Emily Crissman is a Senior at the University of Florida and through her strategy she hopes to improve her Social Media Following and maintain the viewership she has grown over the years

1. Emily Crissman: Senior Editor PBS-Gainesville

2. TABLE OF CONTENTS
1. Executive Summary
2. Social Media Audit
3. Social Media Objectives
4. Online Brand Persona andVoice
5. Strategies and Tools
6.Timing and Key Dates
7. Social Media Roles and Responsibilities
8. Social Media Policy
9. Critical Response Plan
10. Measurement and Reporting Results

3. 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

4. SOCIAL MEDIA AUDIT
Social Network URL Follower Count Average Weekly Activity Average Engagement Rate
Twitter
https://twitter.com/
ecrissman_prod 6 6 posts a week 20%
Facebook
https://
www.facebook.com/
CrissmanProductions/ 41 6 posts a week 150%
LinkedIn
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 post
SOCIAL MEDIA ASSESSMENT

5. SOCIAL MEDIA AUDIT
WEBSITETRAFFIC 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 andYouTube.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.

6. SOCIAL MEDIA AUDIT
AUDIENCE DEMOGRAPHICS ASSESSMENT
Age Distribution Gender Distribution Primary Social Network Secondary Social Network Primary Need Secondary Need
60% 18-30 56% Female 50% Facebook 40% Twitter
To 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

7. SOCIAL MEDIA AUDIT
COMPETITORS 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.

8. 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 andTactics
• Distribution of Social Platforms
• Increase in Activity on Each Platform
• Refining the Quality of Each Platform
Men
44% Women
56%
Gender Demographic
LinkedIn
10%
Twitter
40%
Facebook
50%
Primary Social Network
LinkedIn
30%
Twitter
30%
Facebook
40%
Secondary Social Network

9. ONLINE PERSONA AND
VOICE
• Adjectives to Describe Emily Crissman
• Quirky
• Unique
• Creative
• Dependable
• When Interacting with Customers:
• Engaging
• Interested
• Concerned
• Helpful

10. STRATEGIES ANDTOOLS
• Facebook Boost
• Incorporate #EMazing to audience to describe their own “amazing” creative moments
• Monitor keywords (editing, production, adobe, creative) amongTwitter andYouTube
to monitor competition and potential audience members
• Tools
• Hootsuite
• RebelMouse
• TweetDeck

11. TIMING AND KEY DATES
• Holiday Dates
• Birthday (December 14)
• Valentine’s Day
• Christmas Day
• Spring Break
• Easter
• NewYears Day
• Internal Dates
• Graduation (April 29)

12. SOCIAL MEDIA ROLES AND
RESPONSIBILITIES
• The Emily Crissman Production Brand is entirely
owned and operated by Emily Crissman

13. 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

14. CRITICAL RESPONSE PLAN
• Scenario 1: InappropriateTweet 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 viaYouTube
• OnYouTube, 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

15. 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