Ladder of Engagement - SMA

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<ol><li> 1. Ladder of Engagement Proposal Social Media Ambassador 1. Overall Goals a. The purpose of the Social Media Ambassador program is to promote MAPs policy ideas, initiatives, and events around the country through Facebook and Twitter engagement. Ambassadors will promote MAP blog posts, engage with donors, fellow Millennials, and other parties of interest, as well as share relevant news sources through the re-tweeting of news articles that mention Millennials and MAP specifically. b. The underlying goal of this program is to make MAP a thought leader by cultivating a national narrative of pragmatic cooperation through Millennial political leadership. c. This position is strictly a volunteer opportunity, though benchmark rewards will potentially be offered. 2. Target Audience a. The ideal candidates for this program are: i. Current undergraduate students ii. Possess strong communication skills iii. Possess a professional working knowledge of social media iv. Demonstrate a strong commitment to MAPs mission v. Possess a working knowledge of the current political climate b. Students who are majoring in the following subjects, and/or have experience in the following areas will be given preference: i. Political communication ii. Journalism iii. Public policy and administration iv. Experience working in campus political and/or advocacy groups c. The campus climate of each candidate that is applying should also be assessed: i. Is this a school that places a high priority on political issues? ii. Would there be a strong interest in political and social Millennial concerns? iii. How successful would a politically geared social media presence be on each campus? iv. Success here is defined as a high level of awareness of MAP and its goals on the chosen campus d. This success will be measured by a survey at the end of the SMAs term: i. How many people answered the survey? ii. How many people could define MAP and its goals? iii. Is there a State Future Caucus in that state? If not, can we start one? 3. Objectives for Target Audience a. Ambassadors must be able and willing to tweet on Twitter or post on Facebook two days out of the week and gather relevant and credible sources on positive Millennial engagement, research, and commentary. b. Ambassadors will participate in monthly conference calls (utilizing our </li><li> 2. UberConference line) with the MAP Program Supervisor to cultivate an inspiring community of political entrepreneurs and to maintain strong ties to the organizations leaders. c. Designated MAP staff supervisor(s) (Communications Intern or Communications Director) will check in with the Social Media Ambassadors on a biweekly basis in order to track social media activity (see Evaluation). 4. Strategies a. The following strategies will be employed by the Social Media Ambassador in order to accomplish the objectives discussed earlier in this proposal: i. Twitter Chats: The Social Media Ambassador will host Twitter Chats when important political events are taking place. (For example, the 2016 elections and all events leading up to them.) ii. Live Tweeting: Social Media Ambassadors will be asked to live tweet all relevant campus events, i.e. guest speakers, workshops, or other events that complement MAPs national narrative. b. Digital content must be established by existing MAP team members (Communications and/or Operations Interns) in order to educate the SMAs on the following subjects: i. How to Properly hold a Twitter chat (engaging, informative, logistics) ii. Best Tips for Live Tweeting an Event, Panel Discussion or Conference iii. How to Organize their Social Action Project (Community Organizing?) c. MAP staff must work on adapting current MAP content into promotable material, such as: i. Infographics ii. Shareable one page information sheets iii. Memes/images for Facebook and Twitter iv. Online training webinars 5. Tactics a. On the 1st of every month, individual topics/policy issues must be established: i. MAP Operations Intern will collect all SMAs areas of interest and compile a monthly calendar/schedule for who covers which topic and when. ii. Calendar will be displayed through Google Calendar on each SMAs MAP Gmail account. b. Operations Intern will compile a DC Event ListServ - a compilation of all events relevant to MAPs interests in DC. At least one SMA should be at each event in order to live tweet it. c. The Communications Intern will create a professional MAP twitter handle/profile for each SMA. 6. Evaluation </li><li> 3. a. Effectiveness of the program will be evaluated via the amount of online traffic each Social Media Ambassador generate, such as: i. Re-tweets, favorites, and replies on Twitter ii. Likes, shares, comments on Facebook iii. Private direct message conversations generated through Facebook, and Twitter iv. Number of followers gained via tracking URL v. Email listserv sign-ups via tracking URLs, etc. b. Social Media Ambassadors will be evaluated biweekly and reported to the Digital Communications Manager on a biweekly basis via a member of the MAP team (i.e. the Operations Intern and /or Communications Intern): i. Twitter analysis services can also be employed that offer these types of biweekly results. ii. Twitter itself offers analysis services. iii. Report these numbers every 2 weeks in a easy to digest, visual graphic. (Can be created for free in Canva.) iv. Specific URLs can be created to track referral codes in Squarespace. 7. Materials a. Ambassadors would be able to work from home, but must have access to a computer and the Internet on a daily basis, as well as a professional Twitter account/Twitter handle. b. MAP will create said professional Twitter handle. c. Previous experience with managing a professional Twitter account is preferred. d. All content associated with said professional Twitter account must be appropriate (i.e. no foul language or slurs, nudity, illegal activity including, but not limited to, drugs and underage drinking, other inappropriate activity as determined by MAP staff). 8. Timetable a. Ideally, this program would be ready for launch as early as June 2015. i. The application would be created in May 2015, and applications would be accepted on a rolling basis from June 2015 until August 2015* ii. The first SMAs would begin work in September 2015 and ideally end work in December 2015. b. Five (5) to ten (10) applicants out of every application period will be selected for this position. c. Ambassadors will be promoting on a 1 - 4 month span (semesterly as well as over summer break for undergraduate students alongside MAP intern semester schedules). *Application acceptance time frame can be shortened or extended on an as- needed basis per the results of this initiative and its impact on MAPs overall growth and expansion. 9. Staff Task List a. The Operations Intern will create a Social Media Ambassador official </li><li> 4. application. i. The application itself will be created using Google Forms. b. The Communications Intern will: P i. Promote the availability of the application through social media and email listserv. ii. Create initial database of MAP content ambassadors can start to curate throughout their networks. c. The Communications Director will: i. Create a new page on the website for the application. ii. Contact already interested volunteers with the opportunity first, as a way of thanking them for sparking the idea in the first place. d. Once the Social Media Ambassadors are hired, staff must evaluate all Social Media Ambassadors activities and results on a biweekly basis (Communications Intern and/or Communications Director). e. All Ambassadors are invited to attend the State Future Caucus Summit in Washington, DC on December 8, 2015. We will cover travel and lodging up to $100 each for the evening of December 8. All travel plans must be submitted as in invoice prior to purchase to the SMA Program Manager and approved before a reimbursement check will be mailed. </li></ol>