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social media case study

Visit McCall

and the McCall Chamber

THE CHALLENGE

The McCall Area Chamber of Commerce and Visitors Bureau has a big scope. On the local side, they represent the interests of member businesses (the Chamber side) and on the tourism side, they are charged with being the primary tourism marketing entity (the Visitors Bureau side).

This two-pronged focus was making the single Facebook and single Instagram page confusing. Posts with different focuses existed side by side and they were trying to talk to two different audiences on one platform.

THE SOLUTION

Divide and conquer! We audited the existing Facebook and Instagram channels and realized that the Facebook page tended to get the highest engagement on local topics (events, business features, Chamber information) while the Instagram page engaged much higher on the tourism side of things.

So, we broke up. The original Facebook page became dedicated to the McCall Area Chamber and we created a new complimentary Instagram account. Then we took the original Instagram account and made that dedicated to Visit McCall and built a new Facebook page as a companion.

So now there are 4 social accounts rather than 2, each paired to their area of focus and target market.

THE RESULT

In the first 6 months of this new structure with each account having a clear focus and audience:

McCall Chamber Facebook (original)

    • 5 million impressions (a 40.5% increase)
    • Engagements rose by 21.5% with an engagement rate of 4.2%
    • The audience grew by 8.2%, breaking the 10k follower count

McCall Chamber Instagram (new)

    • 56k impressions – basically starting from zero
    • Engagement rate was 2.8%
    • The audience grew to 522 in the first 6 months

Visit McCall Facebook (new)

    • 4.9k impressions
    • Follower count is low, but they are an engaged audience with a 7.1% engagement rate

Visit McCall Instagram (original)

    • 117k impressions, a 71.9% increase from the previous 6 months
    • Engagement rate was 5.3%, an increase in 90.5%
    • The audience grew to 6,641, up 433 in 6 months