The social media campaign for Madigan’s was very successful as the Instagram account exceeded the desired 150 follower account by the 4th week (reaching 160+ by April 29th) and continues to grow as the weeks go on. The statistics provided by the analytics app’s highlight that engagement for both Instagram and Facebook have increased heavily within the past month. In particular original based content of food saw the highest amount of likes and comments on both media platforms used throughout the campaign and combination of new and existing users cross pollinated over both platforms – thus successfully raising the brands presence over social media.

Improvements

Upon reviewing the campaign after the 4 weeks and analysing the metrics provided by analytic apps it showed that user engagement and the number of likes per photo had decreased near the end of the month, the following could be possible explanations for this decrease. Firstly, as the aim was to reach 150 the amount of time spent online interacting with other accounts was high in the first week, as the 150 goal was met less time was spent online maintaining that user base which could be a reason for the number of new likers coming to the page to drop. Secondly, there were a few instances where an image was not posted because no original content was provided and scheduling of posts for that week were not yet completed, this was mainly due to conflicting working times of myself and the café owner and a lack of communication. A solution to this issue would have been to improve and increase the communication between both parties by curating a more efficient scheduling timetable which would be available to both myself and the café owner so both persons are aware as to what was being posted every day.  

The main areas I would have liked to have focused more attention to would be the ‘Today is…’ feature, I believe this element was a useful post and segment to have as it was relatable and informative about food, acted as a filler post; ensuring there was a catalogue of posts available for scheduling at peak times, and it offered a quirky aspect to the accounts feed. However, I feel this feature would have been more effective if it was a weekly post, rather than daily or every other day; mainly as it began cluttering up the feed which took away the aesthetically pleasing look of Madigan’s account and secondly I didn’t want it to overshadow the original content being posted as it was the original content that received the highest engagement. However, many users did engage with the ‘Today is…’ posts and some often commented on how they would bake/make that certain item.

Finally, an aspect that I would have liked to have improved would be the use of discount and promotional offers. Although a mock up example of the post was presented to the owner and approved by them, there was never an instance where they were used. This is possibly due to the account not being active long enough, once a larger audience base was built this action would have been more affective, however it could have been a useful tool to entice new followers to visit the café.