SOCIAL MEDIA SAMPLECREATING AN ONLINE COMMUNITY

BACKGROUND

STUDENTS OF VCU’S SOCIAL MEDIA IN PUBLIC RELATIONS COURSE WERE TASKED WITH WORKING IN TEAMS TO CREATE AN ONLINE COMMUNITY

PROJECT AT A GLANCE:• COMMUNITY NAME: RVA HAIR SOCIETY

• PLATFORMS USED: FACEBOOK, INSTAGRAM AND TUMBLR

• TARGET: RICHMOND BARBERS, STYLISTS AND POTENTIAL CLIENTS

• GOAL: TO RECOGNIZE AND UNITE RICHMOND HAIR STYLISTS, BARBERS AND THE CLIENTS THEY SERVE.

• OBJECTIVES: (1) INCREASE FOLLOWERS ON ALL PLATFORMS (2) RAISE RECOGNITION OF MEMBERS IN THE COMMUNITY

• TACTICS: INCREASE FOLLOWERS BY WORD OF MOUTH, ENGAGE WITH PEOPLE THROUGH #RVAHAIR HASHTAG, SHARE STORIES OF BARBERS AND STYLISTS ON SOCIAL MEDIA

• SOCIAL MEDIA CONCEPTS USED: PROFILE UNIFORMITY, EDITORIAL CALENDAR, SEIZE THE HOLIDAY, CONTENT CURATION, CONTENT CREATION, EVERGREEN HASHTAG

• CONCLUSION: ACHIEVED OVERALL GOAL

CONTINUE PRESENTATION FOR DETAILS OF FULL PROJECT

THE PROJECT:HYPOTHETICAL COMMUNITY: RVA HAIR SOCIETY

INSTRUCTIONS: CREATE AN ONLINE COMMUNITY AND USE 3 SOCIAL MEDIA PLATFORMS

TARGET AUDIENCE: BARBERS, HAIR STYLISTS, SHOP/SALON OWNERS, POTENTIAL CLIENTS

PLATFORMS USED AND WHY

Facebook: Barbers and

Stylists often use this platform as

their main “website”

Instagram: Barbers and

Stylists utilize this platform to

display their work.

Tumblr: Students were

tasked to use an “out of the box”

platform

GOAL

TO RECOGNIZE AND UNITE RICHMOND HAIR STYLISTS, BARBERS AND THE CLIENTS THEY SERVE.

OBJECTIVES, STRATEGIES AND TACTICS

OBJECTIVE 1: GROW INSTAGRAM FOLLOWING TO 100 PEOPLE ON INSTAGRAM, 75 ON FACEBOOK, AND 25 ON TUMBLR BY NOVEMBER 29TH, 2015.

STRATEGIES (1) ASK FRIENDS, FAMILY, STUDENTS, AND FACULTY TO FOLLOW RVA HAIR SOCIETY(2) GET RICHMOND BARBERS AND STYLISTS TO FOLLOW RVA HAIR SOCIETY

TACTICS(1) SENDS EMAILS, ASK IN PERSON (2) SHARE PAGES THROUGH PERSONAL SOCIAL MEDIA PAGES(3) FOLLOW AND ENGAGE WITH PEOPLE USING #RVAHAIR  

OBJECTIVES, STRATEGIES AND TACTICS [CONTINUED]

OBJECTIVE 2: INCREASE RECOGNITION OF RICHMOND HAIR COMMUNITY MEMBERS BY NOVEMBER 29TH, 2015

STRATEGY TALK TO MEMBERS OF THE RICHMOND HAIR COMMUNITY

TACTICRESEARCH STYLISTS AND BARBERS ONLINE AND THROUGH SOCIAL MEDIA, INTERVIEW, AND

SHARE STORIES ON EACH HANDLE.

MEASUREMENT TOOLSOBJECTIVE 1 TOOLS:• HOOTSUITE• FACEBOOK INSIGHTS• TUMBLR ANALYTICS• MONITOR INSTAGRAM THROUGH “LIKES” AND “FOLLOWS”

OBJECTIVE 2 TOOLS:• SURVEYS AND COMMENTS

OBJECTIVE 1 RESULTS (INCREASING FOLLOWERS)

FACEBOOK:

• 107 PAGE LIKES (GOAL WAS 75)

• PAID ADVERTISEMENT: GAINED 13 LIKES

• TOTAL REACH: 1,019• FOLLOWER

DEMOGRAPHICS: MAINLY WOMEN AGE 18-24

INSTAGRAM:

• 126 FOLLOWERS(GOAL WAS 100)

• POPULAR POSTS RECEIVED 50-100 LIKES

• UNPOPULAR POSTS RECEIVED AS LITTLE AS 2 LIKES

TUMBLR:

• 6 FOLLOWERS (GOAL WAS 25)

• 9 “NOTES” TOTAL

RESULTS CONTINUED

Facebook Results Instagram Results

Tumblr Results

OBJECTIVE 2 RESULTS(INCREASING RECOGNITION)

• MEASURED BY REVIEWING FEEDBACK FROM FOLLOWERS AND ASKING FOLLOWERS TO TAKE A SURVEY.

• FEEDBACK WAS OVERALL VERY POSITIVE (SEE PHOTO BELOW)• SURVEY RESULTS:

• 83% OF FOLLOWERS SAID THEY WANTED TO BE MORE INVOLVED IN AND SUPPORTIVE OF THE RICHMOND HAIR COMMUNITY

• 91% SAID THEY APPRECIATED COMMUNITY MORE AFTER FOLLOWING OUR SOCIAL MEDIA HANDLES

SOCIAL MEDIA CONCEPTS/TACTICS USED

• PROFILE OPTIMIZATION AND UNIFORMITY • EDITORIAL CALENDAR• SEIZE THE HOLIDAY • CONTENT CURATION• CONTENT CREATION • USE OF EVERGREEN HASHTAG

PROFILE OPTIMIZATION AND UNIFORMITY:USING THE SAME LOGO/PROFILE PICTURE AND HEADER ACROSS PLATFORMS

EDITORIAL CALENDAR

SEIZE THE HOLIDAY

Halloween Posts

No Shave November Veteran’s Day

CONTENT CURATIONSHARING ARTICLES AND BLOG POSTS BY OTHER PEOPLE, REPOSTING “IG” POSTS AND TUMBLR POSTS

CONTENT CREATIONTALKED TO BARBERS AND STYLISTS TO CREATE OUR OWN ORIGINAL POSTS

EVERGREEN HASHTAG#RVAHAIR: USED A HASHTAG THAT WOULD ALWAYS BE RELEVANT AND HELP MAKE OUR CONTENT EASILY FOUND • HASHTAG ALREADY USED ON 15,000 INSTAGRAM POSTS AND 1,000 FACEBOOK POSTS

CONCLUSION

COMMUNITY WAS AN OVERALL SUCCESS, WE ACHIEVED OUR OVERALL GOAL TO UNITE AND GIVE RECOGNITION TO RICHMOND BARBERS AND HAIR STYLISTS.