WMNF Social Media Strategy

The Numbers

Results since December 2025

November 2025 is the baseline — the month before my strategy was in place. Every metric below reflects growth I drove through content, strategy, and community building.

Facebook Views (Mar)

1.4M

↑ +1,344% vs. pre-hire

Nov baseline: 97K

FB Engagements (Mar)

112K

↑ +1,627% vs. pre-hire

Nov baseline: 6.5K

FB Reactions (Mar)

18,093

↑ +873% vs. pre-hire

Nov baseline: 1,859

FB Comments (Mar)

10,256

↑ +4,208% vs. pre-hire

Nov baseline: 238

Instagram Followers

3,650

↑ +16% since joining

Dec baseline: 3,150

Facebook Followers

30,960

↑ +1,960 net followers

Nov baseline: 29K

TikTok Followers

734

↑ +56.8% since joining

Nov baseline: 468

Email Open Rate (Peak)

57%

↑ Industry avg: 25–35%

Targeted Fund Drive campaign

Growth Trajectory

Best months — all going up

Dec, Jan & March are the standout months. The strategy scales — when content hits, it hits big, and March proved the growth is repeatable.

Facebook monthly views

Best performing months · Dec 961K · Jan 1.14M · Mar 1.4M (all-time record)

Reactions, comments & shares — Nov to March

Comments grew +4,208% — the #1 signal Facebook's algorithm uses to amplify reach to new audiences

Reactions Comments Shares

Instagram views & follower growth

Views up 232% Dec → March · Followers grew every single month without exception

Multi-Platform

5 platforms, 1 cohesive strategy

Each platform gets content tailored to its audience and format — not just reposts. Managing posting cadence, analytics, and strategy across all 5 simultaneously.

Facebook

Primary · 173 posts/mo

Followers30,960 ↑ +1,960

Monthly views1.4M

Engagements112K

Reach892.6K

Reels views ↑135.1K ↑83.6%

✦

Instagram

Visual & Reels · 83 posts/mo

Followers3,650 ↑ +16%

Monthly views111.7K

Reach14.2K

Views growth↑ 232% Dec→Mar

Peak month185K views (Feb)

TikTok

Short-form · Fastest growing

Followers734 ↑ +56.8%

Engagement ↑↑ 180.6%

Impressions ↑↑ 235.7%

Reach ↑↑ 235.7%

StatusFastest growing

Professional · 35 posts/mo

Followers544 ↑ +10%

Impressions ↑↑ 81.8%

Reach ↑↑ 82.5%

Engagement ↑↑ 64.3%

Post freq ↑↑ 94% since hire

✉

Email Campaigns

15+ campaigns/mo · Bloomerang CRM

Subscriber list~21,000

Avg open rate27–40%

Peak open rate57% (targeted)

TypesNewsletter · Events · Fund Drive

Industry avg25–35%

Content Strategy

4 pillars, 1 cohesive brand

Mixing civic news that sparks conversation, live event coverage, music culture, and community stories — each content type serving a different role in the growth funnel.

Breaking News & Civic

Local news that made people talk

Covered Florida stories — ICE campus protests, legislative bills, community safety, and local elections. These drove the highest engagement because they invite opinions, not just likes. Comments grew +4,208% because of this content type.

From announcement to day-of coverage

Promoted Tropical Heatwave, Gone But Not Forgotten, Kathleen Edwards, WaveMakers Live, and Spring Fund Drive — coordinated across Reels, Stories, and email blasts. Each campaign had a full multi-platform arc.

Top Reel views48.5K

Email opens40–57%

Top shares253

Music & Artist Features

Putting Tampa Bay artists on the map

Featured Eilen Jewell, Southern Avenue, Allman Brothers, @sonoratukukuy, and more. Music Reels drove high watch time and shares — building WMNF's identity as a music authority beyond just a news station.

Top IG views26.1K

Top likes797

Shares82

Community & Culture

Stories that build loyal audiences

Winter Pride, local photojournalism, St. Pete arts scene, and community safety events. This is what converts casual viewers into loyal listeners — Tampa users grew +31.6% and St. Pete users grew +45% in three months.

Tampa users ↑+31.6%

St. Pete ↑+45%

Local audienceFastest ↑

Market Position

#1 engagement rate in Tampa radio

Fewer followers, far more impact. WMNF's engagement rate is 5× higher than KEXP and 102.5 The Bone — meaning the content resonates more deeply than any competitor.

Station

Follower scale

Followers

KEXP

Seattle indie radio

478K

0.07%

102.5 The Bone

Tampa rock radio

62K

0.07%

WMNF 88.5 FM

← managed by me

31K

0.37%

WUSF Public Media

Tampa public radio

27K

0.31%

ER = total engagements ÷ followers. Source: Content Studio competitor tracking, March 2026.

My Approach

Strategy behind the numbers

Beyond posting — data analysis, monthly strategy reports, algorithm optimization, email campaign management, and real community building every month.

Data-driven decisions

Monthly communications reports — web analytics, email stats, social metrics, competitor tracking — translated into strategy adjustments. Identified comments as the #1 Facebook algorithm signal and shifted content immediately.

Multi-format content

Reels, Stories, image posts, event graphics, email campaigns, and print ad creative (Creative Loafing ¼ page). Each format chosen based on platform behavior and real performance data — not guesswork.

Platform-native strategy

Facebook gets civic conversation starters. Instagram gets Reels-first visual content. LinkedIn gets professional framing. TikTok gets behind-the-scenes. Email segmented by audience: newsletter, solicitation, events.

Algorithm optimization

Identified in month 1 that Feed + Reels discovery jumped from 62% to 85.7% of total reach. Leaned in immediately — producing more algorithm-friendly content that Facebook pushes organically to new audiences.

Email management

15+ campaigns/month via Bloomerang CRM — newsletters, Spring Fund Drive solicitations, event promotions, donor cultivation. Open rates up to 57% on targeted segments, well above the 25–35% nonprofit average.

Local audience growth

Tampa users ↑31.6%, St. Pete ↑45% in 3 months. The strategy converts reach into loyalty — spotlighting local DJs, volunteers, and orgs to retain the core community while civic content pulls in new audiences.

GrowingWMNF88.5 FM