When a company or organization mobilizes through online platforms, it is important to do so through the use of Social Media operatives. They are an important component to the marketing strategy, organization, and help to make the operation visible to as many demographics as possible. The online marketing sphere focuses largely on engagement with both its patrons, customers and clients in order to build lasting relationships that create a steady flow of income and visibility to the community at large. The people who operate these functions are central to the fabric of successful online business.
Natalie Block is a 25-year-old property manager in Vancouver, BC. She works part time as a property manager and social media specialist at Locate Vancouver, a Rental and Relocations company who focus on placement and property for newcomers to the city. Natalie Manages the Locate Instagram (@locatevancouver), which serves as both a professional and scenic Instagram of both the city and the Vancouver housing market. They also post new listings of homes and fun events taking place around the city. This organization mobilizes on Instagram and Facebook, where Natalie posts scheduled posts and promotions. However, due to the fast-changing nature of the rental market, these posts are tentative and do not follow a fixed structure always. The software that helps Natalie stay organized with these postings is called ActiveCampaign, which helps her to draft and send out her weekly/ daily emails to customers and clients. These mass emails help to keep the company relevant amongst renters, as they are often housed impermanently, and will likely need this service again at some point in time.
Natalie is kept busy tending to the needs of her property management and works on social media promotion as a part time job. She checks in regularly with the owners and works at an as-needed basis. This company is family run which allows for greater flexibility in both hours and needs. On average, Natalie spends approximately 4 hours in total running socials for Locate. Due to the small scale of the business, there is minimal promotion that needs curating. At the beginning of the week, she meets with the owners to discuss recent listings and which should be posted throughout the week. This meeting lasts around 30 minutes each Monday morning. After this, Natalie creates an aesthetically pleasing post, utilizing filters and captions for visual appeal. This can sometimes take up to an hour to do. She then will curate emails and spend the rest of her time engaging with inquirers and customers. The amount of actual content produced on a weekly basis varies, but typically, there will be two mass emails, and three Instagram and Facebook posts posted every other day. Natale is compensated for her work $170 bi-weekly.
On the days that Natalie posts, they are typically scheduled for the morning or early afternoon, as the algorithm shows that this is the best time for engagement of her target market. This time slot can range from 9am-2pm. She posts stories on Instagram the same evening to alert those who may have missed her initial posting. She may also post stories of scenic and lighthearted content. The same applies for Facebook, however, there is slightly higher engagement due to the ‘marketplace’ feature that facilitates the buying and selling of goods and services more effectively and efficiently than Instagram.
Upon looking at her insights on social media for the company pages, her activity has created exponential growth on her page in both following and engagement. The Instagram page now has almost 600 followers which is an increase of about 60% within the last month. Facebook has also seen a positive jump with %15 increased engagement in the last 30 days. Natalie Bock has been an essential role and service to the owners and operators of Locate Vancouver. She has been influential in their business success and customer engagement via online platforms. She has created a consistent influx of visibility and esteem through her engagement, thoughtful posting, and consistency. Social media operatives are extremely useful and influential in to online companies growth and marketing strategy when mobilizing online.
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