Plas Gunter Mansion
I am a Freelance Social Media Manager for Plas Gunter Mansion Trust, creating content across Facebook, Instagram and TikTok to raise awareness of the project. Plas Gunter Mansion is a 17th-century Grade 2* building and garden in Abergavenny, South Wales, being renovated and brought back to life for visitors to experience in 2028.
Date
November 2024 - present
Service
Social Media Management
Client
Plas Gunter Mansion
The brief
Plas Gunter Mansion needed a Social Media Freelancer to plan and develop regular social media content over a number of platforms. As the renovation project develops, they want the fantastic story of bringing the house back to life to be told online. They want to raise awareness of the building and garden redevelopment locally and nationally, increase donations and memberships, and communicate the project progress. I began this project in December 2024 and it will continue until at least March 2027.
The process
The project began with creating the strategy. It detailed the platforms to use that aligned with the varied ages Plas Gunter Mansion wanted to reach, so I chose Facebook to reach the older generation, Instagram to reach mid ages and TikTok to reach younger ages. It included appropriate goals for followers and engagement decided from research into similar heritage projects, how to improve the pre-existing Facebook account regarding profile set up (profile picture, bio, banner, etc.), ideal posting schedule, how to report the progress, content pillars with content ideas, caption writting with best key words relating to the project, branding and brand voice.
I plan content around a month in advance by drafting the content for my main Plas Gunter Mansion contact to review and approve for posting. Each month content is varied to engage interest with different stories and content types, designed to fit best onto each platform and posted at days and times when followers are most active. Content is tailored for audiences likely to be found on each channel, so on Facebook nostalgia and interesting historical stories work well, but on TikTok unique humorous content works better. I created their digital look suitable for social media, developing a strong brand by creating graphic templates on Canva using the Trust’s brand colours and font.
I schedule Facebook and Instagram content using Meta Business Suite and TikToks using TikTok Studio. I engage with the community by responding to comments, commenting on posts supporting the project and posting into relevant Facebook groups. I create a report every two months detailing key metrics like follower increase and engagement rates, as well as what posts performed best and where I can improve.
The outcome
Within the first year, some highlights from social media have been the Facebook follower increase from 368 when I started to over 2,100, nearly 800,000 content views and over 12,000 visits to the Facebook page. The primary audience is on Facebook so this is where I am seeing the best outcomes and larger community growing. However, Instagram and TikTok are spreading awareness of the project which is evident from the content views across video content. The latest exciting news was that the project was showcased on BBC Wales News in March 2026! Our community were really excited by this. Each piece of exciting news or important piece of information regarding the progress of the project is shared on the relevant accounts which is bringing a trust and enthusiasm from the community.
