Social Media Management

Solara Collective

Connecting Charlotte

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Connecting Charlotte *

Client Background:

Connecting Charlotte is a community-focused initiative designed to connect singles in the Charlotte area through local events, activities, and networking opportunities. The goal was to create a strong online presence that resonates with Charlotte's singles community and encourages them to engage with the brand both online and offline.

  • When I began working with Connecting Charlotte, there were several challenges to address:

    • Low engagement and visibility on Instagram, with posts failing to connect with the target audience.

    • Inconsistent branding and a lack of cohesive messaging that made the account feel disjointed.

    • The account wasn’t effectively showcasing the events and opportunities available for singles in Charlotte, leaving followers disengaged and hesitant to attend.

    • Redefined Brand Voice & Identity
      Shifted the tone to be more fun, inclusive, and relatable, aligning with Charlotte’s singles community.
      Result: Increased follower connection and engagement.

    • Engaging Content Strategy
      Focused on local events and community-driven content, using event highlights, user-generated content (UGC), and real-time updates.
      Result: Boosted engagement and excitement around events.

    • Hashtag Strategy & Local Reach
      Leveraged local and branded hashtags to improve visibility within the Charlotte singles community.
      Result: Faster follower growth and better discoverability.

    • Partnerships with Local Businesses
      Collaborated with local venues and brands to cross-promote events and run giveaways.
      Result: Expanded reach and brought in fresh followers.

    • Community Engagement
      Prioritized interaction with followers through polls, Q&As, and responding to comments.
      Result: Strengthened community connection and increased engagement.

  • Our tailored social media strategy drove not only impressive growth in key metrics but also boosted community engagement and brand visibility.

    • 734% increase in followers (+1,100) and a 400% increase in reach, expanding the brand's awareness within Charlotte and beyond.

    • 35% increase in engagement through interactive content like polls and event posts, strengthening community connections.

    • 350% increase in profile visits (12,658 visits), reflecting more people discovering and engaging with the brand.

    • 548% increase in external link taps, driving more traffic to event pages and increasing ticket sign-ups.

    • 53,850 accounts reached with a 301.3% increase in non-followers, bringing in new audiences and expanding visibility.

    • Brand Voice is Essential: A consistent, engaging voice is key to building trust and community.

    • Engagement is Key to Growth: Fostering real interaction through interactive content and consistent engagement helps brands connect with their followers. Build a community, not just transactional followers.

    • Focus on Conversions: Your Instagram strategy should focus on driving action—whether it’s event sign-ups, purchases, or website visits.

Charlotte Coffee Club

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Charlotte Coffee Club *

  • The Charlotte Coffee Club had the opportunity to do more than just promote local events. With plans to grow into a nonprofit focused on community-building, it was essential to lay the foundation for a purpose-driven brand that fostered genuine connections. The goal was to create reach, strengthen the sense of community, and share the club’s mission, making it more than just a place to attend events, but a community hub for social impact.

    • Content Strategy Shift: I worked on reshaping the content to align with the club's mission, focusing not just on events but also on community involvement, volunteer stories, and local partnerships. The goal was to showcase the heart of the club and the people who make it thrive.

    • Reels & Photos for Engagement: Created Instagram Reels that highlighted the energy of events and behind-the-scenes content to share the real, personal side of the Coffee Club. The photos were strategically crafted to highlight local businesses, volunteers, and individual stories—creating a deeper connection to the audience.

    • Interactive & Purpose-Driven Posts: Introduced engagement-focused posts like community spotlights, polls, and event teasers to build excitement and encourage followers to actively participate, contribute ideas, and share their own stories.

  • 1. Reels - Event Highlights and Fun Moments

    One of the most effective content types I utilized were Reels to capture the excitement of events and behind-the-scenes moments. By highlighting the fun, energy, and community spirit of our meetups, we made the account feel more personal and welcoming.

    • Results:

      • Reach: 6,825 accounts reached with a significant increase in non-followers.

      • Interactions: 166 Reels interactions, with 120 likes and 45 shares, demonstrating the content’s appeal beyond the current follower base.

      • Engagement: 35% increase in engagement as users interacted with this content more, including liking, sharing, and saving.

    2.Event Photos & Community-Building Content (Reaching New Audiences & Driving Engagement)

    The event photos and community-building content I created were essential in portraying the warmth and camaraderie that define Charlotte Coffee Club. These posts captured real moments at our events, from spontaneous conversations to the energy of our gatherings. By showcasing these, I aimed to not only promote events but also reinforce the sense of belonging within the community.

    Result:

    • Total reach: These posts collectively reached 10,352 accounts, with 53.1% of views coming from non-followers, demonstrating the content’s ability to engage a wider, local audience beyond just current followers.

    • Engagement: The content generated 374 interactions (likes, comments, and shares), with 5 shares on average per post and 2,281 profile visits.

    • Engagement rate: With the combination of these event photos and community content, we saw an increase in profile visits (+307.4%) and external link taps (+548%), showing that the content was driving tangible interest and action.

    • Authenticity Drives Engagement: Sharing real moments from events helped us connect with our audience, increasing engagement and reach.

    • Content Variety Works: Mixing event photos with dynamic reels kept the feed engaging and attracted new followers.

    • Consistency Builds Community: Regular posts showcasing events and behind-the-scenes moments fostered a sense of belonging and encouraged return visits.

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Branding