Social Media Strategy: Revised
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This document outlines a social media strategy for Matilda McKinney. It includes an audit of current social media presence, objectives to increase engagement over the next 5 months, and a plan to post more original and conversational content. Key performance indicators, roles and responsibilities, and a measurement plan are also defined to track progress towards goals of growing Facebook likes by 50% and Twitter followers.
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Social Media Strategy
The document outlines a social media strategy for Matilda McKinney to increase engagement on Facebook and Twitter. It includes an audit showing higher engagement on Twitter. Objectives are to increase likes/followers through more original, conversational content. A roles section assigns McKinney as social media manager. Metrics and a response plan are provided to monitor progress and address any issues.
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- 1. The Brand Called YOU-Matilda McKinney Social Media Strategy
- 2. Table of Contents • 1. Executive Summary • 2. Social Media Audit • 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 • The biggest social media priorities for 2016 will be to increase my page's following and connect more with the online community. • Strategies: • 1. To post more interesting content. • 2. To post and to respond more frequently.
- 4. Social Media Audit • The following is an audit of Matilda McKinney's social media presence to date. It includes an assessment of social networks. The highest number of interaction posts occur on Twitter. Social Networks URL Follower Count Average Weekly Activity Average Engagement Rate Facebook www.facebook.c om/matildamck9 3 25 3 posts per week 1% Twitter https://twitter.co m/tilLAME 18 6 posts per week 3%
- 5. Social Media Objectives • In 2016, the primary focus will be to reach out more, to both public figures and brands, in order to grow a larger, more diverse online community. • Specific Objectives -To increase the number of page likes by 50% within the next 5 months. -To create and post more original content. -To make posts more conversational.
- 6. Social Media Objectives KPI's • 1. Number of Facebook visitors/likes. • 2. Number of Twitter Followers Key Messages • To embrace one's passions and interests. • To be the best version of oneself.
- 7. Online Brand Persona • How would I describe my brand? -Creative -Passionate -Original -Interesting
- 8. Tools Approved Tools • Hootsuite • Rebel Mouse • Slideshare Existing Subscrriptions • Facebook • Twitter • Youtube
- 9. Timing and Key Dates Expect Social Media Activity: - At least 2 days per week. - Every Saturday. Less Social Media Activity: - Holidays: -Christmas and New Years.
- 10. Social Media Roles an Responsibilities • Matilda McKinney(Me) -Social Media Manager - Admin -Social Media Post Coordinator
- 11. Social Media Policy • Both operating social media pages(Twitter and Facebook) will be used to share thoughts and ideas, in various forms. Page Guidelines: -Be respectful -Be tactful -Be polite -Be interesting
- 12. Critical Response Plan -Scenario- Hateful/Offensive Posts from Matilda McKinney or @tilLAME pages. -Screenshot the tweet or post. -DO NOT comment, like or retweet post. -PM or contact admin right away. -Scenario- Bullying/Harassing posts found on Matilda McKinney or @tilLAME pages -DO NOT directly respond to said posts. - Block the user and contact page admin.
- 13. Measurement and Reporting • Social Network Data (as of February 20th 2016) Social Networks URL Follower Count Average Weekly Activity Average Engagement Rate Facebook www.facebook.c om/matildamck9 3 25 3 posts per week 5% increase 1% Twitter https://twitter.co m/tilLAME 18 6 posts per week 9% increase 3%
- 14. Social Network Data (continued) • Twitter following has grown somewhat steadily over the last few months, with an average of 3 new followers a week. • Facebook hasn't grown much since the 25 likes gained in the first week of the page's existance.
- 15. References • Facebook: www.facebook.com/matildamck93 • Twitter: https://twitter.com/tilLAME • RebelMouse: https://www.rebelmouse.com/Matilda_McKinney/ • Hootsuite: https://hootsuite.com/dashboard#/member • Photo Credit: http://www.istockphoto.com • Slideshare: http://www.slideshare.net/MatildaMcKinney