Social media · the full plan

The complete social playbook.

Four channels with separate jobs, a content mix engineered for algorithm + audience variety, a weekly posting cadence, community management rules, and the paid amplification strategy that turns organic winners into paid scale.

At a glance · click any tile to drill in

The seven things you need to know about the social plan. Click any tile for the full breakdown.

Where we'll post

4 platforms, each with its own job

Facebook (snowbird reach), Instagram (aspirational visual), TikTok (Y2 pilot), YouTube (long-form for bookers).

How we get the raw content

Local partner shoots · we direct + repurpose

Your existing $500/mo drone partner stays on as our subcontractor. They shoot, we edit/caption/post/repurpose. Plus phone captures, UGC, and AI fill the gaps.

What we'll post

7-category content mix

Property beauty 25% · lifestyle 20% · local area 15% · behind-the-scenes 15% · educational 10% · Reels 10% · UGC 5%.

When we'll post

Daily IG · 4–5x/wk FB · 2 Reels/wk

Stories every day the property is open. Sundays are recap days. Weekly calendar mapped out by platform.

How we engage

Every comment, DM, tag → 24h response

Reviews on social handled within 4 hours. UGC reshared with credit. DMs routed to email + phone same-day.

Where paid meets organic

Boost winners · seed UGC · build the list

$150/mo boosting top organic + $100/mo page-likes (Y1) + comp'd creator stays + lookalike retargeting.

What we'll hit

1.5–3k FB · 1–2k IG by Y1 close

Realistic targets benchmarked against new RV parks in their first year. 5–8% of bookings attributed to social. Stretch upside if everything compounds.

01 · The channels

Four platforms. Each with its own job.

Same content gets remixed for the platform it lives on. Facebook is not Instagram. TikTok is not YouTube. We don't cross-post — we platform-tune.

Facebook

Snowbird + drive-market reach

55+ demo, deeply active. The platform snowbirds actually use.

Cadence4–5 posts/week · long-form storytelling welcomed

ContentProperty updates, owner Q&A, event recaps, longer photo essays, community discussion threads, drone footage from social partner

Target10,000+ engaged followers by Y1 close · 5% engagement rate

Instagram

Aspirational visual feed · drive-market vacationers

30–55, beach + family + UNCW + travel-inspired

CadenceDaily feed post + 3–4 Reels/week + Stories every day the property is open

ContentGolden-hour shots of sites, lifestyle (couples, families, dogs), Reels of arrival + amenities, Story polls, UGC reshares

Target5,000+ followers by Y1 close · 7% engagement rate · top-decile for category

TikTok (Y2 pilot)

Discovery for younger drive-market travelers

Gen Z + young Millennial · RV-curious or first-time campers

CadenceTest in Y2 once UGC library is built. 2–3 TikToks/week if it converts.

ContentBehind-the-scenes property tours, snowbird storytelling, UNCW Family Weekend recaps, big-rig parking education

TargetDecision at month 12 based on Instagram Reels performance

YouTube

Long-form + booking-decision content

Researchers · pre-booking guests trying to verify

Cadence1 long-form video/quarter + monthly Shorts cuts

ContentFull property tour, snowbird welcome guide, big-rig parking demo, owner intro, area drive guide

Target100 subscribers · 1 video per quarter at 1k+ views

02 · How we get the raw content

We're not in Wilmington. So someone else shoots — we direct.

Honest answer to the obvious question: we run social from Austin, you're in Wilmington. The raw content has to come from someone on the ground. Here's how we solve it without you doing all the work.

Local Wilmington content partner (recommended)

Primary

On-the-ground content production · Monthly on-site shoot day

Cost: ~$500/mo (Doug's existing drone partner, retained as our subcontractor)

Output: 20+ photos + 5–10 short video clips + drone reel · raw, unedited, delivered to shared Drive

Someone physically present at the property is irreplaceable. They catch real moments — golden hour at the pond, the new sign going up, a snowbird arriving. We can't fake this from Austin.

Phone captures from Doug + staff

Secondary

Fill-in / opportunistic · Weekly via Sunday Loom brief from us

Cost: Free · ~10 min/week of staff time

Output: 5–10 phone photos + 1–2 short clips of whatever's happening that week

Catches real-time moments — a guest review, a sunset, a maintenance milestone — that the monthly shoot would miss.

Guest UGC (compounding)

Free + scales

Free social proof · Continuous, builds over time

Cost: Free · we monitor a branded hashtag daily

Output: Guest-shot photos and videos we reshare with credit + tag

By Month 4 there's a free stream of authentic content. By Year 2 this is 30%+ of feed. Higher engagement than anything we shoot ourselves.

AI-generated + stock (non-property content only)

Volume filler

Educational, area-tourism, lifestyle-aspirational · As needed for ~30% of feed

Cost: Included in our AI tooling

Output: Infographics, drive-route maps, 'how to' graphics, Wilmington area content, stock lifestyle (couples by fire pits)

Fills the categories that don't require us to be at the property. We NEVER fake property shots — only used for educational, area, or aspirational content.

Why one raw asset goes a long way

We're obsessive about repurposing. A single 60-second drone reel from your monthly partner shoot becomes 15+ pieces of platform-specific content. That's how we run daily social on a monthly content production cadence.

Monthly drone reel from local partner

→

1 IG Reel · 3 TikToks · 5 Facebook clips · 8 Story segments · YouTube short

Single golden-hour property photo

→

1 IG feed post · 1 Facebook post · 1 Pinterest pin · blog hero image · email header

15-sec phone clip of guest at fire pit (with permission)

→

1 Reel · 1 Story · 1 Facebook post · UGC reshare with credit

Sunday Loom brief asking for 5 photos

→

5 days of Instagram Stories + 2 Facebook posts + 1 Reel

1 guest's social tag of their stay

→

Reshare on FB + IG + Story + reply DM thanking them

03 · Content mix

7 categories. Always-on rotation.

We don't post the same thing every day. Our content mix is engineered for algorithm + audience variety.

Property + amenity beauty shots

25%

Golden hour, twilight, drone aerials. Repurpose drone partner content.

Lifestyle / guests in-environment

20%

Real guests (with permission), couples at fire pits, dogs at the dog park, kids at the pool.

Local area / Wilmington tourism

15%

Wrightsville Beach, downtown Riverwalk, Battleship NC, Cape Fear River. Ties to the blog cascade.

Behind-the-scenes / owner voice

15%

Doug talking about the build, the team setting up sites, what makes the property different.

Educational / RV-specific

10%

How to park a 40-footer, why concrete pads matter, what 100ft pull-throughs unlock.

Reels / short-form video

10%

15–30s vertical cuts. Repurposed from the long-form drone reels.

UGC reshares + community

Guests tagging the property. We reshare with credit + tag.

04 · The weekly cadence

What we post when.

Daily Instagram. Every-other-day Facebook. Reels twice a week. Stories every day the property is open. Sundays are recap days.

Day	Facebook	Instagram	Reels / TikTok
Monday	Local-area highlight (Wilmington event, restaurant, attraction)	Feed: beauty shot of the property	—
Tuesday	Long-form: blog post excerpt + 'read more' link	Feed: lifestyle shot · Story: 'New blog post live'	—
Wednesday	Question to the community: 'What's your favorite Wrightsville Beach spot?'	Feed: educational graphic	Reel: amenity-of-the-week · 20s
Thursday	Behind-the-scenes shot of the team / property	Story sequence: day-in-the-life	—
Friday	Weekend availability + special	Feed: weekend-vibes shot · Story: 'last few sites open'	Reel: arrival-experience
Saturday	—	Story: live updates from the property	—
Sunday	Recap + look ahead to the week	Feed: guest UGC reshare	—

05 · Community management

Rules of engagement.

Posting is half the job. Replying is the other half. Algorithm rewards engagement; customers reward responsiveness; brand reputation reflects both.

Every comment, DM, and tag → response within 24 hours

Algorithm rewards engagement. Customers reward responsiveness. Brand reputation reflects both.

Negative reviews on social → respond publicly + DM privately within 4 hours

Brand defense matters most when others are watching. We have scripts. Tone: warm, accountable, never defensive.

User tags us → reshare with credit + reply with thanks within 24 hours

Free UGC. Builds the community-of-guests flywheel. Tagged guests rebook at 1.5x the rate of untagged.

DM-only booking requests → route to phone + email same-day

Social DMs are first-touch lead capture. We don't let them sit.

Trolls and obvious bad-faith comments → hide, don't engage

Don't elevate signal. Maintain feed quality.

06 · Paid amplification

Where social meets paid budget.

Organic builds the audience. Paid extends the winners. The two work together — they're not separate budgets.

Boost top organic posts

~$150/mo

Take posts that are already over-performing on engagement and pour fuel. 10x reach for low cost.

Page-like + community-build campaigns

~$100/mo, mostly Y1

Grow the FB + IG followership to seed the community in Y1. Tapers off as organic momentum builds.

Story / Reel ads to lookalike of email list

Pulled from main $24k ad budget

Discovery for new audiences who match our highest-LTV segment.

Influencer + UGC seeding

~$200/mo allocated for comp'd stays + branded hashtag campaign rewards

5–8 mid-tier creator FAM stays/year. Monthly photo contest with stay-credit prize.

07 · KPIs we track

What we'll be measuring monthly.

Follower counts are vanity if not paired with engagement. Engagement is vanity if it doesn't drive bookings. We track all three.

Metric	Baseline	Q4 2026 (open)	Y1 honest target	Stretch upside
Facebook followers	0	500–800	1,500–3,000	5,000+
Instagram followers	0	300–500	1,000–2,000	3,000+
Engagement rate (combined)	n/a	1.5–2%	2–3%	4%+
Posts published / month	0	20–25	25–35	40+
DMs responded to within 24h	n/a	95%	98%+	100%
UGC reshares / month	0	1–2	3–5	8+
Bookings attributed to social	0	~3%	5–8%	12%+

Honest framing: our Y1 targets benchmark against new RV parks in their first year, not against KOA Wilmington with 20 years of accumulated audience. Stretch numbers are what top-decile campground accounts hit after 3+ years of compounding. We aim for the target. We celebrate the stretch.