Social Media Plan

Created by Ground Up Media

Why implement a social media plan?
Implementing a social media guide to Common Threads Farm’s daily
routine is critical in gaining awareness because our survey research
shows that over two thirds of the population use word-of-mouth
(79.92%) and social media (67.31%) to hear about nonprofits.

A consistent social media presence would encourage the ability for

online audiences to interact with Common Threads Farm and current
and future followers. While building the mission of connecting kids
to healthy food, a uniformed social media presence allows Common
Threads Farm to create and maintain a brand personality that can be
distinguished as a nonprofit in partnership with local schools.

This plan includes social media tactics to accomplish

Common Threads Farm goals and objectives to:
• Increase brand visibility at low costs

• Solidify a two way communication between organization

and audience

• Engage, influence and inform audience

• Enhance audience’s understanding of campaign and

events

• Expand reach with other groups to reach broader audience

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Sunday - What’s for dinner?
Around half (49.53%) of the population eats dinner with their family
together at home 5-7 times per week, so Common Threads Farm should
assist families on deciding what’s for dinner. Associating Common
Threads Farm with family dinners would not only encourage families to
eat healthy, it would also serve as a way to connect families through ex-
periencing and talking about Common Threads Farm through a shared
meal.
The post should start by asking your audience, “What’s for dinner?”
followed by, “This is what we’re having!” Provide a picture of the meal
and directions on how to make it. The recipe chosen should be appro-
priate to the season and what can be grown in the garden at that time.
The post should end by encouraging the audience to interact with your
organization. Ask your audience to post a picture of the meal they made
comments section, if they have any recommendations on maximize fla-
vors and sharing their experience of making a Common Threads Farm
meal.

Monday - Member Monday

Since over half (50.48%) of the population has never heard of Common
Threads Farm, it is important to use social media to familiarize your au-
dience with members of the organization and their motivates for partici-
pating. The post should include a headshot (frame photo from shoulders
to top of their head), their name, where they are from, how long they’ve
been working with Common Threads Farm and a quote.
We’ve provided a list of questions you can ask the volunteer or employee
and use their response as the quote that will be used in the post. Remind
the Member of the Week to use the question in their answer to give the
audience a full understanding of their response. The quotes used in the
post should encourage a healthy lifestyle and give reason for viewers on
to get involved with Common Threads Farm.
• Why is it important to connect with kids to a healthy eating?
• Why do you volunteer for Common Threads Farm?
• What do you enjoy most about working with Common Threads
Farm?

2
Tuesday - How to get involved
Reiterating Common Threads Farm’s mission to connecting kids with
healthy food and the organization’s need for participants and volunteers
should be posted every week since over half of the population would
consider donating (58.59%) and volunteering (56.86%).

Providing your online audience with directions on how to register for

events and ways to donate and volunteer would increase the likelihood
and the public’s understanding on how they can get involved. The post
should contain our “How to get involved” flyer and encourage the audi-
ence to ask you questions about the organizations. Remind the audience
of the organization’s mission as well as a list of schools you are in part-
nership with.

Wednesday - Garden updates

Through pictures and short videos, showing the audience updates of
school and community gardens used by Common Threads Farm would
reflect on the progressions and renovations made week-by-week.

The first half of the post should describe of the photos and videos used.
Include information such as the location of garden, what updates are
seen and what the future of the garden will look like.

The second half of the post should encourage the audience to interact
with the post, since over half of the population (56.31%) had access to
a personal garden. Ask your audience to comment what’s growing in
their garden and encourage them to upload photos.

3
Thursday - Weekly discussion
A weekly discussion post gives the Common Threads Farm online audience
the opportunity to talk amongst each other about issues or solutions they
have regarding their children’s eating habits. Since two thirds of the popu-
lation hear about nonprofits from word-of-mouth (76.92%) and social me-
dia (67.31%), a discussion post would serve to create interactions between
followers in the comment section, engage the audience in a conversation
started by Common Threads Farm and help understand people’s challenges
with connecting kids to healthy foods.

The post should start with, “We would love to hear your thoughts about
_______ ,” followed by a topic relevant to your organization.

We’ve provided a brief list of topics that could be used for the weekly discus-
sion posts:
• Children’s favorite fruits or vegetables
• Fruits or vegetables that are difficult to incorporate in meals
• Ways to encourage healthy habits/discourage unhealthy habits
• The best vegetable to serve with breakfast, lunch or dinner
• School lunches

Friday - Week in review

Since under a quarter (23.81%) of the population knows a little bit
about Common Threads Farm, uploading a week in review video would
give help the online audience to better understand what Common
Threads Farm can accomplish in any given week.

Throughout the week, compile videos and pictures of children and

volunteers participating with Common Threads Farm, then create a 15-
30 second video that show activities that are performed and food that
is made. In the post, be sure to label what week is being reviewed and
identify people, locations and events that are featured in the video.

4
Saturday - Event promotion
Common Threads Farm must dedicated at least one day per week
to the promotion of upcoming events since over three quarters of
the population (85%) had never had their child attend a Common
Threads Farm program or event. The post should convey the urgency
to sign up for the event and describe the benefits the event will give
children.

The post should include:

• Clear description of the upcoming event

• Event flyers/posters for event-brand consistency
• Directions how to register for the event
• Link to the Facebook event page
• A reminder of the next event to occur with a link to its
Facebook event page