Social media strategy drives change for FAIRR and the global food sector How Empower built a social media strategy for FAIRR, boosting engagement and growing key target audiences. Audits Social Media Strategy
The Results 15% growth in LinkedIn followers through organic content only x2 Doubled average engagement rate across LinkedIn from 6% to 12%
We’ve really appreciated Empower’s support in strengthening FAIRR’s social media presence. From the content development and scheduling to implementing data-based optimisations and developing a social media strategy for us, Empower’s knowledge and insights have been invaluable in growing our reach and engagement Ekaterina Zabolonskaya Senior Digital Marketing and Design Officer
The Brief FAIRR is an investor network raising awareness of risks and opportunities in the global food sector. Their mission is to build a global network of investors who are aware of the issues linked to intensive animal production and seek to minimise the risks within the broader food system. Our primary goal was to conduct a comprehensive social media audit and actionable social media strategy to implement throughout our 11 month contract.
The Challenge FAIRR wanted to re-evaluate their current social media activity and map out a route for development that aligned with their strategic goals – including identifying and defining their target audiences. The overall aim was to assist FAIRR with improving the effectiveness of their social media presence by creating detailed content pillars and planning frameworks that resonated with the right audiences.
The Approach We developed a tailored social media strategy for FAIRR, providing ongoing support to ensure a successful rollout. The eleven-month project included: Audience research and competitor analysis In-depth social media audit and strategy Mapping new organisational processes Weekly content planning, copywriting, and scheduling Ongoing social media support and strategy implementation Exploring new opportunities, including Bluesky We collaborated with FAIRR to maximise LinkedIn impact, implementing recommendations and best practices. Key support included: Campaign plans, toolkits, and a content calendar Weekly copywriting of evergreen and reactive posts Monthly reporting with engagement-focused recommendations This approach aligned FAIRR’s social media with strategic goals, optimised content, and provided ongoing guidance.
The Results With clear direction on which channels and content work best for FAIRR’s target audiences, we implemented the new strategy effectively. This resulted in: The growth of FAIRR’s LinkedIn following by 15% over the course of the contract utilising only organic content A doubling of the average engagement rate on FAIRR’s posts from 6% to 12%, recognition of the successful targeting of key audiences and optimisations of content Sharing trends and knowledge proactively with FAIRR to potentially expand their presence to new channels such as Bluesky
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