FLYR Social Media Strategy
Complete Brand Refresh & Overhaul
When I came into FLYR, the brand was in need of an overhaul, with social media posts handled by different members of the marketing team without social media strategy & direction.
For our Corporate/Aviation & Hospitality social channels, I developed two 30-page playbooks based on an audit of the accounts. Instantly, you can see the change in our social channels from bland and static to comprised of a diverse mix of LinkedIn documents, videos, GIFs, and informational photo galleries.
From this… (Prior to May 2024)
To this (June 2024 - August 2025)
Content Mix & Breakdown for LI
Prior to joining, Articles & Images made up 80% of all types of media, making the LinkedIn static and boring. More importantly, single images do not perform as well as other types of media such as photo galleries, carousels, or videos.
By diversifying our content, I made sure that our content was lively, diversified, and eye-catching. Our Engagement jump from 4% to 7% and later 12% made it clear that this was the right move to make.
Peak Social Performance for Major Company News
From June to August 2024, FLYR had a series of exciting announcements, a new partnership announcement and major product release, coupled with our appearances at World Aviation Festival and T2RL.
I ran organic & paid social campaigns for FLYR's Offer & Order Management System launch, Series D Funding Announcement, and Riyadh Air partnership in conjunction with World Aviation Festival 2024, resulting in a total of 100K+ impressions during Q3 2024.
Product Storytelling through Dynamic Media
We sought to tell storytelling through all different forms of media provided by LinkedIn.
For our products like Legacy Translator, Shopping Cart, and Offer and Order Management, we shared our product stories through a creative mix of photo galleries, short & long carousels, and more.
Thought Leadership through Digital Storytelling
Prior to the refresh, FLYR’s content was quite stale, only posting when there was a major announcement or a holiday.
I worked to create a robust Thought Leadership pillar strategy, but FLYR had a scarcity issue — with limited press releases, customer stories due to NDA agreements, and interviews with C-Suite, we made sure to use every bit of thought leadership we could find by repurposing them into podcast clips and quote posts.
In addition, we were able to turn our event announcements into dynamic moving videos.
Driving Culture & Pride through Social Media
With a slim People & Recruiting team after budget cuts, Social took the lead on highlighting the culture at FLYR.
We created an employee carousel series to highlight our Offer & Order Management team members, and also highlighted special moments like International Women’s Day. Life @ FLYR posts often outperformed our other posts, receiving engagement rates of 30% and above, and regularly broke our own social media records as they continued on.