This document provides specifications and planning for producing social media content across various platforms to promote hair salons and the Global Hair and Fashion Group. It outlines creating images, videos, and status updates for distribution on Facebook, Twitter, Pinterest, YouTube and salon/GHFG websites. Key points include using engaging images for highest social engagement, creating cover photos and albums for Facebook pages, producing how-to videos and slideshows for Pinterest and YouTube, and using Twitter for interactions and links. Professional and DIY style videos will showcase events, tips, trends and products in an insider, non-salesy tone to attract followers. Daily posts will follow weekly and monthly themes.

1. SOCIAL NETWORKING
PRODUCTION
Specifications and Planner

2. • With our resources being image heavy and
social networking images being the highest
rated for engagement, we have the ability to
capitalize.
– Images can be used singularly
– In pairings or albums to create a larger story
– Incorporated into videos as a slideshow or as stills

3. • Content created and is to be distributed
across all social networks
– i.e. video created for YouTube will also have a link
on Pinterest and be included in a status update on
Facebook and Twitter

4. We should create for
each salon a cover photo
that incorporates and
showcases their work
with the Global Hair and
Fashion Group.
• Cover photos are 851 pixels wide and 315 pixels tall. If you upload an image that's smaller than
these dimensions, it will get stretched to this larger size. The image you upload must be at least
399 pixels wide. To get the best quality image and fastest load times for your Page, upload an sRGB
JPG file that's 851 pixels wide, 315 pixels tall and less than 100 kilobytes.

5. • Album (multiple images)
• Status update (singular image) Both are
important and
should vary often.
Salons should be
notified and
should tag
themselves or
share the album
upon upload to
increase
distribution and
appear on their
pages.
There's a 200 photo limit in photo albums.

6. A singular image on
Pinterest needs to be
strong enough for
someone to like and
want to save or “repin”
to their boards. It will
need to link back to a
website that gives more
information about the
image.
Also important is the
text placed with the
image as it is
searchable, so you
would want to make
sure to include the
word “ombre” so it is
easily found.

7. Step by Steps are series of
images that showcase the how
to. The more vertical the
better as they continue to run
down the page. As will all
imagery, it should link back to
a webpage with more
information and include
searchable text.

8. Pinterest Videos of how
to’s are popular. It is
important to keep them
approachable and easy as
they will pull them up
from home. These can
easily be linked back to
our YouTube page to
increase traffic.
This can be all video or
incorporate stills or be a
slideshow of stills with
voiceover. The
importance is to keep it
short, sweet and easy.

9. • Twitter’s strength is in text (140 character
limit) and should be used for interaction and
to link back to published images and videos on
the other social networks.

10. YouTube supports: WebM files - Vp8 video codec and Vorbis Audio codecs.MPEG4,
3GPP and MOV files - Typically supporting h264, mpeg4 video codecs, and AAC
audio codec.AVI - Many cameras output this format - typically the video codec is
MJPEG and audio is PCM.MPEGPS - Typically supporting MPEG2 video codec and
MP2 audio.WMV.FLV - Adobe-FLV1 video codec, MP3 audio

11. Click on
video to
view
example
Professional (Gus edited and filmed) videos should be incorporated into our marketing
mix with a strong focus on subject for these time intensive videos. They still need to
remain short and to the point with headers and footers at each end directing the
watcher what to do next or where they can find out more

12. Click on
video to
view
example
These videos should feel like you are a “fly on the wall” or have a VIP pass to see
behind the scenes. Not highly overproduced and more about “reality”.

13. Click on
video to
view
example
This is a great way to incorporate before and after images and the preparation and
photo shoot process from beginning to end. Easier to create than a professional
video.

14. • Each salon and GHFG’s website should drive traffic to the social
networks.
• Buttons should be displayed on the top, bottom or along the side of
your home page. Links or buttons that remain in your navigation as
the user moves from page to page are optimal.
• The button’s hyperlink should open the social media pages in new
windows

15. In What Tone should we speak?
• We are the fashion experts and should speak
as such in our messaging.
• This will resonate with all of our target
markets: salons, magazines, and end
consumers.

16. These
images/videos/information
should allow the user to feel
like they are getting an inside
look because they are our
follower.
Not just used at photo shoots,
can be used at any “VIP” type
of event that we or our salons
are involved in.

17. What’s on Trend and how to
achieve it with a few tips and
products with advice from our
members. Highly image
focused so it doesn’t feel like a
sales push.

18. Showcase quick tips on
how just changing your
part or adding a bang
can quickly transform
your look. Easy quick
differing imagery that
could be before and
afters from in salon and/
or photo shoots.

19. Similar to
transformation
advice, this would
show them how
they can differ
their looks
throughout a
longer period of
time (vacation,
weekend, etc.)
with a few
changes.

20. Similar to what they have
done here with makeup,
the focus would be on a
certain color and how
different skin types can
wear the color and keep it
fresh for this season.

21. Everyone likes to be in the
know on the next best
product but doesn’t like to
be sold. This would have to
be a compilation of many
opinions with a common
thread (like moisture or
natural) throughout.

22. Daily Posts with Weekly and Monthly Themes
SIX MONTH PLAN

29. Option 1
Option
1A