top of page

Social Media Strategy + Community Management 

  • Twitter

[ACD] Beth Borum

[CW] Ryan Muldoon

[AD] Liz Belte

Overview

​

Thoughtfully pruning a dominant position as Richmond’s only local lawn care expert for 15 proven years,  Virginia Green needed an organic social strategy that reflects their agronomy expertise and local roots, establishes a discernible brand voice/tone and ultimately shift its strategy for organic from a ‘sales enablement’ channel to a ‘relationship building’ channel. 

Question To Answer

​

How can we do more with less, while still delivering on our full content strategy? 

My Role​

​

Working from the established brand strategy content pillars of 'Respect the Lawn', 'Respect the Science,' 'Respect the Customers, 'Respect the Community', and 'Respect the Team' I created Virginia Green's organic social strategy and creative lenses for these pillars:

  • Research, ideation, strategy, construction, visual curation, and optimization of organic social content strategies

  • Scheduling, publishing, and monitoring engagement

  • Monthly content calendars, creative briefings, and analytics reporting/analysis

  • Social listening (manual and automated)

  • Hashtag strategies 

  • Competitor reporting and audits

  • Identification of success metrics and innovative approaches

  • Collecting research, conducting interviews, capturing photography and video assets for use 

  • Ongoing primary and secondary research utilizing:

    • Primary: Facebook groups, subreddits, and forums

    • Secondary: Nielsen, IRI sales data, Google Analytics, Sprout Social, social listening tools: RivalIQ, Cision, Hashtagify, RiteTag, Moz, Buzzsumo, etc.

Measuring Success Cross-Channel

​

While respecting goals of deepening awareness, increasing engagement and brand equity, and decreasing customer churn, we also needed to decrease our posting cadence.

​

We published 32% less cross-channel than prior year and still:

​

  • Increased Followers by 41% 

  • Increased Engagements by 72%

    • 100.4k total engagements  

  • Increased Impressions by 135% 

    • 10.5m total impressions ​

​

However, Engagement Rate per post is the metric we'll ultimately use to measure our content's success.

 

Why? Because it accounts for both post volume and audience size, making it our truest measure of social content's resonance. 

FB_ER_2020.png

Results by Channel

​

Facebook

  • Top post by Engagement Rate = 22.80% ​

  • Average Engagement Rate per post = 5.20%​​

  • Increased Impressions by 133%

    • 9.9m total

  • Increased Engagements by 97%

  • Increased Post Link Clicks by 367%

  • Increased organic page likes by 24%  

​

Instagram

  • Top post by Engagement Rate = 6.90%​

  • Average Engagement rate per post = 1.77%​​

  • Increased Impressions by 264%

    • 500k total​

  • Increased Followers by 56% 

  • Increased Saves on IG posts by 600%

​

​

What I Learned

​

While graphics and content templates provide streamlined efficiency and relay expertise, UGC and static imagery will almost always 'win' in performance and will always win consumer trust. 

Facebook Top Organic Posts

Screen Shot 2020-05-20 at 5.43.12 PM.png
Screen Shot 2020-05-21 at 12.32.11 AM.pn
Screen Shot 2020-05-20 at 6.33.22 PM.png

Instagram Top Organic Posts

Screen Shot 2020-05-20 at 6.06.43 PM.png
Screen Shot 2020-05-22 at 3.40.32 PM.png
Screen Shot 2020-05-20 at 6.13.04 PM.png

Other Instagram Top Performers

Screen Shot 2020-05-20 at 6.16.18 PM.png

Templates + Stand-Outs

89196145_10158372240906522_2366062883109
80396125_10158107474136522_4671833023908
RTL.jpg
83234953_10158229404496522_1724485341357
86457428_10158292988281522_8792434289892
73539192_10157976773166522_6241472605128
78328764_10157990939656522_6161344484073
66280680_10157665276561522_2324648922951
MythBuster.jpg
91972450_10158481905431522_1693582252799
67122958_10157652041646522_2792855024558
bottom of page