SOCIAL MEDIA STRATEGY AND ANALYTICS
PROJECT 3:
JUMP TO: SUMMARY | STRATEGY | RESULTS | WHAT I LEARNED
Summary: I managed an art museum’s social media accounts, creating, posting, and analyzing content.
Client: BYU Museum of Art, a beloved campus art museum (famous for Gabriel Dawe’s string installation, pictured right!)
Strategy:
Used storytelling to tell interesting stories behind the art to help average people connect with the art
Incorporated world events (including COVID-19 and Black Lives Matter), campus events, and museum events into the content calendar
Created monthly social media reports for 1 year, across all social media platforms using Iconosquare to extract data and insights to inform future strategies; presented reports to marketing team to train interns
Results:
More than 2x Instagram engagement
Tripled event attendance (one of our main KPIs)
What I learned:
When you manage a social media account, you aren’t speaking to a void. There are real people on the other side of the screen, and it’s vital to read the room! (IE- don’t post something boring if you want college students to enjoy it, don’t post a long video during finals week, don’t post status-quo content during a time of intense global conflict!)
Services: Social media marketing strategy, social media analytics, Instagram management, planning, scheduling, and posting, social media campaign planning, email marketing, website design, social media consulting, social media optimizing, social media management, social media strategy, social media branding