Here is my first Social Media Strategy. #DatzRight

1. Eddie Datz – Actor
2/19/17
Edward Datz
#DatzRight

2. #DATZ THE TABLE OF CONTENTS
• Cover Page
• Table of Contents
• Executive Summary
• Social Media Audit Social Media Objectives
• Online Brand Persona and Voice
• Strategies and Tools
• Timing and Key Dates
• Social Media Roles and Responsibilities
• Social Media Policy
• Critical Response Plan
• Measurement and Reporting Results

3. #DATZ THE EXECUTIVE SUMMARY
• As of 2/19/17, I really only feel comfortable on Facebook and Instagram. My major
social media priorities for 2017 are to yield more consistently high engagements on
all of my posts, and to become accumulated with and grow my followings on the
rest of the major social networks, including but not limited to: Twitter, Snapchat,
Pinterest, YouTube, Google+, and Medium.
• Strategy=
• 1. Put out well-developed, visual content on every network at least once a week.
• 2. Analyze what works and what doesn’t for each network and plan future content
accordingly.

4. #DATZ THE SOCIAL MEDIA AUDIT
While I have the biggest quantitative following on my Facebook Page, I have the most qualitative
and loyal following on Instagram. I am still getting started on Twitter and clearly need to up my
game on that.
Social Media Assessment Date: 2/1/17
Social
Network URL Follower Count
Average Weekly
Activity Average Engagement Rate
Facebook
facebook.com/datzeddie
/ 12377 posts/week 191 People Engaged. 16%
Instagram
https://www.instagram.c
om/datzeddie/ 677.5 posts/week
119 Likes/Photo, 2.8
Comments/Photo. 19.1 %
Twitter
https://twitter.com/datz_
eddie 207 Tweets/Week 2 Likes, 1 Retweet/Tweet. 10%

5. EVEN MORE SOCIAL MEDIA AUDIT?
#DATZRIGHT
Website Traffic Sources
Assessment Date: 2/1/17
Source Volume % of Overall Traffic Conversion Rate
Facebook 95 Page Views 16% 8%
Instagram
6513 Likes, 210
Comments Total 19.10% 16%
Twitter 49 Tweets, 74 Likes 3% 1.50%
Again, I can see that I am most efficient on Instagram. I want my Facebook to be my main traffic
driver, so I would like it to eventually surpass Instagram.

6. EVEN MORE SOCIAL MEDIA AUDIT?
#DATZRIGHT
Age
Distribution Gender Distribution
Primary Social
Network
Secondary Social
Network Primary Need Secondary Need
75% 14-25 54% Male 60% Instagram 78% Facebook Student Organization Groups
Friends/
Family
Interactions
20% 26-40 45% Female 34% Facebook 15% Twitter
4% 41-60 5% Twitter 6% Instagram
1% 60+ 1% Other 1% Other
It seems like my demographic is mostly my friends/fellow students/co-workers, which are teens/young adults. I
definitely am trying to pander to all age groups but I feel most comfortable with this age group. I’m glad my
genders are almost even, because I wanted to be an actor beloved by everyone. While most of my users go to
Instagram first, I still want to increase traffic on my Facebook Page because I think that panders more to all
demographics, whereas Instagram just happens to reach my current main demographic but not my goal
objective (every demographic). Like me, most of my users are on social media either because they have to for
their clubs or want to for their friends/family.

7. EVEN MORE SOCIAL MEDIA AUDIT?
#DATZRIGHT
Competitor
Assessment: Date: 2/1/17
Competito
r Name
Social Media
Profile Strengths Weaknesses
Amanda
Young -
Actress
Facebook. 426
Likes
Relevant pictures/posts about her
life/career
Still seems to be in it's beginning stages and doesn't have
much content right now.
LeBron
James
Instagram. 28.2
Million
Followers
Shares posts about his community work,
family, and accomplishments. This
encourages audience loyalty.
Sometimes his posts seem pretentious. As someone who
wants to be on his level in my respective field, I need to
remember to stay humble and grounded.
Ansel
Elgort
Instagram. 7.3
Million
Followers
Posts have variety and are pleasing to the
eye! As we know, visual is key.
Posts a lot of pics with a girl, which is a turnoff for young
teenage girl fans.
A fellow student actor, Amanda, is closer to my level right now. LeBron is obviously the King of social
media. Ansel is a famous actor, so closer to where I want to be. They all seem to have in common that
they post pics of family, which everyone can relate to and enjoy. When their posts start to get a bit self-
indulgent, their audiences lose interest. As we learned-don’t think about what you want, think about
what the audience wants!

8. SOCIAL MEDIA OBJECTIVES?
#DATZRIGHT
• As an aspiring Actor, my career goal is to be a well-
known celebrity that directors/producers are willing to
trust because of name-recognition.
• As the Social Media Manager of the brand called Me,
my main Objective is to increase my following to the
point where I can feasibly use my online following as
another reason for directors to hire me (more
followers=greater reach=greater potential show/movie
tickets sold).

9. EVEN MORE SOCIAL MEDIA OBJECTIVES?
#DATZRIGHT
• Qualitative KPIs:
• KPIs
• Page Likes/Follows/Subscriptions on Facebook, Instagram, Twitter, LinkedIn, Medium,
YouTube, Pinterest, and Google+
• Engagement on specific posts through Likes, Comments, Shares, Retweets on the above
mentioned networks.
• Overall tone of audience’s responses
• Use of Emoticons
• Quantitative KPIs:
• Reach 1000 Instagram Followers by 12/31/17
• Reach 1500 Facebook Page Likes by 12/31/17
• Reach 200 Twitter Followers by 12/31/17
• Reach consistent Klout Score of 75 by 12/31/17
Key Messages:
• (Insert any Datz
pun here)
• #DatzTheWay

10. ONLINE BRAND PERSONA AND
VOICE? #DATZRIGHT
Adjectives that
describe my brand:
•Entertaining
•Funny
•Fun
•Passionate
When Interacting with
my audiences I will be:
• Knowledgeable
• Relatable
• Reliable
• Grounded

11. STRATEGIES AND TOOLS?
#DATZRIGHT
• Paid: N/A (I do not have any expendable money to spend in this coming year). However,
when the day comes that I can afford to spend money on social media, I will utilize
Facebook’s paid targeted advertisements first. When I see how I like that, I will then move
on to other networks.
• Earned: I plan on doing interviews and posting insights from audience members, fellow
actors, and facutly at UF in order to spread my following.
• Owned: Create mixture of pictures, videos, posts, discussion-starters, and curated content.
Started the hashtag “#throwbackthespian” instead of ”#throwbackthrusday” where I can post
theatre-related throwbacks.
• Tools:
• Hootsuite-Post Calendar/Scheduling
• Buffer-Post Calendar/Scheduling (for networks that I don’t use on Hootsuite)
• Canva-Photo Editing/Graphic Design
• Followers+-Monitor/Analyze Instagram Followers/Posts
• PhotoGrid-Photo Collages

12. #DATZ MY SCREENSHOTS OF
CANVA AND HOOTSUITE

13. TIMING AND KEY DATES?
#DATZRIGHT
• Valentine’s Day-Start Discussion about Favorite Romantic Comedy
• Halloween-Favorite Horror Movie/Shows
• November/December-Holiday Movies/Shows
• Award Shows Predictions:
• Oscars
• Emmys
• Tonys
• Golden Globes
• MLK Day-Discuss Fences Play/other African American Art Pieces
• Holocaust Remembrance Day-Holocaust movies every person should watch
• President’s Day-Favorite Political shows/Movies
• July 4th-Favorite Patriotic Film/Show
• Veteren’s Day-Favorite War Movies/Shows every person should watch
• New Year’s-Favorite Movies of current year and what movies looking forward to most next year
Key Holidays

14. EVEN MORE TIMING AND KEY
DATES? #DATZRIGHT
•Key Events:
• Upcoming Shows
• Student Films
• Target Demographic: Ages 15-60.
• Ideal Timing for Target Demographic: Around 4pm.

15. SOCIAL MEDIA ROLES AND
RESPONSIBILITIES? #DATZRIGHT
• Like paid advertisements, I do not have the money to afford to pay someone else to
take part in my social media.
• Therefore, I will have the sole responsibility to develop, schedule, and publish the
best content that I can.
• I will start by making an editorial calendar. I will start broad and get more narrow:
Year, Month, Week, Day, Hour.
• I will continue to put myself out there offline and have share-worthy experiences.
This will help me get the most out of life and give me great, natural content for all
of my networks.

16. #DATZ THE SOCIAL MEDIA POLICY
•I have to be extra careful on social media, because
my brand is ME. If someone messes up behind a
computer screen working for a big company, no
one will ever know from the audience who messed
up. However, if I post or comment something
unflattering, inaccurate, or inappropriate, everyone
will know I am solely to blame.

17. EVEN MORE SOCIAL MEDIA POLICY?
#DATZRIGHT
• When interacting with audience, I will be:
• Accurate
• Inspiring
• Kind
• Reassuring
• Encouraging of dialogue
• Open to all ideas
• Open to all people regardless of race, ethnicity, religion, political party, or sexual orientation.
• Promotional about fellow actors
• I will avoid:
• Curse Words
• Negative thoughts about actors or people/aspects of entertainment
• Posting things that would be more appropriate on my personal, private Facebook Profile.

18. #DATZ THE CRITICAL RESPONSE
PLAN
• Scenario 1: One or multiple accounts get hacked and something is posted without my
authorization.
• Action Steps:
• 1. Change Email/Password
• 2. Report Hack to the network
• 3. Report Hack to the police.
• 4. Make sure account is secure before proceeding with message.
• Pre-Approved Message:
• “Unfortunately, it appears some people have too much time on their hands. I was recently
hacked on this {and other} account(s). I have reported this to {insert network here} and the
police, so the situation should be secure and under control. If you received or continue to
receive any kind of interaction from me that is inappropriate in any way, I give my sincerest
apologies and ask that you tell me exactly when and what was said. Thank you, and I hope
this will not happen again. #DatzRight”

19. EVEN MORE CRITICAL RESPONSE
PLANS? #DATZRIGHT
• Scenario 2: I post something that unintentionally offends a majority of audience members.
• Action Steps:
• 1. Get general idea of how many people are offended
• 2. Get general idea of demographics of offended persons.
• 3. Decide whether the post was worth posting and if it is worth keeping, despite its controversy.
• 4. Delete Post
• 5. Apologize to all audience with emphasis on offended persons.
• Pre-Approved Message:
• Recently I posted something regarding {insert topic here}. With the much-appreciated feedback
from my audience, I realize the post was in bad taste, so I deleted it. I apologize for the offense
and will be more careful about what I post. I thoroughly regret posting it. I showed a rare
moment of immaturity and insensitivity, while I usually pride myself on being a very mature,
sensitive person. I realize when I make a mistake, and I own up to it and learn from it. I
appreciate all your concern, and I assure you it will not happen again.

20. MEASUREMENT AND REPORTING
RESULTS? #DATZRIGHT
•Quantitative KPIs:
•Facebook Likes
•Instagram Likes/Follows
•Twitter Likes/Retweets/Follows
•Qualitative KPIs:
•Feedback from Audience
•Word-of-mouth reported referrals

21. EVEN MORE MEASUREMENT AND
REPORTING RESULTS? #DATZRIGHT
Social Network Data Date 2/19/17
Social Network URL Follower Count Average Weekly Activity Average Engagement Rate
Facebook facebook.com/datzeddie/ 11947 posts/week 191 People Engaged. 16%
Instagram
https://www.instagram.com/datzedd
ie/ 737.5 posts/week
119 Likes/Photo, 2.8 Comments/Photo. 19.1
%
Twitter https://twitter.com/datz_eddie 207 Tweets/Week 2 Likes, 1 Retweet/Tweet. 10%
Website Traffic Data Date:
Source Volume % of Overall Traffic Conversion Rate
Facebook 95 Page Views 16% 8%
Instagram 6513 Likes, 210 Comments Total 19.10% 16%
Twitter 49 Tweets, 74 Likes 3% 1.50%
After about 18 days of trying to grow my following, I seem to have lost Likes on Facebook. However, by
reaching out and following people first (something I used to never do), my gamble with Instagram paid off
because most of the people I followed decided to follow me back, upping my followers amount while still
allowing me to have more followers than following. Twitter stayed the same because I had no new amount
of activity.

22. #DATZ ALL FOLKS!