Social media strategy for my personal brand as a PR specialist. Social objectives align with business objectives to: (1) network with other PR professionals and (2) get a job in the energy industry.

1. Jessica Echerri
Public Relations Specialist
Social Media Strategy
2/21/2016

2. Table of Contents
1. Executive Summary
2. Social Media Audit
a. Social Media Assessment
b. Audience Demographics
c. Competitor Assessment
3. Social Media Objectives
4. Online Brand Persona and Voice
5. Strategies and Tools
6. Timing and Key Dates
7. Social Media Roles and Responsibilities
8. Social Media Policy
9. Critical Response Plan
10. Measurement and Reporting Results

3. Executive Summary
Our major social media priorities for
2016 will be growing our online following and
community.
The primary focus will be to increase brand
awareness by cultivating meaningful relationships
and sharing engaging content.
Social strategies to support this objective:
1. Increase volume of content published
2. Increase engagement with energy PR profiles

4. Social Media Audit
Social Media Assessment
Data as of Feb. 21, 2016
The largest engagement comes from Facebook, though Twitter results in higher
reach. LinkedIn has the largest network although little to no interaction occurs.
Social
Network
URL Followers Average Weekly
Activity
Average Engagement Rate
Facebook /jessica.echerri 55 7 posts/week 19.6%
Twitter /jessica_echerri 65 22 tweets/week 0.2%
LinkedIn /in/jessicaecherri 273 1 post/week 0%

5. Social Media Audit
Website Traffic Sources Assessment
Data as of Feb. 21, 2016
Facebook drives the most traffic to my website. Must add link to Twitter bio or to
Twitter posts.
Social Network Volume % Overall Traffic
Facebook 10 visits 60%
Twitter 0 visits 0%
LinkedIn 5 visits 30%

6. Social Media Audit
Audience Demographics
Data as of Feb. 21, 2016
Most of the audience is between 25 and 34, probably young professionals.
Facebook, Twitter and Instagram are the three most-used social media.
Energies should be used to curate content for Facebook and Twitter, and
begin considering opening an Instagram presence.
Ages Gender Primary Social
Network
Secondary Social
Network
Primary Need Secondary Need
12% 18-24 61% Female 40% Facebook 50% Twitter Learn public
relations news,
trends, skills,
etc.
Network with
other
professionals for
job search/hiring
46% 25-34 39% Male 30% Twitter 25% Instagram
20% 35-44 20% Instagram 20% Facebook
11% 45-54 10% Other 5% Other
11% 55+

7. Social Media Audit
Competitor Assessment
Data as of Feb. 21, 2016
These competitors actively engage others’ content to jumpstart their own.
Areas of improvement include focused posts and personalization.
Competitor Name Social Media Profile Strengths Weaknesses
Abigail Wilsey Twitter.com/abbywils
ey
Participates in twitter
chats with a lot of
retweets and
mentions
Not a lot of “fun”
posts, mostly all
about work
Calli Rudman facebook.com/calliru
dmanPR/?ref=aymt_
homepage_panel
Posts regular content
with a variety of
media
Did not personalize
Facebook URL, does
not respond to
comments

8. Social Media Objectives
The primary focus will be to increase
brand awareness by driving more traffic to the
RebelMouse website by cultivating meaningful
relationships and sharing engaging content.
Social strategies to support this objective:
1. Increase unique visitors from social properties to website
by 20% in 12 months via:
a. Increase brand awareness through increased mentions and
retweets on Twitter
b. Increase brand awareness through increased reach on Twitter
and Facebook
2. Increase original content to Facebook to 2 posts/week

9. Social Media Objectives
KPIs
1. Number of unique
visitors from social
media
2. Number of Twitter
mentions and retweets
3. Organic and paid reach
on Facebook and
Twitter
4. Original content posts
Key Messages
• Time management is
the key to balance
• PR for work and play
• Energy-industry PR
expert

10. Online Brand Persona and Voice
Adjectives that
describe my brand
• Organized
• Trust-worthy
• Fun
• Talented

11. Online Brand Persona and Voice
When interacting
with my audience I am
• Friendly
• Professional
• Helpful

12. Strategies and Tools
Paid
Boost with a minimum organic reach of 50 every Monday
Owned
Introduce #EnergyExpress to share AFCEC enewsletter
with my original content. Promote hashtag to energy
companies and agencies.
Introduce weekly video selfies that showcase
organization tips and tricks.
Earned
Engage energy utility social media to cultivate
relationships with other energy PR professionals who will
advocate for me.

13. Strategies and Tools
Tools
• Approved tools
• Hootsuite
• Buffer
• Canva
• Rejected tools
• N/A
• Existing subscriptions/licenses
• Adobe CreativeCloud

14. Timing and Key Dates
Holiday Dates:
• Nov. 11 - Veteran’s Day
• Apr. 22 - Earth Day
Internal Events
• Oct - Energy Action Month
• Aug. 15 - Energy Exchange Conference
Reporting Dates
• Quarterly (Oct., Jan., Apr., Aug.)

15. Social Media Roles and Responsibilities
Jessica Echerri
• Social Media Manager
• Social ads support
• Customer service support
• Content creation
• Research and analysis

16. Social Media Policy
Always maintain a demeanor of professionalism while
pursuing and sharing PR, energy and
personal/professional balance information.
1. Be polite and respectful
2. Be responsive – respond within 12 hours
3. Collaborate with competition, don’t put them down
4. Never use personal social media as a platform to
represent the U.S. Air Force, Navy or Department of
Defense

17. Critical Response Plan
Scenario 1 – Inappropriate engagement (i.e. uses lewd
language or swear words) on a post
Action Plan
1. Delete post
2. Contact user to explain why post was removed
3. If inappropriate post already had further engagement
from others, respond to them that I have taken action.

18. Measurement and Reporting Results
Quantitative KPIs
Reporting period: 3 months
Timeframe: Feb. 2016 to May 2016
Website Traffic Sources Assessment
Social Network Volume % Overall Traffic
Facebook 30 unique visits
+ 200%
30%
Twitter 40 unique visits
+ 0%
40%
LinkedIn 15 unique visits
+ 200%
15%

19. Measurement and Reporting Results
Social Network Data
Reporting period: 3 months
Timeframe: Feb. 2016 to May 2016
Website Traffic Sources Assessment
Social
Network
URL Followers Average Weekly
Activity
Average Engagement Rate
Facebook /jessica.echerri 81
+ 47%
10 posts/week
+ 43%
24%
+ 22%
Twitter /jessica_echerri 122
+ 88%
35 tweets/week
+ 59%
1.2%
+ 500%
LinkedIn /in/jessicaecherri 300
+ 10%
2 post/week
+ 100%
0.1%
+ 0%

20. Measurement and Reporting Results
#EnergyExpress performance
Reporting period: 3 months
Timeframe: Feb. 2016 to May 2016
• 8 mentions
• 10 retweets
Qualitative KPIs
Sentiment analysis
• Response to organization videos are mostly positive, with
some sharing their own ideas
• Energy opinion leaders respond positively to my
engangement

21. Measurement and Reporting Results
Proposed Action Items
• Continue using Twitter to network with others
• While LinkedIn does not receive a lot of engagement, it is
important to have my resume posted for potential
employers
• Continue paid boost on Facebook and consider using Twitter
ads for #EnergyExpress
• Consider opening presence on Instagram and Pinterest,
especially for the personal/professional life balancing and
organization pieces