2. Table of Contents
Executive Summary ...............................................................................................................3
Social Media Audit.................................................................................................................4
Social Media Objectives.........................................................................................................5
Online Brand Persona and Voice............................................................................................5
Strategies and Tools ..............................................................................................................5
Key Dates and Timing ............................................................................................................6
Social Media Roles and Responsibilities .................................................................................7
Social Media Policy................................................................................................................7
Critical Response Plan............................................................................................................7
Measurement and Reporting Results .....................................................................................8
3. Executive Summary
Michelle Martinez is a personal brand by Michelle Martinez. We are focused on posting
relatable content that can easily be shared as well as catering to the traveling fans with posts
about beautiful places around the world. The brand’s target market are men and women
between the ages of 18 and 30. Our social media priority is growing our community with
engaged followers. The primary focus will be to increase engagement by sharing relevant
content as well as building relationships with followers. Two major social strategies: 1. Post
more relatable content. 2. Encourage more engagement with call to action.
4. Social Media Audit
Social Media Assessment
Assessment summary: The highest amount of activity is on Instagram with the lowest in
Facebook.
Website Traffic Sources Assessment
Source Volume % of Overall Traffic Conversion Rate
Instagram 100 unique visits 20% N/A
Facebook 80 unique visits 10% N/A
Twitter 50 unique visits 8% N/A
LinkedIn 10 unique visits 3% N/A
Pinterest 0 unique visits 0% N/A
Assessment summary: Instagram is the biggest driver of traffic to our website.
Audience Demographics Assessment
Age Distribution Gender Distribution Primary Social Network Secondary Social Network
80% 18-30 50% female 60% Facebook 40%Instagram
5% 31-40 50% male 30% Instagram 20% Facebook
10% 41-55 10% Twitter 20% Twitter
5% 56-80 0% Pinterest 0% Pinterest
Assessment summary: The majority of the audience is between the ages of 18 and 30. They
mostly use Facebook.
Competitor Assessment
Competitor Name Social Media Profile Strengths Weaknesses
N/A More followers
Followers are not that
engaged.
Post very often Posts are not that meaningful
Assessment summary: Competitor posts more often to more followers but do not receive as
much engagement as they should.
Social
Network URL
Follower
Count
Average
Weekly
Activity
Average
Engagement Rate
Facebook fb.com/michelledmartnz 30 0 0%
Instagram instagram.com/michelledmartinez 650 1 140 likes
Twitter twitter.com/michelledmartnz 26 2 2 likes/RTs per week
LinkedIn linkedin.com/michellemartnz 69 0 0%
Pinterest pinterest.com/michellemartnz 0 0 0%
5. Social Media Objectives
Overall business goals:
Drive more traffic to social media accounts before we sell a product.
Social media objectives to support business goals:
Increase engagement by 300% in 6 months.
Increase Facebook and LinkedIn following by 500 in 6 months.
KPIs
Quantitative:
Number of likes, retweets, and shares.
Number of Facebook and LinkedIn followers.
Qualitative:
Whether engagement is unique or not.
Online Brand Persona and Voice
Adjectives that describe our brand:
Adventurous
Interesting
Relatable
Friendly
Likable
Impressive
Examples of brand voice in social media interactions:
Answering follower comments in a friendly way.
Give tips to followers.
Strategies and Tools
Strategies to support our social media objectives
Paid:
6. Boost an organic Facebook post every 2 weeks for 5 days.
Boost an organic Instagram post every 2 weeks for 5 days.
Owned:
Comment on potential followers’ posts.
Use a call to action in posts.
Earned:
Post similar content with different wording to see what works.
Post similar content at different times of the day to see what works.
Tools
Approved:
Hootsuite
Buffer
Canva
Rejected:
N/A
Existing subscriptions:
Adobe InDesign
Adobe Photoshop
Key Dates and Timing
Key dates:
Valentine’s Day
St. Patrick’s Day
9/11
Christmas
New Years Eve/Day
Lead times:
1 day
Reporting dates:
6 months after start of campaign
7. Social Media Roles and Responsibilities
Social Media Director: Michelle Martinez
Responsibilities: Provide ideas of what kind of content to post.
Social Media Manager: Michelle Martinez
Responsibilities: Decide what content goes on which account.
Social Media Coordinator: Michelle Martinez
Responsibilities: Schedule time of posts on each social media.
Social Media Policy
Social media policy:
Always be polite.
Do not speak negatively of the competition.
Be respectful.
Always remember you are the face of the company.
Critical Response Plan
Scenario One:
Inappropriate post
Action steps:
Take screenshot
Delete post
Apologize and assure that it was an accident
Pre-approved messaging:
Different depending on the post
Scenario Two:
Double post on same social media account
Action steps:
Take screenshot of both posts
Delete most recent post of the two
Post an apology in a humorous way
Pre-approved messaging:
“Sorry there guys, we got a little too carried away and posted that twice. Sorry for
clogging your newsfeed.”
8. Contact Information:
Owner Name Email
Marketing Director
Michelle
Martinez mmartnz@ufl.edu
Social Media Director
Michelle
Martinez mmartnz@ufl.edu
Social Media Manager
Michelle
Martinez mmartnz@ufl.edu
Social Media
Coordinator
Michelle
Martinez mmartnz@ufl.edu
PR Agency
Michelle
Martinez mmartnz@ufl.edu
Measurement and Reporting Results
Social Network Data
Social Network URL
Follower
Count
Average Weekly
Activity
Average
Engagement Rate
Facebook facebook.com/michellemartnz 200 5 posts per week 5%
Instagram instagram.com/michelledmartnz 850 3 posts per week 250 likes per post
Twitter twitter.com/michelledmartinez 180 20 posts per week 5%
LinkedIn linkedin.com/michellemartnz 150 1 post a month 1%
Pinterest pinterest.com/michellemartnz 50 1 post a week 3%
Website Traffic Data
Source Volume % of Overall Traffic Conversion Rate
Instagram 150 unique visits 25% N/A
Facebook 100 unique visits 15% N/A
Twitter 50 unique visits 10% N/A
LinkedIn 15 unique visits 3% N/A
Pinterest 5 unique visits 3% N/A
Results Assessment:
Follower count increases in all social media profiles, which also led to an increase in
engagement and website traffic.
Qualitative KPIs
Followers are more active in the early afternoon.
Sentiment Analysis:
Followers are commenting more on posts.
