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Workbook distributed in "Social Media Planning for Medical Reserve Corps Units" session at Medical Reserve Corps Region I/II Summit (November 16, 2011)
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This
wor
kboo
k w
as c
reat
ed b
y Al
yson
Cob
b an
d Ar
ielle
Sla
m o
f JS
I Re
sear
ch a
nd
Trai
ning
Ins
titu
te,
Inc.
(JS
I) f
or t
he 2
011
Regi
on I
-II
Med
ical
Res
erve
Cor
ps T
rain
ing
Sum
mit
. JS
I is
a p
ublic
hea
lth
rese
arch
and
con
sult
ing
firm
ded
icat
ed t
o im
prov
ing
the
heal
th o
f in
divi
dual
s an
d co
mm
unit
ies
thro
ugho
ut t
he w
orld
. Al
yson
& A
riel
le h
ave
pres
ente
d nu
mer
ous
new
m
edia
an
d so
cial
m
arke
ting
tr
aini
ngs
and
pres
enta
tion
s.
Topi
cs h
ave
incl
uded
:
Han
ds-o
n so
cial
med
ia e
xerc
ises
usi
ng f
icti
onal
dis
aste
r sc
enar
ios
Prin
cipl
es o
f So
cial
Mar
keti
ng
Prin
cipl
es o
f W
eb 2
.0 C
omm
unic
atio
ns
Soci
al M
edia
Ove
rvie
w
Soci
al M
edia
Pla
nnin
g Al
yson
Cob
b ca
n be
rea
ched
at
603-
573-
3319
or
acob
b@js
i.co
m.
Arie
lle S
lam
can
be
reac
hed
at 6
03-5
73-3
341
or a
slam
@js
i.co
m.
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In p
art,
info
rmed
by:
Nat
iona
l Aid
s M
inor
ity
Coun
cil a
nd J
SI,
“HIV
Pre
vent
ion
Goe
s So
cial
”
Idea
lwar
e, “
The
Non
prof
it S
ocia
l M
edia
Dec
isio
n G
uide
”, O
ctob
er 2
011
Arie
lle S
lam
, JS
I, “
Soci
al M
arke
ting
for
MRC
Am
bass
ador
s”,
June
201
1
1 2
W
hy d
oes
soci
al m
edia
mak
e se
nse
for
your
uni
t?
Thin
k ab
out
the
stat
isti
cs a
nd f
acts
beh
ind
soci
al m
edia
, th
e ne
eds
of y
our
unit
, an
d w
here
you
r cu
rren
t co
mm
unic
atio
ns p
lan
may
nee
d im
prov
emen
t.
W
hen
defi
ning
you
r so
cial
med
ia g
oal(
s),
it is
impo
rtan
t to
be
both
cle
ar a
nd
spec
ific
. H
avin
g a
wel
l-de
velo
ped
goal
will
hel
p en
sure
tha
t al
l oth
er p
arts
of
the
plan
sup
port
tha
t go
al.
Who
are
you
tr
ying
to
reac
h?
Wha
t ar
e yo
u
tryi
ng t
o
acco
mpl
ish?
Wha
t w
ill c
hang
e
if t
his
effo
rt
is a
suc
cess
?
2
Wha
t ar
e yo
ur s
ocia
l med
ia g
oals
?
Com
bine
the
fir
st 3
com
pone
nts
of A
ctiv
ity
2 to
dev
elop
you
r so
cial
med
ia g
oal(
s).
Don
’t f
orge
t to
mak
e yo
ur g
oals
SM
ART
!
For
each
goa
l, t
hink
abo
ut w
heth
er o
r no
t it
is:
Spec
ific
M
easu
rabl
e
Achi
evab
le
Rele
vant
Ti
me
boun
d
How
do
your
soc
ial m
edia
goa
ls a
lign
wit
h yo
ur b
road
er c
omm
unic
atio
n pl
an,
if a
pplic
able
?
Cate
gory
Fa
cebo
ok
Link
edIn
Bl
ogs
Twit
ter
View
sVi
ews
View
s pe
ople
tha
t ha
ve s
een
your
mes
sage
Im
pres
sion
s
Rea
ch
V
iral
Rea
ch
N
ew M
embe
rs
G
row
th R
ate
V
isit
s
Goo
gle
Anal
ytic
s
Ref
erra
l so
urce
s
Follo
wer
sFo
llow
ers
Follo
wer
s pe
ople
sig
ned
up f
or y
our
mes
sage
s
P
age
Like
s
Dem
ogra
phic
s
G
roup
mem
bers
Dem
ogra
phic
s
B
log
subs
crib
ers
R
SS s
ubsc
ribe
rs
F
ollo
wer
s
Lis
ts
Enga
gem
ent
Enga
gem
ent
Enga
gem
ent
inte
ract
ions
w
ith
your
ac
coun
t/m
essa
ges
C
omm
ents
Lik
es
S
hare
s
Fee
dbac
k
Eng
aged
Use
rs
C
omm
ents
Dis
cuss
ions
C
omm
ents
Rep
osts
Tim
e sp
ent
by
visi
tors
M
enti
ons
R
e-tw
eets
Rep
lies
Conv
ersi
onCo
nver
sion
Conv
ersi
on
Real
-wor
ld
re
sult
s of
you
r on
line
in
itia
tive
N
ew v
olun
teer
s
Don
atio
ns
R
egis
tran
ts f
or
an e
vent
Eve
nt a
tten
dees
Lin
k cl
icks
thr
ough
s
Ref
erra
ls t
o w
ebsi
te
N
ew v
olun
teer
s
Don
atio
ns
R
egis
tran
ts f
or
an e
vent
Eve
nt a
tten
dees
Lin
k cl
ick
thro
ughs
Ref
erra
ls t
o w
ebsi
te
N
ew v
olun
teer
s
Don
atio
ns
R
egis
tran
ts f
or
an e
vent
Eve
nt a
tten
dees
Lin
k cl
ick
thro
ughs
Ref
erra
ls t
o w
ebsi
te
N
ew v
olun
teer
s
Don
atio
ns
R
egis
tran
ts f
or
an e
vent
Eve
nt
atte
ndee
s
Lin
k cl
icks
Ref
erra
ls t
o w
ebsi
te
Mea
sure
men
t To
ol
Face
book
Insi
ghts
G
roup
Sta
tist
ics
Goo
gle
Anal
ytic
s Th
ird
part
y Ap
p
8
Thin
k ab
out
wha
t m
etri
cs y
ou w
ill m
easu
re d
urin
g a
cam
paig
n,
an e
mer
genc
y, a
mai
nten
ance
per
iod,
or
all o
f th
e ti
me.
Se
t nu
mer
ic t
arge
ts f
or e
ach
met
ric.
Rem
embe
r to
set
tar
get
num
bers
for
met
rics
you
are
tra
ckin
g!
Cons
ider
whe
ther
you
wou
ld h
ave
diff
eren
t m
etri
cs a
nd t
arge
t
num
bers
dur
ing
a ca
mpa
ign,
an
emer
genc
y, o
r a
mai
nten
ance
per
iod.
Wha
t is
the
pur
pose
of
your
so
cial
med
ia p
rese
nce
in t
he
tim
e le
adin
g up
to
a
disa
ster
?
Wha
t w
ill b
e th
e pu
rpos
e of
yo
ur s
ocia
l med
ia p
rese
nce
duri
ng t
he r
espo
nse
phas
e?
Wha
t w
ill b
e pu
rpos
e of
you
r so
cial
med
ia p
rese
nce
duri
ng
the
reco
very
pha
se?
Wha
t is
you
r co
ntin
genc
y pl
an if
tho
se w
ith
re
spon
sibi
lity
for
post
ing
lose
po
wer
, ca
n’t
get
to w
ork,
are
di
spla
ced,
etc
.?
Tool
:
Who
will
m
anag
e?
Post
fr
eque
ncy?
Type
s of
info
po
sted
&
Sa
mpl
e
Mes
sage
s
7
Your
soc
ial m
edia
nee
ds a
nd g
oals
may
cha
nge
duri
ng a
dis
aste
r.
It is
impo
rtan
t to
det
erm
ine
ahea
d of
tim
e ho
w,
and
to w
hat
exte
nt,
you
will
use
soc
ial m
edia
in a
n em
erge
ncy
situ
atio
n.
3
Face
book
+ _
Tool
H
ave
expe
rien
ce o
r ne
cess
ary
skill
s
Targ
et
audi
ence
use
s
Yes
No
May
be
Face
book
Link
edIn
Blog
Twit
ter
Uni
t w
ill u
se t
his
tool
. U
nit
curr
entl
y us
es
Co
nsid
er y
our
soci
al m
edia
goa
ls w
hen
brai
nsto
rmin
g th
e pr
os
and
cons
of
each
of
thes
e so
cial
med
ia t
ools
.
Link
edIn
+ _
Blog
s
+ _
Twit
ter
+ _
4
W
eigh
the
pro
s an
d co
ns o
f ea
ch t
ool,
as
wel
l as
the
or
gani
zati
onal
con
side
rati
ons
liste
d be
low
, an
d ch
eck
yes,
no,
or
may
be f
or e
ach
tool
.
Revi
sit
mai
nten
ance
pla
n __
____
mon
ths
from
tod
ay’s
dat
e, _
____
____
____
____
____
____
.
Tool
:
Who
will
m
anag
e?
Post
fr
eque
ncy?
Type
s of
info
po
sted
&
Sa
mpl
e m
essa
ges
Mon
day
Tues
day
Wed
nesd
ay
Thur
sday
Fr
iday
W
eeke
nd
Soci
al m
edia
cam
paig
ns,
soci
al m
edia
use
dur
ing
an e
mer
genc
y,
and
even
the
tim
e in
bet
wee
n (r
efer
red
to a
s “m
aint
enan
ce”)
,
can
and
shou
ld b
e pl
anne
d fo
r ah
ead
of t
ime.
5
It i
s al
so h
elpf
ul t
o m
ake
a sc
hedu
le f
or w
hen
you
will
pos
t sp
ecif
ic t
ypes
of
inf
orm
atio
n. M
akin
g a
cale
ndar
wit
h to
pic
them
es f
or e
ach
day
of t
he
wee
k is
one
way
to
orga
nize
you
r on
line
acti
vity
.
Cam
paig
n N
ame:
Dat
es:
Why
is t
his
the
righ
t ti
me
for
this
cam
paig
n?
Wha
t is
/are
you
r
spec
ific
goa
l(s)
for
thi
s ca
mpa
ign?
Whi
ch o
f yo
ur
ov
erar
chin
g so
cial
med
ia
goal
s do
es t
his
cam
paig
n su
ppor
t?
Who
is y
our
targ
et
audi
ence
?
Tool
:
Who
will
m
anag
e?
Post
fr
eque
ncy?
Type
s of
info
po
sted
&
Sa
mpl
e
Mes
sage
s
6
Use
the
se t
able
s to
hel
p yo
u ou
tlin
e a
soci
al m
edia
cam
paig
n,
incl
udin
g w
hat
tool
s yo
u w
ill u
se a
nd h
ow y
ou w
ill u
se t
hem
.
