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New Force Comics Social Media Strategy 2018
- 1. Social Media Strategy 2018 By: Justin Butler February 25, 2018
- 2. TABLE OF CONTENTS • Executive Summary • Social Media Audit • Social Media Objectives • Online Brand Persona andVoice • Strategies andTools • Timing and Key Dates • Social Media Roles and Responsibilities • Social Media Policy • Critical Response Plan • Measurement and Reporting
- 3. EXECUTIVE SUMMARY Providing regular streams of social media content and engaging with our online community are the primary goals for 2018. This will be done in the hopes that a steady stream of content and conversation will increase the interest in pop culture and drive more traffic to our location which allows us to build a personal relationship with our audience. This goal will be achieved by: • Increasing volume of social media content our brand publishes • Engaging our audience in a digital landscape
- 4. SOCIAL MEDIA AUDIT PT. 1 Social Network URL Follower Count AverageWeekly Activity Average Engagement Rate Facebook https://www.facebook.com/ne w.f.comics/ 1,120 5 13% Instagram https://www.instagram.com/ne wforcecomics/ 614 3 Average Interactions per poster = 63 Highest engagement is on Facebook.Visual Facebook content out performs text-based content. Need to consider creatingTwitter for text based content and focus on visual media through Facebook and Instagram.
- 5. SOCIAL MEDIA AUDIT PT. 2 Competitor Name Social Media Profile Strengths Weaknesses Comic Emporium https://www.facebook.co m/comicemporium/ Frequent posts and events Little interaction with audience Arena Comics https://www.facebook.co m/ArenaComics/ Visual posts, new hub to share stories and interact with fanbase Little original content.
- 6. SOCIAL MEDIA OBJECTIVES PT. 1 In 2018 our goals are: • Double follower account across all platforms before the end of the calendar year. • Increase original content by two Facebook posts and 4 Instagram posts per week.
- 7. SOCIAL MEDIA OBJECTIVES PT. 2 KPIs: 1. Number of unique Facebook visitors 2. Number of Instagram followers 3. Number of audience engagement across all platforms Key Messages: 1. Fun, family friendly shopping experience 2. Knowledgeable and welcoming
- 8. ONLINE BRAND PERSONA AND VOICE Adjectives that describe our brand: • Friendly • Affordable • Nice When interacting with customers we are: • Friendly • Knowledgeable
- 9. STRATEGIES AND TOOLS Paid: Every Tuesday boost a post highlighting the week’s hottest releases and mention we have plenty of stock in order to increase in-store traffic on release days. Earned: Partner with local business and offer deals for those who support those businesses. Use the hashtag #NewForceFamily
- 10. KEY DATES • Free Comic Book Day – May 3rd • Black Friday
- 11. SOCIAL MEDIA POLICY • Provide audience with meaningful interactions and content • Be kind • Resolve issues, don’t reignite them • Do not criticize competition
- 12. CRITICAL RESPONSE PLAN Infraction from company account: 1. Screenshot and delete offensive material 2. Approach Rick (owner) with issue 3. Build follow-up tweet with Rick’s input 4. Post response Abusive interactions from audience: 1. Delete the post 2. Ban offender 3. Repost with apology and statement that toxic behavior will not be tolerated.
- 13. MEASUREMENT AND REPORTING Upon implantation of this plan reporting will occur during the first week of every new quarter. These reports will track: • KPI performance • Web traffic • Goal benchmarks