Marketing and Audience Engagement

Marketing

Social Media Advertising

Join the Padua Media Group

A key component to the survival of any publication is recruitment. Without an eager motivated staff ready to write articles or record news packages, journalism programs will die out. To ensure the future of all of the Padua Media Group's programs and courses, I began social media advertisement for the 2021-2022 year's media classes as early as February. I created three 'Join the Padua Media Group' posts for our social media pages, releasing one each week of February until the 2021-2022 course selection decisions were finalized in March.

Having taken hundreds of photos during my time as a social media manager, I chose these three specifically for their quality and content. In each post, I also included our logo and school color yellow. The color both attracts the eye and represents our brand. I used a bold font with a short call to action to make the audience understand the post's message quickly and efficiently.

Follow Padua Media Group

In addition to advertising the program, we also advertised the account itself through flyers at school. We strategically placed the flyers in spots where students would see them the most: bathrooms, the cafeteria, hallways, and stairwells. The accessibility of the QR code allows for a quick and easy way to access and follow our social media platforms.

I also advertised the account by reposting the Padua Media Group content on my personal social media accounts. This increased the opportunity for profile visits and potential followers.

Social Media Promotions

Promoting Padua 360

To specifically promote the Padua 360 website, I would tweet a summary of their newest stories and post a link to the website.

Promoting PATV

I promoted the PATV program by posting reminders to watch the weekly show and listen to the monthly podcast and posted the link to access it.

Promoting Publication Design

I promoted the Publication Design program by taking pictures of photography students taking pictures and creating the yearbook.

Social Media Post Scheduling

Hootsuite

As a social media manager, I utilized the Hootesuite scheduling software to schedule posts across all 3 platforms. This social media management website allowed me to use analytics to publish posts at the best time and increase audience engagement.

Google Calendar

In addition to using this scheduling app, I created a google calendar for each social media platform's posts. Purple indicated facebook, green meant Instagram, and orange meant Twitter. I also color-coded the events as a representation of each post's position in the creation process. Green as an idea, yellow meaning the post was created but needed to be posted and read as being scheduled and posted.

Audience Engagement

As a social media manager, I experimented with different methods to increase audience engagement. Throughout the year I posted behind-the-scenes pictures, reposted content of our staff members, and made post-show quizzes, to cause greater interaction from the audience.

PMG Social Media Analytics

As a social media manager, I started the Padua Media Group Facebook and Instagram from the ground up in addition to expanding the Twitter account. I utilized each platform as effectively as possible, using different media types such as videos, stories, and slides. By the end of the year, the accounts grew to have impressive analytics.

Instagram

Over the period of 9 months, the Instagram account went from 0 followers t0 151. We received a total of 3,100 likes and 107 shares for 42 videos and 328 post slides. We reached 15,574 accounts and received 3,631 post interactions.

Twitter

Having an already strong Twitter presence with 441 followers, it grew by only 1% to 478 followers despite the 1,941 profile visits. However, we received 64,165 tweet impressions for only 218 tweets. Our account was also mentioned 24 times.

Facebook

On our Facebook page, we grew from 0 followers to 93. We made a total of 159 posts that reached 23,108 accounts and received 2,031 post engagements including 778 likes. We also received 278 lifetime organic video views for 6 videos.

Analytics Analysis

However, those analytics hold no meaning without proper analysis. From these numbers, I can interpret that our focus on the accounts was skewed. Our main focus was on growing the new accounts of Facebook and Instagram. While we made great strides in not only followers and content but also reach, impressions, and likes for the two accounts, the Twitter account only made slight progress.

Behind-the-Scenes

Behind-the-Scenes of the Prerecorded Show

People follow social media accounts for the exclusive content it provides. In order to utilize this principle for the Padua Media Group, I started posting behind-the-scenes content of our prerecorded shows. Since our followers were the only ones who could get the behind-the-scenes look, it made our account more appealing.

I also utilized the Instagram Story function to reach a larger audience with flashy words and designs. After the post's 24 hr time frame I would add it to our highlights section titled BTS, so newer followers could still view the old content.

Behind-the-Scenes of New Intros

Beyond reposting behind-the-scenes pictures, I also posted pictures of the filming process for the intros. Our monthly intros had previously been created using videos of the cast matching a certain song. The intros were highly anticipated by the school and posting behind-the-scenes looks helped increase engagement on our social media.

Reposting Content

Another way I increased audience engagement is through utilizing content created by other accounts that mentioned Padua. We reposted as much content as possible that related to our account in order to grab the attention of the reposted account's followers. We also tagged larger accounts and utilized hashtags

The Post-Show Quiz

When hybrid learning caused the PATV daily show to become weekly and prerecorded, it became difficult to attract viewers. To overcome this, I initiated the post-show quiz. A couple of hours after each show's link was emailed to the student population, I would post a series of questions about the show on our Instagram story. It helped us see not only the number of viewers who followed us on social media but also how much the viewers were truly paying attention. It ultimately increased our audience engagement on our Instagram and served as a measurement of interested viewers.

Listening to Our Audience

In order to continue making content that engaged our Instagram audience, we asked them their opinion. At the end of 2020, we asked our audience for information on how they found the account and what type of content they were interested in seeing via a question sticker on an Instagram story.

We used this feedback during 2021 to increase our audience size and engagement through new advertising initiatives such as "Join the Padua Media Group" and "Follow the Padua Media Group".

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