This is a social media strategy. Data on these slides is not real. It is based on educated assumptions

1. Michelle Bizet
02/19/2017

2. Table of Contents
• Executive Summary
• Social Media Audit
• Social Media
• Website Traffic
• Audience Analytics
• 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
• Our major social media priorities for 2017 will be increasing engagement on
our online community.
• The primary focus will be to create vivid content that will catch the attention
of internet users to motivate them to like, comment and or share our content
• Two major social strategies will support this objective:
• 1. A plan to create more engaging content that includes visuals, especially videos.
• 2. Encourage conversations and opinions about the content

4. Social Media Audit

5. Social Media Assessment
Data as of November 1, 2016
Social
Network
URL
Follower
Count
Average Weekly
Activity
Average Engagement Rate
Facebook facebook.com/edelman/ 59,298 4 posts per week 0.08%
Twitter twitter.com/EdelmanPR 83,100 50 tweets per week 8.72%
LinkedIn
linkedin.com/company-­‐
beta/3536/?pathWildcard=
3536
167,056 7 posts per week 0.04%%
Instagram
https://www.instagram.co
m/edelman/
13,500 3 posts per week
Average interaction per
post = 141
YouTube youtube.com/edelman 2,056 3 videos per month 0.00%
As of today, the highest number of interactions per
post occurs on Twitter. Little interactions occur on
YouTube. People watch the videos, but don’t
comment/share/like. Videos are very popular on social
media. Therefore, sharing our YouTube videos on
Twitter and Facebook more often could increase
engagement rates.

6. Website Traffic Sources Assessment
Timeframe: Monthly average, May 2016 to October 2016
Source Volume % of Overall Traffic Conversion Rate
Facebook 1000 unique views 4.36% 3.20%
Twitter 1500 unique views 6.55% 2.40%
LinkedIn 2000 unique views 8.73% 3%
Instagram NO DATA NO DATA NO DATA
YouTube 100 unique views 0.44% 0.02%
In comparison to our follower count on social media, the volume coming from social media to our website is not as
high as expected. As of today, LinkedIn is the network that drives the most traffic to our website followed by
Twitter. Although not stated in the table, our major traffic comes from Google Ads and organics. The conversion
rate (based on clicks to our website, job applications, questions received through the contact section) lags slightly
behind Facebook at 3% and 3.2% respectively. No direct traffic is available from Instagram regarding the fact that
the bio link directs users to our Facebook page.

7. Audience Demographics
Survey distributed in June/July via email and upon job applications. Total applicant
responses: 2500
The majority of survey respondents are in the
18 -­‐ 29 age group. Facebook and LinkedIn are
their core social networks. Their biggest
motivation to visit our website is to apply for
jobs and internships. We should focus on
making our Twitter network more education for
those visitors who are interested on facts about
the company.
Age Distribution
Gender
Distribution
Primary Social
Network
Secondary Social
Network
Primary Need Secondary Need
40% 18-­‐29 60% Female 65% Facebook 35% LinkedIn
Undergraduate, recent
graduates and professionals
looking for internships, part-­‐
time and/or full-­‐time
positions
To learn about
the company's
mission,
objectives,
services and
represented
brands
45% 30-­‐49 40% Male 40% LinkedIn 20%Twitter
10% 50-­‐64 30% Twitter 30% Facebook
5% 65+

8. Competitor Assessment
Competitor Name Social Media Profile Strengths Weaknesses
Daybreak
Communications Limited
This company has no social
media accounts
NO DATA NO DATA
Excerpta Medica BV Facebook
Good About Us section, profile
picture and cover image
Low follower count, low engagement
rate
iS Health Group Ltd
This company has no social
media accounts
NO DATA NO DATA
In comparison to our three main
competitors, it is noticeable that we
are in advantage. We must take this
into consideration and work hard to
increase engagement with our online
community.

9. Social Media Objectives
• Increase interactions (likes, shares and comments) on all social media networks by
25% by December 2017.
• More visuals, especially video content
• Facebook and Instagram Live
• Respond and like all users comments on our published content
• Be 24/7 available to answer to consumers through Facebook Message, Instagram private
messages and Twitter direct messages.
• Increase follower count on all social media networks by 15% by December 2017.
• After candidates apply for jobs at Edelman, encourage them to follow our social media in
case they haven’t done so already.
• Whenever users hit the “contact us” tab on our websites, invite them to follow us on social
media.
• Increase total conversions by 20% by December 2017

10. Social Media Objectives (cont.)
KPIs
• Rate of likes, shares, comments, retweets
• Follower count
• Conversion rates
• Number of unique visitors from social media
networks
• Number of weekly posts on social media networks
• Number of unique visitors on website
Key Messages
• Counsel and strategic communications
• Engage and build strong relationships

11. Brand Persona and Voice
Adjectives that describe our
brand:
• Honest
• Independent
• Curious
• Transparent
• Committed
• Fair
When interacting with
customers we:
• Strive to do our best in all areas of our business
• Don’t violate legal obligations
• Always do the right thing

12. Strategies and Tools
• Paid
• On Facebook, boost a YouTube published video about the values and mission of Edelman.
• Sponsor an Instagram ad about Edelman’s social responsibility efforts
• Owned
• Create a contest within Edelman to motivate employees to publish visuals (photos and/or
videos) about them being part of the Edelman family with the hashtag #IamEdelman. The
three employees with the most likes will receive gifts.
• Earned
• Create visuals in which we show what we have done for our clients in the past 60 years and
we plan to continue doing for them. Include testimonials of clients and employees to give
credibility to the message. Include examples in which we show how Edelman’s counseling
has helped clients to achieve social responsibility. Boost video in all social media and
recognize social media users who share the video.

13. Examples of
posts on
social media

14. Examples of
posts on social
media

15. Examples of
posts on social
media

16. Key Dates and Timing
Holidays Internal Events Reporting dates
New Year’s (Jan, 1)
Independence Day (July 4)
Veteran’s Day (Nov. 11)
Thanksgiving (Nov. 23)
Christmas (Dec. 25)
April 24: Family Day (employees
bring their family to learn about
Edelman). This is an all-­‐day
event. Refreshments and food
will be provided .
December 22: Holidays Party 7-­‐
10 p.m. Employees are allowed
to bring one guest.
Reporting will occur the first
Friday of each month at each
department
Annual meeting to analyze goals
that were and weren’t reached. It
will take place on December (day
TBA) and all employees from all
departments are required to
attend

17. Social Media Roles and Responsibilities
• The following people are responsible for thoughtfully planning and connecting
with high-­‐value, hard-­‐to-­‐reach audiences and driving them through the marketing
conversion funnel
• Kevin King: Global Practice Chair, Digital
• Duc Le: Managing Director Corporate Strategy, Digital
• Ming Yee: Executive Vice President, Global Technology and Operations
• Adam Hirsch: Executive Vice President, Emerging Media and Technologies
• Joe Kingsbury: Executive Vice President, Digital B2B

18. Social Media Policy
• Social media serves as a tool that allows Edelman to discover mutually beneficial relationships with online
communities, but also their relationship to their own employees about the topic of online communities.
• Edelman employees should always aim to preserve the company reputation online. Employees should
always be informational and honest about the company.
• Edelman suggests you to always think before posting something and to be safe at all times. We also
suggest no to use your Edelman email to set up a social media network account.
• Violations of these guidelines can and will result in corrective action ranging from discipline to termination
or legal action. Edelman reserves the right to take whatever actions it deems appropriate.
• In case of doubt about appropriate online behavior, please contact the digital department.

19. Critical Response Plan
• Scenario 1—Inappropriate tweet sent from @EdelmanPR
• Action plan:
• When tweet is detected:
• Take screenshot of tweet and its reach
• Delete tweet
• Alert Duc Lee
• Further action
• Duc Lee evaluate reach and impact of tweet with Kevin King and Adam Hirsch
• Publish and apology tweet as soon as possible
• Deal with media if necessary

20. Critical Response Plan
• Scenario 2—client sends a Facebook Message expressing disappointment about a
received service.
• When the message is received:
• Alert Duc Lee who will contact Kevin King and Adam Hirsh to evaluate level of client’s
message and decide on response
• Respond message as possible apologizing for the inconvenience and providing client with
immediate solution
• Reassuring the client that whatever happened will never happened again. Offer client a
discounted price for future service.

21. Measurement and Reporting Results
Reporting period: 3 months
Data as of Feb. 18, 2017
Social
Network
URL
Follower
Count
Average Weekly
Activity
Average Engagement Rate
Facebook facebook.com/edelman/ 59,500 4 posts per week 0.1%
Twitter twitter.com/EdelmanPR 83,600 50 tweets per week 8.8%
LinkedIn
linkedin.com/company-­‐
beta/3536/?pathWildcard=
3536
168,000 7 posts per week 0.08%
Instagram
https://www.instagram.co
m/edelman/
14,000 3 posts per week
Average interaction per
post = 200
YouTube youtube.com/edelman 2,100 3 videos per month 0.01%

22. Measurement and Reporting Results
Reporting period: 3 months
Data as of Feb. 18, 2017
Source Volume % of Overall Traffic Conversion Rate
Facebook
1010 unique views 4.40% 3.50%
Twitter
1600 unique views 6.70% 2.80%
LinkedIn
2100 unique views 8.8% 3.1%
Instagram
NO DATA NO DATA NO DATA
YouTube
200 unique views 0.50% 0.05%

23. Measurement and Reporting Results
(Summary)
• The increased use of visuals on social media has dramatically improved our
follower count and engagement rates. Still, we will continue to use this
strategy through 2017 to higher of number
• Social media contests increased follower count, conversion rates and
engagement.
• #IamEdelman has helped to improve the positive sentiment about the
company.

24. Measuring and Reporting Results
• Quantitative KPIs:
• an analysis of comments and reactions to
random social media posts revealed a positive
sentiment from clients, employees and online
users about the company.
• Proposed action items:
• Continue publishing videos about Edelman
• Continue using the hashtag #IamEdelman
• Continue being responsive to all messages we
receive on social media

25. Sources
This is a made up scenario. Data was created based on
educated assumptions based on Edelman’s social media
networks.
Edelman’s website: http://www.edelman.com/