Challenge
CAPSLOCK is a social impact-focused organisation with a powerful mission to reduce the barriers to starting a new career in cybersecurity. It has a wealth of valuable content, including alumni success stories, case studies and thought leadership, but it didn’t know the best way to showcase its expertise on social channels and boost engagement.
Approach
CAPSLOCK engaged The Flywheelers to revitalise its presence across its social media channels. Our goal was to build a stronger online presence and communicate its B2C and B2B value propositions to a wider audience. To achieve this, we developed a systematic, multi-phase approach:
#1 Undertook a comprehensive audit
We began with a comprehensive audit of its existing presence across LinkedIn, X/Twitter, Instagram and Facebook. This audit dissected existing content to identify gaps and opportunities to create more engaging and impactful material. Along with this, we evaluated CAPSLOCK’s target audiences to better understand the messaging and content that would resonate with them.
#2 Established new messaging pillars and tone of voice
We established core messaging pillars that would resonate with each segment for consistent communication across all social platforms. This included refining CAPSLOCK’s tone of voice to align with the desired brand perception.
#3 Created an engaging content strategy for LinkedIn
Our content strategy focused on creating compelling narratives with a consistent posting schedule, to:
- Amplify brand awareness: Injecting the social channels with engaging content such as industry trends and alumni success stories that resonated with potential learners, businesses seeking skilled cybersecurity practitioners and organisations looking to upskill their teams
- Establish thought leadership: Transforming CAPSLOCK’s wealth of knowledge and expertise into captivating social media content, such as the highly successful our Women in Cyber series, positioning the company as a valuable resource and trusted authority within the cybersecurity community
Impact
The results speak for themselves. We didn’t just increase engagement – we ignited it.
Over seven (Jun-Dec) months of LinkedIn management, we achieved substantial growth:
- 1,077 new followers joined the CAPSLOCK community on LinkedIn (6% increase)
- 14,164 LinkedIn profile views demonstrated that our content resonated with audiences
- 159,059 impressions expanded CAPSLOCK’s reach and visibility
