I am certainly looking to have more of a presence through social media as at the moment I have literally none, however, in addition to attacking the social media outlets, I am looking more for a marketing strategy/campaign. 

I use it for brand awareness and internet presence... just like I use YouTube.

I've read around these forums that the industry-standard is to boost rent $25 for a pet, which seems reasonable.That said, I wonder whether the presence of a dog also subjects landlords to liability for damage or personal injury caused by the pet.

Check out some wholesalers with social media presence.

I think its lakefront presence makes it more appealing for the long run. 

You establish a web presence.

There's also resistance (and for good reason) from environmentalists and those who see what overdevelopment does in the face of mother nature as california keeps expanding into wildfire and earthquake territory.

Branding your website comes AFTER you have a presence.

There are more places you can speak, more people you can mail and someone like @Jerryll Noorden could surely show you how to explode your internet presence.

It is in ghetto territory and it is a difficult area to manage rentals in.