A strategy plan describing the personal brand of Rachel Donohue, undergraduate public relations student at the University of Florida.

1. RACHEL DONOHUE SOCIAL MEDIA STRATEGY 1
Rachel Donohue Social Media Strategy Plan
2/10/16
Written by Rachel Donohue

2. RACHEL DONOHUE SOCIAL MEDIA STRATEGY 2
TABLE OF CONTENTS
1. Executive Summary
2. Social Media Objectives
3. Online Brand Persona and Voice
4. Strategies and Tools
5. Timing and Key Dates
6. Social Media Roles and Responsibilities
7. Social Media Policy
8. Critical Response Plan
9. Measurement and Reporting Results

3. RACHEL DONOHUE SOCIAL MEDIA STRATEGY 3
EXECUTIVE SUMMARY
Our key social media strategies for 2016 will be to establish a following on various social
channels that can be showcased to potential employers.
The primary focus will be to increase the number of followers on each platform and the
amount of likes, retweets and shares on published content to promote an interactive
community of followers and to eventually connect with key public relations professionals.
Two major social strategies will support this objective:
1. A plan to consistently publish engaging, varied content on each social media platform.
2. Foster relationships with other public relations professionals through social media.
SOCIAL MEDIA OBJECTIVES
In 2016, the primary focus of our social media strategy will be to increase the number of
followers on each platform and the amount of likes, retweets and shares on published content
to promote an interactive community of followers and to eventually connect with key public
relations professionals.
Some specific objectives include:
1. Increase Facebook page followers and Twitter followers by 75 each in the next
3 months via:
a. Increased reference to Facebook page on other platforms such as Twitter
b. Link to social media printed on new business cards
2. Establish presence of LinkedIn by:
a. Increasing followers by 50 in the next 3 months

4. RACHEL DONOHUE SOCIAL MEDIA STRATEGY 4
b. Post at least once a week
3. Connect with key public relations professionals by:
a. Following at least 30 working PR professionals on Facebook and Twitter
b. Tagging large PR firms in at least 5 tweets in the next 3 months
KPIs
1. Number of new followers on Facebook, Twitter and LinkedIn.
2. Number of weekly posts on LindkedIn.
3. Number of followers that are public relations professionals
4. Analysis of content for engaging and interactive posts
Key Messages
1. A young professional aiming to build lasting relationships in the public relations field.
2. Passionate about nonprofit organizations relating to the environment and animal rights.
Audience Demographics
A majority of the audience will range from 18-24, or college-aged students. Reflecting the field,
there will be a larger female population than male. The target audience also consists of
professionals in the public relations field ages 24-55. A large majority of the audience is
connected on LinkedIn, with the younger audience more prevalent on social media like
Facebook or Twitter.

5. RACHEL DONOHUE SOCIAL MEDIA STRATEGY 5
ONLINE BRAND PERSONA AND VOICE
Adjectives that describe our brand:
 Relatable
 Contemporary
 Chic
 Lively
When interacting with followers we are:
 Friendly
 Positive
 Engaging

6. RACHEL DONOHUE SOCIAL MEDIA STRATEGY 6
Example of posts:
STRATEGIES AND TOOLS
Paid: Due to the limited budget, no paid advertisements or media will be used to promote the
brand at the present time. This is subject to change in the future.
Owned: Create a business card using vistaprint.com that includes the social media handles and
distribute during networking events. Encourage new contacts to follow the Facebook and
Twitter page.
Earned: Search Twitter for keywords like “public relations, social media, marketing” and key PR
firms and follow relevant users.
Tweet at relevant public relations firms and professionals to attempt to foster relationships.

7. RACHEL DONOHUE SOCIAL MEDIA STRATEGY 7
Tools
Approved Tools
 Buffer
 Vistaprint.com
Rejected Tools
 N/A
Existing Subscriptions/Licenses
 Adobe Suite – InDesign, Photoshop, Premiere Pro, Illustrator, etc.
 The New York Times
 Hootsuite
TIMING AND KEY DATES
Relevant upcoming dates:
 Spring Break, February 27th
– March 6th
 End of Spring Semester, April 29th
 Beginning of Fall Semester, August 22nd
 World Animal Day, October 4th
 Election Day, Nov. 4th
Personal events:
 ACHS Fish Fry Fundraiser, March 12th
 20th
Birthday, October 31st
 ACHS Woofstock, November 25th

8. RACHEL DONOHUE SOCIAL MEDIA STRATEGY 8
SOCIAL MEDIA ROLES AND RESPONSIBILITIES
Social Media Manager and Coordinator – Rachel Donohue
Responsible for: Creating and posting engaging content, replying to followers, creating a post
schedule for key events
SOCIAL MEDIA POLICY
Social media is one of the easiest ways to establish your personal brand but can also be one of
the easiest ways to tarnish your brand. Maintaining a professional presence offline and online
is key in creating lasting, professional relationships, especially in the public relations industry,
where image is a large part of our focus. The following guidelines are intended to keep the
personal brand’s image clean and appropriate:
 Use proper grammar and punctuation in each post, reply, share, etc.
 Treat others as you would want to be treated – be polite, respectful and courteous!
 Maintain a consistent voice on all platforms
 Maintain legal and ethical integrity
CRITICAL RESPONSE PLAN
Scenario 1: Inappropriate/negative comment on a Facebook/Twitter post
Action Plan
1. When comment is detected:
 Take screenshot
 If overtly vulgar, delete comment immediately.

9. RACHEL DONOHUE SOCIAL MEDIA STRATEGY 9
 If comment can be responded to in a professional and courteous manner, allow it to
remain up.
2. Develop an appropriate response:
 If comment needed to be deleted, directly message the user. Based on how long the
comment was available for the public to view, decide whether further action need be
taken.
 If comment still available to view, respond directly to the comment in a courteous
manner.
Pre-approved messaging:
NO PRE-APPROVED MESSAGING IN THIS SCENARIO.
Response will be based on the nature of the comment and will vary from each situation.
Scenario 2: Social media account hacked
Action Plan
1. Upon realization of the hack, change all social media account passwords.
2. Delete any posts/comments made during this time.
3. Issue an apology on all social media accounts.
Pre-approved messaging:
Twitter: “I apologize for any posts made between (insert time of hack here). My social media
account was hacked, I am looking into this further.”
Facebook: “My social media accounts were hacked between (insert time of hack here). I have
regained control over the accounts and am looking into the situation. I apologize for any
inappropriate posts or comments that had been made during this time.”

10. RACHEL DONOHUE SOCIAL MEDIA STRATEGY 10
MEASUREMENT AND REPORTING
Quantitative KPIs
Reporting period: 3 months
Data as of February 10th
, 2016
Social
Network URL
Follower
Count
Follower
Count PR
Professionals
Averag
e
Weekly
Activity
Average
Engageme
nt Rate
Faceboo
k
https://www.facebook.com/MsRachelDonoh
ue/ 130 2
4 posts/
week 10%
Twitter https://twitter.com/msracheldonohue 72 12
5
tweets/
week 7%
LinkedIn
https://www.linkedin.com/in/rachel-
donohue-990099107 68 20
1 post/
week 13%
 Facebook followers increased by 70. Twitter followers increased by 40. LinkedIn
followers increased by 66. The most successful increase was with Facebook, with
LinkedIn not far behind. Twitter had the least improvement with the number of
followers. While neither Twitter nor Facebook reached the goal of 75 increase in
followers, we are still tremendously impressed with the ability to reach more
professionals on LinkedIn. We achieved our goal of 50 followers, and even surpassed it.
 On Twitter, we were able to reach 12 PR professionals who followed our account and
reached 20 on LinkedIn. This far surpassed our goal of five.
 We are able to consistently post once on LinkedIn. While we did achieve this goal, we
are hoping to increase this number in the future to generate more engagement.

11. RACHEL DONOHUE SOCIAL MEDIA STRATEGY 11
Qualitative KPIs
Analysis of Content for Engaging and Interactive Posts
An analysis of the Twitter, Facebook and LinkedIn posts over the past three months indicated
the following in regard to interaction with followers:
 Posts that were related to recent news articles were perceived as the most interesting to
followers, based off of the click rate on these links.
 Posts that were related to personal endeavors like current internships or opportunities
on campus were perceived as the least interesting. These posts received the least
engagement by followers.
Proposed Action Items
 Post more related to current events/newsworthy content
 Utilize LinkedIn for reaching PR professionals over Twitter