With many opportunities in Social Media Management, The Kaigan presented many exciting ways for our marketing team to test new strategies in a market that is already social online. The expected outreach and engagement online had high expectations from day one, which made it opportune to test organic social reach.
Even before it officially launched planning was done to determine optimum post times, content, media, and audience. Target demographics were isolated and created specific content reach to help push the brand from the start.
Although sometimes pointed out that The Kaigan uses paid promotion online, relative to many other online activities in other brands we manage it is very little. Paid promotion is used only as a complement to help push organic content faster. And it works.
The Kaigan rose from almost no followers in February to 1,500 in June. Roughly 12 per day, and by that statistic should be near 4,500 at the year one mark without expanding the monthly growth rate—which is already climbing.
Current media outlets used by The Kaigan include: Facebook, Twitter, Instagram, and Reddit. The biggest audience so far has been on Facebook which we have set as our primary indicator of current market size.