Atlantic Institute of Aromatherapy - Facebook and Twitter

Founder Sylla Shepherd-Hangar needed help establishing her platform as a trustworthy and educational tool for her followers. She is a prominent figure in the unregulated and quickly growing field of aromatherapy, and has studied with some of the industry's most prestigious chemists and practitioners.

Together, we brainstormed suitable categories and topics, and we created lists of links and resources. I worked closely with her to ensure that everything I posted on her social media aligned with her beliefs and professional expertise. I scheduled posts for Facebook and Twitter, adjusting the length and number of posts for the platforms, and I used analytics to determine what performed well and when. I also created graphics and shared them across each platform, with the goal of increasing engagement through strong visuals.

Most importantly, we created this platform with very little promotional budget and an almost entirely organic approach. We focused on creating a presence that caused students and aromatherapy practitioners to come looking for education and information. We also blended this social media presence with the blog, found on Atlantic Institute's's website. Through this, we created an integrated online strategy.

Demonstrated Success:

  • The Atlantic Institute of Aromatherapy Facebook page has an average weekly page reach of 10,000, with 1,000-1,500 people engaged through likes, comments and shares.
  • The Twitter page boasts over 700 followers with an average of 8,000 Tweet impressions and 390 page visits per month.

All Access Vapor - Facebook and Twitter

All Access Vapor is a personal vaporizer store located in Lutz, FL. I joined the team as their social media manager shortly after the store opened. I worked with the two owners to develop a tone of voice and posting schedule for their Facebook and Twitter platforms. It was important to have a casual, friendly voice that didn’t alienate beginning vaporizer users. At the same time, it was paramount to present All Access Vapor as a source of knowledge in their field. This meant converting complicated industry jargon into easy-to-consume layman’s terms.

The overall goal of this online presence was to establish them as experts in a crowded field—but to also include fun, interactive posts to engage followers.

We had an added challenge: Personal vaporizers are considered tobacco paraphernalia, and as a result, we could not actively promote anything. That means we had to come up with a strategy for purely organic, word-of-mouth growth. I worked on these two pages for a year, and in that time, they blossomed and became both active and exceedingly useful to customers. I also blended All Access Vapor's social media presence with the company's blog, which I wrote, edited and managed myself.

Demonstrated Success:

  • We saw around 100 new Twitter followers per month, with an average of 18,000 impressions within the same time period.
  • One particularly record-breaking month led to 46,000 impressions within a 30-day period. The most successful post for this period received over 1,300 impression and 47 engagements. That’s what we call going viral.  
  • Facebook grew to over 1,500 followers and a weekly reach of 1,700. We also received 51 reviews with a solid 5-star rating. Again, this is with organic growth strategies and very little promotional opportunity.

Free Expressions Seminars and Literary Services/Lorin Oberweger, Author - Twitter, Tumblr, Pinterest and LinkedIn

For this client, I had a two-fold objective: Draw people into the services offered by Free Expressions, and establish Free Expressions founder and author Lorin Oberweger as a prominent voice within the writing community. To do this, I scheduled tweets and posts across many different social media accounts, reshaping each post according to the platform. I scheduled posts for Twitter and LinkedIn, and logged onto each site to post updates to Tumblr and Pinterest. Across all of these, I maintained a personable but professional voice, and posted articles and tips relevant to my client’s expertise.

I built the Tumblr page from the ground up, wrote the entirety of the LinkedIn profile, and created the boards for Pinterest. These platforms have since seen an increase in followers and page visits. Twitter has received steady engagement and a consistently rising follower pool. Likewise, Pinterest has garnered hundreds of followers on each board.

Demonstrated Success:

  • The Lorin Oberweger Twitter platform has grown to almost 2,500 followers and receives an average of 25,000 impressions per month, with a 1.7% engagement rate and an average of 4 link clicks per day
  • The Tumblr page has grown an average of 10 followers per month, with daily activity through likes, follows and reblogs.
  • The Pinterest profile receives an average of 8 repins a day with a combined following of over 350—which spikes even higher for individual boards.

The Fred Group - Facebook and Twitter

The Fred Group is a boutique advertising agency located in Lakeland, FL. As the lead copywriter, I provided content across all of The Fred Group's social media pages. I ensured that this content was posted regularly, adhered to The Fred Group's overall voice and tone, and focused on topics that related to The Fred Group's mission and target audience. I also worked with the graphic design team to build images to post across these platforms.

Chatter Buzz Media - Content Creation

For this digital marketing company, I’ve provided social media content for half a dozen clients across many different professions. These include:

  • Law offices
  • Management and learning solutions companies
  • Utility locate companies
  • Skin treatment providers

I work with project managers to understand the voice and style required for each client. Then I provide excel documents filled with posts for platforms including Twitter, Facebook and LinkedIn.  These documents are designed for Hootsuite's Bulk Scheduling tool. I incorporate relevant articles, hashtags, quotes, self-promotions and more into each document. These projects run on strict deadlines, and they require creativity and comprehensive knowledge of social media.