As I was set to be releasing some games with BrainCo, I asked to join their social media team, as they had almost no posts or movement on their social media, and I needed to revitalize their online presence for my own department's marketing. Along the way, once I showed my skills in social media for my own work, CEO Bicheng asked me to solve a problem that had been hanging over the company for almost a year - a negative article about BrainCo that came up in the first results when someone googled the company. After the team had been failed by multiple SEO freelance teams, I took the helm to try to recover our online reputation.
Primary target - remove negative article from first page of google.
Secondary target- increased engagement and interaction on our social media sites, and redirects to our website.
This google search was what I was to set out to solve. This article was a thorn in the CEOs side when pitching the company to VCs and other investors and it was time we cleaned up the image. On this page, you can also see that the second google result wasn't even our company.
After an initial study and report on our existing audiences, I created a one-sheet that gave us all the details we needed to put together an actionable plan moving forward. Our LinkedIn account had the most EdTech engagement out of all of our channels, so we shared our EdTech innovation there, usually in the early morning and during professional lunch hours - when business audiences generally check social media. Around 80% of our twitter followers were interested in technology, tech news, and business news, so that was where we would put our more technical updates, but targeted more to hobbyists; we posted at lunch and after work hours, when people were at home checking their personal feeds. Finally, we saw that our facebook was mostly older audiences who were teachers or education specialists, so we targeted more social justice causes and how our product could be valuable to those audiences, in evenings and weekends.
I couldn't have been prouder of how I worked with these insights and actions to create a boom in engagement and reach across these platforms. We also engaged more on WeChat and Weeboo, for our Chinese market, but I can only take credit for the work on the American sites. I will let the numbers talk for themselves.
With the engagement above I knew I had hit my secondary target, and along the way I had succeeded at my original goal in revitalizing BrainCo's online coverage so I could spread news of my game department when we released. Had I reached the primary target of my brief, though? The negative article had been the thorn in the side of the company for the year and a half since it had been posted, would my three months of work remove it from the list?
Absolutely it did - I was able to remove the article from the first page of Google entirely. Not only that, but all of the items on the first page were about BrainCo. Article and press releases I had shared were boosted to the front page, and our LinkedIn, Twitter and Facebook pages had crept up the page. The brief had been met.