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INTRO & INDEX Our primary objective is to

W hen our team brainstormed ways to digitally


make our audience
strengthen Dialogue on Race Louisianas mission,
Feel empowered to there was one thing we knew we didnt want to touch:
understand institutional the product itself. Research shows Dialogue on Race

racism and discuss it. Louisiana (DORLA) really works. After completing a
series, participants find themselves capable of identifying
opportunities to discuss race-related issues and feel
INDEX compelled to openly engage with others.

2 BIG IDEA But through our research, we also discovered DORLA


could improve its digital reach. For an organization whose
3 RESEARCH mission is to eliminate institutional racism through an open
dialogue, DORLA has an opportunity to engage with so
5 TARGET many more people.

To achieve this, we crafted a plan that targets an influential


6 IDENTITY
audience, engages them using various tools and pushes
them to accomplish certain objectives built on a Feel,
7 ASSETS Think, Do foundation. This means when the target
audience sees DORLAs social media content, they will:
8 CERTIFICATION

9 WEBSITE FEEL empathy for race and racial issues.

10 SOCIAL PLAYBOOK THINK about how their perspective differs from


others, and understand how that may affect a racial issue.
23 TOOLS

28 WORKSHEETS DO something to address racial injustice by engaging


in an open dialogue online or in-person.

34 SOURCES
THE BIG IDEA.
From this mindset, weve developed concepts that
motivate this notion of personal empowerment.

The concept focus groups gravitated toward was

Hear and Be Heard.


During concept testing, an interviewee said this about the
Through our interviews with DORLA alumni, we were able tagline:
to pinpoint exactly what made the program so special: the
fluid, open nature of the dialogue. DORLA doesnt push It makes me want to first and foremost stop and listen to
participants to talk or to embrace certain ideas. DORLA the subject being discussed. In regards to others, it makes
gives participants the tools they need to listen to the me feel a sense of unity in that everyone has the chance
perspectives of others and to share their own. to have their opinions and thoughts heard.
- Alexandra Dickinson
The tone DORLA uses for its content and branding needs
to reflect the openness of the program.
Based on our research, these words and the overall
The purpose of DORLAs messaging should take root in the message are positive, encouraging and neutral. Perhaps
Feel, Think, Do foundation. most importantly, they are powerful and inviting.

PAGE 2
PRIMARY RESEARCH Key Findings From Primary Research:
Word of Mouth: Most participants found out about
the program and signed up to participate because
of a friend, usually because of word-of-mouth
recommendations.
Our team conducted 5 in-depth interviews with
Wanted to Learn More: Most participants had some alumni of the Dialogue on Race program. From these
sort of knowledge about racism and the role that interviews, we discovered that the organizations
they, as white people, played in the perpetuation of current audience consists mostly of white females
it. Their motivation for joining the program is split
between 25-45 years of age, who were already
between education on racism itself and wanting to
learn more about how to have those conversations. interested in discussing race issues in Louisiana.
They also had a desire for a safe space to talk about Facebook Insights revealed that DORLAs current
these issues. demographic is currently women with open views about
racism.
Understanding Institutionalized Racism: All
participants were blown away when they discovered
Our research showed that social media is how most
the power and reality of institutionalized racism.
DORLA alumni stay connected with the program, and
Everyone should take this class: Almost all they use its tools to educate and empower others
participants agree that everyone should take this to discuss issues about race. The late-millennial and
course. Most participants specified that policemen, Generation X age group is our ideal target audience
government officials, and others in positions of for our social media campaign because they are more
power should be required to take it. One participant
active and engaged on social media, and they are the
suggested high schools as a target to participate in
the course. members of society that can directly influence issues of
institutional racism.
More Confident and Comfortable: Most participants
stated that they are more comfortable and By reaching this audience, we can increase the brand
confident after the program to have conversations awareness of DORLA and encourage more diverse
on race either in-person or online because of the
ideas about how to address institutional racism in the
material they learned, such as correct definitions
and real-life tactics on how to participate in these future. This will also lead to an increase in social media
conversations. engagement, an increase in DORLA sign-ups, and
overall empowerment of people to be able to discuss
Platforms: Most participants have Facebook race related topics.
and Twitter, but each rarely uses Twitter. They
primarily share information on Facebook, and feel
comfortable engaging in dialogues on race through
this platform. Over 60% of the things they share are
about politics or social justice.

PAGE 3
SECONDARY RESEARCH DEMOGRAPHICS TOPIC WHEEL

Through our research and focus on Race in Louisiana we were


Target: 1,167,836
able to create a topic wheel. These topics were the most
Race: White 63.9%, Black 32.5%, relevant among all of the users that we analyzed through our
Hispanic 2.4% research. All of these topics are related to Race in Louisiana
Degree: Registered Nursing, and when an individual created a post, it fell under one of
General Business these topics
Avg. HH Income: $51,010
WORD CLOUD
PSYCHOGRAPHICS
The data created a word cloud for us. The word cloud
includes words that are most frequently used among all the
- Power positions users who posted Tweets included in the data. For example,
- Social media enthusiasts racial, love, humanity, black, and spewing are large words in
- Socially aware the cloud because they are words that are most frequently
used in Tweets that are related to our key topic of Race in
- Activists
Louisiana. Majority of the Tweets included in the sample
either mentioned racial, race, or black. The smaller words are
words that are still relevant, but not as frequently used.

PAGE 4
TARGET AUDIENCE
TARGET AUDIENCE Our goal is to reach the African American
and white millennial population (ages MARGO JOLET, 34
25-44), specifically those who have the New Iberia, Louisiana
drive to positively impact society. This
means we aim to reach millennials who Margo Jolet acts as associate
are in, or who are advancing toward, director for marketing and
professional positions in which they can communications for the
establish change and work to eliminate LSU Department of Campus
racism. Currently, DORLA appeals to Life.Dialogue on Race Louisiana
middle-aged people (those in their mid- introduced me to white privilege,
30s to early 50s) who are already having something I never knew I always
conversations about racism, but seek the had. The Dialogue on Race in
tools that DORLA provides to address the Louisiana team empowered
matter properly. We hope to encourage participants to, once educated,
the use of these tools online for our ask meaningful questions and
current and target audiences, and further share knowledge respectfully and
facilitate dialogue that addresses issues of confidently for positive change in
racism, prejudice and personal bias among our community.
their social groups.

ORHAN MCMILLAN, 45
Baton Rouge, Louisiana

Orhan McMillan, founder and managing partner of


dezinsINTERACTIVE Agency and founding board member of
DORLA and currently serves as the vice-president. He grew
up in Baton Rouge. He noticed the systemic changes that took
place in the city. He asked himself, What can I do with my
white privilege to make change? He was a in Baton Rouge.
Orhan has used his own education from the program to
address instances of institutional racism. McMillan says, I see
a lot of social media debate around race but personally avoid
entering into these debates, preferring the power and results
of group dialogue to bring about the change needed.

PAGE 5
IDENTITY COLORS
VISUAL IDENTITY DORLAs original brand identity appeared disconnected to the brand itself. Chat bubbles
confused potential attendees on what the product actually was, and the san-serif black and
white text felt stagnant and suffocated. Because we are technically rebranding DORLAs
social media, we chose to revisit the branding in order to best communicate DORLAs com-
plete, cohesive identity. #241101

To communicate diversity and inclusivity, we chose a color scheme that resembles a spec-
trum of skin tones. We aimed to demonstrate with a gradient that one color is not more
important than the other, and that we are all connected.

To showcase the bold conversations and development of confidence that occur when you
enroll in the DORLA program, we chose Gothaman intentional, strong san-serifin book,
medium and black to be the primary typeface for the brand.
#5e3022
Please refer to these color hex codes and typefaces when designing materials for the brand.

LOGOTYPE

#c57e58

MARK

#e8b8a1

VOICE BREAKDOWN
Not like this...
Sign up for our sessions to learn more about institutional racism. (link to sign up)

Like this! #fde2db


#InstitutionalRacism starts with a person in power. The movement to end it starts
with one voice. Sign up for a session today! (link to sign up)
ASSETS
o aid development of repetitive, engaging
T
content, weve designed the following static
image templates.

DORLA can edit the following for each recurring


post:

Sign-up templates
Separate templates for different t ypes
of sessions

Quote/Testimonial Templates
Character copy templates for a
participant or facilitators key points,
included over a photo of them to add
additional context

Repeatable Behaviors
Multiple templates for repeatable
behaviors we want our followers to
engage in on social media

#TBT or #FlashbackFriday

Infographics

Event cover photos

Event posters

PAGE 7
BUSINESS CERTIFICATION
Have you ever walked into a small What if businesses had a sticker to show
business and noticed a sticker on customers they have undergone Dialogue
the window? on Races training?
We proudly support our troops. Institutions that require their employees to
complete this program receive a sticker decal to
This business is a sponsor of Project Graduation. place on their businesses window, so customers
know the business is open to and
Our staff has undergone Red Cross training. supportive of dialogue.

PAGE 8
Objective 1: Objective 3
OBJECTIVES & STRATEGIES

Encourage all DORLA participants to engage and
have dialogue on racial issues via social media as


Increase the participation and registration of
professionals in Louisiana between the ages of 25-44
they normally would during a session by 15% and educate this target audience of DORLAs
Strategy 1: social media page about the six-step process
Create empathetic and engaging content about
racial injustices on DORLAs website and social Strategy 1:
media accounts, such as Twitter, Facebook, and Develop a progress tracker that measures
LinkedIn, which will be posted to all DORLA participants attendance to sessions and
platforms engagements online
Strategy 2:
Draft messages using sample posts from organizations with Educate followers of the website and social media
similar missions, such as The Walls Project and Together about topics discussed in DORLAs six-step process
Baton Rouge, and primary research collected from DORLA to provide context of the organizations purpose
alumni interviews Strategy 3:
Format posts using popular hashtags and topics that are Reach out to our target audience located in
currently on social media, provided by Crimson Hexagon, Lafayette, Baton Rouge, and New Orleans via
that influence discussions on race, racism, and social justice social media
Strategy 4:
Objective 2 Allow participants to check-in via Facebook and
Make the digital image of DORLA appeal to diverse Twitter to advertise the program to their Friends and
publics, like people of various age groups,races, Followers, respectively
socio-economic backgrounds, and political
backgrounds.

Strategy 1:
Create a new organization logo that is socially
inclusive and a representative image of DORLAs
mission statement
Strategy 2:
Use social media platforms to update participants
and followers of DORLAs events, sessions, and
highlight certain participants once a month

Strategy 3:
Redesign the organizations website to make it
more accessible for users PAGE 9
SOCIAL MEDIA
PLAYBOOK
We should remember that embracing social
media requires both spreading awareness of
DORLAs mission and also staying aware of
trends within the community.

Connecting successfully with the community


will better enable us to understand how to
Why Social Media? expand our audience and inspire continued
conversation.
A strong social media presence is a tool of
engagement and communication, both of
which we aim to encourage through DORLA.
A powerful means of interacting with our au- This playbook will outline our social media
dience is a diverse range of social media plat- objectives to develop and improve our pres-
forms. One platform may be ideal for break- ence online. We will also discuss several
ing news, for example, while another may be guidelines by which we can successfully use
well suited for connecting participants and our accounts to empower and engage our
facilitators in a professional setting. audience while maintaining credibility.

PAGE 10
RULES & REGULATIONS THE ALWAYS SECTION
SOCIAL MEDIA PLAYBOOK Employee/facilitators conduct personal activ- Always check spelling. A spelling error is not the end of the world, but
ity among friends and contacts, but not under double-check content to be sure.
or in the name of Dialogue on Race.
Always use wording that is respectful and professional.
For DORLA staff members, there are particu-
lar considerations to bear in mind. In summa- Always be mindful of the culture Dialogue on Race is addressing.
ry: Think before you tweet.
Always use bit.ly for shortening links to track clicks and other metrics.
Remember that even though employees are
acting in their own personal capacity, they Always @ mentions of official accounts and pages to improve visibility and
should act as representatives of Dialogue on potential amplification of Dialogue on Races message.
Race toward friends and followers.
Always make sure you are promoting the correct hashtags.
Employees can say they work for Dialogue
on Race, and discuss their work publicly. But Always Be candid and transparent
their names/titles should not contain Dialogue
on Race in any form. Employees should make Always compensate or make up for a wrongdoing.
clear that the views expressed are person-
al, and not those of Dialogue on Race. (Tip: Always, no deletions
Add Views here are my own, and not those
of Dialogue on Race to your bio our about Always give credit for shared content
section.)
ACTIVITY FOR BREAKING NEWS COVERAGE
Employees should be wary of discussing
work-related issues online. The informality of The main goal of all of Dialogue on Races communications is to engage
social media should not encourage employees better with the audience, extend reach and encourage interaction
to poorly represent the organization or bring
the organization into disrepute. They dont The golden rule for covering and breaking news on Twitter, Facebook and
need to criticize their colleagues or partici- LinkedIn: USE A CONSISTENT VOICE. The voice of the brand should relate
pants and shouldnt reveal confidential infor- news of institutional racism to participants and encourage conversation.
mation.
If an employee wants to start a blog related Employees should ask the following questions before making a post:
to the organization, he or she should discuss it - Is this news current and relevant to the organization? (News tend to
first with Maxine to discuss potential risks. die within hours in social media.)
- Will this generate an emotional reaction? (Whether empowerment
Allow employees to bond or outrage, emotional reaction consistently equates engagement.)
- Provide employees with incentives to - Always include a question/call to action (Watch this video! or Do
interact about you agree? Or fill in the blank ___)
your brand. - Before initiating a dialogue on breaking news, carefully consider
- Retweet employee interactions DORLAs values. Dont post because other pages or nonprofits have
- Reward credibility done so.

PAGE 11
ACCOUNTS What does your audience currently do in social media?
SOCIAL MEDIA PLAYBOOK Following in-depth analysis, we decided to use the following
platforms to reach DORLAs audience. The accounts are:
Currently, most of DORLAs audience shares and likes arti-
cles and posts that relate to race issues in society; however,
not many are engaging with the content or creating their
Facebook Dialogue on Race Louisiana own.

Twitter @DOR_Louisiana [NOT YET ACTIVE] What motivates the behavior?


DORLA encourages participants to address topics of race
LinkedIn Dialogue On Race La [NOT YET ACTIVE] using educational, not confrontational methods. By sharing
articles, participants may provide factual and detailed infor-
Slack dialogueonrace.slack.com [NOT YET ACTIVE] mation to any of their Facebook friends who would like to
learn more about the issues.
PASSWORDS AND LOGIN
Passwords will be available with a Google Drive link which Where is your brand on social media?
we have shared with you. Dialogue on Race Louisiana is currently active on Facebook.
The organization has a Twitter, but does not maintain an
If you are having trouble accessing any platforms, please active presence on the account.
email Create Lab team members at:
Where are the active communities around your brand?
jharp@topdrawerstrategies.com Our target audience comprises millennials and adults be-
acvallejo7@gmail.com tween 25-44 years of age. We are targeting people who
lporter@lsu.edu are in positions of power, or who are advancing to those
positions, in various industries and corporations throughout
Louisiana.

Where are the conversations taking place?


Twittter and Facebook.

Who is talking?
More black users have stated that they post about race and have high exposure
to race-related posts on social media. White people have reported they post less
about race and that they have less frequent exposure. The PEW Research Center
also noted that out of the few black social media users with frequent exposure to
race-related posts, only 28 percent engage with the content, while six percent of
white people overall interact with the content.

Are the speakers influential?


Participants and alumni of the program have their own personal connections to
whom they are able to promote the organization.

How are they referencing my brand and in what context?


Followers and participants of DORLA use the tools they develop from the sessions
to provide information about institutional racism by sharing content.

PAGE 12
SOCIAL MEDIA PLAYBOOK VOICE & TONE OBJECTIVES

To establish credibility, we must cultivate a friendly and Four key strategies will guide our voice and tone to
informative yet authoritative presence on social media. help build the story between sessions and participants.
We recommend using a tone that is professional and open.
The intent of our message is to inform and educate people
about what DORLA does. We must express the openness Humanize the brand
of the organization and create a trustworthy image for
further engagement. DORLA should project feelings of Deliver a feeling of authenticity and relatability to each
acceptance in social media for audience empowerment piece of content or dialogue you create. Have authen-
and comfort. Any messages should highlight the programs tic, personalized conversations with your audience to
encouragement of this empowerment, as well as personal create deeper community connections and tear down
responsibility. walls between brand and consumer.
- Interact, dont preach. Digitize the process
- Be conversational; speak like a real person.
- Be authentic.
Create empathetic and engaging content about racial
When creating social content, follow these guidelines to injustices. Understand that each follower has a differ-
convey the values, personality and brand story in a voice ent story to tell. Widen and round out our approach to
distinct to Dialogue on Race. help more people get their voices heard, because not
everyone has the same experiences.
What We Are:
Champion diversity

Help consumers connect with the brand by appealing


to a diverse group. Create content that speaks to au-
diences on a more personal level. Empower them with
graphics, videos and local stories in a way that ignites
a feeling of identification.

What We Are Not: Increase the numbers

Achieve a 15% increase in registration of Louisiana


professionals between the ages of 25-35.

PAGE 13
FACEBOOK How do people interact on Facebook?
SOCIAL MEDIA PLAYBOOK Role - Provide a hub for facts and stories, session inquiries and infor-
mation for critics and participants alike. Use new features that foster


- 15% Comments
- 6% Shares
higher engagement on the channel and support some posts with paid. - 79% Likes

Why Facebook? Content will


- 71 percent of American adults with access to the internet use - Drive sign-up information use a direct call to
Facebook action
- Facebook has 1.86 billion monthly active total users with a 17% - Recap sessions on a weekly basis
increase year over year - Highlight news articles discussing institutional
- There are 1.15 billion total active mobile users daily, with a 23% racism
increase year over year - Pose questions to encourage user interaction
- In the United States, there are 100 million users aged 25-44 - Highlight different participants stories and
- People with smartphones check their FB page 14 times a day group sessions (HONY style)
- Adults aged 25 to 34 make up 29.7% of total users - Celebrate cultures/holidays
- 74 percent of Facebook users have some form of higher - Share video
education - Connect with audiences via Facebook Live
- 72 percent of online users with incomes over $75,000 use - Inform the public via infographics GIFs,
Facebook definitions, testimonials
- Users spend an average of 20 minutes on Facebook per visit - Publish blog Posts
- Encourage participation through sharing up
What makes Facebook compelling? coming events
- Provocative imagery. - Reply to comments
- Meaningful posts. - Aid customer service through the accounts
- Minimal but impactful copy. inbox

Content:
Posting about upcoming DORLA
events:

Institutional Racism starts with a person


in power. The movement to end it starts
with one voice. Sign up for a session
today to hear and be heard! (link)

PAGE 14
POSTING CONTENT ON FACEBOOK FACEBOOK POST FREQUENCY & TIMING
SOCIAL MEDIA PLAYBOOK When should you post? There is no hard limit on Facebook posts. It is important to understand,
Sunday however, that Facebooks newsfeed is not chronological, but in order of
what Facebook determines is the best content.
Time of day?
Night Facebook will not show everything to a user, but rather a selection of
content. This selection depends on many factors, including:
What should you post? - Recency (how recently the post appeared, favoring newer stories)
Photos are most effective. - Weight (how popular the story is with other users, or by users
interactions with the post such as liking, commenting and/or
Make sure to ask a question at the end of your sharing)
post! - Affinity (how often that user has interacted with our page)

Captions this posts and Fill-in-the-blank This means that some stories we publish might have higher visibility
posts: than others. We must remember that after one hour, the reach of a
These posts are interactive. We want users to story declines at a faster rate and therefore carries much less weight for
engage with the content. Facebook.

How often should you post? *For scheduling content, we recommend Hootsuite (discussed in a later
Post two to three times per day, but not more section).
than seven times per week.

Here is the step-by-step process:


1. Shorten the URL in Bit.ly and copy the link
into the status box (or post through Hoot-
suite).

2. After creating the preview, click on the title,


description and pictures to edit accordingly.
You can use the title, lead and picture on the
article and modify them as needed.

3. Add your own text to comment on the


story in a way that invites interest and discus-
sion. Adding a question at the end will help
engage users.

4. Keep your message, headline and descrip-


tion short.

5. Tag as often as you can politicians, non-


profits, facilitators, participants etc.

PAGE 15
FACEBOOK BOOSTED POST: Content:
SOCIAL MEDIA PLAYBOOK Louisiana & 24-45 Sharing relevant articles and encouraging discussion:

To shut down the latest conspiracy story on Facebook, we


recommend using the following techniques developed by
researchers at Cornell University:

1. Respond to the post sooner rather than later.

2. Respond in groups: Dialogue on Race will be more persua-


sive to the critic if other people are arguing your side, too.

3. Have a few back-and-forth exchanges with the critic, but


never go past three or four. Up to that point, your chance of
persuading them is pretty good. Researches says that when Content:
the back-and-forth goes on for too long, your chances at Sharing stores of DORLA alumni:
persuasion become very low.

4. Link to outside evidence.

5. Dont quote the person youre arguing with. Researchers


say theyll usually interpret that as nit-picking with their
wording, and what you present is unlikely to sway their
opinion.

6. Dont act too intense that scares people off. Stick to


calm, simple language.

7. Write a longer response if youre actually trying to change


someones opinion. A one-liner probably wont do it.

8. Base arguments around points the critic didnt initially


address: i.e.: If the person posts that black people use racism
as an excuse to stay poor, you should argue about policies in
place that affect their lives.
SOCIAL MEDIA PLAYBOOK TWITTER Content
Role - be there the moment a relevant story breaks Post about upcoming DORLA events
out. Provide followers with planned and spontaneous Tonight, @MayorBroome staffers will begin their DORLA training.
real-time content that empowers, supports and en- We hope their experience will create more dialogues on race in
gages. #BatonRouge!

Why Twitter? Continue the discussion of race online


- The total Twitter monthly active users in the Last nights #DORLA meeting focused on taking talk to action.
United States amount to 67 million users (Q4, 2016). How will you implement this to create more dialogue on #Race in
- Users send an average of 6,000 tweets every #BatonRouge?
second
- 21.9 million users, or 42% of U.S. Twitter
users, were between 25 and 44 years old.
- Live-tweeting during events is an important
part of current media consumption.

Twitter Engagement
- Retweet (RT)
A retweet is the repost of another users
tweet, making it visible on your profile.
- @Mentions
A mention is the combination of the @ symbol
and someones Twitter username.
- @Replies
A reply is when a tweeted response from one
Twitter user to another.
- Likes
A like is a gesture of appreciation, symbolized
by a heart below the tweet.
- #Hashtags
A hashtag allows users to interact with the
same topic. It also helps the tweet to appear
under a Twitter search.

- Clicks

How do people interact on Twitter?


- Users interact primarily through continuous
dialogue
- 78% of user engagement comes from
retweets.

PAGE 17
SOCIAL MEDIA PLAYBOOK Top Race Related Hashtags
CONTENT
This constant promotional and informative feed will
- Drive sign-up information (call to action) #BlackLivesMatter
- Recap sessions on weekly basis
- Include Facilitator content #AllLivesMatter
- Publish session content
- Highlights articles related to institutional #BlueLivesMatter
racism
with additional commentary #WhitePrivilege
- Interact with influencers RT, mention etc.
- Comment on the news #RacismSucks
- Inform the public with infographics - testi-
monials,
definitions

DORLA should engage with the larger community USE OF HASHTAGS


online, but they should not create the expectation
that they will interact with every piece of content. Hashtags are crucial for any social media campaign.
- Use hashtags Users primarily employ hashtags on Twitter, but they
can also make use of hashtags on Facebook. For the
Facebook can be a home for light-hearted and funny DORLA social media team, hashtags tie their Tweets
opportunities or posts to a relevant topic. For example, if someone
- Memes, Pop Culture, GIFs, etc tweeted, Love wins #racialequality, the audience will
- Culture/holiday-related posts know the topic, emotion, and overall message behind
the tweet. Hashtags also allow people to easily find
specific tweets. If someone wanted to find a tweet
about racism, they could look up #racism in the Twitter
search bar and relevant tweets would appear.

DORLA can use hashtags to monitor broad discussions


about race. With this information, we can apply
hashtags to the organizations own social media content
to educate a widespread audience of DORLAs mission
and facilitate productive conversation about race.

Top hashtags are important to know because they


can help the DORLA social media team create timely
content users will find thought provoking and engaging.

PAGE 18
SOCIAL MEDIA PLAYBOOK APPROVED HASHTAGS TO BE USED
#HearAndBeHeard
To use for testimonial content.

#LaLege
To use when posting content about the Louisi-
ana government and state legislature.

#CJReform
To use for criminal justice reform posts.

The hashtag #blacklivesmatter is the most


influential hashtag related to race in Louisiana.
From July 5 to July 22 the two weeks in which
Alton Sterling and three Baton Rouge police
officers were shot there were 7,285,240 re-
corded uses of the hashtag in Baton Rouge.

The hashtag peaked and made up 26% of


all posts in August, out of a sample of 4,901
tweets.

Our research allowed us to see precisely which


emotions the Tweets expressed that included
#blacklivesmatter. During the three week period,

61% of all the Tweets expressed emotion.

Out of the emotionally fueled tweets, 32% relate to


sadness.

31% related to joy which indicates that the emotions


were split down the middle.

PAGE 19
SOME POINTERS ON POSTING TO TWITTER:
SOCIAL MEDIA PLAYBOOK Always shorten your URL using bit.ly. Hootsuite does this
automatically for you. Tweets that contain links receive 86%
higher retweet rates. How often should you tweet?
1-4 times a day
Include text that incites reaction or promotes click
throughs, not just the articles lead. Time of day?
Post during the day
Include an image, if possible, to improve reach and
interaction with the tweet. Pictures get higher levels of For scheduling content, we recommend using Hootsuite.
interaction.

Incorporate mentions in your tweets as often as possible-


of organizations, nonprofits, participants or facilitators.
Try not to start a tweet with a tag, but if necessary, use a
period before (.@DOR_Louisiana) to improve visibility and
potentially amplify DORLAs message.

Ask users to retweet spell it out.

Maintain a maximum of two hashtags per tweet.

Keep tweets concise: Tweets that contain fewer than 100


character have 17% higher engagement levels than longer
tweets.

TAGGING OTHER ACCOUNTS


When posting new content (not tweeting quotes from
another account), always tag appropriate influencer/
participant/facilitator handles. If using the name/handle
multiple times within the same piece of content, only tag It costs $1.32 on average per Twitter engagement. An
the first instance of the name/handle. engagement is equivalent to a favorite, a retweet or a reply. For
Post Frequency & Timing example, with a following of 1,120 people and an engagement
rate of 0.8%, the Tweet will cost $12.15.
There is no limit on Twitter posts, as posts appear
chronologically and do not compete against other pieces To compete with other local organizations on Twitter, we
of content. Twitter is a fast-moving, real time platform. suggest raising your following by about 11% before you decide to
If news of a breaking story comes out, tweet about it as sponsor a post.
soon as possible. Your follow-up tweets can include more
information and links.

The more we post on Twitter, the better. Users are not


likely to see some stories if they do not check Twitter at the
right time. For that reason, it might be worth it to tweet top
stories or developing news throughout the day. PAGE 20
LINKEDIN
SOCIAL MEDIA PLAYBOOK Role - a space for professionals and those in
institutional power to connect. This channel allows
those who are already familiar with DORLA to re-
connect in a professional atmosphere. LinkedIn
differs from other social networks in that it primarily
focuses on allowing organizations to showcase their
professional side by establishing a respectable and
credible presence online. By providing fresh, evergreen
content, DORLA can use LinkedIn to promote their
mission and directly influence professionals in their
target demographic.

- Great tool to use when trying to optimize


online presence for search engines (SEO).
- Sharing news and organizational events. See
LinkedIn visual 1
- Networking with potential sponsors and
volunteers. By connecting with them a reaching
out to them
- Creating LinkedIn groups to connect DORLA
facilitators and session-takers from past and
present.
- Recruiting influencers and potential facilitators.

POSTING CONTENT ON LINKEDIN


If linking an article, shorten the URL in Bit.ly
<http://bit.ly/> and paste the link into the status box
(or post through Hootsuite). Include additional com-
ments or a question in the text box to create an engag-
ing post.

After including the short link, you can add an image as


needed to enhance the post. Then you can adjust the
setting to either public or to where it only shares with
your connections on LinkedIn. Setting to public will CONTENT
guarantee a larger reach.
DORLA can use LinkedIn groups to reconnect alumni
LINKEDIN POST FREQUENCY & TIMING who have completed the sessions so they can openly
Company updates 1-2 times a week specifically on discuss societal issues and news events in a professional,
Tuesdays and Thursdays between the times of 11 a.m organized manner.
p.m. - 3. have shown to receive the highest number of
impressions and engagement on company updates.

PAGE 21
SOCIAL MEDIA PLAYBOOK

WEBSITE
Educates users and updates regularly, making
DORLA consistently accessible

Expresses goals and purposes

Acts as the headquarters to all outlets with


integrated Facebook and Twitter feeds

Provides access to all Facebook, Twitter and


Linkedin links

Illustrates the comprehensive histories of


DORLA and its founder, Maxine Crump

Connects with users through an interactive


calendar, featuring sessions and special events

Rationale: The website is the focal point for all


DORLA media, where everything comes to-
gether to convey our message of Hear and Be
Heard. All DORLA media is accessible from the
website in a comprehensive environment where
information is not only available, but also easy
to find.

Visit dialogueonracelouisiana.org.

PAGE 22
TOOLS
TIME.LY CALENDAR
Updates directly to the DORLA website from
the time.ly website

Includes Posterboard, Tile, Stream and


Agenda views to make the calendar
interactive and easy to use

Sorts information by categories and tags for


specific sessions and events

Features recurring events so that sessions are


easy to find under a singular, consistent title

Autosaves venues to expedite event creation

Eases session payment through ticketing-add


ons and optional outside URLs to display
prices.

Organizes sessions and events to prepare


them for easy sharing.

Connects calendar and event links directly to


Facebook and Twitter for sharing and
updates.

Rationale: Time.ly hosts an all-in-one event


calendar on its website. For both management
and the consumer, the format of the calendar is
easily accessible and navigable. DORLAs time.ly
calendar will consolidate Facebook, Twitter and
website events, as well as update all related
links live.

PAGE 23
TOOLS
SLACK Questions for Maxine: a forum in which participants can pose
questions directly to Maxine Crump.
DORLAs Slack team will comprise administrators, a team
leader and team members. Encouraging people to join Slack: All emails to new
The owner controls the highest-level security and admin- participants will include never-expiring invite links to the Slack
istration settings. confirming their session sign-ups. (https://dialogueonrace.
Administrators manage members and channels. slack.com/shared_invite/MTczODc1NzMxMzAwLTE0OTMwN-
Team members can join channels, send messages and jczNTQtYzgxNTk0MTI4OA)
upload files.
Channels are where communication happens. The Do not disturb: Team owners and admins can use default Do
Slack team can create an unlimited number of channels. Not Disturb settings to disable desktop and mobile
Public versus Private channels notifications for set hours (example: after 10 p.m. to 10 a.m.).
Anyone in the Slack team can see public channels. A Individual slack members can modify their own settings to fit
# symbol next to the name identify the different their needs.
public channels.
Only team members invited to the channel may see
private channels. All private channels have a lock icon
next to the name.
When to use public and private channels
DORLA will use public channels most frequently,
chiefly to create a community outside of weekly
sessions for all DORLA members.
Private channels are ideal for private discussions
between DORLA moderators and Maxine. Team
members may create private channels for specific
sessions but it is important to note that doing so may
create isolated conversations.
Direct messages: Teammates may create group
messages or send private, direct messages. Direct
messages are best for quick discussions.
Suggested Channels:
Current Events: a stream ideal for discussing current
racial events and their implications.

DORLA after hours: to continue session conversations


and lessons after/outside of the program.

PAGE 24
TOOLS HOOTSUITE

Switching from one social media site to another


has the potential to be time consuming. Thank-
fully, there is a social media tool called Hoot-
suite that allows you to manage several differ-
ent accounts at the same time.

Heres How to post:

1. Facebook, Twitter, LinkedIn? Pick which ac-


count on which you want to post by selecting
the account in the profile picker.

2. Type your message in the compose box.

3. Click the Send Now button and Hootsuite will


publish the message.

Social media doesnt sleep. To stay connected


with DORLAs audience, maintain scheduled
messages.
Heres how to schedule a post:

1.Facebook, Twitter, or LinkedIn? Pick which


account you want to post on by selecting the
account in the profile picker.

2. Type your message in the compose box.

3. Click the calendar icon in the bottom right of


the compose box.

4. In the calendar drop down, set the date and


time by which you want to send your message.
Be sure to double-check AM/PM.

5. Click the Send Now button and Hootsuite will


schedule the message.

PAGE 25
TOOLS
TWITTER VIA HOOTSUITE

Hootsuite has a dashboard that organizes and The relevant hashtag list comprises tweets that use
displays separate columns of Twitter activity. The #BlackLivesMatter, #AllLivesMatter, #WhitePrivilege,
way the dashboard works is simple: Hootsuite #BlueLivesMatter, and #AltonSterling. We selected these
includes columns for Tweets, @mentions, direct phrases because research done in our social media analytics
messages and more. The program allows you to see program, Crimson Hexagon, demonstrated that these
real time tweets of people you follow and enables hashtags had the highest levels of interaction in discussions
you to easily interact with them. regarding race.

DORLA can use Tweetdeck as an eagle eye to A nonprofits tab is also beneficial because it can feature
pinpoint conversations about race. To identify these topics that are trending among organizations that do similar
discussions, we arranged the following columns in work. At the same time, DORLA can use this column to
order of prominence: #LaLege, influencers, relevant retweet information that fits the organizations message.
hashtags and nonprofits.
Through these accounts, we can foster our relationships with
#LaLege is the hashtag used when the Louisiana our audiences and boost DORLAs credibility.
Legislature is in session. We want to monitor
this local government branch because they are a
powerful institution that can directly affect peoples
lives. When state senators and congressmen are
trying to develop legislation, the account should
be active, sharing and commenting on tweets that
utilize the hashtag.

The influencers column would highlight what


prominent people are saying, and would participate
in the exchanges they are having. For example,
if an influencer pushes content on the impact
gentrification has on some communities, DORLAs
account could comment on the tweet or answer to
his critiques with concrete information.

PAGE 26
TOOLS

FEEDLY

Timely articles and news coverage are major


driving factors for DORLAs engagement.
Through Feedly, Maxine will be able to
monitor relevant stories and share them on
Twitter and Facebook.
Assembles content, making it possible
for you to quickly scan headlines and/or
full stories at a glance from a variety of
different providers, all in one place.

Contains all the content you need in one


place, in an easily scannable and track-
able format.

Continuously updates, so users wont


have to keep checking any particular
site.

Highlights popular, relevant news


through the What to Watch feature

Sorts content by boards, including blog


inspirations, mentions, partnerships and
recurring stories.

PAGE 27
Worksheet
WORKSHEETS
Create a Strategic Plan
It is important to create a stretegic plan before launching any social activity. Use this
worksheet to define DORLAs social media strategic plan

Objectives
What DORLA wants to accomplish over a long period of time. DORLAs long term vision.

Goals
Measures of success. What practices will help DORLA meet its objectives. Quantitative targets of progress
toward the objective.

Strategies
How DORLA will acheive its goals. The choices and steps DORLA needs to make and take to acience its
goals.

Tactics
Plans for action. The components of strategy fulfillment. Numerical milestones of progress.

PAGE 28
Worksheet
WORKSHEETS
Planning for Facebook
Facebook will be a hub for facts and stories about institutional racism, session inquiries and a tool to in-
form critics.
Objectives What business objectives are you trying to drive?

What is the benefit?

Goals Avg # likes per post

Avg # comments per post

# of likes

# of fans

# of page views

Sentiment

Design What deisgn elements (background images and color schemes)


do you need to build from?

Planning What are your guidelines for each posting?

How much daily time will you dedicate for admistration?

Will you respond to each post and comment?

Programs What themes, images, or programs will you put in place to help
drive and maintain intrest in the page?

Have you made plans to intergrate with other platforms?

Cadence How often will your post?

Have you created a content calendar?

What is the target response time to questions and comments?


Worksheet
WORKSHEETS
Planning for Twitter
Twitter will be a hub for facts and stories about institutional racism, session inquiries and a tool to inform
critics.
Objectives What business objectives are you trying to drive?

What is the benefit?

Goals Avg # likes per post

Avg # retweets per post

# of followers

Sentiment

Design What deisgn elements (background images and color


schemes) do you need to build from?

Planning What are your guidelines for each posting?

How much daily time will you dedicate for admistration?

Will you respond to each tweet and retweet?

Programs What themes, images, or programs will you put in place to


help drive and maintain intrest in the account?

Have you made plans to intergrate with other platforms?

Cadence How often will your post?

Have you created a content calendar?

What is the target response time to questions, tweets, and


retweets?
Worksheet
WORKSHEETS
Planning for LinkedIn
DORLA can utilize LinkedIns professional network to reach its target demographic, since the purpose and
benefit of the social networking site is to create a space for professionals and those in institutional power
to connect.

Objectives What business objectives are you trying to drive?

What is the benefit?

Goals Avg # likes per post

Avg # comments per post

# of likes

# of members in the Alum Group

Sentiment

Design What deisgn elements (background images and color


schemes) do you need to build from?

Planning What are your guidelines for each posting?

How much daily time will you dedicate for admistration?

Will you respond to each post and comment?

Programs What themes, images, or programs will you pur in place to


help drive and maintain intrest in the page?

Have you made plans to intergrate with other platforms?

PAGE 31
WORKSHEETS Worksheet

Conversation Calendar
A conversation calendar will help DORLA plan ahead for topics that are aligned with its promotional calendar
and the interests of the Louisiana and Baton Rouge community. Write concepts that could be used as con-
versation starters. Write in a natural tone that aligns with DORLAs social media brand identity as explained in
the Plans Book.

Q1 Q2 Q3 Q4

January: April: July: October:

February: May: August: November:

March: June: September: December:

Conversation Starters:
Write a handful of concepts that could be used as conversation starters.
Worksheet

Social Media Content Calendar


A content calendar will help DORLA better plan and schedule its social media content on various social media outlets. In
the space below, plan for content such as infographics, blog posts, vidoes, interviews, article shares, promotion of up-
coming events/sessions, etc. Create a calendar for each quarter.

Social Media Calendar for: _____________________________________________________________________________________________

Platform Week 1 Week 2 Week 3 Week 4


https://www.meltwater.com/blog/the-emoji-infographic-stats-to-back-up-your-obsession/
SOURCES
https://www.statista.com/statistics/183669/us-facebook-users-by-age-group-since-2009/

https://blog.hootsuite.com/facebook-demographics/

https://zephoria.com/top-15-valuable-facebook-statistics/

http://wersm.com/the-demographics-of-facebook-instagram-and-twitter/#prettyPhoto

https://www.statista.com/statistics/192700/age-distribution-of-us-users-on-linkedin/

http://slicecommunications.com/social-network-demographics-know-your-audience/

http://jetscram.com/blog/industry-news/social-media-user-statistics-and-age-demographics-2014/

https://www.slideshare.net/Marketing-Mojo/who-uses-linkedin-a-guide-to-the-demographics-of-the-
leading-social-network-for-business

https://socialpilot.co/blog/125-amazing-social-media-statistics-know-2016/

https://www.statista.com/statistics/274564/monthly-active-twitter-users-in-the-united-states/

https://www.statista.com/statistics/398152/us-twitter-user-age-groups/

https://www.statista.com/statistics/192703/age-distribution-of-users-on-twitter-in-the-united-states/

http://www.internetlivestats.com/twitter-statistics/

http://www.pewinternet.org/2015/08/19/the-demographics-of-social-media-users/

CONTACT & EMERGENCY INFORMATION


Main contact: acvallejo7@gmail.com or (813) 719-0921
Secondary contact: lporter@lsu.edu PAGE 34