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For my BCM325 Digital Artifact, I intend to produce a business plan that will span across a three-part blog series. The plan will address the short-term future of my brand – Let’s Talk About ADHD – and personal career. Part 1 includes a brand description and vision statement, SWOT table analysis, content calendar for April of 2022 and a post and profile metric performance report.
What is @letstalkaboutadhd?
“Let’s Talk About ADHD” is a brand that produces and promotes educational content regarding Attention Deficit Hyperactivity Disorder (ADHD). So far comprised of an Instagram and Twitter account and a Facebook page, Let’s Talk About ADHD was created for the purpose of generating greater ADHD awareness – with the niche objective of educating people about the underdiagnosis of women and adult’s with ADHD in Australia.
The @letstalkaboutadhd Instagram is currently the brand’s primary social media platform – the account disseminates a variety of modern, heavily researched content regarding ADHD. ADHD misinformation is rife on social media at present, with myths and under-researched content spreading like wildfire. Run by a journalist diagnosed with ADHD, @letstalkaboutadhd intends to counter this disinformation by offering factual and accurate content, backed by an accredited journalist’s approach to research and content creation.
Founded in New South Wales, Australia, the “Let’s Talk About ADHD” brand is owned and run by journalist and social media manager Amelia Phelps. Amelia was diagnosed with combined type ADHD in 2020 and dedicated much of her degree in journalism and public relations to researching and writing about the neurodevelopmental disorder. Having interviewed and acquired knowledge from numerous leading ADHD specialists and researchers, Amelia has developed a profound, holistic and personal understanding of ADHD.
Given that 1 in 20 Australians have ADHD and awareness of and referrals for the disorder continue to increase, there’s an evident market for digital ADHD content creation. As ADHD does not discriminate, neither does Let’s Talk About ADHD – who’s target audience is anyone interested in or connected to the ADHD/neurodiverse community. The account’s content does assume a secondary level of comprehension/education, however, offers easily digestible, bite-sized chunks of information – tailored toward an ADHD audience.
Dual-pronged, this business plan will create a two-year trajectory that will see to a gradual increase in the reach and exposure of the brand’s content to achieve greater ADHD awareness and will help to build a supportive and inclusive online community for the neurodiverse and their allies. Two separate monthly content schedules for April and May have provided and continue to provide an element of accountability and also serve as a method to track and analyse the Instagram account’s metric progression -which will offer an ongoing feedback loop.
A SWOT analysis of Let’s Talk About ADHD:
(S) Strengths Weaknesses (O) Opportunities (T) Threats
- Location – based in Australia, where the need for greater ADHD awareness and improved diagnostic/treatment rates is high and where a gap in the market of educational/ADHD social media platforms exists.
- Employee/founder – all content published via Let’s Talk About ADHD is produced by a professional journalist and social media manager, so the content is thoroughly researched, current and based on facts and experience. This sets the brand apart from others of a similar nature as very few have the accredited research skills to produce such content.
- Extremely tech-savvy – producing digital content and working online is deeply embedded in the founder’s university education, so further establishing an online presence won’t be a challenge and will not require any external support/costs.
- Culture – though it may be small, @letstalkaboutadhd has already developed and continues to develop a highly interactive, inclusive and supportive following.
- New brand – the brand doesn’t yet have the reputation or capital of other competitors.
- Solo-run/time-poor – as the brand is new, the founder is the sole proprietor and creator of the content so is tasked with researching, creating, generating and publishing all content on an individual-level.
- Aesthetic/style is still being prototyped – which may infringe on the consistency and current presentation of the brand/content but will eventually turn into a strength as a well-researched and established profile.
- Fast growth – the demand and popularity of ADHD/Autism awareness and advocacy platforms continues to increase.
- Niche in the market – few ADHD Journalists who are producing this style of content within this field.
- Cross-platform – expansion of brand to produce and publish a variety of content across numerous social media platforms will create a holistic presentation of the brand.
- Competition – There exists a strong portfolio of competition in the market, with many well-established, international brands advocating for ADHD on the platform .
- Market misinformation and distrust – ADHD misinformation on social media platforms (particularly TikTok and Instagram) is rampant at the moment, meaning it may be hard to break through the stigma and generate a solid audience/following.
@letstalkaboutadhd April content calendar:
The content calendar is comprised mostly of suggestions from followers via a game of “This and That” on Instagram. @letstalkaboutadhd has continued to publish this game on Instagram at the start of each month to promote audience engagement – in order produce content that aligns with audience values and interests.
Having primarily adhered to the above content schedule, Let’s Talk About ADHD has begun to produce and publish content on a consistent basis and has already seen some metric progression throughout April (when compared to the following month and previous posts) across all social media profiles. Let’s Talk About ADHD intends to consistently monitor their metric data to identify progression and monitor fluctuation.
Using Sprout, the following post report on all of Let’s Talk About ADHD socials was created for the month of April:
Profile Performance report (April 1, 2022 – May 2, 2022)
Using insights from Instagram, as well as Sprout, the following profile performance report on the Let’s Talk About ADHD socials was created for the month of April:
Total audience: 368
Total Net Audience Growth
Twitter Net Follower Growth: 12
Facebook Net Page Likes: 56
Instagram Net Follower Growth: 53 (+19.2%)
Overall impressions: 3,691 (+ 2,221.4%)
Overall engagements: 298 (+4,157.1%)
Engagement rate per impression: 8.1% (+83.4%)
Engagement Rate (per impression) is the number of times during the reporting period that users engaged with your posts as a percentage of impressions. This indicates how engaged people are with your brand.Sprout Social
Instagram Insights (April 5 – May 4):
Accounts reached: 423 (+243%) (142 followers, 277 non-followers)
Images 10 through 13: Instagram Insight graphs (reached audience) for @letstalkaboutadhd
Accounts engaged: 57 (+850%) (37 followers, 20 non-followers)
Content Interactions: 123 (+1,657%)
Profile visits: 112 (+124%)
Post Interactions: 120 (90 likes, 5 comments, 14 saves, 2 shares)
Of all content interactions, story interactions were the only to fall, coming in at 3, a 57.2% decrease from the month prior.