This document provides a social media strategy and audit for Pennington & Bailes. It includes objectives to increase engagement, brand awareness and conversions through social media. An audit analyzes current performance on Facebook, Twitter, Instagram and Pinterest. It also examines customer demographics, competitors and web traffic sources. The strategy outlines roles, content planning, a brand persona, response plans and metrics for measuring success.
This is a project for my Social Media Management course at the University of Florida. It is a social media strategy that I have come up with for Chili's in order to bring more positive exposure to the brand.
Chabad of UF is a synagogue and student center in Gainesville. They run religious and social events. They are staffed by a handful of professionals and have many student volunteers. Chabad UF hopes to use its social media platforms to increase attendance of Jewish UF students to its events in the coming year.
This is a project for my Social Media Management course at the University of Florida. It is a social media strategy that I have come up with for Chili's in order to bring more positive exposure to the brand.
Chabad of UF is a synagogue and student center in Gainesville. They run religious and social events. They are staffed by a handful of professionals and have many student volunteers. Chabad UF hopes to use its social media platforms to increase attendance of Jewish UF students to its events in the coming year.
My personal brand "Travel With Me" is presented in this PowerPoint with a social media strategy from a social media audit to my social media roles and responsibilities.
Nathalia Cadena Public Relations Social Media Strategy Nathalia Cadena
Social Media Strategy Plan for my personal brand: Nathalia Cadena Public Relations
A freelancing public relations specialist with connections and experience in the fashion, culinary, lifestyle, and travel industries.
PUR3622 Social Media Management Project 1
My personal brand "Travel With Me" is presented in this PowerPoint with a social media strategy from a social media audit to my social media roles and responsibilities.
Nathalia Cadena Public Relations Social Media Strategy Nathalia Cadena
Social Media Strategy Plan for my personal brand: Nathalia Cadena Public Relations
A freelancing public relations specialist with connections and experience in the fashion, culinary, lifestyle, and travel industries.
PUR3622 Social Media Management Project 1
Published on Feb 07, 2016 by PMR
Use of ContentMine tools on the Open Access subset of EuropePubMedCentral to discover new knowledge about the Zika virus. Includes clips of the software in action
This is a demo social media strategy developed by me for Starbucks during the course of PUR3622, Social Media Management, instructed by Lisa Buyer at the University of Florida.
Full analysis of Chipotle in the marketplace and social media objectives for increasing brand awareness via online. Data is not entirely accurate. For college course.
Exploring Factors Affecting the Success of TVET-Industry Partnership: A Case ...AJHSSR Journal
ABSTRACT: The purpose of this study was to explore factors affecting the success of TVET-industry
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TVET-industry partnerships were found weak. Lack of key stakeholder‟s awareness shortage of improved
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contribution to TVET institutions in promoting TVET-industry partnership.
KEY WORDS: employability skills, industries, and partnership
Non-Financial Information and Firm Risk Non-Financial Information and Firm RiskAJHSSR Journal
ABSTRACT: This research aims to examine how ESG disclosure and risk disclosure affect the total risk of
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regression, it is concluded that only risk disclosure can reduce the company's total risk, while ESG disclosure
cannot affect the company's total risk. This shows that only risk disclosure is relevant in determining a
company's total risk.
KEYWORDS: ESG disclosure, risk disclosure, firm risk
Social media refers to online platforms and tools that enable users to create, share, and exchange information, ideas, and content in virtual communities and networks. These platforms have revolutionized the way people communicate, interact, and consume information. Here are some key aspects and descriptions of social media:
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“To be integrated is to feel secure, to feel connected.” The views and experi...AJHSSR Journal
ABSTRACT: Although a significant amount of literature exists on Morocco's migration policies and their
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Morocco, exploring how integration is defined by the children themselves and identifying the obstacles that they
have encountered thus far. The following paper uses an inductive approach and primarily focuses on the
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background. The study has led to several crucial findings. It emphasizes the significance of speaking Colloquial
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use of Modern Standard Arabic as the language of instruction in schools is a source of frustration for students,
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KEYWORDS: migration, education, integration, sub-Saharan African children, public school
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The Challenges of Good Governance and Project Implementation in Nigeria: A Re...AJHSSR Journal
ABSTRACT : This study reveals that systemic corruption and other factors including poor leadership,
leadership recruitment processes, ethnic and regional politics, tribalism and mediocrity, poor planning, and
variation of project design have been the causative factors that undermine projects implementation in postindependence African states, particularly in Nigeria. The study, thus, argued that successive governments of
African states, using Nigeria as a case study, have been deeply engrossed in this obnoxious practice that has
undermined infrastructure sector development as well as enthroned impoverishment and mass poverty in these
African countries. This study, therefore, is posed to examine the similarities in causative factors, effects and
consequences of corruption and how it affects governance, projects implementation and national growth. To
achieve this, the study adopted historical research design which is qualitative and explorative in nature. The
study among others suggests that the governments of developing countries should shun corruption and other
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Enhance your social media strategy with the best digital marketing agency in Kolkata. This PPT covers 7 essential tips for effective social media marketing, offering practical advice and actionable insights to help you boost engagement, reach your target audience, and grow your online presence.
2. Table of Contents
1. Executive Summary
2. Social Media Audit
1. Social Media Assessment
2. Web Traffic Assessment
3. Customer Demographics Assessment
4. 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
Responsibilities
8. Social Media Policy
9. Critical Response Plan
10. Measurement and Reporting
Results
3. Executive Summary
• Objectives:
• Increase amount of engaging content published to social networks
• Increase brand awareness by posting interesting content and gaining followers.
• Become known as the leading/ go-to brand for collegiate and preppy apparel.
• Increase conversion rate through social media
In 2016, Pennington & Bailes will become more active on social media and increase
engagement with customers. We will do so by focusing on fewer social media accounts
and posting content that our customers will be interested in. By doing this, we hope to
drive traffic to the website and increase sales.
4. Social Media Audit:
Social Media Assessment
Social Network URL Follower
Count
Average Weekly
Activity
Average Engagement
Rate
(# interactions / reach)
Facebook https://www.facebook.com/Pen
ningtonAndBailes/
7,000 4 posts per week 2.7%
Twitter https://twitter.com/PnBRemain
True
1,700 10 posts per week 3%
Instagram https://www.instagram.com/pen
ningtonbailes/
650 3 posts per week Average interactions per
post = 20
Pinterest https://www.pinterest.com/PnB
RemainTrue/
310 15 pins per week Average daily
impressions = 610
*This assessment was conducted on Feb 4
5. Social Media Audit:
Web Traffic Sources Assessment
Source Volume % of Overall Traffic Conversion Rate
Facebook 1,500 unique visits 14% 1.8%
Twitter 800 unique visits 9% 0.7%
Instagram 450 unique visits 5% 1.1%
Pinterest 1,700 unique visits 18% 2.2%
*Monthly average from January to December 2015
6. Social Media Audit:
Customer Demographics Assessment
• The customers are mostly on Facebook
and Twitter.
• They are mainly b/w the ages of 35-54.
• The majority of our customers are
female.
*Information and graphics collected from MailChimp
7. Social Media Audit:
Customer Demographics Assessment
• Customer example #1: Mary, 48, is married and has 2 children in
college. Her family income is over $100,000 annually. She is college
educated. Her husband works, but she does not. She often shops for
her husband and children.
• Customer example #2: John, 37, is married and has a young child. His
annual income is $75,000. He has a bachelor’s and master’s degree.
John is very proud of his alma mater. He enjoys golfing and watching
sports.
8. Social Media Audit:
Customer Demographics Assessment
Age
Distribution
Gender
Distribution
Primary
Social
Network
Secondary
Social
Network
Primary Need Secondary
Need
55+ (12%) Mostly female Facebook Twitter news entertainment
35-54 (59%) Mostly female Facebook Pinterest news entertainment
25-34 (22%) Mostly female Facebook Twitter entertainment shopping
18-24 (7%) Mostly male Instagram Facebook entertainment shopping
9. Social Media Audit:
Competitor Assessment
Competitor
Name
Social Media
Profile
Strengths Weaknesses
Southern
Tide
Instagram:
southerntide
145k followers; Posts relate to the brand;
Decent amount of interaction; Post about 5
photos/week
Post same content to Facebook, Twitter
and Instagram; All of the content is fairly
similar
Peter Millar Facebook: Peter
Millar
Active and engaged w/ customers; All posts
are on brand; Post a lot of lifestyle shots
A lot of sales and marketing posts; only
about 3 or 4 posts/week; repetitive
content on all social networks
Southern
Marsh
Twitter:
@southernmarsh
10-20 engagements per posts from the
audience; ~37k followers;
Do not have much interaction w/ their
audience; Post the same content to
Twitter as Facebook and Instagram
10. • Social Media Objectives to meet Brand Goals:
• Increase amount of engaging content published to social networks
• Increase brand awareness by posting interesting content and gaining followers.
• Become known as the leading/ go-to brand for collegiate and preppy apparel.
• Increase conversion rate through social media
• KPIs
• The amount of likes photos on Instagram receive
• Number of follows on Instagram and Twitter
• Calculate conversion rates
Social Media Objectives
11. Online Persona & Brand Voice
Words that describe the brand:
• Southern
• Classic and Classy
• Preppy
• Pride
• Bold
• Adventurous
• Light-hearted
When interacting w/ customers
we are:
• Friendly
• Caring
• Understanding
• Personable
• Inclusive
12. Online Persona & Brand Voice
This Facebook screenshot shows how
P&B should respond to customers.
Light-hearted but also respectful.
Most importantly, TIMELY!
P&B’s content makes the customer feel like a part of the
brand. We want our customers to feel welcome!
13. Online Persona & Brand Voice
We often keep the
content light-hearted
on social media,
even on the holidays.
Who doesn’t like
humor?
Our ‘Brand Persona’ could
be compared to sports
fanatic whose world will end
if they miss the big game.
P&B is all about
having FUN, being
bold and being
yourself! Sports are
competitive and we
love hearing who our
customers are rooting
for!
14. Strategies & Tools
• Paid: Boost 2 posts every week on Facebook that get the most
engagement.
• Owned: Post engaging content based around the theme of “Remain
True”. Launch #OOTG (Outfit of the Game) on Instagram and ‘The
Game to Watch Today’ on Twitter which tell our audience which sports
game they should be watching. Repost customer posts with #OOTG.
• Earned: Reach out to influential college football coaches and have them
wear P&B for games and press conferences.
• Tools Approved: Canva, Adobe Creative Cloud, Pinterest Analytics,
Facebook Insights
• Existing Subscriptions: Hootsuite
15. Timing & Key Dates
• Events
• College Football Season
• College Colors Day
• Super Bowl
• Kentucky Derby
• Trade Shows
• Big sporting events
• Holidays
• Valentine’s Day
• Easter
• Thanksgiving
• Christmas
• New Years Eve
16. Social Media Roles & Responsibilities
• Social Media Intern (responsible for all
social media) – Kristina Manus
• Develop ideas for content and schedule
social media posts
• Manager – Brooke Allie
• Approve social media posts
• Develop supplementary content
• P&B Co-owners – Tygh Bailes &
Stephanie Bailes
• Other team members that have access
to social media:
• Addison Llano
• Samantha Regula
17. Social Media Policy
Social media is crucial to building and maintaining Pennington & Bailes trustworthy
reputation and friendly customer service. Every social media account should be
handled with the utmost care.
• Be mindful of what you post
• Show respect to all social media users & other companies
• Understand etiquette on each social site
• Know the limits – don’t get into arguments on social media
• Be caring and have good customer service
• Collaborate with others before posting
18. Critical Response Plan
• Situation 2: Someone posts something bad
about Pennington & Bailes on social media
1.Never delete or report the post unless it is
harassment or harmful information
2.Discuss the issue that the customer is
complaining about with Tygh or
Stephanie
3.Respond to the customer in a positive
and friendly way
4.Give the customer contact information to
further discuss the issue
• Situation 1: Inappropriate social media
content posted by Pennington & Bailes
1.Take a screenshot of the content
2.Delete the content immediately
3.Inform Tygh or Stephanie of the issue
4.Discuss how the post will effect P&B
and decide if further action needs to be
taken
5.The employee responsible for the
content will receive appropriate
disciplinary action
19. Critical Response Plan
Contact Information
Title Name Telephone Alt. Telephone Email
Manager Brooke Allie 352-927-6453 n/a brookeallie@gmail.com
Social Media
Intern
Kristina Manus 407-310-1914 n/a kristiemanus22@gmail.com
Co-owner Tygh Bailes 702-856-7878 352-466-8973 tygh@penningtonandbailes.com
Co-owner Stephanie Bailes 702-856-7020 352-466-8973 stephanie@penningtonandbailes.
com
20. Measurement & Reporting Results
• Track follower growth on Instagram, Facebook, Twitter and Pinterest
at the end of every month
• Use our quantitative KPIs to track growth
• Use Facebook Insights and Pinterest Analytics to track audience
engagement; Find out which type of content does best and why; Find
out what the best time to post is
• Track the amount of conversions and website clicks from social media
posts
• Track website traffic
