This is a project for PUR3622 Class.

1. SOCIAL MEDIA STRATEGY: BRAND CALLED “YOU”!
ANTONIO “ TEE” RILES
11/20/16

2. TABLE OF CONTENTS
 Executive Summary
 Social Media Audit Social Media Objectives
 Online Brand Persona and Voice
 Strategies and Tools
 Timing and Key Dates
 Social Media Roles and Responsibilities
 Social Media Policy
 Critical Response Plan
 Measurement and Reporting Results

3. EXECUTIVE SUMMARY
 Our major social media priorities for 2017 will be to Grow my network and influence my followers in a
positive way
 The primary focus will be to continue to grow my network by posting engaging, relevant content
 Two major social strategies will support this objective:
 1. A plan to increase the quality of content shared on social media
 2. Encourage people to connect with me and share my social media content.

4. SOCIAL MEDIA AUDIT: SOCIAL MEDIA ASSESSMENT
Social Network Url Follower Count Average Week
Activity
Average
Engagement
Twitter https://twitter.com/
Tee_Riles/media
3,743 6 post per week 7.8%
Instagram https://www.instagr
am.com/milesandm
ilesof_riles/
6,425 1.5 posts per week 46.3%
Facebook https://www.facebo
ok.com/antonio.t.ril
es
4,679 3 posts per week 13.2%

5. SOCIAL MEDIA AUDIT: AUDIENCE DEMOGRAPHICS
Age Gender
Distribution
Primary Social
Network
Secondary
Social Network
Needs
Twitter 55% Male
45% Female
63% Male
37% Female
50% Instagram Primary/ News
Alerts
Seconbdary/
Marketing
Instagram 60% Male
40% Female
56% Female
44% Male
50% Twitter Primary/
Keeping up with
friends
Secondary/
Connecting
Facebook 60% Female
40% Male
51% Female
49% Male
37% Instagram Primary/
Reconnecting
Secondary/

6. AUDIENCE DEMOGRAPHIC
 Followers Include:
 High School Classmates
 College Classmates
 Gator Fans
 Sports Broadcasters
 Young Football Fans
 Instagram/Twitter Models
 Teammates

7. SOCIAL MEDIA OBJECTIVES
 In 2017, the primary focus of my social media strategy will be to promote my brand. I plan to entice
viewers by sharing more appealing, applicable content and building more meaningful relationships. I
plan to have 2500 more followers total on my social networks by summer 2017. I plan to post more
relevant activity in 2017 to get my audience more engaged.
Objectives:
A. Post 2 pictures a week on each social media platform
B. Respond to followers more constantly

8. ONLINE BRAND PERSONA AND VOICE
 Adjectives that describe my brand:
 Authentic
 Realistic
 Optimistic
 Confident
 Informing
 Entertaining
 Lighthearted
 When Interacting with Followers:
 Informing
 Engaging
 Friendly
 Inspiring

9. BRAND PERSONA EXAMPLES

10. STRATEGIES & TOOLS
 Owned:
 Introduce the use of “ #T51 ” Hashtag for follower
in order for them to interact with me and ask
questions or events.
Tools:
Hootsuite, Buffer, Medium
 Earned: Monitor social media for
 Key Terms:
 Florida Football
 Tee Riles
 Nike
 Air Jordan
 Kendrick Lamar
 Stussy
 Embellish
Partner with teammates to help promote my brand.

11. TIMING AND KEY DATES
 Holiday Dates:
 Game Dates
 Thanksgiving
 Veterans day
 Black Friday
 4th of July
 Happy New Year
 Bowl Games
 Internal Events:
 November 26 vs (@) Florida State
 December 3 vs Alabama (Atlanta, Georgia)
 Volunteering
Reporting Dates:
Reporting will report monthly

12. SOCIAL MEDIA ROLES AND RESPONSIBILITIES
 Marketing Director – Antonio Riles
 Social Media Manager – Antonio Riles
 Social Media Coordinator – Antonio Riles

13. SOCIAL MEDIA POLICY
 Social media is important for people to get a
better grasp of who I am for the betterment of
my brand. We use social media to spread
happiness, awareness, and positivity.
 Guidelines:
 No negative comments
 No arguing
 No Threatening
 Be respectful to everyone
 Spread positivity
 Be polite

14. CRITICAL RESPONSE PLAN
 When Fraudulent post is detected:
 Write a positive response to inform everyone has
hacked the page and ensure everyone that we will
get the situation handled as soon as possible.
 Delete Post
 Contact Server/ Social media provider
 Questionable posts:
 When ever there is heated debate on a post, I will
be sure to provide for information
 Reiterate that we may have different opinions
 Spread Positivity regardless

15. MEASUREMENT AND REPORTING RESULTS
Social
Network
URL Follower
Count
Average
Weekly
Activity
Engagem
ent Rate
Twitter https://twi
tter.com/
Tee_Riles/
media
4,117
+10%
increase
12 posts
per week
+100%
increase
47%
Instagram https://w
ww.instag
ram.com/
milesand
milesof_ril
es/
6,746
+5%
increase
3 posts
per week
+ 100%
increase
63%
Facebook https://w
ww.faceb
ook.com/
antonio.t.r
5,240
+12%
increase
5 per
week
+ 60%
increase
19%
Our biggest social media
increases were Twitter and
Instagram. Once we
doubled the amount of
posts per week, we got
more interaction.