2. 1. Executive Summary, May 2017
2. Social Media Audit
a. Social Media Assessment, May 2017
b. Traffic Sources Assessment, January 2017 - April 2017
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, May 2017 - July 2017
Table of Contents
3. Our social media priorities for 2017 will be focused on integrating
more video based content to reach a larger group of customers. The
primary focus will be to reach a wider variety of women by posting
content that interests them more.
Two major social strategies will support this objective:
1. A plan to increase and change what the brand is promoting
2. Interact more and take feedbck from customers.
Executive Summary
4. The following is an audit of Long Tall Sally's social media presence to date. It includes an
assessment of all social networks, web traffic, audience demographics, and a competitor
analysis.
Social Media Assessment (Date as of May 1, 2017)
Social Media Audit
Social Network URL Follower Count Average Weekly
Activity
Average
Engagement Rate
Twitter https://twitter.com/Long_
Tall_Sally
7,080 35 posts per week 1%
Facebook https://www.facebook.co
m/longtallsallyfashion/
97,082 20 posts per week 1%
Instagram https://www.instagram.c
om/longtallsallyclothing/
20.9k 9 posts per week Average
interactions per
post= 195
Social Media Assessments:
Currently, interactions on Instagram receive more interaction. Although, specific numbers cannot be calculated at
the moment. Twitter has the least visible interactions, retweets and favorites tend to remain in the single digits.
5. Website Traffic Sources Assessment
Timeframe: Monthly average, January 2017 - April 2017
Source Volume Percentage of Overall
Traffic
Conversion Rate
Twitter 100 unique visits 4% 1.2%
Facebook 2700 unique visits 22% 2.1%
Instagram NO DATA NO DATA NO DATA
Traffic Summary:
At this time, Facebook drives to most traffic to our site. The conversion rate (conversion goal= product purchase)
exceeds twitter by almost 1%. Although there is no data measuring direct traffic for Instagram.
6. Audience Demographics Assessment
Survey distributed in March/April via email and upon visitor registration. Total applicant
responses: 2000
Age
Distribution
Gender
Distribution
Primary Social
Network
Secondary
Social Network
Primary Need Secondary
Need
10% 18-25
25% 26-35
30% 36-45
25% 45-55
10% 56+
97% Female
3% Men
97% Female
3% Men
55% Facebook
30% Instagram
15% Twitter
45% Instagram
35% Facebook
20% Twitter
Finding pants
that are
specifically for
tall women.
Purchasing other
types of clothing
that are
specifically for tall
women.
Audience Demographic Summary:
A large portion survey of respondents are between 36-45. Although, the 26-35 and 45-55 range was also large.
Facebook and Instagram are their core social Media sites. Finding pants and clothing that are crafted for tall women
are their reasons for visiting the site.
7.
8. Competitor Assessment
Competitor Name Social Media Profile Strengths Weaknesses
Alloy Apparel Insta:
https://www.instagram.com/alloyapp
arel/
They post more memes
and engage their
audience through humor.
The memes are all
marked with their handle
which helps promotion of
the brand.
No glaring weaknesses.
FB:
https://www.facebook.com/AlloyAppa
rel/
Posts are around every 2
days receive low
engagement.
TW: https://twitter.com/AlloyApparel Infrequent posting and
low customer
engagement.
Competitor Assessment Summary:
The above analysis focuses on one major competitor of LTS. Humor is the main driving factor for interactions,
especially on Instagram. The competition can improve by posting more frequently on all 3 social media sites.
9. In 2017, the primary focus of our social media strategy will be to support revenue goals by
appealing to a wider age demographic on our social media sites. There will need to be an increase
of followers on our social networks. priorities will be given to posting relevant, engaging, and
exciting content.
Some specific objectives include:
1. Increase visitors between the ages of 18-35 by 10% in 6 months via:
a. Increased brand awareness through increased mentions and memes on Twitter
b. Increased use of brand hashtags across all social platforms
2. increased use of humor across all social platforms
3. Increase Twitter followers by 600 in 6 months.
4. Increase volume of video content published on Facebook and Instagram channels by 20% in 6 months.
a. stay up to date with pop culture
Social Media Objective
10. Key Messages
• Clothing made for tall women
• Enjoy fashion
• Style has no rules
KPIs
1. Number of unique visitors from Facebook
and Twitter.
2. Number of twitter followers.
3. Number of weekly photo and video posts
to Facebook and Instagram.
When interacting with our customers we
are:
• Respectful
• Caring
• solution-oriented
Adjectives that describe our brand:
• Unique
• Bold
• Fun
Online Brand Persona and Voice
11.
12. Paid:
Every Friday boost most popular organic Facebook posts for the weekend. The post must have a
minimum of 100 likes or 3 comments.
Owned:
Incorporate #LTS, #TallGirl, #StyleHasNoRules into all posts. Encourage use of the hashtag by
reposting younger people wearing our clothing.
Earned:
Monitor hashtags such as “tallgirl”, “longlegs”, “shortpants”, and “tallgirlprobs” on Twitter and
Instagram. Offer a first time member purchase of 25% to encourage views.
Tools
Strategies and Tools
Approved Tools Rejected Tools Existing Subscription/Licenses
Hootsuite N/A Photoshop
Buffer Premiere Pro
Regram
13. Holiday Dates
• Valentines Day
• Mother's Day
• Memorial Day
• Labor Day
• Christmas/New Years
Timing and Key Dates
Internal Events
• March 7-8 Empowering Women during
Women's History Month
Reporting Dates
• Reporting will occur once a quarter in
February, May, August and November.
Dates TBA.
Social Media Director - Rhamat Alhassan
Social Media Manager - Carli Snyder
Social Media Coordinator - Caroline Knop
Supporting Social Media Team Members
Taelor Kellum (customer support - social
media)
Social Media Roles and Responsibilities
14. Social media is part of our everyday lives. We use it to connect with customers, partners, and friends, share
our ideas and personal lives, and spread the message of our company. As an employee and representative
of Long Tall Sally you are expected to demonstrate best practices and common sense in your use of social
media by following some simple guidelines:
• think before you act
• use common sense
• Be respectful
• Be polite
• Be nice
• Help first mentality
• Be the solution, not the problem
• Don't disrespect the competition
• Want to post about a company event or campaign? Feel free to do so. ‹‹
• Questions about your post? Ask before you tweet - we’re here for you.
Long Tall Sally is serious about the appropriate use of social media by our employees. Violation of the Long
Tall Sally social policy may result in corrective action, up to, and including, termination. You may also be
subject to legal action, including criminal prosecution. The company also reserves the right to take any
further action it believes is appropriate. Should you have any questions or concerns please speak to your
Manager or anyone on the HR team.
Social Media Policy
15. Scenario 1 – Inappropriate Tweet, Facebook, or Instagram Post Sent from
@Long_Tall_Sally
Action Plan
1. When Tweet is detected:
1. Take screenshot
2. Delete post
3. Carli Snyder (Social Media Manager). If Carli unavailable, alert Rhamat Alhassan (Marketing Director.)
2. Carli to sync with Rhamat to discuss impact and reach, and evaluate further action.
3. Carli to develop appropriate follow up post, Rhamat to approve.
4. If media has picked up the post, Rhamat to manage all direct contact. If Rhamat is unavailable,
Mary (Owner) will manage all contact.
5. Rhamat and Carli to sync with employee responsible for publishing the post to see if disciplinary
action is required.
Pre-approved messaging:
No pre-approved messaging in this scenario.
Messaging will be dependent on the content of the post. It will be composed be Rhamat and Carli.
Critical Response Plan
16. Quantitative KPIs
Reporting Period: 3 months
Website Traffic Sources Assessment
Timeframe: Monthly average, May 2017 to July 2017
Measurement and Reporting
Source Volume % of Overall Traffic Conversion Rate
Twitter 150 unique visits +50% growth 11% 2.50%
Facebook 3000 unique visits +11%growth 28% 2.90%
17. Social Network Data
Social Network URL Follower Count Average Weekly
Activity
Average
Engagement Rate
Twitter https://twitter.com/Long_Ta
ll_Sally
7,680
8.5% growth
35 posts per week
no change
1%
Facebook https://www.facebook.com/
longtallsallyfashion/
98,600
1.7% growth
20 posts per week
no change
1%
Instagram https://www.instagram.com
/longtallsallyclothing/
22k
5.3% growth
9 posts per week
no change
Average
interactions per
post= 195
18. Qualitative KPIs
Sentiment Analysis
An analysis of the interactions on 100 Facebook posts, 100 Instagram posts and 100 Tweets
revealed the following:
• A large response of positive feedback from customers following their visit. This includes shout
outs, sharing photos and stories of their experience and recommendations to friends with
similar needs.
• the biggest driver of negative responses is related to pricing and style. Customers express
frustration about the price the of clothing and the lack of style choices for younger adults.
