Social Media Strategy of Davron Staffing, Inc. by Jayme Byrd, Davron's Sales and Marketing Assistant.

1. Davron Staffing, Inc.
Jayme Byrd
26 February 2017

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Table of Contents:
Executive Summary………………………………………………............ 3
Social Media Audit……………………………………………………….. 4
Social Media Objectives………………………………………………… 5
Online Brand Persona and Voice……………………………………… 7
Strategies and Tools……………………………………………………….11
Timing and Key Dates……………………………………………………. 12
Social Media Roles and Responsibilities……………………………… 14
Social Media Policy………………………………………………............ 15
Critical ResponsePlan…………………………………………………… 16
Measurementand Reporting Results…………………………............ 17

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Executive Summary
Davron Staffing, Inc. is a technical recruiting firm that specializes in matching our talented
engineering, architectural, and construction professionals to rewarding career opportunities.
Davron is currently a small, local business located in Land O Lakes, Florida. Although our team
consists (currently) of 13 employees, my goal is to make the Davron name well-known; as well-
known as ManPower, Aerotek, and KForce COMBINED. At Davron, we believe we are a force
to be reckoned with, as we have an extremely diverse and talented team of individuals. Our
company culture is unlike any other, and we thrive off of the success of our fellow colleagues.
Davron is like a family, and we want to make our clients and candidates feel as special as we do
to be a part of this company’s efforts.
In order to make Davron a house-hold name for all engineering, architectural, and construction
companies and candidates, we have to increase our social media presence.
So far, Davron’s Head of Marketing/Business Development/Company Event Planner/Contract
Negotiator/the-greatest-partner-anyone-could-ask-for and I have increase Davron’s presence
on social media significantly, but we’re not sure how much…
My goals for Davron’s social media strategy will include:
 Conducting monthly audits of all social accounts
o LinkedIn, Facebook, Twitter, Instagram
 Obtain at least four job orders per month just from social media
 Create weekly original images to post on all accounts
 Create one original blog post bi-weekly
 Use Buffer to schedule tweets and posts on Facebook for all holidays
 Complete editorial calendar for the year
o Focus on all architectural/engineering/construction national recognition day
 Increase philanthropy, especially during holidays
o Plan at least two months in advance
 Document all Davron events
o I.e. Upcoming deep-sea fishing trip – as a treat for our “hard work”
o Will also promote local business, which may lead to them promoting us – speak
to captain of boat and owner of company for referrals

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Social Media Audit
I created my own social media audit for 2017. I have provided it below:
Our most important outlets for information are, first, LinkedIn, and second, Facebook. In
December, it seemed like increasing our followers to 1,000 in December was an unattainable
goal, but now, I’m going to take a guess and say we surpass it. Our goal will be to reach 1,500
followers by the end of June. Everything that we post to LinkedIn gets posted to Facebook. Our
Facebook, Twitter, and Instagram content are different than our LinkedIn posts. We like to
show our company culture on those platforms, whereas for LinkedIn, we know it’s best to keep
that platform professional.
As for the Social Media “Assessment” mentioned in the spreadsheet template, Davron’s up-to-
date assessment is as follows:
Social
Network
URL Follower
Count
Avg. Weekly
Activity
Ave.
Engagement
rate
Facebook https://www.facebook.com/DavronStaffing 228 4 39
LinkedIn https://www.linkedin.com/company/davron-
staffing
969 5 32
Twitter https://twitter.com/DavronStaffing 348 25 6
Instagram https://www.instagram.com/davronstaffing 44 2 10

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Social Media Objectives
Specific:
Measurable:
Attainable:
Realistic:
Time-bound:
Quantitative KPIs
 Increase following on LinkedIn each quarter by 25%
 Increase Function Follower demographic for Architecture and Construction industries
Qualitative KPIs
 Increase amount of local philanthropy by the end of the year
LinkedIn Demographics

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Online Brand Persona and Voice
Adjectives that describe Davron:
 Casual
 Family-friendly
 Understanding
 Compassionate
 Empathetic
 Comedic
 Loyal
Examples of Davron on Social Media:

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Strategies and Tools
Paid Strategies:
1) Facebook ads
2) LinkedIn Sponsored
Owned Strategies:
1) Davron Website
2) Davron Wordpress
Earned Strategies:
1) Google Reviews
2) Obtaining testimonials from clients and candidates
Existing Subscriptions/Licenses:
Buffer
ZoomInfo
CareerShift
CareerBuilder
Monster
Irena Webinar
LinkedIn
1Point
Microsoft Office 365

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Key Dates and Timing
Key dates:
 February 2 – Groundhog Day
 February 14 – Valentine’s Day
 February 19-February 25 – National Engineers Week
 March 3 – National Employee Appreciation Day
 April – National Landscape Architecture Month
 April 1 – April Fools’ Day (Davron is full of pranksters)
 April 14 – Last Friday before Easter (cute egg, bunny/family post on FB)
 April 22 – National Earth Day (support Davron’s environmental candidates & companies)
 April 26 – Administrative Professionals Day (post pics of gifts given to operations manager
and sales & marketing assistant)
 May 5 – Cinco De Mayo (office will dress up)
 June 21 – Summer begins
 June 30 – Social Media Day #SMDay
 July 4 – Independence Day USA USA USA
 August 26 – National Dog Day (Employees bring dogs to work)
 September 11 – Anniversary of 9/11
 October – Breast Cancer Awareness month (turn Davron logo pink for the month)
 October 2 – World Architecture Day
 October 4 – National Taco Day (Capital Taco affiliates)
 October 16 – National Boss’s Day
 October 31 – Halloween (office dresses up and brings goodies)
 November – No shave November for the boys (take before and after photo)
 November 8 – National STEM/STEAM Day (donate supplies to local STEM schools)
 November 23 – Thanksgiving
 December 7 – Pearl Harbor Anniversary
 December 21 – Winter Begins
 December 24/25 – Christmas (Christmas social media posts, secret santa photos, and
other Davron festive activities)
 December 31 – New Years’ Eve
Internal Events:
 All employees’ birthdays – Heather and I always decorate the birthday person’s desks,
pick out gifts for them that match their likes/dislikes, and send a birthday card around
the office so that everyone can secretly sign it. We always post these events on
Instagram.

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 Uncle Jimmy Days – Uncle Jimmy is our Operations Manager’s, Leah, uncle. He
specializes in self-defense and comes by our office to teach us some cool moves for an
hour or so.
 Deep-sea Fishing – Davron’s president, David, is treating us all to a deep-sea fishing trip
on March 3rd
. He’s calling it a “team-building exercise”, but in reality, he just really loves
fishing and his Davron family.
 Paid-lunch Thursday – Everything week that Davron has a candidate starting at a
company, our president buys lunch from a local restaurant. It’s different every week.
(Also used as an incentive to get more closes, so it’ll be good motivation to post for the
recruiters to see.)
 Employee anniversaries – Celebrate when an employee has been with Davron a year,
then the next year, and the next…
 Davron’s anniversary – Davron opened its doors in 1997. This year is the 20th
year
anniversary. We will run marketing campaigns during the month of July, which is the
month the company began operating.
 Anniversary of our new office – We moved into our new office, which is the second
official Davron office since David was running the business out of his home. We moved
into the office the last week of April and beginning of May.

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Social Media Roles & Responsibilities
Social Media Director: Leah Stevens
Responsibilities: Ensuring all content is appropriate
Ensuring all pages are working properly
Ensuring passwords are protected
Ensuring accounts are under control of Davron
Changing passwords as necessary
Allowing access to accounts to selected employees
Completely responsible for Davron’s website
Social Media Manager: Heather Guida
Responsibilities: Primarily runs Davron’s Facebook page
Spreads awareness on LinkedIn about Davron’s services
Ensuring original content is shared over each account
Creates original images for Davron events
Promotes Davron’s job postings on LinkedIn
To maintain #1 most searched Davron employee on Linkedin
Join live Twitter Chats to increase engagement and brand
awareness
Connect with potential clients and candidates via LinkedIn
Sharing photos of Davron philanthropy efforts
Social Media Coordinator: Jayme Byrd
Responsibilities: Creates original articles regarding job searches
Shares content via LinkedIn, Twitter, and Facebook
Creates original images using Canva and other photo editors
Maintains current knowledge of where to obtain stock images
Ensures proper grammar/language across all social platforms
Join live Twitter Chats to increase engagement and brand
awareness
Connect with potential clients and candidates via LinkedIn
Craft written summaries of Davron philanthropy efforts
Creating captains for social media posts

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Social Media Policy
To be determined…

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Critical Response Plan
In case of angry client, bad google review, ticked-off candidate, follow this step:
Call Leah!
Leah is excellent at keeping Davron’s professional tone during the unfortunate event that we
need to act against negativity from a client, candidate, or ex-employee. Leah has this handled.
If anyone in the company were to see something that affected Davron in a negative way, Leah
would be the first one to call and would handle it immediately.
Davron is very lucky to have Leah Stevens.

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Measurement & Reporting Results
I understand that this part of the assignment is to explain the numerical data of Davron’s social
data and website traffic. I’m actually going to use it for something else.
Unfortunately, I don’t have access to the website traffic data, but I know for a fact that it has
increased significantly since Heather and I have been creating content to share to social media.
We have been very successful these past few months spreading brand awareness for Davron.
This has become one of our main goals, and we are setting quarterly goals, which so far, we are
very close to exceeding with still an entire month left of data.
Davron hasn’t been huge into social media until just recently. I began working with them in
December of 2015, and I had only worked a desk job previously for two months. They taught
me everything I know about marketing and business development. We have been dipping our
toes into the social media waters, and I’d say we’re doing a great job so far. This class has
taught me so much that I can bring back to work with them.
No, I can’t answer some of the information for this project, but that’s because I want to create a
real social media strategy with Heather, Leah, and David. This is something that needs to
discussed between all of us. And also, I haven’t completed this course yet. I still have so much
to learn. Every bit of useful information that I have learned in this course, I have brought with
me to Davron and shared it with the management team. I want to do everything right by them,
and I want to impress them and bring the company success. They are like family to me.
As soon as this course is done, I plan on creating a practically flawless social media strategy
that’s going to put Davron on the map. When an engineer, architect, or construction
professional needs a job, the first word that comes to their mind will be “Davron”.
We have a really good thing going at Davron. This class is helping, and I want to thank you for
that, but currently, I don’t have the tools or the knowledge to create exactly what I want for this
company’s future. It’s coming though, and I have you to thank, Professor Buyer.