Personal Brand UFSMM

1. Taylor
Isabella
Casal
Social Media Strategy
Personal Brand

2. Table of Contents
1. Executive Summary
2. Social Media Audit
a. Social Media Assessment
b. Traffic Sources Assessment
c. Customer Demographics Assessment
d. Competitor Assessment
3. Social Media Objectives
4. Online Brand Persona and Voice
5. Strategies and Tools
6. Timing and Key Dates
7. Social Media Roles and Responsibilities
8. Social Media Policy
9. Critical Response Plan
10. Measurement and Reporting Results
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3. Executive Summary
My social media priorities for 2017 will be expanding my following and
establishing a more professional community.
The primary focus will be to drive traffic to my major social media platforms and
diffuse my personal brand in order to network in the professional environment.
Two major social strategies to support this objective:
1. Increase the volume of content published on my professional social media
channels.
2. Encourage conversations and engage with my followers.
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4. Social Media Audit
4
Social Network URL Follower
Count
Average Weekly
Activity
Average Engagement Rate
Facebook https://www.facebo
ok.com/TayBellaCas
al/
22 5 posts per week 74%
LinkedIn https://www.linkedin
.com/in/taylor-isabel
la-casal-7872b1125/
15 < 1 0%
Twitter https://twitter.com/t
aylor_casal
9 4 posts per week 6%
Social Media Assessment: At present time, the most follower engagement occurs on
Facebook. LinkedIn and Twitter have low levels of followers as well as engagement
rates.

5. Customer Demographics Assessment
Audience Demographics Summary: The primary audience of my personal social media is women ages 18-24.
Men ages 18-24 come in at a close second with 22% of my audience reach.
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6. Competitor Assessment
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Competitor Name Social Media Profile Strengths Weaknesses
Kristina Manus Twitter
@Kristina_Manus
Kristina has a heavy
following, with 111
followers.
Kristina does not
actively engage with
her followers or post on
a schedule.
Emily LeClair Twitter @emilyleclair21 Emily has a large
following, with 193
followers. Emily seems
to represent their
interests well.
Emily hardly ever posts
and does not engage
with her audience.
Caitlyn Hutchins Facebook Caitlyn
Hutchins
Posts several times a
day and engages with
her audience.
Only engages with her
own posts.

7. Social Media
Objectives
Increase Facebook followers to 50
by April 2017.
Increase volume of visual content
published on Facebook and Twitter
by 30% in 6 months.
Increase LinkedIn connections from
15 to 50 in 6 months.
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8. Key Messages
● Savvy graduate with a passion for the entertainment industry and a high
level of knowledge of public relations practices
● Creativity guides all work
KPI’s
● Number of unique visitors from Facebook, Twitter and LinkedIn
● Number of weekly photo and video posts to Facebook and Instagram
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9. Online Brand Persona and Voice
Adjectives to describe my personal brand:
● Intelligent
● Adventurous
● Lively
● Engaging
When interacting with followers, I am:
● Pofessional
● Friendly
● Encouraging
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10. Strategies and
Tools
Owned: Start taking advantage of
hashtags on Facebook. Promote live
video and pre-recorded videos across all
platforms. Cross-promote social media
channels.
Earned: Monitor Twitter for key hashtags
related to my brand: public relations,
entertainment, student and marketing.
Develop relationships and partnerships
with leaders on the platforms in my field
in order to network and promote content
on multiple profiles.
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11. Tools
● Hootesuite
● Buffer
● Canva
● Medium
● Adobe Creative Sweet
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12. Timing and Key Dates
Holiday Dates:
● Presidents’ Day
● Saint Patrick’s Day
● Easter
● Earth Day
● Independence Day
● Labor Day
● Halloween
● Veterans Day
● Thanksgiving Day
● Christmas
Special Events:
● Grammys
● Oscars
● Tonys
● Sundance Film Festival
● SXSW FIlm Festival
● Cannes Film Festival
● Graduation
● Movie Releases
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13. Social Media Roles and
Responsibilities
Taylor Casal- Marketing Director, Social Media Manager & Social
Media Coordinator
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14. Social Media
Policy
Social Media platforms do not only provide
individuals with an outlet to market and engage with
an audience, or post photos of the beautiful lunch
they ordered, they also provide an opportunity to
engage and interact with followers.
I plan to demonstrate the best practices by adhering
to the following guidelines:
● Be polite
● Be respectful to all
● Act helpful
● Be inviting
● Use common knowledge
● Never be offensive
● Use networks to spread key messages of campaigns
● Always consider the facts before posting 14

15. Critical Response Plan
Scenario 1: Posting something inappropriate to a
social media platform:
● After post is detected, take a screenshot for
personal records and immediately remove
the post.
● Post a message in response to the specific
inappropriate post that adhere to personal
moral and ethical guidelines.
● Log the screenshot with time of day and file
it for personal records.
Scenario 2: Posting something false to a social
media platform:
● After post is detected, take a screenshot for
personal records and immediately remove
the post.
● Fact check the contents of the post.
● Generate a new post apologizing for the
misinformation and link a reputable source
with correct information.
● If there is no clear correct fact, simply
remove the post.
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