GirlScoutsofCentralCaliforniaSouth

SocialMediaAudit&Recommendations
ChrishaIronsChrispens
AlyssaAdame
2/18/2015
MCJ158S


TO:JordanKing,CommunicationsManager
FROM:AlyssaAdame&ChrishaIrons,PublicRelationsStudents
DATE:February18,2015
SUBJECT:SMAudit&Recommendations

AnalysisandresearchoftheGirlScoutsofCentralCaliforniaSouthssocialmedia
networksshowthattheproposedcommunicationmethodsneedtobeupdatedwiththe
organizationstargetaudienceandalignwithexistingtrendsamongtheyouth,families
andthecommunity.Ithasbecomeincreasinglyimportanttocreatebrandconsistency
throughouteachplatform,organizecontentfordistributionusingtimemanagement
tools,keepupwiththeeverchangingsocialmediatrends,andcreatecontentthat
grabsyourusersattention.

Analysisofcurrentefforts:
i.Current#s
Facebook:2,043Likes
Twitter:Followers,1,1164,Following,561
Pinterest:510Followers,118Following
Linkedin:73Followers
YouTube:37Subscribers
ii.Strengths
Theconsistencyisgreat,thelookofalltheicons,colors,andcoverphotos
allmatch.
Postswithpicturesandvideosareconsistentandgeneratethemostlikes.
Informingthepublic.

iii.Areasofimprovement
Postswitheitherhumororemotionattractsreadersattention.

 ForTwitter,retweetrelevantcontentfromyouraudience.Also,when
peopleretweetyou,automaticallythankthemandtagthembecausethey
gethappyandexcited.
Alwaysusehashtags.Remembertoresearchahashtagbeforeuse.
CheckoutthetrendingsectiononTwitterforhashtags.Beapartofthe
trends!
Createconsistencybetweenyoursocialmediasitesbymakingsureeach
nameisidentical.Ifpossible,maybelose(OFFICIAL)afterthenameof
yourorganizationonFacebook.MakeusernamesthesameforTwitter,
Pinterest,andInstagram.

Suggestionsformovingforward:
i.AddingNetworks
a. Youhaveallthenecessarynetworks,butontheGSCCSmainwebsite,you
shouldaddyourInstagramlogothatwaypeopleareawareyouhavean
instagramandtheycanhaveaccesstoiteasily.
ii.DeletingNetworks
a. Youwillwanttodeletenetworksthatarejustsittingtherenotbeingused.For
example,thelasttimelinkedinwasupdatedwas11monthsago.Hereisalinkto
sometoolstoimproveyourlinkedinpresence:http://bit.ly/17LoHrR
b. Youtubeshouldbepossiblybedeletedbecausevideoshaventbeenpostedin
overayear.Althoughthevideoscontaingoodcontent,maintainingyour
organization'simagebypostingfrequentlyonsocialnetworksisimportant.Allthe
othernetworkslookgreat.
iii.Strategyforposts:
a. Frequentpostingsonallnetworksisimportant,includingpicturesandvideos
helpsaudienceengage.Forexample,postingmorephotosofvolunteerswhile
eventsarebeingsetupmakeyouraudienceinterestedintheprocessandhard
worktheGirlScoutsputtowardsmakinganeventsuccessful.Alwayspost

picturesbeforeaneventtoincreaseawarenessandaudienceengagement.Also,
takepicturesattheeventevenifthereisalowattendanceandpostthepictures
nolaterthanthedayafter.Ifthepeoplewhowereinviteddonotshowup,they
canseetheeventstilltookplaceandpossiblywishtheycouldhavemadeitand
makesuretheygotothenextone.
b. Theyoupostsvs.mepostsstrategyishelpful(70/30formula).Ifyouwantan
exactstrategyforwhentopost,signupwithTweriod,whichwillshowyouall
analytics:whentopost,howoften,whatdaysandbetweenwhattimes,whenall
yourfollowersareviewing,etc.YoupostscanconsistofcoolchicksinGirl
Scouts.Trytoincludemoreshoutoutstoyourgirlsthatarenottooserious.For
example,ThisisoneofourDaisyGirlScoutsEmalie.ShevisitstheSPCAevery
weekforanhourtohelpwalkdogs.Includeafunfactandaphoto.Notallposts
havetoincludeaprestigiousawardbeingearned.Nexttimethegirlsgodo
somethingcool,askthemtotakeaphotoandmaybeevenwritethepostinthird
persontosavetime.
c. Typesofcontentyoumaywanttoincludearemoreofthebehindthescenes,
becauseyouraudiencewouldlovetoseeeverythingthattheorganizationis
doingiftheycannotbetheretoseeit.Also,postingeventslivemakesthe
viewerswanttobethereandengageintheactivitiesandevents.
d. Anotherfunwaytogetthepeopletoengageisaskinggoodquestionsthatthey
wouldknowinstantlyandwouldlovetoshare.Forexample,Whichisyour
favoriteGirlScoutCookie?Viewerswanttoshareandseewhatotherpeople
think.Also,crossplatformpromotionwillhelpincreaseyourfollowersand
engagementforposts.Forexample,mentionyourcookierecipeyouhaveon
pinterestonyourfacebookaccount.Itdrivesyourexistingfollowerstodifferent
networks.

iv.Strategyforgettingmorefans,followers,likes,shares,engagement,etc.

a. WooboxPinterestPageTabLinkyourexistingfollowerswithyourPinterest
accountusingWoobox.Thisfreetoolallowsyoutocreateacleandisplayofyour
boardsthatuserscanclicktoviewonyourFacebookpage.Simplyvisit
www.woobox.com/pinterest,logintoyourFacebookaccount,andenteryour
Pinterestusername.Thenyoucanreapthebenefitsof:
Visitoranalyticstrackandmonitoryourpageviews,likes,andvisits
separatedbyfansandnonfansthatviewyourtab.
Boards&PinsDisplayyourboardsandpinsexactlyastheyareon
Pinterest.
UserEngagementFanscanclickthelinktoyourPinteresttorepin,like,
share,orfollowyourpins.
b.

GrowthhackingThismarketingtacticcantrulyhelpyourorganization
changetheworld.TherecentALSchallengeisaperfectexampleofgrowth
hacking.Thisworksbecauseof1)socialpressurepeoplefeelinclinedtodo
goodandbethefirstoftheirnetworkoffriendstoparticipateinthecampaignand
2)Selfpresentationtheorypeoplewanttofeelgoodandunselfishabout
themselves.Whenitcomestosocialnetworking,peoplecaretremendously
abouttheirreputation.Growthhackingcanhelpyourorganizationgrowquickly.
Forexample,maybeoneofyourtroopshasagoaltosell40,000cookiesand
theyplantousethemoneytheyearntohelpbuildaschoolinAfrica.Createa
postexplainingthereasonwhybuyingGirlScoutcookiesissoimportantonthe
localandgloballevel.Createahashtagsomethinglikethis:#GirlScoutsBuildand
addschoolsafter.Helptroop446buildaschoolinAfricabybuyingGirlScout
Cookies.Answerthe5Wsandhow.Giveshoutoutstomembersofthe
communitybypostingpicturesofthemwiththeircookies.Forexample,Thisis
BobandTina.Theyjustbought20boxesofGirlScoutCookiestohelp
#GirlScoutsBuildaschoolinAfrica!Weare500boxesawayfromhelping200
kidsinUgandareachtheirgoaloflearningmathandscienceintheirnewfacility,

butweneedyourhelp.ComebyourboothatthecornerofShawandFirsttoday
andmakeadifference!Togetherwecanchangetheworld,oneboxatatime.
Requestthosewhobuytheircookiestopostaboutthecampaignontheirsocial
networks.Givetheminformation,guidelinesandinstructions.Withthismock
campaign,determinethevalueofeachboxofcookiesandwhatitcontributes
numericallytoyourgoal.Formoreinformationongrowthhacking,visit:
http://linkd.in/1zT3tzV

v.Strategyfordealingwithnegativecomments:

a. Makesuretohaveapolicypostedoneverynetworkofwhatyoudonotwant
posted,andnotifythemthattheywillbedeletedimmediatelyiftheyviolateyour
policy.
b. Makesuretorespondtonegativecommentsquicklythatwaythereisnotahuge
virtualargument.
c. Discussingandexplainingthereasonsandfairnessisimportant.Youmayadd
somethingalongthelinesofImsureyouunderstand,ifyouwanttotalkmore
callmeatThatwaytherearenobattles.

vi.Sourcesforcontent
Usethesamecontentondifferentnetworkplatforms,butswitchthewording.
Continuityiskey,addallnetworklinksoneachplatform,itmakesiteasierfor
peopletoviewalldifferentsourcesandunderstand.
Alwaysuseattributionwhilepostingcontent.
PinterestgreatsourceforDIY.
ForYouexamplepostsandcurrenteventshttp://on.fb.me/1uAp8wV
vii.IdeasforContent
Thegoalforyourorganization'scontentisfindingwhatyourtargetaudienceneedsand
providinginteractivesocialmediapoststhatengagesyourreaders.Itisimportantto
remembereachpostneedstobecatchy,butalsoinformativeinordertosparkthe

interestofthe30second,3minute,and30minutereader.Wehavecompiledalistof
creativeideasfortheGirlScoutsofCentralCaliforniaSouthsocialmediapoststhatwe
hopeyouchoosetoimplementinthecomingmonths.

CookieProfileseachweekduringcookiesalemonths,werecommend
pickingoneGirlScoutCookieanddistributingonepostentailinga
completedescriptioneachweek.Apictureofthecookieshouldbe
included,alongwithhistory,funfacts,andnaturally,thenameofthat
weekscookie.ThisfamiliarizesyourfollowerswithyourGirlScoutCookie
andcookiesales.Withconsistencyandcreativity,youcancreatean
excitementforeachweeksnewcookieprofilebyprovidingthose
interestingfactsthatpeoplenormallywillnottakethetimetolookup.
TheresaGirlScoutCookieforeveryone.Letyouraudienceknow!
GirlScoutCookieRecipespeoplelovefindingnewwaysofeatingtheir
favoriteGirlScoutCookies.Werecommendpostingrecipesforthe
cookieswithalinktoyourPinterestboard.Also,postingfunrecipesfor
cookiesgettheaudiencescreativejuicesflowing.Theyllhaveyouto
thankfortheirnewfavoritecookiemilkshake!
UsePicMonkeyPicMonkeyisatoolyoucanusetohelpsavetimewith
photoeditingandcollagemakingwithouthavingtoknowhowtouse
photoshop.
CareerinformationpostsjobsopenintheGirlScoutCentralCalifornia
Southonyoursocialnetworks,alongwithvolunteeropportunities.You
canalsopostscareerspreviousGirlScoutshavepursuedaftercollege.
Calorieinformationwithhealthbecomingabigconcernforalotof
customersbuyingcookies,nuts,etc.,postscalorieinformationtokeep
yourtargetmarketinformed.
RecipespostrecipestopromotehealthyeatingforGirlScouts,their
families,andthecommunity.

 PostanythingkidsandparentscanusetomakethemsuccessfulFor
example,Heresfivesimplesavingtricksforkidsk5thgrade.Whats
yourfavoritetip?(givelink:
http://u.nm.com/133JiGf
)includeapictureon
oneofyourgirlsusingasavingtrick!
FunfactsDidyouknow?postskeepspeoplewantingtoengage.
Providelinkswithfunfacts,andtrytocreateyourownimagefortheposts.
Thisisgoodforinstagramandtwitter.
ShoutoutsThesecanincludeThankyoustovolunteers,staff,andthe
community,peoplewhohaveretweetedorfavoritedoneofyourposts,
andretweetsforThankyousdirectedtowardyourorganization.
StaffspotlightFeatureanemployeeeachmonthorwhatevermakes
senseforyourorganization.Thisisaneasywaytocreatecontentfor
socialmediaposts.Simplytakepicturesofallyourstaff,andhavethem
answerfivesillyquestionsaboutthemselves.Forexample,youcanask:
Whatisyourperfectpizza?or,Ifyoucouldbeanyageforaweek,what
agewouldthatbe?Youwillhaveyourcontentandvisualsreadyfor
distributionforonedayoutofeverymonth!
DIYsPeoplelovesavingmoney.Givepeopleideasforfunactivitiesto
dowiththefamily!DIYprojectscanincludeanythingfrommakinga
householddecoration,aplantertogrowyourownvegetables,storageand
more.CheckoutbuzzfeedsideasforkidDIYprojects:
http://bzfd.it/1unAwMF

viii.PlatformEvaluation
Evaluatecontentfrequentlysuchasposts,likes,tweets,andotherdifferenttypes
ofengagement.
Figureoutwhatisworkingbest,I.e.,whattypesofpostsaregetting
engagement?

 Keeptrackeachmonthofyourpostingssoyoucanseethewaytheyfluctuate,
trackingeveryweekmightbetoomuch,somonthlywouldbeeffective.

ix.FrequencyFormula
a. TweriodAnalysis:Findoutthemostoptimaltimetotweettoyourfollowersby
completingthisfreeonlineTwitteranalysis.
b. ToshortenURLstherearetwowebsitestohelp
Bit.ly
Hootsuite
c.Tweepi.comisslow,systematicandhelpful.
Remember,youmustfollowtoincreasefollowing.
Retweetpoststhatpertaintoyourorganization.Increaseyourthankyous!