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HOW WE
TURNED AROUND
A FAILING
SOCIAL MEDIA
STRATEGY
A	SOCIAL	MEDIA	MARKETING	CASE	STUDY
By Monika C. Jansen
A Publication of Jansen Communications
The 4-1-1
The	owner	of	a	B2C	ecommerce	site	came	to	us	very	frustrated.	
For	nearly	a	year,	“Jamie”	had	seen	dismal	results	from	the	company	
who	was	handling	her	social	media	marketing.	
Instead	of	developing	creative	campaigns,	continually	brainstorming	
new	ideas,	tracking	results,	and	generating	a	nice	ROI,	the	company	
was	doing	…	well,	what,	we	don’t	know.	
But	they	weren’t	helping	Jamie’s	small	business	grow.	In	fact,	Jamie	was	
throwing	money	out	the	window	every	single	month	– and	that	had	to	
stop.
We	stepped	in	to	turn	around	her	social	media	strategy	and	deliver	
actual	results.
Our Approach
Our	approach	was	pretty	straightforward:	
We	learned	everything	we	could	about	Jamie’s	target	markets,	
including	their	challenges	and	what	they	ask	her	about	the	most.	
We	discussed	her	business	goals:	to	increase	awareness	of	the	
company	and	what	it	has	to	offer	and	to	encourage	sales.	
We	covered	important	details,	like	the	keywords	she	wants	to	be	
found	for,	the	social	media	channels	she	uses,	and	a	timeline.
Then	we	got	to	work	and	crafted	a	results-oriented	strategy	for	
Facebook.	It	included:	
A	list	of	topics,	themes,	and	hashtags	
An	emphasis	on	images	and	storytelling	
Suggestions	for	reaching	more	people	(aka,	advertising)	
And	more
Jamie	was	thrilled,	and	during	our	regular	strategy	calls,	we	discussed	
even	more	ideas	for	engaging	content,	like	promoting	Brazilian	artists	
and	products	during	the	2016	Rio	Olympics.		
After	we	set	up	an	editorial	calendar	and	optimized	her	social	accounts,	
we	started	posting	fresh	and	curated	content	daily,	monitoring	
conversations,	and	advertising	as	appropriate.
The Results
After	just	one	month,	we	were	already	delivering	eye-popping	results.	
Facebook	engagement	over	28	days	jumped	2,676%	and	total	reach	
over	28	days	increased	by	nearly	7,000%.	
Jamie	was	thrilled	to	see	that	our	cohesive	strategy	was	working	so	
quickly,	and	we	look	forward	to	helping	Jamie	continue	to	reach	her	
business	goals	over	the	long-term.
Ready to kick ass on social?
Of	course,	kicking	ass	on	social	is	sometimes	easier	said	than	done.	We	
have	an	amazing	team	of	social	media	marketing	specialists	who	deliver	
results,	so	if	you	need	help,	give	me	a	shout	via	email	at
monika@jansencomm.com.	
A Publication of Jansen Communications
About	Me
I’m	Head	Kick	Ass	Copywriter	and	Strategist	at	my	company,	Jansen	
Communications.	
We	are	a	boutique	marketing	agency	that	helps	small	businesses	grow.	
Our	approach	is	straightforward:	create	relevant	marketing	copy,	get	it	in	
front	of	your	target	market,	and	help	you	meet	your	business	goals.

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