This document outlines the team and responsibilities for Roman Paradigm Massage's social media accounts. It discusses the business, which focuses on sports therapy, clinical massage, and relaxation. It provides a S.W.A.T analysis and discusses obstacles to content creation. The team selected themes like massage techniques and staff highlights. They created content for Facebook and Twitter, and analyzed best and worst performing content. Results showed unlinking accounts and refocusing on promotions improved performance.

1. ROMAN PARADIGM
MASSAGE

2. TEAM MEMBERS AND
RESPONSIBILITIES
Kenan Vilic
Account
Executive
Joachim
Custodio
Twitter
Content
Strategist
Allison Adams
Results Analyst
Karlene Simon
Twitter
Content
Copywriter
Ezra Tesfay
Facebook
Content
Strategist
Vincent Vicini
Facebook
Content
Copywriter

3. ABOUT ROMAN PARADIGM
MASSAGE
• The name itself symbolizes a
lifestyle of relaxation,
massage, and bathing as
the ancient Romans lived
by.
• Focuses primarily on sports
therapy, clinical massage,
chiropractic care and
relaxation massage.

4. ABOUT ROMAN PARADIGM
• The target audience is focused on
people feeling muscle pain, joint
stiffness and stress.
• Every visit to the office guarantees
consistent satisfaction. Roman
Paradigm has established itself in
the Bay Area, especially from
treating members from the Sharks
and 49ers organizations.

5. S.W.O.T. ANALYSIS
Strengths
• Established Business
• Community Involvement
• Strong Brand Personality
• Clientele base is strong
• New Website
Weaknesses
• Low engagement on social media
• Facebook and Twitter linked
• Shifting traffic from old website to
the new one
Opportunities
• Twitter Growth
• Strengthen Brand Loyalty
• Prime Proximity
• Expansion Target of Audiences
Threats
• Cluttered Competition
• Massage Market is low
• Perceived as Luxury Service

6. OBSTACLES TO CONTENT
CREATION
• Shifting traffic towards new website
• Relating content back towards Massage Therapy
• Simplifying messages
• Low audience engagement

7. PROCESS OF SELECTING
THEMES
• To create attractive, compelling content that would
facilitate user engagement
• What was relevant and timely
• How to promote gift certificate sales

8. CONTENT THEMES
• Massage Techniques
• Healthy lifestyle
• Staff Highlighting
• Special Events
• DIY Massages
• Current Events
• Well-Being
• Food
• Promotions

9. PROCESS OF CREATING
CONTENT
• Provided massage techniques from Roman Paradigm’s
new website
• Posted Blog posts from Roman Paradigm’s staff that
promotes a healthy lifestyle
• Employee of the Week
• Creative content to increase awareness of gift
certificate opportunities
• Preparing content for upcoming events such as sports
games, elections, and holidays
• Post content that relates to followers and fans

10. EXAMPLES OF CONTENT CREATED FOR
ROMAN PARADIGM

11. BEST AND WORST PERFORMING
FACEBOOK CONTENT
Best Worst
• Relevance to current significant
event
• Images not eye-catching

12. BEST AND WORST PERFORMING
TWITTER CONTENT
Best Worst
• 481 Organic impressions
• Current involvement in trending
hashtags
• 105 organic impressions
• Lack of image

13. RESULTS
• We unlinked the Facebook account from the
Twitter account and created independent
content for each platform.
• Created a larger presence on Twitter
• Refocused content on company promotions
and branding image