Monica Brito

Social Media Strategy

Table of Contents3. Executive Summary4. Social Media Audit8. Social Media Objectives11. Online Brand Persona & Voice13. Strategies & Tools16. Timing & Key Dates18. Roles, Responsibilities & Policies20. Critical Response Plan22. Measurement and Reporting

Executive SummaryOur major social media priority for 2017 will be to increase followers and outreach.

The primary focus will be to raise social media followers and page views by posting more relevant and entertaining content focused on building this lifestyle brand.

Social Strategies to Support Objective:

• A plan to improve the quality of videos produced• Encourage conversation on pressing issues relevant to brand.

Social Media Audit

The following is an audit of the Monica BritoLLC social media presence to date. It includes an assessment of all active social networks, audience demographics, and a competitor analysis.

Social Media AssessmentSocial

Network

URL Follower Count

Avg. Weekly Activity

Average Engagement

RateTwitter Twitter.com/mbrito42 50 10 posts per

week1.5%

Facebook

Facebook.com/mbrito42

32 2 post per week

0%

YouTube

http://tinyurl.com/zzl7zzn

1 0 post per week

0%Social Media Assessment:Currently, the most effective for of outreach is Twitter where the most posts and interactions occur. Facebook and YouTube are mediums that have been neglected and either need to be worked on or deleted permanently.

As of September 29, 2016

Audience Demographics Assessment

Age Distribution

Gender Distribution

Primary Social

Network

Secondary Social

NetworkNeed

90% 18-25 84% Female 90% Twitter 5% Facebook Entertainment and

information on pop culture

8% 26-45 16% Male 10% Facebook 95% Twitter2% 46-62 0% YouTube 0% Youtube

All numbers were gathered from each specific social network

Audience Demographic Summary:The entirety of the social media followers are females aged 18-25. Twitter is the main social networkvisited meanwhile Facebook and Twitter reach almost no one. Facebook and YouTube engagement should be focused on in the future as it can be beneficial.

Competitor Name

Social Media Profile Strengths Weaknesses

Alexandra Airene

Youtube: @LearningToBeFearless

Constantly uploading content (i.e. videos, Instagram posts). Consistently responding to followers and subscribers through all channels making a more personable approach

Twitter account shows a lot of tweets of other users, account is very flooded with retweets.

Loey Lane Twitter: @LoeyBug

Constantly using content through all platforms and has coherence. Has found a place in a niche and is excelling.

Tweets are lengthy, and story-like.

Competitor Assessment

Competitor Assessment Summary:Both competitors cover similar content to that of Monica Brito LLC. The competitors have consistent uploading times through all channels and there is never a gap in content. The competitors are also very active with subscribers via comments and hosting events for followers. The competition needs to work on both Twitter accounts because many of the tweets ae lengthy and story-like. 5-8 Tweets together make a story.

Social Media Objectives

The primary focus in 2017 will be to raise social media followers and page views by posting more relevant and entertaining content focused on building this lifestyle brand. In order to do so, social media channels that have been neglected in the past will be primary focuses to a lot for a new audience.

Social Media ObjectivesSpecific Objectives Include:

1. Increase new visitors to Facebook by 20% in 6 months.a. Promote Facebook via Twitterb. Promote Facebook Live Usagec. Increase interpersonal interactions with followers

2. Raise YouTube subscribers to 300 in 6 months.a. Promote via Twitter and Facebookb. Participate in trending videos

3. Increase social engagement on Twitter by 50% in 6 months.

KPI1. Number of new visitors to

Facebook, YouTube and Twitter.

2. Number of YouTube Subscribers

3. Number of posts to Facebook

4. Number of Videos Uploaded to YouTube

Key Messages- Professional, well written student

whom can provide effective, creative content

- Be yourself, because you are you.

Online Brand Persona & Voice

Persona VoiceAdjectives that describe our

brand:- Original- Playful- Creative- Pretty

When interacting with followers we are:₋ Reassuring₋ Caring₋ Friendly₋ Happy

Strategies and Tools

Strategies Paid: Every week two posts will be boosted on Facebook on Friday morning and Sunday afternoon. These posts will be the most popular with a minimum of 5 likes and 2 comments.

Owned: The implementation of a #BritoChats series on YouTube with questions posed on Twitter. This will allow the audience to ask questions or make suggestions on what topics to cover on these specific videos. This will boost interaction on Twitter and YouTube.

Earned: Monitor Twitter for similar bloggers and content creators posting about the brand. Shout out fellow creators on YouTube and Facebook that support the brand.

Collaborate with fellow plus-size woman and local YouTube creators for tag videos where the audience will get to know the brand more as well as it will reach an additional audience.

Tools- Hootsuite- Buffer- Medium

Subscriptions & License₋ Photoshop₋ Adobe Premiere Pro CC

Timing & Key Dates

Holiday Dates- University of Florida Homecoming - Memorial Day- Black Friday (long weekend)- New Years Eve (long weekend)

Internal Events- January 5th: Brand Birthday

Reporting Dates- Reporting will occur on the 3rd of every Quarter month (i.e. April, July, September and December.)

Roles, Responsibilities &

PoliciesMonica Brito will be responsible for all social media posts. Brito will be in

charge of curating and editing content.

Social Media PolicyAll partners and administrators of Monica Brito LLC are more than welcome, if not encouraged to use their personal social media accounts in a way to enhance the brand as a whole and as research for new innovative ideas. With the usage of social media, we require that you abide by the following rules:

₋ Always be caring and respectful ₋ Do not involve yourself in controversial topics₋ Remain neutral₋ Be polite₋ Do not respond to negative comments or feedback₋ Do not speak poorly of competitors₋ Feel free to promote brand on personal account.₋ Want to post something new and innovative, but not sure if it follows guidelines?

Ask before you tweet- we can always help.

Monica Brito LLC takes pride in its brand being influential to a younger generation. Violating any of the terms of the Monica Brito LLC Social Media Policy will result in corrective action of any form decided upon by Brito.

Critical Response Plan

Scenario: Slander via Comments

Action Plan

1. Locate comment on all social media.2. Respond to comment directly via @Mbrito42 Twitter Account

• Only address on Twitter3. Assess damage over the course of 5 days. Are there any

negative changes to outreach numbers?4. If the comment becomes viral, continue addressing

comment and specifically reach out to author publicly.

Measurement & Reporting

Social Network DataSocial

Network

URL Follower Count

Avg. Weekly Activity

Average Engagement

RateTwitter Twitter.com/mbrito42 75

(+50% Growth)

10 posts per week

2%

Facebook

Facebook.com/mbrito42

40(+25% growth)

5 post per week

3%

YouTube

http://tinyurl.com/zzl7zzn

305(+300% growth)

2 post per week

5%⁻ Twitter: Our Twitter engagement rate has increased from 1.5% to 2% in 3 months.

The follower count has also increased by 50% raising from 50 followers to 75 followers.

⁻ Facebook has significantly increased as one of the most effective social media platforms for our brand with a 25% growth in follower count. Facebook Live and Facebook chats can be credited with this growth.

⁻ YouTube has been the most successful channel in terms of growth with a gain of 304 followers from the original 1. Monica Brito LLC has grown an audience from YouTube that has stemmed into other social media. We will continue to focus on this platform over the next 3 months and hope to double the nubers.