The social media report summarizes Michi's social media presence and performance across various platforms. Facebook and Twitter have the highest engagement rates of 9% and 0.25% respectively. The target audience is primarily female ages 31-40 who use Facebook and Instagram. Competitors' profiles lack engagement and use of multimedia. Key contacts and messaging are outlined for critical response scenarios. Quantitative metrics show growth across most channels with an 80% response rate on Facebook. Qualitative analysis finds visual content performs best.

3. Social Media
Assessment Date: May 27, 2017
Social Network URL Follower Count Average Weekly Activity
Average Engagement
Rate
Facebook Page facebook.com/michisyleshair 901 post per week 9%
Pinterest pinterest.com/michistylist 140 posts 0%
Instagram instagram.com/michistylist 4931 post every two weeks 0.04%
Twitter twitter.com/michistylist 102 posts a week 0.25%
Assessment
Summary:
At the present time, Twitter and Facebook Page is the newest social media platform and it highest engagement. Pinterest has an opportunity to grow once we
submit content.

4. Audience Demographics Assessment
Date: May 27, 2017
Age Distribution Gender Distribution Primary Social Network Secondary Social Network Primary Need Secondary Need
7% 18-30 62% Female 62% Female 40% Instagram Inspiration and appointments. To stay in touch
23% 31-40 37% Male 37% Male 40% Facebook
17% 41-55 55% Facebook 20% Twitter
11% 56-80 35% Instagram
Assessment Summary: 10% Twitter
Increase the amount of male engagement by posting content relevant to a man.

5. Competitor
Assessment:
The data shows the the majority of the age group is between 31-40 year olds. Facebook and Instagram are
their primary social networks.
Inspiratation and booking appointments are the reasons why they visit. Resources should focus on the
development of social media channels with fresh content.
Date: May 27,
2017
Competitor
Name Social Media Profile Strengths Weaknesses
Mode Salon
East facebook.com/modesaloneast
Avg 5 posts a
month
Posts are for
promotion only, not
really engagement
Salon La Di
Da facebook.com/salonladida Monthly updates
utilized uncropped
screenshot photos-
looks unprofessional
Assessment
Summary: Uptown Salon facebook.com/uptownsalon105
Avg 5 posts a
month
Profile and Cover
Page is the same
The Competitors above have an established business in town with Instagram then Facebook having the most followers. Brand hashtags, the use of more than 11 hashtags, and high
visuals are used to drive traffic and engage the audience. Areas that the competition has improvement for is using multimedia and better visuals.

11. Critical Response Plan Contact Information:
Owner Name Telephone Alt. Telephone Email
Scenario One Guest is unhappy about service and posts about it. Marketing Director
Caroline
Nguyen
(407)465-
7689
(407)654-
8876
CarolineNguye
n@gmail.com
Social Media Director
Vanessa
Talpasz
(407)445-
9912
(407)665-
9087
VanessaTalpasz
@gmail.com
Action Steps
Coordinator will let Director know and we will follow protocol. Either the
post is deleted or Michi responds to the post directly. Social Media Manager Michi Le
(352)775-
0988
(407)665-
9087
MichiLe@gmai
l.com
Social Media
Coordinator Jasmyn Brooks
(352)775-
0081
(407)665-
9087
JasmynBrooks
@gmail.com
Pre-approved Messaging PR Agency Wall Group
(954)876-
0987 n/a
WallGroup@g
mail.com
Hello (guest), I'm sorry about your experience as we strive for customer satisfaction. And we will do what it takes to make it right.
Scenario Two
Customer complains about
pricing.
Action Steps Report the complaint to Michi and help find an alternate solution and have referral ready.
Pre-approved Messaging
Hello (guest), we strive to produce the best end results with the best products and knowledgeable staff. Rates are determined based on demand. And we'd be happy to schedule
you with someone who fits your budget.

13. Quantitative KPIs Reporting every Quarter. Date as of May 1, 2017
Social Network
Data Date 27-May-17
Social
Network URL Follower Count Average Weekly Activity Average Engagement Rate
Twitter
twitter.com/michisty
list 10
3 posts per week +50%
increase 50%
Facebook
facebook.com/michis
tyleshair 82
2 posts per week+ 80%
increase 80%
Instagram
instagram.com/michi
stylist 494
2 posts per week+10%
increase 2%
Website Traffic
Data Date:
Source Volume % of Overall Traffic Conversion Rate
Twitter 30+3% growth 25% 1.20%
Facebook 105 +10% growth 8% 1%
Instagram 300 +7% growth 10% 0.58%
Results
Assessment:
Our Facebook and Twitter channel is new since this month and there has been a 80% response rate on Facebook and slower on Twitter. We are on track to meet our goals if we
concentrate and focus on the quarterly numbers.
Qualitative KPIs The content on Twitter and Facebook has been highly visual and results show it's the best form of engagment.
Sentiment
Analysis:
We will continue to keep Instagram and include this channel as part of the editiorial
schedule.