This social media strategy document outlines objectives to grow Shakayla Lee's online following across various social media channels in 2016. The key goals are to increase engagement through sharing diverse and relevant content, build deeper relationships with current followers, and drive traffic between channels. An audit of current performance on Facebook and Twitter identified opportunities to increase interaction and drive more traffic to other outlets. The strategy involves using paid promotion, owned hashtags, and developing influencer relationships to achieve the objectives. It also defines brand voice, timing of key posts, roles and responsibilities, and a critical response plan.

1. Shakayla E. Lee
February 15, 2016
By: Shakayla Lee

2. Table of Contents
1. Executive Summary
2. Social Media Audit
3. Social Media Objectives
A. Demographics
- Facebook
- Twitter
4. Online Brand Persona and Voice
A. Visuals
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
● My major social media priorities for 2016 will be growing my online
following and expanding my appeal towards my targeted community.
I aim to maximize a diverse array of engaging content on my social
media channels, with the primary goal of building a deeper
relationship with my current followers while simultaneously driving
traffic to my other channels.
● Two major social strategies that will support this statement:
1. A plan to increase the personalized content on my social
media outlets that expresses a clear and unique tone that
reflects my personal brand.
2. Promote content on a specific channel that can be found on
another channel, and ensuring the content is easily
discoverable.

4. Social Media Audit
The following is an Audit of Shakayla E. Lee's social media presence to date. It includes an assessment of all
social media including web traffic, audience demographics, and a competitor analysis.
● Social Media Assessment (As of February 17th
, 2016)
Social Network URL Follower Count Average Weekly
Activity
Average
Engagement
Rate (#interactions/
reach)
Facebook https://www.face
book.com/Shaka
ylaELee/
32 5 Posts per
week
54%
Twitter https://twitter.co
m/kaylalovely_
120 50 Posts per
week
19.5%
Social Media Assessment:
● At this time, the highest outreach and engagement per posts happens on Facebook. Little
interaction happens on Twitter, and different strategies should be considered to increase
interaction going forward.

5. Social Media Audit
Website Traffic Sources Assessment (Time Frame: Monthly Average: January- February)
=
Source Volume Percentage of
Overall Traffic
Conversion Rate
Facebook 157 profile visits 40% 5%
Twitter 520 profile visits 12% 2.1%
As of right now, because I have the highest post engagement and outreach on my
Facebook Page, it is the highest driver of traffic to the website. However, It is clear by
the volume and percentage of traffic on Twitter that is is also beneficial factor in
driving people to the website as well.

6. Social Media Audit
Audience Demographics Assessment (As of February 17th
, 2016)
● Survey distributed in December/January via email upon visitor registration Total Applicant Response: 1000
Age
Distribution
Gender
Distribution
Primary Social
Network
Secondary
Social
Network
Primary Need Secondary
Need
60% 18- 30
25% 31-40
10% 41-55
5% 55- 80
65% Female
35% Male
65% Female
35% Male
60% Facebook
40% Twitter
40%
Instagram
20%
Facebook
20% Twitter
Enjoying and
relating to
positive and
uplifting
content.
Wanting to
share and
save content.
An vast majority of survey respondents are in the age group 18-30. Facebook and Instagram
are their main social networks and enjoying and relating to positive and uplifting content are
their primary reasons for visiting the social channels.

7. Social Media Audit
Competitor Assessment
Competitor
Name
Social Media Profile Strengths Weaknesses
Reyna Biddy Twitter:
https://twitter.com/dearyoufromwe
Facebook:
https://www.facebook.com/Reyna-Biddy-976539185725789/?fref=ts
She posts with a lot of
audience interaction,
and has a large
following. Her
engagement on all her
social channels are
large and consistent.
Branded hashtag is
#ReynaBiddy
She is predominately on
Twitter, Tumblr, and
Instagram so her
questions and comments
on her Facebook Page
often go unnoticed and
she does not post there
often.
All The Many
Layers
Facebook:
https://www.facebook.com/GGReneeWrites/?fref=ts
Website:
http://www.allthemanylayers.com
She has dedicated
followers that are clearly
driven from each of her
social channels. She
has a large following.
Branded hashtag is
#allthemanylayers
Being attentive to the
comments and concerns
on social media.
The following analysis focused on two competitors who have strong presences on
Facebook, Twitter, and personal websites. High quality posts are one of the main
components to the high drive of traffic to their primary social media channels. Ares where
the competition has room for improvement is being consistent on all social media channels
that their audience follows them on and staying attentive.

8. Social Media Objectives
● In 2016, the main objective of my social media strategy will be to effectively endorse
and analyze the results of my approaches in achieving my goal of driving more traffic
to my various social channels and continuing the method that works most efficiently.
My primary concern on my social media channels will be to grow my online
following and community by sharing more engaging and relevant content, whether it
be original poetry, reviews, or other stories. By appealing to the targeted audience
and creating content that sparks conversation, I will also be able to build deeper
relationships with my followers.
● Some specific objectives include:
1. Increased volume of visual content on Facebook Page by 30% in 5 months.
2. Increased likes on Facebook Page as a result of traffic driven from Twitter
account by 20 % in 5 months.
● Increased brand awareness on Twitter through increased mentions with
links to Facebook Page.
● Key Messages:
1. Empowering millennial women through poetry and expression.
- Importance of progression and growth.
- Voice the likes, concerns, and views of urban society.

9. Demographics: Facebook Page
These visuals describe my recent
total likes on my brands Facebook
Page as well as the fluctuating post
reach and engagement.

10. Demographics: Twitter
These visuals
describe my
engagement on
Twitter within the
past two months, as
well as my 28 day
analytics summary.

11. Online Brand Persona and Voice
● Adjectives that describe my brand:
– Soulful
– Encouraging
– Authentic
– Positive
– Hopeful
– Ambitious
● When interacting with followers:
– Genuine
– Engaged
– Friendly

12. Online Brand Persona and Voice
●
Below I have provided an example of my brand persona and voice. The night that Beyonce's video and single
'Formation' was released I decided to write a review to an article that I personally agreed with. The post, since
then, still engagement and in my eyes the tone of the review exemplifies my intended brand “voice”.

13. Online Brand Persona and Voice
Below I have provided a few more examples of my brand persona and voice. To the left is an original poem that
I often post on my outlets and to the right is another review of a story that I feel is significant.

14. Strategies and Tools
● Paid: Every Friday I will boost my most popular organic content that has received a
minimum on 4 comments and 4 likes, with and organic reach of 70+.
● Owned: Create hashtag, #herartandsoul and begin to use it when posting organic
content to accompany Twitter and Facebook posts. I would promote the use of the
hashtag throughout all social media channels, email newsletters, as well as printed
material.
● Earned: Monitor twitter for mentions, retweets, and replies and Facebook for likes
and shares. Search for people within my similar field and develop an influencer
relationship.
● Tools:
- Approved: Hootsuite, Rebelmouse
- Rejected: N/A
- Existing Subscriptions/ Licenses: Photoshop, Canva

15. Timing and Key Dates
● Holiday Dates:
– Valentine's Day
– Labour Day (Long Weekend)
– Thanksgiving (Holiday Break)
– Christmas (Holiday Break)
– National Poetry Day: March 21st
● Reporting Dates:
- Once a quarter every February, May, August and November. Precise dates are
TBA.

16. Social Media Roles and Responsibilities
● Social Media Manager: Shakayla Lee
● Social Media Coordinator: Shakayla Lee
● Marketing Director: Shaneka Dauley
Supporting Social Media Team Members
● Customer Support- Social Media
● Social Media Writers
● Social Media Assistant

17. Social Media Policy
In today's society, the influence of social media continues to increase and progress as the likes and interests of
users evolve and enhance. With that being said, social media is significant enough to make or break a brand.
With it's ability to allow brands to remain connected with its consumers and followers, it is extremely
important that the brand image remain positive, authentic, and cooperative. As an employee and team member
you are expected to demonstrate best practices and etiquette while operating on social which can be achieved
by following these guidelines:
- Be respectful and kind to strangers
- Do not put down competition
- Do not be insensitive, rude, or judgmental
- Use common sense
- Do not post inappropriate posts that is suggestive of illegal activity or that could insight negativity
- Feel free to express any anticipation or excitement for an upcoming brand venture
- If you are hesitant about a post feel free to ask about it- all questions are good questions!
Social media etiquette vital tool in order to have the brands best image reflected. Violation of the policy will
result in immediate corrective action and reprimands, that may lead to termination. Following the breach of the
policy, the company has the right to take any further action deemed necessary. If you have any questions or
concerns regarding the policy, please contact the manager.

18. Critical Response Plan
Scenario: Inappropriate Tweet or Facebook Post (@kaylalovely_/ ShakaylaELee)
Action Plan
1. When post is detected:
– Take a screenshot (Command+ Shift + 3 on mac)
– Delete Tweet
– Alert Shakayla Lee (social media manager). If Shakayla unavailable,
contact Shaneka Dauley (Marketing Director)
2. Shakayla will proceed to communicate with Shaneka about the impact of the post
and discuss their actions going forward.
3. Shakayla will develop an appropriate follow up post and discuss with Shaneka for
approval.
4. If media has picked up on the tweet, Shaneka will manage further direct contact.
If Shaneka is unavailable, Shakayla (owner) will then manage and asses the issue.
5. Shakayla and Shaneka will discuss if the employee responsible for the post will
receive disciplinary reprimanding.

19. Measurement and Reporting Results
● Quantitative KPI's:
Reporting Period: 2 months
Date as February 17th
, 2016
● Social Network Data (As of February 17th
, 2016)
Social Network URL Follower Count Average Weekly
Activity
Engagement
Rate
Facebook https://www.face
book.com/Shak
aylaELee/
32 5 Posts per
week
18
+59%
Twitter https://twitter.co
m/kaylalovely_
120
+11%
53 posts per
week
+29.3%
546
+47.2%
(Profile Visits)
Qualitative KPI's:
● There has been several positive comments and likes on posts that involve visual content that
lead to shares featuring comments of their own.
Proposed Action Plan:
● Continue to progress the #herartandsoul campaign
● Create a website that followers and viewers can go to that compiles my poetry and promotes my
brand