Jessica Small Design

By Jessica Small - Feb 21, 2016

Table of Contents● Executive Summary

● Social Media Audit

● Social Media Objectives

● Online Brand Persona and Voice

● Strategies and Tools

● Timing and Key Dates

● Social Media Roles and Responsibilities

● Social Media Policy

● Critical Response Plan

● Measurement and Reporting Results

Executive Summary

Our major social media priorities for 2016 will be growing our online following and increasing engagement with followers.

The primary focus will be to gain clients through driving more traffic to our website by sharing more engaging, relevant content and promoting projects and experience.

Two major social strategies will support this objective:

1. Increase discoverability of content.

2. Encourage interactions on social media.

Social Media AuditData As Of Feb. 21, 2016

Social Network URL Follower Count AverageWeekly Activity

Average Engagement Rate

Twitter twitter.com/MsJessicaSmall

174 29 posts per week 0.6%

Facebook facebook.com/JessicaSmallDesign/

123 10 posts per week 0.5%

Instagram instagram.com/jessicasmalll/

546 <1post per week 20%

LinkedIn linkedin.com/in/jlsmall 201 1 post per week 4%

Social Media Assessment Summary: Instagram is the most engaged and followed account. Next is LinkedIn, followed by Twitter and Facebook.

Website Traffic Sources Assessment

Source Volume Percentage ofOverall Traffic

Twitter 31 2%

Facebook 301 25%

Instagram 0 0

LinkedIn 6 <1%

Website Traffic Summary: Facebook sends the most traffic to the website.

Audience Demographics Assessment

Age Distribution

Gender Distribution

Social Network

Primary Need

Secondary Need

90% 18-244% 25-404% 35-502% 51-80

60% Female40% Male

17% Twitter11% Facebook52% Instagram19% LinkedIn

Using digital and social media to optimize business.

Travel and technology updates.

Audience Demographics Summary: The main demographic, by far, is 18-24 year old females.

Social Media ObjectivesIn 2016, the primary focus of our social media strategy will be to increase traffic to website and increase regular followers. In order to do so, our social media priorities will be quality content and frequent posting.

Some specific objectives include:

1. Increase visitors to website by 50% by linking from social media posts and using call-to-action phrases.

2. Increase Instagram followers by 500 in 6 months.

3. Improve content so that it is designed for target audience and reaches target audience better.

Online Brand Persona & VoiceAdjectives that describe our brand: When interacting with customers we are:

Professional, Informative, Enthusiastic Enthusiastic, Friendly, Informative

Strategies & Tools

Paid: NA

Owned: Source a minimum of 1 piece of user-generated content per week to repost/shout out. Encourage past and current clients to tag and link JSD.

Earned: Monitor Twitter lists for relevant posts about Communications, Business, Technology, and Travel. Offer social media overhaul package to potential clients. Partner with 3 designers/ clients and develop an influencer/advocate relationship.

Strategies & Tools

Approved Tools

Buffer

Rejected Tools

N/A

Existing Subscriptions/Licenses

Adobe Creative Cloud - Illustrator, Photoshop, InDesign

Timing & Key DatesHoliday Dates

All major holidays and awareness dates are opportunities for social media posts.

Internal Events

Spring Social Media Overhaul Deal

Social Media Roles & ResponsibilitiesChief organizer of all operations - Jessica Small

Social Media Policy

Social media is a core component to sharing content created on jessicasmalldesign.com - the portfolio website for all freelance digital media and online communications efforts. Social media is used to share industry updates, interact with clients and partners, and to share our personal activities/plans. As a representative of Jessica Small Design you are expected to follow our guidelines:

Be respectful to all

Use common sense

Don’t start a fight or post anything that’s illegal

Be the solution, not the problem

Critical Response PlanAn inappropriate Tweet is sent:

1. Screenshot Tweet2. Delete Tweet3. Develop appropriate follow-up Tweet for damage control within 12 hours of inappropriate Tweet.

A client or follower posts something negative:

1. Develop appropriate response to control reach and redirect communications to a private message.

An account is hacked:

1. Change password and retake control of account.2. Delete any posts or messages sent by hacker.3. Communicate to followers that the account was compromised, and apologize for damage.

Measurement & Reporting ResultsQualitative KPIs

1. Sentiment Analysis

An analysis of the interactions on 100 Facebook posts, 100 Instagram posts and 100 Tweets revealed the following: Positive responses to heartfelt/emotional posts, shares and likes as a response to a shout-out or positive experience.

Quantitative KPIs

1. Number of visitors on jessicasmalldesign.com from Facebook, Twitter and LinkedIn

2. Engagement rate on social media platforms

3. Number of followers on social media platforms.

Source Volume Percentage ofOverall Traffic

Twitter 31 +0% growth 2%

Facebook 301 +0% growth 25%

Instagram 0 +0% growth 0

LinkedIn 6 +0% growth <1%

Social Network URL Follower Count AverageWeekly Activity

Average Engagement Rate

Twitter twitter.com/MsJessicaSmall

174+0% growth

29 posts per week 0.6%

Facebook facebook.com/JessicaSmallDesign/

123+0% growth

10 posts per week 0.5%

Instagram instagram.com/jessicasmalll/

546+0% growth

<1post per week 20%

LinkedIn linkedin.com/in/jlsmall 201+0% growth

1 post per week 4%

Note: Our social media and strategy are new, so we do not have a quarter to observe for changes due to the implementation of this Social Media Strategy.