As Visit South Padre Island expanded its social media program, it reached out to Step In Communication, in partnership with its agency of record, The Atkins Group, for a higher-level analysis of its social media program performance and guidance on how to implement best practices in achieving follower growth and in enhancing the effectiveness of its content types.


Step In Communication used a third-party tool to review three channels: Facebook, Instagram and Twitter on these parameters: follower growth trend on each; content types and effectiveness on each; and best and worst times to post on each.

Two data sets were used for a two-part analysis. The first data set spanned April and May and the second set covered June through August. Both data sets followed the same format and evaluated the same practice elements. Results and information had to be presented in a way that empowered and energized the client’s Social Media Manager, while identifying clear opportunities for organic growth.


The data from the third-party tool, True Social Metrics, attempted to flatten algorithms to allow for better comparisons. Data was distilled from dozens of pages of backup reports to reflect the topline/most actionable items and insight for the client. In the first report, we recommended changes in output, time of day and types of content. Results showed that the changes adopted by the client were yielding results when we analyzed the second set.


The key results from the second data set showed:

  • Follower growth across all channels increased 28.8%.
  • Instagram: Comments per 1000 followers increased 91%.
  • Facebook: Comments per 1000 followers increased 111.4%; shares per 1000 followers increased 121.2%; Likes per 1000 followers increased 62.8%.