Platform optimization was a key focus. Reaching a target audience with an effective platform such as instagram was important for reaching and engaging an untapped target audience, helping the business allocate resources efficiently to ensure that social media efforts align with broader business goals and objectives.

After doing this we found informational errors having to do with typos about office location, talked about how to manage negative feedback left on the page, and analyzed target demographics, behaviors, and preferences within the company and competitors.

Given the company's minimal posting and lack of social engagement over the past 2 to 3 years, I redefined its image on the Instagram platform. The goal was to cultivate a perception of approachability and friendliness among customers while also establishing credibility within the e-commerce industry.

I found patterns from posts that performed well within the company from 2020, having sit-downs on why they were effective and how they can be replicated as well as evolve.

Establishing goals throughout the duration of this 4-month process:

• increase engagement
• diversify our target audience & following
• craft an organic community/following

A well-structured content calendar helped me stay on track with publishing schedules but also ensured that my content aligned with the overarching goals and resonated with the company's audience. I utilized the Notion tool and Apple calendar reminders to stay on task and on track.