This document summarizes the MS Society LMC's social media strategy and results from 2014. It outlines the social media committee members and details how they addressed issues like lack of coordination and engagement. Their efforts led to large increases in key metrics from 2013 to 2014, such as a 100% rise in total impressions and 162% jump in total reach. Looking ahead, the committee plans to leverage their capabilities to drive higher member engagement with a regular posting schedule focusing on events, research, and recipes. They encourage members to engage with their Facebook page, blog, and Twitter account as well as contribute ideas.

1. 2015 MS Society AGM
Social Media
February 21, 2015
https://www.facebook.com/MSSocietyLMC https://mssocietylmcblog.wordpress.com/https://twitter.com/MS_Society_LMC

2. Table of Contents
2
1. Meet the Team . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3
2. Social Media Strategy – Summary & Results . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5
3. Planning for Next Year . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10
https://www.facebook.com/MSSocietyLMC https://mssocietylmcblog.wordpress.com/https://twitter.com/MS_Society_LMC

3. Section 1
Meet the Team
3

4. Social Media Committee
4
Jason Low
(Chair)
Brenda
Worthington
Michele
Clarke
Dorit
Hoffmann
Adrianne
Boothroyd
Kate
Kysow
Jacqueline
Hunter
https://www.facebook.com/MSSocietyLMC https://mssocietylmcblog.wordpress.com/https://twitter.com/MS_Society_LMC

5. Section 2
Social Media Strategy – Summary &
Results
5

6. Issues We Wanted to Resolve
6
Issue What Did We Do?
• Lack of a coordinated social
media strategy
 Cross-functional collaboration with other streams (e.g.,
fundraising)
 Social media framework and strategy developed:
 FTP site set up for internal documentation
 Facebook/Twitter  short updates
 Wordpress  longer articles
• The LMC’s Facebook page was
updated only on an ad-hoc
basis
 Developed a regular update schedule
 Scheduled posts in advance
 Dedicated core team members to post content
• Limited social media interaction
with group members
 Shared more visual media to drive engagement
 Held contests (e.g., “What Does MS Mean to You?”) to
increase social media participation
• Poor awareness of upcoming
events and activities
 Promoted MS Awareness Month
 Provided detailed information on workshops,
fundraisers, and socials
https://www.facebook.com/MSSocietyLMC https://mssocietylmcblog.wordpress.com/https://twitter.com/MS_Society_LMC

7. Year in Review – Successful Posts
7
• Impressions: 3,570
• Reach: 1,641
• User consumption: 298
https://www.facebook.com/MSSocietyLMC https://mssocietylmcblog.wordpress.com/https://twitter.com/MS_Society_LMC

8. So How Did We Do? – in Numbers
8
2013
(Jan – Dec)
2014
(Jan – Dec)
Change (#) Change (%)
Total impressions
• Number of impressions of any content
associated with our page
54,325 108,533 54,208 100%
Total reach
• Number of unique users who have seen
content associated with our page
14,771 38,680 23,909 162%
# Engaged users
• Number of users reading a post, sharing,
commenting, etc.
1,519 3,568 2,049 135%
# New likes
• Number of users who liked the MS
Society LMC’s Facebook page
76 121 45 59%
https://www.facebook.com/MSSocietyLMC https://mssocietylmcblog.wordpress.com/https://twitter.com/MS_Society_LMC

9. So How Did We Do? – in Pictures
9
-
5,000
10,000
15,000
20,000
25,000
30,000
35,000
40,000
45,000
Q1 Q2 Q3 Q4
Total Impressions
2013 2014
-
2,000
4,000
6,000
8,000
10,000
12,000
14,000
16,000
Q1 Q2 Q3 Q4
Total Reach
2013 2014
-
200
400
600
800
1,000
1,200
1,400
Q1 Q2 Q3 Q4
# Engaged Users
2013 2014
-
50
100
150
200
250
300
350
400
450
# Likes
https://www.facebook.com/MSSocietyLMC https://mssocietylmcblog.wordpress.com/https://twitter.com/MS_Society_LMC

10. Section 3
Planning for Next Year
10

11. What Can You Expect?
• Leveraging our core social media capabilities to drive
toward higher member engagement
• Regular scheduling of updates:
• Monday – Events, fundraising, resources, and recreation
• Wednesday – Research, webinars, and clinical trials
• Fun Friday – Recipes and photos
• Continued emphasis on MS month in May
11
https://www.facebook.com/MSSocietyLMC https://mssocietylmcblog.wordpress.com/https://twitter.com/MS_Society_LMC

12. How Can You Help?
• Join our Facebook page: https://www.facebook.com/MSSocietyLMC
• Read our blog: https://mssocietylmcblog.wordpress.com/
• Follow us on Twitter: https://twitter.com/MS_Society_LMC
• Contribute content ideas (stories, pictures, etc.) to us at:
lmc.socialmedia@mssociety.ca
12
Interact with our updates and share with your friends and family!

13. 13
Thank you!