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Rachel Donohue Social Media Strategy Plan
The document outlines Rachel Donohue's social media strategy for 2016, focusing on increasing follower counts and engagement across various platforms to connect with public relations professionals. Key objectives include a targeted increase in followers on Facebook, Twitter, and LinkedIn, and a commitment to posting engaging content regularly. The strategy emphasizes maintaining a professional online presence, establishing a consistent brand voice, and outlines measures for handling negative interactions and account security.
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Rachel Donohue Social Media Strategy Plan
- 1. RACHEL DONOHUE SOCIALMEDIA STRATEGY 1 Rachel Donohue Social Media Strategy Plan 2/10/16 Written by Rachel Donohue
- 2. RACHEL DONOHUE SOCIALMEDIA 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 SOCIALMEDIA 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 SOCIALMEDIA 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 SOCIALMEDIA 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 SOCIALMEDIA 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 SOCIALMEDIA 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 SOCIALMEDIA 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 SOCIALMEDIA 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 SOCIALMEDIA 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 SOCIALMEDIA 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