Social Media Marketing Strategy – Sample

Boys & Girls Clubs of______social media goals will advance the mission through the following objectives:

  1. building awareness of ______;
  2. creating, engaging and maintaining supporters;
  3. providing value to corporate partners;
  4. protecting the brand and sub-brands;
  5. ______
  6. ______

Target Audience

  1. Public supporters
  2. Donors
  3. Alumni
  4. BGCA Movement
  5. Partners/Influencers
  6. Parents
  7. ______
  8. ______

Tactics for Successful Execution

Full Marketing Integration

Along with promoting our presence on other social networking sites, Boys & Girls Clubs of ______will also utilize traditional promotion vehicles to generate awareness including:Web site, brochures, ______, etc., to ensure that social media is fully integrated into ______’s marketing efforts.

Offering Fresh Content

______is committed to providing fresh and timely information to pertinent sites to drive engagement and interest.

Protecting the Brand
Social media venues allow users to speak directly about what the brand means to them. This means that on occasion, Boys & Girls Clubs of ______may experience harsh or inappropriate comments on a social media site. ______is committed to:

  • Patrolling social media sites for unfavorable mentions of our Boys & Girls Club, alerting necessary individuals as needed;
  • Allowing certain controversial comments to remain posted on sites, but addressing concerns immediately and allowing the community to do the same; and
  • Removing postings/pictures/comments that may be deemed harmful to a youth, staff person, the Boys & Girls Club brand, etc.

Outcomes: Measuring Success

______’s social media goals rest upon engagement and interaction – therefore, we will define success with very tangible things such as numbers and very intangible things such as depth/quality of comments on a post or degree of sharing viral information amongst members and outside of the communities. Below are some common measurements for success that we will be using for our main social media communications outlets.

Facebook:

  • Increase in number of Fans
  • Increase in level of engagement
  • Additional Goal
  • Additional Goal

YouTube:

  • Increase in number of channel views per month
  • Number of video views per month
  • Level of engagement during each video view
  • Additional Goal
  • Additional Goal

Twitter:

  • Number of public/individual followers
  • Number of partner/sponsor/celebrity followers
  • Additional Goal
  • Additional Goal

Defining the Outlets We Use:

Facebook

Facebook is a social networking site with millions of active users. This site lets users become a fan of the Boys & Girls Clubs of ______Fan or Cause pages. Users can comment on postings, post their own stories about the Club, share photos, videos and encourage others to support the cause via Facebook e-mails and applications.

Twitter

Twitter is a micro-blogging service with short bursts of communication in 140 characters or less. Twitter allows users to follow others, personal or branded, as well as share their thoughts, feelings and observations throughout the day. Boys & Girls Clubs of ______can show affiliation with sponsors/partners/celebrity alumni, as well as other Clubs and like-minded service organizations using this network. Twitter operates off relevant news or fact-based information, usually linking to an outside or Boys & Girls Clubs of _____-related source with in-depth information.

YouTube

YouTube is a video hosting and sharing service that operates as the world’s most popular video sharing site. YouTube allows users to upload video, comment on other videos and embed videos on other Web sites. This site allows users to subscribe to the ______channel for updates, as well as share favorite videos with friends through e-mail, Web sites or other social networking services. YouTube is a great way to assist in making the Boys & Girls Clubs of ______message viral.

Flickr

Flickr is a photo and video sharing service. This site allows users to create albums of photos, comment on others’ photos, assign photos to maps and create/join groups of like-minded individuals. BGCA’s Flickr page and group supports marketing and resource development initiatives including BE GREAT, Day for Kids and other event-driven initiatives.