The document outlines a social media strategy for the personal brand of Blake Manganiello. It includes an audit of current social media profiles, objectives to grow followers and engagement, and a plan to increase posting frequency. Key performance indicators and a critical response plan are also provided to measure results and address any issues. The strategy aims to build a stronger online community through consistent, relevant content on Facebook, Twitter, and Instagram.

1. My Personal Brand-@Blakebango
Social Media Strategy
Blake Manganiello

2. Table of Contents
1. Execu?ve Summary, May 2017
2. Social Media Audit
a. Social Media Assessment, May 2017
b. Audience Demographics Assessment
c. Compe?tor Assessment
3. Social Media Objec?ves
4. Online Brand Persona and Voice
5. Strategies and Tools
6. Timing and Key Dates
7. Social Media Roles and Responsibili?es
8. Social Media Policy
9. Cri?cal Response Plan
10. Measurement and Repor?ng Results, May 1-May 27, 2017

3. Execu?ve Summary
The major social media priori?es for my brand in 2017 is to grow my online following.
My primary focus will be to increase the amount of views that my pages get and the amount of
followers that my pages have by increasing the number of posts I have per week.
Two major social strategies:
1. Increase the number of content posted on social profiles
2. Reach out to more age demographics.

4. Social Media Audit
Social
Network
URL Follower
Count
Average Weekly
AcAvity
Average
Engagement
Rate
Facebook hYps://
www.facebook.com/
blakebango/
25 5 posts per week 648%
TwiYer hYps://twiYer.com/
blakebango
42 1 Tweet per week 6.10%
Instagram
https://www.instagram.com/
blakebango/
819 2 posts per month average
interactions per
post=155
Social Media Assessment
Data as of May 27, 2017
Social Media Assessment:
As of May 27, 2017, the highest interac?ons per post happens on Facebook. This is
due to an overwhelmingly small amount of likes and a very high engagement on one
post. There are the least amount of interac?ons on TwiYer, while Instagram runs
second although it is has the highest follower count.
The following is an audit of my personal brand, Blake Manganiello and my social media
presence. This includes an assessment of all social networks my brand uses, audience
demographics, and a compe?tor analysis.

5. Audience Demographics Assessment
Age
DistribuAon
Gender
DistribuAon
Primary
Social
Network
Secondary
Social
Network
Primary
Need
Secondary
Need
0% 0-17 25% Female 60%
Instagram
40%
Instagram
Checking
out the
videos that
are made.
Checking
out swim
results that
are posted.
100% 18-24 75% Male 30% TwiYer 40%
Facebook
0% 25+ 10%
Facebook
20% TwiYer
Audience Demographics Summary:
All of the visitors to my page are in the 18-24 age group. 3 out of 4 people that
view the site are Males and they primarily use Instagram. The primary reasons
for looking at my brand is to see the videos that I post. I need to further develop
and become more ac?ve on my Facebook and TwiYer pages.

6. Website Traffic Sources Assessment
• Unfortunately at the ?ming of this report my personal brand does not have a website. I feel
that it is in my best interest to grow my personal brand before I make a website. Once I have
a big enough fan base and following, I can launch a website that will have enough unique
visits to make it worthwhile.

7. Compe?tor Assessment
CompeAtor Name Social Media Profile Strengths Weaknesses
MaY Pearce TwiYer:
@MaYsMacintosh
Interacts well with his
fan base. Most of the
?me that he is twee?ng,
he is interac?ng with
fans.
Doesn’t post frequently.
Has posted less than 10
?mes in the past month
What The Flick Facebook: @whaYheflick Posts videos mul?ple
?mes a week. Lots of
different videos that are
posted.
Low engagement rate
with the amount fo
people that view their
videos. Typically only get
between 100-200 views
per video while
suppor?ng a fan base of
10k+.
Raindance Film Fes?val Instagram:
@raindance_film_fes?va
l
Posts lots of relevant
content quite frequently.
Very low engagement
rate. Doesn't’t get many
likes on interac?ons on
posts.
CompeAtor Assessment Summary:
The compe?tors assessment focuses on three compe?tors that focus on pos?ng videos and are film
makers. They were all very good in their respec?ve social media account at pos?ng oien and
relevant content. They mostly all had fairly low engagement rates on their accounts. If they
improved their engagement rate, their accounts would perform much beYer.

8. Social Media ObjecAves
During the rest of 2017, the primary focus of my social media strategy will be to grow my brand
and build a stronger following and community around To do this, I will have to have constant
ac?vity on social media by pos?ng content that is relevant to my brand.
Some specific objecAves include:
1. Reach 300 Facebook page likes in 6 months
2. Reach 300 TwiYer followers in 3 months
3. Post at least once a day on Facebook and TwiYer
KPIs
1. Number of Facebook Page Likes
2. Number of TwiYer followers
3. Number of Instagram Followers
4. Number of posts weekly to Facebook
and TwiYer
Key Messages
1. Insanely fun videos
2. The inside scoop on the daily life

11. Online Brand Persona and Voice
AdjecAves that describe my brand:
• Fun
• Silly
• Clever
When interacAng with fans, I am:
• Quick
• Delighlul

12. Strategies and Tools
Paid strategies:
Boost Facebook page every month for the first 6 months in order to gain a strong ini?al
following. If a post performs overwhelmingly well, boost the post 2 weeks aier its ini?al pos?ng.
Other Strategies:
Post videos with people that have strong social media followings and have them post the video.
Example: Video with Olympic Gold Medalist Caeleb Dressel (45.5k Instagram followers, 10.2k
TwiYer followers) that he reposts and tags my brand in drives traffic to my social media sites.
Tools
• Buffer
• Hootsuite
ExisAng SubscripAons
• Adobe Premiere Pro

14. Timing and Key Dates
• Holiday Dates:
• 4th of July
• Christmas
• Thanksgiving
• Labor Day weekend
ReporAng Dates
Repor?ng will be done the first of every month.

15. Social Media Roles and Responsibili?es
• While my brand is s?ll small, I will be running everything to do with my brand from the Social
Media posts to the marke?ng of the posts. Once the brand is bigger, I can then think about
having someone help if the workload becomes too great.

16. Social Media Policy
Social media is what drives my brand. Without social media, I would have no brand and I would
have no way to grow my brand so people can see what I am doing. As the sole marketer and
provider of content, it is my responsibility to follow all of the simple guidelines that I have made:
• Don’t post anything offensive
• Be polite to fans
• Don’t hurt the brand
• Don’t be stupid
As I am represen?ng my own personal brand, anything nega?ve that I do will poorly represent
me and my brand. I know that as a growing brand, anything nega?ve that I do could be fatal to
the growth of my brand and prevent me from reaching a prominent size.

17. Cri?cal Response Plan
Scenario 1- Video is posted that is found to be offensive
AcAon Plan
1. When the first person complains about the video
1. Look into the video that was posted
2. Contact the person
2. Aier mul?ple people complain about video
1. Take down video
3. Apologize through social media accounts
4. Directly apologize to those that complained
Pre-approved messaging:
TwiUer & Facebook: “I am sorry to anyone who was offended by my latest video. Your
input is very valuable to me and I will do my best to make sure this doesn’t happen
again in the future.” (Sent out through mul?ple tweets on TwiYer)

18. Scenario 2- Offensive Tweet sent out by me on @blakebango account (or if
hacked)
AcAon Plan
1. When the tweet is first complained about
1. Delete Tweet
2. Contact the person and apologize
2. In the case of hacked account
1. Get access back to account
2. Immediately delete all tweets that I did not send
3. Apologize through a Tweet
4. Directly contact and apologize those offended
Pre-approved messaging:
• No pre-approved messaging
– Message would change depending on context of tweet

19. Measurement and Repor?ng Results
QuanAtaAve KPIs
Repor?ng Period: 1 month
Data as of May 27, 2017.
Website Traffic Sources Assessment
My personal brand s?ll does not have a website at the point of this assessment. In another few
months, once my social media presence has grown, a website will be made.
Social Network Data
Timeframe: as of May 27, 2017

20. Social Network Data
Timeframe: as of May 27, 2017
Social Network URL Follower Count Average
Weekly
AcAvity
Engagement
Rate
TwiYer TwiYer.com/
blakebango
44
+9% growth
7 posts per week
+14% increase
6.10%
Facebook Facebook.com/
blakebango
25
+1000% growth
5 posts per week
No increase
648%
Instagram Instagram.com/
blakebango
819
+9% growth
1 post per week
+50% increase
Average
interac?ons per
post=155
• In the past month, the Facebook page was launched, meaning that the growth was
from 0. TwiYer and Instagram both had the same amount of growth, although
Instagram had much more followers gained because of a bigger fan base to begin
with.
• The amounts of weekly ac?vity increased on all 3 plalorms. It increased the the
most on TwiYer. I went from pos?ng 1 ?me to week to an average of 7 ?mes.
Facebook stayed the same because it was only created in this month. Instagram
doubled the amount of pos?ngs.
• The pages do fairly well on engagement rates. The engagement rates on Facebook
are unrealis?c to keep up but on TwiYer they can be improved.

21. QualitaAve KPIs
SenAment Analysis
An analysis of all of my Facebook, TwiYer, and Instagram posts revealed:
• A rela?vely high engagement rate between fans and my posts.
• Pos?ng too many ?mes in one day actually drove down the engagement rate
Proposed AcAon Items
• Post more oien on Facebook
• Keep an ac?ve social media pos?ng on TwiYer
• Create a website to drive traffic
• Involve more people with high social media followings in my brand.