The document outlines a social media marketing plan for Jasmine Melendez's personal brand. The plan's key objectives are to increase engagement on her social media accounts and blog by creating more shareable content weekly and interacting with similar accounts. She will focus on increasing followers on Twitter and likes on Facebook over 3 months through 4 weekly posts incorporating hashtags. Progress will be measured quarterly against goals for new followers, likes, and shared posts.

1. The Brand Called YOU:
Jasmine Melendez
February 20, 2016

2. Executive Summary
My social media priority for 2016 is to grow my
online following on my social media sites and
my blog.
Two major social strategies to support this
objective:
1. Create more shareable content each
week
2. Interact with users who have content
similar to mine.

3. Social Media Audit
As of Feb. 20, 2016
Social Network URL Follower Count Average Weekly
Activity
Average
Engagement Rate
Twitter Twitter.com/jas
minemPR
40 7 posts per
week
0.27%
Facebook Facebook.com/
jasminemPR
20 3 posts per
week
0%
WordPress Wearejemz.wor
dpress.com
9 1 post per
month
3%
LinkedIn linkedin.com/in
/jasmine-
melendez-
43169b7a
37 1 post every 3
months
0%
Social Media Assessment:
Currently, I am struggling in my social media engagements. My Twitter
engagements have increased recently, so I believe engagement will increase here
soon. I have visitors on my blogs but I need more engagement (i.e. comments).

4. Website Traffic Sources Assessment
As of Feb 1, 2016
Source Volume % Overall Traffic Conversion rate
Twitter 4,824 unique views 70% 5%
Facebook 20 unique views 1% 0.5%
WordPress 44 unique views 2.3% 0.3%
LinkedIn 10 unique views 0.50% 0.02%
Assessment Summary:
The largest driver of traffic is Twitter. WordPress gets 44 unique views
in a month and Facebook gets 20, but with little to no engagement.

5. Audience Demographic Assessment
Age
Distribution
Gender
Distribution
Primary
Social
Network
Secondary
Social
Network
Primary
Need
Secondary
Need
75% 18-30 65% Female 60% Twitter 70% Twitter Entertainme
nt
Find style
and
20% 31-40 35% Male 20%
Wordpress
5%
WordPress
makeup tips
4% 41-55 15%
Facebook
5% LinkedIn
1% 56-80 5% LinkedIn 15%
Facebook
Assessment Summary:
The majority of readers are 18-30 years old. The majority
are women. Their main platforms are Twitter and
LinkedIn. The reason for visiting the site is
entertainment.

6. Competitor Assessment
Competitor Name Social Media Profile Strengths Weaknesses
Natalie Walker FB TheWalkingTrend -More likes
-More frequent
content
-Entertaining
content
- Not much
engagement on
posts
Corey Zimmerman FB Corey
ZImmerman
- Aesthetic profile
- Many likes on
the page
- A lot of
engagement on
the page
- Hasn’t posted
recently
Competitor Assessment Summary:
The competitors have strong content but could use improvement
in frequency of posts.

7. Social Media Objectives
In 2016, the main objective is grow a follower base on my social media platforms. In
order to do so, my social media priority will be to post quality, shareable content on a
more frequent basis.
Some specific objectives include:
1. Create 4 posts a week
a. Post a mix of photos, statuses and blog posts.
b. Share content from popular, but related profiles.
2. Increase Facebook likes by 20 in 2 months
3. Increase Twitter followers by 40 in 3 months.
4. Increase number of posts shared by 30 across all platforms
a. Incorporate more hashtags into posts
KPI’s Key Messages
1. Number of posts shared per week 1. Live a happy lifestyle
2. Number of posts liked per day 2. Create your own fashion sense
3. Number of followers increased 3. Discover what you’re passionate about

8. Online Brand Persona and Voice
Adjectives that describe When interacting with readers
my brand: I am:
1. Fun 1. Friendly
2. Happy 2. Grateful
3. Stylish
4. Passionate

9. Strategies and Tools
Paid: If I were to use paid content, I would use “Boost Post” and
“sponsor Tweet.”
Owned: I would create my own content such as hashtags and
blog posts.
Earned: Repost blogs and articles related to the topics I discuss
such as beauty, makeup and fashion. I would share on Facebook
and retweet on Twitter.
____________________________________________________
_
Tools:
Approved Tools Rejected Tools Existing Subscriptions
- Hootsuite - N/A - N/A
- Buffer

10. Timing and Key Dates
Holiday Dates
• Valentine’s Day
• National Lash Day (Feb. 19)
• National Lipstick Day (July 29.)
• National Beauty Day (Oct. 29)
Internal Events
N/A
Reporting Dates
Reporting will take place January, April, July and November

11. Social Media Roles and Responsibilities
Director of all Marketing and Social Media:
-Self (Jasmine Melendez)

12. Social Media Policy
Social media is an important aspect to getting the message of my
personal brand through to future employers and people
interested in what I create.
- Be polite and respectful
- Have an open mind
- If reposting something that may be offensive or that I do not personally
agree with, make it clear that it is posted for informational purposes
- Be welcoming
- Promote positivity
- Uplift others
- Engage with readers

13. Critical Response Plan
Scenario 1- Inappropriate or offensive content posted
- Delete if there has been no engagements on it
- If a person has commented on it, respond as soon as
possible apologizing and stating that it was posted for
informational purposes. Then delete post if appropriate.
Scenario 2: Negative feedback left on a post
- Respond with concern and curiosity as to why they feel
how they do.
- Private message if necessary to continue conversation.

14. Measurement and Reporting
Quantitative KPIs
Reporting Period: 3 months
Data as of January 1, 2016
Website Traffic Sources Assessment
Unavailable until plan is implemented
Social Network Data
Unavailable until plan is implemented
Proposed Action Items
• Implement Action Plan to reach goals.