This is a social media strategy that was created for the Social Media Management class at the University of Florida. It contains a comprehensive plan for how to increase my follower base over the next few months.

1. Jessica Finkel
Social Media Strategy
October 8th, 2017

2. Table of Contents
1.Executive Summary 8. Social Media Policy
2. Social Media Audit 9. Critical Response Plan
3. Social Media Objectives 10. Measurement and Reporting Results
4. Online Brand Persona and Voice
5. Strategies and Tools
6. Key Dates and Timing
7. Social Media Roles and Responsibilities

3. Executive Summary
My major social media goal for 2017 will be to increase my online following
Primary goal: to drive more traffic to my social media sites by sharing more
content and engaging more with my followers.
Two major social strategies to support this objective:
1. Create a plan to increase volume of social content across all platforms.
2. Encourage conversations about the content and their benefits.

4. Social Media Audit
The following is an audit of Jessica Finkel’s social
media presence to date. It includes an assessment of
professional social networks, audience
demographics, and a competitor analysis.

5. Social Media Assessment
fffff://w 105 Followers: https://www.facebook.com/jessfinkel19/
5-10 posts per week with an average
engagement rate of 6.5%
90 Followers: https://twitter.com/jfinkel19
5-10 posts per week with an average
engagement rate of 0.7%
Currently the highest number of interactions per post occurs on Facebook. Much less interaction
occurs on Twitter and increase in content sharing should be considered soon in order to increase the
average engagement rate.

6. Audience Demographic Assessment
Age Distribution Gender Primary Social
Network
Primary Needs Secondary Needs
18-24: 89% 70% Female 80% Facebook Continued
motivation for
Health and
Fitness
Education on the
importance of
the marching
arts.
25-34: ~4% 30% Male 20% Twitter
35-44: ~4%
A high majority of survey respondents are in the 18 - 24 age group. Facebook and Twitter
are their core social networks.
Education on the importance of the marching arts and the Gator Band as well as motivation
on health and wellness are the primary motivators for following this page. Energies should
be dedicated to further develop Twitter content and engagement.

7. Competitor Assessment and Audience
Natalie Dozier: https://www.facebook.com/natadozi/
● Strengths: High passion for her subject area, motivational
persona, great concept
● Weaknesses: Low post rate, low follower count, not shared
on other accounts
Timothy McCormick: https://twitter.com/TMcCormick830
● Strengths: Has a large following, witty persona, stays engaged
with fans and followers, frequent posting
● Weaknesses: Not always professional when posting, Twitter
account not shared on other accounts, hard to find other social
media accounts.

8. Social Media Objectives
In 2017, the main focus of my social media strategy will be to to drive more traffic
to my social media sites by sharing more content and engaging more with my
followers.
In order to do so, my social media priorities will be to grow my online following by
sharing more content and engaging with my community to build better
relationships with my followers

9. 1. Increase unique visitors from social media to Medium website by 10% in 6
months via:
a. Increased blog awareness through increased mentions on social media
b. Increased mentions of marching band and fitness among followers.
2. Increase Facebook and Twitter followers by 100 in the next 3 months.
3. Increase volume of visual content published on Facebook and Twitter
channels by 20% in 4 months.
Specific Objectives

10. KPIs and Key Messages
KPIs:
1. Number of Facebook and Twitter followers.
2. Number of visitors to blog from social media sites.
3. Number of weekly posts on Facebook and Twitter.
4. Number of comments and likes on the posts.
5. Sentiment Analysis
Key Messages:
1. Music our Common Tie
2. We All Started Somewhere

11. Online Brand Persona and Voice
Adjectives that describe our brand:
● Inspirational
● Uplifting
● Musical
● Light-hearted
● Educational
Brand Voice in Social Media Interactions:
● Conversational
● Fun
● Casual

12. Strategies and Tools
Paid:
1. Every Friday boost most organic content on Facebook and Twitter
(everything with over 10 likes)
2. Every Monday boost most organic content from the weekend on all social
media channels.
Owned:
1. Introduce #fitfactfriday to brand twitter posts and retweet at least 5 tweets
throughout the day
2. Encourage followers to use the #marchingmatters during the halftime show
on game days. Retweet and like pictures and videos of the band any followers
post throughout the weekend.

13. Strategies and Tools
Earned:
1. Monitor Twitter for any mentions of marching band, instruments,
gator band, fitness, working out, nutrition, and words similar to
them. Extend invites to Gator Band practices and offer personal
training plans to 10 followers over the course of 2 months.
2. Partner with the Gator Band and/or with RecSports at the
University of Florida and develop an influencer/advocate
relationship. With either (or both) organizations create a video
series showcasing music and fitness and the importance of both
on partner social channels to be reposted on my social channels.

14. Strategies and Tools
Approved:
● Hootsuite
● Canva
Rejected:
● N/A
Existing Subscriptions/Licenses
● Canva
● Hootsuite
● Adobe

16. Timing and Key Dates
● October 28th, 2017: BOA Atlanta
● November 18th, 2017: FMBC State Competition
● December 1st, 2017 : SEC Championships
● January 1st, 2018: New Years (New Years’ Resolutions)
● February 1st, 2018: Check-in for New Years Resolution
● March 4th, 2018: Marching Band Day (March Forth)
● May 1st, 2018: summer body challenges
● May 16th, 2018: Move-in days for Drum Corps International

17. Social Media Roles and Responsibilities
● Since this is my own personal brand, I am responsible for all roles within this
brand.

18. Social Media Policy
Social media is an important part of our daily lives. It is used to spread my
brand’s messages, interact with, educate, and motivate followers and
subscribers, and share personal achievements, activities. As the sole person
responsible for the brand I have to demonstrate best practices and high etiquette
in my use of social media.
● Excited about the newest halftime show? Share what you liked about it!
● Be honest and stay authentic.
● Use common sense and stay out of trouble. Be polite!
● Act helpful to followers and be nice to strangers and any competitors.
● Stay motivational and artistically creative.
● Ask before you tweet!

19. Critical Response Plan
Scenario 1: Florida fan complains about marching band show on Twitter
Action Plan:
● Screenshot and save complaint
● Respond with a pre-approved message
● Modify posts to make them more sensitive to complaints such as this
“I’m sorry you feel that way! DM me and let me know if there’s anything you’d like
to see done differently during the show!”

20. Critical Response Plan
Scenario 2: Inappropriate response made to a follower’s comment on a Facebook post.
Action Plan:
● Take screenshot
● Delete tweet
● Develop appropriate follow up tweet, get it pre-approved by a professor or fellow
student
● If media has picked up tweet, manage contact with reference to the social media
policy.
“We apologize for all indecent comments made in response to your comment. Please
message me if there is anything I can do to make your experience better on this page.”

21. Measurement and Reporting Results
By using the KPI’s that I listed earlier under “KPIs and Key Messages” I will
evaluate the plan throughout the next 4 months by using the Insight and Analysis
functions on Facebook and Twitter. I will use tweetdeck and scan through my
social media posts in order to gain an understanding of how my followers feel
about my posts and to reply to any questions they have regarding any of my posts.
I will keep track of follower engagement and whether or not my number of
followers increases or decreases of the next few months. By engaging and
interacting with my audience I hope to gain a better understanding of what they
wish and gain a stronger fanbase. Using all of this information I will continue to
shape my social media strategy to cater it to my audience.