Taylor Mackenzie

HicksSocial Media Strategy for a personal brand

Table of Contents

Executive Summary

Social Media Audit Social Media Objectives 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

The brand of Taylor Mackenzie Hicks has an ultimate goal of doubling followership by May of 2016. The

primary focus this brand will have is increasing followership by using more

relevant content, hashtags, and participating in Twitter chats.

Social Media Audit

Social Media Assessment –

The social media platforms utilized by the brand of Taylor Mackenzie Hicks include Facebook, Twitter, Pinterest, and LinkedIn. The Facebook page currently has 95 likes. The Twitter account has 14 followers. The Pinterest account

has 184 followers, and the LinkedIn account has 407 connections. The Twitter account is really lacking in

followership, so most of the emphasis of this audit will be placed on this particular account.

Website & Traffic Audit

Source Average Daily Website Visits

Percentage of Overall Traffic

Conversion Rate

Facebook 12/day 20.12% 5%

Twitter 1/day 3.1% .9%

Pinterest 49/day 49% 6.7%

LinkedIn 12/day 28.51% 6.2%

Audience Demographics Assessment

Age Distribution

Gender Distribution

Primary Social Network

Primary Social Need

60% 18 - 30 65% female 29% Pinterest Leisurely reading about others’ lives

30% 31 - 40 35% male 34% Facebook

10% 41 - 55 28% LinkedIn

10% 56 - 80 9% Twitter

Competitor Assessment

Personal blogs Celebrities News sources

Social Media Objectives

In 2015, it was our goal to simply launch all of our social media platforms. There was no goal of followership and no engagement strategy. In 2016, we have some new

plans.1. Increase followership by 50%.

2. Increase brand awareness with relevant hashtags.3. Post more newsworthy content.

4. Increase in ranks of relevant personal brands by 25%.5. Participate in 25 Twitter chats.

Objectives (cont.)

6. Personally respond to every mention or shout out the brand receives.

7. Include more links in posts.8. Include more photos in posts. People like pictures.

9. Get retweeted by someone famous on Twitter.10. Create a brand YouTube account and share

relevant videos to social media accounts.

Online Brand Persona & Voice

Adjectives that describe our brand: Quirky Photos that are brand-relevant Relevant Relatable Tasteful Friendly

Strategies & Tools

This brand will utilize hashtags and location features to maximize content SEO.

This brand will utilized Paid Reach on Facebook and Promoted Tweets on Twitter to reach more folks. Budget for this is $75/week.

This brand will utilize HootSuite, Photoshop, Buffer, and Canva to reach the maximum cool factor.

Timing & Key Dates

Holiday Dates (until May) St. Patrick’s Day Spring Break Officially spring Easter Officially summer Summer break

Social Media Roles & Responsibilities

Marketing Manager = Taylor Hicks Marketing Associate = Taylor Hicks Content Coordinator = Taylor Hicks Social Media Manager = Taylor Hicks Marketing Intern = Taylor Hicks

Social Media Policy

Be kind to everyone Respond to negative comments within 12 hours Respond to positive comments within 24 hours Be as helpful as possible Realize that even rude people’s opinions count

Critical Response Plan

If it’s speculated that any platforms have been hacked:1. Make sure Taylor Hicks is aware2. Delete content left from hacker3. Apologize to followers for what they may have

seen4. Report the incident5. Let the media know that account was hacked

Measuring & Reporting

Reporting Period: 3 monthsSource Follower

CountAverage Weekly Activity

Engagement Rate

Facebook 95 2 posts/week

8%

Twitter 14 10 posts/week

2%

Pinterest 184 30 posts/week

30%

LinkedIn 407 1 post/week

23%