I'm excited for the page, which has been left idle since 2012 to begin updating though it is also a little bit scary the thought of my content going out to people. Despite the fact the page has been empty for over three years we still gain followers sometimes, so hopefully with an engaging and active presence (And a cover page that's not for a promotion that expired in July 2012) our social media following will grow at a fast rate.
Audit of the existing page
The first thing that I decided to do when updating the page was to evaluate the state the page was in at the moment. I looked through all the content that was posted, our current promotions for the website and what competitors were doing on Facebook so I could have a rough idea of what was facing me.
Page Update
Through the audit the first thing I decided the page needed was an overhaul of details. I wrote new short and long summaries, I added a custom tab for all our locations, and I worked on redesigning the logo. We Print It has had the same logo since the inception of the company and it's a very important part of their branding identity. The problem was the logo has been designed for print headings, and is long and short. When put into an icon format, especially when shrunk down as happens in Facebook's comment section, the icon is virtually unrecognisable. My supervisor gave me the raw file of the icon and I spent a good couple of hours in photoshop (Thank you 3C/D Media Production and Analysis) trying to create an icon that was consistent with the branding but also suitable for Facebooks dimensions. The icon we decided to go with is incredibly similar to the logo but the way it's been compressed in dimensions makes it more recognisable when shrunk for Facebook.
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| The original logo, and my drafted update. |
Idea Generation
Before I started creating specific posts, I developed an outline of different strategies of posts we could develop and sent it to my supervisor. I did this to make sure we were on the same page regarding the purpose of the Facebook page and so if there was a strategy he didn't think was consistent or fitting he could veto it before I developed posts using it.
Content Creation
Once my supervisor had approved my strategies I used excel to develop a plan of the content I wanted to post on the site. I listed out the date and time, which of the aforementioned strategies it used, if it was targeted at any location as well as the actual content of the posts and any links or pictures I wanted to include.
Scheduling
One of the biggest challenges I had with the scheduling of content was daylight savings. Our Facebook fans, and client base in general, are pretty evenly split between Perth and the Eastern States. This made scheduling posts not targeted at a specific state tricky. If we hit Sydney at 7am before work, it's still only 4am in Perth. If we hit Perth around 11:30 for lunch, it's 2:30 in Sydney when everyone should be at work. I've experimented a little bit in my scheduling and relied on Facebook's insight metrics to see when most of our audience are online. Once the content goes live I'll be able to see what works and what doesn't work so I can adjust accordingly.
It was definitely the part of PR I was most hesitant about, and I'm still really nervous about actually putting my content out into the world, but this process has made me more confident in my skills. That's something that could be said about my Internship in general. Though it wasn't the typical placement it was one that challenge me and one that I enjoyed so I can't complain.
I really hope everyone else's placements were as eye-opening and rewarding as mine. Thanks for taking this journey with me,
Elizabeth
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