Double Social Media

Project goal: Identify the social media channels Double customers utilize then create and manage a social media calendar for deploying original content on those channels.

Customer personas: Startup CEO Sam, Small Business Owner Sabrina

CEOs and business executives, ages 25-45 who don't have enough time to focus on what they do best because they are bogged down with less important tasks that don't require their expertise.

LinkedIn

Showed to be one of the best channels to reach our buyers so we posted at least twice weekly to ensure our posts had time to gain traction and reach the top of people's feeds.

Types of LinkedIn posts:

1. Blog post: Our original content with a caption that highlighted the main point of the article or posed a question that the article answered.

2. News: Articles that mentioned or featured Double with a caption that eithered teased the article or quoted the section Double was mentioneded in.

3. Text only: Opinions and/or questions that were relevant/interesting to our buyers. Used multiple line breaks to make the post easier to read as well as emojis to create visual interest.

4. Article: Shared third party content from reputable sources that addressed a topic relevant relevant to Double's work or what the company's clients were interested in.

5. Company update: Photos of life at Double. Showed the real people behind the product, what the company culture is like, and let people know if we were hiring!

Instagram

This channel was not a top priority for us in terms of growth. We maintained it as a way to create a brand presence and engage with new people who might not be our target buyers.

Types of Instagram posts:

1. Aspirational photo: A beautiful desk set up, perfectly designed home office, a color coded calendar, a short and concise digital or handwritten to-do list, etc.

2. Community photos: Headshots/photos of Doubles or executive users with quotes about who they are, how they use Double, how they stay productive, etc.

3. News: For big announcements (new funding, acquisition, etc.). We shared screenshots of the press from reputable publications.

4. Text: For quotes from users or great tweets that summarize the way our users/followers might feel.

5. Company update: Photos of life at Double. Showed the real people behind the product, what the company culture is like, and let people know if we're hiring!