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Social Media Strategy Document: In Support of the Cane/Little Cane Creek Watershed Plan

(Oconee County, South Carolina) I. Introduction No matter one’s age, gender, educational background, or field of expertise, the game-

changing power of social media cannot be denied, especially in our deeply interconnected and

technologically-advanced world today. Undoubtedly, the real beauty behind social media is that

each platform can be customized and tailored to fit an individual’s or organization’s immediate

needs and goals. According to the Pew Research Center, nearly seven-in-ten Americans utilize

social media applications for a variety of reasons, ranging from networking and entertainment

purposes to the simple accumulation and sharing of information (2018, para. 1). Therefore, whe-

ther you are an entrepreneur, clinical researcher, or an editor of a local magazine, one must take

the time to learn and understand the intricacies of contemporary social media platforms, such as

Facebook, Instagram and YouTube, to reach and effectively engage target audiences. However,

it is important to realize that certain demographics tend to lean toward using certain social media

outlets; for example, individuals ages 50 and up typically prefer Facebook, while individuals be-

low 50 years of age typically prefer Instagram or Twitter (Pew Research, 2018, para. 5). You-

SOCIAL MEDIA STRATEGY 2

Tube, however, is popular amongst all age groups (Pew Research, 2018, para. 5). With this im-

portant contextual information in mind, it is my hope this social media strategy document will

ultimately encourage my client, Katie Callahan, to investigate not only which social media out-

lets are most appropriate for the two videos I created for this client project, but to also use the in-

formation provided to enhance how she engages her own target audiences as the Director of

Clemson’s Center for Watershed Excellence.

A. Background — Overall Objective of Videos

The first half of my client project involved designing, filming, and producing two edu-

cational videos with original footage, ranging from several face-to-face interviews across Oconee

County to drone, GoPro, and iPhone 6 segments. Although both videos do have distinct purposes

and audiences, they intricately examine the importance of local watershed management and the

impacts of local waterway quality on community health and longevity in four minutes or less.

Video 1, or my inspirational/motivational video, incorporates three different video platforms —

DJI Inspire 1 drone, GoPro HERO5 Black, and Apple iPhone 6 — allowing me to tap into my

creative, visionary side while also ensuring a multiplicity of perspectives or triangulation of film

approaches. Essentially, the objective of Video 1 is to inspire local residents surrounding Lake

Keowee to get outside and enjoy the beauty that is their own backyard in less than two minutes.

Video 2, on the other hand, primarily involves interview footage of a handful of local water qual-

ity advocates around Oconee County, ranging from a DHEC agent and local grower to the Mayor

of Walhalla, using Canon camera products, lavalier microphones, and standard tripods. The over-

all objective of Video 2 is to inform local residents and stakeholders on how the Lake Keowee

watersheds are our “home” — these areas of land are where we conduct business, grow natural

resources, and even spend Saturday afternoons with family and friends. Interviewees also discuss


how healthy waterways have shaped not only the future of Oconee County, but also how clean,

quality water resources have shaped the lives and futures of both themselves and their families.

Our hope is that by determining the most feasible and appropriate media channels to share these

videos on, we will be one more step toward ensuring the treasures Lake Keowee watersheds and

surrounding waterways offer our local community are protected, preserved, and most im-

portantly, here to stay.

The remainder of this social media strategy document will 1) provide in more detail the

purpose, target audiences, potential social media platforms, and plan of action for each video; 2)

include infographics that interpret all of this data into two solid visuals; and 3) wrap up with a

general conclusion and list of references consulted in the creation of this deliverable. For both

Video 1 and Video 2, I have organized all potential communication outlets into three separate

categories encompassing four to five social media avenues each: 1) The Center for Watershed

Excellence’s Website, 2) Recreation, and 3) Education. For the purposes of this document, only

Facebook, Instagram, and YouTube will be discussed (along with more hands-on dissemination

opportunities).

II. Video 1 — Inspirational This first video is intended to be a persuasive, motivational piece on the importance of

both protecting and enjoying the treasures our local watersheds and waterways have to offer sur-

rounding Lake Keowee communities. Not only does the video feature first-person perspective

footage via a GoPro HERO5 Black, but also highlights DJI Inspire 1 drone and Apple iPhone 6

segments throughout the deliverable. One of the main reasons a multiplicity of film approaches

was supported in this video was so first and foremost local residents could witness for them-

selves the breathtaking beauty and diverse experiences these important land areas have to offer.


In addition, I am also required to become familiar with a wide variety of technology for this de-

gree, so my video deliverables proved to be the perfect opportunity to do so (thanks to my client

for purchasing a brand new GoPro HERO5 Black along with all necessary accessories for this

project!). Now that the creation and production aspects of this video are complete, I can now de-

termine how best to disseminate this deliverable via social media, while also discussing how the

video’s purpose and target audiences will likely change depending on the social media platform

in question. For example, depending on the purpose for the video, the target audience members

could range from local community members, Clemson faculty/students, various stakeholders, lo-

cal farmers, and even future volunteers for the Center for Watershed Excellence.

For Video 1, I have organized all potential communication outlets in relation to the three

categories mentioned earlier in the document: 1) Center for Watershed Excellence’s Website, 2)

Recreation, and 3) Education. The following paragraphs will outline in writing the various social

media platforms to investigate further, along with brief plans of action on how to best implement

these suggestions.

A. Video 1 — Social Media Strategy

On the Center for Watershed Excellence’s Website, there are a few opportunities I dis-

covered where Video 1 could be successfully disseminated. For example, I read about 4-H20:

Exploring Watersheds summer camps that are put on and sponsored by Clemson’s Cooperative

Extension. These camps are designed to be youth-education programs where kids get hands-on

experience learning about our state’s water resources and local watersheds. According to the pro-

gram’s website (https://www.clemson.edu/extension/4h2o/index.html), there is an “Exploring

Lake Keowee” summer camp scheduled for June 2018 that will serve youths ages 10-13 from

Oconee, Pickens, and Anderson counties. Although from personal experience I am not sure if


there is a technology-oriented segment of the summer camps, I still think it would be worth

looking into to see if Clemson’s Cooperative Extension could use Video 1 as a way to draw in

and excite these youths about exploring their local watersheds. It is never too early to impress

upon our younger generations the importance of protecting and preserving local waterways and

why we should spend time discovering the treasures they have to offer.

Another interesting opportunity in relation to Clemson’s Cooperative Extension could in-

volve asking the Water Resources staff (Team Leader is Derrick Phinney) if Video 1 could be

listed under the “Featured Videos” column on the left-hand side of their Water Resources

Home Page (https://www.clemson.edu/extension/water/index.html). Topics addressed via cur-

rent videos range from “What’s in your Well?” to “How to Make a Rainbarrel.” Therefore, I

think Video 1, focusing on motivating and inspiring local residents (and all those living in the

vicinity of Lake Keowee watersheds) to get outdoors and discover the treasures local waterways

have to offer, would be an excellent addition to their current library. If any of the Cooperative

Extension offices in the immediate area, such as the Pickens, Anderson, or Greenville locations,

would also like to play my video on computer monitors as visitors wait to be serviced, I think

this would also be an appropriate dissemination of the video.

Last, Video 1 could also be uploaded to the @cu_watersheds Instagram account or the

Clemson Center for Watershed Excellence YouTube channel. Since Instagram now permits 60-

second video clips, Katie can easily upload the meat of the video to further inspire fellow co-

workers, local residents, and even Clemson students and/or faculty to become involved in volun-

teer or research initiatives regarding watershed management best practices. This is crucial, espe-

cially since according to the Pew Research Center, Instagram is a popular, go-to social media

platform for both men and women ages 18-49 (2018, para. 5). Uploading a clip of Video 1 to


Instagram would essentially be reaching out to not only local community members, but also fel-

low stakeholders and potential Clemson/high school students who may want to engage in volun-

teer work or research with the Center. Katie can upload Video 1 to the Center’s YouTube chan-

nel so she has a reliable hub to store the video for future marketing projects, or even as a “break

the ice” opening piece at a stakeholder’s meeting or water resources conference. There is typi-

cally a limit restriction of 15-minute videos on YouTube, so this short video would have no trou-

ble being uploaded. Interestingly, The Pew Research Center also identified that YouTube is a hit

with both men and women ages 18-64, so this social media outlet is ideal for targeting a wide

range of individuals with varying interests, passions, and resources, and even educational back-

grounds (2018, para. 5).

Regarding Recreation, there are several opportunities ranging from Greenville to the en-

tirety of Oconee County where Video 1 could be successfully disseminated. First of all, while

conducting field work for this project at various local county and state parks, I noticed many

of these locations, particularly Devil’s Fork State Park and South Cove County Park in Oconee

County, had spacious and inviting Visitors Centers. At these Visitors Centers, local residents,

tourists, and outdoor enthusiasts can complete a number of tasks, ranging from chatting with

a local forest ranger about trail safety to signing up for a few hours of kayaking out on Lake Ke-

owee. From my recollection, both Visitors Centers had several large monitors installed on the

walls that were used to play informational videos or local advertisements related to recreation.

Ecotourism plays a pivotal role in Oconee County’s diverse, outdoor-loving community, so local

Visitors Centers would be an appropriate dissemination of Video 1.

In addition, Greenville has a tourist information hub downtown, along with a continu-

ously updated and engaging website Yeah, that Greenville (https://www.visitgreenvillesc.com/).


This website is all about helping both tourists and local residents find fun and educational things

to do in the region, so this could be a great outlet for sharing Video 1. Although Greenville is

about an hour away from the Lake Keowee area, I think this would be a great opportunity to net-

work with a booming city while forming a camaraderie on the importance of preserving our local

Upstate waterways. Also, Yeah, that Greenville has thoroughly invested in a variety of social

media platforms, including Facebook, Instagram, and YouTube; it would not hurt to ask if Video

1 could be disseminated via these outlets. Both Instagram and YouTube are ideal social media

avenues for Video 1, and Facebook, allowing videos less than 45-minutes long, would also be an

optimal opportunity to engage men and women ages 18-64 as well (Pew Research, 2018, para.

5).

Last, I have identified two additional opportunities for Katie to share Video 1. First, Visit

Oconee, South Carolina (http://scmountainlakes.com/) is a website that focuses on encouraging

tourists to discover all the many opportunities that Oconee County has to offer them. For exam-

ple, their website offers information on where to stay, on where to eat, and ultimately, on where

to play in the northwestern corner of the Upstate. The neatest aspect about this website, however,

is that they feature visitor’s posts via Instagram, Facebook, YouTube, and various other social

media platforms using the hashtag #VisitOconeeSC. I think this could be an excellent way to dis-

seminate Video 1, especially since featuring the video on the website would also mean linking

the media to several other popular platforms.

Discover South Carolina (https://discoversouthcarolina.com/) is a much broader outlet

that centers on what both local residents and visitors can do throughout the entire state of South

Carolina. The website uses key words, such as “discover,” “adventure,” “getaway,” and “family-

fun” to endorse their mission of helping others see the beauty and grace of the Palmetto state.


Similar to Visit Oconee, South Carolina’s website, Discover South Carolina also uses a plethora

of social media platforms, including Instagram, Facebook, and YouTube. Since the website aims

to unfold the natural treasures scattered throughout the entire state, I think it would be appropri-

ate to pursue this website for Video 1 sharing purposes, especially since Oconee County is such a

well-marketed ecotourism and agritourism destination.

Regarding Education, I have also compiled a list of potential dissemination opportunities

for Video 1. First, I believe it would be appropriate to target the local school systems in the area,

such as Walhalla High School (WHS) and Clemson University (CU). Since many students

from WHS, especially juniors and seniors, may be looking into internship and/or volunteer op-

portunities for graduation, this video could be shared with WHS teachers to play in their class-

rooms (especially courses centered on agriculture, biology, history, communication, or health

science) and for the administration to possibly play on monitors throughout the school campus.

The video has Katie’s name/title and website information near the end of the video so students

can easily contact her, if intrigued.

On the other hand, Video 1 could be played on CU’s campus in possibly the Watt Center,

Swan Fitness Center at Fike, Poole Agricultural Center, and Lehotsky Hall. All of these locations

are swarming with students and more than likely equipped with monitors for playing videos,

such as advertisements and announcements. More particularly, the majority of students either

study in the Watt Center or have a class in the Watt Center, so they are aware of the myriad of

screens the building supports. Students who go to the Swan Fitness Center at Fike and/or take

classes in Poole Agricultural Center and Lehotsky Hall are more than likely interested in fitness,

health, and outdoor recreation, so they would be good candidates for potential internships or to

be volunteer-based researchers at the Center.


Last, I know both sororities and fraternities, along with Undergraduate/Graduate

Student Government (CUSG/GSG), serve a broad base of students that covers a wide range of

demographics. From personal experience, I know sorority members must complete a certain

amount of volunteer hours each year they are a part of their organization, and this is typically the

same for fraternity members. Greek organizations also have Chapter weekly, which is essentially

a large meeting where business is discussed and announcements are made. As long as the an-

nouncement is approved beforehand by executive members, individual members can share

events, ideas, etc. with the entire chapter. Both undergraduate and graduate senators who serve in

CUSG or GSG, respectively, are also tasked with distributing all kinds of information to the con-

stituents in their majors, and also collectively have an excellent repository of connections and re-

sources for students to take advantage of. From my understanding, there are also faculty-oriented

senates with similar goals across campus. I think it would be appropriate to make connections

with the executive members of these organizations to not only share Video 1, but to form part-

nerships and networking opportunities with students who may be looking for internship/volun-

teer opportunities and for faculty (such as the faculty from the College of Agriculture, Forestry

and Life Sciences, the College of Behavioral, Social and Health Sciences, the College of Archi-

tecture, Arts and Humanities, Calhoun Honors College, and the Graduate School) to share with

their best and brightest students. I am sure the various departments within these colleges have

monitors in their departmental offices, so students can watch advertisements or announcements

as they wait to be serviced; this could be another opportunity to disseminate Video 1.

Going behind school doors, it may be worthwhile looking into advertising via Fandango,

especially in the local Seneca, Anderson, and Greenville theatres. From my understanding, you

need to fill out a Business Development & Advertising Request form on Fandango’s website


(https://www.fandango.com/RequestForm.aspx) that outlines the description of your commercial

and your budget before determining how much airing an ad would cost (and how much your

company/business would need to allocate each month to retain the ad spot). Many individuals

from all walks of life go to the movies, so this could be a very rewarding outreach opportunity

for Video 1 to research further in the future.

III. Video 2 — Interviews

The second video is intended to be a more educational, informative piece that features a

handful of local faces and water quality cheerleaders from the Oconee County area. These local

faces range from a DHEC agent and a local high school teacher to the Mayor of Walhalla. Even

though target audiences will change depending on the source of dissemination, the overall stand-

ing purpose of Video 2 is to explore water as “home,” and how local water quality and water-

shed management practices have shaped the lives of a wide variety of local “celebrities,” if you

will. Examples of questions asked each interviewee include “Why do you think healthy water-

ways are important?,” “How does the health of natural resources affect your local economy?,”

and “What do you think the future holds for waterways in Oconee County, SC?” One of the

most fascinating aspects of filming and producing Video 2 was not only the amount of miles

I had to drive to conduct interviews, but also how each interviewee’s ideas and perceptions of

water were incredibly unique to each person and their respective backgrounds. Although we all

value and cherish water for its life-sustaining and communal properties, everyone’s experiences

with water are not a one-size-fits-all approach – this is precisely what makes studying the social

dynamics of water within a local target community absolutely awe-inspiring.

Although Video 2 is considerably longer than Video 1 (approximately four minutes in

length), the video was organized so that respective questions were then answered by the most


appropriate respondent. Video 2 also featured completely different forms of technology in its

production, such as a Canon Vixia camcorder and lavalier microphones. As mentioned previ-

ously, though, being able to proficiently work with different types of media technologies is one

of the main objectives of the MAPC program, so Video 2 was the perfect opportunity to do so.

As best I could, I also prioritized filming each interview in a different location that not only fit

the question being asked, but also allowed me to focus in on the variety of landscapes and set-

tings within and near Oconee County. Since local residents are also the main target audience for

Video 2 (although audience will change depending on the purpose), it was critical to feature local

faces and places that these individuals would easily recognize so they would be encouraged to

also reflect upon their own unique experiences with water and how water has shaped their reality

over the years.

For Video 2, I have organized all potential communication outlets in relation to the three

categories mentioned earlier in the document: 1) Center for Watershed Excellence’s Website, 2)

Recreation, and 3) Education. The following paragraphs will outline in writing the various social

media platforms to investigate further, along with brief plans of action on how to best implement

these suggestions.

A. Video 2 — Social Media Strategy

On the Center for Watershed Excellence’s website, there are a few opportunities that

could be looked into as far as disseminating Video 2. First, under the “Outreach Programs” tab,

there is a supplementary link to SC River Stories (http://www.clemson.edu/public/water/water-

shed/outreach/river-stories.html). On the webpage itself, it encourages visitors to upload photos

and stories to the state-wide “Story Map” feature displayed in the center of the page. Although

the software only allows you to share photos from your waterway adventures, Katie could take a


screenshot of the different interviewees in Video 2 and post them to the map as a way to spark

conversation on the topic of local water quality and Video 2 itself. There is also an option to

share your entry via Facebook, so this could be a great opportunity to reach more men and

women ages 18-64 (Pew Research, 2018, para. 5).

Under the “Outreach Programs” tab, there is a supplemental link to a page titled Re-

sources for Communities (http://www.clemson.edu/public/water/watershed/outreach/re-

sources_for_communities.html). Currently, the webpage stores a variety of technical documents

and presentations, along with a collection of videos. I think Video 2 certainly qualifies as a re-

source for communities, and could be a great addition to this archive.

Next, Katie can upload Video 2 to the Clemson Center for Watershed Excellence

YouTube channel so she has a reliable hub to store the video for future marketing projects, or

even as a “break the ice” opening piece at a stakeholder’s meeting or water resources conference.

There is typically a limit restriction of 15-minute videos on YouTube, so this video would have

no trouble being uploaded. Interestingly, The Pew Research Center also identified that YouTube

is a hit with both men and women ages 18-64, so this social media outlet is ideal for targeting a

wide range of individuals with varying interests, passions, and resources, and even educational

backgrounds (2018, para. 5).

Last, since this video is approximately four minutes in length, Katie could only upload

snippets of Video 2 to the @cu_watersheds Instagram account. This is really ideal, though, be-

cause each question discusses a particular area or field of interest, such as farming, economics, or

natural resources conservation. One of the interviewees discusses a cherished story from his

childhood regarding water, and Katie could upload a snippet of that story when focusing on the

message of water as “home.”


Regarding Recreation, Katie could look into sharing Video 2 with Friends of the Reedy

River (https://www.friendsofthereedyriver.org/), a local, volunteer organization of which she is

the newly elected Board President. Even though Video 2 does not focus on the Reedy River it-

self, the video does focus on the importance of water quality and how it has shaped locals’ lives,

which this organization is also highly concerned about. I think it is integral that local organiza-

tions band together on issues and efforts that matter to them, especially since The Center for Wa-

tershed Excellence and the Friends of the Reedy River could also use this opportunity to network

and share their resources and time with one another. Essentially, this is a win-win situation.

Therefore, Katie could encourage Friends of the Reedy River to share Video 2 on their Facebook

page as a way to spark up the much needed conversation on local water quality and why it mat-

ters.

Yeah, that Greenville (https://www.visitgreenvillesc.com/) also features a YouTube

channel, which could be a great place to feature Video 2. Similar to the situation with the Friends

of the Reedy River, Video 2 does not focus on Greenville. However, I believe it is important for

local regions within the Update to encourage and support one another, especially when it comes

to ecotourism and agritourism in the Palmetto state. Sharing Video 2 on their YouTube page

could open many doors for networking opportunities within Oconee County, and also allows a

camaraderie of sorts to be established between Greenville and Oconee County.

Regarding Education, I was able to find the most opportunities for disseminating Video

2. First, since the video itself puts different local faces and places in the spotlight, such as Wal-

halla’s City Hall, Oconee Joint Regional Sewer Authority, DHEC, Walhalla High School, and

local agritourism, this is the perfect opportunity for those featured in the video to share it via

their professional and personal social media outlets. For example, since the Mayor of Walhalla,


Danny Edwards, was interviewed in Video 2 about natural resources and economic prosperity in

the area, his staff could potentially feature this video not only on the City of Walhalla’s website

(http://www.cityofwalhalla.com/), but also with the Walhalla City Council and the City of Wal-

halla, SC’s Facebook page. Those who live in or near Walhalla would recognize Danny Ed-

wards in the video; sharing Video 2 would be a great way for local residents to hear what

the Mayor has to say about local water quality, potentially encouraging community mem-

bers to get involved locally.

Although a small local farmer who does not utilize social media to advertise his business

(primarily word-of-mouth) was also interviewed in the video about how water quality affects his

crops, the South Carolina Farmers Bureau (https://www.scfb.org/) could be contacted about

sharing Video 2 on their “Videos” list under the “Media & Publications” tab or their YouTube

channel. This could be an effective way to inform and inspire local farmers to consider how local

water quality and watershed management radically affects their crop yields and the overall pros-

perity of their businesses (and therefore agritourism throughout the state of South Carolina).

Next, there are several Chambers of Commerce in the Upstate, ranging from Greenville

and Anderson to Walhalla and Clemson. These Chambers primarily focus on growing businesses

while providing ample opportunities for them to mobilize and thrive. The four Chambers men-

tioned earlier each manage a combination of Instagram, Facebook, or YouTube accounts, which

are great ways to share Video 2’s message with local business owners and entrepreneurs.

Last, Katie could also present or share Video 2 with Clemson Public Service and Agricul-

ture, the organizers of the South Carolina Water Resources Conference (http://www.clem-

son.edu/public/sc_water_resources/index.html) scheduled for this fall in Columbia, SC. This

video could be used as an excellent “break the ice” conversation starter for any round-table


discussions, or even as a video to play while conference goers are waiting for the event to begin.

According to the conference’s main website, approximately 300 individuals have registered for

the event in the past, so this video could reach a wide range of experts and dedicated conserva-

tionists (Clemson Public Service, n.d., para. 1). In addition, major contributors to the conference

include DHEC, DNR, Duke Energy, and Greenville Water, important partners for the Center for

Watershed Excellence in their mission “to bring science-based tools to communities and stake-

holders working towards greater and improved watershed management” (28 Jan. 2017, para. 1).

IV. Infographic Summaries The following infographics organize all potential social media platforms for Videos 1 and

2 into a single graph for easy viewing:

Figure 1: Infographic for Video 1


Figure 2: Infographic for Video 2

V. Conclusion

After miles of hiking, hours of kayaking, and several tanks of gas, I am very confident in

the quality and professionalism of both videos I created and produced for this client project. My

hope is that this social media strategy document, a step-by-step guide outlining the various social

media outlets, purposes and audiences for each video, and plans of action to take for each plat-

form, will not only help Katie further her work as the Director of Clemson’s Center for Water-

shed Excellence, but will also educate and motivate the hundreds of men, women, and children

who will come across these videos as a direct result of this work. In conclusion, I highly encour-

age Katie to keep up with forms of media that are taking over the social media landscape, such as


Snap Chat, and to also become familiar with newer features of older media, such as Facebook

Live and Instagram Stories. Snap Chat, along with both of these live streaming applications, pro-

vide perfect opportunities for Katie and even her team-members to share “live” when they are

conducting field work, attending a conference, or even needing interns for a specific research

project or internship. We are all provided with a multitude of incredible applications at our fin-

gertips – let’s learn to use them so we can change lives, inspire creativity, and accomplish great

things together in the name of healthy waterways.


VI. References Clemson Public Service and Agriculture. South carolina water resources conference. (n.d.). Re-

trieved from https://www.clemson.edu/public/sc_water_resources/index.html.

McKenzie-Mohr, D., and Smith, W. (1999). Fostering sustainable behavior: An introduction to

community-based social marketing. Gabriola Island, B.C.: New Society Publishers.

Pew Research Center. (2018). Social media fact sheet. Retrieved from http://www.pewinter-

net.org/fact-sheet/social-media/.

The Center for Watershed Excellence. (2017, July 17). Cane and little cane creek watershed

management plan development: Kick off meeting [PDF document].

The Center for Watershed Excellence. (2017, Jan. 28). The center for watershed excellence. Re-

trieved from http://www.clemson.edu/public/water/watershed.

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