Population+Foundation+of+India


 * Date Posted || Topics || Format || Day Posted || Time Posted || Reach || Virality || What did we learn? ||
 * Sep-12 || Maternal death figures || Statement || Wednesday || 8am || 7 likes 3 shares 188 || 74 || eye catching figures get shared ||
 * Sep-16 || Maternal death || statement || Sunday || 8am || 91 || 0 ||  ||
 * Sep-19 || World demographic trends || link || Wednesday || 9am || 2 likes 1 share 89 || 2 ||  ||
 * Sep-20 || Women's access to health care || link -journal || Thursday || 9am || 5 likes 97 || 7 ||  ||
 * Sep-21 || Contraceptives Controversy || video || Friday || 11am || 3 likes 84 || 2 ||  ||
 * Sep-21 || Chinese delegation || photo || Fiday || 2pm || 1 share 146 || 38 || a photo with a caption ||
 * Sep-26 || child marriage || news item-link || Wednesday || 12 noon || 4 likes 78 || 2 ||  ||
 * Sep-27 || Contraceptiove myths || link || Wednesday || 2pm || 85 || 0 ||  ||
 * Sep-28 || What is the world saying about family planning || link || Friday || 12 noon || 85 || 5 ||  ||
 * Oct-01 || What is the world saying about family planning || link || Monday || 9am || 2 likes 94 || 5 ||  ||
 * Oct-02 || A colleagure's wedding || photo || Tuesday || 9am || 4 likes 89 ||  ||   ||
 * Oct-03 || Birth control &social marketing || link || Wednesday || 9am || 1 like 57 ||  ||   ||
 * Oct-04 || Challegnes to reduicng maternal mortality& child deaths || link || Thursday || 9am || 64 ||  ||   ||
 * Oct-05 || Demographic Transition || photo & caption || Friday || 11am || 7 likes 1 share 83 || 6 ||  ||
 * Oct-08 || Celebrate day of girl child || link || Monday || 11am || 4 likes 72 || 5 ||  ||
 * Oct-10 || child marriage Indian situation || statement || Wednesday || 4pm || 2 comments 3 likes & 98 || 21 ||  ||
 * Oct-11 || child marriage Indian situation || photo & caption || Thursday || 9pm || 2comments 4 likes 57 || 15 ||  ||
 * ||  || Question, Link, Photo, Video, Poll ||   ||   || unique number of people who saw your post |||| Percentage based the PTA divided by Reach ||

1. Objectives What are your goals or results? How will you define success? Describe your organization’s objectives for your social media plan using SMART (Specific, Measurable, Attainable, Relevant, and Timely). Describe how these objectives support your organization’s mission and are a logical evolution of your communications/marketing strategy. //As the PFI team was new to social media, the first two months have been a time when we have literally played on Facebook and Twitter, getting stuck often, and then discovering the way the tools can be used. A number of mistakes were made, and a number of lessons learnt.// //At your workshop we had posted 300 as the number of likes we could have on our FB page in the near future. We had thought it would be easy to reach that figure. But literally we have been inching and till date (August 16, 2012) we have reached only 118 and have a long way to go to reach 300!// //We were ambitious in stating that we would have 15 posts per month. We have managed only 13 over two months!// //On Twitter we have 7 followers in spite of our best efforts. Of these, three are staff members, the fourth is Stephanie. And the fifth ASAP!// //In the weeks gone by, we were busy planning of the JRD Tata Oration and Awards. While this took away a lot of time of the social media team who had other pressing duties, the event provided us with a wonderful opportunity to use the media. In fact, we announced the event on Twitter and even engaged with a conversation with a bureau chief giving her details over Twitter. That was our first conversation on Twitter and we learnt how to use the tool.// //We publicized the oration and awards on our FB page too. We had put up the press release on our website and linked it to FB page. Links were also provided to our website where we had set up the Youtube link on Prof Amartya Sen’s oration.// //We have also had a very interesting conversation on FB. A visitor sent us a private message requesting for a meeting and giving us links to his website. His stand was opposite to our considered position and it gave us an opportunity to engage with him. We sent him articles that showed why we were taking the position we were. It was good to see him come back to our page and write on our wall. Shree Venkatram then posted in her personal capacity.// //We have one subscriber to this date.//

2. Audience Identify the audience segments you hope to reach. Target Audience 1: Members of the general public Target Audience 2: Other NGOs Target Audience 3: Key influencers What do you know about the audience and how they respond? Target 1: The easiest to reach but most difficult to engage with. Target 2: The easiest of the three groups to engage with. Target 3: Difficult to find and have them take up your causes.

3. Measurement Describe your key metrics for success. What specific data points will you collect and how you will collect and analyze this information? What did you learn from benchmarking similar organizations? Most of the organizations’ pages that I visited have more likes on their page than PFI. But of course, they have been engaging with it longer. It shows that we too can aspire for figures that run into thousands! We have a total of 118 likes and reached 847 persons during August 7 to 15,2012 the highest number so far for us. Our initial insights show that our readership has Regarding Twitter, we have just started crawling and have a lot more work to do. 4. Social Media Policy Describe how the social media plan will be reviewed and received by senior management and board. What questions do you anticipate? Social media gets pushed to the background when there is other work to be done. While the policy has been framed and okayed by a PFI team, it has still to get the ED’s approval.
 * On the whole we reach more males (63.4 per cent) than females (36.1 per cent)
 * But a substantial population among females -18 per cent – is in the 13-17 year age group.
 * Among females, most of our readers are in the 25-34 age group with 19.8 per cent, while among the men it is the 35-44 age group with 24.8 per cent.
 * After India, our reach is the US, UK and Kuwait
 * In the likes again, it is more men - 64.4 percent, compared to women at 34.7 per cent who engage with us. The highest number of likes come from the 25-34 age group for both men and women.
 * But when it comes to talking about our posts, text-loans-uk.co.uk the number of women rises to 41.4 percent.
 * Of those who comment most on our posts it is 37.9 per cent of men in the 35-44 age group and 24.1 per cent women in the 25-34 age group.
 * We also found that most of the likes were from our staff, staff of other NGOs. But there were also a sprinkling of others – some students, academicians, advocates and even an engineer!

Describe or attach your social media policy – and process for ensuring it is an active, living policy. It has been uploaded on the site

5. Listening and Audience Research Summarize what you learned about your audience, secondary or primary research, and listening techniques. Why are you focusing on these audience groups? What is your plan for ongoing monitoring and scanning during implementation? We have not thought about this aspect yet.

6. Content Integration


 * **Channel** || **Social Integration** ||
 * Web Site || Our FB page and Twitter account links to it ||
 * Live Events || Have used Youtube FB page and Twitter for a recent live event ||
 * E-mail || Employees are encouraged to give the website address after they sign off a mail. But we have yet to put our FB page and Twitter account on it. ||
 * Print || All our publications carry our website address, but we have yet to put the FB page and Twitter account on it. ||
 * Mainstream Media (MSM) || I am not sure how we can connect. ||

Identify content assets that can be repurposed, remixed, or recycled for your social media strategy. 7. Social Strategy Describe how you might integrate one or more of these social strategies: Not sure what this means. Engagement Cultivating and Working with Champions Crowdsourcing Working Transparently Movement/Network Building 8. Tool Selection and Techniques Describe the specific tools you’ll be using to implement your social media strategy. Why did you select these tools to use?
 * Tool || Ideas ||
 * Facebook || Engage with readers, especially the young 13 years till 34 years. Talk about our events, publications and programmes. ||
 * Twitter || Make announcements and drive traffic on to our website and FB page. ||
 * Blog || We do not have a blog and no plans for setting up one for PFI in the near future. We want to concentrate on FB and Twitter. ||
 * YouTube || Have put up the recent oration by Prof Amartya Sen on skewed up sex ratios on YouTube ||
 * Add More ||  ||

9. Staff and Training Who will be responsible for implementation? How many hours per week? What specific job description and responsibilities? What training will you provide? We have made announcements for all our staff to like our FB page and a large number of them have done so. There are a few. We have to find out who have not joined.

10. Evaluation and Piloting Please describe how you will monitor and evaluate your social media plan. How will you use data to improve your practice? What small piece of this plan will you pilot? Identify your pilot target audience. How will you collect and implement feedback? Have yet to work this out. We will need your help and handholding on this! 11. Timeline Please include a timeline for major tasks. Have yet to figure out how we will procced. Will have a better 12. Budget Please provided a detailed a budget of how you will implement your plan. This will be possible only after the Executive Director okays our plan. She might put it before the Governing Board.

Website - [] Facebook - [] Twitter - []
 * Draft -2 Revised Posted on August 16, 2012**


 * Population Foundation of India’s Social Media Strategy **


 * Why are we getting into social media? **

The total number of Facebook users in India as on July 9,2012 was 49,805,800. Though, the penetration is about 4 per cent of the population, in sheer numbers India has the third largest group of Facebook users in the world after USA and Brazil. And the number is growing rapidly. In the last three months, Facebook added almost 4 million new users in India. The total number of users in the world, according to Facebook, is over 800 million in the world. Twitter has 200 million users in the world. Indians constitute 10 to 12.8 million.

Given the changing mediascape with the rise of social media it has been felt necessary that Population Foundation of India(PFI) gets into social media. Population Foundation of India, is the country’s leading think tank on population, health and development and at the forefront of advocacy and research on population issues. The organization has been involved in advocacy work over the last 40 years of its existence.

PFI’s vision statement reads- Its Mission -
 * Linking our Vision, Mission and Goals to social media **
 * Promoting, Fostering and Inspiring sustainable and balanced human development with a focus on population stabilization through an enabling environment for an ascending quality of life with equity and justice.
 * We will strive to realize our Vision by promoting and formulating gender sensitive and rights based population and development policies, strategies and programmes

Social media connects extremely well with two of the six points of action under our Mission – PFI has identified **Repositioning Family Planning** as its major goal to be achieved over the next five years with six focus areas for work – We will use social media to further our work on repositioning family planning in a woman’s empowerment and human rights framework. Use it to highlight the work we are doing in our Health of the Urban Poor program. We should use the social media to connect with the wider public for our events and advocacy.
 * 1) Create awareness and undertake informed advocacy at community, regional, national and global levels for socio-cultural and behavioural change
 * 2) <span style="color: black; font-family: 'Garamond','serif'; font-size: 16px;">Focus on unserved, under-served areas and vulnerable sections of society and address the challenges of an emerging demographic transition
 * <span style="color: black; font-family: 'Garamond','serif'; font-size: 16px;">delaying age at marriage
 * <span style="color: black; font-family: 'Garamond','serif'; font-size: 16px;">delaying age at first pregnancy
 * <span style="color: black; font-family: 'Garamond','serif'; font-size: 16px;">promoting spacing between births
 * <span style="color: black; font-family: 'Garamond','serif'; font-size: 16px;">improving quality of care of family planning and reproductive health (RH) programmes
 * <span style="color: black; font-family: 'Garamond','serif'; font-size: 16px;">preventing sex selection
 * <span style="color: black; font-family: 'Garamond','serif'; font-size: 16px;">promoting non coercive practices, programmes and policies
 * <span style="color: black; font-family: 'Garamond','serif'; font-size: 16px;">How can we use social media? **

<span style="color: black; font-family: 'Garamond','serif'; font-size: 16px;">Post o <span style="color: #2d2d2d; font-family: 'Garamond','serif'; font-size: 16px;">riginal content – write ups, field studies, reports, case studies, and photos by the staff <span style="color: black; font-family: 'Garamond','serif'; font-size: 16px;">Provide links on our FB page to articles/posts/research papers that are aligned with our work and stand.
 * //<span style="color: black; font-family: 'Garamond','serif'; font-size: 16px;">On Facebook - //**

<span style="color: #2d2d2d; font-family: 'Garamond','serif'; font-size: 16px;">Post event promotional material <span style="color: #2d2d2d; font-family: 'Garamond','serif'; font-size: 16px;">Invite friends to like our page <span style="color: #2d2d2d; font-family: 'Garamond','serif'; font-size: 16px;">Develop tweets about our work <span style="color: #2d2d2d; font-family: 'Garamond','serif'; font-size: 16px;">Retweet statements/articles that are aligned with our work.
 * //<span style="color: #2d2d2d; font-family: 'Garamond','serif'; font-size: 16px;">On Twitter - //**

**<span style="color: black; font-family: 'Garamond','serif'; font-size: 24px;">Population Foundation of India’s Social Media policy guidelines for the staff **
<span style="color: #2d2d2d; font-family: 'Garamond','serif'; font-size: 16px;">PFI sees engagement with social media as an important means of taking its work forward. It encourages its employees to engage in social media. A set of guidelines is being provided for the staff. In case of further questions or clarifications, please contact the editorial committee –


 * <span style="color: #2d2d2d; font-family: 'Garamond','serif'; font-size: 16px;">PFI has a website **- **<span style="color: #2d2d2d; font-family: 'Garamond','serif'; font-size: 16px;">[] **
 * <span style="color: #2d2d2d; font-family: 'Garamond','serif'; font-size: 16px;">A Facebook page ** - []
 * <span style="color: #2d2d2d; font-family: 'Garamond','serif'; font-size: 16px;">A Twitter account - **[|**https://twitter.com/PFI3**]

<span style="color: black; font-family: 'Garamond','serif'; font-size: 16px;">Please acquaint yourself with PFI’s Vision and Mission. We encourage you to post o <span style="color: #2d2d2d; font-family: 'Garamond','serif'; font-size: 16px;">riginal content – write ups, field studies, reports, case studies, and photos. <span style="color: black; font-family: 'Garamond','serif'; font-size: 16px;">If you provide links on the FB page, do so only to articles/posts/research papers that are aligned with our work and stand.
 * //<span style="color: #2d2d2d; font-family: 'Garamond','serif'; font-size: 16px;">For the Website //****<span style="color: #2d2d2d; font-family: 'Garamond','serif'; font-size: 16px;"> – **<span style="color: #2d2d2d; font-family: 'Garamond','serif'; font-size: 16px;">All staff members are encouraged to write. If you have a suggestion for a topic, first clear it with the head of your department. Whatever you write has to be routed to the editorial committee through him/her. The committee has the final say in what goes on to the website.
 * //<span style="color: black; font-family: 'Garamond','serif'; font-size: 16px;">On Facebook – //**

<span style="color: #2d2d2d; font-family: 'Garamond','serif'; font-size: 16px;">Post event promotional material <span style="color: #2d2d2d; font-family: 'Garamond','serif'; font-size: 16px;">Invite friends to like our page <span style="color: #2d2d2d; font-family: 'Garamond','serif'; font-size: 16px;">In case someone posts on our wall something that contradicts, or is not in line with our mission and stated goals, feel free to give our perspective with reason and facts. Provide appropriate links to well researched articles, studies that uphold the stand we have taken. <span style="color: #2d2d2d; font-family: 'Garamond','serif'; font-size: 16px;">Develop tweets about our work <span style="color: #2d2d2d; font-family: 'Garamond','serif'; font-size: 16px;">Retweet statements/articles that are aligned with our work.
 * //<span style="color: #2d2d2d; font-family: 'Garamond','serif'; font-size: 16px;">On Twitter - //**

// . // <span style="font-family: 'Garamond','serif'; font-size: 16px;">1. Is it in keeping with our mission? <span style="font-family: 'Garamond','serif'; font-size: 16px;">2. Does it further work in our focus areas? <span style="font-family: 'Garamond','serif'; font-size: 16px;">3. Is it based on ground reality – facts? <span style="font-family: 'Garamond','serif'; font-size: 16px;">The answer should be ‘yes’ to either the first or the second point and the third point. <span style="font-family: 'Garamond','serif'; font-size: 16px;">These are initial guidelines and are open to be revised as we go along with our engagement with social media. //<span style="font-family: 'Garamond','serif'; font-size: 16px;">A PFI team – Debamitra, Varsha Sharma, Jayati Sethi, Sona Sharma, Jagdeep S Gambhir, Alok Vajpayee and Shree Venkatram reviewed the social media guidelines document at a meeting held on July 9,2012. However, the draft is pending approval of the Executive Director. // //<span style="font-family: 'Garamond','serif'; font-size: 16px;">An editorial committee with Debamitra, Varsha Sharma, Jayati Sethi and Shree Venkatram has been set up to review material to be put up on PFI’s Facebook page and for Twitter. //
 * <span style="color: #2d2d2d; font-family: 'Garamond','serif'; font-size: 16px;">The Dos and Don’ts **
 * <span style="font-family: 'Garamond','serif'; font-size: 16px;">Strive for accuracy. Base statements and comments on facts – studies done at Indian and foreign universities/ research bodies and institutions of repute. Statements made by experts in the field or people in position of authority
 * <span style="color: #2d2d2d; font-family: 'Garamond','serif'; font-size: 16px;">Respect copyright. Reposts should be properly attributed and linked to parent site
 * <span style="color: black; font-family: 'Garamond','serif'; font-size: 16px;">We are an apolitical body and therefore do not take political sides or get entangled in political wrangles. Our position is based on our mission, stated areas of focus and related topics we have identified to further our cause.
 * <span style="color: #2d2d2d; font-family: 'Garamond','serif'; font-size: 16px;">Criticism or an opposing side to be always presented buttressed with facts.
 * <span style="color: #2d2d2d; font-family: 'Garamond','serif'; font-size: 16px;">Use polite language
 * <span style="color: #2d2d2d; font-family: 'Garamond','serif'; font-size: 16px;">No disclosure of plans in the making or confidential information, and projects before they are approved by the Governing Board. Criticism or
 * <span style="color: #2d2d2d; font-family: 'Garamond','serif'; font-size: 16px;">Personal attacks on colleagues and other staff members or criticism of individuals is not allowed. In fact a serious view will be taken of character assassination and personal attacks.
 * <span style="color: #2d2d2d; font-family: 'Garamond','serif'; font-size: 16px;">No defamatory and inflammatory content on religion
 * <span style="color: #2d2d2d; font-family: 'Garamond','serif'; font-size: 16px;">Misrepresentations of our organization should be immediately brought to notice of our department head.
 * <span style="font-family: 'Garamond','serif'; font-size: 16px;">The three check points before posting or linking to any post- **

**Population Foundation of India’s Social Media guidelines**
The total number of Facebook users in India as on July 9,2012 was 49,805,800. Though, the penetration is about 4 per cent of the population, in sheer numbers India has the third largest group of Facebook users in the world after USA and Brazil. And the number is growing rapidly. In the last three months, Facebook added almost 4 million new users in India. The total number of users in the world, according to Facebook, is over 800 million in the world. Twitter has 200 million users in the world. Indians constitute 10 to 12.8 million.
 * Why are we getting into social media?**

Given the changing mediascape with the rise of social media it has been felt necessary that Population Foundation of India(PFI) gets into social media. Population Foundation of India, is the country’s leading think tank on population, health and development and at the forefront of advocacy and research on population issues. The organization has been involved in advocacy work over the last 40 years of its existence.

Three staff members – Jayati Sethi, Shree Venkatram and Sona Sharma attended The Networked NGO, a workshop in New Delhi, organized by Beth Kanter, a social media expert from June 11-14,2012. Since then, an inactive Facebook page has been energized, and a Twitter account set up. This is the start of PFI’s engagement with social media. A first set of guidelines has been drawn up. These will be periodically reviewed.

PFI’s vision statement reads- • Promoting, Fostering and Inspiring sustainable and balanced human development with a focus on population stabilization through an enabling environment for an ascending quality of life with equity and justice. Its Mission - • We will strive to realize our Vision by promoting and formulating gender sensitive and rights based population and development policies, strategies and programmes
 * Our Vision, Mission and Goals**

In fact, social media connects extremely well with two of the six points of action under our Mission – 1. Create awareness and undertake informed advocacy at community, regional, national and global levels for socio-cultural and behavioural change 2. Focus on unserved, under-served areas and vulnerable sections of society and address the challenges of an emerging demographic transition PFI has identified Repositioning Family Planning as its major goal to be achieved over the next five years with six focus areas for work – • delaying age at marriage • delaying age at first pregnancy • promoting spacing between births • improving quality of care of family planning and reproductive health (RH) programmes • preventing sex selection • promoting non coercive practices, programmes and policies

We will use social media to further our work on repositioning family planning in a woman’s empowerment and human rights framework.
 * How can we use social media?**

//On Facebook -// Post original content – write ups, field studies, reports, case studies, and photos by the staff Provide links on our FB page to articles/posts/research papers that are aligned with our work and stand. Post event promotional material Invite friends to like our page

//On Twitter -// Develop tweets about our work Retweet statements/articles that are aligned with our work. Motivate our champions to tweet

• Strive for accuracy. Base statements and comments on facts – studies done at Indian and foreign universities/ research bodies and institutions of repute. Statements by experts in the field or people in position of authority • Respect copyright. Reposts to be properly attributed and linked to parent site • We will not take political sides or get entangled in political wrangles. Our position will be based on our mission and the six areas and related topics we have identified to further our cause. • Criticism or an opposing side to be presented buttressed with facts. • Use polite language • No premature disclosure of projects before they are approved by the Governing Board, plans in the making or confidential information • No criticism of individuals • No defamatory and inflammatory content on religion • No personal details • Misrepresentations of our organization should be immediately brought to notice, supported with facts . 1. Is it in keeping with our mission? 2. Does it further work in our focus areas? 3. Is it based on ground reality – facts? The answer should be ‘yes’ to either the first or the second point and the third point.
 * The Dos and Don’ts**
 * The three check points before posting or linking to any post-**

A PFI team – Debamitra, Varsha Sharma, Jayati Sethi, Sona Sharma, Jagdeep S Gambhir, Alok Vajpayee and Shree Venkatram reviewed the social media guidelines document at a meeting held on July 9,2012.

An editorial committee with Debamitra, Varsha Sharma, Jayati Sethi and Shree Venkatram has been set up to review material to be put up on PFI’s Facebook page and for Twitter.

Journal:





__Contact Information__
Sona Sharma Email: sona@populationfoundation.in Telephone number: <span class="skype_pnh_print_container_1339649242">011-43894129 Skype: Website: [|www.populationfoundation.in] Twitter: SonaSharma2012

Shree Venkatram Email: svenkatram@populationfoundation.in Telephone number:91-11-43894128 [] Twitter: shreevenkatram

Jayati Sethi Email: jayati@populationfoundation.in Telephone number: <span class="skype_pnh_print_container_1339649242">011-43894125 Twitter: Jayatisethi

Poonam Muttreja Email: pmuttreja@populationfounndation.in Website: www.populationfoundation,in
 * Executive Director**