Social Media

STrategy

Kalyn Drexl

February 20, 2017

Table of Contents

3. Executive Summary

4. Social Media Audit

5. Current social media

6. Follower counts

7. Competitive Analysis

8. Social Media Objectives

9. Online Brand Person and Voice

10. Strategies and Tools

11. Timings and Dates

12. Social Media Roles and

Responsibilities

13. Social Media Policy

14. Critical Response Plan

15. Measurement and Reporting

Results

Executive Summary

Our social media priorities for 2017 are to increase traffic to our

website from our social media accounts through more engaging

calls-to-action and relevant reporting on issues affecting our

support for the LGBTQ+ community

Main Objectives:

Increase our amount of visual content to gain appeal beyond our headlines

Gain more donation-driven website traffic through our social media platforms

Social Media Audit: Current Social Media

Social Media Audit: Follower Counts

Facebook: 25,565,542 likes

2,385,642 follows

Instagram: 259,000 followers

Twitter: 731,000 followers

Google+: 10,000 followers

Pinterest: 1,971 followers

Social Media Audit: Competitive Analysis

Social Media Objectives

Increase donations to the organization from social media

posts by 75% in 1 year

Increase our Pinterest followers to 10,000 (if not, cut the

medium from our networking as it is not the best

investment of our time)

Increase (eye-catching) visual content on Facebook,

Instagram and Twitter

Online Brand Persona and Voice

Words to describe the brand

Thought-provoking

Change-makers

Serious

Exciting

Hard-hitting

When interacting with the audience we are…

Helpful

Courteous

Encouraging

Strategies and Tools

Owned component

The content we share allows for dissemination to those who could be helped

by our organization

Earned exposure

Partner with relevant influencers; celebrities, athletes, government officials

Paid

We do not do ads, as a not-for-profit organization

Timing and Dates

Holiday Dates

Valentine’s Day

St.Patrick’s Day

Easter

Memorial Day

4th of July

Social Media Roles and Responsibilities

Social Media Director

Creates the strategies and tools for our social media team

Social Media Manager

Edits content in need of it

Views content before it is posted

Social Media Coordinator

Schedules the content dissemination

Social media training

For a team of 10 social media content providers

Social Media Policy

Be respectful

Use common sense

Do not get angry

Be courteous and kind, even in the face of abrupt rudeness

Be passionate but rational

Be upfront and insightful

Critical Response Plan

On a regular basis:

Search our company name and address concerns when posted

Ask for audience to contact us with their concerns

In the case of corruption within the company:

Release a press statement

Address concerns of those who have donated money through social media

Measurement and Reporting Results