Social Media Marketing it’s not just about posting randomly on Facebook or Instagram. A social media manager has to know (almost) everything about the company to be able to create valuable content for the existing community. And if the business doesn’t have a community yet, there’s need for building one, as that’s what Social Media is about!
Lately, I’ve been managing digital platforms of businesses that had in mind that Facebook was a notice board or that they could disturb their customers with weekly newsletters with no valuable information at all. So, sometimes a social media manager not only has to build a strategy to pursue the goals of the company and its community but has to “digitally educate” those who have access to the digital platforms. And I’m becoming an expert in this.
When I started in Education and Migration Services Australia (EMSA), there were several dead social media accounts and a Facebook fan page with posts with zero engagement. Obviously, there was no strategy, no planning of actions, no content calendar. I had the first interview as a Brand ambassador (not related to my Marketing expertise), but I thought: how can I represent a Brand with a 70's looking style website and a Facebook page that just presents random job offers?
So I presented this.
They liked it, so in my second interview I presented this one.
The real challenge was that there were heaps of onshore and offshore education agencies, and some of theme were doing an excellent job with large communities of students (have a look at Dingoos.com). I needed to understand what made EMSA different from the rest. So I prepared a benchmarking study, which gave me space to learn about the type of strategy we could enable. Because when a Brand has a personality that is presented confusingly, with no clear ideal of values, and also managed by admin staff (with all my respects, but no marketing knowledge whatsoever), you really need to start by the foundations: building the whole Brand. That’s my 360º thinking mode. If you want to do it right on social media it's basic to know "who we are".
So after presenting the benchmarking analysis with the positioning conclusions, I created a year calendar with actions classified by digital Marketing (social media, website, blog, newsletter...), events in both cities (Gold Coast and Brisbane), Corporate Social Responsibility, Sponsor and Partnerships, Advertisement, Merchandising… From there a general content calendar, and a more specific one for social media. All this helped us to plan and execute the actions and, most importantly, to promote the events with a fair amount of time.
I ended up holding the reins of the global marketing strategy; organising the events of both cities; writing the content. To my surprise, I also found myself designing (I'm not a designer, but I was rocking in the corner every time I saw a post with the circle template with no consistency nor strategy -see below social media posts BEFORE and AFTER:
And here are some interesting final insights of the Before & After only for the Facebook page: you be the judge!
I increased every single metric by sharing a large variety of content; by posting consistently every day; by promoting all our events with a consistent calendar. I created post designs that were more visual and engaging for all social media accounts. We wrote blogs to improve the SEO and we also worked as a team to give a different look to the website - which was much needed! And finally, we launched the video section with with weekly tips related to study, work & live in Australia. We included in the strategy monthly Live Chats as well, with the aim to inform about all the migration news and solve questions relevant to our community.
Here you have an example of effective Digital Marketing management. Since I’m in the industry, I have managed social media such as Facebook, Twitter, Instagram, Linkedin, Youtube, Pinterest, Google+. Used blog platforms (Wordpress, Blogger). Created newsletter templates with MailChimp. Developed websites with Squarespace, Weebly and Wordpress; and I write SEO friendly contents that are also engaging and valuable to the communities we intend to reach.
What do you think about this project, the change of look we gave to the brand and the overall Digital Marketing strategy? I am happy to solve any questions you may have, comment below or send me an email!