The social media strategy document outlines plans to grow the artist Painted West's online following over the summer and fall of 2017. The primary objectives are to increase exposure on all platforms and engage fans through meaningful, interactive content. To achieve this, the strategies involve using hashtags for upcoming releases, conducting giveaways for fans who use the hashtags, monitoring other artists' profiles to engage similar fans, and publishing more video content on YouTube. Key dates include new music in August and November as well as shows between June and December. Roles and response plans are defined, and growth will be measured bi-monthly.

1. ARTIST: PAINTED WEST
Social Media Strategy - Summer/Fall 2017

2. Table of Contents
■ Executive Summary, May 2017
■ Social Media Audit
– Social Media Assessment, May 2017
– Traffic Sources Assessment, May 2017
– Audience Demographics Assessment, May 2017
– Competitor Assessment, May 2017
■ Social Media Objectives
■ 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 major social media priorities for Summer/Fall 2017 will be growing our online following.
The primary focus will be to increase online exposure of the artist and the respective music by
developing meaningful content that engages fans with the artist and online community.
■ A plan to strategically time the
publishing of content on all social
platforms.
■ Engage fans with interactive posts,
giveaways, contests, and other
creative conversation-starters.
Two major social strategies will support this objective:

4. Social Media Audit
Social Media Assessment
Social Network URL Follower
Count
Average
Weekly
Activity
Average
Engagement
Rate
Twitter Twitter.com/pai
ntedwest
54000 5 posts per week 2.5%
Twitter (Street
Team)
Twitter.com/pai
ntedwestteam
735 3 posts per week 2%
Instagram Instagram.com/
paintedwest
4757 1 post per week Average
interactions per
post: 300
Instagram
(Street Team)
Instagram.com/
paintedwesttea
m
108 1 post per week Average
interactions per
post: 30
YouTube Youtube.com/pa
intedwest
13552 <1 video per
week
Average
interactions per
video: 4000
At present time, the
highest number of
interactions per
post occurs on
Twitter. Little
interactions occur
on ST Instagram.
Declining
interactions on
YouTube can be due
to lack of regularly
posted content.

5. Website Traffic Sources Assessment
Source Volume % of Overall Traffic
Twitter 5000 unique visits 20%
Twitter (Street Team) 1000 unique visits 4%
Instagram 2000 unique visits 10%
Instagram (Street
Team)
100 1%
Timeframe: Monthly average, January 2017 to May 2017
At present time,
Twitter is by far the
strongest driver of
traffic. Little to no
traffic results from the
ST Instagram due to
lack of targeted posts.

6. Audience Demographics Assessment
Taken from a series of online polls within the artist’s fan community (January 2017-May 2017)
Age
Distribution
Gender
Distribution
Primary Social
Network
Secondary
Social Network
Primary Need Secondary
Need
85% 11-18
12% 18-30
3% 30+
92% Female
5% Male
3% Unidentified
80% Twitter
12% Instagram
3% Tumblr
5% Other
70% Instagram
11% Instagram
10% Facebook
5% Tumblr
4% Other
To have artist
release music
regularly and
interact with
fans
(relatability)
To have a
current artist to
follow/represent
(entertainment)

7. Competitor Assessment
Competitor Name Social Media Profile Strengths Weaknesses
The GeorgeTwins
(Independent label)
Twitter:
@thegeorgetwins
Instagram:
@thegeorgetwins
YouTube:The George
Twins
High qualityYouTube
videos  strong fan
feedback/interaction.
If the competitor
posted more
engaging tweets, our
fans could potentially
begin following them.
Lack of regularly
postedTwitter
content.
No strong brand
representation on
Instagram.

8. Social Media Objectives
1. Increase visitors from similar artists/bands to Instagram
2. Increase volume of video content published on YouTube and other profiles
3. Increase fan interactions via live streams + Q&As
4. Increase following on ST Instagram by 100 in two months
5. Increase following on ST Twitter by 80 in one month

9. Online Brand Persona and Voice
Adjectives the describe our brand:
 Relaxed
 Accessible
 Respective
 Chatty
 Chill
 Bubbly
When interacting with fans we are:
 Positive
 Friendly
 Funny
 Quirky
 Modest
 Non-judgmental

10. Strategies and Tools
Owned: Create a hashtag for the upcoming music releases. Use
the ST profiles to encourage fans to use the hashtag with tweets
and Instagram posts.
Boost the hashtag by conducting giveaways for fans who
frequently use the hashtag.
Retweet/follow fans who use the hashtag in a creative way to
enforce our appreciation.
Earned: Monitor Twitter and Instagram for fans of similar
artists/bands and reach out to them.
Follow/like/retweet fans who join the community.
Conduct a weekly giveaway for free iTunes music from the
artist, focusing on new fans.

11. Timing and Key Dates
Music Release Dates:
 August – Single
 November – Debut Album
Event Dates:
 June 9 – Test Show @ Nashville
 July 22 – Test Show @ Nashville
 August – Radio Tour
 September – Shows/promo
 November – Promo Tour
 December – Promo Tour
Timing:
 +500 Twitter followers by July 30
 2 YouTube videos published by August 30
 +300 Instagram followers by July 30

12. Social Media Roles and Responsibilities
Digital Marketing Director: Maria Herrera
Social Media Manager: Maria Herrera
Co Media Director: Josh Kerr

13. Social Media Policy
 Be respectful at ALL times
 If a fan is being hostile, ignore the situation.Try to resist blocking unless absolutely necessary.
 Random merch/music giveaways are permitted, but keep the frequency low.
 Direct possible fans to the artist’s SoundCloud as much as possible (where the better quality music is located)
 Emojis/slang are permitted; use in moderation.
 Respond to fan DM’s on a daily basis.
 Don’t engage with fans on other bands’/competitors’ profiles.

14. Critical Response Plan
Scenario 1: Someone is bashing the band online & attracting a lot of attention
Action Plan:
• Screenshot user’s posts/some responses to the situation.
• Alert Maria Herrera. If Maria unavailable, alert Josh Kerr.
• DO NOT acknowledge the situation unless instructed to do so.
• Maria and Josh will manage all contact.
Scenario 1: Evidence of artist’s inappropriate behavior leaks online
Action Plan:
• Screenshot posts/some responses to the situation.
• Alert Maria Herrera. If Maria unavailable, alert Josh Kerr.
• Report all tweets with the evidence from an anonymous account.
• Maria and Josh will manage all contact.
• Tweet out entertaining contact to distract fans (ie giveaway)
• DO NOT tweet about upcoming music until the situation is resolved. The media can use tweets
to hurt the brand.

15. Measurement and Reporting Results
Source Volume % of Overall Traffic
Twitter 1100 unique visits 12%
Twitter (ST) 200 unique visits 5%
Instagram 800 unique visits 20%
Instagram (ST) 130 unique visits 10%
Website Traffic Sources Assessment
Reporting Period: 2 months
Data as of May 25, 2017