2. Table of Contents
1. Executive Summary
2. Social Media Audit
3. Social Media Objectives
4. Online Brand Persona and Voice
5. Strategies & Tools
6. Timing and Key Dates
7. Social Media Roles & Policy
8. Critical Response Plan
9. Measurement & Reporting Results
3. Executive Summary
Company Description and Target Market: The personal brand “Abscronfit” has been developed to appeal to
an age range of 14-35 year old males and females who have an interest in general health and fitness,
bodybuilding, diet, exercise, and overall wellness. Posting content such as grocery lists, recipes, exercise
routines, wellness tips and tricks, and motivational quotes and photographs, “Abscronfit” harbors a
community of people striving to better themselves in body, mind, and spirit. For those who appreciate the
aesthetic side of a healthy lifestyle, the content posted on any “Abscronfit” account is clean, visually
intriguing, and colorful to inspire and motivate viewers.
For the year 2017, our company’s social media priorities include an increased loyal following/community of
people who strongly identify with our message and content. A key objective to growing our company is to
produce more original, eye-catching, and memorable posts that not only appeal to the eye, but provide
quality information that resonates with our viewers. In order to achieve these objectives, our company
plans to photograph, record, and write content about a brand ambassador to create a persona for the
existing brand.
4. Main Strategies
1. Increase post frequency through increased content creation
2. Monetize content through adopting sponsors and
advertisements
5. Social Media Audit
Social Network URL Follower Count Avg Weekly Activity Avg Engagement Rate
Twitter Twitter.com/abscronfit 204 20 posts/retweets 4.4%
Facebook Facebook.com/abscronfit 32 1 post/day 6.25%
Instagram Instagram.com/abscronfit 225 1 post/week 26.66%
Social Media Assessment
Assessment Summary: Regarding Average Engagement Rate, our Instagram account has the highest percentage of interactions
of our 3 social media accounts. Being this is 3x higher than our other 2 accounts combined, it would serve us well to post more
frequently on Instagram to keep our audience engaged, in addition to focusing on growing our audience/engagement on our
other social media accounts.
6. Website Traffic Sources Assessment
Source Volume % of Overall Traffic Conversion Rate
Twitter 1,605 unique visits 22% 12%
Facebook 36 unique visits 2% .2%
Instagram 2,225 unique visits 23% 15%
Assessment Summary: By far the platform with the highest % of overall traffic is Instagram. Though Twitter does not fall far
behind, it does have significantly less unique visits than our Instagram page. Looking at our Facebook traffic, more attention needs
to be given to drive more unique visits and overall traffic to have it catch up with our Twitter and instagram traffic.
7. Audience Demographics Assessment
Assessment Summary: The majority of our audience tends to be between the ages of 18-24 year olds composed of slightly
more females than males. In addition to this group, 45-54 year old females also comprise a substantial part of our
audience, particularly for our Facebook page.
Social Network Age Distribution Gender
Distribution
Primary Social
Network
Secondary Social
Network
Primary Need Secondary Need
Twitter 70% 18-24
24% 25-34
55% Male
45% Female
Instagram Twitter Information
(Fitness Related)
Motivation
Facebook 65% 45-54
35% 18-24
75% Female
25% Male
Facebook Instagram Information Entertainment
Instagram 75% 18-24
25% 45-54
50% Male
50% Female
Instagram Twitter Inspiration Entertainment
8. Competitor Assessment
Assessment Summary: Our competitors are similar in the sense that they post popular content that can be easily emulated. Their
content is both visually pleasing and informative while also being personable, and garners a fan base loyal enough that they can be
deemed social media influencers. Fans not only value their information, they value their opinion on products and are often times led
to purchase things after seeing them being used by the influencer.
Competitor Name Social Media Profile Strength Weaknesses
Amanda Bucci youtube.com/channel/UCHoUCBK
Prngzm5FqrIq2tlA
Frequent and informative content,
strong personality
Splits content between fitness and
business/entrepreneurship topics
Nikki Blackketter youtube.com/user/nikkiblackkette
r
Extremely loyal following, fitness,
fashion & beauty content
Doesn’t frequently respond to
comments/mentions
Emily Duncan youtube.com/channel/UCYPI1d_1
hXLTYuXGEcDq0RA
Popular topics covered, extremely
well-educated and experienced in
fitness
Infrequent posts, moving away
from fitness
9. Social Media Objectives
Overall Business/Social Media Goals:
For the year 2017, our main social media objectives are to garner a large
and loyal fan base that will ultimately attract the attention of sponsors. The
ultimate goal of acquiring these sponsors is greater brand recognition and
monetization of the social media accounts and brand persona.
10. Social Media Objectives
Quantitative KPIs
Twitter
-Increase followers to 1,000 by the end of the year 2017
-Increase tweet activity (retweets and original content) to at least 10 per day
Instagram
-Increase follower count to 2,000 by February of 2018
-Post new content (either video or photograph) at least once every other day
Facebook
-Attain 100 likes by the end of the year 2017
-Have 10 interactions with each new post posted
11. Social Media Objectives
Qualitative KPIs
Twitter
-Have a more interactive relationship with more followers
Instagram
-Craft a cohesive mood for our profile
-Establish a theme for instagram content (color, font, type of picture, etc.)
Facebook
-Engage with fans more conversationally
-Develop distinctive persona and brand voice
12. Social Media Objectives
Key Supporting Messages
In order to gain a more loyal, interactive, and supportive fan base, it is imperative that we form a relationship with our audience
through the content we post and the interactions we have with them. Not only should our content be relatable and interesting
enough to attract their attention initially, it should have a personable feel that creates an authentic relationship with the viewer.
Ultimately, we should strive to feel like a friend to our followers rather than just a company.
14. Social Media Objectives
Examples of Brand Voice in Social Media Interactions
Humorous, real, relaxed, conversational, energetic, knowledgeable,
approachable
15. Strategies to Support
Objectives
Paid
-Professionally taken photographs of beautiful and trendy female fitness models
posted on Instagram
-Sponsored Twitter advertisements featuring similar photographs from Instagram
with more interactive captions
17. Strategies to Support
Objectives
Owned
-Article-like pieces Instagram captions, serving as a mini blog post
-Professionally filmed exercise video that can be posted across social
media platforms such as Facebook, Instagram, Twitter, etc.
19. Strategies to Support
Objectives
Earned
-Contact influential fitness blogger to give their opinion on our pages/company
-Host a giveaway of various fitness-related items to attract traffic to our
company’s pages
23. Key Dates & Timing
Key Dates
-Eating Disorder Awareness Week (Last week of February)
-National Physical Fitness and Sports Month (May)
-National Women’s Health & Fitness Day (September 28th)
-Thanksgiving (November 23rd)
-Christmas (December 25th)
-New Years (January 1st)
24. Key Dates & Timing
Lead Times
-All health & fitness related days, posts created 1 week in advance
-Major holiday-related posts created 1-2 weeks in advance leading up
to holiday
25. Key Dates & Timing
Reporting Dates
-Last month of every season
-Fall (December 21st)
-Winter (March 21st)
-Spring (June 21st)
-Summer (September 21st)
26. Social Media Roles &
Responsibilities
Social Media Director: Abby Cronin (Owner of Abscronfit)
Responsibilities: Creative director, approves all social media brand changes,
themes, and post frequency choices
27. Social Media Roles &
Responsibilities
Social Media Manager: Abby Cronin/Assistant if needed
Responsibilities: Creates and tailors posts to each individual social media
platform, audience analytics, manages communications with customers on
social media
28. Social Media Roles &
Responsibilities
Social Media Coordinator: Abby Cronin/Assistant if needed
Responsibilities: Assesses content needed for social media posts (photoshoots,
banners, logos, etc.), content/page logistics, hiring/outsourcing
29. Social Media Policy
Our goal at Abscronfit is to inform, visually delight, and interact with our
audience in a way that keeps them engaged, entertained, and inspired to see
more of our content. We will not only interact with our followers in a way that
is respectful and informative, we will do so with a distinct persona that
influences everything from the words we use to the colors that we post.
Things that are encouraged: Humor, debate, conversation, professionalism
Things that are discouraged: Insults, attitude, being argumentative, generic
posts, unoriginal content, shameless self-promotion
30. Critical Response Plan
Scenario One
-Insult/Derogatory Remark on Content (Instagram or Facebook)
Action Steps
-If possible, delete comment
-Respond appropriately to rectify situation (if unsure, contact higher-up)
Pre-Approved Messaging
-Completely dependent on comment made, contact Social Media Director
(Abby Cronin)/Social Media Manager for necessary action
31. Critical Response Plan
Scenario Two
-Argument in comment section of post
Action Steps
-Attempt to settle debate, if unsure on how to approach situation contact
higher-up
Pre-Approved Messaging
-”Hey guys, sorry to see you’re not in agreement with each other. Could you
possibly take this to a DM or another page to settle it? Thanks!”
36. Measurement & Reporting
Results
Results
We have accomplished our follower count, weekly activity, and engagement rate objectives for all three of
our social media. Not only have they all displayed marked improvement, their growth continues to accelerate with
each month the accounts are active. We hope our expanding loyal fan base will encourage others to follow our
page through word of mouth in addition to our increasing paid advertisements.
Though it has grown along with our other social media pages, our focus for the upcoming season will be placed on
significantly growing our Facebook audience and increasing post engagement. We hope to synchronize our
separate social media pages to create a more cohesive and consistent brand image across every platform.
