About the Client
Elaine Constantine is an award-winning photographer, filmmaker, and director. Her work has been featured in prominent magazines, e.i. Vogue, ID, The Face, exhibited at the V&A, Tate Britain and The National Portrait Gallery, and her debut film Northern Soul won the NME’s film of the year and gained a BAFTA nomination.
Elaine’s social media profiles have accumulated many followers (17K on Facebook, 16K on Instagram) over time. However, they were not updated regularly; messages were not responded to timely, and opportunities were lost due to lack of traction.
Elaine aimed to update her social media accounts and create consistency, traction, and interest in her work. For the role of social media manager, she appointed her Technical Assistant and asked Hana to train him.
Goal No. 1: Increase Account Security
As we looked at Elaine’s social media assets, we discovered that her Facebook Page was not in her ownership. Her Facebook account was recently hacked, too, so increasing account security was the priority.
I recommended assigning trusted employees as admins. The second step was to create a Meta Business Manager account to claim Elaine’s Facebook and Instagram accounts. Finally, we added 2-factor authentication and additional ways to secure her accounts.
Elaine managed to claim her Page with over 17K followers. Her account security is now up to date, and all past employees were removed as admins.
Goal No. 2: Post Consistent Content and Increase Engagement
Until Elaine reached out, she did all social media management by herself. He busy work life doesn’t allow her to engage with social media fully, so one of her goals was to delegate the management and increase posting consistency.
Elaine’s assistant, Kaplan, was assigned and trained to handle all social media posting. Scheduling tools were introduced, and one was selected for use.
We implemented a new way of creating content, ensuring three posts a week would come out, and something was always “in stock” even if Elaine was busy and couldn’t approve the content.
Additionally, we developed a way in which Kaplan created content for Elaine, leaving the copy to write herself to let her voice shine through the content and making this time-effective.
Elaine’s engagement rate went significantly up to 12%, while the industry average (Entertainment/Media) is 2.2% (Hootsuite: 2023 Social Media Benchmarks).
Goal No. 3: Increase Brand Awareness
One of Elaine’s primary goals was to increase awareness of her work and reach on social.
First, we implemented a method to tag as many people as possible in Elaine’s content to increase awareness. Tagging turned out to be a natural resource, as she recently worked with big brands, e.i. Aries Aries, Umbro, Burberry, and many stylists, makeup artists, and technical staff.
The result was that Elaine gained more than 1K followers in 3 months; her average month-to-month growth rate was approximately 8%, while the industry average (Entertainment/Media) is -1.59% (Hootsuite: 2023 Social Media Benchmarks).
Goal No. 4: Getting New Offers
With increased awareness and a defined audience, expecting interest from new clients is natural.
Elaine has maximised the potential of her work by posting about it immediately, creating excitement for her work.
Proactively posting Elaine’s work has created “palpable results in terms of increased online interest”.