My name is Quincy Walker. My emphasis is Public Relations and this is what I contributed to Tyfoom for updated content on their social media.
Project Summary
For my project, I helped Tyfoom create a more tailored social media strategy and content. In this strategy, we included content that includes more SEO, content that is more engaging with their target audience, and video content that is promoted on their social media. We used previous data from analytics from their posts to see what posts were most successful and how we could build on those.
The purpose of this project was to help the Tyfoom marketing and sales team get more leads that fit their target audience. Social media was the best place for us to start and get those leads that they need to create more sales. Another purpose of this project was to create a more clear, organized, and outlined guide for those who would be working on Tyfoom’s social media in the future.
Project Processes
Buyer’s Personas/Target Market
To begin understanding how Tyfoom’s company worked, I did quite a bit of research about what their platform is and who their target market is. I discovered that Tyfoom is a micro-learning app and their target market is for those who are 45 year old men. In a document, I contributed to a document that had different personas in the buyer’s journey. There are several of these that allow the Marketing and Sales team to be able to refer to when those that they are talking to might be at different stages.
Successful SEO words
Now that we know who our target market and audience is, we could start to discover the top SEO words that would really influence potential customers in their buyer’s journey. There were a lot of words that our blog writer found to be successful, and she was kind enough to share those with me. With the information that I was able to find for what words were successful on social media, I made my own list of these words in a spreadsheet so that they would be easy to find.
Social Media Calendar
Using all of the previous information of successful SEO words and our possible buyer’s personas, it was time to begin outlining content for the remainder of the year. Because Tyfoom is a video-based learning platform, the VP of Marketing wanted me to also focus on creating video content that had SEO for our social media. In this calendar, I included different content that is available to anyone, but specifically targeted towards their demographic. This includes E-books that are available on Tyfoom’s website, case studies that are available to download and watch, blog posts that are published and available to read, short emotional videos, new features that are available on the app, and events that Tyfoom appears at.
Challenges
The thing that I had the greatest challenge with in this project was being able to not have enough time to test out which SEO words were super successful and which ones weren’t. Another challenge I faced is that I am not on the graphic design team, so I wasn’t able to create the images perfectly with the theme that I had imagined for Tyfoom’s social media. I was however, able to contribute my thoughts as to what I think should be on the graphics that go onto their social media. A third challenge I faced is that each of the captions had to be tailored to the different platform that they were going out to. Tyfoom is currently on 7 platforms: Instagram, Facebook, X, LinkedIn, YouTube, TikTok, and Google Business. Finding the right time to post on each of those was a bit difficult.
Final Project
All of the project processes really helped to contribute to my overall final project of creating a better, and more well-rounded social media. I know that results with social media aren’t instant, but it’s been cool to see how the small changes have made a difference with our social media presence. Because Tyfoom is on multiple platforms, I will show improvements over a few of the different platforms that they are on and how they improved.
With Instagram, I was able to create social media content that looks more cohesive and made sense with whatever other content that Tyfoom was producing at the time like blos posts, e-books, case studies, etc.
Before
After
To me, these images show that there is more purpose in the content that is created, rather than the content looking messy and scattered.
Another thing that I was able to see was the increase of our insights and compare them to before I started working on the project, to after I started working on this project for Tyfoom.
The following screenshots are focused on the engagement that Tyfoom had on the platform LinkedIn. Tyfoom wasn’t posting consistently from June-September and these were the most successful consecutive days that content was posted.
As we had been consistently posting on social media, I decided to look again and see how well our engagement was for the Tyfoom LinkedIn profile and found the following results.
You can see that the number of interactions and engagement on these posts had improved significantly! It was rewarding to see how all of the research that I had conducted beforehand was helping and it was proving to be successful. I think another contributing factor was that I had been posting consistently for about a month at this point, and I was starting to see results from that.
Video
Included is a video of a brief description of my project and key takeaways that I was able to have while working with Tyfoom.
Key Insights
My greatest takeaways from this project was how important doing research before testing anything is. If I had not taken the time to discover their target audience, different people in the buyer’s journey, successful words used for SEO, and put together a social media calendar, I would not have been able to see success. It is so important to make sure that you have a solid and steady foundation before you test anything. If you’re not getting the results that you are wanting, you can always change one thing and see how it affects everything.
I am excited to use these skills in the future! I know that they can be applicable to creating social media content for any job that I work in. Being able to work with Tyfoom was an incredible experience and one that I am grateful to have learned so many skills that I can carry with me during my entire career.