For PUR4932.

1. Taylor
Mackenzie
Hicks
Social Media Strategy for a personal brand

2. Table of Contents
 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. Executive Summary
The brand ofTaylor Mackenzie Hicks has an
ultimate goal of doubling followership by
May of 2016.The primary focus this brand
will have is increasing followership by using
more relevant content, hashtags, and
participating inTwitter chats.

4. Social Media Audit
Social Media Assessment –
The social media platforms utilized by the brand ofTaylor Mackenzie
Hicks include Facebook,Twitter, Pinterest, and LinkedIn.The
Facebook page currently has 95 likes.TheTwitter account has 14
followers.The Pinterest account has 184 followers, and the LinkedIn
account has 407 connections.TheTwitter account is really lacking in
followership, so most of the emphasis of this audit will be placed on
this particular account.

5. Website &Traffic Audit
Source Average Daily
WebsiteVisits
Percentage of
OverallTraffic
Conversion Rate
Facebook 12/day 20.12% 5%
Twitter 1/day 3.1% .9%
Pinterest 49/day 49% 6.7%
LinkedIn 12/day 28.51% 6.2%

6. Audience DemographicsAssessment
Age Distribution Gender
Distribution
Primary Social
Network
Primary Social
Need
60% 18 - 30 65% female 29% Pinterest Leisurely reading
about others’
lives
30% 31 - 40 35% male 34% Facebook
10% 41 - 55 28% LinkedIn
10% 56 - 80 9%Twitter

7. Competitor Assessment
 Personal blogs
 Celebrities
 News sources

8. Social Media Objectives
In 2015, it was our goal to simply launch all of our social media
platforms.There was no goal of followership and no
engagement strategy. In 2016, we have some new plans.
1. Increase followership by 50%.
2. Increase brand awareness with relevant hashtags.
3. Post more newsworthy content.
4. Increase in ranks of relevant personal brands by 25%.
5. Participate in 25Twitter chats.

9. Objectives (cont.)
6. Personally respond to every mention or shout out the brand
receives.
7. Include more links in posts.
8. Include more photos in posts. People like pictures.
9. Get retweeted by someone famous onTwitter.
10. Create a brandYouTube account and share relevant videos to
social media accounts.

10. Online Brand Persona &Voice
Adjectives that describe our brand:
 Quirky Photos that are brand-relevant
 Relevant
 Relatable
 Tasteful
 Friendly

11. Strategies &Tools
 This brand will utilize hashtags and location features to
maximize content SEO.
 This brand will utilized Paid Reach on Facebook and
PromotedTweets onTwitter to reach more folks. Budget for
this is $75/week.
 This brand will utilize HootSuite, Photoshop, Buffer, and
Canva to reach the maximum cool factor.

12. Timing & Key Dates
Holiday Dates (until May)
 St. Patrick’s Day
 Spring Break
 Officially spring
 Easter
 Officially summer
 Summer break

13. Social Media Roles & Responsibilities
 Marketing Manager =Taylor Hicks
 Marketing Associate =Taylor Hicks
 Content Coordinator =Taylor Hicks
 Social Media Manager =Taylor Hicks
 Marketing Intern =Taylor Hicks

14. Social Media Policy
 Be kind to everyone
 Respond to negative comments within 12 hours
 Respond to positive comments within 24 hours
 Be as helpful as possible
 Realize that even rude people’s opinions count

15. Critical Response Plan
If it’s speculated that any platforms have been hacked:
1. Make sureTaylor Hicks is aware
2. Delete content left from hacker
3. Apologize to followers for what they may have seen
4. Report the incident
5. Let the media know that account was hacked

16. Measuring & Reporting
Reporting Period: 3 months
Source Follower
Count
Average
Weekly
Activity
Engagement
Rate
Facebook 95 2 posts/week 8%
Twitter 14 10 posts/week 2%
Pinterest 184 30 posts/week 30%
LinkedIn 407 1 post/week 23%