Social Media Strategy: My Personal Brand

Kristen Botica, February 16, 2017

Table of Contents 1.  Executive Summary

2.  Social Media Audit

3.  Social Media Objectives

4.  Online Brand Persona & Voice

5.  Strategies & Tools

6.  Timing & Key Dates

7.  Social Media Roles & Responsibilities

8.  Social Media Policy

9.  Critical Response Plan

10.  Measurement & Reporting Results

Executive Summary �  Major priorities for my personal brand in 2017: expand

online following and increase engagement with sports-related groups

�  Main focus: support written content posted to Campus Pressbox by sharing interesting sports content as well as making it easier for fans of specific teams to find my content.

�  Major strategies: �  Increase frequency and quality of sports-related posts

across all social media. �  Make connections by participating in conversations about

current events in sports.

Social Media Audit Network Follower Count Post Count Engagement

Facebook (Page) 56 3-4 /week 1.5%

Twitter 1,373 13-15 /day 4%

LinkedIn 31 1 /week 2%

Pinterest 245 10 /week 2.5%

Source (Network)

Volume of Unique Visits

% of Overall Traffic

Conversion Rate

Facebook 50 5% 3%

Twitter 250 25% 2%

LinkedIn 20 2% 1.5%

Pinterest 10 1% 2.5%

Social Media Audit (cont.) Age Distribution Gender

Distribution Primary Social Network

Secondary Social Network

40% 18-30 65% male 55% Facebook 45% Twitter

35% 30-50 35% female 25% Twitter 30% Facebook

25% 50-80 5% LinkedIn 10% LinkedIn

Primary Need: Keeping up with current events in sports (specifically college football). Secondary Need: Discussing sports info (specifically college football) with friends or family.

Social Media Audit (cont.) Competitor Assessment:

�  Nathanael Rutherford, Twitter @Mr_Rutherford (4,010 followers) �  Strengths: Caters to specifics fan bases (Vols, Cubs, Cowboys); Shares links to

content frequently, including original content �  Weaknesses: Too narrow/specific of a focus; occasionally rude to fans from

opposing teams who interact with him

�  Andrew Spivey, Twitter @AndrewSpiveyGC (12.6k followers) �  Strengths: Caters to only Gator fan;, mentions important recruits using Twitter

handle; live tweets during games; posts good amount of graphics, pics, etc. �  Weaknesses: Not always responsive to followers

�  Graham Hall, Twitter @GrahamHall_ (3,881 followers) �  Strengths: Caters to Gator fans; live tweets during games and press

conferences �  Weaknesses: Does not share enough links to original content; does not post

enough pics, videos, etcs.

Social Media Objectives �  Support Kristen’s sport content by driving traffic from social

media to Campus Pressbox articles �  Increase Twitter and Pinterest followers by 10% in three

months. �  Increase Facebook and LinkedIn followers by 30% in three

months. �  Increase traffic from social media to articles on Campus

Pressbox by 50% in three months by �  Seeking out people with similar interests on Facebook, Twitter,

Pinterest using keywords and hashtags �  Publishing more sports content (both original work and articles from other relevant sources), becoming a more trusted source of sports information for followers

Social Media Objectives (cont.)

�  KPIs: �  Number of Twitter and Pinterest followers �  Number of Facebook and LinkedIn followers �  Number of unique visitors from all social platforms �  Number of interactions with other sports fans �  Sentiment analysis

�  Key Messages: �  College football fanatic with reliable takes on SEC &

ACC football �  Fun way of presenting sports information

Online Brand Persona & Voice �  Candid

�  Playful

�  Creative

�  Blunt

�  Prepared

�  Enthusiastic

�  Fun

Strategies & Tools �  No paid strategies approved for personal brand

�  Owned and earned strategies: �  Use school and conference hashtags in sports posts

on Twitter and Facebook to promote sharing among specific fan bases

�  Monitor platforms for posts about SEC/ACC football current events and engage with those who are posting about the specific topics

�  Encourage interaction on Facebook and Twitter by allowing other sports fans to have a say in what topics are covered in Campus Pressbox content

Examples of Strategies & Tools at Work

Strategies & Tools (cont.) �  Approved tools & tools already in use

�  Buffer

�  Canva �  Hootsuite

�  Adobe Creative Suite �  Slideshare

Timing & Key Dates �  National Signing Day: Feb. 1

�  NFL Combine: Feb. 28- Mar. 6

�  NFL Draft: Apr. 27-29

�  Start of 2017 Season: Aug. 26

�  First CFP Rankings: Oct. 31

�  Bowl Selection Sunday: Dec. 3

�  CFP National Championship Game: Jan. 8 (2018)

Timing & Key Dates (cont.) �  Internal events: n/a

�  Reporting Dates: once every three months �  March 31st

�  June 30th �  September 30th �  December 31st

Social Media Roles Since this is my personal brand, I will take on all necessary roles with only one other person providing support, so…

�  Manager, coordinator, reader interactions: �  Kristen Botica

�  Support—content editing: �  Stephanie Botica

Social Media Policy Since this is my personal brand, these rules apply to me across both professional and personal social media pages.

1.  Respect all fans, regardless of allegiances.

2.  Use clean language at all times.

3.  Answer questions knowledgeably and to the best of your ability.

4.  Don’t harshly criticize other writers, only engage in friendly conversation.

5.  Be careful when discussing sensitive topics such a sexual assault.

6.  Feel free to back up any posts with links to original content if possible.

7.  If the content seems questionable, wait five minutes before posting. If still unsure, see editing help (Stephanie) for assistance.

Critical Response Plan Scenario 1: Writer accuses me (Kristen) of stealing/plagiarizing his or her content.

1.  Find my content in question.

2.  Ask for writer’s comparable content.

3.  Compare both pieces of content thoroughly.

4.  Revise my content if deemed necessary.

5.  Re-post new version of content, kindly mentioning writer who felt content was unoriginal.

Pre-approved messages: Added clarity on my article (link) from earlier. As @otherwriter knows, great minds often think alike! (Twitter)

Critical Response Plan (cont.) Scenario 2: One of my (Kristen’s) social media pages posts offensive content.

1.  Find and document post.

2.  Delete post.

3.  Evaluate reach of post before deletion.

4.  If post reached 50+ people, consider public apology.

5.  If media saw the tweet or other users are sharing, respond calmly and appropriately, citing the apology.

Pre-approved messages: None.

Measurement & Reporting Results

Source Volume % of Overall Traffic

Conversion Rate

Facebook 70 (up 40%) 5% 4%

Twitter 300 (up 20%) 20% 3%

LinkedIn 40 (up 100%) 3% 2%

Pinterest 15 (up 50%) 1% 3%

Measurement & Reporting Results (cont.)

Social Network

URL Follower Count

Post Count Engagement

Facebook facebook.com/kristenbotica

92 (up 65%)

4-5 /week 3%

Twitter twitter.com/kristenbotica

1,606 (up 17%)

15-17 /day 4.5%

LinkedIn linkedin.com/in/kristen-botica

49 (up 58%)

2 /week (up 100%)

1.5%

Pinterest pinterest.com/kristenbotica

294 (up 20%)

15 /week (up 50%)

2.5%

Measuring & Reporting Results (cont.)

Sentiment Analysis: Analyzed 25 Facebook posts, 50 tweets, and 10 LinkedIn posts…

Abundance of positive feedback from readers about articles. Readers engaged with social media pages and also shared some of the content with their own followers.

The most negative sentiment was found on Twitter from fan bases of opposing teams.

Measuring & Reporting Results (cont.)

�  Tweets and Facebook posts using hashtags for specific schools garnered the most attention and highest engagement rate. These posts were shared three times as often as posts without hashtags.

�  About 25% of the follower growth on Twitter came through interactions with other users found by searching Twitter for ACC/SEC topics.

�  Users were twice as likely to share Campus Pressbox content if it was an article for which they had contributed and idea via social media.

Measuring & Reporting Results (cont.)

�  Proposed action items going forward: �  Continue to post school-specific hashtags in posts for

articles that mention specific program. �  Keep searching Twitter for more SEC/ACC football

current events and interacting with other users tweeting about them. Follow these users and request a follow back.

�  Continue to find ways to involve followers in the selection of Campus Pressbox topics. Mention the followers when content about said topic is posted.