Social Media Strategy · Content · Analytics
Building a Social Media Strategy for a New Music and Culture Blog
Built and tested a cross-channel growth strategy for a new music and culture blog—from audience research and content development to paid campaigns and performance analysis.
Solo academic project · Fall 2025
36.5K | 6.7K | 84 | 3.42% |
Facebook reach | Instagram reach | Social referrals | Instagram CTR |
Project Overview
Music Resonance is a blog exploring the connection between music, emotion, identity, and culture. The project was developed independently from concept to execution, including the blog, audience strategy, original content, social media channels, paid campaigns, and performance analysis.
The goal was to introduce a new blog to its audience and understand which channels and content could turn visibility into website traffic and engagement.
The Challenge
The project started with a limited audience, only two social referrals during the baseline month, a short campaign period, and a total advertising budget of $50.
The central question was: “How can a new content platform reach the right people and encourage them to take the next step?”
What I Did
Developed the concept and positioning for Music Resonance
Built the blog on WordPress and published three original articles
Created a target audience persona
Conducted keyword and topic research
Developed content for Instagram and Facebook
Launched awareness and traffic campaigns
Analyzed performance across WordPress and Meta
Identified opportunities for future growth
The Approach
Facebook and Instagram were given different roles within the strategy.
Facebook was used primarily for reach and awareness, while Instagram focused on traffic and user action. Performance was evaluated across the full audience journey:
Reach → Click → Blog Visit → Engagement → Subscription
This helped separate impressive visibility numbers from the actions that created more meaningful value for the blog.
Results
36,528 people reached on Facebook
6,692 accounts reached on InstagramSocial referrals increased from 2 to 84
Paid campaigns generated 64 landing-page views
Instagram produced 54 link clicks
Instagram traffic campaign achieved a 3.42% CTR
The campaign successfully created awareness and increased blog traffic. Engagement and subscriber growth remained below the original targets, revealing where the audience journey needed more work.
Key Takeaway
The strongest result was not simply the reach. It was understanding the difference between being seen and giving people a reason to act.
Facebook was more effective for awareness, while Instagram generated stronger traffic-oriented behavior. The project showed that campaign objectives strongly influence outcomes: optimizing for reach can create visibility, but not necessarily engagement or loyalty.
What I’d Improve
The next iteration would focus on fewer goals, more distinctive recurring content, clearer calls to action, and a simpler subscription experience.
With a longer testing period, I would also compare creative variations and track which individual posts were most effective at moving people from discovery to repeat engagement.