Audience Analysis:
The primary audience for Bucks County would be travelers in the local area. I would make use of tracking technology already available on multiple social media platforms to target specific people in locations near Bucks County. According to Shields, the primary audience serves as the direct, target audience in which my social medias would be targeting for advertising, branding, and marketing. My secondary audience would be people who searched for things of or related to Bucks County. Now that there are algorithms to relate search histories to each other, people are able to connect to Bucks County from wherever they are. My tertiary audience would be travelers in general. Now advertising travelers in general might be the easiest route because of how many possibilities there are to transmit my message to others. I can make use of tagging/relating my posts to travel blogs, social media influencers, and websites to make my message as widespread as possible. Because these methods are so effective to the masses it makes it a great opportunity for a lot of people to get to know Bucks County.
I would not target a specific demographic because I would want travelers of any gender, race, and age to be able to feel welcome and want to see Bucks County for what is has in store. By not targeting a specific demographic I hope to make Bucks County as diverse as possible to add to the culture and people of Bucks County. However, in general my target audience interests would be travel, social media, and photography. In order to gauge the interest of my audience I would tailor each social media account to be accentuated to its full capacity by platform.
My audience’s goals would be exploring new areas. My audience loves to travel to places that aren’t popular. They like to be trend-setters and show their followers what’s happening in their lives that’s exciting and new in real time. For infotainment, I would make the social media platforms comprehensive, interactive, and informative so that every visitor gains a better understanding of what Bucks County life is like.
Brand Persona Analysis
Bucks County is present on Twitter, Facebook, and Instagram but not any other Social Media platforms. The account is up-to-date and makes use of pictures, videos, and GIFs. None of the social media accounts are linked together making the overall social media experience not as interconnected to each other as it could be. However, all accounts have a link to the website that is also current and up to date and promotes visiting the county. This is where my strategy takes effect.
The next generation is huge on Instagram. Logically it would make sense to make that priority number one for Bucks County. Especially with Instagram's uniqueness of displaying high quality pictures, Bucks County has plenty to brag about when it comes to attractions, landscapes, and “Instagram-worthy” spots. However, Bucks County's use of Instagram is still in its infancy, and they could make more use of post diversity, filters, and posting frequency on their account.
Even though Bucks County has more work to do to reach its full branding potential, the few social media platforms that they are on provide a beautiful, accurate portrayal of life in Bucks County. The Twitter account has a significant amount of followings, followers, likes and Tweets. It does a good job of being current on news affecting the local area and how accommodating Bucks County can be given any situation. For example, for the Philadelphia Eagles Day Parade the website advertised locations where hospitality was available and convenient. The Twitter account also does a good job interacting with other people by tagging them and retweeting them to try to draw more and more attention to Bucks County.
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The Bucks County Facebook page is very well kept. It very well connected to what’s happening in the local area and has a very significant following. The page comes equipped with multiple options to learn more about Bucks County and what they provide in terms of entertainment, attractions, cuisine, and so much more. They also take pride in community engagement with members of Bucks County sharing their events and answering whether or not they’re interested or will be in attendance for the event.
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Overall Bucks County is doing a good job of spreading brand awareness and getting people talking about Bucks County. However, just a quick look at their social media profiles tells me that they do have work to improve on. There is plenty of room for improvement, and I’m excited to see how my strategy will improve the overall user experience and get Bucks County’s name spread even more widely than it is now.
Competitor Analysis
Because of its proximity to Bucks County, Montgomery County serves as the biggest competitor relative to Bucks County and its Social Media. After some brief research I found that Montgomery County only has a Twitterk. However, the quality and care of their social media platforms are not as good as Bucks County’s social media. In turn, their following on Twitter is much higher than that of Bucks County’s. This is because Montgomery County’s population is significantly more than Bucks County’s population. I also feel that because both county’s social media platforms are tailored towards different uses, that influences the attract ability of each’s brand. Montgomery County’s social media is more of an online update of what is going on in the town and what is happening in the area to affect its residents. I also noticed that Montgomery County’s social media is more “bare bones.” They lack making their social media’s connected or showy for people who want a better understanding of their area. Bucks County has less people but more care and quality into their social media to attract more people. Their use of their social media is more tailored towards showing a more scenic side of Bucks County. Bucks County’s social media is more for tourists and attractability while Montgomery County's social media is more for the daily commuter and the curious resident. The competitors social media however makes me think that while Bucks County’s social media is more for tourists, we could incorporate more resident sensitive information to expand the following/follower base even more than what it is now.
Content Examples
In this post I like how personable the poster behind the account makes the posts. It’s very easy to get caught up in what’s happening and what is going to happen at different place and at different times, so when comic relief is available I think it gives the place more of a personality. Posts like these also show visitors to the page how interactive some places can be. Not all pages are interactive, so when they are media users appreciate those pages that much more. I feel like taking extra efforts like these make people consider visiting places that show off their attractions like these posts which make Bucks County more attractive and desirable.
Personally, I feel that when people make lists online, it automatically gets looked at longer than other posts. The idea of a list is taking lots of different information and making it as simple and efficient as possible. Many social media websites now offer lists from A-Z on anything that might even remotely be easy to categorize or number. This gives people, especially busy people, everything they need to know (superficially) in one place.
I specifically like how this account shows off the natural beauty of the area. When people travel they want to see things that are unique to the area, things they can’t see (or see as much) if they go to other areas. I feel that a place’s flora and fauna are important to show to people across the globe, and anyone who wants to visit the area. This type of marketing is super effective.
Project Proposal:
For the semester long project I would like to improve the social media profiles for my hometown of Bucks County, Pennsylvania. I have the goal of increasing productivity and population size for the community. Because I feel that my hometown is making strides to support a larger population and is taking steps forward to be able to be up to date with the changing world, especially in the technology field. By being able to promote the community I'm from and display the positive aspects of the community I feel that social media will be able to expand Bucks County's brand and attracting more people to the county.
Interview Summary :
I start to get ready for my phone interview with YouTube star Yousef Erakat at about 10 in the morning. We had previously talked the night before and he explained to me he felt his best after an early morning workout. His superstar status is backed by his over 10 million YouTube subscribers, almost 3 million Instagram followers, and billions of views for his YouTube videos. Even though he’s regarded as one of the most popular YouTubers of all time, he’s extremely humble and was extremely accommodating and kind when it came to scheduling this interview. The interview questions ranged from typical to poignant to controversial
Me: “What was your inspiration to become a YouTuber?”
Yousef: “I was already making videos with me, my friends, and my family before YouTube. Whether it was playing outside or going to places or family vacations I was always recording. Then I became a Theater Arts major at San Jose State University and was extremely nervous that I wasn’t getting any callbacks or opportunities to get my acting career off the ground. Then it just hit me, I’m not going to be the one waiting around for a call, i’m going to be the one who makes the calls. So I had a part-time job at Applebees and I started my YouTube Channel, and slowly but surely each video began to help me gain a bigger and stronger fan base and the rest is history.”
Me: “What is the craziest/ most risky video you have ever made?”
Yousef: “There was this one time I “kidnapped” the pizza man and scared the life out of him. But in the end I gave him a big tip and he seemed more relieved than anything to be out of my apartment. It was just weird how spontaneous that idea came to me and how it actually turned out to be a huge success.”
Me: “You have been public about having bipolar depression, what would you like to say to the people of the world who have big dreams and struggle from mental illness?”
Yousef: “There have been days where I can’t bring myself to get out of bed and then other days where I feel completely normal. The trick is to battle through it by any means possible. Whether that means taking medication, exercising, talking to someone about it, seeking help is the biggest step. Do not let your mental illness control you or stop you from accomplishing what you were meant to do.”
Me: “Ok last question, How do you go about growing your social media brand?”
Yousef: “Great question, well I started with YouTube and decided to advertise merchandise, videos, and other influencers from there. Then whenever a new platform began to become more and more popular I would implement that into my branding and try to make that transition from Youtube to Facebook to Instagram to Vine, etc. as seamless as possible. Basically be everywhere as much as possible to an annoying extent.”
After I thanked him for his time and answers I felt like I truly understood how hard it is to be a Social Media Influencer. Although people see the glamour and the posh life on camera, they miss the months and months of hard work, stress, and anxiety that is attached to the process. Making it big comes at a price, and that’s what make it hard to become successful. Clearly Yousef has been able to grow his brand and truly be who he is and make a name for himself globally.
Social Media Policy
Social Media Policies and Procedures:
The Bucks County Tourism Department (B.C.T.D) hold the right to monitor, restrict, and withhold the privilege of social media. The following rights must be accepted and agreed to to all employees:
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Employees allow the withholding of all and any account and its messages, pictures, and any other information which B.C.T.D finds sensitive to the integrity and smooth functioning of the company.
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Employees are allowed to use and have access to all B.C.T.D related networks that access the Internet
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Employees are allowed the right to access all social media platforms of B.C.T.D related devices only, no matter their location.
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Employees are allowed to report instances of misuses/misdemeanors of employees (of any level) to the proper authorities
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Employees are NOT allowed to send,message, or show any B.C.T.D information before the official publication of the information on the proper social media platform.
On-Site/On-Duty Social Media Usage Policy
Employees of Bucks County Tourism Department are freely allowed to use social media during work-hours as long as all required assignments, duties, and tasks are completed in a satisfactorily and timely fashion. However, all social media related tasks must be performed on B.C.T.D approved devices. Use of all personal social media capable devices are to be used based on the instructions of the supervisor on-duty. The supervisor on duty at the B.C.T.D workspace has the final say on all published/ soon-to-be published information and records. Any mention of Employees, employers, or persona related to the Bucks County Tourism Department is strictly prohibited on personal social media accounts without official, documented consent.
Off-Site/Off-Duty Social Media Usage Policy
Representation of the Bucks County Tourism Department goes beyond the workspace. Being an employee of B.C.T.D automatically makes all employees B.C.T.D ambassadors. Therefore, B.C.T.D has rights to monitor and record all personal social media accounts of employees. All personal social media must be kept off of B.C.T.D registered/related devices and accounts. Photos of B.C.T.D related work or environments is strictly prohibited. Any racist, demeaning, prejudice comments on any personal/professional social media accounts will result in probation, leave, or demotion. All employees will be subject to quarterly social media account reviews for safety reasons. Once employed by the Bucks County Tourism Department, employees must add by # or specific mention that the ideas and thoughts made by the individual do not represent the views of the Bucks County Tourism Department. Any mention of Employees, employers, or persona related to the Bucks County Tourism Department is strictly prohibited on personal social media accounts without official, documented consent. Liking and sharing possibly controversial information should be discussed with a human resources representative before making a final decision.
Topics/Issues to refrain from on social media
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Politics
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Religion
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Thoughts on management of B.C.T.D
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Mass killings
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Race-relations
Issues like these should be avoided by employees on all B.C.T.D related social media accounts.
Style Guide
Goals:
B.C.T.D is go-to center for everything about and related to Bucks County. We exist to share the information of Bucks County to its residents and visitors. Our platforms have stretched to include most social media's to serve as a better outlet to everything Bucks County. Our goal is to make our social media presence well know and accessible to all those who wish to know what Bucks County is like from every angle.
Rules To Follow:
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Be Professional
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Be relatable
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Use imagery
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Be up-to-date with local news
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No Emojis
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Always use images to complement the text
Hashtag Policy:
hashtags must be put at the end of all posts ​and must be relevant to the information being presented.
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Content Types: All content must be submitted to both editors before final submission. The only information allowed to be posted on the official social media accounts must be on the pre-approved topic list that will be given to each contributing member on Mondays. Usual topics include:
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Current/Opening attractions
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Local Businesses
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Local Politics
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Restaurants
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School District Information
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Local Weather
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Local Sporting Events
Voice and Tone:
What B.C.T.D is and is not: professional but not strict informative but not boring
personable but not comical laid- back but not easy going
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GOALS/OUTCOMES & ALIGNMENT WITH BUSINESS GOALS
Goal 1:
My top priority is to increase the digital presence of Bucks County’s Tourism Department’s social media. One way in which I plan on doing that is linking the social media accounts with local businesses and organizations in and around Bucks County to expand the brand and diversify the reception of our social media demographic. I would also like to incorporate data analytics to observe trends associated with the social media accounts of B.C.T.D.
Goal 2:
My second goal would be to increase the revenue of our social media accounts through advertising. Different advertisements for locations, events, and companies related to Bucks County life. By creating partnerships and ties with businesses I plan on increasing our presence both in-person and online. Our social media being advertised in all these locations will allow us to easily accessible to everyone.
Overview:
Both of these goals help me to create a successful brand that help to increase the popularity, revenue, and digital media presence of a county looking to increase their own brand-awareness. Through advertising and branding i hope to increase the brand’s followers and fans incorporating these goals as early as my first year of production.
I plan on using analytics and social media output information to track the trends, popularity, and appeal of Bucks County’s Tourism Department’s (BCTD) social media. Bucks County Tourism is most popular among Facebook, Twitter, and Instagram, respectively. For Facebook I plan on making use of the events, likes, and shares. I feel that these specific features offer valuable and immediate knowledge to what specifically the consumer is interested in, that way we can tailor content we post to what is popular and appeals to the mass audience. For Instagram, BCTD makes an effort to show off the natural beauty of Bucks County. By seeing how many likes and shares our posts get we can update the audience on events and locations that would promote tourism in the county. Twitter re-tweets and shares allow BCTD to better understand how to specifically word messages and appeal to the generation that affects tourism the most and the generation that travel the most. These kinds of analytics help me to measure the process and progress on the way to achieving the goals for BCTD. The main goal of all these social media accounts is to gain the maximum amount of Bucks County followers, tourists, and fanatics. By studying the distribution and metrics of our social media accounts we gain more exposure and spread more brand awareness that helps the department overall. The different methods for measurement help us to reach our goals from different angles on different platforms. I want to make sure, through my distribution plan, that I’m reaching my target audience and that I’m appealing to what they expect and want from a county. However, I don’t want the county to be seen as falling behind in the times. I want Bucks County to be cutting edge on social media because of its goal to have a wide reach and attract as many tourists as possible.
Content Examples
This is an example of the type of content I plan on implementing into the Bucks County Instagram account. The type of content that will help to add diversity to the many posts related to the beauty of bucks county. These kind of posts help to show off Bucks County’s importance on a national scale. Posts like this help to diversify the different aspects and options and opportunities Bucks County has to offer its residents and tourists. This post specifically has a good use of hashtags, mentions, and emojis to make the content as relatable and shareable as possible.
This is an example of a Twitter post that accomplishes one of my goals of promoting local activities and events for people to attend. I feel that the power of social media will help to propel events and boost interest attendance and interest for community sponsored events The caption is relatively short because of the amount of information on the flier posted, which helps to promote local artistry and local content creation which shows off the genuineness of Bucks County and its residents to other residents and tourists.
This posts puts Bucks County into the limelight by appealing to something that the majority of people would be interested in….Food. By creating lists and rank then people are more inclined to experience those places based on their reputation. Social Media now can make or break eating establishments. By posting restaurants on social media there are plenty of opportunities to boost local business’ revenue, reputation, and notoriety.
Strategy Distribution Plan & Timeline
Social Media Distribution Chart
I used a similar distribution strategy to Shield's chart to help explain the multiple platforms, branding, asset, content, and timings for Bucks County's social media campaign. All these multiple factors contribute to how Bucks County's social media spreads brand awareness. This methodology is used to create the most efficient and inventing social media advertising to increase sharing and following potential for Bucks County related events. Because of the social media’s newness the data and statistics are not accurate yet. Therefore there is variable information concerning the efficiency of their social media strategy across their multiple platforms at this time. Bucks County’s social media does a good job of creating original content and finding relateable content to advertise on their page. Specifically their Instagram tends to draw a lot of people to like and share their posts because Bucks County’s Instagram takes a special emphasis on showing the natural beauty associated with Bucks County. Bucks County takes pride in its scenery and ability to draw people out of the busy city life and offer a rural landscape without the negatives of a completely rural community. While the Bucks County Facebook does a good job of advertising community oriented events. By having the options of checking in and polling and responding to invites, Facebook provides the perfect social media platform to bring a large community together for different events in the area. The Bucks County Twitter is probably the least community focused social media. This social media does more of a job on relating the local Bucks County information and news to the national/international level. This platforms does a good job of intertwining global news and relating it back to the Bucks County community.
Rationale
The subject of my social media strategy is Bucks County, Pennsylvania. Because Bucks County is where i grew up most my life, I want to see the town that raised me be prosperous in our drastically changing world. Even though the power and influence social media has can no longer be debated, prior generations are more reluctant to accepting it because of their fear and limited knowledge of the subject. However, Bucks County avoids their community from being decrepit by having a presence on Facebook, Twitter, and Instagram. During the course of this semester I was able to develop and target goals, strategies, and information on how Bucks County’s social media presence can be maximized. Bucks County’s tourism department does a good job of balancing the brand as both professional and personable. Dependent on the topic, the tone of the content effectively helps the audience to be able to fully engage with the topic. BCTD (Bucks County Tourism Department) thinks it’s important to have a warm, friendly, and relevant presence on social media to be seen as an attractive and welcoming destination for residents and tourists of all kind. Main goal Bucks County has when it comes to their social media presence is to be able to recreate the beauty and curiosity of Bucks County online for their followers, friends, and supporter to see (Humphreys 170). By being able to promote the events and attractions that best represent Bucks County, as a whole, BCTD is able to paint a clear picture for its social media followers on why Bucks County is one of the best places to be all-year round. BCTD specifically tailors its content to be as effective as possible based on each platforms capabilities and limitations. BCTD on Facebook makes use of check-in events and fliers online keep their followers informed and captivated about the wide variety of opportunities that Bucks County uniquely hosts. BCTD on Instagram has more of an emphasis on the natural and architectural beauty of its areas and residents. Bucks County has many spots that showcase nature in its purest form during all seasons. The pictures and captions on Instagram allow for the true beauty of Bucks County to be shared to their online community. Twitter makes use of polls, fliers, and pictures to share content. Most of the content on here is promoting events that will happen in the future. But what Twitter does uniquely is sharing and retweeting other users information that pertain to Bucks County in a positive light. Twitter helps to make connection with other to create a big community online that helps to support the real Bucks County community in-person.
Workshop Material
