project:

CompanyCam TikTok Growth Strategy

Role: Social Media Strategist

Date: May - October 2019

TL;DR:

I was the Social Media Strategist for The Railyard and in July 2019, Hurrdat took over management, and I expanded my role to include digital marketing.

Overview

In May 2019, I became the Social Media Strategist for The Railyard. The Railyard was managed by an out of state entertainment management company and was marketed online by Hurrdat. In July of 2019, Hurrdat assumed the role of the entertainment managing company. At that time, I assumed the duties of The Railyard’s digital marketer. I’d been doing the Social Media Strategist work already so anything else pertaining to digital marketing came to me. In this role, I created and implemented a new digital marketing strategy. This new strategy included an increase in frequency of posts, as well as more in house content (less stock images, more images from events), a new humorous voice, and community engagement. Below are some insights into how The Railyard has performed on Facebook, Instagram, and Twitter. The new strategy was put into motion at the end of July 2019.

Facebook analysis

The main goal of the Facebook strategy was to drive traffic to the events tab on Facebook as well as the events tab on the website. Since The Railyard is an entertainment district, Hurrdat wanted to see an increase in attendance at events by tracking link clicks.

Instagram analysis

A large increase in audience growth can be seen in the middle of August. This is due to more use of in house images, relevant hashtags, and the use of user generated content. By including the patrons of The Railyard more on social media, we saw an increase in engagement.

The Railyard account before

Before I became the Social Media Strategist, the posts performed poorly due to a lack of “aesthetic” pictures and only graphics.

The Railyard account After

I got into the crowds and took close up pictures to get the feel of the fun environment, used a consistent filter that made red pop, and only used pictures of people (and dogs) who were actually in The Railyard. As a result, The Railyard Instagram has seen an increase in followers and engagement.

Twitter analysis

The spike at the end of August was due to an adjustment in strategy. Before, The Railyard was only tweeting and occasionally retweeting. Since our strategy adjustment, The Railyard is participating in more community management. Replying to tweets and regularly socially listening has driven engagement. Tweeting on a regular basis and finding the best times to tweet based on demographics are what increased organic impressions. By adding humor, emojis, and engaging with twitter users, the overall engagement has increased. Using call to action in tweets has increased replies and retweets.

Conclusion

Looking at this comparison data gives me great pride in my work. I enjoy working with clients and digging into their reporting to see how much of an impact social media marketing can make on their brand.

All data was pulled from Sprout Social.

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