Fairbanks Construction created a social media plan for 2017 with the objectives of gaining more followers and increasing interaction on social media. The plan focuses on increasing content variety and engagement. Key strategies include boosting popular Facebook and Pinterest posts, using the hashtag #SunroomSunday, and developing a presence on Houzz and Pinterest where their target audience is active. Roles, policies, and a response plan were established to guide social media management. Progress will be measured through analytics and reporting on metrics like followers, posts, and engagement on a quarterly basis.

1. Julia Sutton
October 2nd, 2016

2. Table of Contents
Executive Summary ……………………………………………..…1
Social Media Audit ……………………………………………… 2-8
Social Media Objectives ………………………………………. 9-11
Online Brand Persona and Voice …………………………….12-14
Strategies and Tools……………………………………………….15
Timing and Key Dates……………………………………………..16
Social Media Roles and Responsibilities………………………..17
Social Media Policy………………………………………………..18
Critical Response Plan…………………………………………….19
Measurement and Reporting Results……………………….. 20-22

3. Executive Summary
For the year 2017, our main social media goals will be to gain more followers
and increase interaction with our target audiences through all social media sites.
The primary focus will be to cater our social posts to the specific mediums used
and their target audiences. Facebook posts will be different than Twitter tweets,
as well as Pinterest pins.
Two major social strategies that will support this objective:
1. A plan to increase the variety of content we post on all of our social media
accounts.
2. Converse and engage more with all who interact with our business through
social media.
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4. Social Media Audit
Here we will discuss the evolution of Fairbanks Construction’s presence on
Social media. Information is as of October 2016.
Social Network URL Follower Count
Average
Weekly Activity
Average
Engagement
Rate
Facebook
https://
www.facebook.com/
Fairbanks-
Construction-1291122
10461454/
1,468 3-4 posts per week 3%
Twitter
https://twitter.com/
FairbanksConstr
432 2-3 posts per week 1%
Pinterest
https://
www.pinterest.com/
fairbanks_c/
1 (just started) 1 posts per week <1%
Houzz
http://www.houzz.com/
pro/fairbanks-
construction/fairbanks-
construction
Just started Just started Just started
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5. Social Media Assessment:
Currently, our Facebook page is giving us the most interaction between our business and
customers alike. There is hardly any interaction on Twitter, but our followers keep
increasing daily. Our Pinterest page has one follower, yet has more interaction than Twitter.
The current account we have are doing fine, but can be doing a whole lot better.
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3

6. Website Analysis
Our Website generates the most traffic online. On the website the only links
to social media are Twitter and Facebook. The links are very small and
hardly any traffic from the website goes to the social sites. However, our
Facebook page generates the most traffic back to the website.
http://www.fairbanksconstruction.com
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7. Audience Demographic
Information based on 2015 surveys. 500 participants.
Age Distribution
Gender
Distribution
Primary Social
network
Need
10% 18-30
65% women
35% men
60% Facebook
10% Twitter
10% Pinterest
20% Houzz
Social media is
used to keep
up to date with
what friends
and family are
doing. Also it is
used for
inspiration and
fun.
20% 31-45
20% 46- 55
30% 56-70
20% 71-85+
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8. Audience Demographic
Based on our audience, their wants and how they use social media, we need to
learn how to better cater to the older demographic. Our research shows that
they like to interact on Facebook the most. It has been around the longest and
they are familiar with how it works. The younger audience is also on social,
specifically Twitter. However, the younger market is not our primary target
market.
Through the survey and our research we also noticed that our primary target
audience, the older generation, is on social media that helps decorate and
gives ideas on projects. For that we have to increase our use of Pinterest and
Houzz.
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9. Competitor Analysis
Competitor
name
Website Social Media Strengths Weaknesses
Window
World Ocala
http://
www.window
worldocala.c
om
https://
www.facebook.com/
WindowWorldOcala
https://twitter.com/
windowocala
http://www.houzz.com/
pro/
windowworldcorporate/
window-world
Window World of
Ocala has a strong
presence on social
media with several
sites. There posts
have interaction with
customers and have
several followers and
good reviews. Their
Houzz account is the
best site they have.
They may have
several social media
sites, but they don't
post very often.
Facebook hasn't had
a post since March
and Twitter hasn't had
a tweet since 2012. If
they aren't going to
use it, don't have it.
Ocala
Kitchen and
Bath Inc.
http://
www.ocalakit
chenandbath
inc.com
N/A
They have a beautiful
website with beautiful
pictures. They are
also the first business
to come up then you
google bathroom
remodel in Ocala.
They have no social
media that can be
found from the
website. There is no
possible interaction
online other than the
website.
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10. Competitor Analysis
Competitively speaking, Fairbanks
Construction has the upper hand in the social
media world. Our biggest social competitor
would be Window World of Ocala. However,
they may have the accounts, but don't actually
actively post on them. Window World does
have a great Houzz account, so as long as we
better our Houzz account, we will have the
upper hand on all accounts.
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11. Social Media Objectives
To meet our social media
objectives, we must first
understand who we are targeting.
The areas circled below are the
areas we serve, which is almost all
of North Central Florida. Within this
area, The Villages holds most of
our target market.
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12. Social Media Objectives
The Villages is a retirement
community, home to ages 55+,
matching our primary target
market. Based on our survey
results, this community takes pride
in their home and is actively on
Facebook, Pinterest and now
Houzz.
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13. Social Media Objectives
In 2017, the primary focus of our social media strategy will be to increase our
followers and interaction on our social media accounts. In order to do so, we will
be focusing on the social media sites our primary market use such as Pinterest and
Houzz.
Specific Objectives
1. Increase social traffic on Houzz and Pinterest by 30% by the
end of 2017
• Promote these sites on our most popular site,
Facebook
2. Increase interaction on social media by 30% by the end of
2017
• Cater our content to our specific audience
• Make posts more interactive
3. Brand our Business with a hashtag
• Have a social media campaign with #SunroomSunday
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14. Online Brand Persona and Voice
Adjectives that describe Fairbanks Construction
• Integrity
• Longevity
• Honesty
• Satisfaction
• Dedication
Adjectives that describe our workers
• Polite
• Respectful
• Friendly
• Hardworking
12

15. Online Brand Persona and Voice
The people behind the
Company
13

16. Online Brand Persona and Voice
New Posts to fulfill our new
objectives
14

17. Strategies and Tools
Paid:
Every Thursday boost most popular Facebook for Friday and the following weekend if it is an event. The post must have reached at least
50 people and 3 interactions, whether they are likes, comments, or shares.
Every Tuesday boost most popular pin on Pinterest for Wednesday. After analyzing our interactions on Pinterest we get the most traffic mid
week when people are looking for inspiration for weekend projects.
Owned:
Introduce the use of #SunroomSunday to all social media posts for the Fairbanks Construction’s sites. Start with the business using the
hashtag and then encourage customers to use it on Sundays. Have monthly contests for who has the best #SunroomSunday post. The
winner will be based on who did the most in their sunroom, or how they used their sunroom that day.
Earned:
Monitor Twitter trending hashtags related to the construction industry or our target market. Florida specific events and weather alerts are
also a good trend to look for too. Partner with senior living homes. after developing a relationship, try and develop a mini Youtube series
about how to stay safe in your home as a senior. This will help to promote the walk in tubs.
Approved tools
• Hoot suite
• Qualtrics
Tools
Strategies
Rejected tools
• none
Subscriptions
• Photoshop
• Indesign
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18. Timing and Key Dates
Holidays
Halloween
Thanksgiving
Christmas
New Years
Valentines Day
Easter
Mothers Day
Fathers Day
Internal Events
Office Christmas Party
December 20th
Spring BBQ
April 23rd
Reporting and Analysis
Reporting and analysis of social media goals
and objectives will be check every 3 months.
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19. Social Media Roles and Responsibilities
Social Media Director: Julia Sutton
Marketing Manager: Kaitlyn Wilson
Marketing Director: Elizabeth Fairbanks
Website Director: Leo G.
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20. Social Media Policy
In this day and age, social media is part of our every day lives. It helps people
connect and keeps people informed on news and events. We encourage our
employees to be on social and like, follow or share our posts.
While on social we ask employees to follow these guidelines:
• Be polite
• Be respectful
• Be helpful
• Do not talk about our competitors
• Interact with customers kindly
• Double check grammar and spelling
Fairbanks Construction takes employees behavior on social media very
seriously. If there is any vulgarity or hateful comments on your social,
corrective actions will be taken. Anything from work suspension to
possible firing can be a consequence.
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21. Critical Response Plan
When post shows wrongful information or inappropriate:
1. Screenshot the post.
2. Inform Julia (social media manager).
3. If Julia is not at work inform Kaitlyn (marketing manager).
4. Julia and Kaitlyn will discuss if post needs to just be edited to deleted.
When post has inappropriate comments from followers:
1. Screenshot the post.
2. Inform Julia (social media manager).
3. If Julia is not at work inform Kaitlyn (marketing manager).
4. Julia and Kaitlyn will discuss if comments should be deleted,
reported, or responded to.
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22. Measurement and Reporting
Website Traffic Sources Assessment
Information is based off monthly averages from Google analytics from May - October 2016
Site
Visits from
Website
Percentage of
Overall traffic
Facebook
500 visits
(10% increase)
15%
Twitter
100 vists
(20% increases)
8%
Pinterest none 0%
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23. Measurement and Reporting
Quantitative Key Performance Indicators
Reporting Period: 5 months Data from May 1st — October 1st 2016
Information is based on Goggle Analytics, Facebook Analytics, and Pinterest
Analytics.
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Site Follwers Posts Engagement
Facebook
1,468
(10% increase)
3-4 per week
(10% increase)
2-3 likes per post
(40% increase)
Twitter
433
(20% increases)
2-3
1 favorite per post
(10% increase)
Pinterest
1
(no change)
2 per week
1 re-pin per week
(20 % increase)
House
0
(just started)
0
(just started)
0
(just started)
We have definitely improved from where we started, but there is a lot of room for
improvement. Within the next 6 months we want to increase engagement by 20% and
begin our social media presence on Houzz.

24. Measurement and Reporting
Qualitative Key Performance Indicators
Reporting Period: 5 months Data from May 1st — October 1st 2016
• People are have been engaging with us on social media and are leaving us 5 star reviews on
our sites! Demonstrators said people are coming up to them and telling them how happy they
are with our products and that they have us on Facebook.
• The only bad thing people are saying is that we cost too much. We offer discounts all of the
time and unfortunately our prices are not affordable to everyone.
Proposed Action
• Begin to implement #SunroomSundays starting in November.
• Offer special discounts to those who follow us on social media.
• Prepare a game plan and strategy for Houzz.
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