Social Media Strategy personal brand assignment for Social Media Management class at the University of Florida.

1. Kayla Jones;
Personal Brand
Social Media Strategy

2. TABLE OF CONTENTS
1. Executive Summary, February 2016
2. Social Media Audit
a. Social Media Assessment, February 2016
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
My social media priorities for 2016 will be growing my social media following and
expanding my network with like-minded individuals.
The primary focus will be sharing more engaging, relevant content as well as engaging
with the community to expand my network and build relationships with my current
followers.
Two major social strategies will support this objective:
1. A plan to increase the volume of content published to my social media
profiles
2. Participate in discussions of travel, business and network marketing to connect
with like-minded individuals

4. The following is an audit of Kayla Jones’ social media presence to date. It includes an
assessment of all social networks, web traffic, audience demographics, and a competitor
analysis.
Social Media Assessment
Data as of January 10, 2016
SOCIAL MEDIAAUDIT
Social Network URL Follower Count Average Weekly
Activity
Average
Engagement
Rate
#interactions/reach
Twitter Twitter.com/kayla
xjones
1,004 6 tweets per week 3.6%
Facebook Page Facebook.com/ka
ylajonesworld
32 7 posts per week 5%
Instagram Instagram.com/ka
ylaxjones
3,146 1 post per week Average
interactions per
post = 342
Linkedin Linkedin.com/kayl
axjones
130 0 posts per week 0%
Social Media Assessment:
The highest number of interactions per post occurs on Instagram (engagement rate cannot be
calculated at this time). Little to no interactions occur on LinkedIn due to lack of posts. I plan to
focus on my Linkedin account because I know that Linkedin is an excellent resource to find
leads for potential recruits.

5. WebsiteTrafficSourcesAssessment
Timeframe: Monthly average, October 2015 to February 2016
Source Volume Percentage of
Overall Traffic
Conversion Rate
Twitter 10 visits 10% 4%
Facebook 40 visits 40% 8%
Instagram NO DATA NO DATA NO DATA
Linkedin 2 visits 2% .1%
Traffic Summary:
Facebook is the leading driver of traffic to my website. The highest conversion rate (conversion
goal = book travel) also belongs to Facebook. Instagram doesn’t provide direct traffic details, but
there are still many social interactions occurring.

6. Audience DemographicsAssessment
Age
Distribution
Gender
Distribution
Primary
Social
Network
Secondary
Social
Network
Primary
Need
Secondary
Need
70% 18-30 55% Female 40% Facebook 50% Instagram Discount
dream trips
Flight booking
engine
25% 31-40 45% Male 35% Instagram 20% Facebook
10% 41-55 20% Twitter 20% Twitter
5% 56-80
Audience Demographic Summary:
Survey distributed in November via email. Total responses: 300
The vast majority of the survey respondents are in the 18-30 age group. Their main social networks
are Facebook and Instagram. Booking travel is the main reason they visit the page. Increasing
Facebook and Instagram contact and engagement should be the next focus.

7. CompetitorAssessment
Competitor Name Social Media
Profile
Strengths Weaknesses
Life Before Work Travel FB: Life Before Work
Travel
Adventurous GoPro
style videos of college
students traveling. Very
exciting and engaging.
Only aimed towards
college-aged partiers.
Poor response time.
Travelgram Instagram:
@Travelgram
Beautiful, enticing
travel photos – good
use of user generated
content. Well known
hashtag #travelgram
Little to no response.
Posts too frequently –
followers get annoyed.
Best Travel Photos Twitter:
@BestTravelPhotos
Great content,
beautiful photos.
Constantly retweeting
10+ tweets a day with
no relevance to
traveling – feels quite
spammy.
Competitor Assessment Summary:
The analysis focused on three competitors with a strong social presence on Facebook, Instagram, and
Twitter. The biggest driver of engagement was high quality visual content. Another great tool was a
branded hashtag for followers to tag their own content, or mention the brand. All three competitors
lacked interaction with their followers.

8. SOCIAL MEDIA OBJECTIVES
In 2016, the primary focus of social media strategy will be to increase revenue by driving more leads from
my social media channels. In order to achieve this goal, my priorities will be to increase my followers and
build my network by posting engaging, relevant content, and interacting with my online community.
Some specific objectives include:
1. Increase Instagram followers by 1000 in 6 months via
a. Increased followers and interactions through engaging content
b. Increased followers through engagement with my community
2. Increase followers on Facebook page by 500% in 6 months via
a. Increased followers through relevant content
b. Increased followers through increased awareness of friends and family

9. KPIs
1. Number of visitors from Facebook,
Twitter and Linkedin
2. Number of Instagram followers
3. Number of weekly photo and video
posts to Facebook and Instagram
4. Average engagement rate
Key Messages
• Fun, Freedom, Fulfillment
• Make a Living, Living
ONLINE BRAND PERSONA AND VOICE
Adjectives that describe my brand:
• Adventurous
• Fearless
• Bold
• Fun
When interacting with customers I am:
• Friendly
• Encouraging
• Inspiring

10. STRATEGIESAND TOOLS
Paid:
N/A
Owned:
Create and adapt a hash tag to use on Instagram posts, Tweets, and Facebook posts.
Promote hashtag across al social media platforms.
Earned:
Monitor twitter and instagram keywords and terms: YSBH, travelgram, travel. Reach out to
and follow warm leads to connect with.
Tools
Approved Tools
• Hootsuite
• Followers+
• Buffer
Rejected Tools
• N/A

11. TIMINGAND KEY DATES
Holiday Dates
• N/A
Internal Events
• N/A
Reporting Dates
• Reporting will occur twice
a year in February and
August. Precise dates TBA
SOCIAL MEDIA ROLES AND RESPONSIBILITIES
Marketing Director - Kayla Jones
Social Media Manager – Kayla Jones
Social Media Coordinator – Kayla Jones
Supporting Social Media Team Members
Kayla Jones

12. SOCIALMEDIAPOLICY
Social media is deeply ingrained in my day to day life. I use it to spread messages, interact with
customers and potential customers, and to share my personal activities, thoughts, ideas, plans and
more. As my own personal brand, I expect myself to demonstrate best practices and a sense of
etiquette in my use of social by following some simple guidelines:
• Be respectful to all
• Use common sense
• Stay out of trouble (don’t start a fight or post
something that’s illegal)
• Be polite, not rude or insensitive
• Be the solution, not the problem
• Be nice to strangers
• Act helpful
CRITICALRESPONSE PLAN
Scenario 1 – Inappropriate Tweet Sent from @KaylaxJones
Action Plan
1. Delete Tweet
No Further Scenarios

13. MEASUREMENT AND REPORTING
Quantitative KPIs
Reporting Period: 3 months
Data as of February 10, 2016
Website Traffic Sources Assessment
Timeframe: Monthly average, October 2015 to January 2016
Source Volume Percentage of
Overall Traffic
Conversion Rate
Twitter 11 unique visits
+10% growth
15% 5%
Facebook 44 unique visits
+10% growth
35% 9%
Linkedin 3 unique visits
+50% growth
2% 1%

14. Social Network Data
Timeframe:asofFebruary10,2016
Social
Network
URL Follower
Count
Average
Weekly
Activity
Engagement
Rate
Twitter twitter.com/kayla
xjones
1,054
+5% growth
7 posts per week
+17% increase
4%
Facebook Facebook.com/ka
ylajonesworld
42
+28% growth
7 posts per week
No change
6%
Instagram Instagram.com/ka
ylaxjones
3,186
+3% growth
3 posts per week
300% increase
Average
interactions per
post = 350
Linkedin Linkedin.com/kayl
axjones
150
+15% growth
1 post per month
No change
1%
• My Instagram following has grown by 50 in one month, which is behind track to hit the
target of 1,000 additional followers in 6 months.
• My Facebook followers has increased by 28%, which is behind track to hit the target of
500% increase in followers.
• The new Linkedin strategy has not been implemented yet, so results do not accurately
depict future goals.

15. Qualitative KPIs
Sentiment Analysis
An analysis of the interactions of 50 Facebook posts, 50 Instagram posts and 50 Tweets
revealed the following:
• An abundance of positive sentiment from followers. This includes shout outs, retweets,
mentions, shares, and comments.
• There is no negative sentiment at this time
Proposed Action Items
• Create and utilize new hash tag
• Consider starting giveaways
• Prepare strategy for recruiting on Linkedin