The document outlines the social media strategy for The Dressing Space Boutique. The objectives are to grow online followers and encourage customer engagement through higher quality, more frequent posts. Key strategies include increasing content across platforms, with a focus on promoting the brand more on Twitter through giveaways and codes. Performance will be measured by tracking unique visits and growth from each platform.

1. The Dressing Space Boutique– Social Media Strategy
By: Brean Powell
5/25/17

2. Table of Contents
1. Cover page
2. Table of Contents
3. Executive summary
4. Social Media audit
a. Social media assessment
b. Traffic Sources Assessment
c. Customer Demographics Assessment
d. Competitor Assessment
5. Social Media Objectives
6. Online Brand Persona
7. Strategies and tools
8. Timing and Key Dates
9. Social Media Policy
10. Critical Response Plan
11. Measurement and Reporting Results

3. Executive Summary:
The social media priorities for 2017 will be to grow our online followers and community. We hop to
do this by sharing more interesting content and creating better customer relationships.
Top strategies to support this objective:
1. Increase the amount of content we are sharing and the quality of it.
2. Encourage customers to follow through giveaways and conversations.

4. Social Media Audit:
Social Network URL Follower Count Average Weekly
Activity
Average Engagement
Rate
Instagram https://www.instagra
m.com/dressingspace
boutique/
14.9 12 posts per week Average like per
photo/video 300
Facebook https://www.facebook
.com/thedressingspac
eboutique/?ref=br_rs
6,825 8 posts per week 15%
Twitter https://twitter.com/Dr
essingSpace
39 Not very active 0%
Social Media Assessment:
Currently Facebook and Instagram are leading in terms of highest interaction. Twitter on the other
hand is not doing so well, having no interactions.

5. Website Traffic Sources Assessment:
Source Volume Percentage of Overall
Traffic
Conversion Rate
Instagram No Data No Data No Data
Facebook 1,000 20% 2.5
Twitter 100 3% 1.0
Traffic Summary: At this time Facebook and Instagram drive the most people to our
website. I think the lack of posted content is what hurts us with Twitter. The Facebook live
videos really seem to push people to our website.

6. Audience
Demographics
Assessment:
Age
Distribution
Gender
Distribution
Primary
Social
Network
Secondary
Social
Network
Primary
Need
Secondary
Need
70%: 18-30 99%
Female
80%
Female
30%Facebo
ok
Providing
stylish
clothes for
women
Being a fun
place to
shop for that
perfect
outfit.
15%: 31-40 1% Male 10% Male 20%Instagr
am
10% 41-55 60%
Facebook
15%Twitter
5%: 56-80 30%
Instagram
10%
Twitter
Efforts need to be made to help increase the amount of engaging
content to Twitter. The majority of interaction comes from Instagram
and Facebook.

7. Competitor Assessment:
Competitor
Name
Social Media
Profile
Strengths Weaknesses
Chosen Boutique FB: Chosen
Boutique
Visually engaging
posts. Frequent
posts.
They don’t have a
lot of followers.
One Thirty Red
Boutique
FB: One Thirty
Red Boutique
Good use of
branded
hashtags.
Informative
responses
Not a lot of video
content on
Facebook page.

8. Social Media
Objectives
We want to drive more traffic to our website
and store. We plan to do this by:
1. Promoting our brand on Twitter more-
posting giveaways and promo codes.
2. Boost our content on Facebook on the
weekends
3. Continue to post engageing content that
our customers like to see.

9. Online Brand Persona:
Adjectives that describe our
brand:
 Stylish
 Fun
 Girly
 Classy
When interacting with our customers
we are:
 Polite
 Efficient
 Timely

10. Strategies and Tools:
 Paid: boost some of the organic Facebook content on the weekends.
 Owned: Encourage the use of the hashtag DSB. Getting customers to post pictures in our clothes
using our hashtag can only help promote our brand.
 Earned: Find a famous local to promote our brand on their social media accounts.
 Tools: Hootsuite and Canva

11. Timing and Key Dates:
Holiday Dates
 Mother’s Day
 Valentine’s Day
 Christmas
 Memorial Day
 4th of July

12. Social Media Policy:
Social media is more present in our every day lives now more than ever. We can use social media to do so
much with our brands. For example, we can create customers and partners and even share our thoughts
and opinions. As an employee you are requiired to demonstrate a sense of etiquette in your use of social
media by following thw guidelines listed below.
 Respectful to everyone
 Don’t post something that’s illegal
 Be polite
 Don’t be the problem
 Be helpful
 Be excited about the company
We are serious about the guidelines for your personal social media. Violation of our social policy may
result in corrective action, up to, and including, termination. The compnay would also have the choice of
firing you.

13. Critical Response Plan:
SENARIO: Someone Tweets about a malfunction with a zipper in their dress they purchased from The
Dressing Space Boutique.
Action Plan:
1. When Tweet is detected
2. Reply back to that individual
3. Explain how sorry you are
4. Tell them they can return it and you can order them a new one
5. Ultimately, win that customer back over before he influences others to never try your brand, over
one accident.

14. Measurement and Reporting Results:
Source Volume Percentage of Overall
Traffic
Twitter 1,00 unique visits+ 10%
growth
4%
Facebook 3000 unique visits+20%
growth
40%
Instagram 100 unique visits+10%
growth
30%