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Starting corporate accounts from scratch
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I've been tasked with building my company's (infrastructure) social (Facebook, LinkedIn and Twitter) profiles from next to nothing (managed to get LinkedIn to around 400 followers, but that's the best I've got). But the company really wants to keep to very corporate/government messaging with stock images.
My background is in communications and media, so I normally use social as a tool to execute those strategies, but I'm finding this a bit hard as the content they're wanting is not interesting, and we've got zero following.
Without being too specific, the project is renewable energy infrastructure. So I've written about six pieces of content (features explaining the technology, different types of renewable power etc., and also some advice from our HR department on working from home in COVID times) that can be hosted on our website, then crafting angles for channels. However, they don't want any of it. The feedback being it's not relevant enough.
I feel frustrated because I'm only working at about 20 per cent capacity, and that they're really overlooking the potential of social media. I've shown them some government social accounts who use social creatively when appropriate, but they're still not keen. Then want stock image/footage, with a caption of "a positive investment for XXX".
How would you go about building an audience from zero with this type of content?
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April 08, 2020 at 05:51AM