This document outlines a social media plan and metrics for Girls Inc. It discusses setting objectives like increasing brand recognition and engaging new audiences. It identifies key audiences like donors, volunteers, and media. It recommends choosing social media platforms like Twitter, Facebook, and a blog that meet objectives and reach the target audiences. It also discusses managing staff resources, calendar planning, engagement strategies, and measuring effectiveness through tools and weekly reports. The overall strategy is to use various platforms like a blog, Twitter, Facebook to build relationships and measure results.

1. Developing a Social Media
Plan & Metrics
Presented by:
Gabrielle Benson, Director of Development
and Public Relations
Jennifer Baltz, Branding & Technology
Coordinator
Abri Hochstetler, AmeriCorps
VISTA: Public Relations
Specialist

2. Setting Objectives
• Increase brand recognition and organizational
transparency
• Create engagement opportunities
• Maintain and cultivate relationships
• Engage new audiences
• Promote an image of Girls Inc. as tech-savvy,
modern, relevant

3. Identifying Our Audience
Volunteers
Non
ProfitsDonors
Young
Alums
Media
Social
Media
Influencers

4. Choosing the right networks
Evaluation Questions
• Does the site help us meet our objectives?
• Does the site reach our audience?
• Is the site secure and risk manageable?
Analysis
• Peer Reviews
• Data on each network (demographics of users)

5. Managing the Noise
• Consider staff resources, time, and voice
• Calendar planning for short and long term
• Continual evaluation of existing and new
platforms

6. Engaging in the Conversation
• Comment on and retweet posts about
community, sector, and topics of expertise
• Listen and respond
• Relationship building
• Fundraising is our last priority!

9. Our Strategy
Blog
Twitter
Website
Facebook

12. Measuring Effectiveness
• Weekly Activity Report
• Tools
– Twitalizer
– Hootsuite
– Google Analytics
– Facebook Insights

13. Measuring Effectiveness• Weekly Activity Report

18. Integration

19. Campaigns
Scholarship Campaign 2010

20. Keeping Up
Resources, blogs, twitter handles, SM networking
• Abri’s picks
– Events: IndySMB, Professional Groups
– Blogs: Katya Andresen, Kivi Leroux-Miller, Beth Kanter
– Twitter: @ AmyStark, NancyMyrland, Jessica_Journey, roundpeg,
rosettathurman, kyleplacy, edeckers
• Jennifer’s picks
– Events: NTEN’s Nonprofit Technology Conference
– Blogs: Chris Brogan, Copyblogger, Nancy Schwartz
• Gabie’s picks
– Events: Blog Indiana Conference
– Blogs: Mashable, NonProfit Tech 2.0, ProBlogger Blog
– Twitter: @ nathan_hand, indymediaschool, jasonfalls, silversquare

21. Thank You!
www.girlsincindy.org
@girlsincindy