From Locals to Visitors: A Year of Experience Fayetteville’s Social Media
OBJECTIVE
To enhance Experience Fayetteville’s social media presence on Facebook and Instagram, we aim to foster engagement with both locals and visitors. Our goal is to showcase Fayetteville’s unique cultural offerings, seasonal attractions, and vibrant community while driving interest in local events, businesses, and the Experience Fayetteville website.
CHALLENGES
Experience Fayetteville's social media must effectively showcase the city's diverse offerings—unique restaurants, scenic spots, and events—in a way that resonates with both locals and visitors. It also needs to establish credibility as a trusted resource by delivering reliable and engaging content that reflects Fayetteville's authentic character.
SOLUTION
Our social media team created a content strategy that prioritized engaging themes such as local events, seasonal highlights, and new businesses to connect with both residents and visitors. This approach focused on enhancing video content and utilizing data insights to improve visibility and encourage audience interaction through effective calls to action.
Execution
Content Creation
We developed a dynamic range of posts, including short, engaging reels and carousel formats designed to captivate audiences and encourage interaction. Each piece featured clear calls to action, driving higher engagement and fostering a stronger connection with our audience.
Community Collaborations
We actively sought collaborations with new and emerging local businesses, tagging them in our posts to highlight their offerings. By focusing on these partnerships, we aimed to create engaging content that showcased the vibrancy of our community while ensuring that we included relevant local influencers and members to maximize visibility.
Results
Engagement Rate
Our efforts led to total engagements increasing by 18.4%, reaching 451,714, and showcasing improved interaction with content over the year.
Audience Growth
The total audience grew by 7,979 followers, with Instagram adding 5,790 new followers and Facebook gaining 2,189.
Video Performance
Video views overall increased by 641.3%, totaling 1,662,775 views.
Post Link Clicks
A strong call to action strategy saw click-throughs on post links rise by 30.8%, totaling 73,678 clicks.
451k Post Engagements
7,979 New Followers
1.66 Million Video Views
73k Post Link Clicks
Conclusion
The success of our partnership with Experience Fayetteville showcases the impact of strategic communication and community engagement through social media. Our focused efforts have led to impressive metrics, including significant increases in audience engagement, visibility, and website traffic. This collaboration has reinforced Experience Fayetteville’s role as a key resource for locals and visitors while also highlighting the dynamic spirit of the community. As we continue to adapt and refine our strategy, we remain dedicated to creating impactful experiences that celebrate Fayetteville's unique charm.