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Transcript of Social Media Strategy - Clemson University media strategy.pdf Social Media Strategy Document: In...

  • 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

  • SOCIAL MEDIA STRATEGY 3

    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.

  • SOCIAL MEDIA STRATEGY 4

    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

  • SOCIAL MEDIA STRATEGY 5

    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.