Social Media Strategy for my personal brand, Taylor Roy.

2. table of contents
Page 3: Executive Summary
Page 4: Social Media Audit
Page 7: Social Media Objectives
Page 8: Online Brand Persona & Voice
Page 9: Strategies and Tools
Page 10: Timing & Key Dates
Page 10: Social Media Roles & Responsibilities
Page 11: Social Media Policy
Page 12: Critical Response Plan
Page 13 &14: Measurement & Reporting Results

3. executive summary
My main priorities for the 2016/2017 calendar year will be growing my personal brand and online
following.
Two major social strategies will support this objective:
1. Plan to increase the volume of my content on my social media profiles.
2. Encourage conversation about my content, and increase following.

4. social media audit
The following is an audit of my brands, Taylor Roy, social media presence to date. It includes an assessment of
all social networks, web traffic, audience demographics, and a competitor analysis.
Social Media Assessment:
Data as of September 26th, 2016
Social Network URL Follower Count Average Weekly
Activity
Average
Engagement Rate
Twitter twitter.com/tayfroy 16 1 posts a week 0.5%
Instagram www.instagram.com/
taylorfroy/
762 2 posts a week 5%
Facebook www.facebook.com/t
aylorfroyuf/
70 3 posts per week 2%
Social Media Assessment:
At the present time, the highest number of interactions comes from Instagram, which I assume is because of the
amount of followers I have. Little to no engagement happens on twitter because I have just begun using this
social media channel.

5. social media audit
Audience Demographics Assessment:
Data as of September 26th, 2016
Audience Demographics Assessment:
There was an overwhelming number of individuals in the 18-34 year group (62%). Facebook and Instagram
were the front runners in social media platforms used by individuals. Staying up to date with others lives, and
posting about oneself were the main uses of social media.
Age
Distribution
Gender
Distribution
Primary Social
Network
Secondary
Social Network
Primary Need Secondary
Need
18-24 yrs: 40%
25-34 yrs: 22%
35-44 yrs: 11%
45-54 yrs: 14%
55-65+: 12%
Male: 40%
Female: 60%
Facebook: 40%
Instagram: 20%
Twitter: 20%
Instagram: 40%
Facebook: 20%
Twitter: 20%
To see what
other peers are
doing &
document
personal life
Posting exciting
photos & news
in ones life

6. social media audit
Competitor Assessment:
Competitor Name Social Media Profile Strengths Weaknesses
Emily Duncan
Instagram: @em_dunc
YouTube: Em Dunc
Frequent visually distinct,
and branded posts with a
lot of audience interaction.
Little to no audience
interaction- comments and
questions usually go
unanswered
Marie Wold
Instagram:
@mariewoldfitness
Created her own brand
logo, and interacts with
her followers.
Less frequent posting
Nikki Blackketter
Instagram:
@nikkiblackketter
Huge following base, and
frequent Instagram and
YouTube posts
Less visually appealing
posts as the previous two.
Negative comments.
Competitor Assessment:
The above analysis focused on 3 major fitness & lifestyle competitors on social media. Each has a strong social media
presence on Instagram, and YouTube. Visual content is a major driver of engagement and the use of their own personal
brand. Each need to work on audience interaction.

7. social media objectives
In 2017, the primary focus of my social media strategy will be to drive more traffic to my Instagram and
Facebook. In order to do so, my social media priorities will be growing online following + community by sharing
more visually appealing and creative content while creating a deeper relationship with my followers.
Specific objectives include:
1. Increase the volume of my followers on my Instagram by 50% in 6 months by increased posting
2. Create YouTube channel, and create visually appealing and creative content by 2017
3. Increase volume of visual content on Facebook by 40% in 6 months

8. online brand persona & voice
Adjectives that describe my
brand:
• Fearless
• Fun
• Exciting
• Driven
• Positive
• Hard-working
When interacting with followers I am:
• Respectful
• Friendly
• Caring
• Positive

9. strategies and tools
Paid:
Every Friday, boost most popular organic Facebook posts for the weekend. My post must have a
minimum of 75 post reach and at least 3 to 5 likes.
Owned:
Post at least 3 times per week on Instagram, and reach out/reply to at least 10 comments. Make sure
brand logo is along all streams of social media to create a streamline look for my brand.
Tools:
• Hootsuite
• Medium
Existing Subscriptions:
• Creative Cloud (InDesign,
Photoshop, etc.)
Continue to monitor my competitors and bounce off their ideas. Study Instagram's, Facebooks, and
YouTube to see what others are doing.

10. timing and key dates
Key Dates:
• May, 1st (the Pardoma’s Birthday)
• July 5th (Gymshark’s Birthday)
social media roles & responsibilities
Social Media Manager: Taylor
Roy

11. social media policy
Social media is a major part in our daily lives. You, as well as I use it to spread messages, interact with
individuals, and to share our own personal lives. As my own personal spokesperson and representative of
myself, I am dedicated to demonstrating the best etiquette in my use of social media by following these
guidelines:
• Above all, be respectful
• Hold yourself at the highest standard
• Be polite, even when someone is not being respectful
• Be a solution, not the problem
• Do not bad mouth the competition
• Be excited about the brand, and spread the word
• Ask before you post, if you’re unsure…elcit a second opinion
I am committed to being a positive influence on all of my social media channels. Your personal brand is
your most important attribute, and you must treat it that way. I am dedicated to bringing positivity to
every one of my followers, not engaging in controversial conversations, and always being respectful.

12. critical response plan
Scenario 1: Inappropriate comments on social media post:
Action plan:
• Ignore comments
• If comments get out of hand, report and block individual
• Above all, absolutely DO NOT engage in the controversial conversation
Scenario 1: Inappropriate comments about ME on social media post:
Action plan:
• Ignore comments
• If comments get out of hand, report and block individual
• Develop follow up post to combat negative or false post
NO PRE-APPROVED POST:
The follow up post will depend on the nature of the inappropriate comments made about me on social media.

13. measurement & reporting results
Website Traffic Sources Assessment:
Timeframe: September 18th – September 27th
Source Volume Percentage of
Overall Traffic
Conversion Rate
Facebook 207 visits 11% 22%
Instagram 150 visits 15% 22.5%
Social Network URL Follower Count Average Weekly
Activity
Engagement Rate
Instagram www.instagram.com/
taylorfroy/
762 3 posts per week
+100% increase
6%
Facebook www.facebook.com/t
aylorfroyuf/
70 10 posts per week
+100% increase
2%
Social Network Data:
Timeframe: September 18th – September 27th

14. measurement & reporting results
Future actions:
• Continue to grow my Instagram & Facebook following organically
• Create personal #hashtag to promote
• Brainstorm video ideas for YouTube channel
• Launch YouTube channel by August 2017