Social Media Strategy of Amanda Murguido as a Beauty Blogger. #UFSMM

1. September 2016
Amanda Murguido

2. Table of Content
1. Executive Summary, September 2016
2. Social Media Audit
a. Social media Assessment
b. Website
c. Audience Demographics Assessment
d. Competitor Assessment
3. Social Media Objectives
4. Online Brand Persona and Voice
5. Strategies and Tools
6. Timing and Key Dates
7. Social Media Roles and responsibilities
8. Social Media Policy
9. Critical Response Plan
10. Measurement and Results

3. Executive Summary
vMy mission is to help bring brand awareness to numerous
beauty brands. Learning new tips through @UFSMM, I’m able
to dedicate time in spreading #awareness for cosmetic lines
on various social media channels. Keeping up with dozens of
product launches can get overwhelming, but with some help
from my beloved #Starbucks, I can keep up. I am dedicated
to keeping up with the make-up community.
#ForTheLoveofLipstick.

4. Social Media Audit
Network URL Follower Count Average weekly
Activity
Average
Engagement
Rate
Twitter Twitter.com/ama
ndamurguido
64 5-6 posts a week 3%
Facebook facebook.com/
amandamurguid
o
39 5-7 posts a week 10%
Instagram Instagram.com/
amandamurguid
o
11,578 7-12 posts a
week
40%

5. a. Assessment
v At the moment, Instagram has the highest number of interactions per
post. Little to no interaction occurs on Twitter. Facebook has minimal
interaction. More engaging content is required for more interaction,
moving forward.
b. website
v no data available.
c. audience demographic
v The majority of audiences are in the 15-30 age group. Instagram is the core
social network. Energies should be dedicated to further develop Instagram
content and engagement.

6. d. competitor assessment
v Most to all competitors
include beauty influencers,
beauty bloggers, cosmetic
companies PR and social
media staff. High quality visual
content is a major
component of engagement
on content. The use of
collaborations and affiliate
codes generate brand
awareness throughout the
community.

7. Social Media Objectives
v In 2016, the primary focus of my social media strategy will be to
support brands that I believe have quality products by
generating more traffic to their websites and spreading brand
awareness. In order to do so, social media will be a priority to
promote product launches, reviews and other relevant content.

8. Online Persona and Voice
v honest
v fun
v bold
v loyalty
v friendly
v encouraging
Strategies and Tools
v Paid: Every Saturday boost most popular organic Instagram posts for the weekend. The
post must have a minimum of 1,000 likes as well as 3 comments.
v Earned: Monitor Twitter for works containing: releasing, new products, launch, review, first
impressions. Partner with other beauty bloggers for opportunity to review products
together, film videos together. Content should be shared on both social media accounts.
Tools:
v Hootsuite
v Buffer

9. Timing and Key Dates
v Holiday 2016 Collection Launches
v Long-Weekend Holiday Sales
v Product Release Dates
vBeautycon Convention
v Generation Beauty Convention
v Summer 2017 Collection Launches

10. Social Media Roles and Responsibilities
vSocial Media Manager: Amanda Murguido
Policy
v Be respectful to all brands
v Release honest reviews
v Stay out of trouble (Do not fight with people in posts
or comments)
v Tag companies in posts that they are being
promoted in
v Be helpful to questions in the comments
v Support other beauty bloggers by sharing content
v Remain active on all social media accounts

11. Critical Response Plan
Action plan for Scenario: Inappropriate comments.
v When comments are detected:
vTake a screenshot to keep names on file.
vDelete comment
vMonitor Negative comments on posts
v Block users that continuously post negative content or
harass people in comment section.

12. Measurement and Results
v Instagram following has grown 10,500 followers in 6
months. On track to hit 20,000 followers in 6 months
timeframe. It is important to note the average interaction
on post continue to increase.
v Dedicating more time to producing relatable content for
the beauty community is key for driving more users to
Instagram accounts.