In the Spring of 2022, I took a course on Social Media Management. In this course, I learned to use multiple social media platforms effectively, ensuring a cohesive organizational image, while staying informed about trends, tools, and content creation across different channels.
Social Media Management
This course taught me how to develop and maintain a consistent organizational profile by effectively using diverse social media platforms, exploring trends and best practices, and honing skills in crafting engaging content across various communication channels. This involves integrating multiple social media applications, staying updated on management strategies, and mastering writing techniques tailored for blogs, microblogs, and other short or long-form communication platforms.
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Jeremy Harris Lipschultz. Social Media Communication: Concepts, Practices, Data, Law and Ethics. 3rd edition.
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Define and explain elements of social media platforms, communities, and relevant communication theories.
Describe and discuss the legal, ethical, and cultural implications of social media.
Identify and explain best practices in social media usage and social media management for a specific organization and community.
Analyze and evaluate an organization’s use of various features of social media for enabling engagement and information sharing.
Develop and explain a social media plan to support the needs of an organization while using related communication theories and tools.
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Google Analytics (for Beginners) Certification
Implementation and Evaluation Plan
Final Presentation
My Work
This was a group project where we created a social media plan for an existing company. We proposed a social media campaign for the organization Aria Group.
In our plan, we established clear goals, defined a messaging strategy with example messages, and explained the strategic rationale for the campaign. We carefully considered the message, audience, purpose, channels, conversions, and other essential elements.
To ensure the campaign's relevance to the organization, we established basic facts about the organization, gaining a clear sense of its values, needs, and current messaging patterns.
Having understood what would benefit the organization, we set goals and developed a social media campaign plan. The plan included a set of clear guidelines, actionable steps, and examples for publishing purpose-driven social media content.
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Aria Group:
Foremost leader spearheading design and manufacturing across various industries.
Leveraging over 20 years of expertise, they merge the latest rapid manufacturing technology with creative engineering.
Specializing in Transportation, Aerospace, Entertainment, and Production, they offer full-range solutions in design and engineering.
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I served as the “Team Lead”. I was responsible for overview of projects, writing of documents, and other such managerial tasks. I was often the main writer and mockup creator and took charge of the majority of the tasks.
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I ended up working with my professor to meet with the founder of the company. In this meeting, I presented our plan to one of the founders of the company. The founder was very receptive of our proposals, and I have noticed a shift in their social media activity since hearing our plan. I go into detail about the changes later on this page.
Deliverables for Project
Aria Group Social Media Plan
The Starting Point
As detailed above, we had to create an understanding for the current state of the company’s social media. This meant finding as much online content as possible. We found that Aria Group had 2 websites and 3 social media accounts (Facebook, Instagram, LinkedIn, and Twitter). After evaluating the content, we decided on the best path forward and focused on increasing traffic to Aria Group’s website, increasing interest in developed products, and expanding the reach of their social media accounts. To achieve this, we created a plan for improving the LinkedIn and Instagram as well as starting a YouTube channel. Below are some examples of how their social media looked prior to our meeting.
LinkedIn post example
LinkedIn post example
IG post example
IG post example
The Recommendation
After seeing the current state, we noticed that the easiest and best fix was to be more consistent and inclusive. This meant posting more frequently and include more day-to-day content. This can be something as simple as posting about a partner company, having an employee spotlight, or creating a pole for future content decisions. This would increase interactions as well as traffic to their other domains. Additionally, we wanted the content to reflect a higher quality of life and put some emphasis of that into our mockups. Our plan is outlined in detail in our documents attached at the top of this page. Below are some of the media mockups we created.
Mockup for IG post about the 4th
Mockup for IG story poll about YouTube
Mockup for IG partner spotlight
Mockup for LinkedIn employee Spotlight
Mockup for LinkedIn partner spotlight
Mockup for YouTube channel
The Results
After a bit of time and periodically checking their activity, I have noticed that they have started following some of our recommendations. I noticed that they are posting more frequently and tailoring their content to garner more interactions. They give partner spotlights and provide more insight to their operations. I have not found any sign of a YouTube channel, but we knew when proposing the idea that it would be unlikely to be approved quickly. It is clear that they have they are putting more effort into uploading higher quality images and media to help emphasize the level of quality of their work that we proposed. Below are some examples of their newer posts.
