Hypothetical social media strategy for nonprofit organization, Doctors without Borders, for UFSMM Spring 2018

1. Doctors
without
Borders
Social Media Strategy
Caitlyn Burchett
PUR3622
February 19. 2018

2. Table of
Contents
1. Executive Summary
2. Social Media Audit
a. Social Media Assessment
b. Website Traffic Source Assessment
c. Customer Demographic Assessment
d. Competitor Assessment
3. Social Media Objectives
4. Online Brand Persona and Voice
5. Strategies and Tools
6. Timing and Key Dates
7. Social Media Roles and Responsibilities
8. Social Media Policy
9. Critical Response Plan
10. Measurement and Reporting Results

3. Executive Summary
The goal of this social media
strategy is to expand Doctors
without Borders' online
community. The objective is to
increase the online positive
engagement by 25% within six
months.
Two strategies that support this
goal are:
 Increase call-to-actions and
emphasize a need for
volunteers via social media
platforms
 Encourage two-way
communication by starting
conversations with social media
posts

4. Social Media Audit
Social
Network
URL Follower
Count
Average
Activity
Average
Engagement
Rate
Facebook https://www.facebook.co
m/msf.english/
1.3 Million 11 posts per
week
3,908 "likes" &
613 shares
Instagram https://www.instagram.c
om/doctorswithoutbord
s/
440
Thousand
7 posts per
week
30+ thousand
"likes" & 180
comments
Twitter https://twitter.com/msf_
sa?lang=en
962
Thousand
25 posts per
week
700 Retweets &
34 comments
YouTube https://www.youtube.co
m/user/MSF/featured?di
sable_polymer=1
16,141 1 post every two
weeks
Too much
variance to
determine
Social Media Assessment

5. Social Media Assessment
Source Volume Percentage of
Traffic
Conversion Rate
Facebook 450 Thousand unique
visits
34% 10%
Instagram 80 Thousand unique
visits
18% 9%
Twitter 60 Thousand unique
visits
6.2% 3%
YouTube 190 unique visits 1.2% 0.5%
Website Traffic Source Assessment
Disclaimer: Data is hypothetical.

6. Social Media Audit
Age
Distributio
Gender
Distribution
Primary Social
Network
Secondary
Network
Primary
Need
Secondary
Need
18-30: 5%
31-40: 25%
41-50: 30%
51-75: 40%
Female: 30%
Male: 70%
Facebook: 60%
Twitter: 40%
Instagram: 80%
YouTube: 20%
To stay up-
to-date on
medical
practices
and illnesses
in third-
world
countries
To be a part of
a community
that aides
others in need;
to donate to a
good cause.
Customer Demographic Assessment

7. Social Media Audit
Competitor Name Social Media Strengths Weaknesses
Mayo Clinic https://www.facebook.co
m/pg/MayoClinic/posts/?
ef=page_internal
Connects with its
audience by discussing
common diseases in the
USA.
Does not engage with its
audience on social media
Center for Global
Initiatives
https://twitter.com/UNC_
Global
Audience engagement
and encouraging online
persona
Minimal reach and a lack
of hashtags to promote
sharing of content.
Medical Mercy
Missions Inc.
http://mercy- Owned media Does not utilize social
media platforms
Competitor Assessment
Doctors without Borders' competitors consist of companies and nonprofit
organizations that are in the same industry as Doctors without Borders. Doctors
without Borders must compete with companies in the same industry for the largest
market share, sponsors, donations, and to attract skilled employees and volunteers.

8. Social Media Objectives
The objective is to increase the online positive engagement between consumers
and the Doctors without Borders social media pages by 45% within six
months.
Specific objectives include:
 Increase content engagement by 15% through shareable posts on Facebook
and Twitter by the end of the second month of strategy implementation.
 Increase volume of visual content published on Twitter by 50% by the end of
the third month of strategy implementation.
 Increase video shares by 25% on Doctors without Borders YouTube videos
within four months.
 Increase positive Doctors without Borders mentions on Instagram, Twitter, and
Facebook by 30% within four months of strategy implementation.

9. Social Media Objectives
Key Performance
Indicators:
 Number of shared posts in
comparison with previous
numbers.
 Number of weekly photos and
videos published.
 Content Analysis
Key Messages:
 Doctors without Borders needs
your help to make a difference
where it's needed the most.
 Doctors without Borders wants to
connect with you to teach you,
show you, and help you to help
others.
Target Audience
Demographics/Psychographics
The target audience are: middle to upper class
individuals who can donate to Doctors without
Borders; volunteers willing and able to donate
9-12 months of their time overseas; and
medical professionals willing to donate their
services to others in need.

10. Online Brand Persona and Voice
 Ethical
 Neutral
 Transparent
Describing the brand persona
EncouragingCourageous Education-oriented
Doctors without Borders' online brand persona and voice
embodies ethics, neutrality, transparency, courage,
encouragement, and is education-oriented.
While the brand's online persona and voice is consistent,
Doctors without Borders does not have a voice when
communicating. The brand does not interact with its followers
at all across various social media platforms.

11. Strategies and Tools
Paid: Boost the most popular organic Facebook posts every Friday at 12 a.m. To be eligible for
boosting, posts must have an organic reach of 1,500 likes and 15 shares on Facebook, Twitter, and
Instagram individually.
Owned: Launch #AFairShot across all owned Doctors without Borders social media profiles. The
#AFairShot campaign will encourage donations, volunteers, and sharing of content across platforms.
Make promotional videos with an #AFairShot theme to released on YouTube and shared to other social
media platforms.
Earned: Partner with Hospital Corporation of America to have Doctors without Borders information and
website links on 177 hospital websites across 20 stats of the US. This partnership will expose qualified
hospital staff to the opportunity of volunteering with Doctors without Borders.
Approved Tools:
• Hootsuite
• Buffer
• TweetDeck
• Adobe Creative Cloud

12. Timing and Key Dates
International Medical Dates:
 March 24, Tuberculosis Day
 April 7, World Health Day
 April 25, Malaria Day
 June 14, Blood Donor Day
 July 28, Hepatitis Day
 August 1, Breastfeeding Week
 October 10, Mental Health Day
 October 24, Polio Day
 December 1, AIDS Day
Critical Timing:
Time would be allotted for
emergency situations such
as natural disasters,
epidemics, and medical
crises that pertain to third-
world countries.

13. Social Media Roles and Responsibilities
 Marketing Director: tailor and oversee the implementation of the social media strategy; coordinate
with internal branches to ensure the social media strategy appropriately represents the Doctors
without Borders persona.
 Social Media Manager: Development of brand awareness and online reputation; content manager;
create publishing schedule. One manager for each platform, including Facebook, Instagram, Twitter,
and YouTube, will be necessary for this plan. One manager will oversee the owned and earned
media.
 Social Media Coordinator: content curator; develop news post formats to suit social media platform
updates; identify trends and opportunities on social media; work with influencers to promote the
brand; ensure posting and publishing stays on schedule. One coordinator for each platform,
including Facebook, Instagram, Twitter, and YouTube, will be necessary for this plan. One
coordinator will oversee the owned and earned media.
Supporting Social Media Team Members
Due to the large size of the social media audience, maintenance of the Doctors without
Borders social media will require supporting social media team members. A team of 20
supporting members will facilitate the social media pages. Team members will be expected to
respond to comments on social media posts, answer direct messages and emails, and monitor
the social media pages, including owned and earned media engagement.

14. Social Media Policy
Social media platforms such as Facebook, Instagram, Twitter, and YouTube,
provide unique opportunities for two-way communication between Doctors
without Borders and its online audiences. Guidelines for communicating
online mirror the values and mission of Doctors without Borders. When
engaging with the online audience, Doctors without Borders employees and
volunteers are expected to:
• Be sympathetic of others
• Be polite and courteous
• Use good judgement
• Be a solution to presented problems
• Do not put-down competition; Uplift Doctors
without Borders instead.
• Remain neutral and impartial or unresponsive if
conversations turn controversial.
• Excited about a Doctors
without Borders event or
campaign? Responsibly
share it to your personal
account.
• Not sure if your social media
post meets the guidelines?
Ask before you post. We are
happy to help.

15. Critical Response Plan
1. When post is detected:
a. Take screenshot (ctrl + prt sc)
b. Delete post
c. Alert Social Media Manager and Coordinator for that specific platform
2. Social Media Manager and Coordinator develop an appropriate follow-up post.
Social Media Manager and Coordinator of that platform should also inform the other
managers and coordinators.
3. If news outlets are responding, release an appropriate media statement for the press
that explains the mishap.
4. Manager and Coordinator determine if disciplinary action is to be taken.
*There is no pre-approved messaging for this scenario. The nature of the response will
be determined according to the initial inappropriate post and the reach of the post.
Scenario One – Inappropriate Post by @DoctorswithoutBorders

16. Critical Response Plan
1. Marketing Director to coordinate with internal branches and executives of Doctors without
Borders
2. Social Media Managers, Coordinators, and Supporting team members to analyze audience
reaction and behaviors as
3. Marketing Director to brief and coordinate an appropriate social media post for all platforms in
response.
4. Monitor the reach and reaction of the response post across social media platforms. Monitor
mentions of Doctors without Borders in news and the tone of the story. Push messaging if
necessary.
5. Brief all Supporting Social Media Team Members. Determine best tone of responses and create
pre-approved scripted responses to disgruntled commenters.
Scenario Two: Damage to Organization Reputation due to Employee/Volunteer Accusation
Pre-Approved Messages
Initial Response Post: Doctors without Borders values its employees and volunteers. The success of the
organization depends on the men and women who selflessly dedicate their time to helping those in need
overseas, across borders, and in our own backyards.
Example of a response to a disgruntled commenter: We are sorry to hear of your unfortunate experience
working with Doctors without Borders. If there is a specific service experience you would like us to look into,
please message us privately. We are happy to help.

17. Measurement and Reporting Results
Quantitative KPIs
Reporting Period: 6 months
Data as of March 1, 2018
Website Traffic Sources Assessment
Timeframe: Monthly Average from September 2017 to March 2018
Source Volume Percentage of
Overall Traffic
Conversion Rate
Facebook 3,000 unique visits
+13% growth
15% 2.7%
Instagram 2,547 unique visits +2%
growth
10% 0.5%
Twitter 3,700 unique visits
+16% growth
15% 1.8%
YouTube 5,500 unique visits
+20% growth
25% 5%

18. Measurement and Reporting Results
Social URL Follower Average
Weekly
Engagement
Rate
Facebook https://www.facebo
k.com/msf.english/
2.2 Million 14 posts per week 5,900 "likes" & 900
shares
Instagram https://www.instagr
m.com/doctorswith
utborders/
756 thousand 14 posts per week 40+ thousand
"likes" & 250
comments
Twitter https://twitter.com/
sf_usa?lang=en
1.2 Million 25 posts per week 2,500 Retweets &
60 comments
YouTube https://www.youtub
.com/user/MSF/feat
ured?disable_polym
er=1
25,904 1 video per week 7,000 "likes" & 220
comments
Social Media Network Data
Timeframe: As of March 1, 2018

19. Measurement and Reporting Results
Based on the recorded data, the Facebook audience has grown by 900 thousand in six months and
engagement is up by 20%. The Twitter audience has also grown, with 238 thousand more followers and a 17%
growth in engagement. The engagement across all social media platforms surpassed objectives, especially in
reviewing YouTube's statistics. Where they were previously immeasurable due to outliers, adequate data is now
able to be collected and reveals an average audience engagement of 700 "likes" and 220 comments per video.
The social media teams have done a great job curating content, testing their creativity, and staying on schedule
throughout the campaign, resulting in success in every category.
The performance of the #AFairShot hashtag simplified the process of monitoring social media accounts and
mentions, allowing for increased accuracy in the collection and analysis of the data. The hashtag was
mentioned 15 million times across all social media accounts by unique users and profiles over the course of six
months. In comparison to previous campaigns that did not feature a hashtag, #AFairShot campaign was 30x
more successful. This is credited to increased shareability and audience-engaging posts.
Sentiment Analysis: An analysis of the interactions on 1,000 Facebook posts, 1,000 Instagram posts and 4,000
Tweets revealed the following:
 an abundance of positive sentiment from the audience following communication with Doctors without
Borders. This includes shout-outs, sharing, and mentions.
 photos and stories of volunteer/employee experience and a recommendation for others to consider
working with Doctors without Borders.
 the biggest driver of negative sentiment is related to competitive selection of volunteers and employees.
Customers express frustration about not being chosen to be a apart of the Doctors without Borders
community.
Social Media Network Data
Timeframe: As of March 1, 2018

20. Proposed Action
 Continue the #AFairShot Campaign
 Consider random gift giveaways for those who donate
 Special trips, recognition, an opportunity to meet people their donation helped.
 Include media outlets in the plan
 Partner with major broadcasting networks to have the #AFairShot featured on the show
 By commercial time to have a #AFairShot promotional video aired to millions
 Focus on new international medical holidays or initiate new ones to avoid repetition in the
following years and continue educating audiences about new things

21. References
 Doctors without Borders. (2018). Doctors Without Borders. Retrieved February 19,
2018, from http://www.doctorswithoutborders.org/work-us-0.
 Facebook. (2018). Doctors without Borders (MSF). Retrieved February 19, 2018,
from https://www.facebook.com/msf.english.
 IncFact. (2018). DWB/MSF Revenue, Growth, and Competitor Profile. Retrieved
February 20, 2018,
from https://incfact.com/company/doctorswithoutbordersmedecinssansfrontieres
msf-newyork-ny/.
 Instagram. (2018). Doctors without Borders (MSF). Retrieved February 19, 2018,
from https://www.instagram.com/doctorswithoutborders/.
 Twitter. (2018). Doctors without Borders (MSF). Retrieved February 19, 2018,
from https://twitter.com/MSF_USA.
 YouTube. (2018). Doctors without Borders. Retrieved February 19, 2018,
from https://www.youtube.com/channel/UCId9tO5LYlJKgNQKEzgjYOg.