Social media strategy for my personal brand on various social media platforms. Focuses on creating and sharing content that relates to digital marketing and related services.

2. a. Social Media Assessment
b. Customer Demographics Assessment
c. Competitor Assessment
Table of Contents

3. Executive Summary
3
The strategies I will use to support this objective are:
1. Focus efforts on a few social media channels as your primary platforms.
2. Curate and create content to share via chosen social media platforms that
illustrates my expert knowledge in digital marketing and related fields.
3. Use paid advertising to promote products or services.

4. Section 2 – Social Media
Audit

5. 5
Data as of 5/28/2017
Social Network URL Follower Count Average Weekly
Activity
Average
Engagement Rate
Facebook https://www.faceboo
k.com/Matthew.Eric.
Clark
891 friends
5 followers
20 posts per week unknown
Twitter https://twitter.com/M
att_E_Clark
101 followers 7 posts per week unknown
Facebook Page https://www.faceboo
k.com/MatthewClark
sPage/
51 followers 5 posts per week 9.5% average
LinkedIn https://www.linkedin.
com/in/matteclark/
93 connections 1 post per week unknown
Profiles/accounts on Instagram and YouTube but no activity or following to speak of

6. This is where I have been
previously been sharing the
majority of my content. Content
shared has been mostly content
that was created by someone
else. Topics or subjects of
content I’ve shared have been
widely varied. At present, no
posting schedule has been
created, and very little original
content has been shared.
Started very recently, this
Facebook Page will serve as my
main outlet for sharing content
related to my professional goals.
At present, I have been sharing
content on this page that centers
around digital marketing, social
media, and content. At present,
no editorial calendar has been
created and posting has been
unorganized.
I did not utilize twitter until very
recently. Similar to my new
Facebook Page, I will use this
Twitter Profile to share content
relevant to digital marketing,
social media, and content
creation and curation. At
present, posting has been
unscheduled and unorganized.
Social Media
Assessment
6

7. I have been using LinkedIn as a
digital resume. I have not spent
time posting content on
LinkedIn or developing new
connections.
I have had an Instagram profile
for some time now, but never got
into it. I have only a few posts on
Instagram and they are unrelated
to the professional image I aim
to create.
I created a new YouTube account
recently and have yet to put it to
use for personal or professional
reasons.
Social Media
Assessment
7

8. Personal/Professional
Website

9. Audience and
Competitors • Students
• Small business
owners
• Digital Marketing
professionals
• Digital Marketing
Agencies
• Independent
Digital Marketers
• Writers, bloggers,
designers

10. Section 3 – Social Media
Objectives

11. 11
Social Media Objectives
1 2 3 4 5
The primary focus of my social media strategy will be to increase my following on Facebook, Twitter,
Instagram, and LinkedIn. To achieve this goal my social media priorities will be to create and stick to an
editorial schedule, produce unique content, and run some paid ads once products and services are ready to
be sold.

12. 12
Social Media Objectives
Target Demographics
1 2 3 4 5

13. 13
Social Media Objectives
1 2 3 4 5
Measuring Objectives
KPI KPI KPI Key Message Key Message

14. Section 4 – Online Brand
Persona & Voice

15. Online Brand
Persona and
Voice

16. Section 5 – Strategies and
Tools

17. Strategies and Tools
17
Earned
- Through consistent delivery of relevant content
on social platforms we will increase following.
- By using creative and unique audience
engagement we will develop relationships with
followers
Paid
- When services and products are ready to be
launched, we will run paid ad campaigns on
Facebook and Instagram.
Management
- Buffer
- TweetDeck
Creative
- Adobe Spark
- Ripl

18. Section 6 – Timing and Key
Dates

19. Timing and Key
Dates
19
Analytics will be run on the first of each month to monitor progress of KPIs.
• Website ready and running by October 1st 2017
• Products and services ready to roll out January 1st 2018
• Four clients on retainer for services by June 1st 2018

20. Section 7 – Roles and
Responsibilities

21. Social Media Roles
and Responsibilities
21

22. Section 8 – Social Media
Policy

23. Social Media
Policy
23
• Be respectful at all times
• Do not post highly divisive content
• Ensure all content is legally acquired and
attribution is given if necessary
• Respond to messages promptly
• Point out your strengths, but don’t belittle
your competition
• Publish highly produced original content and
authentic behind-the-scenes type content.

24. Section 9 – Critical Response
Plan

25. Critical Response
Plan
25
1. Take note of audience that has commented or objected to content
2. Delete post
3. Reach out to audience that commented or objected and apologize for the nature of the
content.
4. Keep a log of the type of content that receives negative attention so that it can be avoided in
the future.

26. Critical Response
Plan
26
1. Contact customer immediately and get an understanding of the situation
2. Offer resolution to the issue or problem
3. Go above and beyond to ensure that the customer is satisfied with the solution
4. Encourage the customer to update their review or rating once the issue has been fully resolved

27. Section 10 – Measurement
and Reporting
Results

28. Measurement and
Reporting Results
28
Analytics will be run on the first of each month to monitor progress of KPIs.
Implement website traffic monitoring tool as soon as website is launched.
Each month take note of the content with the highest engagement and create a database of the types of
content that perform best on each social media platform.

29. Measurement and
Reporting Results
29
• Consider a contest or survey to win a free product or service.
• Think about creating a hashtag campaign.
• Once content performance has been tracked for a number of months, consider running paid ads
utilizing high performing content.
• Develop a video content production schedule once the resources are available and release a new video
following style and production guidelines on the same day and time each week.
• Consider integrating YouTube into the social media platforms utilized.
• Consider experimenting with Snapchat as a possible social media platform to utilize.