Social Media Implementation Plan for ACOAs LinkedIn Account

Social Media Platform

Name of Account in English / French
(bilingual account)
Implementation plan prepared by

LinkedIn
Atlantic Canada Opportunities Agency | Agence de
promotion conomique du Canada atlantique
Communications

Objectives and Business Drivers

LinkedIn is a business-oriented social networking site which allows registered users to maintain a list of
contact details for people and companies they know and trust in business. Its extended network of
contacts can be used to generate discussion, broadcast questions, find expertise or join communities of
interest and discussion groups. LinkedIn is also commonly used to generate employment leads and
enhance career development.
ACOA currently has an inactive LinkedIn account that only provides basic information, such as the
corporate description, website address and number of employees. The Communications Branch at ACOA
proposes to activate this account as an additional communications vehicle to share important news and
information with targeted audiences, increasing the visibility of ACOAs activities with stakeholders.
Timelines stated in this strategy may need to be contracted or expanded in relation to LinkedIns priority
in our overall communications practice.
To build a robust presence, ACOAs LinkedIn account will be used as a medium to post articles, videos,
infographics, and job opportunities. The frequency for publication is targeted for at least twice a month.
ACOAs presence will align with the objectives outlined in the Agencys 2015-16 Corporate Social Media
Strategy. Specifically, in both official languages, the account will:

Inform: By providing information on who we are, what we do and why we do it.

o Demonstrate ACOAs role in building a stronger economy in Atlantic Canada.
o Increase the number of followers by connecting with ACOA stakeholders, clients, sector
associations, and employees.
o Illustrate ACOAs expertise in business and community development.

Share timely updates: By providing timely and topical, engaging bilingual communications on
Agency activities and recruitment opportunities on a regular basis.
o Increase traffic and engagement on the Agencys other social media channels, such as
Twitter and YouTube, and on the corporate website.
o Provide information on events that offer opportunities in key and emerging sectors.
o Complement and enhance ACOAs recruitment efforts to attract talented and motivated
prospective employees.

Promote: By providing updates on ACOA funding announcements, milestones and success

stories
o Create awareness of business and community successes in Atlantic Canada.

1
Atlantic Canada Opportunities Agency
LinkedIn Implementation Plan 2015-16

Successful, well-known businesses have one thing that defines their brand. It builds off their mission
statement and is the voice of their strategy across every social media network. For Disney, its magic and
for Apple, its innovation. All of the objectives described above will relate to ACOAs one thing
opportunities.

Target Audience
The target audiences for ACOAs LinkedIn page are:
Primary:

Atlantic Canadian businesses;

Current and future project proponents;
Universities, colleges and research institutions;
Not-for-profit organizations;
Government of Canada departments and agencies;
Provincial and municipal governments;
Prospective employees;
ACOA staff;
Potential foreign investors; and
Influential individuals/organizations/companies commonly referred to as influencers on
economic development in Atlantic Canada (bloggers, media, etc.).

Secondary:

General public.

Roles and Responsibilities

The following table identifies the roles and responsibilities related to the management of the ACOA
LinkedIn account.

Role and/or Function

Creating content.

Translating and editing content in both official

languages.
Approving content.

Area of Responsibility
Communications (regional offices and head
office).
Recruitment-related content will be developed
by communications staff in consultation with the
Human Resources Branch.
Corporate Affairs and Communications (head
office).
Communications (head office) - up to the
Director General of Communications.
***
2

Atlantic Canada Opportunities Agency

LinkedIn Implementation Plan 2015-16

Approval from the following areas may be sought

depending on the nature of the content:
Human Resources.
Programs and Policy Branches.
Office of the Vice-President (relevant region).
Office of the President.
Communications (head office, or regional offices
with head offices approval).
Communications (head office).
Communications (head office).
Communications (head office) - up to the
Director General level).

Publishing content.
Managing the account.
Monitoring and reporting on the account.
Issues management.

***
Consultation with the following groups may be
sought depending on the nature of the issue:

Identifying areas of expansion/improvement

Corporate Services Branch.

Human Resources.
Programs and Policy Branches.
Office of the Vice-President (relevant region).
Office of the President.
Communications (Head Office, regional offices).

Risk Management Plan

ACOA is aware of the potential risks associated with maintaining an official LinkedIn account and is
prepared to exercise corresponding mitigation plans as necessary. The risks outlined below are reflective
of those identified by other government departments and agencies and range from threatening
messages, to accessibility and security issues.

Level

Risks

Mitigation Plan

Strategic Market positioning, consumer preferences, strategic investments, stakeholder relations

Acceptable.

Criticism arising from an inability

to meet the demands of social
media users and/or answer
enquiries due to resource and
clearance issues.

Manage expectations;
Update social media response
protocol to include LinkedIn;
Update ACOAs Social Media Terms
of Use to include LinkedIn and
include link on LinkedIn homepage.

3
Atlantic Canada Opportunities Agency
LinkedIn Implementation Plan 2015-16

Acceptable.

The number of followers is low or

we lose followers over time due
to not posting regularly.

Ensure LinkedIn content is included

in the social media calendar for
approval on a bi-weekly basis (at a
minimum).
Research stakeholders use of social
media to identify interests and
behaviours.
Conduct regular measurement and
monitoring.
Be mindful of cross promoting the
account on the public website,
promotional materials and ACOAs
Twitter accounts as well as in the
email signatures of employees.
Note: ACOAs Twitter accounts can
be connected to LinkedIn.

Operational Workload, resources and platform

Acceptable.

Lost opportunities as a result of

slow approvals.

Acceptable.

Challenges in maintaining a
strong and active presence on
LinkedIn.

Acceptable.

Loss of attention or criticism

during blackout periods (e.g.,
election periods).

Acceptable.

LinkedIn server is down or server

issues occur.

Acceptable.

Changes to LinkedIn (to add or

change features).

Ensure appropriate timelines for

approvals are planned for;
When urgent approvals are
required, ensure an alternate, time
sensitive plan is in place.
Develop a content schedule for the
next three months, based on prewritten and pre-approved content
in both official languages.
Alert followers at the start of a
mandatory quiet period with an
appropriate explanatory message.
Report bugs to LinkedIn;
Identify alternatives;
Change publishing schedule when
possible.
Research;
Plan when possible;
Adjust and adapt.

4
Atlantic Canada Opportunities Agency
LinkedIn Implementation Plan 2015-16

Regulations and policy complianceMatters related to the communications policy, the Federal
Identity Program, information management, information technology, official languages, access to
information and privacy (ATIP), procurement and contracting, security
Acceptable.

Acceptable.

Acceptable.

Malevolent impersonators and/or

threatening messages on
LinkedIn.

Accessibility request and/or

complaint: A member of the
public files a complaint about the
lack of accessibility of LinkedIn
(i.e., no readers for vision
impaired persons) which could
potentially lead to negative
media coverage.
Security of LinkedIn account is
compromised.

Report to LinkedIn.
Ensure that the Director General,
Communications is aware and
escalates the issue to Legal
Services, Security, the Office of the
President and the Ministers office,
as required.
Hyperlink account to ACOAs Social
Media Terms of Use.
Ensure all ACOA content available
on LinkedIn is fully accessible on
ACOAs website.

To mitigate:
- Limit login credentials to five
designated officers (one per
regional office and Head Office) and
prohibit access from mobile and
remote devices.
- Verify authenticity of incoming
messages and links (i.e., no
immediate click-through rate).
- Frequently renew and use strong
passwords.
- Protect ACOA LinkedIn account
with two-step verification process.
If it occurs:

Low.

Inappropriate/inaccurate content
is published in error such as:

- Report to LinkedIn.
- Inform Director General,
Communications and the Corporate
Services Branch IT Security Lead.
- Provide the Office of the President
and the Ministers Office with an
update on the situation and any
next steps, if required.
Post information that has already
been published on ACOAs website
5

Atlantic Canada Opportunities Agency

LinkedIn Implementation Plan 2015-16

 Ministerial events;
Sensitive Information;
Information about the
Ministers whereabouts that
could risk security.

or approved in the social media

editorial calendar.
Ensure approval process is followed
for all content posted on the
account.

LegalIssues related to the Canadian Charter of Rights and Freedoms, the Canadian Human Rights
Act (accessibility), the Values and Ethics Code for the Public Service, the Privacy Act, the Official
Languages Act, intellectual property (including copyright), procurement, crown liability, and
governing law
Low.

Complaints due to the fact that

the platforms are not
government websites and
therefore are not subject to the
Official Languages Act.
Imbalance between both official
languages (in the number of
followers/fans and the number of
comments in each language).

Low.

Challenges in protecting the

privacy of individuals interacting
on the Organizations social
media accounts.
Potential complaint from the
Office of the Privacy
Commissioner or risk of the
Organization being a party to a
lawsuit for breach of privacy.

All original content will be posted in

English immediately followed by
French.
ACOAs Social Media Terms of Use
provides information on language
options for each social media
account.

Include link to ACOAs Social Media

Terms of Use on the LinkedIn home
page which provides information on
the Privacy Act as well as contact
information for the Agencys ATIP
coordinator.

Government of Canada Privacy Impact Assessment and Threat and Risk Assessment
ACOA will be using the Government of Canada Standardized Privacy Impact Assessment (S-PIA) for this
account.

Management Protocols
The Social Media Terms of Use posted on ACOAs public website ensures effective, open and
transparent engagement practices. The terms of use will be revised to reflect situations directly related
to LinkedIn and will be made available online at the time of account launch.
6
Atlantic Canada Opportunities Agency
LinkedIn Implementation Plan 2015-16

A content style guide for social media use and a response framework have also been developed and are
currently used by ACOA in relation to its Twitter account. These protocols will be used when operating
the Agencys LinkedIn account to ensure consistency across social media channels.

Performance Measurement
Measuring the performance of ACOAs LinkedIn account will determine whether Communications is
advancing the Agencys objectives for the social media account.
The table below lists tactics and performance measures to achieve planned objectives:

Tactics

Measurement

Client success stories:

On a rotating basis, each office
will create and publish a client
success story.

Assess the level and nature of

engagement on relevant social
media platforms (comments,
likes, shares, retweets, favorites,
subscriptions).

Objectives

Generating Content

Strategically feature client-led

events where ACOA has a role.
ACOA experts:
Within the first year, each
ACOA regional office is to
complete two stories
highlighting a staff member.
Opportunities:
On a monthly basis, create and
house original content on
LinkedIn including pieces that:
- pique interest in ACOA-led
events;
- build awareness of ACOA in
the region and throughout
Canada; and
- promote Atlantic Canada as
a place to do business.

Within a two-week period of

publishing, record:
- whether it is new content
made specifically for
LinkedIn or existing content;
- tone and quality of
comments and replies;
- volume of replies and
conversations with target
audience via LinkedIn;
- volume of direct messages;
and
- shared and referrals to
ACOA web content and
materials via LinkedIn.

Create awareness of business

and community successes in
Atlantic Canada.
Illustrate ACOAs expertise in
business and community
development.
Demonstrate ACOAs role as a
champion and convenor of
jobs and growth in Atlantic
Canada.
Provide information on events
that offer opportunities in key
and emerging sectors.

Recruitment
Ensure ACOAs job postings and
all relevant career information
are published on LinkedIn in a
timely manner, and use
trackable bit.ly-shortened links.

Coordinate with human

Complement and enhance
resources on a quarterly basis to ACOAs recruitment efforts to
assess impact on job applications. attract talented and
motivated prospective
Do a cost-benefit analysis of the
employees.
upgraded account (Career tab).
7

Atlantic Canada Opportunities Agency

LinkedIn Implementation Plan 2015-16

Try a free demo of LinkedIns

recruitment products which
enables the Careers tab on
the Company page.
Drive job-seekers to the
Agencys LinkedIn employment
postings by using ACOAs other
social media channels in a
cross-platform approach.

Track:
- Number of applications
received;
- Tone and quality of comments
and replies;
- Volume of conversations with
target audience via LinkedIn;
- Numbers of likes and shares;
and
- Number of clicks on the bit.ly
links.

Drive Engagement
Reach 1,000 followers within
the first six months.
Add key contact(s) to LinkedIn
as part of the event/news
release process.
Ensure ACOA is following key
partners. (Regional
communications teams will put
forward suggestions for key
partners to follow.)

Engage and connect with

stakeholders through
comments, likes and shares, on
a consistent basis (2-3 times a
week), ensuring a balance is
maintained in the frequency of
shared and original content.

Create a baseline of current

followers before the account
becomes active, including
identifying the number of ACOA
staff.
Quarterly analysis:
- the number of followers:
two streams public and
ACOA staff;
- followers locations and
types of businesses;
- click-throughs to web
content that leads to
specific pages; and
- web traffic from LinkedIn.

Increase the number of

followers by connecting with
ACOA stakeholders, clients
and sector associations.
Increase traffic and
engagement on the Agencys
other social media channels,
such as Twitter and YouTube,
and on the corporate website.

Determine internal versus

external engagement, including
the volume, tone and quality of
comments and replies.

Interconnect ACOAs digital

media by adding applicable
social media icons (with links)
to:
- corporate website, Twitter
and YouTube accounts;
- electronic communications
materials; and
- business card templates.
Strategically share stories
through ACOAs other social
8
Atlantic Canada Opportunities Agency
LinkedIn Implementation Plan 2015-16

media platforms (Twitter,

YouTube).
Provide links to
program/service-related
content on the ACOA website.
Note: All posts will be logged on the social media calendar.

Communications Plan
The objectives outlined in this LinkedIn Implementation Plan are in line with ACOAs 2015-16 Social
Media Strategy.*
* This document is available upon request.

9
Atlantic Canada Opportunities Agency
LinkedIn Implementation Plan 2015-16

Annex 1
Similar to the approach utilized by our Regional Development Agency (RDA) counterparts, Western
Diversification (WD) and FedDev Ontario, the Communications Branch recommends using a phased
approach to leverage the full benefits of a LinkedIn presence.

Phase 1 Building phase

Date
November
2015.

Activity
- Develop
Implementation
Plan;

Responsibility
Communications.

Status
- First draft.

- Coordinate S-PIA
with ATIP & IM-IT.
December
2015.

Early January
2016

Submit
Implementation
Plan via GCPEDIA
to Service Canada.

Begin planning
internal
Communications
processes
associated with
LinkedIn account
launch, including:

Next Steps
- Send first draft of
Implementation
Plan for review.

Status
In progress.

- Coordinate S-PIA
with ATIP & IM-IT.
Communications

Communications

- Coordinating S- - Adopt GoC S-PIA

PIA request
- Add changes to
- Finalizing
finalize
Implementation Implementation
Plan
Plan

- Planning stage

- Develop mock-up;
Linked-In content;
training materials;
updated social
media protocol;
etc.
- Develop required
documents
- Brief DG
Communications
on status

- Content
development,
with input from
programs and
policy units;
- Approvals via the
social media
calendar;

10
Atlantic Canada Opportunities Agency
LinkedIn Implementation Plan 2015-16

Mid-January
2016

End January
2016

-Establish roles for

Communications
staff;
- Explore use of
LinkedIn at publicfacing events
(trade show
booths,
conferences, etc.);
- Develop internal
Communications
Plan for
promoting
account, including
roll out plan for
employees.
Update draft
Social Media
Protocol and
determine
content calendar
for the first month
following account
launch.
Finalize Mock-up
of LinkedIn
account and
develop deck for
Executive
Committee (if
required).

Communications

Communications

11
Atlantic Canada Opportunities Agency
LinkedIn Implementation Plan 2015-16

Phase 2 Ongoing development

In this phase, the focus will be on launching the LinkedIn profile, beginning to grow connections and
adding fresh content.

Date
Activity
Winter 2016 Launch LinkedIn site.
(TBD).

Responsibility
Communications.

Winter 2016
(to coincide
with
launch).
Winter 2016

Launch revised Social

Media Terms of Use
on Agencys website.

Communications.

Update the Stay

Connected section
of the ACOA website
to include LinkedIn
avatar and
information on the
official account.
Winter 2016 Implement LinkedIn
internal
Communications
Plan.
Winter 2016 Implement
internal
Communications
processes associated
with LinkedIn
account launch
including:

Communications.

Status

Next Steps

Status

Communications.

Communications.

- Content
development;
- Style guide;
- Response;
framework (if
updating required);
and
- Approvals via the
social media
calendar.
*Ensure all
promotional
materials going
12
Atlantic Canada Opportunities Agency
LinkedIn Implementation Plan 2015-16

forward are revised

to include LinkedIn.
Winter 2016 Hold information
Communications.
sessions for ACOA
staff on best
practices/how to
effectively use
LinkedIn.
Winter 2016 Confirm with
Communications.
Innovation, Science
and Economic
Development Canada
that the official
LinkedIn account is
added to
Canada.ca/en/social
Canada.ca/fr/sociaux.
Prepared by:
ACOAs Crossover Pilot Working Group Pan-Atlantic Sub-Committee
Reviewed by:
Richard Gauthier, Director, Corporate Communications, (613) 954-2487
Approved by:
Kevin Dub, Director General, Communications, (613) 948-3986

13
Atlantic Canada Opportunities Agency
LinkedIn Implementation Plan 2015-16