This document provides a social media strategy for Angie Anzai. It includes an audit of current social media presence and sets objectives to increase traffic to the company blog and grow followers. The strategies outlined include increasing content publication across channels, encouraging sharing, and paid promotion. Key performance indicators, roles and responsibilities, and response plans are defined to measure progress against objectives.

1. ANGIE
ANZAI
SOCIAL MEDIA STRATEGY

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

3. EXECUTIVE SUMMARY
Our major social media priorities for 2016 will be growing our
online presence and following.
The primary focus will be to drive more traffic to our blog by
consistently updating and sharing posts to promote interest
in our content. This will create more opportunities in sharing
our content via other platforms which will in turn create
revenue.
Two major social strategies will support this objective:
1. A plan to increase volume of content we publish to our
blog and other social profiles.
2. Encourage the sharing and discoverability of content.

4. SOCIAL MEDIA AUDIT
The following is an audit of Angie Anzai’s social media
presence to date. It includes an assessment of all social
networks, web traffic and audience demographics.

5. SOCIAL MEDIA AUDIT
Social Media Assessment
Data as of February 18, 2016
Social
Network
URL Follower
Count
Average
Weekly
Activity
Average
Engagement Rate
#interactions /
reach
Tumblr garagesaledreams.
tumblr.com
340 1 post per
month
Avg. interactions
per post: 20
Facebook facebook.com/
angieanzaipage
60 1 post per
week
1%
Instagram instagram.com/
michaelsoftpaint
48 1 post per
week
Avg. interactions
per post: 15
At present time, the highest number of interactions per post occurs on Tumblr.
Little interactions occur on Facebook and the closing of that channel should
be considered moving forward.

6. SOCIAL MEDIA AUDIT
Website Assessment
Source Volume Percentage
of Overall
Traffic
Conversation
Rate
Tumblr NO DATA NO DATA NO DATA
Facebook 50 unique
visits
?? ??
Instagram NO DATA NO DATA NO DATA
Traffic Summary: Although no direct traffic data is available for
Tumblr and Instagram, many social interactions occur on this
network.

7. SOCIAL MEDIA AUDIT
Audience Assessment
Based on Facebook demographics assessment
Age Distribution Gender Distribution
30% 18-24 48% Female
11% 25-34 50% Male
3% 35-44
2% 45-54

8. SOCIAL MEDIA
OBJECTIVES
In 2016, the primary focus of our social media strategy will be
to support our online following goals by driving more traffic
to our blog from our social channels. In order to do so, our
social media priorities will be growing online following and
community by sharing content more frequently and
consistently and building interest in said content.
Some specific objectives include:
1. Increase unique visitors from social channels to website
by 30% in 6 months via:
1. Increased brand awareness through mentions and links
on Facebook
2. Increased links and hash tags on Instagram
2. Increase Tumblr followers by 3000 in 6 months
3. Increase volume of visual content published on Tumblr
and Instagram channels by 40% in 6 months

9. SOCIAL MEDIA
OBJECTIVES
KPIs:
1. Number of unique visitors from Instagram and Facebook
2. Number of Tumblr followers
3. Number of weekly photo posts to Tumblr and Instagram
4. Sentiment analysis
Key messages:
1. 20 year old Illustrator in Gainesville, Florida
2. UF Advertising student and Illustrator

10. ONLINE BRAND
PERSONA AND VOICE
Adjectives that describe our brand:
• Creative
• Funny
• Unique
• Bold
When interacting with customers we are:
• Friendly
• Communicative
• Reliable

11. STRATEGIES AND
TOOLS
Paid: Every Friday boost most popular Facebook posts for the
weekend. The post must have a minimum organic reach of 40,
as well as a minimum of 5 likes or 3 comments.
Owned: Tag each Tumblr post with the hashtag #artistsontumblr.
This will increase the likelihood of more people viewing our
posts.
Earned: Monitor Tumblr for reblogs and mentions of our posts.
Create contests to promote interaction and interest.
Tools
• Approved Tools
• Hootsuite
• Rejected Tools
• N/A
• Existing Subscriptions/Licenses
• Photoshop

12. TIMING AND KEY
DATES
Holiday Dates (Opportunities to do giveaways)
• Valentine’s Day
• Thanksgiving Day
• Christmas Day
Reporting Dates
• Reporting will occur once a quarter in February, May,
August and November. Precise dates TBA.

13. SOCIAL MEDIA ROLES
AND RESPONSIBILITIES
Marketing Director – Angie Anzai
Social Media Manager – Valerie Muenker
Social Media Coordinator – Soloman Sanders
Supporter Social Media Team Members – N/A

14. SOCIAL MEDIA
POLICY
Social media is a big part of our day to day lives. We use it to
share content, interact with customers and partners, and
promote messages, ideas, plans and more. As a representative
of Angie Anzai, you are expected to demonstrate
professionalism and a sense of etiquette in your use of social
media by following simple guidelines:
• Be respectful to all
• Use common sense
• Stay out of trouble
• Be polite
• Be helpful to customers
• Ask before you post
Failure to adhere to these policies may result in corrective
action, up to, and including, termination.

15. CRITICAL RESPONSE
PLAN
Scenario 1: Inappropriate Facebook Post
Action Plan
1. When Post is detected:
1. Take screenshot
2. Delete post
3. Alert Social Media Manager
2. Discuss impact and reach, and evaluate further action.
3. Social media manager to develop appropriate follow up post,
get approved.
4. See if disciplinary action is required with whoever made the
original post.

16. MEASUREMENT AND
REPORTING RESULTS
N/A as of date.