My social media campaign was for my dad's cabinet shop, Sage Creek Cabinetry. I chose to create and manage a page for him because I have not seen any other Facebook pages for cabinet shops around town and I thought it would make him stand out from the rest. I also wanted to show of his beautiful work and give people ideas for their potential cabinets in the future.
Original Plan: "I will invite past clients to Like this page and encourage them to share photos of their cabinets and write a review. Posting photos of the previous work/jobs my dad has done will hopefully attract people who looking for cabinets. I plan on posting before and after remodel pictures to show how cabinets can completely change the style of a home. I would like to show some behind-the-scenes and process photos to show the amount of work and detail that goes into every custom cabinet."
Execution and Evaluation: I started my campaign by making sure the page was all set up and contained accurate and complete contact information for the shop prior to inviting anyone. Then, I went through my friend list and asked both of my parents to go through their friend lists and invite anyone who may seem interested in the page. I got quite a few likes initially in the first week after inviting friends to like it, then more trickled slowly after that. The majority of my posts were pictures of his work with short descriptions.
I talked with some people from work who were interested in the page, but had not used Sage Creek Cabinetry for their cabinets, to get some feedback. They said they really enjoyed seeing the posts of the cabinets and thought that consistency was important in posting; if I went a couple days without posting they would notice.
My goal was not necessarily to get as many likes as possible, but have the right people like it. I did not simply invite all of my friends to like the page because I know many of them are in college and would not be interested in it. I targeted mostly adults or people who would potentially be building a house in the future. My parent's friend lists contain more of the types of people I was targeting so I asked them to promote the page on their personal Facebook accounts. I would say my campaign was successful but there is still plenty of room for improvement and growth of the page.
My dad was glad I started a page for his shop and was willing to run and maintain it. I added him as an editor so he could contribute as he desired; however, he is not very Facebook savvy so his contribution to the page has been minimal. I was somewhat limited in managing this page because I live 300 miles away from the shop and my dad so I did not have as much accessibility to resources (such as photos, videos, interviews, etc.) as I would have liked. I had to rely on my dad (who is known to be little scatter-brained) to send me everything I needed to create posts. The photos I used for about half of the posts were photos I scavenged from his shop website and personal Facebook page--some of the pictures were of the cabinets from my own home because I was desperate. He would often say "I'll send you some pictures after work" and I would receive them weeks later. It was also difficult because I am not extremely knowledgable on cabinetry. I had a difficult time coming up with captions for my posts so some of them were just simply photos without any description.
I do not feel like I have many regrets with the page so far because I am still working on it. The only thing I would have done differently in maintaining this page is to post more consistently. I scheduled most of my posts for a couple weeks out but once my scheduled posts were done, I would sometimes forget to schedule more for about a week or so. There were things I wanted to post on the page (videos, before and afters, reviews, etc.) that I was not able to post. However, even though the semester is over, I still plan on maintaining this page and continuing to achieve the goals I have set. In the future, I plan to post different types of things, cross promote on some local Facebook page, and ask more people to review the business.
Insights: The more frequently and consistently I posted, the more views and likes I received. Time of day was interesting. On Sundays, the highest traffic on Facebook is around 10pm. On Monday-Wednesday, it was more around 12-2pm. Thursday and Friday was around 3pm and 8pm. Saturday was around 10am. Knowing the traffic trends on each day can help me know when the best time is to post so the most people see it. Since my type of posts did not vary much, I did not see much a difference in number of likes based on content.
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