This is my project one for UF's Social Media Management course with Lisa Buyer. My project is a social media audit of Patticakes, a small business in Gainesville, Florida.

1. Patticakes
SOCIAL MEDIA STRATEGY
BY JACI SCHRECKENGOST

2. Table of Contents
1. Title page
2. Table of Contents
3. Executive Summary
4. Social Media Audit
5. Social Media Objectives
6. Online Brand Persona and Voice
7. Strategies and Tools
8. Timing and Key Dates
9. Social Media Roles and Responsibilities
10. Social Media Policy
11. Critical Response Plan
12. Measurement and Reporting Results

3. Executive Summary
 Patticakes’ social media goals for 2018 will be to communicate more with our
customers and provide more insight into the day-to-day execution. We would also
like to expand onto using different social media networks.
 Examples of this include:
 continuing “Pattipeople” on Instagram
 Posting more photos of employees creating food/beverages more often

4. Social Media Audit (Social Media)
Social Media
Site
URL Follower Count Avg. Weekly
Activity
Avg. Engagement Rate
(Activity/Follower Count)
Facebook https://www.f
acebook.com
/patticakesgn
v/
2,340 3 .13%
Twitter https://twitter
.com/patticak
esgnv
244 >1 .11%
Instagram https://www.i
nstagram.co
m/patticakes
gnv/
1753 6 .34%
*Data as of
October 5,
2017

5. Social Media Audit Continued
 Social Media Summary: Need to improve rate of content on all social media sites.
Instagram has the highest rate, which still could be improved. Twitter is rarely
posted on and needs to be used to engage more people in potentially a new
demographic.
 Website Summary: While specific website data is unavailable, it is seen as the
website could be updated. It is not exceptionally user-friendly and could improve
in that area.
 Audience Summary: While specific audience details could not be found, the two
locations of Patticakes bring in different audiences but the social media, when in
use, does a good job of trying to highlight many of these demographics.

6. Social Media Audit Continued
(Competitors) Name SM Profile Strengths Weaknesses
Volta https://www.facebo
ok.com/VoltaGNV/
Uses Facebook
more often
No website (might
be one, but
currently down)
Coffee Culture https://www.facebo
ok.com/CoffeeCultu
reGVL/
Up to date with
Facebook as well.
Has events at the
location
Another place called
Coffee Culture in
Canada. Not easiest
to find online.
Starbucks https://www.facebo
ok.com/Starbucks
One of the largest
chains in the
country. Up to date
with social media.
Not personalized
due to size of
company
Competitor Summary: As compared to
two local companies and one national
company, Patticakes really needs to
focus on improving social media to
reach more customers. The other two
local businesses have a much stronger
SM outreach with their customers.
Starbucks does have a disadvantage to
Patticakes (as well as the two others)
because of the size of the company
making personalization for a specific
area more difficult.

7. Social Media Objectives
 In 2018, the broad goal of Patticakes will be to improve and increase online usage and
personality. It is important to create a stronger presence due to the small usage of
some of the social media.
 Specific goals:
 Update Twitter with Pattipeople each week
 Post to Twitter at least once a day, during business hours, with an original photo
 Utilize a system, such as Buffer, to schedule Tweets, Facebook and Instagram posts
 Continue with Pattipeople on the Instagram. Spread this to Twitter and continue on
Facebook.
 Tagging people with the Pattipeople (with their permission) to try to increase reach

8. Social Media Objectives Continued
 KPIs:
 Number of Twitter followers
 Number of unique visitors on Instagram, Twitter, Facebook
 Number of posts with original photos to Twitter, Facebook, and Instagram per week
 Key Messages:
 We sell great cupcakes
 We want to have customers from many various demographics
 Cupcakes, Coffee, Conversation

9. Online Brand Persona and Voice
 Adjectives that describe our brand:
 Welcoming, friendly, community-oriented, artsy, up-to-date with trends
 Examples in our social media:
 Examples of being up-to-date with trends includes using Boomerang on Instagram
 Community-oriented is shown with Pattipeople, a weekly post showcasing a customer
 Artsy is shown on Instagram and Facebook with well-done photos of the cupcakes
 Welcoming is shown in posts inviting people to come to the store during business hours

10. Strategies to Support Social Media
Objectives
 Paid:
 Boost the new or most popular cupcake flavors for the day every Thursday on Facebook
 Create a Snapchat geofilter for a test run to see how our business fares on Snapchat
 Owned:
 Tweet out the logo with a link to the store’s website at least once a week
 Implement #Pattipeople so more people can easily find the Pattipeople posts
 Earned:
 Find the first 5 people that follow Patticakes on social media each week and give them a
coupon for their next visit in
 Randomly give customers coupons when they come in, promote this on social media as an
incentive to visit more frequently

11. Tools
 Accepted:
 Buffer
 Facebook advertising
 Snapchat Geofliter
 Rejected
 N/A
 Exhisting:
 N/A

12. Key Dates
 Valentine’s Day
 End of school year events
 4th of July
 Gator sporting event days
 Mid-August students come back to school
 Thanksgiving
 Hanukkah
 Christmas

13. Internal Events
 October 8, 2017: Wine and cupcake pairing
 Continue this with social media presence into 2018
 Family cupcake outing days
 Farmers’ market at Bo Diddly Plaza
 Increase advertising for this to draw new customers

14. Reporting Days
 Reporting will take place once a month, on this first day of the month. If a
holiday/closure falls on said first day of the month, the next business day
immediately following will take place as the reporting day for that month.

15. Social Media Roles and Responsibilities
 Social Media Director (one overall)
 Will oversee all posts that go onto social media
 Ensure followers are being engaged
 Add and create content for social media as they see fit
 Will oversee the Social Media Content Creators
 Social Media Content Creator (two for each location)
 Will take photos for the social media
 Will collaborate with one another to come up and execute campaigns for Patticakes
 Ensure customers concerns/compliments are properly handled in a timely manner

16. Social Media Policy
 As employees of Patticakes, where we take social media to heart, we expect our
employees to maintain a positive social media presence as well. This includes: no
nudity, no underage drinking, no illegal drugs, no cyber-bullying, be respectful to
all, including Patticakes, our competitors, Patticakes’ employees, and the
competitors’ employees.

17. Critical Response Plan Scenario One
 Scenario:
 A customer is upset with the service they received at one of our locations. They Tweet out,
“Patticakes is the WORST. 0/10 would not recommend.”
 Solution:
 The solution would be to Tweet this person back as soon as possible. “I’m so sorry you had
this experience. We are here to help. Please check your DMs.” Send the person a message and
first, apologize, and second, ask this person what happened. Ask how you can help fix it. Will
a coupon help?
 Who provides this solution?
 This solution would be carried out by any member of the social media team. In this
circumstance, time means a lot, so the first member of the social media team to be alerted of
this should have the proper training to handle this.

18. Critical Response Plan Two
 Scenario:
 Someone hacks into the Patticakes Instagram and posts many inappropriate photos. These
contain things that directly violate the Patticakes’ social media policy.
 Solution:
 The solution would be to immediately delete all of these posts. The fewer people that see
these, the better. If these photos have been up for an extended period of time, send out an
apology and explain to upset guests what has happened. Ensure no other social media has
been hacked as well. Change the passwords to all social media accounts and share with the
rest of the social media team.
 Who provides this solution?
 Any member of the social media team will have the training to do this. Whoever takes down
the photos is responsible for letting the WHOLE team know of the issue and password
change.

19. Measurement and Reporting Results
 While it is impossible to find the data required for these steps, in this section the
goals will be measured out in percentages. This is for the period of one month.
 Website Traffic Source Assessment:
 Twitter: want to increase unique visits by 15% which will be attainable because of the
small amount of Twitter usage now
 Facebook: want to increase unique visits by 5%
 Instagram: want to increase unique visits by 5%

20. Measurement and Reporting Results
Continued
 Social Network Data
 Twitter: Want to increase followers by 10% in one month, or about 25 new followers.
 Instagram: Want to increase followers by 5% in one month, or about 88 new followers.
 Facebook: Want to increase followers by 5% in one month, or 117 new followers.
 These goals will be attainable because of the usage of each of these social media
platforms. Increasing use on Twitter can also gain new followers on Instagram and
Facebook, too.

21. For the Future
 Involve customers in more social media. Tag the customers that are the
“Pattipeople” of the week (with their permission) this will allow their friends and
followers to see it.
 Start a hashtag.
 Use more photos that are original photos to show the organic roots of the
company.
 Use Twitter more.
 Test out a Snapchat geofilter for a month to see how it goes. Do customers
respond well? Ask them.
 Get raw feedback from customers!