This is a social media plan I created as a Public Relations intern at YWCA of Minneapolis. This plan gave the YWCA a chance to revamp their Facebook pages and join Twitter with 6 month, 9 month, and one year benchmarks for increasing fans on their pages.

2. Engage in two-way discussions to receive messages, but also get messages out (Listening is Key)

3. It’s Time to Think About Twitter

5. Promoting YWCA Events: Create wall updates on Facebook (i.e. alerts) to promote major organizational events. Within wall posts create hyperlink to main YWCA web site to increase views of our homepage and subsequent pages. The major YWCA events are:

6. Circle of Women

7. Women’s Triathlon

8. It’s Time to Talk

9. Swim for Change

10. Testimonials: Participants in YWCA programs can tell their stories in many ways. What better way to tell their stories than within our discussions page on Facebook. By highlighting participant profiles, program success statistics, tips and advice, and other relevant topics about the YWCA we help increase interaction with our brand.

11. Key statistic: As of February 1st, 2009, the latest Facebook demographic data shows that women over the age of 55 are the fastest growing demographic on the network. Also, women comprise 56.2% of Facebook’s audience. Up from 54.3% in 2008.(http://www.insidefacebook.com)

13. Engage in “Two Way” discussions to receive messages but also get messages out (Listening is Key)

14. Create a News tab (i.e. Facebook.com/Kiva) for our “Our Voice” articles, Source articles, press releases, and e-newsletters. We can also use this for Trainer highlights, member highlights, and interviews with guest speakers. Start with a 100 word teaser then hyperlink to the full article or downloadable pdf file.

15. Start to incorporate video by adding interviews and video press releases to build more personable relationships. Words are still important, but try adding video to increase discussions.

16. Shoot video interviews with YWCA members to get their opinion on why they like the YWCA.

18. Build a following and spread word of mouth by getting YWCA employees, volunteers and trainers involved on Twitter. (Example: twitter.com/VolunteerYWCA) By utilizing personal accounts to promote the YWCA brand we can develop networks of like minded people and build connection to the YWCA. With trainers we can highlight the workouts they are helping with and if they have a twitter feed or web site, promote it.

19. If there is a guest speaker at an event of ours. Thank them for helping the YWCA on Twitter (especially if he/she has Twitter as well). This will help spread our brand to all of the people who may be following that speaker. We can also follow media people we have worked with on media pitches and thank them on our Twitter feed.

21. Boxes

22. To sustain long term brand visibility we should begin to change the visual aspect of our Facebook page. We can do this by using Facebook Markup Language (FBML), like HTML, to make our YWCA Facebook Org page unique. This begins with our Boxes tab, which should be the visual heart of our Facebook page. Create a box with a visual image allowing people to sign up for our e-newsletter. Create a workout box which would link to our fitness homepage and a new workout that is just starting. Use a picture of a YWCA child and link that to our child care page highlighting our curriculum. Also, create a banner link, which will give fans an opportunity to put our YWCA banner on their Facebook page extending the reach of our brand.

23. If we have YWCA membership deals in the future or trainer consultations available, promote this in our Boxes tab as well.

24. Donate Tab

25. Create a donate ad (see PSP Facebook page) and make this the “landing page” as the first thing you see upon coming to the YWCA Org. page.

26. Video & Color

27. Consistent use of orange color should be synonymous with the YWCA much like the color pink is with Susan G. Komen. If we have an event, have seas of orange t-shirts involved and take photos to post on Facebook. According to the brand agency Cone, the number one non-profit brand in the U.S. is YMCA of the USA. This is something to think about when it comes to setting our brand apart from the YMCA. (less confusion)

28. Create a video ad to put on Facebook and promote on Twitter with members and employees wearing orange t-shirts and saying the line “Eliminating Racism. Empowering Women.” This reinforces not only our brand colors but our tagline as well.Summary<br />When thinking about your brand visibility, remember that our Boxes tab should be our visual heart. The Wall and Info tabs will remain the same visually, but utilizing FBML will set our Facebook Org page apart in other areas of the Facebook page. Our Boxes tab should include our videos as well as ads for our e-newsletter, a link for donations, and a visual ad that links to the Childcare page on our web site. Every couple of months we can also have a new visual ad that showcases an event (i.e. Circle of Women, It’s Time to Talk) The Health & Fitness Facebook page would be structured the same visually the only difference would be highlighting a new workout ad every month or putting an ad talking about a membership deal both of which can be linked back to the Health & Fitness web page. <br />Strategy D Success Factors: After 3 months video should be a large part of our Facebook page with promotion of it on our web site and on Twitter. Use the addition of the donate tab and video to monitor increase in fans. Our goal should be 1% increase after 3 months. After 6 months, include the revamped Boxes tab and the “Take Action Window” allowing fans to get involved. After 9 months, there should be another 1% increase in fans with proper promotion of new visual aspect of our Facebook page.<br />