Recently at Samyukta Media we created the Social Media Communication Strategy for the non profit organization MAMTA - Health Institute for Mother and Child. A strategy is the first step for an effective social media communication and marketing. The strategy has 3 parts, 1) Review of existing social media visibility, 2) Communication strategy for 6-12 months 3) Engagement Strategy

1. Review | Plan | Action
By Sanjukta Basu
Samyukta Media
9/25/2015
Mamta HIMC: Social Media
Communication Strategy
Mamta Health Institute for
Mother and Child

2. Mamta HIMC: Social Media Communication Strategy 2015
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Content
Part I - Review ......................................................................................................................................................................2
1) Existing social media visibility and relevance ...................................................................................................2
2) Position on Google Search....................................................................................................................................4
3) Comparative Online Visibility...............................................................................................................................6
4) Conclusion and recommendation........................................................................................................................8
Part II Communication Strategy.....................................................................................................................................9
1) Objective:.................................................................................................................................................................9
2) Specific Actions................................................................................................................................................... 10
3) Type of content................................................................................................................................................... 10
a) Blog - https://mamtahimc.wordpress.com/............................................................................................... 11
b) Facebook - https://www.facebook.com/mamtahimc.org...................................................................... 12
c) Twitter - https://twitter.com/MamtaHIMC .............................................................................................. 13
4) Schedule of social media updates per month/week..................................................................................... 13
5) Methods to source or create content*............................................................................................................ 13
6) Projected outcome.............................................................................................................................................. 14
7) Methods of monitoring and evaluation ........................................................................................................... 15
Part III Engagement Strategy....................................................................................................................................... 16
1) List of global themes in which Mamta can position it as a subject matter expert............................... 16
2) List of groups, forums and networks to be joined and followed................................................................ 16
3) List of key words to be followed...................................................................................................................... 16
4) List of influential people, organizations, government bodies, corporate bodies to be followed ......... 16
Annexure I: List of URLs................................................................................................................................................... 17

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Part I - Review
1) Existing social media visibility and relevance
To find out Mamta’s social media visibility various searches were run on each social media
platform separately and various parameters were checked – number of people reached,
audience engagement, content, third party mention, usefulness of the platform etc.
It is noted that the organization has a low visibility on social media. Among the significant social
media platforms only Facebook is being used. But the outreach, activity, engagement on
Facebook does not meet the desired communication goals. The official Facebook page has less
Likes than the number of friends on Mamta’s individual profile. This indicates that people know
about Mamta but are not aware of the Facebook page. Mamta staff, interns, and other
organizations have mentioned Mamta but they have not tagged the page. This is a lost
opportunity of reaching to more people and increasing page Likes. There are two inactive pages
which were last updated 3 years back which should be deleted.
There is no presence on Twitter but the organization is mentioned several times by Devnetjobs
and other job portals on Twitter. Mamta’s partner organizations and other people have also
mentioned though the number is less.
LinkedIn has very limited presence with just 4 connections and no company page. But
approximately 170 LinkedIn have mentioned Mamta has their place of work, but because of lack
of a company page they couldn’t tag the organization. The relevance of LinkedIn is slightly lower
than Facebook and Twitter so far as reach is concerned but it is important for reaching CSR
trusts and recruitment.
There is no presence on YouTube, Slideshare and Quora. Out of these SlideShare has the best
potential of increasing the brand value by positioning Mamta as a significant knowledge
producer in key theme areas. A SlideShare account is highly recommended.
Table 1 Social Media Visibility
Platform Presence
Reach
(Likes
/
Follo
wers/
Frien
ds/Co
nnecti
ons)
Last
visible
update
Engagement
(Comments/Share/
Retweet etc)
Mention
by
others
(Yes/
No)
Usefulness
(High
Moderate
Low
None)
Observations and
recommendations
Facebook
Yes:
Official page
329
10-
Sep-
2015
12 reviews with
average star 4.2
Yes High
Milestone page not
fully updated.
People mentioned
Mamta but no
tagging
Yes:
Individual
profile
1083 Aug 21
There are
considerable
people liking and
sharing the
updates
NA Moderate
Mamta’s official
page not
connected to this
profile. Cover
photo of profile
photo does not
contain Mamta’s
Logo.

4. Mamta HIMC: Social Media Communication Strategy 2015
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Inactive
pages 1
64 2012 NA NA None
Inactive
pages 2
22
Oct,
2012
NA NA None
Twitter NO
NA NA NA Yes High
Many mentions by
Devnetjobs, other
job portals and
few individuals –
Pawan Verma
LinkedIn
Yes -
Individual
profile
4 NA Groups joined - 5 Yes Moderate
No customized
URL.
No –
Company
page
NA NA NA Yes Low
Institute for Global
Development have
mentioned Mamta.
Approximately
170 people have
listed Mamta as
their place of work
YouTube NO NA NA NA Yes Moderate
video featuring
Mamta’s work by
Capacity4dev
SlideShare No NA NA NA No Moderate
Slideshare would
be useful in
building the brand
by disseminating
knowledge
resources
Others
Quora: NO NA NA NA No Low
Pinterest /
Instagram
NO
NA NA NA No Low
Useful if there are
a lot of photo
content from the
fields or if the
organization
producing lot of
infographics.
Blog - NO
No NA Yes High
LSE ICC Lab
mentioned Mamta
in their website

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2) Position on Google Search
Social Media communications do not work in isolation. It is required to be supported by a
website/blog with rich content, regular updates and effective search engine optimization. To
check the searcheability of Mamta’s website several Google searches have been run using key
words related to Mamta’s theme, and the ‘top related searches’ as per Google Trends.
Mamta website shows up at no.1 position when a direct search with the words ‘Mamta Health
Institute’ is done. But when searched for top related search (combinations of words usually used
by net users) the result is not satisfactory. Some of the searches does not yield any result at all
even within the first 5 pages of search results. Table 2 below lists the various search results.
Table 2 Google search position
S.No Key words Position
Nature of
content
No.1
result
with this
search
1 Mamta Health
Institute
1st Website Home
page
Mamta
2 Mamta HIMC 1st Website Home
page
Mamta
3 Child maternal health
India
98th (tenth page) Theme page on
the website
CARE India
4 Maternal health
awareness india
No presence upto 5
pages
Chetna
India
5 NGOs working on
maternal health India
74th Ekjut
6 Marginalized
women’s health India
No presence upto 5
pages
Biomed
Central /
CARE India
7 NGOs working with
marginalized women
India
No presence upto 5
pages
CARE India
8 sexual reproductive
health india
3rd Theme page on
website
UNFPA
9 Sexual reproductive
health
No presence upto 5
pages
UNFPA
10 NGOs working on
sexual health India
16th (second page) Theme page Sneha
Mumbai
11 NGOs working on
youth sexuality India
21st Theme page Sneha
Mumbai
12 young people
reproductive health
india
1st Theme page on
website
Mamta
13 Reproductive health
india
6th page Theme page on
website
UNFPA
14 NGOs working on
reproductive health
india
25th Sneha
15 HIV AIDS initiative
India
No presence upto 5
pages
Avahan
FHI 360

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16 NGOs working on HIV
AIDS India
No presence upto 5
pages
Desire
society
17 HIV AIDS awareness
program India
No presence upto 5
pages
NACO
Results as per manual search on Google.co.in. Please note, this is not a key word analysis as done
for the purpose of Search Engine Optimization (SEO)

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3) Comparative Online Visibility
In social media communications it is important to keep a track of the communication by other
organizations, partners etc which are also working on same themes. By comparing our
communication style and visibility with fellow organizations we can create new strategies for
effective and unique communication.
Mamta’s online / social media visibility is low in comparison to organizations such as Sneha
Mumbai, SAATHI, Chetna, Smile Foundation, CARE India, UNFPA, FSD, CREA, ICRW – all of
which show up most frequently on Google when searched for any theme related to Mamta’s
work. Number of websites linking to Mamta (25) is also low comparison to Sneha Mumbai (79),
CARE India (179), Smile Foundation (432). The peer organizations also have a much larger
presence on social media sites Facebook and Twitter. However the lower bounce rate (number
of people leaving the website from same page on which they landed) and higher daily time
(time spent by each visitor per day) in case of Mamta indicates that visitors to Mamta website
take interest in the content. This further indicates that most visitors already know the
organization and use direct key words ‘mamta HIMC’ to reach the website.
9.10%
22.20%
53.10%
39.30%
Lower Bounce rate
Mamta HIMC Sneha Mumbai
Care India Smile Foundation
16:16
04:18
01:42
03:05
Higher Daily Time
Mamta HIMC Sneha Mumbai
Care India Smile Foundation
329 2871
2,18,632
5,49,300
0 0
36,114 21,082
0 141 3270 179625 79 179 432
0
100000
200000
300000
400000
500000
600000
Mamta HIMC Sneha Mumbai Care India Smile Foundation
Social media comparison
Details in Table 3
Facebook Likes Website Rank in India Twitter Followers Other websites Linking

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Table 3 Comparative online visibility
Name of the
organization
Website Rank
in India
Bounce rate Daily time Other
websites
Linking
Facebook
Likes
Twitter
Followers
Mamta
HIMC
NA 9.10% 16:16 25 329 NA
Sneha
Mumbai
NA 22.20% 4:18 79 2871 141
Care India 36,114 53.10% 1:42 179 218,632 3270
Smile
Foundation
21,082 39.30% 3:05 432 549,300 1796
Source: Alexa Ranking

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4) Conclusion and recommendation
Mamta’s online and social media presence does not do justice to the rich body of work done by
Mamta over the last 25 years. Besides the official website, there are very few sources which give
reliable quality information / communication regarding its work. People already aware of the
organization are able to access the website but there are almost no ‘social hooks’ to keep them
within the circle or to motivate them to come back. To improve the organization’s visibility and
reach the following steps are recommended:
•Install Facebook, Twitter widgets
on the home page
•Regular blog/website updates
Website
•Run paid camapign for at least 6
months
•Campaign to increase both Likes
and Engagement
•Regular updates - at least 3-4
updates per alternate days
•Engage with audience on popular
pages
Facebook
•Paid campaign to increase
followers
•Regular updates with strategic
key words
•Regular participation in trending
topics
•Search for key words, themes
and engage with other users
Twitter
•Upload knowledge resources
prepared by Mamta over the
years
•Upload knowledge resources via
Twitter/Facebook
•Follow national international
NGOs and engage with them
SlideShare
•Dedicated search enginge
optimization campaign should be
run to improve the ranking of the
website
SEO
•Pinterest or Instagram useful
since there is a lot of field work
which produces photo content
•YouTube useful for viral
campaigns - requires dedicated
budget
•Quora useful for additional
visibility and brand positioning
Other social
media platforms

10. Mamta HIMC: Social Media Communication Strategy 2015
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Part II Communication Strategy
1) Objective:
Mamta is a leading organization in the field of maternal and child health, nutrition, sexual
reproductive health of young people, gender empowerment, communicable disease care and
prevention, non-communicable disease awareness. Over the years the organization have not
only benefitted countless marginalized lives but also created a pool of knowledge through its
research and documentation work and field experiences. Following are some of the objectives
and goals for a communication strategy for an organization of this stature – Green:Why;
Purple:How; Blue:Whom
 Gain greater online visibility by representing the total body of work to the global
online audience on various platforms.
 Build better trust in the organization and position it as world leader and subject matter
expert in the thematic areas, by reaching out to academia, research scholars with
knowledge resources.
 Reach out to civil societies and development professionals with capacity building
initiatives and workshop, advocacy efforts for increased collaboration.
 Open up new opportunities for fund raising and partnerships by reaching out to CSR
Trusts, funding agencies, corporate donors, government agencies, NGOs and high
net worth individuals (HNIs) with the impact stories of the past years.
 Recruit volunteers and change makers by engaging with millions of youth online
who are open to learning about social causes and take small actions to bring change.
 Raise awareness by sharing information and trivia with vulnerable groups, global
information seekers online etc.
Impact stories
Knowledge resources
Project reports and
success stories
Capacity building
initiatives, advocacy
Thematic trivia and
Information to raise
awareness
CSR Trusts
Research scholars / academia
Global online audience /
information seekers
Development professionals
High net worth individuals
Government agencies
Funding agencies
Civil societies
Youth community,
vulnerable groups
Social
media
hooks
Official website
integrated with blog,
social media
Search engines

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2) Specific Actions
In the first phase of the communication emphasis needs to be given to tweaking the website to
support social media activities, and improve site traffic using SEO. A wordpress.com blog to be
set up for weekly updates on current projects, and the blog updates to be distributed through
Facebook and Twitter multiple times through the week.
Note: Send email to all contacts informing them about the launch of social media communication and
request them to join in.
3) Type of content
Social media content should be creative and visually appealing with little text. Every update on
Blog should have a featured image and Facebook updates should be supported with
Photographs or infographics. Twitter should have a mix of text and photo tweets. There are
tools available which can publish same content in multiple platforms with just one click
however such mass publishing is not advisable. The content should be customized to suit each
platform. For example an event announcement can be made on Twitter in 140 characters, or
100 characters plus a picture.
Content Topics
 Past and present projects updates
 Upcoming events announcements, live Twitter
 Awards, milestones, new partnerships
 Profiling of interns, volunteers
 Experience sharing by staff, interns, volunteers
 Critical comment upon current media debate
related to Mamta’s themes
Actions for the website
•Integrate wordpress blog with the website
•Integrate Facebook and Twitter widgets with
the website so that visitors are able to directly
connect with social media pages without
leaving the website.
•Regular website updates giving latest
information about current projects, photos,
success stories
•Announce the capacity building initiatives and
workshops on the website
•Initiate SEO campaign to improve search
engine visibility
Actions for Social Media
•Facebook, Twitter, Blog and Slideshare to be
used as main platforms. To keep all these
profiles and pages fully udated
•Any new content on the website or blog to be
shared on Facebook and Twitter (F&T)
•Weekly paid campaign on Facebook to increase
Likes and engagements
•Weekly blog on current projects, impact
stories, journalistic stories of human interests
etc
•Impact stories, past achievements, event
announcements to be shared through F&T
•Knowldge resources to be diseminated via
SlideShare
•Integrate LinkedIn, with the other 3 platforms
What should we share on Social
Media?
As a thumb rule, unless a part
of your project or program is
specifically to be kept
confidential share it.
Think of the audience as your
friend with whom you share
weekly / monthly progress in
your life.

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Some sample updates are given below as examples:
a) Blog - https://mamtahimc.wordpress.com/

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b) Facebook - https://www.facebook.com/mamtahimc.org
Information about 10K Club
Information about latest award

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c) Twitter - https://twitter.com/MamtaHIMC
4) Schedule of social media updates per month/week
Facebook Twitter Blog SlideShare
3-4 updates per
alternate day
All updates
should preferably
have a photo
All updates
should be tagged
with proper key
words
Approximately 10
updates per alternate
day. FB updates may
be repeated, or
reworded.
Use proper key words
as hashtags
Share website
information on Twitter
1 weekly blog
update featuring
the latest
programs, articles
on current media
debate related to
Mamta’s themes,
experiences from
community
1-2 documents upload
per week and share the
document highlights
through F&T through
the week.
While uploading all
fields must be properly
filled with key words
and other important
information
5) Methods to source or create content*
 One coordinator from Mamta to hold weekly telephone conversation with
communication consultant to update about the current programs and understand the
content requirement over the next few weeks
 All project teams and community staff to prepare a monthly report regarding their
projects and share with coordinator.
 The coordinator to collect all monthly report and share with consultant

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 Project teams, staff, community staff to be informed about the importance of collecting
lot of photos from the field since social media communication is very photo centric.
 Mamta team to share past photo bank with consultant
 Mamta team to identify which knowledge resources to be uploaded and provide soft
copy in bulk to consultant
 In case of important events consultant may personally attend event and share live
updates on Twitter
 Field visit to the community to be done by consultant to collect first hand journalistic
stories, photos, videos
 Develop a habit of sharing all sort of information with communication team, on almost
daily basis. Let there be overload of information at communication teable. Unless some
activity specifically to be not shared, share them.
 Maintain a calendar theme wise
 Develop a reporting structure and ensure all project reports are cc marked to the
communication person
*More specific method to be designed in consultation with Mamta project team and after properly
understanding each project currently running
6) Projected outcome
The social media communication is expected to increase Mamta’s online visibility and audience
engagement considerably since this is the first time social media communications is a focus area
of the organization. The following indicators are to be used to observe the growth in each
platform along with a rough projection*
Indicator
Increased
online
visibility
Growth in page
Likes - 10 Likes per
day with paid
campaign
Growth in total
impressions, unique
users – can’t predict
numbers
Growth in new
followers - 1-5
followers per
day
Growth in
impressions,
profile visitors
10 to 15 unique
visitors per day (after
a month of launching
the blog)
Growth in
documents
views -
Can’t
predict
numbers
Increased
audience
engagement
A growth in number
Actions
Growth in
Twitter
mentions
Blog comments,
Shares on
Facebook/Twitter
Growth in
Favourites,
Downloads,
Comments
Increased
trust in the
organization
Combined efforts on all platforms should lead to increase in trust in Mamta’s
work. Indicators would be: increased participation at events, email queries,
testimonials and experience sharing by audience.
A minimum period of 6-8 months should be invested before such growth is
visible.
*It is difficult to predict the exact numbers since the result depends upon the users

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7) Methods of monitoring and evaluation
Monitoring and evaluation of the effectiveness of the communication strategy would be done by
consultant on a weekly basis. Each platform provides its own mechanism to pull reports
containing the required information like number of people reached, number of likes etc. The
above mentioned indicators would be monitored and accordingly strategy may be modified if
needed.
A monthly report would be shared with Mamta containing following format and indicators:
 Social Media Highlights – overall growth in visibility and engagement
 Top stories and activities: Facebook
o Most busy day
o Top 5 stories
 Top stories and activities: Twitter
o Top Tweet
o Top mentions
 Top stories and activities: Blog
o Most popular blog post
o Total number of unique visits
o Total comments
 Top stories and activities: Others if used
o Total views of documents
o Top 5 documents
 Comparative analysis of Facebook pages of chosen organization

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Part III Engagement Strategy
The key to successful communication is not just to speak,
but to also listen. Social media communications makes it
possible for organizations and brands to be able to engage
in meaningful conversation with the audience. By engaging
with the audience organizations are able to build a trust in their brand, remain on top of the
global conversations, avoid miscommunication, spread awareness about social issues and a lot
more.
Whom to listen:
 People talking about Mamta
 People talking about themes related to Mamta’s work
 Mamta’s partners, donors and peers
 Socially aware online audience
 Media debates on topic related to Mamta’s work
1) List of global themes in which Mamta can position it as a subject matter expert
Maternal and child health, nutrition, Sexual reproductive health of young people, gender
empowerment, communicable disease care and prevention, non-communicable disease
awareness, TB, HIV AIDS, youth, sexuality, sexual health, sexuality rights, social condition of
marginalized people in urban areas, Government policies,
2) List of groups, forums and networks to be joined and followed
To be updated after 7-10 days of live communication
3) List of key words to be followed
Mother, child, nutrition, maternal health, sexual health, sexual rights, marginalized,
development, HIV, health, urban poor, nutrition, HIV, AIDS, TB, Non communicable disease,
4) List of influential people, organizations, government bodies, corporate bodies to
be followed
To be updated by Mamta Team
Influential
people
HNIs
NGOs, Donors,
Funding agencies
Government
Bodies, Ministry,
Political Parties
Corporate Social
Responsibility
Trust
Educational
Institutions

18. Mamta HIMC: Social Media Communication Strategy 2015
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Annexure I: List of URLs
---
Facebook
Mamta Official page - https://www.facebook.com/mamtahimc.org
Mamta HIMC – individual profile -
https://www.facebook.com/profile.php?id=100004617039868&fref=ts
Other inactive pages on Facebook:
 Mamta Health Institute for Mother and Child- https://www.facebook.com/Mamta-
Health-Institute-for-Mother-and-Child-209278925871295/
 2nd page by same name - https://www.facebook.com/Mamta-health-Institute-for-
Mother-and-Child-New-Delhi-134859116624457/
Wordpress Blog
https://mamtahimc.wordpress.com/
LinkedIn
 Individual Profile - https://www.linkedin.com/pub/mamta-himc/b8/590/b81
 Institute for Global Development - https://www.linkedin.com/pub/mamta-
himc/b8/590/b81
Youtube
 Video featuring Mamta’s work by Capacity4dev -
https://www.youtube.com/watch?v=YdxGQedhl1w
List of websites / blogs which has mentioned the organization anytime in the past
 http://icclab.com/2011/10/28/mamta-health-institute-for-mother-and-child/