san francisco social media strategist

Femme Fair 2018

This was my little piece of Femme Fair. All photos in this blog taken by the talented Jess Onesto.

This was my little piece of Femme Fair. All photos in this blog taken by the talented Jess Onesto.

If you follow me on Instagram, you know all about the very fun, very full day I spent at Femme Fair. This was just their second year and it was a really amazing event. In addition to networking, this was a day full of shopping, learning, and serious pampering.


I've been to The Archery before, but seeing how Claire and the team transformed it was a real treat. Our day started off with yogurt parfaits and delicious coffee for fuel. After the first amazing panel discussion, groups broke out for mentoring and shopping.

I'm so glad that there were women interested in my previously loved pieces. It was my first year participating, and I'm so grateful I had this opportunity.

Sustainable fashion is really important to me. With each huge life shift, there have been numerous trips to consignment stores, thrift shops, and participation in clothing swaps to responsibly make changes in my closet. This was a new way for me to continue the life of pieces that no longer serve me.


My size range was pretty big due to my new body and gaining weight over the past few years. Thanks to some of the women who stood by me at Femme Fair, I've learned to love and adorn my body like never before. 

The past two years in the Bay Area have involved a huge change in style. For starters, I no longer have to deal with harsh winters that require gloves and hats and rubberized soles to prevent from slipping on ice.

I've started to incorporate a lot of color back into my everyday looks and even bought a bikini for the first time in years! 

If you get the chance to attend next year's Femme Fair, you should totally treat yourself. There was a lot I didn't even get to partake in, like the Dyson stylists and makeup artists who were doing mini makeovers. It's a feel-good, femmetastic time you won't regret.



Founders Stacey de León, Christina Chinn, Melissa San Vicente Event design Claire Xue Coordination Ashley-Victoria Graphic design Nailah Ali Editorial Weekend Creative

Venue rented through Peerspace

Photographer Jess Onesto

Videographer Marco Bercasio


Arnelle Lozada, Chloe Elisa, Mandana Ansari, Melissa San Vicente and Shahida Zareef


Ashleigh Reddy, Angie Hilem, Chandamheer Stacker, Chantelle Tankson, Christine Yun, Daisy Hernandez, Eden Davis, Emma Ribeira, Gabriella Seviya, Gomada Leone Thomas, Jayme Sy, Julianne Cronin, Kelsey Kaplan, Monica Cruz-Hernandez


Macrame wall hangings Lise Silva Hanging undies Pansy Event florals Freckled Floral + Claire Xue Booth florals Landeau Furniture Archive Rentals + Stacey de León


Desserts The Jen Project Girl power cookies XO Bakes Yogurt and cheese plate Kite Hill Foods Granola Nana Joes Granola Fruit Snacks Bare Snacks Coffee Lady Falcon Coffee Club Wines Anna de Codorniu and Windsor Vineyards Cocktails Purity Organic


Skincare Lounge DHC Skincare Hair, Makeup & Mani’s Stylebee Blowout Bar Dyson Lip Bar NARS Floral DIY Le Bouquet


And.Comfort Candid Art Dopp City Shoes Mandana Blvd Saje Wellness


Peerspace, Bumble & Bumble, Cocokind, Dyson Supersonic, SoulCycle, Oui Shave and T3 Micro


Browology, DHC Skincare, Bare Snacks, Bite Beauty, CreativeLive, Charlotte Russe, Dyson, Greetabl, IBY Beauty, Fat and the Moon, Hush Dotti, Iris and West, Nutri-Rich Vitamins, Lilah Beauty, MGS Accessories, Miss Patisserie, Navitas Organics, OLLY, Pacifica Beauty, Passion Planners, Posh and Wild, Pressed Juicery, SmashMallow, Sunglass LA, TCHO, WinkyLux

A Snow Day That Will Melt Your Heart

This Is How My BFF Got an Instagram Makeover

Five years ago, I was newly engaged when my best friend, heretofore known as BFF (pronounced biff), convinced me to download some app called Instagram. Though I used to be an early adopter of social platforms, somewhere between Xanga and Myspace, I calmed the hell down and stopped using anything other than Facebook. It will help you plan your wedding, she said. You will get tons of info, she said. Little did we know it would lead to an eventual career change for me and a way for me to impact thousands of lives.


My BFF has followed my journey and we've been there for each other for the majority of our lives—since we were 9 years old. Highschool, college in different states, weddings also in different states, and we're still stuck like glue. When she wanted to have a crafting business on the side, I gave her some social strategy tips and encouraged her to create a new Instagram, separate from her private, personal account which she limits because she's now a public school teacher. Crafting and Math Tutoring were the focus, and she wasn't that into it. She and her amazing husband are expecting their first child soon and what better way to stay creative and productive than documenting all of the fun things she's making and planning in anticipation for the little one's arrival?


There was a snowstorm in New Jersey today and many places of business were closed, so my favorite growing family had the day off! Titi Angie was on it with a screen share and a pre-made tutorial. Two hours later, BFF had a new bio, archived any and every off brand post, and reinforced skills and strategies to kick much ass as she stylishly documents the beauty of her new life in a way that feels good to her. I'm certain she will inspire others.  

Here's a Before & After

She went from an account name that was something like @algebra_n3rd to the much more catchy @thecraftymami. I personally cannot wait to see all of the cute and creative things she shares.



Are you interested in an Instagram makeover? For the month of April, I'm offering an Insta Reboot for just $197. You'll get a revised bio, up to 5 branded story highlights, a hashtag user manual, and a guide to curating content that will make your page appealing and easy to manage.

6 Social Media Management Rules for When There's Crisis In The World

It's heartbreaking. There's been another mass shooting and many have lost their lives in Las Vegas. Last night was the first time I've witnessed an ongoing terror attack that was livestreamed by everyday people. When LVPD tweeted to ask that eyewitnesses not share their locations or tactics, as that could cause more danger to law enforcement and victims, it was a startling realization for me—social media could be as damaging as it is helpful in times of crisis. I'm truly sorry for everyone affected by the terrorism on Sunday night. 


As more brands utilize social media marketing on a daily basis, it's important to adhere to some basic rules. We're responsible for what we share and when we post. The following are rules for brands and companies to adhere to in times of crisis:

1. Be Aware

You should be plugged into current events at all times. This is a necessity for any good social media manager, especially as it relates to Real Time Marketing opportunities. This is step 1. Know what's going on in the world.

2. Take A Time Out

If any of your scheduled posts aren't relevant, reschedule them. Pause. Layoff. No one is going to be working at full capacity in the wake of national terrorism. Not only that, but your brand will be perceived as inconsiderate for attempting to maintain "business as usual" on a day when many are grieving. The only exception to this rule is if your company is directly connected to the tragedy and you're being helpful.

3. Help

Is your organization in a position to help those affected? Whether it's providing access to medical care, or food, or shelter, by all means, utilize your social channels and assist if you can. Share hotlines and information that will mobilize your followers.

4. Be Real

If you're going to post something, make sure it's genuine and kind. Short and concise, a message of sympathy for the victims is what any good person would do. Your brand's social channels exist because people are managing it to communicate with other people. Be human and personal. 

5. Wait

There's an unspoken 24 hour rule that most with-it brands follow when it comes to their own branded messaging. After a short message of condolence, you probably don't need to say anything else. A lot of PR agencies will wait 48 hours before pitching again, out of respect for others. Use your own judgement to decide when exactly you get back on track. Do you really think it's going to be helpful if you proceed with your product launch, anyway? (Doubt it.)

6. Review & Revise

Did you post a goofy meme a few hours before the incident transpired? Well, it's probably in poor taste now. Were you going to announce a sweepstakes winner? They can wait a day or two. It's more than okay to delete any content that retrospectively seems tone deaf or to move your schedule around. Having empathy and being a brand that values people will have a lot more power for your long-term visibility than a happy contest winner.

What Not To Do

Do NOT co-opt any hashtags that are used in conjunction with a tragedy. Some people are searching those tags to find loved ones or sharing life-saving information. It's a really bad look to try and tap into that conversation for your own benefit. And Twitter does not forget. Also, it's just in poor taste.

Instagram Posts: 3 Steps to Posting So You'll Never Be Stuck

Instagram is my jam - I help business owners, bloggers, and budding entrepreneurs understand how to use this channel as part of their core marketing strategy. Still, I sometimes get stuck and I'm not sure what to post. If you haven't batched in a while and find yourself here, repost an older piece of content.

1. Captions

After a one-on-one strategy consultation with me, clients are better equipped to manage their online presence. It's a lot of new information at once, and a whole new way of thinking about things. When I do my follow up calls, some of them struggle with writing copy for their amazing images. Here's the thing: your visual is the star of the show, and the copy is the supporting cast. Don't get too hung up on what you're writing. For the most part, it should be concise and succinct. There are 3 go-to captions:

  • Ask a question - this will engage your audience and make your social media account social again
  • Tell a joke. Some people are pun masters and I always appreciate a good dad joke.
  • Write a song lyric! Although, I sometimes feel really out of touch when I comment on a caption that's from a song I've never heard...

Austie is kinda the queen of song lyrics as captions. Maybe she actually credited the artist here because I so often am clueless and asking her questions in the comments...


2. Repurpose Your Content

This was my post from this past Tuesday. I'll make a habit of giving a Content Marketing Tip every Tuesday on Instagram, so be sure to leave me a comment or direct message if you have an issue or problem I can help you solve.

3. K.I.S.S.

Also known as, "keep it simple, s[illy]." (I interpreted that last word to be more positive than the traditional meaning, because name-calling isn't my ~thing~) My favorite quippy caption-generating machine is my friend Talena. This is a perfect example of keeping it simple. Her bright, perfectly laid work area says enough.

I hope these tips help you with your future posts! Let me know what else I can help explain or teach you.