Before we began posting, we knew we wanted to stay true to LEADS’ unique visual identity and voice — friendly, informal, and honest. As we started to establish goals and plan our content strategy, one of our main priorities was making sure that all posts across platforms were connected to LEADS and their mission. 

Objectives 

• Develop templates: Leads’ style tends to heavily use fun graphic elements, so by developing templates we helped create a more cohesive look for recurring content segments 
• Improve Key Performance Indicators (KPIs): 
  • Reach 
  • Impressions 
  • Engagement 
  • Followers 
• Provide customer service, support, and important resources across platforms 

Strategy 

Leads is dedicated to providing vital employment resources and services to its community. To highlight this, we created content pillars that would showcase client stories, special days related to the organization, staff accomplishments, employer shout-outs, job board updates, mental health resources, and ongoing client activities such as workshops. 

By creating personas at the beginning of our setup, we were able to plan out our content around specific audiences and what they would want to learn or stay updated about. Through tracking monthly analytics, we were able to eventually segment content to be unique to each of the four platforms we were posting on (Instagram, Facebook, LinkedIn, and X). By doing this we ensured that the right content was reaching the right audience through the appropriate channel, providing even greater benefits to LEADS’ followers with content that was timely and relevant. 

Results 

In the first year after taking over their social media management in August 2023, Leads’ following across platforms saw a 40.65% growth rate, a 1.12% engagement rate, and a 3.21% click through rate as compared to the previous year. We're excited to see where these metrics go as we continue our work with the organization!

Conclusion 

Leads’ successfully enhanced its social media presence by focusing on relevancy, audience engagement, and strategic content placement. The tailored approach not only increased awareness and connected them with new and repeat clients, but has also built a stronger, more interactive community. By speaking to the audience in an honest and approachable manner, the organization was able to resonate more deeply with its followers, driving greater engagement and ultimately continuing to achieve its social media goals.