Roman Paradigm: Social Media Strategy

MASSAGEROMAN PARADIGM

TEAM MEMBERS AND RESPONSIBILITIES

Kenan Vilic

Account Executive

Joachim Custodio

Twitter Content Strategist

Allison Adams

Results Analyst

Karlene Simon

Twitter Content Copywriter

Ezra Tesfay

Facebook Content Strategist

Vincent Vicini

Facebook Content Copywriter

ABOUT ROMAN PARADIGM MASSAGE

• The name itself symbolizes a lifestyle of relaxation, massage, and bathing as the ancient Romans lived by.• Focuses primarily on sports

therapy, clinical massage, chiropractic care and relaxation massage.

ABOUT ROMAN PARADIGM • The target audience is focused on

people feeling muscle pain, joint stiffness and stress.• Every visit to the office guarantees

consistent satisfaction. Roman Paradigm has established itself in the Bay Area, especially from treating members from the Sharks and 49ers organizations.

S.W.O.T. ANALYSISStrengths • Established Business• Community Involvement• Strong Brand Personality• Clientele base is strong• New Website

Weaknesses• Low engagement on social

media• Facebook and Twitter linked• Shifting traffic from old

website to the new one

Opportunities• Twitter Growth • Strengthen Brand Loyalty • Prime Proximity• Expansion Target of Audiences

Threats• Cluttered Competition • Massage Market is low• Perceived as Luxury Service

OBSTACLES TO CONTENT CREATION• Shifting traffic towards new website• Relating content back towards Massage Therapy• Simplifying messages • Low audience engagement

PROCESS OF SELECTING THEMES

• To create attractive, compelling content that would facilitate user engagement• What was relevant and timely• How to promote gift certificate sales

CONTENT THEMES• Massage Techniques• Healthy lifestyle• Staff Highlighting• Special Events• DIY Massages• Current Events• Well-Being• Food• Promotions

PROCESS OF CREATING CONTENT• Provided massage techniques from Roman Paradigm’s new

website• Posted Blog posts from Roman Paradigm’s staff that promotes

a healthy lifestyle• Employee of the Week• Creative content to increase awareness of gift certificate

opportunities• Preparing content for upcoming events such as sports games,

elections, and holidays• Post content that relates to followers and fans

EXAMPLES OF CONTENT CREATED FOR ROMAN PARADIGM

BEST AND WORST PERFORMING FACEBOOK CONTENT

Best Worst

• Relevance to current significant event

• Images not eye-catching

BEST AND WORST PERFORMING TWITTER CONTENT

Best Worst

• 481 Organic impressions• Current involvement in trending

hashtags

• 105 organic impressions • Lack of image

RESULTS

• We unlinked the Facebook account from the Twitter account and created independent content for each platform. • Created a larger presence on Twitter• Refocused content on company promotions

and branding image