Client
Science Journalists Association of India
Service
Social Media | Live Event Coverage
Deliverables
Instagram | Facebook | X
About the Client
The Science Journalist Association of India is a professional body of science journalists and science communicators in India.
Challenge
SJAI approached us with a crucial objective: to amplify the reach and engagement of their annual national conference. This conference, a pivotal event for science journalists and communicators across India, faced the challenge of breaking through the noise in a crowded digital landscape. While SJAI possessed a strong reputation within the scientific community, they needed to:
Increase Awareness: Expand the conference's visibility beyond their existing network to attract a wider audience of professionals and students.
Drive Engagement: Generate excitement and interaction around the conference, encouraging registrations and active participation.
Maximise Limited Time: Execute a comprehensive social media strategy within a tight timeframe leading up to the conference.
Navigate a Diverse Audience: Tailor content to resonate with a diverse audience, including seasoned journalists, researchers, students, and policymakers, across multiple social media platforms (LinkedIn, Facebook, Instagram, and Twitter).
Approach
To address SJAI's challenges, we implemented a multi-faceted approach centered on strategic content creation, targeted engagement, and robust community building:
Content Strategy Enhancement: We went beyond simple announcements. We developed platform-specific content calendars, ensuring each network received tailored messaging. We ramped up video content production, knowing visual narratives are powerful drivers of engagement. Crucially, we shifted towards storytelling, crafting narratives that highlighted the impact of science communication and the value of attending the conference. Consistent posting ensured we remained top-of-mind.
Engagement Optimisation: We targeted peak activity times, increased community interaction, and developed user-generated content opportunities. We created platform-specific engagement strategies.
Community Building: We implemented regular community engagement activities, created exclusive follower content, and fostered discussions.
Measurement and Analytics: We didn't rely on guesswork. We implemented robust performance tracking, setting platform-specific KPIs to measure success. We actively collected community feedback, ensuring our strategy remained aligned with their needs. This data-driven approach allowed us to continuously optimise our efforts and maximise impact.
Results
Platform Performance Breakdown
LinkedIn Performance
Total impressions reached 57,154, representing a remarkable 5,030.5% increase from the previous period.
Engagement metrics showed exceptional growth with 1,366 reactions, demonstrating a 12,318.2% increase from baseline.
The platform generated meaningful professional discussions through 21 comments and 33 reposts.
Our community expanded to 1,851 followers, primarily consisting of science journalists, researchers, and academic professionals.
Performance peaked during the late November to early December, coinciding with key conference events.
Facebook Metrics
Visibility metrics showed strong performance, with 13,500 total views and a reach of 5,400 users, representing a 2.3% increase.
Community growth remained steady with 53 new followers, resulting in a net growth of 50 members after accounting for minimal churn.
Instagram Growth
Content performance surged with 39,100 total views, marking an 848.1% increase from the baseline.
Platform reach expanded to 11,400 users, showing a 777.4% improvement.
User engagement metrics improved significantly with 1,100 profile visits, representing a 463.3% increase.
The community grew by 91 new followers, marking a 264% improvement in growth rate.
Stories emerged as the most engaging format.
Despite 8 unfollows, the platform maintained a healthy 14.3% churn rate, well within acceptable standards for event-based content.
X (Twitter) Analytics
X proved effective for real-time engagement:
The platform generated 12,700 impressions and attracted 196 profile clicks during the conference.
Engagement metrics showed strong performance with 237 likes, 30 retweets, and 32 replies.
Content volume remained robust, with 81 tweets and replies, maintaining consistent audience engagement.
HAPPY CLIENTS
