Saint Vincents Day Home Social Media Marketing Strategy FINAL

MARCH 26, 2015
PROPOSAL PREPARED BY:
NITESH DUTT, KATHY ANDREWS, MONICA HOLMES AND TERRY CATO
AS PART OF THE FINAL PRACTICUM FOR THE
SOCIAL MEDIA MARKETING CERTIFICATE PROGRAM
CALIFORNIA STATE UNIVERSITY, EAST BAY
SOCIAL MEDIA MARKETING
STRATEGY FOR SAINT
VINCENT’S DAY HOME

1 Preparedby:Social MediaMarketingCertificateProgramatCSU East Bay
Table of Contents
Defining the Brand Page 2
Who Should You Know Online? Page 5
Social Media Behavior of Target Audience Page 8
Comparable Analysis Page 16
Measurable Social Media Objectives Page 18
Selection of Social Media Channels Page 19
Editorial Calendar Page 22
Social Media Policy and Response Matrix Page 27
Monitoring Page 29
Measuring Results Page 30
Sources Cited Page 33

Defining the Brand
Brand Identity
Brand message and brand strategy should remain consistent across platforms, including
the website, social media channels, videos, and printed material. Narrowing the scope
of online content will help to define and strengthen Saint Vincent’s Day Home’s online
brand presence.
Based upon the client interview, we propose that 80% of the content created by the
client (both written and visual) should focus on these brand keywords:
1. Heart of West Oakland
2. Nurturing Education
3. Child-Focused
4. Permanence (100+ years)
5. Solutions for Families
Examples of posts supporting brand keywords:
Permanence/Child-Focused) NuturingEduation/Child-Focused) West Oakland)
(Solutionsfor Families)

Visual Brand Audit
We conducted an online visual brand review of all outward facing material (website and
social media channels) to determine consistency:
(Website)
(Facebook) (Y ouTube)
Social Media Audit
Voice – We found a consistent brand voice used across all channels. The Day
Home’s website, Facebook and YouTube inform about the organization’s purpose
and the history of the Day Home.
Visually – We found minimal visual brand consistency online. As seen in the
above photos, the profile avatar only matches on Facebook and the website.
Cover photos are different on Facebook and YouTube. Ideally, all social media
channels and the website should be integrated with links to each other. At a
minimum, we recommend uploading a cover image to YouTube and spelling out
the account name to “Saint Vincent’s Day Home”.
Completeness – Every account on a social media platform should be viewed as a
mini-webpage. Your Facebook and YouTube accounts are free webpages on a
larger, highly searched and trafficked website. Take advantage of this opportunity
by fully completing the “About Us” profile sections. On YouTube, it is important
to use brand keywords in headlines, video descriptions and tags. At a minimum,
we recommend filling out the “About Us” section on Facebook.
Website Audit
Only a cursory review of the website was done as the client state their intention to
update the current website during summer 2015. It is recommended that social media
buttons be placed prominently at the top of the home page and to consider an RSS feed
from Facebook or Instagram (if an account is set up) as an easy way toupdate content.
Contents of interest should be at top or side of page and continuously stay in the user’s
eye sight.

Brand Voice and Tone/Language
Defining the voice (personality) and tone/language (words choice) for Saint Vincent’s
Day Home will help to create brand consistency and provide guidance on writing online
posts.
Based upon client discussions, the tone and personality is defined as:
1. The Day Home’s persona
(personality) is: warm, friendly,
joyful
2. The Day Home’s tone will be:
respectful and honest
3. The Day Home’s language (the
words used) will be: simple but
knowledgeable
4. The Day Home’s purpose for
posting on social media is to:
educate and inform
Brand Guidelines
 Refer to the organization as the “Day Home”, never “Saint Vincent’s” or “SVDH”
 Spell out Saint Vincent’s, never “St. Vincent’s”
 Use “children”, never “kids”
 Emoticons (), slang and abbreviations (LOL, OMG) should not be used.
 Purpose is to educate, not entertain so humor and puns should not be used.

Who Should You Know Online?
Local Social Media Influencers
People and organizations posting the most relevant information to the Day Home.
DesignMom –
http://www.designmom.com/
My name is Gabrielle Blair. I'm a
designer and mother of six. After 2
1/2 years in France, we just bought a
home in Oakland, California. We call
it The Treehouse. I post on where
design and motherhood intersect.
DesignConundrum -
http://www.designconundrum.com/
Maia McDonald is a freelance
graphic designer and the Art Director
at Rue Magazine. Conundrum is my
space to share everything I find
beautiful or intriguing in life, mostly
in design, fashion, food, photography
and illustration. Oakland.
Oh Happy Day - http://ohhappyday.com/
Oh Happy Day is a lifestyle and design blog written by event planner Jordan Ferney. It
is updated daily featuring DIY party projects, party planning ideas, interior design,
weddings, letterpress and invitations, design, photography, an occasional kid product
and anything “pretty”!
Rookie Moms - http://www.rookiemoms.com/
Heather & Whitney are BFFs who wanted to have more fun with their babies. Their
popular blog is full of crafts and information for toddlers.
These local organizations have a robust social media program that may worth tapping
into:
Oakland Museum of California - http://www.museumca.org/
Bay Area Life - http://abc7news.com/bayarealife/
Children’s FairyLand - http://fairyland.org/
Education.com - http://www.education.com/

Influential Outlets
Journalists, media outlets, and bloggers writing about nonprofits and the Day Home’s
community focus:
http://oaklandlocal.com/ - Oakland Local is an
independent media site committed to covering
Oakland’s neighborhoods, people, news, arts,
culture and innovation. Our mission is to
create deeper ties to Oakland’s diverse
perspectives by telling stories, shining light on
key issues and being a catalyst for community.
We are journalists, storytellers, artists,
business owners, innovators, organizers,
advocates and neighbors.
http://sfist.com/ - Everything else you need to know about SF & the Bay Area.
http://oaklandnorth.net/ - Oakland North is a news project of UC Berkeley’s Graduate School of
Journalism. We started in 2008 with support from the Ford Foundation, but currently operate
as an independent local news organization supported by UC Berkeley.
http://www.eastbayexpress.com/ - The East Bay Express is the local alternative to mainstream
media. We seek to promote truth, expose wrongdoing, and give voice to the voiceless. We are
dedicated to local arts and culture. We aim for the highest standards in our journalism and
business practices. As an independent local business, we want to help improve the East Bay
economy and environment. The Express provides a diverse work atmosphere where employees
are respected and developed.
http://californiawatch.org/ - We distribute our stories as widely as possible through
collaborative relationships with local and regional news organizations and through social media.
California Watch has established working relationships with California news organizations of all
kinds — newspapers, online publications, television, radio, ethnic media and other new forms of
media — to help localize and distribute our reporting. In 2010, we launched the California
Watch Media Network, which includes some of the largest newspapers and TV stations in the
state.
https://www.baycitizen.org/- The Bay Citizen was launched in 2010 as a nonprofit, nonpartisan,
member-supported news organization dedicated to promoting innovation in journalism and
catalyzing citizen engagement with the news. In2012, The Bay Citizenmerged with the Center
for Investigative Reporting. Our newsroom is made up of award-winning journalists who cover a
wide variety of news topics that are often underreported. We showcase our work on our website
and distribute it to media partners to maximize the reach and impact of our journalism.
http://www.motherjones.com/ - Mother Jones is a nonprofit news organization that specializes
in investigative, political, and social justice reporting. We currently have two main "platforms":
an award-winning bimonthly national magazine (circulation 240,000), and a website featuring
new, original reporting 24-7.

Hashtags – Joining the Conversation
Hashtags are important to use on Instagram and Twitter. Given the volume of data
being shared across social media channels at any time, many users monitor and follow
conversations they care about using hashtags.
A free tool like RiteTag or TagsForLIkes can provide ideas on popular tags.
https://ritetag.com/best-hashtags-for/oakland
#activism, #advocacy, #causes, #charity, #charitytuesday, #csr – corporate social
responsibility, #donate, #foundation, #foundations, #fundraising, #grant, #grants,
#nonprofit, #nonprofits, #nptech – nonprofit tech, #philanthropy, #socialgood,
#video4change, #volunteer, #volunteers
Popular Children and Family Hashtags:
#children #childrenphoto #family #play #happy #smile #instacute #preschool
#learning #schools #learning #classes
Popular Oakland Hashtags:
#WestOakland #Oakland #Oak #oaklandloveit (sponsored by Visit Oakland)
Popular Nonprofit Hashtags:
#dogood – A call to action for people to do good.
#donate – A call to action for people to donate.
#education – Topromote education or news about this topic.
#GivingTuesday – An established UN holiday; a call to action for people to give back to
the community.
#impact – To promote how an effort is creating impact.
#socialgood – Topromote social good or news about this topic.
#notforprofit – Not-for-profit; promote or create a discussion around a specific not-for-
profit or the nonprofit sector as a whole.
#nonprofit – Nonprofit; promote or create a discussion around a specific organization
or the nonprofit sector as a whole.
#giveback – A call to action for people to give back to the community.
#FollowFriday or #FF – Point out who you think other people should be following; this
is also a friendly way togive kudos where you think it’s due.
#edchat – Education, worldwide (lots of US teachers). A really useful hashtag if you are
interested in tweeting with a wide range of educators worldwide.
#appsforkids - as its name suggests, this hashtag is dedicated to providing apps for
young learners
#edtech - This is one of the most popular hashtags for educational technology fans. Use
it to follow news , updates, and tips about everthing that has to do with the use of
technology in education.
#volunteer - Managing volunteers and calling up new ones is hard enough without
highlighting contributions from your nonprofit’s helpers. Spotlight the good work of
your nonprofit volunteers with this hashtag (or #volunteers).

Oakland-Based Start-ups and Tech Companies
MindBlown - http://www.mindblownlabs.com/
MindBlown Labs is an education technology company that creates highly
interactive, experiential learning tools to empower young people to make better
life decisions. Our first financial capability solution is Thrive 'n' Shine, a
captivating mobile app/game that teaches teens and young adults about
personal finance.
Sleek Geek - http://sleek-geek.net/
Sleek-geek was founded by teachers excited about building the next generation
of digital tech tools for tablet devices and the web.
XEO Designs - http://www.xeodesign.com/
We envision new game-inspired products and services, and we design the
player behaviors, game mechanics, and emotions that make them work best.
2 Locos - http://www.2locos.com/
2Locos is the premier English and Spanish shopping and lifestyle search engine
geared toward serving Latinos in the United States. 2Locos curated content
meets the needs and desires of bi-cultural Latinos who are highly underserved
online.
Goldie Blox - http://www.goldieblox.com/
In a world where men largely outnumber women in science, technology,
engineering and math, girls lose interest in these subjects as early as age 8.
Construction toys develop an early interest in these subjects, but for over a
hundred years, they've been considered "boys' toys.” GoldieBlox aims to disrupt
the pink aisle and inspire the future generation of female engineers.
Ask.com – http://www.ask.com
Ask.com (originally known as Ask Jeeves) was founded in 1996 by Garrett
Gruener and David Warthen in Berkeley, Calif. TAsk.com is a global service
used by well over 100 million users, and ranks in comScore’s top US websites in
terms of traffic.
More Resources:
 http://liveworkoakland.com/companies/
 http://en.wikipedia.org/wiki/List_of_companies_based_in_Oakland,_California
 http://www.glassdoor.com/Reviews/top-companies-oakland-
SRCH_IL.14,21_IC1147380_SDOR.htm

Social Media Behavior of Target Audience
Defining your target audience for each social media channel is critical.
Forrester's Social Technographics data classifies consumers into seven overlapping
levels of social technology participation.
Despite the perception of being a “TMI generation”, social media users ages 25 to 34 are
categorized as joiners and spectators.
1. Creators. These are people who
publish on the web (blog, website,
video, and podcasts).
2. Critics. These are people who post
reviews online, comment on blogs, or
contribute in other ways to existing
content.
3. Collectors. These are people who
read lots of information and may vote
or tag pages or photos.
4. Joiners. These are people who have
a profile on different social
networking sites and visit them with
some regularity.
5. Spectators. These are people who
read online information, list to
podcasts, and watch videos but do not
participate.
6. Inactives. These are the people who
aren’t engaged in any of these social
technologies.

10 Preparedby:Social MediaMarketingCertificate ProgramatCSU East Bay
Source: http://empowered.forrester.com/tool_consumer.html

Connecting with Millennials
Based upon these profiles, the Day Home should keep the following in mind when
writing content:
Saint Vincent Day Home’s Goal (From
Donor Playbook)
Suggested Approach
Increase total # of Millennial donors  Provide few barriers to
participation—make it easy totake
action
 Offer donors multiple channels to
engage with you and your content
Build lasting relationships with
Millennial donors
 Be authentic in tone and message,
play to their passion
 Articulate the impact their dollars
will have on solving the problem
Expand Saint Vincent Day Home’s profile
with Millennials
 Provide opportunities for
individuals to remix or co-create
content to share with their
network. Trust that they know best
what will resonate with their peers
Top 5 Takeaways from the Millennial Donor Playbook:
1. Millennials support causes,
not organizations. When they
find a cause they believe in,
they passionately get behind it.
Saint Vincent Day Home’s
communications strategy
needs to focus on the impact
of your work.
2. Engaging Millennials is a
long-term investment. You can
have some short-term wins,
but that doesn’t get to the
heart of building a strategy for
connecting and engaging
them. Your team seems to
understand this, so don’t lose
focus!
3. Millennials have different
expectations of how they wish

to engage and be engaged; therefore, creating a variety of channels for engagement is
necessary. Creating opportunities for Millennials to volunteer is a huge opportunity.
4. The tools Millennials use should not be confused with the strategies to engage them.
 Tools change, platforms come and go—but your strategy must remain
consistent. 
5. It’s going to take a culture shift within organizations to remain competitive and
relevant todonors of all ages. While focusing on the Millennial donor is key to Saint
Vincent Day Home’s future, we will need to continue to cultivate its traditional donor
base as cultivating Millennials does take time.
Size of Millennial Audience
The Day Home’s interest in developing a relationship with millennials can be justified
by two trends:
1) Millennials tend to concentrate in the western US. Nielson research ranks the
San Francisco Bay Area as the #9 for concentration of millennials.
Source: http://heidicohen.com/millennial-data-research-and-charts/

2) Local target audience may be up to 540,000 people.
Using the Facebook Advertising tool, we were able to size a local audience target as
follows:
Facebook users, age 22-35, live within 25 miles of Oakland, college graduate =
540,000 people
Facebook users, age 22-35, live within 25 miles of Oakland, college graduate who
have made any charitable donation online = 68,000 people
Facebook users, age 22-35, live within 25 miles of Oakland, college graduate who
have made a charitable donation online to a children cause = 2,400 people
Note: Data is based upon user provided information on Facebook. Actual number
may be higher.
Source: www.facebook.com/ads/

Millennial Donors and Volunteers
Todevelop relationships with local millennials, it
will be important for the Day Home to create and
promote volunteer opportunities for Oakland-
based start-ups and technology companies who
employ this generation.
This audience prefers to volunteer with peers as
part of a larger company effort – e.g. team building
or quarterly volunteer days.
Identifying companies who support employee
volunteer efforts was outside the scope of this
project but could be worthy of a future class
activity.
More than half of Millennials
volunteer.
Studies show that millennial
employees who frequently participate
in workplace volunteer activities are
more likely to feel positive, loyal, and
satisfied than those Millennials who
rarely or never volunteer.
Millennials tend to give smaller
donations to a number of
organizations versus fewer larger
donations and tend to give one time
for a specific cause or event versus
annually. 20-somethings donated on
average to3.6 different groups.
Source:

Comparable Analysis
The client identified Ann Martin Center, George Mark Children's House, and St. Paul's
Episcopal School as comparable nonprofit organizations to use in benchmarking the
Day Home’s current social media program.
We found that the Day Home’s Facebook page has the most engagement level in our
comparison.
Following are the initial impressions we had when conducting this comparison:
Ann Martin Children’s Center
Web
Their website is nice and bright, easy on the eyes
They have a login & donation button on their homepage in addition to social links
Their mission/values/history/partners & funders/annual report is highly visible

Newsletter archive (newsletter published quarterly)
Flickr
They use Flickr for image sharing
LinkedIn
Presence on LinkedIn networking site
George Mark’s Children’s House
Web
Nice and green
Donate button is on homepage
Join mailing list button on homepage
Downside: website is kind of busy
YouTube channel
26 subscribers
Downside: no consistent publishing schedule
St. Paul’s
Web
Very engaging (rotating photo library)
Sweet to the point homepage (About, Admissions, Education, Support, Contact pages)
Easy to follow

Kompyte Analysis
We used a free trial at www.kompyte.com to compare the Day Home to Ann Martin,
George Mark, St. Paul’s and the Oakland Children’s Hospital. The full report is attached
to this proposal.
A six month analysis of Facebook activity showed that the Day Home’s efforts on
Facebook is generating significant engagement – more than Ann Martin, George Mark
and St. Paul’s but slightly less than Children’s Hospital who has a dedicated
communications team.

Measurable Social Media Objectives
Measurable objectives will help you decide what to do and
what not to do on social media. They will also allow you to
measure success. Align with your broader marketing
strategy, sothat your social media efforts all drive towards
the two business objectives identified in our client
interview:
 Attract millennial donors.
 Build brand awareness in the community.
We propose the following SMART goals for the Day Home
to consider for the remaining of the 2015:
1. Create and launch an Instagram account by June 30, 2015. Attract 100 fans by
December 31, 2015.
2. Streamline the brand identity across Facebook and YouTube as part of the
website redesign process. Include possible new accounts on Instagram and
Twitter.
3. Create and launch a Twitter account by June 30, 2015 toautopost Instagram
content. An app like IF by IFTTT can help post full version of the photo on
Twitter.
4. Increase Facebook fans to 200 by August 2015.
5. Identify 5-10 millennials and/or Oakland start-ups and tech companies active on
Instagram by October 31, 2015. Focus on building relationships with the goal of
spread the word about the Day Home among Oakland millennials.
Reaching out to Influencers
During the research phase of this proposal, one of the member received this outreach
tweet from Glide Memorial in San Francisco.
A similar approach can be done on Instagram using tools like http://worldc.am/ or
http://www.gramfeed.com/instagram/map#/37.7749,-122.4194/1000/- tosearch for
Instagram images (and users) via geolocation.

Selection of Social Media Channels
Using the Pew Research Social Media study release in January 2015, a millennial
audience in Oakland will most likely be found on Facebook, Twitter and Instagram.
We recommend the Day Home create an Instagram account that integrated with
Facebook, a new Twitter account and new website.
2014 Social Media Trends
Facebook is still the most popular site,
Instagram has grown and now 26% of adults
use Instagram.
52% of online adults use multiple social
media sites. Facebook acts as “home base”.
Millennials may not be posting on Facebook,
but they still continue to check in with the
site several times per day.
Roughly half of internet-using young adults
ages 18-29 (53%) use Instagram. And half
of all Instagram users (49%) use the site
daily.
Facebook and Instagram exhibit
especially high levels of user engagement: A
majority of users on these sites check in to
them on a daily basis

2014 Facebook Trends
The Day Home should continue to
support a Facebook presence as a way to
connect with older donors.
 71% of online adults use
Facebook with usage among seniors
continuing to increase.
 Women are also particularly
likely to use Facebook compared with
men.
 63% of Facebook users visit the
site at least once a day, with 40% doing
so multiple times throughout the day.

2014 Twitter Trends
Twitter is the most important social
media tool for reaching journalists –
particularly valid for the SF Bay Area -
government agencies, elected officials,
nonprofits/cause organizations, and
industry associations.
Twitter is particularly popular among
those under 50 and the college-educated.
Compared with late 2013, the service
has seen significant increases among a
number of demographic groups: men,
whites, those who live in households with
an annual household income of $50,000
or more, college graduates, and
urbanites.
46% of Twitter users are daily visitors
(with 29% visiting multiple times per
day).
2014 Instagram Trends
 53% of young adults ages 18-29 now use
Instagram, compared with 37% who did so
in 2013. B
 Besides young adults, women are
particularly likely to be on Instagram,
along with Hispanics and African-
Americans, and those who live in urban
or suburban environments.

For brands, Instagram is considered the King of Social Engagement. It has 58 times
more engagement per follower than Facebook, and 120 times more engagement per
follower than Twitter. Research is not available re: nonprofits.
Source: http://blogs.forrester.com/nate_elliott/14-04-29-
instagram_is_the_king_of_social_engagement
Editorial Calendar
A social media content calendar should organize the way you curate and create content,
and help develop your editorial strategy. We created a spreadsheet with the following
fields will help you get organized and figure out a schedule that works for the Day
Home. When you’ve got a content calendar you can commit to, social media marketing
becomes a lot less daunting. It also provides detailed direction if a volunteer helps with
content creation.
Topic/HeadlineWriting the headline will help make writing the post easier.
Target
Audience Which of your key target is this content designed for.
SMART
Objective
Which SMART objective does this support? Which business goal does
this support? 80% of what you post should support your goals,
objectives and keywords.
Status please review Status Key
Tweet Will this content be shared on Twitter
Facebook Will this content be shared on Facebook
Blog Post Is this content a blog post
E-Newsletter Is this an E-Newsletter
Website
Update is this an update to the website
Media Release Is this a media release
Published URL
Posting the URL here will help you quickly find the content in the
future

Sample content was created for the months of April, May, June and July 2015.
We considered events that would be of interest to millennials and attempted tofind
companies or organizations with which to cross-pollinate the information.
All posts should support the goals, objectives and brand keywords.
Highlights:
April 2 - International Children's Book Day: Take photo of children reading. Post to
Facebook and repost photo to the Oakland Library Facebook page:
https://www.facebook.com/Oaklibrary
April 14 - Look up at the Sky Day: Take photo children looking up at West Oakland
skies). Repost photo on the KTVU meteorologist page (based in Oakland) Facebook
page: https://www.facebook.com/BillMartinKTVU
April 24 - Repost article re: millennials and philanthropy. "Millennial volunteers are
welcomed at the Day Home. Share your knowledge and make a difference to West
Oakland children." http://www.chron.com/about/houston-gives/article/The-
philanthropy-bug-bites-Millennials-6155710.php
May 1 - Mother Goose Day: Take 30-second video of children singing to the Mother
Goose Lullaby station on Pandora (based in Oakland). Tag them and/or repost and
share on their Facebook page: https://www.facebook.com/Pandora
May 12 - #charitytuesday: Promote your cause. See examples:
https://twitter.com/TAPS4America/status/580355691866677248 and
https://twitter.com/salvationarmyuk/status/580313460837380096
June 1 - Flip a Coin Day: Reach out and/or repost to Oakland start-up Mind Blown (a
financial literacy tool for kids) https://www.facebook.com/MindblownLabs
June 29 - Camera Day: Share photos taken by children with Oakland art technology
start-up VSCO - https://www.facebook.com/VSCO and https://instagram.com/vsco
July 1 - July is anti-boredom month. Connect with and repost a craft idea from Bay Area
mommy blogger - http://frogmom.com/tag/crafts/
July 8 - "Video Games Day" is the day for players to celebrates the popular video games
they have. Invite a game company like LeapFrog (Emeryville) or nexonm.com (Lake
Merritt). Reach out to Oakland Tribune video reporter - https://twitter.com/gcacho

Content ideas for April, May, June and July 2015 have been populated into a tracking
template. Please refer to printed copies at the end of this proposal.
Creating and writing complete content was outside the scope of this project but could be
an ideal activity for high school volunteers.

Social Media Best Practices
1. Be timely - Post when your fans are active online to give your content the best
chance of being read. Facebook Insights and Iconosquare (Instagram) will
provide this information. Use a scheduling tool to post during these optimal
days/times.
2. Be picky about what you post - Don’t post more than 7 times per week. Pages
that post more than seven times per week see a 25% decrease in interaction rates.
3. Keep it visual - Photo posts on Facebook receive interaction rates 39% higher
than videos or text-only. Use a free tool like Pinwords.com or an app like
InstaQuote.

4. Fill in the blank posts receive 9x more comments (engagement) than other
posts.
Example: June 8th is Best Friend Day. Consider asking a question phrased
like, "____________ was my childhood best friend."
5. Keep it short – The shorter, the better. Posts of 80 characters or less are the
most engaging. Write your content like a news headline. This will also be useful if
you link your account to Facebook and Twitter.
6. Create collages. On Instagram, they get 20% more likes and 25% more
comments than single images.
7. Be an active member of the social community. In order to receive, you
have to give. Take the time to comment on someone’s photo. If they like your
photo, you should favorite one of theirs.
8. Help others – Take time to reshare
and regram content from influential or key
companies.
9. Use #Hashtags - Nonprofits that
consistently use hashtags on Instagram have
twice as many followers as those that don’t.
Instagram users regularly monitor hashtags,
thus enabling your nonprofit to gain more
exposure to potential new followers. (A list of
potential hashtags was proposed earlier in this
document.)
10. Post the right photos. Never post
similar photos in a row; always choose the
best one. Think of Instagram as an art gallery.
11. Post photos of unique views. People
will like your photo if it's something they've
never seen before.
12. Integrate your Instagram photos:
 Showcase Instagram photos on your company’s Facebook Page. Link to
Facebook from the settings account on LinkedIn.
 Promote on your Website. Your website is the place that gets the most
traffic of any of your online properties. So the homepage of your website is
the best place to promote your Instagram account to get more followers
and likes.
 Include Instagram content in your Email Newsletter.
13. Share at least one image daily - Togain followers on Instagram, you must be
active on Instagram. Use an app like Schedugram to autopost photos during
optimal times when your fans will be online.

Social Media Policy and Response Matrix
The primary reason for establishing a social media policy is protection – for both the
Day Home, its employees and the children. While good judgement is the best policy, it is
important to document what is and what is not acceptable social media behavior as it
relates to the Day Home. This should be extended toinclude volunteers – especially
high school and millennial participants.
Important elements to consider including:
 Not posting the names of any children associated with their photo on any
Internet site.
 Adopting the federal Children’s Online Privacy Protection Act, which is a law that
oversees how websites interact with children under age 13. Visit:
https://www.ftc.gov/tips-advice/business-center/guidance/complying-coppa-
frequently-asked-questions
 Respecting all copyright laws, and reference sources appropriate. For any
photographs or videos to be posted, permission from the artist, photographer or
video producer/studio is necessary and proper credit must be given.
 Offensive language will not be tolerated, including but not limited to ethnic,
religious and racial slurs; profanity; sexually explicit language and the like,
including use of acronyms of offensive expressions.
 Don't Tell Secrets it’s perfectly acceptable to talk about your work and have a
dialog with the community, but it's not okay to publish confidential information.
Save time in writing a policy by reviewing and adapting social media guidelines and
policies from a comparable organizations like school districts, elementary schools or
private K-12 institution. We identified the following as possible templates to follow:
St. John the Baptist Elementary School
http://sjbsilverspring.org/school/wp-
content/uploads/2012/08/Social_Media_Guidelines.pdf
Kimmel Farm Elementary School
http://blog.web20classroom.org/p/sample-social-media-guidelines.html
Chicago Public Schools
http://cps.edu/Pages/SocialMediaToolkit.aspx
Madison (WI) K-12 School District
https://www.madison.k12.wi.us/files/SocialMediaGuidelines.pdf

Response Matrix
Reading negative or
inaccurate online feedback is
often jarring and upsetting.
Don’t make the mistake of
emotionally responding or
not responding at all.
Having a written response
matrix in place will help
guide your decisions.
The US Air Force has offered
an excellent “response
assessment” chart that can be
customized for the Day
Home.
Responding Positively to Negative Online Comments
1. Respond appropriately. Use the above matrix to determine if and when you
should respond. Never take a comment personally and write something
emotional or accusatory in return.
2. Be brief. Revealing too much can have serious consequences, particularly with
personal or medical information.
3. Consider comments as free research. The comments received on social
media are a kind of consumer research, and it can provide the Day Home with
valuable insights.
4. Remember that everyone’s reading your responses. Responding
thoughtfully to negative comments is a chance for the Day Home to demonstrate
how caring and engaged it is, and how it solves potential problems.
5. Engage your hive. Privately seek out social media-savvy stakeholders tohelp
respond on your behalf or to support your position.

Monitoring
We encourage the Day Home to take a proactive approach of being notified whenever a
mention of “Saint Vincent’s Day Home” appears online. Two free tools to evaluate are
Google Alerts and Social Mention.
Google Alerts:
Google Alerts will send daily or weekly emails
about new web pages and posts that contain
keywords like “Saint Vincent’s Day Home”,
“Day Home Oakland”, “St. Vincent’s
Oakland”, etc…
Go to google.com/alerts and fill your brand
name search query. You can select which type
of content you are looking for, your preferred
update frequency and quantity. Google Alerts
will update you and keep you informed about
new mentions on the web.
Social Mention:
Social Mention is a free tool that will
notify you of mentions on social
media channels – including
YouTube, Flickr and Tumblr.
Go to
http://www.socialmention.com/alerts/ to set up alerts. To reduce unrelated mentions,
search for “Saint Vincent’s Day Home” using the quotes.

Measuring Results
It is important to measure both the overall results of the social media program, as well
as, efforts on individual social media platforms.
Measuring the overall social media marketing will help determine if your efforts are
achieving your business goals – this is of interest to most boards and leadership teams.
Reporting out will show your value to internal leaders.
We created an Excel template to help track the progress of strengthening your overall
brand.
 Create a row for each brand keywordand a row for “misc.”. The goal is to have 80%ofthe activity
around your keywords and only 20%about general/misc. content.
 Create a column for each social media outlet (blog,Facebook,Twitter,etc…) and input in the
number ofposts around a specific keyword. This is content that you created and posted.
 Create a column to capture the number ofonline mentions you found through your listening
channels (Google Alerts, Social Mention, etc…). This is content created and posted by other
people.
 Create a column to capture the number of engagements generated around a keyword. This
includes comments, shares,like, retweets, hearts, etc…
 Create a row at the bottom to capture the numberoffans for each social media channel youhave
at the end of each month.

Social Media Metrics
Free metrics tools are available for Facebook, YouTube, Twitter and Instagram.
Facebook Insights will help
you to understand who is
engaging with the Saint
Vincent’s Day Home business
page. This will allow you
determine your current fan
base age then measure
quarterly tosee if you are
attracting millennials.
Access it through the admin
section of the page.
Twitter Analytics will not be able to
define the age of your followers but it
provide insightful information such as
location, gender and their interests.
Access it as part of your account at:
http://analytics.twitter.com

Iconosquare is a free robust tool to help manage and measure your Instagram
account.
You will be able to identify the location of your followers. The growth monitoring tab
will identify follower growth charts, monthly and overall, track daily follower gain and
loss and identify new and lost followers. It will also propose popular hashtag based upon
your keywords.
Access it at http://iconosquare.com/
Reporting Out
Lastly….
Submit the metric report along with your observations and analysis to company leaders.
Make sure your hard work is recognized!
Reporting can be one of the most tedious parts of a marketer's job, but it's also one of
the most critical. Your metrics will show leaders how your team aligns and supports to
helping the company achieve its business goals.

Sources Cited
http://www.themillennialimpact.com/download-research
http://www.pewinternet.org/files/2015/01/PI_SocialMediaUpdate20144.pdf
http://www.fundraising123.org/files/Millennial%20Playbook%20FINAL.pdf?__utma=
108253341.1106668510.1427234621.1427234621.1427234621.1&__utmb=108253341.4.
9.1427234676274&__utmc=108253341&__utmx=-
&__utmz=108253341.1427234621.1.1.utmcsr=google|utmccn=(organic)|utmcmd=orga
nic|utmctr=(not%20provided)&__utmv=-&__utmk=8859317
http://michaellorinfriedman.com/wp-content/uploads/2013/01/Strategies-for-
EffectiveWallpost_2012_Final.pdf
http://www.nptechforgood.com/2014/04/14/top-5-instagram-best-practices-for-
nonprofits/
http://socialmediainfluence.com/wp-content/uploads/2011/10/US-
air_force_web_posting_response_assessment-v2-1_5_091.pdf
https://www.americanexpress.com/us/small-business/openforum/articles/5-tips-for-
responding-positively-to-negative-online-comments/

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