This is a social media audit of my personal brand "Positively Kendaline" I created of army Social Media Management class.

2. EXECUTIVE SUMMARY
• My main goal for Positively Kendaline during Fall 2016 is to grow a social
media following on the brand’s Facebook page other social media
accounts.
• The focus will be on creating more engaging content, building long-term
mutually beneficial relationships with followers, and monitoring activity
throughout the semester.
Two major social strategies will support this objective:
1.) A plan to increase the amount of posts, status updates, and visual
content shared to the Positively Kendaline Facebook page.
2.) Encourage conversations via Facebook Live and Medium blog posts.

3. SOCIAL MEDIA AUDIT
(AS OF 9.2.16)
INCLUDES: SOCIAL MEDIA ASSESSMENT, WEBSITE
SOURCES TRAFFIC ASSESSMENT, AUDIENCE
DEMOGRAPHICS & COMPETITOR ASSESSMENT

4. SOCIAL MEDIA ASSESSMENT:
Social Network URL Follower Count Average Weekly
Activities
Average
Engagement Rate
Facebook Facebook.com/
PositivelyKendaline
106 8 posts/ week 70%
Twitter Twitter.com/
PositivelyKendaline
40 10 posts/ week 18%
Instagram Instagram.com/
PositivelyKendaline
60 5 posts/ week 25%
Snapchat @PositivelyKendali
ne
25 6 posts/ week 12%
Summary: As of 9/2/16 the highest number of interactions per posts occurs on
Facebook and the lowest number of interactions is on Twitter. During the semester,
the Positively Kendaline brand efforts will be focused more on Twitter and
Snapchat and increasing the engagement on those platforms.

5. WEBSITE TRAFFIC SOURCES ASSESSMENT
Source Volume Percentage of
Overall Traffic
Conversion Rate
Facebook 21 Unique visits 18% ?
Twitter 7 unique visits 17.5% ?
Instagram NO DATA NO DATA NO DATA
Snapchat NO DATA NO DATA NO DATA
Summary: As of 9/2/16 Facebook is the number one source of traffic on the
Positively Kendaline website. Although there is no traffic data on Instagram
and Snapchat, many social interactions occur on these platforms including
liking, commenting, screenshotting, completing snapchat stories and unique
views.

6. AUDIENCE DEMOGRAPHICS ASSESSMENT
Age
Distribution
Gender
Distribution
Primary
Social
Network
Secondary
Social
Network
Primary
Need
Secondary
Need
60% 18-30 70% Female 60%
Facebook
40% Twitter Wanting to see
something positive
and encouraging
on their newsfeed
Being curious and
trying to motivate
themselves to be
productive
30% 31-50 30% Male 30%
Instagram
7% 51-60 45%
Snapchat
3% 60-70
Summary: Majority of the people interacting with Positively Kendaline are ages 18-30
and are female. Positively Kendaline’s most popular social media platform is
Facebook with 60% interaction, 70% of which are females. Twitter is the least popular
because we just launched the Twitter account in the beginning of the month. Things
that motivate the visitors are: positive attitudes, curiosity, optimistic and open-
minded thinking, and passion for adventure.

7. COMPETITOR ASSESSMENT
Competitor Name Social Media
Profile
Strengths Weaknesses
Positivity Page The Positivity
Page (a blog)
Focuses on positive
content, quotes, and
pictures to encourage
others to live an optimistic
life
Only available on a blog
and not other social
media sites like Facebook
and Snapchat
Lessons Learned
in Life
FB: Lessons
Learned in Life
Content is focused on
teaching others to take
each mistake and turn it
into a lesson to learn
from, and to stay positive.
Content may not be
relatable to everyone, so
could deter people from
wanting to come back to
the site.
Deep Life Quotes FB: Deep Life
Quotes
Focuses on sharing
inspirational quotes for
each day of the week.
Good for quick and happy
content on people’s
newsfeeds.
Not all quotes are
relatable, people might
rather see visual content
instead of just words.
Summary: These are Positively Kendaline’s three main competitors. They all have
high engagement percentages and all focus on creating a happy, positive
environment like my brand does, making them big competitors. Areas where
competition has rom for improvement is in the variety of their content. That’s where
Positively Kendaline has a competitive advantage because my content includes
visuals, quotes, statuses, lessons and videos.

8. SOCIAL MEDIA OBJECTIVES
In Fall 2016 the goal is to gain followers to the brand’s website through the use of
engaging, positive, and diverse content on all social platforms. In order to do this I
will be increasing the amount of content posted on the social media platforms:
Facebook, Instagram, Twitter and Snapchat, with a special focus on Snapchat and
Twitter because those are the two least popular sites and they need more
attention.
Some specific objectives include:
1. Increase visits to Positively Kendaline’s page by 15% by the end of 6 months by:
1. Promote brand using unique hashtags on all cites
2. Be more personal with audience through Sncapchat stories and Facebook Live
2. Increase number of Twitter followers by 10% by the end of 2 months
3. Increase the number of Snapchat followers by 5% by the end of 2 months
4. Increase the engagement percentage on Facebook by 15% in 4 months

9. OBJECTIVES CONT…
KPI’s:
1. Number of unique visitors to Facebook and Twitter
2. Number of followers on Instagram and Snapchat
3. Number of weekly photos, videos and Facebook Live chats posted per week on
Facebook, Instagram and Snapchat
Key Supporting Messages:
Start & End Your Day In A Positive Way
A Breath of Fresh Content

10. ONLINE BRAND PERSONA AND VOICE
Adjectives that describe my brand:
• Positive
• Inspirational
• Motivating
• Refreshing
• Lively
• Adventure-based
When interacting with customers
I am:
• Encouraging
• Optimistic
• Friendly
• Open-minded

11. STRATEGIES AND TOOLS
Paid: Every other Friday boost most popular organic content for the weekend. The
post must have an organic reach of 65 as well as a minimum of 7 likes and 2
comments.
Owned: Introduce the use of #SmileSaturdays to go along with Instagram and Twitter
posts on the weekend to encourage people to stay positive toward the end of the
week. Also document my daily activities every other day via Snapchat and post a
video saying hello to my followers to be more personal with them and asking them
to follow my social media accounts/ hop over to my website.
Earned: Monitor Twitter for keywords related to my brand like positivity, positive vibes,
smile, daily motivation, thinking outside the box to stay up to date with content/
popular trends. Partner with three “mindfulness instructors” (yoga teachers,
therapists etc) to provide 5 coupons to lessons/ sessions that month. Create
Facebook Live series featuring one of the opinion leaders listed above to promote
the coupons/ incentive.
Approved Tools: Rejected Tools Existing Subscriptions
-Hootsuite -N/A -Vimeo
-Photoshop

12. KEY DATES AND TIMING
Holiday Dates:
-Thanksgiving (promotes thankfulness/ family)
-Valentines Day (promotes love)
-Halloween (promotes open-minded thinking by dressing up as something different)
Internal Events:
-Motivation March (March 3-21) where the Mindfulness and Yoga instructors will be
present on college campuses in Florida to promote open-minded thinking/
relaxation. (during midterm week)
-November 7-14 advertise positive thinking and “giving thanks” around the
community and have everyone write what they’re thankful for that day on a poster
in chalk
Reporting dates:
-November, March and May

13. SOCIAL MEDIA ROLES AND RESPONSIBILITIES
Marketing Director- Mika Gonzalez (oversees all marketing related activity)
Social Media Manager- Alexis Allen (moderates responses on all platforms)
Social Media Coordinator- Leann Garcia (monitors social media schedule/
times)
Supporting Social Media Team Members:
Madison Wallace (advertising support)
Sheaffer Williams (customer service)

14. SOCIAL MEDIA POLICY
Social media is a large part of my daily life. At Positively Kendaline I strive to create
positive page that people can visit when they need to smile and feel refreshed
after a long day. My page is focused on fostering open-minded thinking and
encouraging others to explore life outside of their comfort zone. Some Positively
Kendaline guidelines include:
-only share positive content
-content must not be biased to one specific type of person
-content must include a call to action in order to motivate people
-treat others the way you’d like to be treated
-encourage visitors to speak their mind and welcome all opinions as long as they
don’t put anyone down/make anyone feel bad in the process
-questions and comments are always encouraged
-all communication is audience driven

15. CRITICAL RESPONSE PLAN
Scenario 1:
Someone comments something negative while I am recording a Facebook Live video,
prompting others involved with the live event to become offended.
Action plan:
1. Take a screenshot for records
2. Delete the comment
3. Mention there are to be no negative comments under any circumstances
4. Contact Alexis as soon as Facebook Live is over, to further discuss a plan
5. If other viewers have commented/ are mentioning the negative comment, Alexis
to mange direct contact with those individuals
6. Sheaffer to manage any further visitor contact/ social interactions
Pre-approved Message: (comment in conversation)
“This is a reminder that not under any circumstances are there to be any negative
comments on Positively Kendaline. All negative comments will be deleted immediately
and further negative action will prompt you to be removed from the page.”

16. Scenario 2: Someone becomes offended by an article that is posted
Action plan:
1. Coordinate with Sheaffer for direct contact with said individual
2. Interact with Alexis to manage any content that might need to be taken down
3. Alexis to evaluate what can be done in the future to prevent offensive posts/ article
links
4. Alexis to review audience psychographics to further understand perceptions of
audience/ visitors/ followers
Pre-approved Messaging: (direct message)
“Hi ______, I understand x content that was posted recently has upset you. Positively
Kendaline would like to personally reach out and give you this survey so we can
better improve our posts in the future.”

17. MEASUREMENT AND REPORTING RESULTS
Source Volume % of Overall
Traffic
Conversion
Rate
Facebook 30 unique visits
(increased by 7
visits)
23% 5.2%
Twitter 10 unique visits
(increased by 3
visits)
21% 2.3%

18. MEASUREMENT CONT…
Social Network URL Follower Count Average
Weekly Activity
Engagement
Rate
Facebook Facebook.com/
PositivelyKendaline
200 10 posts/week 73
Twitter Twitter.com/
positivelykendaline
70 13 posts/week 21
Instagram Instagram.com/
positivelykenadline
100 7 posts/ week 33
Snapchat @PositivelyKendali
ne
47 10 posts/week 15
There has been a significant increase in Facebook and Twitter followers and
the amount of engagement in Snapchat has increased less than I expected,
but it is difficult to track the analytics, so I will have Leann look into this
further.

19. MEASUREMENT CONT…
Quantitative KPIs:
-Amount and type of of interactions and engagements to the content posted on all
sites: Facebook, Instagram, Twitter and Snapchat
The March Motivation hashtag was successful on three out of four platforms:
Facebook, Twitter and Instagram and as a result I will continue this hashtag in the
future
Future actions:
-implementation of more hashtags to gain awareness
-post more Facebook Live videos, as they are becoming more trendy

20. HAVE A GREAT DAY!