Social Media
Media - Annual Work Plan
June 2013— March 2014
Archived version can be accessed HERE.
COI Strategic Plan Goal(s) and Objective(s): Goals 1-4
Action Plan Strategies and/or Overarching Strategy: Action Plan – A,B,C,D,E; Overarching strategies: SSB & SR2HP
Media Domain
Project description
& estimated
completion date
Describe your overall project including project goals.
To support other domains and increase awareness about childhood obesity, environmental
change, and the work of the Initiative partners, we will develop and execute a comprehensive
plan to use social media, including Facebook, Twitter and other social media tools. Specific
goals include:
1. Creation of a social media strategic plan, including expansion priorities and targets
(with metrics). By: July 31, 2013;
2. For COI’s website, increase performance for these metrics 10% over the previous
year’s average: goals are: “unique visitors” – 11,697, “average duration of visit” 2min. 47 sec.,” and “pages viewed / visit” – 2.71.” By: March 2014.
3. Start a COI blog. By: December 2013.
4. For COI’s Facebook page, for the workplan period (all to be achieved by March
2014):
a. Average 100 people viewing each COI post;
b. Average at least 2 “likes” per post;
c. Average 2 “shares” per month;
d. Average increase of 4 “likes” per month. The current total is 429; goal is
450.
5. For Twitter, by March 2014:
a. Increase total followers from 320 to 350;
b. Average 2 shares (retweets) per month from relevant sources.
6. For YouTube, by March 2014:
a. Update regularly (average 1 time/month);
b. Consolidate all COI videos to one page. By: July 2013.
Identify a timeline for completion of the project.
The balance of the work is ongoing, and will continue through December 2014.
How does this project impact health equity?
We will continue to include Facebook posts, tweets, etc., that focus on health equity,
including information about how to increase opportunities for physical activity and access to
healthy food in low-income communities. An example would be our postings about the MidCity CAN campaign to give free bus passes to youth.
Population(s)
served
Updated October 2014
Describe the primary population impacted by project activities.
All populations are impacted, but our communications tend to be about COI’s work and other
relevant efforts, research, etc that impacts diverse populations. Some of our work includes
building synergy with other prominent organizations that work in the childhood obesity arena.
Lead person &
partners involved
Level of COI Staff
Involvement and
support activities
Do any of these activities affect children aged 0-5? If so, please describe.
Yes, however that depends on the nature of the content. We will seek to post information that
is directly relevant to this population.
Identify the lead person & any other primary partners involved in the project.
Lead: Nina Ghatan
Other partners: Media domain members
Please check the option that most closely describes the required level of COI staff
support:
Minimal (e.g., domain partners primarily lead and conduct work)
Intermediate (e.g., administrative support, technical assistance, resources, etc.)
Significant (e.g., COI staff manage or are highly involved in project
implementation)
Please specify anticipated COI staff support activities:
This workplan is supported almost exclusively by COI staff. Work includes generating content
and posting same on our website, Facebook, and Twitter, as well as administrative
organization and monitoring activity.
Other domains
involved
Identify any other domains involved in the project.
Project activities &
estimated
completion date(s)
List the specific activities/tasks you will undertake to complete your project and list an
estimated completion date for each one.
Updated October 2014
All domains will be involved and encouraged to interact via social media outlets.
1. Create social media strategic plan and secure approval of priorities. By: July 31,
2013. Actively monitor metrics for social media, per strategic plan. By: ongoing
through March 2014.
2. Create a blog for COI. By: December 31, 2013.
3. Create a calendar and summary of topic areas. Identify guest bloggers through
outreach to domains. December 31, 2013.
4. Maintain /upgrade website. By: ongoing, monthly or more through March 2014.
a. Monthly: update newsletter archive, meeting minutes archive, calendar
b. Post all workplans to COI site. By: June 30, 2013.
c. Create evaluation page and post reports / data. By: August 2013.
d. Add list of partners of COI. By: December 31, 2013.
e. Post timely content (ongoing) including update of resource pages, sidebar
content, press pages, data and links page, events and presentations page.
5. Maintain Facebook page: By: ongoing through March 2014.
a. Produce and post engaging content, articles, blog posts, event information.
6. Maintain Twitter account: By: ongoing, through March 2014.
a. Daily tweets of relevant content.
b. Use 3rd party Twitter app’s to increase # relevant followers.
c. Search for and follow relevant users.
7. Maintain YouTube. By: ongoing, through March 2014.
a. Locate and consolidate all COI videos to a single account. By: August
2013.
b. Update regularly (monthly).
8. Investigate possibilities for using Pinterest – e.g. creating site to store positive
images consistent with COI messages, reinforce COI as “go to” reference site to
connect public with resources. By: March 2014.
Evaluation
measures
Specify how you plan to measure your project’s success, including activities. Refer to
your project activities to organize your information.
Monitor analytics, including:




Updates
Website: # of : visits, unique visitors, pages/visit; other measures include % new
visits, average visit duration, bounce rate.
Facebook: # of: likes, shared posts, views, # of people who attend events because
they heard about them on Facebook.
Twitter: # followers, “retweets” from relevant sources.
YouTube: Video views, video reviews, stars.
Provide an update on progress towards or completion of project activities and
overall project goal. Refer to your project activities and evaluation measures to
organize your update.
Current update:
1. Analytics as of September 30, 2014 include:
 Website—For the period of April 1, 2014-September 30, 2014:
o Session: 7,244
o Unique visitors: 4,658
o Page views: 17,328
o Pages per visit: 2.39
o % new visits: 64.3%
o Average visit duration: 2:40
o Bounce rate: 58.52%
Updated October 2014

Facebook
o As of September 30, 2014, COI Facebook page had 544 likes (goal was 450
o For the 6-month period of April 1, 2014 to September 30, 2014:
 Averaged 1 like per post
 Averaged 403 people viewing each post
 Averaged 1 “share” per month
o Future efforts will focus on better aligning posts with COI domain goals and
overall COI strategic plan and mission as well as increasing the diversity of types
of posts.

Twitter
o As of September 30, 2014, COI had 464 followers (goal was 350)
o
For the period of April 2013-March 2014, averaged .24 retweets per month (goal
was 2)

You Tube
o All COI videos were consolidated into one page by September 2013
March update:
2. COI social media plan was completed in September 2013 with input and oversight by the
COI media domain.
3. With feedback from COI domain champions and Leadership Council, it was determined
that COI should postpone starting a blog at this time. This will be revisited in the future,
providing that COI staff levels are such that creation and maintenance of a blog is
feasible. Similarly, creating a COI Pinterest site is currently on hold.
4. Analytics as of March 28, 2014 include:
 Website—For the period of April 1, 2013-March 30, 2014:
o Visits: 18,452 (an increase of 10.76% from previous year)
o Unique visitors: 12,282 (an increase of 17.51% from previous year)
o Page views: 44,395 (an increase of 5.25% from previous year)
o Pages per visit: 2.39 (a decrease of 4.98% from previous year)
o % new visits: 64.59% (an increase of 6.99% from previous year)
o Average visit duration: 2:32 (a decrease of 2.11% from previous year)
o Bounce rate: 59.81% (a decrease of 6.64% from previous year)

Facebook
o As of March 31, 2014, COI Facebook page had 506 likes (goal was 450)
o For the 6-month period of October 1, 2013 to March 30, 2014:
 Averaged 4 likes per post
 Averaged 53 people viewing each post
 Averaged 0.76 “shares” per month
o Future efforts will focus on better aligning posts with COI domain goals and
overall COI strategic plan and mission as well as increasing the diversity of types
of posts.

Twitter
o As of March 31, 2014, COI had 408 followers (goal was 350)
o For the period of April 2013-March 2014, averaged 4.5 retweets per month (goal
was 2)

You Tube
o All COI videos were consolidated into one page by September 2013
Archived updates:
This is a continuing workplan. The predecessor workplan and an update of activities and
measures through June 2013 can be found in archived workplans on COI website.
Barriers
Updated October 2014
Explain any difficulties/challenges to implementing your project. Be specific. If an
activity or the overall project was cancelled, explain the circumstances.
Social media is time intensive. Competing demands on staff make it difficult to keep up with
timely posts. This work is unfunded.
Promotion/ PR
opportunities
Identify any promotional or public relations opportunities you see might arise from the
project or might assist the project.
COI social media is used frequently to highlight and recognize the work and accomplishments
of COI partners, as well as national studies, reports, etc.
Desired recognition
Identify any specific recognition you would like to see either for the project or the
people involved in implementing the project.
See above.
5210 Campaign
Please describe how you have used the 5210 campaign as a part of workplan
activities (If you have not, please so indicate). If you have used the 5210
materials, please specify which materials, languages, target audience(s),
approximate # of people reached, geographic region(s), dates:
Do you plan to incorporate the 5210 campaign into workplan activities in the
future? If so, please describe:
Yes, we will ensure sharing of 5210 message in all outlets.
Updated October 2014