The document outlines a social media marketing plan for the Cystic Fibrosis Foundation to raise awareness and funds for cystic fibrosis research. The plan involves using Facebook, Twitter, YouTube, and the foundation's website to share news on treatments, stories from those with cystic fibrosis, and promote fundraising events. All content will focus on supporting those with cystic fibrosis and finding a cure. Analytics will monitor the effectiveness of outreach. Inappropriate comments will be removed while maintaining transparency.

1. Fighting to end Cystic Fibrosis

2.  Raise awareness for the organization and
disease
 Education of Cystic Fibrosis and the effects on
individual and family
 Getting people involved in the fight against
Cystic Fibrosis
 Possibly raising money for the cure

3.  Those people who have the disease
 Family and friends of those suffering with the
disease
 Young parents who may be starting a family or
have just discovered they have a child with
this horrible disease
 Any general group of people who care about
their fellow man

4. The organization in which I found the most inspiration
from was the Cystic Fibrosis Foundation. They are
using a five tiered approach to their Social Media
Marketing, Facebook, Twitter, Google+, YouTube and
they have their own site, www.CFF.org. On most of
these social media platforms the CFF are providing
information about what new breakthroughs are being
made in the research of CF. In addition, they also
provide information about ways in which everyone
can help out the cause and join walks and bike rides
geared towards raising funds for research. On the
YouTube page they provide many inspirational stories
of people who have CF and struggle with it on a daily
basis as well as informational videos.

5.  People with CF
 A place to sign up for and take part in clinical trials or
get connected to
 specific medical facilities performing these trials
 A place to share their story to help other like them
and give them inspiration to keep fighting on
 Most importantly give them HOPE
 Family and Friends
 A place where family and friends can get involved to
help, charity functions like cycle rides for the cure and
walks for the cure
 A way for family and friends to interact and show that
person who has this disease that they care and to give
them strength to fight on.
 A place to give donations to finding a cure

6.  Young Parents
 For those who may be thinking about having a child and
know they have a history of this disease in their family or
have just had their first child that is diagnosed with CF,
this SMM plan will have the resources and information to
let them know what to expect and how to do the best
things for their child
 Comfort from the stories of others who have fought with
this disease and have added more time onto their life, to
know that CF is not a death sentence at the age of 18
 General population
 A sense of caring for others
 A feeling of accomplishment in giving back to the (CF)
community through volunteering and donations
 Write off for tax purposes and helping others in the
process

7.  In the beginning those SM platforms that are
cheap and would not cut into operational costs
would be used:
 Facebook
 Twitter
 YouTube
 After gaining momentum and capital to cover
the operational costs a website would be put in
place to demonstrate a professional
appearance

8.  Posts would be created by the administrators of
the page on an as needed basis or on breaking
news or upcoming events but most of the content
will come from the community
 Posts would be on as needed basis. If naturally
created content by the community is not being
generated, the administrators of the page may
create posts to encourage the community to get
involved
 Content on the page would include news on new
groundbreaking procedures or
medication, creative charity drives, upcoming
walks or cycles for the cure, post content from
these events

9.  All content distributed by the administrators will
be in some way related to finding a cure for CF,
fund raising, awareness, generating hope, news
on treatment and anything else positive toward
finding a cure for this disease
 For Facebook most of the content here will be
closely aligned with friends, family and those
who have CF. Those who are on the CF Facebook
page are people who have been dealing with this
disease and are past the shock and awe of finding
out a family member has a disease this is going
to be a place to look toward the future and hope
of a cure

10.  Many organizations have issues with the sites or
pages they maintain, In the instance of
something as sensitive as a life threatening
disease most would hope that no one does
anything to hurt an organization such as this.
Comments posted on the page that are
inappropriate and damaging to the families and
people with CF will be removed. Our priority is
to those suffering with this disease and to the
friends and families of those suffering.

11.  Tweets would be created by the administrators of
the twitter account with breaking news or
upcoming events and would be very responsive to
those following and tweeting to the account
 Tweets(posts) would be would be much more
aggressive due to the nature of Twitter. Our
Twitter account will also follow anyone who
follows our account
 Content on the Twitter account would include
news on new groundbreaking procedures or
medication, creative charity drives, upcoming
walks or cycles for the cure, post content from
these events

12.  All content distributed by the administrators will
be in some way related to finding a cure for
CF, fund raising, awareness, generating
hope, news on treatment and anything else
positive toward finding a cure for this disease
 Our target audience here is of course those who
have CF and their friends and family, but on
Twitter our real focus will be on the younger
crowd

13.  Twitter should not come across too many “trolls”
but in the case that we do experience someone
attacking our cause it will be dealt with on a
case by case basis. In most cases we can just
ignore it and it will not affect our cause.
Comments tweeted on our Twitter feed that are
inappropriate and damaging to the families and
people with CF will be removed. Again, our
priority is to those suffering with this disease and
to the friends and families of those suffering.

14.  Our administrators would control what videos are
loaded onto the site and posts would come from
our viewers.
 The administrators would very rarely make a post
on this site but videos would be posted as often
as something positive to the fight against CF
comes along
 Our content here will most likely all be in an
effort to pull at the heart strings of others to get
people involved in our cause to cure CF, along
with informational videos as well

15.  All content distributed by the administrators will
be in some way related to finding a cure for CF,
fund raising, awareness, generating hope, news
on treatment and anything else positive toward
finding a cure for this disease
 Our target audience here is of course those who
have CF and their friends and family, but on
Twitter our real focus will be on the younger
crowd

16.  Many organizations have issues with the sites or
pages they maintain, In the instance of
something as sensitive as a life threatening
disease most would hope that no one does
anything to hurt an organization such as this.
Comments posted on the page that are
inappropriate and damaging to the families and
people with CF will be removed. Our priority is
to those suffering with this disease and to the
friends and families of those suffering.

17.  In every organization transparency with the
public is important to maintain a certain level of
trust, while protecting sensitive information
 All posts on any of our social media networks will
be focused on Cystic Fibrosis related issues and
all posts will be quality checked
 Any comments of negativity toward the
organization will be evaluated, and if it in any
way affects our members, it will be removed

18.  We need to take note of whether or not our
social media marketing is effective
 All of the social media platforms we would be
using has built in analytics which will be a cost
effective way
 Looking forward, there are many other analytic
tools that can be used when the organization
needs to monitor all sites in one place