WPA can perform social media monitoring and analysis to track engagement and sentiment around clients. Their services include monitoring total mentions, exposure, discovery of key topics, influential users, sentiment analysis of tweets, and weekly reports highlighting top tweets, photos and videos. The initial setup cost is $500 more for incumbent politicians, and ongoing monthly tracking costs $500 on top of the base $500 or $1000 monthly retainer depending on client status.

1. Global Perspective.
Innovative Research.
Superior Results.
S O CI A L M E D I A M O N I T O R I N G
TO: INTERESTED PARTIES
FROM: CHRIS WILSON
SUBJECT: WPA SOCIAL MEDIA CAPABILITIES
Social media has become an integral part of engagement with voters and constituents.
Regular monitoring of social media communications allows you to take advantage of
breaking news to maximize outreach and exposure, watch the progress of social media
strategies on both an individual and global level, and fix image problems before they
develop.
WPA can perform detailed analysis of your social media presence and activity on Twitter.
Using real time and historic analysis we can track the impact of press releases, news events,
and social media campaigns.
Outlined below is an overview of WPA’s social media capabilities.
Overview
Activity
 WPA will track the total number of tweets that mention you, your client, your
opponent, your caucus or your issues.
 Monitoring the flow of information allows you to adjust large scale outreach efforts to
ensure they reach the maximum number of people possible.
7,000
6,000 5,291 5,299
5,000 4,651
3,627
4,000
2,791 2,874
3,000
2,806
2,000 1,123 1,306
2,196 2,149 812
1,000 543 472
0
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Exposure
 Exposure measures the number of social media users that view content about you in
their news feed.
Discovery
 This is a measure of the most frequently used terms by people who posted about
you.
 Discovery provides an understanding of the key issues and topics during the week.
Experts
 This metric identifies the key players in the social media discussion is based on
followers and number of Tweets/re-Tweets.
 WPA will target key authors by volume and influence to determine which users are
driving social media coverage.
 Identifying key individuals allows you to engage with social media users that have the
most significant presence on social networks.
Sentiment
 Sentiment is a rating that illustrates the favorability of your social media content.
 WPA will pull out the top Tweets (those that were shared or included a link) about you
and codes them into useful categories to put the social conversation into context. We
have created four categories - your own tweets, positive, neutral, and negative.
Top Results:
 Tweets: A collection of the top tweets concerning you.
 Photographs: The most shared photographs during the week.
 Videos: The top videos relevant to you shared through social media.
Deliverables
Each month, WPA will produce four weekly social media reports that include the information
outlined above. These reports can be tailored to meet your needs.
Timing and Cost
Due to the increased social media traffic for incumbent politicians, an additional $500 is
needed to setup the initial report.
Additional monthly tracking, based on the initial monthly report retainer, will cost
$500/month.
I will follow up with you to discuss any questions you might have about this social media plan.
Element Timeline Social Media Traffic Cost
Initial Monthly Incumbent $1,000/month
Four weekly reports
Reports Non-Incumbent $500/month
Additional Monthly Four weekly reports Incumbent/Non-
$500/month
Tracking each month Incumbent
Confidential Page 2 of 2 4/18/2013