Check out my Social Media Plan for my personal brand!

1. Ty

2. TABLE OF CONTENTS
1. WHAT IS MY PERSONAL BRAND?
2. OVERALL BUSINESS PLAN
3. SOCIAL MEDIA AUDIT
4. KPI
5. BRAND PERSONA & VOICE
6. SOCIAL MEDIA STRATEGY
7. KEY DATES
8. INTERNAL EVENTS REPORTING DATES
9. ROLES & RESPONSIBILITIES
10. SOCIAL MEDIA POLICY
11. CRITICAL RESPONSE PLAN
12.MEASUREMENT & REPORTING RESULTS
13. RESULTS ASSESSMENTS
14. SENTIMENT ANALYSIS

3. WHAT IS MY PERSONAL BRAND?
Executive Summary (as of October 2017)
I am graduating this coming December and need to be prepared for the professional
world. Immediately following graduation, I plan on pursuing a career in acting.
Today, social media presence is essential in order to successfully thrive as an
actor. Therefore, I want to utilize my social media in order to create my own
personal brand and promote my website tylerellman.com
Through my personal brand, I will strive to:
1) Vastly increase engagements rates on my Facebook, Instagram, and Twitter
2) Post more brand-specific content

4. OVERALL BUSINESS GOALS
1) To entertain and provide euphoric and engaging content
2) To establish myself as a professional entertainer
Social Media Objectives for Business Goals
1) To double number of followers on Facebook, Instagram, and Twitter by
increasing engagement with overlapping audience of competitors
2) To then increase engagement rates on social media by 25% on each site
3) To lead to a greater conversion rate of social media to my professional acting
website

5. SOCIAL MEDIA AUDIT
Social Media Assessment
Assessment Summary
My highest engagement rate is on Instagram while Facebook is not too far
behind. Posting on Facebook involves a lot more posts, whereas
Instagram require fewer posts but higher rates of engagement. Linkedin
is rather inactive in terms of engagement and Twitter has a solid posting
rate despite having a rather low engagement rate.

6. SOCIAL MEDIA AUDIT
Website Traffic Sources Assessment
Assessment Summary
Instagram accounts for a decent amount of the exposure to my personal brand's website along
with Facebook. Twitter accounts for a low amount of overall traffic but it accounts for the highest
conversion rate for my website.

7. SOCIAL MEDIA AUDIT
Audience Demographics Assessment
Assessment Summary
The vast majority of my personal brand's social media audience are
females in their late teens and early 20s. Most of them are active on
Facebook and Instagram, while only a quarter are active on Twitter.
Therefore, they're active social media use is based on finding
entertainment, engagin with euphoric content, and escaping boredom.

8. SOCIAL MEDIA AUDIT
Competitor Audit
Assessment Summary
These are just 3 successful actors with a strong social media presence. While
they are already established with their following, I have the advantage of
offering a fresher brand and a more personable and engaging brand with a
younger audience.

9. KPI
Quantitative
• Number of followers on each platform
• Number of posts per day
• Number of likes, comments, and shares
Qualitative
• Type of posts they are engaging with
• The prominent demographic within my audience
Key Supporting Messages
• Make a difference
• Go the Distance
• It’s the Little Things
• Live the Life You Love & Love the
Life You Live
• Follow Your Dreams

10. BRAND PERSONA & VOICE
Adjectives that Describe My Brand
• Happy
• Fun
• Silly
• Love
• Inspirational
• Real
• Adventurous

11. SOCIAL MEDIA STRATEGY
Paid
1. Boost video content on Facebook once a week for $5 to create a higher level of
engagement
2. Pay $5 to have most successful Twitter content shared for more people to see
each week
Owned
1. Breaking weekly content into three categories : 1) silly 2) inspirational 3) personal
2. Scheduling to post at least one video a week on Facebook & at least 5-10 Tweets
involving gifs, images, and video
Earned
Interact and engage with my competitors
Team up with other friends and users that have the same audience to work together in
promoting one another's content

12. SOCIAL MEDIA STRATEGY
Approved
HootSuite
Medium
Buffer
Rejected
N/A
Existing subscriptions/licenses
Adobe Creative Cloud

13. KEY DATES
• Academy Awards
• The Tony’s
• The Emmy’s
• My Birthday
• International Holocaust Remembrance Day
• Mother’s Day
• April Fools

14. INTERNAL EVENTS
• Plays
• Graduation
• Films
• Headshots
• Life Updates

15. REPORTING DATES
1. New Year’s
2. Start of Summer
3. Rosh Hashanah (the Jewish New Year)

16. ROLES AND RESPONSIBILITIES
Social Media Director: Manager
Oversees all social media budgets & branding consistency
Social Media Manager: Publicist
Responsibilities: Oversees scheduling of content & assists with brainstorming brand
specific content
Social Media Coordinator: Tyler Ellman
Responsibilities: Posts day to day content & creates content that is brand specific to
who I am: silly, fun, and caring

17. SOCIAL MEDIA POLICY
• To focus on the positives
• To create an accepting and diverse
environment
• To bring people up instead of down
• To post original content only as my own
• To indicate when sharing the content of others
My brand is about promoting a loving, nurturing, and positive
environment. Therefore, it is in my best interest to make sure that
no one ever feels hurt or deeply offended by the content I post.
Therefore I intend on doing the following:

18. CRITICAL RESPONSE PLAN
Scenario 1: Unintentional Inappropriate or Offensive Post
Action Steps
1) Delete post
2) Apology
3) Follow-up on Apology personally
4) Reassess how to make up for wrongdoing
Pre-approved messaging
• Posting on either Twitter, Facebook, or Instagram
“I truly am sorry if I offended anyone-- my intention is never to hurt anyone or for
anyone to feel less than they are. I hope for all people to embrace who they are and
to feel good about themselves. If I prevented anyone from doing so I apologize from
the bottom of my heart, and hope that I can make it up to you."

19. CRITICAL RESPONSE PLAN
Scenario 2: Online Verbal Attack
Action Steps
1) Try to reason with verbal attacker
2) Block or remove them
3) Emphasize brand purpose: love, escape, inspiration
4) Keep on promoting a positive outlook
Pre-approved messaging
• Posting on either Twitter, Facebook, or Instagram
“I truly am sorry if I offended anyone-- my intention is never to hurt anyone
or for anyone to feel less than they are. I hope for all people to embrace who they are
and feel good about themselves. If I prevented anyone from doing so I
apologize from the bottom of my heart, and hope that I can make it up to
you."

20. MEASUREMENT & REPORTING RESULTS
Social Network Data – January 2018

21. MEASUREMENT & REPORTING RESULTS
Website Traffic Data – January 2018

22. RESULTS ASSESSMENT
Within the last four months, engagement has had a slight increase while my following
has vastly increased. It has doubled as projected while leading to more crossover
to my website tylerellman.com

23. SENTIMENT ASSESSMENT
By sticking to my brand and interacting with others, I have been able to expand my
audience. Utilizing video has been the most engaging way to reel in more viewers,
and I plan on using more video for the future.