Social Media Strategy

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This week we dove into setting up a social media strategy for our clients. As mentioned in prior posts Nichole did not have a strong social presence within multiple platforms for her business of promoting Rodan + Fields products. This was very evident when we had graded her Twitter account which was just setup last week. The grades we received were F in reach she has a small audience (1 at the time of grading), and her audience did not retweet her content; F in engagement because she has no rich content , unengaged followers, and she was not responsive; A+ in the profile because it was complete and customized. We are beginning to make progress on her Twitter account with only a week under our belts since setting up the account.

For Nichole’s social media strategy the first thing we needed to do was create a business page for her Facebook instead of her using her profile page to generate the traffic. This allows us to obtain metrics that can gauge the success of her content through the use of Facebook Insights. Since the page is new we have no historical data to reflect on so we will be setting small KPI’s as of now. The KPI’s that we really want to focus on from Facebook are posts, page views, actions on page, and likes. We will refine this as we go on but this is a start. We are mainly looking at how people are engaging with her content and how we can drive them to her website to create the conversion of either an Independent Consultant, or a Preferred Customer.

Nichole increased her activity on Instagram this past week and has seen more user activity on this platform than her main focal platform of Facebook. So this is definitely an area we will evaluate as her presence develops to ensure we are engaging in the appropriate channels that are generating the most content consumption and leading to a higher conversion.

The other platforms Google+, LinkedIn, and Twitter are still a work in progress as of right now. Nichole, like myself is fairly illiterate when it comes to social media so she has requested that I take it slow so we have the ability to adapt and comprehend each platforms uses before moving to the next. So the KPI’s for these platforms has not been defined yet specifically. However, the KPI’s will revolve around the main objective of how to increase conversion.

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  26. This week, we’ve been really focusing on building up Nichole’s social media strategy to help grow her business around promoting Rodan + Fields products. As mentioned in earlier posts, Nichole didn’t have much of a social media presence across different platforms, which was clear when we reviewed her Twitter account, created just last week. We saw a few issues: her reach was almost nonexistent (just one follower), her engagement was low (no content that really sparked interaction), but her profile was solid with a complete and customized setup. In just a week, though, we’re starting to see some progress!

    For Nichole’s social media, one of the first steps was setting up a proper Facebook business page rather than using her personal profile. This way, we can dive into Facebook Insights and get a clear picture of how her content is performing. Since the page is new, there’s no historical data yet, so we’ve decided to focus on key metrics like posts, page views, actions on the page, and likes. As we move forward, we’ll refine these KPIs, but right now, we’re mostly looking at how people engage with her content and finding ways to get them to her site for conversions, either to become an Independent Consultant or a Preferred Customer.

    Nichole has also been putting more effort into Instagram this week, and the user engagement there has been more promising than on Facebook. We’re definitely keeping an eye on this platform to see if it’s the right place to focus more of our energy, especially as we track how content is consumed and whether it’s leading to those conversions.

    Other platforms like Google+, LinkedIn, and Twitter are still in the works. Both Nichole and I are still getting the hang of social media, so she asked me to go slow, giving us time to understand how each platform works before jumping into the next. We haven’t defined specific KPIs for these yet, but the main goal remains to drive conversions.

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