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Project 1 for Social Media Management

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University of Florida
University of Florida

Fictional social media policy for March of Dimes

Social Media
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{ Sarah Bounaim February 21, 2016
 Executive Summary  Social Media Audit  Social Media Objectives  Online Brand Persona & Voice  Strategies & Tools  Timing & Key Dates  Social Media Roles & Responsibilities  Social Media Policy  Critical Response Plan  Measurement & Reporting Results Table of Contents
 Our major social media goals for 2016 is to grow and integrate our online followers and community. The primary focus is to increase outreach and revenue by building deeper relationships with our supporters. Executive Summary
Social Network URL Follower Count Average Weekly Activity Twitter https://twitter.com/ MarchofDimes/ 57.6K 20 Facebook https://www.facebo ok.com/marchofdim es/ 615,768 20 Instagram https://www.instagr am.com/marchofdi mes/ 20.6K 8 LinkedIn https://www.linkedi n.com/company/ma rch-of-dimes 13.9K 15 Google+ https://plus.google.c om/11339149055842 9421807 391 20 Social Media Audit *As of 2/21/16
 Official website: https://www.marchforbabies.org/  Audience: moms who have had healthy babies  Competitors: other non-profits Social Media Audit
Social Media Audit *Stats from 2014
 In 2016, the focus of our social media goals is to increase revenue by driving traffic to our most reaching social media channels.  Increase Instagram followers 5,000 in 6 months  Increase volume of visual content published on Facebook and Instagram channels by 30% in 6 months  Increase March of Dimes hashtag on Twitter by 30% in 6 months Social Media Objectives
Social Media Objectives
Online Brand Persona & Voice  Adjectives that describe our brand:  Respectable  Giving  Enthusiastic  Trustworthy  When interacting with our followers and supporters we are:  Encouraging  Informative  Motivating  Caring
{ { Online Brand Persona & Voice Example shows the emotional voice to call on supporters to act now
Online Brand Persona & Voice Example shows how we speak to our supporters in a caring, enthusiastic an motivational way
 Paid:  Every Friday boost most popular organic Facebook posts for the weekend.  Earned:  Encourage use of #MarchforBabies and #MarchofDimes on Instagram. Every post will include the desired hashtag. Strategies & Tools
 Approved tools:  Hootsuite  RebelMouse Strategies & Tools
{ {Holiday Dates  Mother’s Day  Thanksgiving  Christmas Events  Marches  Formal Balls  Signature Chef Auctions & Dinners  Motorcycle Rides  Golf Tournaments  Dates very on States and Cities Timing & Key Dates
 Marketing Director – Sarah Bounaim  Social Media Manager – Lena Dunham  Social Media Coordinator – Mindy Kaling  Supporting Social Media Team Coordinators:  Oprah Winfrey, Ellen DeGeneres & Kim Kardashian Social Media Roles & Responsibilities
 Social media plays a huge role in our organization. It is how we spread our message and interact with our supporters. We are expected to demonstrate the best practices and a sense of etiquette in our use of social media. Social Media Policy
 We must always:  Be polite, not rude or insensitive  Use common sense  Act helpful and excited  Always ask before you post Social Media Policy
 We will have pre-approved messaging.  We will always have an action plan in place.  We will always be honest, direct and take ownership of our faults. Critical Response Plan
{ {Inappropriate Tweet Sent:  Delete Tweet and alert team members  Develop follow-up tweet  Publish Tweet and see if follow-up is necessary Remember:  Act fast  Prevent reach  Apologize Critical Response Plan
 Due to lack of engagement, followers and reach we’ve decided to discontinue our Google+ account. Measurement & Reporting Results
Social Network Follower Count Average Weekly Activity Engagement Rate Twitter +15% 20 posts 10% Facebook +20% 15 posts 15% Instagram +45% 12 posts Average interactions per post=700 LinkedIn +10% 15 posts 2% Measurement & Reporting Results Three months later from February 21, 2016

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Project 1 for Social Media Management

  • 2.  Executive Summary  Social Media Audit  Social Media Objectives  Online Brand Persona & Voice  Strategies & Tools  Timing & Key Dates  Social Media Roles & Responsibilities  Social Media Policy  Critical Response Plan  Measurement & Reporting Results Table of Contents
  • 3.  Our major social media goals for 2016 is to grow and integrate our online followers and community. The primary focus is to increase outreach and revenue by building deeper relationships with our supporters. Executive Summary
  • 4. Social Network URL Follower Count Average Weekly Activity Twitter https://twitter.com/ MarchofDimes/ 57.6K 20 Facebook https://www.facebo ok.com/marchofdim es/ 615,768 20 Instagram https://www.instagr am.com/marchofdi mes/ 20.6K 8 LinkedIn https://www.linkedi n.com/company/ma rch-of-dimes 13.9K 15 Google+ https://plus.google.c om/11339149055842 9421807 391 20 Social Media Audit *As of 2/21/16
  • 5.  Official website: https://www.marchforbabies.org/  Audience: moms who have had healthy babies  Competitors: other non-profits Social Media Audit
  • 7.  In 2016, the focus of our social media goals is to increase revenue by driving traffic to our most reaching social media channels.  Increase Instagram followers 5,000 in 6 months  Increase volume of visual content published on Facebook and Instagram channels by 30% in 6 months  Increase March of Dimes hashtag on Twitter by 30% in 6 months Social Media Objectives
  • 9. Online Brand Persona & Voice  Adjectives that describe our brand:  Respectable  Giving  Enthusiastic  Trustworthy  When interacting with our followers and supporters we are:  Encouraging  Informative  Motivating  Caring
  • 10. { { Online Brand Persona & Voice Example shows the emotional voice to call on supporters to act now
  • 11. Online Brand Persona & Voice Example shows how we speak to our supporters in a caring, enthusiastic an motivational way
  • 12.  Paid:  Every Friday boost most popular organic Facebook posts for the weekend.  Earned:  Encourage use of #MarchforBabies and #MarchofDimes on Instagram. Every post will include the desired hashtag. Strategies & Tools
  • 13.  Approved tools:  Hootsuite  RebelMouse Strategies & Tools
  • 14. { {Holiday Dates  Mother’s Day  Thanksgiving  Christmas Events  Marches  Formal Balls  Signature Chef Auctions & Dinners  Motorcycle Rides  Golf Tournaments  Dates very on States and Cities Timing & Key Dates
  • 15.  Marketing Director – Sarah Bounaim  Social Media Manager – Lena Dunham  Social Media Coordinator – Mindy Kaling  Supporting Social Media Team Coordinators:  Oprah Winfrey, Ellen DeGeneres & Kim Kardashian Social Media Roles & Responsibilities
  • 16.  Social media plays a huge role in our organization. It is how we spread our message and interact with our supporters. We are expected to demonstrate the best practices and a sense of etiquette in our use of social media. Social Media Policy
  • 17.  We must always:  Be polite, not rude or insensitive  Use common sense  Act helpful and excited  Always ask before you post Social Media Policy
  • 18.  We will have pre-approved messaging.  We will always have an action plan in place.  We will always be honest, direct and take ownership of our faults. Critical Response Plan
  • 19. { {Inappropriate Tweet Sent:  Delete Tweet and alert team members  Develop follow-up tweet  Publish Tweet and see if follow-up is necessary Remember:  Act fast  Prevent reach  Apologize Critical Response Plan
  • 20.  Due to lack of engagement, followers and reach we’ve decided to discontinue our Google+ account. Measurement & Reporting Results
  • 21. Social Network Follower Count Average Weekly Activity Engagement Rate Twitter +15% 20 posts 10% Facebook +20% 15 posts 15% Instagram +45% 12 posts Average interactions per post=700 LinkedIn +10% 15 posts 2% Measurement & Reporting Results Three months later from February 21, 2016