This document outlines Kristina Garcia's social media strategy for 2017. The objectives are to grow her online following and community on Facebook by sharing more interactive content and building relationships with followers. The strategy includes increasing post frequency, encouraging sharing and engagement, monitoring keywords, and using tools like Buffer and HootSuite. A social media audit is provided along with the brand persona, posting schedule, roles and responsibilities, social media policy, and critical response plan.

1. A BRAND CALLED YOU!
KRISTINA GARCIA
S O C I A L M E D I A S T R A T E G Y

2. E X E C U T I V E S U M M A R Y
S O C I A L M E D I A A U D I T
S O C I A L M E D I A O B J E C T I V E S
O N L I N E B R A N D P E R S O N A
S T R A T E G I E S & T O O L S
T I M I N G & K E Y D A T E S
S O C I A L M E D I A R O L E &
R E S P O N S I B I L I T Y
S O C I A L M E D I A P O L I C Y
C R I T I C A L R E S P O N S E P L A N
TABLE OF
CONTENTS

3. EXECUTIVE SUMMARY
Mymajorsocialmediaprioritiesfor2017willbetogrowmy
myonlinefollowingandcommunity.
MyprimaryfocuswillbetodrivemoretraffictomyFacebook
pagebysharinginteresting,interactivecontentandbuilding
relationshipswithotherusersonFacebook.
Majorsocialstrategywillsupportthisobjective:
-Aplantoincreasethevolumeofqualitycontent.

4. SOCIAL MEDIA AUDIT
The following is an audit of Kristina Garcia's social media presence to date. It includes an assessment of all
social networks, web traffic and audience demographic.
Social Media Assessment:
Currently, the highest number of interactions per post occurs on Instagram (engagement rate cannot be
calculated at the time). There is little to no interaction on LinkedIn.

5. SOCIAL MEDIA
OBJECTIVES
In 2017, the primary focus of my social media strategy will be to
drive more traffic to my Facebook page. In order to do this, my social
media priorities will be to grow an online following & community by
sharing more interactive, interesting content and building deeper
relationships with my followers and other users.
Some specific objectives include:
1. Increase unique visitors and followers to Facebook page by 10% in
6 months via:
Increased brand awareness through increased shares and mentions
on Facebook

6. ONLINE BRAND
PERSONA
Adjectives describing my brand:
-Relatable
-Kind
-Intelligent
-Book worm
-Funny

7. STRATEGIES & TOOLS
Paid:
I am not planning on paying for ads on facebook at the present
time. Once my page acquires more followers, paid ads will be
considered.
Owned:
Once I begin to post more content on the page, i will encourage
my followers to share the posts as well as comment and like. Once
my work acquires somewhat of a following, i would also
encourage my followers to share their thoughts, ideas and
opinions. I will also share posts by other pages similar to mine.
Earned:
Monitor facebook for keywords and terms: writing, books, write,
author, and book worm. Content to be re-posted to my other
social channels.
TOOLS:
BUFFER
HOOTSUITE
MEDIUM

8. TIMING &
KEY DATES
HolidayDates:
Valentine’sDay
Christmas
LabourDay(LongWeekend)
Easter
Halloween
Thanksgiving
Regular Post Dates:
Every Tuesday and
Thursday

9. Role of Marketing Director, Social
Media Manager and Social Media
Coordinator will all be done by me,
Kristina Garcia.
SOCIAL MEDIA ROLE
& RESPONSIBILITY

10. Social media is a large part in my
everyday life. I use it to spread
messages, interact with friends and
followers , and to share my personal
activities, thoughts, ideas, plans and
more. As my own representative of
my brand, I am expected to
demonstrate best practices and a
sense of etiquette in my use of
social by following some simple
guidelines:
Social Media Policy
Be respectful to all
Use common sense
Don’t post
something that’s illegal or plagiarized
Be polite, not rude or insensitive
Be nice to strangers
Be open-minded

11. CRITICAL
RESPONSE PLAN
If anything goes against the social media policy, I will take
matters into my own hands since this is my personal
brand, and I will want to handle matters like that myself. I
will personally get in touch with the individual in question
and find out what the problem is.