Social Media Case Study: Increasing Engagement w/ #GetToKnowYourCustomerDay
We wanted to do something fun for this social media holiday that could both drive engagement and give us some insights into DealNews’ customers. We posted questions across Instagram, Facebook and Twitter that were both fun and data-driven. Examples in the form of screenshots can be found below.
Overall, the engagement was strong across all three platforms. Worth noting is that DealNews’ users are not used to this type of engaging content, so this was something that people needed to get accustomed to. Because of the data we were able to derive from this content, it was worth continuing to do such polls occasionally to connect with users and learn about their habits and preferences.
DealNews is a comparison-shopping website that was launched in 1997. They have a loyal following, with many of their users having been enjoying the service since their beginning. Because of this brand loyalty, though, the demographic skewed old and DealNews has not been able to connect with a younger audience. They also struggled with securing meaningful engagements from their demographic.
How Careful Feet Digital Helped
For #GetToKnowYourCustomerDay (the third Thursday of every quarter, as this case was carried out on October 17) we wanted to directly reach out to users in order to learn more about the DealNews’ audience. We used some fun and silly questions, as well as some that gave us insights into how DealNews is being engaged with by their users.
On Twitter, while the number of engagements was on the lower end, the engagement rate was in line with what we see on some of our better performing regular posts. Our reach did fall a little under what we normally see when posting deals and articles.
This is where CFD recognized further issues that go beyond post engagement, which is why we shifted our strategic objective for 2020. We moved to a core focus on increasing followers and developing a more appealing social media strategy, which you can read more about in our next case study.