This document summarizes an audit of the Men Stopping Violence (MSV) organization. It describes MSV's programs, target audiences, marketing objectives, strengths, weaknesses, opportunities, threats, and analyses their digital presence and social media channels. Key recommendations include increasing social media activity and obtaining more high-quality inbound links to improve search engine optimization and visibility.

1. A Group Audit by:
Gillian Davis
Preston Mayfield
Subanti Mortuza
Antonio Pizano
Derrick Allen
Kai Chan

2. Overview of MSV
 Established in 1982
 Aims to prevent violence against women
 5 Programs Currently:
 “Allies” Support Network
 “Men At work” Indiv. Prevention Program
 “Safer Communities” Facilitator Training Program
 “Because We Have Daughters” Self-Dev. Program
http://www.youtube.com/watch?v=hh-
7tcfIXLA&feature=share&list=ULhh-7tcfIXLA
 “Tactics and Choices” Compulsory Workshop

3. Target Audience
 Husbands and Fathers
 Civic Organizations
 Churches
 Educators
 Therapists
 Mens Groups
 Doctors
 Social Media Network
 Employers

4. Marketing Objectives
 Maximize Visibility to Audience
 Search Engine Optimization
 Social Media Channels
 Increase Traffic and User Engagement
 Promote MSV through website, social media, blogs,
etc…
 Implement Sustainable Marketing Plan
 Develop a structured social media calendar

5. S.W.O.T.
 Strengths
 Supporting Strong Cause
 Support from other Organizations and Community
 Diversity of Programs
 Weaknesses
 Low visitors to website
 Low quality inbound links
 Social Media Activity

6. S.W.O.T. continued…
 Opportunities
 Increase social media use in order to reduce costs and
boost awareness
 No major competitors
 Maximize website via SEO tools
 Threats
 Losing target audience as a result of low activity
 Competitors could take advantage of SEO and Social
Media opportunities

7. Digital Audit
 Homepage Evaluation
 Basic and Clean
 Easy to Navigate
 Few HTML links
 Global Navigation
 Links are working and direct
 Category & Subcategory
 Content Pages
 Adequate use of key words and brand name on website
 Content on website can be indexed
 Facebook & Twitter
 Likes an Followers low on these channels
 Tweets and posts do not happen on a structured schedule

8. Channel Data Analysis
 www.menstoppingviolence.org
 Information is good
 Organization and strategy of distribution could use
improvement
 Channel not SEO optimized
 Facebook (Community Communication)
 IMC
 Same consistent information throughout channels.
 Youtube is lacking information to link to MSV.

9. IMC
 Linkedin – great presence for thought and business
leaders.
 Google Plus – local pages and business information
 “Share-This” sharing tools to promote
social media presence.
 Integrate social media plugins > redirect
actions/website links.

11. SEO
 Social Bookmarking – Digg and Delicious
 Meta tags and description (errors with search engine
website description)
 Geolocal apps & Mobile website to build presence

12. SEO
 Optimize with tags
 Combine articles and blogs within the website
 Strive for good backlink sources
HOOTSUITE
 Monitor feeds related to MSV and violence.
 Share their knowledge and experience.
 Be a thought leader and actively speak to others to
build audience.
 Engage in conversations with hashtags
 Look at competitors tweets.

13. Search Engine Optimization
 Low Social Media Activity leads to:
 Low SEO rankings
 More reference’s increase SEO rankings
 Diluted within other Anti-Violence Groups

14. Results
 Facebook:
 Post every 4 days (Approx.)
 2453 likes and 456 people “talking about” and 109 likes
 Comments- Employees, and followers
 Twitter:
 Linked with Twitter
 Irregular
 866 followers
 YouTube:
 5 videos, 8 subscribers, 1287 views
 Instagram:
 No account

15. Calendar
Facebook Twitter Instagram YouTube
Sunday * *
Monday Post Tweet * *
Tuesday Tweet * *
Wednesday Post Tweet * *
Thursday Tweet * *
Friday Post Tweet * *
Saturday * *
*Indicates that social media channel should be used
whenever there is an opportunity.

16. Recommendations
 Increase Activity on Social Media Channels
 More Tweets, Posts, and Videos
 Increase Inbound links:
 High Quality inbound links increase Domain Authority
and overall popularity.