The results
The most popular post of the year that attracted the most engagement attracted over 4,200 engagements on LinkedIn, and over 2,600 on Facebook.
This post shows a before and after of Lot Fourteen site, in 2018 when it was the Royal Adelaide Hospital and the progress made by June 2022. The copy of the post was simple, it highlighted not only how far the project had come, but it also gave a clear timeline for the final goal.
There were no partners tagged, nor many hashtags used. It was a successful post because it resonated with the audience, evoking a sense of nostalgia and motivated the audience to share their thoughts around the transformation of Lot Fourteen in the comments.
The metrics that matter
We measured a range of metrics to assess performance for organic social media.
When impressions peaked, this was directly correlated to peaks in engagement. Engagement consistently increased substantially when large, newsworthy announcements were made, for example, Amazon expanding their HQ at Lot Fourteen and Airbus joining Lot Fourteen. Both of these stories were announced in September 2022.
Engagement fluctuated, over the course of the year, as it was also heavily influenced by the big news stories just like impressions. The State Premier visited the Lot Fourteen site in May, this sparked keen interest across the Lot Fourteen audience. Photos and videos were taken on site, bringing a new level of authenticity and immediacy to the social content.
Audience growth
While working with Lot Fourteen, we achieved a 25% growth in total audience across all social media platforms, increasing the growth from 24K to 30.5K. The biggest growth came from LinkedIn, which saw an explosive growth of 33% (or 4.8K).
While Instagram and Facebook’s algorithms favoured video content, images and posts with long copy still performed well on LinkedIn. plus the target audience for Lot Fourteen was the most active on this platform, making it the fastest growing social media platform for Lot Fourteen.
In our best month, we saw a 98% year-on-year increase in post link clicks, with 4,999 clicks from social media platforms. Most clicks were directed to the Lot Fourteen website.
