The document outlines First Magnitude Brewing Company's social media strategy for 2017. The objectives are to strengthen influence and expand the online community by sharing more engaging content and building relationships. Key strategies include increasing organic content frequency, engaging in conversations, and implementing live video. The summary provides an audit of First Magnitude's current social media presence and metrics, as well as an analysis of audiences, competitors, and objectives. It also outlines the strategies, tools, responsibilities and measurement plans for the social media activities.

1. Social Media Strategy
Stefan Dolinsky
2/19/17

2. Slide 3 – Executive Summary
Slide 4 – Social Media Audit
Slide 5 – Social Media Assessment
Slide 6 – Social Media Assessment (cont.)
Slide 7 – Website Traffic Sources Assessment
Slide 8 – Audience Demographics Assessment
Slide 9 – Competitor Assessment
Slide 10 – Competitor Assessment (cont.)
Slide 11 – Social Media Objectives
Slide 12 – Social Media Objectives (cont.)
Slide 13 – Online Brand Persona and Voice
Slide 14 – Strategies and Tools
Slide 15 – Strategies and Tools (cont.)
Slide 16 – Timing and Key Dates
Slide 17 – Social Media Roles and Responsibilities
Slide 18 – Social Media Roles and Responsibilities (cont.)
Slide 19 – Critical Response Plan 1
Slide 20 – Critical Response Plan 2
Slide 21 – Measurement and Reporting Results
Slide 22 – Measurement and Reporting Results (cont.)
Slide 23 – Measurement and Reporting Results (cont.)
Slide 24 – Measurement and Reporting Results (cont.)

3. Our main social media goals for 2017 will be strengthening our influence
and expanding our online community.
The primary objective will be reaching revenue goals through directing
greater traffic to our website by sharing more engaging, topical content
and creating more meaningful relationships with our customers and
business partners.
Three major social strategies will support this objective:
1. A plan to increase the frequency of organic content that we publish to our
social media accounts.
2. Engage in conversations with our customers and business partners to
discover our content.
3. Implement live video on our social media accounts.

4. The following is an audit of First Magnitude Brewing
Company’s social media presence to date. It contains an
assessment of all social media networks, web traffic,
audience demographics, and a competitor analysis.

5. Social
Network
URL Follower
Count
Average
Weekly
Activity
Average
Engagement
Rate
Twitter https://twitter.c
om/fmbrewing
1,445 12 posts/week 2.7%
Facebook https://www.f
acebook.com/
FirstMagnitud
eBrewing
8,410 6 posts/week 3.4%
Instagram https://www.i
nstagram.com
/fmbrewing/
4,880 9 posts/week 3.25%

6. Summary
 At the present time, the highest amount of
interactions per post occurs on Facebook (3.4%).
 Instagram and Twitter trail behind in follower count
and average engagement rate.

7. Source Volume % of Overall Traffic Conversion Rate
Twitter 750 unique visits 9% 1.3%
Facebook 5000 unique visits 63% 2.6%
Instagram 2,200 unique visits 28% 2.9%
Summary:
 At the present time, Facebook easily directs the most traffic to our
website. The conversion rate sits close behind Instagram at 2.6% and
2.9% respectively.
 While Twitter trails behind Facebook and Instagram, it still receives a
decent amount of social interactions.

8. Age
Distributio
n
Gender
Distribution
Primary
Social
Network
Secondary
Social
Network
Primary
Need
Secondary
Need
50% 21-30
35% 31-40
15% 41-55
5% 56-80
57 % Male
43% Female
45%
Facebook
35%
Instagram
20% Twitter
40%
Instagram
30%
Facebook
30%
Twitter
Socially
drinking
beers with
friends at a
sustainable
business
Enjoying
beers and
eating food
from food
trucks
Summary:
 The vast majority of survey respondents are in the 21-30 age group.
 Facebook and Instagram are their primary social networks
 Socially drinking beers with friends at a sustainable business is the primary
motivator for visiting First Magnitude Brewing Company
 Efforts should be geared towards developing Twitter content and engagement

9. Competitor
Name
Social Media
Profile
Strengths Weaknesses
Swamp Head
Brewery
@SwampHead 19,190 followers,
posts multiple
times/day, high
engagement,
uses multiple
hashtags
Does not post
enough video
content
Tall Paul’s Brew
House
@TallPaulsBrew Posts very
frequently
Little/no variety of
posts, no posts with
visual content, low
engagement rates
Blackadder
Brewing Company
@blackadderbrewing Posts high-
quality photos,
high amount of
views
Does not post
frequently enough,
low amount of
followers, could
post more video
content

10. Summary
 The analysis focused on three major/local competitors with
social media presences on Facebook, Twitter and
Instagram, respectively.
 High quality visual content appears to be the biggest driver
of engagement with the Facebook and Twitter audiences.
The Facebook and Twitter accounts post more frequently
than ours.
 The competition could improve its use of video content on
Facebook, variety of content on twitter, and post more
frequency on Instagram. The Twitter and Instagram
accounts could do a better job of two-way communication.

11. The primary objective will be reaching revenue goals through directing
greater traffic to our website. In order to accomplish this, our social priorities
will be expanding our online community by sharing more engaging, topical
content and creating more meaningful relationships with our customers.
Specific objectives include:
1. Increase unique visitors from social media accounts to website by 15% in
4 months via:
a. Increased brand awareness through increased mentions on Twitter.
b. Increased use of brand hashtags across all accounts.
2. Increase Instagram followers by 800 in 4 months.
3. Increase Twitter followers by 200 in 4 months.
4. Increase amount of video content published on Facebook and Instagram
channels by 25% in 4 months.

12. KPIs
1. Amount of unique visitors from
Facebook, Twitter and Instagram
2. Amount of Instagram followers
3. Amount of Twitter followers
4. Amount of weekly video posts to
Facebook and Instagram
5. Sentiment analysis
Key Messages
 Socially drinking beers with friends at a
sustainable business
 Drinking beer with friends while
enjoying food truck items

13. Adjectives that describe our brand:
 Sustainable
 Well-seasoned
 Delicious
 Hoppy
 Craft
When interacting with customers we are:
 Timely
 Friendly
 Committed

14. Paid:
Every Friday, boost the most popular Facebook posts for the weekend. The
posts have a minimum reach of 50, along with a minimum of 10 likes or 3
comments.
Owned:
Introduce the use of the #FMCraft hashtag on the company Instagram and
Twitter accounts. Encourage use by customers and source a minimum of 1
piece of user-generated content per week to regram/retweet on both
accounts. Promote the hashtag on Facebook, email newsletters as well as
printed promotional material. When customers order a beer, mention the
hashtag and encourage them to use it in a photo on Instagram or Twitter to
earn a 10% discount.
Earned: Monitor Twitter for keywords and terms: beer, craft beer, well-
seasoned beer, hoppy, First Magnitude, brewery, sustainability, food truck.
Extend discounts to warm leads/prospects over the course of 4 months.

15. Approved Tools
 Hootsuite
 Buffer

16. Holiday Dates
 President’s Day – February 20th
 St. Patrick’s Day – March 17th
 Earth Day – April 22nd
 Father’s Day – June 18th
 Independence Day – July 4th
 Labor Day – September 4th
Upcoming Internal Events
 Brainaholics Trivia – February 21st and 28th
 Suds & Songs – a fun(d) raising event – February 23rd
 BelgianFest – February 25th
 3rd Annual Clean Creek Revival – March 11th
 Miami Blue Bock Launch – March 24th
 Katie Grace at First Magnitude – March 24th
 2nd Annual Purple Pint Night – March 26th
 ASGSA Fundraiser – March 30th
**Reporting Dates will occur once a
quarter on February 1, May 1, August 1
and November 1**

17. Roles
 President– Meg Losen
 Oversees all social media marketing activities
 Head of Outreach and Communications – Christine Denny
 Manages the company’s Twitter, Facebook and
Instagram accounts

18. Social Media Policy
 Use common sense
 Be polite and respectful to everyone
 Don’t post
 To slang competitors
 To cause conflict
 Something illegal
 Provide excellent customer service
 Posts should positively reflect the organization
 If you’re unsure about a post, ask another staff member
First Magnitude Brewing Company is strict about the appropriate use of social
media by our employees. Violating the social media policy may result in
termination and/or legal action. First Magnitude Brewing Company reserves the
right of action if necessary. If you have any questions, contact the President or
Head of Outreach and Communications.

19. Scenario 1 – Inappropriate post sent from @fmbrewing (Twitter), @fmbrewing
(Instagram) or @FirstMagnitudeBrewing (Facebook)
Action Plan
1. When Tweet is seen:
 Take a screenshot (on Mac: Command+Shift+3).
 Delete the tweet.
 Contact Christine Denny (Head of Outreach and Communications). If Christine is
unavailable, contact Meg Losen (President).
2. Christine is to meet with Meg to determine the impact and reach, and evaluate
additional action.
3. Christine is to develop an appropriate response/follow up tweet. Meg is to
approve.
4. If media has picked up the tweet, Christine is to manage all direct contact. If
Christine is unavailable, Meg is to handle all contact.
5. Christine and Meg are to meet with the employee responsible for publishing the
Tweet to see if disciplinary action is required.

20. Scenario 2 – A customer becomes sick from drinking
Action Plan
1. Employee(s) to contact Meg (President). Meg is to alert Christine
(Head of Outreach and Communication).
2. Meg is to meet with Christine and evaluate the amount of social
media mentions about the situation.
3. If media has noticed the incident, Christine is to manage all direct
contact. If Christine is unavailable, Meg is to manage all contact.
4. Christine is to push messaging to the social media outlet where the
news first broke. Keep monitoring the spread of news to other social
media outlets and push messaging as necessary.
5. Christine and Meg are to gauge the need for a longer statement and
write one, if necessary.

21. Quantitative KPIs
 Reporting Period: 4 months
 Data as of February 1, 2017
Website Traffic Sources Assessment
 Timeframe: Monthly average, November 2016 to January 2016
Source Volume % of Overall
Traffic
Conversion
Rate
Twitter 900 unique visits
+ 20% growth
10% 1.3%
Facebook 6000 unique visits
+ 20% growth
62% 2.6%
Instagram 2750 unique visits
+ 25% growth
28% 2.9%

22. Social Network Data
 Timeframe: as of February 1, 2015
Social
Network
URL Follower
Count
Average
Weekly
Activity
Average
Engagement
Rate
Twitter
https://twitter.c
om/fmbrewing
1,701
+ 15% growth
15 posts/week
+ 30%
increase
4%
Facebook https://www.f
acebook.com/
FirstMagnitud
eBrewing
11,213
+ 25% growth
8 posts/week
+30% increase
5.3%
Instagram https://www.i
nstagram.com
/fmbrewing/
5,901
+ 20% growth
12 posts/week
+30% increase
5.1%

23.  We have increased the amount of unique visitors from our
social media accounts to our website by 15% in 4 months
 Our Instagram following has increased by 1,021 in four
months, which surpassed our goal of 800.
 Our Twitter following has increased by 241 in four months,
which surpassed our goal of 200.
 We have increased our creation of video content on
Facebook and Instagram by 30%, which surpassed our goal
of 25%. A key tactic to this growth has been our ability to
track user generated content with the #FMCraft hashtag
and share it on our networks.

24. #FMCraft Hashtag Performance
 Between October 1, 2016 and February 1, 2017, the hashtag was mentioned
1200 times on Twitter and 2,700 times on Instagram
 45 Instagram posts with the hashtag generated above average numbers for
comment interactions, usually involving user tagging their friends in the
comments.
Qualitative KPI – Sentiment Analysis
An analysis of the interactions on 200 Facebook posts, 200 instagram posts
and 100 tweets revealed the following:
 A great deal of positive sentiment from customers following their visit.
This includes shout outs, sharing photos and stories of their experience
and recommending the company to their friends/followers.
 The greatest driver of negative sentiment deals with pricing. Some
customers express frustrations with the price point of beer.