Social Media Strategy

1. Tampa Bay Buccaneers

2. Table of Content
• Executive Summary
• Social Media Audit
• Social Media Objective
• Online Brand Persona and Voice
• Strategies and tools
• Timing and Key Dates
• Social Media Roles and Responsibilities
• Social Media Policy
• Critical Response Plan
• Measurement and reporting results

3. Executive Summary
Our goal is to increase fan engagement on and off the field. We hope
to make it easier for fans to stay updated with the entire team along
with their favorite players. Once a buccaneer always a buccaneer.

4. Source Volume % of Overall Traffic Conversion Rate
Facebook 2,000 visits 10% 2.5
Twitter 3,500 new hashtag posts 29% 4.8
Instagram 1,500 tags 6% 1.8
Linkin 120 adds 3% 0.06
Assessment

5. Competitor Name Social Media Profile Strengths Weaknesses
Atlanta Falcons https://www.facebook.com/atlantafalcons
Posts a lot of videos of the team such
as interviews and also post articles
that the team was mentioned in
Low engagement with fans and does not
post frequently
Carolina Panthers https://www.facebook.com/CarolinaPanthers
post featured interviews and also post
team that they are playing that week
Does not post other things besides articles
and (vs.) pictures
Oakland Raiders https://www.facebook.com/Raiders
Post highlights of past games and puts
up up-coming schedule Does not participate in fan involvement
Competitor Assessment

8. Social Media Strategies and tools
• Twitter: Respond to questions the same day or within the
hour. Thank followers for following.
• Facebook: Post feature articles, keep everything short, try to
add Facebook ads
• Images: Post eye catching photos in order to SEO optimize.
• Content: Provide content that will make them want to click.
• Build community: Trying to put some personality and
humor into your brand with your posts.

9. Timing and Key Dates

10. Social Media Team Structure
• Digital Designer: Help produce visual assets and creative
concepts.
• Social analyst: Helps with social insights, reporting or analytics
• Community Manager: This person will encourage
conversations and engagement, growth in the community and
manage social presence, create engaging content
• Social Media Manager: Create and Manage the social media
strategies and ensure the smooth-running of social media
externally and internally.

11. Social Media Policy
• Employees are allowed to associate themselves with the company
when posting but they must clearly brand their online posts as
personal and purely their own. The company should not be held
liable for any repercussions the employees’ content may generate.
• Content pertaining to sensitive company information should not be
shared to the outside online community. Divulging information like
the company’s design plans, internal operations and legal matters
are prohibited.
• Proper copyright and reference laws should be observed by
employees when posting online

12. • Action Plan:
• Customer support team member in charge of addressing the
issue
• Have marketing director manage all contact if the tweet is
picked up by the media
• Have the Social Media Manager continue to monitor the
situation
Critical Response Plan

13. Measurement and Reporting Results