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ROMAN PARADIGM 
MASSAGE
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
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.
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.
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
OBSTACLES TO CONTENT CREATION 
• Shifting traffic towards new website 
• Relating content back towards Massage Therapy 
• Simplifying messages 
• Low audience engagement
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
CONTENT THEMES 
• Massage Techniques 
• Healthy lifestyle 
• Staff Highlighting 
• Special Events 
• DIY Massages 
• Current Events 
• Well-Being 
• Food 
• Promotions
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
EXAMPLES OF CONTENT CREATED FOR 
ROMAN PARADIGM
BEST AND WORST PERFORMING 
FACEBOOK CONTENT 
Best Worst 
• Relevance to current significant 
event 
• Images not eye-catching
BEST AND WORST PERFORMING 
TWITTER CONTENT 
Best Worst 
• 481 Organic impressions 
• Current involvement in trending 
hashtags 
• 105 organic impressions 
• Lack of image
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

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Roman Paradigm: Social Media Strategy

  • 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