Case Study in Social Media Support | How We Actually Work

Support that started not with posting, but with building the foundation

Ayumi Kawasaki, CEO of Globali Inc., supports many people through English education and book publishing. Our founder began supporting her in March 2023. Since then, for more than three years, we have continued to support her from building the foundation of her communication to practical social media use.

She had a clear reason to start social media. She did not yet know how to deliver it.

She already had a clear mission and strong values. She wanted to help people who struggle with English study without clear direction. She wanted to expand the lives of many people in Japan through her books. In other words, her purpose for sharing was clear from the start.

At the same time, she had questions like these:

Who should I speak to?What should I say?What kind of words should I use?How should I present myself so people understand me?How should I actually use social media?

That is where our support began.

The first step was not posting. It was building the foundation.

When people think about social media, they often focus on how to post or how to increase followers. That was not our first step. We started by building the foundation of her communication. More specifically, we worked through the core questions one by one:

What should be communicated?Who should it reach?How should it be expressed?

Looking back on this process, Ms. Kawasaki said:

“More than simply increasing the number of posts, the biggest help was having someone work with me to organize how to communicate my work and my value.”

Support based on a deep understanding of Japanese social media culture and where it is going

One point Ms. Kawasaki especially valued was our founder’s deep understanding of Japanese social media culture. She said it was not only an understanding of the current environment, but also an ability to see how the communication environment would change in the future. That made the advice especially practical.

She described it this way:

“He understood Japanese social media culture and the current communication environment very well. He was also able to see how the environment would change in the future, and his advice from that perspective was very practical.”

When the foundation is strong, results appear as a by product

In social media, people often focus on numbers such as followers and engagement. But what we value is not chasing numbers alone.

Our thinking is consistent:

If the foundation of communication is strong, the numbers follow as a by-product.

Over time, Ms. Kawasaki’s communication led to results such as these:

• X followers: 0 to 10,500
• Higher engagement rate
• A new team member hired about 2 months after starting social media
• A new student joined her language learning course through X about 1 month after starting
• A commercial publishing offer from a publisher
• Stronger book sales and more copies sold

The impact went beyond numbers

The results were not limited to visible numbers. As Ms. Kawasaki continued to share through social media, the scope of her work also expanded.

For example:

• She was appointed as a specialist member of the Central Council for Education at Japan’s Ministry of Education
• Her online and offline activities led to appearances on radio and television programs

In this way, social media became more than a tool for sharing information. It became a foundation for connecting with society.

Client voice

“I truly feel that if you build the foundation of your communication properly, numbers and results will come naturally as a by-product. This is consulting that supports you from the essential question of how to communicate your work.”

Summary

What we want to show through this case study is simple. To create results through social media, it is not enough to post more or follow trends.

What matters is to clarify:

Who you want to reach,What you want to share,How you want to share it,And why it matters.

When that foundation is in place, and social media marketing and branding are built in the right way, the results you want begin to follow naturally.

We support clients from that first step: building a social media foundation that can keep working over time.

Related Links

• Ayumi Kawasaki’s X account
• Her post after meeting in Osaka