Social Media Experience
Organic Social Media Management
While at Tradelink, my involvement with Social Media grew until for the last 12-18 months in my role I was the sole person responsible for managing all of Tradelink's social media accounts - with a total of about 40,000 followers across all channels.
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This role included;
- Scheduling all content (Both Posting In-Platform and using third party tools)
- Creating any non-promotion related content
- Sourcing, reposting and tagging user generated content
- Monitoring and responding to all user comments or messages
- Developing overall strategy for channels
- Developing seperate strategies for B2B focused, B2C focused and home-brand product social accounts
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- Refreshed look of Instagram pages with Story Highlight Categories and Pinned Posts to better inform audiences about our page
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- Updating LinkTree with Links relevant to recent content
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The channels I managed included:
Tradelink Trade - Facebook Page
Tradelink Trade - Instagram Page
Tradelink Showrooms - Facebook Page
Tradelink Showrooms - Instagram Page
Raymor Australia - Facebook Page
RaymorAU - Instagram Page
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As part of this social media management, I also completed monthly reports on our social media channels. These reports monitored our reach, engagement, audience demographics, clickthrough rate and more relevant statistics - with a percentage change comparison to the previous month and presented in-person to management.
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During my time managing the Tradelink Trade accounts, targeting Australian Plumbers, I created an enitre new strategy focused on introducing more humour to our content. Our main barrier to this previously had been our in-ability to produce enough content at a fast enough rate. Due to this, I created a new strategy focused around using AI to create custom memes relevant specifically to Tradelink and the Australian Plumbing Industry. My goal from this strategy was to transform Tradelink from "That company always talking about themselves, their product and their offers I couldn't care less about" to "That company whose posts always give me a quick laugh, those guys are alright in my book".
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This stategy was inspired by online media consumption trends, where all online audiences are looking to be entertained with quick, disposable short-form content.
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I completed a full strategy pitch and presented it to the Head of Marketing - who liked and approved of going ahead with the plan. However, I was unable to implement the plan before the company restructed our marketing team, making my position redundant. If you would like to read the full pitch, please see it here.
Paid Social Media Advertising
As Social Media Manager at Tradelink, my role included running paid advertising on each of our channels for fan acquisition and to promote our organic content.
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I completed all setup for these adverts, including copywriting, audience targeting and budgeting.
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I also updated our previously static adverts, with re-freshed video adverts - resulting in a greater engagement and follow rate.
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I also setup social media adverts for individual stores for things such as events, store only offers, etc.
These store ads would also include completing all graphic design and ensuring a social friendly format.
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​In addition to the above, Tradelink contracted an external agency to manage our large-scale national marketing adverts for monthly promotions. Sitting in on these weekly meetings, I gained access to valuable insights on many areas of social media marketing, Google Ads, Google Analytics and more.
Local Store Social Media Accounts
In my last year at Tradelink, we undertook a project to give individual social media accounts to each Tradelink store which desired them. These were set-up as location sub-pages of our main Tradelink account, ensuring if the channel was inactive for a period of time it would revert to automatically re-posting our national socials content. This also ensured the pages were linked to our Meta Business Advertising account, allowing us to conduct paid advertising for these pages.
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​As part of this project I:
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- Created individual Facebook and Instagram pages for 150+ stores
- Ensured pages were linked to our main overall Tradelink Business Account
- Ensured Instagram pages were set up as Professional Accounts
- Kept records of all login information, access records and any relevant notes for each location
- Served as main point of contact for stores regarding any issues or marketing support required for their pages
- Provided guidelines and strategy advice for stores to successfully establish and utilise page
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