IST 686: Social media in the enterpRISE

Healthy Monday at Syracuse University

Kate Monohan
PROFESSOR ANTHONY ROTOLO
Syracuse University School of Information Studies
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SOCIAL This social media plan was devised for a not-for-profit organization
that aims to change behavior and attitudes of its community. This

MEDIA
is unlike a small business, because the organization does take action
in order to turn a profit. This shaped how the plan was formed. It
also impacted the resources available for implementation.

Table of contents

Situational Analysis
Client Overview..................................................................................................................................................................... 3-4

Client Research.......................................................................................................................................................................5-8

Goals & objectives.....................................................................................................................................................................9

Strategies & Tactics

Staffing & resources................................................................................................................................................................. 10

Strategies & tactics...............................................................................................................................................................11-14

Implementation
Timeline & budget.................................................................................................................................................................. 14

Application screenshots............................................................................................................................................................ 15

Evaluation
Metric tools.............................................................................................................................................................................. 16

Current social report from Sprout Social.................................................................................................................................. 17

About the Author:

Kate Monohan is a public relations master’s student at Syracuse University’s S.I. Newhouse School of Communication. She earned
her bachelor’s degree in journalism at the University of Connecticut, and has also studied at the University of Sussex in England.
She is pursuing a career in travel and tourism public relations. She teaches graphic design software at the Newhouse School, and her
hobbies include: digital media, European backpacking, snorkeling and hiking in the Adirondacks.
 Monohan 3

HEALTHY A not-for-profit healthy initiative at Columbia University,

Johns Hopkins University and Syracuse University. Its goal

MONDAY
is to help end chronic preventable diseases by offering a
weekly program supporting healthy behavior.

All health has broken loose at Syracuse University!

“
Every Monday on the Syracuse
University campus, Healthy
Monday offers free fruit, massages,
herbal tea, fitness classes and zen
meditations. Our generous campus
partners include Recreation Services,
Food Services, Health Services, the
Society for Public Health Education
(SOPHE), OR ANGEWR AP and the
College of Human Ecology. With
the help of these campus partners,
Healthy Monday also offers disease
prevention/health promotion, peer
nutrition education and counseling
to residence hall f loors, Greek
houses, and other campus groups.”
(Source: http://healthyim.syr.edu/about.cfm?section=2)

Restock Monday - Visit Health Services from 9 a.m. until noon and stock up on con-
doms, fresh fruit and herbal teas! Or swing by the Schine Student Center Atrium from
12-3 p.m. for condoms, lubricant and dental dams! Then, Move It Monday (see below)
over at Recreation Services and pick up another helping of fresh fruit!

Stress Less Monday - Feeling stressed this Monday? Stop by the Schine Center Atrium
Sid Lerner - Founder & Chairman
from 12-3 p.m. for a professional, stress-reducing massage!
Peggy Neu – President
Move It Monday - Kick up the heat at Recreation Services this Monday with free fitness
classes! Flanagan Dance Studio in Archbold Gym, 1-1:50 p.m. Schedule of classes

Meditation Monday - Meditation helps you recenter, reconnect and renew. Clear your
mind this Monday in the Lower Hendricks Chapel from 2-3 p.m.

healthymonday@syr.edu Meatless Monday - Every Monday, choose a meatless menu option at Food Service’s din-
jcleeds@syr.edu ing centers or wherever you decide to eat. And, the last Monday of every month, check
eholtan@syr.edu out the Meatless Monday Try Me menu option at Food Service’s dining centers. It’s not
only good for your body, it’s good for the environment, too!

Monday Mile - Get moving this Monday! Step outside or hop on a treadmill and kick it
(Source: http://healthyim.syr.edu/events.cfm?section=3 into overdrive.)
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CLIENT
OVERVIEW
SITUATIONAL ANALYSIS OF HEALTHY MONDAY

Healthy Monday at Syracuse University is a small, not-for-profit organization sponsored by the S.I. Newhouse School of

Communication. The program is chiefly run by two graduate assistants from the school’s public relations master’s program.

The organization does not have a clear mission and vision statement to guide its actions. The program receives funding from

the national Monday Campaigns organization. This organization largely operates separately from the Syracuse office in its

promotional efforts. The Monday Campaigns began in 2005, as Sid Lerner, the organization’s founder became concerned

with the state of public health. The organization operates at many universities, and even some companies.

The main idea behind Healthy Monday is that Monday is the day of the week that prompts change. If someone is trying

to begin a health and fitness plan, Monday is the day that research shows it will be longest lasting over time, if implemented.

For example, if someone wants to quit smoking, train for a marathon or stop eating red meat, Monday is the day to start such

a plan off. If Monday is overlooked, it is a slippery slope of excuses for the rest of the week.

A professor at Syracuse University’s Healthy Monday organization used to be chair. At that time, the Syracuse community

was also able to participate in the campaign programs. Today, the programs at Healthy Monday are targeted toward university

students and faculty, not the larger Syracuse community. The organization is currently restructuring, and soon, there could be

more off-campus efforts, which could change the scope of this social media plan. A possible partnership with the master’s of

public health program at the university, also may change how this plan could be implemented in the future.

For now, the organization is mostly concerned with holding Monday programs, and promoting these to the Syracuse

University community. Programs focus on various aspects of physical and mental wellness, and are free to the campus

community (see page 3).

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CLIENT The following research was conducted through environmental

scanning on the Internet. An in-depth interview with the two
program coordinators was also conducted to gauge current social
media efforts. The research was limited due to time constraints.

RESEARCH Surveying the university community would provide even more

insight into the infuence of the organization in the community.

SITUATIONAL ANALYSIS OF HEALTHY MONDAY

Healthy Monday at Syracuse University is a small, not-for-profit organization sponsored by the S.I. Newhouse School of

Communication. The program is chiefly run by two graduate assistants from the school’s public relations master’s program.

The organization does not have a clear mission and vision statement to guide its actions. The program receives funding from

the national Monday Campaigns organization. This organization largely operates separately from the Syracuse office in its

promotional efforts. The Monday Campaigns began in 2005, as Sid Lerner, the organization’s founder became concerned

with the state of public health. The organization operates at many universities, and even some companies.

The main idea behind Healthy Monday is that Monday is the day of the week that prompts change. If someone is trying

to begin a health and fitness plan, Monday is the day that research shows it will be longest lasting over time, if implemented.

For example, if someone wants to quit smoking, train for a marathon or stop eating red meat, Monday is the day to start such

a plan off. If Monday is overlooked, it is a slippery slope of excuses for the rest of the week.

A professor at Syracuse University’s Healthy Monday organization used to be chair. At that time, the Syracuse community

was also able to participate in the campaign programs. Today, the programs at Healthy Monday are targeted toward university

students and faculty, not the larger Syracuse community. The organization is currently restructuring, and soon, there could be

more off-campus efforts, which could change the scope of this social media plan. A possible partnership with the master’s of

public health program at the university, also may change how this plan could be implemented in the future.

For now, the organization is mostly concerned with holding Monday programs, and promoting these to the Syracuse

University community. Programs focus on various aspects of physical and mental wellness, and are free to the campus

community (see page 3).

 Monohan 6
An in-depth interview was conducted with the two graduate assistants currently running the Healthy Monday at Syracuse

University program. They are in charge of promoting and operating the programs that Healthy Monday provides. This

includes the implementation of social media.

In the interview the graduate assistants expressed the goals of Healthy Monday, as well as how social media could provide

a vital role to achieving these goals in the future. They both said that awareness a major issue for Healthy Monday, as many

people do not fully understand the purpose of the organization.

“People see just freebies, not the main message,” said Jessica Leeds, a public relations master’s student, and graduate

assistant in charge of Healthy Monday.

Her counterpoint, Elizabeth Holtan, another public relations master’s student, explained that the on-campus community

does not seem to fully understand why the programs are held on Mondays. She also explained that there are some

misconceptions about some of the programs, for example, the “Meatless Monday” program which promotes not eating meat

one day of the week. She said that some students don’t understand that the program is about making small changes in one’s

diet for overall health, and is not promoting vegetarianism or any rigid dietary restrictions. Many students are aware of the

organization’s events and give aways, such as fruit at the gym, or massages, but they don’t understand the goal behind these

efforts.

In general, communicating Healthy Monday’s message poses a challenge for the graduate assistants running the program

because they have “limited messaging ability with traditional media,” Leeds said. With limited funds, and limited media

outlets to put out their message, social media presents great opportunities, Holtan and Leeds said. The problem now is that

the graduate assistants don’t have enough time to devote to proper social media management.

Both assistants running the program said that they had busy schedules as graduate students with other internships and

commitments. Though they work approximately 10 hours per week, social media has a more flexible schedule that requires

more attention than they can give.

In addition the restriction of time, the students are not trained in social media best practices. Nor are they experts in

health or nutrition. They are skilled communicators, but perhaps, this particular program needs a different type of leadership
 Monohan 7
in order to run more effectively under its unique circumstances.

Some research was done by public relations undergraduates at the S.I. Newhouse School of Communication to see what

could be done to better promote the Healthy Monday program. It is also possible that the organization will become a client

of the school’s student-run public relations firm: Hill Communications. This firm conducts public relations campaigns, and

could help Healthy Monday with their social media presence and awareness issues. However, the future of the program is

somewhat unclear, making the social media strategy harder to implement right away.

The graduate assistants recognized that the structure of the organization was somewhat flawed, but did point to some

successes. There is a well-designed website, a newsletter distributed on Slideshare once a semester and events on the university

calendar and home page. The graduate assistants said that they can no longer write press releases to be published on university

websites, making their communication channels increasingly limited to their weekly events and tabling.

Due to time constraints, and preoccupation with fulfilling the actual operation and organization of programming, the

graduate assistants only update social media platforms once or twice a week. These updates are often links to blog posts,

health tips or announcements. Typically, the posts are announcing the times and locations of programming, or changes that

may arise. These are posted on both the Facebook fan page and Twitter account. Healthy Monday operates with those two

social media platforms, primarily. Occasionally, the graduate assistants will write a blog post for What The Health Magazine’s

blog. This is one of the few health-related campus organizations. This helps the Healthy Monday expand its audience base,

but since the publication is printed infrequently, the posts are not reaching a large, engaged audience.

Social media is often seen as a grass roots, “for the people, by the people” means of communication. Healthy Monday, with

its green, retro logo is supposed to represent a similar mantra. The culture of Healthy Monday would lend particularly well to

social media if it was given the time and attention it needs to succeed. The graduate assistants interviewed felt that Healthy

Monday was not even an “organization.” Instead, they called themselves a “resource,” to the campus community, much like

Student Health Services, one of their partners.

At times Health Services interns help Health Monday with programming. Every event is partnered with another

organization on campus. For example, Stress Less Monday is partnered with The Art of Massage, a local masseuse. Move It
 Monohan 8
Monday is partnered with Student Recreation Services. Although Healthy Monday is well-connected with other health-related

campus organizations, its problems of messaging persist.

At times, Healthy Monday works with Newhouse classes to provide health advice articles, and a YouTube channel was

started to gain attention. In years past, a TV show about freshman students and health issues aired on Orange Television

Network. Multiple attempts to gain attention through video have come and gone. The YouTube channel is not titled “Healthy

Monday at Syracuse,” it is instead uploaded by an individual, making it difficult to find, and somewhat confusing as the

official channel. Recipes are provided to students, but this is not particularly effective, as the majority of students might not be

in off-campus housing where they have the opportunity to cook. At times Student Health Services and Schine student center

will show the videos, and the videos are posted on the Healthy Monday website. They are not consistently produced, nor do

they engage viewers.

Twitter contests have been used once or twice to gain attention on campus. One contest was for a massage, which the

graduate assistants deemed a success. Although this heightened the activity of users with the Healthy Monday account, the

effects were short-lived. Following the @HealthyMondaySU Twitter account and emailing healthy tips was how the contest

was run. The fact that email was used instead of the Twitter shows that the effort was not controlled on one platform as well

as it should have been. Knowledge of hash tags and other social media best practices needs to be put in place to aid contests

and give aways in order to better raise awareness and buzz around the organization.

Event attendance was not a concern for the graduate assistants. Sign-in sheets at the weekly events showed that there

tended to be good turn outs to Monday events, although the dining hall programs had no way to measure how many people

were partaking in Meatless Mondays.

Graduate assistants suggested that it would be more convenient if the Healthy Monday social media account notifications

went to their personal email addresses. They also said that the foundation of the organization was not extremely clear in its

messages, and there were not clear enough messages to disseminate in their efforts. They also said that questions tend to

come to them through email and not social media, showing the total lack of dialogue happening through their social media

accounts. The goal, the assistants said is to have students understand what Healthy Monday is, and why they hold their events.
 Monohan 9

GOALS &
OBJECTIVES
SITUATIONAL ANALYSIS OF HEALTHY MONDAY

This can be used to frame the social media efforts.

Overall, there are only a few goals that Healthy Monday has, making it fairly easy to focus a strategy in the future:

1. Raise awareness about Healthy Monday’s mission.

2. Change negative predispositions people may have toward Healthy Monday.

3. Act as a resource to the Syracuse University community for health and wellness questions.

4. Reward loyal program participants

From these goals, clear, measurable objectives can be formed in order to aid in the strategic plan’s evaluation, and

timeline planning.

The objectives correlate to the goals above, and are the following:

1. Increase engagement on social media platforms by expanding followers on Twitter by 50%. Increase Twitter Klout score

to at least a 50. Have tweets reaching at least 1,000 other users. All of these objectives are to be accomplished by the end of

the Fall 2011 semester.

2. Increase positive social media mentions by 50% by the end of the Fall 2010 semester.

3. Provide content on a weekly basis, including health-tip videos and What the Health guest blog posts.

4. Create rewards for loyal program attendees through the use of Twitter contests once a month. Create a Foursquare

Healthy Monday page, and badge by the end of the 20111-2010 academic year.

These goals and objectives provide the basis for the social media strategy, because social media should not be used just for

the sake of using it. The strategic planning of this campaign is based upon the organization’s goals and available resources.

These resources include: time, staff, funds, and technology available.

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STAFF &
RESOURCES
STRATEGIC PLAN FOR HEALTHY MONDAY

Healthy Monday has two main program coordinators at this time. They are both female public relations master’s students

at the S.I. Newhouse School of Communications. The Newhouse school houses the Healthy Monday office, and provides

resources for the staff to carry out its daily operations. The office includes a Mac desktop computer with the Adobe Creative

Suite, Internet Access and free maintenance from Newhouse IT services. The office also has a Mac laptop so that two people

can be working at once in the office. It also allows for working remotely on a computer that doesn’t contain personal files of

the staff. Brochures are also printed with the program’s goals and the history of the Monday Campaigns.

Although the organization of Healthy Monday is likely to change for the 2011-2012 academic year, this plan will act under

the current state of the program. The staff currently gets paid hourly to work for Healthy Monday by the Newhouse School.

One of the two graduate assistants receives tuition reimbursement credits in addition to her hourly wages, and works more

hours each week. The other assistant only receives hourly wages. Because the school is not under financial constraints that

would cause them to possibly cut the program funding or tuition reimbursement, staff compensation is not an issue. Recruiting is

done through the Newhouse school. Staff should be from inside the Syracuse University community in order to keep up dialogue

with them on social media effectively. It also would help if this staff member had an interest in exercise and nutrition.

If possible, it would be beneficial to have one of the staff members running the program focusing only on social media efforts.

This could be the non-tuition reimbursed staff member, while the other staff member could focus solely on programming and

operations. The social media manager could be recruited through the Newhouse school’s internship fairs held each semester.

There are ample students willing to work for at no cost for experience. If not through Newhouse, the new hire could be recruited

from the School of Information Studies, which has several courses in social media. In this case, social media knowledge is most

important to get the social media presence established.

 Monohan 11

STRATEGY & This social media plan was devised for a not-for-profit organization
that aims to change behavior and attitudes of its community. This

TACTICS
is unlike a small business, because the organization does take action
in order to turn a profit. This shaped how the plan was formed. It
also impacted the resources available for implementation.

STRATEGIC PLAN FOR HEALTHY MONDAY

After a full-time staff member is hired they will be given a materials instructing them on the basics of Twitter and Sprout

Social. This includes Mashable’s Twitter Guide Book found online at: http://mashable.com/guidebook/twitter/. And the Sprout

Social online user guide at: http://userguide.sproutsocial.com/page/2. Twitter is to be the main platform used because that is

where the largest chance for immediate dialogue occurs.

In general, the social media manager needs to create buzz to promote the Healthy Monday initiative. As many students ignore

Facebook events and postings, viewing them as “spam,” this is probably not the platform to reach the target audience.

What should be done:

• Apologize if a patron has a problem or complaint and assure them a change will be made.

• On Twitter, sign tweets with initials if being moderated by more than one person, and have tweeter’s names in bio.

• Take into account a person’s influence when responding to them. Look at their Klout influence score, which is

a better gauge than follower count. If they have no influence and don’t ask a question that needs to be addressed, it

isn’t necessary to respond.

• Use filters. Sort followers. On Twitter, this can be through categorical lists. Lists can be private, and include new

followers, similar tweeters, top influencers. Make a list of top influencers, similar businesses and view the lists in

Tweetdeck or Hootsuite instead of on Twitter.com. These are better to use than the website since they filter followers

tweets in columns by hash tags and lists. Use Formulists.com for list creation.

• Hold Twitter chats. These can be weekly talks on a specific topic, or questions can be tweeted to the account manager

to be chosen and asked to followers. A hash tag should be instituted that is short to allow users to tweet more in the

140 characters. Because of the nature of the organization, it makes the most sense to hold these chats on Monday nights.
 Monohan 12

STRATEGY & This social media plan was devised for a not-for-profit organization
that aims to change behavior and attitudes of its community. This

TACTICS
is unlike a small business, because the organization does take action
in order to turn a profit. This shaped how the plan was formed. It
also impacted the resources available for implementation.

Table of contents

• Crowdsource: get advice on future action/decision making and other improvements that can be made to

programming.

• Hold a contest that gives exercise-related gifts or Wegmans grocery gift cards.

• Frequently use hash tags on Foursquare and Twitter to improve search engine optimization.

• On YouTube, create weekly videos. Utilize Newhouse connection to film savvy students to produce engaging

videos that will draw attention. This will require having key influencers in the videos. Athletes, athletic trainers,

Crouse Hospital doctors, public health professors, dining hall staff and other health experts. Don’t just post

these videos as links without explanation. These videos should be short, no more than 1 minute 30 seconds

to maximize viewership. These can use humor to attraction. This coalition building with key Syracuse

University community members is vital.

• Use Sprout Social to manage Foursquare and Twitter accounts in one place, and schedule messages for certain

times throughout the week. This also acts as an evaluation mechanism.

• Direct Message someone on Twitter if the conversation lasts more than a few tweets. Exchange emails to continue

the conversation, or meet in person.

• Plan a Tweet up. Tweet out a specific give away at a location that is only disclosed through Twitter so that people

will follow the account in case of future meetings. Meet with university key influencers through Twitter for a walk

around campus or morning yoga class.

• Welcome new followers, and thank followers who have recently retweeted you, followed you on Foursquare or

commented on a What the Health guest blog post. Respond to comments on the platform they occur on.
 Monohan 13

STRATEGY & This social media plan was devised for a not-for-profit organization
that aims to change behavior and attitudes of its community. This

TACTICS
is unlike a small business, because the organization does take action
in order to turn a profit. This shaped how the plan was formed. It
also impacted the resources available for implementation.

STRATEGY FOR HEALTHY MONDAY

What should be NOT be done:

• Constantly pitching followers on Twitter. Consider if you just met someone what you would say before

suggesting they visit a link or go to an event.

• Don’t be defensive, stubborn or impolite. Being friendly and helpful will make Healthy Monday a community

thought leader, instead of an afterthought.

• Don’t just tweet about Healthy Monday. 70% of tweets share resources, 20% engage in conversation (asking

questions etc.) 10% are about self (person who is the social media manager). Be a creator of content, not

someone who just joins in social media without having anything of value to share.

• Don’t filter people out or ban them, no matter how inaccurate or negative their comments are. Use it as an

opportunity to dispel myths and rumors about Healthy Monday’s programs and mission.

• Don’t leave a platform dormant. If videos can’t be posted frequently, for example, then do not use them. A dormant account

is worse than not having one at all. Build a following on a platform that works for the audience, and stay active there.

• Don’t auto-follow everyone that follows you. If you aren’t curious about what they are posting, it isn’t necessary to follow

them. Don’t send out automated thank yous to new followers. They are viewed as spam, and aren’t personal.

• Most importantly: if you wouldn’t say it to someone’s face, don’t say it via social media.

Twitter, Foursquare page and badge creation and What The Health guest blogging are the main focus of this plan. If

possible, YouTube videos featuring key university influencers would also be highly beneficial if it could be enacted on a regular

(weekly) basis. The Foursquare page and badge application take time and paperwork. Therefore they need to be done at the

beginning of the year in order to have time to promote and implement them. The Foursquare page could contain special perks
 Monohan 14
for the Mayor. This is the person who checks in to Healthy Monday events the most. By rewarding loyalty, more people will

want to be engaged. People are motivated by feelings that they are valued and recognized.

A viral QR code campaign to raise awareness of Healthy Monday would make a good starting event to draw people to the

newly tended to Twitter and Foursquare pages. The QR code creation could be assisted by members of the iSchool if the social

media manager did not know how to make one. The QR code would be printed on flyers with a question mark and various

questions hinting at the word “Monday.” For example: “Rhymes with Sundae.” The QR code would contain the Healthy

Monday mission and a link to its website, Twitter and Foursquare page. These could be posted in common thoroughfares,

such as gyms, dining halls, Schine student union, the Bird library and throughout Newhouse and the iSchool where most

smart phone users spend their time.

Timeline & Budget:

This plan can be enacted beginning in

August 2011, and ending in May 2012. There

are specific items that need to be accomplished by the Fall semester’s in December. The QR code campaign can occur after a

few months have passed in the fall, ideally after the social media manager is comfortable with the key messages they intend to

promote. October is a good deadline to have the QR campaign completed by. Creating the Foursquare Healthy Monday page,

and badge by the end of the 20111-2010 academic year in May is a longer goal due to the lack of control over the process.

Weekly videos and the take down of the Facebook fan page, which is dormant, can begin in August and continue throughout

the academic year.

The cost of this plan is fairly minimal. The Sprout Social set up takes mere minutes, as does reading the user guide, and

the Mashable Twitter guide book. Developing relationships takes time, but is generally free. The only costs will of printing

out the posters with the QR code. However, can be done for free if done in the Newhouse school. The social media manager

could be unpaid, but if paid, that hourly wage would accrue to no more than about $2,000-$3,000 annually. Sprout Social

costs money, and this is the main means of management and evaluation. The cost is a range of either $9 a month or $45 for

the option with more features, including more options with Foursquare linkage.
 Monohan 15
Relevant Screenshots

Twitter bio needs personalization with social media man-

ager name.

Engagement is low. Klout score is currently at 14.

Twitter is too link heavy. Needs more @ replies and inter-
action.

Sprout Social allows for scheduled messages, and many other features
to make management less time consuming
 Monohan 16

ROI & This social media plan was devised for a not-for-profit organization
that aims to change behavior and attitudes of its community. This
is unlike a small business, because the organization does take action

EVALUATION
in order to turn a profit. This shaped how the plan was formed. It
also impacted the resources available for implementation.

EVALUATION

Evaluation of the social media plan will be based upon the previously stated objectives:

1. Increase engagement on social media platforms by expanding followers on Twitter by 50%. Increase Twitter Klout score

to at least a 50. Have tweets reaching at least 1,000 other users.

2. Increase positive social media mentions by 50% by the end of the Fall 2010 semester.

3. Provide content on a weekly basis, including health-tip videos and What the Health guest blog posts.

4. Create rewards for loyal program attendees through the use of Twitter contests once a month.

If these deadlines are met, the plan should help to have Healthy Monday achieve its overarching organizational goals.

Evaluation can be done using: Tweetreach, Social Mention, Sprout Social and Klout. Evaluation will occur continuously, not

just at the end of the 2011-2012 academic year. Keeping track of where the efforts are heading constantly through checking

the aforementioned statistics will help keep the plan on track.

Sprout Social is not only the key to managing the implementation of the Foursquare and Twitter platforms, it also is

essential to the evaluation process. The software will help Healthy Monday learn about its audience, for instance, it currently

states that the @HealthyMondaySU Twitter account and Facebook page followers are 84% female. This might change how

the efforts are handled. Females are clearly more engaged, and therefore, it may help to put out more advice that is gender

specific to attract both males and females to the organization’s events. Sprout Social had influence tracking of its own. It

also allows for constant monitoring of progress by scanning keywords Healthy Monday to see who is tweeting about the

organization. For full information on the features of Sprout Social, the social media manger will need to read the user guide in

their first few weeks of work. This small fee is worth it for the evaluation tools provided.
 Monohan 17
Current social media report from Sprout Social shows a baseline of nearly zero for future efforts. This shows a
great potential for social media efforts to succeed.
 Monohan 18

Kate Monohan (@KateMono)

www.katemonohan.com
IST 686: Social Media in the Enterprise
Professor Anthony Rotolo
Client: Healthy Monday at Syracuse University