The Detroit Masonic Temple is the world’s largest Masonic Temple. Located in the Cass Corridor of Detroit, Michigan, the historic building serves as home to various masonic organizations and is a venue for concerts, Broadway shows, and other special events in the Detroit Theater District. The building was designed in the neo-gothic architectural style by George D. Mason, and was completed in 1926. It was listed on the National Register of Historic Places in 1980, and is part of the Cass Park Historic District, which was established in 2005.

1. Masonic Temple
Social Media Analysis
September 2013-September 2014

2. Executive Overview
The Detroit Masonic Temple is the
world’s largest Masonic Temple. Located
in the Cass Corridor of Detroit, Michigan,
the historic building serves as home to
various masonic organizations and is a
venue for concerts, Broadway shows, and
other special events in the Detroit
Theater District. The building was
designed in the neo-gothic architectural
style by George D. Mason, and was
completed in 1926. It was listed on
the National Register of Historic Places in
1980, and is part of the Cass Park Historic
District, which was established in 2005.

3. In April 2013, the building was reported to be in foreclosure over $152,000 in back taxes
owed to Wayne County. The debt was paid off in May 2013, and in June 2013, it was
revealed that $142,000 of the bill was footed by singer-songwriter Jack White, a Detroit
native known for his work with The White Stripes. He wanted to help the temple in its
time of need as they had helped his mother in a time of need: the temple gave her a job
as an usher in the theater when she was struggling to find work. In response, the Detroit
Masonic Temple Association renamed its Scottish Rite cathedral the Jack White Theater.

4. Since Rebuild Nation began managing The Detroit Masonic Temple’s social media in
September of 2013, the audience has grown by over 11,820 followers.
• Through Facebook, the audience has nearly doubled from 10,253 to now
19,363.
• Twitter followers have increased to 1,375, an increase of 1,257 since the
account was created in May of 2013.
• An Instagram account was created and currently boasts 1,453 followers.

5. Facebook Strategy Overview
Our overall social media strategy was to increase awareness of The Detroit Masonic
Temple as not only the largest Masonic Temple in the world, but also an architecturally
significant historical building and a world-class entertainment and special events venue.
Facebook posts ranged from highlighting the history of the Masonic organizations and
their donations to charity and society, to revealing detailed looks at the architectural
details in the 1,000+ rooms of the building, to promoting and covering special events
and concerts, while placing the building within the rich historical context of the city of
Detroit.

6. Facebook Engagement Overview
In order to increase Facebook audience and engagement, posts were intended to be
more personal, engaging, and maximizing of multimedia content. With posts more
frequent and engaging, Facebook likes increased by 11,820. Below is a graph showing
the amount of likes from September 1st 2013 to now. There is a steady increase due to an
increase in engaging and efficient content.

7. Engagement Overview (cont.)
Below is a graph showing the overall reach per Facebook post since January 1, 2013. As
you can see from January 2013 to September 2013, the reach per post was sporadic,
with large bursts of activity, generated only by external news activity (Jack White’s
donation to cover the tax bill), interspersed with long periods of low engagement. Since
we took over in September, the reach was consistently high due to frequent posts and
interactions on the page.

8. Facebook Post Breakdown
Below is a graph showing the overall success of different post types based on average
reach and engagement.

16. Facebook Success
In the month of July alone, the overall reach increased by over 1,800% and we saw an
8.7% increase in page likes.

17. Twitter Breakdown
Twitter followers have increased to 1,375, up 1,257 since September 2013. The account
has seen steady growth throughout the year. Tweets were sent out to promote
upcoming events, engage with the surrounding community, and direct followers to either
the website or the Facebook page. Below is a graph showing the increase in followers
since the account was created in May of 2013.

20. Instagram Breakdown
An Instagram account was created in May of 2013, but it was not active until we took
over. The follower count has reached 1,453 followers because we post timely,
interesting, and relevant content. Geotags and hashtags have allowed us to interact with
fans who have visited The Detroit Masonic Temple for concerts, special events, or tours.

22. Instagram Continued
In July of 2014, we organized and promoted a photo scavenger hunt in order to increase
followers and engagement on Instagram and give away tickets to see Nick Cave & The
Bad Seeds and Jack White at The Masonic Temple. Photo clues of Detroit landmarks
were posted to Instagram and the first person to correctly identify and arrive at the
destination won the tickets. We saw a huge increase in followers and the contest was
very well received across all platforms.

28. It was also important for us to inform people who visited the building about The
Masonic’s social media presence. We created a flyer that was distributed throughout the
building, and we saw a huge increase of mentions on all social media platforms.

29. In just one year, Rebuild Nation has nearly doubled The Detroit Masonic Temple’s social
media following by creating and distributing interesting, engaging, and timely content
across all platforms. We have increased awareness of the Masonic Temple as not only an
architecturally stunning building with a rich cultural history, but also as a world-class
entertainment venue. We continue to have an excellent relationship with our client and
we look forward to the endless possibilities for growth.