This is a project for my UF Social Media Management Course.

1. Social
Media
Strategy
Aubrey Arena
May 28, 2017
BRAND:

2. Table of Contents
Executive Summary…………………………………………………………………………………………3
Social Media Audit………………………………………………………………………………………….4
Social Media Assessment
Audience & Competitors……………………………………………………………..……………….5,6,7
Online Brand Persona and Voice……………………………………………………………………….8,9
Social Media Objectives………………………………………………………………………………….10
Timing & Key Dates……………………………………………………………………………………….11
Strategies & Tools………………………………………………………………………………………….12
Social Media Roles & Responsibilities…………………………………………………………………..13
Critical Response Plan………………………………………………………………………………….....14

3. Executive Summary
Through social media such as Facebook, Instagram and Twitter, bloggers share
their stories, reviews, advice and much more to people around the world. Aubrey Arena’s
blog “Begged for a puppy, settled for an iced latte.” is a social and lifestyle blog dedicated
to the millennial generation.
The blog is a newly developed idea and has many competitors including, Peg
Fitzpatrick, Carly Heitlinger and Julia Engel to name a few. Through the use of media, blogs
make their impact on the world and this blog has the ability to make a name for itself with
the use of a strong media strategy and brand development.

4. Social Media Audit
• 44 Facebook Likes
• 3 Twitter Followers
• 471 Pinterest Followers
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Facebook Twitter Pinterest
Followers by Page

5. Target Audience
• The target audience for this blog is mainly women ages 18-24 years of age. The blog is focused on
sharing tips, advice and stories that are directed towards this age group. Bellow are the Facebook
insights for people reached in the past month from the blog page.

6. Key Competitors
Peg Fitzpatrick
• 30,266 Facebook Likes
• 68k Twitter Followers
• 30,786 Pinterest Followers
Julia Engel
• 481,107 Facebook Likes
• 42k Twitter Followers
• 128,316 Pinterest Followers
Carly Heitlinger
• 33,165 Facebook Likes
• 32.2k Twitter Followers
• 62,600 Pinterest Followers

7. Key Competitors
Competitors would include other lifestyle bloggers with a similar target audience of Millennials ages
18-24 who are primarily women. Topics of discussion on competing blogs would include travel,
lifestyle, food recipes and restaurant reviews, as well as shopping tips, brand reviews and other
related topics.
Millennials are one of the main consumers for blogs. By targeting this group of women ages 18-24 it
will target similar target audiences as some of the blogs main competitors.

8. Online Brand Persona & Voice
Adjectives that describe our brand:
• Adventurous
• Fun
• Flavorful
• Accepting

9. Online Brand Persona & Voice
Aubrey Arena’s blog as a small voice because it is a rising blog. In its first week here are its statistics on reach.

10. Social Media Objectives
In 2017, the primary focus of our social media strategy is to grow the reach and number of followers
across all social media platforms. 2017 will be the year to promote brand awareness and gain loyal
readers.
• To expand the audience reach through use of different social media platforms including Facebook,
Twitter and eventually Instagram.
• Increase brand awareness through an increase in posts on each social media platform.
• Increase in page shares and post shares on Facebook.
• Increase Facebook followers by 500 in 1 month.

11. Timing and Key Dates
• May 2017: Blog created
• June-August 2017: Gain followers through the use of a rigorous social media posting schedule
• Summer is a huge time for traveling and posts can be created that can also be used at a later date as well.
• September- December 2017: focus on gaining customers and growing readership by 300%.
• 2018: Continue to grow brand persona and fans with use of social media posts and blog posts
across all platforms.
• 2018: Begin use of Instagram.
• 2019: Grow followers by 1,000%.

12. Strategies and Tools
• Owned:
• Introduce the use of #AubreyArena to Facebook and Twitter posts. Encourage use of this by
readers as well when sharing posts or reviewing the blog. The use of the # will increase brand
awareness. It will also be used in all emails and any other post made by the blog.
• Earned
• Monitor Twitter for key words, travel, foodie, food, lifestyle, fashion and fun.
• Partner with other bloggers and gain followers through that partnership.

13. Social Media Roles & Responsibilities
• Marketing Director: Anthony Arena
• Social Media Manager: Aubrey Arena
• Social Media Coordinator: Bekah Cubero
• Team Members
• Pablo Gutierrez
• Taylor McCutcheon
• Kristy Rosica

14. Critical Response Plan
• Plan:
• If there is an issue with a social media post first a screenshot will be taken of the post.
• The next step will be to contact the social media manager which is Aubrey Arena.
• Once Aubrey is contacted, the rest of the team and other members of the board will be
contacted to figure out the best plan of action.
• Disrespect will not be tolerated.
• A follow up post will always be issued if there is ever any sort of mishap.