Social media strategy for the March of Dimes non-profit organization.

1. MARCH OF DIMES
Social Media Strategy

2. Table of Contents
1. Executive Summary
2. Social Media Audit
3. Social Media Objectives
4. Online Brand Persona and Voice
5. Strategies and Tools
6. Key Dates and Timing
7. Social Media Roles and Responsibilities
8. Social Media Policy
9. Critcial Response Plan
10. Measurement and Reporting Results

3. Executive Summary
• Our main social media goal is to increase our following
and interactions.
• The focus will be to increase our social media presence
by sharing more engaging content and make people more
aware of our cause.
• Two main strategies will help us achieve these goals:
1. A plan to increase the volume of the content we
publish to our social media profile
2. Encourage conversations and discoverability of
content

4. Social Media Audit
• The following is an audit of March of Dimes’ social media presence to date. It
includes an assessment of all social media networks, web traffic, audience
demographics, and a competitor analysis.
• Social Media Assessment
• Instagram is our most active and interactive social media network and LinkedIn is
our least
Social Network URL Followers Average
Weekly Activity
Average
Engagement
Rate
Facebook Facebook.com/
marchofdimes/
659,548 17 posts per
week
1.6%
Twitter twitter.com/marc
hofdimes
18,977 37 posts per
week
2.7%
Instagram Instagram.com/
marchofdimes/
41,300 5 posts per
week
5%
LinkedIn Linkedin.com/co
mpany/march-
of-dimes
16,612 2 posts per
week
0%

5. • Website Traffic Sources Assessment
• Traffic Summary: there is a good amount of traffic throughout all social media
sites minus LinkedIn. Instagram by far generates the most traffic and interaction
Source Volume % of Overall
Traffic
Conversion
Rate
Facebook 5,000 unique
visits
30% 7%
Twitter 3,000 unique
visits
20% 5%
Instagram 7,000 unique
visits
40% 10%
LinkedIn 100 unique
visits
2% 0.5%

6. • Audience Demographic Assessment
• A vast majority of the people who follow our social media accounts are female
ages 18-30. This is likely because that is the age and gender demographic
that could be or has been effected by pre-mature birth. Most people check out
our accounts to get involved but sometimes they use it for our inspirational
stories and helpful information.
Age Gender Primary
Social
Network
Secondary
Social
Network
Primary
Need
Secondary
Need
60% 18-30
30% 31-40
10% 41-55
10% 56-80
75% female
25% male
60%
Facebook
30%
Instagram
10% Twitter
60%
Instagram
30%
Facebook
10% Twitter
Get
involved
with the
cause
Get
information
and stories
about
babies and
the NICU

7. • Competitor Assessment
• We are lucky to only have one main competitor, Children’s Miracle Network
Hospitals. Our causes are very similar so people may give their loyalty to the
more popular organization. A lot of high quality material and relevance. Does
not get very many shares on Facebook posts.
Competitor
Name
Social Media
Profile
Strengths Weaknesses
Children’s Miracle
Network Hospitals
Facebook:
Children’s Miracle
Network Hospitals
High quality and
relevant material,
large following
and interactions,
huge amount of
support, well
known
Not a lot of shares
on posts

8. Social Media Objectives
• Our overall business goals are to increase following and
interactions on social media by posting relevant and hig
quality material
• Specific objectives:
• Gain 5,000 Instagram followers in 5 months
• Increase likes and shares on Facebook posts by 20%
• KPI’s
• Number of Instagram followers
• Number of Facebook likes and shares
• Number of unique visitors to all social media sites
• Key Messages
• Positive and touching stories of babies who beat the odds
• Reasons to and information on getting involved with the cause

9. Online Brand Persona and Voice
Adjectives that describe our brand:
• Positive
• Encouraging
• Informative
When interacting with customers we are:
• Supportive
• Helpful

10. Strategies and Tools
• Paid
• Boost popular organic posts
• Owned
• Have people share their inspiring premature baby stories with the
hashtag #MarchToHealthyBabies
• Earned
• Monitor relevant terms and SEO that can be used to increase
popularity

11. Timing and Key Dates
• World prematurity day
• National nurses day
• Dates of different major March of Dimes walks

12. Social Media Roles and Policy
• Marketing Director: Gary Dixon
• Social Media Manager: Don Germano
• Social Media Coordinator: Monica Luechtefeld
• Social Ads Support: Jonathan Spector
• Customer Support: John Rainey

13. Social Media Policy
Social media is very important for companies in today’s day in age and
can make or break your company or organization. It is extremely
important to follow these guidelines so we can build and maintain a
positive reputation with the community.
• Always reply to comments positively, no matter what they say
• Never bash a competitor
• Be informative and helpful to those wanting to get involved
• Think before you post
Violation of the March of Dimes social media policy can result in
termination or legal actions. For any questions or concerns please
contact the HR department.

14. Critical Response Plan
• Scenario One: Inappropriate social media post from one of the March
of Dimes social media accounts.
• Take a screenshot
• Delete immediately
• Contact social media manager
• Find out source of the post
• Deliver the proper consequence
• Publically apologize if necessary
• Scenario Two: Something bad such as a shooting or an injury
occurs at one of our walks and/or events
• Let president and vice president of organization knows
• Make a public statement regarding what happened
• Monitor the spread of the message

15. Measurement and Reporting Results
• We have gained over 6,000 Instagram followers in the
past five months, surpassing our goal of 5,000.
• We have successfully created more relevant and high
quality material, which has increased our Facebook likes
and shares.
• We have shut down our LinkedIn account, as it is not
relevant or beneficial to our organization.
• Our #MarchtoHealthyBabies hashtag was used over
7,000 times