Social Media Case Study: Coconut Bay

Social Media Case Study: Coconut Bay

What could be better than a premium, all-inclusive vacation in St. Lucia? Sandy beaches, cocktails with little umbrellas, cool and refreshing pools, and gourmet food. It all sounds amazing, but how do you communicate it online? People can’t feel, touch, or taste anything at resort without being there. That was the challenge we had when promoting Coconut Bay on social media.

Tremendous Social Media Growth

Under our strategic direction, Coconut Bay’s Facebook page likes have grown over 36% in the last 12 months; and Instagram followers have grown over 55% in the same time period. This huge growth took time, money, and of course planning. It’s important to consider your target audience and how to best engage them.

Push vs. Pull Strategy

Not every post can be a sales post. In the example here, Coconut Bay promotes “National Beer Day” with a photo of Piton Beer. It’s important to share fun and interesting posts with your followers.

Social Media doesn’t have to be all serious, all the time. Don’t be afraid to make jokes (within reason), and to be silly too. People will respond well to humor.

Measure & Report

There’s no point in running social media campaigns if you aren’t measuring the results (and reporting it too). Using services such as Hootsuite or Buffer, it’s easy to track post likes, shares, clicks and overall engagement.

Social analytics serves two purposes: first, it measures results; and two, it allows for constant improvement. A lot of social media marketing is trial and error. We can’t always know what will work, and what won’t. That’s why it’s important to test various posts, and see what’s successful and what isn’t. It’s the only way to course correct your socials strategy as needed.

Ask for Help

If you’re overwhelmed by social media marketing, don’t be afraid to ask for help. We’re here to assist you however we can. Learn more about the social media services that we offer.


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