Social Media Management: Buttercrane Centre

MAC PR Director, Catherine McGinn, has been working in a freelance capacity for Buttercrane Shopping Centre as Social Media Manager and Digital Content Creator for over four years, delivering organic image and video content for Facebook, Snapchat, Instagram, X and TikTok. In addition, she updates the Centre website, writes new web content and creates landing pages linked to seasonal campaigns. She is also responsible for maintaining and building Buttercrane Centre E-zine database and regularly designs and issues Mail Chimp campaigns. She designs and manages a digital Customer Feedback survey and is also responsible for social listening for the brand.

Her efforts have seen the digital audience of the Centre channels grow by 29.1% since 2020, to reach 72,300 followers.

DIGITAL GROWTH

During 2022 and 2023, Catherine delivered an 11% organic growth in the digital audience representing a significant ROI. Post engagement rate consistently higher than the retail average.

The success of the Centre digital channels is in no small part due to casting local people and Centre staff as the stars of some of their most successful Reels and TikTok’s. Diversity is important too, using local bloggers (male/female size 8-20 and aged 18-45) to create relatable social campaigns which resonate with and reflect the audience.

TikTok was introduced for the brand in 2022 and growth in the last year has been over 800% with Buttercrane content regularly being picked up by other media outlets including The Sun, The Mirror, Belfast Live and local press titles.

Peter Murray Buttercrane Centre Manager said: “We’ve worked with Catherine for a number of years, and year on year we’ve seen growth of our channels under her stewardship, with last year’s introduction of Tik Tok boosting our digital audience by 11%. Our content consistently achieves a higher-than-average engagement rate. Her creativity, innovative approach and focus on local ‘stars’ has yielded huge dividends for us with a number of very successful viral campaigns. These have help us to stand out from our competitors.”