1. Social Media Action Plan - Recommendations
for
Prepared by Peter Lloyd Johnson
Marlboro College Graduate Center
Capstone Project
August 7, 2010

2. Peter Lloyd Johnson
Social Media Action Plan
August 7, 2010 - Capstone
Business Drivers Goals
Financial
Donations Metric: 100 online donations within six (6) months of refreshed site
launch. (Site to include "Donate" functionality. Include "Support VPFD"
on all social media; links to "Donate" page of website.
Expenses Metric: $100 annually - (Mailbuild sendouts: $5/mailing + $0.01/email)
Email signups (Leads) Metric: 25 Email sign-ups each month
Customers
Customer Metric: 80% of respondents clicked "yes" to "Was this information helpful?"
Experience/Satisfaction (Bottom of each page)
Building Community Metric: 25 Email sign-ups monthly; Weekly increase in the number of
Facebook fans
Brand
Awareness Metric: Weekly increase in the following Facebook metrics: Total
Interactions, Comments, Wall Posts, Likes
Thought Leadership Metric: Total Facebook interactions
Timeliness/Relevance Regular and efficient use of social media tools: email, Facebook, YouTube
What to Follow Specific to Vermont Partnership for Fairness & Diversity
Social Trends Google Alerts: Race, race relations, ethnic and immigration, equal
treatment, equal access, harassment, bullying
Key words and search terms [VERMONT] Diversity, discrimination, cultural diversity, racial
discrimination, workplace diversity, workplace discrimination, diversity and
equality, education diversity, managing diversity, teaching diversity, racial
diversity
Influencers to follow Vermont education leadership, state government leadership, local
government leadership, faith community leadership in Vermont
Competitors (Alt sites for info) African American links, Arab American links, Asian American links,
Hispanic American links,

3. Peter Lloyd Johnson
Social Media Action Plan
August 7, 2010 - Capstone
Tool Purpose and Strategy Priority (1 [high] - 3 [low])
Google Analytics Listening, measurement, insight 1
Community Client driven, client care, sourcing trends 1
Twitter Headlines, engage, sales, solve service 3
issues, competitor insight
Facebook Social, friendly, recruiting, links to and 1
conversation with the community
LinkedIn Engagement, networking, recruiting 2
YouTube Presentations, brand awareness 2
SlideShare Content sharing, thought leadership 2
Goals Social Media Output Tools/Tactics to Measure
Access online tools that will Conversation monitoring, customer Utilize online listening tools:
reveal more about what people feedback, ear to the ground. What are www.socialmention.com
are discussing vis-à-vis VPFD's people talking about and how can we be www.rapleaf.com
professional status - more part of the conversation? www.backtype.com
insight, more information
Awareness, thought leadership Number of people reached as measured by Unique website visitors, time
Google Analytics and Facebook spent on site, bounce rate,
number of Facebook fans,
number of Facebook
comments.