Sophia Guerra has created a personal brand plan to increase her social media following across channels like Instagram, Twitter, and Facebook. Her plan includes conducting a social media audit to analyze her current performance, setting objectives to grow her follower count and improve content quality, defining her online brand persona as stylish and creative, and implementing strategies like weekly live videos and sponsored posts. She has outlined key responsibilities for her role as Social Media Director, as well as Manager and Coordinator roles, and sets review dates to measure the success of her strategies.

1. Sophia
Guerra
Personal
Brand
Sophia
Guerra
10/8/17

2. Table
Of
Contents
• Execu=ve
Summary
• Social
Media
Audit
• Social
Media
Objec=ves
• Online
Brand
Persona
and
Voice
• Strategies
and
Tools
• Timing
and
Key
Dates
• Social
Media
Roles
and
Responsibili=es
• Social
Media
Policy
• Cri=cal
Response
Plan
• Measurement
and
Repor=ng
Results

3. Execu=ve
Summary
• In my personal brand, I would like to
increase my following on all social media
channels, and have a clear and concise
theme throughout my channels
consistent with my personal brand.
• Two Strategies:
– 1. A plan to post relevant and creative
content consistent on all channels.
– 2.
Brainstorm,
research
and
streamline
my
brand
to
be
more
professional.

4. Social
Media
Audit
Assessment
Summary:
Instagram
is
the
channel
with
the
most
engagements,
I
will
focus
on
building
it
up.
Pinterest
has
the
least
amount
of
engagements
and
is
mainly
used
for
personal
entertainment,
not
promo=on
of
my
brand.
Assessment Summary: Twitter has slightly more volume and engagement than
Facebook. Although there isn't data available to Instagram, there is a lot of traffic to the
app.

5. Social
Media
Audit
(con=nued)
• Assessment
Summary:The
majority
of
my
followers
are
around
my
age,
18-­‐30.
The
rest
are
my
parent's
and
teacher's
age,
31-­‐40
and
41-­‐55.
The
primary
need
when
visi=ng
my
page
woud
be
an
interest
in
viewing
my
content.
Secondary
would
be
that
the
page
was
referred
to
them
or
showed
up
on
their
=meline.
Assessment
Summary:
These
personal
brands
have
the
most
similar
following
and
content,
therefore
I
thought
they
would
be
my
biggest
compe=tors
in
a
personal
brand.
The
analysis
was
taken
from
Instagram.

6. Social
Media
Objec=ves
• Quan/ta/ve:
• Number
of
Instagram
• Followers
Number
of
Twi[er
Followers
• Number
of
Facebook
Followers
• Number
of
video
posts
on
Instagram
every
week
• Qualita/ve
• Sen=ment
Analysis
• Quality
of
Videos
• Quality
of
Photos
• Key
Suppor/ng
Messages:
• Showcase
food,
fashion
and
beauty
in
crea=ve
ways
• Everyday
college
life
with
a
bit
of
travel
and
adventure

7. Online
Brand
Persona
and
Voice
• Adjec/ves
That
Describe
Our
Brand:
• Stylish
• Modern
• Unique
• Crea=ve
• Examples
of
Brand
Voice
in
Social
Media
Interac/ons:
• Light-­‐hearted
• Funny
• Friendly

8. Strategies
and
Tools
• Paid:
• 1
Boost
best
performing
Facebook
posts
at
least
once
a
week.
• 2
Sponsor
products
to
be
featured
in
their
social
media
posts
to
gain
new
followers
and
unique
visitors.
• Owned:
• 1
Every
Friday,
post
a
live
video
with
a
different
topic,
like
a
makeup
tutorial
or
giving
advice
on
fashion.
Ask
followers
to
follow
along
and
ask
ques=ons
with
the
hashtag
#liveFriday.
Post
and
promote
hashtag
and
videos
on
all
social
media
channels
and
post
video
on
YouTube
acer
it
is
filmed.
• 2
Every
Monday
&
Wednesday,
post
to
Instagram
a
new
song
or
store
you
have
not
posted
about,
something
new
for
your
followers
to
have.
Then
create
a
hashtag
#FreshPicksMonday/Wednesday
and
have
your
followers
follow
the
hashtag
and
use
it
to
recommed
things
they
like
as
well.
• Earned:
• 1
Post
at
least
one
ougit
photo
on
all
social
channels
with
links
on
where
to
get
the
products.
If
followers
like
picture
and
tag
2
friends,
they
could
be
entered
to
win
gic
card
to
clothing
store.
• 2
Tag
companies
when
wearing
their
products
to
be
an
ambassador
and
get
promo
codes
to
distribute
to
followers
when
they
like
the
photos.
• Tools:
• Approved
• Buffer
• Twi[er/Facebook
Analy=cs
• Rejected
N/A
• Exis7ng
Subscrip7ons/Licences:
• InDesign
• Photoshop
• VSCO

9. Key
Dates
and
Timing
• Key
Dates
• Valen=ne's
Day
• Halloween
• Black
Friday
• Beginning
of
Seasons
• Christmas
• Internal
Events
• Beginning
of
seasons:
photoshoot
weekends
at
des=na=ons
• Lead
Times
• Preparing
content
for
important
seasons
and
holidays
will
start
a
month
prior
to
the
date.
• Repor/ng
Dates
• Once
a
quarter
in
September,
December,
April
and
July

10. Social
Media
Roles
and
Responsibili=es
• Social
Media
Director:
[Sophia
Guerra]
• Responsibili/es:
Oversee
the
Manager
and
Coordinator
posi=ons,
create
new
strategies
and
edit
those
of
the
rest
of
the
team
before
they
are
implemented.
Keep
brand's
image
and
mission
statement
in
mind
at
all
=mes.
• Social
Media
Manager:
[Bella
Guerra]
• Responsibili/es:
Strategize
and
implement
tac=cs
to
the
brand's
social
media
channels
to
increase
followers
and
improve
content.
• Social
Media
Coordinator:
[Gaby
Ruiz]
• Responsibili/es:
Work
with
brands
and
other
companies
to
promote
brand,
run
sponsorships
and
keep
up
good
rela=ons
with
people
in
the
business.

11. Social
Media
Policy
• Social
Media
is
used
not
only
to
promote
the
brand
but
to
also
connect
with
followers
and
build
las=ng
rela=onships
with
them.
It
will
be
used
only
in
the
most
posi=ve
light
and
will
always
have
the
mission
statement
of
the
brand
at
the
forefront
of
all
posts.
• The
following
guidelines
must
be
followed
in
order
to
par=cipate
in
the
social
media
prac=ces
of
Sophia
Guerra
brand:
• Treat
all
employees
with
respect
• Respond
posi=vely
to
all
comments
and
references
to
the
brand
• Do
not
post
anything
containing
foul
language,
disrespecgul
messages
or
profanity
• Think
outside
the
box
• Crea=vity
is
KEY
• Think
about
all
age
ranges
when
pos=ng
references
to
pop
culture
• Have
fun!

12. Cri=cal
Response
Plan
• Scenario
One:
Inappropriate
Response
to
a
Comment
• Ac2on
Steps:
• Screenshot
comment
and
response
• Delete
comment
and
response
• Apologize
to
commenter
on
direct
message
• If
media
finds
it,
contact
Sophia
Guerra
or
Taylor
Perez
•
Pre-­‐approved
Messaging:
Responses
dependent
on
how
severe
comments
were
and
will
be
dealt
with
on
a
case-­‐by-­‐case
basis.

13. Cri=cal
Response
Plan
(con=nued)
• Scenario
Two:
Accounts
are
hacked
and
inappropriate
content
is
posted
• Ac2on
Steps:
• Contact
the
app
or
social
media
outlet
about
the
problem
immediately
• Shut
down
account
momentarily
un=l
pos=ng
stops
and
passwords
are
restored
• Contact
Sophia
Guerra
or
Taylor
Perez
if
media
picks
up
the
inappropriate
content
• Pre-­‐approved
Messaging:
"Today,
our
accounts
were
hacked
and
inappropriate
content
was
posted.
We
apologize
for
anyone
offended.
Our
accounts
will
be
up
and
running
as
soon
as
security
is
restored."

14. Contact
Informa=on

15. Measurement
and
Repor=ng
Results
Results
Assessment:
All
channels
responded
posi=vely
to
improved
photo
quality
and
increased
interac=on
with
followers.
A
lot
of
followers
and
interac=on
came
from
videos
being
posted
on
the
Facebook
page,
which
will
be
increased
going
forward.
Sen/ment
Analysis:
The
most
posi=ve
comments
came
from
the
increase
in
professional
photos
and
streamlined
crea=ve
content.
Followers
also
responded
posi=vely
to
video
posts,
which
will
also
incorporate
live
video
in
the
future.