Challenge
MediaVillage manages, publishes and hosts branded business-to-business content from 120-plus media groups, agencies, trade associations, and tech and entertainment companies. Its content includes a wide range of topics, exclusive commentaries, and insights from leading industry experts and executives. Business Challenge MediaVillage leverages social media as a strategic channel to amplify the more than 100 articles and commentaries published each month in order to extend its reach and engage with customers and prospects. MediaVillage sought an agency partner to augment the capabilities of its internal team to optimize awareness and engagement across Twitter, LinkedIn, Facebook, and Instagram, manage social engagement, analyze metrics, track popular content trends, create graphics, and support native advertising via sponsored posts.
Solution
Process After an agency review, MediaVillage selected Springboard. Within the first month, Springboard supported MediaVillage’s immediate social media activities while concurrently developing a structured process to support the fast-paced editorial activities of the publisher moving forward. Springboard enhanced that strategy and go-to-market plan for each of the four social platforms, creating consistency for how content was socialized and optimized across all the channels. Additionally, Springboard maintained a list of key words and themes, tracked industry influencers, managed polls and other activities to improve engagement across its social media profiles. As content was delivered, Springboard’s team of editors reviewed each article, created social media posts based on priorities, queued them for approval, and then managed the publishing process through SproutSocial. As part of the process, Springboard’s creative team helped MediaVillage reinforce brand awareness and consistency. Adhering to best practices, graphics were created for each platform to complement all content pieces.
Results
Working together, MediaVillage and Springboard developed a structured, yet fluid social media publishing process that supported a high volume of editorial content, many with tight deadlines. Within six months, MediaVillage achieved the following improvements… Qualitative: -Created a system for prioritizing all social activity -Managed weekly status briefings to review editorial calendar and process improvements -Provided monthly reports to track KPIs for MediaVillage and client content Quantitative: -Increased followers on Instagram by 36% and LinkedIn by 14.5% -Achieved a 376% increase of organic impressions on Twitter, and 38.7% on Facebook
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