Case Study: Oz West Fencing & Gates
June 10, 2016 7:48 pm
Coffey & Tea recently completed a ‘lite’ social media audit for Oz West Fencing & Gates evaluating their Facebook profile and identifying actionable improvements.
The audit revealed that while they had a solid foundation, there was a couple of key areas that would benefit from improvement and optimise their performance on the platform.
Namely: profile structure (settings and management), content organisation and visual brand impact. All recommended changes could be readily made for immediate result.
We proposed simple revision of page administration roles to ensure greater continuity of management (avoiding too many cooks in the kitchen!), and updating of business information and website hyperlinks to improve their discoverability and connectivity with the company website. More generally speaking, we suggested Page Verification and that they enable tagging so customers could better engage with their content.
Evaluation of their content revealed that while Oz West Fencing & Gates was making good use of visual media, they weren’t really taking full advantage of captions and descriptors as an opportunity to “sell” what they do. Improved organisation of images (by service or product, for example) was also suggested as a simple and effective way to engage followers with a kind of visual inventory of their work.
Finally, Oz West Fencing & Gates weren’t using profile and cover imagery to full advantage. The addition of brighter, clearly branded images was recommended to generate greater visual impact and resonance with followers. To consolidate these changes, we stressed the importance of sizing images correctly and using captions as an opportunity to communicate key brand messages and drive traffic to the company website.