Social media strategy for my personal brand, Zulie Mederos

1. SOCIAL MEDIA STRATEGY:
“THE BRAND CALLED YOU-
YOUR PERSONAL BRAND”
Zulie Mederos
Project 1

2. Table of contents
Table of contents Slide 2
Table of contents continued Slide 3
Executive summary Slide 4
Social media audit
Slide 5
Website traffic Slide 6
Audience demographic
Slide 7
Competitive assessment Slide 8
Social media objectives Slide 9
Online brand persona Slide 10

3. Table of contents
continued
Strategies and tools Slide 11
Strategies and tools continued Slide 12
Key dates and timing Slide 13
Social media roles Slide 14
Social media policy Slide 15
Critical Response Plan Slide 16
Critical response plan
continued
Slide 17
Measurement and reporting Slide 18

4. Executive summary
◦ I will be focusing on the brand called YOU - my personal brand. I want to focus on this because since I am
majoring in public relations, I feel that my personal brand has a large impact on my personal resources and
knowledge of the field. My social media strategy will be to gain more than thirty followers in the next three
months. The tactics for this strategy will be posting everyday and having more interactions with my followers
and other public relations students. I will use my resources from my social media management class to learn
more about effective content posting and networking with other students.

5. Social Media Audit
Social Network URL Follower count Average weekly
activity
Average
engagement rate
Facebook https://www.faceboo
k.com/zuliemederos
24 20+ posts 4%
Twitter https://twitter.com/
zuliemederos
27 15+ posts and
interactions
3%

6. Assessment summary: Website traffic sources
assessment
Source Volume % of overall traffic Conversion rate
Facebook 300 unique visits 15% 5%
Twitter 175 unique visits 9% 3%

7. Assessment summary: Audience
demographics assessment
Age
distribution
Gender
distribution
Primary social
network
Secondary
social network
Primary need Secondary need
45% 18-25 85% Female 60% Twitter 40% Facebook Individuals want
to know more
about the issues
going on around
the world.
Interested in the
content posted
on the social
media accounts.
35% 26-32 15% Male 30% Facebook 20% Twitter
20% 33-60 15% Facebook 5% Twitter

8. Assessment summary: Competitor assessment
Competitor name Social media profile Strengths Weaknesses
N/A
N/A

9. Social Media objectives
◦ Overall business goals: The overall business goal is to get individuals to think about the problems other individuals are facing in
our world today. We want to start a conversation about these topics and provoke change.
◦ Social Media objectives to support business goals: We want to share content that makes individuals think and want to react.
By posting content about education, health, feminism, and personal stories we can learn a lot about other individuals around the
world and help them through the problems they’re facing.
◦ KPIs: Quantitative:
◦ 1. Increase number of followers by 30 likes
◦ 2. Increase amount of individuals that click the link to learn more about the stories posted by 10%
◦ 3. Amount of retweets, likes, quote tweets on the content posted on Facebook by 15%
◦ KPIs: Qualitative:
◦ 1. Increase the number of visitors to the Facebook page
◦ 2. Increase the number of visitors to the Twitter page
◦ Key supporting messages:
◦ 1. Changing the world one story at a time.
◦ 2. We can make a change, if we work together.
◦ 3. One persons struggle is another persons opportunity to help.

10. Online brand persona and voice
◦ Adjectives that describe our brand: Dreamers, listeners, achievers, graceful, and positive
◦ Examples of Brand Voice in Social Media Interactions:
◦ Make individuals feel important.
◦ Make sure we make them aware that we are listening to their opinion and we want to help in anyway possible.
◦ Remember to follow up!

11. Strategies and tools
◦ Strategies to will support our social media objectives:
Paid:
1. Every Saturday, using the 5$ boost tool on Facebook, promote most empowering and popular post.
2. Once a month, contact an influencer, and have that individual discuss the issues our social media accounts post about
Owned:
1. Post an inspirational quote on every Monday, Wednesday, and Friday of the week.
2. On Sunday morning, post the biography of famous social activists and the issues they devoted their lives to.
Earned
1. Give individuals that interact with our posts an opportunity to write a short story of issues that are important to them.
2. For followers extremely involved on our social media accounts, allow them to provide us with a short description of
organizations or activists they are participating in that is changing the world, and post that on our social media accounts on
Wednesdays.

12. Strategies and tools continued
◦ Tools approved:
◦ Periscope
◦ Facebook Live
◦ Tools rejected:
◦ N/A
◦ Existing subscriptions/licensing:
◦ N/A

13. Key dates and timing:
◦ Key dates: Halloween, Thanksgiving, Christmas, Rosh Hashana, New Year, and Valentines Day
◦ Interval dates: Global Citizen Day 2016 (yet to be announced)
◦ Lead times:
◦ 10-12pm Monday- Friday
◦ 5-9pm Monday-Friday
◦ 5-9 Saturday and Sunday
◦ Reporting dates:
◦ Will occur every two weeks on Sunday.

14. Social Media roles and responsibilities
◦ Social Media Director: Zulie Mederos
◦ Responsibilities: In charge of overlooking social media accounts.
◦ Social Media Manager: Zulie Mederos
◦ Responsibilities: In charge of posting regularly and responding to customers.
◦ Social Media Coordinator: Zulie Mederos
◦ Responsibilities: In charge of creating a social media calendar with all important content that has to be
posted on specific takes, while also leaving room for breaking news and important stories that we want our
followers to know about.

15. Social Media Policy
◦ Listen to everyone's side of the story
◦ Make sure that the individual feels extremely welcomed and comfortable
◦ Make sure they are understood and time is taken to listen to their concerns and needs
◦ Go out of your way to fix their problem if possible
◦ If a resolution is not possible, inform them that you will contact your supervisor and get back to them
◦ Follow up the next day, regardless of the issue
◦ Be very kind

16. Critical Response Plan
Scenario one: Inappropriate comment from individual
Action steps:
1. Respond to the comment
2. Explain to them that we respect their opinion but
would appreciate it if they did not post it on our
social media account.
Pre-approved messages: Hello ____, we are sorry that
we have different outlooks on (topic). We respect your
opinion but would appreciate it if you did not post
anything rude on our account
Scenario two: Spam
Action steps:
1. Contact the individual posting spam
2. Delete the spam so other individuals do not see it
3. After contacting them, block individual if the
problem persists.
Pre-approved messages: Hello ____, we appreciate
you staying up to date with all of our social media
accounts! We have noticed you have been posting
content that is considered spam. Please refrain from
doing this or we will have to contact the ___ staff and
block you from our account.

17. Critical Response Plan continued
◦ Contact information
Owner Name Telephone Alt. telephone Email
Marketing
director
Zulie Mederos 561-306-0371 Zmederos@gmail
.com
Social media
director
Zulie Mederos 561-306-0371 Zmederos@gmail
.com
Social media
manager
Zulie Mederos 561-306-0371 Zmederos@gmail
.com
Social media
coordinator
Zulie Mederos 561-306-0371 Zmederos@gmail
.com
PR Agency N/A

18. Measurement and reporting results
◦ Quantitative KPIs: Increase in followers
and interaction by 20% on both accounts
◦ Reporting: Bi weekly report
◦ Qualitative KPIs: Increased in number of
visitors on Facebook and Twitter, results
from the analytics gathered.
◦ Results assessment: The results showed
that the tools and tactics used for the social
media accounts were successful.
◦ Sentiment analysis: A lot of positive
feedback from followers. Many individuals
claimed that they wanted to get more
involved with issues they were passionate
about.
Social
Network
URL Follower
count
Average
weekly
activity
Average
engagement
rate
Facebook https://www.
facebook.co
m/zuliemede
ros
37 20+ posts 6%
Twitter https://twitt
er.com/zulie
mederos
39 15+ posts
and
interactions
5%
Source Volume % of overall
traffic
Conversion rate
Facebook 500 unique visits 20% 6%
Twitter 250 unique visits 14% 9%