Académique Documents
Professionnel Documents
Culture Documents
TO:
Dr.
Matt
Cox,
Professor
of
English,
East
Carolina
University
FROM:
Brittany
Rogers
DATE:
October
4,
2018
SUBJECT:
Social
Media
Proposal
for
Winston
Salem
First
Executive
Summary
Over
the
past
several
decades,
church
attendance
has
rapidly
decreased,
causing
many
churches
to
close
their
doors
permanently,
unable
to
sustain
the
upkeep
of
a
building
and
salaries
of
a
staff.
Research
has
show
that
this
regression
has
less
to
do
with
what
the
church
is
offering
and
more
about
how
the
church
is
offering
it.
At
the
core,
the
decrease
in
attendance
and
disenchantment
with
“church
culture”
has
to
do
with
relevance.
One
of
the
ways
in
which
the
church
can
stay
relevant
is
to
optimize
its
online
presence;
and
a
huge
tool
at
its
fingertips
is
social
media
and
other
web-‐based
applications.
The
key
to
an
effective
social
media
presence
is
consistency
in
identity,
engagement,
and
connectivity.
This
proposal
serves
as
a
recommendation
for
the
enhancement
of
Winston
Salem
First’s
(WSF’s)
social
media
presence,
and
is
based
on
an
evaluation
of
the
following
current
social
media
platforms:
• Organization’s
Website
• YouTube
Page
• Organization’s
Mobile
Application
• Instagram
Account
• Facebook
Account
• Twitter
Account
The
previously
submitted
recommendation
report
advocated
for:
• Disabling
the
organization’s
Twitter
account.
• Connecting
all
of
the
media
platforms.
• Ensure
all
branding
is
cohesive
not
only
within
each
platform,
but
between
the
platforms.
These
recommendations
have
been
revised
and
rearranged
as
follows
for
this
proposal
to
deliver
a
more
methodical
plan
of
action:
• RECOMMENDATION
#1:
Strategically
reduce
the
number
of
social
media
platforms
to
maximize
efforts.
• RECOMMENDATION
#2:
Create
consistent
branding
across
all
social
media
platforms,
specifically
in
reference
to
organization’s
name,
logo,
and
key
phrase.
• RECOMMENDATION
#3:
Provide
a
link/reference
to
all
other
social
media
platforms
within
each
individual
social
media
outlet
to
increase
connectivity
and
engagement.
Enclosed
are
proposed
tasks
and
timelines
for
achieving
each
recommendation,
as
well
as
financial
and
personnel
considerations.
- PROPOSAL -
Discussion
The
key
to
an
effective
social
media
presence
is
consistency
in
identity,
engagement,
and
connectivity.
In
order
to
achieve
this
consistency
across
all
social
media
platforms,
an
organization’s
purpose
and
audience
must
be
clearly
defined,
and
the
goals
of
social
media
as
a
tool
must
be
explicitly
understood.
In
the
case
of
Winston
Salem
First,
the
following
is
true:
Ø WSF’s
mission
for
its
members
is
to:
Know
God,
Connect
with
Others,
and
Transform
their
City.
Ø WSF’s
target
audience(s)
is:
current
church
members
&
attendees,
prospective
church
attendees,
and
the
strictly
online
campus
viewers/attendees.
Ø WSF’s
social
media
outlets
should
provide
each
of
the
following:
ü A
way
to
contact
the
church
ü A
way
to
watch
and/or
listen
to
a
message
and/or
worship
service
ü A
way
to
identify
the
physical
location(s)
of
the
church
(address/map)
ü A
way
to
learn
about
upcoming
events
ü A
way
to
give
monetarily
to
the
church
Problems
and
Recommendations
Problem
#1:
Numerous
social
media
outlets
with
little
impact
and
low
engagement.
Recommendation:
Strategically
reduce
the
number
of
social
media
platforms
to
maximize
efforts.
Winston
Salem
First
currently
uses
6
social
media
outlets,
all
with
minimal
impact
and
low
engagement.
In
order
to
maximize
efforts
put
into
social
media
strategy,
I
recommend
reducing
the
breadth
of
social
media
outlets.
The
table
below
lists
the
number
of
subscribers
and/or
followers
of
each
social
media
outlet.
Social
Media
Platform
Followers
Website
Unknown
Mobile
Application
Unknown
Facebook
2,510
YouTube
526
Instagram
1,223
Twitter
1,288
Problem
#2:
Inconsistent
organization
branding
across
social
media
platforms.
Recommendation:
Create
consistent
branding
across
all
social
media
platforms,
specifically
in
reference
to
organization’s
name,
logo,
and
key
phrase.
As
seen
in
the
tables
and
graphics
below,
Winston
Salem
First
is
inconsistently
referenced
by
name,
logo,
and
visional
key
phrase.
First,
the
organization’s
name
can
be
seen
in
an
array
of
formats
with
a
mixture
of
uppercase
and
lowercase
letters.
Second,
the
organization’s
logo
is
consistent
throughout
all
platforms
except
for
the
website,
which
is
arguably
the
backbone
of
all
the
other
platforms.
And
finally,
the
organization’s
vision
statement
is
inconsistent
through
all
platforms
and
does
not
match
the
known
mission
statement.
Organization’s
Name
Social
Media
Platform
Organization’s
Name
Website
(wsfirst.com)
WinstonSalemFirst
Mobile
Application
WSFirst,
wsf
Facebook
WSFirst,
wsf
YouTube
WSFIRST,
wsf
Instagram
WinstonSalemFirst,
wsf,
wsfirst
Twitter
wsfirst,
wsf
Organization’s
Logo
Website:
All
Other
Platforms:
Organization’s
Key
Phrase
Social
Media
Platform
Key
Phrase
Website
We
believe
when
a
community
gathers
to
worship
and
seek
after
God,
atmospheres
shift,
hearts
are
moved,
and
miracles
are
bound
to
happen!
Mobile
App
We
are
a
diverse,
experiential
church
that
desires
to
share
the
message
of
hope
in
God.
At
the
core,
we
just
want
to
be
a
group
of
people
who
reflect
the
kind
of
church
God
talks
about
in
the
scriptures,
that
is,
we
want
to
be
a
biblically
functioning
community.
We
are
a
church
of
substance,
helping
believers
grow
deeper
in
their
faith
in
order
to
bring
renewal….[continues]
Facebook
We
are
a
diverse,
experiential
church
that
desires
to
share
the
message
of
hope
in
God.
YouTube
We
are
a
diverse,
experiential
church
that
desires
to
share
the
message
of
hope
in
God.
At
our
core,
we
just
want
to
be
a
group
of
people
who
reflect
the
kind
of
church
God
talks
about
in
the
scriptures,
that
is,
we
want
to
be
a
biblically
functioning
community.
We
are
a
church
of
substance,
helping
believers
grow
deeper
in
their
faith
in
order
to
bring
renewal
to
the
people
and
places
around
them.
There's
a
way
for
you
to
connect,
understand,
and
contribute.
Instagram
A
diverse,
experiential
church
that
shares
the
message
of
hope
in
God.
Twitter
A
diverse,
experiential
church
that
shares
the
message
of
hope
in
God.
Problem
#3:
Social
media
platforms
do
not
consistently
reference
each
other.
Recommendation:
Provide
a
link
to
all
other
social
media
platforms
within
each
individual
social
media
outlet
to
increase
connectivity
and
engagement.
Most
people
are
active
users
of
more
than
one
social
media
platform.
Thus,
it
is
to
an
organization’s
benefit
to
provide
links
to
their
other
social
pages
from
each
source.
For
example,
an
organization’s
website
should
provide
icons
that
link
viewers
to
all
of
the
organization’s
social
media
accounts.
The
organization’s
social
media
accounts
should
reference
all
other
platforms
that
are
used
by
the
organization
(i.e.
YouTube
channel
should
provide
Twitter
and
Instagram
handles,
Facebook
links,
etc.).
It
is
important
to
establish
connectedness
between
platforms
for
users.
Proposed
Tasks
In
this
section,
tasks
are
provided
for
achieving
each
recommendation.
Recommendation
#1:
Strategically
reduce
the
number
of
social
media
platforms
to
maximize
efforts.
• Task
1:
Assess
the
number
of
followers,
subscribers,
and/or
viewers
across
all
platforms.
• Task
2:
Assess
the
function(s)
of
all
platforms.
Do
they
meet
the
social
media
goals?
o A
way
to
contact
the
church
o A
way
to
watch
and/or
listen
to
a
message
and/or
worship
service
o A
way
to
identify
the
physical
location(s)
of
the
church
(address/map)
o A
way
to
learn
about
upcoming
events
o A
way
to
give
monetarily
to
the
church
• Task
3:
Take
into
account
redundant
functionality.
o Example
1:
YouTube
allows
subscribers
to
view
previous
messages
and
worship
services.
However,
so
does
the
organization’s
website,
mobile
app,
and
facebook.
Out
of
those
4
platforms,
YouTube
has
the
fewest
subscribers.
Consider
deactivating
the
YouTube
channel.
o Example
2:
Twitter
allows
followers
to
see
written
posts
from
the
organization,
but
so
does
Facebook
and
Instagram.
Twitter
may
have
more
followers
than
the
other
two
outlets,
but
Facebook
and
Instagram
allow
for
visual
communications
as
well.
Consider
deactivating
the
Twitter
account.
Recommendation
#2:
Create
consistent
branding
across
all
social
media
platforms,
specifically
in
reference
to
organization’s
name,
logo,
and
key
phrase.
• Task
4:
Determine
organization’s
brand.
This
includes
name
(and
perhaps
a
singular
nickname
or
abbreviation),
singular
logo,
and
color
scheme.
• Task
5:
Update
name
and
logo
across
all
platforms.
• Task
6:
Meet
with
organization’s
leadership
to
clarify
and
finalize
the
mission/vision
statement.
o Consider
how
the
mission/vision
statement
will
affect
all
audiences.
(For
example,
the
current
mission
statement
is
to
Know
God,
Connect
with
Others,
and
Transform
our
City.
How
does
Transform
our
City
impact
the
strictly
online
audience
who
does
not
live
in
the
same
city
as
the
organization?)
• Task
7:
Update
the
mission/vision
statement
across
all
platforms.
Recommendation
#3:
Provide
a
link
to
all
other
social
media
platforms
within
each
individual
social
media
outlet
to
increase
connectivity
and
engagement.
• Task
8:
Beginning
with
the
organization’s
website,
go
to
each
social
media
platform
and
determine
how
to
best
link
viewers/followers/subscribers
to
all
additional
social
media
outlets.
Proposed
Timeline
Projected
Budget
Personnel
Hours
Hourly
Rate
Cost
Communications
Director
360
$30
$10,800
Social
Media
Strategist
360
$18
$6,480
Graphic
Designer
180
$18
$3,280
Total
$20,560
Experience
The
Communications
Department,
consisting
of
a
Social
Media
Strategist,
Graphic
Designer,
and
the
newly
hired
Communications
Director
are
equipped
to
move
forward
on
this
proposal.
The
Communications
Director
brings
15
years
experience
to
the
team
in
web
design
and
social
media
strategy.
With
the
new
director
at
the
helm,
the
current
communications
team
is
capable
of
making
the
appropriate
enhancements
to
Winston
Salem
First’s
social
media
use.