Establishing Biz New Orleans Magazine's Instagram Presence in 2017
Background:
As a Social Media Manager, I embarked on a challenging yet rewarding journey during my time at Renaissance Publishing. Starting as a Social Media Intern, I quickly progressed to the role of Social Media Associate, responsible for overseeing the social media profiles of seven different magazines, including Biz New Orleans.
Challenge:
Biz New Orleans, a magazine focused on New Orleans business affairs, lacked an Instagram presence when I joined the company. The challenge was to create a brand-new Instagram profile, optimize it, and develop a tailored social media strategy that would differentiate itself from the existing Facebook strategy. The primary difficulty was creating a strategy for a niche market with limited content – monthly magazine publications.
Approach:
1. Profile Optimization:
- Conducted a thorough analysis of the magazine's target audience and industry trends.
- Optimized the Instagram profile with a compelling bio, relevant profile picture, and a link to the magazine's website.
2. Content Strategy:
- Recognized the limitation of monthly magazine content and devised a strategy to maximize its potential.
- Leveraged various images and anecdotes from the magazine to create engaging posts throughout the month.
- Ensured a balance between promotional content and value-driven posts to keep the audience interested.
3. Consistency and Engagement:
- Implemented a consistent posting schedule to keep the audience engaged.
- Actively interacted with the audience through comments, direct messages, and responding to mentions.
- Followed and engaged with important businesses and entities in the New Orleans area, building a network and partnerships.
4. Utilizing Connections:
- Leveraged existing connections within the magazine's network to build a solid foundation for the Instagram profile.
- Collaborated with partners and featured them on the profile, enhancing mutual exposure.
Results:
Within the first year of launching the Instagram profile for Biz New Orleans:
- Follower Growth: Gained over 2,000 followers, showcasing a rapid and substantial increase in the audience.
- Engagement Rates: Achieved an average engagement rate of 10%, demonstrating high audience interaction and interest.
- Partnerships: Strengthened partnerships with important businesses and entities in the New Orleans area, expanding the magazine's reach.
Conclusion:
Through a well-crafted social media strategy, consistent engagement, and leveraging existing connections, I successfully transformed Biz New Orleans Magazine's Instagram profile. The case highlights the importance of adapting strategies to fit niche markets and creatively utilizing limited content resources to achieve significant growth in a short period. This success story serves as a testament to the expertise and dedication I have for driving impactful results. The magazine has grown to over 5,000 followers since my management and is now able to post more content than the initial magazine content.
