For a period of three months, I worked on developing a social media strategy with the aim of achieving three SMART goals:
- To increase post engagement from an average of 500 user impressions per week to an average of 2000 per week.
- To increase website traffic (by posting website links) by 20% from March 2022 to June 2022.
- To improve customer satisfaction in TVMS by responding to 100% of queries and answering customer questions as they appear on social media pages.
The approach I took was to post new content as regularly as possible. I used social media scheduling tools such as Hootsuite to arrange for posts to be released at peak times of the day such as 7-9am as people wake up and 5-7pm as people finish work. These times were identified as when most people would be active on social media and therefore would see TVMS’ posts appear in their newsfeeds. Another technique I used was to develop multi-media content as this would gain more views and interaction. Therefore, I developed high quality promotional videos and published polls for people to get involved with.
One reflective model that I found particularly useful during this campaign was the ERA Cycle (Jasper, 2013). It is a simple framework that can be applied during live projects to quickly learn from mistakes and become more efficient. I used this model when uploading content to the Facebook and Twitter pages. At first, the content I was uploading wasn’t gaining any interaction. I decided to stop and think through why this was the case instead of continuing to persist with this failing approach and came to the realisation that media content such as videos and images receive higher engagement on our competitor’s social media pages therefore I decided to drop the text-heavy posts and adopt a more visual approach.
This was incredibly effective and in the three months since I started the campaign I have achieved all three SMART goals.
