This document provides a summary of Muse's social media performance and strategies over a 3 month period. Key findings include that Facebook drives the most website traffic and engagement, while Instagram saw a large increase in interactions. The target audience is 18-30 year olds interested in live music. Goals are set to grow Instagram followers to 20,000 in 6 months by increasing high quality visual content.

1. FEBRUARY 21ST, 2016 | HEATHER REITZ

2. TABLE OF CONTENTS
 Page 1 // Cover Page
 Page 2 // Table of Contents
 Page 3 // Executive Summary | Social Media Audit
 Page 4 // Executive Summary | Website Traffic Sources Assessment
 Page 5 // Executive Summary | Audience Demographics Assessment
 Page 6 // Executive Summary | Competitor Assessment
 Page 7 // Online Persona & Voice
 Page 8 // Strategies & Tools
 Page 9 // Time & Key Dates
 Page 10// Social Media Roles and Responsibility
 Page 11 // Social Media Policy
 Page 12 // Critical Response Plan | Scenario One
 Page 13 // Critical Response Plan | Scenario Two
 Page 12 // Measurement & Reporting Results | Website Traffic Sources Assessment
 Page 15 // Measurement & Reporting Results | Social Network Data

3. EXECUTIVE SUMMARY // SOCIAL MEDIA AUDIT
Social Network URL Follower Count Average Weekly
Activity
Average
Engagement Rate
Twitter https://twitter.com
/muse
2 Million 3 posts per week 1%
Facebook https://www.faceb
ook.com/muse/
17.3 Million 2 posts per week 0%
Instagram https://www.insta
gram.com/muse/
620K 2 posts per week 0%
Data as of February 15th,2016
Social Media Assessment:
At the present time, the highest number of interactions per post occurs on Facebook. Very few
interactions happen on all three channels, however, all networks seem to be popular despite limited
interactions.

4. EXECUTIVE SUMMARY // WEBSITE TRAFFIC SOURCES ASSESSMENT
Source Volume Percentage of overall
traffic
Conversion rate
Twitter 15,000 unique visits 7% 1.5%
Facebook 170,000 unique visits 10% 2.5%
Instagram NO DATA NO DATA NO DATA
Traffic Summary:
At the present time, Facebook is the biggest driver of traffic to our website. The conversion
(Conversion goal= music sales) rate lags behind Twitter at 1.5% and 2.5%. Although no direct traffic
us available for Instagram, many interaction happen on this platform.
Timeframe: Monthly average, January 2016 to February 2016

5. EXECUTIVE SUMMARY | AUDIENCE DEMOGRAPHICS ASSESSMENT
Age
Distribution
Gender
Distribution
Primary Social
Network
Secondary
Social Network
Primary Need Secondary
Need
18-30| 65%
31-40| 20%
41-55| 10%
56-80| 5%
60% |Female
40% |Male
60% |Female
40% |Male
50% |Facebook
20% |Instagram
20% |Twitter
35% |Facebook
20% |Instagram
15% |Twitter
Checking off
bucket list to see
live. Heavy
interest in genre
of music.
For fun/ the thrill
of attending
concerts.
Survey information taken from visitor registration and email sign up. Total applicant responses: 100,000
Audience Demographics Summary:
An overwhelming majority of the survey respondents are in the of the 18-30 group. Facebook and Twitter are
their core networks. The primary motivators is heavy interest in genre of music and live entertainment. Energies
should be dedicated further in devolving content for Twitter and Instagram.

6. EXECUTIVE SUMMARY | COMPETITOR ASSESSMENT
Competitor Name Social Media Profile Strengths Weakness
Radiohead FB:
https://www.facebook.c
om/radiohead
Written posts are
personal rather than
commercialized.
Doesn’t post personal
photos/videos. Graphics
aren’t as visually
appealing.
The Killers TW:
https://twitter.com/theki
llers
Posts quality content. Doesn’t post as
frequently.
Coldplay Instagram:
https://www.instagram.c
om/coldplay/
Advertises merchandise
and eye catching photos.
Merchandise posts are
almost overbearing.
Competitor Assessment Summary:
The above analysis on three major competitors with a strong presence on Facebook, Instagram and
Twitter. High quality visual content is their main engagement with their audiences.

7. ONLINE PERSONA & VOICE
Adjectives that describe our brand:
• Unique
• Bold
• Inventive
• Passionate
When interacting with our
customers we are:
• Friendly
• Inspirational
• informative

8. STRATEGIES AND TOOLS
Tools
Approved tools:
• Hootsuite
• Buffer
Rejected Tools:
• N/A
Existing Subscriptions/Licenses:
• Vimeo
• Photoshop
• Adobe Premiere
Paid:
• Every Tuesday boost most popular organic Facebook posts for the week. The post must have a minimum organic reach of 200, as
well as a minimum of 500 likes or 100 comments.
Owned:
• Consistently use of #DronesWorldTour to bands Instagram posts. Encourage adoption by fans and source a minimum of 1 piece of
user-generated content from tour per week to promote tour. Promote hashtag across all social media, an email newsletters.
• When fans arrive promote the #DronesWorldTour on display screens.
Earned:
• Monitor Twitter for keywords and terms: muse, muse band, Matthew Bellamy, Dominic Howard and Chris Wolstenholme . Begin
contests for fans to win VIP tickets, general tickets and meet and greet with band.
• Develop a tour video series, “Muse-ic Across the Globe” to be shared on social channels.

9. TIMING AND KEY DATES
• New Years
• St. Patricks
• Halloween
• Guy Fawkes Night (UK)
• Christmas
Holiday Dates Internal Events
• End of summer - live
stadium tour in Europe.
Filmed live and released
worldwide on DVD.
• Reporting will occur once
a quarter in January,
April, July and October.
Precise dates TBA.
Reporting Dates

10. SOCIAL MEDIA ROLES AND RESPONSIBILITIES
Marketing Director: Tom Kirk
Social Media Manager: Larissa Bollig
Social Media Coordinator: Liam Taylor
Supporting Social Media Team Members:
• Eric Lopez (Social ads support)
• Giselle Vasquez (Social Media Support/
Customer Service)

11. SOCIAL MEDIA POLICY
Social media is a deeply ingrained in our day to day lives. We use it to spread company messages, interact with
customers and partners, and to share our personal activities, thoughts, ideas, plans and more. As an employee and
representative of Muse you are expected to demonstrate best practices and a sense of etiquette in your use of social
by following some simple guidelines:
• Be respectful to all
• Use common sense
• Stay out of trouble (don’t start a
fight or post something that’s
illegal)
• Be polite, not rude or insensitive
• Be the solution, not the problem
• Be nice to strangers
• Act helpful to fans
• don’t diss the competition
• Excited about a company
event or campaign?
• Feel free to spread the word
to your networks.
• Not sure if your social
message is up to par?
• Ask before you tweet - we’re
here for you.
Muse is serious about the appropriate use of social media by our employees. Violation of the Muse social policy may
result in corrective action, up to, and including, termination. You may also be subject to legal action, including
criminal prosecution. The company also reserves the right to take any further action it believes is appropriate. Should
you have any questions or concerns please speak to your Manager or anyone on the HR tea

12. CRITICAL RESPONSE PLAN // SCENARIO ONE
Scenario 1 - Inappropriate Tweet Sent from @Muse
Action Plan
1. When Tweet is detected: Take screenshot (on Mac press: Command+Shift+ 3) Delete
Tweet Alert Larissa Bollig (Social Media Manager). If Larissa unavailable, alert Tom
Kirk (Marketing Director.)
2. Larissa to sync with Tom to discuss impact and reach, and evaluate further action.
3. Larissa to develop appropriate follow up Tweet, Tom to approve.
4. If media has picked up the Tweet, Tom to manage all direct contact. If Tom is
unavailable, Laurie (Owner) will manage all contact.
5. Tom and Larissa to sync with employee responsible for publishing the Tweet to see if
disciplinary action is required.

13. CRITICAL RESPONSE PLAN // SCENARIO TWO
Scenario 2 – Stage technology errors, no injuries e.g: confetti canon misfire
Action Plan
• 1. Site crew to alert Laurie (Owner). Laurie to alert Tom Kirk (Marketing Director).
• 2. Tom to sync with Laurie and Larissa (Social Media Manager) and evaluate the number of social media
mentions of the situation.
• 3. If media has picked up the incident, Tom to manage all direct contact. If Tom is unavailable, Laurie will manage
all contact.
• 4. Larissa to push messaging to social channel where the news broke first. Continue to monitor the spread of the
news to other social channels and push messaging there as necessary.
• 5. Tom and Laurie to evaluate the need for a longer statement and write one, if necessary.
• 6. Tom, Larissa and Liam (Social Media Coordinator) to continue monitoring the situation and bring in Liam
Taylor (Social Media Coordinator), Eric and Giselle (Supporting Social Media Team Members) as needed.
Pre-approved messaging:
Twitter: “We’re happy to report no injuries occurred in today’s incident. Thank you fans in the audience for being so
patient with us while we try to get this show on track.”
Facebook: “An incident occurred today with one of the confetti canons. We’re happy to say no one was injured. In
order to investigate and protect the safety of our fans, we will not be using them for next few shows until we figure
out the issue.”

14. MEASUREMENT AND REPORTING // WEBSITE TRAFFIC SOURCES ASSESSMENT
Source Volume Percentage of Overall
Traffic
Conversion Rate
Twitter 16,000 unique visits
+ 7% growth
15% 2%
Facebook 180,000 unique visits
+ 6% growth
25% 3%
Instagram NO DATA NO DATA NO DATA
Timeframe: Monthly average, November 2015 to January 2016
Quantitative KPIs
 Reporting Period: 3 months
 Data as of February 1st, 2016

15. MEASUREMENT AND REPORTING //SOCIAL NETWORK DATA
Social Network URL Follower Count Average Weekly
Activity
Engagement Rate
Twitter https://twitter.com
/muse
2.5 million
+ 20% growth
5 posts per week
+6% increase
1.5%
Facebook https://www.faceb
ook.com/muse/
20 million
+ 13.5% growth
7 posts per week
+ 28% increase
1%
Instagram https://www.instag
ram.com/muse/
630k
+ 2% growth
5 posts per week
+6% increase
5%
Timeframe: As of January 1st, 2016
• Our Instagram following has grown by 10,000 in three months, on track to hit our target of 20,000 followers in a 6 month
timeframe. It’s important to note that the average interactions have increased by 0% to 5%.
• The social content team has done a fantastic job of curating and creating great content. We have surpassed of goal of
increasing interactions from 0% to 5% on Instagram. A key tactic to this growth has been our ability to track user-
generated content with the #DronesWorldTour hashtag and share it on networks. This content has been very popular
within out community.