Case Study: Enhancing Social Media Presence
for a Furniture Company

Project Brief

A furniture company aimed to improve its social media presence to better engage with customers and promote its products and services.

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The Challenge

The company faced several challenges in its social media strategy:

1. Disorganized Posting:
   • Multiple office administrators across various locations posted on social media sporadically and without coordination.
   • Monthly promotional flyers were shared inconsistently.
2. Inconsistent Use of Platforms:
   • The company’s Facebook page and Twitter account were active but used sporadically.
3. Fragmented Customer Contact Lists:
   • Customer contact information was spread across multiple formats (Excel, Word, CSVs, text files) and systems.
4. Lack of Structured Content:
   • The redesigned website served as a landing page for products and contact information but lacked integration with a cohesive social media strategy.

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The Solution

Phase 1: Contact List Consolidation

• Consolidated customer contact lists from various formats (Excel, Word, CSVs, text files) into a single, unified database.
• Removed duplicate entries to ensure accuracy and consistency.

Phase 2: Content Calendar and Scheduling

• Implemented a scheduling and publishing tool to:
  • Create a centralized content calendar accessible to all office administrators.
  • Prevent duplicate posts, poorly timed posts, and periods of inactivity.
  • Schedule posts for consistent distribution across social media platforms.

Phase 3: Content Creation and Optimization

• Developed a set of keywords based on geographic locations and product lines.
• Designed a content template to standardize posts, including:
  • Guidelines for creating post titles.
  • Instructions for using and naming image files.
  • Tips for incorporating keywords and meta descriptions.
• Created a variety of post categories for rotation:
  1. Promotional Posts: Based on monthly flyers.
  2. Product Line Posts: Highlighting specific products.
  3. Service Posts: Showcasing services offered by each store.
  4. Design and Decoration Tips: Including holiday decorating ideas, spring cleaning tips, and year-round advice.

Phase 4: Collaboration with Partners

• Collaborated with distributors and manufacturers to obtain content on specific products for social media sharing.
• Worked with in-house designers and decorators to create engaging design and decoration tips.

Phase 5: Implementation and Scheduling

• Uploaded the newly created posts to the scheduling tool for distribution across Facebook and Twitter.
• Scheduled posts for varying days and times over a one-year period to ensure consistent engagement.
• Created a reusable upload file, allowing for quick adjustments to dates and text for future use.
• Allowed individual stores to post specific event-related content as needed.

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Results

The project resulted in a significant improvement in the company’s social media presence:

1. Increased Coordination:
   • Centralized scheduling eliminated duplicate and erratic posts.
   • Consistent posting improved brand visibility.
2. Engaging Content:
   • Diverse and well-structured posts resonated with the target audience.
   • Regularly rotated posts kept the content fresh and relevant.
3. Streamlined Processes:
   • Consolidated contact lists and reusable content templates reduced administrative workload.
   • The scheduling tool ensured efficient management of social media efforts.

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Conclusion

This project demonstrates the value of a structured and collaborative approach to social media management. By consolidating resources, standardizing processes, and creating engaging content, the furniture company successfully enhanced its social media presence and strengthened its connection with customers.