The document provides a social media strategy for the Boston Red Sox. It includes a social media audit that analyzes the team's performance on different platforms like Twitter, Instagram, and Facebook. The strategy aims to increase fan engagement and create better content. Key tactics include finding more fan content, encouraging conversation, and boosting popular posts after wins using hashtags like #WinDanceRepeat. The document outlines social media roles and provides a response plan for potential issues. It recommends focusing efforts on Twitter and Instagram which see the most activity and engagement.
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 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
The primary focus will be to increase the fan engagement and to create better and more creative
content for the fan base.
Two major social strategies will support this objective:
1. Plan to find more content for fans
2. Encourage conversation between fans and organizations
4. SOCIAL MEDIA AUDIT
Social Media Assessment 10/2/2016
Assessment Summary:
The highest number of interaction come from Instagram and Twitter, while the lowest are coming from
Google + and Pinterest. Should consider shutting down Pinterest account
Social Network URL Follower Count Average Weekly Activity
Average Engagement
Rate
Twitter https://twitter.com/RedSox 1.42M <35 post a day 0.35 per 1,000 followers
Instagram
https://www.instagram.com/redsox
/ 902K about 5-7 posts a day 30 per 1,000 followers
Facebook
https://www.facebook.com/RedSox
/ 5.2M about 10 posts a day 2 per 1,000 followers
Google +
https://plus.google.com/+redsox?p
rsrc=5 421,2261 post a day
Pinterest
https://www.pinterest.com/bostonr
edsox/ 10.7k
haven't posted since
March
Tumblr http://redsox.tumblr.com/ a one every couple days
5. SOCIAL MEDIA AUDIT
Website Traffic Sources Assessment
Assessment Summary:
Twitter receives the most visits, while the engagement rate is the highest on Instagram
Source Volume
% of Overall
Traffic
Twitter 2000 unique visits 30%
Facebook 500 unique visits 10%
Instagram 1500 unique visits 25%
6. SOCIAL MEDIA AUDIT
Audience Demographics Assessment
Assessment Summary:
The 18-25 age group are heavily into Instagram, while the 41-80 look more to Facebook. Twitter has a
very varying age because everyone is looking for information on the games.
Age Distribution Gender Distribution Primary Social Network
Secondary Social
Network Primary Need
Secondary
Need
18-25 65% Male 55% Twitter 40% Instagram Looking to Twitter for
Looking for
unique content
25-40 35% Female 35% Instagram 20% Facebook gameday information
41-60 10% Facebook 15% Instgram
61-80
7. SOCIAL MEDIA AUDIT
Competitor Assessment:
Assessment Summary:
The Chicago Cubs and the New York Yankees do a very good job of spotlighting their off the field
activities, including charity efforts. While the Red Sox could improve some on that, they are also doing
better in some areas. The cubs could improve their unique views from game day rather than just having
action shots.
Competitor
Name Social Media Profile Strengths Weaknesses
Chicago Cubs Instgram: cubs
spotlighting their charity
efforts
no unique gameday
views
New York
Yankees Twitter: Yankees
highlighting off the field
activities
more game day
coverage
8. SOCIAL MEDIA OBJECTIVES
The primary focus will be to create more engagement and conversation with the fanbase and to create
more unique content than competitor.
Some specific objectives:
Increase engagement on Instagram and Twitter by 20% in 5 months via:
Increase followers on Twitter by 1000 in 5 months
Key Supporting Messages:
#WinDanceRepeat
Made in October
9. ONLINE BRAND PERSONA AND VOICE
Adjectives That Describe Our Brand:
Historic
Fun
Passionate
Examples of Brand Voice in Social Media
Interactions:
Unique
Informational
Engaging
10. STRATEGIES AND TOOLS
Paid:
Every winning game day boost the most popular Instagram and Twitter post to bring attention to the win.
Owned:
Keep using #WinDanceRepeat when the organization has won. It is unique to the team and the more use the more it will build
the brand
Encourage fans to use it when posting their own photos and tweets to help engage them
Earned:
Monitor Twitter and mentions for content to retweet or engage with
Interact with other organizations to create "viral content"
Tools
Buffer
Adobe
11. TIMING AND KEY DATES
Game days during the season
Game days during spring training
Heavy on postseason games
Holiday
Should be putting out graphic or picture for every major holiday
12. SOCIAL MEDIA ROLES AND RESPONSIBILITIES
Marketing Director: Colin Burch
Responsibilities:
Oversees marketing for the entire organization
Director of Media Relations: Kevin Gregg
Responsibilities:
Handles media relations for entire organization
Social Media Coordinator: Kelsey Doherty
Responsibilities:
Handles the day-to-day social media management for the Boston Red Sox
13. SOCIAL MEDIA POLICY
Social media is an extremely big part of the organization. It provides information and images to fans
when the fans can't be there. As an extension of the Red Sox Organizations you are expected to
represent the team and the organization well. The Red Sox are one of the most well-known
organizations in baseball, and because of this we are serious about the use of social media. Be respectful
and polite.
Be respectful and tasteful
Be polite, not insensitive
If questioning a post, ask for help
Don't degrade the competition
14. CRITICAL RESPONSE PLAN
Scenario One, Issue with player
Action Steps
Manager/Kevin (Media Relations) alerts Colin
(Marketing Director)
Colin gets with Kelsey (Social Media) to survey the
issues on SM
If media already knows Kevin handles all Media
Kelsey continue to monitor social, put out statement
when one is put together
Pre-approved Messaging
No pre-approved, tweet to made from Kelsey when
situation comes Contact Information:
Owner Name
Marketing Director Colin Burch
Director of Media Relations Kevin Gregg
Director Corporate
Communications Zineb Curran
Social Media Coordinator Kelsey Doherty
Scenario Two, Inappropriate Tweet
Action Steps
Once found, Screenshot, then delete tweet
See if the media has found out, if so Kevin will
handle media
Kelsey to come up with a tweet from release, Colin
to approve
Pre-approved Messaging
No pre-approved, tweet to made from Kelsey when
situation comes
15. MEASUREMENT AND REPORTING RESULTS
Social
Network URL Follower Count
Average Weekly
Activity
Average Engagement
Rate
Twitter
https://twitter
.com/RedSox 1.42M <35 post a day
0.35 per 1,000
followers
Instagram
https://www.i
nstagram.co
m/redsox/ 902K
about 5-7 posts a
day 30 per 1,000 followers
Facebook
https://www.f
acebook.com
/RedSox/ 5.2M about 10 posts a day 2 per 1,000 followers
Source Volume % of Overall Traffic
Twitter
2000 unique
visits 30%
Facebook
500 unique
visits 10%
Instagram
1500 unique
vists 25%
Social Network Data
Website Traffic Data
16. MEASUREMENT AND REPORTING RESULTS
Results Assessment:
Consider closing Pinterest account, nothing has been posted since March and it is not helping to build
the brand. Twitter and Instagram are by far the most popular and engaging, with fan engagement
coming more from Instagram. Facebook is less popular, but still very much used with the older
demographic.
Continue the use of the #WinDanceRepeat hashtag, it is creating great engagement with the fans and is
helping to build the brand