Rachel Donohue Social Media Strategy Plan2/10/16

Written by Rachel Donohue

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TABLE OF CONTENTS1. Executive Summary2. Social Media Objectives3. Online Brand Persona and Voice4. Strategies and Tools5. Timing and Key Dates6. Social Media Roles and Responsibilities7. Social Media Policy8. Critical Response Plan9. Measurement and Reporting Results

EXECUTIVE SUMMARYOur key social media strategies for 2016 will be to establish a following on various social channels that can be showcased to potential employers.

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The primary focus will be to increase the number of followers on each platform and the amount of likes, retweets and shares on published content to promote an interactive community of followers and to eventually connect with key public relations professionals.

Two major social strategies will support this objective:1. A plan to consistently publish engaging, varied content on each social media

platform.2. Foster relationships with other public relations professionals through social

media.

SOCIAL MEDIA OBJECTIVESIn 2016, the primary focus of our social media strategy will be to increase the number of followers on each platform and the amount of likes, retweets and shares on published content to promote an interactive community of followers and to eventually connect with key public relations professionals.

Some specific objectives include:

1. Increase Facebook page followers and Twitter followers by 75 each in the next 3 months via:

a. Increased reference to Facebook page on other platforms such as Twitter

b. Link to social media printed on new business cards2. Establish presence of LinkedIn by:

a. Increasing followers by 50 in the next 3 months

b. Post at least once a week

3. Connect with key public relations professionals by:

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a. Following at least 30 working PR professionals on Facebook and Twitterb. Tagging large PR firms in at least 5 tweets in the next 3 months

KPIs1. Number of new followers on Facebook, Twitter and LinkedIn.2. Number of weekly posts on LindkedIn.3. Number of followers that are public relations professionals4. Analysis of content for engaging and interactive posts

Key Messages1. A young professional aiming to build lasting relationships in the public relations

field.2. Passionate about nonprofit organizations relating to the environment and

animal rights.

Audience DemographicsA majority of the audience will range from 18-24, or college-aged students. Reflecting the field, there will be a larger female population than male. The target audience also consists of professionals in the public relations field ages 24-55. A large majority of the audience is connected on LinkedIn, with the younger audience more prevalent on social media like Facebook or Twitter.

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ONLINE BRAND PERSONA AND VOICEAdjectives that describe our brand:

Relatable Contemporary Chic Lively

When interacting with followers we are: Friendly Positive Engaging

Example of posts:

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STRATEGIES AND TOOLSPaid: Due to the limited budget, no paid advertisements or media will be used to promote the brand at the present time. This is subject to change in the future.Owned: Create a business card using vistaprint.com that includes the social media handles and distribute during networking events. Encourage new contacts to follow the Facebook and Twitter page. Earned: Search Twitter for keywords like “public relations, social media, marketing” and key PR firms and follow relevant users. Tweet at relevant public relations firms and professionals to attempt to foster relationships.

ToolsApproved Tools

Buffer Vistaprint.com

Rejected Tools N/A

Existing Subscriptions/Licenses Adobe Suite – InDesign, Photoshop, Premiere Pro, Illustrator, etc. The New York Times Hootsuite

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TIMING AND KEY DATESRelevant upcoming dates:

Spring Break, February 27th – March 6th

End of Spring Semester, April 29th

Beginning of Fall Semester, August 22nd World Animal Day, October 4th

Election Day, Nov. 4th

Personal events: ACHS Fish Fry Fundraiser, March 12th 20th Birthday, October 31st ACHS Woofstock, November 25th

SOCIAL MEDIA ROLES AND RESPONSIBILITIESSocial Media Manager and Coordinator – Rachel DonohueResponsible for: Creating and posting engaging content, replying to followers, creating a post schedule for key events

SOCIAL MEDIA POLICYSocial media is one of the easiest ways to establish your personal brand but can also be one of the easiest ways to tarnish your brand. Maintaining a professional presence offline and online is key in creating lasting, professional relationships, especially in the public relations industry, where image is a large part of our focus. The following guidelines are intended to keep the personal brand’s image clean and appropriate:

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Use proper grammar and punctuation in each post, reply, share, etc. Treat others as you would want to be treated – be polite, respectful and

courteous! Maintain a consistent voice on all platforms Maintain legal and ethical integrity

CRITICAL RESPONSE PLANScenario 1: Inappropriate/negative comment on a Facebook/Twitter postAction Plan1. When comment is detected:

Take screenshot If overtly vulgar, delete comment immediately.

If comment can be responded to in a professional and courteous manner, allow it to remain up.

2. Develop an appropriate response: If comment needed to be deleted, directly message the user. Based on

how long the comment was available for the public to view, decide whether further action need be taken.

If comment still available to view, respond directly to the comment in a courteous manner.

Pre-approved messaging:NO PRE-APPROVED MESSAGING IN THIS SCENARIO. Response will be based on the nature of the comment and will vary from each situation.

Scenario 2: Social media account hacked

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Action Plan1. Upon realization of the hack, change all social media account passwords.2. Delete any posts/comments made during this time.3. Issue an apology on all social media accounts.Pre-approved messaging: Twitter: “I apologize for any posts made between (insert time of hack here). My social media account was hacked, I am looking into this further.”Facebook: “My social media accounts were hacked between (insert time of hack here). I have regained control over the accounts and am looking into the situation. I apologize for any inappropriate posts or comments that had been made during this time.”

MEASUREMENT AND REPORTINGQuantitative KPIsReporting period: 3 monthsData as of February 10th, 2016

Social Network URL

Follower Count

Follower Count PR Professionals

Average Weekly Activity

Average Engagement Rate

Facebook

https://www.facebook.com/MsRachelDonohue/ 130 2

4 posts/week 10%

Twitter https://twitter.com/msracheldonohue 72 12

5 tweets/week 7%

LinkedInhttps://www.linkedin.com/in/rachel-donohue-990099107 68 20

1 post/week 13%

Facebook followers increased by 70. Twitter followers increased by 40. LinkedIn followers increased by 66. The most successful increase was with Facebook, with LinkedIn not far behind. Twitter had the least improvement

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with the number of followers. While neither Twitter nor Facebook reached the goal of 75 increase in followers, we are still tremendously impressed with the ability to reach more professionals on LinkedIn. We achieved our goal of 50 followers, and even surpassed it.

On Twitter, we were able to reach 12 PR professionals who followed our account and reached 20 on LinkedIn. This far surpassed our goal of five.

We are able to consistently post once on LinkedIn. While we did achieve this goal, we are hoping to increase this number in the future to generate more engagement.

Qualitative KPIsAnalysis of Content for Engaging and Interactive PostsAn analysis of the Twitter, Facebook and LinkedIn posts over the past three months indicated the following in regard to interaction with followers:

Posts that were related to recent news articles were perceived as the most interesting to followers, based off of the click rate on these links.

Posts that were related to personal endeavors like current internships or opportunities on campus were perceived as the least interesting. These posts received the least engagement by followers.

Proposed Action Items Post more related to current events/newsworthy content Utilize LinkedIn for reaching PR professionals over Twitter

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