Facebook Performance Transformation — Roanoke Cooperative
This case study analyzes year-over-year Facebook performance for Roanoke Cooperative, a rural electric utility serving a limited and stable population. With small communities, growth is not driven by audience size but by content strategy, engagement, and communication clarity.
Category
Analytics & Reporting
Social Media Management
Client
Roanoke Cooperative
Date
September 2023 – September 2024
Strategist
Alondra Acosta
Roanoke Cooperative Case Study
This project showcases a year-over-year Facebook transformation for Roanoke Cooperative, where I improved engagement by 307%, grew reach by 13%, and strengthened community interaction through strategic content planning, storytelling, video creation, and monthly analytics reporting. Working with a rural member-owned audience, I focused on clarity, trust-building, and human-centered content that significantly increased engagement despite limited population growth.
Throughout the year, I implemented a more consistent posting schedule, shifted toward video-focused storytelling, and refined messaging to strengthen community trust. These changes resulted in major improvements in engagement rate, reach, and member interaction, even with similar follower counts.
THE STORY
Roanoke Cooperative serves small, rural communities in North Carolina, which naturally limits audience size and follower growth. Because of this, performance success comes from improving engagement, reach, and clarity of communication, not trying to grow the audience artificially.
When I began analyzing their Facebook performance, I noticed opportunities for stronger creative variety, increased posting frequency, and more human-centered storytelling. Members resonated most with emotional, community-focused content — and this became the foundation for improving performance.
KEY METRICS (YEAR-OVER-YEAR)
- Engagements: 870 → 3,540 (+307%)
- Engagement Rate: 1.9% → 6.9%
- Total Impressions: 45,198 → 51,230 (+13%)
- Video Views: 1,356 → 5,310 (+291%)
- Posts Published: 46 → 62 (+35%)
- Net Follower Growth: +28 → +63
OUR APPROACH
To increase engagement and visibility for Roanoke Cooperative, I implemented a multi-layered strategy:
• Increased posting frequency to ensure consistent member touchpoints
• Shifted toward video-first content, which significantly boosted reach
• Strengthened storytelling, especially for community events and employee features
• Focused on clear, visual outage communication during weather events
• Used monthly analytics to refine content types, posting times, and messaging
• Created a more balanced content mix (safety, community, education, appreciation, updates)
This approach directly resulted in higher impressions, more meaningful engagement, and a dramatically improved engagement rate.
CONTENT HIGHLIGHTS
I created a mix of videos, static graphics, educational posts, and real-member storytelling to help the co-op strengthen trust with the community.
Key content types included:
- Employee & HR appreciation spotlights
- Linemen stories
- Community smiles & highlights
- Safety and storm-preparedness posts
- Local event support
- Energy efficiency tips
- High-performing reels
INSIGHTS & LEARNINGS
Members responded strongest to:
- Emotional, human-centered content
- Reels and short-form videos
- Clear, simple messaging
- Safety and outage communication
- Genuine behind-the-scenes stories
These insights helped refine content for future months and improved predictability in performance.
IMPACT / RESULTS SUMMARY
This year-over-year transformation demonstrates how consistent strategy, community-focused content, and analytics-driven decisions can dramatically improve engagement — even in a small rural audience.
Roanoke Cooperative gained:
- Higher member trust
- Stronger participation
- Clearer communication
- A more active online presence
- Significantly improved engagement outcomes
