How a content refresh and improved collaboration grew social engagement in double digits on Instagram and LinkedIn
Wiley, a global academic publisher, was looking to grow engagement from its already successful corporate accounts on LinkedIn and Instagram but with a smaller social team.
The first step was an audit reviewing the pages' goals, target audience, branding, content and competitors. Working with the social account manager and the social content lead, we also explored existing processes to identify opportunities for further growth.
Workflow improvements: In partnership with the team, I transformed the content planning and creation workflow, shifting to a new process where content was planned further ahead. This helped collaboration with other teams and gave space to prioritise quality, creativity and test new ideas.
Content refresh: I worked with the team to create more on-brand, original social content. Partnering with the social content lead who developed a series of content themes and repeatable social post ideas, team used this route to increase the volume of content they created themselves. They became less reliant on repurposing content supplied by other teams and posted more original social-native content. Better quality, better results. We also focused on people-first content. Real faces, Wiley books in hand, and employee stories that added authenticity.
Collaboration and communication: A corporate social account is the organisation's storyteller. We identified internal teams with stories to share and built deeper collaboration to bring them into our advanced planning cycle. We also increased the profile of the corporate social account internally through internal communication channels and opportunities for colleagues to get involved with content creation. This led to increased trust, buy-in, and more content opportunities.
Our efforts paid off. Content produced by the social team dominated the Instagram and LinkedIn pages' top performing posts. LinkedIn organic post engagement rate increased 17%. Likes and other engagements grew 9%, link clicks by 53% compared with the prior year. On Instagram, reactions grew 35% and impressions by 106% (2004 vs 2003)