The Challenge:
A publicly traded consumer home goods company spun off from a larger organization. The spinoff operated with a shell leadership team and limited, centralized corporate functions including one communications specialist. At the time, LinkedIn was viewed primarily as a career-focused platform, not yet leveraged as a strategic branding tool. The company’s LinkedIn profile, though established, sat largely dormant, lacking branding, content, and descriptions despite an existing follower base. Alpha recognized a clear opportunity to implement a formal, holistic content strategy to build brand identity, enhance corporate reputation, foster employee pride, strengthen investor confidence, and grow the company’s customer base through a vibrant and engaged online presence.
Alpha’s Solution:
- Understanding that a holistic social media strategy is a heavy lift, Alpha stepped in to develop a plan that included clear content categories, key messages, a process to collect content (photos, stories, videos) from across its operating companies, and a content calendar to schedule posts each month.
- Initial content was created focused on the company’s business profile and product offerings as well as its mission, vision, and values. Simple, branded graphical templates were created to make the content development process more efficient and consistent.
- Through intentional outreach across the organization, teams began submitting success stories, team gatherings, professional events, and other company activities, which formed the foundation of an evolving content strategy.
- Social outreach was then extended beyond LinkedIn to multiple other communities where critical influencers consumed information.
Results:
- After full implementation, post frequency increased from a few per month to once weekly, and eventually to three to five times per week.
- External stakeholder response was immediately positive, with engagement accelerating by 75% within the first six months.
- During that same period and beyond, the company gained 200 to 500 new followers each month across multiple platforms. Several years after the initiation of the strategy, branded content continues to be generated weekly for an audience of more than 50,000 followers.
