The social media audit of Swamp Head Brewery shows the use of social media to increase awareness of brewery and attendance at events.

1. SWAMP HEAD
BREWERY
SOCIAL MEDIA STRATEGY
WILLIAM RAND
MAY 28, 2017

2. TABLE OF CONTENTS
1. Title: Swamp Head Brewery
2. Table of Contents
3. Executive Summary
4-6. Social Media Audit
7-8. Social Media Objectives
9. Online Brand Persona and Voice
10-11. Strategies and Tools
12. Timing and Key Dates
13. Social Media Roles and
Responsibilities
14. Social Media Policy
15-16. Critical Response Plan
17-18. Measurement and Reporting
Results

3. EXECUTIVE SUMMARY
Our social media priorities for 2017 is to increase awareness of our company through an
increase in following over our social media platforms.
Our primary focus will be to increase attendance to our brewery during regular business
hours and during special events. This will be done by increasing content of what we
have to offer at our location.
Major strategies that will support this objective are:
• Increase volume of content on social media platforms
• Expand to new platforms
• Increase quality of content posted

4. SOCIAL MEDIA AUDIT
The following chart shows the social media audit of Swamp Head for the 2017 year
Summary: Currently, we have the widest reach with our Facebook page, followed by
Instagram and Twitter. LinkedIn is a poor choice to spread awareness.
Socail Media URL Follower Count Avg. Weekly Activity
LinkedIn linkedin.com/company-beta/15456444/ 19 0
Facebook facebook.com/SwampHead/ 19,599 2
Instagram Instgram.com/SwampHead/ 7,609 3
Twitter twitter.com/SwampHead 6,335 7

5. SOCIAL MEDIA AUDIT CONT.
Audience Demographics Assessment
Survey distributed in March/April with applicant response of 1,000
Summary: Majority of those surveyed are within the 21-40 age range with males being the
majority of those who frequent breweries. Facebook are the major sources of information for those
surveyed. Their primary reason to visit is to have a relaxing, friendly environment.
Age Distribution
Gender
Distribution Primary Social Network Secondary Social Network Primary Need Secondary Need
30% 21-30 60% Male 60% Male 40% Instgram
relaxing place to have a
drink food trucks are
30% 31-40 40% Female 40% Female 40% Facebook and have fun with friends nearby for
20% 41-50 40% Facebook 15% Twitter convenience
17% 51-60 35% Instagram 5% Snapchat
3% 60-99 20% Twitter

6. SOCIAL MEDIA AUDIT CONT.
Competitor Assessment taken May 2017
Summary: Both First Magnitude and Cypress and Grove have good on premise
locations for people. First Magnitude has more content because Cypress and Grove
is new and Tall Paul’s is a smaller brewery than First Magnitude.
Competitor Name Social Media Profile Strengths Weaknesses
First Magnitde FB: First Magnitude established, large area, quality products location in Gainesville
Cypress and
Grove FB: Cypress and Grove new, large area, close to campus unknown
Tall Paul's FB: Taul Paul's
located downtown, larger variety, smaller cost in
brewing
not well known, don't have
much of their own product

7. SOCIAL MEDIA OBJECTIVE
• The primary focus for 2017 is to increase awareness through Facebook,
Instagram, and Twitter to create a larger network and reach new people
• Some specific objectives
• Increase Facebook followers by 500 in 6 months
• Increase Twitter and Instagram followers by 250 in 6 months
• Increase awareness of events held on location
• Twice a week post visual content on Facebook, Instagram and Twitter

8. SOCIAL MEDIA OBJECTIVE CONT.
• KPIs (Key Performance Indicator)
• Number of visual content posts per
week
• Number of video posts per month
• Number of followers on Facebook,
Instagram, and Twitter
• Key Message
• A relaxing place to hang with friends
• Friendly environment
• Food trucks on location
• Activities and tours on location

9. ONLINE BRAND PERSONA AND VOICE
• Adjectives that describe our brand
• Fun
• Relaxed
• Adventurous
• Eco-friendly
• When interacting with customers we
are
• Friendly
• Helpful

10. STRATEGIES AND TOOLS
Strategies
• Paid
• Videographer document inside of brewery and post on Facebook
• GeoFilter for Snapchat
• Owned
• Introduce new hashtag for an weekly event held at location
• Instagram gift opportunity for followers to post best picture of a Swamp Head beer tagging the
brewery
• Earned
• Monitor social media for beer events going on around location

11. STRATEGIES AND TOOLS CONT.
Tools
• Approved
• Hootsuite
• Buffer
• Rejected
• Agora Pulse
• Existing Subscriptions/ Licenses
• Photoshop
• SocialOomph
• Tailwind
• Crowdbooster

12. TIMING AND KEY DATES
• Holiday dates
• Key dates
• Fourth of July
• Labor day
• Memorial day
• Flag day
• Fathers day
• Internal Events
• Taco Tuesday at the brewery with
Cilantros Tacos May 30th, 5-8 p.m.
• Sausage and Suds with Mayflower
Cellars June 1st, 5-8 p.m.
• Reporting Dates:
• Reporting dates will be the first
Monday of every month

13. SOCIAL MEDIA ROLES AND RESPONSIBILITIES
• Marketing Director – Brandon Nappy
• Everything that will go on social media must go through
• Social Media Manager – Luke Kemper
• Creates potential posts for Instagram, Facebook and Twitter
• Social Media Coordinator – Maya Oren
• Coordinates ideas for potential posts and writes up drafts of posts

14. SOCIAL MEDIA POLICY
• Social media is a big part of the world today. We can use social media to inform
potential customers of deals and events. It is also helpful to remind those who
may have forgotten to visit the establishment.

15. CRITICAL RESPONSE PLAN
Scenario 1: Inappropriate message from company twitter
Action steps:
1. Delete message after recording information of message
2. Call social media manager to discuss implications
3. Social media manager drafts message and has approved by marketing manager
4. If it turns into a big deal marketing manager and owner are only ones to respond to questions
5. Owner or marketing manager will reprimand the one responsible
Pre-approved messages:
“We apologize, if there is something we can do to correct this please notify us at
luke@swamphead.com

16. CRITICAL RESPONSE PLAN CONT.
Scenario 2: Multiple sources of slander against company on social media
Action steps:
1. Do not post a reply without talking to social media manager
2. Notify social media manager of multiple negative posts
3. Social media manager will post on medium if there is any problems contact Luke on the
website
4. If they keep posting, marketing manager will contact them to set up a conversation in person
to discuss issues
Pre-approved messages
There are no pre-approved messages so that no other issues arise

17. MEASURING AND REPORTING RESULTS
Data as of May 21, 2017
Results Assessment:
Our Facebook account has received the most increase with 7% growth followed by
LinkedIn with 5%, and Instagram and Twitter with 3%. We are well within reaching our
goals set for number of user increase.
Social media content has continued to stay at and exceed 2 posts a week of visual
content. This increase is a result of the work the marketing and social media teams have
done to increase business.
Source Volume % of Overall traffic Conversion Rate
LinkedIn
20 visits +5%
growth 1% 2%
Facebook 20,970 +7% growth 31% 1%
Instagram 7,837 +3% growth 12% 1%
Twitter 6,525 +3% growth 10% 1%

18. MEASURING AND REPORTING RESULTS CONT.
Sentiment Analysis
• Measuring the 50 Facebook, 50 Instagram, and 45 Twitter posts
• Increase in likes and positive comments from beginning of social media change till now
• People enjoyed the gift giveaway on Instagram
• Negative sentiment is decreased, but centers around limited hours the brewery is open
• Proposed Action Items
• Do a gift giveaway at most 4 times per year
• Continue trying to get user generated content on our mediums
• Increase attractive events for better visual content on mediums