The document discusses strategies for a nonprofit organization called Praying Single Mothers to expand its use of social media. It proposes a three phase plan: Phase I focuses on improving the organization's Facebook presence; Phase II establishes a Google+ community page; and Phase III develops an organizational blog. The goal is to better connect single mothers by providing resources, mentoring opportunities, and a support network through an integrated social media strategy.

1. Connected By Circumstance. United in Love.
Leveraging Social Media to Improve a Life

2. Mothers First
As of 2011, 11.7 million families in the U.S
were headed by single parents
85.2% of which are headed by Women
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3. Mothers First
Of the mothers who are custodial parents:
 45% are currently divorced or separated
 34.2% have never been married
 19% are married (In most cases, these numbers represent
women who have remarried.)
 1.7% were widowed
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4. Mothers First
She is Employed:
 79.5% of custodial single mothers are gainfully employed 49.8% work
full time, year round
29.7% work part-time or part-year
She and Her Children Do Not Live in Poverty:
 27% of custodial single mothers and their children live in poverty
She Does Not Receive Public Assistance:
 Among custodial single mothers:
 22% receive Medicaid
 23.5% receive food stamps
 12% receive some form of public housing or rent subsidy
 5% receive TANF (Temporary Assistance for Needy Families)
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5. Praying Single Mothers
What does she need? She Needs M.O.R.E
MENTORING
OPPORTUNITY
RESTORATION
EMPOWERMENT
Praying Single
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6. Praying Single Mothers
Missions Statement:
“PSM mission is to empower, restore and equip single
mothers through conferences, workshops,
seminars, mentoring, prayer and providing various
resources to gain and to maintain a holistic
life, particularly as we raise our children.”
Problem Statement:
How can we provide Empowerment, Restoration,
Mentoring, and Networking to this community of women?
Solution: Social Media Expansion
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7. Social Media Expansion Goals
Connecting Single Mothers into the Social Grid
o Providing Resource Materials & Job / Business Opportunities
o Providing Mentoring Relationships
o Providing a Social Outlet of Prayer and Well Wishes
Connections! Connections! Connections!
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8. Social Media Expansion Goals
Social Media Current Mix: Website / Facebook / Twitter
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9. Social Media Expansion Goals
Social Media Expansion Implementation Steps:
 Phase I: The MakeOver
o Transform Facebook accounts/pages to encourage
membership & donations. Discontinue Twitter account due
to time commitment and resource availability
 Phase II: Communion & Community
o Develop a Google+ PSM Site designed for Conversing &
Sharing Documents, Meetings, etc(Community)
 Phase III: Sharing & Caring
o Develop a Blog for Information Sharing, Feedback
Solicitation, and Outreach
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10. Social Media Expansion Goals
Oct-12 Nov-12 Dec-12 Jan-13 Feb-13 Mar-13 Apr-13
Phase I: MakeOver
Phase II: Communion
Phase III: Sharing
Integrate Existing Social Media & Expand Comprehensive Strategy by April 2013
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11. Phase I: MakeOver
Facebook Current State: Demographics
70% Age 25-44
94%
Women
Multiple Cities /
Languages
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12. Phase I: MakeOver
Facebook: Content & Advertising Advertisements
o Prayer Request, Advertisements, Informational Postings to Business
owners are
buried in Status
Posting
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13. Phase I: MakeOver
Transformation Plan:
 “Inspiration of the Month”: Identify facebook follower of the month
based on posting metrics, personal story, and contributions to the
organization. Allow “Follower of Month” to tell their story on the PSM
facebook page. Allow others to comment and provide encouraging
feedback.
 “Advertising Ad”: Develop an Ad’s on facebook to drive interest/likes
to the PSM page. Solicit donations through the use of ad’s, and stories
promoting the benefits PSM is providing to it’s members.
 “Statistic Reporting”: Establish a quarterly membership drive by
providing statistics information on the page including member
demographics, “Donations to Date”, and promote how donations are
used.
 “Interactive Pages”: Implement interactive contest driving user
interaction and soliciting feedback
 Link Facebook page to website & vice-versa to provide visibility
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14. Phase II: Communion & Community
Google+ Community Page: Build a community of PSM Support
Establish
Member
Hangouts
Share Event
Establish
Photo’s /
Member
Videos
LE
Chats
(Weekly)
P
AM
EX Establish
Community
(Circle)
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15. Phase II: Communion & Community
Transformation Plan:
 “Virtual Community”: Develop a Google+ site where PSM members
can congregate and disseminate information, obtain resource
information such as corporate sponsor promotions and job
opportunities, and share photo’s / video’s of their family experiences.
 “Google Hangouts”: Establish weekly or monthly Hangout sessions
for up to 9 members to commune and conference. Additionally, utilize
chat sessions to discuss and share upcoming events and on goings of
the organization.
 “Regional Circles”: Identify regional leaders who can establish circles
within their communities to promote local networking where possible.
 “Webinars”: Use Google+ to conduct Webinars where guest speakers
and hosted webinars can be shared with members remotely.
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16. Phase III: Sharing & Caring
Implement PSM Blog: Disseminate information, Obtain Feedback, Share Opportunities
Discuss issues
affecting single
mother. Converse
Promote
Involvement
(Donations/Spons
orships) Establish
Member
EstablishChats
Member (Weekly)
LE
Hangouts
Provide
P
Information/Statistics
on Single
M
Parents/Share
additional Social
A
Opportunities
Advertise
X
Media
E
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Example Blog: One of top blogs according to businessgrow.com

17. Phase IV: Future Enhancements
o Twitter: As the organization grows, consider using twitter to
promote upcoming events, donor drives, and promotions
o Pintrest: Add pintrest site to promote PSM interest, readings,
seminars, workshops, and resource organizations
o YouTube: Provide video content of workshops, events, and other
PSM hosted resources for current / potential members.
Opportunities will be implemented as the Management Team
evaluates resource constraints and staffing needs
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18. Social Strategy Recap
o Visibility: Improve visibility to PSM using social media sites and
platforms. Drive members and donors through content and
resources
o Networking: Leverage social media to connect members in a way
not feasible before. Through Google+ Hangouts, chats, blogging,
users can feel connected to the organization and each other.
o Evidence: Provide evidence of how PSM is affecting the lives of
women across the country. Show donors how their contributions
have attributed to someone’s life.
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19. Conclusion
The Objective of PSM was identified as the following:
Mentoring
Providing Opportunities
Providing Restoration
Empowering Women
Social Media serves to assist members in finding everything mentioned above and more. This is
the future of networking, and PSM will be positioned to walk into the future upright and with
significant strides.
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20. Lessons Learned
 Weigh the Options / Implement to Sustain
o Social Media has so many channels, avenues, paths. Many strategies
lead to the end result. What we discussed throughout the course was
more than what the organization could handle. Ensure that the
channels you implement can be maintained with the resources on
hand or future growth expectations.
 Identify Clear Objectives
o Make sure objectives are identified early. Scope creep can drive up
resource estimates and provide variability to the project.
 Start from Ground 20:
o Forget ground 0. Start by researching what the competition or like
institutions are doing. Those who invested early have gone through
the learning pains. Leverage best practice.
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