This document outlines Miley Cyrus' social media strategy for 2015-2016. The objectives are to grow her online following across platforms like Facebook, Twitter, and Instagram in order to support charitable causes and drive more traffic to her community organizations, Happy Hippie Foundation and My Friend's Place. The strategies proposed include increasing posts about these charities and creating more targeted content for them. Key metrics like follower counts, engagement rates, and traffic sources are analyzed to measure the success of these objectives and strategies.

1. Miley Cyrus
SOCIAL MEDIA STRADEGY

2. Table of Contents
 1. Executive Summary, November 2014
 2. Social Media Audit
a. Social Media Assessment, November 2014
b. Traffic Sources Assessment, May 2014-November 2014
c. Customer Demographics Assessment
d. Competitor Assessment
 3. Social Media Objectives
 4. Online Brand Persona and Voice
 5. Strategies and Tools
 6. Timing and Key Dates
 7. Social Media Roles and Responsibility

3. Executive Summary
 Our social media priorities for 2015 will be to grow our online following and
expand our community.
 The primary focus will be to support revenue goals and drive more traffic to our
community service projects and charaties.
 TWO MAJOR SOCIAL STRATEGIES WILL SUPPORT THIS OBJECTIVE:
 1. Increase the amount of posts about charities and community service projects
 2. Create more content geared towards ‘Happy Hippie Foundation’ and ‘My Friends
Place’

4. Social Media Audit
 The following data represents a chart of Miley Cyrus’ social media presence as of
November 15,2015
Social Network URL Follower Count Average Weekly
Activity
Average
Engagement rate
Facebook https://www.face
book.com/Miley
Cyrus
46.5M 4 posts per week 2.5 percent
Twitter https://twitter.co
m/mileycyrus?la
ng=en
26.9M 12 posts per
week
3.6 percent
Instagram https://www.inst
agram.com/mile
ycyrus/?hl=en
37.5M 4 posts per week 2.5 percent

5. Social Media Assessment
 At this present time, Miley has the highest social media interaction on Facebook
and Instagram. She has little to no interaction on LinkedIn or Pinterest.

6. Website Traffic Souces Assesment
Sources Volume Percentage of
overall traffic
Conversion
Rate
Facebook 900,000 unique
visits
28 percent 5.2 percent
Twitter 20,000 unique
visits
15 percent 3.9 percent
Instagram No data No data No data

7. Traffic Summary
 At present time, Facebook drives the biggest traffic interaction, Twitter follows
right behind it while Instagram lacks with No Data.

8. Audience Demographics Assessment
Age
Distribution
Gender
Distribution
Primary
Social
Network
Secondary
Social
Network
Primary
Need
Secondary
Need
60%
18-25
60% female
40% male
60% female
40% male
40%
Instagram
Doing
something
unforgettabl
e
Driving
more traffic
20%
26-35
50%
facebook
20%
facebook
10%
38-45
30%
instagram
20%
Instagram
10%
50-65
15% twitter

9. Audience Demographics Summary
 Most traffic comes from individuals ages 18-25. Primary goal is to something
unforgettable that will drive in more traffic.

10. Competitor Assessment
Competitor name Social Media name Strengths Weaknesses
Demi Lovato New album release Low amount of
social media
followers
Selena Gomez Has endorsements
such as perfume
and make-up
Low album sales

11. Social Media Objectives
 Social media objectives for 2016 include driving more traffic to social media
channels and an increased visitor number on charity websites created by Miley
Cyrus
 Some jobs include better promotion of charity events and talk-show/ award-show
appearances

12. Online Brand Persona and Voice
 Friendly
 Caring
 Adventurous
 Spontaneous

13. Strategies and tools
 Paid- every Friday boost each post to have 75,000 likes
 Owned- make #myfriendsplace a trending hashtag
 Earned- monitor twitter for key words

14. Measurement and Reporting
Source Volume Percentage of
overall traffic
Conversion Rate
Instagram 100,000 unique
visits
12 percent 2.3
Twitter 220,000 unique
visits
23 percent 3.5
Facebook 500,000 unique
visits
30 percent 4.7

15. #MYFRIENSPLACE hashtag performance
 Between November 1, 2015 and January 1, 2016 #myfriendsplace was mentioned
334,000 times on twitter, 200,000 times on instagram and 150,000 times on
Facebook

16. Qualitative KPI’s
 An analysis on the interactions on 500 facebook posts, 500 instagram posts and
500 tweets

17. Proposed Action Items
 KEEP THE #MYFRIENDSPLACE HASHTAG TRENDING!!!!