A Slack-tacular Social Media Campaign

Jul 4

Slack (apparently) is an acronym that stands for “Searchable Log of All Communication and Knowledge.” I’m a big fan of Slack, having used the platform in my professional career. It makes it easy for me to send messages and important files to my coworkers. It’s a unique product that does not really have any similar competitors (unless Discord suddenly wanted to refocus its product for business people rather than gamers).

Because of this, I thought that I’d practice my social media skills by developing a social media campaign for Slack that would highlight how unique it actually is. Because in 2024, it’s not enough for brands to just simply be on social media. Brands need to have a strategy for their social media presence.

Time for an Audit

The great thing about practicing my skills with Slack is that I am already a user of the product. I’m a user, so I know what Slack provides and what makes it different.

Just like any campaign, everything starts with research. In conducting an audit of all of the brand’s current platforms, I calculated the averages of likes, comments, and followers, and also analyzed the effectiveness of their current content. After compiling all the evidence, I discovered that Slack posts the same type of content across all their platforms, which is a missed opportunity to effectively communicate on a platform-specific basis. I also found out that Slack is extremely effective on LinkedIn, having accumulated a solid following of 2 million users.

The Who (feat. The Why)

I narrowed down the target audience for the campaign to millennial business people. Although employees of all ages use Slack, the platform is mostly used in small and medium sized businesses, with many being startups. Millennials are more likely to be leaders in these businesses, and would be the person purchasing Slack for the office.

During the audit, I found that Slack did not have much of a community on their social media platforms – except for LinkedIn, which isn’t very surprising since they’re a B2B product. So I created my campaign to be a response to that, with the main goal being to boost Slack’s engagement, and eventually lead them to higher conversions.

A Calendar Full of Content

For this campaign, I also developed a month-long content calendar. Backed by current posting frequency recommendations by Hootsuite, the campaign would see a post on TikTok and Facebook every day, with Instagram and LinkedIn seeing 3-4 posts a week. YouTube – a must have for any brand playing the long game – is also a part of this campaign with the introduction of a new Wednesday Weekly long-form series.

Check It Out

For this campaign, I made a written report, as well as a presentation covering all of the important details. Although I only made this campaign as a project, I’m confident that if it was actually used, that Slack would see an increase in engagement and conversions.

I wrote in a previous blog post that we create content for people and not robots. This campaign focuses on exactly that. When we create content for our audience, specifically honing in on what is valuable for them, engagement goes up. This Slack strategy focuses on providing valuable workplace and productivity tips, making it a “Slack-tacular” campaign proposal that would be sure to improve Slack’s digital presence.