This case study documents a social media strategy for a mobile ad technology startup. The strategy aimed to increase brand awareness, affinity, and lead generation over one year. Initially the client had basic Facebook, Twitter, and LinkedIn profiles but no unified management. The strategy implemented Hootsuite for post scheduling and analytics, and Rival IQ to track competitors. After one year, the profiles saw significant increases in followers, impressions, and engagement rates, with Twitter followers up 498% and Facebook likes up 2361%. The case study outlines best practices for content topics and posting time guidelines for optimal reach.
2. WHAT’S IN THIS CASE STUDY?
3….. Social Media Objective
4….. Setup & Management Tactics
5….. Twitter Profile: Before & After
6….. Facebook Profile: Before & After
7….. LinkedIn Profile: Before & After
8…. Guiding Principles
9…. Content Best Practices
10…. Posting Time Guidelines
3. SOCIAL MEDIA OBJECTIVE
As an emerging mobile ad technology startup,
our client desperately needed a social media
strategy that granted them brand awareness
and gave them an edge in their crowded
competitive stage.
Over the course of a year we were able to
increase brand awareness, brand affinity, and
support lead generation.
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4. SETUP & MANAGEMENT TACTICS
Our client had recently setup a Facebook,
Twitter, and LinkedIn company page. However,
we created a Hootsuite account to manage
postings and analytics. Rival IQ was also used to
manage our client vs. their competitors.
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5. TWITTER PROFILE STATISTICS
475 FOLLOWERS
1.9K WEEKLY TWEET
IMPRESSIONS
58 PROFILE VISITS
0.7% AVERAGE
ENGAGEMENT RATE
OCTOBER 2014 DECEMBER 2015
2,843 FOLLOWERS (498%+)
8,480 WEEKLY TWEET
IMPRESSIONS (346%+)
479 PROFILE VISITS (725%+)
3.4% AVERAGE
ENGAGEMENT RATE (385%+)
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6. FACEBOOK PROFILE STATISTICS
134 LIKES
46 IMPRESSIONS PER POST
0.3% AVERAGE
ENGAGEMENT RATE
OCTOBER 2014 DECEMBER 2015
3569 LIKES (2361%+)
807 IMPRESSIONS PER POST
(1654%+)
2.9% AVERAGE
ENGAGEMENT RATE (866%+)
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7. LINKEDIN PROFILE STATISTICS
134 FOLLOWERS
46 IMPRESSIONS PER POST
0.3% AVERAGE
ENGAGEMENT RATE
OCTOBER 2014 DECEMBER 2015
245 FOLLOWERS (83%+)
503 IMPRESSIONS PER POST
(993%+)
2.4% AVERAGE
ENGAGEMENT RATE (700%+)
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9. CONTENT: BEST PRACTICES
When curating content, these keywords foster the
most engagements and higher impressions:
● Blogging Tips
● WordPress Tips
● Mobile Monetization
● MMA content
● Mobile Marketing News
● Mobilegeddon
● Mobile Web
● Mobile Websites
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10. POSTING GUIDELINES
Traffic is highest between
9 a.m. and 4 p.m. ET
Best time to post is
between 1 p.m. and 4 p.m.
ET
Worst time to post is
between 8 p.m. and 8 a.m.
ET
FOR OPTIMAL REACH
Traffic peaks after 11 a.m.
ET
Best time to post is
Monday-Thursday
between 1 p.m. and 3 p.
m.
Worst time to post is
between 8 p.m. to 9 a.m.
ET
Traffic builds before or
after business hours
Best time to post is
between 7 a.m. to 9 a.m. ET
or 5 p.m. to 6 p.m. ET
Worst time to post is
between 10 p.m. to 6 a.m.
ET
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