This is a social media strategy plan for my personal brand.

1. MY
PERSONAL
BRAND
Social Media Strategy Plan
By Gabriel Diaz
5/28/17

2. Table of Contents
■ Executive Summary – Slide 3
■ Social Media Audit – Slide 4
■ Social Media Objectives– Slide 12
■ BrandVoice and Persona – Slide 14
■ Social MediaTools – Slide 15
■ Key Dates andTimeline – Slide 17
■ Social Media Roles and Responsibilities – Slide 18
■ Critical Response Plan(s) – Slide 19
■ Measurement and Reporting Results – Slide 21
■ Results Assessment and Future Actions – Slide 25

3. Executive Summary
■ The main goal of this social media strategy is to boost overall engagement
and increase Gabriel’s influence across all of his social media networks.
This will be done by posting more engaging, relevant content at the most
convenient time forGabriel’s target audience.
■ Main strategies to achieve goals will be via:
– Owned Content Strategy
– Paid ads of most popular content
– Earned strategy of monitoring keywords and trending hashtags

4. What follows is an audit of
Gabriel’s social media networks
at present. Included in the audit
is web traffic, demographic of
audience and a competitor
analysis.

5. Social Media Audit
Social Network URL
Follower
Count
Average
Weekly
Activity
Average
Engagement
Rate
Twitter
https://twitter.com/Ga
briel_A_Diaz 106 13Tweets 1.80%
Facebook Page
https://www.facebook.
com/DiazAGabriel/ 41 5 posts 0.08%
Instagram
https://www.instagram
.com/gdiaz22/ 244 Less than 1 post 29.46%

6. Website Data/Engagement
Source Volume
Twitter 2 likes/day
Facebook Page 3.5 reactions/day
Instagram 63 likes/photo

7. Audience Demographics - Facebook
Facebook Demographic Breakdown:
Majority of audience is female (58%) and the primary age
group of Gabriel’s Facebook audience is in the 18-24 range
(26%).

8. Audience Demographics (cont.) - Instagram
Like Gabriel’s Facebook audience, his Instagram audience is also
primarily female (60%). No data could be collected on the age
breakdown of Gabriel’s Instagram audience.

9. Audience
Demographics
(cont.) -Twitter
■ Unfortunately, because
Gabriel’sTwitter profile has
so few followers (106),
Twitter analytics could not
pull insights from it, as far as
the demographic make-up of
his audience. However,
Gabriel has 79 more
followers as of today than he
did exactly one month ago.
■ Boosting followers is the
number one objective of this
strategy report.

10. Competitor Analysis
Competitor
Name
Social Media
Profile Strengths Weaknesses
BradThor
https://twitter.com/BradThor
https://www.facebook.com/BradT
horOfficial/
Solid following (98.6K FB
followers, 94.7KTwitter
followers) highly engaged
audience, Best-selling author
of Scot Harvath series,
credible source on politics
Has not taken advantage
of Instagram, Does not
post extremely engaging
content, mostly his own
commentary or article
links
GaryVaynerchuk
https://twitter.com/garyvee
https://www.facebook.com/gary/
Fantastic following with high
quality engagement (1,97M FB
followers, 1.48MTwitter
followers, 1.8M Instagram
followers).Thought leader,
motivational speaker, savvy
businessman, entrepreneur
and overall credible source for
all things social media and
technology.
Possible weakness could
be his tone or blunt style
of communicating.

11. Competitor Analysis Assessment
■ Summary:The analysis focused on big picture competitors.These are two thought
leaders who excel in their respective fields, one being a best selling fiction writer and
the other a highly successful entrepreneur. The reason for these two being chosen is
that they represent what Gabriel ultimately wants to reach. However, while it seems
unreasonable to look at these two, they actually provide an excellent canvas, or
benchmark for how to be successful on social media.
■ They post frequently on their social media platforms of choice. ForThor, that is
Facebook andTwitter, forVaynerchuk, that is Instagram,Twitter, Facebook and
Snapchat. However, the point is not only that they post frequently, but that they post
high quality content that their audience cares for.These two know their audience
inside and out, and they have both been able to capitalize on that knowledge.

12. Social Media Objectives
The main objective is to boost overall
engagement and increase Gabriel’s influence
across all of his social media networks.This
will be done by posting more engaging,
relevant content at the most convenient time
for Gabriel’s target audience.
1. Objective 1: Increase Gabriel’sTwitter follower
count to 250 (136% increase) in 4 months.
2. Objective 2: Increase Gabriel’s Instagram
followers to 350 (44% increase) in 4 months.
3. Objective 3: Increase Gabriel’s Facebook Page
likes/follows to 100 (140% increase) in 4
months.
4. Objective 4: Increase Gabriel’s engagement
(Likes, Retweets, Shares, Mentions and
Comments) by 30% in 4 months.

13. Social Media
Objectives (cont.)
■ Key Messages:
• Gabriel is a source of
authentic, clever insight about
life.
• Gabriel is a credible source on
matters of film, novels,
political commentary and
social media.
 Quantitative KPIs:
• Number ofTwitter followers
• Number of Instagram followers
• Number of Facebook page
likes/follows
• Engagement rate
• Qualitative KPI
• Monitor positive/negative
sentiment on a post by post basis

14.  Adjectives that describe Gabriel’s
brand:
• Authentic, Ambitious , Audacious, Clever,
Practical, Insightful,Truthful.

15. Paid:
• Every Friday, boost the most popular Facebook
posts from the week for the entire weekend.
“Popular” will be determined on a week-to-
week basis.
Owned:
■ Begin a weekly Live video session,
#CafecitoChat, on Facebook on Wednesday
afternoons at 3 p.m.Topics will range from
movies to politics to major headlines, as well as
new social media best practices. Promote the
live session across social media platforms.
■ Publish at least 3 quality posts to Facebook and
at maximum 5 posts. Preferably a wide variety
of post types, as in photos, videos and links to
articles. Promote these posts onTwitter.
Earned:
■ MonitorTwitter for keywords such as Social
Media, SEO, Politics, film, thriller novels, as well
as watching for trending hashtags that can be
used to create engaging content.

16. ApprovedTools:
• Buffer
• Hootsuite

17. Key Dates andTimeline
Upcoming Holidays:
■ June 14 – Flag Day
■ June 18 – Father’s Day
■ July 4 – Independence Day
■ September 4 – Labor Day
Other Important Dates:
■ August 14 – Gabriel’s trip to Alaska
■ August 21 – Back to School
Campaign Dates:
■ August 30 – June 9 – Developing
Content
■ June 13 – Releasing Content
■ June 13 – September 29 – Overall
duration of campaign
Reporting intervals:
■ At the halfway mark: August 11
■ At the end of the campaign:October
2

18. Social Media Roles and Responsibilities
■ Roles
■ Social Media Director, Manger and
Coordinator – Gabriel
– Creator of all content. Plans and
executes when content goes out,
manages all campaigns, monitors
engagement, creates and approves
budgets, as well as strategies and
timelines.
Social Media Policy
■ The Social Media policy is quite simple for
Gabriel’s personal brand, it comes down to
manners.
– Be respectful
– Be truthful
– Use common sense
– Be authentic
– Be polite
– Don’t play with fire.While being real
means not always being “politically
correct,” don’t be foolish when creating or
reacting to content.
– If you have to ask, you probably should not
post.

19. Critical Response Plan 1
Scenario 1 – A tweet is sent in jest. It’s tone, thought to be playful, actually highly
insensitive, but it is not ”off-brand.”
Action Plan
■ WhenTweet begins to get back negative engagement, monitor the scope of the
negative feedback.
■ Do NOT delete the tweet.
■ Send out another tweet acknowledging your audience’s disapproval, and that your
appreciate their engagement. However, on that specific point, agree to disagree.
■ IfTweet happens to get picked up be media, Gabriel, as social media director, manager
and coordinator will handle all communication.
■ Gabriel’s Contact info: (Cell) 305-484-8759 | (Email) gdiaz007@ufl.edu

20. Critical Response Plan 2
Scenario 2: An inappropriate Facebook post is published. It is embarrassing and highly
“off-brand.”
■ Delete the post immediately.
■ Send out another post acknowledging the deleted post with a simple message, such
as “So sorry about that last post, everybody!”
■ If the simple post does not put out the flames, draft a longer, more detailed post
acknowledging the inappropriate behavior and apologizing in greater detail.
■ Reassure community with upcoming content that you are back ”on-brand,” with high
quality content catered to their wants and needs.

22. Measurement and Reporting Results
■ KPIs:
– Quantitative
■ Social media networks have all increased followers and engagement rates are up.
However, we missed the mark on a few of the KPI projections.
– Qualitative
 After reviewing all the posts from this 4 month timeframe, it is abundantly clear
that Gabriel’s social networks have a tremendous amount of positive sentiment.

23. Social Network Data
Social
Network URL Follower Count
Average Weekly
Activity
Average Engagement
Rate
Twitter
https://twitter.com/Gabriel_A_Dia
z
251 12 posts per week 2.25%
Facebook
https://www.facebook.com/DiazA
Gabriel/
90 8 posts per week 0.10%
Instagram
https://www.instagram.com/gdiaz
22/
300 3 posts per week 36.83%

24. Website Data/Engagement
Source Volume
Twitter 4 likes a day
Facebook 5 reactions a day
Instagram 80 likes per photo

25. Results and Future Actions
■ Follower growth across all social media platforms.
– Twitter KPI of 250 followers was met and surpassed.
– Instagram KPI of 350 followers was not met, but was close with followers resting at 300.
– Facebook KPI of 100 likes/followers was not met, but came close with followers resting at 90.
■ Engagement growth across all social media platforms, but not at 30% KPI
– All platforms increased their engagement rates by 25%
■ Positive sentiment across all social media platforms.
Future Action
■ Invest more time into Facebook Live, perhaps adding on another weekly session on top of the
#CafecitoChat.
■ Publish more content, in article form, which can then be distributed across social media
platforms.
■ Start a Pinterest Profile.