The marketing team at P2S is responsible for promoting our engineering services and fostering a positive company culture. Social media is a crucial outlet for these efforts, with the goal of increasing engagement and driving traffic to the website. In 2022, our team reconsidered how our social strategy fell in line with our goals. After conducting industry research and analyzing our historical posts, we updated our social strategy by incorporating more company culture-oriented social posts.

Our research found that our most engaged posts involved congratulating individual staff, recapping company events and highlighting volunteering/charity. To ensure that we maximize our company culture posts, our team met regularly with our Business Development team to identify upcoming events, collect key information and coordinate photos.

A helpful tool that has improved our ability to implement and track this strategy is Sprout Social which enables the categorization of posts, scheduling of campaigns, analysis of key metrics, and creation of reports. By categorizing posts, we can identify company-culture posts through the tags: hiring, volunteer/charity/golf, personnel certification/promotion, meetings, employee engagement, conferences, and company events. Through reports, we can see how these posts compare to other post types.

The result? Our social strategy led to an improvement in key metrics, including post link clicks, comments per impression, and engagement per impression. Our improved strategy paid off while creating a social media presence with which our followers enjoy engaging.