This is a social media plan that I made for Clean Fairfax. Feedback and ideas included from the George Mason University Honors College Connects Team.

1. Clean Fairfax Social
Media Plan
Adapted from the presentation on
Social Media and Marketing Plans
by Hala Elbarmil

2. Clean Fairfax has a Facebook, Twitter, LinkedIn,
YouTube channel, and Pinterest. Additionally, there is the
website, newsletter, and a blog. This presentation is mainly
going to focus on Facebook, Twitter, and blog. Once we
move forward, then we could integrate LinkedIn,
newsletter, YouTube, and Pinterest into the mix.

3. Why use social media?

6. At its base, all of Clean Fairfax’s social media accounts should
reflect how you are changing the world and why
This will do wonders to improve your reputation in the
community and might also help attract sponsors or partners
Social Media is about connecting with
the community by telling your story:

7. Content Ideas

8. The Blog
● Advertise for upcoming events and tell stories from past events.
○ “Every nonprofit must add interacting and storytelling into their marketing and
fundraising initiatives.”
■ Stories emotionally connect people and they share them instantly. This not
only creates awareness among a mass audience but it ultimately helps NPO
to raise funds and help people in a cause.
■ The blog is the best place to have a long story, because people who read
blogs are more likely to take the time to read the whole post
■ The blog is also a good platform to thank sponsors by telling your audience
about their donation and what the money (or in-kinds) went towards.
■ You can also use the blog to explain the issues you are trying to solve in the
community

9. Facebook
Two things stand out about Clean Fairfax’s Facebook page
● It looks pretty good, but it still needs to get more followers.
○ Only 776 followers even though 5000+ people come to your event
annually
● Overall, Clean Fairfax seems to focus on being a resource by being
educational and/or entertaining to their core audience. This is good,
however it needs to be tempered with advertising/reminders about
fundraising and other events, about what Clean Fairfax is; and about how
people can support the organization.

10. Twitter Followers
The Clean Fairfax Twitter account requires a lot of love and attention
● Clean Fairfax does not have many followers on Twitter. Of the 321 followers,
most of them are other organizations and businesses (Only about 140 Personal
Twitter Accounts from real people follow Clean Fairfax).
● While it is definitely not a bad thing to be followed by similar organizations,
you also need real followers who will pay attention to your content and share
it. Most of your tweets in the last two months have fewer than two retweets per
post.

11. Twitter Content
The Clean Fairfax Twitter account needs a lot of love and attention
● 5 days a week, post to Twitter: Posting to Twitter is essential. This is
how many of your supporters will find your latest news, information, and
updates.
○ Make sure the person who becomes the primary tweeter also begins
to communicate with supporters and partners and doesn’t resort to
simply using Twitter as a megaphone.

12. Twitter Content
● Be wary of sharing the exact same things you share on Facebook. While it is
good to share some of the same things on different media outlets, it gives people
no reason to follow both outlets.
○ Twitter posts that are literally just links to items on Facebook with no
description whatsoever will fail because very few people will follow the link
● If you’re sharing an infographic or other pictures or videos, be sure to tweet the
picture itself and not just a link to the picture.
○ People get annoyed if they have to follow a link to see the content you post.
Eventually they don’t even take the time to view it.

13. Example
Original Tweet:
● Be safe, and be warm, and take care of people who can't take
care of themselves. Pets too. See you all on the...
http://fb.me/7kOg6V63K
New Tweet:
Be safe and be warm. See you on all on the other side of the
storm!

14. Instagram
Instagram is a necessity in order to reach a younger audience. It is also very
easy to maintain and keep up to date:
● Go through photos you already have that tell your nonprofit’s story and then
make sure to post regularly.
● Moving forward, take every opportunity to share visually whether it’s a
program you want to highlight or an annual fundraising dinner.
● You can also follow other environmental organizations and see what they post,
both to get ideas and to share their content.

15. Hashtag It
● Hashtags categorize tweets, which makes them more findable.
○ With an average of 55 million tweets a day, sifting through the noise can
be close to impossible. Hashtags enable users to zero in on specific topics
that they are interested in and find others with similar interests.
● It’s best to use the more popular hashtags to gain the most attention to your
tweets. You can check to see which hashtags are used the most in your topics of
interest by tracking them on Hashtags.org, which provides graphs and hour-by-
hour information on hashtag usage. http://hashtags.org

16. Environmental Hashtags
The following list contains some of the most popular environmental hashtags
and their meaning
● #EcoMonday - As its name implies, discussions happen every Monday
where eco-driven users get to recommend other similar users to follow, or
share important green news, action alerts or articles online.
● #WaterWednesday - Tweet chat that happens every Wednesday on
anything about water, water life and its preservation.
● #climateaction - For tweets about efforts to promote government and
individual action to limit human-induced climate change to ecologically
sustainable levels.

17. Environmental Hashtags
● #Environment - For tweets about the environment (news, actions, facts, etc)
● #activism - For tweets about how your organization is campaigning to bring
about change or how others can bring about change
● #EarthDay - For tweets pertaining to Earth Day events and activities
● #ecotourism - For advice on responsible travel, ecotourism and sustainable,
green or ethical travel
● #gogreen - Used to tweet about positive green news

18. Hashtags are very important!
For more information on why and more examples of popular environmental hashtags, here
are a few great sources:
http://www.theenergycollective.com/cdemorsella/60758/ultimate-green-twitter-hashtag-list-build-your-online-green-twitter-
following
https://www.hashtags.org/platforms/twitter/top-green-twitter-hashtags-every-environmentalist-should-know/
https://ritetag.com/best-hashtags-for/environment
http://sustainablog.org/2011/11/10-twitter-hashtags-that-make-it-easy-to-follow-the-latest-green-news/

19. Daily Weekly Monthly
2 Facebook articles per day each week Environmental news roundup Celebrate holidays, staff birthdays,
cause/history month celebration
2 Tweets each day per week Editorial type article per week (Jen or a guest
writer)
Create and share video blog
Question of the day 2 video shares Write a blog/review on an environmental
event
Promote events of the week/volunteer
activities
1x ask to increase followers and fans Send out email blasts per year (spring,
summer, fall, winter)
1x shoutouts and acknowledgements

20. Post Schedule
Posts and Tweets can be pre-scheduled. Both Twitter and Facebook have
these features. Other external services, such as TweetDeck and Hootsie also
does the same thing.
● Blog:
○ Increase Number of Posts: At least one per month
(Preferably More!)
● Facebook/Twitter: Daily
○ As often as possible, respond to your followers’
comments and replies
● Instagram: As often as possible when you have a
relevant picture

21. Monday Tuesday Wednesday Thursday Friday Weekends
Question of the day (1
p.m.)
Question of the day (1
p.m.)
Question of the day (1
p.m.)
Question of the day (1
p.m.)
Question of the day (1
p.m.)
Question of the day (1
p.m.)
2 Tweets/2 Facebook
articles
2 Tweets/2 Facebook
articles
2 Tweets/2 Facebook
articles
2 Tweets/2 Facebook
articles
2 Tweets/2 Facebook
articles
2 Tweets/2 Facebook
articles
Video share (4 p.m.) Create and share video
blog (monthly)
Video share (4 p.m.)
Promote events of the
week/volunteer
activities
Editorial type article
per week (Jen or a
guest writer)
Environmental news
roundup
1x ask to increase
followers and fans
Celebrate holidays,
staff birthdays,
cause/history month
celebration (monthly)
Reminder: local events
and/or volunteer
activities
Re-post last week’s
environmental roundup
on Twitter and
Facebook
Send out email blasts
per year (spring,
summer, fall, winter)
1x shoutouts and
acknowledgements

22. Twitter and Facebook
Tweets/posts times & topics
FastCompany lists the worst, best
times, and peak times to post on
social media.

23. Monday Tuesday Wednesday Thursday Friday Weekends
Recycling/Upcycling
(1:30 p.m.)
#EcoMonday
Random (2 p.m.) Water/Gas/Oil (1:30
p.m.)
#WaterWednesday
Gardening/farming
(1:30 p.m.)
Friday wrap-up (can
be anything that went
on during the week,
or what is happening
in the upcoming
week) (1:30 p.m.)
Reminder: local
events and/pr
volunteer activities (3
p.m.)
Local
events/volunteer
activities (3 p.m.)
Transportation (1:30
p.m.)
Climate change (3
p.m.)
International news
(2:30 p.m.)
Saving money while
being
green/environment
and education/Being
Green on the job (2
p.m.)
Environmentalists
making a difference
(2 p.m.)

24. - Reply to Tweets and Facebook posts/replies
- Thank people for following Clean Fairfax on Twitter and Facebook, and suggest that
they follow our other pages
New Twitter follower:
- “Thank you for following us! Like us on Facebook
https://www.facebook.com/CleanFairfaxCouncil.”
New favorite/RT on Twitter:
- “Thank you for favoriting our Tweet! Like us on Facebook
https://www.facebook.com/CleanFairfaxCouncil.”
- “Thank you for the RT! Like us on Facebook
https://www.facebook.com/CleanFairfaxCouncil.”
Facebook, new “Like” to the page, comment to post, and “Like” on post
- “Thank you for liking our Facebook page! Follow us on Twitter
https://twitter.com/cleanfairfax.”
More interaction with followers/fans on Facebook
and Twitter:

25. Reply to people who comment on Clean
Fairfax’s Twitter and Facebook. An example is
to the right.
If you want to continue the conversation, ask
the participant a question. Example, “How do
you think these spills could be prevented? What
actions would you take?”
- This allows people to continue the
conversation, to think about how they
could make a difference, and possibly
take action.

26. Giveaways and Photo Contests
- Have a photo, video, storytelling, poem, meme, and/or
drawing contest with prizes
- Giveaway contest for people who refer their friends to “Like”
our Facebook page or follow us on Twitter, or has the most
comments
- Prizes can include Clean Fairfax swag (cups, stickers, etc)
- Partner with local companies/organizations to provide
prizes (example: Mom’s Organics, Whole Foods, etc)
- Set a limit and timeline for the contest (first 10 people by
December 10th 1:00 p.m.)
- Giveaways can be done anytime of the year, or during
special holidays/events
- Set up a Clean Fairfax online store (Etsy). . . if people
participate, but don’t win first prize, they can be offered a
discount

27. Most of Clean Fairfax’s content are articles and blogs. We need to share
our or other people’s personal stories (more visuals). Develop a character
driven video. Vlogging/video blogs are pretty popular nowadays. They
don’t have to be long, since people tend to have short attention spans
anyways.
Ideas for Visual Networking
- Do a video blog once a month, to see people’s reactions on it and go from there
(YouTube, Instagram, etc)
- One idea is to make a video about what it is like interning at Clean Fairfax
- Share our personal stories, how litter affects us, gardening (seed globs in Jordan, etc)
- Create funny videos about environmental issues, so that people from all ages can
enjoy
- Take a picture, and make a story out of it.
- Another idea is to have the followers to make a story out of the picture, and
possibly win a prize
- Create funny memes

28. Tracking social media support
What’s the point of posting things online if you don’t know who
is actually looking at it?
- Each week, take a look into analytics, such as Google
Analytics (each social media has its own analytics,
including WordPress)
- At the end of each month, document it, make a report to the
team, document, and take note of the progress each month.
This will tell us on what to improve on, how to get more
followers, etc.

29. Action Plan
- Follow a schedule on what to post on Facebook and Twitter
- Interact with followers, and direct them to follow our other social
media
- Use popular environmental hashtags
- Set up giveaways to boost the number of supporters
- Be more visual; have more videos and pictures.
- Always track the traffic of Clean Fairfax social media, blog, and
website
- After we get everything rolling on Facebook and Twitter, we can
implement LinkedIn, newsletter, Pinterest, and YouTube channel
to the mix

30. Social Media Intern
The simplest way to implement these ideas and suggestions is to have one person
dedicated to running Clean Fairfax’s social media campaign. This could be
accomplished by bringing in an intern specifically with this goal in mind.
Social media intern requirements:
● Students applying for this internship should be Marketing, Business or
Communication majors, with 3 years of experience on the Web and a solid
understanding of social media platforms and audiences.
● The Social Media manager is a highly motivated individual with experience
and a passion for designing and implementing the Company’s content strategy,
creating relevant content, blogging, community participation and leadership.

31. Social Media Manager
Whether or not you acquire an intern specifically for social media, someone should be
assigned to manage the accounts.
Responsibilities:
Manage Social Media marketing campaigns and day-to-day activities including:
Curate relevant content to reach the company’s intended audience
Create and manage all published content (images, video, and text).
Monitor, listen and respond to the community in a “social” way.
Conduct online advocacy and open stream for cross-promotions and events.
Develop and expand community and/or blogger outreach efforts.
Oversee design (ie: Facebook Timeline cover, profile pic, thumbnails, ads, landing
pages, Twitter profile, and blog).
Design, create and manage promotions and social ad campaigns.
Compile reports for higher-level management showing results

32. Further Possibilities: Meetup
Meetup is an app used to connect groups of people who share similar interests. It is an
easy way to get in touch with volunteers and to plan meetings and events.
How it works:
● To start a group, go to https://secure.meetup.com/create/ and follow the on-screen
directions.
● You can pick up to 15 topics to tell people what the group is about. To see how
popular a topic is and/or what other groups in your local area utilize those topics, go
to http://www.meetup.com/find/
● Once you pick your topics, Meetup will then invite people in your area who may be
interested in your group. Right away, you will get the attention of perhaps hundreds
of potential volunteers