Unlike many clients, CSC was already posting regularly on social media. Despite that, engagement was low, and the content didn’t seem to be hitting home. Chatting to the client, it was clear that they weren’t seeing the value of social and didn’t think it was getting them the results they needed.
When we looked at CSC’s target audience and the type of content being posted, it became clear that there wasn’t necessarily anything wrong with the content itself – it just wasn’t being posted in a strategic way or in a way that encouraged interaction.
We decided to shake up the existing channels. We switched our Twitter focus to industry news and networking with publications and suppliers and put a greater emphasis on sharing articles and in-depth content on LinkedIn, where we knew CSC’s potential customers were.
We had a vast archive of blogs and case studies to play with, so instead of churning out new content, we focused our time (and the client’s budget) on re-working existing articles. We began sharing them alongside infographics, branded social graphics and photos to encourage engagement.
We also reassessed posting times to make each post work harder and hit home at the right time, as well as other tweaks to make them more popular with the channels’ algorithms.
Once we implemented our new strategy, the results were immediately clear. We saw a 69% jump in impressions on LinkedIn alone, alongside an impressive 123% increase in clicks and likes.
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