Social Media 2019 PlayBook

SOCIAL MEDIA 2019 PLAYBOOK

PaceCenter.org PaceCenterforGirlsInc PaceCenterforGirls Pace-Center-for-Girls

SOCIAL MEDIA PLAYBOOK TABLE OF CONTENTS

WELCOME Brand Positioning

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Brand Persona & Brand Voice

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Who We Are: Our Persona

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Culture Standards - what we stand for

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Tone - the style of our writing in social media

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Voice - the word choices in our writing

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Target Audiences

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Do’s and Don’ts

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Digital Strategy (where to post)

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Pace’s Channel Strategy: How to Select Which Channel to Use

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Content Volume Recommendations: How many to post

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Content Pillars: What should your post be about?

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Content Mix: Different Kinds of Post Formats

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Content Types

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Photography and Video Style

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Bringing Our Content to Life

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Editorial & Content Calendar

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Content Calendar

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Other Posting Ideas that can arise:

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Real-Time, Special Dates, and Current Events Content

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Posting Time

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Posting Process

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Quality Assurance

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Hashtags 24 Facebook & Instagram Paid Media - when to boost your post

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FB Inbox and Community Management

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Social Media Crisis Management

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Influencers

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Appendix 36 Content Creation

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Facebook Guides

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Pace House

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Our 2019 Digital Brand Team

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WELCOME Today we use digital and social media for almost everything we do. We want Pace to be a dynamic social presence that reflects the passion and the good we bring to our girls every day in our centers.

This social media playbook is to help maximize the reach and impact of Pace social media.

Here you will find a topline overview of the things that you may find helpful when thinking about your objectives and who you hope to move with our story: from local sponsors, to potential donors, to new and current student girls, to future teachers and counselors, to governmental contacts.

We hope to provide a consistent foundation from which we can build our social media presence together.

DEFINITIONS When we refer to Social Media platforms, we include: Facebook (FB), Instagram (IG), Twitter (TW), Snapchat, LinkedIn (LI), YouTube (YT) Pinterest.

When we refer to Digital Media we mean: A website, Google search that will be managed separately by the Digital Team at HQ, and is not in this Playbook.

This playbook ONLY focuses on Social Media (SM) platforms primarily FB and IG.

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OBJECTIVES FOR SM: WHY POST? Because of the influence, power and omnipresence that SM marketing has in communications, we have defined five objectives for our social media efforts.

WE WILL:

1.

Establish a strong and organized foundation to increase reach and build engagement with Pace audiences and the general public.

2.

Develop a unique brand perspective that communicates our work, motivations, and stories through SM & digital platforms.

3.

Share our Values & Guiding Principles with our communities.

4.

Unify all locations using a unique and shared aesthetic.

Pace Center For Girls

5.

Establish a digital presence that attracts potential donors.

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BRAND POSITIONING Brand positioning is a marketing term that defines distinct marketplace position, relative to competing brands and organizations. We want to be known as unique in the minds of all our target audiences - student girls, families, government entities, potential donors, corporate sponsors, education administrators, etc. Well established examples of brand positioning are part of our everyday lives as consumers. We want our audiences to also know clearly who Pace is clearly versus all other organizations.

The first step in every marketing effort (social media or other), is to prioritize our most valuable asset: our brand. Pace brand position is that we change girls’ lives for the better. Pace girls benefit from an innovative and comprehensive combination of academics and counseling driven home by our passion for the potential in each and every one of our Pace girls. Once a Pace girl, always a Pace girl, exemplifies the loving support that forms the foundation of what makes Pace unique.

The real goal of our brand position is to show how we are a unified organization. No matter when or where anyone interacts or intersects with Pace (online, offline, events, etc) it must be distinct from any other organization’s.

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BRAND PERSONA & BRAND VOICE WHO WE ARE: OUR PERSONA Social media content must always define Pace as an organization that values all girls and young women. Believing each one deserves an opportunity to find her voice, achieve her potential and celebrate a life defined by responsibility, dignity, serenity and grace is why we do what we do.

This is our mission and our DNA. All messages ever shared on social media must be consistent and aligned with this clear brand persona.

CULTURE STANDARDS - WHAT WE STAND FOR All social media content must reflect and support one or more of these standards: 1. PURPOSE - We exist to serve our girls.

2. CARING - We are led by a compassionate and respectful relationship to our girls.

3. LEARNING - We are academic centers and personal growth centers.

4. RESULTS - Our work is proven.

TONE - THE STYLE OF OUR WRITING IN SOCIAL MEDIA The tone of our Pace brand must be consistent in all messages.

• Reliable – We are there for our girls every step of the way.

• Caring – Compassion and love is shown in all that we do.

• Empowering – We show our girls that we believe they can conquer anything.

• Inclusive – We work together to produce the greatest results.

• Passionate – Our enthusiasm and pride for our girls is unmatched.

• Encouraging – We build our girls up so they can learn to overcome life’s hurdles.

• Energetic – Our positivity and excitement for our girls cannot be contained.

• Straightforward – Our honesty and raw approach keeps us relatable to our girls.

VOICE - THE WORD CHOICES IN OUR WRITING Our tone of voice in the words we choose must always be friendly, confident, professional, and authentic. We never speak or write in a way that is difficult to understand, instead, we meet our audience where they are and speak in a language and tone that is relatable.

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TARGET AUDIENCES Evaluate all content ideas from the donor perspective. Relentlessly practice putting feet in their shoes.

Target Audience (to select)

Who are they and what do we know about them?

In Their Shoes

• Affluent individuals who are ready to make

Current & Potential Donors, Sponsors, Advocates & Influencers

philanthropic donations - Household income of over $100K if family, - Household income of over $60K if single person.

• Age: 25 - 75 years old.

Care about their community and want to see results from their support.

• Mostly in Florida likely concentrated in Metro areas • School counselors/teachers, parents and law enforcement that refer potential girls to

New Student Referral Sources

Pace.

• Age: 26 - 45 years old (likely 60% female)

In need of help and solutions they can trust.

• Located around/nearby Pace centers.

Current & Potential Pace Employees (Recruitment purposes)

• Pace employees currently on staff.

• Prospective employees, teachers and

I want to make a real difference in my work.

counselors who are considering employment.

• Teen girls: Middle school and high school-aged girls and young women between the ages of 12-17.

Current & Potential Pace Girls

• Florida girls who live near one of the centers.

• Girls who are actively seeking better

Where is the right place for me? Will I be proud to be a Pace girl?

opportunities and a better future through education, counseling, training and advocacy.

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TARGET AUDIENCES

Most of our social media posts reach multiple audiences, so select your primary audience and build your post to be as relevant and interesting as possible. For example, if you are posting something for current Pace students, then the voice, tone and imagery should speak to a teen girl. If it addresses a donor, your voice and tone should be varied so that an affluent 60 year old will find it relevant.

Do be aware that your other audiences will also see your post intended for your primary audiences which is why it is essential that the brand position is always be consistent.

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DO’S AND DON’TS WHAT TO DO: • POSITIVITY: Always write in a positive and enthusiastic tone and attitude that shows the passion and joy of our mission.

• PRONOUN: Always write in the first person plural to empower a community: “WE”.

Except when telling stories, speak in singular and in the third person:“SHE”.

• SHARE INTERESTING STORIES: Provide and share specific facts, info, and context so that your audience will stop and engage.

• BE INCLUSIVE: Speak directly or ask a direct question.

EXAMPLES

Why is this a good example?

- Tells an empowering story about someone overcoming an obstacle and even informs us of the outcome & bright future ahead.

-Sharing names, it makes posts more personal.

- Starting with “Together” makes a post inclusive of the Organization + its readers. Writing in the first person plural (we) reaffirms this idea.

- Starts by speaking directly to the reader.

- Story continues in third person (her/she).

- Uses engaging commentary to reel the reader in.

- Poses a question to both themselves and the audience to generate a conversation, and provides a clear answer to the question. This method is to get the reader’s attention quickly and include a Call to Action (CTA).

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DO’S AND DONtT’S

WHAT NOT TO DO • DON’T post without filtering for brand and audience relevance.

• DON’T write using a negative perspective or negative words.

• DON’T write long detailed copy as SM is not structured for reading. .

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DIGITAL STRATEGY (WHERE TO POST) Pace exists in a digital ecosystem where our audiences learn about, and interact with us.

Large brands have strong presences on many SM platforms. We must be strategic and selective as we build the Pace brand together. It is better to be present, consistent and strong in fewer platforms than spread too thin across many platforms.

ECOSYSTEM A digital ecosystem identifies the different digital and social media touchpoints for our different audiences. Not all audiences are on all channels.

The goal of a strong digital ecosystem is to communicate consistently, on a regular basis, to diverse audiences to create cohesive messaging and awareness so that our objectives are met.

FACEBOOK

INSTAGRAM

INFLUENCERS

TWITTER

SEARCH

LINKEDIN

WEBSITE

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DIGITAL STRATEGY

PACE’S CHANNEL STRATEGY: How to Select Which Channel to Use Channel Channel

Facebook

Why Use it?

Why Channel Use it?

Role Channel Role Share upcoming events

Varied post formats.

and center’s activities, show

Audience segmentation.

SM Objectives: Key Performance SM Objectives: Indicators Key Performance Indicators Reach (reaching target audiences).

leadership, advocacy and

Event promotion.

Engagement (Likes + Comments + Shares).

empowerment.

FB (co-hosting) events.

Video Views.

strong girls, change, success, (HQ + Location Accounts)

How to use it?

How Opportunities to use it?

Opportunities

Grow Followers.

1. Feed: Reach, Engagement

Instagram

(HQ + Optional Center Accounts)

(Likes + Comments + Saves), Connect with younger/new

IG Stories, and visual posts.

audiences through visual and

More varied and fun content.

inspirational messages.

A more aesthetic image.

Video Views, New fans.

2. IG Stories: Reach, Completions Rate %

Google MyBiz Increase brand awareness through search.

(One per location address)

Twitter

Media Centered: News, announcements, and key annual events that media

Maintain contact info, addresses, and working hours up to date on all centers.

Reviews.

Share links, short but interesting text, retweets from powerful women/other associations.

(HQ only)

may cover.

LinkedIn

HR (recruitment ) tool and

Share articles related to

opportunity to reach

the industry and those

potential supporters

mentioning/written by board

(professionals, corporate).

members.

Campaign specific.

Use of paid media.

(HQ Only)

Searches, Views, Visits,

Impressions, Engagement, Profile Visits, New followers.

Posts reach, follower growth.

YouTube Views, subscribers, etc.

(HQ Only)

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DIGITAL STRATEGY

CONTENT VOLUME RECOMMENDATIONS: How much to post

Channel

Volume of Posts

% Weight

Core Audience

Locations

Primary Audiences should be:

Facebook

Donors > 25 years On average, 10-12

60%

posts/month

old, Secondary:

One for HQ, optional local account per center.

Prospective Employees, > 25 years old

Pace Girls

Instagram

8 posts/month

40%

Prospective Employees

Only one for HQ.

Some Donors

Single for HQ to

Twitter

As needed

N/A

Media, Government

reach media & industry outlets

Current/Potential

LinkedIn

2 - 4 / month

N/A

Donors and Current/ Potential Employees

Only one for HQ.

Ages +35

YouTube

As needed

N/A

All, but needs right content.

Only one for HQ

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DIGITAL STRATEGY

CONTENT PILLARS: What should your post be about?

Social Media Content can be categorized to provide a framework for planning to ensure variety as well as brand consistency.

CONTENT PILLARS All About Girls

Inspiration

Real-Time

Events & Activities

CONTENT TOPICS Success & Life stories

Inspirational quotes

News about women empowerment

Upcoming event dates

Our Girls (good quality photos)

Celebrate women in history

Celebrate women awards (i.e. Malala Nobel Peace Prize)

Pre-event updates

Pace Story: how Pace succeeds.

Issues & Advocacy Call to action / empowerment

Share inspirational speeches

Post-event recap

CONTENT MIX: Different Kinds of Post Formats Why: Research shows that a dynamic mix of photos, videos and links work best to make a brand and SM feed relevant and interesting. Let’s keep our feed fresh with different kinds of content.

Videos, GIFs, photos with text and galleries of photos increase the likelihood for your audience to enjoy, watch the full video and even share the content to friends and their network.

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DIGITAL STRATEGY

CONTENT TYPES • Photos & Memes: - Easier to produce than videos and great for visual engagement on all platforms.

- Photos will deliver to a smaller audience than video.

- Traditional photos are better suited for older audiences.

- Younger audiences engage more with a meme-like post which can be fun and unexpected.

- Copy or text should take up no more than 30% of the image.

• Photo Carousels: Use a variety of photos.

• Video: Maximizes engagement and relevance.

• Gif: Use selectively.

• Links: Use these on Facebook and Twitter only.

• IG Stories: Mostly used for IG and occasionally on FB.

PHOTOGRAPHY AND VIDEO STYLE The most important factor in a successful social media post is your visual choice of the photo, video or image. Post copy matters but image choice matters more.

**Remember to factor in what you know of your target audience (age, purpose, interest level, platform) when you are deciding which image to use so that your audience finds your choice appealing and informative enough to stop, look, read and engage.

Imagery is the primary way we can create an emotional connection with our target audience. If we choose a far off large group photo we are trying to convey a more impersonal large message. If we choose a close-up photo of one person, it is meant to convey intimacy and personal connection. Everything that shows warm human faces, especially close ups and tight shots of people reacting, are more effective to get your audience to pay attention and react to what you want them to know.

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DIGITAL STRATEGY

• Photography Tips - Photography should focus on the individual in an engaging, emotional, and relatable way.

- Photos should be tight, close-up shots taken in portrait (vertical) style. The subject(s) of the photo should have eye contact with the camera if possible.

- When taking photos of groups, photos should be candid and not posed. A candid shot tells the story. In a good group shot, each individual’s face can be identified without enlarging the photo, and the group is doing something that expresses the reason for the group.

- When taking photos in an outside environment, the sun should be behind the photographer, not behind the object of the photo.

- Assure that lighting does not cause distracting shadows on the object of the photo.

• Video Tips - Prioritize the first three seconds of the video clip as the most critical to your message.

- Capture enticing and creative content to catch the digital user’s attention.

- Videos should be six seconds to one-minute long maximum; FB and IG will not reward long videos and will rank them lower in the feed priority.

- Videos should be taken with a landscape orientation.

EXAMPLE RECOMMENDED SHOT: • Recommended shot:

• Minimize or avoid these unless sharing a very special event outcome or celebrating a group:

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BRINGING OUR CONTENT TO LIFE: Here are some day-to-day examples of how to use social media and communicate Pace’s inspiring and great work.

1. Graduation Day just occurred and you snapped a couple of shots. What’s next? a. Add our correct logo, short copy, and correct brand colors using easy to use design tools available on the web.

b. Find a unique angle as to why to use this photo that is more than the obvious graduation - add some interesting context to it by sharing facts that give your target audience more information. For example, a graduation photo signifies growth, opportunity, and surpassing obstacles so let’s add a quote from one of our girls that answers “How would you describe your Pace experience?, “What did Pace teach you about yourself,” OR, add a post copy that says, “2018 was Pace X Center’s best year yet with more than 40 girls graduating for the first time since we opened!” then the group photo has some context and facts that makes the photo more interesting than just an obvious graduation photo.

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c. Upload photo. Use filters to enhance photos if needed. Photos should be bright, without too much contrast, and always in the highest resolution possible with no blurriness. i. i.e. Post copy targeting a potential donor to show the power of Pace’s effect on a graduating girl: “Pace was transformative, magical, and lifechanging. I’m sad to leave, but excited to have the world at my fingertips!”

Join our movement and help us grow our girls! #PaceGirls #GirlRising

2. If you come across an article from a publication that is interesting, supports Pace’s mission and values, and connects with a culture standard, it would be a good idea to share. This content type, links, is great for informing and inserting yourself in a conversation. a. Please see an example of an article and post copy suggestion below that would support Pace messaging.

https://bit.ly/2YOjoUr Pace Center For Girls

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EDITORIAL & CONTENT CALENDAR

Available on Pace Pulse > Advancement > Brand Strategy > Social Media

An editorial calendar organizes social media content planning.

We have created a sample Editorial Calendar template that you can use as you plan out your monthly social media activity.

Each post must belong to a core standard we are communicating to our audiences. The Editorial Calendar should be used to plan the type of post, messaging, timing and formats to make it easier to see a broad picture of why and how you are managing your social media presence.

EXAMPLE

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CONTENT CALENDAR The Content Calendar will provide templates and social media content for use by both Pace HQ and the centers.

OTHER POSTING IDEAS THAT CAN ARISE:

Real-Time, Special Dates, and Current Events Content Real Time events should influence new content to be posted. It should relate to current news or internet trends that your audience will find interesting and relevant.

Celebrate National Special Dates but in a Pace way: Women’s Day, Mothers Day, Thanksgiving, etc. Unlike real-time content, these can and should be planned on the Editorial Calendar.

Posting Time While many have differing theories of when is the most ideal time to post to get the most engagement and views, we believe that again you must remember your primary audience.

To communicate with potential affluent donors about an upcoming gala event, they are likely working or busy during the day and consuming FB after work when they are home relaxing after 6pm. In this case, late afternoon posting is ideal.

If the target is a potential girl student, then she is likely on right after school or early morning so we would want to post right before she is online.

As a general rule, we recommend posting weekdays around mid-day (noon) to get the majority of all audiences to see posts early afternoon and evening when most people are online and open to reading and sharing.

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EDITORIAL & CONTENT CALENDAR (PLANNING YOUR SOCIAL MEDIA)

Posting Process Assets in the Content Calendar can be repurposed to distinct centers and platforms. A center may post this content one of two ways: 1. Reposting a. On Facebook, visit the Pace HQ page. Find the post, click Share. Then click, Share on a Page You Manage. Repost as is, or add personal post copy. b. On Instagram, download a free reposting app and follow instructions (Regrammer and Repost for Instagram +, are some examples of reposting apps.)

Key is to give credit to @pacecenterforgirls by writing in the caption: “Repost: @ pacecenterforgirls” 2. Self-Posting - (Rather than sharing content, you may post assets on your own with the same or similar post copy) a. For all platforms, find desired content in the Content Calendar. b. Download the asset. c. Post using the copy provided OR create similar post copy and add specific point of view, anecdote, etc. to make it more personal to your center.

EXAMPLE

World Bicycle Day

Women’s Day

Real Time Marta

click to see post

click to see post

click to see post

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EDITORIAL & CONTENT CALENDAR (PLANNING YOUR SOCIAL MEDIA)

Quality Assurance Social media managers (development, community managers, etc.) should follow quality assurance steps to ensure each post is accurate and always 100% double-checked.

Nothing can damage a brand more than erroneous posts with either inaccurate information, typos, grammar mistakes or a lazy copywriting line where the post copy says what the image is obviously showing.

Before and AFTER each post goes live, it’s important to check the following: 1. Check each link, hashtag, and mention “@” to ensure it is an active link and it goes to the intended page/profile.

2. Review post copy and confirm there are no spelling errors. Should there be any, Facebook and Instagram have an “edit” feature on each post. Review creative asset and ensure it has been posted and uploaded correctly. a. i.e. If it is a carousel, it should be in correct and desired order. b. i.e. If it is a video, it should have visually appealing cover image. c. i.e. The asset should not be pixelated or blurry.

3. Confirm that all posts are on brand. This includes using our correct and current logo, approved font, and approved colors accurately.

4. Please refer to Pace Brand Standards if you have any questions.

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EDITORIAL & CONTENT CALENDAR (PLANNING YOUR SOCIAL MEDIA)

Hashtags Hashtags have two main purposes: 1. To get our brand discovered, especially on IG: a. This means using non-branded HTs such as #GirlPower, #GirlPowerQuotes, etc.

As part of this, we can use a branded HTs such as #PaceGirls so that someone can discover Pace related content.

2. To track a campaign: a. Use a unique HT to track a campaign over a period of time. b. See growth trends in Mentions/Use.

Branded Hashtags -with Pace in the HT On their own, these are less important than non-branded HT’s. Non-branded hashtags offer the opportunity to connect with others of shared interests and grow our audience.

Be creative on how to join a conversation and topic that is happening already and have Pace contribute to it using unbranded HTs that can reach larger audiences.

A combination of branded and discovery HTs, can help discovery by helping people find related content.

We suggest using the same branded HT or HTs with all IG posts. #PaceCenterForGirls: helps describe our organization. Use for organizational, corporate content (eg events, announcements). #GreatInEveryGirl: describes our tagline. Use for inspiring content, human stories. #PaceGirls: less branding focused, more community focused. Use for day to day content, photos of girls, etc.

Faces of Pace We have started a weekly series called Faces of Pace in which we feature individuals who work at Pace or support Pace as a volunteer, board member or donor. #FacesOfPace may be used with your center’s people stories too.

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EDITORIAL & CONTENT CALENDAR (PLANNING YOUR SOCIAL MEDIA)

Non-Branded HTs Examples of HTs used for discovery of new conversations (multiple can be used in an IG/FB post).

HT

#WomenLeaders

Use Successful women and girls that are leading today’s programs, initiatives, and ideas.

#GirlsMatter

Powering for change and improving girls’ and young women’s lives.

#GirlPower

Stories about improvement, courage, and empowerment.

#GirlRising

Stories, quotes, and calls-to-action about educating and helping girls overcome.

HT’s not to use: The following HT’s are too general and can correspond to other organizations, universities, and topics that are not relevant to Pace. In order to create a unique Pace brand and be able to track campaigns: Do NOT use these HT’s: #Pace, #Paces, #Pacemaker, #PaceU, SettingThePACE Brevity matters in HT’s - for example, this is too long: #findthegreatineverygirl is too long.

Instead Use #Greatineverygirl

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FACEBOOK & INSTAGRAM PAID MEDIA (WHEN TO BOOST YOUR POST) FB has a low organic reach. Today, FB, averages that about 2% of total Followers will see posts for brands like Pace. This means that out of 1,000 followers on your FB page, a typical post will reach only 20 people unless you BOOST with money.

Paid media targeting is used to reach more people, and more of the people we want.

If you boost your post and select the right audiences that you want for your post, with little money you can greatly increase your reach.

How To Boost Your Posts

$

$

The simplest way to do this is with FB’s Boost button that shows on most posts.

To boost a post: 1. Select your best quality/performing content and decide how much you want to spend depending on its importance.

2. It’s a good idea to first publish naturally and see which posts people respond to.

3. Then boost only those that are performing well naturally without the boost to maximize new reach of people.

4. Images/photos in boosted posts must have under 20% of copy or they will get penalized or denied by FB. When you click on boost, a pop-up will open (see below).

Set the following: 5. Post button: Attempt to always include one as this call to action helps drive traffic to pacecenter.org, generate leads, etc. Select one that makes sense (eg: sign up, learn more, shop now, etc.)

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FACEBOOK & INSTAGRAM PAID MEDIA - (WHEN TO BOOST YOUR POST)

6. Select an audience: Targeting Florida entirely is not efficient. Target your city or zip code, age range and interests while leveraging all three types of audiences available on the platform.

Type of Audiences Custom Audiences: Option that lets you find people who already had a prior interaction with your business on Facebook. You can use sources like email lists, engagement on FB and/or IG, and website retargeting. These audiences can be shared from one ad account to another, therefore Pace HQ can create custom audiences and share with the local centers.

Saved Audiences: Option that you can define by choosing people’s interests, location, age, gender, used devices, etc. You can create Saved Audiences both in the campaign setup phase or in the Audience Manager.

Look-a-Like Audiences: Option to reach new people who are likely to be interested in your content because they have similar characteristics and online behavior of a previously created custom audience. These can be created in the Audience Manager by selecting a Custom Audience.

7. Set the budget - Set the date range and don’t get fooled. $10 for one day is very different from $10 for 3 days and can easily get mixed up.

- Typical budgets for a post that is strong should range in the $20-100 for 2-5 days.

- If you’re going to spend more than $100 per one post, you should monitor in 24hs and stop the campaign if it’s not performing well.

8. If you have access to multiple FB Ad accounts with different credit cards, make sure you’re selecting the right Ad Account.

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FACEBOOK & INSTAGRAM PAID MEDIA - (WHEN TO BOOST YOUR POST)

EXAMPLES

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FB INBOX AND COMMUNITY MANAGEMENT • Inbox (private messages): - Respond within two business days (ideally within 24hs).

- Do not reply to anything that is spam or fake. Spam or fake accounts typically have a CTA that attempts to lead the user to a new page. i.e. “You’ve won ____” - Inbox can be configured to respond automatically with certain messages. Just make sure they are generic enough for all kinds of questions. Inbox capabilities are evolving with the growth of bots and AI, allowing for more customized responses.

• Public comments, reviews: - Should be looked at two times a day (e.g. 15 minutes @10:00am and 15 minutes @ end of the day) - Should be responded to in no more than 24hs

Always be polite and positive on all messages and comments.

A few suggestions to keep in mind: 1. Start your message by greeting the person, e.g.: Hello (first name)!

2. If someone makes a suggestion we should start by acknowledging their suggestion or concern e.g.: Hi, thank you for your suggestion.

We’ll make sure to send your suggestion to the team for consideration.

Have a great day!

Pace Center for Girls 3. If someone shows support through social media, make sure to acknowledge them either by liking their comment or responding directly. Comments should address specific matters and can be based off a general template answer provided below, but should be customized to each response. a. i.e. We really appreciate your support and positivity! We strive to provide the best for our girls. b. i.e. Thanks for supporting Pace Center for Girls. Your encouragement means a lot to us!

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FB INBOX AND COMMUNITY MANAGEMENT

4. If someone sends a private message sharing a bad experience or concern, be mindful and pass on the message to HQ managers.

5. If someone sends a public message sharing a bad experience or concern, this should also be passed along to an HQ manager. Team should immediately analyze issue or concern and discuss appropriate response. This response should be personalized, as it should address specific issues in a respectful and assuring manner. a. i.e. We are sorry to hear this/__________. Please message us directly at _______ so we can further discuss this matter and keep striving to improve the lives of our girls. b. i.e. We apologize for ________. Please call us at ___________ to speak directly with a Pace representative so we can further resolve this issue. We thank you for sharing your feedback with us.

6. Offensive comments should always be hidden or deleted. Never answer these comments/messages. Offensive comments include explicit language, language that is hurtful, language that attacks Pace values, and obscenities. If there is something serious, please alert headquarters right away.

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10 SOCIAL MEDIA CRISIS MANAGEMENT A crisis disrupts business operations, damages a brand reputation, and negatively affects an organization’s external relations. Pace team members must give immediate attention to any arising issues and must make Pace Director of Brand Strategy or Digital Marketing Manager aware of the issue.

Generally there are two types of things that fall under crisis management: 1. An issue that affects multiple people: in this case an expedited response approved by HQ is needed. Empathy or acknowledgement of their issue (even if you don’t agree) can go a long way in some of these cases.

2. A major corporate or center issue. This should be handled by HQ’s PR team, there should be silence (pausing) of all other planned content and activities, and the team should focus on a two way communication: to inform HQ what people are saying, and to circle back to our community with any approved by HQ messaging.

Influencers “An influencer is an individual who has the power to affect decisions of others because of his/her authority, knowledge, position or relationship with his/her audience.”

We can use influencers if used in a smart and effective fashion. These require an entirely different strategy using content and paid media.

What you can do with Influencers: 1. Develop unique content in collaboration with them and invite them to our activities/events to generate content with our influencers. Set up a framework for the collaboration that includes topics to discuss, interview questions, story telling, etc. i.e. https://bit.ly/2FHfUdv 2. Take their word/quotes and add our branding to share i.e. https://www.instagram.com/p/BuMDZ0dgRB1/ 3. Kindly ask them to share Pace content in their networks, tagging our accounts to

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SOCIAL MEDIA CRISIS MANAGEMENT

gain visibility and impact new audiences. In turn, share/repost their posts.

What we can’t do: 1, Generate/share content with influencers that have nothing to do with Pace, our objectives and our values.

2. Never let them talk about Pace as a product or something they are promoting without a reason.

3. We cannot use celebrities to promote our organization without their consent - we can use them for editorial content (news articles).

Pace Center For Girls

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SOCIAL MEDIA CRISIS MANAGEMENT

CONCLUSION Post, boost - but have fun Today, social media is a very powerful and influential vehicle to drive material donations, sponsorships from large organizations and affluent donors. But, it is also a fun, warm and engaging platform and we want to inspire you and encourage you to post frequently as strategically as you can with as much paid media boosting as possible so our important messages go far and wide to the right audiences.

34

Here’s a quick primer to keep handy

1. KNOW YOUR BRAND. e

Persona, Standards, Voice, Ton

DIENCE. 2. DEFINE YOUR PRIMARY AU st to be seen by?

Who do I MOST want this po 3. DECIDE WHERE TO POST. ?

- FACEBOOK OR INSTAGRAM - CAN I REPOST FROM HQ? R FOR IDEAS.

4. REVIEW EDITORIAL CALENDA

ST. LAR AND THEME FOR YOUR PO 5. SELECT AN INTERESTING PIL PY THAT HAS UNEXPECTED 6. WRITE FRESH SHORT POST CO FACTS OR CONTEXT. Y AND PREFERABLY VIDEO. 7. SELECT BEST VISUAL IMAGER NTH AND SOME NATURALLY 8. PUBLISH 10-12 POSTS PER MO PERFORMS BEST. (ORGANICALLY) TO SEE WHAT THAT ARE STRONGLY 9. IF THERE ARE 1 OR 2 POSTS OSTING. PERFORMING, CONSIDER BO - WITH AS LITTLE AS $50 D (SHARED, LIKED, - REVIEW IF PEOPLE ENGAGE COMMENTED). : D SUPPORT YOU. CONTACT US 10. WE ARE HERE TO HELP AN r.org, Digital Marketing Manager - John.Weidner@pacecente Brand Manager

- Katie.Kight@pacecenter.org, Brand Strategy Director - Terri.Wilsie@pacecenter.org,

Pace Center For Girls

35

SECTION

11 APPENDIX • Official Brand Guide: https://pacecenter.sharepoint.com/ExternalAffairs/Pages/Brand-Strategy.aspx • Posting Guidelines.

A balanced content mix is desired for best performance. Each platform has a different ideal content type mix and it varies with the type of organization.

Below are our recommended guidelines for Pace. E.g.: we recommend 80% of the posts on IG be stills (images) but only 50% on FB as video works better on FB and there are more types of content available on FB. Content Type Content Type

Posting PostingVolume Volume

Purpose/Use Purpose/Use

Images

IG: 80% FB: 50%

Video

FB: 25 - 40% IG: 10 - 15%

Show situations, moments and topics that need further development

Links

FB: 15 - 20%

Share news and updates from websites or other profiles

Stories

1-3 per week replicated on IG-FB, TBD based on results

With less text, it’s an image/video that should attract attention in 15 sec.

Carousels, Galleries

About 2 - 4/month

Show variety of photos with common event, message and/or purpose

FB Event

As Needed

Invitation Tool

Example Name

Visual messages. Each image tells a story

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APPENDIX

Facebook Guides Helpful links for an active and well-developed page: • https://www.facebook.com/help/268680253165747?helpref=uf_permalink • https://www.facebook.com/help/810929305732263?helpref=uf_permalink • https://www.facebook.com/help/668969529866328?helpref=uf_permalink • https://www.facebook.com/help/116346471784004?helpref=uf_permalink

Pace House

Pace Vision

All young girls and young women have the opportunity to find her voice, achieve her poten-

Pace Mission Program & Services

EDUCATION

Pace Pillars

Pace Culture Standards

Pace Foundation Values & Guiding Principles

Pace Center For Girls

tial and celebrate a life defined by responsibility, dignity, serenity and grace.

STRENGTH - BASED

CARING

HONOR THE FEMALE SPIRIT

FOCUS ON STRENGTHS

COUNSELING

TRAINING

GENDER-RESPONSIVE

EMBRACE GROWTH & CHANGE

TRAUMA-INFORMED

LEARNING

PURPOSE

ACT WITH INTEGRITY & POSITIVE INTENT

ADVOCACY

VALUE THE WISDOM OF TIME

EXHIBIT COURAGE

SEEK EXCELLENCE

RESULTS

CREATE PARTNERSHIP

INVEST IN THE FUTURE

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APPENDIX

OUR 2019 DIGITAL BRAND TEAM Department

Pace HQ

Pace Alachua

Title/Role

Name

Talent Acquisition Specialist Benefits & Payroll Manager

Jennifer Winans

Organizational Development Generalist

Candice Williams

Organizational Development Generalist

Annita Kyles

Organizational Development Generalist

Shannon Richtr

Development Manager

Becker Holland Stephanie Darilus

Special Projects Coordinator

Anthony Pierce

Kim Vassar Mary Sanchez

Pace Broward

Development Director

Yessenia Hernandez Alexandra Stark April Brownlee

Pace Clay

Executive Director

Destani Shadrick Molly Stewart

Pace Collier

Special Projects Manager

Mollie Martin Marianne Kearns

Pace Escambia/ Santa Rosa

Development Manager

Meghan Bolyard

Pace Hernando

Community Engagement Manager

Diana Jerome

Pace Hillsborough

Development Director

Darla Otey

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APPENDIX

Department Department Department

Title/Role Title/Role Title/Role

Pace Lee

Special Projects ASsociate

Pace Leon

Community Engagement

Name Name Name Margo Brewster

Sabrina Rodriguez de Conte

Executive Director

Amy Wick Mavis

Special Projects Manager

Christi Haley

Pace Marion

Special Projects Manager

Vanessa Dennis

Pace Miami

Business Manager

Gabriela Neville

Pace Orange

Community Coordinator

Kayla Pate

Pace Palm Beach

Associate Executive Director

April Brownlee

Pace Pasco

Community Engagement Manager

Diana Jerome

Pace Pinellas

Community Engagement Manager

Heidi Hugh

Pace Manatee

Ellen Katzman

Pace Polk

Pace Treasure Coast Pace Volusia Flagler

Pace Center For Girls

Executive Director

Julie Roggerman

Special Projects Manager

Jesilynn Pfeffer

Social Services Coordinator

Ashley Gilbert

Executive Director

Georgia McCurdy

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