The following presentation is for the Uganda's Development Center & St. Isaac's preparatory school social media strategy.

1. Uganda’s Development Center
Kimberly Gonzalez
26 May 2017

2. Table of
Contents
1. Executive Summary
2. Social Media Audit—timeframe: May 2017
1. Social Media Assessment
2. Traffic Sources Assessment
3. Customer Demographics Assessment
4. 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

3. Executive Summary
St. Isaac’s is a preparatory school in Jinja, Uganda, Africa where the purpose of this non-government organization is to help the displaced
children who have been orphaned by the war of the Lord’s Resistance Army. The aim of St. Isaac’s and Uganda’s Development Center, is to offer
housing and a proper school system for the social-economic, educational growth and longevity of the children and its community.
The primary focus will be to spread awareness of St. Isaac’s in order to ensure the support for the displaced children. In order to do so, UDC
aims to boost its social media traffic via FaceBook— where it has two separates pages for St. Isaac’s and UDC. Another goal is to also create more
social media networks so that it does not rely too heavily on FB; but rather reach a larger audience through the management of several social
media platforms.
Social Media Audit
The following is a social media audit of St. Isaac’s and UDC’s social media prescience up to date.
Social
Network
URL
Follower
Count
Average Weekly
Activity
Facebook: St.
Isaac’s
https://
www.facebook.com/
StIsaacsJinja/
1,076 likes
4 posts per
month
Facebook:
UDC
https://
www.facebook.com/
UgandaDevelopmentCent
er/
57 likes, 2
people talking
2 posts per
week
YouTube
https://www.youtube.com/
watch?v=XAb-
nlGZOqY&t=14s
264 views, 6
likes
1 post per
month
Page 1

4. Social Media Assessment
At this time St. Isaac proves to have the highest amount of likes via Facebook. Little to no interactions, such as conversations happen on
YouTube as well as the UDC page. The aim is that after sharing these pages on different social media platforms such as Twitter, it will reach
a larger audience.
Traffic Sources Assessment
Source Volume
Percentage of overall
traffic when calculating
ROI
Facebook: St.
Isaac’s
1,076 likes 2.78%
Facebook: UDC 57 likes 52.63%
YouTube 6 likes 500%
Traffic Summary
At this present time, Facebook is the largest driver for traffic. When calculating the ROI, the overall goal is to get at least 3,000 likes by the end of the year
Across all of the different pages and media outlets. St. Isaac’s is currently in the lead, though with the continuous posts on the UDC page, the likes are steadily
increasing monthly.
Page 2

5. Audience Demographics Assessment
Information based on followers and public conversations that have been posted
on Facebook’s pages.
Age
Distribution
Gender
Distribution
Primary
Social
Network
Secondary
Social
Network
Primary
Need
Secondary
Need
60%
18-30
60%
female
70%
Facebook
40%
Instagram
Volunteer
Outreach
Interest in
Travel
30%
31-40
40% male
50%
Twitter
10%
LinkedIn
10%
41-55
45%
YouTube
0-2%
56-80
The primary people who follow UDC and St. Isaac’s are individuals ranging from 18-30 years old. St. Isaac’s is
always looking for volunteers, statistics also show that the majority people who search to volunteer are individuals
ranging from 18-30 years old. According to the conversations, the majority of users view these Facebook pages
via FB mobile and can then share links on Twitter. Two YouTube videos have posted for UDC and St. Isaac’s as
well— the traffic has shown a significant steady increase demonstrating that the viewing audience(s) respond
well to video.
Page 3

6. Competitor Assessment
Competitor Assessment Analysis:
The above analysis focused on three major competitors in relation to three different social media platforms: Facebook, Twitter and Instagram. IVHQ
proved to have a very dominant presence representing themselves on FB whereas Go Overseas and Volunteer Uganda did not. The purpose of St.
Isaac’s is to promote the participation of volunteers so that they may help the displaced children of Jinja, Uganda. Their competitors are other volunteer
programs in Uganda who seek similar aid. Go Overseas and Volunteer Uganda demonstrated very little to no presence on their social media platforms. If
not people are aware of their services, it will not entice people to become interested and therefore volunteer—which can be a huge setback for their
program.
Competitor
Name
Social Media
Profile
Strengths Weaknesses
International Volunteer
Head Quarters
FB: IVHQ
Frequent and continuous visual
posts such as images and videos.
FB page is certified, offers various
links to different social media
platforms; has 165,540 likes.
No frequent conversations or
audience input unless from
previous volunteers.
Go Overseas
TWTR:
SB_Overseas
Very active on Twitter by
frequent postings, tagging
individuals and publishing
articles.
Twitter is not a strong platform for
Go Overseas to use. Only 44 likes
and 177 followers; only several
likes and retweets by others.
Volunteer
Uganda
Instagram:
volunteeruganda
Happy and motivational images
of school in Uganda,
demonstrating positivity.
No frequent posts, four
images only posted in April.
Page 4

7. Social Media Objectives
In late 2016, Kulabako Paul (the founder of St. Isaac’s
and UDC), messaged me with an idea that he wants
to start both a school and orphanage to help the
displaced children in Uganda.
Now that is school/orphanage is licensed by Uganda,
our primary goal is to spread awareness of UDC via
social media. Though we already have two separate
Facebook pages, that is not enough. By expanding
our networks and using more social media platforms,
we aim to reach a larger audiences. We will focus on
expanding our social media presence as well as
obtaining more followers, likes and shares.
KPIs
1. Number of likes on
Facebook,
Instagram,Twitter, etc.
2. Number of followers on
Twitter
and Instagram.
3. Number of weekly postings
on
social media sites.
Key Messages
1. Volunteer at St. Isaac’s for the
displaced
children in Jinja, Uganda,
Africa who
have been affected by the
Lord’s
Resistance Army.
2. Please mail in any school
books, school
supplies or donations.
Page 5

8. Online Brand Persona & Voice
Adjectives that describe our brand:
Engaging, hopeful, committed, intrepid, encouraging, international, teaching.
Strategies and Tools
• Paid:
• The new goal is to publish more organic posts every Friday so that the posts may continue to
reach larger audiences over the weekend. Of 50-1,000 followers that both UDC and St. Isaac’s
has combined, the aim to have at least 20 views per positing with at least 5 likes per posting.
• Owned
• Will begin to use #UDC and #StIsaacs to encourage discussion and to keep track of when the
program is mentioned.
• Earned
• Will begin to monitor Facebook and Twitter by following keywords: Uganda, Jinja, volunteer(ing/s),
UDC and St. Isaacs. Anyone is shows an interest in volunteering will receive a direct message from
the team immediately with credible information.Volunteers will receive proof of completion as
well as have their images posted on the website(s) and pages.
Tools:Approved Tools:
• Facebook
• Instagram
• Twitter
Rejected Tools:
• N/a
Page 6

10. Timing and Key Dates
New Year’s Day— Monday, January 02
NRM Liberation Day— Thursday, January 26
Archbishop Janna Luwum Day— Thursday, February 16
International Women’s Day— Wednesday, March 08
Good Friday—Friday, April 14
Easter Monday— Monday April 17
Labor Day— Monday, May 01
Martyrs’ Day— Saturday, June 03
Eid al-Adhuha—Date may change depending on the sighting of the moon (approximately, September 01)
Christmas Day— Monday, December 25
Boxing Day— Tuesday, December 26
Social Media Roles & Responsibilities:
Director: Kulabako Paul
Social Media Manager: Kimberly Gonzalez
Social
Media
Policy:
St. Isaac’s and the UDC will not participate nor tolerate any form
of cyberbullying or face-to-face harassment.We expect volunteers
to be aware of the poor conditions that the children are living in.
No form of public shaming shall be permitted. No form of teasing,
name calling, harassment, physical or verbal harm will be allowed.
Participants and volunteers are expected to be aware, use common
sense, polite manners, courtesy and to report if they suspect
any foul play that may be taking place.
Page 7

11. Critical Response Plan
Scenario 1: Inappropriate post on FB
1. When comment or post is detected:
A. take Screenshot of user (if on Mac press: CMD + Shift + 4; on PC: Alt + PrtScr
B. Delete Comment and block user
2. Report it to Paul
Scenario 2: Mud-stove collapse, no injuries
1. Ensure that children, adults of the community and volunteers are okay
2. Post message publicly,
1. “We are happy that nobody is injured and that we can continue to grow a sustainable community”
Page 8

12. Measurement & Reporting Results
Quantitative KPIs:
-Report Period: 3 months
-March- May 2017
Website Traffic Sources Assessment:
-Timeframe, monthly Average
Source Volume
Percentage of
Overall Traffic
Facebook: UDC
57 likes with 0% no new likes
within the last two weeks 42% traffic
Facebook: St.
Isaac’s
1,076 likes with 0%
new likes in May
56% traffic
YouTube
264 views and 4
likes
33% traffic
Page 9

13. Social Network Data
• St. Isaac’s FB page has proved to have the most traffic and likes
• The aim is to reach an attainable goal by the end of 2017
• By expanding to more social media platforms and through consistent posts and sharing,
a larger audience is expected to grow; and with it, more followers, likes and shares.
• Quantitative research shows that the more frequently something is posted on UDC, the higher number of people reached
it connects to.
Social
Network
URL
Follower
Count
Average Weekly
Activity
Facebook: St.
Isaac’s
https://
www.facebook.com/
StIsaacsJinja/
1,076 likes
4 posts per
month
Facebook:
UDC
https://
www.facebook.com/
UgandaDevelopmentCent
er/
57 likes, 11
people talking
2 posts per
week
YouTube
https://www.youtube.com/
watch?v=XAb-
nlGZOqY&t=14s
264 views, 6
likes
1 post per
month
Page 10