Case Study: Social Media Marketing for STEM METS Resources Limited

Executive Summary

STEM METS Resources Limited, committed to enhancing STEM education in Nigeria, partnered with OneBrand Company to amplify its social media presence, ultimately aiming to widen its impact on the educational sector.

Goals

• To increase STEM METS’s social media engagement and followers.
• To enhance online visibility and drive more program sign-ups.

OneBrand’s Strategic Approach

• Content Strategy: Developed a content calendar focusing on STEM education’s impact on future job markets.
• SEO Optimization: Improved search engine ranking to maximize content visibility.
• Audience Analysis: Used demographics to tailor content for the most engaged audience segments.

Implementation

• Executed a robust social media campaign from January to November 2023, with regular content updates designed to engage and grow the audience.

Results

• Increased Reach: Facebook reach expanded by 3.8% to 392,444, while Instagram reach soared by 773.7% to 317,517.
• Growth in Followers: Gained 1,119 new likes on Facebook and 1,872 new followers on Instagram.
• Content Engagement: Published a total of 155 Facebook posts, 223 Instagram posts, and 247 Instagram stories, contributing to the significant increase in reach and followers.

Visual Data Analysis

• Reach Graphs: Show peaks and troughs indicating the success of various campaigns throughout the year.
• Likes and Followers Graphs: Illustrate the steady increase in new likes and follows, with notable spikes reflecting successful content pieces or campaigns.

Recommendations for Images:

1. Reach Graphs: Display the reach over time for both Facebook and Instagram to highlight growth patterns and peak engagement periods.
2. New Likes and Follows Graphs: Visualize the increase in likes and followers on both platforms, emphasizing the most effective periods.
3. Highlighted Posts: Include images of the posts corresponding to the highest peaks in the graphs to showcase what content drove the most engagement.
4. Client Testimonial with Portrait: Feature a professional portrait of Jadesola Adedeji alongside the quoted testimonial for a personalized touch.

Additional Stats to Consider:

• Engagement Rates: Likes, comments, and shares compared to the total number of followers.
• Click-Through Rates: The percentage of people who clicked on a link in a post out of the total number who viewed the post.
• Conversion Metrics: The number of people who took a specific action, like signing up for a program, after engaging with the social media content.
• Audience Growth Over Time: A line graph showing the growth trajectory of followers on both platforms.

Conclusion

The collaboration between STEM METS Resources Limited and OneBrand Company demonstrates a successful case of leveraging social media marketing to increase brand visibility and engagement. The case study showcases how strategic content creation, coupled with data-driven insights, can result in substantial growth in audience and engagement, paving the way for increased educational impact in the Nigerian sector.