SOCIAL MEDIA SAMPLECREATING AN ONLINE COMMUNITY
BACKGROUND
STUDENTS OF VCU’S SOCIAL MEDIA IN PUBLIC RELATIONS COURSE WERE TASKED WITH WORKING IN TEAMS TO CREATE AN ONLINE COMMUNITY
PROJECT AT A GLANCE:• COMMUNITY NAME: RVA HAIR SOCIETY
• PLATFORMS USED: FACEBOOK, INSTAGRAM AND TUMBLR
• TARGET: RICHMOND BARBERS, STYLISTS AND POTENTIAL CLIENTS
• GOAL: TO RECOGNIZE AND UNITE RICHMOND HAIR STYLISTS, BARBERS AND THE CLIENTS THEY SERVE.
• OBJECTIVES: (1) INCREASE FOLLOWERS ON ALL PLATFORMS (2) RAISE RECOGNITION OF MEMBERS IN THE COMMUNITY
• TACTICS: INCREASE FOLLOWERS BY WORD OF MOUTH, ENGAGE WITH PEOPLE THROUGH #RVAHAIR HASHTAG, SHARE STORIES OF BARBERS AND STYLISTS ON SOCIAL MEDIA
• SOCIAL MEDIA CONCEPTS USED: PROFILE UNIFORMITY, EDITORIAL CALENDAR, SEIZE THE HOLIDAY, CONTENT CURATION, CONTENT CREATION, EVERGREEN HASHTAG
• CONCLUSION: ACHIEVED OVERALL GOAL
CONTINUE PRESENTATION FOR DETAILS OF FULL PROJECT
THE PROJECT:HYPOTHETICAL COMMUNITY: RVA HAIR SOCIETY
INSTRUCTIONS: CREATE AN ONLINE COMMUNITY AND USE 3 SOCIAL MEDIA PLATFORMS
TARGET AUDIENCE: BARBERS, HAIR STYLISTS, SHOP/SALON OWNERS, POTENTIAL CLIENTS
PLATFORMS USED AND WHY
Facebook: Barbers and
Stylists often use this platform as
their main “website”
Instagram: Barbers and
Stylists utilize this platform to
display their work.
Tumblr: Students were
tasked to use an “out of the box”
platform
GOAL
TO RECOGNIZE AND UNITE RICHMOND HAIR STYLISTS, BARBERS AND THE CLIENTS THEY SERVE.
OBJECTIVES, STRATEGIES AND TACTICS
OBJECTIVE 1: GROW INSTAGRAM FOLLOWING TO 100 PEOPLE ON INSTAGRAM, 75 ON FACEBOOK, AND 25 ON TUMBLR BY NOVEMBER 29TH, 2015.
STRATEGIES (1) ASK FRIENDS, FAMILY, STUDENTS, AND FACULTY TO FOLLOW RVA HAIR SOCIETY(2) GET RICHMOND BARBERS AND STYLISTS TO FOLLOW RVA HAIR SOCIETY
TACTICS(1) SENDS EMAILS, ASK IN PERSON (2) SHARE PAGES THROUGH PERSONAL SOCIAL MEDIA PAGES(3) FOLLOW AND ENGAGE WITH PEOPLE USING #RVAHAIR
OBJECTIVES, STRATEGIES AND TACTICS [CONTINUED]
OBJECTIVE 2: INCREASE RECOGNITION OF RICHMOND HAIR COMMUNITY MEMBERS BY NOVEMBER 29TH, 2015
STRATEGY TALK TO MEMBERS OF THE RICHMOND HAIR COMMUNITY
TACTICRESEARCH STYLISTS AND BARBERS ONLINE AND THROUGH SOCIAL MEDIA, INTERVIEW, AND
SHARE STORIES ON EACH HANDLE.
MEASUREMENT TOOLSOBJECTIVE 1 TOOLS:• HOOTSUITE• FACEBOOK INSIGHTS• TUMBLR ANALYTICS• MONITOR INSTAGRAM THROUGH “LIKES” AND “FOLLOWS”
OBJECTIVE 2 TOOLS:• SURVEYS AND COMMENTS
OBJECTIVE 1 RESULTS (INCREASING FOLLOWERS)
FACEBOOK:
• 107 PAGE LIKES (GOAL WAS 75)
• PAID ADVERTISEMENT: GAINED 13 LIKES
• TOTAL REACH: 1,019• FOLLOWER
DEMOGRAPHICS: MAINLY WOMEN AGE 18-24
INSTAGRAM:
• 126 FOLLOWERS(GOAL WAS 100)
• POPULAR POSTS RECEIVED 50-100 LIKES
• UNPOPULAR POSTS RECEIVED AS LITTLE AS 2 LIKES
TUMBLR:
• 6 FOLLOWERS (GOAL WAS 25)
• 9 “NOTES” TOTAL
RESULTS CONTINUED
Facebook Results Instagram Results
Tumblr Results
OBJECTIVE 2 RESULTS(INCREASING RECOGNITION)
• MEASURED BY REVIEWING FEEDBACK FROM FOLLOWERS AND ASKING FOLLOWERS TO TAKE A SURVEY.
• FEEDBACK WAS OVERALL VERY POSITIVE (SEE PHOTO BELOW)• SURVEY RESULTS:
• 83% OF FOLLOWERS SAID THEY WANTED TO BE MORE INVOLVED IN AND SUPPORTIVE OF THE RICHMOND HAIR COMMUNITY
• 91% SAID THEY APPRECIATED COMMUNITY MORE AFTER FOLLOWING OUR SOCIAL MEDIA HANDLES
SOCIAL MEDIA CONCEPTS/TACTICS USED
• PROFILE OPTIMIZATION AND UNIFORMITY • EDITORIAL CALENDAR• SEIZE THE HOLIDAY • CONTENT CURATION• CONTENT CREATION • USE OF EVERGREEN HASHTAG
PROFILE OPTIMIZATION AND UNIFORMITY:USING THE SAME LOGO/PROFILE PICTURE AND HEADER ACROSS PLATFORMS
EDITORIAL CALENDAR
SEIZE THE HOLIDAY
Halloween Posts
No Shave November Veteran’s Day
CONTENT CURATIONSHARING ARTICLES AND BLOG POSTS BY OTHER PEOPLE, REPOSTING “IG” POSTS AND TUMBLR POSTS
CONTENT CREATIONTALKED TO BARBERS AND STYLISTS TO CREATE OUR OWN ORIGINAL POSTS
EVERGREEN HASHTAG#RVAHAIR: USED A HASHTAG THAT WOULD ALWAYS BE RELEVANT AND HELP MAKE OUR CONTENT EASILY FOUND • HASHTAG ALREADY USED ON 15,000 INSTAGRAM POSTS AND 1,000 FACEBOOK POSTS
CONCLUSION
COMMUNITY WAS AN OVERALL SUCCESS, WE ACHIEVED OUR OVERALL GOAL TO UNITE AND GIVE RECOGNITION TO RICHMOND BARBERS AND HAIR STYLISTS.
Top Related