This is my final project for my Social Media Marketing Class. My career focus is Fashion Merchandising, so it is reflected throughout my entire project. This project includes posts analysis on Twitter, LinkedIn, Pinterest, and Facebook Business. Also, I have my two blog posts on Fashion Merchandising included in this project (these are already found in my "Articles" section of my LinkedIn profile).

1. 1
Fashion Merchandising-Social Media Marketing Fall 2018
www.linkedin.com/in/adrianquinonesrivas
quin1452@bears.unco.edu
Adrian Quinones Rivas

2. 2
Table of Contents
(1) Personal SEO........................................................................................................................... 6
Figure
1:
Screenshot
of
Initial
Name
Search
on
Google
.....................................................................
7
Figure
2:
Screenshot
name
search
on
Google
closer
to
the
end
of
the
semester
...............................
8
(2) Career-Focus............................................................................................................................ 9
a. Career Focus & Why
..................................................................................................................
9
b. Career-related subtopics
.............................................................................................................
9
c. Career-related skills
....................................................................................................................
9
d. Hashtags.
.....................................................................................................................................
9
(3) Target. .................................................................................................................................... 10
a.
Like-­‐minded
social
micro-­‐influencers
for
learning
.......................................................................
10
b. Like-minded advocates for learning and engagement
..............................................................
11
c. Career stakeholders/ambassadors that know your qualifications
.............................................
11
d. Potential employers/customers.
.................................................................................................
12
(4) Personal Branding Statement. ............................................................................................. 13
a.
Point of Difference:
...............................................................................................................
13
b.
3-Keyword Personal Brand Mantra:
....................................................................................
14
c.
Career-Related Quote:
..........................................................................................................
14
(5) Personal Learning Network. ................................................................................................ 15
a.
Feedly/Inoreader Folder organization.
.................................................................................
15
b.
Sources/process for finding more RSS feeds.
........................................................................
15
Screenshots for each of my Feedly folders and RSS feeds. (Figures 3, 4, 5, 6, & 7)
......................
16
c.
Twitter Lists organization.
....................................................................................................
17
d.
Sources/process for finding more Twitter list members.
......................................................
17
Screenshot of my Twitter Lists. (Figure 8)
....................................................................................
18
(6) LinkedIn................................................................................................................................. 19
Screenshot of LinkedIn Profile (Figure 9):
...................................................................................
19
a.
Career Focus Confirmation:
.................................................................................................
19
b.
Content Marketing Strategies for LinkedIn:
........................................................................
20
(Figure
10)
......................................................................................................................................
20
Figure
11
........................................................................................................................................
21
Figure
12
........................................................................................................................................
22
c.
Connection Strategies:
..........................................................................................................
22
d.
Engagement Strategies:
........................................................................................................
22
1.
Post more content with added Social comment/annotation
..................................................
23
Figure
13
........................................................................................................................................
23
Figure 14
.......................................................................................................................................
23
Figure
15
........................................................................................................................................
24
2.
Likes, Comments, and Shares of Others Posts
.....................................................................
25

3. 3
Figure
16
........................................................................................................................................
25
Figure
17
........................................................................................................................................
26
3.
Joining A Group on Fashion on LinkedIn
............................................................................
27
Figure
18
........................................................................................................................................
27
e.
Metrics
for
LinkedIn:
..............................................................................................................
28
Number
of
Connections
(Figure
19):
...............................................................................................
28
Screenshot of my dashboard (Figure 20):
.....................................................................................
28
Overall Analytics for # of Visitors for the past 90 days (Figure 21):
............................................
29
Post with most views (Figure 22):
.................................................................................................
29
Post with most engagement (Figure 23):
.......................................................................................
30
(7) WordPress Blog..................................................................................................................... 31
Screenshot of WordPress Blog (Figure 24):
..................................................................................
31
a.
Career Focus Confirmation:
.................................................................................................
31
Figure
25
........................................................................................................................................
32
Figure
26
........................................................................................................................................
33
b.
Content Marketing Strategies:
.............................................................................................
34
Screenshot of 1st
Blog Post (Figure 27):
........................................................................................
34
Screenshot of my 2nd
Blog Post (Figure 28):
..................................................................................
35
c.
Connection Strategies:
..........................................................................................................
36
Figure
29
........................................................................................................................................
36
d.
Engagement Strategies:
........................................................................................................
36
Figure
30
........................................................................................................................................
37
Figure
31
........................................................................................................................................
37
Figure
32
........................................................................................................................................
37
e.
Metrics
for
WordPress:
..........................................................................................................
37
Figure
33
(Stats
for
1st
Blog)
............................................................................................................
38
Figure 34 (Stats for 2nd
Blog)
........................................................................................................
39
Figure 35 (Overall Views for both blog posts)
..............................................................................
39
(8) Twitter.................................................................................................................................... 40
a.
Career Focus Confirmation:
.................................................................................................
40
Figure
36-­‐
Screenshot
of
Twitter
Short
Bio
.....................................................................................
40
Figure
37-­‐
Example
Tweet
..............................................................................................................
41
b.
Content Marketing Strategies:
.............................................................................................
42
Figure 38- Example Tweet of Fashion Product
.............................................................................
42
c.
Connection Strategies:
..........................................................................................................
43
d.
Engagement Strategies:
........................................................................................................
43
e.
Metrics for Twitter:
..............................................................................................................
44
Figure
39-­‐
Followers
vs.
Following
..................................................................................................
44
Figure
40-­‐
Overall
Impressions
on
Twitter
......................................................................................
44
Figure
41-­‐
3
Top
Tweets
.................................................................................................................
45
Figure
42-­‐
3
Top
Tweets
(Con.)
.......................................................................................................
45

4. 4
Figure
43-­‐
3
Top
Tweets
(Con.)
.......................................................................................................
45
Figure
44-­‐
Number
of
Mentions
......................................................................................................
46
Figure
45-­‐
Number
of
Retweets
......................................................................................................
46
Figure
46-­‐
Number
of
Link
Clicks
.....................................................................................................
46
Figure
47-­‐
Total
Number
of
Likes
...................................................................................................
47
Figure
48-­‐
Total
Number
of
Replies
.................................................................................................
47
(9) Facebook Like Business Page............................................................................................... 48
a.
Career
Focus
Confirmation:
....................................................................................................
48
Figure
49-­‐
About
Me
Bio
.................................................................................................................
48
Figure
50-­‐
Intro
on
Facebook
(Headline)
.........................................................................................
49
b.
Content Marketing Strategies:
.............................................................................................
49
c.
Connection Strategies:
..........................................................................................................
50
d.
Engagement Strategies:
........................................................................................................
50
e.
Metrics for Facebook:
...........................................................................................................
50
Figure
51-­‐
2nd
Blog
Post
..................................................................................................................
51
Figure 52- 1st Blog Post
...............................................................................................................
52
(10) Content Curation Collection- Pinterest............................................................................. 53
a.
Purpose & Branding:
............................................................................................................
53
Figure 53- Boards on Pinterest
.....................................................................................................
54
Figure 54- Example Pin #1
............................................................................................................
55
Figure 55- Example Pin #2
............................................................................................................
55
b.
Metrics for Pinterest:
............................................................................................................
56
Figure
56-­‐
Overall
Daily
Impressions/Average
Daily
Views
..............................................................
56
Figure
57-­‐
Number
of
Overall
People
I
Reached
..............................................................................
57
Figure
58-­‐
My
Top
Pin
Impressions
.................................................................................................
58
(11) Best Successes- My Top 3 Social Media Posts. ................................................................. 59
1. My First Blog Post on LinkedIn
................................................................................................
59
Figure 59- Blog Post on LinkedIn
.................................................................................................
59
2.) My Post on Marie Claire’s article titled, “The 30 Best Fall Boots For Every Budget”
............
60
Figure
60-­‐
LinkedIn
Marie
Claire
Article
Post
..................................................................................
60
3.
Twitter Post on Jeremy Scott’s Collaboration H&M
...........................................................
61
Figure
61-­‐
Jeremy
Scott
Tweet
Analytics
.........................................................................................
61
Figure
62-­‐
Original
Tweet
Post
on
Jeremy
Scott’s
Collaboration
Collection
with
H&M
....................
61
a.
HubSpot Social Certificate
...................................................................................................
62
HubSpot Social Media Certification Link on LinkedIn:
..............................................................
62
Figure 63- Screenshot of My HubSpot Certificate
........................................................................
62
(12) Obstacles. ............................................................................................................................. 63
(13) Lessons Learned- 2nd
Blog Post.......................................................................................... 65
b. Direct web link to this final blog post:
......................................................................................
69

5. 5
Introduction
Within this report, there is an accumulation of work that has been created over the course of the
entire semester for my Social Media Marketing Class. Throughout the semester, we have worked
on concepts such as personal branding, search engine optimization (SEO), social media
marketing, blogging, content curation, professionalism, and marketing skills. To this, we applied
these concepts within most of all the most prominent social media platforms such as Facebook,
LinkedIn, Twitter, Instagram, Pinterest, Snapchat, WordPress, Google Plus, Gravatar, Adobe
Spark, and Canva. Although we didn’t get the opportunity to utilize all the previously mentioned
platforms, we did get to learn in-depth about them. Furthermore, we also got the opportunity (in
groups) to teach the class about our pre-selected social media platform. Within our presentations,
we had to cover our selected social media platform’s strengths, weakness, overall information,
best uses, prime examples of top platform users, tools, analytics, and advertising concepts. My
team was assigned Pinterest as our social media platform, and we worked extremely hard to
make it look as best as it could.
In this report, all of the work that I have personally done will be compiled and displayed in a way
that shows my progression in what I learned throughout my Social Media Marketing Class. From
here, we also got to choose a specified career focus and promote that focus on all our specified
social media platforms. For instance, my career focus was fashion merchandising. After
graduation, I hope to get a job in the fashion industry and hopefully be able to go up in the ranks
of Nordstrom, Bergdorf Goodman, Saks Fifth Avenue, Barneys, and other high fashion retail
stores on the business administration side. Some of the most prominent areas or platforms that
we worked on during the course of the semester (assignment wise) were LinkedIn and Twitter.
On these assignments we would post content that we found from online articles or other
interesting content. Helpful online content readers such as Feedly and Inoreader allowed us to
create a content curation collection with folders that were based upon our career focus. For
example, some of my subtopics from my career focus that became folders for content were retail,
fashion, trends, and fashion magazines. I found a lot of very fashionable and interesting content
from these folders as I also added different sources of content within them.
In addition, we also learned how to use advanced social media strategies to promote our blog and
overall content on the social media platforms. Such strategies included creating an original block
quote graphic and sharing it on Twitter, LinkedIn, and any other social media platforms that we
found important to do so on. Another strategy included sharing our blogs with one of the career-
specified groups that we joined (throughout the course of the semester). By doing so, it would be
a lot easier to get people to read our content since it was based on a career focus that we all had a
passion for. I decided to apply these advanced strategies as I figured they would allow my
content to be seen by a lot more people if I did utilize them accordingly. Luckily, these strategies
worked in the end!
In all, my Social Media Marketing class was awesome, and I learned a lot from it!
Within this report is a total recollection of all my work throughout the entire semester. Included
will be analysis on several different parts of social media, and I will also have pictures attached

6. 6
for a more visually appealing effect. Also, the pictures (or screenshots) help make my
progression with social media very easy to see in general.
(1) Personal SEO.
When initially looking up my name for Personal SEO, a lot of the results that came up for my
name were from my academic achievements from high school and some of my tennis
achievements as well (See Figure 2). Both my LinkedIn and Twitter profiles were not initially on
the list, but eventually they both became the first search results to pop up when I looked up my
name more towards the end of the semester (See Figure 2). I kept my name (Adrian Quinones
Rivas) the same as my resume name as I don’t think a lot of people will have my name exactly
the same, so it should work to my advantage in terms of creating a personal brand. At first, I was
just going to use my first last name (Quinones), but I noticed a lot of people have my name
surprisingly. By keeping both my last names (Rivas included), I was able to make a Personal
SEO that was strong and unique.

7. 7
Figure
1:
Screenshot
of
Initial
Name
Search
on
Google

8. 8
Figure
2:
Screenshot
name
search
on
Google
closer
to
the
end
of
the
semester

9. 9
(2) Career-Focus.
a. Career Focus & Why
For my career-field/focus, I looked up Fashion Merchandising in the Bureau of Labor
Statistics website and on O’Net. In my search results, I got a look of interesting careers
such as being a Buyer, Merchandising Agent, Product Manager, Designer, and a plethora
of Fashion Marketing careers. I chose to do these keywords because when I just put
“Fashion,” not a lot of careers came up. In fact, not a lot of careers came up since it was
so broad. Also, I have always been really interested in fashion (even as a young kid), so I
find the career field of fashion merchandising very appealing.
b. Career-related subtopics
Some career related subtopics that came up in my search were buying, product innovation
and development, fashion styling, brand management, supply chain logistics, and fashion
marketing. My research process involved going on both the Bureau of Labor Statistics
and O’Net and typing in “fashion merchandising” into the search box. From there, I
looked at the possible careers that fit, and the search results contained careers such as a
buyer or merchandiser for retail. After clicking on each one, I read the description and
realized the many different facets of each career and connected them to different
subtopics in regards to products and fashion.
c. Career-related skills
In order to work in fashion and be successful within the industry, one has to have a
variety of skills. From my research using O’Net, the Bureau of Labor Statistics, and
google searching “skills to work in fashion” on Google, a large amount of skills came up.
The more direct skills that came from the descriptions of buying and merchandising
careers in fashion were time-oriented, profit conscious, logical, social media skills, basic
computer skills, and detail-oriented. Some really abstract skills that I found through the
same research process are divergent thinking, abstract reasoning, creativity, product
specialization, and knowledge on textiles.
d. Hashtags.
Finally, in my research process, I found a handful of career-related hashtags that seemed
to fit well within my career focus. Some of the examples that I found after looking in-
depth into fashion careers from O’Net, the Bureau of Labor Statistics, google searching
fashion oriented hashtags and bloggers/influencers are: #fashion, #merchandising,
#fashionmarketing, #luxury, #designer, #stylist, #retail, and #apparel. These hashtags are

10. 10
really applicable to my career-focus as they are all fashion oriented, and they all seem to
provide a different facet within the industry itself.
(3) Target.
a.
Like-­‐‑minded
social
micro-­‐‑influencers
for
learning
As like-minded social micro-influencers, I used such hashtags such as #fashion,
#fashionblog, and #stylist to find the most appropriate individuals for this category.
These type of individuals will be people who find fashion exciting and innovative, ones
that find it more than just a nonchalant type of activity. They ultimately know that one
can make a successful career out of fashion and apparel. These individuals will have built
well established careers within the fashion world by either blogging, styling, or working
as some sort of professional within the industry.
Here are some examples of individuals who work in the industry as professionals.
@JulieMatosStyle -Celebrity Stylist
@KennyHoStylist - Fashion & Creative Director of ARTICLE Magazine
@betsyblueoffic - Fashion Blogger
@BonnieRakhit- Fashion Blogger

11. 11
b. Like-minded advocates for learning and engagement
For like-minded advocates, these individuals are going to be people that are passionate
about fashion and merchandising, but they’re not going to be so unattainable relationship
wise as the social influencers. These individuals will either have blogs (that aren’t so
expansive follower wise), work in the industry, and view fashion and merchandising as
fun and creative. In order to find these individuals, I used keywords such as
#fashionmerchandsing, #fashion, and #stylist within followerwonk.com. I also made the
search results more specified by allowing only users with a max of 3,000 followers show
up on the results page. By doing so, it would narrow the results and allow the individuals
to be small enough in numbers to still establish a good relationship with. Here are some
individuals that I have found that could help share my content or at least notice it on their
feed.
@candidlykande- Fashion Merchandiser
@AdrianArribas- Fashion Stylist
@Julia_Dilorenzo- Fashion Blogger/Artist
@theblondielocks- Fashion Blogger
c. Career stakeholders/ambassadors that know your qualifications
Within the stakeholders/ambassadors section, I would say they are individuals who have
helped me and seen me grow as an individual either academically or professionally.
Keywords that I would use to describe these individuals are #professors, #leaders,
#working professionals, and #mentors. I have a handful of professors who can attest my
academic skills, and I also am in contact with several working professionals on LinkedIn
from my internship at Nordstrom who can provide a level of insight into my real world
work ethic and drive. These are some of stakeholders/ambassadors that I am currently in
contact with and who can speak on my behalf:
https://www.linkedin.com/in/ansonzongliscum/ - Anson Zong Liscum- Salon Shoes
Department Manager at Nordstrom- Cherry Creek
https://www.linkedin.com/in/christina-o-maley-1177148/ - Christina O’Maley-
Styling Sales Manager at Nordstrom- Cherry Creek

12. 12
https://www.linkedin.com/in/kelly-nelson-36977979/ - Kelly Nelson- Human
Resources Coordinator at Nordstrom- Park Meadows
https://www.linkedin.com/in/timtribby/ - Tim Tribby- Women’s Shoes Department
Manager at Nordstrom- Cherry Creek
https://www.linkedin.com/in/robertandersoncolorado/ - Robert Anderson- Professor
for Business Communications at UNC
https://www.linkedin.com/in/gena-duran-m-a-32321b29/ - Gena Duran- Former
LEAP Coordinator at UNC
https://www.linkedin.com/in/cathy-heise-90a19987/ - Cathy Heise- Tutoring Center
Director at UNC
d. Potential employers/customers.
Some potential employers that I believe fit within my career focus very well are heavily
involved within the fashion industry. These companies know very much how to succeed
in fashion, and they know it’s a business they can thrive in (and all of them are). These
companies need fashion merchandisers (hence my career focus) in order to get the right
products to the right people in the stores in an ongoing manner. I am already following a
lot of them on LinkedIn, Twitter, Instagram, and Facebook, but there are some I have just
found through searching some more on Twitter and Followerwonk. The keywords that I
used to find these companies were #fashion, #retail, #apparel, #luxury, and #style. These
are some of the companies I have:
b. https://www.linkedin.com/company/nordstrom/ - Nordstrom
c. https://www.linkedin.com/company/h&m/ - H&M
d. https://www.linkedin.com/company/neiman-marcus/ - Neiman Marcus
e. https://www.linkedin.com/company/macy/ - Macy’s

13. 13
(4) Personal Branding Statement.
As a person who loves fashion and the thriving industry it is, I truly believe I can make a
difference in the world through such means. Fashion not only defines cultures and transcends
national borders, but it provides common ground for individuals to come together and still
distinct in their own way. The most fascinating part of fashion that I find most interesting is the
merchandising aspect of it.
Ever since I was a child, the most iconic memories that I have were of my parents taking me to
department stores and falling in love with the way the clothes and shoes were arranged and
displayed. I could be there all day, and I realized growing up that I could make a career out of
doing what I love each and everyday- being around fashion.
As a recent graduate of Nordstrom’s Retail Management Internship Program at the esteemed
Cherry Creek location in the heart of Denver, Colorado, I got to realize that being in the fashion
industry and merchandising is my future. I thrived as an intern at Nordstrom, and I never left any
stone unturned when I went to work over the Summer of 2018. I was eager to learn everything
about the Women’s Shoes department (the department I was assigned to), so I made it a goal to
learn as much as I could. Ultimately, I left my internship loving what I did and determined to go
back into the industry after I graduate from college. Fashion can seem like a silly industry to
those on the outside, but when your determined like me to make a difference and apply holistic
work skills to your career, the world of fashion is filled with wonderful career opportunities. I’m
ready to take those opportunities whole heartedly, and to thrive in such a competitive industry all
while looking fabulous.
a. Point of Difference:
My point of difference would be that I am passionate about the fashion industry, and I thrive in
such a competitive atmosphere. I view fashion as a career filled with opportunities, one that I
have been working extremely hard in, and I know there’s more than to it than just aesthetics. The
evidence for this POD is that I talk about how I applied my love for fashion at my Nordstrom
internship and my personal story of growing up and loving to be around fashion. These points of
evidence help give me credibility of how I am passionate about fashion, but that I also realize I
have been interested in the industry from such a young age.

14. 14
b. 3-Keyword Personal Brand Mantra:
Intuitive, Style, Fashion
I really liked my 3-word PB mantra because it speaks a lot to my career focus (Fashion
Merchandising), and they are all connected to one another in very abstract ways. The easy to see
connection because style, personal intuition, and merchandising make it apparent that I want to
work in the fashion industry, and it displays a bit of my personality as well. By being intuitive, it
shows that I find inspiration for my sense of style and fashion from my own accords, values, and
self interests.
c. Career-Related Quote:
"Fashion is about dressing according to what’s fashionable. Style is more about being
yourself." —Oscar de la Renta
I love this quote not only for its fashion inspired context, but also because of what it says about
how fashion transcends from our personal being. I find it really important to emphasize that
fashion and having a career in it is a legitimate interest because it can seem really frivolous at
times. This quote helps demonstrate to my viewers and audience that I am really passionate
about fashion and that I more invested in the career than just the mere outward appearance of the
fashion industry.

15. 15
(5) Personal Learning Network.
a. Feedly/Inoreader Folder organization.
The folders that I put in my Inoreader are Fashion Trends, Fashion Blogs, and Style, top 25 most
famous fashion blogs, and retail. I used the previous keyword research subtopics of my career
focus of a Fashion Merchandiser in order to come up with my folder categories. Such keyword
descriptions were Merchandiser, Stylist, and Buying Agent.
b. Sources/process for finding more RSS feeds.
In order to specifically find more blogs on my career focus of being a fashion merchandiser, I
looked up #Fashionblogs in the search engine of Inoreader. By doing so, I got a lot of search
results, and I found a lot of interesting fashion blogs as well.

16. 16
Screenshots for each of my Feedly folders and RSS feeds. (Figures 3, 4, 5, 6, & 7)

17. 17
c. Twitter Lists organization.
In my Twitter, I made 3 lists called Fashion Blogs, Fashion Stylist, and Fashion Retailers. The
keyword descriptions that I used to find these specific categories for my Twitter lists were
Fashion, Merchandising, Retail, Style, and Fashion Blogs.
d. Sources/process for finding more Twitter list members.
In order to add more to my Twitter lists (Fashion Blogs, Fashion Stylist, and Fashion Retailers), I
would first start by using more keywords relating to each Twitter list. For example, I would use
such keywords such as Fashion Blog or Fashion Trends in order to find more sources to my
Fashion Blog list. From there, I would go and look more into my current list members and see
more in-depth the kind of posts that they share from other fashion articles, magazines, and fellow
bloggers. It’s a great way to add more members to Twitter lists as I can find a lot more
interesting articles and or people that could abstractly help add more variety to my own posts.

18. 18
Screenshot of my Twitter Lists. (Figure 8)

19. 19
(6) LinkedIn.
Direct Web Link:
www.linkedin.com/in/adrianquinonesrivas
Screenshot of LinkedIn Profile (Figure 9):
a. Career Focus Confirmation:
My career focus confirmation is with my headline in my LinkedIn profile. I made it really clear
and upfront that I am very interested in being in a Fashion Merchandising career (See
Screenshot of LinkedIn Profile above).

20. 20
b. Content Marketing Strategies for LinkedIn:
When it came to my content marketing for LinkedIn, I made sure to include articles, readings,
and pictures of anything that had to do with fashion. For example, I would often read a lot of
articles on Business of Fashion, a website dedicated to providing its readers the latest news in the
fashion industry. Also, I would share products that I liked as well and say why I liked them.
Here are some examples that I would share:
(Figure
10)

21. 21
Figure
11

22. 22
c. Connection Strategies:
I made sure to start making more connections on LinkedIn. In order to do that, I would go
to the “People I May Know” page on LinkedIn and started to follow people if I
recognized them from school or class. I thought it was important for me to do that since I
recognized a lot of people from class, and it wouldn’t hurt to network with people within
the same geographic area. Also, I started to look for people I either worked with or had a
position at Nordstrom (where I interned over the summer). This worked out really well as
I sent out invitations to people who worked in Human Resources, were Department
Managers, Buyers, and Sales Associates at Nordstrom. In the past two weeks, I have
actually gained a total of 14 new connections, which is pretty exciting!
d. Engagement Strategies:
To further engage my audience, I decided to do three specific types of things. The 3
things that I did were to:
Figure
12

23. 23
1. Post more content with added Social comment/annotation
Figure
13
Figure 14

24. 24
Figure
15

25. 25
2. Likes, Comments, and Shares of Others Posts
I have also liked a handful of posts and commented on others’ posts. Here are
some examples in this category.
Figure
16

26. 26
Figure
17

27. 27
3. Joining A Group on Fashion on LinkedIn
Lastly, for groups, I did join and accepted into a couple groups. A majority of these
groups were involved with Fashion, so they will definitely help my career focus in the
future. Here are some screenshots for this category.
Figure
18

28. 28
e. Metrics
for
LinkedIn:
In the following screenshots, some of the metrics I took a look at for LinkedIn
will be displayed.
Number
of
Connections
(Figure
19):
Screenshot of my dashboard (Figure 20):

29. 29
Overall Analytics for # of Visitors for the past 90 days (Figure 21):
Post with most views (Figure 22):

30. 30
Post with most engagement (Figure 23):

31. 31
(7) WordPress Blog.
Direct Web Link:
https://adrianquinonesrivasfashion.wordpress.com/
Screenshot of WordPress Blog (Figure 24):
a. Career Focus Confirmation:
Since my career focus was on fashion merchandising, I made sure to make it clear in my title and
graphic header (See Figure 24 above). Also, within my blog, I had an “About” button that would
bring my readers to a biography about myself and why I love fashion. From here, readers could
not only read my blogs and infer that my career focus was on fashion merchandising but also be
able to see me on a more personal level through my biography. Lastly, my WordPress blog also
has my Gravatar profile tagged onto it with some of my most recent Tweets from my
professional Twitter account as well (which all are about fashion in one way or another) (See
Figure

32. 32
Figure
25

33. 33
Figure
26

34. 34
b. Content Marketing Strategies:
When it came to writing content for my WordPress Blog profile, I made sure to make it really
relevant to fashion. My first blog post dealt with my personal experience of interning for
Nordstrom as a fashion intern and what were my top 5 lessons from the internship itself. To
promote my blog, I used the key terms of “fashion” and “Internship” throughout the blog but at
very specific parts in it. These parts included the title, the H2 headers, the Call to Action, the
Take-Away section, and in the Editorial Summary. Also, I followed the AIDA model (Attention,
Interest, Desire, and Action) in order to write two interesting and eye-catching blog posts. In
Figures 27 and 28 are my title graphics that I used in order as Twitter cards and overall picture
links when I created my blog posts.
Screenshot of 1st
Blog Post (Figure 27):

35. 35
Screenshot of my 2nd
Blog Post (Figure 28):

36. 36
c. Connection Strategies:
In order to get more views to my blog, I made sure to first make my writing as interesting and
relevant as possible. In doing this, I would apply the 80/20 rule where I would spend 80% of the
time providing content and spend the other 20% of the time promoting my blog posts. As stated
before, I used the specifically made graphic headers (See Figures 27 and 28) in order to share my
blog posts on Twitter, LinkedIn, and Pinterest. Within the description of each post, whether it
was Twitter, LinkedIn, and Pinterest, I would provide great background and a sound foundation
into explaining what my blog post was about. In doing so, it wouldn’t seem so bland and boring
as just posting and expecting readers to understand what they were going to read if they clicked
the blog’s link. Also, I made sure to republish both of my blog posts on LinkedIn to make them a
permanent part of my professional online profile (See Figure 29). Lastly, in order to use
advanced strategies to promote my blogs, I also created block quote graphics and used those to
even further market my blogs on Twitter, LinkedIn, and Pinterest (See Figures 29).
d. Engagement Strategies:
In order to further engage my audience on WordPress, I used a handful of tactics in order to do
so. One of the strategies that I used was a Call to Action on my blog posts. By doing so, I would
push my readers to comment and share my blog post in an assertive way. Take a look at Figures
Figure
29

37. 37
30 and 31 to get a visual of how exactly I went about doing that. Lastly, I also added social
sharing buttons at the end of each blog post so my readers would have the opportunity to share
my blog posts on other social media platforms (See Figure 32).
Figure
30
Figure
31
Figure
32
e. Metrics
for
WordPress:
Below are a couple of screen shots for my overall metrics for WordPress. These include stats for
each individual blog post and overall stats for both blog posts together. The number of views are
what are measure in the following screenshots.

38. 38
Figure
33
(Stats
for
1st
Blog)

39. 39
Figure 34 (Stats for 2nd
Blog)
Figure 35 (Overall Views for both blog posts)

40. 40
(8) Twitter
Direct Web Link: https://twitter.com/quinones_rivas
a. Career Focus Confirmation:
My career focus can be confirmed by my short bio on my Twitter Page and also the content that I
would share in my tweets. In my short bio, I made sure to include my career focus of fashion
merchandising. Also, most (if not all) the tweets that I would post would have to do with fashion
in one way or another. Take a look at Figures 36 and 37 for a visual of my short bio and an
example tweet for further clarification.
Figure
36-­‐‑
Screenshot
of
Twitter
Short
Bio

41. 41
Figure
37-­‐‑
Example
Tweet

42. 42
b. Content Marketing Strategies:
In terms of Twitter, I would also share a lot of content on fashion as well. My favorite type of
content to share was fashion articles from either fashion magazines or fashion centered websites.
For instance, my favorite sources for content were Vogue, Marie Claire, Harper’s Bazaar, and
Business of Fashion. By sharing from these sources, I knew for sure that they would be fashion
related and that they would be considered highly respected as sources since they are so well
known. From here, I would be able to establish credibility as a fashion Twitter user. Also, I
would also add images of my favorite fashion products (at the time) and just describe why I liked
them. I figured by doing this, I would add more of my personality into my overall Twitter profile
while also adding more content into my Twitter profile (See Figure 38).
Figure 38- Example Tweet of Fashion Product

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c. Connection Strategies:
In order to make more connections on Twitter, I used a variety of strategies to do so. First of all,
I followed a lot of individuals and companies that are prominent in the fashion industry. Within
this selection of people were individuals who were fashion stylists, fashion bloggers, prominent
fashion celebrities (designers), designer brands, and fashion retailers (Nordstrom, Neiman
Marcus, Nordstrom, Saks Fifth Avenue, etc.). In addition, I also followed everyone in my Social
Media Marketing class so I would have at least a guaranteed audience of around 30 individuals
to see my posts. Lastly, I made sure to try to keep a healthy balance of followers and people that
I was following because allows viewers to know how prominent you are or credible (in terms of
content). This action (in more technical terms) meant to keep a balanced TFF ratio. I would make
sure to watch if new people that would follow me would keep following me after days of
deciding to follow them back. This would allow me to keep legitimate individuals with the same
career focus as me.
d. Engagement Strategies:
For engagement strategies, I found it important to include name attributions on most (if not all)
the tweets that I would create. Doing so would allow me to give credit to the makers of whatever
fashion product or article I was referring to, but it would also give individuals the opportunity to
engage more on my tweets. Also, I would schedule my tweets on Buffer in order to specifically
post them at times where most of my followers would be online. Lastly, I would make sure to
input my personality on all my tweets because there is nothing more boring than a fashion
blogger who just talks about products and never adds some flair to them. Such examples of
adding personality would include me asking questions, descriptive information, and or my own
personal experience with the product at hand.

44. 44
e. Metrics for Twitter:
Within my overall metrics, I included such data that included my follower vs following ratio,
Overall impressions between the time span of October 2nd
through Dec 2nd
, and my top tweets.
Take a look at the following screenshots.
Figure
39-­‐‑
Followers
vs.
Following
Figure
40-­‐‑
Overall
Impressions
on
Twitter

45. 45
Figure
41-­‐‑
3
Top
Tweets
Figure
42-­‐‑
3
Top
Tweets
(Con.)
Figure
43-­‐‑
3
Top
Tweets
(Con.)

46. 46
Figure
44-­‐‑
Number
of
Mentions
Figure
45-­‐‑
Number
of
Retweets
Figure
46-­‐‑
Number
of
Link
Clicks

47. 47
Figure
47-­‐‑
Total
Number
of
Likes
Figure
48-­‐‑
Total
Number
of
Replies

48. 48
(9) Facebook Like Business Page
Direct Web Link: https://www.facebook.com/adrian.quinonesrivas.3
a. Career
Focus
Confirmation:
Just as in my previous explanations on LinkedIn, WordPress, and Twitter, my career focus is
made clear in both my Intro (on the far left of my home page and under my profile picture) and
in the type of content that I would share.
Figure
49-­‐‑
About
Me
Bio

49. 49
Figure
50-­‐‑
Intro
on
Facebook
(Headline)
b. Content Marketing Strategies:
As for Facebook, my content strategies aligned well with what I did on LinkedIn and Twitter.
For this, I would post content relevant to fashion merchandising (my career focus) and I also
shared both of my blog posts as well. I would also add a great and eye-catching intro in my post
to their descriptions, so they wouldn’t be bland and boring. Also, I made sure to include native
graphics (See Figures 28 and 27) to give my posts some aspects of visual artistry and overall
appeal. I also added relevant hashtags so my posts could reach a wide variety of individuals on
Facebook as well.

50. 50
c. Connection Strategies:
In terms of creating connections, I found it appropriate to follow everyone in my Social Media
Marketing class as that would give me some sort of audience to quickly start off. From here, I
also followed a variety of fashion retailers (which included Neiman Marcus, Nordstrom, Saks
Fifth Avenue, etc.) in order to be more associated and be able to see content from such high
profile high fashion retailers.
Also, I added my Facebook link to my other social media platforms in order to get more
followers and or connections onto my Facebook Page.
d. Engagement Strategies:
To further engage my audience, I would add relevant links to my blog posts and ask them to
comment and share my posts within the description of my posts. With this Call to Action, I
would encourage my followers to interact with my content. This followed a lot of the same
engagement techniques that I did on Twitter and LinkedIn.
e. Metrics for Facebook:
When it came to Facebook, I did not have much analytics as Twitter and LinkedIn. The reason
for this is that I didn’t post as much on here as I did on Twitter and LinkedIn. However, I did
post both of my blog posts on Facebook. In the future, I would make sure to post more often on
my Facebook page because it could be just as valuable as Twitter and LinkedIn. Below will be
my two posts for my blog posts that I promoted on Facebook (See Figures 51 & 52).

51. 51
Figure
51-­‐‑
2nd
Blog
Post

52. 52
Figure 52- 1st Blog Post

53. 53
(10) Content Curation Collection- Pinterest
Direct Web Link: https://www.pinterest.com/adrianquinonesrivas/boards/
a. Purpose & Branding:
The purpose of my Pinterest Business Page was to find more inspiration for my other social
media platforms (such as Twitter, LinkedIn, and Facebook). Since Pinterest is visual-based
(meaning that sharing “pins” or pictures is what drives Pinterest’s social platform), I would find
a lot of fashion products and trends to share on other platforms as well.
I branded my Pinterest Business page as a fashionable and stylish page since fashion
merchandising was my career focus. I made sure to include the same headline as my other social
media platforms for consistency to confirm my career focus as well.
In addition, I created 4 boards titled “Shoes, Fashion, Accessories, and Blogs.” As the titles can
speak for themselves, they all relate to fashion in one way or another. My favorite designers to
share fashion products and trends from included Chanel, Christian Louboutin, Prada, Topman,
and Gucci. Each board had 12+ pins attached to them (aside from my blog board that only had
my 2 blog posts). Lastly, I made sure to include relevant hash tags as well (such as fashion, style,
merchandising, Nordstrom, and retail). See figures 53, 54, & 55 for further references.

54. 54
Figure 53- Boards on Pinterest

55. 55
Figure 54- Example Pin #1
Figure 55- Example Pin #2

56. 56
b. Metrics for Pinterest:
When it came to metrics, I did have some to include within this report. These statistics include
overall daily impressions and average daily views, People I reach on average, and my Top Pin
Impressions. Take a look at Figures 56, 57, & 58 for a clear, in-depth view of these statistics.
Figure
56-­‐‑
Overall
Daily
Impressions/Average
Daily
Views

57. 57
Figure
57-­‐‑
Number
of
Overall
People
I
Reached

58. 58
Figure
58-­‐‑
My
Top
Pin
Impressions

59. 59
(11) Best Successes- My Top 3 Social Media Posts.
1. My First Blog Post on LinkedIn
On LinkedIn, my promotion post of my first blog post was one of my top highlights from this
semester. My blog titled,” Top 5 Lessons I Learned from my Nordstrom Internship- A Student’s
View Into Fashion Merchandising and Retail Management,” was my personal experience at my
Nordstrom Internship during the Summer of 2018. I received 6 likes overall and 372 people saw
my post! In this post, I made sure to include a link within the description (See Figure 59). One
exciting fact about this post is that my own Department Manager from Nordstrom liked it as
well!
Figure 59- Blog Post on LinkedIn

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2.) My Post on Marie Claire’s article titled, “The 30 Best Fall Boots For Every
Budget”
This post was one of my favorite posts on LinkedIn because Marie Claire did an excellent job
researching and laying out the 30 best boots for Fall. It was really comprehensive, and very
informational to say the least. I decided to share it as it was really relevant to Fall, and it would
help build my credibility as a Fashion career prospect. This post received 1 like, but it had 6
comments and was seen by 386 people (See Figure 60)!
Figure
60-­‐‑
LinkedIn
Marie
Claire
Article
Post

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3. Twitter Post on Jeremy Scott’s Collaboration H&M
In terms of Twitter, one of my best tweets was on Jeremy Scott’s Collaboration Collection with
H&M. This tweet did pretty well as it received 1 like, but it’s engagement rate was the highest
out of all my tweets! It received 191 impressions, 18 engagements, and it had an 8.4%
engagement rate overall! Take a look at the following screenshots for further clarification.
Figure
61-­‐‑
Jeremy
Scott
Tweet
Analytics
Figure
62-­‐‑
Original
Tweet
Post
on
Jeremy
Scott’s
Collaboration
Collection
with
H&M

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a. HubSpot Social Certificate
As an assignment in class, we had to take HubSpot’s Social Media Certification. This involved
watching about 4 hours on training videos on topics involving how to effectively use social
media for business and in the real world. After that, we were required to take a certification test
in order to be certified by HubSpot in Social Media. Fortunately, I finished the videos and passed
my test, so I am now HubSpot Certified in Social Media. This is a great asset to have on
LinkedIn as it allows employers to see that one is certified in a highly engaging industry that is
present in almost every career and industry. I have my certification listed in my “Certifications”
section on LinkedIn with a corresponding link to the actual certificate.The following link and
screenshot is of my certificate.
HubSpot Social Media Certification Link on LinkedIn:
https://hubspot-academy.s3.amazonaws.com/prod/tracks/user-certificates/29-6855341-
1541834712202.png
Figure 63- Screenshot of My HubSpot Certificate

63. 63
(12) Obstacles.
Throughout this semester, I can easily say that Social Media Marketing has been one of the most
demanding classes that I have ever had. Other classes have asked a lot of me, but Social Media
Marketing is one that has done that and even more. I did face many struggles and obstacles along
the way of doing great in this class, but I always persevered in the end. What are the five most
difficult obstacles and how exactly did I overcome them? In the following section, I address this
question in depth with much more clarity as well.
1.) Staying Consistent on all my social media accounts
When it came to being consistent on all my social media platforms, I found it really difficult to
be up to date on ALL of them every week. I’m not going to lie but I definitely overlooked some
of my accounts (like Facebook) and sometimes, prioritized one account over the other. I did post
content on the social media platforms we were accountable for, but I definitely could have done
a better job at handling them all at once.
The way I overcame this problem was that if I saw that I was slacking in one social media
platform, I would go in and start posting more content to make it more up-to-par with my other
profiles (like LinkedIn and Twitter). By doing so, the specified account at hand would at least
have more content and seem much more fulfilled. Also, I would dedicate at least one day every
week to look over my social platforms and to post more content on them if they seemed a little
bare.
2.) Finding Relevant Content
Since my career focus was fashion merchandising, most of the content that I would post on all
my social media platforms had to do with fashion in one way or another. As the semester
progressed more and more, I started to notice that it was getting hard finding content that didn’t
seem repetitive. For example, content that I would constantly see in my Inoreader folders was
styles of that specific season at hand (like Fall or Winter).
What I did to overcome this struggle was that I would find main fashion articles (such as Vogue,
Marie Claire, and Business of Fashion) and go through their designated articles to find a much
more diverse variety of content. In these magazines, they are constantly adding more content in
ways I never thought fashion could be exemplified through. Whether it be to provide background
information on a designer’s collaboration with a household name brand (such as H&M and Zara)
or having an article on the best accessories to use on a cold night out, these magazines had it all.
Another strategy I used to overcome this struggle was that I would look at the Twitter pages of
the big major fashion retailers (such as Neiman Marcus, Nordstrom, Saks Fifth Avenue, etc.) and
search for new and exciting fashion products that I have never really seen and just share/describe
them in my posts.

64. 64
3.) Getting others in my Network to Engage More
When I initially started, I found it really difficult to get others on my online networks to engage
with my content. I believe I went through about 2 or 3 weeks where not a lot of people liked or
commented on my posts. I contribute a lot of this “silent posting period” to the fact that I was
just starting to create and post content. In fact, it does take a while to get an audience that is
engaged and interested in the content one posts.
The way I dealt with this struggle was that I just remained dedicated to the content I was posting,
and I did not become inpatient with the process. After a while, a lot of my followers started to
take notice of my content, and I finally realized success.
4.) Setting up all my Social Media Accounts
This was, in fact, one of the first big initial problems that I had when the course first started. I
found it extremely overwhelming, and I was worried that I would not set them up correctly.
Also, it took an insanely amount of time to get all my social media accounts set up. I never
thought I would spend hours of my day to set up my accounts and to make them all look
consistently the same.
The only way I saw to overcome this issue was just to try my best and persevere through all my
uncertainties and worries involved with making the accounts. Ultimately, that’s exactly what I
did, and I ended up getting an “A” average on all my assignments involved with setting up my
accounts.
5.) Realizing and affirming that I was an “Expert” in my field
One of the best things about this class was that we got the opportunity to construct all our social
media accounts around our own career focus. In doing so, all our social media platforms looked
spectacular by the end of the semester! Since my career focus was on fashion merchandising, my
career focus is very dependent on personal opinion and trends. I found it really difficult to look at
myself as a “fashion expert” because I am a decently humble person who doesn’t like to brag
about my capabilities.
The way I overcame this struggle was that I was doing a lot of work to present my career focus
in all my social media platforms. What I came to realize was that I perhaps knew a little more
about fashion than the average individual since I had to constantly stay up to date with fashion
articles and the fashion industry itself. I eventually realized that maybe it was okay to call myself
a “fashion expert” since I was already doing so much work to post up to date content on all my
social media platforms.

65. 65
(13) Lessons Learned- 2nd
Blog Post.
Top 5 Important Lessons I Learned On Using Social Media: A Fashion
Perspective
Blog by: Adrian Quinones Rivas
Take a look into my top 5 lessons using social media with a fashion twist. Social Media is as
much prevalent in fashion as it is in other career industries. Whether it be to become a fashion
blogger or to work as a department manager in a department store, social media has a
profound impact on all areas of fashion.
1. Image Is Key When Using Social Media
Though this may be a no-brainer in whatever context that it is specified in, image is key when it
comes to using social media in fashion. In fact, fashion is driven by the way products are seen
and the impact they have based on their outward perceptions.
As a fashion business career prospect, it’s important to know recognize that our image as a
person matters, and it can make or break future opportunities.

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Keeping our social media profiles clean and consumer friendly shows employers and friends
alike that we mean business when it comes to our personal lives and careers. Sure it’s fun to post
a pic of having a wild time with our friends at the bars or at parties, but is it worth potentially
losing great opportunities because of it?
In my opinion, I don’t think so.
2. Develop a Strong Personal Learning Network (PLN)
As an almost client and personally embodied industry, fashion is a field that requires one to be
able to easily talk with other people on a daily basis. To that, it’s important to establish
connections with not only clients, but also with individuals that share the same passion for a
fashion career.
For further clarification, a Personal Learning Network (or PLN) is the idea of developing a wide
network of connections with people within your career field on social media (most importantly
LinkedIn).
In my personal experience, I’m so glad that I developed a strong PLN on my social media
platforms because I have already seen some of the benefits because of it. I have already
interacted with people who are already active in the fashion industry. As an intern for Nordstrom
during the summer of 2018, I have connected with many managers from upper management
within the store, and they have even liked the content I have posted on LinkedIn!
In fact, they’ve even taken a look at my profile on LinkedIn, hopefully allowing them to get to
see me on a more holistic level (than just besides an intern).
By making connections beforehand, it ultimately allows one to locate potential employers that
much easier in the near future!
3. Stay Consistent On Your Social Media Profiles
One of the most fascinating parts of social media is the idea of being able to see something new
(in whatever interests us at the moment) every single day. Though posting a new tweet or
LinkedIn post can seem like another day job (which is totally unnecessary), one should try to be
consistent in posting on social media.
This is important as a fashion business career prospect as just like in fashion, people like to see
what’s new or better everyday.
Throughout the semester, I did find it hard to find new material to post at times, but I always
found something to post about. For example, if I really liked a certain designer or trend at the
moment, I would post pieces that I really liked and just talk about them in the description. Also, I

67. 67
would also share articles from different sources. In fact, one of my favorite sources was the
Business of Fashion because all the articles dealt with the fashion industry.
Whatever it is you find important and relevant to your fashion interests (or any other chosen
career interest), don’t be afraid to post content on a regular basis!
The last thing we want to seem online is boring or inattentive.
4. Gaining a Handle on Search Engine Optimization (SEO)
At the beginning of this semester, I had no idea what SEO meant. In fact, I automatically
assumed it was a super technical term that software engineers used when referring to some
computer oriented process!
Other than me being completely wrong, I did finally come to recognize the power that search
engine optimization has on our social media and online presence. To make a long story short,
search engine optimization is how easily one can be found on a search engine when looked up.
For example, if an employer (let’s say Nordstrom
or
Barneys)
looks
up
your
name
in
a
search
engine,
it
can
be
really
hard
to
find
you
if
your
name
is
not
optimized
correctly.
Also,
if
you
write
a
blog,
the
same
can
happen
as
well
if
the
title
and
content
is
not
optimized
properly.
In order to do so, it’s important to come up with keywords in a blog title and to stay consistent
on your social media profiles that have your name on them. By doing so, Google (and other
search engines) will index your blog and or social media profiles on the top of the search results.
The top fashion bloggers do an excellent job at SEO. In fact, it’s what gets their content out there
to their audience!
See how this lesson coincides with the previous lesson? How ironic.
5. Create a Strong Content Curation Collection
In fashion, one of the most fascinating things about it is that there’s always something new.
Whether it may be a new pair of jeans from Topshop, a new bag from Chanel, or a new pair of
shoes from Gucci, the assortment of novelty items is endless.
But, as a fashion prospect or future fashion blogger, how and where do we find these new ideas
to share in the first place?
This is where creating a strong content curation collection comes in. To clarify, a content
curation collection is the idea of “collecting” or saving posts, articles, or any other relevant
content in places where one can easily can find them.

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For example, in our Social Media class, we learned how to use Feedly and Inoreader for a large
part of our content curation. By using these specific web- based and online readers, one can
easily store articles by subject from a variety of sources. In my own collection, I had folders for
retail, fashion, and trends. This made it really helpful in finding new ideas to post about.
Also, I utilized Twitter a lot to find more interesting products and or new ideas. What I really
liked about Twitter was that I found a lot of fashion bloggers that would regularly post about
trends and products that I liked! I highly recommend using Twitter as a basis for a lot more of
your visual and or reader based content as well!
Wherever your inspiration may come from, it’s important to have a place to collect content from.
The Takeaway
Throughout this semester in my Social Media class, I have experienced so much. One thing I
know for sure is that this has definitely been one of the most demanding classes that I have ever
had. Not only was I constantly doing something for this class, but I was always learning
something new!
As a fashion business student, all that I have learned in my Social Media class was relevant and
interesting. My top 5 lessons were the most memorable, so I highly recommend taking them into
account!
Fashion is a fast-paced industry, and it is definitely one that is latching onto the strengths of
social media. Take a look at Vogue’s and Marie Claire’s Instagram pages, they’re fabulous and
up to par with today’s ever-changing and technologically renowned society!
How has social media influenced your sense or thought process on fashion?
Comment below and let me know how these lessons have helped you out.
Also, take a look at my 1st
blog post regarding my top 5 lessons as a fashion intern at Nordstrom!
It’s fabulous, and you won’t be disappointed! Just click the link below to view it!
Top 5 Lessons I Learned from my Nordstrom Internship- A Student’s View Into Fashion
Merchandising and Retail Management

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b. Direct web link to this final blog post:
https://adrianquinonesrivasfashion.wordpress.com/2018/11/26/top-5-important-lessons-i-learned-
on-using-social-media-a-fashion-perspective/