This document provides guidelines for The Dragonfly Project's social media presence and strategy across multiple platforms, including Facebook, Twitter, Pinterest, Instagram, YouTube, and a blog. It outlines the tone, content, and goals for each channel, and how they will work together to achieve the overall mission of building community for women and encouraging dialogue on issues they face. Progress will be measured by analytics like likes, followers, and engagement on each site.

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Social Media Guide
Last Updated: May 1, 2013
Created By: Megan te Boekhorst, Charmine Lau

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Contents
Introduction pg. 3
Audience pg. 4
General Guides pg. 5
Plan of Action pg. 6
Facebook pg. 7
Twitter pg. 8
Pinterest pg. 9
Instagram pg. 10
YouTube pg. 11
Blog pg. 12
Measurements of Success pg. 13
Facebook pg. 14
Twitter pg. 15
Pinterest pg. 16
Instagram pg. 17
Contingency Plan pg. 18

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Introduction
The Dragonfly Project is a school network which fosters a community
amongst women through classes that focus on the needs and strive to
overcome the struggles we face every day, while opening space for
creating bonds between participants. With a partial barter payment
method in place, this system would not only provide easy access to
education while helping develop life skills, but would improve confidence,
self-esteem, and self-empowerment. Through our platform, women will
feel enabled to make an impact within their community and feel their
contributions are valued.
The Dragonfly Project’s mission is to build a community of women through
an innovative, accessible learning platform. Our program encourages
dialogue on issues faced by women around the globe, while inspiring
confidence and empowerment in our ‘teacher’ and ‘learners’.
Our Facebook and Twitter platforms launched March 27th, 2013 in honour
of British Columbia’s inaugural Social Entrepreneurship Day. We also
began our Instagram account with our first class on April 11th, 2013. We
grew our Pinterest account more organically, building it slowly and behind
the scenes before pushing it at our first class. The YouTube account is
simply a place to host our videos for when they are created and will not
be a main source of analytics. Finally, The Dragonfly Project will launch a
blog alongside our website launch.

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Audience
Our primary target audience is our learners. These are women who are
looking to connect with each other, gain new skills, engage in open
dialogue on issues surrounding women and improve how they view
themselves. We want to reach out to women who are engaged in their
community and are looking for unique ways to contribute further. We also
want to connect with women for whom life has taken a different road
and they have found themselves on income assistance or other
unfortunate circumstances. Finally we look to connect with young women
who are entering university or are in their undergraduate years. That being
said, we are hoping to connect with women of all walks of life and find
resources and content which appeals to women as a whole.
We will also engage with current and potential teachers through social
media. By helping promote them, the hope is they will promote us through
their channels as well. It will also be a platform to source new teachers
and make more connections with leaders in the community. Lastly, it will
be an additional way to bridge our learners and teachers and bring them
together.
Finally, resources for The Dragonfly Project will be sourced through social
media. We hope to open dialogue with like-minded organizations and
organizations in which we can partner with to do good.

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General Guides
All social media channels should reflect our mission, maintain openness
and encourage dialogue. Our social media should act as a center for the
women in our community to interact with each other from all over the
globe.
Our social media channels will be used as a selling point to teachers as a
reflection of the available community built. Therefore, we strive to build as
much interaction as possible with our audience, rather than acting simply
as broadcaster.
Our aim is to be open, personable and approachable. We want to share
content our learners and teachers care about, such as equality issues, tipis
and tricks and confidence building tools.

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Plan of Action
The following outlines the guidelines our Facebook, Twitter, Pinterest,
Instagram, YouTube and blog. Each platform works together to achieve
our overall goals, though each through slightly different models.

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Facebook
Posts will include updates on classes offered, promote teachers, share
media content of our classes, and general Dragonfly Project promotions.
We will also share articles and content surrounding current issues facing
women, issues which relate to our current class offerings, inspirational
quotes and highlight influential women as well as women within the
Dragonfly community who make a valuable impact in the community.
Our page is a space where we can ask our community questions such as
the types of questions they would like to see, events they would like
hosted or their thoughts on current issues. A major goal of the page is for
followers to share our posts with their followers, expanding our reach. A
main analytic to watch is our “Talking About Us”.
Our page is the main source of user engagement and will be the primary
focus for direct interaction between learners/teachers and The Dragonfly
Project.
Average posts per week: 3-4
Primary Content Sources
- The Dragonfly Project website
- The Dragonfly Project YouTube channel
- Pinterest quotes, redesigned in The Dragonfly Project branding

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Twitter
Our Twitter stream will host the majority of our content broadcasting in
terms of articles, videos and relevant media surrounding women’s issues.
Though Dragonfly content will be featured, the majority of posts should
reference other sources of media pertaining to women’s issues. We will
also talk about our teachers including their other initiatives as promotion,
where to connect with them further and summaries of their classes. It will
also be a source to quickly highlight influential learners and other projects
they may be working on.
Retweets will come from relevant tweets from teachers and other
women’s organizations. These will be sourced and organized on lists. Who
we follow should fit into at least one list.
Lists include: teachers, social enterprise leaders, women’s organizations,
students, and employees.
Average posts per day: 4-5
Primary Content Sources
- http://www.upworthy.com/women
- http://www.missrepresentation.org/blog/
- http://bitchmagazine.org/
- http://www.bust.com/
- http://feministing.com/

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Pinterest
Pinterest is where we can have more fun. There is less focus on hot topic
women’s issues and more focus on women’s interests such as fitness,
fashion and D.I.Y projects. This is representative of the fact that, though
The Dragonfly Project is a space to discuss women’s issues and search for
solutions, it is also a social space where women are free to enjoy all
aspects of life. It is a platform to encourage health, creativity and passion.
Founders have a space to express their individuality and interests through
select boards in which they can post from their personal accounts.
The aim is to pin content that stimulates many repins as well as provide a
unique space curating Dragonfly media.
The only people who have access to the Pinterest account will be the
founders and it will be the only Pinterest account for The Dragonfly Project,
no accounts will be created for city chapters.
Average time spent on Pinterest per week: 3 hours
Boards
- inspiration: quotes and images which empower, aim to build confidence
and connect with women
- classes: favourite photos and videos from classes hosted by The
Dragonfly Project
- the dragonfly project: media directly related to The Dragonfly Project
such as specific branding, promotions, videos
- health and food: delicious recipes and fun workouts
- fashion: business and dressy clothes for every day and special occasions
- do it yourself: projects that look fun and those The Dragonfly Project
have done

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Instagram
Once again, our Instagram platform will be a more relaxed tone,
reflective of the openness and horizontal power dynamics of The
Dragonfly Project. Live event photos will be shared in real time of both
classes and behind the scenes in the office, or at events the founders take
part in such as expos, community events, farmer’s markets. We will also
Instagram select quotes and inspirational things we witness.
The only people who have access to the Instagram account will be the
founders and it will be the only Instagram account for The Dragonfly
Project, no accounts will be created for city chapters.

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YouTube
The YouTube account is for video posting purposes only. Even if The
Dragonfly Project hosts a vlog, it’s main source of publishing will be on
another platform. All videos will be promoted on other platforms and
there should not be a major effort put into obtaining subscribers. That
being said, the YouTube account will still be a searchable, visible
representation of The Dragonfly Project and should reflect the clean
branding of all other platforms.

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Blog
To be developed over summer and launched alongside our website.

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Measurements of Success
The following tables will be used to track the successes and failures of
each social media platform and used as a way to measure what content
works best.

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Facebook: https://www.facebook.com/theDragonflyProj
Likes
(increase)
Talking
About
Us
(highest)
Gender
Demographics
(F/M)
Popular Post Mic.
March
2013
49
(0)
10 77%/23%
IMG: “Don’t lose
yourself in fear”
Inspirational
quote.
http://ow.ly/kkrvR
- full launch
March 27
- sporadic
posts
April
2013
67
(18)
79 71.6%/25.4%
Article: Why you
should be
questioning
Dove’s
campaign
- first and only
alpha class
hosted
- sporadic but
more
consistant

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Twitter: https://twitter.com/dragonflyproj_
Followers
(increase)
Following
(increase)
Popular Tweet Mic.
March
2013
10
(0)
20
(0)
Ted Talk video on
Charitable Giving
- full launch March 27
- sporadic posts, very
rare
- visuals of profile not
completed
April
2013
30
(20)
29
(9)
Article: Why you
may want to
question Dove’s
campaign
- still very sporadic
posting
- low engagement with
class attendees of
Drawn Together
- medium engagement
on Project GIVE win

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Pinterest: http://pinterest.com/dragonflyproj/
Followers
(increase)
Following
(increase)
Pins Popular Pin Mic.
April 2013
3
(0)
26
(0)
39 n/a
- promoted Pinterest
at events and on
Facebook/Twitter, no
increase on followers
- no user
engagement
- slow building

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Instagram: http://instagram.com/dragonflyproj_/
Followers
(increase)
Following
(increase)
Photos Popular Photo Events
April 2013
10
(0)
6
(0)
9
1. image of a
quote
2. Megan and
Charmine
accepting
Project GIVE
award
- Drawn Together
class
- Project GIVE finale

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Contingency Plan
We acknowledge things may go wrong and not everyone may be happy
with the content we promote. If an individual personally voices their
concerns, we will respond with a private, individualized message
acknowledging their concern and our understanding of it, apologize and
explain any measure we may be taking to correct the problem. We will
also open for them to provide us any solutions they would like to see.
If there is a larger group voicing their concern, the same method will be
employed more publically with a direct tweet or Facebook post.
To prevent any inappropriate posting during a live action event (ie. Lush
tweeting about their bath bombs shortly after the Boston Marathon
bombing in 2013), posts will be scheduled no more than a week in
advanced. For crisis events, those scheduled posts will be pushed back
immediately after the crisis out of respect.
Certain cases will need to be dealt with individually and within context. In
that situation, founders will need to be made aware of the issue
immediately and will make the executive decision on how to respond.