1. Social Media Plan:
Tom Amoss Racing Stables
By Hayley Amoss

2. What is the organization?
 Thoroughbred horse training
operation run by trainer Tom
Amoss
 Trains primarily in Kentucky
and Louisiana
 Been in operation since for 27
years, since 1987
 Nearing it’s 3,000 career win
and $78 million in earnings
 Amoss currently trains 80 plus
thoroughbreds for 28 clients

3. What does the organization offer?

4. Publics and Image
 2 Sets of Publics
 The Owner- Upper-
class, male, educated, 50+
years old
 The Fan- Middle-
class, male, educated, 40+
years old
 Current Image
 Intelligent
 Successful
 Down-to-earth

5. Strengths
 Has a strong and supportive client
base that’s willing to speak on Amoss’
behalf
 Strong PR as the country’s only horse
trainer that currently trains and works
part-time as a racing analyst for the
TVG Network’s “The Works.”
 Statistics:
 In 2013, Amoss has the highest win
percentage in the country with 31% out
of the top 75 trainers by earnings
 He also finished 7th by number of wins
with 192 and 14th by earnings with $6.4
million

6. Weaknesses
 Challenge to obtain contact
information
 Refuses to have more then
30 clients, prefers barn with
less then 80 horses
 Lack of Internet presence
 No website
 No social media accounts
 5/5 of Tom Amoss Racing
Stables top competing
trainers all have a
website, 4/5 have a
Facebook page, 3/5 have a
twitter account

7. Social Media Plan: Goal
 We want to build Tom
Amoss Racing Stables’ fan
base by increasing the
organization’s internet
presence

8. Objectives: Informational
 We want our audience to know what’s happening at Tom
Amoss Racing Stables
 Create Facebook Page
 Link articles on Tom Amoss, share videos of Amoss on “The
Works,” post status updates on huge wins
 Create a website with a news feed
 Have links on the site to inform publics on the stable’s racing
statistics, contact information, history, career highlights,
upcoming races and top horses.
 In the far future, create Twitter account
 Educate Amoss on how to properly operate Twitter and
encourage him to obtain intern to be in charge of all social
media

9. Objectives: Attitudinal
 We want our audience to perceive Tom Amoss as a
relatable hero in the horseracing world.
 Write and publish feature story on Tom Amoss
 Promote Amoss’ TVG appearances on social media
 Inform social media audience of Amoss’ “Rags-to-Riches”
stories
 Delauney, was claimed (bought immediately from a race) for
$50,000 and was the 2013 top sprinter in the country
 Sum of the Parts, bought as a two-year-old for $20,000 , went
on to win multiple graded stakes races and sold in a private
sale to a breeder in Japan at the end of 2013
 Unlike the average horseman, Amoss had no racing background
so he worked his way up
 Hotwalker, groomer, training assistant, vet assistant

10. Objectives: Behavioral
 We want to create brand ambassadors for Tom Amoss
Racing Stables.
 We have to give our audience access to material they can
share
 Must create website and social media accounts
 Release press releases quarterly on Tom Amoss Racing
Stables status
 Share photos of the stable’s best horses
 Share Amoss’ background and career highlights

11. Strategies
 Our first, and primary goal is to create a central
location for information on Tom Amoss Racing Stables.
 This is done by creating a website, Facebook page and
twitter account
 We must first establish an internet presence before the
organization can pursue anything else
 Once the accounts and website are stable, we will
encourage audience engagement by providing material for
them to share, and responding to our audience’s comments

12. What’s to be shared and when?
 Key sharing topics for Amoss’ social media are
 End of the year racing statistics
 Any upcoming G1 races (Derby, Preakness, etc)
 Allowance and stakes winners
 Welcoming new clients
 Entertaining “The Works” clips
 Articles written on Amoss
 Trainer title wins
 Horse picks for G1 races
 Updates on the stable’s most popular horses, and how they
are training

13. Evaluation
 We will evaluate our overall internet presence using
Klout
 Research the use of Tom Amoss across the internet
 Set Google Alert, use Peerindex
 Check if website and Facebook are updated 1 a
week, Twitter should have something 3 times a week
 Were there at least 2 press releases sent out every 3
months= 8 press releases a year
 Are people sharing the material? Check the number of re-
tweets using TweetReach
 Evaluate how often Amoss utilizes Hootsuite to release
material

14. Stewardship
 Surprise the strongest brand ambassadors, those who
retweet/tweet about Amoss the most or share his
content on their own social media, with a back-of-the-
track tour by Tom Amoss
 Very simple to accomplish, but an awesome experience for
fans