SOCIAL MEDIA WRITING
instagram: City of Laguna Beach
Challenge
The City of Laguna Beach needed an Instagram account that could both represent the work it takes to run our city while attracting the attention of an audience used to scrolling past beauty shots.
Strategy
Use eye-catching photographs and expository copy. Pepper the feed with striking UGC from local stakeholders.
My role
As the City’s Social Media Coordinator, I tracked down or took photographs, edited them, and wrote copy. I scheduled posts and coordinated with each department to balance the feed.
Results
Through organic growth, I built our account to more than 14,000 followers, opening the (at the time) coveted "swipe up" feature for Instagram stories.
