Developing Social Media Strategies

An Online Learning Community

Social Media Crisis Plan


There are many situations which arise that require an immediate response.   While there may be no immediate crisis on the horizon, a company wants to be prepared in case a crisis might arise.  This is the importance of having a plan in place.  The social media crisis plan addresses issues and walks a company through the process should a crisis occur.

These are the steps that I am working on putting in place to combat any social media crisis which might occur.

Step 1.  When a crisis occurs acknowledge that it happened.  It is bad business when a crisis occurs that no one seems to step up and admit it has happened.  Admitting the crisis actually exists will help to maintain the integrity of a company.  When everyone is passing the buck and no one seems to know, it looks like the company is hiding something and this brings more negative visibility to the company organization.

Step 2.  When working in the social media world, first address the issue where it happened.  Whatever site was the instigator for the crisis; that is the site where the issue should be addressed first. Once the issue is addressed on that site then you can go on to other sites to put out fires regarding the crisis.

Step 3.  Keep all employees informed of the crisis and how it is being handled.  Also make sure that employees and staff know where to send questions and people requesting information.  You not want every staff member answering questions without knowing what should be said.  There needs to be a central location for addressing the crisis.

Step 4. Acknowledge that you are sorry and you are taking every step to address and correct the issue.  While the immediate reaction may be anger or distrust, when you say you are sorry and you show this in your actions, people tend to be more forgiving.

Step 5. Create a site and have all the information available for people to see.  From acknowledgment to how the crisis will be fixed along with a place to ask questions.

Measuring and Monitoring Social Media Success

The reason for measuring and monitoring social media is to make sure that the marketing of the effort is working affectively.  There are many ways to judge success when measuring and monitoring efforts.  When dealing with social media sites like Facebook , one can measure success based on comments and likes.  This is the case with many of the soft ROI sites.  With hard ROI one is looking for a more solid return.  These sites are set up to make an income.  They tend to bring in a monetary return.

I am looking to monitor the Facebook for success.  This will include recording likes as well as comments.  There is also a tool that on Facebook which monitors the amount of people who actually look at the page.  I will use these tools to monitor the success of the some of the social media sites.

I would also like to look at the monetary aspect whether it is time by an employee or actually money set aside to build different a ROI sites and see if the investment which has been put into the site is yielding a

return like exposure.  One way to measure is first see how many people are actually trying to get more information by replying to the site.  The other aspect comes in monitoring the income which is generated from the sites exposure, whether it is alumni contributing or new students applying to program which they have learned of due to visiting different sites.

Over all the goal is to gain exposure and count how many sign-ups for emails regarding the programs, inquires in regard to the programs, how many people actually decide apply to the major, who first learned about in by visiting the site.  All of these are things that I would like to monitor and then measure.  This is how I believe I will be able gain information and an understanding in regard to the success of the media campaign.

Crisis Plan

A social media crisis plan is important for companies to be prepared to respond when issues arise, as no company or brand wants to be viewed negatively. With social media, negative posts and comments can be spread within seconds.  It is important for companies to have a plan in place in the event that a social media crisis occurs.

Five Step Planpanic-button

  1. In the event that a social media crisis occurs, it is important for a company to acknowledge that something has happened and to apologize on the social media site.
  2. The social media manager/person designated to respond to the crisis should do so first on the social media site where the crisis broke. For example, if the crisis first began on Twitter, the issue should be addressed on Twitter. The issue should also be addressed on other social media sites that have picked up on the crisis.
  3. The community manager should create a crisis FAQ, which prevents misinterpretation of a company’s response. The community manager can post a link to the crisis FAQ in response to customer’s questions/comments. The FAQ should include information such as acknowelgement of the crisis, specific actions in the response and contact information.
  4. The social media manager should not engage in an argument with a customer online. The customer should be offered a telephone number or email address of a person they can connect with at the company.
  5. Inform all employees of the crisis and educate them on how to respond to customer’s inquiries/questions.


Photo courtesy of Google Images.

MCDSS Measuring and Monitoring Tool

Determining a measuring and monitoring tool for social media marketing/branding is important to determine whether or not the social media market efforts are successful.

On Facebook, soft ROI is the number of likes, shares, and comments the page has. This can be measured and data can be gathered by using the Facebook Insight tool.  Measuring soft ROI is important to monitor the level of engagement.  Measuring soft ROI will help reinforce what is working during the campaign and what isn’t working.  The important soft ROI factors that will be measured are the amount of comments and shares the page/posts have.  This measures the amount of engagement.  It is also important to measure the number of likes, comments and shares to gauge the size of the community.

The amount of likes on Facebook shows that others are “listening,” comments demonstrate that there is engagement, and shares expand the audience of the post.

Hard ROI is the direct benefits that are tied to the social media campaign, which can impact business and financial goals. Hard ROI is important because it will measure the amount of people who have inquired or applied to be foster parents.


Photo courtesy of Google images.



A measuring and monitoring strategy for Geneseo Volleyball

Photo compliments of google images: newsletter
  • How many times the Women’s Volleyball Monthly News Letter is opened by Alumni Contacts in the FrontRush database.
    • I am choosing to monitor and measure the amount of times the newsletter is opened because I want to be sure that is the most effective way to get information about our program to those who cannot be with us. I believe measuring the amount of times the newsletter is opened will allow me to get a better idea on how to best connect with the alumni of the program. With the current generations feeling comfortable with technology, I am also looking to remain in contact with all generations of the program including the women who were a part of the program in 1978 when the program first began! This measurement will be able to help us determine which direction to go with our social media strategy as a whole and generating more monetary engagement from the alumni contacts.
Photo compliments of Geneseo Volleyball 
  • How many alumni attend the first annual Alumni-Meet the Team event on April 30th, 2016.
    • Monitoring the amount of alumni who attend the Meet the Team event will help me identify and connect with those who remain in contact with the program. As a first year Head Coach with the program, it is an ongoing process to connect with alumni. By measuring the number of people who attend this event, we can make plans and improvements for other alumni events. This is important to the identified soft and hard ROI because we want to generate more interest in the program while also gaining funding for projects related to the volleyball program.

  • How many followers on Twitter and friends on Facebook.
    • I want to monitor and measure our followers and friends to help me generate more in the upcoming month. With camps and our fall season just a three months away, we will be connecting with a large amount of people who can still be connected to us and our program without being with us for each moment. We want to be able to share our experience with those followers and friends with them present live or via social media. This is important to measure because in the coming months we will be running more events. We plan to push the amount of friends and followers of Facebook and Twitter each month in hopes to generate more engagement with those who are interested in learning more about the program!

The Need for Social Media Policy



The reason there is a policy for social media is because there are many ways an organization can get into trouble when working with social media.  The social media policy is created to make sure that organizations do not get caught in mistakes that can result in lawsuits or other issues which can arise from not making sure that social media within an organization is regulated.



The social media policy is the organizational guide for how employees and volunteers use social media in context to University of Wisconsin Stevens Point (UWSP).  This would include but is not limited to a volunteer’s or an employee’s personal and professional use of social media when it comes to any content which include UWSP. This includes also forms of social media.



  • Volunteers and employees must read UWSP’s employee’s handbook on how the university handles social media and the do’s and don’ts in regard to social using the university and its likenesses when posting on social media.
  • When using the USWP on social media, employees and volunteers must make sure any use of social media is thought out and there is an understanding of how the user of social media affects USWP.
  • When using social media on behalf of UWSP makes sure to secure permission when using content from other media sources and make sure that there is an understanding what creative content and copyright include.
  • When talking about others on behalf of UWSP, do not slander others, do not post pornographic content, do not defame others or anything which would hurt UWSP.
  • UWSP will be aware of any content made available by the volunteer or employee, anyone posting content which affects UWSP should be careful and aware how content posted affects UWSP. UWSP will also follow promises or information given on behalf of UWSP.
  • Employees and volunteers should always get expressed permission before using pictures of any current or form student, volunteer, or employee of USWP.
  • Social media should not interfere with employees’ work responsibilities except when social media is a direct part of the responsibilities of the employee.
  • Employees and volunteers are not allowed to post any information which is considered confidential.
  • When using social media for fundraising purposes make sure to know the regulations and guidelines regarding fundraising.
  • Employees and volunteers will not alter or change passcodes or sign ons for UWSP social media sites without permission of UWSP.

We would hope that these social media policies will answer any questions, but in the event that an employee or volunteer is unsure in regard to a policy please talk to a supervisor or person in charge prior to going forward.

MCDSS Social Media Policy for Employees and Social Media Strategist/s

Marathon Co

Marathon County Department of Social Services (MCDSS)

Social Media Policy

This document outlines agency practice related to the use of social media (Facebook, Twitter, etc.) for employees and social media strategist/s.


We respect a client’s privacy and do not, in the regular course of business, search for clients on Google, Facebook, or other social media websites. Rare exceptions may be made during a crisis in an attempt to ensure a client’s safety. If we have a concern that a client is in danger, or hasn’t responded to multiple attempts to make contact via telephone, text or email, we may search social media websites to ensure one’s welfare. If a search is completed in an attempt to reach a client, the social worker will discuss their actions promptly with the client.   If a social worker inadvertently becomes aware of a client’s activities on social media websites, the social worker will promptly notify the client about the situation.

Social workers do not accept friend requests from current or former clients on any social networking site such as Facebook, Google Plus, LinkedIn, etc. While we understand these are common mechanisms for communication in today’s world, we want to do everything possible to ensure the confidentiality and privacy of clients of MCDSS. Clients should not use the messaging function on these websites to contact their social worker. Messaging in this manner is not secure in terms of privacy and confidentiality, messages may not be received timely, and social workers are prohibited from responding to clients through their personal social media sites. Social workers may consult with their supervisor and utilize a Facebook account messaging function to contact a client in rare emergencies to ensure safety.

Employees are allowed to associate themselves with the Department of Social Services when posting on social media websites. However, the employee shall brand their posts as personal and the Department is not held liable for posts.  Employees shall not post inappropriate content such as racial or ethnic slurs. Employees shall not post negative content regarding the Department.  Employees are encouraged to re-post or “share” information the Department posts on the MCDSS Facebook page to share the information and generate more views.

Social Media Strategist/s:

The Social Media Strategist/s will be designated by the Child Welfare Manager and/or Director and shall be in compliance with the following when using the Department’s social media account:

The primary focus of the social media account will be to positively promote the Department in an effort to obtain additional foster parents.

The social media strategist/s will be knowledgeable regarding the Department’s policies and procedures related to social media use and will not violate those policies. They will comply with the policies, procedures, and core values of MCDSS when posting on social media.

The social media strategist/s will post information to Facebook daily and will follow the Social Media Content Calendar created. The strategist/s will review Facebook posts throughout the day and respond to questions in the comments section of the post or inbox. If the strategist/s does not know how to respond to specific questions or comments, they will consult with the Child Welfare Manager to obtain direction for the response. Any negative posts or comments will be deleted by the strategist/s.

The strategist/s will not share the Facebook login/password information with anyone and they are not authorized to change the password. Facebook posts will be made during working hours, using Department computers.  The strategist/s shall not login to the Department’s social media accounts on their personal property (cell phones, iPad, etc.).

The social media strategist/s will create and propose additional content calendars and will discuss these calendars with the Child Welfare Manager by the 20th of each month.  The social media strategist/s will not create a new post to Facebook without prior approval from the Child Welfare Manager.


Photo courtesy of Google Images.

Some information contained in this post is part of a current social media policy (employees) in place at MCDSS.

Geneseo Volleyball Social Media Policy

Photo compliments of Google Image: Social Media Policy

Geneseo Volleyball is committed to promoting its program through social media and looks to engage its social media community through tweets/posts.

The social media strategist designated by the coaching staff of Geneseo Volleyball will follow the preceding guidelines when using the program’s social media accounts:

  • Our online presence will offer the most immediate impression of our program to our family, friends, prospective student-athletes, and community.
  • The primary focus will be on promoting Geneseo Volleyball in a positive light.
  • Pose information that generates interest in the team, players, and coaching staff.
  • All posts will support the mission and values of the program, department, and university.
  • All information will accurate and as up-to-date as possible.
  • There will be no bullying or negativity of any sort.
  • There will only be appropriate photos posted where each individual is fully clothed and properly dressed. No vulgar or profane language or pictures on clothing.
  • There will be no posted information related to personal opinion.
  • Each post is expected to use proper grammar and language within reason.
  • No account of Geneseo Volleyball will be signed in through an app on a personal device. Each post must be made from logging in through the internet browser and logged out after each completed post.
  • Each post must do its best to include all members of the team.
  • Support our fellow athletics programs by reposting/retweeting information.

The social media strategist will do the following:

  • Provide a social media strategy calendar to the head coach by the 25th of each month for the upcoming month.
    • Meet at this time to discuss the upcoming month’s social media strategy and provide any updated information necessary to the strategist.
  • There will be at least one post per day on Twitter and Facebook.
    • 2 posts per week will include information regarding upcoming events for the program ie. summer camps, alumni gatherings, upcoming matches, etc.
  • He/She will seek out information from teammates, alumni, and coaching staff to collaborate upcoming post information.
  • Consider the character values important to the Geneseo Volleyball Program before posting any information.

A social media policy offers management the ability to place expectations on their social media accounts for the social media strategist to follow. Without these rules/guidelines/regulations, there is little direction and no specific information for the strategist to follow. With this policy in place, Geneseo Volleyball coaching staff can rest assured that the program is being promoted through social media in the proper way.


The Worth of a Social Media Calendar

When working to market a program there are advantages to having a calendar of events. When working within an organization the social media manager may have other responsibilities, and putting together a social  media calendar takes the stress out of remembering what is on the plate in regard to social media from day to day.  By creating a social media calendar each day is planned and everyone in the organization as an idea of what is going on in social media, from one day to the next.


Working for the University of Wisconsin Stevens Point Community and Organizational Leadership program; which happens to be mainly online; having the social media calendar gives the program the opportunity to market to long distance learners and gives the program a chance to attract people who might not know a lot about the program as well as sells the benefits for people who work full time. Everyone involved in marketing the program has the opportunity to look at what is happening with social media. We sit and talk about the best approach to attracting prospective students to the program.  Then we work together create a strategy that staff can take turns working on.  Having the calendar makes everyones lives a lot easier.

Please find a copy of the social media calendar below.

Calender screen shot





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