Issuu on Google+

Maggie Droushiotis Peri Diamond Sophia Fiat Athena Israni CPR 490 April 22, 2014


2

Table of Contents: I.

Social Media Audit

II.

Social Media Campaign/Plan

III.

Social Media Writing/Content

IV.

Social Media Metrics


I. SOCIAL MEDIA AUDIT: Type Size Engagement

Purpose

Frequency

Content

Tracking

Facebook 259 likes - 3 “talking about it” - 2 “were here” - An average of 1-2 likes per post with shares on every 4 posts. Used to promote events around campus with a link to their Facebook event page or a picture. Most posts are geared towards informing students. Posts are about once per week (March 7, March 3, Feb. 24, Feb. 17)

Primarily used for promoting events on campus. The posts include links and photos to their event pages. Such events include Spring Break Send-Off, Valentine’s Day and Annual Lunar New Year Celebration. One post in particular is meant to entertain the community about the Chinese New Year. Facebook Insights

Twitter 20 followers - 12 tweets - Retweeted tweets from UM IM Sports and Miami Hurricanes

Instagram 7 followers - 2 photos posted - Photo #1 - 4 likes, 1 comment - Photo #2 - 2 likes

Informative about school events and their upcoming meetings.

Both photos were “throwbacks” from previous events held by the organization. Purpose is to entertain.

Last tweet was posted on Sept. 6, 2013. The account is inactive because majority of tweets come from 2012. Information is not primarily about the organization, but includes topics about University of Miami sports and activities, such as the football season. Hashtags are also used, such as #dragonboat. One tweet includes a picture of their dragonboat practice.

Both photos were uploaded 6 months ago.

No

No

Pictures of members from the COISO banquet.

STYLE GUIDE: The logo for the organization is a dragon in the University of Miami orange and green. The font is a ribbon font.


4 FOLLOWING SOCIAL MEDIA AUDIT:

Prior to conducting our social media audit our team assessed the organization’s existing social media strategy.

Has the client chosen social media that are a good fit for its needs? Yes or no and why? The client has chosen to use Facebook, Twitter and Instagram, which all cater to the needs of the organization. The needs or goals of this particular organization are to build unity and strengthen communication among Asian and Asian American students, while educating the university community about our cultures and traditions. Using these three outlets, they can communicate to a broad audience of students. Most students use at least one of these three platforms.

What are the objectives of your client’s existing social media policy? (If one doesn’t exist, state that your client doesn’t have one.) Client does not have a social media policy.

What potential issues/risks did you uncover in the audit and need to be addressed in policy? During the audit it was uncovered that while the association is present on all three platforms, they do not take full advantage of these platforms. The only platform up to date is their Facebook, where they post about once a week. Their Twitter has not been


posted on since September and their Instagram only has two posts on it from 6 months ago. Both their Twitter and Instagram need to be updated.

What are the main areas of focus that can help guide employee/member participation? The main area of focus is to build their presence on Twitter and Instagram. This can be done by using consistent hashtags on each Twitter and Instagram post. Most students check their social media accounts regularly; therefore, posting on these will increase member interaction.

Do employees/members understand social media or is an education component needed? Considering the members are students at the university, no education component is needed, most, if not all, are very familiar with how social media works.

Who is responsible for setting up and managing social media accounts? Jacinta Yong, president, oversees all social media goals and pushes messaging and designs flyers. Ashu Joshi, public relations officer, manages the social media regularly, creates events, and publicizes the organization via social media sharing.


6 What are the concerns/issues from the various departments that need to be included? According to Jacinta Yong, her public relations team is “not experienced in social media marketing and requires frequent delegation to continue promoting our events. We want to drive more people to come to our events and in turn become members to carry on the AASA legacy.”

Does the policy include statements on an employee’s/member’s personal versus professional use of social media? Should it? The policy should include a section that states that all uses of social media on behalf of the organization are for professional use only and adhere to the University of Miami’s Student Rights and Responsibilities Handbook. The policy should include this section because it prevents anyone from posting personally on the social media platforms and claiming its represents the views of the organization.

What is the best way to share information with employees/members when you introduce policy? The best way to share information with members will be by email or social media platforms. All members will be required to sign the social media policy to ensure adherence.


Who will maintain policy and update it moving forward? Jacinta Yong, president of the organization, and the public relations chair, Ashu Joshi, will maintain the new social media policy.

Following your team’s social media audit, which social media do you recommend that your client use moving forward/for the purposes of your campaign? We recommend that they continue to use all three existing platforms. Various apps, such as HootSuite, will link accounts together to bring ease to the social media administrator.

INTERNAL SOCIAL MEDIA POLICY: Obey the terms of service of any social media site or platform in which you participate. 1. Privacy – Anyone posting on behalf of the Asian-Americans Students Association must adhere to the University of Miami’s privacy code of conduct. Furthermore, remember that privacy options do not provide 100 percent protection of sensitive or personal information. Photos of students must not be posted unless the organization has written consent. Any photo posted on a social network, as it pertains to the organization or the university as a whole, must be appropriate in nature. Posting of any confidential or proprietary information about the organization, college, students, employees, alumni or fans is prohibited unless explicit permission is given. 2. Copyright/Fair Use - Anyone posting on behalf of the Asian-Americans Students Association must adhere to the University of Miami’s copyright policy. Proper


8 attribution and credit must be given to any content that is not intellectual property of a group member. 3. Legal/Liability – You are legally liable and will be held accountable for any post connected in anyway to the organization or the university. Asian American Students Association’s content should not include the following: •

Profanity

Derogatory comments (as they pertain to individuals, groups and institutions)

Sexually explicit materials (including sexually explicit language, materials, photos and links to sexually explicit material.)

Copyrighted material

Academic dishonesty

4. Disclaimer – Every social media site must include a disclaimer stating: The content posted to this site represents the sole views of the individuals who post it. Unless stated otherwise, these posts neither represent the views of nor are endorsed by the University of Miami. The University of Miami does not take any responsibility for pages or social media content claiming to represent the university on unapproved social media sites. 5. Acknowledgeable – The Asian American Students Association must include the following acknowledgement and agreement in a visual and accessible location on all social media sites created by the organization: The user expressly


acknowledges and agrees that site use is subject to the following terms and conditions. These terms and conditions may be changed at any time without advance notice and continued use of this site is an act of acceptance of such changes. The user acknowledges that the University of Miami does not endorse nor can be held liable for the content on any social media site connected to this organization. 6. Personal Views – All participants of the organization including college students, employees, alumni or fans must explicitly state that their views are not an official view or statement of the University of Miami. 7. Company/University Logo Usage – The use of organization or University of Miami logo that is affiliated with the organization must be approved and have written consent. Users do not have to post on each individual post, it will be stated in the information section. 8. Oversight – Each authorized social media site must have a designated administrator. 9. Accuracy and Truthfulness – Any post must be upheld to the highest standards of accuracy and truthfulness to ensure its ethicality and credibility. 10. Removal of Content – The University of Miami and Asian-American Students Association reserve the right to remove, block or hide the content of any post that is said to violate the University of Miami Honor Code or any policy within the Student Rights and Responsibilities Handbook. Content can be removed without prior notice for any reason that is said to be in the best interest of the university and organization.


10

*We chose to write the social media policy as a group to make it sound more fluid and eloquent.

POLICY ROLLOUT: The policy should be featured on their Facebook ‘about’ section. In addition, the policy should be emailed out to all members of the organization and include a bullet-form summary of the policy to highlight key ideas. To create more attention, the organization can plan a small-scaled launch event at their next meeting. Also, a Facebook contest can be used to spotlight one member of the organization who best uses social media to attract positive attention to the club.

MEASURING USAGE:

To find out the effectiveness of the new policy, organization members will be emailed informal survey questions. The following are examples of questions the organization will ask:

Likert Scale: 1 strongly disagree, 2 disagree, 3 neutral, 4 agree, 5 strongly agree 1. Do you feel that the implementation of the social media policy is fair? 2. Do you think the implementation has encouraged you or other group members to be more involved? 3. Since the implementation of the social media policy, has the organization gained more credibility?


4. Do you feel that the social media policy is understandable? 5. Do you understand the repercussions of not following the social media policy?

The executive board of the organization will encourage employee feedback and listen to conversations about the policy. In addition, the organization can track how often members are posting to the organization’s Facebook, Twitter and Instagram accounts by using apps such as: 1. SocialEngage – Analyzes information about Twitter and Facebook 2. Brandseye – Monitors mentions of organization online 3. Google Alerts – Tracks mentions of organization online 4. Hootsuite – Analyzes social media traffic, schedules tweets and Facebook posts 5. Facebook Insights – Tracks best time of day to post and demographic data


12 EXTERNAL MEDIA POLICY AASA encourages social interaction on all its social media platforms. Please read the guidelines below to ensure that you are following all of our social media policy guidelines. All posts need to respect the University of Miami’s privacy policy. Don’t post any private or sensitive material about you or others. If you post photos that you did not personally take, you need to have permission from the person who owns the rights to the photos before posting them to the AASA Facebook page. Photos should be rated G and not contain any sexually explicit or offensive content. Furthermore, all posts should be accurate and truthful. AASA and the University of Miami reserves the right to hide, delete and report any content that is inappropriate in nature or violates the AASA or University of Miami policies. AASA does not have to notify you before or after deleting content. By interacting with AASA on Facebook, you acknowledge that you have read the disclaimer posted on the Facebook page. You will be held legally accountable for all content you post. If you are unsure about the specific details about a policy, please refer to the links below for a more detailed explanation. University of Miami Student Rights and Responsibilities Handbook University of Miami Honor Code University of Miami policies


II. SOCIAL MEDIA CAMPAIGN/ PLAN Our team decided to focus our project on the Asian-American Students Association at the University of Miami. The purpose of the club is to promote the awareness of Asian culture and the Asian-American identity. The organization’s goal is to build unity and strengthen communication among the Asian community at the University of Miami. The organization is open to all nationalities. Jacinta Yong, a fellow classmate and president of the Asian-American Students Association, informed our group that the organization is lacking a social media policy. Our team assessed the club’s current campus presence and decided to create a social media audit and policy for the organization. The Asian-American Students Association hosts a large series of events during the month of April in partnership with the University of Miami’s Asian Pacific Islander American Heritage Month. Some of the events include a sushi rolling workshop, ramen eating contests and a Japanese tea ceremony. The purpose of the event is to create awareness of the Asian Pacific Islander culture while promoting enjoyable events for all students. We chose this specific campaign because it represents and highlights the organization’s culture and mission. Our group decided Facebook, Twitter and Instagram were the most efficient and effective platforms to use for our client. We chose these platforms because our client has existing accounts that we felt needed to be utilized better. Specifically, Facebook allows our client to post information with no word limit. Based on our media audit and our goals, we plan to advise our client to use Facebook as the dominant platform for its social


14 media accounts. We thought our client should be present on Twitter and Instagram as well because its target audience, the University of Miami’s student body, is most active on these platforms. Our overall goal is to create awareness of APIAH Month among University of Miami students. Our long-term goal is to increase membership and participation within the organization. Our objectives and tactics include: 1. Increase Facebook likes by 50 people by May 15. •

Strategy 1: Use photo of club events to promote club activities.

Tactic – The president will assign a designated photographer to

take photos at club events. The events that will be covered include, Asian International Coffee Hour, Morikami Gardens Field Trip, Sushi Making Workshop, Yoga on the Green, Japanese Tea Ceremony and the Martial Arts SelfDefense Seminar. •

Strategy 2: Use video footage from past events to showcase the

benefits of the organization. •

Tactic – The president will assign a designated photographer will

to take at least three videos at club events. The events that will be covered include, Asian International Coffee Hour, Morikami Gardens Field Trip, Sushi Making Workshop, Yoga on the Green, Japanese Tea Ceremony and the Martial Arts Self-Defense Seminar.


Strategy 3: Implement a Facebook contest in which students post

pictures of their favorite memory at an AASA event. The winner of the contest will be selected by an executive board member. •

Tactic - Designate an executive board member to monitor the

contest and select a winner each month. The member will need to contact Sushi Maki to purchase a gift card. 2. Increase Twitter following by 40 people by May 15. •

Strategy 1: Use hashtag #AASA #APIAH to increase trending and

attention to the account. •

Tactic – Initiate use of hashtag on April 1. Encourage members to

include hashtag in their own posts. End hastag on April 30. •

Strategy 2: Implement a Twitter contest in which each day a

random letter spelling out a word will be tweeted. Followers will need to keep track of the letter from each day. The first person to spell the word correctly will be entered in a drawing to win a free Sushi Maki gift card. •

Tactic – The public relations chair, Ashu Joshi, will tweet a letter

each day to spell out a word. The public relations chair will also need to contact Sushi Maki to purchase a gift card. 3. Increase Instagram following by 15 people by May 15. •

Strategy 1: Use hashtag #AASA #APIAH to increase trending and

attention to the account. •

Tactic – Ensure the hashtag is included in each post to maintain

consistency. Initiate use of hashtag on April 1. End hashtag on April 30.


16 •

Strategy 2: Implement a contest that encourages members to tag

the client’s Instagram account while promoting Asian culture or the club. The winner will be selected by an executive board member. •

Tactic - Designate an executive board member to monitor the

contest and select a winner each month. The winner will receive a Sushi Maki gift card. 4. Increase club membership by 10 by May 15. •

Strategy 1: Host three informational sessions catered by Sushi

Maki to attract potential members. •

Tactic – An executive board member will contact Sushi Maki to

purchase food for each informational session and reserve a room in the Whitten Learning Center. The public relations chair will create flyers and use social media to create awareness about the informational sessions. The informational sessions will occur on every Tuesday during April at 9:00 p.m. •

Strategy 2: Reserve a table at Canesfest, which is an event for the

University of Miami Freshman class to attend and gain exposure to clubs and organizations. •

Tactic – Have an executive board member reserve a table for

Canesfest when signups are released over the summer. Canesfest is held in the middle of August. The Canesfest booth will need a promotional flyer designed by a member or the public relations chair.


Strategy 3: Reserve a table in the UC Breezeway for two

consecutive weeks during the last two weeks of March to create publicity and awareness for APIAH Month. •

Tactic – Have an executive board member reserve a table for the

UC Breezeway the week before April 1. A member will be assigned to create a flyer to pass out to students. The flyer should promote APIAH Month.


18


III. SOCIAL MEDIA WRITING/ CONTENT Social Media posts will be shared with our client via Dropbox. FACEBOOK POSTS 1. Asian Pacific Islander American Heritage Month - Five events down, four more to go! Check out the calendar below for the dates and times of our next events for Asian Pacific Islander American Heritage Month. #APIAH #AASA (Informational) (Calender.png)

2. Asian International Coffee Hour – Check out some of our members enjoying the cultural experience at our Asian International Coffee Hour. The photos are up – what was your favorite part of the event? Post your thoughts below, and photos are also welcome. #APIAH #AASA (Conversational) (coffeehouse.jpeg)

3. Morikami Gardens Field Trip – We couldn’t have picked a better day for the Morikami Gardens field trip. Thanks to everyone who came out and enjoyed the scenery! Check out the other photos on our Facebook page and don’t forget to tag yourself. #APIAH #AASA (Conversational) (Morikami.jpeg)

4. Morikami Gardens Field Trip – What a great day at the Morikami Gardens! Some of our members got up close and personal with the greenery! Tree huggers are so last year! #APIAH #AASA (Informational) (treehuggers.jpeg)

5. Sushi Making Workshop – We had a great time with our friends from @Sushi Maki at the sushi-making workshop! In case you couldn’t make it, here’s a tutorial to get you started on making your own roll at home. #APIAH #AASA (Informational/Educational) (http://www.youtube.com/watch?v=gOPJoDMSFls#aid=P6chEdQvlVA)

6. Sushi Making Workshop – Who knew we had professional sushi chefs in AASA? What’s your favorite roll? #APIAH #AASA #SushiMaki (Conversational) (sushimaki1.jpeg, sushimaki2.jpeg, sushimaki3.jpeg)

7. Yoga on the Green – Calling all yogis! Come enjoy a free yoga session on the Foote Green taught by yoga instructor Julianne Byun. Don’t be shy; all skill levels are


20 welcome! Meet us on Wednesday, April 16, from 11:30 a.m. – 12:30 p.m. #APIAH #AASA (Promotional) (yoga.jpeg)

8. Japanese Tea Ceremony – Come enjoy a delicious meal paired with our favorite teas at our Japanese tea ceremony on Thurs., April 17, at the Ibis Lounge (second floor of the UC). The time is TBA. #APIAH #AASA (Promotional) (tea.jpeg) http://all-free-download.com/free-vector/vectormisc/chrysanthemum_tea_tea_01_vector_180649.html

9. Martial Arts Self-Defense Seminar – Kiai! ("key-eye") Practice your self-defense moves at our martial arts self-defense seminar on Sunday, April 20, from 5-7 p.m. in Room D at the Wellness Center. #APIAH #AASA (Informational/Promotional) http://giphy.com/gifs/leWwDRvSI49jy Subject to these Terms of Service, we grant each user of the Services a worldwide, nonexclusive, non-sub licensable and non-transferable license to use (i.e., to download, stream, and display locally) Content solely for purposes of using the Services. 10. Asian Pacific Islander American Heritage Month – Thanks for making this year’s APIAH month the best yet! Check back soon for more details on what’s happening next in AASA. #APIAH #AASA (Informational) *Include slideshow of photos from this month using Splice (Free edition) (movie.mov)

INSTAGRAM POSTS 1. Asian Pacific Islander American Heritage Month - Five down, four more to go! Check out the calendar below for the dates and times of our next events for APIAH Month. #APIAH #AASA (Promotional/Informational) (calendar.png)

2. Asia International Coffee Hour – Check out some of our members enjoying the cultural experience at our Asian International Coffee Hour. #APIAH #AASA (Conversational) (coffeehouse.jpeg)


3. Morikami Gardens Field Trip – We couldn’t have picked a better day for the Morikami Gardens field trip. Thanks to everyone who came out and enjoyed the scenery! Check out the other photos on our Facebook page and don’t forget to tag yourself. #APIAH #AASA (Conversational) (morikami.jpeg)

4. Morikami Gardens Field Trip – What a great day at the Morikami Gardens. Some of our members got up close and personal with the greenery. Tree huggers are so last year! #APIAH #AASA (Promotional) (treehugger.jpeg)

5. Sushi Making Workshop – We had a great time with our friends from @Sushi Maki at the sushi-making workshop. In case you couldn’t make it, here’s a tutorial to get you started on making your own roll at home. #APIAH #AASA (Informational/Educational) http://www.youtube.com/watch?v=gOPJoDMSFls#aid=P6chEdQvlVA

6. Sushi Making Workshop – Who knew we had professional sushi chefs in AASA? Tag your friends who love #sushi #APIAH #AASA #SushiMaki (Conversational) (sushimaki1.jpeg, sushimaki2.jpeg, sushimaki3.jpeg)

7. Yoga on the Green – Calling all Yogis! Come enjoy a free yoga session on the Foote Green taught by yoga Instructor Julianne Byun. Don’t be shy; all skill levels are welcome! Meet us on Wednesday, April 16, from 11:30 a.m. – 12:30 p.m. #APIAH #AASA (Promotional) (yoga.jpeg)

8. Japanese Tea Ceremony – Come enjoy a delicious meal paired with our favorite teas at our Japanese tea ceremony on Thursday, April 17, at the Ibis Lounge (second floor of the UC). The time is TBA. #APIAH #AASA (Informational/Promotional) (tea.jpeg) http://all-free-download.com/free-vector/vectormisc/chrysanthemum_tea_tea_01_vector_180649.html


22 9. Martial Arts Self-Defense Seminar – Kiai! Practice your self-defense moves at our martial arts self-defense seminar on Sunday, April 20, from 5-7 p.m. in Room D at the Wellness Center. #APIAH #AASA (Informational/Promotional) http://giphy.com/gifs/leWwDRvSI49jy Subject to these Terms of Service, we grant each user of the Services a worldwide, nonexclusive, non-sublicensable and non-transferable license to use (i.e., to download, stream, and display locally) Content solely for purposes of using the Services. 10. Asian Pacific Islander American Heritage Month – Thanks for making this year’s APIAH Month the best yet! Check back soon for details on what’s happening next in AASA. #APIAH #AASA (Informational) *Include slideshow of photos from this month using Splice (Free edition)

TWITTER POSTS 1. Asian Pacific Islander American Heritage Month - Five down, four more to go! Check out the calendar below for dates and times of our next events for APIAH Month #APIAH #AASA (Promotional/Informational) 124 characters 2. Asian International Coffee Hour – Check out our members enjoying Asian International Coffee Hour. What’s your favorite part of the event? Tweet your thoughts! #APIAH #AASA (Conversational) 140 characters 3. Morikami Gardens Field Trip –Couldn’t have picked a better day for the Morikami Gardens; thanks to everyone who came! Check out photos on our Facebook page. #APIAH #AASA (Conversational) 140 characters 4. Morikami Gardens Field Trip – What a great day at the Morikami Gardens. Some of our members got up close with the greenery. Tree huggers are so last year! #APIAH #AASA (Promotional) 138 characters 5. Sushi Making Workshop – Had a great time with @SushiMaki at the sushi-making workshopHere’s a sushi-rolling tutorial if you missed it: http://goo.gl/zWFrk3 #APIAH (Informational/Educational) 138 characters 6. Sushi Making Workshop – Who knew we had professional sushi chefs in AASA? Tweet us your favorite roll. #APIAH #AASA #SushiMaki (Conversational) 111 characters


7. Yoga on the Green – Calling all yogis! Enjoy free yoga on the Green led by yoga instructor Julianne Byun on April 16 11:30 – 12:30 p.m. #APIAH #AASA (Promotional) 129 characters (yoga.jpeg) 8. Japanese Tea Ceremony – Come enjoy a delicious meal paired with our favorite teas at our Japanese tea ceremony on Thurs., April 17, at the Ibis Lounge. #APIAH #AASA (Informational/Promotional) 140 characters (tea.jpeg) http://all-free-download.com/free-vector/vectormisc/chrysanthemum_tea_tea_01_vector_180649.html 9. Martial Arts Self-Defense Seminar – Kiai! Learn self-defense at our martial arts self-defense seminar on Sun., April 20, from 5-7 p.m. in Room D at the Wellness Center. #APIAH 140 characters 10. Asian Pacific Islander American Heritage Month – Thanks for making this year’s APIAH Month the best yet. Check back soon for information on what’s happening next in AASA. #APIAH #AASA (Informational) 134 characters *Include slideshow of photos from this month using Splice (Free edition) To use the videos and GIFs in our posts - Subject to these Terms of Service, we grant each user of the Services a worldwide, non-exclusive, non-sub licensable and nontransferable license to use (i.e., to download, stream, and display locally) Content solely for purposes of using the Services.


24


IV. SOCIAL MEDIA METRICS Overall, our main goal is to create awareness of the club while increasing membership. The following are ways we suggest the organization should measure goals in order to determine their success and effectiveness. In order to increase Facebook likes by 50 people by May 15, increase Instagram following by 15 people by May 15, and increase Twitter following by 40 people by May 15, we suggest that on March 31, an assigned member of the club, writes in a word document how many Instagram and Twitter followers the club has, as well as how many likes their Facebook page has. On May 15, the same assigned club member will refer to the word document and social media platform to assess if the number of likes and followers has increased. Additionally, HootSuite and Facebook Analytics can also be used as a supplement. Furthermore, to effectively monitor club membership, we suggest that Jacinta records the current number of members on March 31 from the organization’s roster on Microsoft Excel. On May 15, Jacinta, once again, will record the number of members on the organization’ s roster. The difference between these two members will be the increased membership. The organization currently has 50 members.


26

APPENDIX A:


APPENDIX B: Metric Checklist *Please circle corresponding answer Facebook Twitter Instagram Membership

Were Facebook likes increased by 50 people by May 15? Were Twitter followers increased by 40 people by May 15? Were Instagram followers increased by 15 people by May 15? Was club membership increased by 10 people by May 15?

Yes

No

Yes

No

Yes

No

Yes

No


Social Media Campaign