Project 1 for UF Social Media Management at the University of Florida.

1. BRYNNA KAPLAN
SOCIAL MEDIA STRATEGY
October 8, 2017

2. 1. Executive Summary
2. Social Media Audit
a. Social Media 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
10. Measurement and Reporting Results
TABLE OF CONTENTS

3. As a personal brand, the major social media priority for 2017 is to create
brand awareness among my online community, and eventually expand to a
broader audience, whether that is local, national or international.
The primary focus will be to drive more traffic to the personal Facebook
page by sharing quality content, and building deeper relationships with
audiences by actively engaging with them.
Two major social strategies will support this objective:
EXECUTIVE SUMMARY
Focus on increasing the volume of content created and published on the
personal Facebook page.
Encourage and foster conversations with audiences in hopes that they will ask
my advice, share their own content with me, or imply about a commission.

4. Social Media Assessment:
SOCIAL MEDIA AUDIT
The following is an audit of my personal brand's social media presence to date. It includes
an assessment of all social networks. There is not enough data to determine web traffic
sources, audience demographics, and competitor analyses at this time.
At the present time, the highest number of interactions per post occurs on Facebook. Little
to no interactions occur on Twitter and Medium, but content creation and engagement will
hopefully increase moving forward.

5. By the end of 2017, the primary objective will be to drive more traffic to the
personal Facebook page through other social media channels. This can be
actualized through expanding online following by sharing quality content and
building deeper relationships with audiences by actively engaging with them.
SOCIAL MEDIA OBJECTIVES
Increased brand awareness through mentions on Twitter, Instagram and Pinterest.
Increased use of brand hashtag, #paintersperspective, across all social media
platforms.
Quantitative KPIs:
Some specific objectives include:
Qualitative KPIs:
Increase online following by 30% by the
end of 2017
Increase number of weekly photo and video
posted content to Facebook
Focus on creating quality content that
engages audiences and sparks conversation
Sentiment analysis of social media
interactions

6. Despite the lack of data, here is audience demographic information based on my personal Facebook page.

7. ONLINE BRAND PERSONA
AND VOICE
Adjectives that describe
my brand:
When interacting with
consumers I am:
Creative
Colorful
Fun
Skillful
Organized
Active
Encouraging
Inspiring
Friendly
Community oriented

8. ONLINE BRAND PERSONA AND VOICE
Examples:

9. Paid:
STRATEGIES AND TOOLS
Owned:
To generate brand awareness, any post with organic conversation or activity
will be boosted at the end of each week, depending on budgeting. However,
if budgeting does not allow for boosting every week, then they will be
boosted at the end of every two weeks.
Continue using the #paintersperspective hashtag across all social platforms
to encourage both artists and non-artists to capture and share the moments
of beauty in their life. Share user-generated content throughout the week.

10. STRATEGIES AND TOOLS
Earned:
Tools:
Partner with a few local artists and develop an influencer/advocate
relationship. Create a piece of art, an installation, or a cooperative art effort
to be shared on our personal pages and social media channels. Content to
be re-posted to our respective social channels.
Approved- Hootsuite, Buffer
Rejected- N/A
Existing Subscriptions/Licenses- Adobe Photoshop, Adobe Illustrator,
Adobe InDesign, Adobe Acrobat

11. Holiday Dates - any major holiday that calls for gift giving
TIMING AND KEY DATES
Valentine's Day
Thanksgiving
Christmas
Birthdays
Internal Events
Reporting Dates
November 3rd - Poetry Book Illustration Event
Congressional Art Competition Dates TBD
Reporting will occur once a month until an accurate timeline of
goals and objectives is set, and then will increase or decrease
accordingly.

12. At this time, Brynna Kaplan is in charge of the social media roles and
efforts of the personal brand. She serves as the Marketing Director,
the Social Media Manager, as well as the Social Media Coordinator.
However, as the brand builds up over time, tasks will be delegated
to future employees as follows:
SOCIAL MEDIA ROLES AND RESPONSIBILITIES
Manager of social media platforms and accounts
Social media coordinator
Content creator and social outreach manager

13. The social media efforts associated with my personal brand are a direct
extension and reflection of my practices and etiquette as a person. The
content posted on my page will be encouraging and uplifting, not spiteful
or downgrading. Social media is meant to connect online communities in
order to share our experiences with one another, not judge others based
on the content they publish. I aim to inspire others by acting as an
example. I will try my best to be kind, respectful, polite, helpful, and
engaging. However, I reserve the right to deem content appropriate or
inappropriate, and have the ability to remove certain posts or comments
if I feel it is necessary.
SOCIAL MEDIA POLICY

14. Scenario 1 - Inappropriate UGC on Facebook Page
CRITICAL RESPONSE PLAN
Action Plan
1. When post is detected:
Take a screenshot
Delete post
Inform necessary personnel
2. Evaluate impact and reach of inappropriate post, and take further action
if required.
3. Develop an appropriate follow-up post.
Pre-approved Messaging:
NO PRE-APPROVED MESSAGING IN THIS SCENARIO

15. Scenario 2 - Unintended posting on Facebook Page
CRITICAL RESPONSE PLAN
Action Plan
1. Once the inappropriate content is detected:
Take a screenshot
Delete post
2. Evaluate impact and reach of inappropriate post.
3. Develop an appropriate follow-up post, either apologizing or clarifying
the situation that occurred.
Pre-approved Messaging:
NO PRE-APPROVED MESSAGING IN THIS SCENARIO

16. My personal brand is fairly new, and therefore has no definitive data
regarding measurement and reporting results. However, there are a
few proposed action items in place.
Proposed Action Items:
MEASUREMENT AND REPORTING RESULTS
Continue use of #paintersperspective to eventually create a competition
among my online following.
Consider the creation of a campaign focused on reviving art programs in
local schools.
Revise mission statement and prepare a content strategy for the
upcoming year.