This document outlines a social media plan to increase engagement and followers over the next year. The plan includes objectives to gain 400 Instagram followers by December and increase website traffic by 10% per month. Strategies proposed are increasing original posts on Facebook and Instagram along with following more professionals in the field. Tools like Buffer and Hootsuite will help schedule posts in advance. Progress will be checked monthly and the plan allows the individual to fill social media roles themselves due to the small brand size currently.

2. Table of Contents
1. Executive Summary
2. Social Media Audit
3.Social Media Objectives
4. Online Brand Persona and Voice
5. Strategies and Tools
6. Timing and Key Dates
7. Social Media Role and Responsibilities
8. Social Media Policy
9.Critical Response Plan
10. Measurement and Reporting Results

3. Executive Summary
My Main social media focus for this upcoming year is to
become more connected with professionals in my field and increase
my reach.
My primary focus will be to increase my following through
adding more followers by posting more original content from life
experience and tagging those who were included.
My strategies include:
1. A plan to post original ideas/photos on a scheduled basis
2. Follow more professionals and reach out via direct messaging
with question I have

4. Audit: Social Media Assessment
I currently am active in promoting my brand on four different social media
outlets. In terms of reach and following, Facebook and Instagram are my most
productive outlets. In terms of engagement, LinkedIn and Instagram are my
two most productive outlets. I believe this is because I post on them rarely so
people think when I do post something it is more important. Instagram would
be my most influential outlet.

5. Audit: Website Traffic
Assessment
My website traffic is very low to begin with so increasing the flow of
viewers in general is a large goal. Facebook and LinkedIn are the only
two outlets I promote my website on, so maybe including Twitter for the
future would help increase clicks and views. Almost all my website
views come through Facebook because that where I share the majority
of stories from my website and gain the most recognition.

6. Audit: Audience Demographics
The majority of my followers on social media are my friends from high
school and college, so about 60% of my following is between the ages of
18-30 years of age. Personally it seems more of my female friends are
active on social media than males. Most of my follower interaction is on
Facebook as the primary outlet, then my followers split to Twitter and
Instagram. Right now in the early stages of my plan, my followers engage in
order to stay in contact and keep up with my life, but as I continue to post,
they look at my ideas on the topics of basketball and traveling.

7. Audit: Competitor Assessment
Competitor: Boho Traveller
Outlets: Facebook and Instagram
(@bohotravel)
Strength: Lightly planned schedule allows
for more adventure and travelling during
year. Very creative in ways of telling stories,
and gathered so much life experience that
posts are about her and not gerneal
information
Weaknesses: Many stories directed at a
female audience with tip for women
travelling. Tends to be one dimensional in
focusing on artsy side of adventure more
than dangerous.
The Boho Traveller is actually
one of my best friends. Since I
am evaluating my personal
brand, I decided to use her’s
since she started the same way I
am. I can learn a lot from her
plan including story style, image
choice, and audience
engagement. I also think my spin
on the edge and thrill of travel
would be a good change of pace
to stand out.

8. Social Media Objectives
My social media objectives for the next year are to
increase my following and interaction with viewers. To do
this, I will have to follow more professionals in my field of
interest and post more original content regarding these
fields and topics.
Specific Objectives:
Get to 400 Instagram followers by December 2017
Increase visitors to my website by 10% each month
Post to Instagram once every two weeks with original content
and Facebook three times per week

9. KPIs and Key Messages
KPIs:
Number of Instagram followers
Number of visits to my website via any portal
Number of original Facebook and Instagram posts made
Key Messages
Having Fun Talking Hoops
Risk it for the Adventure #ExploreWhatsOutThere

10. Brand Persona and Voice
Personal Brand Adjectives:
Adventurous
Interactive
Witty
Outgoing
Informative
Creative
Message to Followers:
Let’s Have a Good Time
Engaging
I Share…You Share

11. Strategies and Tools
Paid: As a personal brand and a college student, as far as paying for
increased exposure my resources are limited. If a post shows an extreme
sign of popularity, boosting it would be an option.
Owned: I’ve began the use of #ExploreWhatsOutThere in posts where I
show myself on an adventure in a different part of the globe. The feedback
has been very good, so continuing to use this will grow brand. Also
encourage others to use in their posts.
Earned: Monitor Twitter and Instagram for keywords important to my brand
such as travel, adventure, explore, hoops, or basketball. Also reach out to
similar brand (such as Boho Traveller) and plan a two person trip where we
could collaborate brands for a while in order for us to share followers and
exposure.

12. Tools
Subscriptions
Adobe Creative Cloud
Vimeo
ESPN Insider
Approved Tools:
Buffer
Hootsuite

13. Timing and Key Dates
Holidays
Labor Day
Fourth of July
Halloween
Thanksgiving
Christmas
Important Events
- March Madness
- Graduation (April 31)
- Summer Vacation (August 10-17)
- 2017-18 Basketball Season (starts October
1)
Will check and report progress on the last
Friday of every month in relation to goals set.

14. Social Media Roles
Because I am evaluating and creating a plan for my
personal brand, I would acquire the roles of Director,
Marketer, and Coordinator all under myself. My brand is
so small at the moment that I can be in charge of the
posting, monitoring follows/views, and making sure posts
stay true to my goals. This also cuts down on costs of
paying multiple employees for these three jobs. As my
brand grows and I become more busy with a full time job,
I will need to hire individuals to fill these roles.

15. Social Media Policy
Everyone I interact with on a daily basis is connected with me on some outlet of social media. For this reason,
the view they have of me in everyday life and their view of me on social media cannot be different. I must be
consistent in my attitude across all platforms. For this reason I am committed to following these guidelines in
order to make sure I don’t lose sight of myself:
Always respond promptly with comments or when tagged
Do not get in a posting argument
Don’t post extreme views/opinions, rather universal agreements (love, equality, peace)
Never attack competition. Focus on own brand.
Always be respectful, polite, and non judgmental
I work for a basketball team and represent a university, so failure to follow these guidelines on social media
posts would result in me losing my job. If my brand grows and other people have the opportunity to represent
me on social media, these rules must be followed or there will be strict punishment or loss of the ability to
represent me altogether.

16. Emergency Action Plan:
Inappropriate Post
1. Realize my post was insensitive or bad idea
Will first record what was posted
Then immediately delete post
2. Contact boss at work to let know situation before he sees it elsewhere
3. Publish a different post on same idea that falls within personal guidelines
4. If followers have shared/retweeted, publish an apology/explanation post
5. Accept disciplinary action from employer and/or University
-There would not be a preapproved message for this scenario because it would be
handled in house or directly/personally with anyone who contacted myself.

17. Emergency Action Plan:
Leaked Information
1. Immediately delete the post of information not meant to go public
2. Record information that was said verbatim and report to boss
3. Post an apology stating that the information was wrong and that no further
details have been obtained.
Pre Approved Message Twitter: The information posted in the last tweet
was inaccurate. Details will be released shortly.
Pre-approved message Facebook: The information regarding the injury to
one of our players that was released earlier contained inaccurate
information. When we receive an update from medical professionals we
will release further details.

18. Measurements and Results
In terms of general social media activity, I have seen a little growth in
terms of followers and how active I have been. My KPI of Instagram
followers is slowly increasing and my KPI of Instagram and Facebook
posts are increasing as well.
Unfortunately I have not seen any growth in my website traffic. This is probably
due to the fact that I have not posted any original content to my page in a
while. With an increase of posted content and sharing that content on my
social media outlets, I should see an increase in website traffic.

19. Overall Analysis
Overall I have seen an increase in activity both from
myself and my followers on my social media platforms.
Buffer has really been beneficial for me, especially with
being able to plan posts ahead of time because when I
get a very busy week I always seem to forget to post
original content. I need more original content on my
website in order to get traffic up, and that is really the only
major change I have to make. In order to achieve the
goals I set aside for my social media plan, if I keep steady
the routine I have been doing the past couple weeks, my
goals are very achievable.