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Amman
Innovation Lab
Social Media
Strategy

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Social media is currently the most popular activity online worldwide. Nine out of
10 people own cell phones in Jordan, which ranks third in engagement in social
networking sites among Arab states, according to the 2013 Spring Pew Global
Attitudes Survey1. As such, it is important for the Innovation Lab to make use of
this very influential platform and maximise its potential for publicity and
increased visibility of the achievements of the Innovation Lab.
Facebook: https://www.facebook.com/clubhousejo/
Stakeholders
Youths
Youths are the main beneficiaries of the Innovation Lab, and so they
should be the primary audience of our social media sites. The Facebook
page is used to keep youths updated on the activities and events going on
in the Innovation Lab. This is to ensure that the youths are aware of
activities organised and can attend them, so that they will be able to
benefit from them. The primary language that they are receptive to is
Arabic.
Donors
The donors are also an important audience to ensure funding for the
Innovation Lab. It is necessary to keep them updated and prove that the
activities in the Lab is indeed fulfilling the cause they are funding. The
primary language they are receptive to is English.
General Public
The Innovation Lab allows youths in the community to value-add to their
learning in schools, and to further their interests and follow their passions.
Support from the community is essential towards reaching this goal. In
order to gain more publicity within the community, and to encourage
youths to participate in the Innovation Lab, we need to create awareness
1
http://www.jordantimes.com/news/local/95-jordanians-own-mobiles-47-use-
internet#sthash.VRSYBGiU.dpuf

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amongst parents and members of the community. The primary language
that they are receptive to is Arabic.
Current problems
Engagement
The current content posted on the FB page is not sufficiently engaging. As
such, not many people ‘like’ or ‘comment’ on the page, so visibility is not
very apparent. As such, the page does not receive as large a reach as it
potentially can.
Quality
Posts are not regular, and only appear whenever there are certain events
going on. There is no structure to the postings, leading to the third
problem.
Quantity
There are insufficient posts on the page, and so the various stakeholders
are not as updated about the going-ons at the Innovation Lab as they can
be.

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Solution 1 | ‘A day in a Life’ Video
Name “A day in a Life...” video
Description Shoot videos which explains the job scopes of various people
working in the Innovation Lab. Muhammad said he might be able to
help out with this.
Eg: https://www.youtube.com/watch?v=93cXFnz_xBQ
Impact All stakeholders can obtain a clearer understanding of the various
roles that the staff play. This breaks down the barrier between staff
and members, and allows for a closer interaction between the two.
By knowing exactly what the co-ordinators do, members can further
appreciate the work done to contribute to their development.
Figure 1 | Example of “A Day in a Life…” Video

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Solution 2 | Infographics
Name Infographics
Description Translating large numbers relating to the Innovation Lab into more
attractive forms
Impact This form of information transmission is more easily viewed by all
beneficiaries, and so they are more likely to be attracted to the visual,
thereby increasing website traffic

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Solution 3
| Social
Media Schedule
Name Social media schedule
Description Craft a social media schedule to ensure that the FB page is updated
daily. This would continue keeping the page alive so that
beneficiaries will know about the events happening in the
Innovation Lab.
Figure 2 | Example of an
infographic created with Canva
Design

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Impact This would allow for a more sustained publicity and increased
engagement with beneficiaries.
Legend:-
News article: Can be an article that is related to Innovation Lab directly or
indirectly. For instance, an article about the state of education in Jordan or
an article about the increasing importance of soft skills and technology in
today’s knowledge-based economy
Fig 3 | An example of a social media calendar that can be crafted near the end of every
month for the following month

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Video: A video or creative media sourced online related to the Innovation
Lab
Event: Any event that might be occurring in the Innovation Lab
Project Abber: An update about what the students have been working on
for that week
Solution 4 | Facebook Analytics
Name Facebook Analytics

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Description After implementing social media measures and strategies, it is just as
important to analyse if these strategies are indeed effective. As such,
the following is one way of conducting a social media analysis2. This
could be done monthly.
Impact This would allow for a more effective engagement with beneficiaries
and to determine the specific strategies that work.
Review Basic Insights
If you’re seeking your best content, and want a quick and easy way to find it,
look at the basic Insights for your Facebook page. To access this data, go to your
page and click on Insights at the top.
There are a few key areas to review: Reach, Benchmarks and Engagement.
First, go to the Reach area and take a look at the spikes on the graph, which are
the posts with a wide reach. Make a note of them, since these are the ones
you’ll want to reshare or replicate.
2 Sourced from http://www.socialmediaexaminer.com/how-to-use-facebook-
insights-to-improve-engagement/

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To see basic stats, go to your Facebook page. Click Insights and then Reach. Pay
attention to spikes to see what content got the most reach.
While Reach is a source of irritation to many people, it’s not a very important
stat. The reason it’s so bothersome is that Facebook shows what reach each post
gets, and it’s out of your control.
More important than current reach is running experiments to try to improve
your engagement. You can then benchmark your results to the previous period
to see if your strategy is working.
When you’re ready to do a comparison, search for a specific time period under
Reach. That’s the best way to see if your new techniques are making a difference
for you.

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After you’ve performed experiments with content, do a date search under Reach
to see what posts received the most engagement on your page.
Remember, posts that get a lot of reach are likely also getting a lot of
engagement.
Click on Posts (also under Insights) to check your engagement rate. This is one
of the most important stats to monitor.

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To get an idea of what posts get the most likes, comments and shares, go to the
Posts tab under Insights.
With basic Insights, you can get a fairly good idea of what articles get the most
engagement. However, you’ll only be able to look at your posts from the last 90
days, so it’s not the big picture. Regardless, it’s an easy thing that you can (and
should) do regularly.
Scroll down to All Posts Published. Then click on Reach.
Switch your view to Engagement Rate. This measures percentage of how many
people interacted with your post, based on the people who saw your post. This
way you can compare your posts on a more level playing field.
Engagement rate is a truer measure of your audience’s interest in your content.

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Switch your view to Engagement Rate to see audience interest, based on the
people who saw your post.
Now compare which of your top posts were more engaging.
Click on Reach to see which posts got the most visibility. Engagement (likes,
comments and shares) is noted in the next column.

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Click on the posts with the most reach for more details on clicks, likes,
comments and shares. Choose the ones with the most engagement to reshare.
Also, use that content as a guide for creating similar posts for your page.
For example, this article by Kim Garst on Social Media Examiner’s Facebook
page received more than 10,000 link clicks.
Click on the article or update name, and it expands to give you more
information.
When you see things that are doing well, it’s a jumping-off point. When stats
reveal that an article is interesting to your audience, it’s a message to reshare it
and publish similar content.

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If you do nothing else with Facebook Insights, monitor the engagement rate of
your Facebook posts so you can see what types of content actually drive
engagement.
Making the Facebook analyticsrelevant to the Amman Innovation
Lab FB page
1) Determining if day and time of postings have an impact on engagement
Conclusion: Schedule daily posts to be up at about 6-7pm
Fig 4a | This graph shows that there is almost no difference to the number of online fans
based on day but there is a marked difference based on timing. At night, at 7-11pm, there
is a substantial increase in engagements

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2) Engagement of posts
I will first note the posts with top engagement and try to distill the reasons they
had a lot of likes, shares and comments etc
Fig 4a | This screenshot shows the various engagement rates received by the different posts. From
this analysis, I will go deeper and further analyse the various posts which have high engagement rates

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Fig 4c | An interactive gif post asking ‘What would happen without the moon?’ received high amount of
responses | 822 people reached, 34 reactions, comments and shares

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Fig 4d | A post about accomplishments of members from the Clubhouse received high reach | 1 664
people reached, 184 reactions, comments and shares
Fig 4e | A video about the Teen Summit Fundraising campaign achieved a high engagement rate| 676
people reached, 31 reactions, comments and shares

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Conclusion – what made the posts successful?
 Interactive nature of post by incorporating videos, gifs and so on into
the posts. This does not have to be directly related to the Lab (for
example, the gif involving the moon)
 Posts which include and tag various members of the Lab
 Posts which highlight achievements of members of the Lab
 By identifying the posts with the most engagement, this can be shared
again later on
Fig 4f | A video about the leap motion controller utilized in the Clubhouse received many responses|
1 064 people reached, 36 reactions, comments and shares

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Solution 5 | Make words exciting
Name Make words exciting
Description This strategy is to edit the wording of posts to make them more
attractive to followers of the page. It is impossible to come up with a
template for this strategy, because each post would and should
definitely be different. Instead, I will attach examples of posts which
are exciting and also related to education and the things that the
Innovation Lab does, so this can be used as a model. This strategy
would probably take some time to master and use effectively
Impact This strategy allows increased engagement with the various posts as
more people would be attracted to react, like, comment and share
about a post that grabbed their attention
Fig 5a | A status post by an education NGO in
Singapore about their feature in the local newspaper.
Similarly, the Innovation Lab is often featured on
various media platforms, and so this can be reblogged
on the Facebook page as well; complete with a
description and appreciation message

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Fig 5b | A status post by the same NGO featuring a
volunteer. Similarly, it might be possible to do a feature
and quote from Mentors. This might be highly effective
especially because the Facebook analytics have shown
that posts that feature members of the Lab receive high
engagement.

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Fig 5c | A status post by the same NGO about a
lesson conducted. While the Amman Innovation
Lab Facebook page does feature activities that
happen at the Lab, it can be more descriptive and
exciting. For instance, it can include direct quotes
of what the students learnt and did.

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Solution 6 | What are we about?
Name What are we about?
Description This strategy is to edit the ‘About’ page on the Facebook. The About
page is extremely important because it explains what the Innovation
Lab is all about. It is also the page that introduces everyone to the
Lab. So, it is important that this tab has is able to fully and effectively
describe the Lab.
Impact By having accurate and descriptive paragraphs in the ‘About’
section, this would encourage people to join the Lab as
members/mentors and also send a positive signal to donors
Short description
The Innovation Lab is a safe space in Al Hasimi Al Shamali where students aged
10-18 years can develop their interests with the aid of technology. We provide
mentoring and guidance for these youths to focus on their passions and create
projects that impact social change.
Company Overview
Princess Basma Youth Resource Centre is a leading national resource centre for
youth issues. The youth empowerment centre strives for young Jordanian voices
to be heard while aiding their active participation in public life.
The Centre also seeks to provide the opportunity, support, resources and
freedom for youth to express their needs and shape new realities for their future
while thinking creatively and critically about themselves and their roles in
society.
Many of the PBYRC programmes are designed for youth and by the youth.
PBYRC works with young people aged 10-24 from across the Kingdom.
Its focus for this segment of society is particularly crucial to Jordan because
nearly 60 per cent of the population is recorded to be less than 25 years of age.

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Long description
The Innovation Lab seeks to provide an after-school space for young people to
learn practical skills and bridge the gap between school and the labor market.
Not only that, the Lab is built on a culture of respect, trust and co-operation. As
such, we also impart values on the youths as well as develop their character
holistically.
Students learn to imagine, think and create alongside mentors who have
graduated from the Lab. These mentors provide guidance for the youths as well
as challenge them to go beyond what they think they are capable of.
We truly believe that youths are the future generation of leaders for Jordan, and
so they should experience an education that is as holistic as possible. The
Innovation Lab aims to supplement the current academic rigor of schools by
providing a safe space for exploration, failure and possibilities.
General Information
The Innovation Lab is funded by UNICEF, and is part of a Network involving
more than 20 of such locations all around the world.
Mission
(Is there already a mission?)
Awards
(Dunia to fill)

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