The document provides an audit and strategy for Anna Cappelli's social media presence. It includes an assessment of her current performance on platforms like Twitter, Facebook, and LinkedIn. The strategy outlines objectives to increase followers and engagement by 30% in 6 months through more frequent posting and branded hashtags. Key performance indicators, roles, and a response plan are also defined to guide social media activities over the next reporting period.

2. Table of Contents
1. Executive Summary
2. Social Media Audit
1. Social Media Assessment, October 2017
2. Traffic Sources Assessment, September – October 2017
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, August – October 2017

3. Executive Summary
My major social media priorities for 2017 will be growing my digital
marketing strategies and how they increase my following and engagement.
The primary focus will be to support revenue goals through increasing my
following and engagement by sharing content that will build deeper
relationships with my audience.
Two major social strategies will support this objective:
• A plan to increase the amount and type of content I publish to my social
profiles.
• Write content that encourages conversations and discoverability of content.

4. Social Media Audit
• The following is an audit of Anna Cappelli’s social media presence to
date. It includes an assessment of all social networks, web traffic,
audience demographics, and a competitor analysis.

5. Social Media Assessment (as of October 8, 2017)
Social Network URL Follower Count Average Weekly
Activity
Average Weekly
Engagement Rate
Twitter https://twitter.com/
AnnaMCappelli
376 5 posts 40%
Facebook https://www.facebo
ok.com/annamcapp
elli/
36 7 posts 42%
LinkedIn https://www.linkedi
n.com/in/anna-
cappelli-66852614a/
86 3 posts 33%
Social Media Assessment: At present time, the highest number of interactions per post occurs on
Facebook. Fewer interactions occur on LinkedIn and Twitter, but overall, all channels should seek
engagement increases.

6. Website Traffic Sources Assessment (as of October 8, 2017)
Social Network Number of Unique Visits Percentage in Overall
website’s traffic
Conversion Rate
Twitter 400 23% 3%
Facebook 8 3% 1%
LinkedIn 25 71% 2%
Traffic Summary: At present time, Twitter is by far the biggest driver of traffic to my website.
The conversion rate (conversion goal = ticket purchase) lags slightly behind LinkedIn at 2%.

7. Audience Demographics Assessment (as of October 8, 2017)
Age Distribution Gender
Distribution
Primary Social
Network
Secondary
Social Network
Primary Need Secondary Need
70% 18-30 60% Female 65% Facebook 45% Twitter Desire to learn
more about
digital marketing
concepts and
how to improve
their own tactics
Finding the
content
interesting to
know, but not
necessarily to do
anything with it
25% 31-40 40% Male 25% Twitter 25% Facebook
5% 41 + 10% LinkedIn 25% LinkedIn
Audience Demographics Summary: An overwhelming majority of audience members are in the 18 - 30 age
group. Facebook is their core social network. Desire to learn more about digital marketing concepts and how to
improve their own tactics are primary motivators for visiting the park. Energies should be dedicated to further
develop Facebook content and engagement.

8. Competitor Assessment (as of October 8, 2017)
Competitor Name Social Media Profile Strengths Weaknesses
Taylor Torok FB: Taylor Torok:
multimedia journalist
Actively posts a variety of
different types of posts
(Video, link post, status,
etc.)
Cover photo is slightly
bland and not really
intriguing to the eye
Madison Howard FB: Madison Howard Actively posts a variety of
different types of posts
and they all relate to bio
very well.
Has a lot of posts but little
to no engagement
Competitor Assessment Summary: The above analysis focused on two major competitors with a strong social
presence on Facebook, LinkedIn and Twitter, respectively. High quality content is a major strength, and the use
of a different types on posts trigger interest. Areas where the competition has room for improvement is
centered around lack of engagement and bland cover photo.

9. Social Media Objectives
In 2018, the primary focus of my social media strategy will be to support
revenue goals through increasing my following and engagement by sharing
content that will build deeper relationships with my audience.
In order to do so, my social media priorities will be growing online following by
sharing content that will build deeper relationships with my audience.
Some specific objectives include:
• Increase unique visitors on all platforms by 30% in 6 months via:
• Increased brand awareness through increased mentions on Twitter
• Increased use of brand hashtags across all social platforms
• Increase Twitter followers by 100 in 6 months.
• Increase volume of visual content published on Facebook and LinkedIn
channels by 40% in 6 months.

10. Social Media Objectives
KPIs
• Number of unique visitors from Facebook, Twitter
and LinkedIn
• Number of weekly engagements on Facebook,
Twitter and LinkedIn
• Number of original content posts on Facebook,
Twitter and LinkedIn
Key Messages
• Importance of digital media in this social media era
• How to better the ways you implement such tools
in your daily social media endeavors

11. Online Brand Persona and Voice
Personas:
• Audrey, 21, studying public
relations and about to go into a
career involving digital marketing
and wants to learn as much as
possible.
• Dave, 30, free-lance writer and
blogger; he has worked with
marketing departments from time
to time and wants to learn the
latest advance in social media.
• Martha, 35, local business-owner,
wants to learn more about social
media to better her business.
Voice:
• Solution-oriented
• Engaging
• Attentive

12. Strategies and Tools
Paid
• Every Thursday, boost most popular organic Facebook posts for Friday
– Sunday. The posts must have at least 5 visits and 1 engagement.
Owned
• Introduce the hashtag #AnnaCappelli to all posts on Twitter. Have
others use the hashtag as least once a week.
• When audience engages or reaches out by direct message, encourage
them to use the hashtag.
Earned
• Monitor Twitter for keywords/hashtags like: social media, marketing
and writing
• Partner with at least 3 digital marketing professionals/influencers to
create blog posts in the next 6 months

13. Strategies and Tools
Approved Tools:
• Hootsuite
• Tailwind
• Agora Pulse
Existing Subscriptions/Licenses:
• Buffer
• YouTube
• Photoshop
• Canva

14. Timing and Key Dates
Holiday Dates
• Valentine’s Day
• Easter
• 4th of July
• Labor Day
• Halloween
• Thanksgiving
• Christmas
• New Years
Internal Events
• October 26-28th -- marketing conference
• November 1st + 2nd – canned food drive
Reporting Dates
• Reporting will occur semi-annually in
January and June

15. Social Media Roles and Responsibilities
Marketing Director – oversees all media efforts, monitors analytics
closely and works on developing ways to improve
Social Media Director – higher-level planning of overall social media
goals and calendar, has the final approval on anything that goes out
through a social network
Social Media Coordinator – manages specific campaigns and day-to-day
activities

16. Critical Response Plan
Scenario 1: a link post is shared with inappropriate content
• When inappropriate content is detected:
• Take a screenshot
• Delete the post with the content
• Alert Social Media Coordinator
• Social Media Coordinator figures out impact and reach to evaluate
further
• Social Media Coordinator developed a follow up post, Social Media
Director to approve
Pre-approved message: It has come to our understanding that one of
our previous shared posts had some inappropriate content. We want to
assure everyone that we do not condone, promote or create that kind
of content. Please feel free to reach out if you have any questions,
comments or concerns. Thank you.

17. Critical Response Plan
Scenario 2 – Inappropriate Tweet sent out from @annamcappelli
• When Tweet is detected:
• Take a screenshot
• Delete the Tweet
• Alert Social Media Coordinator
• Social Media Coordinator figures out impact and reach to evaluate further
• Social Media Coordinator developed a follow up Tweet, Social Media
Director to approve
Pre-approved Tweet: It has come to our understanding that one of our
previous Tweets had some inappropriate words. We want to assure everyone
that we do not condone, promote or create that kind of content. Please feel
free to reach out if you have any questions, comments or concerns. Thank
you.

18. Measurement and Reporting
Quantitative KPIs
Reporting Period: 2 months
Date as of October 8, 2017
Website Traffic Sources Assessment
Timeframe: weekly average, September 2017 to October 2017
Source Volume Percentage of
Overall Traffic
Conversion Rate
Facebook 200 unique visits +
25% growth
30% 3.8%
Twitter 300 unique visits +
30% growth
18% 1.5%
LinkedIn 60 unique visits +
15% growth
4% 1%

19. Measurement and Reporting
Social Network Data
Timeframe: as of October 8, 2017
Social Network URL Follower Count Average
Weekly
Activity
Engagement
Rate
Twitter https://twitter.
com/AnnaMCa
ppelli
450 + 17%
growth
7 posts +30%
increase
4%
Facebook https://www.fa
cebook.com/a
nnamcappelli/
50 + 28%
growth
9 posts +23%
increase
5%
LinkedIn https://www.li
nkedin.com/in/
anna-cappelli-
66852614a/
93 +8% growth 5 posts +40%
increase
3.8%

20. Measurement and Reporting
Qualitative KPIs
Sentiment Analysis
• An analysis of the interactions on 20 Facebook posts, 20 Tweets and 20
LinkedIn post revealed the following:
• an abundance of positive sentiment from audience members following reading
content. This includes shout outs, sharing photos and stories of them putting advice
to use and recommendation of social media sites.
• the biggest driver of negative sentiment is related to the amount of content.
Customers express frustration about wanting more.
Proposed Action Items
• Continue #AnnaCappelli Campaign
• Prepare a mission statement and content strategy for LinkedIn for the
upcoming hiring season.