This is a comprehensive social media strategy for Kaitlyn McKinley's Social Media Channels and blog, "The Golden Kate" for the 2016 year. The purpose is for better curation of content and derived from examples found in UFSMM class.

1. S O C I A L M E D I A S T R A T E G Y
K A I T L Y N
M C K I N L E Y
O C T O B E R 2 , 2 0 1 6
T H E G O L D E N K A T E . C O M

2. T A B L E O F
C O N T E N T S
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

3. 2016
The goal for 2016 is to establish a
consistent following for the "The
Golden Kate" blog and boost
engagement across all social
media platforms.
1. Create a unified brand image
across personal and blog related
platforms.
2. Schedule and post content
regularly throughout the year.
K E Y S T R A T E G I E S :
E X E C U T I V E S U M M A R Y

4. S O C I A L M E D I A A U D I T
Social Media Assessment: at the current time, it is
difficult to determine precise measurements for the
average engagement rate for every platform other than
Twitter. This is due to current lack of analytics. However,
upgrades like Pinterest and Instagram for Business, will
create this opportunity in the future.

5. S O C I A L M E D I A A U D I T
Traffic Summary: The data is relatively new because the
blog is only a month old. There have been no links posted
on Twitter, so that is the reason for the lack of data.
However, Facebook is leading by a substantial
percentage in driving website traffic. There is no
conversion data because the website is a blog, so all the
traffic to the site is measured in the volume.

6. S O C I A L M E D I A A U D I T
Audience Demographic Summary: The primary
audience is females between the ages of 18­24, who are
largely interested in fashion, travel, photography and
uniquely curated social media posts with an emphasis on
setting trends. This is due to the platforms that the
content has been shared on, but over time, it is expected
to remain relatively similar.

7. S O C I A L M E D I A A U D I T
Competitor Assessment Summary: I have complied
photos of several key competitors in the market. These
include well­known bloggers and social media
influencers. Their major strengths are the high quality of
their images, strong brand awareness, and connections
in the marketplace.
@amberfillerup @allglammedup @cmcoving

8. Increase current unique visits
per month by 90% via:
1. Posting content on the blog 2x a
week.
2. Curating Social Media Posts
promoting the Blog & Posting
multiple times a week.
200% 1000
S O C I A L
M E D I A O B J E C T I V E S
Increase Followers on
Instagram by 1000 by the year's
end via:
1. Posting relevant content 3­4
times a week.
2. Create Content for Brands to
Feature on their Accounts, where
they will link back to my
Instagram.

9. S O C I A L M E D I A O B J E C T I V E S
KPI's:
1. Number of Blog Posts per month.
2. Traffic Volume from Social Media Websites.
3. Number of Instagram Followers
4. Number of posts on all Social Media Accounts
5. Amount of Photos and New Followers from
Reposted Content
Key Messages:
1. Creating Beauty out of Brokenness
2. Living with Passion

10. S O C I A L M E D I A O B J E C T I V E S
Target Audience:
Young, trendy women ages 18­35 interested in faith, travel, fashion, and
lifestyle. People with goals of curating unique sense of style. Or, brands
looking to showcase their product on social influencer accounts.

11. B R A N D P E R S O N A & V O I C E
Elegant
Tropical
Clean
Modern
beauty
Authentic
Adventure
True
Healing
Effortless
Trendy
Real
Honest

12. B R A N D P E R S O N A & V O I C E
mood board

13. Paid. Owned. Earned.
Strategies & Tools

14. 1. Invest in products from
companies, so I could be featured
on their Instagram.
2. Invest in professional
photography to curate the
amount of content necessary for
growing my blog.
3. Promote blog posts on Pinterest
to increase circulation and
engagement.
1. Create unique hashtag and
attach it to all promotions related
to the blog across social media.
2. Create business cards with
links to the blog to increase
awareness.
3. Pitch guest posts to major
blogging websites to get my name
and website in front of other
bloggers.
Paid. Owned.

15. 1. Reach out to companies looking
for brand ambassadors.
2. Offer discount codes on products
represented to those who
subscribe to email list.
3. Apply for RewardStyle Program
to monetize blog posts once they
include promoted fashion pieces
and be included in this
community.
Social Media Planning:
1. Buffer
2. Hootsuite
3. Planoly
Rejected Tools:
N/A
Current Subscriptions:
Adobe Creative Cloud
Canva
Earned. Tools.

16. KEY
DATES
Holidays, Events & Travel:
Halloween
Thanksgiving
Christmas
Sep. 30: #NationalCoffeeDay:
Nov. 4th: Barn Dance
Early December: Travel

17. S O C I A L M E D I A R O L E S & R E S P O N S I B I L I T I E S
Marketing, Blogging, Social Media
Management, Influencer
Kaitlyn McKinley

18. Social Media Policy

19. S O C I A L M E D I A P O L I C Y
The Golden Kate will only share, promote and encourage
wholesome content with an emphasis on finding the
beauty in all of life. Operation should be guided by
gratitude and a balanced approach to respect and
vulnerability in each post.
Being polite and kind is a priority. Nothing provoking
negative responses or creating inappropriate discussions
will be promoted. Authenticity and truth are essential.

20. Post for Another Facebook Account/Page Uploaded onto
The Golden Kate Page
1. As soon as the problem is noticed, immediately delete the post
on the wrong group page.
2. If there is confusion or comments from the FB audience, then
resolve the issue by saying, "We are sorry for the confusion, we
had a technical glitch that led to the wrong article being posted.
We have resolved this issue for the future."
3. After several hours (4­5) repost the original content on the
intended page.
**I manage multiple pages, so this is a possibility.
C R I T I C A L R E S P O N S E
P L A N : S C E N A R I O # 1

21. Unintentional Post of Content that Could Be Perceived
As Offensive on the Blog
1. Once the potentially offensive statement has been brought to
my intention, the post will immediately be revised to exclude
the content. If it is a whole post, it will be promptly deleted.
2. A statement of the intention of the piece will be made, and an
apology will be extended based on my personal ignorance to the
offensive nature of the statement.
3. Any questions or comments will be answered with a sincere
apology and an expression of transparency as to why the piece
was worded in that way.
C R I T I C A L R E S P O N S E
P L A N : S C E N A R I O # 2

22. M E A S U R E M E N T
& R E P O R T I N G
Predictions for the progress
of "The Golden Kate" and my
personal brand's social media
accounts for the end of year
2016.

23. M E A S U R E M E N T & R E P O R T I N G
W E B S I T E S O U R C E S T R A F F I C A S S E S S M E N T
S O C I A L N E T W O R K D A T A

24. Sentiment Analysis: After analyzing 50 Facebook,
Instagram, Pinterest, Twitter and Blog Posts, the
common sentiment has been reflecting the purpose of
my brand as a whole, which is making beauty out of
every area of life even the broken parts. This has
resonated with many members of my current
audience and helped build engagement around the
brand.
Other Tools: Reposted Instagrams boosted
following by 250 by years end.
M E A S U R E M E N T & R E P O R T I N G

25. 2017
ACTION
ITEMS
Apply to new brand
ambassador programs
Reach out to high­profile
brands by tagging them in
my content
Create a balance and
gratitude campaign to
boost engagement
Continue to build
Instagram presence.

26. T H A N K Y O U
O N L I N E S T O R E . C O M