2. Table of Contents
Executive Summary
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
3. Executive Summary
My main social media goals for 2016 will involve creating an online
following and community.
The primary focus will be to attract more traffic to my blog and
social media pages by sharing engaging content and promoting a
welcoming environment for visitors.
Two major social media strategies will support this objective:
A plan to increase the volume of engaging content that I share
on my pages.
Encourage constructive conversation while reducing personal
attacks and bullying.
4. Social Media Audit
Audience Demographics Assessment (Facebook Insights)
Social Network URL Follower Count Average Weekly Activity Average Engagement Rate
Facebook http://www.facebook.com/aprycotpage 50 2 posts 7%
Twitter http://www.twitter.com/aprycot 95 40 tweets 17.30%
Pinterest https://it.pinterest.com/aprycot/ 106 0 pins 0%
WordPress https://aprycot.wordpress.com/ 0 0 updates 0%
Social Media Assessment
Assessment Summary: Currently the highest engagement is on Facebook and Twitter. While the engagement rate appears
higher through Twitter currently, this is likely due to participation in a recent Twitter chat. Additionally, much of the recent
content on Twitter is not related specifically to my brand, but rather social media promotion and strategy. Pinterest and
Wordpress are potential areas for growth that have not yet been started. As such, no data was available for each.
Age Distribution Gender Distribution Primary Need Secondary Need
0% 13-17 ND Searching for parenting Participating in a friendly
14% 18-24 8.15% Women and educational tips community devoted
60% 25-34 31.3% Women to education and parenting
19% 35-44 11.5% Women without a bullying presence
7% 45-54 5.4% Women
Audience Demographics Summary: Current demographics are skewed by inclusion of only Facebook results. However, the
majority of current traffic is on Facebook. With a majority of women as visitors, emphasis should be placed on increasing
Pinterest and Wordpress posts. More information is needed to determine how Twitter should be expanded.
6. Competitor Assessment - February 2016
Competitor Assessment Summary: The above analysis focused on three major competitors with a strong social presence on
Twitter, a Blog, and Facebook, respectively. High quality, research-driven educational material is the main source of content.
Levels of engagement vary significantly by site, with rich media producing the most audience engagement. Areas for
improvement include increasing opportunities for audience feedback and an emphasis on two-way interaction.
Competitor
Name Social Media Profile Strengths Weaknesses
Early Years
https://twitter.com/earlyyearse
w
Frequent posts focused on early childhood
education and research within the field Few RTs and likes, not enough rich media included
Positive Parenting
Connection
http://www.positiveparentingc
onnection.net/
Finely-tuned site with colorful photos and
interesting topical blog posts
Not much room for engagement to build a community within
the blog site itself. Must search through site to find
opportunities to converse.
let the children play
https://www.facebook.com/let
childrenplay
Over 100K followers, frequent engaging posts with
varied content including rich media.
One-way interaction; comments and posts by audience go
unaddressed.
7. Social Media Objectives
In 2016, the primary focus of my social media strategy will be to attract more traffic to my
blog and social media pages by sharing engaging content and promoting a welcoming
environment for visitors.
Some specific objectives include:
1. Increase number of Facebook followers by 500 in 6 months by:
a. Monthly promotions with small prizes for liking and inviting friends to page
b. Promoting Facebook page across all Social platforms
2. Develop Pinterest page with key 25-34 year old women demographic in mind.
3. Increase overall volume of content published on Facebook, Pinterest, and WordPress
blog by 60% in 6 months.
KPIs
1. Number of followers on Facebook, Pinterest, and WordPress
2. Number of weekly posts to Facebook and Pinterest
3. Number of monthly blog updates to WordPress
4. Sentiment analysis
Key Messages
Early childhood education
should be play-centered
Supportive community with
tips and tricks for parents and
educators alike
8. Online Brand Persona and Voice
Adjectives that describe our
brand:
Welcoming
Friendly
Funny
Research-driven
Family friendly
When interacting with visitors we are:
Encouraging
Anti-bullying
Funny
Honest
9. Strategies and Tools
Earned
Host monthly promotion with
prizes for user who generates
largest number of page likes
on Facebook
Monitor Pinterest page and
engage visitors and followers
of visitors to analyze
demographics and interests
and increase number of
followers
Paid
Boost most popular organic
Facebook posts every other
Friday for the weekend
Promote most popular pins
on Pinterest monthly in order
to raise brand awareness
Converged
Share WordPress content on
Facebook and incorporate
original Canva imagery to
increase rich media content.
Include Pin-it button on both
WordPress and Facebook
posts incorporating original
content
Tools
Approved:
Buffer
Canva
Facebook Insights
Facebook Audience Optimization
Rejected:
N/A
Existing Subscriptions
and Licenses:
Office 365
Photoshop
Google Analytics
10. Timing and Key Dates
Important Dates
Mother’s and Father’s Days
National Teacher Day
Dr. Suess Birthday (Read Across America Day)
Friendship Day
Talk Like a Pirate Day
Internal Events
May 3-8: Best Mom and
Child Photo Contest
September: Users Share
Videos of Kids talking
like Pirates
December: Facebook Page
Secret Santa Gift
Exchange
Reporting Dates
Reporting will occur quarterly in January, April, July, and
October
11. Roles and Responsibilities
Social Media Managing Director:
Apryl Webb
Responsibilities:
Social Media Policy
As social media is the foundation for this organization, it is used to share content, interact with
visitors, and create a community with an encouraging atmosphere. As such, all interactions should
maintain etiquette and enhance rapport within the community. Best practices include:
Be respectful
Do not contribute to any problems
Be sensitive to needs of all visitors
Anticipate issues that may arise
Share good news regarding brand
Respond quickly to audiences on all platforms
Develop Social Media Strategy
Manage Social Media Channels
Develop and Curate Rich Content
Engage in Dialogue and Monitor Visitor
Engagement
Monitor Trends and Implement Tools
Implement Social Campaigns
12. Critical Response Plan
Scenario 1 – Bullying within social media channel
Action Plan
When bullying is detected:
- Take screenshot (On PC press: PrtSc)
- Delete bullying comments
- Privately message bully and victims
Assess seriousness of bullying situation
Determine necessity of public message regarding situation
Preapproved Messaging
No preapproved messages as each individual message will be context-dependent based on nature of event
Scenario 2 – Inappropriate content is posted on a page
Action Plan
When content is found to be inappropriate:
- Take screenshot (On PC press: PrtSc)
- Delete content
Assess degree of impropriety and necessary reparations
If media has picked up, develop appropriate response
If harassment or litigation occurs, contact social media litigation attorney
Preapproved Messaging
No preapproved messages as each individual message will be context-dependent based on nature of event
13. Measurement and Reporting
Social Network URL Follower Count Average Weekly Activity Average Engagement Rate
Facebook http://www.facebook.com/aprycotpage
618
1136% growth
9 posts per week
350% increase 21%
Twitter http://www.twitter.com/aprycot
95
ND ND ND
Pinterest https://it.pinterest.com/aprycot/
315
197% growth
15 pins per week
100% increase 4/15 pins repinned
WordPress https://aprycot.wordpress.com/
96 Jetpack Subscribers
100% growth
1 update per month
100% increase 4%
Quantitative KPIs
Reporting period: 3 months
Data as of 21 February 2016
Social Network Data
The number of Facebook page likes increased to 618, a growth of 1136%, surpassing my 6 month goal of 500 page likes. I also tripled
average engagement within 3 months.
I have developed a Pinterest page with curated and creative, original content that is rich in a variety of media keeping the interests of
key Pinterest demographics in mind. After experimenting with various numbers of weekly posts, 15 posts per week returned the
largest number of repins and comments.
The volume of content I have produced has increased by 1250% including overwhelmingly visual content. User generated content
driven by short campaigns has contributed to the increase.
14. Qualitative KPIs
Sentiment Analysis
An analysis of the interaction on 50 Facebook posts, 2 WordPress updates, and 50 Pinterest pins revealed
the following:
An active engagement in conversation related to personal experiences and encouragement was seen
overall, with minimal negativity
The majority of negative comments were related to personal experiences with some of the shared tips
which proved unsuccessful in individual circumstances, but often other visitors contributed positive
experiences to counter.
Proposed Action Items
Continue user generated content campaigns including photo, blog, and video contributions
Consider redeveloping Twitter channel modeling competition
Create strategy for a quick campaign to push Facebook page likes to 1000 with possible rewards
