Week 5: Social Media Content Plan (Weeks 5+6)

Yesterday and today, I started filling in my parts (mainly Facebook) in the social media content plan and thought about a strategy to gain followers. For this, I did several things on our Facebook and Instagram accounts.

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Uploading a Profile Picture and Header

We still don't have a good logo - the one that we had was criticised in the demo - so we have to develop a new one that fits better with our look and feel. I was waiting for two weeks for this logo but now I probably have to wait for another 1-2 weeks - which I cannot afford. We have to start with our social media promotion this week.

Therefore, I just uploaded the old logo as a header on Facebook...

... and the first E of the old logo as a profile picture on both Facebook and Instagram.

Now we have a first visual identity - although it is not perfect and will definitely be changed soon, it is a start and helps us engage with our audience.

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Connect Facebook and Instagram

I also connected Facebook and Instagram, so that we can turn our Instagram account into a business account. By this, we will be able to see the interactions and statistics for our page more clearly, and we can indicate an address for our "company" - I used Saxion's address. I also updated the Instagram bio from "by the Letter Team" to a longer bio that presents all the relevant information about our project.

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Follow Related Accounts

As a next step, I followed all kinds of accounts that I could find that are related to Enschede and especially the eight categories that our letters represent. As of now, we follow 113 accounts on Instagram and already have 18 followers without ever having posted anything.

Next, I did the same thing on Facebook. I picked Facebook pages to give a like to from our page. This is not as effective for a follow-back as on Instagram but it is still nice for visitors of our page to see which other pages we like, and we also don't miss any news from these pages.

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Event Calendar & Enschede Events

For real-time marketing purposes and to get some inspiration for content, I visited the Inhaakkalender, checked all events that lie in the time span from now until the end of the exhibition and entered these events into the social media content plan.

I did the same for events in Enschede, a nice overview of which I found on the website of Uit in Enschede.

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Facebook Planning: Weeks 5+6

Last but not least, I planned the social media content for the next two weeks. This week, I want to introduce the team and its members on Facebook - for which we also took pictures today - and next week, I want to start revealing the meaning of the letters.

While I was looking at the event calendar, I also had the idea of establishing our Facebook page as a source for events in Enschede, because Facebook has an easy sharing function. This could be valuable content for our audience that goes beyond self-promotion. Some years ago, I did the Inbound Marketing Certificate at HubSpot, and I still remember that there has to be around 80% added value and 20% self-promotion on a social-media channel for the promotion to be effective.

Now I just hope that Marijke gets the photos edited in time, so that we I can start posting the content tomorrow.