Social media strategy for the Personal Brand of Audrey Zipperer via platforms such as Facebook, Twitter, and Medium blog.

1. AudreyZipperer
Social Media Strategy

2. TableofContents
● Executive Summary
● Social Media Audit
● 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

3. ExecutiveSummary
Our goal for the 2016-2017 academic year is to increase
traffic through specific branded social media platforms. The
platforms are as follows: Twitter, Medium, Facebook. Twitter
and Medium content should redirect followers to the branded
Facebook page, where users may follow a call-to-action such
as e-mail or calling a phone number to connect.
Major Strategies to Support
● Participate in Twitter chats and engagement that link to
Medium articles.
● Encourage community conversations around associated
topics.

4. SocialMediaAudit
The following assessments have been made of Audrey
Zipperer’s social media assets and competitor analysis.
Social Media
Social Network URL Follower Count Average Weekly
Activity
Average
Engagement Rate
Facebook https://www.faceb
ook.com/amzipper
er
32 2 posts per week >1%
Twitter https://twitter.com/
audrey_zipperer
93 4 tweets per week >1%
Medium https://medium.co
m/@azipperer
n/a 1 post per week >1%

5. SocialMediaAuditCont.
Source Volume Percentage of
Overall Traffic
Conversion Rate
Facebook 32 Unique Visits 50% >1%
Twitter NO DATA NO DATA NO DATA
Medium 4 Unique Visits 50% >1%
Website Traffic Sources Assessment

6. SocialMediaAuditCont.
Audience Demographics Assessment
Age
Distribution
Gender
Distribution
Primary Social
Network
Secondary
Social Network
Primary Need Secondary Need
70% 18-25 57% female 50% Facebook 50% Twitter Learning about
personal
branding for
self or small
business
Connecting with
other creatives or
branding experts
20% 25-49 43% male 40% Twitter 40% Facebook
10% 50+ 10% Medium 10% Medium

7. SocialMedia Objectives
Overall Business Goals: We hope to be able to drive traffic
to the branded Facebook page via related social media
platforms. In order to do so, we will need to create branded
content and engage in social media interactions.
Some Specific Objectives Include:
● Increase unique visitors by 20% in 6 months
● Increase Facebook followers by 50 in 3 months
● Increase amount of organic content by 200% in 3 months

8. SocialMediaObjectivesCont.
KPIs
● Number of unique visitors on Facebook, Twitter and Medium
● Number of weekly photo and video posts on Facebook
● Sentiment Analysis
Key Messages
● Taking Your Brand Back
● Authentic Branding, Authentic You

9. OnlineBrandPersonaandVoice
Adjectives that describe our brand:
● Authentic
● Introspective
● Engaging
● Relatable
● Small-Business Oriented
● Inspiring

10. Strategies&Tools
Strategies and Tools to support our social media objectives:
Paid
Potentially, boost most popular post each Friday by 5 p.m. Post must have organic reach of
15 and 5 likes or comments.
Owned
Introduce branded hashtag #AudBranding to be used across platforms. Promote hashtag on
original content on Twitter, Facebook and Medium
Earned
Monitor Twitter for keywords: branding, personal brand and small business brand.
Partner with other personal branding bloggers for guest post opportunities to be re-posted.

11. Strategies&ToolsCont.
Approved Tools
● Hootsuite
● Buffer
Rejected Tools
● N/A
Existing Subscriptions/Licenses
● Vimeo
● Adobe Creative Cloud

12. TimingandKeyDates
Lead Time
October 1st- October 15th
Reporting Date
December 5th

13. TimingandKeyDatesCont.
Key Dates
October 31st Halloween
November 8th Election Day
November 24th Thanksgiving Day
November 28th Cyber Monday
December 16th & 17th University of Florida Commencement

14. SocialMediaRolesandREsponsibilities
Social Media Director: Audrey Zipperer
Develops marketing strategy.
Social Media Manager: Audrey Zipperer
Executes publishing content.
Social Media Coordinator: Audrey Zipperer
Engages followers and gathers content.

15. SocialMediaPolicy
Social Media is an important tool for our audience, and
therefore should be practiced with the utmost
professionalism on the part of Audrey Zipperer to maintain
dignity and respect among the branding community.
You are expected to:
● Be respectful
● Engage in a professional manner with followers
● Use clean language
● Be kind to others
● Use your best judgement, and ask if unsure
● Be excited

16. CriticalResponsePlan
Scenario One:
A follower begins using harassing or inappropriate language on a social media
platform, causing distress among other followers.
Action Steps
● Screenshot Tweet or post
● Delete Tweet or post
● Block User
Pre-Approved Message
NO PREAPPROVED MESSAGING IN THIS SCENARIO

17. CriticalResponsePlanCont.
Scenario Two: An inappropriate post from Audrey Zipperer Twitter or Facebook
account.
Action Steps
● Screenshot tweet or post
● Delete tweet or post
● Audrey to draft and approve response tweet or post
Pre-Approved Message
NO PRE-APPROVED MESSAGING IN THIS SCENARIO