Social Media Strategy for The Disney Blonde

1. SOCIAL MEDIA
STRATEGY
THE DISNEY BLONDE
MORGAN GOINES
MAY 28, 2017

2. TABLE OF CONTENTS
• Executive Summary
• Social Media Audit
• Social Media Objectives
• Online Brand Persona and Voice
• Strategies and Tools
• Timing and Key Dates
• Social Media Roles and Responsibilities
• Social Media Policy
• Critical Response Plan
• Measurement and Reporting Results

3. EXECUTIVE SUMMARY
• The main social media goals for this brand are to grow the
number of followers on all accounts, create more relationships
with fellow Disney brands and bloggers, and post more
content in all platforms.
• Strategies to support these objectives:
• Communicate and collaborate with other accounts similar
to The Disney Blonde
• Create schedules to post regularly on all social medias

4. SOCIAL MEDIA AUDIT
• Assessment: at this time the converted Instagram has the most follower that
carried over, Facebook has the most strictly The Disney Blonde content, and
Twitter is the most active account that is growing faster than the other accounts.
Content needs to be more uniform across all accounts while also remaining
unique.
Social Network URL Average Weekly Activity Followers
Twitter https://twitter.com/Morga
nGoines
5 tweets per week 111
Facebook https://www.facebook.com
/TheDisneyBlonde
4 posts per week 12
Instagram https://www.instagram.co
m/morgan_goines/
2 posts per week 396

5. SOCIAL MEDIA OBJECTIVES
• The three social media platforms are uneven when it comes
to followers
• The vast majority of followers are young, 16-24, and female
• Facebook and Twitter still fall under the young/female
category, but they also have the highest male and older
audiences
• Goal: get the same followers across all platforms while also
gaining more followers in general
• Competitors: Other Disney lifestyle accounts and blogs
Social Medias
Facebook Instagram Twitter

6. ONLINE BRAND PERSONA AND VOICE
• When interacting with customers, Disney Blonde is:
• Relatable
• Friendly
• Inspirational
• Brand adjectives:
• Fun
• Artistic
• Encouraging
• Exciting

7. STRATEGIES AND TOOLS
• Tools:
• Hootsuite
• Canva
• Strategies:
• Boost posts on Facebook during prime evening hours
• Push the #TheDisneyBlonde hashtag when using all social medias
and encourage chats among audience while using the hashtag
• Stalk similar hashtags and follow, like, and comment on similar
accounts

8. TIMING AND KEY DATES
• Time content around Disney busy seasons
• Opening days for Disney holidays
• Mickey’s Very Merry Christmas and Not so Scary
Halloween Party
• Star Wars
• Avatar Land
• Epcot Food and Wine Festival

9. SOCIAL MEDIA ROLES AND RESPONSIBILITIES
• Account run independently
• Roles/Responsibilities:
• Gaining followers
• Doing contest
• Keeping accounts update regularly
• Coordinating all platforms to have the same content in
unique and exciting ways

10. SOCIAL MEDIA POLICY
• The Disney Blonde is about celebrating fun, adventurous, and
exciting times while pursuing a professional career at Disney. All
posts, sponsored posts, and relating posts should reflect that and
always remain respectful and open to all by doing the following:
• Respecting all who interact with social medias
• Respond to every one in a timely manner and treat them the
same
• Be as helpful and informative as possible
• Don’t talk down to the audience, but rather learn from them

11. CRITICAL RESPONSE PLAN
1. Quickly assess the situation and all the facts of the case
2. Run the pros and cons of the options on how to handle
the situation
3. Stay professional and use common sense
4. Delete or clean up any harmful or inappropriate material
5. Issue apologies and rectify the situation

12. MEASUREMENT AND REPORTING RESULTS
• The Disney Blonde Facebook page is fairly new so the growth within
the past month is from the start to present
• The Instagram is still in the process of transitioning into a personal
account, but since posting Disney content, the amount of likes has
increased as well as followers, especially other Disney accounts
• Twitter has been updated more within the past month, but after
joining a Twitter chat, the number of followers increased