Workbook distributed in "Social Media Planning for Medical Reserve Corps Units" session at Medical Reserve Corps Region I/II Summit (November 16, 2011)

2. This workbook was created by Alyson Cobb and Arielle Slam of JSI Research and
Training Institute, Inc. (JSI) for the 2011 Region I-II Medical Reserve Corps Training
Summit. JSI is a public health research and consulting firm dedicated to improving the
health of individuals and communities throughout the world. Alyson & Arielle have
presented numerous new media and social marketing trainings and presentations.
Topics have included:
 Hands-on social media exercises using fictional disaster scenarios
 Principles of Social Marketing
 Principles of Web 2.0 Communications
 Social Media Overview
 Social Media Planning
Alyson Cobb can be reached at 603-573-3319 or acobb@jsi.com.
Arielle Slam can be reached at 603-573-3341 or aslam@jsi.com.

3. _______________________________________________________________________ Why does social media make sense for your unit?
_______________________________________________________________________ 1 Think about the statistics and facts behind social media, the needs of your unit,
_______________________________________________________________________ and where your current communications plan may need improvement.
_______________________________________________________________________
_______________________________________________________________________
_______________________________________________________________________
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_______________________________________________________________________
_______________________________________________________________________
_______________________________________________________________________
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_______________________________________________________________________ When defining your social media goal(s), it is important to be both clear and
2 specific. Having a well-developed goal will help ensure that all other parts of the
_______________________________________________________________________ plan support that goal.
_______________________________________________________________________
_______________________________________________________________________
_______________________________________________________________________
_______________________________________________________________________ Who are you
_______________________________________________________________________ trying to reach?
_______________________________________________________________________
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_______________________________________________________________________ What are you
_______________________________________________________________________ trying to
_______________________________________________________________________ accomplish?
_______________________________________________________________________
_______________________________________________________________________
_______________________________________________________________________
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_______________________________________________________________________ What will change
_______________________________________________________________________ if this effort
_______________________________________________________________________ is a success?
_______________________________________________________________________
In part, informed by:
 National Aids Minority Council and JSI, “HIV Prevention Goes Social”
 Idealware, “The Nonprofit Social Media Decision Guide”, October 2011
 Arielle Slam, JSI, “Social Marketing for MRC Ambassadors”, June 2011

4. What are your social media goals? Think about what metrics you will measure during a campaign,
2 Combine the first 3 components of Activity 2 to develop your social media goal(s). 8 an emergency, a maintenance period, or all of the time.
Set numeric targets for each metric.
Category Facebook LinkedIn Blogs Twitter
Measurement
Facebook Insights Group Statistics Google Analytics Third party App
Tool
Views  Impressions  New Members  Visits 
people that  Reach  Growth Rate  Google Analytics
have seen  Viral Reach   Referral 
your message   sources
 
Followers  Blog subscribers  Followers
 Page Likes  Group members
people signed  RSS subscribers  Lists
 Demographics  Demographics
up for your  
 
messages  
 
Engagement  Comments  Comments  Comments  Mentions
interactions  Likes  Discussions  Reposts  Re-tweets
with your  Shares   Time spent by  Replies
account/  Feedback  visitors 
messages  Engaged Users  
Don’t forget to make your goals SMART!  
Conversion  New volunteers  New volunteers  New volunteers  New volunteers
For each goal, think about whether or not it is: Real-world  Donations  Donations  Donations  Donations
Specific results of your  Registrants for  Registrants for  Registrants for  Registrants for
Measurable online an event an event an event an event
initiative  Event attendees  Event attendees  Event attendees  Event
Achievable
 Link clicks  Link click  Link click attendees
Relevant throughs throughs throughs  Link clicks
Time bound  Referrals to  Referrals to  Referrals to  Referrals to
website website website website
   
   
How do your social media goals align with your broader communication
plan, if applicable?
Remember to set target numbers for metrics you are tracking!
Consider whether you would have different metrics and target
numbers during a campaign, an emergency, or a maintenance period.

5. Your social media needs and goals may change during a disaster.
Consider your social media goals when brainstorming the pros
7 It is important to determine ahead of time how, and to what 3 and cons of each of these social media tools.
extent, you will use social media in an emergency situation.
What is the purpose of your Facebook LinkedIn
social media presence in the
time leading up to a
disaster?
What will be the purpose of
your social media presence
during the response phase?
What will be purpose of your
_ _
social media presence during
the recovery phase?
What is your contingency
+ +
plan if those with
responsibility for posting lose Blogs Twitter
power, can’t get to work, are
displaced, etc.?
Tool: _ _
Who will
manage?
Post
frequency?
+ +
Weigh the pros and cons of each tool, as well as the
4 organizational considerations listed below, and check yes, no,
or maybe for each tool.
Types of info Have experience or Target Unit currently Unit will use this tool.
posted Tool
necessary skills audience uses uses Yes No Maybe
&
Sample Facebook      
Messages LinkedIn      
Blog      
Twitter      

6. Social media campaigns, social media use during an emergency, Use these tables to help you outline a social media campaign,
and even the time in between (referred to as “maintenance”), 6 including what tools you will use and how you will use them.
can and should be planned for ahead of time.
Campaign Name:
5
Dates:
Revisit maintenance plan ______ months from today’s date, _________________________.
Why is this the right
time for this campaign?
Tool:
What is/are your
Who will
specific goal(s) for this
manage?
campaign?
Post
frequency? Which of your
overarching social media
goals does this campaign
support?
Who is your target
audience?
Types of info
posted Tool:
&
Sample Who will
messages manage?
Post
frequency?
It is also helpful to make a schedule for when you will post specific types
of information. Making a calendar with topic themes for each day of the Types of info
week is one way to organize your online activity. posted
&
Monday Tuesday Wednesday Thursday Friday Weekend Sample
Messages