To start, I do want to post a picture of the posts that were on the Facebook page before I started posting my original content. Below is a screenshot of the 5 posts before I took on their social media.
The posts found on Facebook for Roy's only included a weekly automated post describing the lunch special for Roy's. The weekly posts were a hit or miss on whether it gained any reach or engagement. Some of the automatic posts did surprisingly well (like that post with 260 reach and 13 post clicks and reactions) but others didn't do well at all. For the social media campaign, I decided to post something original at least once a week, sometimes more. Below is a screenshot of the current 5 most recent posts on the Roy's Facebook page.
During this semester, I have tried doing a combination of original writing posts and posts that have pictures with them. The posts that had pictures with them did undeniably better than the posts that only had plain text. The average amount of reach for the automatic weekly posts throughout the semester was 75. The average for original posts with only writing was 137. The average reach for posts with pictures with them came to 392 reach per post. Clearly, pictures are the way to go! I only posted one external link throughout the semester because it was in reference to an article from The Spectrum that specifically reviewed Roy's Pizza and Pasta. That link is shown within the 5 most recent posts and has the most reach and engagement from any of the posts that I have done previously throughout the semester. Posting items with more than just text created the best opportunities for reach, engagement, and page likes.
It is important to note that all of the reach and engagements for the Roy's Facebook page is all organic, meaning I didn't pay to have an ad posted for them. If I continue to post for Roy's (which I am hoping that I will still be able to) then I will eventually want to pay for an ad to see how much reach and engagement can come through paid advertisements. I had created a mock-ad to see what an ad for Roy's would look like. I came up with something like this:
The Facebook ad that I had come up with links to the website for Roy's Pizza and Pasta. I mainly added the link so that the description of the sourdough crust and housemade sauces would pop up on the actual Facebook ad. Again, I would like to post an ad like this one to gauge how effective it would be at creating reach and engagement. I mainly didn't pay for the ad because I want to review what type of ad the manager for Roy's would like to pursue and gain an estimate to how much money he would want to spend for it.
Aside from the 5 most recent posts, I also wanted to review how much activity has improved since I started working on the social media for Roy's. Below is a screenshot for the total amount of page likes since I started working on the social media till now.
Before I started helping out with the social media for Roy's, their total number of likes was 521. Now, they currently have 544. While my weekly posts have helped contribute to increasing the total number of page likes, I definitely see that there is still work that needs to be done. One thing that I would have like to have done during this semester was to continually work with the manager and create promotional deals on the social media sites. I feel like if Roy's had weekly deals or maybe even some giveaways that could be added to the social media posts, then more people would see the page and like it for potential deals. Currently, the posts that I have been doing are simple pictures or text that mainly keep the page active. I would have loved to have done a kind of deal or giveaway to see how much more activity would have been done on the page. If I am able to continue doing the social media for Roy's then I would love to meet with the manager and try something like this to see how well it would do.
Besides page likes, I also wanted to see how much reach was obtained through my efforts. Below is a screenshot for the amount of reach within the time I have been posting for Roy's.
The posts for the beginning of January are exclusively the automatic, weekly posts that have been going on for a while. The reach afterwards shows all the various texts and picture posts that I have done to help contribute to the reach for the page. Like I wrote before, having a picture with a post created a lot more reach and engagement, which is seen in this screenshot.
Another thing that I want to touch on is audience. When I met with the manager asking to do this project, he had talked with me about the age groups and types of people that he wanted to see engaging with the social media sites. He figured that older people wouldn't really use social media, so he wanted the posts to cater to individuals around the ages of 18-45. Below is a screenshot comparison between the type of people who like the page and the people the posts reached.
The people who actually like the Roy's Facebook page do contain mainly 18-45 age individuals. What I thought was interesting was that there is a surprisingly higher amount of women who like the page than men. Even though more women than men like the Facebook page, the reach and engagement of posts was closer to 50-50. Again, the majority of people who engaged in posts were around the designated age group for the different market personas that my manager and I came up with (with the exception of some 45+ people who engaged with the posts.)
The last point that I want to touch on for the social media campaign is the Instagram account for Roy's. When I was given the Instagram information for Roy's, I realized that the account was set up as a personal account rather than a business account. This means that I couldn't access any insight data pertaining to the posts. I ended up changing the account to a business one so that I could gauge the insight data for the Instagram account. Below shows a screenshot for the followers of the Instagram account.
Again, the individuals using the social media are within the age group and market personas that my manager wanted me to target. Unlike the Facebook account, the gender difference between the people who like the Instagram account is 50-50. Even though I couldn't get the insight data for the few posts before I took over the account, I briefly saw which post from before I started posting had the most amount of likes. The picture that had the most likes before I started posting my original photos had 18 likes. Since then, my pictures have had a few more likes and engagements. The highest amount of likes for one of my photos on the account is 38. Even though it isn't a dramatic change, more than doubling the highest amount of likes from before I started is a great accomplishment. If I continue managing the social media for Roy's, then I know that the total number of likes will increase from constant social media activity.
Overall, I think that there has been some great improvements for the social media pages for Roy's Pizza and Pasta. Again, posting photos and links created a lot more engagement and had more effective results than just plain text. My weekly activity also helped create more reach and engagement, which was one of my main goals for the page. I wish that I would have had more involvement with the manager to schedule and create various deals and incentives for individuals liking the page and engaging with the posts. In order for the page to create more involvement, Roy's needs to offer a bit more than just photos for the page. The age groups for the social media audience is already set up for the target markets that the manager wants to reach through social media. Continual engagement and posts that cater to this age group will make the page flourish even more. I would love to be able to continually work with Roy's to implement more ideas and create better opportunities through social media. This assignment has been a great opportunity for me to learn more about how businesses can utilize social media.
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