Disney created SheHulk accounts on Facebook, Instagram, and Twitter. They hold a respectable following on Twitter and Instagram but are lagging in Facebook community members. The graph below shows a comparison of account followers and the number of posts shared on each platform by SheHulk social media managers.

The SheHulk brand has garnered 31K followers on Facebook, 134K on Instagram, and 95K on Twitter. From the data in the graph above, one can infer that the SheHulk social media team is using a tool that posts content to multiple platforms at once. This was confirmed by my research which found no variance in the SheHulk team's posting on Facebook and Instagram. Though these posts were also published on Twitter, the brand managers have shared 161 additional posts on that platform. This includes Twitter engagement from actors in the series, adjacent story actors referenced in the show, and the official Marvel account. No such engagement exists on other platforms.

Twitter is where the brand is most active, but not where its audience is most engaged. On Twitter, the SheHulk social media team employs a wider variety of strategies to engage followers. For example, their poll "Avongers vs. Avingers"; their promise to share some of the Abomination's poetry if they met 4,000 likes; and their extensive coverage of the series premiere and press. While some of this content is shared to other platforms, most is only shared on Twitter and missed by Instagram community members, the majority of the brand's following.

SheHulk social media monitors do not respond to comments on any platform. The brand's posts on Facebook and Instagram have a very scheduled feel, giving the pages a detached air. This is because social media managers employ a scheduling tool with no additional authentic engagement. While the scheduled posts are on Twitter as well, the supplemental posts and extra engagement dissipate that detached vibe. At present, the brand's authenticity comes through best on Twitter.

The SheHulk pages are more solitary in their representation than some of the more established Marvel characters. For example, Thor's official Twitter page has much more engagement, both in user-generated content and in connection to the larger MCU accounts and Disney 23 Expo events/promotions. While there is some engagement with SheHulk, I chose Thor to highlight because it is a story that also came out in the MCU in the last month or so and during the same Disney Expo event. Overall there is more engagement from social media managers on Twitter in the MCU. This seems to be a reflection of actors engaging on Twitter in a professional capacity more than on other platforms.

SheHulk social media managers make extremely limited use of hashtags across platforms. #SheHulk is the only hashtag used on all platforms by official accounts. Actress, Ginger Gonzaga (@gingerthejester), who plays Jen/SheHulk's paralegal and best friend on the show, tags the SheHulk page in some of her posts using the hashtags #Shulkie and #SheHulk. There is no other playful hashtag usage from the brand or its contributors advertised on official channels.

Consistent imagery is used across platforms yielding a unique visual identity. SheHulk inherently has a strong visual foundation due to the product (TV show) and creation process providing a wealth of brand-approved visual media to work with and adapt to social media. The shared images are bold and characters are introduced with loud-background glamour shots. Sometimes these character profile glamour shots are framed like magazine covers, highlighting the most prominent characteristics in text around their portrait. Beyond photography, the brand shares clips from the show and some cast interviews/press. There is similar framing in the press videos and the show content is inherently consistent with the brand.

Brand-engaged posts have waned since the series premiere, especially on Facebook and Instagram. For the past few weeks (about half the time since SheHulk's series premiere), posts not advertising a new episode or character profile have decreased significantly. This has hindered further growth on all platforms as the authentic engagement from creators and contributors has waned.

Make Better Use of the Following You Have.

In SheHulk's case, this means making better use of their Instagram platform. There are many ways in which the SheHulk marketing team can make better use of Instagram. But first, some reasons why a brand like SheHulk (existing in the entertainment industry with a young, modern, female protagonist) should capitalize on Instagram, beyond the draw of that platform holding the majority of the brand's followers. Forty-four percent of US citizens have an active Instagram account, with fifty-seven percent of that number being female users and the whole number swaying to younger audiences. Sixty-three percent of US users access the platform daily. (Quesenberry, 2021) Instagram is a visual platform so a successful page must have a strong visual foundation.(Quesenberry, 2021) SheHulk inherently has a strong visual foundation because the product (TV show) and creation process provide a wealth of brand-approved visual media to work with and adapt to social media.

Live streaming opportunities. Live video can build awareness because Instagram prioritizes live video content over pre-recorded. It can also help generate conversation and allow the brand to act on the fly. (Quesenberry, 2021) This could lend some spontaneity to the brand's representation and could be a way to fill the lull between seasons. Social media managers should be thinking about how to keep followers after the weekly premieres have ended, while audience members are waiting for season two.

• • • One possible angle for live video is to arrange a viewing party for episode air dates or the season finale. There was an event for the premiere of the series but with two episodes left, I don't see any advertisement for an event celebrating the season finale. They could follow the example of The Princess Bride's reunion event and host an event via Zoom for a low-cost, high-digital option.

• • • Another option is to encourage the cast, crew, and audience to engage on social media. Reach out via social media channels and task followers with finding instagrammable content by giving content prompts related to SheHulk. This could be live video or photos or anything else Instagram users would share. There was not much shared documenting the "making of" SheHulk season one. The making of season two is a wealth of minable social media content. Creators and social media managers should acknowledge this and capitalize on the potential exposure. In that effort, they should employ a specific "making of SheHulk season two" hashtag. They could even engage their followers to help them pick the hashtag. The opportunities for engagement are as endless as the marketers' creativity.

Make better use of hashtags. Hashtags are very important on Instagram and can greatly increase a brand's reach. "Trending hashtags relevant to the brand can be used to participate in discussion to build brand community." Hashtags are also a great way to stimulate user-generated content. (Quesenberry, 2021)

• Official SheHulk brands only use one hashtag in their social media promotion: #SheHulk. While it helps to keep user-generated content in one place, there is a missed chance at user engagement and reach in not using a broader and post-specific selection of hashtags. As an extension of this, SheHulk's social media managers should make better use of their "mentions", or tagging of adjacent accounts in their posts. I counted a total of five mentions in all of their Instagram posts, with the majority, by far, being @Disney. Using broader mentions would further the brand's reach with minimal effort and give more of an air of community.

Engage Authentically with Your Audience.

Focus on your niche and nurture your fans. Social media monitors must incorporate venturing into the comment sections and engaging organically into their social media plan. This will get audience members interested and engaged in the conversation gaining more overall interaction for the post and page. Next, promote that post through platform resources to grow the conversation further. See where it goes. Then repeat. Sponsored content is sixty-six percent more visible in today's Instagram feeds due to the platform's algorithm change in 2018. A by-product of this is the aid from sponsored ads in locating lookalike audiences to be capitalized on. (Quesenberry, 2021)

• Social media managers could arrange a fanart contest. To capitalize best on Instagram, part of this campaign should be to include the artist in the submission photo. Instagram is people-centric so images that include people perform better on the platform. (Quesenberry, 2021) The social media campaign should also offer a reward for contest winners beyond using their image for show promotion. There should be a desirable, tangible reward for contest participants. Much like the Queensboro Job Search campaign. (Quesenberry, 2021)

Stimulate engagement where your internal actors congregate, then tailor it to share on other platforms.

SheHulk's Expandable and Transferrable Twitter Engagement. Because the brand's internal actors use Twitter, part of SheHulk's social media strategy must include monitoring Twitter engagement to be curated and shared on other platforms. This can be done in a few ways by looking at the brand's Twitter engagement to date and in some cases where they have already shared Twitter content to Instagram.

• Actors changed their Twitter handles to their characters' names and interact with the SheHulk page, such as Titania (@JamillaJamille) and Ginger Gonzaga (@gingerthejester). These actors post "previously on" and commentary videos as episodes are being aired, such as those posted Ginger Gonzaga.

• SheHulk's page is more solitary in the MCU, rarely engaging pages/characters outside of the show. The few exceptions include one tweet from Chris Evans (original Captain America in the current films) and a couple of posts from Marvel Updates and Disney 23 Expo pages, retweeted by the SheHulk page. As Marvel develops the character and who she crosses paths with in the MCU, there is much potential for the SheHulk page to interact with other characters' pages/characters. An example of that is Titania's "vandalization" of a SheHulk bus in the real world, tweeted by Titania's page and retweeted by SheHulk's with the comment "*crushes stapler*". Other examples include a retweet of show writer Jessica Gao's post, Mark Ruffalo tweets, and Tatiana Maslani (SheHulk actor) answering #askmarvel questions on video. An effective social media manager would engineer and take advantage of clever interactions like this to stimulate conversation and reactions from both audiences and MCU actors. As it stands, these Twitter interactions are rarely posted on Instagram and are not posted at all on Facebook.

• SheHulk social media managers post follow-up text tweets announcing new episodes on Twitter after their initial video post announcement. They do not carry this over to their other platforms. Social Media monitors should research when their audience is on each platform and pick the two most popular times. The video announcement should go out at the most engaged time and the test announcement should go out at the second most engaged time.

• Content teasers. Managers on SheHulk's Twitter page tweeted that if they reached 4,000 likes they would post some of Abomination's poetry (a reference to the most recent episode of the show at the time). they were successful and released the haikus. This is a good tactic to stimulate likes that could be expanded upon.

• Opinion polls. Managers posted an "Avingers vs. Avongers" poll on Twitter, another reference to a recent episode.

If rich, the engagement can be tailored to generate further conversation on other platforms. Each platform has different metrics for post success. Content managers must tailor successful content to the other platforms they hold accounts on. This would further connect their audience's world to that of the actors and production process while encouraging audience members to participate in the conversation and grow the online community around the brand.

If done right, this could create an authentic, real-time line of communication between the content decision-makers and their audience. This should inform but not overtake the artistic process. With a few easy alterations to the current social media strategy, social media managers could dissipate the detached air of their Facebook and Instagram SheHulk profiles and nurture the already-present organic engagement on their Twitter page. In doing this, SheHulk social media monitors could more successfully capitalize on untapped reach. SheHulk social media managers excel at social media listening, new content creation, and post frequency but lack engagement beyond official posts. To successfully monitor social media, brand managers must respond to the community to keep them engaged.

Quesenberry, K. A. (2021) Social Media Strategy: Marketing, Advertising, and Public Relations in the Consumer Revolution, 3rd Edition. Rowman & Littlefield Publishing Group, Inc.