Social Media Proposal

By Kim Carmona


Proposal Summary

According to SproutSocial, 35 percent of Instagram users check Instagram multiple times a day and 51 percent open the app daily. Numbers like this are common in social media because it has become a primary source of sharing and retrieving information.

To take advantage of the growing number of social channel users, I have drafted a proposal that will outline a plan crafted to build Shep’s social media accounts. While it will take time to see how effective my plan is for social, I have created a list that will be areas of focus:

I will also be adding a sample implementation schedule and goals at the end of the proposal.

If you need information regarding the Social Media Analytics for the past three months, click here.

If you need information regarding my Check-In/Adjustment Cadence, click here.

Creating Engaging Social Content

To prepare/plan, I will plan an on-going social content calendar to guide us with our goals. The calendar will include hashtags, links, and pictures to show how what will go on the post. It will be a good way to see what the month will look like before we schedule on Hubspot.

Engagement is an essential part of increasing numbers, so I will use an adequate amount of hashtags that relate to the content we shared, sharing/retweeting relevant news, “liking” posts, staying updated with our industry, and contributing our own content to expand our reach.

Posting Company-Related Updates

Regarding company-related updates, I plan on sharing as much as possible. As shown in the social media report I created, posts regarding Shep did well on Twitter, and Instagram. We should share company news, press releases, events, employee spotlights, and other Shep-related content.

We also need to engage with our target audience. One way I suggest we do that is by paying close attention to industry trends on social channels and share it.

One of the things I noticed when analyzing the past three months of social data, I realized that company updates, such as SXSW or attending conferences, did well.

Monitoring & Analytics

Monitoring Shep’s social channels are the only way we can see if we’re growing or not. I will check all accounts once a week to see what worked for that week, and what did not.

In addition to monitoring the channels each week, I want to compile a report each month that will show the increase/decrease percentage of each month. With that data, we can analyze more closely the changes we made, and if those changes are working or not. We can make any changes to the following month’s content calendar if we need to adjust anything, such as hashtag usage.

It is also important to try to respond to any questions, comments, and posts in a timely matter. I suggest two hours since that should be enough time to find and confirm the information that the user needs.

Competitors

Three of our competitors are Concur, Upside, and Rocketrip. I have created charts that show our competitors highest rated posts in each major social channel from the past 30 days.

Instagram

Concur

Upside

Rocketrip

Followers

n/a

4,607

n/a

Post with the highest total engagement

n/a

102

n/a

Post with the highest engagement percentage

n/a

2.21%

n/a

Link to Post

n/a

https://www.instagram.com/p/BoHQaBcA6nI/

n/a

Twitter

Concur

Upside

Rocketrip

Followers

24,057

2,704

1,113

Post with the highest total engagement

14

18

8

Post with the highest engagement percentage

0.06%

0.67%

0.72%

Link to Post

https://twitter.com/SAPConcur/status/1049957841656836096

https://twitter.com/UpsideTravel/status/1044256403345612801

https://twitter.com/Rocketrip/status/1046755281907191809

Facebook

Concur

Upside

Rocketrip

FB Likes

31,720

24,255

651

Post with the highest total engagement (includes: likes, comments and shares)

61

17

2

Post with the highest engagement percentage

0.19%

0.07%

0.31%

Interactions (just likes and comments)

58

16

2

Link to Post

https://www.facebook.com/58126589144/posts/10156225513449145

https://www.facebook.com/1135651329787770/posts/2147882265231333

https://www.facebook.com/446381518793392/posts/1729080680523463

Notes:

Implementation

Daily Responsibilities

Weekly Responsibilities

Monthly Responsibilities

Share one LinkedIn post regarding industry news, company updates, blogs, etc.

10-12 Twitter Posts.

Try to make posts either retweets, sharing company or industry news, or sharing multimedia components

Marketing Reports

Respond to any users comments or messages

1-3 Instagram Uploads.

Reporting on competitor analytics to see what is and is not working for them

5-8 Facebook Actions

Social Sharing of Shep content, such as press releases or blog posts

Share industry news

For Instagram:

For Facebook:

For Twitter:

For LinkedIn:

Travel Tech posts did well in all channels.

Goals and Outlook

Upon implementing the social media strategy described above, we can use this information to compare results week to week and month to month to understand the full scope of the social media initiatives worth pursuing.

Instagram:

Facebook:

Twitter:

LinkedIn:

If I don’t see any changes, we can either change the metrics to fit a more realistic approach, and I will do more research in our numbers to see if we can get engagement and followers to increase. By keeping an eye on the content weekly and monthly, I should have a better grasp on what is working, what can change, and what should stay.