read the following case study and answer the questions

CALIFORNIA STATE PARKS CASE STUDY From 517 to 33,000 fans in two weeks By Daniel Burstein facebook Login Sign Up California State Parks Foundation is on Facebook Sign up for Facebook to connect with California State Parks Foundation. CALIFORNIA California State Parks Foundation #4 STATE PARKS Wall Info Photos Donate Twitter Youtube FOUNDATION Q fhers Michael Lane Goodbye State Parks, it's been nice working with your Become a Far Then Click "Suggest hours ago . Report francs books and rivthe you state park. dopres, help us reach out to as many as possible. Michelle Mackenzie The Bale Grist Mill outside of St Helena (wine country) is one of the oldest working mills. My kids thoroughly enjoyed a tour (including shelling corn and lifting a 50 b sack of fiour) and begged to go back the next day. This particular park is wu_Readmore - Information Founded Founded in 1909 by Willam Porn Mutt, ).. former director of both OK marketer, put yourself in these shoes (they're more like boots actually). Your state government is facing massive budget shortfalls. Teachers are being laid off. Draconian cuts to vital public services are being announced left and right. And amid this tumult, you are the one tasked with using your marketing prowess to stave off disaster itself. The above paragraph probably makes you feel better about your own challenges, but think for a second...given the above situation...and very little resources...what would you do? Social media marketing for a social cause At the end of May 2009, the California State Parks Foundation (CSPF) found itself in this very position after learning about massive cuts in state funding that threatened to close 220 California state parks. In response, this non-profit organization quickly launched a multichannel effort with its agency, Adams Hussey & Associates, that included direct mail, telemarketing, email, and social networking. I want to focus on that last part for this blog post. Because what amazed (and impressed) me the most was that CSPF used Facebook to shape the larger conversation about this topic. facebook Login Sign Up California State Parks Foundation is on Facebook Sign up for Facebook to connect omnia State Parks Foundation. CALIFORNIA California State Parks Foundation #4 STATE PARKS Wall Info Photos Donate Twitter Youtube >> FOUNDATION Q fers Michael Lane Goodbye State Parks, it's been nice working with your Come a Fand Then Click "Suggest 13 hours ago . Report Friends' above and invite your brands. In the light of the meinert state park. dopres, help us reach out to as many as possible. Michelle Mackenzie The Bale Grist Mill outside of St Helena (wine county) is one helpof/wwww.calparis.orgitsheadbor of the oldest working mills. My kids thoroughly enjoyed a tour (including shelling corn and lifting a 50 b sack of and to go back the next day. This particular park is wu. Read Information Founded Founded in 1909 by William Pern Mott, )., former director of both creation and the lisbonal Park Before I get to that, let's look at how CSPF used Facebook. They optimized their existing Facebook fan page to promote awareness, discussion, and (hopefully) attract new activists and members. "Find us on Facebook" language and graphics were featured in every email and all over the site.facebook Forgot your posing Login Sign Up California State Parks Foundation is on Facebook Sign up for Facebook to connect with California State Parks Foundation CALIFORNIA California State Parks Foundation STATE PARKS Wall Info Photos Donate Twitter Youtube FOUNDATION Q fers Michael Lane Goodbye State Parks, it's been nice working with your Become a Farv Then Click "Suggest It hours ago . Report to Friends stove and rite you ends. In the light of the miner state park dopres, help us reach out to as many as posstie. Michelle Mackenzie The Bale Grist Mill outside of St Helena (wine county) is one of the oldest working mills. My kids thoroughly enjoyed a tour (including shelling corn and lifting a 50 b sack of fiour) and begged to go back the next day. This particular park is Wu.Read More Information Founded in 1909 by Williams Per her director California's Department of Parks and creation and the National Park Before I get to that, let's look at how CSPF used Facebook. They optimized their existing Facebook fan page to promote awareness, discussion, and (hopefully) attract new activists and members. "Find us on Facebook" language and graphics were featured in every email and all over the site. The "Friend Get a Friend" campaign launched on Tuesday, May 26, on Facebook via an update to 517 fans - "This year's cuts are ten times as bad, so we need ten times the fans on Facebook." The update explained to recipients the imminent threat parks were facing and set a deadline and a goal - 5,000 fans by Friday (May 29). The second Facebook update was sent on Monday, June 1 at 12:12 p.m. PST, stressing a 24-hour deadline and asking for fans and petition signatures. The California budget committee was scheduled to meet on June 2, so media coverage was at its height. The Facebook factor shapes the conversation "The California State Parks Foundation, the lead public organization advocating keeping the parks open, had its fan base on Facebook increase from 500 to 33,000 in the past two weeks, reports Jerry Emory of the Foundation." - Tom Stienstra, San Francisco Chronicle, Sunday, June 21, 2009 Now this next part is truly impressive. With just two updates on Facebook (and in all fairness very smart cross-promotion through other channels), CSPF created a proof point for keeping the parks open, helping them meet their "promote awareness" goal. That's right, the Facebook campaign itself actually entered the public debate. The massive growth of this fan page caught the media's attention and was mentioned on several TV news spots and in national news articles. They took advantage of a timely and newsworthy story (the California budget cuts were all over the news on- and offline) and created a talking point to meet their communications goals (several news oulets mentioned the Facebook growth as evidence of a grassroots swell). As mentioned in the beginning of this post, raising awareness wasn't their only goal. So let's take a look at some of the other success metrics. Those two simple Facebook updates (aided by the cross-channel campaign) have helped raise several hundred thousand dollars in nonmember, one-time gifts. In addition, CSPF more than tripled the size of its email list and acquired many new activists that are being converted to donors online and via the telephone. CSPF is routinely using social media now. A subsequent Facebook and Twitter promotion gained 285 new members in four days, and their Facebook page has now grown to 54,000 fans.California State Parks Study 1. What were the metrics for success for the California State Parks Facebook page? Were the successful in meeting their metrics' goals. Provide rationale. 2. California State Parks had a very short time and tight budget to run this campaign. Do you think this affected their performance positively or negatively? Provide rationale