Strategy + Content
Managing 3 platforms; Instagram, LinkedIn, and Facebook, social media is a large part of my role at Calfrac. When I first joined, they were posting a few times a month with little-to-no engagement or strategy.
To ramp up engagement from employees and get regular posting going, I initiated the photo of the month contest, which allowed an influx of numerous field photos a month while also building relationships with various stakeholders.
Through the years, we’ve transitioned to more content-heavy posts highlighting operational achievements, equipment, milestones, and more.
In 3 short years, I’ve grown the Calfrac platforms a combined 26,000 followers.
Reporting
To build future strategy and report on social media performance, I put together a monthly social media metric review to be sent to the C-Suite and leadership teams for review.
These include top performing posts, metrics from each platform, key takeaways, ad boosting performance, and what to expect in coming months.
How it Works
Quarterly and yearly strategy sessions take place to finalize the goals and targets for the year, and what we plan to post and do for that time frame.
Working in 2-week batches, I create social media roundups with 3 posts per week to be sent to a group for an approval process including HR, HSE, Legal, Operations, and Sales. I utilize the tool Loomly for planning and auto publishing.
For ad boosting, I work with the appropriate department to set ad parameters and budgets, monitor, and provide metric reviews after it is complete.
Working with various stakeholders, I track how many posts each department provides me with monthly to ensure we hit targets for content goals. I also regularly monitor inboxes and comments to address questions and concerns.
