Table of Contents1. Executive Summary 2. Social Media Audit3. Competitor Assessment4. Social Media Objectives5. Online Brand Persona and Voice6. Strategies and Tools7. Timing and Key Dates8. Social Media Roles9. Social Media Policy10. Contact Info11. Critical Response Plan12. Measurements

Executive Summary • My major concern throughout this year will be to gain

followers and fans to promote my personal brand. I will do this through various social media outlets such as Twitter and Facebook. I will fully utilize social media in the pursuit of entertaining people.

• Strategies to support objective1. Engage potential fans by reaching out and not remaining

passive.2. Share videos and pictures for additional exposure.

Social Media Audit• Data from February 16th

Social Media Audit (Cont)• Website Traffic Assessment

• Audience Demographic Assessment (YouTube and Facebook)

Competitor Assessment Competitor Name Social Media Strengths Weaknesses Hannibal Buress www.facebook.co

m/HannibalBuressCover photo is animated and informs audience of who he is.

Lacks an in depth about section.

Stephen Colbert https://twitter.com/StephenAtHome

Uses photos to inform followers of guests and other important details.

His photo is not indicative of who he is.

Social Media Objectives• In 2016, the main focus of my social media strategy is to

promote my stand up comedy. If I do a better job promoting, more people will come to the shows providing a fuller audience. I will achieve this goal through having a more prevalent voice on social media. I will drive unique users to my brand by posting photos and interacting with hashtags.

Social Media Objectives (Cont.)• KPIs

• Quantitative1. Number of Facebook and Twitter Impressions.2. Number of Facebook and Twitter followers.• Qualitative1. Customer loyalty metric.2. Customer acquisition cost.

• Key supporting messages1. Harrytellsjokes2. COMEDIAN/RAPPER/WRITER

Online Brand Persona and Voice• Adjectives that describe Harry Kassali. Funnyii. Darkiii. Boldiv. Real• When Interacting with fans I ami. Gratefulii. Prompt

Persona Example

Strategies and Tools• Strategies to Will Support Our Social Media Objectives

• Paid• Look back through news feed and boost most popular relevant posts. • Continue to boost popular Tweets and posts.

• Earned• Monitor Twitter and link my buffer account to key terms such as funny or comedian.

• Tools • Approved

• Buffer• Hootsuite

• Existing Licenses • Photoshop• Premier Pro

Timing and Key Dates• Key Dates

• SwampCon: February 14th • Turkey Show: November 23rd

• Internal Events• Write Regularly

• Reporting Dates• NA

Social Media Roles• All Tweets, posts, pictures and videos made are all from

the creative mind of Harry Kassal. • Social Media is different for someone in the public eye as

apposed to a brand.

Bad uses of Social Media

Above is LA Lakers coach, Byron Scott, who’s way of interacting with people on social media is to threaten them. This blew up on Scott as it was all overSports Center for weeks, and his personal brand was hindered.

Good uses of Social Media• Below is a snippet from a Twitter feud between comedian, Daniel Tosh, and

Skateboarder, Rob Dyrdek. The fight was initiated because both Tosh and Dyrdek have similar shows on different networks. Tosh responds in a way that shows he’s joking and establishes that his show is better, without violence.

Social Media Policy• Social media was made to interact with others that share similar interests. I

use it to show off new jokes and inform followers where they can see me, even if that is just a video. As the social media manager for my own brand I will attend to the following guidelines.

• *One thing that is relevant to my brand that is not for a traditional social media plan is sarcasm (as expressed in the Daniel Tosh example).

• Being in the entertainment industry I will run into my fair of internet "trolls" and, just like on stage when you get heckled, you look stronger confronting it head on as apposed to being nice or ignoring it.

Social Media Policy (Cont)• Use sarcasm with a purpose.• Do not publically insult someone that does not deserve it.• As a whole be respectful.• Be thankful.• Answer questions in a timely manner.• Don't reinvent the wheel.• Interact with other comics appropriately.• All photos or videos posted should be edited and esthetically pleasing.

Harry Kassal is stern regarding this policy and any deviation from it will result in immediate termination. Smearing the Harry Kassal brand can also put you in legal trouble, including criminal prosecution. The HR staff can address any additional questions.

Contact Info

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Critical Response Plan• Scenario One

• Inappropriate tweet sent to @harrykassal1. Detect potential Twitter troll. 2. Decide if Tweet should be ignored or retaliated.

Scenario Two• A tweet I wrote offends a group of people.1. Apologize and delete the Tweet immediately. • Pre-approved Message: All jokes told are in good fun. I never mean to upset anyone

I am sorry if my Tweet earlier offended anyone. I wouldn’t be here without the loving support of my fans, and if I could take back my comment I would.

Measurements All measurements take from January 1 through February 21.

Website traffic statistics unavailable.Results Assessment: My follower rate has improved 41% over the last month and a half.