Farmland | Social Media Strategy

Social Media Strategy + Community Management

[ACD] Beth Borum

[CW] Ryan Muldoon, Brian Burton

[GD] Bryce Paught

Overview

As one of Smithfield’s largest and most recognizable ‘core’ brands, Farmland Foods needed to reposition their identity and voice across organic social media in order to truly reach and engage with its target audience: Midwestern moms (25-54) in crowded categories.

Question(s) To Answer

While dialing up brand values and respecting scope, how can we work to build organically engaged audiences on Facebook and Instagram when audiences have polar demographics and content affinities?

My Role

As social media manager, I established Farmland's organic social media strategy, including:

Research, ideation, strategy, construction, visual curation, and optimization of organic and paid social content strategies
Scheduling, publishing, and monitoring engagement
Monthly content calendars, creative briefings, and analytics reporting/analysis
Social listening (manual and automated)
Hashtag strategies
Competitor reporting and audits
Identification of success metrics and innovative approaches
Ongoing secondary and primary research utilizing:
- Primary: Facebook groups, subreddits, and forums
- Secondary: Nielsen, IRI sales data, Google Analytics, Sprout Social, social listening tools: RivalIQ, Cision, Hashtagify, RiteTag, Moz, Buzzsumo, etc.