Challenge No. 1: Three branches, each with their own social media outlets

The YMCA is the nation's leading nonprofit organization for youth development, healthy living and social responsibility. The YMCA of Central Virginia was in the midst of launching a new brand and wanted to ramp up the use of their social media outlets to spread the word. And with each branch maintaining their own facebook page and twitter feed, standardizing the message and visuals was a challenge, but tracking complex visitor traffic patterns was a true obstacle in terms of evaluating ROI.