This presentation outlines my approach to improve my social media presence as a public relations student, future public relations practitioner and lover of dogs, marching band, music and all things beauty.

1. My Personal Brand
Natalie Dozier
Oct. 8, 2017

2. Table of Contents
Title
1
Table of Contents
2
Executive Summary 3
Social Media Audit
4
Social Media Objectives 6
Persona and Voice
7
Strategies and Tools 8
Timing and Key Dates 9
Policy
11
Critical Response Plan 12
Measurement and Reporting 13
Results

3. Executive Summary
My personal brand was recently established in an effort to create an improved online
presence of myself as a professional in the world of public relations. Since the brand itself is
very new, there is great potential to establish a mutually beneficial long-term relationship
with my audience; there is, however, very little progress that has been made in the past
month or so. This will change with the coming actions in this social media strategy. The
priority at hand is to create a strong foundation for my brand in order to build strong
relationships. My goals include establishing myself as a public relations specialist in the
world of social media through Facebook and Twitter profiles, interacting with my audience
to improve my pages and creating specialized content that will enhance my audience’s
experiences with my social media presence.

4. Social Media Audit - Audience Analysis
FACEBOOK
Age Distribution: 86% ages 18 - 24
Gender Distribution: 71% women, 29% men
Primary Social Network: Facebook
Secondary Social Network: Twitter
Primary Need: Educational need of beauty skills
and facts
Secondary Need: Entertainment need of dogs,
music and marching band topics
TWITTER
Age Distribution: 89% ages 18 - 24
Gender Distribution: 74% women, 26% men
Primary Social Network: Facebook
Secondary Social Network: Twitter
Primary Need: Educational need of social media
management skills
Secondary Need: Educational need of beauty skills
and facts

5. Social Media Audit - Competitive Analysis
JESSICA FINKEL (@jfinkel19)
Jessica has a relatively stronger presence on social media in comparison to me. She has more followers
on Facebook and Twitter as well as stronger interactions with her followers. She also posts about
marching band topics. One considerable weakness about Jessica’s social media presence is her brand
voice: it is sometimes too professional in the context of reaching those in our age demographic based on
her interests.
TIMOTHY MCCORMICK (@TMcCormick830)
Tim has a great relationship with his many Twitter followers. He also talks about marching band topics in
his posts. He has, however, several weaknesses. For one, his Facebook page for his personal brand is
undiscoverable on Facebook. His tweets are also somewhat unprofessional: he converted his personal
Twitter account into his professional account instead of starting fresh.

6. Social Media Objectives
● To increase social media engagement by increasing followers on Facebook and Twitter by 25% in
the next three months.
● To increase credibility of social media presence by collaborating with similar social media
presences in at least two instances in the next three months.
● To improve the relationship between my audience and my brand by having at least 15 interactions
on social media in the next three months.
KPIs
Website hits, likes, follows, comments, shares,
messages and mentions
Key Messages
That my brand is a reliable source for
entertainment and education in several relevant
topics.
That I am a trusted figure in the worlds of beauty
products, music and marching band.

7. Persona and Voice
My persona and voice should be associated with the following terms:
● Educated
● Friendly
● Funny
● Energetic
● Genuine
● Zesty

8. Strategies and Tools
● Collaborate with similar online personas on articles that we share interests in (i.e. marching band,
music)
● Post more statuses and articles with attachments (pictures, links) and relevant hashtags
(#funfactfriday) to attract more readers and followers
● Create more content that is similar to posts that have succeeded significantly in the past
● Create content that can be promoted on multiple platforms (Facebook and Twitter)

9. Timing and Key Dates
POSTS
In general, posts should be made anywhere from 5-10 times per week depending on any relevant local
events or trending topics.
KEY DATES
February 19 - National Lash Day
March 4 - Marching Band “holiday”
July 29 - National Lipstick Day
August 16 - National Dog Day

10. Roles and Responsibilities
Because this is my personal brand, I will be holding the roles
and responsibilities of the social media director, social media
manager and social media coordinator. I will be responsible
for all content that is posted on Facebook and Twitter as well
as any and all interactions with my audience.

11. Social Media Policy
Any and all interactions with my audience will be conducted in a
respectful and understanding manner. I will always hold myself in a
positive light and reflect that positivity in all of my interactions. I will
be polite and empathetic in the event that an interaction with an
audience member is of a negative nature.

12. Critical Response Plan
CASE ONE - INSENSITIVE POST
In the event that someone is offended by the nature of my post and openly complains about it, I will
message the person privately in an attempt to placate the situation. I will first and foremost apologize for
the situation I created and then do my best to understand the issue from that person’s perspective in
order to avoid the situation in the future.
CASE TWO - BAD REVIEW
In the event that someone leaves a bad review on my Facebook page, I will reply and say that I would like
to work to improve that person’s experience with my personal brand. I will work with that individual to
understand the reasoning behind the poor review as well as to establish ways to improve my personal
brand as well as my relationship with that person and others in my audience.

13. Measurement and Reporting Results
In analyzing my KPIs listed under the “Social Media Objectives” slide, I will utilize the Insight feature of
the Facebook page to assess my outreach and the significance of said outreach. I will scan through all of
my posts and tweets for replies in order to analyze general sentiments towards my posts and my social
media presence as a whole. I will keep track of the rate at which my follower numbers change (whether
they increase or decrease) and try to determine what I can improve in order to increase my follower base.
I will also readily and effectively engage with my audience and assess those interactions in order to
develop a stronger follower base.