2. 1. Executive Summary
2. Social Media Audit
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
Table of Contents
3. Executive Summary
The major social media priority for 2017 is to grow my online
community and achieve more engagement.
The primary focus will be to engage more with active followers, and
post more frequently with quality posts.
Social Strategies:
1. A consistent content posting schedule for all profiles.
2. Create more engagement by actively responding to my audience.
3. Create a plan to acquire higher quality content.
4. Social Media Audit
Social Network
Facebook
Twitter
URL
https://www.fa
cebook.com/ka
ylagilPR/
https://twitter.c
om/kaylagilPR
Follower
Count
41
28
Avg. Weekly
Activity
3 posts per week
10 posts per
week
Avg. Engageme
nt Rate
0.15%
0.10%
Social Media Assessment May 2017
Currently, the highest number of interaction occurs on Twitter. There is not much
interaction on Facebook.
5. Social Media Audit
Social Network
Facebook
Twitter
Volume
5 unique visits
2 unique visits
Overal
Traffic
0.11%
0.8%
Conversion Rate
N/A
N/A
Website Traffic Sources Assessment May 2017
The majority of my audience follows my Facebook, but only by a small amount.
Twitter does the best when it comes to engagement though.
6. Social Media Audit
Age Distribution
1-18 = 1%
18-34 = 59%
35-54 = 40%
55+ = 0%
Gender Distribution
85% Female
15% Male
Audience Demographics Assessment May 2017
A majority of my audience is between the ages of 18 and 34 and are female. This is
logical, since most of the recent engagement has come from my Social Media
Management Class.
7. Social Media Audit
Competitor
Allison Schaper
Gabriel Diaz
Social Profile
@AllisonSchaper
@Gabriel_A_Diaz
Strengths
Utilizes many
platforms. Has creative
and high quality posts.
Consistent posting.
Frequently engages
with audience.
Weaknesses
Does not actively
engage with the size of
her audience.
N/A
Competitor Assessment May 2017
This analysis focuses on two Social Media Management students who have stood out
to me because of their profiles. They are both consistently posting quality work, but
could work on improving their responses to their audience.
8. Social Media Objectives
In 2017, the focus for my social media strategy is to bring more
audience members to my Facebook and Twitter page. In order to
accomplish this goal, I must focus on posting higher quality work,
and I must work on engaging with my audience. More importantly,
I have to post consistently.
Specific Objectives:
1. Increase visitors on Facebook and Twitter by 30%
2. Utilize hashtags correctly
3. Engage in live chats and connect and network with professionals
9. Online Brand Persona & Voice
Adjectives that describe my brand:
Fun
Entertaining
Informative
When interacting with my audience I
am:
Helpful
Polite
Friendly
Key Messages
1. Show appreciation for Public Relations
2.Share art and graphic design while incorporating it into Public Relations
12. Tools
Key Dates
Approved Tools: Buffer, Hootsuite,
VSCO Cam, Canva
Rejected Tools: N?A
Existing Subscriptions: Adobe CC,
Photoshop
Social Roles
Kayla Gil: Social Media Director,
Social Media Manager, & Social
Media Coordinator
Manage all aspects of the brand
and it's platforms, Create and
share all content being posted.
Dates: National Coffee Day, National Doughnut Day, Fourth of July
Local Events: Gainesville Farmers Markets, Gainesville Art Walk
13. Social Media Policy
Social Media is used to interact with an audience daily. Since I am the
creator of this brand, I am responsible for maintaining the brand's
image and content.
I agree to follow the following guidelines:
1. Be respectful and polite
2. Update consistently and promote the brand whenever possible
3. Do not post unrelated content
4. Speak in a manner which is friendly and kind
5. Always try to be helpful
14. Critical Response Plan
Scenario: Inappropriate comment from audience member
Action Plan:
1. Delete comment if it uses vulgar language
2. Send private message to audience member and try to help the situation
3. If not vulgar, contact company and work together to help the situation
4. If company does not have any set CRP, respond to audience member directly in
a friendly manner
No pre-approved message in this scenario.
Scenario: Post published on incorrect date/time
Action Plan:
1. If post has not been noticed, simply delete it.
2. If post has been noticed, edit post to blend in with other posts. (Facebook)
3. If post has been noticed, delete post and publish the pre-approved message.
(Twitter)
Pre-approved Message: "I guess I was too excited about ______to realize it's not
until ______! Oops!
15. Measurement & Reporting
Social Network
Facebook
Twitter
Volume
5 unique visits
7 unique visits
Overal
Traffic
0.11%
3%
Conversion Rate
N/A
N/A
Measure & Reporting May 2017
After participating in a live Twitter chat, my engagement and traffic has improved.
Facebook has no change.
16. Social Network Data
Social Network
Facebook
Twitter
URL
https://www.fa
cebook.com/ka
ylagilPR/
https://twitter.c
om/kaylagilPR
Follower
Count
41
40
Avg. Weekly
Activity
5 posts per week
15 posts per
week
Avg. Engageme
nt Rate
0.15%
3.0%
Social Network Data Assessment May 2017
After participating in a live Twitter chat, my followers and engagement on Twitter has
improved greatly. I need to improve my Facebook content and audience interaction.
17. Social Network Data
Qualitative KPIs Analysis:
An analysis of my brand will be done monthly to ensure that I am on
track with my goals.
Proposed Actions:
1. Create an original hashtag to track posts instead of only using
popular hashtags
2. Broaden my brand by utilizing Instagram and Pinterest
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