This portfolio piece showcases my ability to analyze an organization’s digital landscape and develop a strategic social media plan. I created this comprehensive pitch for the Express News Group, a news organization on the East End of Long Island, to address the competitive media environment and maximize their digital potential.

The core objective was to amplify their reach to a broader, more diverse audience, particularly younger demographics, and solidify their position as the region’s leading news source. My plan identifies the Express News Group’s existing social media strengths, such as timely news dissemination and strong Instagram photos, while pinpointing areas for improvement, including:

• Integrating more video and relatable content beyond traditional news.
• Enhancing brand development across platforms.
• Increasing overall social media engagement.

Key elements of my proposal include SMART goals designed to drive measurable growth:

• Brand Awareness: Utilizing relevant East End hashtags across Twitter and Facebook.
• Engagement: Aiming for a 100% monthly increase in engagement with younger and local demographics, with a commitment to responding to all posts within 12 hours.
• Audience Growth: Targeting weekly growth of 30 Facebook followers and 20 Twitter followers in the first quarter, with a one-year goal of 1,300 new Facebook followers and 1,500 new Twitter followers.
• Content Strategy: Recommending diverse sample posts including community stories, local event promotions, and inclusive messaging.

Ultimately, this social media strategy aims to increase audience interaction, boost brand legitimacy, and provide new avenues for advertising revenue, ensuring financial stability even during challenging times. This project highlights my strategic thinking, analytical skills, and ability to create actionable digital marketing solutions.