The document outlines Rosalia Padron's social media strategy and goals for her lifestyle blog "Rosywhims" in 2016, which include increasing her Facebook page likes to 150, gaining 100 Tumblr followers, and achieving a 50% engagement rate on posts. The strategy focuses on consistently posting engaging content across Facebook, Tumblr, Twitter and Instagram using hashtags and scheduling tools while responding promptly to audience comments. Key dates, roles, and metrics for measuring success are also defined.

1. ROSYWHIMS
February17,2016–RosaliaPadron

2. TABLE OF CONTENTS
• ExecutiveSummary
• SocialMediaObjectives
• OnlineBrandPersona&Voice
• Strategies &Tools
• Timing&KeyDates
• SocialMediaRoles&Responsibilities
• SocialMediaPolicy
• CRITICAL ResponsePlan
• Measurement&ReportingResults

3. ExecutiveSummary
Mymainsocialmediagoalfor2016istoreachasmanylike-mindedaudiencemembersaspossible.
Iplantodothisthroughthe‘Rosywhims’Facebookpagewithrelevant,engagingcontentandhopefully
UsingTumblrasaplatformaswell.
3MainStrategies:
• IncreaseVolumeofContenttoonepostperday(Consistenly)
• Curateandscheduleengagingcontentthroughorganizationandplanning
• Engagewithaudiencethroughcommentsandmore(Facebook)

4. SocialMediaAudit
SocialNetworks
Facebook Link 22Likes 7Posts/Week 30%
Content
Interactions
Tumblr Link 0Followers 0Posts 0%
Interactions
FacebookPage
PageLikes Shares Comments/Content
Likes
WebsiteClicks
(rebelmouse)
22 0 8(1comment,7
Likes)
0

5. SocialMediaAudit
Age
Distribution
Gender
Distribution
Primary
Social
Network
Secondary
Social
Network
Primary
Need
Secondary
Need
80%16–30
15%31–50
5%51-80
70%Female
30%Male
50%Instagram
30%Twitter
15%Youtube
5%FACEBOOK
40%Twitter
30%Instagram
20%Facebook
10%Other
Entertainment
suitedto
interests
Tofind
lifestyle
inspiration
Demographics

6. SocialMediaAudit
Demographics

7. SocialMediaAudit
Competitors
CompetitorName SocialMediaProfile Strengths Weaknesses
SimplySamantha FB:SimplySamantha • Strongfollowing
(134pagelikes)
• Consistent&
Interestingposting
• Greatbio
description
• Mostrecentposts
focusonlyonthe
glutenfreeworld
whiletheblogger
claimstowrite
aboutan
assortmentof
topics.
KristinaManus FB:KristianManus • Strongfollowing
(111pagelikes)
• Interesting,varied,
andhumorous posts.
• Postsarenot
frequent

8. SocialMediaObjectives
• IncreaseNumberofFacebookPageLikes(reach150in2016)
• ExpandintoInstagram&Twitter
• BeginCurating ContentonTumblr&Gainingfollowers(100in2016)
• IncreasenumberofuniquevisitorstoRebelmousewebsitethroughsocialmedia
• Fosterengagementwitheachpost(aimfora50%engagementratebyendof2016)
KPI’s:
• FacebookLikes(150)
• Tumblrfollowers(100)
• UniqueVisitorstosite(60)
• Postengagementrate(50%)
KeyMessages:
• Enjoylife
• Livestylishlyyetsimply
• LiveAdventurously

9. OnlineBrandPersonaandVoice
BrandAdjectives:
• Whimsical
• Fun
• Stylish
• Adventurous
• Ambitious
• Millennial
DesiredAudiencePerceptionofBrand:
• Well-Traveled
• Approachable
• Knowledgeable
• Stylish
• Fun
• Experienced

10. OnlineBrandPersonaandVoice
“BackwhenItriedsushiforthefirsttime,andwasawfullyworriedabout it”
ThispostshowedRosywhims’voicethroughthecaptionandpersonalityofthe
Image.ItshowsthebloggertryingsushiforthefirsttimeinFrance,a
combinationthatillustratestheadventurous,fun,andwell-traveledbrand
PersonaobjectivesRosywhimsisstrivingfor.Itisoneofthemostpopular
postsontheFacebookpagewithmultipleLikesandacomment.Thepostwas
visualandhumorous(TwoimportantpersonabuildersforRosywhims)which
mayaccountforitspopularity.TheCommentwasleftbyafellowstudyabroad
Student fromFranceandrespondedto(inFrench)Furthercultivatingthe
Well-traveled,knowledgeable,andapproachableaesthetic/Reputation.

11. OnlineBrandPersonaandVoice
Thispostcapturedthebrand’svoicethroughhumor,evokingthebrand’sloveoffoodandeventful living
(inthiscase,thesuperbowl.)TheNewsjackingworkedinattractingtwolikes(oneinparticularfromamale,who)
Israrelyseenintheaudience.)Thepostwasrelatable,fun,andhadsomethingthatappealedtobothsexes,thereby
humanizingthebrand.

12. Strategies&Tools
Paid:Boostmostpopular(judgedbymostengagement) organicposteachmonthin2016toattract
moreFacebookpageLikes
Owned:Attachhashtag“#whimsical”toallpostsandsharesonFacebookinefforttoencourageaudience
usage.PossiblybeginPhotoCampaignwiththehashtagonInstagramwhenlaunched.
Earned:RespondwarmlyandpromptlytoeachandeveryFacebookpagecommentand/ormessageconsistently.
Tools:
• Hootsuite
• Canva
• Buffer
• GIMP(photo-editing)

13. Timing&KeyDates
Makesuretopostholiday-themed/Holiday-jackingpostsevery
majorholiday!(Humorpreferred.)
Trytopostintheearly-mideveningforthemostengagement.

14. SocialMediaRolesandResponsibilities
SocialMediaDirector/Manager/Coordinator:
RosaliaPadron
Responsibilities:
• Creating Content
• Curating Content
• SchedulingContent
• RespondingtoEngagement Quickly&Consistently

15. SocialMediaPolicy
• Engagerespectfullyandwarmlywithaudience
• Postsmaybepoliticaloropinionbased,but
shouldtreadpolitelyandallowfordiscourse
• Keeppostspositive:noneedfornegativereviews
orimages

16. CriticalResponsePlan
Shouldapostoffendorthepostermisstepinaway
misrepresentativeofthebrand,thepostistobedeleted
Andanapologyistobeissuedwithhaste.Iftheissue
Snowballs,itisimperativetoreachouttoallinvolved
Partiesinordertoattempttosquashtheissue/make
Amends.

17. Measurement&ReportingResults
Qualitative KPI’s:
• Positive,friendlyaudienceengagement
Quantitative Kpi’s:
• #WHIMSICALUSAGE
• PostengagementrateonFacebook
• TumblrFollowers/Likes/Reblogs
• UniquevisitorstoRebelmouseSite