M21D
Social Media Management
M21D Instagram Feed 2023
Challenge
The Museum of 21st Century Design (M21D), a non-profit organization, is dedicated to enhancing public awareness and appreciation of 21st-century design that contributes positively to societies and the environment. In my role as a freelance Social Media Lead, I was responsible for crafting the social media strategy and managing M21D's presence on Instagram, LinkedIn, and Twitter. This was in support of the museum’s goal to cultivate a vibrant online community, fostering meaningful conversations, and amplify awareness of the museum's mission.
Fostering an Engaged Community Prioritizing Quality over Quantity, with a Focus on Nurturing Core Audience First.
Approach
During the initial growth phase of M21D’s social accounts, it is crucial to broaden the audience base and foster a community comprising the museum's core demographic – design and museum professionals. The significance lies in cultivating a smaller yet devoted following that actively interacts with our content, proving more valuable than a larger, passive audience. Such loyalty translates into increased sharing, commenting, and genuine engagement with our platform.
To achieve this, we purposefully curate and showcase noteworthy design projects on our social media feeds. Additionally, we amplify our reach by re-sharing creative endeavors by both design professionals and students, along with timely events in engaging Instagram Stories with the use of interactive Instagram stickers, such as polls, quizzes and countdowns. Pivotal elements in our success are the strategic utilization of collaboration posts and social tagging. This comprehensive approach has allowed us to capture the attention of our core audience efficiently, ensuring a time- and budget-friendly strategy.
Results
Over the course of a year, our efforts led to a remarkable growth in Instagram reach, with an increase of 7.6K%, along with a substantial rise in profile visits by 1.3K%. Additionally, within just four months, we achieved significant progress in LinkedIn engagements, marking a remarkable increase of 3.2K%.
