LOCAL CASA PROGRAM SOCIAL MEDIA PLAN

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1 LOCAL CASA PROGRAM SOCIAL MEDIA PLAN OVERVIEW The following guide can be utilized in order to build content for social media accounts. The purpose of the messaging of this plan is to reach the target audiences with relevant, engaging content. The social media strategy is to develop a human voice behind the cause. The voice is relatable, empowering and distinctly aware of the needs of the organization. Additionally, while the proposed posts emphasize the messaging of the statewide volunteer recruitment campaign, Every child has a chance it s you, it also aims to build awareness of CASA and the many ways in which one might become engaged with the organization from donating to volunteering to even spreading the word via social media. AUDIENCES Because there are many diverse audiences a local program s social media accounts could potentially reach, posts need to be broad, but also, in their entirety, far reaching to address the range of interests of the audiences and encourage engagement. The following audiences are recognized as potential social media followers: Volunteers & potential volunteers Donors & potential donors Local program staff Board members Policymakers & judiciary Community organizations and partners RECOMMENDATIONS Imagery Graphics have been developed for use in Facebook, Twitter and Instagram. The graphics are sized appropriately for each channel. Use of photos featured in the statewide campaign is encouraged to build on the frequency and recognition of the campaign, but other photos and imagery developed by the local program can be featured. Facebook Among the channels proposed, Facebook reaches the largest audience with the ability to share more copy and flexibility of content. The theme of the day, as outlined below, does not necessarily need to be stated, this is only for internal use in order to develop the habit of frequent posting and content generation. It is also not necessary to post every day of the week, but the more active your page is, the more likely your following will grow. The following guidelines are recommended on a weekly basis for Facebook:

2 Monday Motivation On each Monday, post a child or child welfare related quote or utilize direct quotes from staff, volunteers, board members or other relevant parties. These quotes can either be featured visually (created via Canva publishing software or another content creator app), alongside a photo of the responsible party or as a smartphone video of the person relaying the message. "Children are likely to live up to what you believe of them." Lady Bird Johnson, Former First Lady of the United States We believe children deserve a chance. Read to learn more about how you can be that chance. #BecomeACASA #MondayMotivation Unless someone like you cares a whole awful lot, nothing is going to get better. It s not. - Dr. Suess Our program recruits, trains and supports citizen-volunteers to advocate for the best interests of abused and neglected children in courtrooms and communities. Volunteers drive our efforts, and the need is great for volunteers in our own community. Learn more on our website. #BecomeACASA #MondayMotivation We are going in the wrong direction. One child being physically, sexually or emotionally abused is too many. But 1,110 should be an outrage. Norma Castilla-Blackwell, executive director of CASA of Central Texas. Find out what you can do to help by visiting our website. #BecomeACASA #MondayMotivation Tuesday Training/Tips Content on Tuesdays will include tips or training resources appropriate for volunteers. Posts could promote in-service trainings, resources for volunteers, or videos of volunteers soliciting advice, sharing a success story, or giving a tip of their own. This post could also be an additional channel in which to promote upcoming volunteer training dates. Seasoned CASA of Denton County volunteer (name) offers advice on writing court reports. [include :30 or less video or quote from volunteer; feature image of volunteer in action, if available] Travis County CPS worker (name) offers tips to volunteers on communicating with your case worker. [include :30 or less video or quote from CPS feature image of CPS worker in action, if available] CASA of Deep East Texas Training Coordinator (name) offers advice on building a rapport with your CASA child. [include :30 or less video or quote from CPS feature image of staff member in action, if available] Wednesday/Thursday CASA Content On either or both days, share relevant, timely news on current initiatives and local program events. Examples include, but are not limited to, the new volunteers being sworn in, the release of publications or new blog posts, and special event announcements or photos. This is also an opportunity to relay the mission of CASA and the role of a CASA volunteer to build awareness among new or potential followers. Every child has a chance - it's you. Learn more at [local website URL]. #BecomeACASA [include :30 statewide TV spot]

3 CASA volunteers represent the best interest of a foster child in court. Ready to give a child a chance? Visit [local website URL] today. #BecomeACASA [utilize image associated with campaign] CASA volunteers work with attorneys and social workers to make sure a child is safe in the foster care system and best represented in court. Interested in learning more about the role of a volunteer? Visit [local website URL] today. #BecomeACASA [utilize image associated with campaign] Friday Fact This post includes a fun, light-hearted fact about a person personally involved in your mission staff member, board member, volunteer, donor, or other relevant entity, with the intention of attracting interest in the person. Ideally, the post would feature a more casual or action photo of the person engaging with the program, with a link to a news story or blog entry (in a Q&A format that is easily digestible) about the person detailing their relationship with the organization and how they became involved. This allows a face and voice to relay their connection to CASA. Did you know that Susan Smith, our executive director, is also an avid cyclist? Read more about how her passion for cycling aligns with her passion for children. #TheCASADifference [Link to volunteer's Q&A, include photo of them in action or casual shot, instead of headshot] Volunteer Alex Garcia is runs his own IT business in addition to volunteering. What else do you do besides your role as a volunteer? #TheCASADifference [Prompts followers to engage with the post; include photo of volunteer in action or casual shot, instead of headshot] This week, we celebrate Advocate Supervisor Mary Jones and her 5 year anniversary at CASA! Mary shares 5 things she would want everyone to know about CASA. #TheCASADifference [Link to blog/news section of program website with 5 things listed; include photo of volunteer in action or casual shot, instead of headshot] Saturday Spotlight* Saturday posts feature another local community organization, local fundraiser/initiative or local event related to child welfare. The post could potentially link to a blog, the local organization s website or its Facebook page. If possible, tag the entity within the post to encourage engagement. Content examples include a local farmers market, arts festival or a feature of another nonprofit or community partner benefitting children. March of Dimes holds their annual gala tonight. Who s getting dolled up for a good cause tonight? [Link to event website or Facebook page/post] Looking for a fun event for your CASA kids? The Lubbock Children s Museum offers free entry on the Second Saturday of every month. [Link to event website or Facebook page/post] The Spring Step 5k next month benefits CASA and several other community organizations. Register today! [Link to registration page or Facebook page/post] Sunday Stats* Posts on Sunday include information related to the CASA cause, including the impact of volunteers, news on foster care related issues and other industry news. This post is an additional opportunity to relay the mission of the organization and the role of a volunteer to build awareness among new or potential followers.

4 Did you know that CASA volunteers regularly advocate for children to be able to participate in normal childhood activities, like sports or music lessons? Become a part of #TheCASADifference! #BecomeACASA [link to more information on volunteering] In a 2008 study, 94% of Texas judges said "CASA on a case provides a better opportunity for a positive outcome." Learn how you can give a foster child a chance for a better outcome today. #BecomeACASA #TheCASADifference [link to more information on volunteering] Studies show a child with a CASA volunteer is half as likely to re-enter foster care. Find out how you can be a part of #TheCASADifference. #BecomeACASA [link to more information on volunteering] *Weekend and after hour posts can be scheduled through Facebook or scheduling apps like Hootsuite. Additional guidance on Facebook: Use the data Facebook provides on your followers. o Determine when your followers are online and post during those times. Find the When your followers are online tab in the insights section o Gauge interest in the types of media and posts that most engage your followers (i.e. measure likes and engagements on questions versus videos) Utilize hashtags as much as possible for different campaigns or events, as this will allow for tracking and also enable you to respond in real time to use of the hashtag by other entities. Twitter Twitter allows an opportunity to engage with followers in real time. Most content developed for Facebook can be easily adapted, with the biggest adjustment likely to be shortening the post to 140 characters or less. The following guidelines are suggested for Twitter: Assign a hashtag for each event o Share it with the audience at the event through signage, collateral and speakers o Hashtags can also be developed for campaigns i.e. #BecomeACASA Share campaign hashtags through campaign collateral and media o Encouraging use of the hashtag allows for tracking and real time response from the administrator o Keep the hashtag as short as possible and easy to spell o Search for the hashtag before implementing its use to ensure it is not being used in controversial or conflicting campaigns Find, monitor and engage online influencers with some of the following tools: Use bitly or another resource to shorten and track links in posts:

5 Instagram While all social media encourages visual content, Instagram best supports slightly more playful and visual posts. The medium is best utilized by featuring the day-to-day content and voice of the brand. Content suggestions include: Screen shots of content shared through Facebook Short (:03-:15) videos featuring volunteers, staff and other relevant parties Images that depict a day in the life of an average staff member or volunteer, including but not limited to, staff or board meetings, trainings, prep for a special event or scenes from training Use hashtags in all posts for monitoring and response.