Objective: As a public relations professional at Nova Creative, Hannah Krafka was tasked with increasing the company’s social media presence and establishing the agency as a thought leader in the marketing industry.
Challenge: Nova Creative needed to evaluate the effectiveness of its current social media efforts and website traffic, and create a content strategy that resonated with its target audience.
Solution
Hannah began by pulling detailed reports from individual platforms and Google Analytics to evaluate the health of Nova Creative’s social media efforts. This allowed her to identify which types of content worked best with their audience. With this information, she created a written content strategy with measurable goals for the blog and social media platforms including Facebook, LinkedIn, Twitter, Instagram, and Pinterest.
To ensure accountability and consistency, a detailed content calendar was created. Key content contributors were identified internally to appeal to the target audience. Hannah also identified a social media management tool that met the scheduling, collaboration, and reporting needs of the team. The plan was implemented in August of 2017.
Results
After six months of implementing the strategic plan, Nova Creative’s total social media following increased by an average of one new follower per day. Traffic to the Nova Creative website received a 257% increase in session referrals from social media in 2017 compared to 2016.
Most importantly, Nova Creative’s increased social media visibility led to lead generation for the sales team and resulted in a positive ROI after only six months. Traffic from social media to the website increased by 1257%
