2. TABLE OF CONTENTS
1. Cover Page and Table
2. Table of Contents
3. Executive Summary
4. Social Media Assessment
5. Traffic Sources Assessment
6. Audience Demographics Assessment
7. Competitor Assessment
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. Critical Response Plan Continued
16. Measurement and Reporting Results
17. Measurement and Reporting Results
Continued
2
Note:
Slides 4 through 7
make up the Social
Media Audit.
3. EXECUTIVE SUMMARY
– My major social media priorities will be growing my online following and gaining
more likes on all account posts.
– The primary focus will be to support follower goals by sharing more appealing,
relevant content and establishing a personable online presence.
Three major social strategies will support this objective:
1. A plan to increase the amount of content I publish to my social profiles.
2. Schedule content in a timely manner.
3. Encourage conversations and increase content reach.
3
4. SOCIAL MEDIA AUDIT
i. Social Media Assessment
Data as of May 28, 2017
4
Social Network URL Follower
Count
Average Weekly
Activity
Average
Engagement
Rate
# interactions / reach
Facebook facebook.com/
BehindtheScenesBurbano
129 5 posts per week 24%
Instagram instagram.com/
annaburbano
1956 6 posts per week 37%
Twitter twitter.com/
anna_burbano
503 17 posts per week 21%
Pinterest pinterest.com/
annaburbano
279 42 posts per week NO DATA
LinkedIn linkedin.com/in/
anna-burbano
57 0 posts per week 0%
Social Media
Summary:
At present time, the
highest number of
interactions per post
occurs on Instagram
(37%). Little to no
interactions occur on
LinkedIn and an
increased in the
weekly activity of that
channel should be
considered moving
forward.
5. SOCIAL MEDIA AUDIT
ii. Traffic Sources Assessment
Timeframe: Monthly average, April 2017 to May 2017
Source Volume % of Overall Traffic Conversion Rate
Facebook 68 unique visits 81% 6.9%
Instagram 953 unique visits 11% 3.4%
Twitter 895 unique visits 33% 0.5%
Pinterest NO DATA NO DATA NO DATA
LinkedIn 18 unique visits NO DATA NO DATA
5
Traffic Sources
Summary:
At present time,
Facebook is by far the
biggest driver of
traffic. Although no
conversion rate is
available for any
accounts due to lack
of purchases, many
social interactions
occur on Facebook
and Twitter.
6. SOCIAL MEDIA AUDIT
iii. Audience Demographics Assessment
Age and gender distribution from Facebook Insights. All other data is simulated.
Age
Distribution
Gender
Distribution
Primary
Social
Network
Secondary
Social
Network
Primary
Need
Secondary
Need
73% 18 - 24
15% 45 - 54
6% 35 - 44
6% 55 - 65+
83% Female
17% Male
50%
Facebook
45%
Instagram
5% Twitter
60%
Instagram
20%
Facebook
20% Twitter
Similar
aesthetics,
hashtags
and/or focus.
Following me
back.
6
Audience Demographics
Summary:
An overwhelming
majority of survey
respondents are in the 18
- 24 age group. Facebook
and Instagram are their
main social networks.
Similar interests and
reciprocity are primary
motivators for following
my social media
accounts. Energies
should be dedicated to
further develop
Instagram content and
engagement.
7. SOCIAL MEDIA AUDIT
iv. Competitor Assessment
Based off of fellow students in my social media internship at CollegeFashionista.com.
Competitor
Name
Social Media
Profile
Strengths Weaknesses
Kierra
Makayla
Instagram:
KierraMakayla
Focus on white space in
photographs generates a
clean, polished look. Use of
hashtags like #blackswhoblog
draws in niche audience.
Low response rate – comments
and feedback from the audience
go unaddressed.
Annabelle
Schmitt
Facebook:
MixedHues22
Schedules one or two posts a
day, thereby increasing
organic reach. Is visually
appealing – all posts have one
original image.
“About” page lacks information;
cover image does not include a
CTA (Call to Action).
Shanna
Merceron
Twitter:
StoriesByShanna
Bold personality and sense of
humor shines through
tweets, which get a lot of
engagement and retweets.
Posts sporadically; tweets are not
scheduled out in advance.
7
Competitor Assessment
Summary:
The analysis featured to
the right focuses on
three major competitors
with a strong social
media presence on
Instagram, Facebook and
Twitter, respectively.
Aesthetically pleasing
content is a major driver
of engagement with their
audiences, and use of
industry hashtags
increases post reach.
Areas where the
competition can improve
on include two-way
conversation and
scheduling posts.
8. SOCIAL MEDIA OBJECTIVES
In 2017, the primary focus of my social media strategy will be
to increase my online presence. In order to do so, my social
media priorities will be increasing followers and earning likes
by producing more original, personable and engaging content
within my social channels.
Some specific objectives include:
1. Increase unique visitors to my Facebook page by 15% in 3
months via:
i. Use of sponsored Facebook ads.
ii. Increased use of industry hashtags across all social platforms.
2. Increase Instagram followers by 500 in 3 months.
3. Create one 5-day Instagram promotion this month.
KPIs:
Quantitative: Number of unique visitors from Facebook,
Instagram, Twitter, Pinterest, and LinkedIn; number of
Instagram and Twitter followers; number of weekly photos
posts to Facebook and Twitter.
Qualitative: Follower engagement, sentiment analysis.
Key Messages:
– Style Writer and Editor.
– The Next Anna Wintour.
8
9. ONLINE BRAND PERSONA AND VOICE9
Adjectives
that
describe my
brand:
• Stylish
• Cute
• Sweet
• Funny
• Elegant
• Sincere
• Amiable
10. STRATEGIES AND TOOLS
Strategies:
Paid:
1. Every Saturday, start one 2-day Instagram ad with a post that has at least 200 likes.
2. Promote one tweet every month that links to an original article or blog post.
Owned:
1. Introduce the hashtag #BehindtheScenesBurbano and use it in all social media posts.
Encourage family and friends to use the hashtag in addition to tagging in social media posts.
2. Create a square brand logo that can be the profile picture for all existing social media
accounts.
Earned:
1. Introduce a beauty bag giveaway where a lucky winner is selected randomly from a pool of
Instagram followers who tag three friends in a post comment.
2. Collaborate with a fellow blogger by co-writing a blog post and reposting promotional
images and tagged content on all social media accounts. Link back to the blog post in all
social media bios.
Tools:
Approved:
– Buffer
– Hootsuite
Rejected:
– N/A
Existing
Subscriptions/Licenses:
– Photoshop
– Facetune
10
11. TIMING AND KEY DATES
Key Dates:
– New York Fashion Week
– Cannes Film Festival
– Christmas
– Valentine’s Day
– Mother’s Day
Internal Events:
– May 16 - Anniversary of Facebook page
– May 22 - Start of CollegeFashionista
internship
Lead Times:
– I will need one day to develop content
and deploy it for a time-sensitive
campaign.
Reporting Dates:
– Reporting will occur once a quarter in
January, April, July, and October. Precise
dates TBA.
11
12. SOCIAL MEDIA ROLES AND
RESPONSIBILITIES
Because this is a one-woman operation, the post of social media director, manager,
and coordinator are combined into one role held by me.
Responsibilities include:
– Posting to all social media channels.
– Scheduling posts via Buffer or Hootsuite.
– Creating original content.
– Generating unique images via iPhone camera or Canva.
12
13. SOCIAL MEDIA POLICY
As a public figure in the world of fashion and a representative of the University of
Florida, I am expected to demonstrate good practices and etiquette while adhering
to the following guidelines:
– Follow the Golden Rule.
– Be respectful towards others, even if they have differing opinions.
– Respond to messages in a polite and timely manner.
– Don’t steal images or use them without the author’s approval.
– Don’t spam followers with too many social media posts at a time.
– Don’t use profanities or hate speech.
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14. CRITICAL RESPONSE PLAN
Scenario 1: Comment Riddled with Hate Speech Sent to
@BehindtheScenesBurbano
Action Steps:
1. When comment is detected, take screenshot and delete immediately.
2. If no one has seen the comment, move to step #4.
3. If comment has been viewed already, develop follow up message stating that
you will not stand for hate speech in any way, shape or form.
4. Block user who made the comment on all social media accounts.
Pre-approved messaging:
NONE – Message is dependent on the nature of the comment.
14
Contact information:
Owner: Anna Burbano | (561) 876-6847 | (561) 555-5555 | burbanoanna@ufl.edu
15. CRITICAL RESPONSE PLAN CONTINUED15 Contact information:
Owner: Anna Burbano | (561) 876-6847 | (561) 555-5555 | burbanoanna@ufl.edu
Scenario 2: Original Content Stolen, Used without Permission
Action Steps:
1. When found out, immediately contact the person through email, a private Facebook message, or a phone call and tell
them to take down the material and issue a public apology.
2. If request goes ignored, file a formal technical complaint on whatever social media channel the stolen image is hosted
on and leave a comment stating that this is your work, including a hyperlink to the original post in the comment if
possible.
3. Monitor progress of the stolen image and list the offender’s name in case the issue comes up again.
4. If a follower was the one to inform you of the issue, thank them privately and publicly for ensuring justice on social
media.
5. Alert followers through a tweet and Facebook post that using original images without approval is not okay.
Pre-approved messaging:
Twitter: “I love fans, but stealing my work is not OK. Please ask before you post my content!”
Facebook: “It has come to my attention that someone has used one of my own images without asking for permission first. For
future reference, I love seeing my work disseminated online, but ASK first! A little politeness goes a long way with me. ”
16. MEASUREMENT AND REPORTING RESULTS
Social Network Data: (Monthly average, March 2017 to
May 2017)
Website Traffic Data: (As of May 1, 2017)
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Quantitative KPIs: Reporting period every 3 months. Data as of May 28, 2017.
Source Volume % of Overall
Traffic
Conversion
Rate
Facebook 68 unique visits
+ 91% growth
81% 1.2%
Twitter 823 unique
visits
+ 42.2% growth
43% 5.2%
LinkedIn 18 unique visits
+50% growth
10% 0.8%
Social
Network
URL Follower
Count
Average
Weekly Activity
Engagement
Rate
Facebook facebook.com/
BehindtheScene
sBurbano
129
+ 17% growth
5 posts per week
+ 400% increase
24%
Instagram instagram.com/
annaburbano
1956
+ 40% growth
6 posts per week
+ 4% increase
37%
Twitter twitter.com/
anna_burbano
503
+ 2% growth
17 posts per week
+ 3% increase
21%
Pinterest pinterest.com/
annaburbano
279
+ 0.8%
growth
42 posts per week
+ 200% increase
NO DATA
LinkedIn linkedin.com/in
/
anna-burbano
57
+ 70% growth
1 posts per week
+500 increase
70%
17. MEASUREMENT AND REPORTING
RESULTS CONTINUED
Results Assessment:
Website traffic to Instagram has seen a 40% growth in followers in 3 months, on track to hit a target of 500 followers for a 3 month period.
It is also important to note that Instagram posts have increased by 40% this month alone.
I elected to keep LinkedIn open and generate more posts and original content. This has seen a 70% increase in engagement this past
month, and will grow more with an increase in scheduled posts.
Qualitative KPIs / Sentiment Analysis:
An analysis of the interactions on 10 Facebook posts, 10 Instagram posts and 10 Tweets revealed the following:
– An abundance of positive sentiment from followers shown via post comments. This includes describing images as “cute,” expressing
admiration through heart-eye emojis and tagging friends to share the content.
Proposed Action Items:
– Start #BehindtheScenesBurbano Campaign.
– Consider asking brands to sponsor a beauty bag campaign where one lucky follower is gifted goodies in exchange for tagging friends in
an Instagram post.
– Prepare a schedule for generating LinkedIn and original Pinterest content.
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