This document summarizes an audit of the Men Stopping Violence (MSV) organization. It describes MSV's programs, target audiences, marketing objectives, strengths, weaknesses, opportunities, threats, and analyses their digital presence and social media channels. Key recommendations include increasing social media activity and obtaining more high-quality inbound links to improve search engine optimization and visibility.
1. A Group Audit by:
Gillian Davis
Preston Mayfield
Subanti Mortuza
Antonio Pizano
Derrick Allen
Kai Chan
2. Overview of MSV
Established in 1982
Aims to prevent violence against women
5 Programs Currently:
“Allies” Support Network
“Men At work” Indiv. Prevention Program
“Safer Communities” Facilitator Training Program
“Because We Have Daughters” Self-Dev. Program
http://www.youtube.com/watch?v=hh-
7tcfIXLA&feature=share&list=ULhh-7tcfIXLA
“Tactics and Choices” Compulsory Workshop
3. Target Audience
Husbands and Fathers
Civic Organizations
Churches
Educators
Therapists
Mens Groups
Doctors
Social Media Network
Employers
4. Marketing Objectives
Maximize Visibility to Audience
Search Engine Optimization
Social Media Channels
Increase Traffic and User Engagement
Promote MSV through website, social media, blogs,
etc…
Implement Sustainable Marketing Plan
Develop a structured social media calendar
5. S.W.O.T.
Strengths
Supporting Strong Cause
Support from other Organizations and Community
Diversity of Programs
Weaknesses
Low visitors to website
Low quality inbound links
Social Media Activity
6. S.W.O.T. continued…
Opportunities
Increase social media use in order to reduce costs and
boost awareness
No major competitors
Maximize website via SEO tools
Threats
Losing target audience as a result of low activity
Competitors could take advantage of SEO and Social
Media opportunities
7. Digital Audit
Homepage Evaluation
Basic and Clean
Easy to Navigate
Few HTML links
Global Navigation
Links are working and direct
Category & Subcategory
Content Pages
Adequate use of key words and brand name on website
Content on website can be indexed
Facebook & Twitter
Likes an Followers low on these channels
Tweets and posts do not happen on a structured schedule
8. Channel Data Analysis
www.menstoppingviolence.org
Information is good
Organization and strategy of distribution could use
improvement
Channel not SEO optimized
Facebook (Community Communication)
IMC
Same consistent information throughout channels.
Youtube is lacking information to link to MSV.
9. IMC
Linkedin – great presence for thought and business
leaders.
Google Plus – local pages and business information
“Share-This” sharing tools to promote
social media presence.
Integrate social media plugins > redirect
actions/website links.
10.
11. SEO
Social Bookmarking – Digg and Delicious
Meta tags and description (errors with search engine
website description)
Geolocal apps & Mobile website to build presence
12. SEO
Optimize with tags
Combine articles and blogs within the website
Strive for good backlink sources
HOOTSUITE
Monitor feeds related to MSV and violence.
Share their knowledge and experience.
Be a thought leader and actively speak to others to
build audience.
Engage in conversations with hashtags
Look at competitors tweets.
13. Search Engine Optimization
Low Social Media Activity leads to:
Low SEO rankings
More reference’s increase SEO rankings
Diluted within other Anti-Violence Groups
14. Results
Facebook:
Post every 4 days (Approx.)
2453 likes and 456 people “talking about” and 109 likes
Comments- Employees, and followers
Twitter:
Linked with Twitter
Irregular
866 followers
YouTube:
5 videos, 8 subscribers, 1287 views
Instagram:
No account
15. Calendar
Facebook Twitter Instagram YouTube
Sunday * *
Monday Post Tweet * *
Tuesday Tweet * *
Wednesday Post Tweet * *
Thursday Tweet * *
Friday Post Tweet * *
Saturday * *
*Indicates that social media channel should be used
whenever there is an opportunity.
16. Recommendations
Increase Activity on Social Media Channels
More Tweets, Posts, and Videos
Increase Inbound links:
High Quality inbound links increase Domain Authority
and overall popularity.