Muscle Walk2017 Social Media Posts and Strategy

This document has been created to help staff utilize social media to promote MDA Muscle Walk. It is intended for internal use only. Please direct any questions or issues to the Communications & Marketing department at socialmedia@mdausa.org or 312-260-5964.

Hashtags to use: #MuscleWalk Link to: http://mdamusclewalk.org (or your specific MW event page)

Are you an Amplifier? One of the easiest ways to share content about MDA Muscle Walk is by

downloading MDA’s new social app Amplify to your iPhone or Android device. Simply connect your social profiles (the app will NEVER post anything for you without your consent). You will receive notifications when there is new MDA-approved content to share. The app will post to your profiles in one click.

To join the secret staff and field office group, go to Settings > Enter Code > type “unlimited”

Social Media Tips: Update your local social media profile images with the provided files and use one of

the provided cover photo options. Keep things visual. Make sure the photos include appropriate MDA branding when

possible. Encourage your followers to add a Facebook Frame to their profile photo to show

their support of Muscle Walk.

Cover photos:

Social Badges to encourage donations:

Social Badges to encourage Muscle Walk Recruitment:

Social Badges to promote engagement with Muscle Walk participants:

Sample post: Now you can add a frame to your Facebook profile picture to show your support for MDA Muscle Walk. Just visit facebook.com/profilepicframes and select “Causes” from the pull-down menu. Scroll through the alphabetical list of organizations to MDA and click the logo. Your profile pic will be instantly transformed!

Post messages about specific families, teams and partners going above and beyond with their MDA Muscle Walk efforts. Post messages about specific families or teams involved with your walk to help your fans feel more connected to the event and who they are helping.

Your Muscle Walk event page URL, date and time should be part of every message and communication you send out.

Be sure to thank your local families, sponsors, clinic teams, volunteers, etc. for helping to make the event possible!

Include a call to action in your communications, e.g., “sign up today,” “join a team now,” “it’s easy to get started, don’t wait,” “share your favorite Muscle Walk memory,” etc.

Pre-schedule messages directly in Facebook or use a free social management software like Hootsuite for Twitter and/or Facebook ).

Remember, you can also share Muscle Walk-related content from @MDAnews on Twitter and from the MDA National Facebook page.

Remember that URLs in Instagram captions do not link externally, so there is no need to include them in your post. But, we encourage you to use as many hashtags as you like. For example: #MuscleWalk #thankyou #giving #fundraising #MDAfamilies

If you use a repost app for Instagram, you can also share MDA Muscle Walk-related content from the MDA National Instagram page.

Be sure to ‘like’ (Facebook) and ‘follow’ (Twitter/ Instagram) any partners (national and local) who are participating in the MDA Muscle Walk program and tag them in your posts.

Hold a countdown to your event to help you continuously promote your event and keep team fundraising top-of-mind.

Twitter

Sample Messages

Pre-event Tweets (use at least one tweet weekly in the months leading up to your event.)

How can you help MDA families in [#CITY]? Register for #MuscleWalk on [DATE]! [URL]

Bring strength to life. Join our MDA #MuscleWalk on [DATE] to help! Details: [URL]

It’s not too late to register for the MDA #MuscleWalk of [#CITY] on [DATE]. Sign up now: [URL]

Don’t forget about our #MuscleWalk on [DATE]! Register to help [#CITY] families: [URL]

Did you know our #MuscleWalk is on [DATE]? It’s the perfect way to help [CITY] families. Sign up here: [URL]

Show [#CITY] MDA families you care; register for the [DATE] #MuscleWalk at [URL]!

[#CITY]! Is everyone ready for the #MuscleWalk on [DATE]? Register to help MDA families at [URL]!

Show your support for MDA at the #MuscleWalk on [DATE] and bring strength to life. [URL]

Pre-event Tweets (use one tweet daily one week from your event)

The #MuscleWalk of [#CITY] is 7 days away! Register to keep making progress at [URL]!

The finish line is 1 week away! Join the #MuscleWalk of [#CITY] on [DATE] at [LOCATION]! [URL]

#MuscleWalk celebrates the strength of MDA families and transforms hope into answers. Join us on [DATE]: [URL]

Help MDA continue making progress for [#CITY] families. RT & join the #MuscleWalk on [DATE] at [URL].

Pre-event Tweets (use the day before your event)

Show your support for MDA at the #MuscleWalk tomorrow and bring strength to life. [URL]

Rest up for the #MuscleWalk of [#CITY] starting tomorrow at [TIME] at [LOCATION]! It’s not too late to register! [URL]

Sign up for the #MuscleWalk of [#CITY] tomorrow at [LOCATION]: [URL]

Pre-event Tweets (use the morning of your event)

Thank you to [TAG/LIST SPONSOR(s)] for your support at today’s #MuscleWalk of [#CITY]!

Thanks [TAG/LIST SPONSOR(s)] for joining the #MuscleWalk of [#CITY] today!

Best of luck all our incredible teams in today’s #MuscleWalk of [#CITY]!

We want to see your pics from today's #MuscleWalk at [LOCATION]! Tweet at us in your posts and we'll RT!

Post-event Tweets (use in the days following your event)

Thank you walkers & [TAG/LIST SPONSOR(s)] for an amazing #MuscleWalk of [#CITY]!

Thanks to [TAG/LIST SPONSOR(s)] for supporting local MDA families right here in [#CITY] at today’s #MuscleWalk!

Thanks to our incredible teams and sponsors for supporting [#CITY] families at today’s #MuscleWalk!

We want to see your pics from the #MuscleWalk on [Date]! Tweet at us in your posts and we'll RT!

Facebook

Facebook Event Tips: Create a Facebook “Event” page and invite your fans, sponsors, etc. to attend your

Muscle Walk 12 weeks before your event if possible.o Select “Offer/Event+” from the status box

o Click Evento Add Event Photo o Fill out Event as follows:

o Use this as a template for your description:Join us on [DATE] for the [NAME OF YOUR MUSCLE WALK] at [LOCATION OF YOUR MUSCLE WALK] AT [TIME AND DATE OF YOUR MUSCLE WALK]. Contact [ADD CONTACT NAME, PHONE NUMBER AND EMAIL ADDRESS] with any questions or other inquiries.

MDA Muscle Walk empowers individuals in hometowns across America to raise critical awareness and funds for muscle-debilitating diseases that severely weaken muscle strength and mobility.

This is more than a walk. MDA Muscle Walk is a life-changing experience that unites families, friends, neighbors and local businesses to forge powerful connections, celebrate the strength of MDA families and transform hope into answers.

Sample Messages

Pre-event Posts (use at least one post weekly in the months leading up to your event)

Each day, everyday freedoms like walking, hugging, playing and even breathing are taken away from kids and adults in our community with muscular dystrophy, ALS and related muscle-debilitating diseases. Join us in bringing strength to life at the Muscle Walk of [CITY] on [DATE]. [INSERT URL] #MuscleWalk

The dollars we raise together fuel MDA's efforts to find research breakthroughs across diseases; to care for kids and adults from day one; and to empower families in hometowns across America with services and support. We can’t do this without you! Join us in bringing strength to life at the Muscle Walk of [CITY] on [DATE]. [INSERT URL] #MuscleWalk

"Our favorite part of the Muscle Walk is coming together as a community to show our support in ending muscular dystrophy."The most inspiring event of its kind, MDA Muscle Walk creates hope — for your family and others like yours. Join us at [LOCATION] on [DATE]. Sign up today! [INSERT URL] #MuscleWalk

We’re looking forward to seeing you on [DATE] at the Muscle Walk of [CITY] at [LOCATION]! Continue to gather donations and encourage friends and family to bring strength to life at [INSERT URL]! #MuscleWalk

Meet up with friends and family on [DATE] to support and help us at the Muscle Walk of [CITY] to bring strength to life. Join today at [INSERT URL]! #MuscleWalk

Thank you to our generous national Muscle Walk sponsors, Marathon Pharmaceuticals, @GoNumotion and @QuantumRehab. Your partnership ensures that MDA families across the country and right here in [CITY] can live longer and grow stronger! [INSERT URL] #MuscleWalk

[SPONSOR] will be at the Muscle Walk of [CITY] to support MDA families on [DATE]. Will you? Bring strength to life for families served by MDA in your area. [INSERT URL] #MuscleWalk

Pre-event Posts (use regularly beginning one month from your event)

The Muscle Walk of [CITY] is one month away! Create a team and register to help MDA fund powerful progress for local families. [INSERT URL] #MuscleWalk

Bring strength to life for MDA families at the MDA Muscle Walk of [CITY] on [DATE]! It’s not too late to sign up at [INSERT URL]. #MuscleWalk

Each day, everyday freedoms like walking, hugging, playing and even breathing are taken away from kids and adults in our community with muscular dystrophy, ALS and related muscle-debilitating diseases. Join forces and raise critical dollars that will make a real difference in the lives of MDA families right here in [CITY] at the MDA Muscle Walk on [DATE]. Register your friends and family here: [INSERT URL] #MuscleWalk

Join your MDA family in [CITY] on [DATE] at the MDA Muscle Walk! Create a team of friends and family to register. Sign up at [INSERT URL] to learn how to bring strength to life! #MuscleWalk

Invite friends and family to join you at the MDA Muscle Walk of [CITY] on [DATE], less than a month away! Register your team today at [INSERT URL]. #MuscleWalk

Show support for MDA families and register a team for the MDA Muscle Walk of [CITY] on [DATE]! #MuscleWalk

Thank you to our generous national Muscle Walk sponsors, Marathon Pharmaceuticals, @GoNumotion and @QuantumRehab. Your partnership ensures that MDA families across the country and right here in [CITY] can live longer and grow stronger! [INSERT URL] #MuscleWalk

Pre-event Posts (use one post daily one week from your event)

We can’t wait to see you next [DAY] at the MDA Muscle Walk of [CITY] at [LOCATION]! [INSERT URL]! #MuscleWalk

Meet up with friends and family next [DAY] to support and fight back against muscular dystrophy, ALS and related life-threatening diseases at the MDA Muscle Walk of [CITY]. Join today at [INSERT URL]! #MuscleWalk

Our Muscle Walk of [CITY] is [DAY] at [LOCATION]! Don’t underestimate the difference you can make by creating a team or joining yourself. Register now to support research and cures for muscular dystrophy, ALS and related life-threatening diseases at [INSERT URL]. #MuscleWalk

Help MDA continue making progress for [#CITY] families. It’s not too late to join our Muscle Walk on [DAY] at [URL]. Small steps fund powerful progress. #MuscleWalk

Thank you to our generous national Muscle Walk sponsors, Marathon Pharmaceuticals, @GoNumotion and @QuantumRehab. Your partnership ensures that MDA families across the country and right here in [CITY] can live longer and grow stronger! [INSERT URL] #MuscleWalk

Pre-event Posts (use the day before your event) Tip: Post photos of your team setting up for the event, or post photos that give a sneak peek of the venue, an exciting guest or activity. Include a message from a family, a quote of inspiration related to the walk, or anything else that will encourage engagement with your followers.

Thank you to our generous national Muscle Walk sponsors, Marathon Pharmaceuticals, @GoNumotion and @QuantumRehab. Your partnership ensures that MDA families

across the country and right here in [CITY] can live longer and grow stronger! [INSERT URL] #MuscleWalk

[TAG/LIST SPONSOR(s)] will be at the MDA Muscle Walk of [CITY] tomorrow. Will you? Join them in supporting our fight against muscular dystrophy, ALS and related life-threatening diseases — it’s not too late to register! [INSERT URL] #MuscleWalk

Rest up for the MDA Muscle Walk of [CITY] at [LOCATION] beginning tomorrow at [TIME]! It’s not too late to register! [INSERT URL] #MuscleWalk

Tomorrow. Bring strength to life. [INSERT PHOTO(S) & URL] #MuscleWalk

Pre-event Posts (use the morning of your event)

Shout out to everyone attending the MDA Muscle Walk of [CITY] today! Remember that each small step you take today will bring strength to life for MDA families. #MuscleWalk

Post-event Posts (use in the days following your event)

Thank you to our incredible sponsors and supporters for all their support at today’s MDA Muscle Walk! [TAG/LIST SPONSOR(s)] #MuscleWalk

We can’t thank [CITY] MDA families and supporters enough for being a part of another great Muscle Walk event this year! #MuscleWalk

Congrats to the [CITY] community for raising $[Amount] at our #MuscleWalk event on [DATE]! THANK YOU for supporting local MDA families. #MuscleWalk