MGMT-6016: A Social Media Campaign to Improve Pro Bono Australia

This report analyzes Pro Bono Australia, a B Corp certified organization, in terms of its social, economic, and environmental contributions. It identifies areas for improvement and proposes a comprehensive social media campaign comprising 4-6 elements to enhance the organization's impact and competitive advantage. The campaign focuses on promoting a "waste reduction" event and leveraging various social media channels like Facebook, Instagram, Twitter, and Pinterest. The report also details the importance of building and leading a social media team, creating engaging content, and monitoring the campaign's performance for optimal results. The proposed social media strategy aims to align with the organization's business objectives and contribute to its long-term sustainability.

Running Head: SOCIAL MEDIA CAMPAIGN
Social Media Campaign
Name of the Student
Name of the University
Author Note

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Table of Contents
Introduction......................................................................................................................................2
Discussion........................................................................................................................................3
Overview of the organization..................................................................................................3
Triple Bottom Line..................................................................................................................4
A comprehensive social media campaign................................................................................5
Building and leading the team...............................................................................................10
Increasing the creativity of the team members......................................................................13
Conclusion.....................................................................................................................................14
References......................................................................................................................................15
Appendices....................................................................................................................................17

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Introduction
The social media helps an organization to reach many people which is necessary for
spreading the news about the business. Nowadays, it has been found that social media is
considered to be the easiest way of spreading the brand awareness. The number of visitors can
also be increased by the social media presence (Ashley & Tuten, 2015). However, it is equally
necessary for the business organizations to use a strategic social media campaign for better
results. Organizations need the support and guidance of the professionals in order to enjoy the
advantages of social media. A social media campaign can be helpful in many ways. Notably,
there are many social media channels such as Twitter, Facebook and others which are designed
to connect people with a particular business. It helps to maximize the cost effectiveness, improve
the visibility of the search engine and subsequently enhance the brand awareness (Cameron,
Barrett & Stewardson, 2016).
The present report will deal with Australia’s one of the leading B Corp certified business.
Since the year 2000, Pro Bono Australia has been providing media jobs, skilled volunteering,
education and other resources too for the common good to more than one million .In the year
2013, it received the certification as a B Corp organization and today it has grown up to the
position of a central online hub for the non-profit sector. It is also supportive to the broader
social economy and those too who want to engage with it. The report will begin with analyzing
the organization in terms of its contribution to the social, economic and environmental elements
noting where it could improve. A social media campaign will be designed consisting of 4-6 items
to boost the organization’s impact and competitive advantage. The social media campaign will

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help the company to stay sustainable in the corporate world. The report will conclude by giving
and overview of the entire assessment having highlighted the important arguments.
Discussion
Overview of the organization
The organization is named as Pro Bono because in Latin, it means “for the public” or the
common good. The founder of the company is Karen Mahlab who successful ran a publishing
company for ten years. In the year 200, Karen created a new form named as Pro Bono Australia,
in combination of technology and the community having made a difference. It was called as “a
social purpose business venture”. The year 2013, remained lucky for the company and it became
one of the foremost B Corps in the entire Australia. Almost one million users became attracted
towards the company. In the same year, Karen Mehlab was acknowledged by the Australian
government to be the member of the Order of Australia. Recently, the company concentrates on
delivering the products and services to the social organizations by refining the existing products,
diversification of the revenue streams along with a shift in the culture.
Their beliefs
The company has always been a frontline of change in the Australian context. Pro Bono
Australia was built to support the organizations around the social sector. The company has
invested in advanced technologies for delivering efficiently and effectively. The internal culture
of the organization is aimed at kindness, tolerance, collaboration and fairness, communication
and trust along with transparency and recognition. They believe people want to live in an
equitable society and discontent is created by the gross inequality. They are driven by the belief
that their duty is to show their humanity and see people beyond their culture, religion, race and

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gender. They also believe that they are the part of a greater whole and the way the greater whole
is affected, it retaliates in the same manner.
Their purpose – Their purpose is to activate good intentions.
Their mission - Their mission is to dedicate their time, resources and energy for supporting the
development of an effective and engaged civil society.
Their values - Their values are collaboration, engagement, diligence, integrity, learning,
curiosity, diversity and initiative.
Triple Bottom Line
The triple bottom line is the combination of social, environmental and economic
elements. It is an accounting framework divided into three parts. Some of the organizations have
adopted the TBL framework in order to evaluate their own performances in a wider perspective
for creating greater business value. The phrase was coined by John Elkigton in the year 1994.
The phrase is closely connected with the sustainable development. The triple bottom line asks to
take the social, environmental and economic factors onto account(Cameron, Barrett &
Stewardson, 2016). It is also considered as a management tool for Co-operative Working. In
order to report the efforts, the organizations an also demonstrate the commitment to the corporate
social responsibility (CSR). The concept of Triple Bottom line asks to align the responsibilities
of the organization with the important shareholders. The examples of the shareholders are the
customers, employees, the government, suppliers and the creditors.
The social contribution of Pro Bono
The Good Business initiative educates the businesses regarding their value and
responsibility into the business model. It provides information and news on all the aspects of

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CSR along with the community engagement from the perspective of Australia having drawn the
global research. It further allows the company members to profile their strategies, share the
reports of sustainability, discuss the involvement in community and share the learnings too.
The economic contribution of Pro Bono
It helps the community economically by contributing to the local economies having
brought growth and innovation across the community where the business is established. It has
provided employment opportunities for many people that uplifts the communities along with the
quality and standard of life. The use of advanced technologies has promoted the efficiency and in
turn developed the economy of Australia.
The environmental contribution of Pro Bono
The Good Business initiative of Pro Bono brings together the business with a desire to
address various social issues along with the community organizations. However, the company
could have contributed more in terms of environmental values. Little is known about Pro Bono’s
environmental contribution. An elaborate environmental contribution can help the company to
boost its impact on the users and gain the competitive advantage over the market rivals.
A comprehensive social media campaign
The designing, development and execution of a social media campaign is not easy but an
essential part of a particular business (Chadwick & Dennis, 2017). The social media campaigns
are crucial parts for an effective branding and advertising too. However, there are few factors
which must be kept in mind before designing the social media campaign.
The goal of the campaign

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The first step is to collaborate with the team to discuss on the particulars regarding the
campaign. In this step, all the executives and members of the organizations will be gathered and
communicated about the goal of the campaign. The goal of the campaign will be the promotion
of the “waste reduction” event. The end goal and the expected outcome of the organization must
be understood by each member of the organization. In this step it will also be discussed, how the
followers will be able to see the post on social media and respond to it. It will also be discussed
who will be the non-profit partner in this campaign. It will be communicated to the members of
the community that the effectiveness of the campaign will be measured by the feedbacks and
reviews from the post viewers/ customers(Tuten & Solomon, 2017). A clear idea of the
important details will be nailed down.
The promotion of the campaign
In this step, the content of the campaign will be decided. In the environment related
campaign of Pro Bono, both the written and video content will be used especially on Facebook
and Instagram. A special banner image will be there on the Facebook campaign. For Twitter and
Pinterest, images will be created for better elaboration. Notably, the purpose for each channel
must be understood that is most essential. It needs to be kept in mind that social media
advertising is extremely critical when people are invited to see and respond to the posts.
(Chadwick & Dennis, 2017) The company will use multiple social media channels for better
responses and successful outcomes. The content of the post will involve the description of the
“waste reduction” event and its subsequent benefits to the society. The purpose of conducting the
event will be clearly aligned with the business objectives of the company. The video will be
made attractive by capturing the response of the celebrities promoting the environmental

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sustainability through Pro Bono which will leave a positive impact on the psychology of the
viewers.
The content calendar for the month
It is another important part of the planning process which plots out the schedule on a
calendar. It will schedule the days and times in the week when the older posts will be updated
with the new one. In this step, it will also be determined, what type of creativity will be applied
for more people’ engagement. The way the content calendar will be designed is as follows:
Image 1- Social media content calendar
Source- (Parveen, Jaafar & Ainin, 2015)

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The visual content
The visual components are highly necessary to make the content attractive and impactful.
It is not always necessary to hire a graphic designer to create engaging images(Zhu & Chen,
2015). The “waste reduction “event will be promoted with relevant images of the event and the
major contributors if the event. Moreover, Canva software will be used for creating easy and
quick images with text. Apart from it, the Design Wizard software will also be used to create
personalized images.
The scheduling of the posts
After the planning and making the calendar and availing the content, the social media
scheduling of is the next important step. In this step, everything will be gathered in the social
media scheduling tool. Pro Bono will use the HubSpot scheduler. As a back-up plan, Buffer will
also be chosen.

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Image 2- Social media content type
Source -(Kiráľová & Pavlíčeka, 2015)
Monitoring and Responding
The monitoring is an inseparable part of the social media campaign. The management of
the activities in the campaign is extremely important and due to lack of proper management,
there can be huge loss and negative reaction from the part of the visitors. Therefore, the
monitoring will be done on regular basis by the higher level executives the company. It will be
monitored whether the correct posts are updated on the expected social media site. The co tent of
the posts will be kept innovative in order to retain the attraction of the visitors.
Analysis and adjustment

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After one month, the analytics will be reviewed and analyzed to check whether these are
working or not. The popularity of the posts might vary on the basis of its intensity. One content
or the visual display might be more engaging than other (Parveen, Jaafar & Ainin, 2015).
According to the results, the adjustment will be made in the campaign. The inbound marketing
plan of the company will be aligned with the campaign. This social media campaign proposal
will help the organization to gain the competitive advantage in the long run.
Building and leading the team
After designing the social media campaign, the building and leading a social media team
is equally important. The steps are assessing the current situation, setting the social media goals,
deciding the size of the team, understanding the required roles and deciding the structure of the
team.
Assessing the current situation
The assessment of the current situation is highly important for building a social media
team. There are several factors which can influence the current situation of the organization and
the decisions of the team. Firstly, the budget can influence many hiring decisions in making the
social media team. It can indirectly affect the social media campaign goals. Therefore, the
budget of the social media campaign will be created first using the balanced scorecard. Secondly,
there might be people in the company workforce itself who might be interested in collaborating
in the social media team (Kiráľová & Pavlíčeka, 2015). Hence, the people in the organization
itself will be offered first for the role of team leaders in the social media team. They will be
selected on the basis of their technical and other necessary skills. Thirdly, the resources are
another factor to leave effect on the social media campaign. The resources include the
automation software, the hand-cams, high-tech media tools along with the articles written by the

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content writing team. Such resources can increase the productivity of the team. Hence, it will be
ensured that the resources are in place and functioning properly.
Aligning the social media with the goals of the company
It is true that the goal setting motivates the employees up to greater extent and improve
their performance too. Hence, it is evident that communication is extremely important for
gaining collaboration from the employees (Freeman et al., 2015). The goal of the social media
campaign will be communicated with the team members which will help them to decide on the
purpose of working in the team. Nowadays, there are various purposes of building a social media
campaign. These are beyond mere marketing and aims at improving the customer service,
strengthening the public relations, community building and others (Kiráľová & Pavlíčeka, 2015).
Therefore, the goal of the present social media campaign that is spreading the brand awareness
and gaining the competitive advantage over the market rivals through the environment friendly
active of “waste reduction” management event will be made clear to the team members. The
members will be made to understand the relationship between the company and the social media
will help in fulfilling the goals in the best possible way.
The size of the social media team
Although there is no ideal size of a social media team but it is an important part of the
team leading and team management. The size of the social media team depends and varies from
company to company. However, few factors must be considered while determining the size of
the team. The factors are the budget of the campaign, the resources available, the social media
goals and the organizational goals. Keeping in terms with all the factors, the social media
campaign of Pro Bono will involve 10 skilled people from within the organization.

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The required skills
The skills in the selected members of the social media campaign must be aligned with the
goals of the organization. For the role of social media manger, the person will be selected on the
basis of the ability to manage the social media profiles, listening, publishing the content and
replying to the comments and analyze them for evaluation (Parveen, Jaafar & Ainin, 2015). The
content creator will be chosen on the basis of the capacity to create the social media posts
including the videos, images and the blog posts. The responsibility of doubling up as the
designer for the social media team might also be put on the content creators. On the other hand,
the community manager will be selected on the basis of the ability to engage with the customers
and the audiences on the social media.
They will be expected to have the ability to listen carefully to the social media
conversations, reverting to the inquiries and the comments long with organizing the events on
Facebook and Twitter. The advertiser of the social media campaign will be selected based on the
inner spirit to enjoy experimentation with the various types of ads and creative elements. The
analysts are the person who will dig into the data and metrics of the social media efforts which
includes the traffic, engagement rates, conversions and revenues too (Kohli, Suri & Kapoor,
2015). The analyst will be the technical person who will help in setting up the tracking system
and analyze the results with the statistical techniques. Apart from them, there will be other
people in the social media team such as the public relation specialist, the salesperson, the
customer support specialist, partnership coordinator, designer and the developer.

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Increasing the creativity of the team members
After building the team and structuring it according to the requirements and objectives of
the social media campaign, the members will be influenced for delivering higher quality work
with utmost creativity. There are some steps of encouraging the members.
 Ongoing brainstorm sessions will be conducted on weekly or monthly basis. It will create
a culture of open engagement and ensure that the team members’ ideas and opinions are
valued. The ideas will be followed up with the incentives (both monetary and non-
monetary).
 From the end of the leader, the right type of environment will be built for evoking
creative thinking from the part of the members. The vice of the team members will be
appreciated.
 There will also be a separate innovative zones designed for the team members to plan
new campaigns and incorporate brainstorming ideas (Zhu & Chen, 2015).
 The business transparency will be maintained to make the members feel more involved
and valued. The stemming marketing ideas will be encouraged to develop the brand
awareness in the right direction.
 The team will be asked at regular intervals regarding their queries and interests. It will
create a learning culture.
 The cross –functional conversations will be fostered for building momentum. It can bring
the members of the team to deliver the ideas together and execute those (Tuten &
Solomon, 2017). An idea will be brought alive by the cross-functional team.

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 Some educational activities will be scheduled once or twice in every 15 days. It will
include the audio books, the marketing lectures which will result in a huge spectrum of
new ideas.
Conclusion
Therefore, from the above discussion, it can be concluded that Organizations need the
support and guidance of the professionals in order to enjoy the advantages of social media. A
social media campaign can be helpful in many ways. It helps to maximize the cost effectiveness,
improve the visibility of the search engine and subsequently enhance the brand awareness. The
present report has dealt with Australia’s one of the leading B Corp certified business. The report
began with analyzing Pro Bono Australia in terms of its contribution to the social, economic and
environmental elements noting where it could improve. A social media campaign has been
designed consisting of 4-6 items to boost the organization’s impact and competitive advantage.
The report has also proposed ideas on how the social media team will be built for the social
media campaign and how their levels of creativity will be increased.

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References
Ashley, C., & Tuten, T. (2015). Creative strategies in social media marketing: An exploratory
study of branded social content and consumer engagement. Psychology &
Marketing, 32(1), 15-27.
Cameron, M. P., Barrett, P., & Stewardson, B. (2016). Can social media predict election results?
Evidence from New Zealand. Journal of Political Marketing, 15(4), 416-432.
Chadwick, A., & Dennis, J. (2017). Social media, professional media and mobilisation in
contemporary Britain: Explaining the strengths and weaknesses of the Citizens’
Movement 38 Degrees. Political Studies, 65(1), 42-60.
Enli, G. (2017). Twitter as arena for the authentic outsider: exploring the social media campaigns
of Trump and Clinton in the 2016 US presidential election. European journal of
communication, 32(1), 50-61.
Freeman, B., Potente, S., Rock, V., & McIver, J. (2015). Social media campaigns that make a
difference: what can public health learn from the corporate sector and other social change
marketers. Public Health Res Pract, 25(2), e2521517.
Kiráľová, A., & Pavlíčeka, A. (2015). Development of social media strategies in tourism
destination. Procedia-Social and Behavioral Sciences, 175, 358-366.
Kohli, C., Suri, R., & Kapoor, A. (2015). Will social media kill branding?. Business
Horizons, 58(1), 35-44.

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Parveen, F., Jaafar, N. I., & Ainin, S. (2015). Social media usage and organizational
performance: Reflections of Malaysian social media managers. Telematics and
Informatics, 32(1), 67-78.
Schulze, C., Schöler, L., & Skiera, B. (2015). Customizing social media marketing. MIT Sloan
Management Review, 56(2), 8
Tuten, T. L., & Solomon, M. R. (2017). Social media marketing. Sage.
Zhu, Y. Q., & Chen, H. G. (2015). Social media and human need satisfaction: Implications for
social media marketing. Business horizons, 58(3), 335-345.

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Appendices