The document provides a social media strategy for the Boston Red Sox. It includes a social media audit that analyzes the team's performance on different platforms like Twitter, Instagram, and Facebook. The strategy aims to increase fan engagement and create better content. Key tactics include finding more fan content, encouraging conversation, and boosting popular posts after wins using hashtags like #WinDanceRepeat. The document outlines social media roles and provides a response plan for potential issues. It recommends focusing efforts on Twitter and Instagram which see the most activity and engagement.

1. BOSTON RED SOX
SOCIAL MEDIA STRATEGY
LINDSEY SPATOLA
OCTOBER 2, 2016

2. TABLE OF CONTENTS
 1. Executive Summary
 2. Social Media Audit
 a. Social Media Assessment
 b. Traffic Sources Assessment,
 c. Customer Demographics Assessment
 d. 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

3. EXECUTIVE SUMMARY
 The primary focus will be to increase the fan engagement and to create better and more creative
content for the fan base.
 Two major social strategies will support this objective:
 1. Plan to find more content for fans
 2. Encourage conversation between fans and organizations

4. SOCIAL MEDIA AUDIT
 Social Media Assessment 10/2/2016
 Assessment Summary:
 The highest number of interaction come from Instagram and Twitter, while the lowest are coming from
Google + and Pinterest. Should consider shutting down Pinterest account
Social Network URL Follower Count Average Weekly Activity
Average Engagement
Rate
Twitter https://twitter.com/RedSox 1.42M <35 post a day 0.35 per 1,000 followers
Instagram
https://www.instagram.com/redsox
/ 902K about 5-7 posts a day 30 per 1,000 followers
Facebook
https://www.facebook.com/RedSox
/ 5.2M about 10 posts a day 2 per 1,000 followers
Google +
https://plus.google.com/+redsox?p
rsrc=5 421,2261 post a day
Pinterest
https://www.pinterest.com/bostonr
edsox/ 10.7k
haven't posted since
March
Tumblr http://redsox.tumblr.com/ a one every couple days

5. SOCIAL MEDIA AUDIT
 Website Traffic Sources Assessment
 Assessment Summary:
 Twitter receives the most visits, while the engagement rate is the highest on Instagram
Source Volume
% of Overall
Traffic
Twitter 2000 unique visits 30%
Facebook 500 unique visits 10%
Instagram 1500 unique visits 25%

6. SOCIAL MEDIA AUDIT
 Audience Demographics Assessment
 Assessment Summary:
 The 18-25 age group are heavily into Instagram, while the 41-80 look more to Facebook. Twitter has a
very varying age because everyone is looking for information on the games.
Age Distribution Gender Distribution Primary Social Network
Secondary Social
Network Primary Need
Secondary
Need
18-25 65% Male 55% Twitter 40% Instagram Looking to Twitter for
Looking for
unique content
25-40 35% Female 35% Instagram 20% Facebook gameday information
41-60 10% Facebook 15% Instgram
61-80

7. SOCIAL MEDIA AUDIT
 Competitor Assessment:
 Assessment Summary:
 The Chicago Cubs and the New York Yankees do a very good job of spotlighting their off the field
activities, including charity efforts. While the Red Sox could improve some on that, they are also doing
better in some areas. The cubs could improve their unique views from game day rather than just having
action shots.
Competitor
Name Social Media Profile Strengths Weaknesses
Chicago Cubs Instgram: cubs
spotlighting their charity
efforts
no unique gameday
views
New York
Yankees Twitter: Yankees
highlighting off the field
activities
more game day
coverage

8. SOCIAL MEDIA OBJECTIVES
 The primary focus will be to create more engagement and conversation with the fanbase and to create
more unique content than competitor.
 Some specific objectives:
 Increase engagement on Instagram and Twitter by 20% in 5 months via:
 Increase followers on Twitter by 1000 in 5 months
 Key Supporting Messages:
 #WinDanceRepeat
 Made in October

9. ONLINE BRAND PERSONA AND VOICE
 Adjectives That Describe Our Brand:
 Historic
 Fun
 Passionate
 Examples of Brand Voice in Social Media
Interactions:
 Unique
 Informational
 Engaging

10. STRATEGIES AND TOOLS
 Paid:
 Every winning game day boost the most popular Instagram and Twitter post to bring attention to the win.
 Owned:
 Keep using #WinDanceRepeat when the organization has won. It is unique to the team and the more use the more it will build
the brand
 Encourage fans to use it when posting their own photos and tweets to help engage them
 Earned:
 Monitor Twitter and mentions for content to retweet or engage with
 Interact with other organizations to create "viral content"
 Tools
 Buffer
 Adobe

11. TIMING AND KEY DATES
 Game days during the season
 Game days during spring training
 Heavy on postseason games
 Holiday
 Should be putting out graphic or picture for every major holiday

12. SOCIAL MEDIA ROLES AND RESPONSIBILITIES
 Marketing Director: Colin Burch
 Responsibilities:
 Oversees marketing for the entire organization
 Director of Media Relations: Kevin Gregg
 Responsibilities:
 Handles media relations for entire organization
 Social Media Coordinator: Kelsey Doherty
 Responsibilities:
 Handles the day-to-day social media management for the Boston Red Sox

13. SOCIAL MEDIA POLICY
 Social media is an extremely big part of the organization. It provides information and images to fans
when the fans can't be there. As an extension of the Red Sox Organizations you are expected to
represent the team and the organization well. The Red Sox are one of the most well-known
organizations in baseball, and because of this we are serious about the use of social media. Be respectful
and polite.
 Be respectful and tasteful
 Be polite, not insensitive
 If questioning a post, ask for help
 Don't degrade the competition

14. CRITICAL RESPONSE PLAN
 Scenario One, Issue with player
 Action Steps
 Manager/Kevin (Media Relations) alerts Colin
(Marketing Director)
 Colin gets with Kelsey (Social Media) to survey the
issues on SM
 If media already knows Kevin handles all Media
 Kelsey continue to monitor social, put out statement
when one is put together
 Pre-approved Messaging
 No pre-approved, tweet to made from Kelsey when
situation comes Contact Information:
Owner Name
Marketing Director Colin Burch
Director of Media Relations Kevin Gregg
Director Corporate
Communications Zineb Curran
Social Media Coordinator Kelsey Doherty
 Scenario Two, Inappropriate Tweet
 Action Steps
 Once found, Screenshot, then delete tweet
 See if the media has found out, if so Kevin will
handle media
 Kelsey to come up with a tweet from release, Colin
to approve
 Pre-approved Messaging
 No pre-approved, tweet to made from Kelsey when
situation comes

15. MEASUREMENT AND REPORTING RESULTS
Social
Network URL Follower Count
Average Weekly
Activity
Average Engagement
Rate
Twitter
https://twitter
.com/RedSox 1.42M <35 post a day
0.35 per 1,000
followers
Instagram
https://www.i
nstagram.co
m/redsox/ 902K
about 5-7 posts a
day 30 per 1,000 followers
Facebook
https://www.f
acebook.com
/RedSox/ 5.2M about 10 posts a day 2 per 1,000 followers
Source Volume % of Overall Traffic
Twitter
2000 unique
visits 30%
Facebook
500 unique
visits 10%
Instagram
1500 unique
vists 25%
Social Network Data
Website Traffic Data

16. MEASUREMENT AND REPORTING RESULTS
 Results Assessment:
 Consider closing Pinterest account, nothing has been posted since March and it is not helping to build
the brand. Twitter and Instagram are by far the most popular and engaging, with fan engagement
coming more from Instagram. Facebook is less popular, but still very much used with the older
demographic.
 Continue the use of the #WinDanceRepeat hashtag, it is creating great engagement with the fans and is
helping to build the brand