Social Media Case Study: Zahra Noorbakhsh
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A social media case study detailing the strategy behind Zahra Noorbakhsh's accounts.
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Social Media Case Study: Zahra Noorbakhsh
- 1. Zahra Noorbakhsh Social Media Strategy Case Study Hannah Alkadi 2016
- 2. ABOUT 2 Zahra Noorbakhsh is a Feminist Muslim satirist and Iranian-American comedian. The New Yorker Magazine dubbed her one-woman show “All Atheists Are Muslim” a highlight of the Int’l New York City Fringe Theater Festival, the largest multi-arts festival in North America. She is a contributor to the NY Times Featured anthology, “Love Inshallah: The Secret Love Lives of American Muslim Women.” She continues to write for LoveInshallah.com with her monthly column, entitled, "My Infidel Husband." Noorbakhsh is also cohost of the internationally acclaimed podcast, #GoodMuslimBadMuslim. Recently, Noorbakhsh was a featured comic at the Muslim Funny Fest's Comedy All Stars showcase, at the renowned Comic Strip in New York City. The Muslim Funny Fest is the first ever festival featuring an all Muslim comedian line up. I became her personal assistant and strategist in May 2016. Here is my social media analysis.
- 3. “ Feminist, Satirist, Muslim, Iranian-American comic @sfgrotto. #GoodMuslimBadMuslim co-host. 3
- 4. @zahracomedy » Facebook » Twitter » Instagram » Google+ » Tumblr » Snapchat 4PROFILES
- 5. Low engagement Despite Zahra’s fame, her presences on Facebook, Twitter, and Instagram weren’t the same as many of her comedian friends. Fans of W. Kamau Bell, Maysoon Zaid, and Lane Moore didn’t know who Zahra was, despite many collaborations with them. No social media schedule Zahra was managing her social media entirely by herself, in addition to leading workshops, directing, acting, and performing on stage. Some events and videos were boosted too late. Fan communication Fans that did want to keep up with her would not always get a response. Shares and mentions were not responded to in a timely manner. Rather than comments, Zahra would just like or retweet — with no response. PROBLEMS 5
- 6. TARGET AUDIENCE » 21-44 years old » College educated » Spend 1-4 hours on social media daily » Interested in social activism, anti-racism, politics, feminism » Liberal Persons of Color who are Hindu, Sikh, or Muslim » Live in bigger cities like San Francisco, Los Angeles, New York, Brooklyn, D.C. 6
- 8. Age Breakdown by Gender (Facebook) 8
- 10. MY SOLUTIONS Website Updates Zahra’s Squarespace was sleek but limited in terms of some functionality. I added another website, zahranoorbakhsh.com, hosted on WordPress to provide another type of structure. I also introduced some ghostblogging in order to show more of Zahra’s character. Strict Scheduling I introduced a social media schedule implemented on Google Calendar. I also implemented Trello, a personal management tool, for the both of us to keep in touch with deadlines. Rather than just post about what happened in Zahra’s life, I also began sharing relevant videos and articles from other sources. Followback Girl Rather than simply posting the update, I made sure to tag comedians, magazines, restaurants and anyone else Zahra was appearing with in order increase impressions, followers, and engagement. 10
- 11. CONTENT BUCKETS » Appearances » Workshops » Performances » Interviews » #GoodMuslimBadMuslim episodes » Slice of life » Participation in trending hashtags » Behind the scenes of appearances » Zahra’s writing on news outlets » Relevant shares » Videos » Articles » Zahra’s favorite people (Taz Ahmed, W. Kamau Bell, etc.) 11
- 12. Scheduling Continuous. Zahra is a human being that is always doing something. THE SOCIAL MEDIA STRATEGY Tone Ranges from humorous to serious, especially when concerning things like terror attacks. 12
- 13. FACEBOOK, TWITTER, INSTAGRAM Execution from 2015-2016 13 THEN & NOW
- 20. FOLLOWER COUNTS (UPDATED OCTOBER 2016) Pre-Takeover Post-Takeover Difference Facebook 283 700 + 417 Twitter 5,146 6,585 + 1,439 Instagram 739 1,037 + 298 20
- 21. 21OTHER STRATEGIES Added Twitter, HTML Fangate and Instagram tabs to the Facebook page with WooBox to boost following on those mediums. Being sure to add events to Zahra’s page so fans could RSVP.
- 22. 22 OTHER STRATEGIES Added events from Zahra’s personal Facebook to Zahra’s Facebook page so fans could RSVP and subscribe to see her.
- 23. 23 OTHER STRATEGIES Creating a Wikipedia page and linking that page to other relevant pages, like “American women comedians.”
- 24. OTHER STRATEGIES LinkedIn ghostblogging. In California, LinkedIn is powerful for getting news out — even if you’re a comedian. 24
- 25. OTHER STRATEGIES Applied and received verification on Twitter. Facebook verification in progress. 25
- 26. Any questions? You can find me at: » @hannahalkadi » hello@hannahalkadi.com 26THANKS!
- 27. CREDITS Special thanks to all the people who made and released these awesome resources for free: » Presentation template by SlidesCarnival » Photographs by Unsplash » Diverse device hand photos by Facebook Design Resources 27