Social Media Digital Strategy Case Study
Company
Boxed & Burlap
Boxed and Burlap
Our goal with Boxed and Burlap is to stay true to our faith, be inspired by the past, and encourage others for the future. Boxed and Burlap is a business that believes in the power of creativity, community, and craftsmanship. As the founders of Boxed and Burlap, we enjoy the process of designing and creating spaces and art by hand. Additionally, we truly admire individuals and businesses that create and support the creation of art and products by hand. We enthusiastically support the slow fashion movement and the movement to bring back American craftsmanship. Our coffee corner retail shelves are with curated branded merchandise and myriad high-quality handcrafted items produced by companies that resonate with our mission. Through Boxed and Burlap, we hope to share the joy of community, creating, creativity, high-quality craftsmanship, and living authentically with others.
Audience
The Demographics:
The individuals seen posting, commenting, and tagging the Boxed and Burlap social accounts are women in their 20-40s who love to comment on the posts Boxed and Burlap posted and also post about their drink and pastry order of the day while tagging the store to allow outreach to the brand. Unfortunately, their company does a poor job of replying to the posts they are tagged in.
The Technographics:
The most prominent individuals who are interacting with the Boxed and Burlap posts and comments are photographers, event guests, brides, and twenty through forty-year-olds.
Middle-Aged Women:
In her mid-forties, she exudes confidence and grace. Dressed elegantly in a sweater and jeans, she orders her cappuccino or herbal tea with a composed demeanor. Settling in, she enjoys a book or newspaper, occasionally exchanging smiles with fellow patrons. Her calm strength and quiet joy in simple moments are evident amidst the café's bustling energy.
Strengths, Weaknesses, Opportunities, Threats (SWOT)
Strengths:
They have a pretty good following while following only about an eighth of how many followers they have. They have a good amount of posts and reels so support their platform. Their brand is known for grabbing the attention of the locals while providing positive comments.
Weaknesses:
Not much connection to the account commenting back on their post. There is rarely a return comment on a post they are tagged or mentioned. Not much engagement across multiple platforms. Poor job at attracting a broader age range of their audience. They see to focus on a selected age demographic.
Opportunities:
They have expanded their website with new events promoting arts and crafts and wine-tasting events to attract eventful audiences. Adding new attractions allows for more individuals to see what their brand is all about which prompts their other incentives. They stay true to their aesthetic and branding.
Threats:
The company needs to make more connections with not only the locals but also the people on social media who tag and mention them on their posts. There needs to be more interaction tier to their audience through social media.
Social Media Policy:
Reply and interact with the customers and comment on the relevant post.
Interact with the post the account is tagged in, therefore letting the tagging account know that they have been seen and accounted for.
Promote more interactive posts and reels to engage with the audience, enabling them to comment and repost their accounts. This will create outreach to more people on the platform without reaching them directly.
Primary Business Goal:
To return communication to comments and tagged social media posts. Create more engagement with their audience and build a stronger community around the business's social media platforms.
Social media platforms are good at presenting engaging posts and reels, but the remaining issue is that there is not much communication between them and the viewer. There seem to be some posts where there are replies, their main issue is having consistency.
