The document outlines a social media strategy for a nonprofit organization. It includes an audit of current social media performance, objectives to increase engagement and sales, and a competitor assessment. Key tactics include boosting posts, monthly giveaways, monitoring keywords, and aligning content with holidays. Metrics, roles, policies, and crisis response plans are also defined to guide social media activities over the coming year.

2. Table of Contents
1. Executive Summary, May 2017
2. Social Media Audit, May 2017
a. Social Media Assessment,
May 2017
b. Traffic Sources Assessment,
May 2017 – May 2018
c. Customer Demographics
Assessment, May 2017
d. Competitor Assessment
3. Social Media Objectives
4. Online Brand Persona and Voice
5. Strategies and Tools
6. Timing and Key Dates
7. Social Media Roles and
Responsibilities
8. Social Media Policy
9. Critical Response Plan
10. Measurement and Reporting
Results, November 2014 - January
2015

3. Executive Summary
• Our major social media priorities for 2017 will be to grow our
virtual community.
• The primary focus will be to get high volume attention through
various social media sites since 10% of the net profits are donated to
other non-profits that share the same vision. The plan behind this
focus includes more engagement, useful and relevant content and
building a connection with our followers.
Two major social media strategies will support this objective
1. Bring more followers based on content.
2. Build relationships with followers gained throughout the time of
discovery.

4. Sand Cloud vs. Pura Vida
Sand Cloud- May 20-May 28
• Twitter Posts: 14
• Facebook Posts: 35
• Instagram: 41
• Linkedin: 0
Pura Vida- May 20-May 28
• Twitter Posts: 38
• Facebook Posts: 39
• Instagram: 33
• Linkedin: 3 posts in the last
month

5. • Where can we
improve?
• What does our
competitor have in
common?
• What is our
competitor doing
that we are not?

6. Competitor Assessment Summary
• The previous analyses of two major non-profit distributors are both very
active on most social media platforms, including Twitter, Instagram and
Facebook. Neither company’s profiles were active on Linkedin.
• Both brands share high-quality content, which includes breathtaking
tropical and nature based photographs on all social media platforms. They
both have room for improvement in different areas.
• Sand Cloud needs to add a little more variety in their social media and Pura
Vida needs to make sure they focus on the product. Not just taking good
photos.

7. Social Media Objectives
In 2017, the primary focus
of our social media strategy
will be to gain not only
followers, but also
customers for the product.
A goal has been set to
integrate more variety in
social media platforms and
to have equal activity in all
areas.

8. • Increase activity from visitors by 25% in 8 months, since the
company is just becoming noticed.
– Increase activity on Twitter
– Combine social media on IG to one account instead of three.
• Increase the quantity of profit being made by 20% in 8 months.
• Increase awareness and surpasses competitors like Pura Vida by
being more consistent with social media posts and replies.
Some specific objectives include:

9. More Specifics
KPI’s
• Number of visitors on
Twitter, Facebook and
Instagram
• Number of followers on
Instagram
• Number of likes and shares
on Facebook
• Consist outcomes from
social media posts
• Sentiment analysis
Key Messages
• Support Marine Conservation
Institute
• Support Surfrider Foundation
• Support Pacific Marine
Mammal Center
• Support San Diego
Coastkeeper

10. Adjectives that describe
our brand:
• Colorful
• Fun
• Fresh
• Freedom
ONLINE BRAND PERSONAAND
VOICE
When interacting with
our customers we are:
• Friendly
• Supportive
• Helpful

11. Strategies and Tools
Approved Tools
• Hootsuite
• Creative Cloud
Rejected Tools:
• N/A
Existing
Subscriptions/Licenses
• Adobe Creative Cloud
• Photoshop
• InDesign
• Vimeo

12. STRATEGIES AND TOOLS
Paid: Every Thursday boost the most liked photo or a photo of the most bought product
between 5:00 PM – 7:00 P.M.; the lower of the two will be boosted on Facebook
between designated times.
Owned: Introduce the use of a weekend giveaway, once a month. Consumers must
comment on the post, like our page and share the post in order to enter the promotion.
The hash tag for the promotion will change monthly and the winner will be announced
the following Tuesday at 5:00 PM. During, the consumers will have an opportunity to
get 10% off their next purchase when they sign up for our bi-weekly newsletter.
Earned: Monitor Twitter for keywords using Hootsuite. The following terms: marine
life, philanthropy, ocean, San Diego and mermaid. Extend 20% off next purchase when
consumers create their own digital replica of a sales ad for our company.

13. Timing and Key Dates
Holiday Dates
• Valentine’s Day
• Easter
• Spring Break
• Summer Solstice
Celebration
• Memorial Day
• 4th of July
• New school year
• Thanksgiving
• Christmas
Internal Dates
• Weekly staff meetings
• Work Christmas party
• Birthdays

14. Social Media Roles and
Responsibilities
Timing and Key Dates
• Marketing Director – Adrienne David
• Social Media Manager – Liz Rolfe
• Social Media Coordinator – James Burger
Supporting Social Media Team Members
• Taylor Mckay (Media and Fashion Coordinator)
• Erin Giuliano (Health and Fitness Photographer for
advertising)

15. • Social media is part of our every day
lives. We use it to connect with one
another, whether it be for a project or
to ask what one another are doing for
lunch or share what we did over the
weekend. As an employee and
representative of Sand Cloud, it is
expected to demonstrate proper
behavior and professional etiquette
while engaging in social media.
Please follow the guidelines:
Social Media Policy
• Be respectful to all
• Do not state personal opinions in
response to the lack of someone else
clarity – only facts and keep it
professional
• Be polite
• Do not cause problems
• Be nice to those who you do not
know
• Be helpful and assist customers with
their needs
• Do not bash or talk down about
competitors
• Keep it positive
• Unsure? Always ask first.
Sand Cloud takes social media engagement seriously. It is a
privilege, not a right. Do not abuse it. Violation of Sand Cloud
policy may result in corrective action.

16. Critical Response Plan
Scenario 1: Inappropriate Tweet Sent from
Sand Cloud
• When Tweet is detected
– Take a screenshot
– Delete Tweet (only after
screenshot)
– Alert Social Media
Management (Liz Rolfe)
• Liz to sync with Adrienne to
talk about action plan a
• Liz to develop a follow-up
Tweet
• If other media outlets detected
Tweet, Liz is direct contact.
• Liz and Adrienne discuss
employee responsible and
following actions
• Scenario 2: Allergic Reaction from
Product onto Consumer
• Main office is contacted to
alert owner, to alert Adrienne
David
• Adrienne to sync with Liz and
evaluate possible social media
crisis
• If media picks up story, Liz to
manage all contact. (If
unavailable, James)
• Liz to push message where the
story broke first and continue
to monitor progression of
story.
• Team, as a whole, develops a
statement if needed.
• Team, as a whole, continues
monitoring.

17. Twitter: “We are happy to report no injuries occurred
long-term. Product is being assessed and we are sorry for
any inconvenience.”
Facebook: “An incident occurred today with one of our
products. We are happy to report the person is alright and
we will be researching further to see what happened from
our product.”
Pre-approved Messaging:

18. Measurement and Reporting
Quantitative KPI’s:
• Our Instagram following has grown by 900 in
3 months, which is on track to hit the target of
2,700 in a 6 month period.
• The social content team has done an amazing
job of creating beautiful content. We have
done above and beyond work and the visual
aspect of our social media has had continuous
positive reviews and reactions (on Facebook
and Instagram mostly). Our monthly hash tag
has contributed to those successful numbers.
• We have decided to be more active on our
Linkedin platform for the high hiring season.
To start, it will be very similar to what is
being posted on Instagram and Facebook to
see what the following will be.
•
#MonthlyHashTag
• Starting May 1st 2017 and continuing on
through August, the hash tag will continue to
bring mentions.
Qualitative KPI’s
• A massive positive response
has come from following
customers. This includes,
shoutouts, retweets,
mentions, and sharing and
liking photos.
• The biggest negative is the
outcome of what the
percentage that is donating
is going.

19. PROPOSED
ACTION ITEMS
• Have campaigns
that show where the
donated proceeds
go to show the good
that customers
purchases are doing
for other non-
profits.
• Update mission
statements to
connect to more
people.