Paceline Social Media

New Work Wednesday

May 1

So what IS Paceline?

Paceline is a brand new community event based in Augusta, GA where 100% of all fundraising goes to fund critical, life-saving research at the Georgia Cancer Center. While a bike ride is the culmination of fundraising efforts, community involvement extends far beyond just riders. This non-profit model is based off of the highly successful Pelotonia event that takes place in Ohio, which was founded in 2008.

Wier / Stewart was brought in to develop a brand and identity for the Augusta movement in its early stages. As a continued service, we have supported the Paceline team in building a social media presence through our Social Media Management services. Our responsibilities include social strategy, design, content scheduling, audience engagement and reporting for Facebook and Instagram.

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"Building a social presence for an event in its inaugural year can be a challenge from a content standpoint since it only exists in concept. So we've gotten creative constructing a strong cadence of brand-appropriate content that can be used to support Paceline this year and beyond."

Abigail Mangum / Social Media Manager

Pretty Alone Won't Do

While we thrive on good design, we really geek out on the metrics and analytics that our social media management platform provides. Insights from this data help shape our creative, messaging, copy and strategy week to week. We love that we can see what's working and what's not, and the clients love seeing the progress.

For Paceline, complementing organic efforts with some paid social media support was an important factor for increasing the visibility of its brand new social profiles. Paid support offers a notable and immediate lift in audience reach and engagement metrics. Not to mention the impressive correlation of increased web site visits. For context, the first visual below shows website traffic from Google Analytics and an Engagement report from our social reporting platform. The most paid social support ran in December and then a lighter spring campaign started in March, and the metrics spike to match.