Created for PUR3622 at University of Florida.

1. JOSHUA J SIMPSON
5/28/2017

2. Table of Contents
Slide 1 - Executive Summary
Slide 2 - 5 - Social Media Audit
Slide 6 - Social Media Objective
Slide 7 - Online Brand Persona and Voice
Slide 8 and 9 - Strategies and Tools
Slide 10 - Timing and Key Dates
Slide 11 – Social Media Policy and Responsibilities
Slide 12 – Critical Response Plan
Slide 13 – Measurement and Reporting Results
Slide 14 – Future Actions

3. EXECUTIVE SUMMARY
To provide technology insights via how-to videos,
product reviews, and answering questions directed at
#HeyTechDude. I plan to use my Facebook Page
@JoshuaJohnSimpson, my Twitter handle
@JoshuaJSimpson, and possibly a Pinterest account
to market my videos, and to share industry relevant
news. I will advance my following by providing
honest and open software reviews, and providing
simple-to-follow tech how-to videos.

4. SOCIAL MEDIA AUDIT
@JoshuaJSimpson – 35 Followers
Current presence:
@JoshuaJohnSimpson – 69 Followers
@JoshuaJSimpson – 7 Followers

5. SOCIAL MEDIA AUDIT - ACTIVITY
@JoshuaJSimpson – 15-25 tweets per week
@JoshuaJohnSimpson – 1-2 posts per week
@JoshuaJSimpson – less than one post per week

6. SOCIAL MEDIA AUDIT - DEMOGRAPHICS
Audience Demographics
Assessment Date: 5/28/2017
Age Distribution Gender Distribution Primary Social Network Secondary Social Network Primary Need Secondary Need
18-25 - 15% 56% Male Twitter Facebook Tech reviews
Tech related
humor
26-32 - 30% 51% Male Twitter Facebook tech reviews
tech how-to
articles
33-40 - 35% 54% Female Facebook Twitter Tech how-to videos Technology tips
40-47 - 12% 52% Female Facebook Twitter Tech how-to videos Phone support
47+ - 8% 75% Female Facebook twitter Technology tips
Assessment Summary:
I need to improve my quantity of videos to satisfy the demographics.
By improving my amount of mentions and retweets.

7. SOCIAL MEDIA AUDIT – COMPETITOR
ANALYSIS
TechRadar – Large staff. Sharing tech reviews on the latest hardware. The
problem is that they lack appeal for the general consumer because many topics
covered are too technology intensive. I do not view them as a direct competitor.
@techradar on Twitter.
GizModo – Similar to TechRadar. Many topics covered are too intense. I believe
my videos can be approachable and fill a niche that could differentiate myself.
@Gizmodo on Twitter.

8. SOCIAL MEDIA OBJECTIVE
Overall Business Goals:
To become a technology evangelist for a unified communications company. Continually
developing my online presence to achieve a greater reach.
Social Media Objectives to Support Business Goals:
Continue to post video reviews to YouTube and sharing them on Twitter and Facebook. I will
use more @ to tie-in potential influencers in the industry to gain a larger following. Maintain
10 postings of original content to each channel each week.
KPIs
Number of unique followers per week on Twitter and Facebook.
Number of weekly interactions on Twitter and Facebook.
Number of weekly posts.
Quantitative
Improve social media interactions by 200% over the next 6 months. Since my social media
presence is in it's infancy, I do not think this will be an issue.
Qualitative
Provide meaningful content that makes someone's attitude toward their challenges with
technology to change.
Key Supporting Messages:
Continue to join online chats, interact with key technology influencers online, and produce
great content.

9. ONLINE BRAND PERSONA AND VOICE
My brand voice will be casual, laid back,
honest, open, inviting, and funny. Like Louis
Rossman's YouTube channel, I will speak my
mind. I will swear, because that is who I am
and what I do. I plan to have fun with
reviews, and how-to articles. I want to make
technology less tedious. If people can enjoy
someone having fun doing what they love,
and helping people along the way, that is
what I want for my brand.
Encouraging
FunnyAdventurous Engaging
Accessible

10. STRATEGIES AND TOOLS
Since I have my Hootsuite certification,
and because I am familiar with the
platform, and it’s immense capability
at managing multiple social accounts, I
will be using the program to manage
my social media posts. Hootsuite
provides good analytics, and control
over when my posts will be posted,
ideally during peak viewing hours for
my audience.
I will pay for the boosting of my
posts on Facebook, and I will
consider paying for Twitter
advertisements as well. Once I
have content that I feel
comfortable promoting, then I will
try to boost the post as much as
possible to kickstart the brand.

11. STRATEGIES AND TOOLS - SCREENSHOT

12. TIMING AND KEY DATES
Key Dates
Every Tuesday on social media is technology Tuesday, so that
will be a good time to start posting every week.
Lead Times
I need approximately 1 hour per video topic. I can produce
approximately 2-3 videos per week, and I can continually tweet
and post industry relevant information daily.
Reporting Dates
Re-evaluate every month to see if strategy is resulting in
desired growth.

13. SOCIAL MEDIA ROLES AND POLICY
Since my brand is just beginning, I plan to act
as the sole director of my company’s social
media presence. My policy is to positively
interact with everyone seeking open dialog
about the latest technology. We will not
confront trolls, we will maintain a socially
responsible standpoint, and we will not
discourage discussion about any topic.

14. CRITICAL RESPONSE PLAN
Critical Response Plan
Assess the possible damage to the brand. Thoughtfully respond in a timely manner once all information has
been gathered.
Scenario One
Negative response to content posted.
Action Steps
Gather info about why content was offensive or not accurate. Either supply information as to why
something is the way it is, or change it if we are incorrect.
Pre-approved Messaging
We appreciate your feedback. We will investigate throughly, and respond as soon as possible.
Scenario Two
Someone finds content offensive.
Action Steps
Review content. Delete if necessary. Formulate response.
Pre-approved Messaging
We are currently reviewing your request. We will issue a response shortly.

15. Social Network Data Date
Social Network URL Follower Count Average Weekly Activity Average Engagement Rate
Twitter
https://twitter.com/JoshuaJSimpso
n 3515-20 tweets per week 4%
Facebook 691-2 posts per week 6%
Medium
https://medium.com/@JoshuaJSi
mpson 8less than 1 post per week 0
YouTube
https://www.youtube.com/channel
/UCA6dwYLQKZMrBtrd7VPYLNQ 0less than 1 post per week 0
Website Traffic Data Date:
Source Volume % of Overall Traffic Conversion Rate
Twitter 28 30% 6%
Facebook 45 59% 18%
Medium 0 0% 0%
Wordpress 6 3% 1.20%
YouTube 15 8% 15%
Results Assessment:
Need to improve quality and frequency of content postings. Traffic is highest from Facebook page. Could be because they are
personally known individuals. What can I do to make my content appeal to strangers?
Qualitative KPIs Engagement is highest from Facebook. Continue to spend time to develop the page.
Sentiment Analysis:
Growth for first month of existence is good. Can be much better with addition of content. Need to grow brand awareness and unify
brand message.
Measurement and Reporting Results

16. FUTURE ACTIONS
Continue to develop presence across
channels. Develop original content weekly,
with at least 5-10 original posts per week. Try
to engage with industry influencers to
broaden our reach. Once our reach has been
expanded, we will continue to asses our data
to see that we are serving the appropriate
demographics.