This document outlines a social media strategy plan for a comedian named Harry Kassal. The plan's main objective is to promote Harry's stand-up comedy and drive more audience members to his shows. Key tactics include engaging with fans on social media, sharing videos and photos, and monitoring hashtags. The plan also assesses Harry's brand persona, competitors, and provides guidelines for social media use and critical incident response. Progress will be measured by follower growth and engagement statistics.

2. Table of Contents
1. Executive Summary
2. Social Media Audit
3. Competitor Assessment
4. Social Media Objectives
5. Online Brand Persona and Voice
6. Strategies and Tools
7. Timing and Key Dates
8. Social Media Roles
9. Social Media Policy
10. Contact Info
11. Critical Response Plan
12. Measurements

3. Executive Summary
• My major concern throughout this year will be to gain followers and
fans to promote my personal brand. I will do this through various
social media outlets such as Twitter and Facebook. I will fully utilize
social media in the pursuit of entertaining people.
• Strategies to support objective
1. Engage potential fans by reaching out and not remaining passive.
2. Share videos and pictures for additional exposure.

4. Social Media Audit
• Data from February 16th

5. Social Media Audit (Cont)
• Website Traffic Assessment
• Audience Demographic Assessment (YouTube and Facebook)

6. Competitor Assessment
Competitor Name Social Media Strengths Weaknesses
Hannibal Buress www.facebook.co
m/HannibalBuress
Cover photo is
animated and
informs audience
of who he is.
Lacks an in depth
about section.
Stephen Colbert https://twitter.com/
StephenAtHome
Uses photos to
inform followers of
guests and other
important details.
His photo is not
indicative of who
he is.

7. Social Media Objectives
• In 2016, the main focus of my social media strategy is to promote my
stand up comedy. If I do a better job promoting, more people will
come to the shows providing a fuller audience. I will achieve this goal
through having a more prevalent voice on social media. I will drive
unique users to my brand by posting photos and interacting with
hashtags.

8. Social Media Objectives (Cont.)
• KPIs
• Quantitative
1. Number of Facebook and Twitter Impressions.
2. Number of Facebook and Twitter followers.
• Qualitative
1. Customer loyalty metric.
2. Customer acquisition cost.
• Key supporting messages
1. Harrytellsjokes
2. COMEDIAN/RAPPER/WRITER

9. Online Brand Persona and Voice
• Adjectives that describe Harry Kassal
i. Funny
ii. Dark
iii. Bold
iv. Real
• When Interacting with fans I am
i. Grateful
ii. Prompt

10. Persona Example

11. Strategies and Tools
• Strategies to Will Support Our Social Media Objectives
• Paid
• Look back through news feed and boost most popular relevant posts.
• Continue to boost popular Tweets and posts.
• Earned
• Monitor Twitter and link my buffer account to key terms such as funny or comedian.
• Tools
• Approved
• Buffer
• Hootsuite
• Existing Licenses
• Photoshop
• Premier Pro

12. Timing and Key Dates
• Key Dates
• SwampCon: February 14th
• Turkey Show: November 23rd
• Internal Events
• Write Regularly
• Reporting Dates
• NA

13. Social Media Roles
• All Tweets, posts, pictures and videos made are all from
the creative mind of Harry Kassal.
• Social Media is different for someone in the public eye as
apposed to a brand.

14. Bad uses of Social Media
Above is LA Lakers coach, Byron Scott, who’s way of interacting with people
on social media is to threaten them. This blew up on Scott as it was all over
Sports Center for weeks, and his personal brand was hindered.

15. Good uses of Social Media
• Below is a snippet from a Twitter feud between comedian, Daniel Tosh, and
Skateboarder, Rob Dyrdek. The fight was initiated because both Tosh and
Dyrdek have similar shows on different networks. Tosh responds in a way that
shows he’s joking and establishes that his show is better, without violence.

16. Social Media Policy
• Social media was made to interact with others that share similar interests. I
use it to show off new jokes and inform followers where they can see me,
even if that is just a video. As the social media manager for my own brand I
will attend to the following guidelines.
• *One thing that is relevant to my brand that is not for a traditional social media
plan is sarcasm (as expressed in the Daniel Tosh example).
• Being in the entertainment industry I will run into my fair of internet "trolls"
and, just like on stage when you get heckled, you look stronger confronting it
head on as apposed to being nice or ignoring it.

17. Social Media Policy (Cont)
• Use sarcasm with a purpose.
• Do not publically insult someone that does not deserve it.
• As a whole be respectful.
• Be thankful.
• Answer questions in a timely manner.
• Don't reinvent the wheel.
• Interact with other comics appropriately.
• All photos or videos posted should be edited and esthetically pleasing.
 Harry Kassal is stern regarding this policy and any deviation from it will result in immediate
termination. Smearing the Harry Kassal brand can also put you in legal trouble, including
criminal prosecution. The HR staff can address any additional questions.

18. Contact Info
•

19. Critical Response Plan
• Scenario One
• Inappropriate tweet sent to @harrykassal
1. Detect potential Twitter troll.
2. Decide if Tweet should be ignored or retaliated.
Scenario Two
• A tweet I wrote offends a group of people.
1. Apologize and delete the Tweet immediately.
• Pre-approved Message: All jokes told are in good fun. I never mean to upset anyone
I am sorry if my Tweet earlier offended anyone. I wouldn’t be here without the loving
support of my fans, and if I could take back my comment I would.

20. Measurements
All measurements take from January 1 through February 21.
Website traffic statistics unavailable.
Results Assessment: My follower rate has improved 41% over the last
month and a half.