The social media strategy document outlines Lumos' goals of increasing awareness, engagement on Facebook and Twitter by 30%, and donations by 10% in 2017-2018. Key strategies include increasing relevant content and donor relationships. A social media audit found Twitter the most valuable platform. Objectives, brand persona, content strategies, and a critical response plan are defined. Progress will be measured by analytics and reported quarterly.

1. Rachel Mann
SOCIAL MEDIA STRATEGY
MAY 2017

2. Table of Contents
u Executive Summary………………………………………………………………….2
u Social Media Audit………………………………………………………..…………3
u Social Media Objectives……………………………………………………………7
u Online Brand Persona and Voice…………………………………………………9
u Strategies and Tools………………………………………………………………….11
u Timing and Key Dates……………………………………………………………….13
u Social Media Roles and Responsibilities…………………………………………14
u Social Media Policy………………………………………………………………….15
u Critical Response Plan………………………………………………………………16
u Measurement and Reporting Results…………………………………………….18
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3. Executive Summary
The primary goal for Lumos for the 2017-2018 calendar year is to increase
awareness of our organization.
Our priorities will be increasing engagement on our primary platforms
(Facebook and Twitter) by 30% and increasing our yearly aggregate
donation total by 10%. Our main strategy for meeting these goals will be
increasing the amount of relevant content we produce and strengthening
our relationships with donors.
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4. Social Media Audit
3
Social Media Assessment
Data as of October 2016
Social Network URL Follower Count Average Weekly
Activity
Average
Engagement
Rate
Facebook https://www.faceboo
k.com/lumos.at.work/
64,000 3 posts per week 14%
Twitter https://twitter.com/lu
mos
139,000 18 posts per
week
20%
Instagram https://www.instagra
m.com/wearelumos/?
hl=en
36,700 2 posts per week Average
interactions per
post = 714
LinkedIn https://www.linkedin.c
om/company-
beta/1132572/
960 1 post per month 0%

5. Social Media Audit Cont.
4
Source Volume Percentage of
Overall Traffic
Conversion Rate
Facebook 4,000 Unique
Visits
10% 2.5%
Twitter 7,500 Unique
Visits
25% 8.3%
Instagram 1,000 Unique
Visits
5% 0%
LinkedIn 150 Unique Visits 0.5% 0.2%
Website Traffic Sources Assessment
(Monthly Average)

6. Social Media Audit Cont.
5
Competitor Name Social Media Profile Strengths Weaknesses
MacArthur Foundation TW: @macfound High Twitter engagement;
lot’s of educational content;
emotional CTA; loyal
followers; international
appeal
Too much info muddles
message; graphics lacking;
no break in serious
demeanor
Faith to Action
Initiative
TW: @FaithToAction Quality engagement; lot’s of
one on one conversations;
compelling stories
Smaller audience; less
frequent engagement; no
diversity in content delivery
Competitor Assessment

7. Social Media Audit Cont.
Social Media
Assessment Summary
Twitter is by far the most valuable
social media platform we have.
This is likely due to founder JK
Rowling’s strong Twitter presence
and the traffic she brings. LinkedIn
brings in almost no unique visits,
nor does it have a strong
following. We should consider
pulling out of LinkedIn and gather
professional outreach elsewhere.
Website Traffic Sources
Assessment Summary
Twitter and Facebook bring in the
most unique monthly hits as well
as the highest donation
conversion rate. Instagram has a
high follower count but brings in
almost no website visits and zero
donations. We should consider
running more giveaways/contests
to drive up website traffic.
Competitor Assessment
Summary
Both competitors produce
compelling, authentic content
with a high degree of emotional
pathos and standout CTA posts.
We can improve on this front
while also surpassing them in
follower count easily into the
thousands.
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8. Social Media Objectives
Engagement
Increase Twitter and Facebook
engagement by 30%
Conversion Rates
Increase yearly aggregate
website donations by 10%
Relationships
Build stronger, authentic
relationships with our followers
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9. Social Media Objectives Cont.
8
KPIs
Ø Stress the importance of a
happy home life
Ø Press the right for children
to grow up with a family
Ø Inform about the growing
amount of children
institutionalizedin
developing nations
Messages
Ø Number of Unique Visitors
from Facebook, Twitter
and Instagram
Ø Conversion Rates
Ø Number of Twitter
Followers
Ø Number of Facebook
Followers
Ø Number of Image Posts
per Week

10. Online Brand Persona and Voice
u Informative
u Engaging
u Gentle
u Hopeful
u Genuine
u Caring
u Friendly
u Helpful
u Opportunistic
u Know the Facts
9
Adjectives Used to Describe Our Brand Requirements for Follower Interaction

11. Online Brand Persona and Voice Cont.
10
Examples:

12. Strategies and Tools
Paid
Facebook: Boost top 3 posts
(minimum 800 likes) on
Wednesdays and Fridays
Twitter: Promote most
retweeted tweet every Saturday
Instagram: Run one ad bi-
monthly based off target interests
of users
Owned
Facebook: Begin a bi-monthly
Facebook live stream of progress
updates
Twitter: Start the hashtag
#FamilyFridays encouraging
followers to share their happiest
family moments
Start a weekly Twitter Chat called
LumosChat where followers can
get involved and ask questions
about the organization
Earned
Use Mention to monitor Twitter
and Facebook for Lumos
mentions.
Partner with competitors to create
an online shared fundraising
initiative.
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13. Strategies and Tools Cont.
u Hootsuite
u Hubspot Inbound
u Google Analytics
u Vimeo
u Adobe Creative Cloud (Indesign,
Photoshop, Premier Pro, After Effects)
u Canva
12
Tools Subscriptions

14. Timing and Key Dates
Holidays
June 10th: Queen’s Birthday
June 18th: Father’s Day
October 19th: Diwali
October 31st: Halloween
November 12th: Remembrance
Sunday
December 25th: Christmas Day
December 26th: Boxing Day
Internal Events
July 10th-July 14th: UNICEFF
Conference, Switzerland
September 1st: Board of Directors
Annual Meeting
December 5th-7th: Children’s Field
Day partnership with Kiwanis
International
Reporting Dates
Quarterly reporting dates in
March, June, September and
December
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15. Social Media Roles and Responsibilities
u Director of Communications: Kris Moran
u Marketing Director: Juliette Ridley
u Social Media Manager: Polly Gallows
u Social Media Coordinator: Katharine Latch
u Social Support Team: Matthew Brandling, Elliot Winkle
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16. Social Media Policy
u Lumos is a professional organization that does not tolerate discrimination, obscenity, or hateful speech in any way. Failure
to comply with these policies will result in corrective action, up to termination. As media professionals, you are required to
abide by the following guidelines to ensure the reputation and safety of Lumos goes undamaged.
q Use sensitivity: we deal with tough subject matter on a daily basis
q Be kind, always
q Be respectful of differences
q Do not engage in inflammatory political rhetoric
q Do not entertain online trolls
q Use common sense
q If you have a question, always feel free to ask management first
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17. Critical Response
Plan
u If tweeted:
1. Katharine, or support team member, will
screenshot, then delete the tweet.
2. Alert Polly of the hack.
3. Polly, or Juliette if Polly is unavailable, to
report the hack to Twitter and
Communication department head.
4. If the media picks it up, issue the following
pre-approved message: “We’re currently
investigating a hacking incident involving
false claims. No fraud has occurred.”
5. Juliette to handle all press-related
communication hereafter.
Scenario 1
Hacked: False financial claims
(embezzlement, internal
corruption, mismanagement,
etc.)
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18. Critical Response
Plan Cont.
u Applies to any Social Media Channel
1. Post will be screenshotted and deleted.
2. Polly and Katharine will be assigned
damage control to the media.
3. Support team will be assigned the
offended followers.
4. Juliette and Kris will meet with the
employee who breeched policy and
determine if disciplinary action is needed.
Ø No pre-approved message for this
scenario. Treat as-needed.
Scenario 2
Employee Disruption of Peace
(engaging with online trolls,
vehement disagreement or
mistreatment of followers)
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19. Measurement and Reporting
18
Source Volume Percentage of Overall
Traffic
Conversion Rate
Facebook 4,300 Unique Visits
+5%
10% 2.7%
Twitter 8,000 Unique Visits
+8%
28% 9%
Instagram 1,200 Unique Visits
+2%
3% 1%
LinkedIn 100 Unique Visits
-1.3%
0.2% 0%
Quantitative KPIs
Reporting Period: 3 months
Data as of January 2017
Website Traffic Sources Assessment
Timeframe: Monthly Average, January 2017-March 2017

20. Measurement and Reporting Cont.
19
Social Network URL Follower Count Average Weekly
Activity
Engagement Rate
Facebook https://www.facebook.
com/lumos.at.work/
68,000
+5%
6 Posts per Week
+50%
16%
Twitter https://twitter.com/lum
os
150,000
+4%
25 Posts per Week
+23%
27%
Instagram https://www.instagram.
com/wearelumos/?hl=e
n
39,000
+3%
4 Posts per Week
+50%
Average
Interactions per
Post = 800
LinkedIn https://www.linkedin.co
m/company-
beta/1132572/
1000
+1%
1 Post per Month
No Change
0
Social Network Data
Timeframe as of January 2017

21. Measurement and Reporting Cont.
u Our team has done a great job so far this year. We’ve hit all of our KPI
goals, with our Facebook, Twitter and Instagram all increasing in both
follower count and conversion rates. We haven’t yet hit our overall goal of
a 30% increase in engagement, but we’re on the right track.
u Sentiment Analysis:
• Overwhelmingly positive feedback on all channels. Mentions, @s and replies all show satisfaction
and agreement with the current branding.
Ø Proposed Action Items:
• Implement the Facebook Live proposal as well as the Twitter Chat.
• Gather a strategy for moving forward with LinkedIn.
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