●
●
●
●
●
●
●
●
● Locker Room Update
● Alex Peterman – Owner
●
February 21st
, 2016
●
Table of Contents
● 1. Executive Summary
● 2. Social Media Audit
● 3. Social Media Objectives
● 4. Online Brand Persona
● 5. Strategies and Tools
● 6. Social Media Roles/Responsibilities
● 7. Social Media Policy
● 8. Critical Response Plan
● 9. Measurements and Reporting Results
Executive Summary for Locker Room Update
● We'll aim to use Buffer to better control social media
messaging/posting.
● We'll continue a tightly-knit response mission.
● We'll look to expand our reach on social media
networks.
● We'll look to generate more successful message
with improved timing and use of hastags, tags.
● Generate more organic reach before moving onto
paid/earned reach.
Social Media Audit
Social Network URL Profile Name Followers Last Activity
Facebook https://www.fac
ebook.com/lrup
date/?
ref=bookmarks
Locke Room
Update
264 Today
Twitter https://twitter.c
om/lrualex
lrualex 182 Yesterday
2nd
Twitter https://twitter.c
om/Alex_Peter
man
Alex_Peterman 103 Today
Audit (Cont'd)
● Lockerroomupdate.com
● Competitiors: Bleacher Report, Fansided Network,
SB Nation, ESPN.
● Audience: Sports fans (specifically American
football)
Social Media Objectives
● Focus, first, on organic reach.
● Quantitative: Reach 150 followers on personal account, 200
on network account, and 300 on Facebook account by April
1st
, 2016.
● By July, have all acounts at around 300 followers.
● Qualitative: Generate a stronger connection from Twitter
updates/messages ---> site traffic.
● Focus on networking with athletes to generate their support
from their individual fanbases. This has proved effective.
Online Brand Persona
● Dealing with sports journalism, we're in between
formal and informal. Regardless, we're fun and
insightful, with a focus on generating interaction on
stories.
● When dealing with athletes, remain very
professional, build connections.
● When discussing subjects with fans/readers, be an
authority on the topic – but be a FUN authority.
Brand Personal (Example)
Strategies and Tools
● Focus on organic reach first.
● Once we've moved onto paid and earned reach, it
would be helpful to start with paid Facebook
boosting. Afterwards, experiment with paid Twitter
ads.
● Both Facebook and Twitter have proved successful,
however, it's important we stay with these two
networks for the time being, in order to focus our
objectives on interaction with these two.
Social Media Roles/Responsibilities
● As journalists, members of our staff are their own
brand. As each member improves their reach on
social, the site/brand directly benefits. It's a win-win.
● I act as editor and social media manager, although
in a more limited role than the position usualls
entails. We all post updates, comments, responses,
and links to our individual work. I'm tasked with
sharing everyone's, not just mine.
● In this sense, I act as head social media manager,
but we work closely as a team.
Social Media Policy
● As explained previously, we are all our own social
media managers.
● However, it's important that we are professional with
athletes that we intend on speaking with or that we
are reaching out to (or vice versa).
● Our staff members are expected to maintain that
professionalism and to share their own work.
● Furthermore, everyone is encouraged to share thw
work of others, as we all gain from this.
Critical Response Plan
● As journalists, we are all our own entities apart from
the site, with our own original content. That being
said, if an issue were to occur, I would step in as the
voice of the brand. If information was falsely
reported, it would be updated by myself or my lead
editor, Christa Levitas, immediately. If an apology
needed to be issued, I would do so directly, either
acting as the lead writer on behalf of the brand, or
from the brand's profile(s) directly, whichever is
necessary.
Measurements and Reporting Results
● 71,516 total views
● 38,903 via Facebook referrals
● 3,909 via Twitter referrals.
● Various smaller amounts referred from forums, etc.
● (Note: Need to improve organic reach from Twitter.)
Important Dates and Timing
● January -- February is crucial with postseason/Super
Bowl coverage.
● September – January is football season.
● History proves that June – July are key offseason
months for Locker Room Update with coverage of
training camp.
● The NFL Draft is in late April.
● Focus on in-game coverage and new in the season;
work on maintaining a strong analytical approach in the
offseason.

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Social media strategy for Locker Room Update

  • 1. ● ● ● ● ● ● ● ● ● Locker Room Update ● Alex Peterman – Owner ● February 21st , 2016 ●
  • 2. Table of Contents ● 1. Executive Summary ● 2. Social Media Audit ● 3. Social Media Objectives ● 4. Online Brand Persona ● 5. Strategies and Tools ● 6. Social Media Roles/Responsibilities ● 7. Social Media Policy ● 8. Critical Response Plan ● 9. Measurements and Reporting Results
  • 3. Executive Summary for Locker Room Update ● We'll aim to use Buffer to better control social media messaging/posting. ● We'll continue a tightly-knit response mission. ● We'll look to expand our reach on social media networks. ● We'll look to generate more successful message with improved timing and use of hastags, tags. ● Generate more organic reach before moving onto paid/earned reach.
  • 4. Social Media Audit Social Network URL Profile Name Followers Last Activity Facebook https://www.fac ebook.com/lrup date/? ref=bookmarks Locke Room Update 264 Today Twitter https://twitter.c om/lrualex lrualex 182 Yesterday 2nd Twitter https://twitter.c om/Alex_Peter man Alex_Peterman 103 Today
  • 5. Audit (Cont'd) ● Lockerroomupdate.com ● Competitiors: Bleacher Report, Fansided Network, SB Nation, ESPN. ● Audience: Sports fans (specifically American football)
  • 6. Social Media Objectives ● Focus, first, on organic reach. ● Quantitative: Reach 150 followers on personal account, 200 on network account, and 300 on Facebook account by April 1st , 2016. ● By July, have all acounts at around 300 followers. ● Qualitative: Generate a stronger connection from Twitter updates/messages ---> site traffic. ● Focus on networking with athletes to generate their support from their individual fanbases. This has proved effective.
  • 7. Online Brand Persona ● Dealing with sports journalism, we're in between formal and informal. Regardless, we're fun and insightful, with a focus on generating interaction on stories. ● When dealing with athletes, remain very professional, build connections. ● When discussing subjects with fans/readers, be an authority on the topic – but be a FUN authority.
  • 9. Strategies and Tools ● Focus on organic reach first. ● Once we've moved onto paid and earned reach, it would be helpful to start with paid Facebook boosting. Afterwards, experiment with paid Twitter ads. ● Both Facebook and Twitter have proved successful, however, it's important we stay with these two networks for the time being, in order to focus our objectives on interaction with these two.
  • 10. Social Media Roles/Responsibilities ● As journalists, members of our staff are their own brand. As each member improves their reach on social, the site/brand directly benefits. It's a win-win. ● I act as editor and social media manager, although in a more limited role than the position usualls entails. We all post updates, comments, responses, and links to our individual work. I'm tasked with sharing everyone's, not just mine. ● In this sense, I act as head social media manager, but we work closely as a team.
  • 11. Social Media Policy ● As explained previously, we are all our own social media managers. ● However, it's important that we are professional with athletes that we intend on speaking with or that we are reaching out to (or vice versa). ● Our staff members are expected to maintain that professionalism and to share their own work. ● Furthermore, everyone is encouraged to share thw work of others, as we all gain from this.
  • 12. Critical Response Plan ● As journalists, we are all our own entities apart from the site, with our own original content. That being said, if an issue were to occur, I would step in as the voice of the brand. If information was falsely reported, it would be updated by myself or my lead editor, Christa Levitas, immediately. If an apology needed to be issued, I would do so directly, either acting as the lead writer on behalf of the brand, or from the brand's profile(s) directly, whichever is necessary.
  • 13. Measurements and Reporting Results ● 71,516 total views ● 38,903 via Facebook referrals ● 3,909 via Twitter referrals. ● Various smaller amounts referred from forums, etc. ● (Note: Need to improve organic reach from Twitter.)
  • 14. Important Dates and Timing ● January -- February is crucial with postseason/Super Bowl coverage. ● September – January is football season. ● History proves that June – July are key offseason months for Locker Room Update with coverage of training camp. ● The NFL Draft is in late April. ● Focus on in-game coverage and new in the season; work on maintaining a strong analytical approach in the offseason.