Social Media Strategic Maximization


  • Zeftron is a leading commercial carpet nylon brand that adds unparalleled color, styling and environmental assets to commercial carpet products
  • For years the brand had been in a “maintenance mode” with its social media efforts, but desired to accelerate results across all its digital platforms


  • To create a long-term, strategic social media strategy with a limited budget and resources

  • To ensure the social media strategy was aligned to the company’sbusiness objectives, its PR program and was measurable

  • To ensure social media efforts supported Zeftron’s other online properties



  • Conducted research to determine Zeftron’s main objectives and audiences

  • Created an “asset inventory” of photos, videos and content topics that would meet the objectives

  • Developed monthly content posting calendar, established paid boosting budget; created InfoGraphics; short videos; etc.

  • Developed several highly identifiable campaigns aligned to the brand’s message as a color authority

  • Created comprehensive Quarterly Report to track progress, gain insight and make adjustments for future efforts

  • Integrated social media efforts across all online properties – including e-newsletters, website and blog page – to ensure maximum results

  • Encouraged sales reps and other brand stakeholders to contribute content and participate in all conversations


  • Within first 6 months, Pinterest engagement and followers grew more than 300%

  • Within the first 6 months, Instagram followers grew by more than 100%

  • Within the first 6 months, Facebook impressions grew 400%

  • New visitors to company website and blog page via social media achieved significant growth 

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5-Step Strategic Plan Process

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