Project 1 Social Media Management

1. Rachel WienerSocial Media Strategy for My Personal Brand
September 25, 2016
Friday, September 30, 16

2. Table of Contents
Executive Summary, September 2016
Social Media Audit
Social Media Assessment, September 2016
Traffic Sources Assessment, September 2016
Customer Demographics Assessment
Competitor Assessment
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, September 2016
Friday, September 30, 16

3. Executive Summary
Our major social media priorities for 2017 will be growing our online following and community and
increasing our audiences interest and engagement.
The primary focus will be to gain a solid audience and fan base through driving more traffic to our social
media accounts by sharing more appealing, relevant content and building deeper relationships with our
follower.
Two major social strategies will support this objective:
A plan to increase the amount of content
we publish to our social profiles.
Encourage conversations and increase engagement
of followers to content.
Friday, September 30, 16

4. Social Media Audit
The following is an audit of Rachel Wiener’s social media presence to date. It includes an assessment of all social networks, web
traffic, audience demographics, and a competitor analysis.
Social Media Assessment
Data as of November 1, 2015
Social Media Assessment:
At present time, the highest number of interactions per post occurs on Instagram (engagement rate cannot be calculated at present
time.) Although little interaction and activity occurs through LinkedIn, we should focus on improving being that LinkedIn is an
extremely important network in a young adults life.
Social Network URL
Following
Count
Average Weekly
Activity
Average
Engagement Rate
#interactions / reach
Twitter
https://twitter.com/
rmwiener
50 10 posts per week 5%
Facebook
https://
www.facebook.com/
rachelwiener24/
84 5 posts per week 15%
Instagram
https://
www.instagram.com/
rmwxo/
1130 1 post per week
Average
interactions per post
= 250
LinkedIn
https://
www.linkedin.com/
in/rachel-wiener-
b61115b5
153 1 post per month 5%
Friday, September 30, 16

5. Social Media Audit
Website Traffic Sources Assessment
Timeframe: Monthly average, April 2016 to September 2016
Traffic Summary:
At present time, Instagram is the biggest driver of traffic to our Facebook page, which also acts as our website.
The conversion rate (conversion goal = ticket purchase) for Instagram is unknown, but Facebook falls slightly
behind Twitter as Facebook has a conversion rate of 1.8% while Twitter’s is 2.3%.
Source Volume
Percentage of
Overall Traffic
Conversion Rate
Twitter 500 unique visits 5% 2.3%
Facebook 2500 unique visits 20% 1.8%
Instagram NO DATA NO DATA NO DATA
LinkedIn 50 unique visits 0.5% 0.02%
Friday, September 30, 16

6. Audience Demographics Assessment
Survey distributed in September via email. Total applicant responses: 1500
Audience Demographics Summary:
The majority of survey respondents are in the 18 - 24 age group. Facebook and Instagram are their core social
networks. We should put emphasis on dedicating our time into further developing engaging and interesting
Instagram content. A large percentage of respondents are also in the 41-55 age range. Facebook is their core
social network. With this knowledge, we can create posts directed specifically toward that age group, and post
them on our accounts at a the right time.
Social Media Audit
Age Distribution
Gender
Distribution
Primary Social
Network
Secondary Social
Network
Primary Need Secondary Need
60% 18-24 55% Female 55% Female 40% Instagram
Displaying past
and current
Providing social
media tips and
10% 31-40 45% Male 45% Male 20% Facebook
experiences in a
creative way for
publicizing
previous and
20% 41-55 50% Facebook 20% Twitter
my audience. current projects
of Rachel Wiener.
10% 56-80 40% Instagram
10% Twitter
Friday, September 30, 16

7. Competitor Assessment
Social Media Audit
Competitor Assessment Summary:
The above analysis focuses on three major competitors with a strong social presence on Facebook, Instagram and Twitter. Girl With
No Job, Aspyn Ovard and NikkiTutorials all produce high quality visual content as well as keeping up with their status postings. All
these competitors have a solid fan base and really know how to make themselves known in the online world. The use of a unique
captions and audience engaging content generates a solid fan base and audience. Areas where the competition has room for
improvement is centered around increasing their demographics and postings.
Competitor Name Social Media Profile Strengths Weaknesses
Girl With No Job
FB: Girl With No Job
Instagram: @girlwithnojob
Twitter: @GirlWithNoJob
Posts very often, especially on
Instagram, and is always up to
date with the newest trends,
jokes and pop culture that
people are interested in.
Girl With No Job is way more
relevant on Instagram than she
is on any other social media
site. Her followers are almost all
18-24 age group.
Aspyn Ovard FB: Aspyn Ovard
Instagram: @aspynovard
Twitter: @AspynOvard
Has many passions and talents
and discusses them all via her
social media sites. People look
up to her for fashion and
relationship advice.
She doesn’t have one specific
niche about her, so sometimes
her posts are all over the place.
NikkieTutorials
FB: NikkieTutorials
Instagram: @nikkietutorials
Twitter: @NikkieTutorials
NikkieTutorials only focuses on
one thing: makeup. She has a
loyal fan base that is genuinely
interested and intrigued in what
she is talking about.
Infrequent postings.
Friday, September 30, 16

8. Social Media Objectives
In 2016, our social media strategy will focus mainly on increasing our fan base and gaining a solid audience.
We will do this by posting interesting, engaging and relevant content frequently. We will attempt to post equal
amounts on all of our social media channels and mold our posts to appeal to the age group in which the
majority lies. Through this, we will ultimately develop better relationships with out following community.
Some specific objectives include:
1. Increase unique visitors and followers on our social media accounts by
30% in 6 months via:
a. Posting more relevant content and including a trending hashtag.
b. Posting more frequently and developing a niche for our brand.
2. Increase Instagram followers by 1500 in 6 months.
3. Increase volume of visual content published on Facebook,
Instagram and Twitter channels by 40% in 6 months.
Friday, September 30, 16

9. Social Media Objectives
KPIs
1. Number of unique visitors from Facebook, Twitter and LinkedIn
2. Number of Instagram followers
3. Number of weekly photo and video posts to Facebook, Twitter and Instagram
4. Sentiment analysis
Key Messages
1. Social media tips and hacks
2. Past and current interesting, hilarious and thought provoking experiences
3. Fun with friends and family
Friday, September 30, 16

10. Online Brand Persona Voice
Adjectives that describe our brand:
Outgoing
Fun
Intelligent
Bold
Enlightening
When interacting with followers we are:
Friendly
Encouraging
Helpful
Intriguing
Friday, September 30, 16

11. Strategies and Tools
Paid:
Every Friday, our brand will plan to produce popular, relevant and organic Facebook posts for the weekend. The post must have a minimum
organic reach of 50, as well as a minimum of 10 likes or 3 comments.
Owned:
Introduce the use of #RadiantRach to company Instagram, Facebook and Twitter posts. Encourage audience participation and engagement
and repost and/or respond to user-generated content at least 5 times per week so the audience feels loved. Promote the hashtag across all
social properties. When the brand accumulates more followers, mention the hashtag and encourage them to use it.
Earned:
Monitor Twitter for keywords and trending topics. Extend opportunities, advice and entertainment to produce excitement and delight within
the community of followers. Partner with 5 other famous bloggers or social media experts and develop a good relationship with them.
Collaborate on holidays, important pop culture happenings or major worldly events on a shared social channel to increase followers,
audience and views.
Tools
Approved Tools: Hootsuite, uberVU
Rejected Tools: N/A
Existing Subscriptions/Licenses: Vimeo, Photoship, Qualaroo
Friday, September 30, 16

12. Timing and Key Dates
Holiday Dates
New Year’s Eve/Day
MLK Day
St. Patrick’s Day
Easter
Passover
Cinco De Mayo
Mother’s/Father’s Day
Christmas
Hannukah
Internal Events
June 24th - Rachel Wiener’s birthday
January 31st - Annual clothes drive
hosted by Rachel Wiener
Reporting Dates
Reporting will occur once a quarter in January,
April and and October. Precise dates TBA.
Friday, September 30, 16

13. Social Media Roles and
Responsibilities
Marketing Director - Rachel Gott
Social Media Manager - Rachel Wiener
Social Media Coordinator - Laura Laufer
Supporting Social Media Team Members - Michelle Wiener (social
ads support) , Anabel Wiener (followers support - social media).
Rachel Gott Rachel Wiener Laura Laufer Michelle Wiener Anabel Wiener
Friday, September 30, 16

14. Social Media Policy
Social media is deeply rooted in our day to day lives, especially in this day and age. We use it for: spreading company
and brand awareness and important messages, interacting with customers and partners, and sharing our personal
activities, experiences, thoughts, ideas, plans and more. As a representative of Rachel Wiener’s brand, you are expected
to demonstrate your best behavior, practices and etiquette in your use of social by following some simple guidelines:
-Be respectful
-Be helpful
-Keep things legal and peaceful
-Be sensical
-Be polite
-Solve problems, don’t start them
-Be nice to everyone you encounter
-Ask questions
-Spread awareness
Rachel Wiener’s brand expects proper use of social media outlets by our employees. If one violates Rachel Wiener’s
social policy, action will be taken and you will most likely be terminated as well as in legal danger, possibly including
criminal prosecution. The company also reserves the right to take any further action it believes is appropriate. Should
you have any questions or concerns please speak to your Manager or anyone on the HR team.
Friday, September 30, 16

15. Critical Response Plan
Scenario 1 - Inappropriate Tweet Sent from @rmwiener
Action Plan
1. When Tweet is detected:
-Take screenshot of Tweet (on Mac press: Command + Shift +3)
-Delete Tweet
-Alert Laura Laufer (Social Media Coordinator). If Laura is unavailable, alert Rachel Gott (Marketing Director.)
2. Laura to sync with Rachel Gott to discuss how we may have been affected, and to elevate further action.
3. Laura to create suitable follow up Tweet, Rachel Gott to approve.
4. If media has picked up on the Tweet, Rachel Gott to manage all direct contact. If Rachel Gott is unavailable,
Michelle Wiener (Social Ads Support) will manage all contact.
5. Laura and Rachel Gott to sync with employee responsible for publishing the Tweet to see if disciplinary action is
required.
Pre-approved messaging:
NO PRE-APPROVED MESSAGING IN THIS SCENARIO
Messaging will be dependent on the nature of the tweet - to be developed by Rachel
Gott, Rachel Wiener and Laura Laufer.
Friday, September 30, 16

16. Scenario 2 - Social Media Account Shuts Down
Action Plan
1. Alert Rachel Wiener (Social Media Manager) and Laura Laufer (Social Media Coordinator) of the situation at hand.
2. Laura to sync with Rachel Wiener and Rachel Gott (Marketing Director) to evaluate the number of social media mentions
of the issue.
3. If media has mentioned the incident, Rachel Gott to manage all direct contact. If Rachel Gott is unavailable, Laura Laufer
will manage all contact.
4. Rachel Wiener to publish relevant, intriguing posts through other social media channels to try and steer away the
attention from the account that is being refurbished
5. Rachel Wiener and Laura Laufer to evaluate the need for a longer statement and write one, if necessary.
6. Rachel Gott, Rachel Wiener and Laura Laufer to keep in close contact with the social media site that shut down and
continue monitoring the situation until all is resolved.
Pre-approved messaging:
Twitter: “Unfortunately, our Instagram account is currently shut down. We will keep you guys posted when everything is
up and running again! #RadiantRach”
Facebook: “An incident occurred today and unfortunately our Instagram account has been shut down. We are in close
contact with the headquarters of Instagram and will make sure to have everything back to normal soon. Please feel free to
tweet at us (@rmwiener) with any comments, questions or concerns!”
Critical Response Plan
Friday, September 30, 16

17. Measurement and Reporting
Results
Quantitative KPIs
Reporting Period: 3 months
Data as of September 20, 2016
Website Traffic Sources Assessment
Timeframe: Monthly average, June 2016 to September 2016
Source Volume
Percentage of
Overall Traffic
Conversion Rate
Twitter
500 unique visits
+10% growth
12% 2.3%
Facebook
1500 unique visits
+10% growth
27% 1.8%
LinkedIn
60 unique visits
+5% growth
3% 2.0%
Friday, September 30, 16

18. Measurement and Reporting
Results
Social Network Data
Timeframe: as of September 20, 2016
Our Instagram following has grown by 500 in 3 months, on track to hit the target of 1000 followers in a 6 month timeframe. It’s also important to include
that the average interactions per post have increased by 55% from 145 to 225.
The social content team has done an outstanding job at creating engaging and interesting visual content that excites our audience. We have exceeded our
goal in increasing visual content by 30% in a 6 month time frame on Facebook, Instagram and Twitter. We have achieved a 200% increase on all channels.
Our ability to track user generated content with the hashtag #RadiantRach has enabled us to grow and expand our following community and overall
presence on social media. This content is received very well within our community.
We decided it would be a good idea to keep LinkedIn open being that it is hiring season during the time frame in which these reports were conducted. Our
brand should focus on creating company culture-centered content for this channel and repurposing our posts used on Facebook, Instagram and Twitter on
LinkedIn.
Social Network URL Follower Count
Average Weekly
Activity
Engagement
Rate
Twitter
twitter.com/
rmwiener
60
+20% growth
14 posts per week
+20% increase
4%
Facebook
facebook.com/
rachelwiener24/
105
+25% growth
8 posts per week
+10% increase
6%
Instagram
instagram.com/
rmwxo
1243
+10% growth
2 posts per week
+50% increase
average interactions
per post = 450
LinkedIn
linkedin.com/in/rachel-
wiener-b61115b5
176
+15% growth
1 post per month
no change
1.5%
Friday, September 30, 16

19. Measurement and Reporting
Results
#RadiantRach Hashtag Performance
-Between May 1, 2016 and September 1, 2016 the hashtag was mentioned 1500 times on Twitter and 500 times
on Instagram.
-15 Instagram posts were published with the hashtag which ultimately led to a higher than average number of
comment interactions.
Qualitative KPIs
Sentiment Analysis
An analysis of the interactions on 100 Facebook posts, 100 Instagram posts and 100 Tweets revealed the
following:
-Followers were ultimately positive and satisfied. Followers were extremely engaged in the content being
published and often commented shout outs, shared photos and contacted the brand.
-There was little to no negative sentiment. The low percentage of negative commentary was presented from
followers of the brands competitors which is inevitable.
Proposed Action Items
-Continue the hashtage #RadiantRach
-Consider #RealTimeRach campaign as a Q&A type of posting.
-Prepare a mission statement and content strategy for LinkedIn for the upcoming hiring season.
Friday, September 30, 16