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Kayla Gil - The #PR Life
- 1. kayla gil PUR3622/RTV4930 Social Media Strategy
- 2. 1. Executive Summary 2. Social Media AuditÌý 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.ÌýEngageme 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,Ìý 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
- 10. Voice Example
- 11. Voice Example
- 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.ÌýEngageme 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 ###