Tampa Bay Buccaneers

Table of Content

• Executive Summary• Social Media Audit• Social Media Objective• Online Brand Persona and Voice• Strategies and tools• Timing and Key Dates• Social Media Roles and Responsibilities• Social Media Policy• Critical Response Plan• Measurement and reporting results

Executive Summary

Our goal is to increase fan engagement on and off the field. We hope to make it easier for fans to stay updated with the entire team along with their favorite players. Once a buccaneer always a buccaneer.

Source Volume % of Overall Traffic Conversion Rate

Facebook 2,000 visits 10% 2.5

Twitter 3,500 new hashtag posts 29% 4.8

Instagram 1,500 tags 6% 1.8

Linkin 120 adds 3% 0.06

Assessment

Competitor Name Social Media Profile Strengths Weaknesses

Atlanta Falcons https://www.facebook.com/atlantafalcons

Posts a lot of videos of the team such as interviews and also post articles that the team was mentioned in

Low engagement with fans and does not post frequently

Carolina Panthers https://www.facebook.com/CarolinaPantherspost featured interviews and also post team that they are playing that week

Does not post other things besides articles and (vs.) pictures

Oakland Raiders https://www.facebook.com/RaidersPost highlights of past games and puts up up-coming schedule Does not participate in fan involvement

Competitor Assessment

Social Media Strategies and tools

• Twitter: Respond to questions the same day or within the hour. Thank followers for following.

• Facebook: Post feature articles, keep everything short, try to add Facebook ads

• Images: Post eye catching photos in order to SEO optimize. • Content: Provide content that will make them want to click. • Build community: Trying to put some personality and

humor into your brand with your posts.

Timing and Key Dates

Social Media Team Structure

• Digital Designer: Help produce visual assets and creative concepts.

• Social analyst: Helps with social insights, reporting or analytics• Community Manager: This person will encourage

conversations and engagement, growth in the community and manage social presence, create engaging content

• Social Media Manager: Create and Manage the social media strategies and ensure the smooth-running of social media externally and internally.

Social Media Policy

• Employees are allowed to associate themselves with the company when posting but they must clearly brand their online posts as personal and purely their own. The company should not be held liable for any repercussions the employees’ content may generate.

• Content pertaining to sensitive company information should not be shared to the outside online community. Divulging information like the company’s design plans, internal operations and legal matters are prohibited.

• Proper copyright and reference laws should be observed by employees when posting online

• Action Plan:• Customer support team member in charge of addressing the

issue• Have marketing director manage all contact if the tweet is

picked up by the media• Have the Social Media Manager continue to monitor the

situation

Critical Response Plan

Measurement and Reporting Results