The document outlines a social media strategy for 2016 aimed at increasing online following and community influence through enhanced content sharing and engagement. It includes an audit of current social media presence, audience demographics, competitor analysis, and specific objectives for growth, focusing on platforms like Instagram and Tumblr. Key strategies involve scheduled posts, hashtag promotion, and the establishment of social media guidelines for representatives.

1. 1. Executive Summary
2. Social Media Audit
a. Social Media Assessment,
b. Traffic Sources Assessment,
c. Customer Demographics Assessment
d. Competitor Assessment
3. Social Media Objectives
4. Online Brand Persona and Voice
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

2. EXECUTIVE SUMMARY
Our primary social media goal for this upcoming year (2016) will be to grown our online
following as well as influence our community.
We will focus on finding creative ways to share content, engage more and inspire our followers.
Two major social strategies will support this objective:
1. Increase how much content we publish on any given day
2. Boost engagement about our content
SOCIAL MEDIA AUDIT
The following is an audit of Sarah Acosta-Rubio social media presence to date. It includes an
assessment of all social networks, web traffic audience demographics, and a competitor analysis.
Social Media Assessment: Data as of February 20, 2016
Social Media Assessment: At this time, the most interactions per post happen on Instagram.
Little to no interactions occurs on Facebook and posting more frequently should be consider
moving forward.
Social
Network
URL Follower
Count
Average
Weekly
Activity
Average Engagement
Rate
#Interactions/reach
Twitter
Twitter.com/
Svacostarubio
40
3 posts per
week
1%
Facebook
Facebook.com/
Sarah Acosta-Rubio
3
1 posts per
two weeks
.5%
Instagram
Instagram.com/
Svacostarubio
473
2 posts per
week
Average interactions
per post = 65
Tumblr
Tumblr.com/
Svacostarubio
109
2 post per
week
2%

3. Website Traffic Sources Assessment: Timeframe: Monthly average
Source Volume % Of Traffic Conversion Rate
Twitter 10 visits 2% 2%
Facebook 1 0 0
Instagram NO DATA NO DATA NO DATA
Tumblr 50 visits 5% .02%
Traffic Assessment: At this time, Tumblr brings in the biggest traffic to our website. Although
there is no direct data for Instagram, a lot of interaction and conversations happen on this
network.
Audience Demographics Assessment: Survey distributed in via email and upon
subscription. Total applicant responses: 1000
Age
Distribution
Gender
Distribution
Primary Social
Network
Secondary
Social Network
Primary
Need
Secondary
Need
70% 18 – 30
20% 31 – 40
10% 41 - 55
0% 56 - 80
60% Female
40% Male
60%Female
40%Male
10%Facebook
50%Instagram
20% Twitter
40%Instagram
20%Facebook
20% Twitter
Thinking
content is
cool
Finding
inspiration in
content
Audience Demographics Assessment: The majority of surveyed respondents are in the 18-30
age group. Instagram and Twitter are the core social networks. Thinking content is cool is the
primary reason for liking content. Focusing on Facebook content should be noted to move
forward.

4. Competitor Assessment
Competitor
Name
Social Media
Profile
Strengths Weaknesses
Aime Song
Instagram:
SongofStyle
Post frequently, content
is cohesive. Uses same
filter. Interesting
content. Gives tips,
humanized brand.
Doesn’t interact with her
audience. Questions go un
answered.
Danielle
Josepth
Instagram:
HelloFucntion
Uses hashtags
#hellofunction to
promote content. Posts
work and tags
companies looking for
content.
It’s not cohesive. Brand voice
isn’t strong.
Keya
Vadgama
TW: Kvgm
Uses Twitter to
showcase her work.
Interacts with other
graphic designers
Low engagement. Doesn’t post
frequently
Competitor Assessment Summary: The above analysis focused on three major competitors
with a strong social presence on Instagram and Twitter. Good quality content is the main reason
of engagement and community following. The use of hashtags plays a big factor when it comes
down to brand reaching. On the other hand, they can improve on communication with audience
and frequent postings.
SOCIAL MEDIA OBJECTIVES
The primary objective of our social media strategy will be to increase followers and influence
our community by posting creative content. In order to do this, we will schedule posts and
engage more with our audience.
Some specific objectives include:
1. Increase followers by 100 in a matter of 5 months by:

5. a. Increase brand awareness by posting more frequently
b. Use hashtags across social media platforms
2. Increase volume of visual content published on Facebook and Instagram channels by 40% in 6
months.
The following is the demographic example we are trying to reach:
ONLINE BRAND PERSONA AND VOICE
Adjectives that describe our brand:
• Lively
• Fashion forward

6. • Colorful
• Fun
• Sarcastic
STRATEGIES AND TOOLS
Paid: Every two-weeks pay for ads that have to do with our brand. If possible, further our own
posts. Every Friday boost most popular organic Instagram posts for the weekend.
Owned: Introduce the use of #SarahSundays on Instagram and Twitter posts. Encourage
community to use it. Promote hashtag through other social media platforms, as well as give
incentive to those that use it.
Earned: Monitor hashtag used and generate giveaways to those that use it. Also, partner up
with other influencers and come up with a “Day in the life” of each advocate and share
throughout social media platforms. Have them repost and shout us out.

7. TOOLS
Approved Tools
• Hootsuite
• Behance
• Snapchat
• Buffer
• VSCO
• YouTube
Existing Subscriptions/Licenses
• Photoshop
• Illustrator
TIMING AND KEY DATES
Key Holy Dates
• Christmas
• Valentines
• Thanksgiving
• Halloween
Other Key Dates
• New York Fashion week
• London Fashion Week
• Paris Fashion week
Weekly & Daily
• Keep in mind #hashtag trending during any given week or day
• Post three times a week
o Mondays
o Wednesdays
o Saturdays
SOCIAL MEDIA ROLES AND RESPONSIBILITIES
• Marketing Director –Sarah Acosta-Rubio

8. • Social Media Manager – Sarah Acosta-Rubio
• Social Media Coordinator – Sarah Acosta-Rubio
• Creative Content - Sarah Acosta-Rubio
SOCIAL MEDIA POLICY
Social media is something that is used in our everyday lives. We use it to reach out across
different communities, share content, and interact with our audience. As a representative of
Sarah Acosta-Rubio, you are expected to conduct yourself with etiquette and respect. The
following are some simple guidelines.
• Be respectful
• Don’t bash other brands
• Be polite
• Solve problems
• Be nice
• When sharing our content on your own social media platforms make sure you follow the
guidelines Sarah Acosta-Rubio has set forth.
NOTE: Sarah Acosta-Rubio is serious about following these guidelines. Violation of such terms
will result in corrective action plan. You may be subject to legal prosecution as well as
termination of contract. Should you have any concerns please feel free to speak to Sarah Acosta-
Rubio herself.
CRITICAL RESPONSE PLAN
Example 1: Inappropriate content posted on Instagram
Action Plan
1. When picture is detected: Take screenshot then proceed to delete post.
2. Let the Social Media Manager know.
3. Discuss impact of the post
4. If the media has gotten a hold of the post, Sarah Acosta-Rubio will deal with all direct
contact.
5. Consider posting something else to address the issue to our community
Example 2: Unsuitable Tweet Sent from Sarah Acosta-Rubio

9. Action Plan
1. Take screenshot of tweet then proceed to delete it.
2. Alert the Social Media Manager
3. Discuss impact of tweet
4. Address the Tweet on all social media platforms
IMPORTANT: These are only a few scenarios that could happen while on social media. If for
any reason an issue comes up please alert the Social Media Manager as soon as possible. Action
will be taken accordingly.
MEASUREMENT AND REPORTING
Quantitative KPIs
Reporting period: 3 month
Website Traffic Sources Assessment - Timeframe: Monthly
Source Volume Percentage of Overall Traffic Conversion Rate
Twitter 20 visits 10% 2.3%
Facebook 3 visits .3% 0%
Instagram NO DATA NO DATA NO DATA
Tumblr 50 visits 5% .5%
• Although there is no direct data from Instagram, it should be noted that most of the traffic
comes from interactions and visits to this network.
Social Network Data - Timeframe: Monthly
Social
Network
URL
Follower
Count
Average
Weekly
Activity
Engagement Rate

10. Twitter Twitter.com/ Svacostarubio
58 + 30%
growth
10 posts per
week +5%
increase
4%
Facebook
Facebook.com/
Savacostarubio
20 + 100%
growth
9 posts per
week
+10% increase
6%
Instagram
Instagram.com/
Svacostarubio
519 +10%
growth
3 posts per
week
+10% increase
Average
interactions per
post = 80
Tumblr Tumblr.com/svacostarubio
179+ 30%
growth
6 post per week
+ 5% increase
30% reblogs
• Our Instagram following has grown by 47 followers in a month, keeping us on track
when increasing out following. Its important to note that the most interaction happens on
Tumblr, with the increase of 30%
• The creation of visual content has given us a remarkable amount of new followers. A key
tactic on this social media movement has been the use of the hashtag #SarahSundays,
which is shared throughout all the networks. Our community loves this content.
Qualitative KPIs
• Most interactions happen on Instagram and Tumblr
• Positive feedback from our community shows that visual content has been taken very
well.
• This also includes, reblogs, shootouts, and the use of #SarahSundays