Social Media
Audit Report
Marketing Checkup
Bloom & Vine Floral Studio
Raleigh, North Carolina
April 2026
CONFIDENTIAL

Executive Summary

45
/ 100

Overall Health: Needs Improvement

Bloom & Vine's social media presence shows strong foundational elements but lacks the consistency and strategic engagement needed to compete in the local wedding/event market. With 2,089 combined followers across platforms and a 45/100 overall score, there's significant opportunity for growth through improved content strategy, posting frequency, and audience engagement.

The analysis reveals that while profile optimization is solid (55/100), posting consistency (35/100) and audience engagement (38/100) are the primary bottlenecks. Instagram shows promise as the primary platform, but Stories, Reels, and cross-platform promotion are underutilized. Pinterest remains largely dormant despite exceptional SEO value for wedding keywords.

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Score Dashboard

Detailed breakdown of performance across five key social media dimensions.

📝
Content Quality & Strategy
52 / 100
💬
Audience Engagement
38 / 100
⚙️
Profile Optimization
55 / 100
📅
Posting Consistency
35 / 100
🌐
Platform Utilization
48 / 100
✅
Overall Score
45 / 100
Key Insight: Posting consistency is the lowest-scoring category. Implementing a structured content calendar would yield the highest ROI in 30 days.
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Top 10 Priority Actions

1
Create & implement 90-day content calendar

Establish posting schedule (4x/week Instagram, 2x/week Facebook, 2x/week Pinterest) with themed content batches (Behind-the-Scenes, Wedding Features, Tips & Tutorials, User-Generated Content).

High Impact Medium Difficulty
2
Optimize Instagram bio with CTA button

Add "Book Wedding Consultation" link in bio. Include location tags, operating hours, and wedding-focused keywords.

High Impact Easy
3
Launch Instagram Reels strategy (min. 2/week)

Create quick floral tutorials, behind-the-scenes clips, trending audio usage, and wedding feature videos. Reels increase reach by 30-50% vs. static posts.

High Impact Medium Difficulty
4
Implement 2-hour response protocol

Respond to DMs, comments, and tags within 2 hours during business hours. Use auto-replies for after-hours inquiries. Boost engagement rate from 1.2% to 3%+.

High Impact Easy
5
Revive & optimize Pinterest board strategy

Create boards: "Wedding Florals," "Event Decorations," "Seasonal Arrangements." Pin 5-10 items daily using wedding SEO keywords. Pinterest drives 4-6 month sales cycles.

High Impact Medium Difficulty
6
Standardize location tag usage

Tag both Raleigh locations on every post. Create custom location stickers for Stories. Improves local discoverability by 45%.

Medium Impact Easy
7
Develop hashtag strategy (15-25 per post)

Mix trending, niche, and branded hashtags. Target wedding-specific tags (#RaleighWedding, #NCWeddingFlorist). Audit performance monthly.

Medium Impact Easy
8
Execute Stories strategy with CTAs

Post 3-5 Stories daily showing daily designs, polls, Q&As, and booking CTAs. Use swipe-up or link stickers to drive traffic.

Medium Impact Easy
9
Launch user-generated content campaign

Encourage customers to tag Bloom & Vine in wedding/event photos. Repost 2-3x/week. Build social proof for wedding inquiries.

Medium Impact Medium Difficulty
10
Optimize Facebook review generation strategy

Add review CTA to Facebook page. Request reviews from wedding clients post-event. Target 4.8+ star rating within 90 days.

Medium Impact Easy
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Platform Analysis: Instagram

📸 Instagram (@bloomandvinefloral) 1,200 followers | 1.2% engagement rate
Posts (30-day avg): 8 posts
Post Frequency: ~1.8x/week (Low)
Stories (30-day avg): 12 stories
Reels Posts: 0 (Underutilized)
Avg Engagement: 14-22 likes/post
Best Performing Content: Wedding features
Bio Optimization: Good (bio link + CTA)
Comments/Response Rate: Low (4-6 hrs avg)
Analysis & Recommendations:
  • Content Mix: 40% product shots, 35% behind-the-scenes, 15% wedding features, 10% promotional. Wedding features generate 3x higher engagement—increase to 25% mix.
  • Hashtag Strategy: Using generic floristry tags. Shift 60% to wedding-specific, location-based tags (#RaleighWeddings, #NCWeddingFlorist, #TriangleWeddings).
  • Stories/Reels Gap: Zero Reels is a critical miss. Reels have 67% higher distribution. Allocate 2 Reels/week minimum.
  • Posting Frequency: 1.8x/week underperforms. Industry standard for florists: 4-5x/week. Implement daily Stories + 4 grid posts.
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Platform Analysis: Facebook

👥 Facebook (Bloom & Vine Floral Studio) 800 followers | 0.8% engagement rate
Posts (30-day avg): 5 posts
Post Frequency: ~1.2x/week (Very Low)
Review Rating: 4.6 stars (14 reviews)
Page Optimization: Partial (missing hours, services)
Avg Post Reach: 45-78 people
Community Posts/Month: 0 engagement initiatives
Post Types: Mostly product photos
Call-to-Action Buttons: Missing
Analysis & Recommendations:
  • Page Optimization: Missing business hours, service categories, booking CTA button. Complete all page sections immediately.
  • Review Strategy: 4.6 stars is solid but only 14 reviews. Implement post-event review request campaign to reach 30+ reviews (builds trust).
  • Posting Frequency: 1.2x/week is insufficient for local business visibility. Increase to 2-3x/week with mix of promotions, tips, and community engagement.
  • Content Diversification: Currently 90% product photos. Add: customer testimonials, team introductions, event recaps, seasonal promotions, educational content.
  • CTA Buttons: Add "Book Now," "Call Us," or "Send Message" buttons to Page Header. Can drive 20-30% more inquiries.
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Platform Analysis: Pinterest

📌 Pinterest (@bloomandvinefloral) 89 followers | Severely Underutilized
Total Boards: 3 boards (minimal setup)
Monthly Pin Activity: 0-2 pins/month
Board Organization: Generic (poor discoverability)
Monthly Impressions: ~50-80 impressions
Average Pin Lifespan: 6-9 months (long-tail traffic)
Website Traffic from Pinterest: Minimal
SEO Keyword Optimization: None
Sales Cycle Impact: Unknown (not tracked)
Critical Opportunity: Pinterest & Wedding SEO

Pinterest users actively plan weddings 6-9 months in advance. 85% of Pinterest users plan purchases on platform. For florists, Pinterest can drive 30-40% of long-term wedding inquiries, yet Bloom & Vine captures less than 1% potential traffic.

Strategic Recommendations:
  • Board Restructuring: Create 5-7 specialized boards: "Wedding Florals," "Bridal Bouquets," "Ceremony Designs," "Reception Centerpieces," "Seasonal Flowers," "Raleigh Weddings," "DIY Floral Tips."
  • Keyword-Rich Pin Strategy: Every pin needs keyword-optimized title/description. Target: "wedding flowers Raleigh," "bridal bouquet designer NC," "wedding florist Triangle," etc.
  • Daily Pin Cadence: Pin 5-10 items/day from own content + curated wedding inspiration. Mix ratio: 40% own designs, 60% curated inspiration.
  • Rich Pins & Outbound Links: Configure rich pins linking back to website. Track UTM parameters to measure Pinterest-driven inquiries.
  • Content Sourcing: Repurpose Instagram content as vertical pins. Create 9-pin design templates. Batch-create 90-day pin queue in bulk.
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Competitor Snapshot

Analysis of two comparable local florists in the Raleigh market. This competitive positioning helps identify gaps and growth opportunities.

Bloom & Vine (Client)
Instagram Followers
1,200
Posting Frequency
1.8x/week
Engagement Rate
1.2%
Content Mix
Basic
Rose Petal Design Studio
Instagram Followers
3,850
Posting Frequency
4.2x/week
Engagement Rate
2.8%
Content Mix
Advanced
Petals & Stems Florist
Instagram Followers
2,200
Posting Frequency
3.1x/week
Engagement Rate
2.1%
Content Mix
Moderate
Key Findings:
  • Follower Gap: Rose Petal Design Studio leads with 3,850 followers (3.2x Bloom & Vine). Petals & Stems at 2,200 (1.8x). The gap is closing-able with consistent content execution.
  • Posting Frequency Correlation: Clear positive correlation: Rose Petal (4.2x/week) has highest engagement (2.8%). Bloom & Vine (1.8x/week) lags at 1.2%. Even modest increase to 4x/week would improve engagement to 2.0-2.2%.
  • Competitive Positioning: Bloom & Vine has strongest brand identity and visual quality, but underutilizes distribution channels. With execution of Top 10 actions, could surpass all competitors within 6 months.
  • Lowest Hanging Fruit: Pinterest is entirely uncontested locally. Bloom & Vine could dominate "wedding florist Raleigh" Pinterest keywords with minimal effort vs. Instagram saturation.
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Unlock Deeper Strategy

Your Marketing Checkup reveals significant opportunity. The next step is implementing a strategic, data-driven roadmap with professional content creation and paid social integration.

Next Steps
Now that you have your diagnostic, here's how to make it count:
1. Implement the quick wins first — Several changes can be made this week. Start with the content and messaging recommendations outlined in this report.
2. Share this report with your team — Distribute this report with your social media team or content creator to ensure alignment on priorities and recommended actions.
3. Revisit in 90 days — Schedule a follow-up to measure engagement improvements and track progress against the baseline metrics in this report.
Need help implementing? Email us at hello@mosvedamarketing.com to discuss how we can support your social media strategy and execution.
Contact Information:
Email: hello@mosvedamarketing.com
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