This document outlines So Sharp Enterprise's social media strategy and audit. It includes objectives to grow online followers and engage audiences. A social media audit found the company's Twitter, Instagram, Facebook, and LinkedIn accounts and follower counts. It assessed content publishing rates and engagement rates. The strategy proposes increasing content volume, encouraging conversations, and measuring success through website traffic and follower growth. Key dates and roles for implementing the social media plan are also defined.

1. So Sharp Enterprise
Anthony Williams
09/27/2016

2. Table of contents
 1. Executive Summary, September 2016
 2. Social Media Audit a. Social Media Assessment, October 2016 b.
Traffic Sources Assessment, February 2016 - October 2016 c. Customer
Demographics Assessment d. Competitor Assessment
 3. Social Media Objectives
 4. Online Brand Persona and Voice
 5. Strategies and Tools
 6. Timing and Key Dates
 7. Social Media Roles and Responsibilities
 8. Social Media Policy
 9. Critical Response Plan 1
 10. Measurement and Rep

3. Social media audit
 Our major social media priorities for 2016 will be growing our online
following and community. Storytelling is more powerful than selling. Our
brand must resonate beyond what the company does. People much
prefer to talk about entertainment than anything else
 Two social strategies will support this objective:
 1. A plan to increase the volume of content we publish to our social
profiles.
 2. Encourage conversations and discoverability of content.

4. Audit
Social media URL Follower count Avg weekly Avg engagement
activity rate
Twitter Twitter.com/ant0616 1310 24 posts 3.6%
Instagram Instagram.com/007,ant 2472 12 posts 5.5%
Facebook Facebook.com/novacane2000 10k 3 posts AIPC = 380
LinkedIn LinkedIn.com/ant0616 100 1 post/ mo 0%

5. Website Traffic Sources Assessment Timeframe:
Monthly average, February 2016 to October
2016
Source Volume Percentage of overall traffic Conversion
Twitter 850 UV 8% 2.3%
Instagram No data No data No data
Facebook 3050 UV 27 % 2.9%
LinkedIn 190 UV 1.5% 1%

6. Audience Demographics Assessment

7. Competitor Assessment
Kidd @Famous_kidd Strengths: "Appealing
media
Personality.
Weakness : Slow response
Isiah Smith @6.Ike Strengths: Leadership roles on
campus, promoter
Weakness: Doesn’t engage with
audience
Henry Lamar @Kidster11 Strength: Active with audience
Weakness: Post too much in a
short span
Name Social media Profile (Instagram) Strengths/Weakness

8. SOCIAL MEDIA OBJECTIVES
 In 2016, the primary focus for my social media strategy is to support revenue goals
by driving more traffic to our website from my social channels. In order to do so,
our social media priorities will be growing online following community by sharing
more engaging, relevant content and building deeper relationships with my
audience.
 Some specific objectives include: 1. Increase unique visitors from social properties
to website by 45% in 8 months via: a. Increased brand awareness through
increased mentions on Twitter b. Increased use of brand hashtags across all social
platforms 2. Increase Instagram followers by 2000 in 3 months. 3. Increase volume
of visual content published on Facebook and Instagram channels by 25% in 6
months.

9. ONLINE BRAND PERSONA AND VOICE
 Adjectives that describe our brand:
Competitive, Generic, Tangible but Fun!
 When interacting with customers we are:
 Kind, Approachable, Knowledgeable and
Tolerant

10. Strategies and Tools
Paid: Every Monday boost most popular organic Facebook posts for the beginning of
the week. The post must have a minimum organic reach of 105, as well as a minimum
of 25 likes or 10 comments.
Owned: Introduce the use of #Sharp2Impress to company Instagram posts. A
minimum of 3 piece of user-generated content per week to share. Promote hashtag
across all social properties, email newsletters as well as printed promotional material.
When customers arrive for registration mention the hashtag and encourage them to
use it if they plan on taking photos of their visit.
Earned: Monitor Twitter for keywords : Sharp, Beautiful, Fashion Extend 50 discount
codes to warm leads/prospects over the course of 3 months = unexpected delight.
Partner with 5 extreme athletes and develop an influencer/advocate relationship.
TOOLS: Medium, Klout, Canva and Buffer
Pending: Hootsuite

11.  TIMING AND KEY DATES and Social Media Roles
 Reporting Dates ‹Reporting will occur once a quarter in
February, May, August and November. Precise dates TBA.
Martin Luther King
Presidents' Day Roles:
Memorial Day
Independence Day
Labor Day
Thanksgiving
Christmas
Marketing Director – Anthony Williams
Media Manager –Donovan Robinson
Media Coordinator – Taesha Dastine
Supporting Social Media Team Members William
Blue (social ads support)
Ebony Love (customer support - social media)

12. SOCIAL MEDIA POLICY Social media is a deeply ingrained in our day to day lives. We use it to spread company
messages, interact with customers and partners, and to share our personal activities, thoughts, ideas, plans and
more. As an employee and representative of So Sharp Enterprise you are expected to demonstrate best
practices and a sense of etiquette in your use of social by following some simple guidelines:
Disciplinary actions will occur if:
 Deliberate misuse or unauthorized use of company supplies, materials and
machines.
 Using excessively abusive, threatening or obscene language
 Failing to properly complete required reports.
Safety rules:
 Waste and trash containers must be used to keep work areas clean and orderly.
 Employees must be aware of the location of safety showers and eye wash
stations. Such areas should be free of any obstructions.
 No smoking is allowed in any facility, except in specifically posted smoking areas.

13. Critical response plan
 - Inappropriate posts Sent from @SoSharpEnterprise
Action Plan 1. When Tweet is detected:
Take screenshot
Delete post
Contact Donovan Robinson (Social Media Manager).
If Rob unavailable, alert Anthony Williams (Marketing Director.) 2. Donovan to sync
with Anthony to discuss impact and reach, and evaluate further action. Disciplinary
action is required. Pre-approved messaging: NO PRE-APPROVED MESSAGING IN
THIS SCENARIO Messaging will be dependent on the nature of the tweet - to be
developed by Rob and Kim

14. Measurement and reporting
 Quantitative KPIs
Reporting Period: 3 months
Data as of September 15,
2016
 Website Traffic Sources
Assessment Timeframe:
Monthly average,
November 2015 to August
2016

15. Twitter
Instagram
Facebook
LinkedIn
2150
+17% growth
Twitter.com/a
nt0616
Instagram.com
/00.ant
Facebok.com
/novacane20
00
LinkedIn.com/
Ant0616
+200%
1.2%
Social URL Follower count Weekly activity Engagment
3107
+35%
growth
11.2K
+13%
210
+14%
growth
24
21%
12
+200%
3
1/mo
No change
627
inteaction
8%
9%