The document provides a social media audit and strategy for the Tampa Bay Lightning. Key points include: - Goals are to grow the fan base through social media and increase app downloads, website traffic, and ticket sales. - Instagram following increased by 4,000, surpassing the goal, while ticket purchases only increased by 16%. - 360-video posts on Facebook increased by 14%, surpassing that goal and elevating fan engagement. - Sentiment analysis found fans most enjoy player interviews and behind-the-scenes content, while negative sentiment is mostly about game performance rather than social media interactions.

1. Ryann Donahue
September 29th, 2016

2. § 3. Executive Summary
§ 4-7. Social Media Audit
§ a. Social Media Assessment
§ b. Audience
§ c. Competitors
§ 8-9. Social Media Objectives
§ 10-11. Online Brand Persona and Voice
§ 12. Strategies and Tools
§ 13. Timing and Key Dates
§ 14. Social Media Roles and Responsibilities
§ 15. Social Media Policy
§ 16. Critical Response Plan
§ 17-19. Measurement and Reporting Results

3. § Our social media goals for the 2016-2017 season include growing our fan-base
through online communities. The primary focus will be increasing fan engagement
and awareness to increase ticket sales and app downloads.
§ We aim to increase followers, increase ticket sales and reward fans for engagement
by:
§ 1. pursuing contests
§ 2. incorporating new technology
§ 3. increasing interactivity with fans

4. § Website Traffic Sources Assessment:
§ Monthly average: March 2015-September 2015
Source Volume Percentage of Overall
Traffic
Conversion Rate
Twitter 200, 000 25% 5%
Facebook 250, 000 33% 7.6%
Instagram 150, 000 16% 3.2%

5. § The following is an audit of the Tampa Bay Lightning’s current social media status.
§ Social Media Assessment:
§ Facebook currently has the highest engagement rate per post. Twitter also has high
engagement rates, but because there are so many Twitter updates daily, the
engagement rate per post is lower.
Social Network URL Follower Count Average Weekly
Activity
Average
Engagement Rate
Twitter Twitter.com/TBLi
ghtning
449, 000 180 posts per
week
8%
Facebook Facebook.com/lig
htningnhl
528, 146 58 posts per week 10%
Instagram Instagram.com/tb
lightning
317, 000 9 posts per week 5%

6. § Audience Demographics Assessment:
§ The majority of social media followers are in the 18 - 30 and 31 – 40 groups, but fans
follow team progress at all ages, particularly on Facebook.
Age
Distribution
Gender
Distribution
Primary
Social
Network
Secondary
Social
Network
Primary Need Secondary
Need
40% 18 – 30
30% 31 – 40
20% 41 – 55
10% 56 - 80
65% Male
35% Female
65% Male
35% Female
60%Facebook
25% Twitter
10% Instagram
65% Male
35% Female
35% Twitter
25%Instagra-m
30% Facebook
Dedicated
fans who
track the
team’s
progress.
Sports fans
generally
curious about
the
Lightning’s
season.

7. § Competitor Assessment
The assessment above analyzes three competitors geographically closest to the Lightning. Insider information
and team updates drive their content. Competitors’ followers also enjoy personal interactions to increase
engagement. The competition has room to improve on quality visuals and more frequent posting.
Competitor Name Social Media Profile Strengths Weaknesses
The Florida Panthers FB: The Florida Panthers Informational event pages
promote games and drive traffic to
their website. Some distinct
visuals and infographics.
Very minimal posting
with little “inside look”
material. Content is
mostly links to articles
on their website. Little
interaction with
audience.
Carolina Hurricanes FB: Carolina Hurricanes Behind-the-scenes looks at private
practices and team events.
Interaction with audience by
answering questions. Ticket Rep
Chat on sidebar.
Posts only a couple of
times per day and many
links to informational
articles.
Nashville Predators FB: Nashville Predators Holds contests with fans to foster
engagement. Interacts with fans
by answering questions frequently.
Uses Facebook for in-game
updates as most teams use Twitter.
Many status updates
with no visuals. Little
behind-the-scenes
coverage. Possibly too
much play-by-play that
is accessible elsewhere,
such as twitter or live
broadcast.

8. § During the 2016-2017 season, our goals are to grow the Lightning fan-base by
increasing app downloads, traffic to our website and ticket sales. To achieve these
goals, we will devote more resources to visuals and new technology such as
Facebook Live and 360-Video.
§ Specific goals include:
§ 1. Increasing Instagram followers by 3,000 in six months
§ 2. Increasing ticket purchases from Facebook and Twitter by 20% in six months
§ 3. Increasing volume of 360-video on Facebook by 10% in six months

9. § KPIs:
§ 1. Number of Instagram followers
§ 2. Number of ticket purchases through Facebook and Twitter
§ 3. Number of monthly 360-video posts on Facebook

10. Adjectives that describe our brand: When interacting with customers we are:
Passionate Friendly
Bold Supportive
Fun Informative
Caring Relatable
Trendy Quirky
Innovative Professional

11. In the midst of in-game statistics and updates, we aim to be
relatable and incorporate some comic relief.

12. Paid: Earned: Owned:
Game preview posts including
enticing visuals, infographics
and ticket links will be
sponsored on Facebook and
Twitter before big games once a
month.
Surprise three Twitter users
discussing hockey in Florida with
two free tickets to a regular
season Lightning game.
Encourage Instagram posts with
the #TBLightning hashtag. Offer
fan feature stories to those who
post photos with the most
passion and interest. Advertise
the fan feature on the
jumbotron at home games as
well as social media.
Tools:
Hootsuite
Tweetdeck
Canva
Photoshop
Subscribtions:
Photoshop
Hootsuite

13. § On non-game days, social media messages will be posted on Facebook two times per
day, on Twitter five times per day and on Instagram once per day. Schedules will be
adjusted according to breaking news and injury updates.
§ Because Lightning tickets and apparel often become gift items and attending
Lightning events can require time off from work, we will focus on these holidays:
§ Christmas
§ New Year’s Eve
§ Posts providing details on apparel, tickets and sales will be boosted on Facebook and
Twitter before these holidays.
§ Internal Dates:
§ Team anniversary
Social media contests will be run rewarding fans with apparel, tickets and a behind-
the-scenes look at our organization.

14. § Digital Media Manager: Andrew DeWitt
§ Digital Media Assistant: Jeff Odom
§ Social Media Coordinator: Kinsey Janke
§ Digital Marketing Manager: Patrick Abts

15. § Our organization understands that social media is a pervasive in the personal and
professional lives of our employees. Because social media profiles are generally
public, we require that our employees represent our brand well, especially if the
company name appears on their profile.
§ Employees should:
§ Communicate politely with all
§ Be helpful to customers
§ Remain respectful of the competition
§ Not participate in online fights or post about illegal activity
§ Ask Social Media Coordinator Kinsey Janke if they have questions
The Lightning take their social media portrayal seriously. Be warned that violations of this
social media policy may result in termination.

16. Scenario 1 Scenario 2
Personal Tweet accidentally posted to
@TBLightning account
Inappropriate broadcaster comment
Action Plan:
1. Screenshot Tweet
2. Delete Tweet
3. Contact Social Media Coordinator Kinsey
Janke (If unavailable, contact Digital
Marketing Manager Patrick Abts)
4. Devise apology message and explanation to
be approved by Patrick Abts and delivered as
soon as possible. (Message dependent upon
incident specifics)
Action Plan:
1. Contact Social Media Coordinator Kinsey
Janke and send apology on Facebook and
Twitter
2. Post video of broadcaster apologizing
3. Pass on responsibility to HR for possible
disciplinary action
Pre-Approved Messaging:
Twitter: “We apologize for the inappropriate
comments made during our broadcast tonight.
His/Her views do not reflect those of our
organization. “
For Facebook, add: “The situation is being
handled internally.”

17. § Quantitative KPIs
§ Reporting Period: 6 months
§ Data as of April 28th, 2017
§ Social Network Data
Social Network URL Follower Count Average Weekly
Activity
Engagement Rate
Twitter Twitter.com/TBLig
htning
453, 000
+.9% growth
185
+2.8% increase
9%
Facebook Facebook.com/lig
htningnhl
535, 000
+1.3% growth
63
+8.6% increase
11%
Instagram Instagram.com/tbl
ightning
322, 000
+1.6% growth
12
+33% increase
7%

18. § Website Sources Traffic Assessment:
Source Volume Percentage of Overall
Traffic
Conversion Rate
Twitter 220, 000
+10% increase
27% 7.2%
Facebook 277, 000
+10.8% increase
37% 9%
Instagram 182, 000
+21.3% increase
18% 4.4%

19. § Our Instagram following increased by 4,000, surpassing our goal. Instagram contests
improved fan engagement and should be continued.
§ Ticket purchases made through Facebook and Twitter only increased by 16%,
meaning more resources need to be devoted to this objective in order to reach our
increase goals. Perhaps increasing paid ticket advertising should be increased to
once every two weeks instead of once a month.
§ The volume of 360-video posts on Facebook increased by 14%, surpassing our goal.
Embracing this new Facebook feature elevated engagement and was well-received
by fans.

20. § Qualitative KPIs:
§ Sentiment Analysis
§ An analysis of the interactions on 300 Facebook posts, 300 Instagram posts and 300
Tweets revealed:
§ The audience enjoys interviews and reactions from players. Most positive sentiment
revolves around behind-the-scenes interaction with the team. Many fans checked in at
games on Facebook and geotagged Amalie Arena on Instagram, expressing an abundance of
positive sentiment
§ Most negative sentiment is related to team performance in games, not fan satisfaction
with team marketing or social media interactions.

21. § Continue Instagram feature story contest
§ Increase sponsored posts on Twitter and Facebook to once every two weeks
§ Consider creating a system to reward loyal participants of the #LightningStrikes
Twitter contest