Social Media Strategy for a blogger brand entitled Social Vitality

1. Social Media Strategy
Blogger

2. Table of Contents
1. Executive Summary, January 2016
2. Social Media Audit
a. Social Media Assessment, January 2016
b. Traffic Sources Assessment, November 2015 – January 2016
c. Customer Demographics 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, February 2015

3. Executive Summary
 My major social media priorities for 2016 will be to grow my online following and community.
 The primary focus will be to support my exposure goals through driving more traffic to my website
by sharing more content
 I want to create relevant content and build deeper relationships with my followers
 Two major social strategies will support this objective:
1. A plan to increase the volume of content I publish to my social profiles.
2. Encourage conversations and familiarity with followers

4. Social Media Audit
The following is an audit of Ashley Broughton’s blog, Social Vitality presence to date. It includes an
assessment of all social networks, web traffic, audience demographics, and competitor analysis.
Social Media Assessment
Date as of January, 2016
Social Media Assessment: At present time, the highest number of interactions per post occurs on Twitter.
Little to no interaction occur on Rebelmouse and the closing of that channel should be considered when
moving forward.
Social Network URL Follower Count
Average Weekly
Activity
Average Engagement
Rate
Twitter
https://twitter.com
/ashleynbrought1 19 5 per week 42%
Facebook
www.facebook.co
m/ashleybroughto
nblogger 4 5 per week 25%
Rebelmouse
https://www.rebel
mouse.com/ashle
ybroughton/ 0 2 per week 0%

5. Social Media Audit
Website Traffic Sources Assessment
Timeframe: Monthly Average, November 2015 to February 2016
Traffic Summary:
At present time, Twitter is by far the biggest driver of traffic to my brand. The conversion rate is far
greater than Rebelmouse. Although specific data is unknown for Facebook, this site has few
interactions and followers thus far.
Source Volume
Percentage of
Overall Traffic Conversion Rate
Twitter 117unique visits 89% 12%
Facebook Unknown Unknown Unknown
Rebelmouse 12 unique visits 1% 0%

6. Social Media Audit
Audience Demographics Assessment
Survey distributed February: 26 responses
Audience Demographic Summary:
Most respondents are in the 18 – 30 age group. Facebook and Twitter are their main social networks.
Social media related topics and interesting stories are their main reasons for visiting my sites. Energy should be further directed to
develop Facebook, Twitter, and Instagram content and engagement.
Age
Distribution
Gender
Distribution
Primary Social
Network
Secondary Social
Network Primary Need Secondary Need
80% 18-30
10% 31-40
10% 41-55
70% Female
30% Male
40% Facebook
30% Twitter
30%Instagram
40% Instagram
30% Facebook
30% Twitter
-Updates on social
media changes and
tips
-Interesting stories
with a different
perspective
Updates on Service
Activities

7. Social Media Audit
Competitor Assessment
Competitor Assessment Summary:
The above analysis focused on three major competitors with a considerably strong presence on Instagram, Facebook, and Twitter.
These bloggers excel in using vibrant, captivating, and concise content, as their audiences respond positively to these types of
content. They lack in thoughtful engagement with audience, too specific or too broad of a topic, and a balance of fun and serious.
Competitor Name Social Media Profile Strengths Weaknesses
Victoria’s Blogging
Adventure TW: VickBlogging
Frequent post with fun
and quirky allure. Vibrant
photos that captivate
audience.
May not be taken serious
because of the quirky
nature of blog, maybe too
broad of a category of
blogging
Zack Gyper Social Realm
Instagram:
FB: ZackGyperSR
Factual and to the point.
The posts are clear and
concise and reliable.
Lacks a genuine
engagement with
Peter Zack Charlie PR Instagram: PeterZPR
Very specific way of
targeting PR individuals
May not appeal to an
audience outside of PR,
disregards non-PR related
psots

8. Social Media Objectives
 In 2016, the primary focus of my social media strategy will be to increase the number of followers
and shared content. In order to so, my social media priorities will be to grow my online followers by
sharing more authentic, interesting posts, and by communicating more directly with my audience.
Some specific objective include:
1. Increase unique visitors to websites by 20% in the next 3 months via:
a. Increased posting and use of hashtags
b. Increased boosting of pages through direct invitations
2. Increase Facebook followers to 50 in the next 3 months
3. Increase content posted to Rebelmouse and Facebook

9. Social Media Objectives
KPIs
1. Number of unique
visitors from
Facebook, Twitter,
and Rebelmouse
2. Number of Facebook
followers
3. Number of weekly
posts to Facebook
and Rebelmouse
4. Site analysis
Key Messages
 Social Vitality keeps you informed with the
most recent changes to social media in an
vibrant manner
 Social Vitality – a two-way system of blogging
 Social Vitality encourages communication
between audience, material, and blogger

10. Online Brand Persona and Voice
Adjectives that describe our
brand:
 Daring
 Vibrant
 Modern
 Motivational
 Inspirational
When interacting with others we
are:
• Sincere
• Informative
• Open
• Engaged
• Friendly

11. Strategies and Tools
Paid:
Every Sunday boost page for more follower. Expected reach for this boost is 5 people.
Owned:
Introduce real-life story or challenge to social media posts. Encourage followers to share the
heartwarming story, or encourage them to take the challenge and share it.
Earned:
Form friendship with other social media bloggers and offer to introduce my followers to their page if
they would do the same. Offer to share one post of a follower per week.

12. Strategies and Tools
Tools
Rejected Tools
 N/A
Approved tools
 Hootsuite
 Buffer
Existing
Subscriptions/Licenses
 Photoshop

13. Timing and Key Dates
Holiday Dates
 New Year’s
 Valentine’s Day
 Independence Day
 Thanksgiving Day
 Christmas Day
Internal Events
 Social Media Celebration – June 30th
Reporting Dates
 Reporting will occur quarterly each year:
February, May, August, and November

14. Social Media Roles
and Responsibilities
Owner and Manager – Ashley Broughton

15. Social Media Policy
Social media is a part of every aspect of our daily lives. We utilize it in work, family
interaction, to transfer ideas, and advocate for change. As the sole representative of Social
Vitality, I will demonstrate ethical content and etiquette in interaction by following the a few
guidelines:
 Be respectful to all audience members
 Not instigating fights
 Being polite and sincere
 Helpful to visitors
 Refrain from harsh words against competition
 Apologize for any misunderstandings
Social Vitality is serious about providing a social environment conducive for learning and
encouragement. Failure to do so can result in removal from social media.

16. Critical Response Plan
Scenario 1 – Inappropriate Tweet
Action Plan
1. When Tweet is detected:
• Delete tweet
2. Apologize to anyone offended by tweet
3. Take note of topic or type of tweet that was offensive for future reference
No pre-approving of message required in any scenario

17. Critical Response Plan
Scenario 2 – Technical issue with page that prevents use for significant amount of time
Action Plan
1. Save all data prior to issue
2. Open temporary separate page
3. Contact followers and explain issue and project new start-up date
4. Transfer data over to new page or wait until issue is resolved to continue posting
Message Response:
Facebook, Twitter, and Rebelmouse: “I apologize for my delayed posting. I have a technical issue with my site that
is still being resolved. Thank you for your patience and understanding. Updated posting will return as soon as
possible.”

18. Measurement and Reporting
Quantitative KPIs
Reporting Period: 1 month
Data as of February 21, 2016
Website Traffic Sources Assessment
Timeframe: Monthly, December 2015 to February 2016
Source Volume Percentage of Overall Traffic Convrsion Rate
Twitter 178 unique visits
+23% growth
51% 6.2%
Facebook 10 unique visits
+16% growth
6% 2.1%
Rebelmouse 20 unique visits
+20% growth
8% 1%

19. Social Network Data
Timeframe: as of February 21, 2015
Social Network URL Follower Count Average Weekly
Activity
Engagement
Rate
Twitter www.twitter.com/a
shleynbrought1
41
+10% growth
10 posts per
week
+50% increase
5%
Facebook www.facebook.co
m/ashleybroughto
nblogger
10
+40% growth
15 posts per
week
+302% increase
8%
Rebelmouse www.rebelmouse.
com/ashleybroug
hton
3
+300%growth
7 posts per week
+15% increase
0%

20. • Our Facebook page and grown by 300% in the last month and is on track to hit the estimated 50+ followers in
the next three months. This is correlated to the post increase.
• The visual content is improving. I am developing a consistent method of using vibrant color and photos to
capture the reader. I am also increasing tripling the amount of posts on the sites. I am still aiming to increase the
number of postings by 50% on all sites.
• Buffer has been used to make posting on sites easier and more dependable .
Qualitative KPIs
Sentiment Analysis
An analysis of the interactions on 15 Facebook posts, 20 Twitter posts, and 10 Rebelmouse posts revealed the
following:
• An abundance of sentiment from followers after their visits. Followers have been sharing more and liking more content.
• The most negative responses have been due to direct content. Some followers disagreed with posting

21. Propose Action Items
• Continue posting vibrant images
• Consider implementing the challenges and sentimental stories to be shared to increase followers
• Prepare a mission statement for the brand