This is a comprehensive social media strategy that I created for a local company, the Tampa Bay Beach Bums

1. Tampa Bay Beach Bums
Social Media Strategy
Written by: Kayla Ireland
May 30, 2018

2. 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
3. Social Media Objectives
4. Online Brand Persona
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 social media concerns will focus on curating consistent content on all platforms while increasing our
following, awareness and website traffic. Our main goal will be to grow participation and encourage new
membership by promoting our brand through interactive and attractive content that is inviting to users.
Providing easy access to information and registration will be a priority.
Supportive Social Strategies for the Objective:
1. Organization of content and information in order
to promote consistency
2. Utilize SEO techniques, i.e. Google Analytics
3. Provide incentives to follow, participate and share
content

4. Social Media Audit
The following is an audit of Tampa Bay Beach Bums’ social media activity from
start to present. It includes an assessment of all social networks, web traffic,
audience demographics, and a competitor analysis.

5. Social Media Assessment
Social Network URL Follower Count
5/30/2018
Average
Weekly
Activity
Engagement Rate
#
interactions/reach
Instagram https://www.instagram.com/t
ampabaybeachbums/
824 1 post AVG 60 likes per
post
Facebook https://www.facebook.com/gr
oups/Tampabaybeachbums/
3,098 9-10 19%
Youtube https://www.youtube.com/cha
nnel/UCRTRyR4N3x2Z1I_0Xwi
SSBQ
7 0.05 2%
Twitter https://twitter.com/TBBeachB
ums?lang=en
4 0 0%

6. Social Media Assessment
Assessment Summary:
Currently, the most interactive platform, which also has the highest
follower count, is Facebook. Instagram has seen steady growth in
interaction and should continue to be expanded on. Our Youtube channel
with 7 subscribers and our Twitter account, with only four, should be
considered for deletion or recreation in order to preserve a competitive
image.

7. Traffic Summary:
Currently, Facebook leads in both driving traffic to our website as well as in
in conversion rate (conversion goal: tournament attendance). Twitter and
and YouTube fall very far behind Facebook and Instagram in both categories.
categories. The interactions and on Facebook and Instagram provide
meaningful results.
Source Volume % of OverallTraffic
5/30/2018
Conversion Rate
Instagram 200 unique visits 15% 5%
Facebook 500 unique visits 30% 8%
Youtube 15 unique visits 0.02% .01%
Twitter 0 unique visits 0% 0%
Website Traffic Sources Assessment

8. Audience Demographics Assessment
Audience Demographic Summary:
A large majority, 60%, of our audience falls within the 18-34 age range. As our market skews
toward the younger age range, Instagram and Facebook are listed as their primary social
networking sites with Twitter coming in at third and LinkedIn at fourth. Their primary desire is
to be active and healthy and they also want to have fun and be social. Content should be
centered around these fundamental ideas and desires.
Age
Distribution
Gender
Distribution
Primary Social
Network
Secondary
Social Network
Primary Need Secondary
Need
12-17 – 15% Male: 45% Facebook: 45% Instagram: 50% To be active and
healthy
Socialize and
attend social
events
18-34 – 60% Female: 55% Instagram: 35% Facebook: 35%
35-50 – 22% Twitter: 15% LinkedIn: 10%
50-80 – 3% LinkedIn: 5% Twitter: 5%

9. Competitor Assessment
Competitor Name Social Media Profile Strengths Weaknesses
WannaBeVolleyball https://www.instagram.com
/wannabevolleyball/
Wannabe Volleyball does a
good job of getting high
interactions and a high
percentage of follower growth.
They do not promote their
events or group information
adequately or efficiently
Dig the BeachVolleyball
Series
https://www.facebook.com/
DigtheBeach/
Dig the BeachVolleyball Series
has a huge follower base and
event participation and does a
great job of keeping their site
informed and updated.
Their interaction is low and do
not provide their members with
suitable social outlet
East EndVolleyball https://www.youtube.com/u
ser/EastEndVolleyball/video
s
East End does a good job of
creating interesting and
attractive video content and
has a sizeable amount of
subscribers on this channel
They have let their channel
slip and have not done a
good job of posting
new/recent content

10. Competitor Assessment
Competitor Assessment Summary:
Our competitor analysis analyzes three of our competitors across three
social media platforms: Instagram, Facebook and YouTube. Creating
organized pages with updated and recent content proves to increase
brand perception and likeability. Users respond to content that is
relatable, interesting and personal. Increasing the frequency of our
activity and continuing to make interactive content is in our best
interest.

11. Social Media Objectives
In 2018, Our main goal will be to grow participation and encourage
new membership by promoting our brand through interactive and
attractive content that is inviting to users. To do this, our social media
concerns will focus on curating consistent content on all platforms
while increasing our following, awareness and website traffic..
Providing easy and access to new and updated information and
registration will be a priority.
Pictures from website that represent demographics:

12. Social Media Objectives
Specific Objectives:
1. Increase Instagram followers to reach a total of 2,000 in 6 months
2. Increase conversion rate from social platforms by 25% in 6 months
3. Increase average weekly activity by:
a. Posting at least once a day on Facebook and Instagram
b. Posting at least once a month on YouTube
4. Increase engagement rate through:
a. Creating interactive content
b. Providing incentive to engage

13. Social Media Objectives
KPIs
1. Number of conversions from
Instagram, Facebook, YouTube
and Twitter
2. Instagram followers
3. Amount of content produced
4. Interaction from users and
followers
5. Brand Mentions
Key Messages
1. A wonderful community of
like-minded volleyball players
and enthusiasts
2. Great way to have fun, socialize
and be active

14. Online Brand Persona and Voice
Adjectives that describe our brand:
Social
Relaxed
Fun
Active
Inclusive
When interacting with customers
we are:
 Responsive
 Attentive
 Casual

15. Online Brand Persona and Voice

16. Online Brand Persona and Voice

17. Strategies and Tools
Paid
▪ Promote one event post per month on Instagram. The post must have at least a 1% conversion rate. It
should be optimized for post engagement, impressions and daily unique reach.
▪ Have a contest once a month that encourages engagement from users through incentives (i.e. free t-
shirt, free event entry, etc.)
Owned
• Utilize Instagram’s story feature by creating survey’s, getting feedback and having users send in
videos of them playing/socializing for possible use on the official Tampa Bay Beach Bums Instagram
story.
• Use and encourage use of hashtag #BeachBums on all social media in order to track interaction
and for possible incentives.
• Be inclusive and post pictures of event attendees and be sure to tag them

18. Strategies and Tools
Earned
▪ Use resources such asTweetdeck for social listening. Listen for keywords and hashtags that relate
to Beach Bums (i.e. #BeachBums) and reach out to at least 30 people that do so in a four month
time span and offer the first tournament registration for free
▪ Encourage Open players and pro players that participate in our events to advocate for the
organization or share their experiences with the events on social media
▪ Have partnered charities advertise theTampa Bay Beach Bums they attend on their social media
pages
Tools
• Hootsuite
• Buffer
• Tweetdeck
Existing Subscriptions/Licenses
• Photoshop/ Adobe CC
• Qualtrics
• Mintel

19. Timing and Key Times
Key Holidays
▪ Memorial Day
▪ New Year’s Eve
▪ Fourth of July
▪ Labor Day
▪ Gasparilla (Tampa holiday)
▪ St. Patrick’s Day
Internal Events
• Volley Invasion tournament (May 12/13)
• Lucky Luau tournament (June 9/10)
• Red, White & Beach Volley tournament (June 30)
Reporting Periods
• Every 3 months- August, November, February,
May

20. Social Media Roles and Responsibilities
Marketing Director: Dominic Nelson
Social Media Manager: Kayla Ireland
Social Media Coordinator: Kelly Flynn
Supporting Social Media Team Members:
▪ Trey Lemon
▪ Cody Bonalewicz

21. Social Media Policy
Social media powers our present day interactions and perceptions. Everything said and
done has the potential to be available on social platforms and has the ability to spread
instantaneously. With this in mind, as employees and members of the Tampa Bay Beach
Bums it is our responsibility to ensure that anything we do or share on these platforms
will in no way harm or shine a negative light on this organization. To ensure there is no
confusion about what is seen as acceptable on social media, we have created these
guidelines as a bottom line that should not be crossed under:
• Be empathetic
• Stay away from conflict
• Promote positivity
• Be helpful
• Promote our brand, don’t
bad-mouth another
• Be understanding
• Get a second pair of eyes if you’re unsure
• Encourage others
• Be polite

22. Social Media Policy
*The Tampa Bay Beach Bums takes social media etiquette very seriously. If
a team member is seen or heard violating these policies, action appropriate
to the offense will be taken, including termination. Legal issues or
violations will be taken to the proper authorities. If you have any questions
or concerns, please speak to a Manager or anyone on the HR team.

23. Critical Response Plan
Scenario 1: Gave incorrect event information on widely seen post from
Tampa Bay Beach Bums Instagram:
Action Plan
1. When mistake is detected:
a. Take a screenshot
b. Delete the Post
c. Notify Marketing Director, Dominic Nelson, and Social Media Manager, Kayla Ireland
2. Kayla and Dominic to determine reach and send out another post identifying the mistakes of
the last post and encourage others to share the correction with peers
3. If there is confusion over the information, Kayla will handle all questions and complaints
4. The responsible party will be determined and steps will be taken to ensure it does not happen
again
*Pre-approved messaging: There has been a mistake on the information provided in ___ post,
please be aware and wait for an updated/accurate post.

24. Critical Response Plan
Scenario 2: Group member has posted an inappropriate post or comment
on the Tampa Bay Beach Bum’s FB page
Action Plan
1. When post/comment is detected:
a. Take a screenshot
b. Delete the Post
c. Notify Social Media Manager, Kayla Ireland
2. Kayla determines level of inappropriateness and sends respectful message to member
notifying him/her that the comment is inappropriate and will not be allowed on the Facebook
group page
3. If member continues to post inappropriate comments, he/she will be removed from the group
4. No further conflict is required
*NO PRE-APPROVED MESSAGE

25. Measurement and Reporting
Quantitative KPIs Reporting period: 3 months Date: August 30, 2018
Website Traffic Data
Timeframe: August 30th, 2018
Source Volume % of OverallTraffic
5/30/2018
Conversion Rate
Instagram 280 unique visits
40% growth
20% 10%
Facebook 650 unique visits
30% growth
36% 15%
Youtube 25 unique visits
66% growth
1% .05%
Twitter 5 unique visits
500% growth
4% 2%

26. Measurement and Reporting
Social Network Data Timeframe: August 30th, 2018
Social
Network
URL Follower
Count
5/30/2018
Average
Weekly
Activity
Engagement Rate
#
interactions/reach
Instagram https://www.instagram.com/tampabaybeachbu
ms/
1,300
58% growth
7 post
700%
increase
AVG 100 likes per
post – 65% growth
Facebook https://www.facebook.com/groups/Tampabaybe
achbums/
3,500
13% growth
12 30%
Increase 11% growth
Youtube https://www.youtube.com/channel/UCRTRyR4N
3x2Z1I_0XwiSSBQ
15
52% grwoth
0.25
500%
10%
Increase 8% growth
Twitter https://twitter.com/TBBeachBums?lang=en 35
875% growth
10
1000%
increase
10%
10% growth

27. Measurement and Reporting
• Our Instagram has seen a 58% growth in followers with an addition
of a little over 400 and our Facebook has seen a growth of 13%,
accumulating a little under 500 members. Along with this, it is
important to recognize the subsequent growth in interaction and
conversion rate as well
• Both of our less successful platforms have seen a great growth
percentages across all aspects, this may be correlated to the
increased activity on both as well
• Though our Twitter account is not where we would want it, we
decided to keep our presence on that platform as we feel as though
it could be a great way to reach a target of our audience in the
future, especially since our competitors do not seem to dominate this
platform

28. Measurement and Reporting
• The hashtag #BeachBums was used a total of 60 times on Instagram
and 140 time on Facebook in this three month period between June-
August
• We saw an influx of site traffic when the hashtag was used by users
with high follower counts. 45% of people that used the hashtag on
Instagram had a follower count of over 1,000 people
#BeachBums

29. Measurement and Reporting
• Social listening for brand mentions showed:
1. An increase of mentions and relevance
2. Positive perception of the Tampa Bay Beach Bums brand
3. Helpful criticism that focused on an over abundance and
disorganization of information
Qualitative KPI
Brand Mentions
Proposed Action Items
• Clean/organize information across platforms
• Continue to grow presence on Twitter
• Consistently promote #BeachBums