This is a project for my Social Media Management class at UF. I created a detailed social media strategy for my own personal brand.

1. Social Media Strategy:
My Personal Brand
Kristen Botica, February 16, 2017

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

3. Executive Summary
— Major priorities for my personal brand in 2017: expand
online following and increase engagement with sports-
related groups
— Main focus: support written content posted to Campus
Pressbox by sharing interesting sports content as well
as making it easier for fans of specific teams to find my
content.
— Major strategies:
— Increase frequency and quality of sports-related posts
across all social media.
— Make connections by participating in conversations about
current events in sports.

4. Social Media Audit
Network Follower Count Post Count Engagement
Facebook (Page) 56 3-4 /week 1.5%
Twitter 1,373 13-15 /day 4%
LinkedIn 31 1 /week 2%
Pinterest 245 10 /week 2.5%
Source
(Network)
Volume of
Unique Visits
% of Overall
Traffic
Conversion Rate
Facebook 50 5% 3%
Twitter 250 25% 2%
LinkedIn 20 2% 1.5%
Pinterest 10 1% 2.5%

5. Social Media Audit (cont.)
Age Distribution Gender
Distribution
Primary Social
Network
Secondary
Social Network
40% 18-30 65% male 55% Facebook 45% Twitter
35% 30-50 35% female 25% Twitter 30% Facebook
25% 50-80 5% LinkedIn 10% LinkedIn
Primary Need: Keeping up with current events in sports (specifically
college football).
Secondary Need: Discussing sports info (specifically college football)
with friends or family.

6. Social Media Audit (cont.)
Competitor Assessment:
— Nathanael Rutherford, Twitter @Mr_Rutherford (4,010 followers)
— Strengths: Caters to specifics fan bases (Vols, Cubs, Cowboys); Shares links to
content frequently, including original content
— Weaknesses: Too narrow/specific of a focus; occasionally rude to fans from
opposing teams who interact with him
— Andrew Spivey, Twitter @AndrewSpiveyGC (12.6k followers)
— Strengths: Caters to only Gator fan;, mentions important recruits using Twitter
handle; live tweets during games; posts good amount of graphics, pics, etc.
— Weaknesses: Not always responsive to followers
— Graham Hall, Twitter @GrahamHall_ (3,881 followers)
— Strengths: Caters to Gator fans; live tweets during games and press
conferences
— Weaknesses: Does not share enough links to original content; does not post
enough pics, videos, etcs.

7. Social Media Objectives
— Support Kristen’s sport content by driving traffic from social
media to Campus Pressbox articles
— Increase Twitter and Pinterest followers by 10% in three
months.
— Increase Facebook and LinkedIn followers by 30% in three
months.
— Increase traffic from social media to articles on Campus
Pressbox by 50% in three months by
— Seeking out people with similar interests on Facebook, Twitter,
Pinterest using keywords and hashtags
— Publishing more sports content
(both original work and articles from
other relevant sources), becoming a
more trusted source of sports
information for followers

8. Social Media Objectives
(cont.)
— KPIs:
— Number of Twitter and Pinterest followers
— Number of Facebook and LinkedIn followers
— Number of unique visitors from all social platforms
— Number of interactions with
other sports fans
— Sentiment analysis
— Key Messages:
— College football fanatic with reliable takes on SEC &
ACC football
— Fun way of presenting sports information

9. Online Brand Persona & Voice
— Candid
— Playful
— Creative
— Blunt
— Prepared
— Enthusiastic
— Fun

10. Strategies & Tools
— No paid strategies approved for personal brand
— Owned and earned strategies:
— Use school and conference hashtags in sports posts
on Twitter and Facebook to promote sharing among
specific fan bases
— Monitor platforms for posts about SEC/ACC football
current events and engage with those who are posting
about the specific topics
— Encourage interaction on Facebook and Twitter by
allowing other sports fans to have a say in what topics
are covered in Campus Pressbox content

11. Examples of Strategies &
Tools at Work

12. Strategies & Tools (cont.)
— Approved tools & tools already in use
— Buffer
— Canva
— Hootsuite
— Adobe Creative Suite
— Slideshare

13. Timing & Key Dates
— National Signing Day: Feb. 1
— NFL Combine: Feb. 28- Mar. 6
— NFL Draft: Apr. 27-29
— Start of 2017 Season: Aug. 26
— First CFP Rankings: Oct. 31
— Bowl Selection Sunday: Dec. 3
— CFP National Championship Game: Jan. 8 (2018)

14. Timing & Key Dates (cont.)
— Internal events: n/a
— Reporting Dates: once every three months
— March 31st
— June 30th
— September 30th
— December 31st

15. Social Media Roles
Since this is my personal brand, I will take on all
necessary roles with only one other person providing
support, so…
— Manager, coordinator, reader interactions:
— Kristen Botica
— Support—content editing:
— Stephanie Botica

16. Social Media Policy
Since this is my personal brand, these rules apply to me across both
professional and personal social media pages.
1. Respect all fans, regardless of allegiances.
2. Use clean language at all times.
3. Answer questions knowledgeably and to the best of your ability.
4. Don’t harshly criticize other writers, only engage in friendly
conversation.
5. Be careful when discussing sensitive topics such a sexual assault.
6. Feel free to back up any posts with links to original content if possible.
7. If the content seems questionable, wait five minutes before posting. If
still unsure, see editing help (Stephanie) for assistance.

17. Critical Response Plan
Scenario 1: Writer accuses me (Kristen) of stealing/plagiarizing
his or her content.
1. Find my content in question.
2. Ask for writer’s comparable content.
3. Compare both pieces of content thoroughly.
4. Revise my content if deemed necessary.
5. Re-post new version of content, kindly mentioning writer who
felt content was unoriginal.
Pre-approved messages: Added clarity on my article (link) from
earlier. As @otherwriter knows, great minds often think alike!
(Twitter)

18. Critical Response Plan (cont.)
Scenario 2: One of my (Kristen’s) social media pages posts
offensive content.
1. Find and document post.
2. Delete post.
3. Evaluate reach of post before deletion.
4. If post reached 50+ people, consider public apology.
5. If media saw the tweet or other users are sharing,
respond calmly and appropriately, citing the apology.
Pre-approved messages: None.

19. Measurement & Reporting
Results
Source Volume % of Overall
Traffic
Conversion Rate
Facebook 70 (up 40%) 5% 4%
Twitter 300 (up 20%) 20% 3%
LinkedIn 40 (up 100%) 3% 2%
Pinterest 15 (up 50%) 1% 3%

20. Measurement & Reporting
Results (cont.)
Social
Network
URL Follower
Count
Post Count Engagement
Facebook facebook.com/
kristenbotica
92 (up
65%)
4-5 /week 3%
Twitter twitter.com/
kristenbotica
1,606 (up
17%)
15-17 /day 4.5%
LinkedIn linkedin.com/in/
kristen-botica
49 (up
58%)
2 /week (up
100%)
1.5%
Pinterest pinterest.com/
kristenbotica
294 (up
20%)
15 /week
(up 50%)
2.5%

21. Measuring & Reporting
Results (cont.)
Sentiment Analysis: Analyzed 25 Facebook posts, 50
tweets, and 10 LinkedIn posts…
Abundance of positive feedback from readers
about articles. Readers engaged with social
media pages and also shared some of the
content with their own followers.
The most negative sentiment was found on
Twitter from fan bases of opposing teams.

22. Measuring & Reporting
Results (cont.)
— Tweets and Facebook posts using hashtags for
specific schools garnered the most attention and
highest engagement rate. These posts were shared
three times as often as posts without hashtags.
— About 25% of the follower growth on Twitter came
through interactions with other users found by
searching Twitter for ACC/SEC topics.
— Users were twice as likely to share Campus
Pressbox content if it was an article for which they
had contributed and idea via social media.

23. Measuring & Reporting
Results (cont.)
— Proposed action items going forward:
— Continue to post school-specific hashtags in posts for
articles that mention specific program.
— Keep searching Twitter for more SEC/ACC football
current events and interacting with other users
tweeting about them. Follow these users and request
a follow back.
— Continue to find ways to involve followers in the
selection of Campus Pressbox topics. Mention the
followers when content about said topic is posted.