The document provides a social media strategy for Joey Beiro covering objectives, analytics, roles and responsibilities. Key points: 1. The strategy aims to build Joey Beiro's online community and engage audiences on social media. Goals include increasing website traffic and growing Instagram followers. 2. A social media audit found Twitter and Facebook drive most traffic while surveys show audiences are most active on Facebook and Instagram. 3. The strategy outlines brand voice, content creation, and collaboration with influencers. It also establishes social media roles and a response plan. 4. Performance will be measured through analytics on social networks, website traffic, and sentiment analysis of user engagement. Increasing cross-platform use of

1. TABLE OF CONTENTS
1. Executive Summary
2. Social Media Audit a. Social Media Assessment,
b. Traffic Sources Assessment,
c. Customer Demographics Assessment
d. Competitor Assessment
Social Media Objectives
3. Online Brand Persona and Voice
4. Strategies and Tools
5. Timing and Key Dates
6. Social Media Roles and Responsibilities
7. Social Media Policy
8. Critical Response Plan
9. Measurement and Reporting Results,
Executive Summary:

2. Our main goal is to build our online community. We want to build meaningful relationships with
our supporters and gain their trust, we want to have a strong influence in their everyday life.
1. Increase engaging content.
2. Use platforms to engage with our audience.
SM Audit: The following is an audit of Joey Beiro’s social media presence to date. It includes
an assessment of all social networks, web traffic, audience demographics, and a competitor
analysis.
Social
Network
URL Follower
Count
Average
Weekly
Activity
Average
Engagement
Rate
#interactions /
reach
Twitter twitter.com/
joeybeiro
99 8 posts per week 2.5%
Facebook facebook.com/
Joeybeiro
5 5 posts per week 3%
Instagram instagram.com/
joeybeiro
299 3 posts per week Average
interactions per
post = 57
LinkedIn linkedin.com/
joeybeiro
61 1 post per month 0%
Website Traffic Sources Assessment Timeframe:Monthly average, October 2015 to December
2015

3. Source Volume Percentage of
Overall Traffic
Conversion Rate
Twitter 10 unique visits 5% 2%
Facebook 3 unique visits 2% 0%
Instagram NO DATA NO DATA NO DATA
LinkedIn 30 unique visits 0.5% 0%
Traffic Summary:
At this time, Twitter is the biggest driver of traffic to our website. Facebook is close behind but
because we could not measure Instagram there is no data. But we do have a large amount of
traffic through instagram.
Audience Demographics Assessment:
Survey distributed in June/July via email and upon visitor registration. Total applicant
responses: 1,500
Age
Distribution
Gender
Distribution
Primary
Social
Network
Secondary
Social
Network
Primary
Need
Secondary
Need
55% 18 - 30
30% 31 - 40
10% 41 - 55
5% 56 - 80
37% Female
63% Male
40% Female
60% Male
45% Facebook
30% Instagram
25% Twitter
40% Instagram
20% Facebook
20% Twitter
Thought
provoking and
engaging
content.
Being
introduced to
new things.
Audience Demographics Summary:
An overwhelming number of survey Reponses were from the ages of 18-30 age group.
Facebook and Instagram were close to the top of used social media platforms. The primary
visits for most followers were for thought provoking and engaging content and being introduced
to new things.
Competitor
Name
Social Media
Profile
Strengths Weaknesses

4. Jaime Derringer @DesignMilk Great design posts,
inspiring, post
frequently, high
quality photographs,
built a huge following
Do not answer any
questions, don’t
interact with
followers, do not
credit photographs or
depict who’s work is
being featured.
Ian Connor @ianconnorsrevenge Posts with
influencers, has
become known in the
fashion community,
post frequently
Rude, not
professional, doesn’t
handle himself as a
brand, cocky, takes
personal messages
with followers and
posts them to IG ot
Twitter.
Joseph Pita @jopita Post frequently, has a No
interactions w/ followers
Following, engaging pics only
responds to friends.
Competitor Assessment Summary:
High quality, engaging and stimulating content is what these three accounts all have in
common. Areas where they need to improve is communicating with followers, appreciating the
support each person gives the account holder.
SOCIAL MEDIA OBJECTIVES
In 2016, the primary focus of our social media strategy will be to create interesting content and
drive more traffic to our website from our social channels. In order to do so, our social media
priorities will be growing online following + community by sharing more engaging, relevant
content and building deeper relationships with our customers.
Some specific objectives include:
1. Increase unique visitors from social properties to website by 20% in 4 months via: a. Increased
brand awareness through increased mentions on Twitter and likes and features on Instagram.
2. Increased use of brand hashtags across all social platforms

5. 3. Reach influencers that will support and collaborate with our brand.
4. Increase Instagram followers by 3000 in 6 months.
5. Increase volume of visual content published on Facebook and Instagram channels by 50% in 6
months.
ONLINE BRAND PERSONA AND VOICE
Adjectives that describe our brand:
 Minimalistic
 Clean & sharp
 Cohesive
 Thought Provoking
When interacting with customers we are:
 Encouraging
 Appreciative
 Friendly
STRATEGIES AND Tools
Paid:
Every Friday boost most popular organic Facebook posts for the weekend. The post must have

6. a minimum organic
reach of 75, as well as a minimum of 5 likes or 3 comments.
Owned:
Introduce the use of #GOODFRIDAYS to company Instagram posts. Encourage adoption by
customers and source
a minimum of 1 piece of user-generated content per week to regram/shout out. Promote
hashtag across all social
properties, email newsletters as well as printed promotional material.
When customers arrive for registration mention the hashtag and encourage them to use it if they
plan on taking
photos of their interpretation of good designs.
This already is a hashtag that trends when ever the artist Kanye West releases new music, so
we will integrate our post with supporters of Kanye West the fashion designer, musician,
celebrity.
Earned:
Monitor Twitter for keywords and terms: fashion, design, aesthetic, expression. Extend
20 shout out opportunities to warm leads/prospects over the course of 3 months = unexpected
delight.
Partner with 5 fashion/designers/graphic artists and develop an influencer/advocate relationship.
Co-develop a 5 piece content series
Tools
Approved Tools
 Hootsuite
 Klout
 Buffer
 Rebelmouse
Rejected Tools
 N/A
Existing Subscriptions/Licenses
 Vimeo
 Photoshop/ Illustrator

7. TIMING AND KEY DATES
Holiday Dates
Christmas
Paris Fashion Week
New York Fashion Week
Valentines Day
Labour Day (Long Weekend)
Internal Events
February 12th – Fashion Week’s Best
Reporting Dates
Reporting will occur once a quarter in February, May, August and November.
Precise dates TBA.
SOCIAL MEDIA ROLES AND RESPONSIBILITIES
 Social Media Director- Jose Beiro
 Social Media Manager- Jose Beiro
 Social Media Coordinator- Jose Beiro
SOCIAL MEDIA POLICY
 Be respectful to all
 Use common sense
 Stay out of trouble (don’t start a fight or post something that’s illegal)
 Be polite, not rude or insensitive
 Be the solution, not the problem
 Be nice to strangers
 Act helpful to customers
 Don’t slag the competition
 Excited about a company event or campaign? Feel free to spread the word to your
networks.
 Not sure if your social message is up to par? Ask before you tweet - we’re here for you.
Joey Beiro is serious about the use of social media by our employees. By violating the
guidelines of Joey Beiro’s social policy the company may take corrective action, up to, and
including, termination. You may also be subject to legal action, including criminal prosecution. If
any employee has any questions or doubt about the guidelines please, be safe, and contact
Joey Beiro.

8. CRITICAL RESPONSE PLAN
Scenario 1 - Inappropriate Tweet Sent from@JoeyBeiro
Action Plan
1. When Tweet is detected:
 Take screenshot (on Mac press: Command+Shift+ 3)
 Delete Tweet
 Alert Joey Beiro (Social Media Manager). If Joey Beiro is unavailable, keep trying.
2.Draft a timely and appropriate response for you and Joey Beiro to respond.
3. Joey Beiro will handle the problem if Twitter picks up the situation.
4. Joey Beiro will determine if disciplinary action will be required.
MEASUREMENT AND REPORTING
Quantitative KPIs
Reporting Period: 3 months Data as of February 1, 2015
Website Traffic Sources Assessment
Timeframe: Monthly average, November 2014 to January 2014
Source Volume Percentage of
Overall Traffic
Conversion Rate
Twitter 60 unique visits +
40% growth
15% 4%
Facebook 30 unique visits
+10% growths
9% 1.5%
LinkedIn 100 unique visits
+5% growth
3% .02%
Social Network Data Timeframe: as of February 1, 2015
Social Network URL Follower Count Average
Weekly Activity
Engagement
Rate
Twitter twitter.com/
Joeybeiro
138 +40%
growth
20 posts per
week +13%
increase
7%
Facebook facebook.com/ 30 +25% growth 9 posts per 6%

9. Joeybeiro week +300%
increase
Instagram instagram.com/
Joeybeiro
329 +10%
growth
6 posts per
week +300%
increase
average
interactions per
post = 550
LinkedIn linkedin.com/
Joeybeiro
100 +10%
growth
1 post per month
no change
1.5%

10.  Our Instagram following has grown by 30 in 3 months, on track to hit the target of 360
followers in a 6 month timeframe. It’s important to note that the average interactions per
post have increased by 162% from 57 to 550.
 With the introduction of #GOODFRIDAY we have increased our follower engagement,
shout outs, likes and follows. This introduction will be carried to twitter as well to see if
we get the same response as we did on Instagram.
 We elected to keep LinkedIn open to serve the upcoming Spring/Summer hiring season.
A greater focus on developing company culture-centered content for this channel should
be considered. We want to give opertunities to you social media managers, directors
and coordinators. We have made an internship program for this specific reason through
LinkedIn.
Qualitative KPIs
Sentiment Analysis
An analysis of the interactions on 100 Facebook posts, 100 Instagram posts and 100 Tweets
revealed the following:
 An abundance of positive engagement from followers on our content. This includes
shout outs, sharing photos and the use of #GOODFRIDAY in their posts.
 the biggest driver of negative sentiment is posting more variety of art forms. Customers
express frustration about heavy fashion posts.