As a representative for the Committee of 19, I took initiative to develop our content marketing strategy for the Fall 2014 semester. I would have continued this strategy in the spring, but I graduated that December. I developed content publishing strategies for Twitter and Facebook; these strategies included a rough schedule of posts and followed marketing research into optimal publishing times for different media platforms. I composed almost all Twitter and Facebook posts, while some posts came from the representative handling Instagram and others from different committee members to advertise specific events. I coordinated with another representative (who handled Instagram and also wrote Facebook posts) to work on the strategy in August, and after some testing in the latter half of that month, we launched our content marketing strategy. The picture below is a result of our first month of activity from Twitter. I would like to display results from Facebook as well, which saw much higher numbers than our monthly average, but Facebook analytics data can only be accessed back to October 2014.
The number of impressions and profile visits in September for Twitter set a record for number of eyes on our posts and profile. These numbers were bolstered by collaboration with other organizations on campus that would retweet our posts. We were quite happy to see the level of engagement in September, but we weren’t sure how to continue the level of interaction in the coming months.
Our engagement numbers across Twitter and now Facebook were not record breaking like September. Despite the severe drop, especially on Twitter, these engagement numbers still were higher than our monthly average of approximately 600 views and impressions. October engagement taught us that social media rebroadcasting was extremely powerful in terms of reach.
Our November activity holds consistent with November, with a few more views on Facebook than the last month. We were focused on advertising a new fundraising event this month, which proved to be successful. We drove over 35 ticket sales alone in two weeks from Facebook posts without spending any funds on marketing.
December engagement dropped most likely due to a few factors. First, the Committee of 19 did not have any events occurring in December, so we did not advertise on our social media. Second, the semester is much shorter than other semesters. Third, students are busy preparing for and taking finals in December.
Lessons Learned and Improvements to be Made
From my brief time as a content marketing strategist, I learned a few key lessons.
- Collaboration with other organizations’ social media accounts leads to a much larger audience.
- Regular content updates help create a more engaged and committed audience.
- Each platform has nuances, or a sort of language, that effective communicators must speak to truly reach users on each platform.
If I had another chance to run the social media accounts for the Committee of 19, I would focus on producing unique content for each platform, instead of linking from one platform to another. I would focus on contacting other organizations in advance with our prepared content to “launch” our content effectively at the same time across multiple social media accounts. Finally, I would try to increase the number of updates we posted across the board.
While gathering data, I was curious to see how the Committee 0f 19’s current social media strategy was working. After examining the bottom two pictures, I think it is not a stretch to imply that perhaps the content marketing strategy implemented during my time on the committee is not being used today.