Social Media
Making connections
At its best, social media is an incredible tool for connecting people with each other, with communities, and with small businesses. When there’s no budget for advertising, the impetus is on creating organic growth through humanizing posts with photos, personal stories and short, enticing videos.
SoFlo Writing Project
The SoFlo Writing Project primarily reaches its target audience of K-12 teachers from the tri-county area (Broward, Palm Beach, and Miami-Dade counties) through direct email campaigns. However, following the first institute in 2024, I strengthened our social media brand voice on LinkedIn, due to its appeal to a professional audience, and the ability to create connections by job type, location, and employer. This led to a 25% increase in expressions of interest for the institute, solely through LinkedIn postings and direct messaging.
All postings relied on organic growth and reach, as there was no marketing budget.
Brand voice: confident, inspiring, challenging.
We write, therefore we are. The SoFlo Writing Project aims to help teachers and writers discover or regain their identity, value, and goals, through providing the practical support of an annual invitational summer institute, comparative to a teacher/writer retreat. We prioritize teacher expertise and leadership, we provide peer-review research and pedagogical readings, we support collaboration for personal and professional development. We offer hope, we makes space for transformation, we stand for social justice.
LinkedIn Analysis
The highest-performing post of 2024, with 201 impressions, was a testimonial from one of the 2024 Fellows.
LinkedIn’s analytics demonstrate that SoFlo’s post impressions and engagement have continued to increase over the past year, with more than 3500 impressions.
Impressions (views)
The engagement rate has a fully-organic rate average rate of 8.5%, with an established baseline of 5 engagements per post. The 2025 goal is to increase engagement through adding more attractive content and focusing more on human stories.
Engagement (clicks, reposts, comments)
Posts with personal connections and those with photos of people’s faces received more impressions than posts without personal connections or photos.
Sumptuous Hummus
This Broward-based start-up company has an intended demographic of AB and C1 consumers as it is an organic, gourmet product, and is therefore priced accordingly. Launching on social media in December 2024, primarily focusing on Facebook (Millenials, Boomers), Instagram (Gen Z, Millenials), and TikTok (Gen Z, Millenials), posts have emphasized the quality and exceptional taste of the product, implying a luxurious experience and associated price without stating the cost explicitly.
Brand voice: compassionate, eager, and hopeful.
Sumptuous Hummus is an elevated, exceptional brand serving whole-food recipes made with clean, organic ingredients and we price these high-quality products accordingly. Our brand voice demonstrates integrity and honesty at all levels, it encourages and inspires our audience in their clean-food lifestyles, but never talks down to people who misunderstand or choose not to follow the same path. It is brave, it takes calculated risks to bring SH to a wider audience, but never at the audience's expense.
FAcebook Analysis
The highest-performing post as of February 2025, with an 11.4% interaction rate, was a behind-the-scenes video from the Sumptuous Hummus kitchen.
Sumptuous Hummus postings started on December 11th. As the launch date was then pushed back, the next post series started on January 28th. Organic page reach, 135, outperformed follower numbers, 32, by more than 400%.
Reach (unique views)
Engagement is markedly stronger on the video postings, with an interaction rate of between 3.3% and 11.4%. As a comparison, content websites consider 2% - 6% to be a strong engagement rate for organic Facebook posts.
Interactions
This was the first post to feature Johnny, founder and creator, in person, plus elements of his dessert hummus process.
