Social strategy
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Hannah Parrish is developing her personal brand and social media presence. She conducted a social media audit that found Facebook and Twitter to be the most useful platforms currently. Her six-month objectives are to increase her network and engagement on these platforms by posting helpful, relevant content and fostering conversation. She outlines strategies for paid, owned, and earned social media, and establishes key performance indicators and a response plan to measure her progress and deal with any issues that may arise.
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Social strategy
- 2. Table of Contents 1. Executive Summary 2. Social Media Audit 1. Social Media Assessment 3. Social Media Objectives 4. Online Brand and Persona Voice 5. Strategies and Tools 6. Social Media Roles and Responsibilities 7. Social Media Policy 8. Critical Response Plan 9. Measurement and Reporting Results
- 4. Social Media Assessment Social Network URL Follower Count Average Weekly Activity Average Engageme nt Rate Facebook https://www.facebook.com/ hrparrish/ 60 10 60% Twitter https://twitter.com/ _HannahParrish_ 9 10 90% LinkedIn https://www.linkedin.com/in/ hannah-parrish-673584112? trk=nav_responsive_tab_profile_pi c 5 10 50% Website https://www.rebelmouse.com/ hannahparrish/ n/a 2 0% Assessment Summary: As of right now, Facebook is the most useful tool for my personal brand with twitter being a consistent second. As of right now, focusing on Twitter and Facebook would be beneficial to my brand.
- 5. Social Media Objectives Overall Business Goals: • In six months, the goal is to increase network and community engagement by posting and providing relevant and helpful content. It is also to curate conversation relevant to using social media for small businesses/non-profits. Social media objectives to support business goals: • Increase social network and community by 15% and engagement by 10% Increase followers to 120 on Facebook and 18 on Twitter. Increase engagement to 70% on Facebook and 100% on Twitter • Network with small businesses and non-profits to build community • Most 50% more on Facebook and Twitter than currently posting Post 20 posts per week on Facebook and Twitter Create relevant and informational content
- 6. Social Media Objectives • KPIs: • Quantitativate: • Number of unique visitors on Facebook and Twitter • Number of posts per week • Qualitative: • Sentiment Analysis • Key Supporting Messages: • Build social media presence for small business/non-profit • How to increase traffic using simple tips
- 7. Online Brand Persona and Voice Words we describe our brand: • Relational • Kind • Informational • Helpful • Trustworthy To our customers we are: • Helpful • Engaging • Friendly • Solution-oriented
- 8. Strategies and Tools Paid: • Boost most popular post on Facebook Owned: • Post User curated post each weekend Earned: • Post giveaway opportunity to increase page traffic Tools: Accepted • Hootsuite • TweetDeck Rejected- N/a Existing subscriptions/licenses • Adobe Creative Cloud
- 10. Social Media Policy All posts must be pre approved by Hannah Parrish. Healthy and encouraging conversation is allowed on posts to cultivate ideas and creativity within the community. • Be polite. • Be relevant. • Be respectful. • Be kind. • If you can’t say something nice, don’t say anything at all.
- 12. Measurement and Reporting Results Social Networks URL Follower Count Average Weekly Activity Average Engagement Rate Facebook www.facebook.com/ hrparrish/ n/a n/a n/a Twitter www.twitter.com/ _HannahParrish_ n/a n/a n/a LinkedIn https://www.linkedin.com/ in/hannah- parrish-673584112? trk=nav_responsive_tab_pr ofile_pic n/a n/a n/a Website https:// www.rebelmouse.com/ hannahparrish/ n/a n/a n/a