Hangla magazine: Audit by FPS.

Hangla Magazine Social Media Presence Analysis

Hangla participates actively only on Facebook right now. They have a Twitter account but they post once in a blue moon. They

don’t have an account on any other social media platforms.

Let’s start with Facebook- their campaigns, their updates, their engagement quotient and the audience base.

Facebook Analysis

With 14K likes it is apparent that the magazine has a strong subscriber base. When the account was first created they were constantly monitoring their Facebook engagement,

replying and starting conversations. But recently they have stopped communicating everyday. The page is not stagnant, but it’s not moving very fast either.

Their success is mainly based on 3 things-

They aren’t only limiting themselves to Bengali cuisine. They are not only showcasing Bengali and Bangladeshi food but they have included International cuisines too. Bengalis are interested in all kinds of food, Hangla is

indulging this habit of theirs.

Secondly, celebs. Bengali audience is crazy about celebrities. Hangla invites celebrities to every launch, every promotion, Hangla Food Guide launch, for an example.

Thirdly, people “like” their page to get information. New restaurants, new events, new recipes and contests for

those who love to cook.

Most popular age group- 23- 45

That includes college students who are foodies, they keep track of the new restaurants in town. They watch Masterchef India and

Australia and they try out new dishes once or twice a month.

Also includes, social media savvy housewives. Others are just interested in the actual magazine

. Working wives/mothers, who don’t have the time to leaf through a

magazine. They try out recipes they find online and they like to show off their creation on Facebook.

Men, comparatively lesser in number. But there are a few who are actually very interested. Among them,we have found chefs

(from all kinds of restaurants, starting from Casa Toscana to relatively lesser known restaurants) who are very active on Facebook, posting recipes and pictures( mostly third-party

content)

Young people who have liked the page, they occasionally “like” certain posts- celebrity photos, good looking dishes) but they do

not comment or strike up a conversation.

Let’s take a look at the recent campaigns- They have started a new contest- “Kiddish” for mothers who try

out new dishes for their children. Though it was posted 18 hours ago, the response is not that overwhelming.

They collaborated with Bhojohori Manna and produced ‘BHOJOHORI MANNA HnESHELER BHANUMOTI’. People

participated, but on Facebook response was limited. They only gave 3 updates, declaring winners.

It’s a good idea, declaring the winners on Social Media along with their photographs. But there’s no specific pattern to it.

They conduct a monthly contest named “Captain Cook”. They provide a single ingredient and ask people to get creative and

send their recipes via email. Winners are declared the next month along with their photographs. The original post(only text, no

graphics) got only 6 likes.

Another contest, again for July, ’HNESHELER BHANUMOTI’, asking for chicken recipes- 17 likes.No comments. Lack of

exposure.

They post the cover pages of the magazine every month. The June cover page received 74 likes and 4 comments. But they posted the same thing twice on the very same day. The first one got 88 likes and 6 comments.

Celebrity photographs get a lot of likes, few comments, not enough to start a conversation.

This is a good strategy. Whenever Hangla gets featured in the newspapers it’s a good idea to post about it on Facebook. But the particular article

should be scanned and then uploaded.

Those who were featured in the magazine, (recipes, winners of a certain contest) they take a photo and upload that themselves. These fans have

their own Facebook account and so they take the initiative to post the article.

They have been promoting Hangla Food Guide for a long time. But they haven’t included any graphics to go with it. Just pictures of its launch.

175 likes! The quality of the picture is not that good. Hangla has 14k followers but the number of people actually going through the page is

disappointing. With good quality photographs and paid ads we can attract the remaining bulk of people.

Another example of low quality images that they upload on Facebook. Still it got 60 likes. See how crazy Bengali audience is about celebrities!

These conversation starters generate interest among the audience and they actually reply. They don’t have to pick their brains to answer these

kinds of questions. It’s light, easy and easily relatable.

No comment moderation

Other than those Hangla mainly post great images of dishes to attract people. Response is good. People actually ask for subscription details in

the comment section. Needless to say, this strategy is working.

Twitter Analysis

Only 157 followers.

No hashtags to make the posts visible to people.

They just repeat what they posted on Facebook, without any change of format.

Though celebs are tagged in the posts response is next to none.

The page is not official.

Cover picture is pixelated, not attractive.

When videos are posted, they don’t provide any description. When they start posting they post several times a day, then they wait for 2

weeks and again post 3 or 4 times a day.

Opportunity Areas

For Facebook- We have all the raw materials, we just have to utilize them properly. To avoid

irregularity we will create a content calendar and follow that religiously. Image quality is not at all good. We will collaborate with the photographer and

select the best photos to be uploaded, not only on Facebook, but on all the social media sites.

Priority- Excellent images of the dishes Hangla features and celebrity

photographs. The page has to be visually rich.

We can collaborate with chefs, those who are interested, to start a “Chef Special Week” (name to be decided afterwards) once in 3 months where they can

showcase their creation(7 days-7 chefs). They can also post useful tips. This way they will promote themselves and their respective restaurants. I think the

chefs will agree on this clause because association with Hangla will only increase their popularity.

We can create content about their restaurants and post them on Facebook. Lesser known places will be showcased.

Win-win situation for both!

When we announce a contest, it has to be grand, with great graphics and catchy one-liners. We will make sure that it reaches maximum people.

When a person and his/her recipe is featured in the magazine, we will scan the

article and post it on Facebook, tagging the person( with his/her permission).

When we will declare winners on Facebook we will make a big deal out of it, making the winners feel special and encouraging others to participate in the next

one.

While posting the celebrity photographs, we can ask “Eder moddhe kon celebrity r/der sathe dinner e jete chan?” and the same thing in English too( for those who

have trouble reading Bengali). A bit cheesy, but keeping in mind the audience base, it’s a good approach.

A lot of such conversation-starters can be created with the ‘celebrity-angle’ (mainly for the young generation)

Tiny conversation starters should be conducted twice a week. When someone replies, there should be counter questions to continue the conversation. Comments are encouraged, but comment moderation should be there.

After the magazine is distributed, we can start chat sessions in

Facebook- “Kamon laglo emasher Hangla”

should be on a monthly basis, “Please give the feedback” or “ What did you like the most”/ What you didn’t like”

“Want to introduce something new in the magazine? Let us know”

There should be a team(name to be decided later) that will provide information about the next big event, where and when it is, how to get in, how to reach, price

etc. They can also do “reporting live” bit where they will take pictures and we will post

those on social media at the same time. Hangla already has a team covering these events. Have to collaborate with them.

Posting graphics according to the weather –

Spontaneous ideas.

Raining? Hot snacks(what’s your fav, where to get them, how to make them)

Unbearable heat? Drinks/some prep with fruits(same)

Chilling weather? Hot dishes, roasts etc (how to do those at home)

None of these will be original. We can start conversations around the topics.

We should start a community discussion where people can rate restaurants. We will ask them for personal reviews. Best reviews will be

posted. We can ask people to post about awesome places which are lesser known, write a small review so that others can visit too. They can post

about the best dish from a certain restaurant, its price, its quantity, encouraging others to try it out