Start the conversation.
Social media is a surefire way to connect with your audience, but too often it’s forgotten that social media is a two-way conversation. Simply posting on your account and hoping the right person will see it is like standing in a crowded room and shouting over the noise. You need the right message for the right person with the right imagery to start the conversation.
Social media management
Starting in my career as a Social Media Manager, I was responsible for curating Facebook, Instagram, and Twitter content for credit union clients, advertising products from loans to savings accounts to online banking tools. In one month, I could make content for nearly 40 clients. Below are a few of my favorite posts.
When it came to creating content, I had a specific and concise process. I would search for images on Shutterstock or Adobe Stock with color schemes matching those of the client’s brand. This pulled the completed graphic together to make it visually appealing and cohesive, as well strengthened the brand in the consumer’s psyche subconsciously. Furthermore, I always ensured that all ethnicities and backgrounds were represented. Since every client required 15 posts a month, at least 5 posts included people of color or people with disabilities. Once I was finished searching for images, I would complete a list of headlines that would go on the image, if applicable, to grip the viewer’s attention. My preferred headlines are puns, wordplay, indirect, and questions, since they don’t explicitly “sell” to the consumer.
Finally, after the graphics were all completed, I would write a 3-4 sentence caption. The first sentence was always a hook relating to either the headline on the graphic or the content of the caption. The second sentence further described the product being advertised and how it could benefit the viewer reading. Finally, all captions were finished with a call-to-action encouraging the viewer to contact the credit union or to apply today.
Making An Impact
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Landmark Resort's Facebook Results
Since starting my position as Marketing Manager at the Landmark Resort, I have increased page visits and reach substantially year over year. In 2023, organic social media posts and paid social increased the Landmark Resort's Facebook page reach by 483.5% and page visits by 923.4% at its highest point. In total, in 2023, the reach on Facebook was 260% higher and page visits 331.6% higher compared to 2022.
I further built on these successful campaigns to produce substantial results. In 2024, the Landmark Resort’s Facebook page reached 1.4 million accounts, an increase of 67.3%. This resulted in a 96% increase of content interactions, a 78% increase of link clicks, a 152.6% increase of page visits, and a 1,700% increase of page follows!
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Landmark Resort's Instagram Results
Instagram has experienced similar growth to Facebook. Thanks to partnering on an Instagram giveaway contest with the popular Milwaukee Magazine, the Landmark Resort’s account reached 384.7% more profiles and gained over 500 followers, putting the account well over 2,000 followers.
In 2024, I began paid social campaigns and tailored organic content to better appeal to traveling audiences. From this, the Landmark Resort Instagram account reached nearly 60K accounts, which led to a 100% increase in content interactions and a 905% increase in link clicks.
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Carrington's Facebook Results
I was able to deliver similar results to the Landmark Resort’s onsite restaurant, Carrington. Since taking over the Facebook account in 2022, I’ve dramatically increased the reach and number of page visits with organic and paid posts.
In 2024, the Carrington Facebook page reached just under 270K accounts, which was an increase of 139.2%. This resulted in an increase of content interactions by 627%, an increase of link clicks by 246.6%, an increase of profile visits by 192.5%, and an increase of follows by 3,300%!
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Carrington's Instagram Results
At the start of my position as Marketing Manager, the Carrington didn’t have an Instagram account, so I started from scratch. From there, I’ve been able to increase engagement and reach on the platform year after year. In 2024, link clicks increased by 500% and content interactions by 100%.