Exhale


 * Exhale **


 * Contact Person:** Aspen Baker, Executive Director
 * Phone:** 510-446-7900
 * Email:** aspen@exhaleprovoice.org
 * Executive Director:** Aspen Baker
 * Communications Director:** Diana Chavez
 * Social Media Staff:** Diana Chavez


 * Baseline **


 * CWRF Overall Level:** Walk
 * Overall Score:** 1.91
 * Detailed Score:**[]


 * Burning Questions To Be Answered**: To be able to better define what quality engagement means to the pro-voice movement (vs. # of followers, etc). The relationship between social media engagement and grassroots fundraising.


 * Measurement Indicators [Crawl=1, Walk=2, Run=3, Fly=4]**
 * Data-Informed:** 1
 * Tools:** 4
 * Sense-Making:** 3


 * Social Media Presence **

Blog: http://www.exhaleprovoice.org/blog Facebook: https://www.facebook.com/ExhaleProVoice Fans: 1436 YouTube: http://www.youtube.com/user/ExhaleisProVoice Subscribers: 3317 Views: 39 Twitter: http://www.twitter.com/exhaleprovoice Followers: 1488 Hashtags: #provoice #selfcare #listening #storytelling

Journal Notes:

1.22.13

Example Projects: -Develop a formal Ladder of Engagement and measurement -Improve Internal Systems – Dashboard, Reporting, Sense-making

Pick one piece of social media (FB or Twitter) and //GO DEEP//

“Our Tribes” – Social media tribe – who are they? How do we identify them?

Call with Beth: ◦ Listening ◦ Storytelling ◦ This will help us to know what we need to tweet to help them figure out pro-voice
 * Project: How successful are we getting people to tweet about “provoice” issues, stories, etc?
 * will do a content analysis of tweets with #provoice hashtag
 * Who are our allies tweeting with us?
 * Use RowFeeder - grabs tweets into a spreadsheet for analysis
 * Analysis of content/themes (ON mission or OFF mission?)- add another column in spreadsheet, create scale - Read pages 131-137
 * Use Storify to curate tweets so you have the examples
 * Quality of interaction? Add personal comment?
 * What are the content themes of pro-voice?

Our next task - is to: flesh out project description, read pages 131-137 and figure your scale for how you categorize the comments.

To DO: F ill out worksheet

2.25.13

MomsRising – Qualitative Data SocialGrow.com

Organizational culture change - - measuring as a discipline

3.8.13
 * ACTION LEARNING PROJECT**


 * G OAL**: Exhale just wrapped up a three-week ‘Sharing Our Stories’ tour – five women shared their abortion story with over 400 students across the country and lead activities to define the current abortion conflict and explain //pro-voice// as a unique and connecting way to be in the world. The Pro-Voice Fellows used many social media tools to communicate their experience along the way – posts/photos on our webpage and facebook, and twitter – and to carry the engagement forward from in person to twitter-sphere. Our communication challenge is to explain pro-voice to the population that has not been to one of our presentations. It is quite simple – storysharing and nonjudegemental listening – but most people quickly put up their defenses and fall into the well-known sides of the abortion debate.

Our main goal is to raise the profile of the Pro-Voice brand and increase its practice in social media, which we will realize by doing a content analysis of tweets with #provoice hashtag. >
 * Increase in awareness of Exhale brand #provoice
 * Changes in positioning of brand #provoice
 * Improvement of relationships
 * ORGANIZATIONAL CONSENSUS: ** This has been discussed in staff meeting (4 staff) and will be tracked and analyzed by the National Engagement Manager, with help on tweet content from the Program and Administrative Coordinator.


 * AUDIENCE DEFINITIONS: **
 * Social Media Influencers || Have large following and tweet about social justice, racial justice, gender justice, media reform, … ||
 * Women who have had abortions || We will measure how our community expresses provoice ||
 * Men/Allies || While on tour we found that those that most ‘got’ pro-voice may not have personally had an abortion but understand the value of sharing and listening to an individuals experience due to other past hardships or injustices they have faced. ||

Rowfeeder, spreadsheets, and possibly Storify
 * Tools: & Objectives: **

// Messages Communicated // +3: Amplified key message +2: Full key message +1: Partial key message -2: Wrong or opposite key message

SMART objectives
 * 25% increase in tweets using #provoice
 * 25% decrease in use of #provoice off brand
 * 25% increase in tweets on brand with personal comments added