SchoolBox is a non-profit organization that promotes education in Nicaragua. The document outlines SchoolBox's social media strategy, discussing platforms like Facebook, Twitter, LinkedIn, YouTube, Pinterest, Google+, Tumblr, Flickr, and Instagram. For each platform, it provides an overview, expectations, potential rewards, and management guidelines. The goal is to create awareness of SchoolBox's work, inspire donations and volunteers, and achieve global recognition through effective social media use.

1. SchoolBox social
networking strategy
Prepared by S. Valentina Cimesa
March 2014
Internal Use only

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Table of Contents
Introduction................................................................................................................................ 2
Social Media Platforms .............................................................................................................. 3
Facebook ............................................................................................................................... 3
Twitter .................................................................................................................................... 6
LinkedIn.................................................................................................................................. 8
YouTube................................................................................................................................. 9
Pinterest................................................................................................................................10
Google+ ................................................................................................................................12
Tumblr...................................................................................................................................14
Flickr .....................................................................................................................................15
Instagram ..............................................................................................................................17
E-Newsletter..........................................................................................................................18
Blogs .....................................................................................................................................20
Links and Contacts ...................................................................................................................22

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Introduction
SchoolBox is a Canadian non-profit organization that promotes access to primary education in
Nicaragua. Through donations, volunteers gather the resources, and materials needed to
provide school supplies to teachers and students, schools and classrooms, lavatories, libraries,
and soccer tournaments. All of these resources help make education possible.
In order to promote and provide change in Nicaragua’s elementary school education, SchoolBox
needs to create awareness about the situation in Nicaragua, and include what they’re doing to
promote change. Following this is inspiring individuals to donate and/or volunteer. Effective
management of social media platforms will help SchoolBox reach a larger audience, resulting in
professional connections and endorsements, business opportunities, and global recognition.
By creating a personable and honest brand identity, SchoolBox has the ability to reach social
media users by telling their story, and sharing valuable content and information. Each platform
will require a different approach, and a variety of materials (i.e. links, photographs, documents)
in order to create a well-received message. Creativity will be rewarded on social networks.
This networking strategy will outline the most popular social media platforms, design an
effective brand approach to reach the largest audience possible, and provide a basic guide on
how to manage the service effectively.

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Social Media Platforms
Facebook
Overview
SchoolBox would benefit from having a Facebook account because it reflects the community
feeling and voice that it aims to portray, and supports the main methods of awareness that is
needed - stories, updates and initiatives featuring links and photographs.
Expectations
SchoolBox requires a consistent and relatable brand identity on Facebook in order to be
successful. Since this platform is connection and community based, a community-feel voice is
highly recommended. SchoolBox is known for the honest and down-to-earth environment it
promotes on its website, and this would work very well for Facebook because it creates the
feeling of a community in which users can become a part of, effectively eliminating the user-
brand barrier.
Companies on Facebook are expected to contribute to the platform’s community. The most
effective ways of doing this are: endorsing other companies and brands, sharing valuable
information, and promoting discussion.
SchoolBox can create many positive professional connections with both companies and
individuals on Facebook by “like”-ing pages, posts, and through comments. Endorsements can
result in professional connections, collaborations, free advertising, and the potential to reach a
larger audience. Furthermore, by connecting with companies that promote similar missions and
causes, SchoolBox can create an honest, reliable, and personable brand identity, which is
extremely effective in Facebook’s community-based environment.

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In order to gain a following, SchoolBox must share a variety of valuable information that is both
interesting and inspiring to their audience. This can include: updates about current and future
projects, related industry information, upcoming events, and topics, articles, and photos relevant
to their cause. While companies use Facebook for self-promotion, users do not respond well to
information that is repetitive or uninteresting. One method of avoiding repetition is to create a
schedule for topic posts. For example:
● Post updates on current events or projects on Monday
● Post upcoming events on Tuesday
● Post industry-related articles on Wednesday
● Share an initiative that is related to your cause on Thursday
● Share an inspirational piece, quotation, or photograph on Friday
Organizing topic posts ahead of time can assist in the creative process, since Facebook posts
have to generate discussion through a combination of interest and inspiration.
Discussion can be created through effective Facebook posts, which include either a direct or
implied question, or an interesting featured piece. Implied questions or posts that inspire others
to act are also effective in promoting discussion. It is best to avoid “yes” or “no” questions, since
users will often refrain from commenting on the post. Try for opinions or idea-generation since
those conversations often are the most successful. Of course, be sure to respond to comments
in a timely manner: an active post (where people are commenting or participating frequently) will
appear at the top of the commenter’s news feed, as well as their Facebook friends’.
Rewards
Effective Facebook management will result in more followers, in the form of “like”s, lively
discussion and participation from followers, and potential exponential audience growth. If
individuals frequently share company posts, it will reach their Facebook friends’, and if those

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individuals like it, the sharing continues and reaches more and more users. This action can
prompt users to “like” and follow a page because the posts project honesty and interest.
Management
Facebook is a very high maintenance platform that requires a lot of creativity, time, and
research in order to generate interesting posts that support the brand message and voice. A
group of individuals can manage the Facebook account so that the “community” voice is
effectively portrayed. This approach will also allow for diversity of ideas - each individual will
have something different to contribute to the posts.
The individual, or team, will be required to generate quick, thoughtful responses; posts that
promote discussion, and good photo management skills. Of course, professional photography is
encouraged for all organizations since it creates a professional image. The amount of time
required to effectively manage a Facebook page would be 1 - 2 hours daily, depending on how
many responses are received.
Technical
There is ample branding space on Facebook for SchoolBox to create a strong brand image. You
can customize the avatar photo, cover photo, sectional photographs (clickable to whatever you
decide), about section, and sidebar advertising (additional costs). Content space includes two
columns of posts (where your posts will be displayed), a comprehensive about section, contact
information, and the ability to comment on photos and posts by others.
Here are some guidelines:
● Check-in on Facebook daily
● Post on a variety of topics at least five times a week
● Respond to discussion, messages and reviews in a timely manner

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● Favour square images, or long rectangular images (Facebook crops images if they do
not fit within the column margins.) These images also break the clutter of users’ news
feeds
● No limitation on characters or words; however, Facebook truncates text after the sixth
line, so it is highly recommended to create succinct messages that are not truncated
● Favour URLs so that users are provided with more information if they are interested in
the post (shorten the domain using http://bit.ly/ or a similar web tool)
Twitter
Overview
SchoolBox would benefit from using Twitter because it has a lot of valuable information to offer
the public. While it requires a lot of maintenance, like Facebook, there are a lot of individuals
and companies that can be reached through this platform.
Expectations
Twitter promotes a very fast-paced environment where new content is favoured. The difficulties
lie with constant research (making sure that you are among the first to share an article or piece
of information), and succinct, thoughtful messages that intrigue the targeted audience.
Companies are expected to check-in at least once a day, and post daily on a variety of subjects.
Engaging and promoting conversation is required on Twitter as well, taking the form of retweets,
following other organizations and/or individuals, and commenting on others’ tweets. Messages
should also be responded to in a timely manner. Provided that SchoolBox posts valuable
content and engages in conversation regularly, Twitter can be used as a tool to promote
awareness and initiatives. The majority of Twitter users are middle-aged professionals, and the
topics discussed need to engage the audience.
Rewards
Twitter gives SchoolBox the opportunity to reach a very large audience, consisting mostly of
professionals and businesses. If the posts are interesting and effective, the number of followers

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will increase. There will also be lots of discussion if SchoolBox engages in conversation; this will
help gain a larger following and a positive reputation. Furthermore, by following other
organizations and individuals, there is ample opportunity for them to promote SchoolBox’s
initiatives if SchoolBox endorses them publically.
Management
Twitter requires an individual that has the ability to adhere to strict technical limitations while still
being able to convey an interesting brand voice. Posts cannot exceed 140 characters,
preferably 70 - 90 characters if you’d like a response. Include a link (shortened, using
http://bit.ly/), image, or both for the most effective possible, and make sure that the statement
promotes discussion or is inspirational. Since Twitter requires daily posts, 1 - 2 hours daily is
recommended for adequate maintenance. It is best to organize the posts in terms of themes for
specific dates so that the poster(s) is consistent with ideas and brand voice - it helps balance
self-promotion and valuable content.
The following is a sample posting schedule:
● Post an inspirational quotation or photograph on Monday
● Post an update on a current event on Tuesday
● Post about volunteer opportunities on Wednesday
● Post about other organizations on Thursday
● Post advice that is relevant to the industry on Friday
● Post a current news article on Saturday
● Post an update about the current location of SchoolBox’s aid on Sunday
Technical
The following is a list of technical requirements for Twitter:
● A maximum of 140 characters, preferably 70 - 90 characters if expecting retweets

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● Include a shortened URL, or a photo, which will turn into a link unless you post directly
from Instagram
● Web-quality photographs, cannot exceed 800kb in size
● Complete your profile with an avatar photo, cover photo, sidebar photo, a concise
“about” section, and a website link
LinkedIn
Overview
LinkedIn is a professional community consisting of individuals and businesses. It is an effective
tool to promote the services, available job opportunities, and valuable industry information.
SchoolBox would greatly benefit from LinkedIn because it gives them the ability to reach
businesses that could potentially promote SchoolBox and provide advertising and/or donations.
Expectations
Companies on LinkedIn are expected to have a comprehensive business profile, featuring
endorsements by other individuals and companies. This promotes the services offered, and
assists in recommending an experience or service to other individuals. Companies are also
expected to check in weekly and respond to messages in order to establish professional
connections. SchoolBox would benefit from posting their initiatives, and on business topics
related to their industry. Responding to comments is also expected since it promotes
discussion.
Rewards
Provided that SchoolBox’s LinkedIn is effectively managed, the rewards would include
donations, endorsements, professional followers, and business connections with other
companies.
Management
The management team of LinkedIn would require a comprehensive knowledge of SchoolBox’s
services, initiatives, and core values, and the writing and communication skills to communicate

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their story and voice. Roughly an hour a day is required to effectively manage a LinkedIn
account, and posting at least once weekly is recommended, more often if possible.
Technical
The following are the technical requirements for LinkedIn:
● Include some form of media (links, photos, slideshows, or documents) in each post
● Text truncates after the third line - shorten the URL so that this is avoided.
● Landscape photographs work best in order to use all of the available space
● Include an avatar, a slideshow, and services in the completed profile
● Ask for endorsements and recommendations from supporters
YouTube
Overview
SchoolBox should not invest in a YouTube account until they can afford to hire a professional
videographer and video editor, and provide high quality videos that promote their cause on a
regular basis.
Expectations
The main expectation on YouTube is to interest or inspire individuals to do something, or to
entertain them so that they will watch the video. SchoolBox will be required to “like” and
favourite other videos that relate to their organization’s initiatives, as well as “like” and endorse
other YouTube channels. SchoolBox will have to respond to comments and messages, and
maintain a professional online appearance on YouTube, and regulate derogatory comments.
Rewards
If managed effectively, YouTube can generate a lot of discussion, in the form of comments, for
SchoolBox’s initiatives. Furthermore, if the quality of the videos is good and the content is
interesting, SchoolBox can reach new followers, and possibly receive endorsements and
recognition for their work.

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Management
SchoolBox would have to invest in a videographer, video editor, and a production team in order
to regularly post high quality videos for their targeted audience. They would also need a steady
supply of content and creative thinkers that can present similar information in a new way, and
interest viewers. Posts are expected once a week to once a month, depending on the nature of
the content and quality. Promote a community voice, and aim to inspire others to contribute to
the cause.
Technical
The following are the technical requirements for YouTube:
● No time limit; just remember that the audience’s attention wanes after the first 30
seconds
● Shorter videos are favoured over longer ones
● Include an avatar, videos and content, favourited and liked videos, a list of channels you
are subscribed to, a brief “about” section, and a website link, and other social media
links
● Include a succinct video description, acknowledgements, and tags
● Video description crops after three lines
Pinterest
Overview
Pinterest is a visual-based website that features professional photography that aims to inspire
other to create, purchase, or discuss. The audience is predominantly female, and “pretty”
photos will often capture the attention of users. This platform would be excellent for SchoolBox
since it can promote causes while advertising its services, programs, and opportunities through
the plethora of available photos on its Flickr.

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Expectations
Pinterest users expect professional quality photographs that are beautiful. SchoolBox will be
expected to pin things from others’ accounts, their website, and create boards to organize all of
the information. They should also follow other companies and people that promote their cause.
When repining, SchoolBox should add brand-aligned descriptions to create lots of interest -
which leads to donations. Users are expected to pin things daily.
Users are also encouraged to generate discussion through interesting or inspirational
photographs. SchoolBox is encouraged to maintain its community-feel in terms of voice, and
create boards for each program/service, a general events board, inspiration (other pins), and
any ideal boards that relate to the cause in some way. The more diverse the boards, the more
likely to intrigue a user and have them follow the page.
Rewards
Assuming proper management, SchoolBox has the potential to receive recognition for their
initiatives on a global scale, free advertising (others will repin their information), lots of followers,
and donations.
Management
SchoolBox will require a visually inclined individual with great big-picture organizational skills.
The individual must be creative, with lots of ideas, and preferably have professional
photography skills, or have high quality photographs provided to them. Pinterest requires daily
usage, varying from 2 - 3 hours, and the ability to properly pin items so that they link back to the
original source website.
Technical
The following are the technical requirements:
● Portrait photographs (most recognizable)
● Bright, non-white backgrounds in photographs

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● Complete profile with an avatar photo, 3-line about section, location, website link, and
social media platform links
● Post daily
Google+
Overview
Schoolbox should use Google+ in order have a business page listing, location, feed for other
professionals, and curious individuals that want to locate SchoolBox about available
opportunities within the company. Google+ also would give SchoolBox the blog authorship
feature, which, if SchoolBox were to invest time in a YouTube account and/or blog, they could
link it all together in one place.
Expectations
Google+ users are expected to have both comprehensive individual and business profiles. This
includes professional, branded photography (company-generated vectors, illustrations, and
photos) that include the brand’s colours, links to all other social media platforms, and valuable
content that is posted according to schedule. The posts are meant to promote discussion with
other users, highlight blogs and posts that belong to the company or other related contributors in
the industry, information on other platforms, and create events.
Rewards
By using Google+ effectively, SchoolBox could gain a large following, which could then be
organized into circles to target specific audiences. Also, by having a Google+ business
registered, contributors have the ability to use the authorship tool, which will generate more hits.
Internet users prefer content written by traceable individuals since it promotes professionalism
and reliability. Furthermore, Google will place your posts, pages, and all content contributed by
your company higher up on search results in order to generate more traffic.

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Management
Google+ is a fairly relaxed social media platform, requiring the user to check-in weekly, and post
something biweekly. Posts should relate to the company directly (blog post highlight, upcoming
events, future initiatives) or relate to the industry in a positive way(highlight other blogs or posts
that relate to your company, highlight your work, or related pieces). Be sure to use the Google+
events tool and invite all followers that could be interested in participating in the event.
The individual managing Google+ should categorize followers into circles in order to target
specific audiences. One suggestion is to create circles based on the followers’ interests or
identities (i.e. voluntourism, volunteers, graphic designers, corporate sponsors.)
In addition, the Google+ manager should appoint admins with comprehensive profile pages, and
have them use the authorship tool, which is a code that is inserted into each of the contributor’s
respective blog posts and/or published content that links back to the Google+ company and
individual profiles. This is great for search results since posts with real authors are more likely to
be clicked on.
Technical
Here are the technical requirements for Google+
● Include a slideshow that uses bright, colourful, high-quality photography that is carefully
branded either by using brand colours, or by contrasting the brand colours to make them
stand out more
● For the profile, include a clear, effective avatar photo, an effective tagline, a succinct
introduction to the company (summary), an address, a YouTube link (if applicable), and
a website link
● Use hashtags so that you can reach a wider audience
● Posts are to include a photograph and/or link, interesting text, and hashtags

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Tumblr
Overview
Due to the image-based nature of Tumblr, I recommend that SchoolBox use tumblr to host a lot
of their photography and voluntourism-based experiences to engage the younger audience that
frequents the platform.
Expectations
SchoolBox will be expected to post images that are original (created by SchoolBox) and share
other images, inspirational quotations, and gifs that are created by others that will remind
followers of their company and/or initiatives. Users are expected to participate in discussion by
liking and commenting on others’ images and posts. This is very important since the majority of
tumblr’s audience is young, and they want to promote discussion.
Rewards
If managed effectively, SchoolBox could gain popularity with a younger audience, and
effectively reach more people through discussion, content sharing, and hashtags. The more
individuals SchoolBox reaches, the better the chance that people will follow the social media
pages listed on your profile and promote them.
Management
Tumblr users are expected to post original content weekly, and curated content three times a
week, featuring a combination of videos, gifs, animated images, and custom-generated
photography. SchoolBox is recommended to focus on their younger audience, which is likely to
be interested in travel and/or volunteer work.
SchoolBox should participate in discussion through liking, commenting, and sharing others’
images and posts, and create discussion by using effective marketing techniques such as:
● Trending topics
● Photography that only SchoolBox has (reserve this content and post it slowly)

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● Post content by others that highlights SchoolBox and reminds people of SchoolBox
● Post a variety of content and information
● Use fun, interesting text for the chosen content
Technical
The following are technical suggestions for tumblr:
● Custom-branded html profile with an individual URL (favourable for companies)
● Tag each post and use hashtags so that people can find your content
● Customize the avatar image and backdrop to fit SchoolBox’s brand colours
● Link back to your blog and/or website, and all social media platforms
● Use animated images and gifs (this is the only platform that displays them immediately)
● Choose a two-column structure, or a tile format to display images effectively
Flickr
Overview
Flickr is a photo-sharing website that is bound by ideas and concepts. SchoolBox should use
Flickr in order to host its images, participate in discussions and groups that are interested in
their work and/or goals, and promote its corporate image.
Expectations
Flickr users are expected to be active on the platform through participation in groups and
discussion, and by posting lots of images. Branding each image with the logo and usage rights
(and restrictions) is recommended to spread the brand message, and have others use your
images and credit you - which gets your brand out to a larger audience.
Rewards
SchoolBox could see a large return by using Flickr. By using this platform effectively,
SchoolBox’s images could be used to promote like causes, and reach an alternate audience
that could only be known by the person using the image. Images will also receive photography
credits; so, if people like what SchoolBox is doing, they have the opportunity to check out

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SchoolBox’s Flickr account, or other social media accounts if they are listed on individual
photographs.
Flickr is also a great tool to use in order to reach specific audiences; by joining groups,
SchoolBox could share specific content with specific individuals, in order to make that content
more valuable to both themselves and the users viewing it. And, if people like it, they will
comment and share, which promotes discussion.
Management
Corporate Flickr users are expected to check in daily, respond to photo use requests quickly,
and post content daily, usually one photography a day over time. This is effective since
individual posts show up in feeds, and each photo will be working on its own to promote your
brand, along with the collection it is a part of. Be sure to share, favourite and organize your
photographs into sets. Also be sure to comment on others’ photographs, follow people, ask for
testimonials, and create interest in what you’re doing. This is especially useful in developing a
brand and following.
Be sure to join appropriate groups that share like ideas and concepts in order to create
discussion and reach a wider audience. Contribute to group discussion, and create it. Also, be
sure to have a comprehensive profile with a complete about section, website link, and social
media links. Also, if available, check statistics in order to improve posting time.
Technical
SchoolBox will be required to have:
● High-quality, professional and interesting photographs that are creative, high-energy and
have interesting angles and ideas
● Clear avatar photo that displays company clearly
● Interesting, colourful branded cover photo

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● properly name and tag your images by including a quick image description, a
photography credit, and tags that include keywords
Instagram
Overview
Instagram is a photo-sharing platform that is only accessible via mobile application. SchoolBox
is highly recommended to use this platform in order to highlight events, accomplishments, and
ongoing projects and present them in a fun and creative way.
Expectations
Instagram users are expected to post unique, interesting photographs that give the appearance
of a bigger lifestyle, and give a behind-the-scenes appearance to others’ lives. Users should
have a comprehensive profile that includes a clear avatar photo, an interesting cover photo,
succinct “about” section, and a link to their website. SchoolBox should create discussion by
featuring original content, as well as others’ content (credit them!) in a fun and interesting way.
Also, SchoolBox should comment, follow, and share others’ work.
Rewards
One of the major rewards of Instagram is that you can connect photos to other social media
platforms, such as Twitter (posted as an image and not a URL), FaceBook, and Google+. This
will also allow SchoolBox to reach a large audience that is more visually inclined.
Management
It is recommended that one person manages the Instagram account, or several individuals
follow a schedule where certain people post specific content on specific days. Individuals should
check in and post every few days. For example,
● Post event-related content on Monday
● Post ongoing-project content on Wednesday
● Post illustrations on Friday
● Post others’ content on Saturday

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Be sure to post images that are interesting, unique, and keep to the brand identity. Creativity is
valued. Users like to see fun, high-energy events and images, and in-progress, as well as
finished product, photos. Posts should use a mixture of filters, and contributors should consider
using video. The accompanying text should generate discussion, interest your audience, and
advertise events, ideas, and news.
SchoolBox participate in conversation by following others, comment on others’ images, share
others’ photography, images, ideas, and events. Be sure that it relates to SchoolBox’s image in
a positive way.
Technical
SchoolBox should include:
● Hashtags and interesting descriptions on all photographs and tag individuals in the
image
● Have a profile that includes a clear avatar image, cover photo, about section, and
website link
● 3 - 4 posts weekly that feature filtered images on a variety of topics and ideas that relate
to SchoolBox’s brand
E-Newsletter
Overview
SchoolBox should invest in an e-newsletter only after they have an established blog with regular
posts. Also, they will need to establish the newsletter sections in advance, and adhere to a
posting schedule. This will take a lot of time and consistent contributors, as well as topics to
highlight.
Expectations
The average subscriber will expect an E-Newsletter to be:

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● be relevant, but brief
● highlight recent events, current stories, and feature a variety of topics (blog posts,
related events, others’ work that relates to you)
● be consistent in terms of sections, release schedule and brand voice
Rewards
SchoolBox will be able to highlight company information and contributions and send it to people
who will potentially donate to their cause, or volunteer for their events. SchoolBox will be able to
keep followers up-to-date on volunteer opportunities, current and future events they can attend
or participate in, and advertise past successes and events to interest followers in future events.
Overall, if done well, Schoolbox will acquire numerous subscriptions and a niche following - one
that is specifically interested in what Schoolbox does.
Management
SchoolBox will have to establish a timeline and stick to it in order to manage an e-newsletter
effectively. Since it takes roughly eight hours to compile, it is recommended that SchoolBox has
a quarterly or biannual newsletter that highlights successes, events (ongoing, current, and
future), and related events, causes, and content. Sections should be established and featured in
every issue, and a group of contributors should be established beforehand. The management
team can use tools such as MailChimp in order to improve email send time.
In terms of the aesthetics, it is recommended that SchoolBox find a graphic designer who is
willing to create a template that features SchoolBox’s brand colors free of charge. If this cannot
be done, a template will have to be used.
Technical
The e-newsletter will require:
● A branded template with one main column, for feature stories and events, and a sidebar,
for highlighting smaller topics (issues, events and/or other stories)

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● Links to the previous newsletter, social media platforms, recent blog posts, and other
longer content
● The following buttons: unsubscribe, forward to a friend, donate
● A link to view the newsletter in the browser
● Feature stories to be no longer than 400 words, and must have an image
● Company information (address, email, phone number, name)
Blogs
Overview
Blogs are an excellent tool to highlight the goings-on of an individual, company, and/or related
events or articles in the field. Posts can feature relevant topics and works generated by other
users, as long as you credit them, which are trending. SchoolBox would benefit immensely from
having a blog since it is an excellent way to share their news in a user-friendly manner (small
word count, easy to read, contains visuals) and boost popularity.
Expectations
SchoolBox will be expected to have a unique brand identity, voice and colour scheme,
throughout their blog, and consistency within that. A posting schedule should be established,
along with contributors - is one person posting all of the content, or will multiple users generate
content? Figure this out early on, and state the schedule on the website so followers know when
to come back for new information.
SchoolBox will also be expected to have interesting, fun and creatively branded images on the
blog, and feature others’ images which highlight SchoolBox’s initiatives, values, or a related
topic in a fun and positive way. If SchoolBox shares works generated by other users, then those
users will be more likely to promote and/or share SchoolBox’s works too.

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Rewards
Blogs allow internet users to reach a wider audience that ranges from industry professionals to
general interest in the topic. By using keywords and appropriate industry terminology,
SchoolBox will bring traffic to its website that features users that are interested in searching for
it, the things that it does, and possible contributors. This audience will be interested in what
SchoolBox does, and will likely help out by donating.
SchoolBox will have a place to feature a subscription to their e-newsletter if they invest in a
blog, as well as content (blog posts can be included in the newsletter, especially popular posts).
People share and discuss good blogs with their friends and, if they like SchoolBox’s, then
SchoolBox will gain a large viewership simply from word-of-mouth.
Management
A good blog has a consistent posting schedule that features a mixture of original and shared
content. SchoolBox should try to post once a week. It is always a good idea to post content that
relates to a trending topic in order to generate more internet traffic on your website: people
interested in the popular topic will likely check out what you have posted just because it relates
to their interest in some way. And, if they like it, they’ll keep coming back for new content.
Blogs require a lot of planning. A schedule has to be mapped out, both in terms of what type of
content to post, as well as a posting schedule: a good blog post takes roughly 8 hours from start
to finish. Since SchoolBox’s fans love the unique community voice on its website, it is
recommended that the blog feature multiple contributors which create content, and a
coordinator that edits the content and does the technical work. It would be excellent to have
some of the higher-ups have a blog post biannually, and I’m certain that it is something that the
readership would be interested in viewing. Also, be sure to use Google+’s authorship tool in
order to have your blog appear higher on search results!

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Technical
The blog coordinator will have the following suggested guidelines:
● Schedule blog contributors once a week, and have them prepare the content a week in
advance to the posting date. This allows you to have a week to edit the content, locate
an appropriate photograph, fact-check (if needed), and attribute authorship when posting
● Posts should be approximately 400 words each
● Use industry keywords and topics
● Tag and categorize all blog posts
● Feature Google+ authorship, website link, and links to all social media platforms
● Feature archives, excerpts of posts (and a “read more” button!), a subscribe button for
the e-newsletter, and a donation button
Links and Contacts
Michelle Kay
Finance and Administration
Email: MICHELLE@SCHOOLBOX.CA
Phone: (613) 558 - 7202
General Inquiries: INFO@SCHOOLBOX.CA
Volunteer Program:
VOLUNTEER@SCHOOLBOX.CA
Fundraising: SARAH@SCHOOLBOX.CA
Business Development: JON@SCHOOLBOX.CA
Nicaragua In-Country:
RONALD@SCHOOLBOX.CA
Mailing Address
SchoolBox Inc.
Mill Street
PO Box 201
Almonte, Ontario
Canada, K0A 1A0
Canadian Office
SchoolBox Inc.
140 Wendell Avenue
Sleep Country Canada Bldg
Toronto, Ontario
Canada, M9N 3R2
Nicaraguan Office
km 13 - Carretera a Masaya
Mano Derecha
Zona Residencial ‘Arboleda’
Casa #2
Managua, Nicaragua
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