! 1Campaign Book

“Know the Plan, Know Your Part” Social Media Incorporation

United Way of West Alabama APR 433

Nicole Hohman, Mallori Hudgins, Kristyn Schwiep, Taylor Veazey, Morgan Tracy Fall 2013

! 2Campaign Book

Table of Contents:

Backgrounder… 3

Backgrounder References… 8

Situation Analysis… 10

Situation Analysis References… 39

Strategic Plan… 48

Budget… 50

Timeline… 51

Evaluation… 52

Final Agency Research… 53

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Backgrounder

Discussion of issue/problem

Social media is a critical component of modern communication. The United Way of West

Alabama and its 27 partner agencies lack effective social media presence and successful practice

of this budding communication channel. Social media is defined as “forms of electronic commu-

nication through which users create online communities to share information, ideas, personal

messages and other content” (Definition,” n.d.).

Why it’s important

It is vital that UWWA partner agencies incorporate social media in their organization or

communication plans so that they are able to reach a diverse audience and can effectively con-

nect with their key publics. Social media is user-generated content on the Internet that allows or-

ganizations to easily communicate on a widespread platform. Social media can be used to pro-

mote existing efforts, launch campaigns, extend reach and engage or interact with your audience

(Convio, 2010).

History of an organization and its online presence

Founded in 1946, UWWA is a community sponsored, volunteer based, cost effective or-

ganization dedicated to serving nine counties in West Alabama (“About United Way of West Al-

abama,” n.d.). UWWA’s website provides access to its 27 partner agencies, community pro-

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grams, social media links and ways to get involved (United Way of West Alabama, n.d.). UWWA

has been established on Facebook since January of 2008, and has been using it as a primary form

of disseminating information to its audience (United Way of West Alabama, Facebook, n.d.).

An organization is reliant on internal communication to correspond with its partners, so

all forms of communication must be considered- including social media. With 27 partner agen-

cies, it is necessary for UWWA to have several ways to get in touch with its key public.

Social media and nonprofits

Social media allows nonprofit organizations to spread awareness about key issues, mobi-

lize supporters, raise funds and create online advocacy movements (Convio, 2010).

Social media is the easiest way to reach your audiences at one time. The more people an

organization is able to reach, the greater chance it has to reach people that are interested in its

cause.

Increasing a nonprofit’s name recognition can help to foster relationships with new

donors. Volunteers are more apt to support a cause they can identify with and need to know the

organization exists before signing up to help out. Also, if the organization is better known, there

is a good chance they will have more opportunities to collaborate with others in ways that further

their mission (“Nonprofit Social Media Defining Success,” n.d.).

West Alabama Demographics

With rising use of the Internet as a leading communication tool, lack of access to this

emerging instrument has created a digital divide. The digital divide has a direct relation to race

and income level (“Digital Divide,” n.d.). The disadvantaged may be left behind in the expand-

ing online market.

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According to the digital divide statistics from 2010, 46 percent of the poorest households

don’t own a computer, and 55 percent of those with household incomes less than $25,000 also do

not own a computer (“Digital Divide,” n.d.).

Table 1. Population and Income Levels in West Alabama Per County

(U.S. Census Bureau, 2013)

The racial divide of West Alabama may have a direct relation to Internet access, and thus social

media involvement. Minorities have lower rates of Internet access than Caucasians. For example,

County Population, 2010 estimate

Population, 2012 estimate

Per Capita money income in the past 12 months (2011 dollars 2007-2011

Median household income, 2007-2011

Persons below poverty level, percent, 2007-2011

Bibb 22,919 22,597 $18,462 $40,506 15.7%

Fayette 17,241 16,983 18,336 33,378 19.7

Greene 9,045 8,876 15,210 23,004 31.7

Hale 15,760 15,388 16,480 29,236 25.9

Lamar 14,564 14,259 20,865 34,711 19.1

Marengo 21,029 20,401 19,075 35,165 20.8

Pickens 19,746 19,405 16,310 29,096 27.7

Sumter 13,763 13,427 14,122 21,964 38.0

Tuscaloosa 194,653 198,596 22,449 43,538 19.9

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the percentage of home Internet access by race is white 72%, Hispanic 57% and black 55%

(“Digital Divide,”n.d.).

Table 2. Ethnicity Statistics Per West Alabama County

(UWWA Community Needs Assessment, 2013).

A nonprofit organization looking to expand its volunteer basis can use social media to

reach out to those most likely to volunteer. In relation to the digital divide, the demographics of a

typical volunteer affect social media use as well. The education level of an individual relates to

how much he or she may volunteer. According to the Bureau of Labor Statistics, 42 percent of

volunteers in 2012 had a bachelor’s degree or higher, while only 8 percent attained less than a

high school diploma. Those with a higher education level are more likely to use the Internet and,

Ethnicity

County American Indian/

Native American

Asian American

Black/

African American

Hispanic/Latino White/Caucasian

Bibb .3% .1 22.0 1.8 75.8

Fayette .3 .2 11.9 1.2 86.5

Greene .2 .2 81.5 .8 17.4

Hale .2 .2 59.0 .9 39.8

Lamar .2 0.0 11.3 1.2 86.7

Marengo .2 .3 51.7 1.7 46.4

Pickens .1 .2 41.6 1.6 56.3

Sumter .1 .2 75.0 .6 24.2

Tuscaloosa .3 1.2 29.6 3.1 66.3

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therefore, use social media. A person’s age also affects his or her volunteer activity. The largest

number of volunteers in 2012 was people age 35 and older. This data is important because 72

percent of adults have a social media presence and the number of adults age 65 and older on so-

cial media has tripled since 2009 (Brenner & Smith, 2013). If a nonprofit organization is using

social media effectively, it will be able to connect with one of its largest volunteer bases.

Reasons to incorporate social media

There are many reasons that nonprofit organizations should be using social media. If an

organization uses social media effectively, it could benefit the organizations by building relation-

ships and awareness, creating online support movements and more (Crowley, n.d.).

Social media has become one of the most cost effective and popular ways for nonprofits

to spread awareness, assemble supporters, and raise funds (Convio, 2010). Using social media

allows for contribution, engagement, and real-time feedback with supporters, donors, and volun-

teers. Being engaged in real-time feedback will help nonprofits build relationships by connect-

ing with supporters over personal interests and their emotions.

During times of crisis, social media is important for nonprofits to connect with supporters

and share information in a timely manner. Using social media during crisis will help keep sup-

porters in touch with the events that are occurring and drive significant contributions (Convio,

2010).

Nonprofit organizations should be using social media because it is an affordable, effec-

tive marketing tool that will benefit the organizations by building relationships with new and cur-

rent supporters, donors, and volunteers; engaging in real-time feedback; and helping people con-

nect in times of crisis.

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References

Brenner, J., & Smith, A. (August 5, 2013). 72% of online adults are social networking site users.

Pew Research Center's Internet & American Life Project. Retrieved on September

15, 2013, from http://pewinternet.org/Reports/2013/social-networking-sites.aspx

Bureau of Labor Statistics. (February 22, 2013).Volunteering in the United States, 2012. Re-

trieved September 15, 2013, from http://www.bls.gov/news.release/volun.nr0.htm

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Convio, (2010). Going Social: Tapping Into Social Media for Nonprofit Success. Retrieved Sep-

tember 14, 2013, from http://www.councilofnonprofits.org/files/Convio_Social-

Media-Guide.pdf

Crowley, D. (n.d.). 7 Benefits for Nonprofits Using Social Media | SCI Social Capital Inc. (n.d.).

Retrieved September 15, 2013, from http://www.socialcapitalinc.org/node/1396

Definition. merriam-webster.com/dictionary/socialmedia. Retrieved September 13, 2013, from

http:www.merriam-webster.com/dictionary/socialmedia

United Way of West Alabama Community Needs Assessment (2013). Unpublished raw material,

Tuscaloosa, Ala.

Nonprofit Social Media: Defining “Success” For Your Nonprofit. (n.d.). Nonprofit Website De-

sign | Wired Impact. Retrieved September 16, 2013, from http://wiredimpact.com/

library/nonprofit-social-media-defining-success/

United Way of West Alabama (n.d.). About United Way of West Alabama. Retrieved on Sep-

tember 13, 2013, from http://www.uwwa.org/about.html

United Way of West Alabama (n.d.). In Facebook Business Page. Retrieved on September 13,

2013, from https://www.facebook.com/pages/United-Way-of-West-Alabama/

27507505018

United Way of West Alabama (n.d.). Retrieved on September 12, 2013, from http://uwwa.org

U.S. Census Bureau (2013). State & county Quickfacts: Alabama Retrieved on September 15,

2013, from http://quickfacts.census.gov/qfd/states/01000.html

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White, C. (February 5, 2012). Digital Divide: If You’re Reading This, You’re One of the Lucky

Ones (INFOGRAPHIC). Retrieved on September 13, 2013, from http://mash-

able.com/2012/02/05/digital-divide-infographic/

Situation Analysis

1. Environmental Analysis

a. Government/Legal/Public Policy

According to National Center for Charitable Statistics (NCCS), as of July 2013, there are

1,424,918 tax-exempt organizations in the United States, including 956,738 public charities,

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97,435 private foundations and 370,745 other type of nonprofit organizations; the latter category

includes chambers of commerce, fraternal organizations and civic leagues (NCCS, “Quick Fact

About Nonprofit,” n.d.).

In 2011, public charities reported revenues exceeding $1.59 trillion in total. Also, it was

reported that individuals gave $217.79 billion in 2011 (NCCS, “Quick Fact About Nonprofit,”

n.d.). As last year’s research found, according to Form 990 Filings, United Way of West Alabama

is categorized as 501(c) (3) (NCCS Organization Profile – Form 990 Filings, 2011). Hummel

(1996) reported, “Nonprofits classified as 501(c) (3) (named for the section of the Internal Rev-

enue Code that applies) must operate for one or more of these purposes: religious, educational,

charitable, scientific, literary, testing for public safety. These are generally referred to as charita-

ble nonprofits” (Childers et al., 2012, p.9). United Way’s public policy is to educate, provide fi-

nancial stability, promote health and strengthen nonprofits (United Way, “Public Policy,” n.d.).

b. Economic

Due to a declining economy across the nation and in Alabama, residents are not necessar-

ily as inclined to spend their disposable income in the form of a donation. According to last

year’s campaign research however, “the United Way of West Alabama has remained resilient and

aggressive in the pursuit of the needed donations to run and operate its organization and the

agencies it supports” (Childers et al., 2012, p.9). UWWA has met its campaign goals for the past

four years. In 2012, UWWA set and met its donation goal of $3,150,000 in light of a diminishing

economy. As confirmed by research from the previous year, “This nation’s particular existing

economy does not seem to hinder how much money the residents of Alabama donate, for Alaba-

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ma is the fourth most charitable state in the U.S. (“The most generous states: republican and reli-

gious,” 2012).”

With this economic downturn, UWWA must continue its efforts to reach its campaign

fundraising goals. A side effect of an economic downturn may be community members reaching

out for financial assistance, making it even more essential that UWWA operates effectively. For-

tunately, though the nation is experiencing economic struggles, UWWA has been able to effi-

ciently satisfy the needs of its 27 partner agencies.

c. Technology

UWWA must sufficiently meet communication needs to operate well. UWWA delivers its

internal and external communication through social media accounts. Individuals and UWWA’s

key publics can easily access UWWA through its website and its established social media ac-

counts.

Another internal form of communication is UWWA’s monthly agency meetings. These

meetings allot time for announcements, guest speakers and updates for the annual campaign ef-

forts. Another effective form of communication offered to Alabama residents is the emergency

telephone line 2-1-1/Information and Referral Service. “Any member of the West Alabama area

can dial the number and be directly connected to the appropriate service for help or volunteer

opportunities” Childers et al. (2012). (“Know the Plan, Know Your Part” Campaign Book, 2012,

p.10).

d. Society/Culture

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Society and culture play a significant role in ascertaining UWWA’s success in the future.

Understanding a society or region’s habits and probable actions assists in determining who

shareholders may be, and how they will act.

As depicted by last year’s campaign research, “a report by the Chronicle of Philanthropy

(2012) reported that the county of Tuscaloosa contributed more than $100 million in charitable

donations. Households in the Tuscaloosa community typically gave 7.1 percent of their annual

income to a charitable organization” (Childers et al., 2012, p.10).

e. Competition

UWWA’s main competitors are nonprofits in the region not affiliated as a UWWA partner

agency. These nonprofit organizations may compete for donor funds, volunteers and service

projects. With competition, donors may alter to which organization they allocate their funds.

Volunteers may only wish to participate in one organization’s community service efforts. One

main competitor for UWWA is Habitat for Humanity for West Alabama because it is a nationally

known organization. It is also one of the few nonprofits in Tuscaloosa not affiliated with

UWWA. They have a lot of volunteers, some college based, that may only volunteer for one or-

ganization and not the other.

f. Resources

UWWA’s primary resources are derived from donor funds and the organization’s volun-

teers. According to the UWWA website, 87 percent of all donations are invested in services in

West Alabama (“Our Work,” n.d.). UWWA’s 27 partner agencies are listed on the organization’s

website and offer a variety of ways to direct personal volunteer and involvement interests. Ac-

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cording to the 2010 annual report, UWWA also has the opportunity to receive federal grants

(United Way of West Alabama, “Annual Report,” 2010).

g. News Media

In the past, news coverage of UWWA has been consistently positive, focusing mainly on

fundraising and service work. For example, the Tuscaloosa News covered UWWA’s 2012 cam-

paign efforts stating, “although some feared that post-tornado exhaustion might curtail donations this

year, the 2012 United Way of West Alabama campaign actually set a record, raising $3,351,273 in

pledges, beating the previous 2007 record of a little more than $3.2 million” (Cobb, 2012).

Publicity can positively drive UWWA’s campaign and organizational goals. On the other

hand, negative publicity may shed undesirable light on UWWA. According to last year’s cam-

paign research team, negative publicity not only shapes the public’s opinion, but also can have

damaging effects on the public support of an organization (Childers et al., 2012).

2. Organizational Analysis

a. Description

United Way Worldwide is a nonprofit organization that focuses on the building blocks for a

good life: education, income and health. United Way Worldwide is the leadership and support

organization for the network of nearly 1,800 community-based United Ways in 45 countries and

territories (“Vision, Mission, and Goals,” n.d.).

United Way of West Alabama, a member of United Way Worldwide, “seeks to determine

the needs of the West Alabama community and through the support of community volunteers and

donors works to solve those needs for positive changes within the West Alabama

community” (“About United Way of West Alabama,” n.d.). UWWA serves the needs of Bibb,

! 15Campaign Book

Fayette, Greene, Hale, Lamar, Marengo, Pickens, Sumter and Tuscaloosa counties to constantly

help improve the quality of life for area residents by helping fund effective programs and ser-

vices through West Alabama.

UWWA is a community-sponsored organization that helps raise funds for services for its

27 partner service agencies. As a volunteer organization of over 800 volunteers, who help raise

and distribute funds to local agencies and initiatives, UWWA works as a service organization that

responds to community needs, providing help in any way possible (“About United Way of West

Alabama,” n.d.).

b. Mission

“The United Way of West Alabama’s mission is to promote the general welfare of the cit-

izens of West Alabama by raising funds, on an annual basis, to assist the effective delivery of

health and human care programs and services, allocating funds raised on a fair and equitable ba-

sis according to the priority needs of the community, monitoring the expenditures of United Way

funds to assure they are used effectively, considering the funding of additional programs and ser-

vices, when appropriate, and assisting, whenever needed, in the implementation of new efforts to

meet emerging community needs” (“Mission/History,” n.d.).

c. Funding

As a nonprofit organization, The United Way of West Alabama depends on donations to

effectively and continually run the organization. UWWA focuses on being cost-efficient, and 87

percent of its donations go into services (Childers et al., 2012, p.7). When economic times are

tough, social service agencies are called upon to help in the communities. UWWA and its 27

partner service agencies responsibly handle the donations received and how donations are spent

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(United Way of West Alabama, “Annual Report,” 2010). The set donation goal for 2013 is

$3,260,000, according to UWWA’s website. Donations are obtained via mail and telephone, in-

cluding text messages (Childers et al., 2012, p.7). Each agency creates an annual budget consist-

ing of income and expense, which The Board of Directors of each agency helps assemble, and

then are reviewed by the Fund Distribution Committee. After reviewing each agency’s needs, the

committee reports back to UWWA’s Board of Directors. Decisions for funding will be made

through UWWA’s Board of Directors, and The Fund Distribution Committee will study each

agency to decide the amount of funds each agency will be given (Childers et al., 2012, p.7). Indi-

vidual agencies are able to receive funding in an emergency or crisis, but UWWA is not given

government funding directly.

UWWA’s Information and Referral line, 2-1-1, assists individuals in West Alabama with

information about ways to give and get help. It helps connect people with community social ser-

vices and opportunities to volunteer (United Way of West Alabama, “Annual Report,” 2010).

d. Timeline

1946- United Way of West Alabama is launched in Tuscaloosa, Ala. (United Way of West Al-

abama, n.d.).

1976- UWWA exceeded its campaign goal by raising approximately $750,000 (“United Way An-

nounces Campaign Chair and Goal,” 2009).

2011- UWWA successfully exceeded yet another campaign goal of $3 million (“Campaign,”

n.d.).

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2012- “In 2012, approximately 84.9 cents of every UWWA dollar raised was directly distributed

to agency and initiative programs” (“History,” n.d.) Also, numerous people benefitted from Unit-

ed Way’s services.

2013- UWWA is working toward its campaign goal of over $3 million (United Way of West Al-

abama, n.d.).

e. Current and past communications-

United Way of West Alabama’s website provides different forms of communicating with

their audiences. The organization’s website includes links to Facebook (United Way of West Al-

abama), Twitter (@UnitedWayWestAL), YouTube (United Way of West Alabama) and Flickr

(United Way of West Alabama). UWWA’s website offers resources and links to make it easy to

direct visitors to find information about UWWA and the programs of UWWA (“Welcome,” n.d.).

Under the “Campaign” tab on UWWA’s website, information is provided about United

Way of West Alabama’s 2013 Campaign including the theme of the campaign, the dates of the

campaign, the campaign’s goal and the campaign’s chairman (“Campaign,” n.d.).

United Way of West Alabama communicates in useful ways. Campaign Bulletins are in-

cluded from the 2012 campaign. These bulletins name the organizations receiving awards for

corporate gifts and employee donations as well as excellent growth in employee donations

(“Campaign,” n.d.). UWWA effectively uses its website to communicate to its audience about

what services are offered and what the organization is currently doing.

f. Programs

Through United Way of West Alabama’s website and resources, those visiting the website

can learn more about getting involved with UWWA, donating, volunteering and more. The web-

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site includes links to each of the 27 partnering agencies that United Way of West Alabama is in-

volved with. UWWA’s website includes links to the programs they support, including the 2-1-1

program and Success By 6. Each of the links on the website directs the visitors to a page laying

out all of the information about each program (“Welcome,” n.d.).

g. Key publics

UWWA’s key publics for this internal campaign are its 27 partner agencies. These non-

profit agencies are required to provide a health, education or financial assistance service for the

West Alabama counties in order to receive funds from UWWA. Its external key publics include

the community, volunteers and donors.

Below, the 27 partner agencies are analyzed. Included is a brief description of the organi-

zation, who it serves and a social media analysis. Each organization is classified by our social

media scale as either beginner, intermediate or advanced.

Beginner: A beginner social media user may or may not have main accounts set up for their or-

ganization. Beginner users lack knowledge of basic social media strategies. With little com-

pelling content, beginners lack an interactive follower base, and struggle to post meaningful in-

formation. A beginner’s social media sites are likely not listed on the organization website. Be-

ginners may not realize the ease of use, are looking to build their audience or to learn the basic

perks of social media.

Intermediate: An intermediate social media user has established social media accounts. The in-

termediate user may have followers, but lack the knowledge to start a conversation to engage

said followers. Intermediate users may only be linking posts and disseminating information

! 19Campaign Book

rather than interacting with their audience. Intermediate users may “know” social media, but do

not know how to strategically use it to their advantage.

Advanced: Advanced users are social media savvy. The organization’s accounts are established

and content is updated frequently. The accounts are strong, and they have a consistent audience.

These users may need a fresh pair of eyes on their strategies to push them to the next level. Users

at the advanced level may lack the direction to achieve a specific goal (i.e. gain volunteers, cre-

ate a conversation about their organization, organize accounts in one place- Hootsuite).

Audiences to be reached by the campaign with social media analysis:

Alabama Head Injury Foundation

The Alabama Head Injury Foundation (AHIF) works to raise awareness of Traumatic

Brain Injury (TBI), create support services and improve the quality of life for those affected by

TBI. According to the AHIF website, each year more than 1,500 Alabamians are disabled be-

cause of TBI. AHIF provides resources and services to help the financial and emotional needs of

clients and their families. AHIF was founded in 1983 by professionals and families and serves

the entire state of Alabama through widespread programs and services (“Our Mission,” Alabama

Head Injury Foundation website, n.d.).

Social media analysis: AHIF currently uses Facebook as its main social media outlet A

link to the Facebook page can be found on the home page of the website. The page has approxi-

mately 900 likes. AHIF shares multiple links per week that are mostly articles concerning head

injuries. However, AHIF does not share any articles or links about articles concerning its com-

munity involvement or services, and also does not generate dialogue with followers (Alabama

Head Injury Foundation, Facebook, 2013). AHIF also has a link to its Myspace account on the

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website, but its Myspace page is outdated and does not contain any information. AHIF does not

have a Twitter account.

For the lack of a Twitter account, the use of the outdated platform, Myspace, and the

mediocre use of its Facebook page, AHIF is in the beginner category of the social media scale.

American Red Cross (West Alabama)

The West Alabama chapter of the American Red Cross serves Bibb, Fayette, Green, Hale,

Lamar, Pickens, Sumter and Tuscaloosa counties. While well known for its disaster relief and

blood drives, the Red Cross also offers armed forces services, health and safety education, volun-

teer opportunities and international services. The Alabama Red Cross is the only Red Cross

chapter nationwide to offer Project SHARE (Service to Help Alabamians with Relief on Energy)

which has provided emergency energy services to elderly and disabled Alabamians for the past

30 years (“About us, Alabama Region” American Red Cross website, n.d.).

Social media analysis: The main American Red Cross website features links to social

media outlets including Facebook, Twitter, YouTube, Flickr, a blog and mobile apps for the Al-

abama chapter. The West Alabama chapter’s Facebook page has 800 likes and multiple posts per

week sharing articles from the Red Cross (American Red Cross West Alabama Chapter, Face-

book, 2013). Its Twitter account has more than 750 followers and tweets 5-6 times per week,

frequently using hashtags and sharing links (@bamaredcross, Twitter, 2013).

Because of this activity and the presence of multiple social media outlets, the West Al-

abama Red Cross chapter is in the advanced category of the social media scale.

ARC of Tuscaloosa

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The ARC of Tuscaloosa County is the local chapter of ARC of Alabama and ARC of the

United States. ARC is a nonprofit organization that assists adults with intellectual disabilities and

provides services to help them become independent (The Arc of Tuscaloosa County, Facebook,

n.d.).

Social media analysis: The ARC of Tuscaloosa (Arc) website is currently under construc-

tion, so research was done strictly on social media outlets. Arc currently has 230 likes on its

Facebook page, which could be considered a small number. However, Arc posts multiple times

per week and shares photos from events (The Arc of Tuscaloosa County, Facebook, 2013). Arc

opened its Twitter account in April 2013. Since that date, it accumulated 40 followers and tweet-

ed 15 times (@ARCTuscaloosa, Twitter, 2013).

Considering the fact that this is less than one tweet per week, and the lack of other social

media outlets, ARC is in the intermediate category of the social media scale.

Arts ‘n Autism

Started in March 2004 by parents of children with autism, Arts ‘n Autism provides after-

school and summer programs for Tuscaloosa children from preschool to teenagers with autism.

The programs involve visual and performing arts. Arts ‘n Autism also provides assistance to low-

income families that do not have the means to place their autistic children in after-school or

summer programs. Arts ‘n Autism also provides a LIFE (Learning Independence for Future Edu-

cation and Employment) program for young adults graduating high school and entering the work

force or college. This program, initiated in 2010, helps students prepare for a productive life in

the community (“About Arts ’n Autism,” Arts ’n Autism website, n.d.).

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Social media analysis: The Arts ‘n Autism website has a link to its Facebook page. Arts n’

Autism has a very active presence on Facebook and almost 2,000 likes. Followers initiate dia-

logue on the page and Arts n’ Autism shares multiple links and photos from its events, past and

upcoming (Arts ’n Autism, Facebook, 2013). Arts ‘n Autism’s Twitter account has more than

1,600 followers and 1,520 tweets posted at least once a day, sometimes more. These tweets often

include links to Facebook, and a few initiate conversations with followers (@artsnautism, Twit-

ter, 2013).

Because of its very active presence on Facebook and Twitter, Arts n’ Autism is in the ad-

vanced category of the social media scale.

Big Brothers Big Sisters West Alabama

Big Brothers Big Sisters of West Alabama (BBBSWA) is a mentor program that pairs

vulnerable children with volunteer young adult mentors. BBBSWA works with children who are

usually exposed to single-parent homes, poverty or parent incarceration. The program affects

more than 400 children ages six through 18 in West Alabama annually, and focuses on reducing

their risks with issues like dropping out of school, violence, and drug and alcohol abuse. Eighty-

five percent of “Little” participants said their “Big” gave them more confidence in their abilities,

while 67 percent said their Big influenced their decision to attend college (“About us,” Big

Brother Big Sisters West Alabama website, n.d.).

Social media analysis: The Big Brothers Big Sisters of West Alabama website features

links to its Facebook and Twitter pages. Its Facebook page has 300 likes and features two to

three posts per week, mostly sharing about upcoming events and posting pictures from recent

events. Followers initiate a fair amount of dialogue and share related links (Big Brothers Big Sis-

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ters West Alabama, Facebook, 2013). The Twitter account shows 150 tweets since it opened in

Sept 2012 and 186 followers. The tweets are inconsistent, with one every day for a week, then a

two week silent period, followed by another 5 tweets the next week (@BBBSWestAlabama,

Twitter, 2013).

Because of the lack of activity and followers on both accounts, Big Brothers Big Sisters

of West Alabama is in the intermediate category of the social media scale.

Boy Scouts of America – Black Warrior Council

Boy Scouts of America is one of the nation’s largest and most well-known programs for

young men that builds character, trains them in responsibilities of participating citizenship, and

develops personal fitness. Boy Scouts of America’s “mission is to prepare young people to make

ethical and moral choices over their lifetimes by instilling in them the values of the Scout Oath

and Scout Law (“Mission Statement,” 2012).”

Boy Scouts of America–Black Warrior Council serves 4 districts, Chicasaw, Choctaw,

Mountain and Prairie (“Districts,” n.d.). BSA-BWC serves 3 different ages groups: Cub Scouts,

ages 7-10; Boy Scouts, available to boys who have earned the Arrow of Light Award and are at

least 10 years old; and Venturing, a youth development program for young men and women who

are 13-14 years of age and have complete the eighth grade (“Cub,” n.d.).

Social media analysis: BSA-BWC has a Facebook and Twitter, but neither are linked on

the website (Boy Scouts of America Black Warrior Council, Facebook n.d.). BSA-BWC, joined

Facebook on July 1, 2013 and they last shared a link on Sept. 6. BSA-BWC has only posted

three items on its Facebook. BSA-BWC’s Twitter account was created April 27, 2011 and since

then, there have only been 13 tweets. Their last tweet was updated on Jan. 11. Most of their

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tweets merely gave information with no interaction (@BSABWC, Twitter, 2013). BSA-BWC

has 51 followers on Twitter and 19 likes on Facebook.

Due to lack of followers and sufficient posting, BSA-BWC is ranked beginner on the

social media scale.

The Boys and Girls Club of West Alabama

“The Boys and Girls Club of West Alabama promotes social, educational, health, leader-

ship and character development of boys and girls during critical periods of their lives. The club

provides boys and girls with a safe place to learn and grow; life-enhancing, character develop-

ment experiences; ongoing relationships with caring, adult professionals; hope and

opportunity” (“Purpose,” 2013). Boys and Girls Club of West Alabama’s mission is to “inspire

and enable all young people, especially those who need us most, to realize their full potential as

productive, responsible and caring citizens” (“Mission,” 2013). In March of 1961, Boys Club of

Tuscaloosa County, Inc. was incorporated, and was charted by the State of Alabama as a non-

profit corporation.

Social Media Analysis: BGCWA has a Facebook and Twitter, but neither are linked on

the website. BGCWA joined Facebook on March 10, 2010 and they last shared a link on March

18, 2010 (Boys and Girls Club of West Alabama, Facebook, 2013). BGWCA’s Twitter account

was created Oct. 7, 2010 and since then, they have only posted 56 tweets (@BGCWestAlabama,

Twitter, n.d.). Their Twitter was last updated in April 2011. BGCWA has 128 follows on Twitter

and 86 likes on Facebook.

With the lack of interaction and recent posts, BGCWA is ranked beginner on the social

media scale.

! 25Campaign Book

Caring Days Adult Day Care

Caring Days Adult Day Care is a day program for adults with some form of memory dis-

order. “Adults who attend the program participate in activities that are specially designed to en-

courage the continued use of social, language, motor and cognitive skills. The goal of Caring

Days is to provide quality of life to all clients by making sure they laugh and smile each

day” (“Welcome to Caring Days,” 2011).

Social media analysis: Caring Days has a Facebook linked to their website, but they do

not have a Twitter. Caring Days joined Facebook on Oct. 6, 2009, and it is updated every so of-

ten with photos and links (Caring Days Adult Day Care, Facebook, 2009). Caring Days last

shared a photo on Sept. 20. Caring Days has 602 likes on Facebook.

With only one social media account that is rarely updated, Caring Days is ranked begin-

ner on the social media scale.

Child Abuse Prevention Services (CAPS)

Child Abuse Prevention Services seeks to end child abuse through community education

and awareness. CAPS offers parents and children community based education programs. CAPS

mission is to “improve family/child relationships by providing educational programs that teach

specific pro-social/life skills in an effort to prevent or reduce the risk of child abuse and neglect,

and to provide referral services for parents and children that may need long-term counseling as-

sistance” (“CAPS Mission,” n.d.).

CAPS uses a two-fold approach: 1) Providing services to families who have been a vic-

tim of child abuse problems, and 2) To provide services for the community to stop abuse problem

in families where none exist (“CAPS Mission,” n.d.).

! 26Campaign Book

The CAPS website is down, but the organization does have a Facebook and Twitter ac-

count. CAPS joined Facebook on March 23, 2011. CAPS updated its Facebook regularly in the

past, but it has not posted since Oct. 2, 2012 (CAPS, Facebook, 2011). The organization used to

post quotes, links and photos. CAPS Twitter account was created March 24, 2011 and was also

updated regularly in the past. The last two tweets were from Oct. 2, 2013 and Sep. 25, 2012

(@capstuscaloosa, Twitter, 2011). CAPS has 44 followers on Twitter and 657 likes on Facebook.

Due to lack of recent posts on both platforms, CAPS is ranked intermediate on the social

media scale.

Easter Seals West Alabama

Easter Seals helps individuals with disabilities and special needs, and their families, to

live better. Easter Seals offers numerous services, from child development centers to physical

rehabilitation and job training for people with disabilities. This assists people with disabilities to

address life’s challenges and achieve personal goals” (“Easter Seals West Alabama, 2008”). East-

er Seals West Alabama’s goal is “to provide exceptional service to ensure that all people with

disabilities or special needs and their families have equal opportunities to live, learn, work and

play” (“Easter Seals West Alabama”, 2008). Easter Seals West Alabama provides many programs

such as Speech Therapy, Social Security Representative Payee, Transportation, Workforce In-

vestment Act At-Risk-Youth, Vocational and Nurse Family Partnership. Easter Seals West Al-

abama was formerly known as Tuscaloosa Rehabilitation Facility, which opened in 1959. “East-

er Seals West Alabama has remained true to its mission of serving children and adults with dis-

abilities while maintaining a reputation for quality, comprehensive service through all these

changes” (“About Us,” 2008).

! 27Campaign Book

Social media analysis: On ESWA’s website there are links to both Facebook and Twitter,

but it says the Facebook page cannot be found. ESWA’s Facebook is not listed as a fan page,

rather a “friend” page (Easter Seals West Alabama, Facebook, n,d.). Their last update was in

Sep. 2009. ESWA’s Twitter was created June 8, 2012. ESWA recently started updating its Twit-

ter frequently on Sep. 26, 2013. ESWA has 47 followers on Twitter, but it does not seem like

they have been interacting (@ESWA3, Twitter, n.d.).

Without an appropriate fan page for Facebook, and a rarely updated Twitter, ESWA is in

the beginner category of the social media scale.

Family Counseling Services

Family Counseling Services, located in Tuscaloosa, offers counseling for individuals as

well as for families. Family Counseling Services serves Tuscaloosa residents with a variety of

services, from adult counseling to adolescent counseling. Family Counseling Services’ mission is

“to improve the quality of life for the people of West Alabama by providing accessible, expert

counseling services and state-of-the-art programs that promote mental, emotional and social well

being.” (“Mission,” n.d.)

Social media analysis: Family Counseling Services’ website is very outdated, and needs

to be updated (Family Counseling Services, n.d.). As far as social media, Family Counseling

Services does not have a Twitter account, nor does it have a Facebook page.

Considering the lack of social media accounts and the outdated website, Family Counsel-

ing Services is ranked beginner on the social media scale.

FOCUS on Senior Citizens

! 28Campaign Book

FOCUS on Senior Citizens gives senior citizens “a place to make social connections, find

purpose through volunteerism, and access vital programs to meet their ongoing needs” in

Tuscaloosa. The mission of FOCUS is to meet the needs of senior citizens, supporting them to

continue being independent, active, and healthy for as long as possible. (“Welcome,” n.d.)

Social media analysis: The website for FOCUS on Senior Citizens includes links to Twit-

ter and Facebook pages, but only the Facebook link connects those visiting the site to its page.

FOCUS does not have a Twitter account. Its Facebook account is fairly active. On its Facebook

page, there are a total of 45 likes, and it hardly generates any comments or conversations on its

posts (FOCUS on Senior Citizens, Facebook, n.d.).

Due to a minimal focus on updating social media accounts and not having a Twitter ac-

count, FOCUS on Senior Citizens is in the beginner category of the social media scale.

Girl Scouts of North-Central Alabama

Girl Scouts of North-Central Alabama holds educational and recreational programs for

girls. The organization is dedicated to the development of young women, focusing on building

character and encouraging growth (“About Girl Scouts,” n.d.).

Social media analysis: Girl Scouts of North-Central Alabama is very advanced in their

social media skills. The website includes links to YouTube, Twitter, Facebook, Picasa, Pinterest

and a link to the organization’s blog (Girls Scouts of North-Central Alabama, n.d.). Although this

organization is very advanced in its social media skills, it should narrow its focus. The organiza-

tion continually creates conversation and receives feedback from its audience, which is key for

communicating via social media.

! 29Campaign Book

With an exceptional focus on social media, Girl Scouts of North-Central Alabama are in

the advanced category of the social media scale.

Good Samaritan Clinic

Good Samaritan Clinic, located in Tuscaloosa, provides primary health care to people

who are uninsured with incomes lower than the federal poverty guideline (“Welcome to Good

Samaritan,” n.d.).

Social media analysis: Good Samaritan Clinic’s website does not include any links to any

social media sites. The only platform this agency employs is Facebook, and it does not keep up

with the page (Good Samaritan Clinic, Facebook, n.d.).

Taking lack of social media participation into account, the Good Samaritan Clinic is

ranked beginner on the social media scale.

Hospice of West Alabama

Hospice of West Alabama provides professional health care support for those who are

terminally ill, either inpatient or at home care. HOWA provides services to Bibb, Greene, Hale,

Pickens, Fayette, Lamar and Tuscaloosa counties. The main focus of Hospice is to keep a patient

connected with his or her loved ones in a pain free environment (“About HOWA,” n.d.).

Social media analysis: Hospice’s website includes a link to its Facebook page, and also a

link to view a video on YouTube. Hospice of West Alabama does keep up with its Facebook

page, but not its YouTube account. For Facebook, the organization’s posts gain a few comments

and likes, but not many. The organization’s Facebook posts mostly contain announcements about

upcoming events (Hospice of West Alabama, Facebook, n.d.).

! 30Campaign Book

With room for improvement and the opportunity to delve into other social media plat-

forms, Hospice of West Alabama is in the intermediate category of the social media scale.

211/Information and Referral Services

“The 2-1-1 program provides an easy to remember telephone number that connects peo-

ple with important community service and volunteer opportunities. 2-1-1 offers access to the fol-

lowing types of service: basic human needs resources, physical and mental health resources, em-

ployment support and support for children, youth and families” (“What is 2-1-1?,” n.d.).

Social media analysis: The 2-1-1 website portal is very basic, but it does tie in with the

United Way website. 2-1-1 has a Facebook, but does not post often, nor is the content engaging

its audience (2-1-1 Information and Referral Services, Facebook, n.d.).

Because 2-1-1 lacks its own presence on social media, aside from UWWA, it is ranked

beginner on the social media scale.

Phoenix House

“The Phoenix House, Inc. of Tuscaloosa, Alabama is a freestanding, nonprofit halfway

house that began operation in the late 1960s. It evolved to its current mission and structure in

1972. During this period, the Phoenix House provided opportunities for addiction recovery in

both residential and outpatient levels of care. They are a state certified and supported residential

rehab facility. They serve the west Alabama community. They are also partially supported by The

United Way of West Alabama. They currently serve 20 male clients and 12 female

clients” (Phoenix House Inc., n.d.).

Social media analysis: The Phoenix House website is very basic and dated (Phoenix

House, n.d.). The organization’s online presence is non-existent for the Tuscaloosa chapter.

! 31Campaign Book

Considering the lack of a social media presence, the Phoenix House is ranked beginner

on the social media scale.

Salvation Army

“The Salvation Army is a worldwide evangelical Christian church with its own distinctive

governance and practice. The Army’s doctrine follows the mainstream of Christian beliefs, and

its articles of faith emphasize God’s saving purposes. Its religious and charitable objects are “the

advancement of the Christian religion … and, pursuant thereto, the advancement of education,

the relief of poverty, and other charitable objects beneficial to society or the community of

mankind as a whole.” The Salvation Army, an international movement, is an evangelical part of

the universal Christian church. Its message is based on the Bible. Its ministry is motivated by the

love of God. Its mission is to preach the gospel of Jesus Christ and to meet human needs in His

name without discrimination” (“About the Salvation Army,” n.d.).

Social media analysis: The Salvation Army of Tuscaloosa’s website is very dated, and it

is not user friendly. Though the organization has a Facebook account, it is rarely updated and

merely shares information (The Salvation Army Tuscaloosa Alabama, Facebook, n.d.).

Though the Salvation Army has established social media pages, the organization is ranked

beginner on the social media scale.

The Sickle Cell Disease Association of America – West Alabama Chapter

The Sickle Cell Disease Association of America-West Alabama Chapter, Inc. was orga-

nized in December 1985. The Association now serves citizens in nine West Alabama counties.

Through a collaborative network with UAB Comprehensive Sickle Cell Center, West Alabama

! 32Campaign Book

county health departments, community health clinics, private physicians and other health profes-

sionals, our clients can usually receive the needed medical services right in their own communi-

ty. The organization’s mission is to improve the health status of affected persons, increase com-

munity awareness of the sickle cell disease, help alleviate the impact of family resources result-

ing from having a child born with sickle cell disease and to aid in the search for a cure or control

of the condition (“Mission,” n.d.).

Social media analysis: The Sickle Cell Disease Association of America- West Alabama

Chapter’s website is connected to the main organization’s page, lacking a separate web portal for

west Alabama specifically. The organization has a Facebook page, but has posted a total of three

items (The Sickle Cell Disease Association of America- West Alabama Chapter, Facebook, n.d.).

Without a distinct west Alabama focused online presence, The Sickle Cell Disease Asso-

ciation of America- West Alabama Chapter is in the beginner category of the social media scale.

Success by Six

The main focus of United Way of West Alabama’s Success By 6 initiative is to provide

services to at-risk children from birth to age five. Success By 6’s mission “is to help ensure that

all children in the future in West Alabama will enter first grade healthy, confident and ready to

learn” (“United Way Success by 6,” n.d.).

Social media analysis: Like 2-1-1, Success by Six is a program through United Way, and

is connected to the UWWA web page. It is very simple, explaining what the program is. Success

by Six lacks a distinct social media presence.

! 33Campaign Book

With no current, separate social media accounts, Success by Six is ranked beginner on

the social media scale.

Temporary Emergency Service

“Temporary Emergency Services Inc. (TES) is a nonprofit organization dedicated to help-

ing individuals and families in crisis situations. Churches in the Tuscaloosa Community funded

TES in 1945 to serve clients unable to receive assistance from local social services agencies.

TES and the Thrift Store serve residents of Tuscaloosa County on an as needed basis. TES re-

ceives donations from United Way, local businesses, churches and individuals” (Temporary

Emergency Services, “Home,” n.d.).

Social media analysis: The TES website is modern, user friendly and provides intriguing

content (Temporary Emergency Services, n.d.). The organization has not posted on social media,

though, since May. The posts are content heavy, and also merely list sponsors (Temporary Emer-

gency Services, Facebook, n.d.).

Since TES lacks compelling content on social media, the organization is in the beginner

category of the social media scale.

Turning Point

Turning Point was founded in 1979, and offers services in relation to domestic violence

and sexual assault. Serving more than 2,000 residents in West Alabama each year, Turning Point

is a leading organization in assisting individuals to escape abusive environments. Turning Point

offers a 24-hour hotline, a convenient website with the option to immediately click off, individ-

ual counseling and legal advocacy (“Turning Point’s History,” n.d.).

! 34Campaign Book

Social media analysis: Turning Point’s website is slightly dated and lacks ease of use. A

successful feature allows users to escape at any time if the situation is not safe for victims to be

accessing the site. Facebook and Twitter accounts for the agency are listed on the website, but

they are not linked. Also, a blog is listed, but there is not an access link, nor is there any content.

Facebook has 432 likes, with fairly consistent, interactive posts (Turning Point, Facebook, n.d.).

The Twitter account has 60 tweets and 6 followers (@TurningPointAL, Twitter, n.d.).

With a decent effort to coordinate Facebook posts by engaging the organization’s audi-

ence, Turning Point is in the intermediate category of the social media scale.

Tuscaloosa’s One Place

Tuscaloosa’s One Place is a family resource center focused on encouraging people to re-

alize their full potential. Tuscaloosa One Place offers youth programs, parenting services, educa-

tional services and community outreach (Tuscaloosa’s One Place Community Outreach, n.d.).

Social media analysis: The Tuscaloosa One Place website is accessible and navigable.

The organization’s Facebook account has 1,069 likes, and the content is informative and visual

(Tuscaloosa’s One Place, Facebook, n.d.). The Tuscaloosa One Place has a Blogspot with fairly

consistent blogs in the past, but it has not been used since June 2013. The “blog corner” link on

the website leads to a blank page. On Twitter, Tuscaloosa’s One Place has 299 followers and 555

tweets (@tusc1place, Twitter, n.d.). The posts are fairly consistent, only because it is linked

through the Facebook posts.

Because the site and social media platforms are fairly accessible, frequent and informa-

tive, Tuscaloosa’s One Place is in the advanced category of the social media scale.

United Cerebral Palsy of West Alabama

! 35Campaign Book

United Cerebral Palsy of West Alabama is a service agency dedicated to individuals with

disabilities and their families. UCPWA serves West Alabama residents, aiming to improve the

quality of life for those with disabilities. The organization offers various programs, educational

resources and an early intervention program (United Cerebral Palsy of West Alabama services,

n.d.).

Social media analysis: The UCPWA website is professional and accessible. There are

links to Youtube, Wordpress, Twitter, Tumblr and Facebook. The Youtube channel is under a per-

sonal name with zero subscribers. The Wordpress link is a ghost blog. The Twitter account has 13

tweets total with no interaction (@UCP_WA, Twitter, n.d.). The Facebook page has 132 likes

with fairly consistent posts (UCPWA, Facebook, n.d.).

Though all accounts are listed on the website, few are used at all. Due to this, UCPWA is

in the intermediate category of the social media scale.

West Alabama AIDS Outreach

The West Alabama AIDS Outreach is intent to promote awareness of AIDS in the West

Alabama community. Not only does the organization hope to provide a healthy, compassionate

community, but it also educates, offers support and is an advocate of those living with or affected

by HIV/AIDS. The West Alabama AIDS Outreach organization educates over 7,000 people liv-

ing across 10 of West Alabama’s counties (“History,” n.d., a).

Social media analysis: The West Alabama AIDS Outreach website is fairly unprofessional

looking. The links to social media are not listed on the website. On Twitter, the organization has

20 tweets total- last posted in 2012 (Twitter, n.d., c). On Facebook, the organization has 985

likes, and is interactive with users (Facebook, n.d., b).

! 36Campaign Book

With stagnant pages, The West Alabama AIDS Outreach organization is in the beginner

category of the social media scale.

YMCA

The YMCA intends to offer a place where community and family are encouraged. The

YMCA focuses on the development of children, the importance of family and promoting healthy

living (“About us,” 2012).

Social media analysis: The YMCA website is informative and easy to operate. There are

two YMCA locations: Barnes and Central. There are social media links listed on the website. The

YMCA on has a Facebook page, 529 likes and it is used on a consistent basis (YMCA, Face-

book, n.d.). The YMCA is not active on Twitter, posting stagnantly (@YMCA_Tusc, Twitter,

n.d.).

Due to lack of engaging posts for the YMCA audience to participate in, the YMCA of

Barnes and Downtown are in the intermediate category of the social media scale.

Agency Beginner Intermediate Advanced

Alabama Head Injury Foundation (AHIF)

*

American Red Cross (West Alabama)

*

ARC of Tuscaloosa *

Arts n’ Autism *

Big Brothers Big Sisters West Alabama

*

! 37Campaign Book

Boy Scouts of America-Black Warrior Council

*

The Boys and Girls Club of West Alabama

*

Caring Days Adult Day Care

*

Child Abuse Prevention Services (CAPS)

*

Easter Seals of West Alabama

*

Family Counseling Services

*

FOCUS on Senior Citizens

*

Girl Scouts of North-Central Alabama

*

Good Samaritan Clinic

*

Hospice of West Alabama

*

211/Information and Referral Services

*

Phoenix House *

Salvation Army *

The Sickle Cell Disease Association of America- West Alabama Chapter

*

Success by Six *

Temporary Emergency Services

*

! 38Campaign Book

3. SWOT

Strengths:

• United Way of West Alabama (UWWA) has established Facebook and Twitter accounts

that are frequently updated

• UWWA holds monthly meetings with its 27 partner agencies, with guest speakers- one of

whom is a social media expert

• UWWA’s website is informational and navigable, with links to its 27 partner agencies

• The crisis communication plan from the previous campaign can be modified to incorpo-

rate a social media aspect

• UWWA is actively seeking a communications director

• UWWA can use social media to promote their 27 partner agencies

Turning Point *

Tuscaloosa’s One Place

*

United Cerebral Palsy of West Alabama

*

West Alabama AIDS Outreach

*

YMCA *

! 39Campaign Book

• The 27 partner agencies have the opportunity to expand their reach via social media

• The agencies have the opportunity to be prepared with a social media communication

plan if faced with a crisis

• Social media may be the most feasible way to spread information from UWWA or its

partner agencies across West Alabama

Weaknesses:

• Few of UWWA’s partner agencies have solid control on social media

• Social media was not a vital factor included in the crisis communication plan template

from the previous campaign

• UWWA’s partner agencies do not necessarily have the knowledge of using social media

in a crisis

• UWWA does not require its 27 agencies to actively participate on social media- especial-

ly in use during a crisis

• UWWA and its partner agencies do not post consistently enough to engage their audi-

ences

• With a small staff, the partner agencies may not be able to allocate enough time or have

the resources to commit to a social media plan

Opportunities:

• Nonprofits are well-received by the community

• Social media is an accessible way to reach the various communities in west Alabama

• Social media is a fast-growing communications platform for UWWA to gain volunteers,

donors etc.

! 40Campaign Book

Threats:

• A crisis may take place before the agencies have implemented a social media plan into

their pre-existing crisis communication plan

• The digital divide may be a threat to technology and internet access in the West Alabama

community, threatening the organization’s possible social media reach

• Other nonprofits may have strong social media platforms established, reaching into

UWWA and its partner agencies’ audience; the donors may be more inclined to donate to

another nonprofit

5. Problem Statement

The United Way of West Alabama and its 27 partner agencies are lacking an effective so-

cial media presence. A social media presence can assist in gaining a wider reach, increasing do-

nations, supporting volunteer efforts, doing event promotion, maintaining transparency during a

crisis and communicating information.

6. Audiences to be reached by campaign

As listed in our key publics section, this internal campaign will reach UWWA’s 27 part-

ner agencies. See “key publics” for analysis of each agency.

! 41Campaign Book

References

Alabama Head Injury Foundation (n.d.). In Facebook business page. Retrieved on September 21,

2013, from http://www.facebook.com/pages/Alabama-Head-Injury-Foundation/

70130303322?ref=br_tf

Alabama Head Injury Foundation (n.d.). In Myspace business page. Retrieved on September 21,

2013, from http://myspace.com/alabamaheadinjury

Alabama Head Injury Foundation (n.d.). Our mission. Retrieved on September 21, 2013 from

http://www.ahif.org/.

.American Red Cross (n.d.). About us, Alabama Region. Retrieved on September 21, 2013, from

http://www.alredcross.org/general.asp?SN

! 42Campaign Book

American Red Cross West Alabama Chapter (n.d.). In Facebook business page. Retrieved on

September 21, 2013, from http://www.facebook.com /WestAlabamaRedCross

American Red Cross West Alabama Chapter (n.d.). In Twitter [@bamaredcross]. Retrieved on

September 21, 2013, from http://twitter.com/bamaredcross

Arc of Tuscaloosa County (n.d.). In Facebook [non-profit organization page]. Retrieved on Sep-

tember 21, 2013, from http://www.facebook.com/arctusc

Arc of Tuscaloosa (n.d.). In Twitter [@ARCTuscaloosa]. Retrieved on September 21, 2013, from

http://twitter.com/ARCTuscaloosa.About Arts ‘n Autism (n.d.)

Arts ‘n Autism (n.d.) In Facebook [charity organization page]. Retrieved on September 21, 2013,

from http://www.facebook.com/artsnautism

Arts ‘n Autism (n.d.). In Twitter [@artsnautism]. Retrieved on September 21,2013, from http://

twitter.com/artsnautism

Arts ’n Autism. Retrieved on September 21, 2013, from http://www.artsnautism.org/Art-

s_n_Autism/About_Us.html

Big Brothers Big Sisters of West Alabama (n.d.). About us. Retrieved on September 21, 2013,

from http://www.bbbswestal.org/

Big Brothers Big Sisters of West Alabama (n.d.). In Facebook [youth organization page]. Re-

trieved on September 21, 2013, from http://www.facebook.com/BBBSwestAl-

abama

Big Brothers Big Sisters of West Alabama (n.d.). In Twitter [@BBBSWestAlabama]. Retrieved

on September 21, 2013, from http://twitter.com/BBBSWestAlabama

! 43Campaign Book

Boy Scouts of America Black Warrior Council (n.d.) In Facebook business page. Retrieved on

September 21, 2013, from https://www.facebook.com/pages/Black-Warrior-Coun-

cil-Boy-Scouts-of-America/137698896434282

Boy Scouts of America Black Warrior Council (n.d.). In Twitter [@BCWBSA]. Retrieved on

September 21, 2013, from https://twitter.com/BWCBSA

Boy Scouts of America Black Warrior Council (n.d.). Mission. Retrieved on September 20, 2013

from http://www.scouting.org/scoutsource/outdoorprogram/annualreports/

2007/01mission.aspx

Caring Days Adult Day Care (n.d.). In Facebook business page. Retrieved on September 21,

2013, from https://www.facebook.com/caringdaysadultdaycare

Caring Days Adult Day Care (n.d.). Welcome. Retrieved on September 21, 2013, from http://

www.caringdays.org/

Child Abuse Prevention Services (n.d.), CAPS mission. Retrieved on September 22, 2013, from

http://capstuscaloosa.org/caps-at-a-glance/caps-mission/

Child Abuse Prevention Services (2011). In Facebook business page. Retrieved on September

22, 2013, https://www.facebook.com/pages/Child-Abuse-Prevention- Services/

101337653283573

Child Abuse Prevention Services (2011). In Twitter [@capstuscaloosa]. Retrieved on September

22, 2013, from https://twitter.com/capstuscaloosa

Childers, R., Ghioto, J., Murphy, P., Nakagawa, M., Smedley, C., & Wilson, J. (2012). “Know

the Plan, Know Your Part” Campaign Book

! 44Campaign Book

Cobb, M. (2012, December 14). United way campaign sets record. Retrieved from http://www.-

tuscaloosanews.com/article/20121214/NEWS/121219897/0/search?p=1&tc=pg).

According to the article, this was contingent upon community support and excep-

tional volunteer participation

Easter Seals West Alabama (2008). About us. Retrieved on September 21, 2013, from http://

www.easterseals.com/connect-locally/service-center-locations/west-alabama-

tuscaloosa.html

Easter Seals West Alabama (n.d.). In Facebook [friend page]. Retrieved on September 21, 2013,

from https://www.facebook.com/pages/Easter-Seals-West-Alabama/

124847022019

Easter Seals West Alabama (n.d.). In Twitter [@ESWA3]. Retrieved on September 21, 2013,

from https://twitter.com/ESWA3

Family Counseling Services (n.d.). Mission. Retrieved on September 22, 2013, from http://

www.counselingservice.org/mission

Family Counseling Services (n.d.). Welcome. Retrieved on September 22, 2013, from http://

www.counselingservice.org/

FOCUS on Senior Citizens (n.d.). In Facebook business page. Retrieved on September 22, 2013,

from https://www.facebook.com/pages/Focus-on-Senior-Citizens/

197390516966718?fref=ts

FOCUS on Senior Citizens (n.d.). Welcome. Retrieved on September 22, 2013, from http://focu-

sonseniorcitizens.org/

! 45Campaign Book

Girls Scouts of North-Central Alabama (n.d.). About Girl Scouts. Retrieved on September 22,

2013, from http://girlscoutsnca.org/council-info/about-girl-scouts

Girl Scouts of North-Central Alabama (n.d.). In Facebook business page. Retrieved on Sep-

tember 22, 2013, from https://www.facebook.com/GSNCA

Girl Scouts of North-Central Alabama (n.d.). In Twitter [@GirlScoutsNCA]. Retrieved on Sep-

tember 22, 2013, from https://twitter.com/GirlScoutsNCA

Girl Scouts of North-Central Alabama (n.d.). Welcome. Retrieved on September 22, 2013, from

http://girlscoutsnca.org/

Good Samaritan Clinic (n.d.) In Facebook business page. Retrieved on September 22, 2013,

from https://www.facebook.com/pages/Good-Samaritan-Clinic-Tuscaloosa/

160994690591783

Good Samaritan Clinic (n.d.). Welcome to Good Samaritan. Retrieved on September 22, 2013,

from http://gscclinic.org/

Hospice of West Alabama (n.d.). About HOWA. Retrieved on September 22, 2013, from http://

www,hospiceofwestalabama.com/index.php?

option=com_content&task=view&id=99&Itemid=139

Hospice of West Alabama (n,d.). In Facebook business page. Retrieved on September 22, 2013,

from https://www.facebook.com/pages/Hospice-of-West-Alabama-Inc/

346331482066917?ref=ts&fref=ts

Kim, S. (2012). The most generous states: republican and religious. ABC News. Retrieved on

September 15, 2013, from www.abcnews.go.com/Business/generous-states-chari-

ties-lean-republican/story?id=17030246#.UFJ2_I11TGA

! 46Campaign Book

NCCS. (n.d.). Quick Facts About Nonprofits: Data & research on the US Nonprofit Sector. Re-

trieved on September 15, 2013, from http://nccs.urban.org/statistics/quickfact-

s.cfm

Phoenix House Inc. Tuscaloosa (n.d.). Phoenix House of Tuscaloosa. Retrieved on September 21,

2013, from http://phoenixhousetuscaloosa.com/

Success by 6 (n.d.). Retrieved on September 22, 2013, from http://www.uwwa.org/

successby6.html

Temporary Emergency Services (n.d.). Home. Retrieved on September 22, 2013, from http://

www.temporaryemergencyservice.org/

Temporary Emergency Services (n.d.). In Facebook business page. Retrieved on September 22,

2013, from https://www.facebook.com/pages/Temporary-Emergency- Services/

158426164175182

The Boys and Girls Club of West Alabama (2013). History. Retrieved on September 21, 2013,

from http://www.bgcwestal.com/main_sublinks.asp?id=4&sid=38

The Boys and Girls Club of West Alabama (n.d.). In Facebook business page. Retrieved on Sep-

tember 21, 2013, from https://www.facebook.com/BoysAndGirlsClubOfWestAl-

abama

The Boys and Girls Club of West Alabama (n.d.). In Twitter [@BGCWestAlabama]. Retrieved

on September 21, 2013 from https://twitter.com/BGCWestAlabama

The Boys and Girls Club of West Alabama (2013). Mission. Retrieved on September 21, 2013,

from http://www.bgcwestal.com/main_sublinks.asp?id=4&sid=36

! 47Campaign Book

The Boys and Girls Club of West Alabama (2013). Purpose. Retrieved on September 21, 2013,

from http://www.bgcwestal.com/main_sublinks.asp?id=4&sid=37

The Salvation Army (n.d.). An army for T-Town. Retrieved on September 22, 2013, from http://

www.uss.salvationarmy.org/uss/www_uss_tuscaloosa.nsf

The Salvation Army Tuscaloosa (n.d.) In Facebook business page. Retrieved on September 22,

2013, from https://www.facebook.com/SalvationArmyTuscAl

The Sickle Cell Disease Association of America- West Alabama Chapter (n.d.). In Facebook

business page. Retrieved on September 22, 2013, from https://www.facebook.-

com/pages/Sickle-Cell-Disease-Association-of-AmericaWest-Alabama-Chapter/

188363534533570

The Sickle Cell Disease Association of America (n.d.). Mission. Retrieved on September 22,

2013, from http://www,sicklecelldisease.org/index.cfm?page=mission

Turning Point Domestic Violence and Sexual Assault Services (n.d.). In Facebook business page.

Retrieved on September 21, 2013, from https://www.facebook.com/Turning-

PointAL

Turning Point Domestic Violence and Sexual Assault Services (n.d.). In Twitter [@Turning-

PointAL]. Retrieved on September 21, 2013, from https://twitter.com/Turning-

PointAL

Turning Point Domestic Violence and Sexual Assault Services (n.d.). Turning Point’s history. Re-

trieved on September 21, 2013, from http://www.turningpointservices.org/

! 48Campaign Book

Tuscaloosa’s One Place (n.d.). Community outreach. Retrieved on September 21, 2013, from

http://tuscaloosaoneplace.org/

Tuscaloosa’s One Place (n.d.). In Facebook business page. Retrieved on September 21, 2013,

from https://www.facebook.com/TuscaloosasOnePlace

Tuscaloosa’s One Place (n.d.). In Twitter [@tusc1place]. Retrieved on September 21, 2013, from

https://twitter.com/tusc1place

United Cerebral Palsy of West Alabama (n.d.). In Facebook business page. Retrieved on Sep-

tember 21, 2013, from https://www.facebook.com/ucpwa

United Cerebral Palsy of West Alabama (n.d.). In Twitter [@UCP_WA]. Retrieved on September

21, 2013, from https://twitter.com/UCP_WA

United Cerebral Palsy of West Alabama (n.d.). Retrieved on September 21, 2013, from http://

www.ucpwa.org/

United Way announces campaign chair and goal (2009, August 5). The Lamar Democrat and the

Sulligent News. Retrieved on September 20, 2013 from www.lexisnexus.com/hot-

topics/Inacademic

United Way of West Alabama (n.d.). About United Way of West Alabama. Retrieved on Sep-

tember 15, 2013, from http://www.uwwa.org/about.html

United Way of West Alabama (n.d.). Annual Report. Retrieved on September 16, 2013, from

http://www.uwwa.org/annualreport.html

United Way of West Alabama (n.d.). Campaign. Retrieved on September 15, 2013, from http://

www.Uwwa.org/campaign.html

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United Way of West Alabama (n.d.). History. Retrieved on September 15, 2013, from http://

www.uwwa.org/mission.html

United Way of West Alabama (n.d.). Mission/Overview of United Way of West Alabama. Re-

trieved on September 15, 2013, from http://uwwa.org/mission.html

United Way of West Alabama (n.d.). Our Work. Retrieved on September 15, 2013, from http://

www.uwwa.org/work.html

United Way (n.d.). Public Policy. Retrieved on September 15, 2013, from http://www.united-

way.org/pages/public-policy/

United Way (n.d.). Vision, Mission, and Goals. Retrieved on September 15, 2013, from http://

www.unitedway.org/pages/mission-and-goals/

United Way of West Alabama (n.d.) Welcome to United Way of West Alabama. Retrieved on

September 15, 2013, from http://www.uwwa.org/

United Way of West Alabama (n.d.). What is 2-1-1? Retrieved on September 22, 2013, from

http://www.uwwa.org/gethelp.html

West Alabama AIDS Outreach (n.d., a). History. Retrieved on September 21, 2013, from http://

www.waao.info/

West Alabama AIDS Outreach (n.d., b). In Facebook business page. Retrieved on September 21,

2013, from https://www.facebook.com/WestAlabamaAIDSOutreach

West Alabama AIDS Outreach (n.d., c). In Twitter [@WAAOinfo]. Retrieved on September 21,

2013, from https://twitter.com/WAAOinfo

YMCA (n.d.). About the YMCA of Tuscaloosa. Retrieved on September 21, 2013, from http://

ymcatuscaloosa.org/

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YMCA (n.d.). In Facebook business page. Retrieved on September 21, 2013, from https://www.-

facebook.com/YMCATuscaloosa

YMCA (n.d.). In Twitter [@YMCA_Tusc]. Retrieved on September 21, 2013, from

https://twitter.com/YMCA_Tusc

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Strategic Plan

Objective 1: To assess United Way of West Alabama's 27 partner agencies' social media usage

by Oct. 1, 2013.

Strategy 1: Research and gather information on the partner agencies’ social media usage.

Tactic 1: Interview agencies at Sept. 30 meeting on use of social media.

Tactic 2: Research agencies’ social media outlets.

Strategy 2: Classify each agency based on social media use.

Tactic1: Create a social media classification system consisting of beginner, inter-

mediate and advanced levels and define each level.

Tactic 2: Place each agency into beginner, intermediate or advanced level based

on research.

Objective 2: To help each of United Way of West Alabama's partner agencies advance a level on

our social media scale by Dec. 1, 2013.

Strategy1: Educate agencies on importance and ease of social media use.

Tactic1: Discuss social media planning and opportunities for scheduling posts in

advance.

Tactic2: Hold a social media breakout session at Nov. 21 event.

Strategy2: Encourage UWWA to promote social media use among its partner agencies.

Tactic1: Provide UWWA with our evaluations and classifications of each agency.

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Tactic2: Create a Facebook group where agencies can ask questions, receive ad-

vice/tips on social media and assign weekly tasks to improve their social media

accounts.

Objective 3: Empower each United Way of West Alabama partner agency to include a social

media plan in its pre-existing crisis communication plan by the next application due date.

Strategy1: Encourage agencies to continue use of “Know the Plan, Know Your Part” in-

ternal campaign with a social media focus.

Tactic1: Create a more extensive, downloadable social media plan template to be

implemented into current crisis communication plan.

Tactic2: Provide a relevant example of successful social media use during a crisis

at the Nov. 21 event

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Budget

Handouts for breakout session at Nov. 21 event- $0

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Timeline

September 30- Attended UWWA monthly meeting, and survey agency attendees on “social me-

dia comfort.”

October 1- All partner agencies evaluated on a social media basis and classified into beginner,

intermediate or advanced category.

October 17- Provided UWWA with our agency classifications and system.

November 4- Created Facebook group for agency communications directors, and begin assign-

ing weekly tasks. Discuss social media scheduling options.

November 21- Held social media breakout session at media-training event.

November 26- Sent out downloadable social media crisis communication plan to Jackie Wuska

to distribute to each agency.

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Evaluation

Objective 1: To assess United Way of West Alabama's 27 partner agencies' social media usage by Oct. 1, 2013.

We individually assessed the social media situation for each agency by extensively re-viewing its platforms. Our agency research led to creating classifications as beginner, intermedi-ate and advanced. Our pre-survey concluded that many had received social media training and claimed to be comfortable using the platforms, but our agency research contradicted this data. Most agencies were classified under the beginner category. We were successfully able to evaluate 27 of United Way’s partner agencies by our initial timeline date.

Objective 2: To help each of United Way of West Alabama's partner agencies advance a level on our social media scale by Dec. 1, 2013.

On the day of our proposal presentation, we provided UWWA with our agency classifica-tion system. This classification system proved to be beneficial to the campaign event when de-ciding which agencies would attend the social media breakout session. At the breakout session, we gave a short introduction about the importance of social media, how to use social media in a crisis and how to use Hootsuite. We divided the participants into a beginner group, who focused on Twitter basics, and an intermediate group, who focused on Hootsuite. We trained the attendees on Hootsuite (for scheduling posts), and we used the Facebook page to reiterate this goal. Each agency in attendance received our social media cheat sheet as a take-home material, and we also posted this sheet on the UWWA Social Media Facebook page. The breakout session was well received, and the attendees were attentive and engaged.

We created an interactive Facebook group for agencies to look to for tips, tricks and tasks. Currently, the page has 27 likes. We believe with more encouragement from UWWA, the Facebook group will continue to be a success and help to improve each agency's online presence.

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Though our objective was slightly ambitious, several agencies advanced on our social media scale. With continued training, we believe each agency has the opportunity to improve its online presence.

Objective 3: Empower each United Way of West Alabama partner agency to include a social media plan in its pre-existing crisis communication plan by the next application due date.

This objective is still in progress. We delivered our crisis communication plan to Jackie Wuska on Nov. 26, but we will not know if it is implemented until the next application period. Our crisis communication discussion was well received at the breakout session on Nov. 21.

Final Agency Social Media Research

Alabama Head Injury Foundation Twitter: n/a FB: 930 likes

The Alabama Head Injury Foundation started in the beginner category remains there for its lack of presence on Twitter and the limited number of posts made on Facebook. We believe it could reach out much more on Facebook because of its relatively high number of followers. American Red Cross Twitter: 793 followers FB: 811 likes

The American Red Cross West AL chapter began in the advanced category and remains there for its high amount of followers and daily engagement on social media. Arc of Tuscaloosa Twitter: 59 followers FB: 265 likes

The Arc of Tuscaloosa County has increased its followers and continues to do so daily. It continues to post every few days, and also started a Hootsuite account at the event. Because we expect improvement from this, Arc of Tuscaloosa is well on its way to the advanced category. Arts n' Autism Twitter: 1,816 followers FB: 2,084 likes

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Arts n' Autism began in the advanced category and remains there for its high number of followers and daily engagement on social media. They have improved by increasing posts and pictures shared. Big Brothers Big Sisters West Alabama Twitter: n/a FB: 328 likes

Big Brothers Big Sisters of West Alabama began in the intermediate category, but has since deleted its Twitter account. Because of the sporatic posts on Facebook and the deletion of the Twitter account, BBBSWA remains in the intermediate category.

Boy Scouts of America – Black Warrior Council Twitter: 51 followes FB: 116 likes

BSA-BWC is only following 23 people on Twitter with only 51 followers. BSA – BWC has made no progress on Twitter. BSA- BWC’s last tweet is from Jan. 11. BSA- BWC has in-creased its likes on Facebook to 116; the last post is from Nov. 13. At the event, BSA-BWC set up a Hootsuite account, and the representative explained his social media plans. BSA – BWC seems to be interacting more on Facebook, but still could use some work on both social media sites. Due to improvement, BSA-BWC advanced to intermediate on the social media scale.

Boys and Girls Club of West Alabama Twitter: 132 followers FB: 95 likes

Boys and Girls Club of West Alabama increased its Facebook likes from 86 to 95, but last posted on March 18, 2010. BGCWA increased its Twitter followers from 128 to 132, but last in-teracted on Twitter on April 15, 2011. The Boys and Girls Club of West Alabama remains in the beginner category.

Caring Days Adult Day Care Twitter: 6 followers FB: 625 likes

Caring Days increased its Facebook likes from 602 to 625. Caring Days last posted a photo on Nov.1. Caring Days has a Twitter with 6 followers that was created on June 17, but has not been updated since July 19. Due to slight improvement, Caring Days is on its way to the in-termediate category.

Child Abuse Prevention Services Twitter: 44 followers FB: 662 like

Child Abuse Prevention Services increased its Facebook likes from 657 to 662, but hasn’t posted since Oct. 2, 2012. CAPS still has 44 followers. Due to lack of posting, CAPS remains in the intermediate category.

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Easter Seals West Alabama Twitter: 55 followers FB: 1,114 likes

Easter Seals of West Alabama has a Facebook page with 1,114 likes, but the last post was from Oct. 30. ESWA increased its Twitter followers from 47 to 55 followers, but last tweeted on Oct. 30. Due to an increase in activity from the initial research date, Easter Seals is on its way to the intermediate category.

Family Counseling Services Twitter: n/a FB: 92 likes

At the beginning of researching for this agency, there was no link that could be found for Family Counseling Services social media channels. Now, Family Counseling Services has a link to their Facebook page on their website. Their Facebook page has 92 likes, and they do a good job at posting on their feed, including posts of pictures from events. With improvement on its Facebook page, Family Counseling Services has advanced to the intermediate category.

FOCUS on Senior Citizens Twitter: 22 followers FB: 49 likes FOCUS on Senior Citizens has a Facebook page that includes 49 likes as opposed to the 45 likes that they had at the beginning of our campaign research. The last post the organization made was on Nov. 14 that included information related to a food drive through Dec. 13th. The twitter link on FOCUS’s website still does not work. FOCUS on Senior Citizens twitter account has 22 followers, and they have done a better job at keeping up with their account. Most of FO-CUS’s tweets are re-tweets of questions that would engage conversation. Due to improvement, FOCUS on Senior Citizens is moving toward the intermediate category.

Girl Scouts of North-Central Alabama Twitter: 1,100 followers FB: 2,429 likes Girl Scouts of North-Central Alabama still uses its social media channels to its advantage. Girl Scouts has been keeping up with its Twitter and Facebook page. On twitter, the organization has gained 22 followers since our original research. Girl Scouts of North-Central Alabama has also been tweeting and engaging their followers. On Facebook, the page has increased their likes by 65 people. Girl Scouts of North-Central Alabama remains in the advanced category.

Good Samaritan Clinic Twitter: n/a FB: 130 likes

Good Samaritan Clinic still does not have links to its social media pages on its main web-site. Since the beginning of our research, Good Samaritan Clinic has gained 8 likes on its Face-

! 59Campaign Book

book page. Although the page has increased its number of likes, no one has posted onto their page since Oct. 2, 2012. Good Samaritan Clinic remains in the beginner category.

Hospice of West Alabama Twitter: n/a FB: 236 likes Hospice of West Alabama started to keep up with its Facebook page. It has increased its likes on Facebook from 159 likes to 236 likes. Unfortunately, it has not posted anything on the page since Oct. 31, 2013. Hospice of West Alabama needs to continue to be active on Facebook and create a Twitter account. Hospice remains in the intermediate category.

211/Information and Referral Services Twitter: n/a FB: 125 likes 211 posts sporadically on its Facebook page, but has posted some engaging content since our original research. 211 remains in the beginner category.

Phoenix House Twitter: n/a FB: n/a Phoenix House representatives seem opposed to social media, and have no accounts for the Tuscaloosa chapter. Phoenix House remains in the beginner category.

Salvation Army Twitter: n/a for Tuscaloosa chapter FB: 92 likes The Salvation Army has increased its posting, and is very active on its Facebook account. With more encouragement, the Salvation Army is on its way to the intermediate category.

The Sickle Cell Disease Association of America- West Alabama Chapter Twitter: n/a FB: 48 likes The Sickle Cell Disease Association of America- West Alabama Chapter is still not active on its social media accounts. Due to lack of activity, The Sickle Cell Disease Association of America- West Alabama Chapter remains in the beginner category.

Success by Six Twitter: 20 followers FB: n/a Success by Six has not posted to its Twitter account since 2012. Due to lack of activity on its social media accounts, Success by Six remains in the beginner category.

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Temporary Emergency Services Twitter: 18 followers, just created FB: 1,992 likes Temporary Emergency Services is taking the necessary steps to improve its online pres-ence. It posts frequently on Facebook and its newly created Twitter account, and interacts with its followers. Due to the creation of the Twitter account and the increased activity, TES advanced to the intermediate category.

Turning Point Twitter: 8 followers FB: 575 likes Turning Point is highly active on Facebook and links its posts to its Twitter account. Its Facebook page has gained over 100 likes, and its posts engage followers. With a focus on its Twitter account, Turning Point is close to advancing to the advanced category.

Tuscaloosa’s One Place Twitter: 321 followers FB: 1,114 Tuscaloosa’s One Place has consistently kept up with its social media accounts. Due to this, Tuscaloosa’s One Place remains in the advanced category.

United Cerebral Palsy of West Alabama Twitter: 48 FB: 182 likes United Cerebral Palsy of West Alabama has increased its followers on both Facebook and Twitter. The organization has also increase its posting about events and ways to get involved. Due to an increase in activity, United Cerebral Palsy of West Alabama is improving and has al-most reached the advanced category.

West Alabama AIDS Outreach Twitter: 29 followers FB: 1,002 likes West Alabama AIDS Outreach has consistently kept up with its Facebook page, but has not improved since our original research. The Twitter page is still stagnant. Due to this, West Al-abama AIDS Outreach remains in the beginner category.

YMCA Twitter: 433 followers FB: 546 likes The YMCA is fairly active on its Facebook page. Here, the organization has improved. On Twitter, the YMCA has not posted since October. With a focus on its Twitter page, YMCA will move from intermediate to advanced on the social media scale. YMCA remains in the inter-mediate category.

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UWWA Account Information

Facebook page-

Login- uwwasocialmedia@gmail.com Password- social1234

Gmail account- Login- uwwasocialmedia

Password- social1234

Twitter account-

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Login- uwwasocialmedia@gmail.com

Password- social1234

Hootsuite account-

Login- uwwasocialmedia@gmail.com

Password- social1234

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! 64Campaign Book

United Way of West Alabama Social Media Crisis Communication Plan- “Know the Plan, Know Your Part”

Include section under VI. Inventory of Social Media and Online Resources

1. Social Media Inventory Checklist

List all relevant social media accounts below with their login information, as well as the staff in charge of updating the accounts.

1. Name of social media: Account username: Account password: Staff responsible for updating: Staff contact information:

2. Name of social media: Account username: Account password: Staff responsible for updating: Staff contact information:

3. Name of social media: Account username: Account password: Staff responsible for updating: Staff contact information:

Tip: Be sure to verify that your staff is trained in social media.

2. Message Protocol

Identify individual responsibilities, determine posting schedule and craft effective key messages that are transparent yet informative. Be proactive and establish your organization as the best source of information during the crisis. Social media team responsibilities:

• Create a timely response deadline • Monitor and post responsibilities by channel • Assign a member in charge of sentiment monitoring, and track who is talking about your

organization

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Tip: Develop your social media plan during “peace time” rather than in the midst of a crisis.

Protocol for message development:

Plan your key messages based on the information available at that particular time during the cri-sis. Be clear and concise about the information you can and cannot discuss. Stay in your lane and do not speculate. Leave information about other organizations or the authorities out of your posts. Include who, what, where, when and how elements if available. Use hash tags (#) on Twit-ter so people can track your area or your tag.

Tip: Stay true to your organization, but don't be afraid to say, "I don't know!” Don’t forget to show empathy during the time your community is enduring the crisis. Use your social media out-lets to give useful information such as shelter locations, donation centers and volunteer opportu-nities. Give your information, and show the plan moving forward.

Team Member Responsibility (account/task)

Deadline

Key Message/ Problem Statement

Statement (social media post) Feedback

Example: Volunteers needed. People cannot get in touch with our organization.

UWWA is in dire need of volunteers- visit us online at uwwa.org or reply to this post for additional information. #uwwavolunteer

Post location and donation needs.

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3. Internal Communication

How will you get in touch with members of your organization during a crisis?

Tip: creating a private Facebook group for staff members can significantly improve internal communication, especially in the event of a crisis when other forms of communication may be unavailable.

Pre-Survey

1. Does your company currently use social media?

2. What do you think is the most effective social media platform?

3. How often does your company use social media?

4. Do you feel comfortable using social media?

5. What do you think is the most important aspect of social media? (rank)

- Engaging/Interacting with followers ____

- Starting conversation ____

- Gaining followers ____

- Providing information ____

- Other ____

6. Are you interested in social media training?

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Initial Interview Results Report Pre-Survey

20 out of 27 agencies interviewed

1. Does your company use social media?

a. Yes- 16

b. No- 2

c. Some- 1

d. Rarely- 1

2. What do you think is the most effective media tool?

a. Facebook- 17

b. Twitter- 1; 5 in conjunction with Facebook

c. Youtube- 1 in conjunction with Facebook

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d. Blog- 0

3. How often does your company use social media? a. Always- 7

b. Frequently- 7

c. Often- 1

d. Rarely- 3

e. Not at all- 2

4. Do you feel comfortable using social media?

a. Yes- 15

b. No- 2

c. Sometimes- 2

d. No time- 2

5. What do you think is the most important aspect of social media?

- Engaging/Interacting with followers-5

- Starting conversation- 2

- Gaining followers- 3

- Providing information-9

- No answer- 1

6. Are you interested in social media training?

a. Yes- 15

b. No- 3

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c. Will send the appropriate staff- 1

d. No Answer- 1

Initial Interview Results Report

I. The majority of the agencies who completed the survey confirmed that their agency used social media. One of the agency representatives claimed its agency used some social media, while one representative claimed its agency rarely used social media. Two agency representatives claimed its agency did not use social media at all. After reviewing each agency in our original research, we validated that most agencies may have social media accounts, but do not use it to its fullest potential.

II. The majority of the agencies marked Facebook as the most effective social media tool. One marked solely Twitter, while five marked Twitter in conjunction with Face-book. Another agency representative marked Youtube in conjunction with Facebook. No agency representatives believed that blogging was the most effective social media tool.

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III. Seven of the agencies claimed to always use social media to disseminate information. Seven of the agencies claimed to use social media frequently. One agency said they used social media often but not enough. Three claimed to use social media rarely. Fi-nally, two agencies claimed to not use social media at all.

IV. Fifteen of the agencies reported that they felt comfortable using social media. Two of the agencies reported that they did not feel comfortable using social media. Two of the agencies claimed they felt somewhat comfortable using social media, while two claimed they did not have time for social media.

V. Our pre-survey revealed that the majority of agencies felt that the most important as-pect of social media was providing information, followed by engaging and interacting with followers. We consider engaging with followers to be a top priority, and focused a few of our tactics to reflect this information.

VI. Though each agency had received social media training prior to this campaign, 15 agencies claimed they would like additional social media training. Three claimed they would not like social media training. One agency representative said he would send the appropriate staff, and one agency representative did not answer.

Post Survey

1. Do you feel comfortable and social media more confident using social media after your train-ing?

2. Do you have a designated person in charge of your social media accounts?

3. Hootsuite is a platform where you can merge all your social media accounts, schedule posts in advance and monitor who is talking about your organization. Do you think focusing on Hootsuite will assist your organization in making social media easier to use?

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4. What do you think is the most important aspect of social media? (rank)

- Engaging/Interacting with followers ____

- Starting conversation ____

- Gaining followers ____

- Releasing information ____ - Responding to questions or concerns ____

5. How active is your organization on social media (i.e. do you engage with your followers? Do you post frequently? Do you promote events?)

6. Are you prepared to use social media during a crisis?

7. Have you like the UWWA Social Media Page on Facebook for tips, tricks and tasks? (If no, please do!)

Final Interview Results Report 10 out of 27 agencies included- several from each agency;

UWWA representatives included

1. Do you feel comfortable and more confident using social media after your training?

a. Yes- 11

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b. No- 0

c. Not applicable- 3

d. No answer- 4

2. Do you have a designated person in charge of your social media accounts?

a. Yes- 13

b. No- 2

c. No answer- 2

d. We will now- 1

3. Hootsuite is a platform where you can merge all your social media accounts, schedule posts in advance and monitor who is talking about your organization. Do you think focusing on Hootsuite will assist your organization in making social media easier to use?

a. Yes- 10

b. No- 1

c. No answer- 4

d. Yes, with more information- 3

4. What do you think is the most important aspect of social media?

- Engaging/Interacting with followers- 3

- Starting conversation- 2

- Gaining followers- 3

- Releasing information- 5 - Responding to questions or concerns- 1

- No answer- 4

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5. How active is your organization on social media (i.e. do you engage with your followers? Do you post frequently? Do you promote events?)

a. Use frequently- 3

b. Moderate use- 9

c. Not often- 2

d. No answer- 3

6. Are you prepared to use social media during a crisis?

a. Yes- 18

b. No- 1

c. No answer- 2

d. Partially/Will be- 3

7. Have you like the UWWA Social Media Page on Facebook for tips, tricks and tasks? (If no, please do!)

a. Yes- 9

b. No- 2

c. No answer- 5

d. Will do- 1

Post Survey Results Report

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I. After the social media campaign and training, 11 agencies confirmed that they were more confident and felt more comfortable using social media. Zero agencies said they did not feel more confident. Three agency representatives who did not participate in the breakout session training said that it was not applicable to them. Four agencies did not answer this question.

II. Out of the agency representatives who completed the survey, 13 claimed to have a designated person in charge of its social media accounts. Two agencies claimed to not have someone in charge. Two agency representatives did not answer. Finally, one agency representative claimed they would put someone in charge now.

III. After introducing Hootsuite, 10 agency representatives believe that the platform will be beneficial to their organization. One person did not think Hootsuite would be ap-plicable to their organization. Four agency representatives did not answer this ques-tion, yet three others reported that they would implement Hootsuite provided with more information.

IV. After the social media campaign, survey responders still felt that providing informa-tion was of primary importance. This was followed closely with engaging and inter-acting with followers and also gaining followers. Four participants did not answer this question. Finally, only one participant believed answering questions or concerns was important.

V. Out of the agency participants, nine claimed to not be as active as they should on so-cial media, only using it moderately. Three agency representatives claimed to use so-cial media frequently, while two said they did not use social media often at all. Three agency representatives did not provide an answer to this question.

VI. Eighteen agency representatives claimed that they were prepared to use social media during a crisis. One representative said their organization was not ready, while two did not respond to this question. Three agency representatives replied that they were only partially ready or not yet ready, but would put in the effort to prepare.

VII. Nine of the agency representatives present have liked the UWWA Social Media Face-book page. Two representatives said no, and five representatives did not answer. One participant said they would like it soon.