2. Table of Contents
Slide 3: Executive Summary
Slide 4: Social Media Audit
Slide 6: Social Media Objectives
Slide 7: Online Brand
Slide 8: Strategies and Tools
Slide 9: Timing and Dates
Slide 10: Social Media Roles and Responsibilities
Slide 11: Social Media Policy
Slide 12: Critical Response Plan
Slide 13: Measurement and Reporting
3. Executive Summary
Our major priorities for 2017 will be growing our online brand and community
Strategies
Plan to increase the engagement of Instagram and Twitter
Encourage followers to sign up or volunteer at our events
4. Social Media Audit
The following chart is an audit of The Donna Foundation charities social media presence to date.
The chart includes an assessment of all the Donna Foundation charities social media accounts,
web traffic, and competitor analysis.
5. Social Media Audit (contd.)
Social Media Assessment Date: 2/18/17
Social NetworkURL Follower Count Average Weekly Activity Average Engagement Rate
Facebook https://www.facebook.com/26.2withDonna 22874 30 10%
Twitter https://twitter.com/262withDonna 2964 20 7%
Instagram https://www.instagram.com/262withdonna/ 2214 15 1%
Website Traffic Sources Assessment Date: 2/18/17
Source Volume % of Overall Traffic Conversion Rate
Facebook 3000 Unique Visits 40% 9.90%
Twitter 1000 Unique Visits 20% 5.40%
Instagram 400 Unique Visits 5% 1.20%
Organic NO DATA NO DATA NO DATA
Competitor Assessment: Date: 2/18/17
Competitor NameSocial Media Profile Strengths Weaknesses
Susan G Komen for the Curehttps://twitter.com/SusanGKomen Well known Bad Publicity
American Breast Cancer Foundationhttps://www.facebook.com/TheBreastCancerResearchFoundation Srong prescence
Breast Cancer Research Foundationhttps://instagram.com/americanbreastcancerfoundation/ N/A
6. Social Media Assessment
At the present time the highest number of interactions per post occurs on Facebook
No presence has been created on LinkedIn and the current recommendation is to NOT expand
to LinkedIn
7. Social Media Objectives
In 2017 the primary focus of the Donna Foundations social media strategy will be to support
revenue goals by driving traffic from the social media presences in order to generate revenue for
the Foundation
In order to complete this objective our social media priorities will grow the presence by sharing
more engaging and relevant content.
Specific Objective
Increase unique visitors from social profiles by 25% in 6 monthe
Increasing brand awareness through mentions
Begin using brand hashtags across all platforms
Increase Instagram and Twitter followers by 5000 in 6 months
Increase the volume of content published on Twitter and Instagram by 30% in 6 months
9. Strategies and Tools
Paid:
Every Friday boost most popular posts for the weekend. The post must have a minimum reach of 75% as
well as a minimum of 10 likes and 5 comments
Owned:
Introduce the use of the #savethetatas hashtag to Instagram and Twitter posts. Encourage adoption by
users and a minimum of 2 pieces of user generated content per week
Earned:
Monitor Twitter for keywords and term Breast Cancer, Marathon, Think Pink, Jacksonville, etc. Extend
discount codes to generate prospects over the course of 3 months
Tools:
Approved Tools Rejected Tools Existing Subscriptions
Hootsuite N/A Vimeo
Tweetdeck Photoshop
10. Timing and Dates
Holiday Dates Internal Events
New Years Marathon Date Febuary 11-12, 2017
Christmas
11. Social Media Roles and Responsibilities
Marketing Director: TBA
Social Media Manager:Steven Chesser
Social Media Coordinator: TBA
12. Social Media Policy
Social media is deeply ingrained in our everyday lives. We use it to spread messages, interact with
customers, and to share our personal activities, thoughts, ideas, plans and more.
As an employee and representative of the Donna Foundation Charity you are expected to demonstrate
best practices and a sense of etiquette in your use of social media by following some simple guidelines
Be Respectful
Use Common Sense
Stay out of Trouble
Be Polite
Be the Solution not the Problem
Be Nice
Act Helpful
13. Critical Response Plan
Inappropriate Post
Action Plan
When Post is detected
Take Screenshot
Delete Post
Alert Social Media Manager, If unavailable contact Director of Marketing
Social Media Manager and Marketing Manager discuss the impact of the post and determine further
action
Social Media Manager develops follow up posts for the Marketing Manager to approve before release
If media publishes post Marketing Manager will handle all media contacts
Social Media and Marketing to meet with employee responsible for post to determine if disciplinary
action is needed.
14. Measurement and Reporting
Measuring and reporting data is unavailable at publication time but will be released at a later
time.
