Social Media Case Study

Of myself and company, Green Vegan Media

Admittedly, I currently suck at social media. I’m a start-up and my time is consumed by actual work. Bad excuse I know because a) I’m a media company and b) I know the importance of social media. While I think older generations and certain industries deem social media ‘playtime’ it’s a proven method in engagement. Do a Google search and you can easily find stats on the number of users, how companies have increased numbers in every way, etc.+

So why do I procrastinate and squirm? In a way, I think companies are one step removed from being perceived as friendly. It’s an inanimate thing versus a human connection. And my lack of reciprocal engagement as seen above isn’t encouraging.

Analogy story time:  If social media were a high school dance the most popular people and best dancers are on the dance floor aka people/companies/brands doing social media well—abundant resources, expert knowledge, and time, etc. The shy people are in their seats aka people/companies/brands NOT doing social media well for whatever reason—controlling boss, lack of time or personnel or knowledge. Then there’s the rowdy crowd smoking outside the dance and then the tough crowd that wouldn’t dare show up to the dance in the first place.

Where does your brand fall into this analogy? I think products/services with a person at the forefront of the brand make a better first impression and are more likely to be on the dance floor.

How does a company increase the human element and ‘cut a rug’? I decided to share my strategy with you.

Step 1. What’s your goal or purpose?

• Build brand awareness through an authentic voice
• Create value in the vegan community
• Engage in conversation on blogs, other social networks
• Increase website traffic

Step 2. How will you measure it?

• Measure by new likes or new followers
• Amount of engagement from users who post comments

Step 3. What content will you post

(While I’m a media company I realize limiting my posts and discussions to media only limits the potential for an engaged audience. Including related topical info should help.)

Small business marketing and advertising
Quotes from ad men
Blurbs on successful strategies
Other small vegan businesses

Animal rights
Current issues
Impending laws
Success stories from animal groups

Vegan interests
Food blogs, recipes, restaurants. Other vegan companies out there.

Environmental interests such as upcycling
Newest ways people are upcycling—pinterest could be good to include
Impending laws
How to go green

Media

• Post infographics and memes (I’m dying to do several infographics that are on my radar!)
• Books, news, music related to the above topics

Step 4. Create a plan and strategy and stick with it!

Step 5. Engage with other companies and people, like their posts and pages, comment on their posts

Corey Grant is owner/graphic designer of Green Vegan Media, a design studio based in Boston, MA. She’s a design aficionado with intense passion for telling a brands story through visual media for small businesses and non-profits. For the past ten years her web and print design adventure has taken her through an ad agency, daily newspaper, city magazine, and non-profit. She started Green Vegan Media in 2011. When she’s not designing or blogging she’s playing hide-n-seek with Archie, the kitty who adopted her.