Social Media Copy
Dyslexia Charity
Dyslexia is often treated as something to fix rather than something great in itself. This charity was first founded as a support group for people with dyslexia, who meet in person once a month. They wanted to bring that same supportive, community feel to their Social Media Platforms and grow their membership.
The Challenge: Increase engagement across all channels, particularly Linkedin where numbers were considerably lower.
The Solution: I created a content strategy to celebrate the gifts of dyslexia to support and buoy followers when they faced challenges in a non-dyslexic world. We focused on the positives of dyslexic thinking and dyslexic traits to counterbalance the narrative of dyslexia as a disability. Social Media campaigns included Dyslexia Life Hacks, Dyslexia Skills in the Modern Workplace and Dyslexia Heroes.
The Result: To connect with followers in a deeper way, I wrote copy that reflected a community feel. There was growth on all channels, particularly LinkedIn, where followers increased by 300% within 12 months, and the average engagement rate was 7.6% (industry average is 2%).
Dyslexia Heroes Campaign
This campaign celebrated high-achievers with dyslexia from the worlds of Business, Film, Design and Science.
This post featuring the founder of Ikea, Ingvar Kamprad, did phenomenally well. On Facebook, it reached 11,584 people with 212 reactions and 75 shares.
Swiss Engineering Training Firm
This client came with ambitious plans to increase their followers significantly within 18 months on LinkedIn. They offer training for Systems Engineers and the majority of their Social Media output up to that point announced their impressive array of upcoming courses.
The Challenge: While it is very important for an organisation like this to share their courses on their Social Media, it can feel a bit samey and too much like advertising. People don’t want to clutter their feed with what feels like more Social Media Advertising. There needs to be a balance, with enough incentive for someone to follow you and give you their attention. That’s a precious commodity.
The Solution: I created a Social Media campaign to engage their followers, to start conversations that would appear on their timelines and pique the interest of other Systems Engineers that they are connected with. Why not have a little fun? I asked questions, shared jokes and created a little community atmosphere in what many would assume to be too ‘buttoned up’.
The Result: The conversational copy I wrote stood out from the competition, encouraging followers to engage and interact with the page regularly. I achieved a 300% increase in followers within 9 months with an average 6% Engagement Rate, right on track for their ambitious plans.
Management Consultancy Firm
The Challenge: Create Social Media Campaigns that highlight a service that can be applied to any organisation of any size, in any industry, without diluting the message or alienating potential customers.
The Solution: Using case studies and opinion pieces to demonstrate the importance of improving team accountability and decision-making.
The Result: I wrote in a direct and assured tone, positioning the organisation forthrightly in an already crowded arena. I pitched new blog articles and repurposed old content in a fresh way to attract new customers. I achieved a 100% increase in followers within 12 months, with an average Engagement Rate of 6% (industry average is 2%).
