The best thing YAK ACCESS could post was the jobsite. We built four years of social around it.

In November 2019 the YAK ACCESS Facebook page had 357 likes. Instagram had 117 followers. LinkedIn had 386. Under the holding brand sat four operating companies that work together at every stage of a project, YAK MAT, NEW SOUTH, BLUROC and KLEIN: the mats, the roads, the land put back afterward. The brief was a bigger following, more frequent posting and more engagement.

The 117 people on Instagram were engaging with about a quarter of what went up, which for a matting company is a crowd that wants to hear from you. The two competitors we audited had a few hundred Facebook likes each; one had 2,957 LinkedIn followers; neither had an Instagram account, and neither answered comments.

The buyers, project managers, procurement managers and utility contractors, had almost nothing in the category to follow. Whoever posted the jobsite first would have their attention to itself.

YAK ACCESS, YAK MAT, NEW SOUTH and BLUROC each had their own Facebook and LinkedIn pages, with one YAK ACCESS Instagram carrying all of them, so a buyer could follow the company he dealt with and still see the family. Safety Matters led the content pillars, because it led the company. Around it sat each unit's products and project profiles, the culture under #YAKPAK, testimonials, and the campaigns the client had already written, Safety MATters with Mat the Yak, Part of the Roc, All Mats Are Good, which we took on.

The raw material came from the client: jobsite photos, safety data and project news sent to us each month, plus existing and royalty-free imagery where the archive ran thin. We made the graphics and the short videos around it, in each unit's voice.

Behind the organic feed ran paid campaigns aimed at job titles and interests: construction foremen, logistics and procurement managers, VPs of operations, in the wet states where the work is. Arizona and New Mexico were left out, because the client doesn't get business in dry areas.

After a three-month pause for COVID in 2020, the account restarted in August on a scope for each of the three units, every month: 8 posts from existing or royalty-free photos, 5 original graphics, 2 videos of 10 to 15 seconds, plus the paid campaigns and the community management on every page. The rule for comments and messages was an answer within 24 hours, weekends by the next business day.

The paid campaigns were built around what the audience wanted to know. Know Your MAT taught the YAK MAT audience the products; BLUROC's campaign did the same for its services; NEW SOUTH's brand-awareness content did best for that unit. Video was the most engaged format on all three, and by April 2021 we had started cutting hype videos from jobsite footage, with more planned every month.