This document outlines Emily Spears' 2017 social media strategy. The objectives are to increase followers on Instagram and Facebook by promoting both platforms using hashtags and tagging, and to increase YouTube subscribers by 1500 in 3 months. The strategy involves posting more gaming content across all platforms and monitoring Twitter for brand mentions. Key dates include gaming events in March, June, and quarterly reporting on website traffic and follower growth in February, May, August, and November.

1. 2/19/17 EMILY SPEARS

2. Table of Contents
 Executive Summary
 Social Media Audit
 Social Media Objectives
 Online Brand Persona and Voice
 Strategies and Tools
 Timing and Key Dates
 Social Media Roles and Responsibilities & Social Media Policy
 Critical Response Plan
 Measurement and Reporting Results

3. Executive Summary
 My goal for 2017 is continue growing my social media networks specifically
focusing on Facebook and Twitter.
 The primary focus will be to post more relevant content in regards to gaming.
 What can help this social strategy is:
 Keeping up with new games that come out specifically FPS
 Engage with more followers across all platforms

4. Social Media Audit
 The following is an audit of all my personal brand’s social media outlets.
 Social Media Assessment: At this time, the highest number of interactions occurs on my Twitch
and my Twitter. Barely any interaction happens on my YouTube.
Social Network URL Follower
Count
Average Weekly
Activity
Average
Engagement Rate
Twitter Twitter.com/iLy_Blush 23,756 100 posts 10%
Twitch Twitch.tv/iLy_Blush 29,074 7 posts 15%
Instagram Instagram.com/makinyablush 2,738 2 posts Average interactions
per post = 130
YouTube Youtube.com/iLyBlushh 1,174 1 post Average views = 130

5. Social Media Audit
 Website Traffic (Monthly)
 Traffic Summary:
 Twitter is the biggest driver to traffic to my website. The conversion rate is those who go from my social media page to my
website. I don’t have my website linked with my Instagram at this time.
Source Volume Percentage of Overall
Traffic
Conversion Rate
Twitter 58,900 Visits 10% 5%
Twitch 2,620 Visits 15% 3%
Instagram NO DATA NO DATA NO DATA
YouTube 441 Views 1% .01%

6. Social Media Audit
 Demographics
 Audience Demographic Summary: A majority of my respondents are from ages
15-30, primarily because that is what demographic I am targeting. The gaming
community is primarily male based.
Age
Distribution
Gender
Distribution
Primary Social
Network
Secondary Social
Network
Primary
Need
Secondary
Need
80% 15-30
15% 31-40
3% 41-55
2% 56-80
30% Female
70% Male
60% Twitter
30% Twitch
10% Instagram
40% Twitch
15% Twitter
10% Instagram
Checking for
updates on
social media,
Twitter gives
them updates
quickly.
Seeing what is
going on in real
time, real time
interaction.

7. Social Media Audit
 Competitor Assessment
 The above are major competitors in the field that I am in for entertainment.
CookCleanKill has good presence on Twitch and MajinDana has a good reputation
on Twitter.
Competitor Name Social Media Profile Strengths Weaknesses
CookCleanKill Twitch Very involved with her community
and engages with the often.
Can be one-sided if there is a time
delay so not real time
conversations.
MajinDana Twitter All social media platforms are
branded the same. This makes it
easy for people to find her across
different platforms.
Different forms of posting across
platforms that are not relevant to
her brand.

8. Social Media Objectives
 In 2017, the primary focus of my social media strategy is continuing to grow my social media
platforms and focus primarily on Facebook and Twitter.
 Some specific objectives include:
 1. Increase my Instagram and Facebook following in 6 months by:
 A. Promoting and giving more exposure to both platforms
 Use of hashtags and tagging
 Increase YouTube subscribers by 1500 in 3 months
 Increase gaming content across all platforms
 KPIs
 1. Number of visitors from Facebook, Twitter, and Twitch.
 Number of Instagram followers.

9. Online Brand Persona and Voice
 Adjectives that describe me
 Witty
 Exuberant
 Amiable
 When interacting with followers
 Respectful
 Friendly

10. Strategies and Tools
 Paid: Currently no paid content.
 Owned: #FollowerFriday incorporated on Twitch. Where followers are able to
interact with me during the stream. #SubSunday where subscribers choose what
game we play.
 Earned: Monitoring Twitter for mentions of my name (iLy Blush or Blush).
 TOOLS:
 Approved: Hootsuite and Buffer
 Rejected: N/A
 Existing Subscriptions: Photoshop and Canva

11. Timing and Key Dates
 Holidays: Thanksgiving and Christmas (tailored to U.S)
 Internal Events: Gaming Events
 MLG Dallas: March 17th – 19th
 MLG Anaheim: June 16th – 18th
 Reporting Dates: Will occur once a quarter in February, May, August and
November.

12. Social Media Roles and Responsibilities
& Social Media Policy
 Social Media Coordinator: Emily Spears
 Social Media Policy:
 Social media is used daily by many people. As a personal brand I use social media to
interact with followers and post updates on what is going on and what kind of content
is being published.
 Guidelines
 Be respectful
 Stay neutral (don’t cause controversial conversations)
 Be polite even when faced with rude followers
 Be helpful to those who ask

13. Critical Response Plan
 Scenario 1: Inappropriate Tweet
 Action Plan
 1. Find the tweet
 2. Delete the tweet
 3. Apologize if it offended anyone
 4. Do not continue to give attention to anything that came from the tweet
 Scenario 2: Wrong Tweet published
 Action Plan
 1. Delete tweet
 2. If it has been published for longer than 3 hours alert followers that a new tweet with the
correct content is being published.
 3. Repost with correct tweet information

14. Measurement and Reporting
 Website Traffic Sources Assessment:
Source Volume Percentage of
Overall Traffic
Conversion Rate
Twitter 58,900 Visits
+10% growth
15% 5%
Twitch 2,620 Visits
+5% growth
20% 3%
YouTube 400 views
+2% growth
2% .02%

15. Measurement and Reporting
 Proposed Action:
 Continue #FollowerFriday and #SubSunday to continue increased visits to my Twitch.
 Schedule more tweets and Instagram posts using Hootsuite and Buffer
 Focus on posting interactive content on my Facebook page