Post on 19-Mar-2017
Table of Contents1. Executive Summary2. 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
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Executive SummaryMy social media priorities for 2017 will be expanding my following and establishing a more professional community.
The primary focus will be to drive traffic to my major social media platforms and diffuse my personal brand in order to network in the professional environment.
Two major social strategies to support this objective:
1. Increase the volume of content published on my professional social media channels.
2. Encourage conversations and engage with my followers.
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Social Media Audit
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Social Network URL Follower Count
Average Weekly Activity
Average Engagement Rate
Facebook https://www.facebook.com/TayBellaCasal/
22 5 posts per week 74%
LinkedIn https://www.linkedin.com/in/taylor-isabella-casal-7872b1125/
15 < 1 0%
Twitter https://twitter.com/taylor_casal
9 4 posts per week 6%
Social Media Assessment: At present time, the most follower engagement occurs on Facebook. LinkedIn and Twitter have low levels of followers as well as engagement rates.
Customer Demographics Assessment
Audience Demographics Summary: The primary audience of my personal social media is women ages 18-24.
Men ages 18-24 come in at a close second with 22% of my audience reach.
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Competitor Assessment
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Competitor Name Social Media Profile Strengths Weaknesses
Kristina Manus Twitter @Kristina_Manus
Kristina has a heavy following, with 111 followers.
Kristina does not actively engage with her followers or post on a schedule.
Emily LeClair Twitter @emilyleclair21 Emily has a large following, with 193 followers. Emily seems to represent their interests well.
Emily hardly ever posts and does not engage with her audience.
Caitlyn Hutchins Facebook Caitlyn Hutchins
Posts several times a day and engages with her audience.
Only engages with her own posts.
Social Media Objectives
Increase Facebook followers to 50
by April 2017.
Increase volume of visual content published on Facebook and Twitter by 30% in 6 months.
Increase LinkedIn connections from 15 to 50 in 6 months.
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Key Messages● Savvy graduate with a passion for the entertainment industry and a high
level of knowledge of public relations practices● Creativity guides all work
KPI’s
● Number of unique visitors from Facebook, Twitter and LinkedIn
● Number of weekly photo and video posts to Facebook and Instagram
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Online Brand Persona and VoiceAdjectives to describe my personal brand:
● Intelligent● Adventurous● Lively● Engaging
When interacting with followers, I am:
● Pofessional● Friendly● Encouraging
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Strategies and Tools
Owned: Start taking advantage of hashtags on Facebook. Promote live video and pre-recorded videos across all platforms. Cross-promote social media channels.
Earned: Monitor Twitter for key hashtags related to my brand: public relations, entertainment, student and marketing. Develop relationships and partnerships with leaders on the platforms in my field in order to network and promote content on multiple profiles.
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Timing and Key DatesHoliday Dates:
● Presidents’ Day
● Saint Patrick’s Day
● Easter
● Earth Day
● Independence Day
● Labor Day
● Halloween
● Veterans Day
● Thanksgiving Day
● Christmas
Special Events:
● Grammys
● Oscars
● Tonys
● Sundance Film Festival
● SXSW FIlm Festival
● Cannes Film Festival
● Graduation
● Movie Releases
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Social Media Roles and ResponsibilitiesTaylor Casal- Marketing Director, Social Media Manager & Social Media Coordinator
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Social Media Policy
Social Media platforms do not only provide individuals with an outlet to market and engage with an audience, or post photos of the beautiful lunch they ordered, they also provide an opportunity to engage and interact with followers.
I plan to demonstrate the best practices by adhering to the following guidelines:
● Be polite
● Be respectful to all
● Act helpful
● Be inviting
● Use common knowledge
● Never be offensive
● Use networks to spread key messages of campaigns
● Always consider the facts before posting 14
Critical Response PlanScenario 1: Posting something inappropriate to a
social media platform:
● After post is detected, take a screenshot for
personal records and immediately remove
the post.
● Post a message in response to the specific
inappropriate post that adhere to personal
moral and ethical guidelines.
● Log the screenshot with time of day and file
it for personal records.
Scenario 2: Posting something false to a social
media platform:
● After post is detected, take a screenshot for
personal records and immediately remove
the post.
● Fact check the contents of the post.
● Generate a new post apologizing for the
misinformation and link a reputable source
with correct information.
● If there is no clear correct fact, simply
remove the post.
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