Marissa Minter Allyssa Schoonover Alexa Hoisager Phillip Ericksen Kristian Martinez Social Media Audit Nonprofit Summary:

The Central Texas PRSA chapter is an organization for PR professionals (currently 43 members). Through PRSA members gain access to publications and training opportunities such as workshops and webinars. Another benefit for the Central Texas chapters members is its connection to the national PRSA organization. The group meets the second Thursday of each month. Their technology needs consists of updates to their websites as well as their social media, specifically Facebook. Central Texas PRSA would also like a plan to maintain these updates. Their website is currently functional but could use some additions to make it more interesting and current. Facebook is not adequately used. Over the last year, only about 15 things have been posted. Twitter is being updated daily with information for its members and interested PR professionals. Mr. Eckert also wants us to create a LinkedIn page so that people can connect through that social medium as well. Their current Web and social media use is enough to get by, but there is plenty of room for us to help them improve. SWOT Analysis: Strengths The organization has a working website and somewhat active Facebook and Twitter accounts. Their Facebook is being used to promote an upcoming conference so theyve been diligent lately about keeping posts up-to-date. Its easy to find information about the organization on their Facebook page as well. Weaknesses The organizations website is mostly text. It would be more effective if it were more interactive. Furthermore, their Facebook page only has 32 likes, which means there are members who havent liked the page. The organization did not post anything on Facebook all summer, so perhaps if the organization were more consistent with posting, more members would want to like the page. The Twitter page has a greater of followers (87 followers), but the posts are inconsistent here as well. Also, content on Facebook and Twitter is the same so perhaps people dont feel the need to follow both. Original content for each account would make the organization stronger because members would want to follow both accounts. Opportunities- There are many opportunities for the organization to gain more members and for current members to get more involved. The organization is

publicizing a conference that could spark interest in the community. Also, at the organizations meetings, they bring in successful professionals to speak. These things could help the organization reach its goals if they employ a social media strategy that keeps people informed about upcoming events. The organizations Facebook page has 32 likes, their Twitter account has 87 followers and we dont know how many visits the website gets because we dont have access to that information. The website is updated fairly often by the chapter secretary but it lacks multimedia. Related organizations examined: We examined PRSAs Dallas Chapter, San Antonio Chapter, and PRSAs National Chapter. One thing that was noticeable from the beginning was the fact that the Central Texas Chapter did not have its own website through the PRSA page. They had information about the chapter, but not a website to be found. Compared to the other chapters, Central Texas has a considerably less followers and lacks an actual website. The Dallas, San Antonio and the National Chapter all had their own stand-alone websites with all the social media needs a reader could want; whether it was LinkedIn, Twitter, Facebook and an RSS feed option, all these other chapters catered to the audience, which made them easier to connect with and keep up with what is happening in various chapters. Dallas PRSA Chapter: Their website was clean-cut and well structured. They have upcoming events posted on the top of the page, making it visible for the reader to see. They had medium sized icons for their social media options, which made them visible, but not distracting. On their Twitter page, they did not post as much as I expected. They have 3,308 followers and only tweeted every-so-often. For Facebook, they only had 442 Likes. Their posts did not differ from their tweets. From analyzing this chapter, they used social media as an informative tool. San Antonio Chapter: Their website was nice and short, with different tabs for different items. It is simple, easy to read and clean. Unlike the Dallas chapter, their social media icons were at the top, but still large enough to see and not distracting. Their Twitter page is not used often and is not used as an informative tool. Its used more for different articles and entertainment-like articles. Their Facebook on the other hand, is frequently used. They only have 178 Likes, but this tool is more informative than their Twitter account. National Chapter: Looking at the Facebook and Twitter for PRSA gave me some tips for using social media for an organization. For example, I liked that instead of simply tweeting a Facebook post or posting a tweet on Facebook, PRSA changed up the wording of posts while keeping the same content. On the Facebook page, I felt that the audience received a more in-depth idea of the organization and what they do, while on Twitter the audience simply received short blurbs of information about what is currently occurring with the organization. This tactic will help an audience to follow both your Twitter and your Facebook, as it can sometimes be annoying

when the Facebook and Twitter for an organization are repeating the exact same information. I also thought it was important that PRSA used a hashtag in almost every tweet. This will help their audience find more information and it will probably increase the number of followers. Ultimately, the social media of PRSA is meant to give news. We compared their social media posts to the news values learned in class and it appears that most of the posts have a news value in relation to PR whether it be timeliness, proximity, prominence, impact or novelty. Goals/Objectives/Audience I. Develop an efficient social media strategy. A. Facebook 1. Post once a day. 2. Promote PRSA meetings and lunches. 3. Post links related to PR and relevant images. B. Twitter 1. Frequently retweet PR professionals. 2. Reach out to members. C. Promote the Gift Card Extravaganza 1. Connect through social media. 2. Inform similar PR organizations. Maintain the System A. Simple Social Media Post System 1. Send all proposed posts to Eric through a spreadsheet. 2. All activity will be approved by PRSA members. B. Traceable System 1. Future PRSA members can continue this system. 2. Social media can remain a strong point for PRSA. Target PR professionals in Central Texas and increase membership. A. Secure all current members through Facebook. B. Work with nonprofit organizations through Facebook and Twitter. C. Develop relationships with PR professionals through Twitter. D. Recruit members through events and video.

II.

III.

Logistics/Client Projects: Social Media Plan - implement a strategy for the Twitter and Facebook that will increase the number of followers by at least 40 more members and increase engagement. The plan should be something simple that can be

passed along to a member of PRSA once we are no longer working for the client. Recruitment Video - create a video PSA that informs the audience on what PRSA does and encourages potential members to join. Publicity Plan - create a plan to publicize the gift card extravaganza occurring on Oct. 10 Website Content - brainstorm ideas for new content for the website Feature Story - write feature stories on various events held by the organization o Story on Advancing Your Brand in a Digital Age event o Story on other events and projects done by Central Texas PRSA throughout the semester o Story on why people should join PRSA

Project Timeline Monday, Sept. 23 - complete Social Media Plan and begin implementing strategies Wednesday, Sept. 25 - feature story on Advancing Your Brand completed Monday, Sept. 30 - list of ideas of website content completed Wednesday, Oct. 2 - list of ways to publicize the gift card extravaganza completed and begin implementing strategies Monday, Oct. 21 - feature story on why people should join PRSA Wednesday, Oct. 23 Scripted video Monday, Nov. 18 - complete recruitment video Monday, Nov. 25 - all website content completed Monday, Dec. 2 - feature story on events and projects done by Central Texas PRSA throughout the semester Member Tasks Alexa Hoisager: Social Media Plan, website content, feature story, publicity ideas Allyssa Schoonover: Video script and video, Social Media Plan, feature story Kristian Martinez: Social Media Plan, website content, feature story, publicity ideas Marissa Minter: Feature story on Advancing Your Brand, Social Media Plan, publicity ideas, group liaison, website content Phillip Ericksen: Social Media Plan, website content, feature story, updating social media