This document outlines a social media strategy for Hut No. 8 in Fleming Island, Florida. The objectives are to increase website traffic from social media by 30% in 6 months through more engaging content, hashtags, and user generated content. The strategy involves increasing social media activity, using hashtags like #Wearing8, partnering with influencers, and responding to critical incidents. Progress will be measured through key performance indicators and reporting will occur quarterly. Roles and responsibilities are defined for social media team members.

1. Social Media StrategyHut No. 8 – Fleming Island, Florida | Danica Williams

2. Table of Contents3 . E x e c u t i v e S u m m a r y
4 . S o c i a l M e d i a A u d i t
5 . S o c i a l M e d i a O b j e c t i v e s
6 . O n l i n e B r a n d P e r s o n a A n d V o i c e
7 . S t r a t e g i e s A n d T o o l s
8 . T i m i n g A n d K e y D a t e s
9 . S o c i a l M e d i a R o l e s A n d R e s p o n s i b i l i t i e s
1 0 . S o c i a l M e d i a P o l i c y
1 1 . C r i t i c a l R e s p o n s e P l a n ( 1 )
1 2 . C r i t i c a l R e s p o n s e P l a n ( 2 )
1 3 - 1 5 . M e a s u r e m e n t A n d R e p o r t i n g R e s u l t s
Ta b l e o f C o n t e n t s

3. Executive Summary
• The major social media priorities for 2017-18 will be
growing our online following and community.
• The primary focus will be to support revenue goals through driving more traffic to
our Facebook Page and social media by sharing more engaging, relevant content and
building deeper relationships with our customers AND promoting more UGC.
Three major social strategies will support this objective:
1. A plan to increase the volume of content we publish to our social pages.
2. Encourage conversations and discoverability of content
3. Promote more User Generated Content

4. Social Media Audit
The following is an audit of Hut No. 8’s (Fleming Island) social media presence to date. It includes an
assessment of all social networks, web traffic, audience demographics, and a competitor analysis.
Social
Network
URL Follower
Count
Average
Weekly
Activity
Average
Engagement
Rate
Twitter https://twitter.co
m/HutNo8Flemin
gIs
14 0 0 % (No posts
since 2013)
Facebook
Page
https://www.faceboo
k.com/pg/HutNo8Fl
emingIsland/about/?r
ef=page_internal
3,889 2 posts a day
Max 14 a week
0 % New page
likes
Instagram https://www.instagram.
com/hutno8flemingisla
nd/
1,871 4 – 5 posts a
day
Max 40 a week
70%

5. Social Media
Objectives:
•Some specific objectives include:
•Increase unique visitors from social properties to
website by 30% in 6 months via:
•a. Increased brand awareness through increased
mentions on Twitter
b. Increased use of brand hashtags across all social
platforms
•Increase Instagram followers by 1,000 in 6 months
through promoted user-generated content
•Increase volume of visual content published on
Facebook, Twitter and Instagram channels by 40% in 6
months.
Demographic (15-25) Mainly Female

6. Online Brand Persona and Voice
Adjectives that describe our brand:
• Creative
• Stylish & Trendy
• Bargain
• Fun
When interacting with customers we are:
• Upbeat
• Open to suggestion
• Friendly

7. Strategies
&
Tools
Every Friday boost most popular organic Facebook posts for the
weekend. The post must have a minimum organic reach of 75, as
well as a minimum of 5 likes or 3 comments.
Introduce the use of #Wearing8 to company Instagram posts.
Encourage adoption by customers and source a minimum of 1
piece of user-generated content per week to Regram/shout out.
Promote hashtag across all social properties, email newsletters as
well as printed promotional material.
Monitor Twitter for keywords and terms: #style #bargain
#fashion
Partner with 2 Influencers in the area and have them pick out 4
outfits (total) that will be up for sale the following week

8. Promotion Date
• Back to School (August 1- 25)
Internal Events
• July 4th- Independence Day Blow-out
Reporting Dates
• Reporting will occur once a quarter in June, July, August and September. Precise dates TBA.
Timing And Key Dates

9. Social Media Roles And Responsibilities
Marketing Director: Development and implementation of the Brand strategy. Developing
the marketing strategy for new and existing products. Overseeing implementation of
the Marketing strategy - including campaigns, events, digital marketing, and PR
Social Media Manager: Manage social media marketing campaigns and day-to-day activities
including: Develop relevant content topics to reach the company's target customers. Create, curate, and
manage all published content (images, video and written)
Social Media Coordinator: Works under the direction of the social media or
new media manager and is a member of the marketing department.
Supporting Social Media Team Members: Social ads support,
customer support and social media

10. Social Media Policy
• Use common sense
• No controversial posting
• Don’t post something you wouldn’t post on your personal account
• Don’t post illegal things
• Be polite, not rude or insensitive
• Be the problem-solver
• Be nice to strangers
• Be helpful to customers
• Don’t bash the competition
• Feel free to spread the word to your personal networks
• Ask before you tweet and re-read at least 3 times
• Use spell-check

11. Critical Response Plan:
Scenario 1 – Bad Publicity Tweet To Customer
Made by Disgruntled Employee
1.When Tweet is detected:
2. Take screenshot
3. Delete Tweet
4. Immediately alert the Social Media Manager If
unavailable, alert Marketing Director
5. Marketing and Social Media Manager meet
together to evaluate further action.
6. Social Media Manager to develop appropriate
follow up Tweet, Marketing Manager to approve.
7. If media has picked up the Tweet, Marketing
Manager will manage all direct contact. If
unavailable, Owner will manage all contact.
8. Marketing and Social Media Manager to sync with
employee responsible for publishing the Tweet to
see if disciplinary action is required.

12. Scenario 2 – Soiled Article of Clothing Sold To
Valued Customer
e.g. Stained shirt goes unnoticed until customer gets
home and then posts on social media about it
Action Plan
1. Owner Je to alert Marketing Director
2. Customer immediately contacted and resolved of issue
with overcompensation.
3.Marketing Director syncs with Owner and Social Media
Manager and evaluate the number of social media
mentions of the situation.
4. Make a statement about the issue even if the
customer’s posts are still active
Pre-approved messaging:
“We sincerely apologize for the incident and find it
unacceptable. Our garments sold at Hut No. 8 go through
rigorous testing and should not show more than regular
use. We take pride in our clothing sold and hope to regain
your trust.

13. Measurement And Reporting
Quantitative KPIs
Reporting Period: 6 months Data as of June 1, 2017
Qualitative KPIs
An analysis of the interactions on 50 Facebook posts, 50 Instagram posts and 50 Tweets revealed the following:
• Positive affirmation from customers following their visit was posted more often. This includes shout outs,
sharing photos and stories of their experience and recommendation of the store to their friends/followers.
• The biggest driver of negative sentiment is related to lack of size differentiation.

14. Website Traffic Sources Assessment
Timeframe: Monthly average, July 2017 to September 2017
#Wearing8 Hashtag Performance
• Between June,1 2017 and September, 1, 2017, the hashtag was mentioned 100 times on Twitter
and 1500 times on Instagram.
• 25 Instagram posts published with the hashtag yielded higher than average numbers of comment
interactions, typically involving users tagging their friends in the comments.
Proposed Action Items
• Continue #Wearing8 Campaign
Measurement And
Reporting

15. Source Volume % of Overall Traffic Conversion
Rate
Facebook 400 Unique Visits
+ 3% Growth
6% 1%
Twitter 50 Unique Visits
+ 2 % Growth
3% .5%
Instagram 900 Unique Visits
+ 5% Growth
10% 3%
WebsiteTrafficSourcesAssessmentSocialNetworkData
Social
Network
Username/
Handle
Follower Count Average Weekly
Activity
Engagement
Rate
Instagram @hutno8flemingi
sland
2,100 42 85%
Twitter @HutNo8Flemin
gIs
60 7 5%
Facebook @HutNo8Flemin
gIsland
500 30 15%