Challenge
New Hampshire’s Department of Business and Economic Affairs (BEA) was seeking creative solutions and ideas to grow its social media channels to attract attention from young professionals. The accounts – created years ago – were called “NH Economy,” although the department had rebranded itself as the BEA, and had little engagement. Posting was inconsistent and did not convey resources for business owners or showcase the state’s many entrepreneurs. Facebook averaged a 0.15% engagement rate, Twitter averaged 0.055%, and LinkedIn sat at 6.21%. There was no Instagram account in place.
Solution
Violet PR crafted a social media strategy in tandem with the creation of our editorial content calendar, updated quarterly. We rebranded the pages from “NH Economy” to “New Hampshire BEA,” including new taglines and colors. Our content introduced monthly themes, such as National Black Business Month, Earth Day, Pride Month and Hispanic Heritage Month. Our posts included videos and photos to highlight local businesses and resources.
We posted across the BEA channels 3-5x per week, focusing on LinkedIn as it had the best engagement and widest audience. We also developed an Instagram channel to engage younger audiences and showcase the state’s beauty and outdoor recreation opportunities. By the end of the two-year campaign, social media engagement rates had increased by more than 44% across all channels!
8.9%
Engagement Rate
(+44.8%)
6.6%
Engagement Rate(+1275%)
