#UFSMM

1. September 29th, 2016
Marissa Gavin Project 1
MG IN NYC

2. LOGO

3. • Executive Summary
• Social Media Audit
• Online Brand Persona and Voice
• Strategies and Tools
• Timing and Key Dates
• Social Media Roles and Responsibilities
• Social Media Policy
• Critical Response Plan
• Measurement and Reporting Results
• Slideshare Account Link
TABLE OF CONTENTS

4. • Our major focus for the year of 2016 is to differentiate from the other
travel and tourist blogs currently surfacing on social media platforms by
increasing more traffic with unique and engaging content. Our priority is
to focus on what the people want to know and listen to their feedback.
• Strategies to support this:
• 1. Manage a team that will serve to reply to the audience.
• 2. Creating unique content with a team to differentiate from other blogs.
EXECUTIVE SUMMARY

5. SOCIAL MEDIA
ASSESSMENT
(what I think it would look like): Highest interaction occurs on Twitter.

6. (what I think it would look like): Facebook draws the largest amount of Traffic.
Instagram and LinkedIn are behind.
WEBSITE TRAFFIC
ASSESSMENT

7. COMPETITOR
ASSESSMENT
(what I think it would look like): Although they all generally have great content, some slack
in providing feedback to their audience or do not get straight to the point they are trying
to make. They all have decent follower counts as well.

8. For 2016, the primary focus of the social media strategy will be to make a
smooth, effective plan using Buffer. There will be scheduled posts daily on all
of our platforms of social media. There will be a team using “SparkCentral”
to catch any key words so that a team on each platform can effectively
respond to customers and followers. Another focus is to drive the sharing of
our content and awareness of the knowledge provided on the blog as well as
accepting advice from followers.
1. Increase Twitter followers by 500 in the next four months with the use of
hashtags and tracking people’s hashtags and key words.
SOCIAL MEDIA
OBJECTIVES

9. SOCIAL MEDIA
OBJECTIVES CONT.

10. • Adjectives that describe our brand: unique, useful, informative, fun,
spontaneous, urban
• When interacting with customers: friendly, responsive, cautious,
ONLINE BRAND
PERSONA AND VOICE

11. STRATEGIES AND TOOLS

12. Holidays:
• Valentines Day, Christmas, Hanukkah, Valentine’s Day, St. Patrick’s Day,
Easter, any other Jewish Holidays throughout the year, Labor Day
Weekend, First Day of School, Halloween, Thanksgiving, any festivals
going on in each borough of the city such as Little Italy or Chinatown.
TIMING AND KEY DATES

13. • Social Media Manager: Sam Smith
• Social Media Coordinator: Lauren Paul
• Social Media Director: Katie Vector
• Feedback Team Manager: Evyn Moon
• Buffer Manager: Mikayla Bell
SOCIAL MEDIA ROLES
AND RESPONSIBILITIES

14. • Our social media today serves as our identity and represents essentially who we are.
It is used to build relationships, engage in conversation, and reach a selected
audience to please. As a member of MG in NYC’s team, you are expected to act
ethically and in a good manner as a representative of the morals we stand for.
Some guidelines that need to be considered are as follows:
• Treat others the way you want to be treated
• Being rude is not an option
• Feel free to like us or share on content on your personal profiles
• Act polite to everyone
• Failure to follow the proper use of managing our social media can inflict serious
risk and legal action can be upheld.
• If you have any concerns, feel free to ask. No question is dumb!
SOCIAL MEDIA POLICY

15. 1. Tweets/Posts
a. Provide screenshot to Sam, social media manager.
b. Delete immediately.
c. If the tweet has already been detected, Sam corresponds with head
management and action will be taken if member is found responsible.
CRITICAL RESPONSE
PLAN

16. MEASUREMENT AND
REPORTING RESULTS

17. Each social media account has made a dramatic increase over the course of
those four months. The social media team stuck to their plan in staying
committed to posting when they said they would and truly making a
difference. Our content has truly spread to new heights. Although the three
that stuck out the most did not include LinkedIn, hopefully we can think of
better ways to post our content to this different audience and serve them in
the future.
MEASUREMENT AND REPORTING
RESULTS CONT.

18. http://www.slideshare.net/MarissaGavin1
SLIDESHARE LINK