This document outlines Abigail Kneal's social media strategy to grow her personal brand and online following as a PR professional. The objectives are to increase followers across platforms and engage potential employers in industry conversations. Key strategies include posting daily on all channels, using #AbAlert to share industry news, and collaborating with local students. Progress will be measured by engagement metrics and follower counts with a focus on improving LinkedIn presence.

1. Social Media Strategy
Abigail Kneal’s Personal Brand
10/4/2017
Completed by Abigail Kneal

2. Table of Contents
1. Executive Summary
2. Social Media Audit
3. Social Media Objectives
4. Online Brand Persona andVoice
5. Strategies andTools
6. Timing and Key Dates
7. Social Media Roles and Responsibilities
8. Social Media Policy
9. Critical Response Plan
10. Measurement and Reporting Results

3. Executive Summary
■ The major priority for 2018 is to grow an online following that engages.
■ The primary focus will be to create content that creates an internal network toward a
successful career. Content will be relevant to the brand’s personality, passion and
fearlessness.
■ Two major social media strategies will support this objective including:
- Having a consistent online presence which includes posting daily to all channels.
- Make potential employers aware of the brand by joining in on the industry’s
conversations.
Brand description: My daily life is fast-paced, caffeinated and intentional. My mission is to help
organizations avoid potential crises by explaining the importance of truthfulness and
transparency.Through shared and paid media, I’m always inspired to help those in need. I am
constantly learning how to push myself. I am deliberate and afraid of nothing.
Target market: PR employers.

4. Social Media Audit
■ The Abigail Kneal social presence, as of October 2017:
■ Social Media Assessment: Post frequency should increase to raise engagement rate.
LinkedIn needs to be posted on more frequently.Twitter has the potential to be the most
engaging channel.
Network URL Follower Count Average Weekly
Activity
Average
Engagement Rate
#interactions / reach
Facebook facebook.com/
abigailmkneal
38 7 posts per week <1%
Twitter twitter.com/
abigailmkneal
70 10 posts per week 1%
LinkedIn linkedin.com/in/
abigailkneal/
44 0 posts per week 0%

5. Social Media Audit
■ Competitor Assessment, as of October 2017:
■ Competitor Assessment: A more active personal brand with consistent style seems to
work well for competitors.A custom domain should be purchased for the blog.
Competitor Social Media
Profile
Strengths Weaknesses
KatieVaran Twitter, @katie_varan - More consistent aesthetic
- More active
- Higher follower count
- Content is less industry-
related
- Less-interesting bio
KatieWigle Twitter, @katwigle - More consistent aesthetic
- More engagement on
content
- Graphics are not on-brand
K Squared Away Blog and Facebook,
@ksquaredaway
- Custom domain
- High-production
promotional video
- Higher follower count
- Copy could be more
professional

6. Social Media Objectives
■ Increase unique followers onTwitter by 40% in 3 months.
More mentions, more followers.
■ Increase Facebook fans to 200 in 6 months.
■ Increase volume of content by 50% in 6 months.
■ KPIs: Followers on all accounts; weekly posts.
■ Key Messages: Averting crises one cup of joe at a time.

7. Online Brand Persona andVoice
■ Charismatic
■ Sassy
■ Intelligent
■ Aware
■ Driven
■ Afraid of Nothing
When engaging with consumers:
■ Understanding
■ Compassionate
■ Informative

8. Strategies andTools
■ Paid: N/A, no funds.
■ Owned: Introduce #AbAlert to give industry news to my followers and encourage
engagement.
Sunday posts to encourage followers to have a great week.
■ Earned: Engage with other local students at the University of Florida to collaborate to
increase both followings.
■ Tools: Buffer, Sprout Social
– Rejected: Hootsuite (Prefer Buffer)

9. Timing and Key Dates
■ All University of Florida holidays.
■ Holiday season. (Nov. 1 – Jan. 1)
■ Internal: applying for internships for summer 2018, coordinate with #HireMe
campaign.
■ September 29, 2018: InternationalCoffee Day

10. Social Media Roles and Responsibilities
■ Abigail Kneal: Social Media Director
– Create all content and publish.
■ Alex Northcott: Adviser
– Advise on content creation and publishing to specific channels.

11. Social Media Policy
■ *ALL CONTENT IS PROFESSIONAL.
■ No vulgarity or verbal attacking, including threats.
■ All content will be on-brand and will follow the voice and persona of the brand.
■ Use common sense.
■ Be respectful in all conversations and debates.

12. Critical Response Plan
1. ”Oh, you want to be a Crisis Communications manager?You’re just a spin doctor if you
want to do that.”
RESPONSE: I respect the views of all individuals and wish to mend the relationships
between brands and their consumers. I want to relay your concerns back with brands
to help them improve.
2. “You’re a bad writer.”
RESPONSE:Thank you for your feedback! Do you have any specific suggestions for
how I can improve? Best, AK.

13. Measurement and Reporting
Engagement and follower count has increased since the proposed strategic plan has
begun.The best-performing channel is Twitter, @abigailmkneal, with a 340% increase in
Tweet impressions over the last 28 days, and a 149% increase in profile visits.
Although Facebook has seen a 33% decrease in page views and a 7% decrease in page
likes in the past 7 days, reach has increased by 76% and post engagements have increased
by 25%, the latter being a focus.
LinkedIn has no improved data.The director will work with the adviser to create a new
plan.
To improve: Continue to increase presence on all channels.Collaborate with an influencer?