Social Media Management · Case Study · WMNF 88.5 FM
Growing WMNF 88.5 FM
Tampa's fiercely independent community radio station - managing social strategy, content creation, email campaigns, and analytics across 5 platforms. December 2025 to present.
↑FB Views +1,344%↑Engagements +1,627%↑Apr Link Clicks +116.5%↑YouTube +313%↑THW 95,830 views↑Ad Cost $0.27/conv↑Comments +4,208%↑TikTok Followers +56.8%↑IG Views +232%↑Email Opens 57%↑#1 Tampa Radio ER↑Reach 892.6K↑FB Views +1,344%↑Engagements +1,627%↑Apr Link Clicks +116.5%↑YouTube +313%↑THW 95,830 views↑Ad Cost $0.27/conv↑Comments +4,208%↑TikTok Followers +56.8%↑IG Views +232%↑Email Opens 57%↑#1 Tampa Radio ER↑Reach 892.6K
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
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
ReactionsCommentsShares
Instagram views & follower growth
Followers grew every month Dec → Apr · Views steady at 111K in both Mar & Apr
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.
f
Facebook
Primary · 173 posts/mo
Followers30,960 ↑ +1,960
Monthly views1.4M
Engagements112K
Reach892.6K
Reels views135.1K ↑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)
TT
TikTok
Short-form · Fastest growing
Followers734 ↑ +56.8%
Engagement ↑↑ 180.6%
Impressions ↑↑ 235.7%
Reach ↑↑ 235.7%
StatusFastest growing
in
LinkedIn
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%.
Top post reach318.4K
Top engagement6,500+
Top comments1,400+
Live Events & Fund Drive
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. 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
ER
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.
01
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.
02
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.
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.
05
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.
06
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.
April 2026 Update
Latest month - April 2026
April showed steady, healthy performance - link clicks to wmnf.org more than doubled, YouTube hit 313% growth, TikTok gained 91 new followers, and Instagram follower growth accelerated. 75% of Facebook views came from non-followers, proving content is actively reaching new audiences.
FB Link Clicks
5.7K
↑ +116.5% vs March
Best conversion month yet
FB Reels Views
270K
↑ +101% vs prior period
Watch time ↑ 187% (13d 20h)
FB Page Visits
8.7K
↑ +11.7% vs March
From followers ↑ 2.8%
IG Followers (lifetime)
3,820
↑ +232 new in April
↑ 43.2% follow rate vs March
YouTube Views
2,909
↑ +313.2% vs March
Biggest platform growth
YouTube Watch Time
7,969
↑ +153.6% vs March
Minutes · Shares ↑ 700%
TikTok Followers
817
↑ +91 new (+11%)
Video views ↑ 35.7%
LinkedIn Post Clicks
55
↑ +189.5% vs March
Fewer posts, better results
Campaign Spotlight
Tropical Heatwave 2026
60 posts across April. 3 live streams on Apr 25. The Cracker livestream was the #1 post of the entire event - and among the highest-engagement posts of the whole month. Live streaming generated 57+ hours of watch time in a single afternoon.
2,578 viewers · 123 reactions · ~15.3 hrs watch time
🎤 Sonora Tukukuy - 3:50 PM
1,416
views
1,088 viewers · 41 reactions · ~3.6 hrs watch time
THW content by format
Photos drove reach · Reels built awareness · Live created connection
Photos (18 posts)
42,392
views
Reels (24 posts)
21,091
views
Live (3 streams)
15,431
views
Links (15 posts)
16,916
views
Paid Campaign
Tropical Heatwave ad campaigns
9 campaigns across Jan–Apr 2026 delivered 348,925 paid impressions, 273,615 unique accounts reached, and 9,938 total conversions - at just $0.27 per conversion average.
Total Ad Views
348.9K
Paid impressions
9 campaigns · Jan–Apr 2026
Unique Accounts Reached
273.6K
New audience exposure
Across all campaigns
Total Conversions
9,938
Link clicks + landing page views
Best single campaign: 4,274
Cost Per Conversion
$0.27
Avg. across all campaigns
Best campaign: $0.20/conv
Date
Campaign Goal
Views
Reach
Conv.
Mar 9
Link clicks - Heatwave is back!
128.8K
115.7K
4,274
Mar 27
Website visitors - Lineup reveal
62.5K
38.6K
1,076
Mar 27
Boosted IG - Lineup reveal
21.4K
12.5K
1,227
Mar 30
Website visitors - Sonora Tukukuy
40.6K
27.4K
924
Apr 21
Website visitors - Silent Disco
13.9K
11.2K
1,006
Apr 22
Website visitors - Poetry Stage
21.1K
17.8K
435
TOTAL
9 campaigns · Jan–Apr 2026
348.9K
273.6K
9,938
Source: Meta Ads Manager · Jan–Apr 2026 · More campaign lead time = better conversion rate
