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Bunfill,


Newmaster,

Mackenzie

Megan
Sarah
Hoyle,

Missouri Iowa Nebraska Kansas

Women in Computing
Social Media Plan

Jessica Weir and Brooke Fulbright

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Table of Contents
The Client ... 2
Sponsors . 3
Mission ... 3
Target Audience . 3
Competitors ... 3
Social Media Footprint ... 3
The Goal .. 4
Engagement Strategy ...... 4
Sample Posts ... 5
Measurability... 6
Measurement tools ...... 7
Crisis Recommendation ... 8
Social Media Policy...... 9

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The Client
MINK WIC is an acronym that stands for Missouri Iowa Nebraska Kansas Women in Computing.
This is an organization that discusses the role of women in todays computing and technology fields. It is
a smaller version of the Grace Hopper Celebration of Women in Computing and is organized in the same
fashion. MINK WIC is unique in the fact that it brings students, faculty, and technology leaders together
from the four different states. They share experiences and strategies for success and address issues
common to the women in this region working in these fields.
The goal of MINK WIC is to provide an opportunity for young women to explore opportunities in
computing. At the conferences they are able to network with women from other universities, meet
professionals in the industry, speak with women who are in government, and most importantly create
friendships among women in the region who share the same interest and passion. There is an alarming
decline of women choosing computer science professions so MINK WIC plans annual celebrations as a
nationwide effort to promote the field. The website indicates that the following people should attend their
conferences:

Women interested in learning about the challenges and rewards of computing careers.

Women interested in advancing technology through broader representation of women.

Undergraduate and graduate students with interests in computing and information technology.

Faculty and technology leaders interested in meeting and mentoring the next generation of
computing professionals.

MINK WIC has listed the top reasons to attend their convention. They give out lots of free stuff
including two meals, a conference bag, and a t-shirt. Furthermore, the venue where they host the
conference is certified to be 99% green so attending helps support a hotels efforts to be environmentally
friendly. This experience also exposes young women to remarkable academic opportunities allowing
them to network and find a new mentor. Moreover, it gives them a chance to practice their presentation
skills and improve their resumes. Lastly, MINK WIC offers a multitude of job and internship

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opportunities. Even if they dont leave with an interview, they have gained many new friends who are
equally passionate about technology.

Sponsors

Their Mission
To provide an opportunity for women to get involved with current events, government, and academia
through computer sciences.

Their Target Audience

Women focused on undergraduate/graduate female students, faculty, and universities.

Their Competitors
ACMW - Association for Computing Machinery Women
NCWIT National Center for Women & Information Technology
15 other conferences Ohio, California, Canada, Minnesota, Indiana, New York etc.

Social Media Footprint

MINK WIC has their main website, Facebook, and Twitter. However, each of them desperately need to
be updated. Their last posts were in November 2013 and the website still lists last years conference date.
Facebook - Joined February 2011
211 Likes
Twitter - Joined March 2011
218 Tweets
68 Followers
63 Following
Mentioned in the Binary Girls Blog

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What is being said

Social Mention is a social media analysis platform that collects and combines user generated content into
a single location. It shows sentiments, also known as overall opinions of the clients content, showing
whether they are successfully reaching their target audience or not. MINK WICs results:
Four neutral sentiments
One positive sentiment
Zero negative sentiments

Neutral sentiments represent not swaying one way or another. The content isnt great and its not bad
either. The overall goal is to not have any negative sentiments, so MINK is on the right track.

The Goal
To increase MINK activity through awareness and involvement with the Women in Computing community.

The Engagement Strategy

Creating an active community
Engagement Action Plan: Participate in weekly forums, post out monthly newsletters, and share pictures
of women at work.

Hold forums that will include topic questions to get opinions and recommendations from women
who have attended the previous conference. After a year has passed, the forum can change to more
of poll to gauge of what women want to see at the upcoming conference.

Get the client on Instagram and YouTube because they have a professional photographer at the
conference. This will allow them to share the photos on social media as well as include them in the
email blasts to recruit for conference attendance.
o

Create the hashtag #TechnologyTuesday for users to post MINK related pictures on Tuesdays.

Keeping people aware and up to date with information

Engagement Action Plan: Set up an automatic posting of events from the MINK calendar

Hire an intern to write posts two to three times a week so the media traffic stays constant

Have MINK broadcast about their cause and about things coming up for the conference.
o

Better utilize Facebook and Twitter

Engagement Action Plan: Update website by making social media links more visible and accessible

Future Goals to Consider

Identify potential members by targeting other campus groups

Have conferences every year as opposed to every two years

(Website edits)

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Sample Posts from the Client

Sample posts from Target Audience

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Measurement
With the successful execution of the plan set forth in this document, the Missouri Iowa Nebraska Kansas
Women in Computing organization can anticipate: An increase in social media followers, increased social
media interactions, and an increase conference attendance. Even the slightest growth for MINK WICs
social media footprint will be considered a success. The client will determine the effectiveness of this
social media plan by measuring the reach of their messages. The best way to measure improvement is to
examine the baseline, or a visual representation of where the organization is currently standing in social
media, and see how it improves or changes each month. This information can be gathered by examining
web analytics such as Facebook Insights or utilizing online aggregation resources. Once a baseline (like
the one below) has been set and social media marketing is implemented, key performance indicators
should be revisited and monitored regularly. These timelines should be analyzed on a quarterly basis to
look for upward trends as a result of using this social media plan. If the trends arent moving/increasing as
expected, other accommodations will need to be implemented.

Missouri, Iowa, Nebraska, Kansas Women in Computing

Baseline

May

Monthly
Change

June

Monthly
change

Facebook
Total page likes

212

Talking about this

Total reach
Post likes

15

Post shares

Post comments

Twitter
Followers

66

Following

63

Total clicks
Total retweets

22

Total mentions

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Aside from metrics specifically focused on Facebook and Twitter, we recommend that MINK should also
create a timeline that shows the following performance indicators:

When posts are made and relative times

Number of people who visit their actual website per week
Number of registered attendees from conference to conference

Tools
To properly measure how quickly growth increases within the separate social media platforms chosen, the
following online monitoring tools are recommended:

Social Mention - Facebook (In addition to Facebook Insights)

o www.socialmention.com
Tweet Reach - Twitter
o www.tweetreach.com
Simply Measured - Instagram
o http://simplymeasured.com/instagram-analytics/

Social Mention
Social Mention is a media analysis platform that aggregates user generated content into a single stream of
information. It measures strength, sentiment, passion, and reach. This will allow MINK to find out what
users on Facebook and Twitter are saying about them and whether it is positive or negative.
Facebook Insights
Facebook insights track user interaction on the clients Facebook page and can be seen by all the admins
on the page. They help you track the number of active users in order to better understand your pages
performance as well as help measure how people engage with your posts. In addition, it shows
demographics of the fans of the Facebook page such as their age, gender, where they live, and the times
they are active. Overall, insights help make the decision of when the best time to post is as well as what
posts will generate the most fan engagement.

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Tweet Reach
Tweet Reach provides a set of metrics in order to help understand and measure how far something
traveled on Twitter. It searches Twitter for all mentions of a specific term and generates a report with
detailed information about that term's influence on Twitter. To put it simply, it measures how many
people have been or are currently tweeting about the client or mentioning the client in response to a post.
It also shows how many accounts MINK WIC has specifically reached.
Simply Measured
Simply measured is a tool used to analyze the audience, content, and engagement trends of any Instagram
account providing understandable analytics and measurement. It provides a detailed view of the accounts
activity, engagement and audience. Simply measured displays the most effective photos and videos
showing the impact they've had which allows the client to understand their competitive position and
relative performance compared to the competitors. It also shows how the clients Instagram efforts are
performing in context with Facebook, Twitter, and other social media platforms.

Crisis Recommendation
If a crisis situation were to occur, it is important to have a plan of action organized ahead of time. This
comes into play more during the actual conference to let the attendees know information quick if
something goes wrong or if something changes. Twitter is an excellent medium to relay these messages
because it allows live/current updates. Moreover, it provides easy communication in crises because it can
rapidly spread information to people who are affected. It is important that MINK WIC post their twitter
name in a Facebook post prior to the conference encouraging people to follow the account. In addition,
we recommend making an announcement at the begging of the conference for all attendees to follow the
account and use the #MINKConference so that they can get updates and stay in the loop. Examples of
unexpected conference events that would need to be quickly communicated: If a speaker doesnt show up
and things need to be rearranged, if construction causes traffic and there is a detour necessary to get to the
hotel, if technical difficulties occur (such as a power outage), or if bad weather (such as a tornado) is

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going to happen in the area, etc. At the first sign of trouble, go to the source and seek the context of the
crisis

How and where it started

Which influencers are spreading it

Which social networks to use

Which department is most directly affected

Choose how you will direct the tone of your approach

Direct people to the website and other content made especially for addressing the crisis

Direct people to email/direct messages to keep negative things from affecting your name

Social Media Policy

Another necessity is having a social media policy. An effective social media policy will do the following:

Protect your organizations reputation

Educate Employees/Volunteers

Minimize confusion about any murky legal issues

Outline what is considered to be confidential information

Clearly state the consequences of any online actions

Designate a company spokesperson responsible for answering questions about your organization
on social media

Discuss the proper way to engage with others online

Reflect the organizations culture and raise awareness

It is important to not infringe on other individuals rights, but at the same time protect yourself. Know the
National Labor Relations Act and be very careful about telling employees what they can and cannot do on
their own personal social media sites. Attached is a template to model a policy after. It is imperative that
the document is reviewed every six months in order to make updates and keep everything current.