I created a social media strategy for a local business as an assignment in my social media management class at UF.

1. Social Media Strategy
By Emily Nolan

2. Table of Contents
1. Cover Page
2. Table of Contents
3. Executive Summary
4. Website Traffic Source Assessment
5. Audience Demographic Assessment
6. Competitor Assessment
7. Social Media Objectives
8. KPI’s and Key Messages
9. Online Brand Persona
10. Strategies and Tools
11. Instagram Feed
12. Tools
13. Key Dates
14. Social Media Roles and Responsibilities
15. Social Media Policy
16. Critical Response Plan 1
17. Critical Response Plan 2
18. Measurement and Reporting
19. Social Network Data
20. Hashtag Performance
21. Qualitative KPI’s
22. Proposed Action Statement

3. Executive Summary
• Our major goal for the Summer months of 2017, will be to increase brand awareness. Jayne
Dough currently only has an Instagram account, so it’s crucial we create a Facebook page.
• We also want to engage more with our customers and hear what they are loving or not loving
about Jayne Dough in order to make adjustments that will lead to an increase in revenue.
Social
Network
URL Follower
Count
Average
Weekly
Activity
Average
Engagement
Rate
Instagram www.instagra
m.com/jayned
oughnuts/
1,687
followers
2 posts per
week
150

4. Website Traffic Sources Assessment
• Timeframe: Monthly Average April 2017 – May 2017
Source Volume Percentage of
Overall Traffic
Conversion Rate
Instagram NO DATA NO DATA NO DATA
Although no direct traffic data is available for Instagram, it is currently our only
form of social media and the brand is thriving there. But it is crucial that a
Facebook Page be created to supplement it.

5. Audience Demographic Assessment
• Survey distributed in April/May. 1,000 Respondents.
Age
Distribution
Gender
Distribution
Primary
Social
Network
Secondary
Social
Network
Primary
Need
Secondary
Need
65% 18 – 30
25% 30 -- 40
10% 40+
80% Female
20% Male
60%
Instagram
40%
Facebook
60%
Facebook
40%
Instagram
A trendy and
tasty treat to
accompany
shopping at
Art Markets.
A regular
place to
pickup a
morning
pastry before
going into
work or
school.
A majority of our audience are females between the age of 18 – 30 years old. Their primary social
network is Instagram, which means that they are looking for food that is worthy of documenting on
their feed. So it’s needs to be visually appealing and trendy.

6. Competitor Name Social Media Profile Strengths/Weaknesses
Knead Bakery Insta: Kneadabakeshop Strengths: Has been
around much longer
than Jayne Dough.
Already has
relationships with local
coffee shops.
Weaknesses: The
products are not as
visually appealing as
Jayne Dough
Doughnuts.
Edgewood Bakery Insta: Strengths: Has great
products and is a local
favorite.
Weaknesses: They are
open for only a few
hours in the morning,
and they have very little
interaction on social
media. They also are
as trendy as Jayne
Dough.
Competitor Assessment

7. Social Media Objectives
Because we are a new brand, in 2017, our goal is to increase brand awareness by publishing more
content. We also want to increase revenue by distributing more information via social media.
• Some specific objectives include:
• Create a Facebook page to reach our target audience, and encourage Instagram followers to like
our page. Have 75% of Instagram followers like the Facebook page.
• Increase customer engagement on Instagram by encouraging followers to post pictures of their
Jayne Dough Doughnuts and using the unique hashtag.
• Develop loyal customers by sharing history of Jayne Dough and being more personable.
• Increase volume of visual content published on Facebook and Instagram channels by 30% in
three months.

8. KPIs and Key Messages
• KPIs:
• Amount of followers on Facebook and Instagram.
• Amount of comments and likes on posts.
• Amount of followers that use the hashtag.
• Key Messages:
• Sweet Times and Sweet Treats
• Share a doughnut, Share love

9. Online Brand Persona
• Adjectives that describe our brand:
• Delicious
• Unique
• Whimsical
• Artistic
• When interacting with customers we are:
• Warm
• Genuine
• Energetic

10. Strategies and Tools
• Paid:
• Buy an Instagram ad; make sure it lists the next event location and time that the Jayne Dough Caravan
will be present at. Biweekly, boost the most popular Facebook post – one that displays the creativity
and trendiness of Jayne Dough.
• Owned:
• Host contest where Instagram followers post pictures of their Jayne Dough Doughnuts and use the
hashtag #FaveDough. The picture with the most likes wins two dozen doughnuts delivered to their
location of choice.
• Create a blog that features pictures of the Jayne Dough Caravan, doughnuts and customers. Also,
write and share stories about catering events or deliveries made on Fridays. Give history of Jayne
Dough -- Where the idea came from. How it was executed. Share links to blog on social media posts.
• Earned:
• Partner with more local coffee shops and cafes in the Riverside area in order to be featured on their
feeds and gain more reach.

11. Instagram

12. Tools
• Hootsuite
• Buffer
• Medium
• Canva

13. Key Dates
• June 2 – National Doughnut Day
• June 18 – Father’s Day
• July 4 – Independence Day
• Internal Events
• Every Friday – Delivery Friday
• First Monday of Each Month – New Flavor Monday
• Reporting Dates
• Last day of each month during the Summer (June – August)

14. Social Media Roles and Responsibilities
• Marketing Director – Madison Goetze
• Social Media Manager – Katelyn Arnold
• Social Media Coordinator – Emily Nolan

15. Social Media Policy
• Social media is a major part of our lives. By being on Jayne Dough’s team, you are an ambassador of our company. That being said, it
is critical you practice emotional correctness, respect, and exude class when on social media.
• Do’s
• Be encouraging.
• Be genuine and helpful to guests.
• Inform followers about events that Jayne Dough will be attending.
• Handle every complaint quickly and with sensitivity.
• Don’ts
• Post things that can be perceived as degrading.
• Use profanity.
• Attack or speak poorly of the competition.
• In any instance where an employee posts anything that can harm the reputation of Jane Dough, the employer will take necessary
steps to handle the situation, including termination of employment.

16. Critical Response Plan
• Scenario 1 – Customer posts an irate complaint about the quality of the doughnuts on social
media.
• 1. Identify the post, and immediately have social media manager engage the customer.
• 2. Be genuine in your response to them, tell them you are so sorry and want to make it right,
and then ask for them to DM Jayne Dough their email address to handle the situation further.
• 3. Offer to reimburse them or provide them with a free dozen doughnuts delivered to their
location of choice.
• Pre-approved messaging:
• “We are so sorry that your experience was less than wonderful. Please let us make it right.. ”

17. Scenario 2 – Competition openly speaks
badly of Jayne Dough
• 1. If information posted by competition is false, social media manager should only strive to
correct false information.
• 2. If the competition is posting rude posts simply to be rude, posts are ignored, but we increase
the amount of posts that exemplify our artistic and whimsical treats.
• No pre-approved messaging

18. Measurement and Reporting
• Quantitative KPI’s
• Reporting period: 3 months
• Data as of September 1, 2017
• Website Traffic Source Assessment
• Timeframe: Monthly Average between June 2017 – August 2017
Source Volume Percentage of
Overall Time
Conversion Rate
Instagram 1,100 unique visits
+ 10% growth
12% 2.3%
Facebook 3,300 unique visits
+ 100% growth
27% 1.8%

19. Social Network Data
Social Network URL Follower Count Average Weekly
Activity
Engagement
Rate
Instagram www.instagram.co
m/jaynedoughnut
s/
2,150
4.6% increase
4 posts per week
+50 % increase
4%
Facebook www.facebook.co
m/jaynedoughnut
s/
1,500 followers
(no Facebook
page at start of
campaign)
6 posts per week 6%
• Our team has done an amazing job of creating beautiful content that displays our products and shows the artistic nature of
Jayne Dough. Over three months we have increased our followers by 4.6% and doubled the amount of content posted weekly.
• Prior to our summer campaign, Jayne Dough did not have a Facebook Page. Our goal was to have at least 75% of our Instagram
followers like and follow our Facebook page. We succeeded in doing so and our team has been posting six times per week in
order to engage and build a relationship with our audience.

20. #FaveDough Performance
• Between June 1 and August 1, 2017, the hashtag was mentioned 250 times on Instagram, and
we were able to hear what our customers were loving about Jayne Dough.
• There were 150 posts that used this hashtag, and these posts consistently had a higher rate of
comments and interactions.

21. Qualitative KPI’s
• By doing an analysis of 75 posts on Facebook and 75 posts on Instagram, most interactions
were positive and loved our brand.
• The only negativity was that we were not present at enough events and we did not have a
consistent location.

22. Proposed Action Statement
• Continue to do contests via Instagram encouraging guests to tell us what flavors they are loving
(#FaveDough).
• Find a more consistent partner in the Riverside Area that will promote us on their social media
accounts.