SOUTH BAY MOMMIES AND DADDIES
CONTEXT:
South Bay Mommies and Daddies is a local community platform for the South Bay region in Los Angeles County that is focused primarily on parents and family-friendly businesses and activites. Cities in the area includes Hermosa Beach, Redondo Beach, Manhattan Beach, Palos Verdes, and Torrance. Currently, the Facebook group has over 6,000 members. During the summer of 2020, I was working remotely as an apprentice, helping with social media and content creation for all of their socials (i.e. Facebook, Instagram, Pinterest, and the website).
CHALLENGE:
Since the pandemic started, there have been less in-person events and many local businesses are currently closed or running in limited capacity. Before the summer of 2020, many of us believed that this pandemic would be temporary and that we would go back to “normal” by the time summer came around. That unfortunately did not happen. More in-person events were canceled and local businesses were struggling to stay afloat.
As a local community platform, South Bay Mommies and Daddies was a resource so South Bay parents would be updated on local events and what’s going on around the community. With the lack of in-person events that was going on that summer, the challenge was how to keep this platform useful for South Bay locals, whether they have lived there for years or just moved to the area.
SOLUTION:
When creating content for South Bay Mommies and Daddies, the focus was primarily on the community. Since they couldn’t meet up in-person, the Facebook group has been the primary way that South Bay parents connect. In a large Facebook group, the same questions get asked frequently. A few of these questions would be in relation to local restaurant recommendations, parenting advice, or kid-friendly places/events.
Since there was a limited amount of events going on during that summer, many of my blog posts were a compilation of local businesses (primarily restaurants) to support around the South Bay. These blog posts address the needs of the community and can easily be referenced back whenever someone in the someone in the Facebook group asks for a recommendation of restaurants they should visit. These compilations made during the summer of 2020 became evergreen content for the South Bay Mommies and Daddies website. That means that this content can survive past the pandemic as there will always be people curious about what the best places are to get ice cream or tacos in the South Bay.
RESULTS:
Increased blog viewership by 25% by creating SEO friendly blog posts had a click-through rate of 21% when posted on the Facebook business page
Increased Instagram engagement by 120% in 2 months by utilizing relevant hashtags and posting more consistently
Developed and launched two new blog columns for the South Bay Mommies and Daddies website, one which spotlights local restaurants in the South Bay and gets on average over 150 monthly visits on the site
Grew our organic reach on the Facebook page by at least 2.5x by publishing content that the Facebook group members would be interested in like community news and local business recommendations
BLOG POSTS I’VE WRITTEN: (bolded are favorites)
