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Social media plan for Riyadh city
The results demonstrate that most retweeted messages are the more likely to contain a direct Tweeting, Retweeting, Hashtag, Phototwitter, Photo Facebook, Photo Instagram, Photo website, Photoflyer, Website, Video, and Broken links. These results will be the basis for crafting the social media plan. The type of interaction can work with influencers and amplifiers within an industry. Twitter can be used as a predominant place for amplification. It presents an opportunity for Riyadh city to create tweets that generate engagement.

Objectives
The objective of the social media plan will be to establish strategic and beneficial relationships with the amplifiers to improve engagement on Twitter. Amplifiers are significant in keeping the conversation flowing and enhancing interactions with conventional online mainstream media and corporate media. Establishing a relationship with amplifiers is likely to have more people interacting with the city.

Goals
The goal of the social media plan is to promote engagement with the public. Using various tools including Photo website, videos, Photo Instagram, Photo flyer, the PR team will attract more retweets from social media amplifiers. The tools will provide an excellent opportunity for followers to get to know the individuals behind the brand.

Strategies

The first strategy to be used is finding a niche of Twitter Followers. The social media plan will be directed to social media amplifiers. Amplifiers are important in keeping the conversation flowing and promoting interactions with conventional online mainstream media and corporate media. On Twitter, the focus on amplifiers will ensure that the conversation flows. Amplifiers will be useful in determining what to retweet and what not to retweet. Thus, they will be useful in enhancing engagement of Twitter users. Determining who to follow and how to get followers is a difficult task. When Twitter users start using Twitter, most might follow anyone who might follow back for no particular reason. To increase the number of Twitter followers is the goal of any organization which can act as an ego boost. However, unless the followers are quality followers, the large number of followers won’t fuel the initiative to increase Twitter exposure. Niche or quality of followers means having followers with similar interests as the city and individuals who also tweet similar topics as the city. In general, the followers are more prone to retweet city’s messages to their Twitter following. Given that the quality of followers will be more inclined to retweeting the city’s links, amplifiers will expose the tweets to a much larger audience.

The second strategy is through engaging amplifiers and influencers through valuable and relevant Content. Social networking is all about sharing valuable information and content. Amplifiers are only interested in relevant and valuable content. The city requires relevant and quality tweets and how they will be distributed. More time will be spend thinking about the levers necessary to generate actual engagement and step up interaction with messaging and content. Influencers are individuals who carry weight in industry. Twitter is considered to be one of the most suitable social networks for networking, and it can reach out to many influencers who have a Twitter account. Retweeting influencers with valuable content is one of the easy ways to connect with influencers and tap into their group of followers. This can be done by Tweeting the same content several times. Identical tweets often obtain a similar amount of clicks. Creating relevant content and focusing on getting influencers to engage with it can make it go viral incredibly fast as more people can discover content through organic and social search. However, it all comes down to the quality of the content being shared. If it is of interests, influencers are going to retweet (Safko, 2010).

Tactics
Direct Tweeting and Retweeting
Tweeting and Retweeting are critical to maximizing tweet exposure. The PR team will employ tweeting and retweet tactics to promote engagement by influencers. Tweeting and Retweeting are not about sharing content. There is evidence to show that there are things that compel people to retweet. From the choice of words to the time of day, tweeting and retweeting will take into consideration different factors that impact how many retweets can be achieved. When a tweet is made, a message is sent out to social media followers. When none of the followers are actually interested in the message, then very few will retweet the messages as it isn’t really relevant to them. On the other hand, when there are a dozen followers who are interested in the message, there is a greater chance that they will retweet the tweet. Therefore, tweeting and retweeting exposes a message to followers also might be interested. Another way to have the frequent retweeting of messages is to be active in retweeting messages from influencers when the message relates to the topic. Influencers and followers are likely to appreciate the retweet and tend to retweet some of the tweets in return.

Hashtag
The second tactic is the use of hashtags. A hashtag is a way that enables organization of Tweets for Twitter search engines. Using hashtags correctly simply prefix messages tag to enable influencers and followers to discover relevant posts. Using hashtags is critical for maximizing retweets and finding those quality Twitter followers. When one searches for certain keywords, it becomes easier to view other Twitter results of users who also tweet the particular topic. Those users using the same hashtags will be followed as they can become the niche followers.

Photos and videos
Twitter has several features that provide users with more options and opportunity when it comes to Twitter images. Multiple Photos in Tweets will be used to Photo Tagging. Every Tweet will include multiple Twitter images, offering the users more opportunities to use visuals that represent the message. Photos will be added to Tweets and will then be displayed in an easily shareable preview collage. New photo tagging option will allow tagging in the Twitter images shared. This will have a big implication for the city to followers and fans. Individuals can then tag other users in the photos, adding a level of appreciation for followers. This may encourage more engagement on Twitter. To really make the Tweets engaging, the photos will not be just an afterthought. Twitter images will be chosen based on their relevance and appeal to the content and shareability. Images will not be shared just for the sake of having a visual element to your Tweet.

Finding photos to share does not have to be a struggle. One way to improve engagement through images will be to ask for submissions or run contests from followers. Sharing photos will be a great way to keep influencers and followers engaged and coming back. When using photos, it will be important to ensure that images will be clear when viewed within a Twitter stream. When photos are too small and require to be expanded by the viewer, they may likely receive less sharing and engagement. Additionally, sharing the same content in multiple Tweets is a tactic that is appropriate as long as messages are spaced out. However, sharing the same photo possibly may not draw the same level of engagement in second and third Tweets. When the content to be shared has multiple images, different Twitter images for subsequent Tweets will be shared. This will be a strategic way to add new appeal to content to be reused. Favoriting is a tactic that will focus on making use of growing interaction with influencers and amplifiers. Building authority on Twitter is important to generating more engagement, and the utilization of multimedia like images can drive that engagement. By including photos and images in tweets, it will be likely to double the chances of a Retweets. Videos will be important when trying to connect on a personal level with amplifiers. These tools offer a simple way to respond to the audience and are far more engaging than a simple tweet would be. Videos will also be used to cover events as they’re happening. Videos drum up more interactivity by involving followers in the big numbers. A large number of followers will likely enhance the chances of retweeting.

Favoriting
Favorites will be used to bookmark. Favoriting is an easier way of saving tweets and pages for easier future access. The most common use of favorites is to capture the attention of those they are interested in capturing. It is a desirable option to make presence noticed online. This type of interaction can work with influencers and amplifiers within a particular industry. Many are the times that it may be necessary to type out a response to tweeter user. This may not be possible particularly where the number of responses is overwhelming. Thus, favoriting will be used as a tactic to show gratitude. Favoriting will be used as a tool to engage with influencers and amplifiers.

Variance shows the change from a particular period to another which can be in months, quarters, or years. According to Garrison, Noreen, and Brewer (2003), variance analysis is necessary when evaluating the financial statements and departmental level budgets for the overall financial health of an organization or department. The calculation of variance helps to establish whether an organization is growing or not and at what rate. Variance analysis provides the management team with concrete information on how to make business decisions that would strengthen the financial position of an organization (Garrison, Noreen & Brewer, 2003). The Northeast Health System appears stable in various financial aspects but with normal changes between 2010 and 2011. The health system income statement shows that there was a decrease in the total unrestricted revenue and support in 2011 as compared to 2010 though the total expenses reduced from 2010 to 2011. However, the changes in unrestricted net assets show that year 2011 ended with negative (-) changes as compared to 2010 probably due to huge pension and post-retirement remittances in 2011.

From the variances data obtained, the major positive variances between 2010 and 2011 are observed in cash and cash equivalents (41.3), excess of revenue and gains over expenses (223), net assets from restrictions of purchase of property (68.3), and pension and post-retirement related adjustments (390.3). The significant negative variances are observed in prepaid expenses and other current assets (-87.9), non-operating gains (-197.4), change in net unrealized gains and losses on investments (-170.9), total other changes in unrestricted net assets (-578.1), and a decrease in unrestricted net assets (-283.6). The variances show that there were significant differences in particular aspects of the financials of Northeast Health System both positive and negative.

According to the proportional allocation analysis data, the most significant positive proportions are net patient service revenue for both 2010 and 2011[98.0 (2011); 97.7 (2010], income from operations in 2011 (211.9), change in net unrealized gains and losses on investments in 2011 (167.1), and decrease in unrestricted net assets in 2011 (158.1). The most significant negative proportions from the analysis data are non-operating gains in 2011 (-111.8), and pension and post-retirement related adjustments in 2011 (-76.4).

Most of the financial aspects of Northeast Health System are not heading in the right direction since most of the variances are negative. It shows that the financial health of the firm in 2010 was better than that of 2011. However, the variances in pension and post-retirement related adjustments and excess of revenue and gains over expenses shows that there were more expenses on the two items in 2011 than 2010. Regarding the firm liabilities, the changes were not significant that showed a level of stability. The firm’s assets appear to be on a downfall trend which reveals of some losses or depreciation. For the proportion allocation analysis, it is evident that unrestricted revenues and support decreased in 2011 as compared to 2010, total expenses also reduced in 2011 thereby making the gains over expenses to increase in 2011 as compared to 2010. The major problem experienced in 2011 was the increase in pension and postretirement adjustments as well as fluctuations in unrealized gains and losses on investments.

I would recommend certain actions to the Northeast Health System regarding decreasing or increasing the significant variances and proportional allocations. First is to reduce the accrued wages and vacation payable, the accrued pension liability, and professional liability reserves. The Health facility ought to diversify on the mechanisms of revenue generation to ensure there is an increase in cash flow. The allocations for pension and post-retirement adjustments ought to be controlled to avoid the rapid changes in unrestricted net assets.