The document outlines a social media plan for the Leadership Through Education and Action Foundation (LEAF), a non-profit organization focused on rural upliftment in Tamil Nadu, India. The current social media presence is weak, with limited engagement and lack of structured content sharing, highlighting the need for a dedicated strategy and more knowledgeable staff. It concludes with recommendations for improving visibility and engagement through strategic content sharing and the use of social media tools.

1. Leadership through
Education and Action
Foundation Society(LEAF)
Social Media Plan for ISMB Course
By Sai Kondisetti
(As of April 12, 2014)

2. Client Profile
LEAF Society is an Non-profit based out of the Namakkal
District of Tamil Nadu, India. LEAF Society is headed and run
by individuals that chose to reside close to the cause they are
working for. LEAF Society works for the rural upliftment of
those in the backward and tribal areas of the Namakkal
District.
The people that LEAF chooses to serve are the uneducated
and poorer masses from the villages in its district.
The projects that have been initiated have been the result of
scoping out the need.

3. Social Media Audit
At the start of this course
 Facebook – less than 200 likes and no regular shares
Twitter – Dormant
LinkedIn – inactive
Instagram & Flickr – not created
 No active listening strategy in place
 Lack of structure, regularity and order of content sharing
 Lack of relevant in-house content
 Delay of publishing and writing relevant content due to no
dedicated strategy and team
 The on-ground team is not well versed with using the internet
and the Director barely has time to update social media

4. Social Media Audit(contd.)
LEAF’s Target Audience:
 Potential Donor groups
 Other civil society groups
 Youth groups
 Educated and college going youth and professionals
 Corporates
 Civic minded population
Internal Influencers – LEAF Society’s newly formed intern team has a lot of
potential in setting the stage for its successors and that of the outreach of the
community. If properly guided and directed, they could single handedly promote
the cause.

5. Challenges
The following are some of the challenges that prevent LEAF
Society from reaching its full potential on social media:
1. The Director is the sole person in charge for conversion
of reports/ events into English from the regional
language. He is unable to devote time to social media
as his on-ground responsibilities are ten fold
2. Lack of other staff who actively engage and are aware
of how to utilize social media
3. Lack of staff that have knowledge of spoken English
4. Lack of exposure
5. Turnaround time from the Director is infrequent and all
of these continue as a cycle

6. S.M.A.R.T. GOALS
 Increase engagement and visibility through rich in-
house content sharing every week(5-10 likes and
atleast 2 shares)
 Increase lead generation and associations by
reaching out personally and with content through
social media
 Bring more youth into the picture by designing
attractive internships and benefits
 Increase the use of visual media and content
exponentially

7. Narrowed Target Audience(
On Facebook)

8. Active Listening Strategies
to Implement
 Initiate posts that drive interaction and monitor and
reply to various comments and messages on
Facebook.
 The use of photos to attract attention and regular
posts asking for tips/suggestions from the audience
would be a welcome step. The use of Google Alerts
and tools like SocialMention and Hootsuite would help
them get an idea of their current stance.
 Actively using Facebook Ads would help reach a
specific active audience

9. Sample Social Media
Calendar
Date & Day of the
week
Type of Content Channel Meta Description
4/05/2014(Mon) Blog post Facebook and
Twitter
On-ground war
stories of RTI
11/05/2014(Mon) Resharing ,
Tweet
Facebook &
Twitter
Child Marriage
article, Related
question on
Twitter
18/05/2014(Mon) Blog post Facebook and
Twitter
Inside LEAF
25/05/2014(Mon) Resharing, Tweet Facebook and
Twitter
Infographic with
Sanitation stats,
Related question
on Twitter

10. Conclusion
 LEAF Society has a dedicated and committed team
who need more recognition as they deserve to be
properly compensated for their work. They do a
tremendous job helping the community even with
issues such as corruption and non-compliance
standing In their way.
 As long as LEAF stabilizes its capacity to convert its
efforts into visibility, it will help them help more
people of the underdeveloped communities. This I
assume will not be far off.

11.  The social media audit has helped present the gaps in
their social media strategy.
 Their team can work more efficiently to produce
better results as they know where they need to ramp
up the efforts.
 Dedicating time and efforts into delivering the content
needed for the social media strategy regularly will
definitely help them achieve their S.M.A.R.T. Goals.

12. Thank You