This is a social media strategy for the theatre advertising agency SpotCo. I am not associated with them at all. This is purely for a class project for my Social Media Management class

1. SpotCo
5/27/2017
Juliana Toyloy-Stanton

2. Table of
Contents
1. Executive Summary
2. Social Media Audit
a. Social Media Assessment
b. Traffic Sources Assessment
c. Customer Demographics Assessment
d. Competitor Assessment
3. Social Media Objectives
4. Online Brand Persona and Voice
5. Strategies and Tools
6. Timing and Key Dates
7. Social Media Roles and Responsibilities
8. Social Media Policy
9. Critical Response Plan
10. Measurement and Reporting Results

3. Executive Summary
Our major social media priorities for 2017 will be growing
our online following and presence.
The primary focus will be to support revenue goals through
driving more traffic to our website by sharing content we
make for our clients and how we are in the office.
Two major social strategies will support this objective:
1. A plan to make more content that shows what we do in
the office and increase the content we publish
2. Plan a way to help customers to discover our content.

4. Social Media Audit
Assessment Summary:The agency is currently not interacting very well on their Twitter account, and very little on instagram and on
facebook.
Assessment Summary:Data was collected from seeing who our followers are from about 1000 of them. It seems most of audience is from a
younger age. While the older ages do not seem to be attracted to our social media sites as much. Due to other interests.
Assessment Summary: The analysis shows that the two competitors are very alike to Spotco in that they post the same content and lack of
interaction with audience. Although the competitors are very good at posting everyday and having some small interactions.

5. Social Media Objectives
Overall Business Goals: The goal is to support our income by driving more traffic to our website
from our social channels. We can do so by creating more consistent content and building closer
relationships with our clients.
Social Media Objectives to Support Business Goals: Increase Instagram and Twitter traffic with
more tags and mentions of clients So that more clients will come to website. Increase how much
content is published on Instagram, Twitter and Facebook by 50% in a year.
KPI: 1. Number of weekly posts to instagram, facebook and twitter. 2. Number of visitors to
Twitter and Instagram.
Key Supporting Messages:
● We build you bigger
● Own what you are
● Make an emotional promise

7. Online Brand Persona and Voice
Adjectives That Describe Our Brand:
1. Witty
2. Determined
3. Ethusiatic
4. Smooth
Examples of Brand Voice in Social Media Interactions:
1. Friendly
2. Supportive
3. Entertaining

9. Strategies and Tools
Strategies that will support our social media objectives
● Paid:
1. Use Instagram paid story ads once a month for a client's show
2. Use Facebook to boost most popular post from the week every Sunday
● Owned:
1. Promote hashtag #Spotco on Instagram, and Twitter feed posts. Try to have more
clients tag agency with the hashtag
● Earned:
1. Monitor Twitter and Facebook for terms: theatre, advertising, plays, musical. If
someone promotes agency freely send a company tee for them.
Tools
● Approved: Hootsuite, Buffer
● Rejected: N/A
● Existing Subscriptions/Licences:
1. Photoshop
2. Premiere
3. Vimeo

10. Timing and Key Dates
Key Dates:
1. Tony Awards
2. Premieres of shows
3. Christmas
4. Valentine's
5. Opening Night
6. Closing Night
Internal Events:
1. N/A
Lead Times:
1. About 4 to 5 months
Reporting Dates:
1. Jan-Feb 2017
2. June 1, 2017
3. Jan 2018.

11. Social Media Roles and Responsibilities
Social Media Director: Shelby Ladd
Responsibilities: developing and implementing marketing strategies for
a business's social media sites
Social Media Manager: Kyle Fox
Responsibilities: monitoring, contributing to, filtering, measuring and
otherwise guiding the social media presence of a brand, product,
individual or corporation.
Social Media Coordinator: Sarah Marcus Hansen
Responsibilities: monitor the company's social media performance
usage reports and tracking search engine results.

12. Social Media Policy
We here at Spotco are professionals that are here for the client's benefit. We use social media
to spread the material we make for our clients and how we are in the office. We do not
condone improper use of our social media outlets and we hold our employees on a high
ethical scale.
Which they follow through these simple guidelines:
1. Be friendly to all clients future and past, and fellow employees
2. Do not argue on social media outlets with a client or audience member of our content
3. Be polite at all times
4. Be as helpful as possible
5. No slang usage
6. Always ask for help if you are unsure
7. Do not talk bad about others or clients on social media, even on personal accounts.
Violation of any of these guidelines may result in being terminated or suspended depending
on the action. You may be subject to legal action and or criminal prosecution.

13. Critical Response Plan
Scenario One
Missed spelled stars name in congratulatory facebook post
● Action Steps
○ When post is detected, screenshot it, delete it, and send to Fox (Manager) and if not available then
Ladd(Director). They will discuss it, and then address star with an apology that it was a mistake made,if star
picks up on mistake. Make a new post. Then Fox will connect with employee who made the mistake and make
sure they know what was wrong.
● Pre-approved Messaging
○ No pre-approved messaging
Scenario Two
Site does not work for a show's website
● Action Steps
○ When client complains that website is not working, talk with marketing director Rathbun to see what can be
done. She will talk with her digital team and they will work on fixing it. In the meantime, they create a splash
page over the site's entrance page and also tell client to notify their audience on social media that site is down.
The splash will notify visitors that the site is being fixed. Once fixed, the splash will be taken down and the
client will be notified. Client will then tell audience that the site is up and running.
● Pre-approved Messaging
○ No pre-approved messaging

14. Contact Information

15. Measurement and Reporting Results