This is a Social Media Strategy for my personal brand. I highlight the tactics and goals I need for Facebook, twitter, Instagram and LinkedIn. PUR3622 Social Media Management Summer A at UF prof. Lisa Buyer

1. The brand
called you!
Social Media Strategy for
Kristen Elle Solorzano

2. Table of
Contents
1. Executive Summary, May 2017
2. Social Media Strategy
a) Social Media Assessment
b) Traffic Sources Assessment
c) Customer DemographicsAssessment
d) Competitor
3. Social Media Objectives
4. Online Brand Persona andVoice
5. Strategies andTools
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. ExecutiveSummary
 Social media priorities for the summer of 2017 will be to generate
awareness and grow among the many platforms.
 The primary focus will be to support and drive more traffic to my
personal brand by delivering relevant content in the field of social
marketing.The goal is for me to showcase my performance
capabilities and be more presentable to potential employers.
 Two major social strategies will support this objective
1. A plan to increase the level of interaction in different social media
platforms by communicating with influencers and gathering an
audience.
2. Encourage conversations with audience and share more organic
content that translates into my personal brand, specifically on
LinkedIn.

4. Social Media
Audit
Social
Network
URL Follower
Count
Average
Weekly
Activity
Average
Engagement
Twitter Link 1,675 10 post per
week
12.5%
Facebook
page
Link 203 4 post per
week
2.5%
Instagram Link 560 1 post per
week
3.5%
LinkedIn Link 0 1 post per
month
0%

5. Social Media
Assessment
 At present time (May 26, 2017), the highest number of
interactions per post occurs on twitter. Little to no
interactions occur on LinkedIn, and the increase of
activity should be done moving forward.

6. WebsiteTraffic
Sources
Assessment
Source Volume Percentage of
OverallTraffic
Conversation
Rate
Twitter 650 unique visits 3% 2%
Facebook 38 unique visits 0.91% 0.71%
Instagram NO DATA NO DATA NO DATA
LinkedIn 2 unique visits 0.001% 0%
Traffic Summary: at present timeTwitter drives the most traffic.The
conversation rate and overall volume on LinkedIn needs to be improved
(May 26, 2017)

7. Audience
Demographics
Assessment
Age
Distribution
Gender
Distribution
Primary Social
Network
Secondary
Social
Network
Primary
and
Secondary
Need
80% 18-35
20% 35-45
55% Female
45% Male
20%Twitter
20%Facebook
30% Instagram
30% LinkedIn
40%
Instagram
20%
Facebook
20%Twitter
Gathering
informatio
n for
growth in
social
marketing
and being
adventuro
us with
friends
Audience Demographic Summary: Instagram and LinkedIn are the core of
the 18-35 age group. Efforts should be focused on growing activity on
LinkedIn

8. Competitor
Assessment
Competitor
Name
Social Media
Profile
Strengths Weakness
A LinkedIn: A Frequent posts and
interactions with
audience.
One-way
conversation
B Instagram: B Branded a hashtag
and posts
aesthetically
pleasing images
that captures
audience attention
Interaction from
audience is
significantly low/not
there.
C TW: C Large follower
count and
interaction level
Most tweets are
sponsored/
promotional and
interactional
messages read from
followers read “stop
spamming”
Competitor Assessment Summary:
Competitors have a strong social presence on LinkedIn, Instagram, andTwitter.
High Quality images and unique drive their engagements.Area of improvement is
two-way communication and paying attention to audience feedback.

9. Social Media
Objectives
 Primary focus on social media
strategy is to engage in activity on
LinkedIn. Secondary focus is on
Twitter, Instagram and Facebook.
 1. Increase brand awareness
through interactions and
connections.
 2. Increase use of LinkedIn
platform, share organic
content and post minimally
twice a week.
 Increase high- quality visual
content onTwitter, Instagram and
Facebook by incorporating images
with texts, and creating GIFS by
40% in 4 months.

10. Online Brand Persona andVoice
Adjectives that describe my brand:
 1. Professional
 2. Advocate
 3. Hard-working
 4. Go-getter

11. Online Persona
andVoice

12. Strategies andTools
 Paid: Every Friday during peak hours boost popular organic LinkedIn posts.
 Owned: Introduce #SocialWiz and incorporate it in posts and tweets. Encourage the adoption of this
hashtag among UF students and business professionals, a goal to have 1 piece of user-generated
content.
 Earned: Monitor twitter daily by searching for keywords and trends. Join twitter chats about social
marketing and learn by interacting with others. Goal to get a partnership with a likeminded influencer.
 Tools:
 1.Hootsuite
 2. Buffer
 3. Adobe CC Photoshop
 Professional Camera

13. Timing and Key Dates
 Holiday Dates:
 1. Labor Day
 2. Fourth of July
 3.Winter Holidays
 Important dates:
 1.Back to school
 2.Career Day@UF
 3. Homecoming@UF

14. Social Media
Roles and
Responsibilities
 Marketing Director: Kristen Solorzano
 Social Media Manager: Kristen Solorzano
 Social Media Coordinator: Kristen Solorzano
 Supporting Social MediaTeam Members: Kristen
Solorzano

15. Social Media Policy
 Social media is evolving into a personal way of communicating with personal and
business endeavors.Therefore, the mission will be to share thoughts, activities,
and ideas in order to better communicate with the world.
 1. Always be respectful, even if the other person is “wrong”
 2.Don’t start twitter fights
 3. Post appropriate content
 4. Be helpful to strangers
 5. Hopefully land a job by graduation

16. Critical Response Plan
 Action Plan:
 Scenario - inappropriate tweet sent from @TheKristenElle
 1.When tweet is detected:
 Breathe
 Take screenshot
 Delete
 Alert Social Media Manager
• 2. Social media manager and marketing director sync plan of response.
• 3. If media has picked up, contact them asap
• 4. Find employee responsible and see if disciplinary actions are needed.

17. Measurement
and Reporting
+10 growth
+10 growth
+10 growth +10 growth
+10 growth+10 growth

18. Measurement
and Reporting
+5 growth
+16 growth
+9 growth
+1.0% growth
+10 growth +1.0%growth
+10 growth
+10 growth
+10 growth
+10 growth

19. Measurement and Performance
 Overall, the performance of LinkedIn has grown significantly.The
number of posts has shifted from once a month to at minimum twice
a week.Therefore connections have increased by 10, and the rate of
engagement by 1.0%.
 Twitter saw the most increase of follower count; however,
engagement rate did not increase but was stable.
 Instagram and Facebook are preforming better with the creation of
high-quality photos and GIFS, the engagement rate went up by 2%.

20. Measurement
and Reporting
#SocialWiz Hashtag
Performance:
1. Between May 2017- June
2018, the hashtag was
successful. It was mentioned
1234 times and2345 on
Instagram.
Proposed Action
1. Keep the hashtag long-
term as a notion of brand
awareness and exposure.