Social Media Management Project 1

1. HELLO,
I’M JASMIN
Jasmin Miranda
09.28.16

2. TABLE OF CONTENTS
1. Executive Summary
2. Social MediaAudit
3. Social Media Objectives
4. Online Brand Persona
5. Strategies &Tools
6. Timing & Key Dates
7. Social Media Roles & Responsibilities
8. Social Media Policy
9. Critical Response Plan
10.Measurement & Reporting Results

3. EXECUTIVE SUMMARY
My major social media priorities for 2016 will be gaining awareness and
increasing my community of followers.
The primary focus will be building relationship with my new followers by
starting conversations and providing content relevant to my targeted
audience.
Two major social strategies will support this objective:
1. Using an editorial calendar to plan content to publish to social
profiles.
2. Encouraging discussion via Q & A’s, polls and contests.

4. SOCIAL MEDIA AUDIT
Social
Network
URL Follower
Count
Avg. Weekly
Activity
Avg.
Engagement
Rate
Twitter twitter.com/jas
minmelisam
161 8 posts per
week
.01%
Facebook facebook.com/
jasmin.mirand
a
1,480 5 posts per
week
.03%
Instagram instagram.com
/jasminmelisa
617 3 posts per
week
.10%
Pinterest pinterest.com/j
asminmelisa
3,300 50 posts per
week
.16%
SM Assessment:
At present time, the
highest number of
interactions occur on
Pinterest. Little to no
interactions occur on
Twitter and Facebook
methods for
improvement will be
considered moving
forward.

5. AUDIT CONTINUED
Age Distribution Gender
Distribution
Primary Social
Network
Secondary
Social Network
Primary Need Secondary Need
60% 18 – 30
40% 30+
70% Female
30% Male
50% Facebook
30%Twitter
15% Instagram
40%Twitter
20% Facebook
20% Instagram
Looking for daily
encouragement
and motivation
Venting about a
hard day, looking
for a solution.
Source Volume % of OverallTraffic Conversion Rate
Twitter 11 visits .12% .3%
Facebook 33 visits .27% .8%
Pinterest 21 .3% .02%
WebsiteTraffic Sources Assessment
Timeframe: Monthly average, April 2016 to October 2016
Audience Demographics Assessment
Survey distributed in April via Facebook.Total applicant responses: 100
Competitor Assessment: My personal brand has no competition, the only person I am competiting against is
myself and my own growth.

6. SOCIAL MEDIA OBJECTIVES
Objectives include:
1. Increase traffic to Instagram and
Twitter by 40% in 6 months.
2. IncreaseTwitter followers by 100 in
6 months.
3. Increase posts per week on
Instagram andTwitter by 30% in 6
months.
In 2016, the primary focus of my
social media strategy will be to
build relationships with my
target audience by creating
conversations and providing
relevant, reliable and refreshing
content. In order to do so, my
social media priorities will be
posting engaging and diverse
content and responding to my
audience timely.

7. KPIs:
1. Number of visitors to Instagram
andTwitter
2. Number ofTwitter followers
3. Number of weekly posts to
Instagram, Facebook andTwitter
Key Messages:
• I write, observe, wonder and
pray
• Encouragement everyday
• Be an example
The Motto: I write, observe, wonder and pray.
The Hashtags: #BeAnExample #EncourageEveryday
OJECTIVES PARTTWO

8. ONLINE BRAND PERSONA &VOICE
When interacting with
followers I am:
- Encouraging
- Understanding
- Truthful
- Kind
Adjectives that describe
my brand:
– Hopeful
– Courageous
– Christian
– Sarcastic

9. STRATIGIES &TOOLS
Paid: No paid strategies in 2016
Owned: Promote hashtags across all social
networks. Link blogs posts to social networks
and post a minimum of 1 piece per week.
Earned: MonitorTwitter for keywords relating to brand in order to follow
and engage in conversation with users.
ApprovedTools
o Hootsuite
o Buffer
Rejected Tools
o N/A
Existing Subscription
o Adobe Creative Suite
o WordPress

10. TIMING & KEY DATES
Holiday Dates
o Christmas Eve
o Christmas Day
o Good Friday
o Easter
o Palm Sunday
o Thanksgiving
o Valentine’s Day
Reporting Dates: Reporting will occur twice a year,
once in April and the other in October.
Post on day of holiday and a week before the holiday.

11. SOCAL MEDIA ROLES & RESPONSIBILITIES
Social Media Director, Manager and
Coordinator:
Jasmin Miranda
Supporting Social MediaTeam Members:
N/A
I am responsible of creating, publishing and monitoring everything
for my brand.
I am the main source of communication for consumers and I behave
in a way that aligns with the values of my brand and my personality.

12. SOCIA MEDIA POLICY
The guidelines for communicating on social media are as follows:
- Be kind always
- Be above reproach
- Be inviting
- Encourage others
- Help when possible
- Spread joy
- Don’t insult
- Don’t lie
- Don’t argue

13. CRITICAL RESPONSE PLAN
Scenario 1 - A social media post does harm and someone comments negatively
1. Respond quickly to the direct comment in a non-defensive manner, every
response should be unique per situation – no pre-approved messages
2. Direct message the user directly apologizing for their pain and offering to
talk through the situation honestly and peacefully.
3. Decide if the comment should be deleted or left on post
Scenario 2 – An inappropriate post not aligning with my brand is posted
1. Screenshot the post
2. Delete the post
3. Change password
4. Apologize the the audience who may have seen the post
5. Reassure this post does not align with brands value and steps where taken
to insure it won’t happen again.

14. MEASURMENT & REPORTING RESULTS
Quantitative KPI’s
Reporting Period: 6 months
Date as of: October 1, 2016
WebsiteTraffic Sources Assessment
Timeframe: Monthly average, April 2016 to October 2016
Source Volume Percentage
of Overall
Traffic
Conversion
Rate
Twitter 1100 visits +
10% growth
12% 2.3%
Facebook 3300 visits
+10%
growth
27% 1.8%
Pinterest 210 visits +5
growth
3% .02%

15. REPORTING CONTINUTED
Social Network Data
Timeframe: as of April 1, 2016
Social
Network
URL Follower
Count
Avg.
Weekly
Activity
Engagemen
t Rate
Twitter twitter.com/
jasminmelis
am
200
+15%
growth
16 posts per
week
+50%
increase
10%
Facebook facebook.co
m/jasmin.mi
randa
2,000
+30%
growth
10 posts per
week
+50%
increase
30%
Instagram instagram.c
om/jasminm
elisa
700
+8% growth
12 posts per
week
+50%
increase
30%
Pinterest pinterest.co
m/jasminme
lisa
5,000
+30%
growth
100 posts
per week
+50%
increase
20%
Proposed Action Items
o Continue #BeAnExample and
#EncourageEveryday Campaign
o Prepare a contest campaign in order
to create earned coverage
Hashtag Performance
o Between April 1, 2016 and October 1,
2016 the hashtag was mentioned 1000
times ofTwitter and 450 on Instagram
Qualitative KPIs
Sentiment Analysis
o An analysis on the interactions of 100
posts on all networks showed an increase
of positive comments and quotes from
my blog postings.