The document outlines a social media strategy aimed at increasing engagement for a personal brand in 2017, focusing on curating relevant content and expanding the audience through active participation and improved posting schedules. Key objectives include a 30% increase in social media following and enhanced content distribution across various platforms. Performance will be assessed quarterly with specific KPIs to monitor audience interaction and traffic sources.

1. May 28, 2017

2. 1. ExecutiveSummary
2. Social Media Audit
1. Social Media Assessment
2. TrafficSources Assessment
3. CustomerDemographics Assessment
4. CompetitorAssessment
3. Social Media Objectives
4. OnlineBrandPersonaand Voice
5. Strategies and Tools
6. Timingand KeyDates
7. Social Media Rolesand Responsibilities
8. Social Media Policy
9. Critical ResponsePlan
10. Measurement and ReportingResults

3. Themajorsocialmediagoalfor mypersonalbrandin2017istoincreaseengagementoneachpost
acrossallplatforms.
Theprimaryfocus willbeon identifyingandcuratingengagingcontentthatisrelevanttomybrand,
anddrivingtraffictomyblogandmediumaccountwheremystorytellingwilltakeplace.
Two majorsocial strategiesto supportthis objective:
1. Plantofollowmorerelevantbrandsandplatformsthatwillcreateshareablecontent.
2. Increaseparticipationinonlineconversationstoengagemyaudience.

4. SocialNetwork URL Follower
Count
AverageWeekly
Activity
AverageEngagement
Rate
Twitter https://twitter.com/katie_c
ampione
335 15posts per week 1.5%
Facebook https://www.facebook.com
/krcampione/
68 10posts per week 3%
Instagram https://www.instagram.com
/ohsnapitzkatiee/
473 1post per week Average interactions per
post =85
LinkedIn https://www.linkedin.com/i
n/katie-campione/
106 0posts per week 0%
Social Media Assessment
As of May23, 2017
SocialMediaAssessment: As of now, the highest engagement occurs on InstagramandFacebook. Noengagement rate
canbe calculatedonInstagram. The lowest interactionoccurs on LinkedIn, somore strategyshould focus on this channel.

5. Source Volume PercentageofOverall
Traffic
ConversionRate
Facebook 10 unique visits 28% 5.7%
Twitter 0 unique visits 0% 0%
Instagram 0 unique visits 0% 0%
LinkedIn 0 unique visits 0% 0%
WebsiteTrafficSources Assessment
Monthly Average, April 26 to May26, 2017
TrafficSummary:
At present time, Facebook is the only socialmedia driving traffictomy blog, because it is the only outlet that content
has been sharedon. The conversion rate(conversion goal = post likes) is quite high for Facebook, which makes a
promising casefor sharing content on other sites. This sharing of content is included inthe goals for 2017.

6. AudienceDemographicsSummary:
At present time, there is no dataon the audience demographic for my blog or social media channels. Due tothe fact
that most of my social channels include likes andfollows from college students (friends and colleagues), it canbe
assumed thatmuch of the audience includes this demographic.
However, more assessments will be conducted in the future in the form of surveys togatherdata onthe
demographic of my audience
AgeDistribution Gender
Distribution
Primary Social
Network
SecondarySocial
Network
Primary Need SecondaryNeed
NO DATA NO DATA NO DATA NO DATA NO DATA NO DATA
AudienceDemographics Assessment

7. CompetitorName SocialMediaProfile Strengths Weaknesses
Emma Osborn Instagram: emmaroseosborn Great grid with color
coordination andmatching filters
onall content. Interestingbio
thatpromotesbrand.
Postingschedule seems sporadic
andunplanned.
Clean Beauty Blog Twitter: clean_beauty Profile picture isa representation
of their brand, andtheir website
is promotedclearly in their bio.
Extremely infrequentposting
andheader photothatdoesn’t
represent the brand.
Sustainably Chic FB: sustainablychic Great header andprofile photo
topromotethe brandin a subtle
way. Interestingpoststoattract
anaudience.
Nocommentsor likes onany
visitor posts—notgreat
reputation withaudience
interaction.
CompetitorAssessment
CompetitorAssessmentSummary
The assessment was conducted with three sustainable fashion/beauty blogsonline who havea strong socialpresence. Visualand
engaging contentis strong among allofthem, which contributes to their audience.In general,thebrands could improveupon their
posting schedule to stayconsistent and interactwith their audience better.

8. In2017,the primary focus for my personal brand’s social media is to
increase the engagement per post on eachchannel. Todo so, mysocial
media goals will focus on growing the quality ofmy following by attractinga
more relevantaudience. This canbe done by creatingand curatingcontent
that speaks closely tomy brand andamplifying its reach.
Somespecificobjectivesinclude:
1. Increasesocial media following on eachchannel by 30% in the next 6
months
2. Increasevideo content published on Facebook by 50% in next 6months
3. Increaseunique visits toblog and medium account by 30% in 6months
via:
1. Increasedbrandawarenessthrough mentions on Twitterand
Facebook
2. Increasedpromotion of website content on social channels
TargetDemographic:
Editorsand writersat
fashion/entertainment
publications

9. KPIs
1. Number of unique visitors from each
social channel
2. Number of followers oneachsocial
channel
3. Positive mentions of Facebook and
Twitter
4. Number of weekly video posts on
Facebook
KeyMessages
1. Passionfor fashion and
entertainment news
2. Proficiency insocial media and
publishing digital content
TargetDemographic:
Young, fashionable
individuals

10. Adjectives that describe my brand:
• Authentic
• Creative
• Efficient
• Task-oriented
When interacting with my audience,
I am:
• Friendly
• Humorous
• Inspiring

11. STRATEGIES AND TOOLS
Paid
For the time being, paid media won’t be used topromote my personal brand.
Owned
Develop amore consistent filter andcolor theme for Instagramtocreatea grid thatis unique tomy brand.
Usehashtags that arerelevant tosustainable fashion andnatural beauty products togainmore organic traffic on my
Twitter andInstagramposts.
Earned
Monitor the mention ofmy name andblog on all socialchannels. Ask for feedback and post suggestions from active
followers inorder togive the audience exactlywhatthey want.
Develop arelationship withother college-age fashion andbeauty bloggers toeventually write guest posts andgrow each
other’s audiences. Content will be posted toboth our socialchannels andcross-promoted.

12. STRATEGIES AND TOOLS
Tools
ApprovedTools:
• HootSuite
• Canva
RejectedTools:
• N/A
Existing Subscriptions/Licenses:
• Adobe CreativeCloud

13. TIMING AND KEY DATES
ImportantDates:
• Miami Fashion Week (May 31 – June 4, 2017)
• London Men’s Fashion Week (June 9-12,2017)
• Milan FashionWeek (June 17-20,2017)
• Paris Men’s FashionWeek (June 21-25,2017)
• NYFW:Men’s (July 10-13,2017)
• NYFW:Women’s (September 7-14,2017)
• London Fashion Week S/S 2018 (September 15-19,2017)
• Milan FashionWeek S/S 2018 (September 20-26,2017)
• Paris FashionWeek S/S 2018 (September 26-October 4,2017)
ReportingDates:
• Reporting will occur every three months
inJanuary, April, July, andOctober

14. SOCIAL MEDIA POLICY
Social Media Rolesand Responsibilities
As of now, I willperformallroles,including marketing director,socialmediamanager,andsocialmediacoordinator
Social Media Policy
As amillennial,socialmediahasbeen apartof mylifeandthe livesof mypeers(and targetaudience)for aslong aswe can
remember.Iwilluse socialmediato sharepersonal stories, ideas,thoughts and content frommyown blog andothers that are
relevantto it. Iwillalwaysbe engaging andinteractivewithmyaudience by following these guidelines:
• Berespectful, no matter what
• Onlyreply to negativecommentsifa
solution canbe found—don’t feedinto
hate
• Gaugethe situation beforeusing
humor
• Beenthusiastic
• Don’t plagiarizeor stealimages
• Alwaysgivecreditwhere itis due
• Use imagesor multimediawith asmuch
content aspossible
• Planbefore posting anything

15. CRITICAL RESPONSE PLAN
Scenario1– Inappropriateorinsensitive messagesent
from socialaccount
ActionPlan
1. Screenshot message
2. Quicklyassess reachand impact
3. Ifno impactor reach,delete.
4. Ifsevere impactor reach,delete andissue apology tweet
and recognizeasinsensitive
5. Handle anycontact about messagewith apologyand
recognitionthat the messagewasinappropriate—no
further comments should be made
Pre-approvedmessaging:
No pre-approved messaging for this situation. Should be
developed depending on the natureof the message.
Scenario2 –Negativecommentaboutmybrand
madeonsocialmediabyprominentpublicfigure
ActionPlan:
1. Screenshot negativecomment/message
2. Assess the reachof the comment
3. Issue apology messagepubliclyon the post or in
separatepost
4. Directlymessagepublicfigureandask how to fixthe
situation
5. Remember to remainpolite
Pre-approvedmessaging:
“Iamso sorry that I madeyou feelthis way. It wasnot my
intention. How canthis be fixed?” — alter upon nature of
comment

16. MEASUREMENT AND REPORTING
QuantitativeKPIs
Reporting Period: 1 month
Dataasof May27,2017
Website TrafficSourcesAssessment
Timeframe:monthlyaverageApril27-May27,2017
Source Volume Percentageof Overall
Traffic
Conversion Rate
Facebook 10 unique visits
+ 100% growth
28% 5.7%
Twitter 0 unique visits
+ 0% growth
0% 0%
LinkedIn 0 unique visits
+ 0% growth
0% 0%

17. MEASUREMENT AND REPORTING
Social Network Data
Timeframe:asofMay27,2017
SocialNetwork URL Follower
Count
AverageWeekly
Activity
AverageEngagement
Rate
Twitter https://twitter.com/katie_c
ampione
335 15posts per week 1.5%
Facebook https://www.facebook.com
/krcampione/
68 10posts per week 3%
Instagram https://www.instagram.com
/ohsnapitzkatiee/
473 1post per week Average interactions per
post =85
LinkedIn https://www.linkedin.com/i
n/katie-campione/
106 0posts per week 0%

18. MEASUREMENT AND REPORTING
Social Network Data(continued)
• Notice that the socialnetwork dataon the lastslide isthe sameas the datafromthe socialmediaassessment. As of now,
there areno resultsor growth to report, since this strategyisnewly created.
• In 3 months, the measurements willbeupdated to reporting growth insocialmediadatafromMaythrough July.
• I havedecided to keep allsocialchannelsopen, regardlessofgrowthso that Icanfocus on growing my audience
organicallyover thenext yearinsteadof giving up on channels that aren’t seeing asmuch growth. Allchannels provide
valuableconnections for me,as acollegestudent andfuture professional.
QualitativeKPIs
Sentiment Analysis
• In 3 months, asentiment analysiswillbe conducted to measurepositive feedbackthrough the formofmentions and
content sharing.

19. MEASUREMENT AND REPORTING
ProposedAction Items
• Develop relevanthashtag for allbrandedcontent
• Consider polls and smallcontests to boost engagementand audiencesentiment
• Preparecontent strategyfor allsocialchannelsfor the upcoming 3 months