1. THE S.W.O.T. ANALYSIS OF
Threats
Opportunities
Weaknesses
Strengths
T
O
W
S
Typically a start up nonprofit will reach anywhere from 100-300
likes and followers on social media platforms within the first few
months. The Local Love platforms have reached 488 likes on
Facebook, 53 followers on Twitter, and 124 followers on Instagram.
Content utilize photo content which increases post likes.
Engagement and discussion is lacking on all four platforms.
Most of the current engagement is done by sharing and
liking, but not discussion. When you look at the pages as an
over all, there in no recognizable voice. The posts themselves
seem very desperate in encouraging engagement.
Focus on a movement that everyone is encouraged to join. The
Facebook page should be turned into a cause page, because it is a
for cause rather than a business. Opportunities to share stories of
nonprofits that are partnering with Local Love to focus on
honoring these nonprofits to show the community that it is
different from other foundations by honoring rather than funding.
Seattle Community Foundation. They have a similar structure
of working with different nonprofits to support those
communities through financial and local community
engagement. Other threats are the Thomas C. Wales
Foundation, and Philanthropy Northwest for Seattle.
The next few pages will go deeper into the analysis of SWOT Local Love.

2. Research Findings
Currently Toms' Facebook page speaks in
the companies brand. With a mix of fashion
and globalgiving, the social media sites
have a very indie/hipster vibe with a
philanthropic twist. The first thing you see
when you click on their page is the cover
photo that gives viewers a happy, loving
warm feeling. This is vital to a successful
page.
To the left are three examples of Toms' style posts. They range from support,
fashion, and "fluff". The first post (support for Brussels) doesn't include the
Belgium community but rather their "go-to" communities (Argentina, Africa, or
Haiti) when discussing support. This is a way the company ties in their
foundation and mission into a dark trend in media. Not only did they show their
support for the attacks but they showed their support through their mission. It
was a two in one post that was well thought out but not noticeable on its
calculation.
The second strategy that Toms uses is it's fashion oriented posts. The posts are
steared towards advertising new products whilst promoting their "One for One"
mission. The current customers following Toms typically show higher
engagement with posts that include new products because that is what they
came to see on their social media sites. Despite its advertisement, Toms
incorporates some form of philanthropy in its posts by explaining how the
products were made or where the "One for One" product will be donated.
A third type of content that Toms posts is "fluff". It's the cute sharable posts
that delight the viewers to feel emotionally related to the brand in humor or
inspiration. Since Toms target demographic of socially conscious fashionistas, their
content is too, the "fluff" content is more cute or unrelated to the brand. The
example to the left is a kid trying to ride a skateboard and falling, in Toms clothing
.
Key Takeaway: Try different styles of post to test which works best for Local Love.
Toms has the advantage of branding its whole company as a "One for
One". Their social media strategies started by targeting consumers'
emotions by posting about the need for shoes. Their current content
drives awareness on the fashion aspect of products as well pitching
the companies donation mission. Posts tend to be once a day from
12:00pm-3:00pm PT.

3. Research Findings
LinkedIn began a program called InDay to help create a healthy individual
and community. Employees take the day off each month to focus on
themselves, and take time to volunteer for any given nonprofit. Once a year,
LinkedIn would bring together the entire company employees to have one
solid good LinkedIn InDay. Think of it as Earth Day but with an entire
company dedicating their hours to community service in whatever field of
nonprofit or foundation they feel is suitable to their own personal motivation
and inspiration. A speaker series that inspires workers to progress towards
greatness within themselves and the community is also part of the InDay.
When it came to social media, LinkedIn used its main social media channels to bring awareness to
the program for only a few months. On their current platforms, they published regular blogs on the
matter and encourage their partners and employees to post on their personal pages.
Within social media, companies can use different social media accounts to voice different projects,
LinkedIn only uses its main social media channels to promote projects. The examples above are
given from the Twitter page (left and right) and Blog (middle).
Across these platforms, companies can use different hashtags (#'s) to help promote key messages
and help trend the topic they are trying to promote. Examples of hashtags LinkedIn used from the
InDay blogs were #WednesdayWisdom to quote their guest speakers on events they would hold or
#closerthanyouthink to promote engagement and inspiration to anyone who uses LinkedIn and to
recruit people to join the program.
With InDay only being published on the main platforms, it's able to reach a large audience and get
more view and a broader outreach. However the engagement on just InDay from the community is
low because it seems irrelevant to the main focus of LinkedIns' content which is more along the lines
of self growth and promoting. InDay not having its own social media sites constrains flexibility in what
they can and cannot post.
Its outreach is large and content is clean, crisp, and within the lines of LinkedIns voice, which makes
their solo main media platforms work. If LinkedIn Day grows it would be interesting to see how they
voice those social media platforms compared to their professional company sites.
Key Takeaway: Use hashtags to help drive awareness and engagement.

4. Research Findings
Texas Instruments has a long history of community involvement
particularly focusing on improving education, science, technology,
engineering and math (STEM) education for girls and underrepresented
minorities. Texas Instruments social media sites don't define a specific
movement. Although Texas Instruments focuses on community work they
showcase their inventions more on Facebook and Twitter.
Texas Instruments Instagram is very successful in
mixing its community service projects and new
innovation content. Like Toms and LinkedIn
Texas Instruments uses its main social media
platforms to showcase their services both to the
community as well as their customers.
They use their social media to engage key
stakeholders, including employees, potential
recruits, customers, educators, community
leaders, investors, neighbors and elected
officials. But have recently started partnering
with organizations such as United Way to help
make community events more successful. Their
most effective and relatable way they post
however is using "Day Celebrations". For
example the two posts below #DrSeussDay
(right) and #VeteransDay (left) are two ways they
incorporated national days to their social media
which is a cute and effective way to post and do
servant leadership/service.
Key Takeaway: Engage partners in social media posts by tagging them in the posts.

5. Research Findings
IBM launched a campaign called "Celebration of Services" which asked the
global population to go out and volunteer at whatever field of nonprofit they
please. IBM had a great website, however they did not invest in their social
media which did not give the campaign an effective reach. With four posts
and 108 likes the page had little to no impact.
Their outreach strategy from new media was done through website story sharing. By targeting the
readers emotions they were able to get more volunteers to partake in their events and volunteer on
their own.
Their Facebook page gave little to no information on what the voice, company, and mission
statement was. There was no capturing cover or profile photo, let alone a profile picture that fit within
the parameters.
However, what they lacked in social media, they
up for on their website. Their website stated their
mission for global effort on world change,
followed by statistics on global impact, and
ended the page with links to "Join The Global
Celebration of Service".
Other tabs included "Stories of Service" with
several different inspiring tales of past projects,
available resources for volunteers and different
areas that they can help to volunteer, and last
their "Grant Winners" tab which gave three
different grant options: Cenntennial, Catalyst,
and Community Grants.
Key Takeaway: Effective voice in social media posts are vital to the platforms and
brand of Local Love.

6. Research Findings
It's difficult to find companies that didn't do well when testing the waters of
philanthropy. Large companies have a team of experts to make sure that
their image as well as mission stays positive. Every step is calculated and
checked over. The next two examples are great social media strategies with
small mistakes that Local Love can avoid.
Google.org first focuses on its local communities by supporting nonprofits
"in their efforts to tackle society’s greatest challenges and make our
communities stronger."
A good example of a hashtag/awareness campaign
could be to do an awareness week. To the right is an
example of googles #SocialGoodWeek kickoff tweet.
This is something that Local Love can possibly do
later down the road if interested.
Key Takeaway: Limit retweeting
Google.org has 38.9K followers and decent engagement.
Their Twitter page has all the necessary components of a
strong for cause page. Content topics include: donating
items that branch from tech to money, sharing the stories
of the individual communities they help, and retweeting
the "@" posts to share engagement and the passionate
support that they receive from their followers and
partners.
In general, followers are looking for original
content.Retweeting a few posts (max 5 in a row) is a great
strategy because it encourages other followers to
engage if they see that other people are starting a
discussion, but when there are more retweets than
original tweets, it's a bit of a slacking effort on
@google.orgs half. There's a chance of losing followers
from all the retweeting because followers are there to
partake in the organizations content, not third party
tweets.

7. Research Findings
Home Depot launched a project called "Team Depot" which is a volunteer
organization to help support local communities achieve in renovating the
homes of U.S. military veterans and their families.
This of course is just one project of the Home Depot Foundation, which has
several partnerships with nonprofit organizations, donating millions of hours,
tools and supplies each year to community service projects across the
United States.
Left bottom is an example of a post that Local Love
could consider posting. It shows a volunteer but the
manual labor behind it shows the emotional and
physical struggle behind volunteering which appeals
to societies who care for volunteering.
Key Takeaway: A successful page can have a defined,
rich, voice and message but stay clear of systematic
communication.
Team Depot has established a foundation and
consistently communicated their mission in its posts.
Since Team Depot has been so narrow on their content,
their posts have been repetitive in the message they are
trying to get across.
Typical posts include worker selfies, volunteering, and
team photos. They have a single mission to help build
communities and homes, but could utilize storytelling in
their posts of U.S. veterans and how Team Depot came
across the story. Project status vs impact story content.
Not only is the Instagram repetitive in its content, but the
same content is posted on all platforms. There is no
difference between the Facebook, Twitter, or Instagram
due to the fact that everything is the same.
This platform cross can make followers only want to
follow your organization on one social media site.

8. Try different styles of post to test which works best for Local Love
Use hashtags to help drive awareness and engagement.
Engage partners in social media posts by tagging them in the posts.
Effective voice in social media posts are vital to the platforms and brand of Local Love.
Limit retweeting
A successful page can have a defined, rich, voice and message but stay clear of systematic
communication.
What can Local Love learn
from these companies?
Compelling content is key to recruiting volunteers through social media.
Sharing content that encourages them to act.
Use photos and videos to engage your audience.
Inspirational content. Get your audience thinking about what they can do to help.
Asking a question to spark a discussion.
Humor or sadness triggering content (depends on subject)
Sharing in-depth stories of the nonprofits
How to increase volunteer through social media

9. Local Threats?
Thomas C. Wales Foundations mission is to inspire civic engagement
within the Seattle community. They are a threat because of the
similarity of civic engagement that Local Love is encouraging within
the Seattle community.
What makes Local Love differ from T.C.W.F.?
Local Love is not only in Seattle, but at a national level. The kickoff
event took place in Tempe, AZ, the second in Everett, and the
upcoming one in Detroit. Local Love is national in its reach whereas
the Thomas C. Wales Foundation is only Seattle based.
Local Love is also an Amazon project which benefits in any assistance
if need be.
Philanthropy NorthWest is a network built up in Alaska, Idaho,
Montana, Oregon, Washington and Wyoming. They promote, facilitate
and drive collaborative action by community engagement.
Like the Thomas C. Wales Foundation, Philanthropy NorthWest
recruits from the local community. They are a threat not only because
of their similar mission, but also because they are regional in their
efforts of community service.
However, Local Love is more broad on its reach as well as has a
stronger brand compared to the two foundations. Local Love as a
name itself has more meaning behind it than the examples provided,
which gives it an upper hand.