Social Media Strategy

Table of Contents

1. Executive Summary

2. Social Media Audit

2A. Social Media Assessment 2B. Competitor Assessment

3. Social Media Objectives

4. Online Brand Persona & Voice

5. Strategies & Tools

6. Timing & Key Dates

7. Social Media Roles & Responsibilities

8. Social Media Policy

9. Critical Response Plan

10. Measurement & Reporting Results

1. Executive Summary

�  My main social media priority for 2016 is to fully develop my own personal brand through the development of my presence and brand identity on Facebook, Twitter, Instagram, and LinkedIn.

�  My primary focus will be to increase traffic to my accounts and engage with my followers to build a deeper relationship with them.

�  Strategies to Support this Objective:

1. Post more frequently.

2. Encourage communication among users.

2. Social Media Audit

�  The following is an audit of my current social media presence to date. This audit includes as assessment of all social networks, web traffic, audience demographics, and a competitor analysis.

2A. Social Media Assessment

Social Network

URL Follower Count

Avg. Weekly Activity

Avg. Engagement Rate

Facebook

https://www.facebook.com/Allison-Gaskins-549002165265127/ 37

2 posts per week 1.80%

Twitter https://twitter.com/AllisonGaskins 561

6 posts per week 1%

Instagram https://www.instagram.com/allisongaskins/ 4225

1.4 posts per week 439 Likes/Photo

LinkedIn www.linkedin.com/in/allisongaskins 277

0 posts per week 0%

Social Media Assessment: At present time, the highest numbers of interactions per post occurs on Instagram. The least interactions occur on LinkedIn so improvement on that platform should be considered moving forward.

(As of February 1, 2016)

2B. Competitor Assessment

Competitor Name

Social Media Profile

Strengths Weaknesses

Jeanne O’Neil Facebook: https://www.facebook.com/jeanthang/?fref=ts

Great profile picture and cover photo.

This page only has 32 page likes, and 2 posts.

Gina Gonzalez Facebook: https://www.facebook.com/Gina-Gonzalez-773321739439602/?fref=ts

Professional profile picture, detailed “about” section, 5.0 stars,

Lack of up-to-date posting, only 34 page likes.

Competitor Assessment Summary: Neither one of these competitors pose a threat to my personal brand.

3. Social Media Objectives

In 2016, the primary focus of my personal brand will be to increase my follower on all active social media platforms, as well as enhance the visual elements of my accounts. To do so, I will increase frequency of posts and build relationships with my followers.

Key Messages �  Coffee and Sports

KPI �  Number of visits on Facebook, Twitter, and LinkedIn. �  Number of multimedia posts. �  Number of likes and followers gained.

Specific Objectives �  Reach 5,000 followers on Instagram by the end of May 2016. �  Increase the volume of visual content on Twitter and my personal

Facebook Page by 20% in 6 months. �  Reach 100 Likes on my Facebook Page by December 2016.

4. Online Brand Persona & Voice

Adjective that describe my brand: �  Enthusiastic �  Engaging �  Relevant

When interacting with customers we are: �  Personable �  Understanding �  Patient

5. Strategies & Tools

Paid: Every Sunday “boost” the most popular Facebook post from the past week. This post must have a minimum organic reach of 100 and 5 likes.

Owned: Create and incorporate the use of relevant hashtags into posts on both Twitter and Instagram.

Discover: Monitor Twitter for what trending as well as for key terms such as: sports, coffee, NBA, and SEC.

TOOLS

Hootsuite

Rebelmouse

Canva

TweetDeck

6. Timing & Key Dates

Important Days: �  National Coffee Day

�  Super Bowl Sunday

�  SEC Championship Game

�  UF Graduation: May 2016

�  Birthday: January 5

Reporting Dates: �  Reporting will occur on the last day of each month.

7. Social Media Roles & Responsibilities

Marketing Director: Allison Gaskins

Social Media Manager: Allison Gaskins

Social Media Coordinator: Allison Gaskins

*All social media roles and responsibilities will be under the direction of Allison Gaskins.

8. Social Media Policy

Social media is an essential tool for creating, developing, and marketing one’s own personal brand identity on the internet. As manager of my own personal brand, below are some guidelines that will help me along the way:

�  Be logical �  Treat all followers with respect �  Respond in a timely manner �  Uphold the values of integrity, respect, and trustworthiness �  Welcome all suggestions �  Build relationships with all followers �  Remain sensitive and aware of multicultural differences �  Remain self-motivated �  Never settle for “good enough”

9. Critical Response Plan

Scenario 1: Inappropriate Tweet

Action Plan: Delete Tweet

Block User

Scenario 2: False Impersonation of Me

Action Plan: Report user to the appropriate social network

10. Measurement & Reporting Results

Quantitative KPIs

Reporting Period: 1 Month

Data as of February 15, 2016

Qualitative KPIs (Sentiment Analysis)

I received a lot of positive feedback from my posts, more interaction from followers such as likes and Retweets.

Posts with images or videos received the largest “reach” on social media and were 100 time more likely to get “liked.”

10. Measurement & Reporting Results Cont.

Social Network Data: (As of February 21, 2016)

Social Network URL Follower Count

Avg. Weekly Activity

Engagement Rate

Facebook https://www.facebook.com/Allison-Gaskins-549002165265127/

45 +21% growth

6 posts per week +200% increase 3%

Twitter https://twitter.com/AllisonGaskins

611 +9% growth

8 posts per week +40% increase 6%

Instagram https://www.instagram.com/allisongaskins/

4,690 +11% growth

2.8 posts per week

+100% increase 480 Likes/

Photo LinkedIn

www.linkedin.com/in/allisongaskins

285 +3% growth

1 posts per month

1%

10. Measurement & Reporting Results Cont.

Proposed Action Plan:

�  Continue to build a greater following on LinkedIn. �  Include more graphics into posts (when possible). �  Increase Twitter and Facebook posts. �  Continue to increase my engagement with followers. �  Work on the incorporation of appropriate hashtags into

posts.