A comprehensive social media strategy plan for The Urban Play, LLC.

1. @THEURBANPLAY WWW.THEURBANPLAY.COM
THE URBAN PLAY, LLC
ASHLEY ANDREWS
AUGUST 5, 2018
SOCIAL MEDIA STRATEGY PLAN

2. TABLE OF CONTENTS
1. Executive Summary
2. Social Media Audit
a. Social Media Assessment
b. Website Traffic Assessment
c. Audience Demographic
Assessment
d. Competitor 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
The Urban Play's major social media priorities for 2018 will be
growing our social media following and broaden our blog readership
and community.
The primary focus will be to support business goals through driving
more website traffic to our website by sharing more
relevant, interactive and relatable content and broaden our audience
reach.
Two major social strategies will support this objective:
1. A plan to increase the volume of content we publish to our social
profiles.
2. Encouraging and fostering interactive discussions with followers
The Urban Play is a Miami-based media platform and company that
focuses on showcasing the best of urban talent and lifestyle. We focus
on the diverse culture of ambitious, creative and forward individuals.
The Urban Play is passionate about creating a diverse and unique
platform for young upcoming artists, entrepreneurs and creatives to
be seen and heard across the world. What started out as just a blog has
turned into a movement, as The Urban Play seeks to change the
negative perception of what it means to be "urban."
TARGET MARKET
21 to 35-year-old progressive millennials
Rappers, artists and black creative professionals
College educated
Metropolitan
Trendy
Social Media Savvy

4. SOCIAL MEDIA AUDIT
This comprehensive social media brand audit includes an assessment of all
Urban Play social networks, web traffic, audience demographics, and a
competitor analysis.
(All analyses were made from May 2018)
Social Media Assessment
Web Traffic Source Assessment
Currently, the largest number of interactions the company gains on social
media is on Instagram. Our Facebook publishing is almost obsolete while our
Twitter account has room for improvement.
Due to the fact that more Twitter users are looking for written than visual
content, our website receives the most traffic from that platform. Instagram
has some room for improvement, while Facebook again is lacking in
engagement, traffic leads and conversion.

5. SOCIAL MEDIA AUDIT
Audience Demographic Assessment
Our online audience demographic perfectly aligns with our millennial
target market. Whereas the company is ran by an all female staff, it is
surprising that more than half of our audience is male. Seeing that
most of our followers are the most active on Instagram, it is imperative
for us to amp up our promotional marketing efforts on that platform.

6. SOCIAL MEDIA AUDIT
Competitor Analysis Assessment
Our greatest competitor is HipBizTec, a Miami based media platform
and company focused on producing content featuring Hip-Hop,
business and technology. They are a small and new business like ours
but has steadily grown a large following on Instagram. 1 Am Creative
and Blacture are big name brands in the same topic arena as The
Urban Play but do not pose an immediate threat to our brand.

7. SOCIAL MEDIA
OBJECTIVES
In 2019, the primary focus of
our social media strategy will
be to support business goals
by driving more traffic to our
website from our social media
channels.
In order to do so, our social
media priorities will be
growing our social media
following (especially on
Twitter and Instagram) +
broadening our online
community by sharing more
relatable, relevant and
interactive content and
building an online community
of urban cultural enthusiasts.

8. SOCIAL MEDIA
OBJECTIVES
Some specific objectives include:
1. Increase unique visitors from social
media properties to website by 35% in
6 months via:
a. Increased brand awareness through
increased mentions on Twitter and
tags on Instagram
b. Increased use of brand hashtags
across all social platforms
2. Increase Instagram followers by
2000 in 6 months.
3. Increase volume of visual/video
content published on Instagram and
YouTube channels by 50% in 6 months
KPIs
1. Number of unique visitors to
website from Facebook, Twitter
and LinkedIn
2. Number of Instagram
followers
3. Number of weekly posts to
Twitter and Instagram
4. Sentiment analysis
Key Messages
1. We Define Urban
2. The best of urban lifestyle and
culture

9. ONLINE BRAND
PERSONA AND VOICE
Adjectives that describe
our brand:
1. Fun
2. Trendy
3. Creative
4. Informative
When interacting with
our audience we are:
1. Personable
2. Engaging
3. Friendly

10. PAID
1. Every Monday boost the top
performing Instagram post of the
previous week for 3 days. The
post must have a minimum
organic reach of 500, with at least
50 likes and 3 comments.
2. Partner with black lifestyle
influencers for a bi-weekly
Instagram stories takeover
documenting their experience at
select events, festivals and
concerts our audience are
audience is interested in.
OWNED
1. Introduce the use
#WeDefineUrban campaign on
Instagram posts and stories.
Encourage adoption by audience and
repost and/or shout out at least one
user-generated #WeDefineUrban
post per week. Promote hashtag
across all social properties, email
newsletters as well as printed
promotional material.
(T-shirts and merchandise)
2. Introduce blog article series
#TheBrandFam, delivering weekly
tips, tools and insight for millennial
entrepreneurs navigating life during
and post college. These articles will
be helpful, engaging, foster discussion
and introduce readers to our
branding and marketing services that
will be featured in blog copy.
EARNED
STRATEGIES&TOOLS
APPROVED TOOLS REJECTED EXISTING SUBSCRIPTIONS/
LICENSES
Photoshop
Hootsuite
HubSpot
N/A Canva
Adobe Premiere
Google Drive
IFTT
1. Monitor mentions of
celebrities, artists and public
figures blogged about on our site
on Twitter and respond to tweets
with links to our articles about
said person.
2. Mention up and coming artists,
free of charge, in various content
fashions (video, visual, blog and
playlist curation) and have them
repost and retweet posts linking
back to our website with their
featured piece of content.

11. TIMING AND KEY DATES
- New Year’s Day
- Black History Month
(February)
- Valentine’s Day
- Memorial Day (Long weekend)
- Caribbean American Heritage
Month/Black Music Month
(June)
- Famous urban celebrity
birthdays
-Anniversary dates of urban
music, television and movie
premieres and/or releases
Holiday Dates:
Internal Events:
-Brand Anniversary (October 13)
Lead Times:
- For all month long holiday content,
allow at least 6 weeks for ideation,
creation, production and publishing
- Birthdays and anniversary content
can be created within one week

12. SOCIAL MEDIA POLICY
Social media is the main aspect of our brand’s marketing and
overall vision. Our audience is full of social media savvy
millennials who are glued to their phones and ready to send a
tweet, post or snap at any moment. As an employee and a
representative of The Urban Play, you are expected to
demonstrate proper online etiquette and best practices by the
following simple rules:
1. Think before you post.
2. Listen first, respond after.
3. Be friendly but respectful in your responses.
4. Respond to every comment: good AND bad.
5. Have fun, but be smart.
6. If you’re not sure your post will offend someone, don’t publish
it. Send to your supervisor to come up with a better one.
7. Make sure to share your company pride and excitement with
your own personal followers. The more, the merrier!
8. Speak like a human but don’t curse like a sailor.
The Urban Play is serious about the appropriate use of social media by our
employees. Violation of The Urban Play social media policy may result in corrective
action, up to, and including, termination. Employees may also be subject to legal
action, including criminal prosecution. The Urban Play reserves the right to take any
further action it believes is appropriate. Should you have any questions or concerns,
please speak to your supervisor or anyone on The Urban Play HR team.

13. SOCIAL MEDIA ROLES &
RESPONSIBILITIES
Marketing Director
1. Development and implementation of overall brand strategy
2. Develop brand communications guidelines for all company
messages
3. Oversee implementation of brand marketing
Social Media Manager
1. Create and maintain brand social media content calendar
2. Develop relevant content topics to be used for blog posts and
social media
Social Media Coordinator
1. Create social media graphics
2. Draft social media copy
3. Scheduled social media posts using platforms such as
Hootsuite and Buffer
4. Monitor community engagement

14. CRITICAL RESPONSE PLAN
Scenario 1 – Controversial/Inappropriate Post Sent from
@TheUrbanPlay
Action Steps
1. When post is detected
- Screenshot post
- Delete or archive post
- Inform Social Media Manager. If social media manager is
unavailable, inform the Marketing Director.
2. Social Media Manager and Marketing Director will discuss the
possible impact and reach of the post, and evaluate what needs to be
done to solve the negative impact created.
3. Social Media Manager will create follow up post outlining what
was said in inappropriate post and offer apology for possible offense
to audience. Social Media Manager will send the drafted post to
Marketing Director for approval.
4. Once approved, Social Media Manager will publish follow up post
to all social platforms addressing the previous problematic post.
5. Social Media Manager and Marketing Director will then follow up
with Social Media Coordinator and further evaluate the post, why
and how was it published and see if disciplinary action is required.
Pre-approved message: N/A, dependent on the content of the
inappropriate published post. The message, however, will express an
apology for offending company audience.

15. CRITICAL RESPONSE PLAN
Scenario 2 – Cancelled Brand Event
Action Steps
1. Event production team informs Marketing Director of cancelled
event.
- Marketing Director informs Social Media Manager. If Social Media
Manager is unavailable, inform the Social Media Coordinator.
2. Social Media Manager and Marketing Director will discuss the
possible the best way to inform follower and event goers on cancellation
3. Social Media Manager will draft post apologizing for the cancellation
and offering assistance to event goers inconveniences; send to
Marketing Director for approval.
4. Once approved, Social Media Manager will publish posts on all social
platforms.
5. Social Media Manager and Marketing Director will then follow up
with event production team and further evaluate the reason for the
cancellation and see how to resolve the issue with paying event goers
and come up with ways to prevent cancellations in the future.
Pre-approved message: "Due to unforeseen conditions, The Urban Play
must cancel *EVENT NAME*. We sincerely apologize for any
inconvenience and seek to reschedule this event as soon as possible.
Thank you for your understanding.

16. MEASUREMENT AND REPORTING
Social Network Data
Website Traffic Sources

17. MEASUREMENT AND REPORTING
#WeDefineUrban Hashtag Performance
Between September 2018 and December2018, the hashtag was
mentioned 100 times on Twitter and 800
times on Instagram.
The campaign was very successful on Instagram, where followers
posted engaging videos defining what "urban" means to them.
The posts published with the hashtag yielded higher than the average
numbers of likes and comments on other Instagram posts.
Qualitative KPIs
Sentiment Analysis:
An analysis of the interactions on Facebook posts, Instagram posts
and Tweets from September - December 2018 revealed the following:
More positive brand mentions. Increased retweets and regrams.
Negative sentiments were due to the nature of the news-like content
pushed out on a daily basis dependent on follower's likes and dislikes
of certain public figures.
Proposed Action Items:
Continue and expand #WeDefineUrban Campaign to other
countries
Consider another contest-like campaign gifting followers with
Urban Play merchandise to build physical brand awareness
Explore content options on Snapchat and Tumblr