One of the coolest (and my first) Clemson project experiences was building a Social Media Plan for America’s Largest Home, the Biltmore Estate, in Asheville, N.C. Biltmore in my Social Media Analytics Class.
Emily-Merrin Leamy, Social Media Content Specialist for the Biltmore, was seeking college-age students’ help with the following:
- Grow Biltmore’s audience towards a younger audience
- Uphold Biltmore’s brand traditions and quality
- Increase overall presence on TikTok
We proposed ideas to solve just that, including executing a SWOT analysis, conducting social listening research via Sprinklr, developing Objectives/strategies/tactics, providing creative content recommendations, defining evaluation metrics, and more. Side note: Unfortunately, the Biltmore was partially affected by the hurricane in Asheville, so the listening results were slightly affected by the crisis.
We were also fortunate to visit the mansion in person for a tour, to gather content, and develop ideas for our proposals. Fun fact: not long after presenting, I noticed similar ideas of ours were used on social media! Check out some key slides:
