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New Force Comics Social Media Strategy 2018

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Social media strategy for local comics shop New Force Comics in Panama City, FL. This is for class and is in no way official

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Social Media Strategy 2018 By: Justin Butler February 25, 2018
TABLE OF CONTENTS • Executive Summary • Social Media Audit • Social Media Objectives • Online Brand Persona andVoice • Strategies andTools • Timing and Key Dates • Social Media Roles and Responsibilities • Social Media Policy • Critical Response Plan • Measurement and Reporting
EXECUTIVE SUMMARY Providing regular streams of social media content and engaging with our online community are the primary goals for 2018. This will be done in the hopes that a steady stream of content and conversation will increase the interest in pop culture and drive more traffic to our location which allows us to build a personal relationship with our audience. This goal will be achieved by: • Increasing volume of social media content our brand publishes • Engaging our audience in a digital landscape
SOCIAL MEDIA AUDIT PT. 1 Social Network URL Follower Count AverageWeekly Activity Average Engagement Rate Facebook https://www.facebook.com/ne w.f.comics/ 1,120 5 13% Instagram https://www.instagram.com/ne wforcecomics/ 614 3 Average Interactions per poster = 63 Highest engagement is on Facebook.Visual Facebook content out performs text-based content. Need to consider creatingTwitter for text based content and focus on visual media through Facebook and Instagram.
SOCIAL MEDIA AUDIT PT. 2 Competitor Name Social Media Profile Strengths Weaknesses Comic Emporium https://www.facebook.co m/comicemporium/ Frequent posts and events Little interaction with audience Arena Comics https://www.facebook.co m/ArenaComics/ Visual posts, new hub to share stories and interact with fanbase Little original content.
SOCIAL MEDIA OBJECTIVES PT. 1 In 2018 our goals are: • Double follower account across all platforms before the end of the calendar year. • Increase original content by two Facebook posts and 4 Instagram posts per week.
SOCIAL MEDIA OBJECTIVES PT. 2 KPIs: 1. Number of unique Facebook visitors 2. Number of Instagram followers 3. Number of audience engagement across all platforms Key Messages: 1. Fun, family friendly shopping experience 2. Knowledgeable and welcoming
ONLINE BRAND PERSONA AND VOICE Adjectives that describe our brand: • Friendly • Affordable • Nice When interacting with customers we are: • Friendly • Knowledgeable
STRATEGIES AND TOOLS Paid: Every Tuesday boost a post highlighting the week’s hottest releases and mention we have plenty of stock in order to increase in-store traffic on release days. Earned: Partner with local business and offer deals for those who support those businesses. Use the hashtag #NewForceFamily
KEY DATES • Free Comic Book Day – May 3rd • Black Friday
SOCIAL MEDIA POLICY • Provide audience with meaningful interactions and content • Be kind • Resolve issues, don’t reignite them • Do not criticize competition
CRITICAL RESPONSE PLAN Infraction from company account: 1. Screenshot and delete offensive material 2. Approach Rick (owner) with issue 3. Build follow-up tweet with Rick’s input 4. Post response Abusive interactions from audience: 1. Delete the post 2. Ban offender 3. Repost with apology and statement that toxic behavior will not be tolerated.
MEASUREMENT AND REPORTING Upon implantation of this plan reporting will occur during the first week of every new quarter. These reports will track: • KPI performance • Web traffic • Goal benchmarks

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New Force Comics Social Media Strategy 2018

  • 1. Social Media Strategy 2018 By: Justin Butler February 25, 2018
  • 2. TABLE OF CONTENTS • Executive Summary • Social Media Audit • Social Media Objectives • Online Brand Persona andVoice • Strategies andTools • Timing and Key Dates • Social Media Roles and Responsibilities • Social Media Policy • Critical Response Plan • Measurement and Reporting
  • 3. EXECUTIVE SUMMARY Providing regular streams of social media content and engaging with our online community are the primary goals for 2018. This will be done in the hopes that a steady stream of content and conversation will increase the interest in pop culture and drive more traffic to our location which allows us to build a personal relationship with our audience. This goal will be achieved by: • Increasing volume of social media content our brand publishes • Engaging our audience in a digital landscape
  • 4. SOCIAL MEDIA AUDIT PT. 1 Social Network URL Follower Count AverageWeekly Activity Average Engagement Rate Facebook https://www.facebook.com/ne w.f.comics/ 1,120 5 13% Instagram https://www.instagram.com/ne wforcecomics/ 614 3 Average Interactions per poster = 63 Highest engagement is on Facebook.Visual Facebook content out performs text-based content. Need to consider creatingTwitter for text based content and focus on visual media through Facebook and Instagram.
  • 5. SOCIAL MEDIA AUDIT PT. 2 Competitor Name Social Media Profile Strengths Weaknesses Comic Emporium https://www.facebook.co m/comicemporium/ Frequent posts and events Little interaction with audience Arena Comics https://www.facebook.co m/ArenaComics/ Visual posts, new hub to share stories and interact with fanbase Little original content.
  • 6. SOCIAL MEDIA OBJECTIVES PT. 1 In 2018 our goals are: • Double follower account across all platforms before the end of the calendar year. • Increase original content by two Facebook posts and 4 Instagram posts per week.
  • 7. SOCIAL MEDIA OBJECTIVES PT. 2 KPIs: 1. Number of unique Facebook visitors 2. Number of Instagram followers 3. Number of audience engagement across all platforms Key Messages: 1. Fun, family friendly shopping experience 2. Knowledgeable and welcoming
  • 8. ONLINE BRAND PERSONA AND VOICE Adjectives that describe our brand: • Friendly • Affordable • Nice When interacting with customers we are: • Friendly • Knowledgeable
  • 9. STRATEGIES AND TOOLS Paid: Every Tuesday boost a post highlighting the week’s hottest releases and mention we have plenty of stock in order to increase in-store traffic on release days. Earned: Partner with local business and offer deals for those who support those businesses. Use the hashtag #NewForceFamily
  • 10. KEY DATES • Free Comic Book Day – May 3rd • Black Friday
  • 11. SOCIAL MEDIA POLICY • Provide audience with meaningful interactions and content • Be kind • Resolve issues, don’t reignite them • Do not criticize competition
  • 12. CRITICAL RESPONSE PLAN Infraction from company account: 1. Screenshot and delete offensive material 2. Approach Rick (owner) with issue 3. Build follow-up tweet with Rick’s input 4. Post response Abusive interactions from audience: 1. Delete the post 2. Ban offender 3. Repost with apology and statement that toxic behavior will not be tolerated.
  • 13. MEASUREMENT AND REPORTING Upon implantation of this plan reporting will occur during the first week of every new quarter. These reports will track: • KPI performance • Web traffic • Goal benchmarks