[JUDGING] Kiwi Girl Mullaghmore
Section: Facebook for SME
Organisation Name: Kiwi Girl Mullaghmore
Facebook Questions
Brand Org Client Name
Kiwi Girl Mullaghmore
Personpeople Who Runs This Page
Declan Kilgannon
Url Of This Facebook Page
https://www.facebook.com/kiwigirlmullaghmore
Do You Use Alt Text In Your Images And Caption Your Videos
Yes. Most of our video content is created using simple editing tools where captions are generated automatically. I check and edit these before posting to make sure they accurately reflect what is being said. Much of our content is filmed outdoors and on the water, so clear captions are particularly useful where wind, engines or background noise may make audio difficult to hear. For images, we generally use Facebook's automatically generated alt text rather than manually adding it to every post. Accessibility is something we are continuing to improve as our audience grows.
Outline Your Strategy For Your Facebook Page Why Are You On Facebook
Our Facebook strategy is simple: tell the story of what is happening in Donegal Bay as it happens. We don't work from a rigid content calendar and we don't use paid advertising. Most content comes directly from the boats – wildlife encounters, changing conditions, research, local stories, unexpected moments and sometimes simply an idea for a trip. Facebook has allowed us to build a community around the business rather than just an audience of potential customers. People follow the individual whales and dolphins we encounter, recognise returning animals, share our discoveries and follow the season with us. That relationship also translates directly into business. A simple unscripted video announcing a last-minute additional trip generated 130,335 views, 5,719 engagements and 686 net follows – and the trip filled within minutes. We are on Facebook because it lets a small owner-operated business in Mullaghmore communicate directly with a very large audience without an advertising budget. Our customers often sum up the strategy better than we can: “We know you're going anyway.”
How Valuable Is Facebook For Your Businessorganisation
Facebook has become extremely valuable to Kiwi Girl Mullaghmore because it gives a small seasonal business a direct connection to an audience far beyond what traditional advertising could achieve.
Its value isn't measured only in followers or views. It puts people on the boats. We can announce an additional trip or opportunity and sometimes fill it within minutes. It also keeps our community engaged outside our operating season – a simple February post about winning Best Irish Outdoor Experience generated 37,668 views and 3,427 engagements while the boats were not even operating.
The reach can be extraordinary. Individual posts have reached hundreds of thousands of people and one wildlife video exceeded 3 million views, with 155,000+ engagements. Our stories then travel beyond Facebook – they are shared by customers, local businesses, tourism organisations and the wider community.
For us Facebook has effectively become our advertising, community noticeboard and storytelling platform in one – achieved organically, without a paid advertising budget.
Link To A Great Facebook Update Of Yours List Reach Engagement Why Was It Great
https://www.facebook.com/share/r/1CAV8wv1XR/ A very quick, unscripted early-morning video from the boat. We had a cancellation and decided to add an extra trip to what was already a full schedule, so I simply went on Facebook and told people the opportunity was there. The post generated 130,335 views, 5,719 engagements and 686 net follows. But the most important result for us was not the reach – the additional trip filled within minutes. There was no campaign, production or paid advertising behind it. It was simply a direct conversation between Kiwi Girl and the community we have built on Facebook, and it demonstrates the real commercial value of that audience to a small seasonal business.
Link To A 2nd Great Facebook Update Of Yours List Reach Engagement Why Was It Great
https://www.facebook.com/share/v/1KNRZdeMLu/
Originally posted in November 2024, this Facebook-only wildlife video became one of our standout pieces of evergreen content and has remained pinned on our page.
It has generated over 3 million views, 155,004 engagements and 163 net follows. The story and footage were subsequently picked up by Tourism Ireland, taking a genuine wildlife encounter from Donegal Bay to an even wider audience.
There was no campaign or paid promotion behind it. It was simply the return of two giant humpback whales to Donegal Bay, shared by Kiwi Girl as we experienced it.
For us it demonstrates the extraordinary organic reach that a small local business can achieve when the story itself is worth sharing.
Link To A 3rd Great Facebook Update Of Yours List Reach Engagement Why Was It Great
https://www.facebook.com/share/r/1EdgTAioS8/
This post was about much more than a spectacular ship visiting Sligo.
During the visit of a replica Spanish galleon, Kiwi Girl was asked to deliver a wreath on behalf of the ship to commemorate those who lost their lives when ships of the Spanish Armada were wrecked at Streedagh.
It gave us an opportunity to connect something happening in Sligo today with the area's extraordinary maritime history and share that story with our Facebook community.
The post generated 127,166 views, 6,951 engagements and 422 net follows.
I particularly like this example because it has nothing to do with selling a Kiwi Girl trip or even our usual wildlife content. It shows how our Facebook page has developed into a place where we can share the wider maritime, heritage and community stories of Sligo and Donegal Bay.
Link To A 4th Great Facebook Update Of Yours List Reach Engagement Why Was It Great
https://www.facebook.com/share/r/1Lm5DjkGzj/
This was simply exciting news from Donegal Bay. Two well-known orcas, John Coe and Aquarius, appeared together in the Bay and we were there to witness it.
There was no product being promoted and nothing being sold. We shared the story because it was something extraordinary happening in our local waters and we knew our Facebook community would want to know about it.
The post generated 157,929 views, 12,873 engagements and 407 net follows.
For us, the 407 new followers are particularly significant. They weren't responding to an advertisement or special offer – they were choosing to follow Kiwi Girl because they wanted to remain connected to the wildlife and stories of Donegal Bay.
That's a big part of what Facebook has become for us: not simply a place to promote the business, but a community following what happens next.
