table of contents...social media audit facebook page size: 473 likes brand guidelines: colors are...
TRANSCRIPT
TABLE OF CONTENTS
❖ Social Media Audit
➢ Client Information
➢ Social Media Audit
➢ Social Media Policy Comparative Matrix
➢ Social Media Policy - Internal Version
➢ Social Media Policy - External Version
❖ Campaign/Plan
➢ Campaign Overview
➢ Plan Analysis
➢ Goals and Objectives
❖ Campaign Content
➢ Multimedia
➢ Content Ideas
➢ Calendar
❖ Social Media Metrics
➢ Goals and Objectives
➢ Evaluation of Goals and Objectives
➢ Evaluation Checklist
Client Information
No Zebras is a University of Miami student organization aiming to address and reform
negative behaviors and misconceptions regarding sexual assault. The organization is
called “No Zebras” because a herd of Zebras will sit by while one of their own gets eaten
by a lion. Therefore, their catch phrase is, “Don’t be a Zebra.”
The organization educates students on what sexual assault is and on the resources
available in the Coral Gables community to survivors. No Zebras promotes the idea of
"survivor" rather than "victim” by facilitating honest and open discussions about sexual
assault and coping with such instances. Furthermore, No Zebras encourages reporting
sexual assault to the University of Miami's Sexual Assault Response Team.
No Zebras has impacted the UM community for more than four years by hosting events
such as self-defense classes and guest speaker panels.
Social Media Audit Facebook Page
● Size: 473 Likes
● Brand Guidelines: Colors are black (R=0 G=0 B=0), white (R=255 G=255 B=255)
and teal (R=0 G=202 B=242). The cover photo features the logo, these
brand-cohesive colors and a zebra, which is the symbol of the organization. The
logo is the zebra-patterned words that say “No Zebras” and the black letters
below those words that say “Canes Against Sexual Assault.”
● Level of engagement: Level is a 3. The organization posts articles and updates,
with very few of these eliciting response or discussion. The page’s purpose is
informational.
● Strategy/purpose: The page’s overall purpose is information dissemination. It
aims to update the University of Miami community on what the organization is
doing by advertising events and sharing the dates and times of meetings. It also
shares information about sexual assault for knowledge and discussion purposes.
● Frequency of conversations: One to two a month.
● Types of content shared: Photos, videos, links to articles and informational
updates about the organization.
● Tracking and measurement: The organization uses no tracking and
measurement to evaluate its social media accounts.
● Size: Following 274 and 57 followers.
● Brand Guidelines: Same as the Facebook page. Colors are black (R=0 G=0 B=0),
white (R=255 G=255 B=255) and teal (R=0 G=202 B=242). The logo is not
displayed, but their main photo features these colors and a zebra.
● Level of engagement: Level is a 1. The organization tweets two to three times a
month but gets no replies, favorites or retweets.
● Strategy/purpose: The purpose of organization’s Twitter account is information
dissemination. It aims to update people on events and meetings, but also share
useful tips when it comes to avoiding sexual assault and spreading awareness.
● Frequency of posts: They do not occur in this media account.
● Types of content shared: Photos, links to Facebook and informational updates
about the organization.
● Tracking and measurements: The organization uses no tracking and
measurement to evaluate its social media accounts
Social Media Policy Comparative Matrix
Policies WOAR
(Women Organized Against Rape): Website and
RAINN (Rape, Abuse, and Incest national Network): Website and
SVC (Sexual Violence Center): Website and
NSVRC (National Sexual Violence Resource Center)
SMART.gov (Federal
Office of Sex Offender Tracking): Organization Website and DOJ Website
No Zebras: Facebook
Company Code of Ethics x x x x
Legal Concerns (Privacy) x x x x
Responsibilities for the Account Management or
Funding
x x New Social
Media Issues ie. Branding
guidelines or Measurement of Social Media
x x x x
Mission Statement x x x x x
Social Media Policy - Internal User Content
No Zebras welcomes posts and contributions to the conversation on the No Zebras
Facebook page. Community-contributed content posted to the No Zebras page is the
opinion of the individual who posted it, and is not the official opinion of No Zebras. No
Zebras reserves the right to remove posts that it deems inappropriate. This includes
promotional content, as well as content that threatens, abuses, harasses or infringes on
the rights of others. In addition, No Zebras adheres to the Terms of Service administered
by Facebook.
Privacy Policy
No Zebras is an informational organization and does not collect any personal information
from the visitors to its social media pages. If contacted for information, the person’s
information is kept confidential. Personal information is not saved unless someone is
requesting services or to being placed on a listerv.
Account Management
No Zebras’ social media accounts are managed by volunteers of No Zebras under the
guidance of the Butler Center for Service and Leadership. The views expressed on the No
Zebras account do not necessarily reflect the views of the University of Miami.
Branding Policy
Please refrain from downloading the No Zebras logo without permission from the
organizations leadership. If you are interested in using the No Zebras logo please contact
[email protected]. Thank you!
Social Media Policy - External No Zebras welcomes posts and contributions to the conversation on the No Zebras
Facebook page. Community-contributed content posted to the No Zebras page is the
opinion of the individual who posted it, and is not the official opinion of No Zebras. No
Zebras reserves the right to remove posts that it deems inappropriate. This includes
promotional content, as well as content that threatens, abuses, harasses or infringes on
the rights of others. Please refrain from downloading the No Zebras logo without
permission. In addition, No Zebras adheres to the Terms of Service administered by
Facebook.
Campaign Overview The Client
● Client: No Zebras: ‘Canes Against Sexual Assault
● Background and purpose: No Zebras is a University of Miami student
organization that aims to address and reform negative behaviors and
misconceptions regarding sexual assault. It educates students on what sexual
assault is and on the resources available in the Coral Gables community to
survivors. No Zebras promotes the idea of "survivor" rather than "victim” by
facilitating honest and open discussions about sexual assault and coping with such
instances. Furthermore, No Zebras encourages the reporting of sexual assault to
the University of Miami's Sexual Assault Response Team. No Zebras has impacted
the UM community for more than four years by hosting events such as
self-defense classes and guest speaker panels.
● Contact: Claire Kebodeaux, the public relations chairwoman for No Zebras, has
been the main contact for this campaign. She can be contacted at
● Why No Zebras?: Sexual assault is still a taboo topic in many communities and
this should not be the case at the University of Miami. This campaign helps No
Zebras create a nurturing and supporting community for those affected by sexual
assault and allows its message to reach a larger audience.
The Campaign
● Day One of Event: No Zebras Social Media Awareness Day takes place on Sept. 30,
2014 from 9 a.m. to 5 p.m. Throughout the day, members of No Zebras carry a
large version and a small version of Ziggy, the blow-up zebra mascot, around
campus for a sorority photo competition. Each sorority is challenged with having
its members take the most photos with Ziggy around campus and sharing them on
Facebook with #findZiggy and @NoZebras: ‘Canes Against Sexual Assault,
along with tagging their sorority. The sorority that posts the most photos with
Ziggy wins the No Zebras Awareness trophy the next day at the guest speaker
event.
● Day Two of Event: The guest speaker event takes place on Oct. 1, 2014.
Motivational speaker, Donna Palomba from Jane Doe No More, Inc., will educate
members of the UM Panhellenic sororities on sexual assault. The UM Counseling
Center and the Coral Gables Police Department will join the students in an
interactive discussion of sexual assault as a public health issue and what can be
done to prevent it at UM.
● Why this?: As of this past year, sororities in the National Panhellenic Conference
at UM are required to attend one wellness activity per semester. By partnering up
with the Panhellenic council, this guest speaker event can be established as the
sororities’ wellness event for the Fall 2014 semester. This would allow No Zebras
to inform a large part of the UM community about sexual assault, which is its main
goal.
No Zebras Social Media Awareness Day promotes the No Zebras Facebook page and
gains organization awareness. Sororities are motivated to participate in events
with philanthropic causes by receiving awards for their chapter that are notable
and can be talked about during recruitment. No Zebras can hold both No Zebras
Social Media Awareness Day and the wellness event annually in order to raise
awareness and educate members of the sororities.
Plan Analysis
Social Media Choice
For this campaign, Facebook serves as the best form of social media. Users engage
frequently, post abundant amounts of photos and often promote items by sharing them.
Part of No Zebras’ goal is to inform individuals about sexual assault, and by using
Facebook it can reach a broader audience through tagging and sharing. By focusing on
Facebook, No Zebras can build awareness, create a following and then build membership
after the event has taken place.
For the purpose of this campaign, Twitter is not used because the No Zebras Twitter
account has only 57 followers, no recent activity and an engagement level of 1. Instagram
is not used because users are most selective about the photos they post, and it is a place
for individuals to show off their lifestyles and not overload accounts with promotional
competitions.
No Zebras Social Media Awareness Day
Creating No Zebras Social Media Awareness Day is a way for No Zebras to quickly grow
its social media network and increase awareness. By growing its social media network,
No Zebras can reach a greater number of individuals with its important and educational
message. Involving the UM Panhellenic sororities provides access to their large social
media presence both in the UM community and nationally, and provides a large number
of people that will be simultaneous liking the No Zebras page and mentioning it on their
Timeline during Social Media Awareness Day.
A week before the event, on Sept. 21 and 22, a member of No Zebras will go to each
sorority’s chapter meeting in order to announce No Zebras Social Media Awareness Day
and explain how it works. The following week, on Sept. 28 and 29, a member of No Zebras
will go again to the chapter meetings to remind the sororities that it starts the next day.
A member of No Zebras will also contact the president of each sorority in order to give
them details that they can send to their members via text, email and Facebook.
Guest Speaker
The goal of No Zebras is to address and reform negative behaviors and misconceptions
regarding sexual assault. Thus, it will host a guest speaker event to educate the UM
community on sexual assault.
On Oct. 1, 2014 No Zebras will invite speaker Donna Palomba to help create awareness,
break stigmas and develop training tools associated with sexual assault crimes. Palomba
is the face and founder of the national nonprofit Jane Doe No More, Inc., an organization
dedicated to improving society’s response to victims of sexual assault. As a survivor of
sexual assault herself, she uses her personal experience to highlight the importance of
prevention, intervention and education to younger audiences.
Goals and Objectives Goal
To increase awareness of No Zebras among students at the University of Miami by
incorporating Facebook updates and mentions by Oct. 7, 2014.
Objectives
1. To increase the number of likes by 20 percent between Sept. 30 and Oct. 7, 2014
2. To obtain 30 Facebook mentions between Sept. 30 and Oct. 7, 2014.
Strategy
Host No Zebras Social Media Awareness Day on Tuesday, Sept. 30, 2014.
Tactics
● Assign public relations chairman to keep track of posts from Sept. 30 - Oct. 7,
2014.
● Decide on time for the speaker presentation on Oct. 1, 2014.
● Reserve ballroom 314 in the Student Activities Center for Oct. 1, 2014 speaker
presentation and award recognition for social media campaign.
● Designate a board member to schedule and follow-up with speaker Donna
Palomba, a powerful voice for survivors of sexual assault for Oct. 1, 2014.
● Assign a board member to purchase beverages and snacks for the speaker
presentation.
● Designate a board member to coordinate event awareness with Panhellenic. Ask
the Panhellenic executive board for approval and participation in the No Zebras
Social Media Awareness Day and guest speaker wellness event.
● Assign a club member to create flyers and hang them around the Panhellenic and
UC building.
● Designate members to attend the sororities’ chapter meetings on Sunday, Sept. 21,
Monday, Sept. 22, Sunday, Sept. 28 and Monday, Sept. 29, 2014.
● Schedule club member shifts to walk around campus with large and small Ziggy
on Sept. 30, 2014 for picture opportunities.
● Designate a club member to bring big Ziggy to the presentation on Oct. 1, 2014
for a photo opportunity with the speaker and winning sorority.
● Assign a club member to take photos on Sept. 30 and Oct. 1, 2014.
● Designate club president to lead a question and answer session once the speaker
has presented.
● Designate club treasurer to purchase the prize for the winning sorority. This
member will also be in charge of setting up and presenting the award on Oct. 1,
2014.
● Assign a club member to take attendance of the sororities who are present for the
speaker presentation on Oct. 1, 2014.
Multimedia
All multimedia files are on a disk, which is included at the back of the binder.
Link
https://www.janedoenomore.org/index.php?option=com_content&view=article&id=126:
bio-donna-palomba&catid=47:bios
Photo Files
UStatue.jpg
Fountain.jpg
Board Member.jpg
Sebastian.jpg
Camouflage.jpg
PanhellenicLove.jpg
Faculty.jpg
Delta Gammas.jpg
Winners.jpg
Content Ideas
● POST #1: Happy to announce a new event for @No Zebras: 'Canes Against
Sexual Assault in collaboration with @Panhellenic at The University of Miami!
Next Tuesday we will hold #NoZebras Social Media Awareness Day. Look out for
Ziggy around campus and on Facebook!
PHOTO: UStatue.jpg
● POST #2: Two days until #NoZebras Social Media Awareness Day!
PHOTO: Fountain.jpg
● POST #3: So excited to have Donna Palomba come to talk to the @University of
Miami about sexual assault this Wednesday! Come join us and the ladies of
@Panhellenic at The University of Miami at the SAC ballroom at 6 p.m. as an
extension of #NoZebras Social Media Awareness Day.
https://www.janedoenomore.org/index.php?option=com_content&view=article&i
d=126:bio-donna-palomba&catid=47:bios
LINK:
https://www.janedoenomore.org/index.php?option=com_content&view=article&i
d=126:bio-donna-palomba&catid=47:bios)
● POST #4: The day is here! Happy first annual #NoZebras Social Media Awareness
Day! If you see Ziggy around campus, make sure to take a picture with him and
post it here to Facebook with #findZiggy to win the #NoZebras Awareness
trophy!
PHOTO: Board Member.jpg
● POST #5: Sebastian and Ziggy are #bestfriends #NoZebras
PHOTO: Sebastian.jpg
● POST #6: His stripes camouflage him! #findZiggy and win the #NoZebras
Awareness trophy.
PHOTO: Camouflage.jpg
● POST #7: Members of @Delta Gamma at the University of Miami and @Zeta
Tau Alpha at University of Miami showing #Panhelleniclove for #NoZebras
PHOTO: PanhellenicLove.jpg
● POST #8: School of Communication advisor Marilyn Gonzalez loves Ziggy!
#NoZebras
PHOTO: Faculty.jpg
● POST #9: Looks like Ziggy made some friends today! Thank you to @Panhellenic
at The University of Miami for participating in our first annual #NoZebras Social
Media Awareness Day to promote awareness about sexual assault. Looking forward
to seeing all of you ladies at our informational guest speaker, Donna Palomba,
tonight at 6 p.m. in the SAC ballroom!
PHOTO: Delta Gammas.jpg
● POST #10: Congratulations to @Delta Gamma at the University of Miami for
winning the first annual #NoZebras Awareness trophy for outstanding
participation in #NoZebras Social Media Awareness Day to help protect and inform
people about sexual assault!
PHOTO: Winners.jpg Calendar
Goals and Objectives Goal
As indicated in the Campaign/Plan section, the goal is to increase awareness of No Zebras
among students at the University of Miami by incorporating Facebook updates and
mentions by Oct. 7, 2014.
Objectives
1. To increase the number of likes by 20 percent between Sept. 30. and Oct. 7,
2014
2. To obtain 30 Facebook mentions between Sept. 30 and Oct. 7, 2014.
Evaluation of Goals and Objectives Introduction to Metrics
Social media metrics are used during the evaluation phase to gauge the benefits that the
campaign had on the organization and determine whether the campaign was successful.
Evaluation of Goals and Objectives
Facebook Insights is used to evaluate the first objective of this campaign. Facebook
Insights is a social media analytics component offered by Facebook that allows you to see
the growth in likes of your page. To evaluate the success of the second objective, you will
count the number of posts that No Zebras was mentioned in during the campaign. The
campaign efforts are considered successful if the No Zebras Facebook page increases in
number of Facebook likes by 20 percent from Sept. 30 to Oct. 7, 2014, and if the No
Zebras Facebook page is mentioned 30 times between Sept. 30 and Oct. 7, 2014.
The social media analytics should be completed on Oct. 7, 2014, because Facebook
Insights provides analysis of the previous seven days on the Overview tab. If Facebook
Insights cannot be accessed by Oct. 7, 2014, “Approach 2” for How to Count New Likes
should be followed.
How to Access Facebook Insights
1. Log in to the No Zebras Facebook account
2. Go to the profile page
3. Click on this button: . It is right below the cover photo and to the right of
the Update Page Information and Follow buttons.
4. Select View Insights
How to Count New Likes (Approach 1)
1. Access Facebook Insights
2. Click on the Overview tab
3. Locate box titled Page Likes
4. In Page Likes box find % From Last Week
How to Count New Likes (Approach 2)
1. Access Facebook Insights
2. Click the Likes tab
3. Select Start and End dates to choose a specific date range (Sept. 30, 2014 and Oct.
7, 2014)
4. Scroll down to Where Your Page Likes Came From
How to Count Mentions
1. Access the No Zebras Facebook page
2. Scroll down to the first post dated Sept. 30, 2014
3. Count each post you were tagged in from Sept. 30 to Oct. 2, 2014
Additional Information
Facebook Insights can be used to learn about the reach of a post, visits to a page and
statistics regarding those who “like” a page. For instance, it may be useful to know
which posts people are engaging with the most to better craft future ones. To access
information about posts, click on the Reach tab in Facebook Insights and scroll down to
the Likes, Comments and Shares section. It is not necessary to do this to measure the
objectives of the campaign, but it might be helpful in the future.
For more information about Facebook Insights
https://www.facebook.com/help/www/383440231709427
Evaluation Checklist
● Did the number of No Zebras Facebook likes increase between Sept. 30 and Oct. 7,
2014? If so, by how many? _______
○ Does this meet the objective of a 20 percent increase? YES or NO
● How many posts was No Zebras mentioned in between Sept. 30 and Oct. 2,
2014?_______
○ Does this meet the objective of 30 posts? YES or NO