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SOCIAL MEDIA STRATEGY
MAY 2017
INTRODUCTION
Westcoast SCI is a physiotherapy clinic that assists clients with injury prevention, rehabilitation, and exercise
while promoting healthy, active lifestyles to the general population. With two locations, Westcoast SCI is looking to
grow their newest location in Port Coquitlam. Since 2010, Westcoast SCI has provided clients with an active
based approach to rehabilitation, strength, and conditioning, and aims to become a leader in Vancouver’s (as well
as Canada’s) physiotherapy industry. In order to accomplish this greater goal, Westcoast SCI must establish a
notable online presence that is reliable, reputable, and prominent in the physiotherapy industry. This social media
strategy will outline Westcoast SCI’s current platforms, contemporary goals, posting guidelines, and methods to
maintain a consistently attractive brand and online presence.
PLATFORMS
Below is a breakdown of Westcoast SCI’s platforms, their primary audiences, and specific uses for each.
PLATFORM AUDIENCE USE
FACEBOOK Clients
54% female ; 44% male
Largest age group: 25 44
Sharing original content (News updates, YouTube videos,
motivational graphics)
Sharing health & wellness articles (recipes, exercise tips)
Promote Westcoast SCI events
Clients book appointments
TWITTER Clients, BC organizations,
Health & Fitness
organizations
25% female ; 75% male
Largest age group: 2534
Sharing original content (News updates, YouTube videos,
motivational graphics)
Sharing health & wellness articles (recipes, exercise tips)
Engage with local organizations (retweets, mentions,
replies)
Promote Westcoast SCI events
INSTAGRAM Clients, Health & Fitness
organizations
Motivational graphics
Sharing YouTube videos
Coverage of Westcoast SCI events
Campaigns and contests
YOUTUBE Exercise videos, promotional material
PINTEREST
LINKEDIN
SPECIFIC GOALS + STRATEGIES
The following are outlines of specific measurable goals for each platform Westcoast SCI currently uses.
Facebook, Twitter, Instagram, and YouTube should can be used for their own specialties (sharing diverse content,
140 character posts, creative content, or videos) but collaborative when sharing content through other channels.
Reach 250 Page Likes by September 2017
Increase average Post Reach to 75 per post
Increase post engagement to 10 per post
Aim to post 1x per day
Optimal time: 12:00pm3:00pm (weekdays)
Use Facebook as a site for more informative/substantial content (Westcoast SCI News, health articles)
Always ensure a photo or video is displayed alongside text to create more engaging posts
When hosting an event, create a Facebook Event Page to track attendees and update participants
Avoid using more than one hashtag as Facebook doesn’t operate with keywords as well as other platforms
like Twitter and Instagram. They also clutter captions and make them more difficult to read.
Reach 400 followers by September 2017
Increase Engagement Rate to 5% per post
Aim to post 2x per day (one original tweet, one retweet/share)
Aim to mention/retweet local organization 2x per week Optimal time: 12:00pm3:00pm (weekdays)
Use Twitter as a site where content from all of Westcoast SCI’s channels can be shared (both substantial
and lighter content)
Always ensure a photo or video is attached to text/links shared to create more engaging posts
Use relevant hashtags (#WestcoastSCI, #physiotherapy, #health, #fitness, #Vancouver)
Don’t go overboard! Use a max. 3 hashtags per post.
Tag Westcoast SCI team members when featured in a post to give audiences a name to the faces they see.
Interacting with and sharing content from local and relevant organizations strengthens ties within Westcoast
SCI’s online community and helps to gain prominence amongst other social networks.
Reach 200 followers by September 2017
Increase average Likes to 55 per photo
Increase comments to 2 per photo
Aim to post 3x per week
Optimal time: 12:00pm1:00pm (weekdays)
Use Instagram as a site for creative content and motivational posts.
Try to share photos/videos with people at least once a week to give a “human presence” to the page.
Avoid sharing links in captions. Instead, update link in the Instagram bio for easy access, and include a
caption “for more info, click the link in our bio!”.
Tag Westcoast SCI team members when featured in a post to give audiences a name to the faces.
YOUTUBE
Reach 50 subscribers by September 2017 Increase viewership to 100 views per video
Aim to post 1x per week Sort videos by category into relevant playlists. Share new YouTube videos to other Westcoast SCI
platforms to increase reach. Optimal times: 2:00pm4:00pm (MondayWednesday)
12:00pm3:00pm (ThursdayFriday) 9:00am11:00am (SaturdaySunday) **Best days to post: Thursday, Friday, Saturday
CONTENT CALENDAR
Below is an example of a Monthly Content Calendar used to help organize social media postings for the month. The suggested content should be made at the beginning of each month (and can follow the themes from the previous month) to save time when thinking of what content to post. Content can be easily scheduled to post through Hootsuite an entire month beforehand. Multiple authors can contribute to the content calendar, with access to edit/view campaigns and postings by others.
ANALYTICS Analytics should be used to provide measurable evidence of improvement in engagement for each platform. Based on these social metrics, data can be analyzed to determine the characteristics of a post that work best for each platform, and which types of posts aren’t as effective.
Facebook metrics can be found through Facebook Insights or Hootsuite Analytics. At the beginning of every month, the reach and engagement of each post from the previous month should be recorded by date posted . Once recorded, chart the data for the entire month and make note of the post with the highest engagement and the one with the lowest engagement. Show the highest performing and lowest performing posts in detail and analyze them what are the differences between the two? The number of page likes from the previous month should also be recorded.
Twitter metrics can be gathered directly from Twitter Analytics or Hootsuite Analytics. At the beginning of every month, the impression , engagement , and engagement rate of each post from the previous month should be recorded by date posted . Once recorded, chart the data for the entire month and make note of the post with the highest impressions and the one with the lowest impressions. Show the highest performing and lowest performing posts in detail and analyze them what worked, what didn’t? The follower count from the previous month should also be noted. INSTAGRAM
Instagram metrics can be found manually using a web page version of Instagram. At the beginning of every month, record the likes and comments for each post of the previous month by date posted . Once recorded, chart the data for the entire month and make note of the post with the highest engagement and the one with the lowest engagement. Show the highest performing and lowest performing posts in detail and analyze them what characteristics tend to encourage more audience interaction? The follower count for the previous month should also be noted. YOUTUBE
YouTube metrics can be found manually through the analytics function of each video. At the beginning of every month, record the views and average view duration for each video of the previous month, and track them by their date posted and title . Once recorded, chart the data for the entire month and make note of the video with the greatest views and the one with the least. Compare the two, and examine how the content and style differ. The number of subscribers for the previous month should also be recorded.
