SOCIAL MEDIA STRATEGYBy: Molly Robinson - 2/21/2016

TABLE OF CONTENTS1. Title Page

2. Table of Contents

3. Executive Summary

4-7. Social Media Audit

8. Social Media Objectives

9. Online Brand Persona and Voice

10. Strategies and Tools

11. Timing and Key Dates

12. Social Media Roles and Responsibilities

13. Social Media Policy

14. Critical Response Plan

15-16. Measurement and Reporting Results

EXECUTIVE SUMMARY• My social media priorities for 2016 will be focused around growing my online

following.

• My focus will be to drive more traffic to all of my social media platforms (Facebook, Twitter, Instagram, LinkedIn, RebelMouse, etc.) as well as my website by sharing more engaging and relevant content with my followers.

• My media strategy supporting this objective:

• A plan to increase the number of posts published to all of my social media profiles. And for said posts to include engaging content and encourage conversation amongst my followers.

SOCIAL MEDIA AUDIT

Social Media Assessment Date: 2/21/2016

Social Network URL Follower Count Average Weekly Activity Average Engagement Rate

Facebook https://www.facebook.com/MollyRobinson/ 103 14 posts per week 5%

Twitter https://twitter.com/Molls_Robinson 231 16 posts per week 6%

Website http://mollyanne1193.wix.com/home 0 0 posts per month 0%

LinkedIn https://www.linkedin.com/in/mollyrobinsonnews 609 0 posts per month 0%

Assessment Summary: My LinkedIn currently has the most followers, but I don’t publish any posts on LinkedIn, so my engagement is suffering. My Facebook and Twitter are decent, but I would like to increase my number of engaging posts on both. As for my website, I haven’t updated it in over a year and it is sorely lacking.

My LinkedIn currently has the most followers, but I don’t publish any posts on LinkedIn, so my engagement is suffering. My Facebook and Twitter are decent, but I would like to increase my number of engaging posts on both. As for my website, I haven’t updated it in over a year and it is sorely lacking content and traffic.

Social Media Assessment

SOCIAL MEDIA AUDITWebsite Traffic Sources Assessment

Website Traffic Sources Assessment: Timeframe Last 28 Days Date: 2/21/2016

Source Volume % of Overall Traffic Conversion Rate

Facebook 1,059 People Reached 100% 100%

Twitter 457 Profile Visits 4% 1.2%

LinkedIn 11 Page Views 0.7% 0.3%

Assessment Summary: I only created my Facebook page in the last 28 days which is why the overall traffic and conversion rate reached is 100%. Twitter and LinkedIn are further behind so I need to work on increasing published posts on both.

SOCIAL MEDIA AUDITAudience Demographics Assessment

Audience Demographics Assessment Date: 2/21/2016

Age Distribution Gender DistributionPrimary Social

NetworkSecondary Social

Network Primary Need Secondary Need

75% 18 - 24 66% Female 50% Facebook 40% Twitter

To keep in touch with friends and followers

I don’t see daily

To expand my brand and network with new contacts and

followers

8% 45 - 54 33% Male 30% Twitter 30% Facebook

6% 35 - 44 20% LinkedIn 30% LinkedIn

5% 25 - 34

5% 55+

Assessment Summary: The majority of my followers are female and many of them use Twitter and Facebook to stay updated and in contact with their followers

SOCIAL MEDIA AUDITCompetitor Assessment

Competitor Assessment: Date: 2/21/2016

Competitor Name Social Media Profile Strengths Weaknesses

Jacob Schrull @JacobSchrullHe posts often and he’s witty/funny when

he does

He’s good on Twitter but only recently made an Instagram and

still hasn’t made a Facebook page

Nikki Del Castillo @NikkiDelCastleShe posts engaging content frequently and

her personality also shows through her postsShe’s still lacking a presence on

other social media platforms

Assessment Summary: As a soon to be college graduate, I’m ahead of my competition by running on several platforms; but I need to post more on the platforms I do have and I can’t be afraid to let my personality show in my posts

SOCIAL MEDIA OBJECTIVES In 2016, my primary focus will be to driving more traffic to my website and social media platforms by posting more engaging content. In order to do so, my social media priority will be growing my online following by sharing more frequently and more relevant content.

Objectives include:

• Increase the amount of unique visitors from to website and social media platforms by 30% in 6 months by increasing my amount of published posts on LinkedIn and my website, increasing the amount of hashtags used on Twitter and Facebook, and building brand awareness through more fun and creative posts.

• Increase Twitter followers by 1000 in 6 months.

Increase amount of content published on Facebook and LinkedIn by 40% in 6 months.

BRAND PERSONA & VOICEAdjectives that describe my brand:

• Engaging• Insightful• Newsworthy• Fun

When Interacting With Followers:• Friendly• Encouraging• Inquisitive

STRATEGIES & TOOLSPaid:

• I plan to boost my most popular Facebook posts. But the posts I boost must have a high organic reach as well as a minimum of 10 likes or 5 comments.

Owned: • I would like to start using #NewsieTues,

#MotivationalMonday and other fun hashtags to my Twitter and Instagram posts. I’ll encourage my followers to use the hashtags too. I’ll promote the hashtags across all social platforms.

Earned: • I’ll monitor Twitter and Instagram for keywords

and breaking news. I’ll post creative visuals and videos related to trending topics.

Approved Tools:• Hootsuite• Tweetdeck• Buffer• Canva

Rejected Tools:• N/A

Existing Subscriptions:• Premiere Pro• Photoshop• Adobe Audition

TIMING & KEY DATESHoliday Dates

Valentine’s Day, March 10th, Veteran’s Day (My Birthday), October 13th, Thanksgiving, Christmas Eve, Christmas

Internal Events

National Association of Broadcaster Convention: April, 2016University of Florida Graduation: April 29, 2016

Excellence in Journalism Conference: September, 2016

Reporting Dates

Reporting will occur after quarterly sweeps in February, May, July and November

SOCIAL MEDIA ROLES & RESPONSIBILITIES

• I will be responsible for content curation, posting, brand promotion, follower engagement, and critical response on my website and all active social media platforms.

SOCIAL MEDIA POLICY

My social media policy is as follows:• Respond promptly and seriously to all followers• Be respectful of followers, myself, and my brand• Update my brand and platforms whenever possible• Stay true to your goals and dedicated to this policy• Be fun and inspiring, but maintain a professional air

CRITICAL RESPONSE PLANScenario 1: Inappropriate Content Posted

Scenario 2: Copyright Conflict

• As an individual representing myself and my brand, I would remove all inappropriate material from the internet to prevent more damage. I would immediately apologize to all who were hurt by my potentially dangerous or inappropriate post.

• Sometimes copyright issues arise on YouTube from use of certain video or music. When this happens, I watch the clip that the complaint is against. I usually am able to argue that the videos are fair use because I am a journalist and we were able to use clips of the videos during the shows I produce for those purposes. If not, I would either remove the video or work out a deal with the entity that issued the complaint so the video could remain on YouTube.

MEASUREMENT & REPORTINGOver the last 7 days:Facebook LinkedIn

Over the last 28 days:Twitter

Social Network URL Follower Count

Facebook https://www.facebook.com/MollyRobinson/ 103

Twitter https://twitter.com/Molls_Robinson 231

Website http://mollyanne1193.wix.com/home 0

LinkedIn https://www.linkedin.com/in/mollyrobinsonnews 609

Results Assessment:• I’ve increased my number of tweets by 50% which has caused

my number of impressions to go up by nearly 200%

• Unfortunately, I’ve only had 2 profile views on LinkedIn this week and only 11 views total in the past month. My Facebook stats don’t look much better.

• I need to increase my volume of posts on all social platforms

MEASUREMENT & REPORTING