Molly Robinson created a social media strategy document to grow her online following and drive more traffic to her websites and social media profiles in 2016. Her key objectives are to increase unique visitors by 30% in 6 months by posting more frequently and engaging content across LinkedIn, Twitter, Facebook and her website. She also aims to grow her Twitter followers by 1000 and increase posts on Facebook and LinkedIn by 40% in 6 months. Molly will monitor trends and news to post engaging visuals and videos, while also using hashtags and boosting popular posts to promote brand awareness.

1. SOCIAL MEDIA STRATEGY
By: Molly Robinson - 2/21/2016

2. TABLE OF CONTENTS
1.Title Page
2.Table of Contents
3. Executive Summary
4-7. Social Media Audit
8. Social Media Objectives
9. Online Brand Persona andVoice
10. Strategies andTools
11.Timing and Key Dates
12. Social Media Roles and Responsibilities
13. Social Media Policy
14. Critical Response Plan
15-16. Measurement and Reporting Results

3. EXECUTIVE SUMMARY
• My social media priorities for 2016 will be focused around growing my online
following.
• My focus will be to drive more traffic to all of my social media platforms (Facebook,
Twitter, Instagram, LinkedIn, RebelMouse, etc.) as well as my website by sharing more
engaging and relevant content with my followers.
• My media strategy supporting this objective:
• A plan to increase the number of posts published to all of my social media
profiles.And for said posts to include engaging content and encourage
conversation amongst my followers.

4. SOCIAL MEDIA AUDIT
Social Media Assessment Date: 2/21/2016
Social Network URL Follower Count Average Weekly Activity Average Engagement Rate
Facebook https://www.facebook.com/MollyRobinson/ 103 14 posts per week 5%
Twitter https://twitter.com/Molls_Robinson 231 16 posts per week 6%
Website http://mollyanne1193.wix.com/home 0 0 posts per month 0%
LinkedIn https://www.linkedin.com/in/mollyrobinsonnews 609 0 posts per month 0%
Assessment Summary: My LinkedIn currently has the most followers, but I don’t publish any posts on LinkedIn, so my engagement is suffering. My Facebook an
My LinkedIn currently has the most followers, but I don’t publish any posts on LinkedIn, so my engagement is suffering.
My Facebook and Twitter are decent, but I would like to increase my number of engaging posts on both. As for my website,
I haven’t updated it in over a year and it is sorely lacking content and traffic.
Social Media Assessment

5. SOCIAL MEDIA AUDIT
WebsiteTraffic Sources Assessment
Website Traffic Sources Assessment: Timeframe Last 28 Days Date: 2/21/2016
Source Volume % of Overall Traffic Conversion Rate
Facebook 1,059 People Reached 100% 100%
Twitter 457 Profile Visits 4% 1.2%
LinkedIn 11 Page Views 0.7% 0.3%
Assessment Summary:
I only created my Facebook page in the last 28 days which is why the overall traffic and conversion rate reached
is 100%. Twitter and LinkedIn are further behind so I need to work on increasing published posts on both.

6. SOCIAL MEDIA AUDIT
Audience Demographics Assessment
Audience Demographics
Assessment Date: 2/21/2016
Age Distribution Gender Distribution
Primary Social
Network
Secondary Social
Network Primary Need Secondary Need
75% 18 - 24 66% Female 50% Facebook 40% Twitter
To keep in touch with
friends and followers
I don’t see daily
To expand my brand
and network with
new contacts and
followers
8% 45 - 54 33% Male 30% Twitter 30% Facebook
6% 35 - 44 20% LinkedIn 30% LinkedIn
5% 25 - 34
5% 55+
Assessment Summary:
The majority of my followers are female and many of them use Twitter and Facebook to
stay updated and in contact with their followers

7. SOCIAL MEDIA AUDIT
Competitor Assessment
Competitor Assessment: Date: 2/21/2016
Competitor Name Social Media Profile Strengths Weaknesses
Jacob Schrull @JacobSchrull
He posts often and he’s witty/funny when
he does
He’s good on Twitter but only
recently made an Instagram and
still hasn’t made a Facebook page
Nikki Del Castillo @NikkiDelCastle
She posts engaging content frequently and
her personality also shows through her posts
She’s still lacking a presence on
other social media platforms
Assessment Summary:
As a soon to be college graduate, I’m ahead of my competition by running on several platforms; but I need
to post more on the platforms I do have and I can’t be afraid to let my personality show in my posts

8. SOCIAL MEDIA OBJECTIVES
In 2016, my primary focus will be to driving more
traffic to my website and social media platforms by
posting more engaging content. In order to do so, my
social media priority will be growing my online following
by sharing more frequently and more relevant content.
Objectives include:
• Increase the amount of unique visitors from to
website and social media platforms by 30% in 6
months by increasing my amount of published posts
on LinkedIn and my website, increasing the amount of
hashtags used onTwitter and Facebook, and building
brand awareness through more fun and creative posts.
• IncreaseTwitter followers by 1000 in 6 months.
Increase amount of content published on Facebook
and LinkedIn by 40% in 6 months.

9. BRAND PERSONA &VOICE
Adjectives that describe my brand:
• Engaging
• Insightful
• Newsworthy
• Fun
When Interacting With Followers:
• Friendly
• Encouraging
• Inquisitive

10. STRATEGIES &TOOLS
Paid:
• I plan to boost my most popular Facebook
posts. But the posts I boost must have a high
organic reach as well as a minimum of 10 likes
or 5 comments.
Owned:
• I would like to start using #NewsieTues,
#MotivationalMonday and other fun hashtags
to myTwitter and Instagram posts. I’ll
encourage my followers to use the hashtags
too. I’ll promote the hashtags across all social
platforms.
Earned:
• I’ll monitorTwitter and Instagram for keywords
and breaking news. I’ll post creative visuals and
videos related to trending topics.
ApprovedTools:
• Hootsuite
• Tweetdeck
• Buffer
• Canva
RejectedTools:
• N/A
Existing Subscriptions:
• Premiere Pro
• Photoshop
• Adobe Audition

11. TIMING & KEY DATES
Holiday Dates
Valentine’s Day, March 10th,Veteran’s Day (My Birthday),
October 13th,Thanksgiving, Christmas Eve, Christmas
Internal Events
National Association of Broadcaster Convention:April, 2016
University of Florida Graduation:April 29, 2016
Excellence in Journalism Conference: September, 2016
Reporting Dates
Reporting will occur after quarterly sweeps in February, May,
July and November

12. SOCIAL MEDIA
ROLES & RESPONSIBILITIES
• I will be responsible for content
curation, posting, brand
promotion, follower
engagement, and critical
response on my website and all
active social media platforms.

13. SOCIAL MEDIA POLICY
My social media policy is as follows:
• Respond promptly and seriously to all followers
• Be respectful of followers, myself, and my brand
• Update my brand and platforms whenever possible
• Stay true to your goals and dedicated to this policy
• Be fun and inspiring, but maintain a professional air

14. CRITICAL RESPONSE PLAN
Scenario 1: Inappropriate Content Posted
Scenario 2: Copyright Conflict
• As an individual representing myself and my brand, I would remove
all inappropriate material from the internet to prevent more
damage. I would immediately apologize to all who were hurt by
my potentially dangerous or inappropriate post.
• Sometimes copyright issues arise onYouTube from use of certain video
or music.When this happens, I watch the clip that the complaint is
against. I usually am able to argue that the videos are fair use because I
am a journalist and we were able to use clips of the videos during the
shows I produce for those purposes. If not, I would either remove the
video or work out a deal with the entity that issued the complaint so
the video could remain onYouTube.

15. MEASUREMENT & REPORTING
Over the last 7 days:
Facebook LinkedIn
Over the last 28 days:
Twitter
Social Network URL Follower Count
Facebook https://www.facebook.com/MollyRobinson/ 103
Twitter https://twitter.com/Molls_Robinson 231
Website http://mollyanne1193.wix.com/home 0
LinkedIn https://www.linkedin.com/in/mollyrobinsonnews 609

16. Results Assessment:
• I’ve increased my number of tweets by 50% which has caused
my number of impressions to go up by nearly 200%
• Unfortunately, I’ve only had 2 profile views on LinkedIn this
week and only 11 views total in the past month. My Facebook
stats don’t look much better.
• I need to increase my volume of posts on all social platforms
MEASUREMENT & REPORTING