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Social Media Marketing Plan Prepared by: Coty Williams
5/5/2017
Posy and Pine Design Studio Seattle, WA
123-456-7890 [email protected]
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Table of Contents Executive Summary .................................................................................................................. 2
Brief Overview .......................................................................................................................... 2
Social Media Presence .............................................................................................................. 2 Table A.1 Platform-specific Measurements for Posy and Pine Design Studio ............................................. 3
Competitive Analysis ................................................................................................................ 3 Table A.2 SWOT Analysis for Posy and Pine Design Studio .............................................................................. 4 Table A.3 SWOT Matrix for Posy and Pine Design Studio ................................................................................. 5 Table A.4 Competitive Analysis for Posy and Pine Design Studio ................................................................... 5
Goals ......................................................................................................................................... 6
Strategies ................................................................................................................................... 6
Target Market ........................................................................................................................... 6 Table A.5 Customer Personas for Posy and Pine Design Studio ....................................................................... 7
Implementation ........................................................................................................................ 7 Branding ............................................................................................................................................................................... 7
Logo Options ...................................................................................................................................................................... 7 Figure B.1 Proposed Logos for Posy and Pine Design .......................................................................................... 8
Survey ................................................................................................................................................................................ 8 Website Design ..................................................................................................................................................................12
Figure B.2 Wireframe for PosyandPine.com ........................................................................................................... 12 Figure B.3 Website for Posy and Pine ....................................................................................................................... 13
Tools and Platform Specific Tactics ..............................................................................................................................13 Facebook ..........................................................................................................................................................................13 Twitter .............................................................................................................................................................................14 Instagram .........................................................................................................................................................................15 Website and Blog ..............................................................................................................................................................16
Content Development ......................................................................................................................................................17 Twitter First 10 Posts ......................................................................................................................................................17 Facebook First 10 Posts ...................................................................................................................................................18
Monitoring ............................................................................................................................... 19 Tracking ..............................................................................................................................................................................19 Measuring ...........................................................................................................................................................................19
Quantitative KPIs ...................................................................................................... Error! Bookmark not defined. Qualitative KPIs ........................................................................................................ Error! Bookmark not defined.
Evaluating ..................................................................................................................... Error! Bookmark not defined. Social Media Monitoring Tools ................................................................................ Error! Bookmark not defined.
Tuning ..................................................................................................................................... 19
Budget ...................................................................................................................................... 20
Return on Investment .............................................................................................................. 20
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Executive Summary Social media is an ever growing part of business life. Companies are participating in Facebook, Twitter, LinkedIn, Instagram, and the list goes on. It is important to bring the company information, the thoughts and ideas of Posy and Pine Design Studio to our past, current, and future clients using a medium they are most likely already using and are used to. Social media should be adopted by Posy and Pine in order to bring on new clients. This is a low or no cost way of reaching out and creating a conversation with clients. In addition to the conversation created, participating in social media also shows that the company is established and has a history of regular communication with clients. The monetary return of social media is high. Since there will be no cost output, any clients brought in would be additional revenue for the company. Further specifics on goals, technology, posts, and more lie ahead in this social media marketing plan. The goals of Posy and Pine’s social media interactions are as follows:
• Increased brand recognition • Regular interactions to increase customer relations • Bring on new clients using social media The Creative Director, Coty Williams, has prepared the following plan for review. Your
feedback, questions, and thoughts are appreciated as we launch these new sites for the company. Brief Overview Clients have more options to choose from each and every day when it comes to their graphic design and branding needs. With agencies, freelancers, students, and in-house designers, the need for interacting with established clients and increasing visibility with potential clients on a regular basis is paramount. To interact continuously and on a cost-effective basis, social media can provide the outlet necessary to reach the target market for prospecting needs.
Posy and Pine Design Studio is a newcomer in an established market. Although the management of social media does require time and resources from the company, this outreach can help distinguish Posy and Pine from competitors by directly interacting with the target market and offering a face to the company through individualized responses and a friendly, welcoming tone. In addition to the regular sales process, the use of social media can help bring in new clients and can increase brand recognition by putting the Posy and Pine name in front of clients nationwide, poising the company for exponential growth with a larger target market as the company grows. Social Media Presence In 2016, Posy and Pine began communicating with customers with the use of a company blog. This blog offers a comment section that functions as a forum for website visitors to discuss the work or to reach out to Posy and Pine directly. With this, Posy and Pine has not yet interfaced with the target market through social media sites such as Facebook and Twitter. With newly established pages, the goal is to become more active on these two sites. In addition to curating content from other sources, the established blog can help create content to be distributed via these two sites.
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Without an established presence on social media, the health of the brand cannot be established. When compared with a similarly sized competitor, HelloFrankenberry, Posy and Pine is behind in establishing this presence. As a freelance graphic designer, HelloFrankenberry, has established a presence on Facebook, Twitter, LinkedIn, and Instagram. She posts regularly on Facebook with an average of 5 to 10 times per month. Her Twitter is less maintained with no posts in the previous two months. However, even with infrequent posts, her brand health is good with no negative responses across all platforms and 165 Facebook followers, 800+ Instagram followers, and 140 Twitter followers.
When Posy and Pine is established on social media, regular monitoring will be needed to ensure the company maintains a high standard of brand health. The first year goals for Posy and Pine’s social media outreach can be found in Table A.1. The following metrics will be used to audit Posy and Pine’s presence on each platform:
- Sentiment Analysis: the percentage of positive, negative, and neutral mentions - Reach: the number of Twitter followers, Facebook fans, and followers on any other social
media platform the company engages with - Company Posts: the frequency of posting on each platform - Feedback: the number of comments, likes, replies, or shares of a Posy and Pine posy - Average Response Time: the time in which it takes to respond to a user on each platform
Table A.1 Platform-specific Measurements for Posy and Pine Design Studio
Metric Sentiment Reach Company Posts Feedback Average Response Time to Feedback
Facebook Positive 75% Neutral 20% Negative 5%
500 fans 3 posts per week 5 comments and 10 likes per week
4 hours
Twitter Positive 60% Neutral 35% Negative 5%
1,000 fans 5 posts per week 10 @tweets and 2 retweets per week
1 hour
Instagram Positive 80% Neutral 15% Negative 5%
5,000 followers
5 posts per week 125 likes and 10 comments per week
2 hours
Blog Positive 75% Neutral 20% Negative 5%
3 posts per week 5 comments and 5 shares
12 hours
Competitive Analysis With any new endeavor, it is important to establish the strengths and weaknesses of a company. For Posy and Pine, Table A.2 shows the SWOT analysis of the company as a whole since the company is not currently active on social media. However, each of these categories can directly relate to the social media usage and management by Posy and Pine. The strengths and weaknesses relate directly to Posy and Pine while the opportunities and threats offer insight into Posy and Pine’s Reviewing the SWOT analysis, Posy and Pine show relatively equal footing for strength (S) versus weakness (W) and opportunities (O) versus threats (T). Using the SWOT Matrix in Table
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A.3, it shows that Posy and Pine should be using an S-O strategy. Posy and Pine should use only the social media that will emphasize their strengths. In this situation, this would be Facebook and Twitter with the potential to add on Instagram for the visual aspect at a later date. Another important aspect of launching social media and a new company is understanding the competitive advantages and disadvantages for each type of competitor. Using Table A.4, you can see the comparison of Posy and Pine to a small sized local graphic design firm and a large, full-service agency. Each organization has their own strengths and weaknesses. Understanding these specific weaknesses of Posy and Pine can help toward tailoring posts on social media, how to interact with customers online, and understand the potential opportunities for growth. Table A.2 SWOT Analysis for Posy and Pine Design Studio Strengths Weaknesses Competitive Pricing Ability to set pricing low and negotiate on pricing to bring on new clients. Experience Undergraduate degree in design field and 7+ years of experience Flexible Schedule Ability to work flexible hours to expedite projects for clients to meet close deadlines Overhead Costs The ability to lower costs due to no overhead adds competitive advantage
New No reputation compared to larger design firms. Small portfolio in comparison to competitors Small Single employee with less flexibility to take on additional clients if workload is too full Marketing Costs Less flexible income for marketing and advertising costs due to company income
Opportunities Threats Loyalty Ability to create closer connections to fewer clients for higher client return rate Portfolio Growth Ability to select own project to tailor portfolio to specific clientele Networking Ability to reach out to local connections for one-off or recurring design jobs Remote Work Without the limitation of geographic area, the ability to work beyond the Seattle-area is high
Large, Established Companies Have larger workforce and are able to turn around projects quicker Fixed Bid Projects and Scope Creep When offered, fixed bids can have scope creep which occupy more time from single employee Local Market Competition Seattle market is overwhelmed with designers and competition is high.
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Table A.3 SWOT Matrix for Posy and Pine Design Studio SWOT Matrix Strengths (S) Weaknesses (W) Opportunities (O)
S-O Strategy
W-O Strategy
Threats (T)
S-T Strategy
W-T Strategy
Table A.4 Competitive Analysis for Posy and Pine Design Studio Posy and Pine (My Company)
Shipwreck Design (Small Design Firm)
Urban Influence (Full Service Agency)
Overview: Seattle-based design firm specializing in branding design and print graphic design.
Overview: Seattle-based graphic and web design company.
Overview: Seattle-based, full-service agency covering brand, strategy, web, and graphic design.
Additional value: Individualized service from company owner. Focused on branding and print design.
Additional value: Larger workforce with additional focus on web design.
Additional value: Larger workforce with full-service capabilities to cover all digital and print marketing.
Details: Brand research for competitive logos and designs to ensure unique print design products.
Details: Ability to create branding and implement in digital sphere for clients with branded website.
Details: Ability to take branding from beginning through completion in print, online, and include strategy for additional marketing projects.
Cost: Lower cost due to single employee and ability to negotiate on pricing to bring on new clients.
Cost: Higher cost due to larger overhead costs of running business and more collective experience of employees.
Cost: Highest cost due to overhead costs and additional project creep that would not be covered by the other agencies.
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Goals Taking into consideration the strategy and the SWOT analysis, there are three different goals for Posy and Pine Design studio when it comes to launching social media:
• Bring on new clients in both the Seattle area and nationwide • Increase the interaction with established clients to have a 75% return rate for future projects • Promote the company portfolio with unique work to increase follower interaction and shares
Strategies Posy and Pine has set forth a list of goals to reach for the first year after social media has been implemented. Specific strategies will be needed to reach the goals that have be set forth in this social media marketing campaign. These strategies include:
• Listening to the conversations taking place online is incredibly important to understand the online health of the brand. This includes knowing what is happening in the industry, responding to questions and concerns, and addressing any negative feedback given online in a timely manner. Additionally, listening to what competitors are saying online can help gauge any change in their business or in the industry as a whole.
• Connecting with past, current, and potential clients, similar businesses, graphic design professional organizations, and creative arts news outlets.
• Interacting with the connections made online can help create a conversation with colleagues, bring on new clients, or create new contracts with past customers. These interactions can also bring in a source of content for the social media sites in the form of shares and retweets.
Target Market As a freelance designer, Posy and Pine Design Studio has three separate target markets that may be looking for design services from a small, freelance design company. For each of the targets listed below, Table A.5 has a corresponding Customer Persona.
• Large Company Marketing Manager o In this situation, Posy and Pine would be contracted to work freelance on a single
project or ongoing basis internally for a company. Acting as an employee of the company, Posy and Pine would assist in the Marketing Department as a designer, as needed.
§ For example: Advertising Agency looking for additional design help • Small Company CEO or Founder
o For this market, Posy and Pine would likely be working on a branding project. These company are small and just establishing their branding design or looking for a rebrand.
§ For example: An event planning company looking for a logo
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• Independent Sales Consultant for Larger Company o This situation would have Posy and Pine designing under an existing brand’s design
guide, but for an individual selling on their own. These projects would be small one off design projects just as business cards, invites, or fliers.
§ For example: A Scentsy or LuLaRoe Sales Consultant Table A.5 Customer Personas for Posy and Pine Design Studio The Manager The Founder The Seller
Photos
Name William McDonald Tara Tinsley Heather Starnes Age 35 to 45 30 to 40 25 to 40 Location Seattle, WA Detroit, MI Raleigh, NC Social Life Married with Children Married, No Children Single
Work Life Salary, Full-Time with
overtime work as necessary
Full-Time to Overtime, Pay Based on Company Success
Part-Time in addition to Full-Time at
Another Company
Professional Title Marketing Manager CEO, Founder Independent Sales Consultant
Design Experience Mid to High Level Low Low Company Size 50 to 100 1 to 5 Individual
Seeking Seeking assistance in Marketing department
Seeking branding for new company
Seeking sales fliers and business cards
Implementation This section goes through the specifics of each social media platform. In addition, this section will outline the look and feel of each page, the initial content plan, and the types of content to be shared on each platform.
Branding In order to implement social media for Posy and Pine Design Studio (formerly Coty Leigh Design Studio), the initial step was establishing the new name and logo for the company. The goal was to come up with a name that combined two of the owner’s favorite things, the Pacific Northwest and her dog, Posy. Hence, the name Posy and Pine was born. Logo Options The following four logos were the options presented in a survey to friends, family, and market individuals for design input on selecting the branding. Also included in this survey was the original
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name, Coty Leigh Design Studio, and company logo for comparison and input. All logos can be found in Figure B.1. Figure B.1 Proposed Logos for Posy and Pine Design Studio
Survey The following survey was distributed via PollDaddy to determine the effectiveness of the proposed brand names and designs. The results are listed with each question. There was a total of 8 respondents for the survey. With the final design that was chosen, it was modified slightly to make the ampersand stand out a little more and the word “Design” was added to be more descriptive of the company’s capabilities.
1. When it comes to choosing a company to work with for your company or personal design needs, is the brand name or the logo a bigger draw to look into their work? • Brand Name – 38% • Logo – 38% • They are equally important – 25%
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2. A small, boutique design company is looking for new branding. The majority of clients are female looking for brightly colored designs. Rank the name options below from your favorite (top) to least favorite (bottom). • Posy Design Studio – 1.88 weighted rank • Coty Leigh Design Studio – 2.63 weighted rank • Posy & Pine Studios – 1.5 weighted rank
3. Of the four logo options below, which do you find most visually appealing, regardless of company name?
Option 1 – 25% Option 2 – 50%
Option 3 – 13% Option 4 – 13% 4. Of your selected logo choice, please rate the qualities below.
Strongly agree Agree Neutral Disagree Strongly
Disagree Logo is professional 2 5 1 0 0
Logo is eye catching 4 4 0 0 0
Logo is recognizable 6 1 1 0 0
Logo fits for a design company 1 6 1 0 0
5. What do you like/dislike about this logo?
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• I like this logo, but I don't think it is professional. I think that the colors could use a change so they stand out a little more. If you are going to use flowers in the design, I think the font should be less curly. This way the entire design isn't girly.
• I like this logo the best of the options, but I think it would fit better for a floral company. The colors are nice and not overwhelming. They would look nice on a business card.
• This is too girley for me. I wouldnt want a company that has this as their brand for something I may create. It may work better if the colors were different.
• It might not fit design as much as weddings, but I like the design. • This is too cutsey and will only attract a certain type of client. • The colors are muted. Wish they were brighter. • Looks like a florist. Like the colors. • Looks more like a clothing line or florist.
6. What do you like/dislike about this logo?
• This is my favorite logo, but it needs some changes. It might help to fade the tree so the
& doesn't get lost. Also, design needs to be in the name because this studio could be a wood working studio or something with a tree in the image.
• This logo is too busy. I lose part of the name in the tree. • I like this. It makes me think of outdoors and the NW. It has a posy and a pine symbol
in the image which is a nice way to tie the name together. I wish the font wasn't as curly and was a little bolder. I also think it should say Design Studio or Designs.
• I like the pop of color in the middle, but if this was not printed in color, everything would kind of mesh together
• I like the colors, but I think the logo is too busy. • Needs to state design. Studios could be any type of studio. • Fun but details may not scale down well. • Very creative and original. A but busy. Looks more like an illustration than a logo.
7. What do you like/dislike about this logo?
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• This logo is very plain, but I like the color. I think having more blue than the light green or pink helps balance out the girly feeling of the frame and the font.
• I like this logo, but not as much as the first. I think the font in Coty Leigh shouldn't be empty and should be filled in. It might make it stand out a little more.
• I think this is too delecate. I wish it had something more going on. • This logo is clean and plain. It would work welll as as a watermark more than a logo. • This is boring. There's not much going on and the lines are too thin to make an impact. • I like the font choices, but wish there was more to the background or design. A little
plain. • Looks Like a stationery company. • Clean and elegant. Why is this field set up like a password field?
8. What do you like/dislike about this logo?
• This logo is okay. I could see this for a small clothing or jewelry company. The logo is
plain enough that it could be for anything. • This logo is bland. The colors are nice, but the design doesn't say anything to me. • I think this logo is okay. It's very standard and doesn't look different than many other
logos, but the basicness of the file makes it work. • This logo is boring. It could be for any business. It could work, but it wouldn't stand out. • I think this logo is clean. I think the colors show personality without being too feminine. • Don't like the colors of this logo. The background color is not appealing. Like that it is
simple. • Boring. Don't like name and fonts don't work with colors. • Looks hand drawn. Creative. A bit generic.
9. What is your age? • 18 to 24 years - 3 • 25 to 34 years - 2 • 35 to 44 years - 1 • 45 to 54 years - 1 • 55 to 64 years - 1 • Age 65 or older - 0
10. What gender to you most identify with? • Male - 3 • Female - 5 • Prefer not to answer - 0
11. What is your zip code? • 98118
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• 98106 • 98106 • 98106 • 28601 • 07470 • 27514 • 99163
Website Design When it came to website design, I hoped to create a streamlined page that contained all of the information on a single page (Figure B.2). This website design was to have large picture links on the homepage. As the page became a reality, the page looked more streamlined with primary links at the top and a large focal point of descriptive text on Posy and Pine (Figure B.3). Figure B.2 Wireframe for Posy and Pine Design Studio
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Figure B.3 Website for Posy and Pine Design Studio
Tools and Platform Specific Tactics Facebook, Twitter, and Instagram make the most sense for Posy and Pine’s initial launch into social media. One of the reasons for using these three platforms is the existing follower base from the owner’s personal accounts. As a user of these forms of social media, the company will have a small group of individuals who will follow and interact with the account. Word of mouth from friends and family members who like the accounts on these platforms will help grow the company’s following in the early days. Additionally, Posy and Pine will manage a blog on the website. This blog will include articles written by the company. For consistent branding, the Posy and Pine logo has to primary iterations that will be used across all social media platforms. The yellow background version is used on the website as a transition slide between sections of the page. The white background version is the primary version that should be used as the logo on all branded items, including social media pages.
Facebook Facebook will be used for interacting with existing and potential customers. The conversations made on Facebook will be beneficial to the company. The primary use of Facebook will be for reaching new clients. The following tactics will be used when posting on Facebook
• Post from the Posy and Pine Blog to show new work by the company • Post relevant and informative articles on design related issues and the need for branding for
a company • Follow and participate in local and national design associations to increase visibility
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https://www.facebook.com/posyandpinedesign/
Twitter Twitter will be used for interacting with existing and potential customers, but will also have a focus on brand visibility. In personal experience, the interactions on Twitter are at a much higher level than Facebook due to the character limit. The following tactics will be used when posting on Twitter:
• Post from the Posy and Pine Blog to show new work by the company • Retweet relevant and informative articles on design related issues and the need for branding
for a company • Participate in conversations on design related issues. For any post with information
beneficial to potential customers, retweet to company page for visibility
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https://twitter.com/PosyandPine
Instagram Instagram will be a way to show the brand design capabilities of the the company and to show the types of design Posy and Pine is interested in showing. Instagram will be a collection of images of design work, and potentially personal photography to showcase design and artistic capabilities. The following tactics will be used when posting on Instagram:
• Post new works from Posy and Pine • Post works in progress, with approval of the client, by Posy and Pine to illustrate the creative
process • Post relevant sketches of early designs • Repost occasional photos from other design agencies and associations to show the types of
work Posy and Pine is interested in. This must be posted using a Repost App to ensure the correct company/agency receives credit for their work.
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https://www.instagram.com/posyandpinedesign/ Website and Blog The blog will be where the company posts new work, company updates, and design related articles. These articles will be custom content to be distributed on other platforms. All content posted on the blog will be custom content created in-house. There will be no sharing of content not created by Posy and Pine Design on the blog. The following tactics will be used when posting on Instagram:
• Posts on new clients and new work • Posts on design issues, process questions, and FAQs • Updates on company status (on vacation, closed for holiday, etc)
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https://cotyhuffman.wixsite.com/posyandpine
Content Development Content will be created or curated by Posy and Pine Design. Coty Williams, Creative Director, will be charge of selecting content to be posted to all social media sites. For blog posts written in house, Coty Williams will write the posts. There may be a situation where a guest blogger writes for the site. In the situation of a guest blogger, the blogger will be referenced by name with full credit. Any and all curated content will be attributed to the company or writer of the content.
Twitter First 10 Posts
1. Looking for some creative inspiration. Check out ‘Creativity, Inc” (blog post link) 2. My new favorite campaign! Great concept from @REI. #forceofnature
http://bit.ly/2qC6daD 3. Sometimes it is best to avoid the expected in design. Read up on The Maiden Factor’s new
design. http://bit.ly/2pLs0eQ 4. Check out our new design for House Fox Photography (blog post link) 5. Time for some high fashion! Check out our new design for BVDDLOOK (blog post link) 6. This week we’re focusing on resumes! Check out some of the fun designs on Kickresume.
http://bit.ly/2jcf8sA 7. Looking for a home in LA? Go find Gini Kramer Goldman and make sure to take a look at
her logo. (blog post link)
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8. Wedding season is upon us! Need some last minute designs? Check out these items from my wedding last year! (blog post link)
9. Register for the upcoming Creative Mornings event in Seattle! Let’s have coffee and chat! http://bit.ly/2pjLgNR
10. Need a summer party invite? Check out my stationery designs online and let’s chat about your next event! (blog post link)
Facebook First 10 Posts
1. Looking for some creative inspiration. Check out ‘Creativity, Inc” (blog post link) 2. Sometimes it is best to avoid the expected in design. Read up on The Maiden Factor’s new
design. http://bit.ly/2pLs0eQ 3. Check out our new design for House Fox Photography (blog post link) 4. A graphic design showroom made a list of top things to do in London! Stop by and see the
House of MinaLima, if you can! I had the chance to see their work while I was there and loved every second. http://bit.ly/2qC4tOV
5. Time for some high fashion! Check out our new design for BVDDLOOK (blog post link) 6. This week we’re focusing on resumes! Check out some of the fun designs on Kickresume.
http://bit.ly/2jcf8sA 7. Looking for a home in LA? Go find Gini Kramer Goldman and make sure to take a look at
her logo. (blog post link) 8. Register for the upcoming Creative Mornings event in Seattle! Let’s have coffee and chat!
http://bit.ly/2pjLgNR 9. Wedding season is upon us! Need some last minute designs? Check out these items from my
wedding last year! (blog post link) 10. Read about the “Seven Fatal Brand Mistakes” a company can make from Forbes.
http://bit.ly/2qNac0P Instagram First 10 Posts
1. Posy Photo – Meet the inspiration behind the name of Posy and Pine 2. House Fox Photography Logo 3. Sketches of Family First Logo concepts 4. Sketches of GKG Logo concepts 5. Anna Party Invite 6. Camping Photo – Office Closed 7. Creative Mornings Logo – Come meet me at the morning office of the next Creative
Mornings event in Seattle 8. BVDDLOOK Logo 9. Destiny Blog Logo 10. Wedding Guest Book Design
Blog Next 10 Posts
1. Book Review: Creativity Inc. 2. Find Us on Social Media! 3. House Fox Photography Logo
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4. BVDDLOOK Logo 5. Destiny Blog Logo 6. Family First Chiropractic Logo 7. GKG Logo 8. Personal Branding: Resume Ideas 9. Anna Invite Design 10. LuLaRoe Heather Nickerson Flier Design
Monitoring Monitoring all forms of social media will help Posy and Pine ensure they are maintaining a healthy online brand and responding to all requests in a timely manner. Monitoring includes tracking, measuring, and evaluating all posts on each platform.
Tracking Tracking the online social media will need to be done on a regular basis. This will include tracking and responding to all messages and comments on each platform, tracking the comments of competitors, and tracking the status of the design market as a whole.
Measuring The Key Performance Indicators (KPIs) will be gauged based off of the goals set for the social media in the Social Media Presence section. At the end of the year, these goals will be evaluated and reset for 2018. These include the number of followers, likes, shares, and interactions on each platform. Additionally, understanding the sentiments of the interactions online will be gauged. If the company reaches its goal, but has an overwhelming number of negative reviews and comments, it doesn’t mean much towards the brand health. It is also important to measure the overall sentiment of potential customers and past customers online to ensure social media is running smoothly.
Tuning All of the social media sites will need to be reviewed on a regular basis to ensure they are being appropriately managed and that the information is up-to-date. This means reviewing the company bio, cover photo, pinned posts, and more. Additionally, the tone used may need to be modified from time to time to ensure customers are being spoken to in an educated, professional tone. There is the ability to bring in some personality to the posts, but tone should be reviewed on a regular basis to ensure all posts are on target for how customers should be spoken to.
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Budget At this point in the business, there is no budget for social media marketing. This will be handled by Coty Williams, Creative Director. The only output for social media will be man-hours, but no advertising or software will be purchased at this point in the company. Return on Investment The ROI will come from the number of new customers who come through organically. Since there is no monetary output for the social media for Posy and Pine, there is no way to quantify if the time spent on social media is worthwhile, but bringing on new customers is the best way to judge the return that is coming from these sites.
