This plan includes the tactical objectives to be used to accomplish two primary goals of social media: 1. increase unique traffic to MSUMDragons.com and 2. convert anonymous traffic to known visitors by promoting premium content to visitors from social media sites via free content.

1. Out-Game Dragon Athletics Social
Media Tactical Plan
by: Communications Coordinator Billy McDonald
This plan includes the tactical objectives to be used to
accomplish two primary goals of social media: 1.
increase unique traffic to MSUMDragons.com and 2.
convert anonymous traffic to known visitors by
promoting premium content to visitors from social
media sites via free content.

2. Blog (Official Dragon Athletics Blog) 3
hours’ weekly/12 hours monthly
• Short term objectives:
Increase recognition and
followership
– Use Pictures and special
made videos for post
– One post a week
– Create a Blog publication
schedule in Google Docs
– Add RSS button to
MSUMDragons.com, Google
+ and Facebook
– Add Blogs to Dragon Weekly
eNewsletter

3. Blog (Official Dragon Athletics Blog) 3
hours’ weekly/12 hours monthly
Short term objectives:
Increase engagement
– Create sharable content that is relevant
– Encourage comments; submit RSS feed to sports
forums and local publications.
– Write more optionally to drive a conversation
– Increase Subscribers through campaigning

4. Blog (Official Dragon Athletics Blog) 3
hours’ weekly/12 hours monthly
• Key Metrics:
• 40+ Number of posts
• 14,500+ Audience growth in 2011
• Conversation rate – 7:1 post to comment
• 7 Conversions
• 5 Subscribers
• 3 Major Sources of Inbound links ( Facebook –
2000+, MSUMDragons – 1000, Google - 1000)
• 0 Technorati, Alltop, and other directory listings
• SEO Improvements – Use Keywords with each post
“MSUM Dragons”

5. Social Networks Facebook, LinkedIn & Google+
2 hours daily/ 10+ weekly/ 40+ monthly
Short term objectives:
Facebook fan page(s)
– Post positive media mentions and
sports info stories regarding the
Dragons
– Encourage interaction on
pages, events and groups
– Content should be
timely, relevant, authentic and no
repeated
– Interaction between the pages
and events will encourage growth
across all pages
– Create unique posting schedule
the alternates message delivery
across fan pages

6. Social Networks Facebook, LinkedIn & Google+
2 hours daily/ 10+ weekly/ 40+ monthly
LinkedIn
– Create LinkedIn Group
(Dragon Athletics)
– Target Alumni with
University happenings
and updates of Dragon
Athletics
– Also, participate in
Q&A, other groups, etc
– Create specialized
promotions for LinkedIn
groups and followers

7. Social Networks Facebook, LinkedIn & Google+
2 hours daily/ 10+ weekly/ 40+ monthly
Google+
– Develop new social
network
– Items like create a
pages and
circles, encourage
interaction, create
content
– Also, participate in
Q&A, other groups, etc

8. Microblogging (Twitter) Dragon Athletics
2 hours daily/10+ weekly/40+ monthly
Short term objectives:
• Divide followers into Twitter list
• Promote company blog post through Dragon Athletics account
• Communicate to users about support issues such as broken links and
event times/details
• follow‐up
• Build reputation
• Promote other social networking activities/sites through Twitter
Key Metrics:
• 610 Friends/Followers
• 960 2nd‐order followers (follower’s follower count)
• ( 2 ) Velocity‐ avg. of first‐ and second‐order followers attracted per day
since the account was established

9. Online Video – YouTube (DragonAthleticsTV) 2
hours daily/12+ weekly/48+ monthly
Short term objectives:
• Update videos on social video sites and link
to core site
• YouTube
• Facebook
• Twitter
• Create video series for YouTube
• Include full bio and caption story with every
video posted
• Produce only quality video for channel
• Review and critique each video as if you
were the viewer
• Increase subscribers
• Use keywords with Videos to improve SEO
• Include videos in playlist
• Start keepin records of Social clicks
Key Metrics:
• 48 subscribers
• >40,000 channel views

10. Photo sharing
1 hours daily/5 +weekly/20+ monthly
Short term objectives:
• Encourage employees to share any
interesting and marketing relevant photos
from social on personal accounts
• Take pictures of any relevant sports
marketing events
• Utilize photo sharing sites to share images
with links back to blog and core site
• Develop Flickr Account
• Facebook Photo Gallery – Upload / Tag
photos within 12 hours of Shooting
• Our blog post photos to Blog with link to
story
• Create Photo Gallery on
MSUMDragons.com via Facebook
• Title Facebook albums and include short
recaps

11. Podcasting – Dragon Athletics Weekly Podcast
1 hours daily/6 weekly/ 24 monthly
Short term objectives:
• Create list of podcast
directories
• Promote podcast via
social networks
• Find guest for weekly
podcast
• Host on Mondays at
11 a.m. and post on
Wednesdays

12. Presentation Sharing – Dragon Athletics Slide Share
.5 hours daily/ 2 weekly/8 monthly
Short term objectives:
• Slideshare share account
• Update Slideshare listing
• Create Presentations using pictures from
events and accompanied by podcast.

13. Additional Notes and Objectives
• Match Buyer Personas to Social Media
sites, adjust strategy above to better fit
personas
• Train Media & PR department and coaches
about better use of social media
• Follow Dragon Athletics social media policy
• Discuss social media policy with SEO and SEM
vendors
• Create or Find photo flip or share for
MSUMDragons.com