Abigail Taylor's 2017 social media strategy focuses on increasing her online presence and follower counts on Facebook and Twitter, with plans to establish an Instagram account subsequently. Key objectives include boosting post frequency, utilizing hashtags, and engaging more followers, with a goal of increasing unique visitors by 30% and follower counts by 40% within six months. The strategy also emphasizes the importance of creating engaging content, monitoring analytics, and ensuring positive interactions with followers.

1. My Personal
Brand’s Social
Media Strategy
February 19,
2017
ABIGAIL TAYLOR

2.  Executive Summary – 2017
 Social Media Audit
Social Media Assessment
Website, Audience, 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
TABLE OF CONTENTS

3. For 2017, my major social media goal is to build my
online presence and follower counts on Facebook and
Twitter. I would also like to build an Instagram this
year, after the other two websites are adequately
established.
I will achieve these goals by:
• Increasing the volume of my posts each week.
• Increasing the discoverability of my posts by using
more hashtags and tagging appropriate users.
EXECUTIVE SUMMARY

4. SOCIAL MEDIA AUDIT – SOCIAL MEDIA
ASSESSMENT
Social
Network
URL Follower
Count
Average
Weekly
Activity
Average
Engagement
Rate
Facebook https://www.fa
cebook.com/A
bigailTaylor97/
41 Average of 2
posts per
week.
Average 1.3%
engagement
rate.
Twitter https://twitter.
com/AbigailTa
ylor97
103 Average of 5
posts per
week.
Average 1.6%
engagement
rate in past 7
days.
Social Media Assessment: After viewing these analytics, although I have more
followers on Twitter, the engagement rates are similar. From this, I want to see
how I can encourage more engagement on both sites. The first thing I need to do
is increase the volume of my posts.

5. SOCIAL MEDIA AUDIT – WEBSITE
ASSESSMENT
Source Volume
Facebook 36 unique views in 7 day period
Twitter 552 unique visits in 18 day period
Website Assessment: My unique visitors are about the same for both networks in a
7 day period. Facebook is a little bit higher. I think more of my audience is on
Facebook, which is something to think about going forward. In order to increase
unique visitors, I need to increase my post count and start engaging with more of
my followers.

6. SOCIAL MEDIA ASSESSMENT – AUDIENCE
ASSESSMENT (MY FOLLOWERS)
Network Age
Distribution
Gender
Distribution
Primary
Interests
Consumer
Behavior
Facebook 18-24: 61%
25-34: 9.76%
35-44: 7.32%
45-54: 17.08%
55-64: 2.44%
65+: 2.44%
Men: 68%
Women: 32%
NO DATA NO DATA
Twitter 13-17: 29%
18-24: 42%
25-34: 15%
35-44: 7%
45-54: 6%
55-64: <1%
65+: <1%
Men: 50%
Women: 50%
Music, comedy
and news
My followers
buy premium
brands of
clothing, and
things to go
along with a
healthy
lifestyle.

7.  Audience Assessment: My followers on Facebook are more of
an older demographic. That could influence the type of
content that I post. I thought the primary interests and
consumer behavior data on Twitter was interesting. I could
tailor my content to meet my audience’s interest, hopefully
sparking some more engagement.
SOCIAL MEDIA AUDIT – AUDIENCE
ASSESSMENT (MY FOLLOWERS)

8. SOCIAL MEDIA AUDIT – COMPETITOR
ASSESSMENT
Competitor Name Social Media
Profile
Strengths Weaknesses
Abigail Taylor Facebook. It is her
personal page. She
is a model.
She has a nice
volume of posts.
She seems to post
at least once a day.
All of her posts are
accompanied with
visuals. Her profile
image and cover
image is nice as
well.
Her posts are all
accompanied by
only pictures, she
does not have a
variety of videos or
links. Some of the
pictures she posts
are captioned with
only her model
agency and the
photographer,
which doesn’t give
the audience a lot
of information.

9. Competitor Name Social Media
Profile
Strengths Weaknesses
Chris Macleod Twitter. Personal
page.
Has a nice cover
image. Seems to
have a good
volume of posts.
Can tell the type of
persona he is
trying to portray
through his posts.
Profile image is not
his face, so you do
not know what he
looks like. He has
not posted since
January, maybe he
made another
page, but there is
no indication of
that.
SOCIAL MEDIA AUDIT – COMPETITOR
ASSESSMENT
Competitor assessment: After viewing some of my competitors, I know that I have
to work on my volume of posts. They both had more followers than me and more
volume of posts. I also need to include more visuals in my posts. Their posts with
visuals received more engagement than some of mine.

10. Overall business
goals: increase my
online presence,
attract
professionals/employ
ers to my page, gain
more followers and
spark more
engagement with
organic content.
Social media
objectives
 Increase amount of
unique visitors by 30%
within the next 6
months.
 Include more hashtags in
posts. Tag appropriate
users.
 Include visuals/links in
every post to drive more
views.
 Increase follower count
on both sites by 40%
within the next 6
months.
SOCIAL MEDIA OBJECTIVES

11. KPI
Quantitative
 Number of new followers
on both sites.
 Number of posts per
week.
 Number of unique
visitors per week.
Qualitative
 Sentiment analysis of
interactions on social.
Key Supporting
Messages
Eager to learn more
about the
communications
world.
Influencer of positivity
on social.
SOCIAL MEDIA OBJECTIVES

12. Adjectives that
describe our brand:
Professional
Personable
Positive
Eager
Fun
When interacting
with followers we
are:
Kind
Excited
Encouraging
Professional
ONLINE BRAND PERSONA AND VOICE

13.  Paid:
 If organic posts are not receiving desired engagement,
boost/promote three posts per week. Plan which posts to boost day
by day, unless it is something timely and important.
 Owned:
 Introduce #WhySocial to Twitter and Facebook. Encourage people to
use the hashtag and in their post explain why they believe social
media is important to their business or their personal pages. When
we get new followers, message them thanking them for the follow
and encourage them to participate in the hashtag. Monitor it to see
how many people catch on.
 Earned:
 Monitor users that have the same interests as I do and are around
the same age as I am. Reach out to these users to see if we can
collaborate and help optimize each other’s profiles or create some
campaigns together.
STRATEGIES

14. Approved Tools Rejected Tools Existing
Subscriptions/Licensing
Hootsuite N/A N/A
Tweetdeck
Buffer
TOOLS

15.  Key Dates:
 Big holidays (Christmas, New Years, Valentines Day, St.
Patrick’s Day, Hannukah)
 Smaller, fun holidays (national dog day, national kindness day,
national siblings day, national friend day, etc.)
 No internal dates as of now.
 Reporting dates:
 Since we are just starting to seriously optimize social,
reporting should happen on the 1st of every month to evaluate
our progress from the last month.
TIMING AND KEY DATES

16. Since this is my personal brand, the content
should come from myself. I will be responsible
for creating and posting all content. I will also
be responsible for completing the reports of
every month’s analytics, and creating an
action plan for the next month to boost those
analytics.
SOCIAL MEDIA ROLES AND
RESPONSIBILITIES

17.  It is important to make all of our followers feel like
they can engage with my brand. We can achieve this
by following these guidelines:
 Be kind and respectful, no matter the content of their
message.
 Encourage interaction by reaching out first, when appropriate.
 Be neutral and polite, despite your own thoughts.
 Think before you post. Will the audience enjoy your content? Is
it appropriate?
 Be helpful and give advice when asked for it.
 Always reply to people who reach out. Do not ignore anyone.
SOCIAL MEDIA POLICY

18.  Scenario one – rude response/post/tweet from a user.
 Action Plan:
 Respond to the user telling them I will be messaging them soon.
 Message the user and kindly try to work out the situation.
 Approved messaging:
 This will depend on the post, but it should be something similar to, “I
apologize for our difference in opinion. What can I do to make your
experience better on my page?”
 Listen to what the user has to say and go from there.
 Scenario two – accidental inappropriate tweet/post.
 Action plan:
 Delete the post/tweet right away.
 Approved messaging:
 First, determine whether people actually saw the post. If they have and
they reach out, make an apology, “I apologize for my last tweet/post. It
was a mistake. If anybody has concerns, please feel free to message me.”
CRITICAL RESPONSE PLAN