Social Media Strategy + Community Management
[ACD] Beth Borum
[CW] Ryan Muldoon, Brian Burton
[GD] Bryce Paught
Overview
As one of Smithfield’s largest and most recognizable ‘core’ brands, Farmland Foods needed to reposition their identity and voice across organic social media in order to truly reach and engage with its target audience: Midwestern moms (25-54) in crowded categories.
Question(s) To Answer
While dialing up brand values and respecting scope, how can we work to build organically engaged audiences on Facebook and Instagram when audiences have polar demographics and content affinities?
My Role
As social media manager, I established Farmland's organic social media strategy, including:
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Research, ideation, strategy, construction, visual curation, and optimization of organic and paid social content strategies
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Scheduling, publishing, and monitoring engagement
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Monthly content calendars, creative briefings, and analytics reporting/analysis
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Social listening (manual and automated)
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Hashtag strategies
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Competitor reporting and audits
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Identification of success metrics and innovative approaches
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Ongoing secondary and primary research utilizing:
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Primary: Facebook groups, subreddits, and forums
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Secondary: Nielsen, IRI sales data, Google Analytics, Sprout Social, social listening tools: RivalIQ, Cision, Hashtagify, RiteTag, Moz, Buzzsumo, etc.
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Served as singular community manager for Farmland, triaging specific customer service requests to a contact at Smithfield Foods.
Measuring Success Cross-Channel
Reframing an online presence after misaligned virality is no small task. Which is why I was pleased to report we increased Impressions on Instagram by 146% despite executing only three paid posts.
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42 million Impressions
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180.2k Engagements
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70.8k Link Clicks.
Our goals of increasing awareness and brand recognition are captured in this metric but must be analyzed alongside Engagement Rate per post.
Why? Because it accounts for both post volume and audience size, making it our truest measure of social content's resonance.
Results by Channel
Facebook
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Organic posts earned engagement rates 3x the rates of paid posts
Instagram
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Increased Impressions by 146%
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Organic posts earned engagement rates 4x the rates of paid posts
What I Learned
Respect audience channel differences. Your audience will tell you exactly what content they prefer and desire. Channel success is reliant on context. Misaligned virality does more harm than good.
Facebook Top Organic Posts
Instagram Top Organic Posts
Instagram Top Organic Posts
Other Instagram Top Performers
Other Instagram Top Performers
Templates + Stand-Outs
