The social media strategy document outlines Camron Thompson Photography's goals of increasing engagement on Facebook and Instagram to drive more traffic to their website. It includes an audit of their current social media presence and competitors, as well as objectives, branding, strategies, tools, roles and a reporting structure to gauge performance. The primary goal is to gain 100 new Instagram followers in 3 months and increase website bookings through targeted posts, paid promotion and collaboration with other photographers.

1. CAMRON THOMPSON PHOTOGRAPHY
Social Media Strategy

2. TABLE OF CONTENTS
1. Executive Summary, October 2016
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

3. EXECUTIVE SUMMARY
The primary social media goal for Camron Thompson
Photography is to increase user participation on Facebook, as
well as guiding those users to our website to buy prints or book
photo shoots.
We will use the following strategies to achieve these goals:
1. Create and share more content that invites conversation.
2. Use links that feed back into website traffic.

4. SOCIAL MEDIA AUDIT
The following is a social media audit of Camron Thompson Photography’s social
media presence.
Social Media Assessment: Two social media channels exist for Camron Thompson Photography. By far the
most traffic and engagement comes through the Instagram channel. Focus should be directed towards it.
Possibly increase post rate on Facebook profile to see if more users can be reached and engaged.
Social
Network
URL
Follower
Count
Avg. Weekly
Activity
Avg.
Engagement
Rate
Facebook
facebook.com/
camronthompsonphoto 74 1 Post 1.93%
Instagram
instagram.com/
camront
801 1 Post 95 Likes

5. WEBSITE TRAFFIC SOURCE ASSESSMENT
Traffic Summary May 2016 to October 2016: Facebook provides the most
concrete details about website traffic. However, I believe that Instagram is still
the most popular drive of traffic to the website. I would suppose that 50% of
traffic comes to the website from Instagram alone.
Source Volume
Percentage of
Overall Traffic
Conversion Rate
Facebook
250 unique
visits.
30% 0.5%
Instagram NO DATA NO DATA NO DATA

6. AUDIENCE DEMOGRAPHICS
Age
Distrubution
Gender
Distribution
Primary Social
Network
Primary Need
Secondary
Need
70% 18-30 60% Male
60%
Facebook
Looking at
concert
photos.
Getting travel
ideas.
15% 31-40 40% Female
30%
Instagram
10% 41-55 10% Twitter
5% 56-80

7. COMPETITOR ASSESSMENT
Competitor Social Media Strengths Weaknesses
Kayla Surico IG: kayla_surico
Aesthetically pleasing
blend of concert
photos and staged
shoots. Lots of
interaction with fans
and clients.
Not a lot of traffic
being promoted to her
website. No
personalized hashtags.
Chris Ramos IG: chrisramosphotos
Varied style of
wedding and concert
photos. Lots of
website integration.
Publishes written
content as well.
Not focused on one
aspect, shifts time
between weddings
and live music.
Competitor Assessment Summary: Two popular photographers in my local scene. Both have decent
followings on Facebook and Instagram. Lots of audience interaction through both platforms. Website
integration could be better and narrowing down types of shoots could be beneficial.

8. SOCIAL MEDIA OBJECTIVES
The primary goal for the remainder
of 2016 is to filter more traffic to the
main website in the hopes of
securing more paid shoots.
Specific Goals:
1. Gain 100 new Instagram
followers in the next three
months.
2. Use one video post on
Facebook and Instagram per
week.
3. Have one discussion topic per
week on Instagram.

9. SOCIAL MEDIA OBJECTIVES
KPI’s
1. Number of Instagram followers
2. Number of jobs booked through website
3. Activity and engagement on Instagram and Facebook posts.
Key Messages
➤ Go Explore.
➤ Just Go Shoot.

10. ONLINE BRAND PERSONA AND VOICE

11. ONLINE BRAND PERSONA AND VOICE
Adjectives that Describe us:
➤ Fun
➤ Adventurous
➤ Lively
➤ Informative
➤ Professional
➤ Knowledgeable
➤ Accessible

12. STRATEGIES AND TOOLS
Paid:
Boost at least one post on Facebook a week while rotating formats: image, graphic, video, etc.
Owned:
Begin using promoting heavy use of website in all posts. Overhaul website to add more up to date photos, blog entries, and
interactive content. Implement an email newsletter to better inform customers, and also get a better idea of demographics and
what customers want.
Earned:
Collaborate and reach out to more local photographers in music scene. Exchange photo shares on each others Instagram’s to
boost followers between us. Submit more content to freelance magazines in exchange for either publicity or paid work.
Tools:
➤Hootsuite
➤Buffer
➤MailChimp
Subscriptions:
➤Adobe Creative Suite
➤Squarespace

13. TIMING AND KEY DATES
➤ October 8th. Thrice
concert
➤ October 21st. Taking Back
Sunday concert.
➤ November 11th. Veteran’s
Day Weekend. (Good for
travel photos)
➤ December 1st. Two
month deadline for
Instagram followers.

14. SOCIAL MEDIA ROLES
Marketing Director-
Camron Thompson
Social Media Manager-
Camron Thompson

15. SOCIAL MEDIA POLICY
At Camron Thompson Photography, we take pride in providing our
followers and customers with unforgettable images from all over. Social
media is a crucial component to this business and all employees are
expected to treat our followers with the utmost respect. We are a fun
company and following these guidelines will help guarantee success:
➤ Do good.
➤ Be Kind.
➤ Promote any event we have coming up
➤ Be helpful
Camron Thompson Photography takes it’s social media seriously. Any
negative use of the channels will result in disciplinary measures. Always
ask if you are not sure about a post or a situation.

16. CRITICAL RESPONSE PLAN
Scenario - Offensive comment left on a post.
➤ Action Plan
1. Inform Camron Thompson immediately.
2. Take screenshot of comment and forward along to
Camron.
3. Do not reply to comment or further conversation.
4. After consulting with Camron, report comment to
Facebook team or Instagram team as either spam or
hateful comment.

17. MEASUREMENT AND REPORTING
Quantitative KPI’s
Reporting period 2 months
Website Traffic Assessment
Source Volume
Percentage of
Traffic
Conversion Rate
Facebook 400 unique visits. 36% 1%

18. MEASUREMENT AND REPORTING
Social Network Data
Social Network URL Follower Count
Average
Weekly Activity
Engagement
Rate
Facebook
facebook.com/
camronthompsonphot
o
150 6 Posts Per Week 2.3%
Instagram instagram.com/camront 905 5 Posts Per Week 130 Likes
➤ Our social media campaign has been going very well. We hit our follower goal
on Instagram fairly quickly and have been posting more on Facebook and
Instagram every week. Engagement has gone up on both platforms and more
users are heading to the website to book shoots and share content.

19. MEASUREMENT AND REPORTING
Qualitative KPI.
Looking at a 50 Facebook posts and 50 Instagram posts we found the following:
➤ People responded well to albums of concert photos, as opposed to just single
images. More likely to comment and share the photos they liked out the
album.
➤ Video posts are still going through refinement, not connecting with
audiences as well as they should be.
Proposed Action:
➤ Continue making photo albums.
➤ Work on quality of videos, if no change in one month, lay off of them for a
while.
➤ Consider a contest for free studio time or free prints of photos.