Simple social media strategy for the nonprofit Farmworker Justice.

1. FARMWORKER
JUSTICE
BY PAULINA MAGANA

2. TABLE OF CONTENTS
1. Executive Summary
2-8. Social Media Audit
3-11. Social Media Objectives
12-13. Online Brand Persona
and Voice
14. Strategies and Tools
15. Key Dates and Timing
16. Social Media Roles and
Responsibilities
17. Social Media Policy
18-20. Critical Response Plans
21-25. Measurement and
Reporting Results

3. EXECUTIVE SUMMARY
Our main social media goal for 2016 will be to grow our online
presence with our existing followers.
Our primary focus will be to create shareable posts as much as
possible in order to have Farmworker Justice reach a broader
audience from the target audience’s loyalty.
Strategies to support this objective:
1. Invest in videographers and graphic designers that can
showcase the compassion of each post.
2. Take personal statements from farmworkers that help add a
human perspective to the posts.
3. Keep the audience updated with the progress achieved and be
transparent with what is needed.

4. SOCIAL MEDIA AUDIT
Social
Network
URL Follower
Count
Average
Weekly
Activity
Average
Engagement
Rate
Facebook https://
www.facebo
ok.com/
Farmworker
Justice
5,067 8-12 4%
Twitter https://
twitter.com/
FarmwrkrJu
stice
5,286 15-18 7%
LinkedIn https://
www.linkedi
n.com/
company/
farmworker-
justice
69 3-4 0%
Focus
our
efforts
on
Twitter
and
Faceboo
k
because
LinkedIn
is not the
right
platform
to build
loyalty.

5. AUDIT CONT.
Social Media Volume Percentage of
Overall Traffic
Conversion
Rate
Twitter 70,000 unique
visits
15% 4.9%
Facebook 64,000 unique
visits
11% 3%
LinkedIn 30 unique visits 1% 0.8%
Twitter brings in the highest volume of unique visitors. Twitter has the
highest volume of conversion rates. LinkedIn has the lowest rates and is
not essential for our purpose in this strategy.

6. AUDIT CONT.
Age
Distributio
n
Gender
Distributi
on
Primary
Social
Network
Secondar
y Social
Network
Primary
Need
Secondary
Need
52% 18-30
22% 30-42
16% 43-51
10% 51-80
60%
Female
40% Male
55% Twitter
40% Facebook
5% LinkedIn
50%
Facebook
40%
Twitter
10%
LinkedIn
Empower
migrant and
seasonal
farmworker
s with better
living and
working
conditions.
Promote a
comprehen
sive
immigration
reform.
The majority of Farmworker Justice following base are females in
the 18-30 age group. More effort should be made on multiple posts
that are tailored to their content engagement.

7. AUDIT CONT.
Competitor
Name
Social Media
Profile
Strengths Weaknesses
United Farm
Workers
Twitter:
@UFWupdates
Been in service
for over 50 years
by Cesar
Chavez a
historical figure.
Have had
scandals in
regards to
President
omitting
information to
supporters
Coalition of
Immokalee
Workers
Facebook:
@CIWonFB
Great job of
posting share-
worthy content
and tying it into
current
campaign
It is focused on
one town in
Florida, doesn’t
reach audiences
outside of
affected area
Social media following on both platforms are strong and active, something
we (Farmworker Justice) want to enhance.

8. AUDIT CONT.
The highest amount of interaction occurs on Facebook and
Twitter. We see most reach on visual posts such as videos,
info graphics and personal stories with identified photos.
Primar
y
Social
Chann
els
Share
d
Blogs
Visual
s
Spons
orship
Encou
ragme
nt
Links
to
Outsid
e
Spons
orship
Releva
nt
conten
t-
outsid
e
source
s
Farmw
orker
Justic
e
Projec
t
Updat
es
Upco
ming
Plans
Facebo
ok
7% 32% 9% 7% 9% 16% 6%
Twitter 3% 37% 11% 5.5% 12% 11% 7.5%
*Percentage of reach based on
post view/ post interaction

9. SOCIAL MEDIA
OBJECTIVE
Our ultimate goal is to increase brand loyalty through
personalizing our posts by the people we help.
We will do so by:
•Creating more insightful content by having direct reporting on
the field that evokes an emotional response which should
compel others to share and truly follow our progress.
•Training media employees with better graphic designing
programs and videography to levitate our competence in design.
•Being proactive in following interaction to cultivate a deeper
relationship between the organization and our supporters.
•Share links and retweet from outside sources in order to attract
outside support and receive mutual support from outside
sources.

10. SOCIAL MEDIA
OBJECTIVES
Goals for the upcoming half-year:
• Increase following on Twitter by 3,000.
• Double brand awareness amount through
social media awareness.
• Increase website traffic through social
media platforms by 125%
• Increase retweets on organic content by
200%

11. CONTENT STYLES
• Share two new stories, including
photo or video, of farmworker’s from
across the country on Facebook
weekly.
• Share at least three visually
compelling post on each channel per
week.
• Update followers with previous
features at least once a week.
• Share links to donate on the comment
section of each video created by us
on Facebook. Keeps it authentic and
not focus of story.
• Repeat posts that draw a 65% or
higher interaction rate bi-monthly for
the 6 months

12. BRAND PERSONA AND
VOICE
The public should view us
as:
• Passionate
• Ethical
• Humble
• Transparent
• Empathetic
• Honest
Interaction with supporters:
• Humane
• Encouraging
• Interested
• Developing
• Caring
• Authentic

14. STRATEGIES AND
TOOLS
•Paid: Promote 1 post biweekly. The chosen post must have a minimum organic reach of 600
and get at least 180 like, 15 shares and 12 comments.
Post ad on Farmworker Justice blog.
•Earned: Use tweetdeckto monitor hashtags: #JusticeForFarmWorkers, #MigrantStories,
#IEatThereforeICare, #SeasonLabor, #MigrantWorkers, #SiSePuede, #Huelga, #VivaLaCausa
Monitor twitter for keywords such as: farm workers, child immigration, migrants and labor
union.
•Owned: Use #StoriesFromTheField on twitter so our audience can follow along with the
travels and accomplishments of Farmworker Justice.
Share photos taken by Farmworker jusitce photographers in order to encourage loyalty and
sponsorship.
Tools: Hootsuite, Buffer
Rejected tools: N/A
Licenses & Subscriptions: Photoshop, Microsoft Office Suite, Adobe Indesign, Adobe Premiere
Pro

15. TIMING AND KEY
DATES
Timely dates:
• Labor Day
• Memorial day
• Thanksgiving day
• Election season
• Giving Tuesday- November 29,2016
Events:
• Farmworker Justice Wine and Jazz Reception October 18,
2016

16. SOCIAL MEDIA ROLES
AND RESPONSIBILITIES
Social Media Advocates for Farmworkers
• Social Media Management- Jessica Felix-Romero
• Create and maintain marketing campaigns, promote
organization through social media channels, monitor
progress with analytics tools
• Social Media Director- Rebecca Young
• Manage social sites, look at analytics, monitor trends
• Social Media Coordinator- Carolyn Lesesane
• Write, review, edit and coordinate content for social media.
Including photography, videography and graphic design.

17. SOCIAL MEDIA
POLICY
Social media is imperative in creating brand
awareness for Farmworker Justice. It helps us
better connect, share and interact with our
public. We strive to be a resource for them
always. We are all brand representatives for
Farmworker Justice. We use social media
largely for outreach and long to ignite a passion
for fair wages and working conditions. We must
abide by these guidelines:
• Be humane
• Be polite to everyone
• Be honest and transparent
• Be a resource
• Think before a response or post
• Do not hesitate for a second opinion
• Remember this is a service to serve others,
not yourself.

18. CRITICAL RESPONSE
PLAN
If an inappropriate post is made by a Farmworker Justice social media
channel, the following actions should be taken:
1. Screenshot post and comments.
2. Delete post immediately.
3. Notify Jessica Felix-Romero (SM Manager) or Bruce Goldstein
(President).
4. Jessica and Bruce will evaluate the severity and determine the
appropriate course of action.
5. With Bruce’s approval, Jessica will write a formal apology to the public.
6. Bruce will have a meeting with employees involved in mishap to
determine appropriate consequences.
Each issue will be handled individually and uniquely according to the nature
of the situation. There is no pre-approved messaging.

19. CRITICAL RESPONSE
PLAN SITUATION #2
Sponsor did not receive a confirmation email but funds were taken from
bank account.
1. Instruct them to check spam and junk folders.
2. Look up specific name of account in system. Directly email their
invoice of donation and where the funds went to for additional
confirmation
3. Reassure and remind them that this is not a common issue and we
will look into this matter at a deeper level and give him or her
reasoning on why the mishap happened.
Preapproved messaging: Hi___, Thank you for empowering the
powerless! Welcome to the rewarding aspect of justice. Have you
checked your spam folder for a confirmation email? You might find our
email there. If not, please reply so and we will have our web developers
take on this issue since this is rare. This will take up to 48 hours and we
will notify you directly on what went wrong and what steps we will take
so this does not happen again.

20. CRITICAL CONTACTS
Owner Name Telephone Email
President Bruce Goldstein 202-435-5489 brucegoldstein@f
armworkerjustice.
org
Social Media
Manager
Jessica Felix-
Romero
202-800-2524 jromero@farmwo
rkerjustice.org
Social Media
Director
Rebecca Young 202-293-5420 youngr@farmwor
kerjustice.org
Social Media
Coordinator
Carolyn
Lesesane
202-3423-307 carolynl@farmwo
rkerjustice.org

21. MEASUREMENTS AND
REPORTING RESULTS
Quantitative KPI’s in a 4-month reporting period.
Channel Volume Percentage
of Traffic
Conversion
Rate
Facebook 3,400 website
clicks +11%
increase
16% 8%
Twitter 3,100 website
clicks + 6%
increase
8% 4%

22. QUANTITATIVE KPI’S
CONT.
Information gathered from January 2016 to June 2016. Video
is most effective with our following base when it comes to
visuals. It has more than double the effect that images have
on both channels. Followed by infographics, and lastly
images.
0
2
4
6
8
10
12
14
16
video infographics images
facebook
twitter

23. QUANTITATIVE KPI’S
CONT.
Monthly Averages: January 2016- June 2016
SOURCE VOLUME PERCENTAGE
OF OVERALL
TRAFFIC
CONVERSION
RATE
Twitter 70,000 unique
visits
7% 3%
Facebook 111,000 unique
visitis
15% 2.3%

24. QUANTITATIVE KPI’S
CONTINUED
From January-June 2016
Social
Network
URL Follower
Count
Average
Weekly
Activity
Average
Engagement
Rate
Facebook https://
www.faceboo
k.com/
FarmworkerJ
ustice
9,900
+200%
growth
8-10 +15%
increase
4%
Twitter https://
twitter.com/
FarmwrkrJusti
ce/
9,286 +300%
growth
15-20 +200%
increase
2%

25. QUALITATIVE KPI’S
Sentiment Analysis:
• An analysis on 100 Twitter and 100 Facebook posts
revealed the following:
• Positive sentiment from people living in the farming towns
led to higher donations.
• Very little negative sentiment. Only came from those
whose political views on migrant workers are negative from
the start.
• Proposed Action Items
• Consider #StoriesFromTheField outreach campaign to turn
into a mini-series documentary for impactful content. Goal:
At least 1 mini-documentary every week.
• Consider a plan to bring in the social awareness for
LinkedIn.