The plan for The Boho Traveller blog site's social media in the upcoming months.

1. The Boho Traveller
NOMAD FEET, GYPSY SOUL
SYDNEY ZARUBA- SEPTEMBER 29, 2016

2. Table of Contents
Cover Page and Table - include the brand’s name, logo, date and
your name
Table of Contents
Executive Summary
Social Media
Social Media Objectives
Strategies and Tools
Timing and Key Dates
Social Media Roles and Responsibilities
Social Media Policy
Critical Response Plan
Measurement and Reporting Results

3. Executive Summary
-The major Social Media objectives for The Boho Traveller include expanding Facebook,
Twitter, and Instagram followers, and increasing engagement.
-Through these social media goals I will increase traffic to The Boho Traveller Website,
and increase blog comments.
Strategies:
1. Increasing the quality of content on Facebook to engage followers and lead to clicks.
2. Encourage the discoverability of content through SM and newsletters.

4. Social Media Audit
The following is an audit of The Boho Traveller’s social media presence to date. It includes an
assessment of all social networks, web traffic, audience demographics, and a competitor analysis.
Social Network URL
Follower
Count
Average
Weekly
Activity
Average Engagement
Rate
Facebook
facebook.com/b
ohotravel 245 18471 enagements
Instagram
instagram.com/t
he_bohotraveller 891 81715 engagements
Twitter
twitter.com/sydn
ey_zaruba 185 2017 engagements
Pinterest
pinterest.com/sy
dzarub 108 2 2

5. Website Traffic Sources
Assessment
Source Volume % of Overall Traffic
Facebook 587 per month 58%
Instagram 45 per month 4%
Twitter 21 per month 2%
Pinterest 1 per month 0.01%
Other NO DATA NO DATA

6. Audience Demographics
Assessment
Social
Network Age Distribution
Gender
Distribution
Female
Gender
Distribution
Male Primary Need
Secondary
Need
Facebook: 18-24 35% 19%
Advice and ideas for
their own travel.
Adventure and
proof of travel.
25-34 10% 9%
Instagram: 18-24,25-34 57% 43%

7. Competitor Assessment
Competitor Assessment
Summary:
Competitors are strong
because they have been
in business longer.
They tend to lack
character though, or
have low post counts
(one every two weeks)
which will lead to low
engagement and loss of
followers.
Competitor Name Social Media Profile Strengths Weaknesses
Miss Adventures
Abroad Facebook & Instagram
Follower Count,
strong photos, good
use of calls to action
Posts are generic and
lacking character
Travel Colorfully Facebook & Instagram
Follower Count, good
interaction on other
blogs, strong
engagement with
followers
Posts do not center
around a character
Get Stuffed Blog Facebook & Instagram
Unique & Male
Account, interesting
concept, recognizable
photos Low quantity of posts.

8. Social Media Objectives
The main goal will to be to increase traffic to the website
through loyal followers and engagement. Increasing exposure
through sponsors, and getting featured on sponsor pages is
essential. Catering specifically to the demographic (women
ages 18-35) is the biggest target.
Specific Objectives
Increase Instagram followers by 3000 by the end of December.
Focus on creating quality videos to publish through YouTube to
Facebook in order to increase engagement.
Increase Twitter followers by 300 by the end of December.
Increase Facebook Likes on page by 450 by the end of
December.

9. Online Brand Persona & Voice
ADJECTIVES TO DESCRIBE BRAND
Upbeat
Care Free
Adventurous
Free Spirited
Fun
Knowledgeable
Down-to-earth
WHEN ENGAGING WITH CUSTOMERS:
Quick to respond.
Enthusiastic
Proud
Stand ground, unless completely wrong. Do
not back down to opinions, but do thank them
for it and explain more.

10. Examples of Brand Persona & Voice

11. Strategies & Tools
Paid: Every other Tuesday boost most popular organic Facebook posts. The post must have a
minimum organic reach of 75, as well as a minimum of 5 likes or 3 comments.
Owned: Introduce the use of #TravelTuesdays to Instagram posts for bucketlist destinations to
feature other users. Encourage adoption by followers. Source 1 photo per week to regram/shout
out. Promote hashtag across all social properties and email newsletters.
Earned: Reach out to fellow bloggers for content swapping and features on eachother’s pages.
Find ways to become ambassadors for larger blog companies, as well as reaching out to local
Florence companies to work with.
Tools
Approved
Hootsuite
Canva
Unapproved
None
Subscriptions
Adobe Cloud

12. Timing & Key Dates
Holidays
◦ New Year
◦ Valentine’s Day
◦ Earth Day
◦ Memorial Day
◦ July 4
◦ “The August Slump”
◦ Patriot’s Day
◦ My Birthday
◦ Halloween
◦ Thanksgiving
◦ Christmas
International Events
◦ Travel Day
◦ Word Peace Day
Reporting Dates
◦ The first of every month

13. Social Media Roles & Responsibilities
IT’S ALL ME!!!
Marketing Director
Social Media Manager
Social Media Coordinator
Supporting Social Media
Team Members

14. Social Media Policy
Social media is an integral part of the lives of our audience. Social media will be used to spread
company messages, interact with followers and partners, and to share our travels.
All Boho Travel team members should always demonstrate courtesy and etiquette on all social media
platforms.
Be respectful
Use common sense
Don’t start a riot, or post about illegal activities
Be polite, not rude or insensitive
Don’t talk trash about, or to, competition
Share posts on personal social media
Always think twice before you post
Check for grammatical mistakes

15. Critical Response Plan
Situation: Offensive Post Published
Screenshot
Immediately Delete Post
Send out a new post apologizing for offenses
Personally reach out via DM to those who were affected and offended

16. Measurement & Reporting Results
Soclal Network URL Follower Count Average Weekly
Activity
Engagement Rate
Facebook Facebook.com/boh
toravel
252 13
Twitter Twitter.com/sydney
_zaruba
190 40
Instagram Instagram.com/the
_bohotraveller
1,005 7 Average
interactions per
post-200