Social media audit and strategy of local boutique in Gainesville, FL to help optimize presence on social media.

1. A CUT ABOVE BOUTIQUE Social Media Strategy

2. TABLE OF CONTENTS
3. Executive Summary
4. Social Media Audit
 Social Media Assessment
 Website Traffic Sources Assessment
 Customer Demographics Assessment
 Competitor Assessment
5. Social Media Objectives
6. Online Brand Persona and Voice
7. Strategies and Tools
8. Timing and Key Dates
9. Social Media Roles and Responsibilities
10. Social Media Policy
11. Critical Response Plan
12. Measurement and Reporting Results

3. EXECUTIVE SUMMARY
The major social media goals for A Cut Above Boutique in 2017 will
be to increase the traffic to our website through our social media
channels.
An effective way to increase website traffic is to engage our
customers to interact with us and lead them to our website.
Generating an increase in profit will be the ultimate goal.
Two social media strategies that will support objectives:
1. A plan to increase customer engagement (likes and comments) on
content.
2. A plan to increase conversion rates pertaining to clicks on links to
a product or our website.

4. SOCIAL MEDIA AUDIT
The following is an audit A Cut Above Boutique’s social media
presence to date. It includes a review of all social networks, website
analysis, audience analysis, and competitor analysis.

5. SOCIAL MEDIA ASSESSMENT
Social
Network
URL Follower
Count
Average
Weekly
Activity
Average
Engagement
Rate
Facebook https://www.facebook.com/ShopACut
Above/
299,018 36 posts
per week
Average
interactions per
post: 20
Instagram https://www.instagram.com/shopacut
above/?hl=en
17,600 30 posts
per week
Average
interactions per
post: 130
Summary:
Currently, there are more average interactions happening on Instagram.
Because there is more content being published on Facebook each week,
maybe A Cut Above should focus more on the quality of the content
being published on Facebook as opposed to the quantity.

6. WEBSITE TRAFFIC SOURCES ASSESSMENT
Source Volume
% of Overall
Traffic Conversion Rate
Facebook 2,000 unique visits 20% 2.6%
Instagram 3,500 unique visits 30% 3.2%
Summary:
Currently, Instagram contributes to 30% to our website traffic while
Facebook contributes 20% to our website traffic. Both are fairly large
percentages.

7. AUDIENCE DEMOGRAPHICS ASSESSMENT
Age
Distribution
Gender
Distribution
Primary
Social
Network
Secondary Social
Network Primary Need Secondary Need
65% 18-30 95% Female
60%
Instagram 30% Instagram
Find fashionable and up to
date clothing styles.
Find fashionable and up to
date accessories (hats,
jewelry, sunglasses, shoes).
20% 31-40 5% Male
50%
Facebook 25% Facebook
15% 41-55
5% 56-80
Summary:
More than half of respondents are between the ages of 18 and 30 and almost
the entire group of respondents are female. Instagram is the primary social
network with Facebook being close behind. Respondents typically shop here
for fashion.

8. COMPETITOR ASSESSMENT
Competitor
Name
Social Media
Profile Strengths Weaknesses
Allure Boutique Instagram, Facebook
Frequent posts on both
accounts. Good interaction
with customers on Facebook.
Mostly only pictures of products
on Instagram, no content actually
engaging customers. Facebook
profile and cover picture not
directly showing off their brand.
Colorful Gator
Boutique Instagram, Facebook
Good use of Facebook
profile and cover picture.
Frequent posts on Instagram
account.
No content published since
November 2016 on Facebook
page. Only pictures of products
on Instagram, no customer
engagement content.
Summary:
Both of these local boutique’s social media channels show little effort and dim
in comparison to A Cut Above’s social media. Even with frequent posts, both
businesses lack customer engagement.

9. SOCIAL MEDIA OBJECTIVES
The ultimate goal of A Cut Above is to generate a profit. Social media is a huge factor in
marketing to our client bases. In 2017, the main goal of our social media strategy is to generate
an increase in revenue through an increase in traffic to our website from our social media
accounts.
Specific Objectives:
Increase website traffic from social media accounts by 20% in the next 6 months
 Increase the amount of content posted with direct links to the specific product
 Increase amount of shares on Facebook
 Encourage use of Repost App on Instagram
Increase Instagram and Facebook followers by 3,000 in the next 6 months
Increase average amount of comments on Instagram by 30% in the next 6 months
KPIs
1. Number of visitors from Instagram and Facebook that go to website
2. Number of Instagram followers
3. Number of Facebook followers
4. Number of comments on Instagram content
Key Messages
Fashionable Styles with #freeshipping
Life Isn’t Perfect but Your Outfit Can Be

10. ONLINE PERSONA BRAND AND VOICE
Adjectives that Describe Our Brand:
 Fashionable
 Trendy
 Fun
 Bold
Brand Voice When Interacting with Customers:
 Positive
 Helpful
 Friendly

11. STRATEGIES AND TOOLS
Paid
1. Every Saturday boost a post on Facebook that has at least 25 likes, 2 comments,
and reach of 3,000 people.
2. Every Friday post a link on Instagram to Facebook page (Instagram likes and
comments lead so, temporarily, advertise more about the Facebook page).
Owned
1. Do a giveaway every month of an item in store that requires followers to comment,
like, and share the post.
2. Encourage employees to share posts on Facebook and Instagram. Offer incentives
for them to do so.
Earned
1. Hire 5 University of Florida student brand ambassadors.
2. Encourage customers to post what they’ve bought in our store posting a picture of
the item, tagging our account, hashtag #acutaboveOOTD, and post our website link
for a chance to win a gift card.
3. Offer discounts during holidays.

12. STRATEGIES AND TOOLS

13. STRATEGIES AND TOOLS
Tools
Approved:
• Hootsuite
Rejected:
• None
Existing Subsciptions/Licenses
• Adobe Lightroom
• Canva

14. TIMING AND KEY DATES
Key Dates
 Valentine’s Day
 Fourth of July
 Thanksgiving
 Black Friday
 Christmas
Internal Events
 Black Friday Sale
 Trunk Show – April 14-16, 2017
Lead Times
 Will need to begin to campaign products three weeks before each holiday.
Reporting Dates
 Report progress every quarter. Beginning of February, May, August, and
November.

15. SOCIAL MEDIA ROLES AND
RESPONSIBILITIES
Social Media Director: Brittney Denman
Responsibilities: High level planning and final approval
Social Media Manager: Brittney Denman
Responsibilities: See day-to-day activities, manage campaigns
Social Media Coordinator: Rachel N.
Responsibilities: Publish content, engage with customers

16. SOCIAL MEDIA POLICY
 Above all, respect our followers
 Be friendly and outgoing when engaging with followers
 Do not let any problem go without being fixed
 Don’t post negatively about other boutiques/retail stores
 Always be positive
We take our social media presence here at A Cut Above very seriously. There is
absolutely NO tolerance for negativity or rudeness to followers or customers. While
we want to give out a fun and outgoing persona onto our social media channels, we
are still a professional business with professional employees. If there are any
concerns please contact our owner.

17. CRITICAL RESPONSE PLAN
Scenario One – Inappropriate Reply to Customer Comment on Instagram Post
Action Steps
1. Screenshot reply.
2. Delete reply.
3. Alert Brittney Denman (Social Media Manager and Director).
4. Brittney create follow-up reply.
5. If media outlets have recognized inappropriate reply, Brittney handles all relations.
Pre-approved Messaging
 “We apologize for any inconvenience we may have caused you! Please DM us so we can work it out. Thank
you!”
Scenario Two – Customer Leaves Negative Review on Facebook page
Action Steps
1. Alert Brittney Denman (Social Media Manager and Director).
2. Use pre-approved message to try to fix customer problem.
3. Customer should then email Brittney and she will take necessary steps to fix problem.
Pre-approved Messaging
 “We are so very sorry to hear this. Please email our Social Media Director, Brittney Denman at
brittneydenman@shopacutabove.com as soon as you can to help fix this problem. Thank you for reaching
out to us, we value all feedback greatly here at A Cut Above!”

18. CRITICAL RESPONSE PLAN
Owner Name Telephone Email
Marketing Director Alea Stokes 352-889-8888 marketing@shopacutabove.com
Social Media Director Brittney Denman 352-555-5555 brittneydenman@shopacutabove.com
Social Media Manager Brittney Denman 352-555-5555 brittneydenman@shopacutabove.com
Social Media Coordinator Rachel N. 352-556-5555 racheln@shopacutabove.com
PR Agency Evelyn R. 888-774-9999 pr@shopacutabove.com
Contact Information:

19. MEASUREMENT AND REPORTING RESULTS
Quantitative KPIs
•Reporting Period: Quarterly
•Data as of May 2017
Social Network Data, as of May 2017
Social
Network URL Follower Count
Average Weekly
Activity
Average Engagement
Rate
Facebook
https://www.f
acebook.com/S
hopACutAbove
/ 300,718
38 posts per week
1% increase 7%
Instagram
https://www.in
stagram.com/sh
opacutabove/?
hl=en 19,200
36 posts per week
1.2% increase
Average interactions per
post: 400

20. MEASUREMENT AND REPORTING RESULTS
Source Volume % of Overall Traffic Conversion Rate
Facebook
2,500 unique
visits 25% 3%
Instagram
4,000 unique
visits 40% 4.1%
Website Traffic Data, Monthly Average, as of May 2017
Results Assessment:
Overall, our strategies have been extremely effective given that all of the goals
are on track for being met by the six month mark. Each goal is at least halfway
met if not more.
The social media management team has done a great job so far with
interacting with our followers. We plan to continue with our current strategies
across both channels.

21. MEASUREMENT AND REPORTING RESULTS
Qualitative KPIs
Sentiment Analysis
 From reviewing 200 Facebook posts and 200 Instagram posts, customers
reacted the best to posts with human models wearing products as opposed to
posts with only words/pictures of clothing with no model.
 Many positive comments are left when posting content about new arrivals
and sales for upcoming holidays.
Future Actions
• Current social media strategies are working more than effectively, therefore
the social media management team should continue doing these strategies for
at least until the next quarter report.
• Continue the giveaway campaign, it has been a huge success. Instead of only
one giveaway per month, begin to do two per month.