American Crystal Sugar Company was considering using social media as a way to connect with their audience, but they wanted to be strategic. Their primary focus was recruitment and sharing their commitment to the communities they serve through their Community Roots program. They didn’t have a Facebook or Twitter account, and their LinkedIn page wasn’t being optimized like it could be. After meeting with Onsharp, it was clear they needed a strategy to ensure they could be successful on social media.
Onsharp’s digital marketing team worked to develop a strategy that outlined a strategic plan to reach their goals. This strategy provided clear direction for how to be active and effective on social media. When the strategy was delivered, Vice President of Administration at American Crystal, Lisa Borgen, said, “This is great. I am convinced that this is key to moving forward and that you are the partners to help us do it.”
Starting in March of 2015, American Crystal partnered with Onsharp for a monthly social media management program. #TeamOnsharp continues to work with American Crystal to plan and post content for all of their social media accounts and ensures that the program is working toward their goals.
Since the implementation of the social media program, American Crystal Sugar Company has seen more recruitment activity, a significant increase in interactions on social posts, and steady growth in followers. In addition to writing and posting unique content, Onsharp implements a variety of Facebook ad campaigns that highlight current job openings, boost posts related to their Community Roots program, and works to increase likes on their Facebook page through Facebook ads that encourage those who don’t already like their page to follow them.
Social Channel Growth:
- LinkedIn– From 643 followers to more than 2,100 followers since 2015
- Facebook– From 0 followers to more than 10,000 followers since 2015
- Twitter – From 0 followers to more than 850 followers since 2016
*Data as of June 2018