Li & Bernoff (2008) ‘Strategies for tapping the groundswell’ identify the use of social media for listening; talking; energising; supporting; and embracing. Choose one of these categories, and describe an online promotional campaign you’ve experienced.
Earlier in the year I was following the social media promotion leading up the the Clunes Booktown Festival. I follow their Instagram and Facebook accounts, which predominantly applied the ‘talking’ strategy in sharing information about the town, event, authors and booksellers.
Despite choosing the same strategy across both platforms, the approach and implementation varied based on the tools available and the target market. Facebook, more popular with an older market, was used to provide longer text-based information and links to web based content. This web based content was broad in subject, and included industry information, book reviews, and festival events. Instagram, popular with a younger market, had shorter text-based captions, and focused on festival highlights, such as guest speakers.
Personally I found the Facebook promotion more engaging as it provided a richer context to the festival. Instagram was visually appealing but lacked the depth of information and background provided through Facebook.