. Delete post.
3. Write apology for it and may even respond to individual/s through message or on comment.
Status on Facebook: “We sincerely apologize for the content that was posted beforehand. It was not our intention to offend
anyone. This will not happen again. Our followers are our priority and we only desire to put out content that is positive,
welcoming, and warming for all of our audience.”
To individual/s: “We sincerely apologize for offended you. It is not our intention to offend any of our audience. Thank you for
letting us know this information and how it affected you. By letting us know, you help us assure that this will not occur
again.”

14. Critical Response Plan | Scenario #2
iReflect Movement Social Media Strategy
Someone from our audience comment or shares our content in a negative form with negative comments.
1. Take screenshot of posts.
2. Talk to other social media managers about it.
3. Reach out to individual through posts if it relates to something we can fix.
a. If the comment or posts is too negative and their opinion, we will not comment on it in
order to keep peace and not start anything.
4. Individual/s will be block from social media websites.
Response: “We are aware that some negative content about our organization has been posted. We do
not participate in negative content since we only spread positivity. We appreciate all of our audience
and respect them.”

15. Measurement and Reporting
iReflect Movement Social Media Strategy
Quantitative KPIs: Report bi-weekly
Source Volume Overall
Facebook 12 views 140% increase
Website 6 viewers 3% increase
Traffic Sources
Social
Networks
URL Follower
Count
Average Daily
Activity
Engagement
Facebook Facebook.com/ireflectmovement 315 2 posts every other
day
1 comment on
posts and 3 shares
Instagram @ireflectmvmnt 78 2 posts every other
day
3 comments
Social Network Data
Proposed Action Items
● Continue posting relevant
content for the youth
● Make separate contents with
information for parents and
donors
● Get donors and parents
involved with content
● Make content for all audience
● Continue photo challenges
with attainable prizes