This is my Social Media Strategy presentation for my own personal brand.

1. TAYLOR GROSSE
Student . Artist .
Person
My Social Media Strategy

2. Table of Contents
1: Title
2: Table of Contents
3: Executive Summary
4-8: Social Media Audit
9-12: Social Media
Objectives
13-14: Online Brand
Persona and Voice
15: Strategies and Tools 16-
17: Key Timing and
Dates
18: Social Media Roles and
Responsibilities
19: Social Media Policy
20-21: Critical Response
Plan
22: Measurement and
Reporting

3. Executive Summary
My social media priority for 2017 and 2018 is
to increase my following online. I will focus on
marketing myself to potential employers and
building a larger networking base.
Strategies to support objectives:
• Increase frequency and consistency of content
publication to social media profiles.
• Showcase my capabilities in the communications
industry.
• Increase direct interaction with professionals in
communications.

4. Social Media Audit
Social
Network
URL Follower
Count
Average
Weekly
Activity
Average
Engagement
Rate
Instagram https://www.instag
ram.com/tayrenee
g/
492 Post 1x per
week
~100 likes,
2/3 comments
Facebook https://www.faceb
ook.com/taylorren
eegrosse/
59 Likes Post 3/4x per
week
~5-10 likes,
4/5 comments
LinkedIn https://www.linked
in.com/in/taylor-
grosse/
130
Connections
Post 1/2x per
week
~4/5 search
appearances,
1 like, 54
reach

5. Social Media Audit Assessment
Most direct interaction/engagement on Instagram
and Facebook. Facebook shows a high level of
engagement with frequent posting, despite lower
follower count than other channels.

6. Audience Demographics
Assessment
Age
Distributio
n
Gender
Distributio
n
Primary
Social
Network
Secondary
Social
Network
Primary
Need
Secondary
Need
18-30 ~60% F,
40% M
Instagram Facebook Networking Interest
30-49 ~80% F,
20% M
Facebook LinkedIn Interest Networking
50+ ~70% F,
30% M
Facebook LinkedIn Interest Learning/k
eeping up
with trends

7. Audience Demographics
Assessment
Many people who keep up with my social media accounts
are my peers. We network and keep up with each other via
social media. A large portion of the rest are friends of my
parents, who are interested in seeing what I’m up to on a
regular basis. They enjoy professional material and
updates on my accomplishments.

8. Competitor Analysis
Competitor
Name
Social Media
Profile
Strengths Weaknesses
Sabrina Siegel @sabrinasiegel -
Instagram
Photo quality,
image
consistency
Lack of frequent
posts
Elena Kallergis @elenamika –
Instagram
Frequent posts,
updates on
relevant info/work
Photo quality
varies
These two women are also advertising students at UF. They both have
a lot going for them and we are all in similar places in our schooling
and have similar interests. They both have more followers and good
engagement so I like to look to them to alter my actions.

9. Overall Business Goals
• Increase professional awareness and connections
• Showcase skills and accomplishments that can
make me more competitive professionally.
• Increase post frequency on all social media
networks to reflect dedication and consistency.

10. Social Media Objectives
• Increase likes on Facebook by 25% by December 1.
• Increase Instagram followers by 10% by December 1.
• Increase LinkedIn connections by 10% by December 1.
• Double Twitter followers by December 1.
• Publish three to four times weekly on Instagram and
LinkedIn.
• Publish daily on Facebook and Twitter.

11. Quantitative KPIs
i. Facebook: Likes (page and posts), comments,
shares, reach, engagement
ii.Instagram: Follows, likes, comments
iii.LinkedIn: Connections, reach, likes, comments
iv.Twitter: Followers, retweets, favorites

12. Qualitative KPIs
• Positive comments
• Negative comments
• Direct messages

13. Online Brand Persona and Voice
Adjectives that describe my brand:
• Reliable
• Creative
• Friendly
• Hard-working
• Passionate

14. Online Brand Persona and Voice
Examples:
Facebook/LinkedIn –
• “Today I got to take a tour of St. Jude Children’s Hospital in
Memphis, TN. This means so much to me because I have spent the
last three years fundraising and supporting St. Jude through my
fraternity, ESA. It’s so amazing to see where all of our hard work
goes. Thank you so much for having us @stjude!”
Instagram/Twitter –
• “Here’s a sneak peek of a new project I’m working on with Ferus and
Eagle LNG. Check out my Facebook for more details!”

15. Strategies and Tools
Paid: None – no budget
Owned: Facebook, LinkedIn, Instagram
• Scheduled regular posts of curated and original
content regarding art, design, and my professional
and persona accomplishments
Earned: Blog posts, Shares (FB/LinkedIn)
• Friends/connections with blogs
• Friends/family/connections who share original and
curated content from owned channels

16. Timing and Key Dates
• Thanksgiving, Christmas, New Years
• Announce artwork sales/specials, and share
commission works-in-progress
• January 2018: Eagle LNG and Crowley
Maritime Grand Opening
• April 2018: Graduation and Job Hunting
• Summer 2018: Post Graduation Life and
Updates

17. Reporting Intervals
Reports should be done quarterly.
• December 31
• March 31
• June 30
• September 30

18. Social Media Roles and
Responsibilities
I am the only person managing my
social media accounts so I must
perform all roles. I will be posting
and curating content, managing
campaigns and strategies, and
deciding what is posted when.

19. Social Media Policy
– All social media content posted on any of the
listed channels must be appropriate for family
and potential employers to see. All content is
public, so it must be clean, grammatically
correct, and relevant.
– No content including or relating to the
following:
i. Alcohol
ii. Politics
iii. Cursing
iv. Anything else that may cause division or
controversy that will impact reputation.

20. Critical Response Plan: Natural
Disaster
i. Action Steps:
1. Assess where has had most severe impact
2. Curate list of ways for people to help those impacted by
the disaster
ii. Planned Message:
1. “It upsets me to learn the damage that Hurricane ABC
has brought upon a state so dear to me. I hope that
anyone who needs assistance is able to find it, and that
those who can help will lift their neighbors up. Here are a
few ways you can help, whether you’re close to the
damage or far away.” (FB/LinkedIn)

21. Critical Response Plan: Violence at
Richard Spencer Event
i. Action Steps:
1. Assess damage – make sure information is accurate.
a.Consider privacy of any injured or killed and their
families
ii. Planned Message:
1. “I am devastated to hear about the violence that has
occurred just around the corner. It is so scary to think of
this happening so close to home. I am sending out
positive thoughts to everyone who was harmed and their
families. Although it is hard during times like these, let’s
try to remember to treat each other with love and
respect.” (FB/LinkedIn)

22. Measurement and Reporting
Results
• Refer to slide 4 for channel measurements.
• I do not have a brand website, so no website
measurements are available.
• Sentiment analysis:
– Qualitative data shows that the people I engage with on
social media have positive feedback and support. The
comments I receive on a regular basis are congratulatory
for original content or expressions of interest in curated
content.
• Proposed actions:
– Try to spark up more of a conversation with commenters
– Like and comment on others’ posts/pages with my
professional media to encourage engagement.