'Cuse Spot Social Media Strategy Plan - WordPress.com · ‘Cuse Spot | Social Media Strategy Plan | Page 6 #NSCC, #volunteer, #CuseCommunity, and specific event hashtags i.e. #FebBreak2016.

Social Media Strategy Plan

2015

‘Cuse Spot | Social Media Strategy Plan | Page 2

Table of Contents

Situational Analysis ........................................................................................................... 3 Audience(s) ................................................................................................................................... 3 SWOT ............................................................................................................................................. 4 Home Base .................................................................................................................................... 4 Outposts ........................................................................................................................................ 4

Strategy Plan ....................................................................................................................... 5 Strategy Statement ...................................................................................................................... 5 Recommendations ....................................................................................................................... 5

Home Base ................................................................................................................................... 5 Facebook ...................................................................................................................................... 5 Twitter ......................................................................................................................................... 5 Instagram ..................................................................................................................................... 6

Measurement ................................................................................................................................ 6

Social Media Policy ............................................................................................................ 7 Executive Board Members .......................................................................................................... 7 Volunteers ..................................................................................................................................... 7


Situational Analysis:

Mission Statement: 'Cuse Spot creates fun and rewarding learning experiences for both SU undergraduates who help to run programs and the Syracuse City youth who enjoy them.

Vision Statement: Our goal is to continue to get SU undergraduates involved in the Syracuse Community beyond the hill and to keep Syracuse City youth active and learning in a fun and safe environment.

Audience(s): ‘Cuse Spot’s main audience for its online channels is Syracuse University students. The goal of the ‘Cuse Spot social media is to highlight the work we are doing with the kids and to get more SU students involved.

Syracuse University students are an extremely diverse population with a wide range of interests and motivators. In general, the SU students are a highly active and engaging audience on social media. They actively consume, like, share and create content on social channels, putting them on the highest wrung of the engagement ladder. ‘Cuse Spot will need to create and share highly engaging and interactive content that appeals to the students’ volunteerism and community involvement interests.

A secondary audience that ‘Cuse Spot may see on their online channels are the parents of the youth that we serve. ‘Cuse Spot programs garner attention from local media since it is a community organization. Parents are often encouraged to sign their children up for our programs at a participating community center.

Parents’ main concern is the safety of their children. They are much more likely to visit ‘Cuse Spot’s website than social media channels and are largely only consuming content. It is important that ‘Cuse Spot’s website shows the safety, organization and planning of the organization and also advertises the educational and fun programs for the kids.


SWOT:

Strengths: • Established organization • Connection to policy studies office • Good cause

Weaknesses: • Structural reorganization (e-board) • Weak social media presence

Opportunities: • Structural reorganization (e-board) • Growing visibility • Growing volunteerism in community

Threats: • Not well known on campus • Other well-known volunteer

organizations

Home Base: ‘Cuse Spot has just recently redesigned it’s website. While still text heavy, the website is clean and easy to navigate. The design and content serve the purpose of providing visitors with the information they need in a simply and clear way as well as reflecting the mission and vision of the organization.

Outposts: ‘Cuse Spot currently has a Facebook and Twitter account. Both accounts are used infrequently, with posting peaks around annual events. There is very little engagement or interaction with either of the pages. The Facebook page has 98 likes and the Twitter page has only 25 followers. In terms of branding and design, both the Facebook and Twitter pages have the old logos and will need to be updated.


Strategy Plan:

Strategy Statement: To create and share content that inspires people to engage with ‘Cuse Spot both online and in-person to create a fun and safe learning experience in the Syracuse community beyond the hill.

Recommendations:

Home Base The ‘Cuse Spot website does not need many changes. If possible, replace or condense some of the text. Make sure to keep the information on the website up-to-date and simple to find.

Facebook The Facebook page needs to be updated and posted to more frequently. The profile picture should have the updated logo. The cover photo should contain a picture of the kids as on the website to keep the branding consistent. The name should also be changed to just “’Cuse Spot” since the programs go beyond Wilson Park.

The Facebook page should be posted to 2-3 times a week, with more content creation closer to events. Content should include general information about ‘Cuse Spot and events at Wilson Park and NSCC; pictures from events; articles, web links, videos and event information that relates to community service and civic engagement; and information on community events in Syracuse and on campus. Hootsuite can be used to manage this.

Volunteers and board members should be encouraged to share posts and create their own, however, they should not be posting their own pictures from events (see Social Media Policy, page 7).

Twitter The Twitter page also needs to be updated with the new logo and a cover photo. The title should be updated to include the apostrophe on “’Cuse” to maintain consistency.

The Twitter account should be tweeting 3-5 times a week, with more content creation closer to events. Content should include general information about ‘Cuse Spot and events at Wilson Park and NSCC; pictures from events; articles, web links, videos and event information that relates to community service and civic engagement; and information on community events in Syracuse and on campus. All tweets should included at least one hashtag, including, but not limited to, #CuseSpot, #WilsonPark,


#NSCC, #volunteer, #CuseCommunity, and specific event hashtags i.e. #FebBreak2016. Hootsuite can be used to manage this.

Volunteers and board members should be encouraged to retweet and write their own tweets, however, they should not be posting their own pictures from events (see Social Media Policy, page 7).

Instagram ‘Cuse Spot does not currently have an Instagram or enough content to create one at this time, however it is a future goal for the organization and would fit well with their platform. When one is created, it should use the logo for its profile picture to keep branding consistent.

When the Instagram is created, it should be posted to 2-3 times a week, with pictures from events of volunteers and the kids as well as event promotional posters. Instagram posts should also use the same hashtags used for Twitter.

Measurement: Crucial to the social media strategy is the measurement of results. For ‘Cuse Spot’s channels, this can be done using three free methods.

For the website, Google Analytics should be coded in. This can be used to track website traffic, see how visitors found your site (Google search, social media link, etc.), what they clicked on and how long they were there.

For Facebook, Facebook Insights, which is built into the page, is the easiest way to track traffic and engagement on the ‘Cuse Spot page. For Twitter, Twitter Analytics, which links to your account, is the easiest way to track traffic and engagement with ‘Cuse Spot’s tweets.

Using these three services, ‘Cuse Spot will be able to measure and track changes with engagement and visibility online and make changes to strategy as needed.


Social Media Policy:

Executive Board Members: At least one executive board member should be designated to take pictures of ‘Cuse Spot events for publication and ‘Cuse Spot social media purposes. Executive board members should not take pictures of or with the children for personal social media purposes and may not post pictures on personal social media channels without special permission.

Volunteers: As a general rule, ‘Cuse Spot volunteers should not be using their phones or other mobile devices while working with the children. At no point should a volunteer take pictures of or with the children or post pictures on social media. If a volunteer needs a picture for a portfolio or proof of volunteering, they may receive one from an executive board member for those exclusive purposes. If an executive board member is not present for their service, volunteers may receive special permission to take a picture for those exclusive purposes.

'Cuse Spot Social Media Strategy Plan - WordPress.com · ‘Cuse Spot | Social Media Strategy Plan | Page 6 #NSCC, #volunteer, #CuseCommunity, and specific event hashtags i.e. #FebBreak2016.

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