In the second part of the module (Social Media as Practice), I worked – with the rest of the team – on the creation of a Social Media strategy, experimenting through the different channels (Facebook, Twitter, Instagram) and generating new stories, contents, videos in order to drive more traffic to the bournvillevillage.com website.
We used the online platform slack.com to communicate, share ideas, and update data analysis.
The project started the second week of November, a time when most people are excited about Christmas.
The Twitter account and Facebook page were well established with respectively 3615 followers and 1973 likes. They both didn’t have any recent content or post and so not really engaging. However, analysing the platforms insights tools, helped me to get to know my audience.
The Instagram page didn’t exist.
As a consequence of all these elements, the website didn’t have much traffic.
LET’S GET STARTED!
Creating a strategy requires generally three steps: aims – statements in line with certain set goals; objectives – activities that sustain the aims and help meet the outcome; and deliverables – actions resourced, repeated and measured.
The measurement helps to analyse, evaluate and, eventually repeat or make amendments trying out innovative approaches.
We then started drafting our Social Media Strategy considering these three steps:
Increase traffic on bournville.com through Social Media content
Make content creation easier by community engagement
Improve SEO through social media of targeted articles
Create a linked Instagram account and grow audience/community
Create articles related to Christmas theme
Find articles worth revisiting
Change headlines to questions
Plan a visit to Bournville and run a Social Media campaign with the hashtag #lovebournville
REVISITING AN OLD ARTICLE
During the first week, I explored the website, trying to find some old stories or articles that did very well when originally published and so worth revisiting. My research ended up in the article “Six reasons why Bournville is the best place to live in the UK”. I posted the story on Twitter and Facebook writing the following headline “Why is Bournville the best place to live in the UK? Share with us an extra reason!”.
I had two aims: get the audience involved and drive traffic to the website.
After a couple of weeks, I looked at the Facebook insights and find out that the post produced impressive results. A reach of over 7K people, 840 post clicks, a total of 275 reactions, comments and shares and only 1 “Negative Feedback”.
Twitter results were impressive too. Looking at the analytics the post had a total of 787 Impressions and 93 engagements.
I used Google analytics to look an Audience Overview on the 12th November (the date when I published the post) and see the impressive percentage of 77.7% New Visitor. However, the website had more visits is at 6 am, while at 2pm (when the post has been published) they start to decrease.
It has been my very first “mini-project” for a Social Media strategy and I am quite satisfied. It is interesting how these platforms can actually provide insights and data helping you reflecting on what you may have done wrong and what you can adjust when planning the next post. It is all about experimenting.
Overall the post was successful, in particular, Facebook results were really surprising. Google analytics data was surprising too (but in a negative way), considering that the time of the most traffic on the website doesn’t match with the time when the post was published on Social Media.
I can deduce that I have only reached one of the two aims I gave to myself: get the audience involved.
For the next posts, I will need to improve my analysis in order to drive more traffic to the website.