The merchanting industry’s engagement with social media is minimal as the activity with both merchants and suppliers is infrequent. However, with the right tools and strategy, I was able to create an apathetic audience to engage with the BMN Twitter and increase the impressions by 175% in the first six months I started (Jan-Jun 2017 and Jul-Dec comparison.)
Twitter was the primary focus but, I also manage the Facebook page and LinkedIn. In October I set up an Instagram as we are the only magazine in the sector to have an account.
I created a social media campaign for the BMN Awards 2017. The primary network, whcih was focused on was Twitter as this the most used by the target audience. The social strategy was to both raise the profile of the awards and get people talking about it and also to market the awards and encourage people to come. Over a 50 day period leading to the awards, I created a social media schedule that kept a constant stream of exciting and engaging posts with unique artwork and graphics.
Overall, due to my planning and strategy, it raised the profile of the awards on the lead up to the event and on the day the impressions were up by 50% compared with the last two years.