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Emily Crissman: Senior Editor PBS-Gainesville
TABLE OF CONTENTS1. Executive Summary2. Social Media Audit 3. Social Media Objectives4. Online Brand Persona and Voice5. Strategies and Tools6. Timing and Key Dates7. Social Media Roles and Responsibilities8. Social Media Policy9. Critical Response Plan10. Measurement and Reporting Results
EXECUTIVE SUMMARY
• The priorities stemming from this Social Media Strategy will be to better the branding of Emily Crissman
• Through our Social Media Strategy, we will strive to post better material that is more identifiable and useful to our audience and to engage our brand to a larger community than before
SOCIAL MEDIA AUDIT
Social Network URL Follower Count Average Weekly Activity Average Engagement Rate
Twitterhttps://twitter.com/ecrissman_prod 6 6 posts a week 20%
https://www.facebook.com/CrissmanProductions/ 41 6 posts a week 150%
https://www.linkedin.com/in/emily-crissman-a3652697?trk=nav_responsive_tab_profile 119 0 posts a week 10%
YouTube
https://www.youtube.com/channel/UCQkA-x9tNhEPsXezpgqPZdw 4 1 post a week 66%
Assessment Summary: The least amount of engagement has come from Emily Crissman’s LinkedIn profile due to the lack of posts on this platform. The most engagement has come from Facebook and YouTube.
SOCIAL MEDIA ASSESSMENT
SOCIAL MEDIA AUDITWEBSITE TRAFFIC SOURCES ASSESSMENT
Source Volume % of Overall Traffic Conversion Rate
Twitter 20 page views 15% 5%
Facebook 4 page views 10% 7%
LinkedIn 17 page views 20% 13%
YouTube 30 page views 30% 18%
Assessment Summary: The majority of page views came from Twitter and YouTube. The activity on both of these accounts is very frequent and engaging for the audience. The lease amount of activity is coming from Facebook and LinkedIn.
SOCIAL MEDIA AUDITAUDIENCE DEMOGRAPHICS ASSESSMENT
Age Distribution Gender Distribution Primary Social Network Secondary Social Network Primary Need Secondary Need
60% 18-30 56% Female 50% Facebook 40% TwitterTo branch out among friends and keep in touch with those you do not see daily
To contact new people and to keep their brand relevant
30% 30-50 44% Male 40% Twitter 30% Facebook
10% 50-80 10% LinkedIn 30% LinkedIn
Assessment Summary: The majority of users in our demographic are female and many of them use Twitter and Facebook to remain updated and in contact with their followers and friends
SOCIAL MEDIA AUDITCOMPETITORS ASSESSMENT
Competitor Name Social Media Profile Strengths Weaknesses Molly Robinson FB: https://
www.facebook.com/MollyRobinson/?fref=ts
Maintaining contact with her viewers and distributing all of her platforms accordingly
She is a fresh face in the professional world and does not have a lot of content
Alison Haselden FB: https://www.facebook.com/alisondhaselden/?fref=ts
Maintaining her human-like qualities by posting non-business related articles and pictures
very confusing page as in not sure what her topic is or what her focus is
Assessment Summary: Entering the working world in parallel with her competition, Emily Crissman is at the same level or above her competition in that she has more platforms and more cohesion than they do. Looking at the strengths of her competitors, Emily Crissman will have to place more focus on her distribution of other platforms.
SOCIAL MEDIA OBJECTIVES• Increase the viewers from multiple
platforms over the next 6 months
• Increase engagement from viewers over the next 6 months
• Develop a strongly rooted brand
• Tools and Tactics
• Distribution of Social Platforms
• Increase in Activity on Each Platform
• Refining the Quality of Each Platform
Men44% Women
56%
Gender Demographic
LinkedIn10%
Twitter40%
Facebook50%
Primary Social NetworkLinkedIn
30%
Twitter30%
Facebook40%
Secondary Social Network
ONLINE PERSONA AND VOICE
• Adjectives to Describe Emily Crissman
• Quirky
• Unique
• Creative
• Dependable
• When Interacting with Customers:
• Engaging
• Interested
• Concerned
• Helpful
STRATEGIES AND TOOLS• Facebook Boost
• Incorporate #EMazing to audience to describe their own “amazing” creative moments
• Monitor keywords (editing, production, adobe, creative) among Twitter and YouTube to monitor competition and potential audience members
• Tools
• Hootsuite
• RebelMouse
• TweetDeck
TIMING AND KEY DATES• Holiday Dates
• Birthday (December 14)
• Valentine’s Day
• Christmas Day
• Spring Break
• Easter
• New Years Day
• Internal Dates
• Graduation (April 29)
SOCIAL MEDIA ROLES AND RESPONSIBILITIES
• The Emily Crissman Production Brand is entirely owned and operated by Emily Crissman
SOCIAL MEDIA POLICY• Emily Crissman’s Social Media Policy is as follows:
• Be respectful and understanding to all
• Maintain a respect for yourself and your brand
• Respond Promptly and seriously
• Continue to update your brand when at all possible
• Stay true to yourself and your goals
• Keep an eye on the competition and use constructive criticism when and where necessary
CRITICAL RESPONSE PLAN• Scenario 1: Inappropriate Tweet Published
• As a privately owned and operated brand, it would be immediately necessary to apologize for the incident and remove all evidence of its existence.
• So as not to see disappointed in your personal decisions, make sure to own up to what was posted, place reasoning behind it if applicable, and make sure the viewers know that it will not happen again
• It takes a second to kill a reputation, so all necessary precautions to avoid the destruction should be taken
• Scenario 2: Copyright Issues via YouTube
• On YouTube, copyright issues with music and audio often arise
• Make sure the viewers know you are addressing the issue and that you will make sure what you had published will return, however, the music or way it was published was previously incorrect and you are taking the measures to fix it
• Make sure to check with copyright laws before publishing video with sound that is not your own original creation before publishing it to the web where it could be compromised
MEASUREMENT AND REPORTING RESULTS
Over the course of the semester, I predict:
Twitter Facebook LinkedIn YouTube
20% Increase in Followers 15% Increase in Followers 25% Increase in Followers 10% Increase in Followers
15% Increase in Engagement
30% Increase in Engagement
40% Increase in Engagement
30% Increase in Engagement
50% Increase in Activity 50% Increase in Activity 40% Increase in Activity 30% Increase in Activity
