An analytical social media plan designed to increase engagement for the Davida Belove brand.

1. SOCIAL MEDIA STRATEGY
DAVIDA BEL VE
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2. Executive Summary 3
Social Media Audit 4
Social Media Objectives 7
Online Brand & Persona Voice 9
Strategies & Tools 10
Timing & Key Dates 11
Social Media Roles and Responsibilities 12
Social Media Policy 13
Critical Response Plan 14
Measurement and Reporting Results 15
CONTENTS

3. EXECUTIVE
SUMMARY For 2017, Davida Belove plans to focus on increasing
social media engagement in an effort to garner greater
support of her social enterprise initiatives. Key
strategies will include:
DAVIDA BEL VE
Education on various untapped social
media platforms and tools
Increasing social media engagment across
multiple social media platforms
Curating new supporters through the
publishing of relevant content

4. SOCIAL MEDIA AUDIT
Where is she now?
0 4 D A V I D A B E L O V E S O C I A L M E D I A S T R A T E G Y
Facebook.com/DavidaBelove
161 Followers
6 Posts
Average Engagement 70%
Twitter.com/DavidaBelove
4 Followers
2 Posts
Average Engagement 0%
Social Media Assessment (last 28 days)
More supporters followed the Davida Belove brand on Facebook while both
Twitter and LinkedIn present the highest opportunity for an increased
engagement rate. More research needs to be done to determine how to better
engage followers across each platform.
LinkedIn.com/in/Davida-Bowen
30 Followers
0 Posts
Average Engagement 0%

5. SOCIAL MEDIA AUDIT
What are others doing?
0 5 D A V I D A B E L O V E S O C I A L M E D I A S T R A T E G Y
Social Enterprise Alliance Tampa Bay
Social Media Assessment
Social Enterprise Alliance Tampa Bay lends promotional support to various local
events. Although they only post on average twice a month, their following may
be attributed to engagement through the events they support and social events
held on their behalf. This is a useful strategy Davida Belove can use to increase
organic reach.
Facebook.com/SocialEnterpriseAllianceTampaBay
622 Followers

6. SOCIAL MEDIA AUDIT
What are others doing?
0 6 D A V I D A B E L O V E S O C I A L M E D I A S T R A T E G Y
Tampa Bay In-Scene
Social Media Assessment
Coined as a social welfare and economic development group, Tampa Bay
In-Scene has not made any posts for 2017. Their engagement rate has been
slowing down since 2013, which was their most active year. Their last post was in
December 2016 which indicates they have lots of room for improvement
regarding the frequency of social media engagement.
Facebook.com/TampaBayIn-Scene
157 Followers

7. SOCIALMEDIA
OBJECTIVES
0 7 D A V I D A B E L O V E S O C I A L M E D I A S T R A T E G Y
In order for Davida Belove to increase social media
engagement, several benchmark goals have been established:
Deliver more. Deliver more often.
Increase number of social media platforms in 3 months through
enrollment in SnapChat and Instagram
Increase number of visitors to existing social media pages by 25% in 6
months via increased posts and shares on Facebook and Twitter
Increase visual content published on all social media accounts by 25% in 6
months

8. SOCIALMEDIA
OBJECTIVES
0 8 D A V I D A B E L O V E S O C I A L M E D I A S T R A T E G Y
By tracking the following KPIs, Davida Belove can compile
necessary data for achieving her social media objectives:
Deliver more. Deliver more often.
Engagement: retweets, shares, likes, comments, mentions
Reach: followers, impressions
ROI: leads, conversions
Customer focus: demographics

9. Online Brand Persona & Voice
DAVIDA BEL VE0 9 D A V I D A B E L O V E S O C I A L M E D I A S T R A T E G Y
Community centered
Innovative
Creative
Authentic
Passionate

10. STRATEGIES&
TOOLS
1 0 D A V I D A B E L O V E S O C I A L M E D I A S T R A T E G Y
Increase use and promotion of #BeLove across all social media
platforms
Offer follower incentives such as raffles and recognition of
user-generated content
OWNED
EARNED
ToolsExisting: Buffer, Canva, Klout, Medium
Suggested: Hootsuite, Adobe Cloud

11. TIMING&KEYDATES
1 1 D A V I D A B E L O V E S O C I A L M E D I A S T R A T E G Y
The Davida Belove brand is creative and authentic. To stay true to her brand, she
will roll out a dynamic scheduling strategy.
U.S. Major Holidays - make posts fun and cross cultural; post during offbeat times
and repost; roll out Buy One Give One initiative
Reporting - conducted quarterly
{The beach is waiting}
Lights til Easter!
Join the movement
7 Days of
This Valentine's Season celebrate

12. SOCIAL MEDIA ROLES AND RESPONSIBILITIES
Davida A. Bowen, Public Relations Consultant
As Public Relations Consultant for the Davida Belove brand, Mrs. Bowen
will undertake all marketing and social media management duties.
1 2 D A V I D A B E L O V E S O C I A L M E D I A S T R A T E G Y

13. SOCIALMEDIA
POLICY
1 3 D A V I D A B E L O V E S O C I A L M E D I A S T R A T E G Y
The Davida Belove brand wants all of her supporters to be
engaged in the most positive, passionate and purposeful way.
Employing these principles means she needs to:
Be honest about who she is
Take ownership of her opinions and respect those of others
Exercise humility and wisdom in all communication
Make sure efforts of transparency (such as financial data)
don't infringe upon the privacy of others
Treat each post as if it's permanent

14. CRITICALRESPONSE
PLAN
1 4 D A V I D A B E L O V E S O C I A L M E D I A S T R A T E G Y
Any item deemed inappropriate will be
dealt with immediately when possible or
within 24 hours time. No exceptions.
24Hours or Less Response Time

15. MEASUREMENT & REPORTING
RESULTS
DAVIDA BEL VE
161 Followers (no change)
11 Average Weekly Posts (+83%)
Average Engagement 100% (+30%)
9 Followers (+125%)
8 Average Weekly Posts (+300%)
Average Engagement 1% (+263%)
30 Followers (no change)
8 Average Weekly Posts (+800%)
Average Engagement (unavailable)
{Previous week}
Although Facebook has the largest following, more frequent posting on Twitter has
produced the largest increase in engagement across platforms. LinkedIn continues to
to elude engagement calling for a new strategy based on demographics.