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Missouri Iowa Nebraska Kansas

Women in Computing
Social Media Plan
Megan Bunfill, Sarah Newmaster, Mackenzie Hoyle,
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 on Facebook 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 poll to gauge of what women want to see at the upcoming conference.
Get the client on Instagram 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 its 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

(Website edits)
Future Goals to Consider
Identify potential members by targeting other campus groups
Have a conferences every year as opposed to every two years

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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 the data 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, I owa, Nebraska, Kansas Women in Computing
Baseline May Monthly Change July Monthly change
Facebook
Total page likes 212
Talking about this
Total reach
Post likes 15
Post shares 5
Post comments 3
Twitter
Followers 66
Following 63
Total clicks
Total retweets 22
Total mentions
Instagram
Followers 10
Likes 13
Picture Comments 2
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Aside from baseline 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
The number of replies that MINK WIC makes on social media
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 and can be seen by all the admins on the
page. They help you gauge 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, activity, and engagement trends of any
Instagram account providing understandable analytics and measurement. 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
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necessary to get to the hotel; if technical difficulties occur (such as a power outage), or if bad weather
(such as a tornado) is 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.