Assessment report, strategic plan, and collaboration resources

Assessment Resources:

To assess an organization’s current use of the web (1.0 through 3.0), be sure to:

1. do a complete content analysis. When you look at a social media channel like Facebook, look at the content they are using: photos, videos, gifs, text, etc.  Try to separate out their content from their channels, because most content can go in any channel (although not all content should go in every channel).

2. Evaluate their use.  Don’t just go with your gut response, however; draw on the books you have been reading for this course.  SMSG has checklists for every tool.  Content Strategy for the Web has a whole chapter on analysis.

3. Talk to the organization about what they think is working and why, what is missing, what they would like to do.  As CSW says, “LISTEN.” Be careful with your evaluations; organizations might have spent a lot of time and money to get the sites the products they have, and a dismissive evaluation might get your working relationship off to rocky start.

4. You also need additional information to be able to determine if:

  • The organization feels like its brand / image / reputation is strong in the community.  Ask your partners: when people think of your organization, what words or images come to mind.
  • The organization is satisfied with their literal presentation: the professionalism of their website, print materials, logo, etc..
  • Colors are being used to support the organization’s image / mission or aid in navigation of their website.

Strategic Planning Resources

Kellogg Foundation Logic Model Guide –  Really great background information on evaluations; however, most social media evaluations don’t need to be this in-depth or time consuming.
Idealware’s Nonprofit Social Media Decision Guide

Kivi Leroux Miller’s Blog – The Accidental Rebranding of Komen for the Cure and What Komen Should Do Now to Rebuild Trust

Collaboration Tools.

TaskListV2.  A sample task list I generated for African Soul, American Heart when we were working on our documentary and trying to get fundraising started.  These kinds of lists can be adapted in all sorts of ways: you might start with a calendar (list each week because your project will be 5 or 6 weeks long) and list the tasks that need to get done that week.  The more detailed the task list, the more helpful it will be.

Legal stuff. Please complete the release form before visiting your org; please complete the contract at your first or second meeting.

Service Learning Contract




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