Social Media Management

Whenever I am responsible for a new social media strategy, the best approach is never the same.

• When I was at the Claremore Progress a decade ago, my approach was to combine their multiple social media accounts into one and increase frequency, the result gaining 8,000 new followers in three months.

• At Mental Health Association, their key donor audience was on Facebook, so I launched a birthday fundraiser strategy that earned $24,000 in donations in one year.

• Pragmatic’s strategy is to invest heavily in quality and frequent LinkedIn content.

Social media was added to my weekly responsibilities after about six months after I started at Pragmatic Institute. My goal was to increase engagement and reach on LinkedIn since the company’s products require multiple touchpoints before customers are ready to purchase.

LinkedIn Strategy

• Increase frequency, test, and iterate to find the most effective posting times

• Incorporate new features: polls, newsletter

• Tag podcast guests on posts featuring their audio-snippets

• Create content categories to publish diverse and interesting content

• Engage with and reshare content from influencers

Key Achievements

• Increased monthly impressions to 50,000 - 60,000 per month, about an 87% increase.

• Approximately 9,000 visitors per month to the website from LinkedIn, and about 420 were visitors from unpaid posts.

• 10,000 subscribers to the new LinkedIn Newsletter: PM Tools and Resources, with approximately 5,000 opens for each publication

• A single poll that received 11,500 organic impressions

• Increased average engagement rate from 2.8% to 3.8%

• 10.26% follower growth rate

Other Social Media Projects

In addition to my focus on LinkedIn, we tested new platforms, including a growing Instagram strategy that focuses on more aesthetic posts and a focus on podcast guests. The Instagram strategy is still under review. I also launched a Threads account on the day Threads was available. The value of the new platform is still under review, especially since limited data is available.

Learn More About My Social Media Course