Masonic Temple Social Media Analysis September 2013-September 2014

   

 

 

Executive OverviewThe Detroit Masonic Temple is the world’s largest Masonic Temple. Located in the Cass Corridor of Detroit, Michigan, the historic building serves as home to various masonic organizations and is a venue for concerts, Broadway shows, and other special events in the Detroit Theater District. The building was designed in the neo-gothic architectural style by George D. Mason, and was completed in 1926. It was listed on the National Register of Historic Places in 1980, and is part of the Cass Park Historic District, which was established in 2005.

   

 

 

In April 2013, the building was reported to be in foreclosure over $152,000 in back taxes owed to Wayne County. The debt was paid off in May 2013, and in June 2013, it was revealed that $142,000 of the bill was footed by singer-songwriter Jack White, a Detroit native known for his work with The White Stripes. He wanted to help the temple in its time of need as they had helped his mother in a time of need: the temple gave her a job as an usher in the theater when she was struggling to find work. In response, the Detroit Masonic Temple Association renamed its Scottish Rite cathedral the Jack White Theater.

   

 

 

Since Rebuild Nation began managing The Detroit Masonic Temple’s social media in September of 2013, the audience has grown by over 11,820 followers.

• Through Facebook, the audience has nearly doubled from 10,253 to now 19,363.

• Twitter followers have increased to 1,375, an increase of 1,257 since the account was created in May of 2013.

• An Instagram account was created and currently boasts 1,453 followers.

   

 

 

Facebook Strategy Overview Our overall social media strategy was to increase awareness of The Detroit Masonic Temple as not only the largest Masonic Temple in the world, but also an architecturally significant historical building and a world-class entertainment and special events venue. Facebook posts ranged from highlighting the history of the Masonic organizations and their donations to charity and society, to revealing detailed looks at the architectural details in the 1,000+ rooms of the building, to promoting and covering special events and concerts, while placing the building within the rich historical context of the city of Detroit.

   

 

 

Facebook Engagement Overview In order to increase Facebook audience and engagement, posts were intended to be more personal, engaging, and maximizing of multimedia content. With posts more frequent and engaging, Facebook likes increased by 11,820. Below is a graph showing the amount of likes from September 1st 2013 to now. There is a steady increase due to an increase in engaging and efficient content.

   

 

 

Engagement Overview (cont.) Below is a graph showing the overall reach per Facebook post since January 1, 2013. As you can see from January 2013 to September 2013, the reach per post was sporadic, with large bursts of activity, generated only by external news activity (Jack White’s donation to cover the tax bill), interspersed with long periods of low engagement. Since we took over in September, the reach was consistently high due to frequent posts and interactions on the page.

   

 

 

Facebook Post Breakdown Below is a graph showing the overall success of different post types based on average reach and engagement.

   

 

 

   

 

 

   

 

 

   

 

 

   

 

 

   

 

 

   

 

 

   

 

 

Facebook Success In the month of July alone, the overall reach increased by over 1,800% and we saw an 8.7% increase in page likes.

   

 

 

Twitter Breakdown Twitter followers have increased to 1,375, up 1,257 since September 2013. The account has seen steady growth throughout the year. Tweets were sent out to promote upcoming events, engage with the surrounding community, and direct followers to either the website or the Facebook page. Below is a graph showing the increase in followers since the account was created in May of 2013.

   

 

 

   

 

 

   

 

 

Instagram Breakdown An Instagram account was created in May of 2013, but it was not active until we took over. The follower count has reached 1,453 followers because we post timely, interesting, and relevant content. Geotags and hashtags have allowed us to interact with fans who have visited The Detroit Masonic Temple for concerts, special events, or tours.

   

 

 

   

 

 

Instagram ContinuedIn July of 2014, we organized and promoted a photo scavenger hunt in order to increase followers and engagement on Instagram and give away tickets to see Nick Cave & The Bad Seeds and Jack White at The Masonic Temple. Photo clues of Detroit landmarks were posted to Instagram and the first person to correctly identify and arrive at the destination won the tickets. We saw a huge increase in followers and the contest was very well received across all platforms.

   

 

 

   

 

 

   

 

 

   

 

 

   

 

 

   

 

 

It was also important for us to inform people who visited the building about The Masonic’s social media presence. We created a flyer that was distributed throughout the building, and we saw a huge increase of mentions on all social media platforms.

   

 

 

In just one year, Rebuild Nation has nearly doubled The Detroit Masonic Temple’s social media following by creating and distributing interesting, engaging, and timely content across all platforms. We have increased awareness of the Masonic Temple as not only an architecturally stunning building with a rich cultural history, but also as a world-class entertainment venue. We continue to have an excellent relationship with our client and we look forward to the endless possibilities for growth.