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Key Topics
- 1. SOCIAL MEDIA FOOTPRINT AUDIT
- 1.1 Inventory of Watt Club social media presence
- 1.2 Survey of the competitor landscape
- 1.3 Preference and behavior of Target audience
- 1.4 Conclusion from audit
- 2. CONTENT STRATEGY
- 2.1 Engagement strategy
- 2.2 Suggestion for integration with other communication
- 2.3 Critical evaluation of strategy
- 2.4 Methods to track social media performance and tweaks
- REFERENCES
SOCIAL MEDIA CONTENT STRATEGY FOR THE WATT CLUB
1. SOCIAL MEDIA FOOTPRINT AUDIT
Watt club has a goal of increasing the number of followers and likes in its Facebook account. Further, it also has a goal to be recognized as a key digital networking platform for its senior and alumni students (Tuten and Solomon, 2017). With an aim to attain these, it is required by the manager of firm that it should perform audit of its social media platforms. With the help of audit, Watt club can get idea about its current social media marketing condition. On the basis of this different type of tactics can be formed by it. With regard to the same, following analysis is carried out.
1.1 Inventory of Watt Club social media presence
| Channels | Total number of followers | Frequency of post | Type of content posted | Type of engagement |
| The account of Watt club indicates that at present it has around 5641 followers. | Approx 4 times per week and on daily basis approximately 3 post are there. | It is basically related with the events which are used to reunite alumni. Post are related with the greetings also for the day like Valentine’s day. |
To improve and maintain relationship with both old and new students. To offer greeting News sharing |
|
| The current data indicate that it has 2098 followers in its Twitter account. | Approx 3 times per week and on daily basis 3 post are there. | The content is same as Facebook. Thus, here also the university its events related information to its targeted audience. Thus, it fulfills its main purpose to build the network of its old students in an effectual manner (Marchand, Hennig-Thurau and Flemming, 2018). | Relationship management To offer greeting News sharing |
The above analysis indicates that Watt club is majorly using two basic social platforms for showcasing its presence in market. These are Facebook and Twitter. From the above table it can be stated that Watt Club is very active in Facebook. This is because it’s no of post in a week at Facebook is more than Twitter. Besides this, the firm has its club also which is called by the name of Watt Club Connect which also performs similar type of function as done by its other social media platform. In accordance with the given context, on the basis of analysis it is examined that in the Watt Club Connect US account there are around 152 members upon which 132 are alumni and 20 are students who has not completed their graduation. This data is from latest analysis which is conducted on 2017 (Branch Report (2017) – Watt Club San Francisco, 2017).
Besides this, the current target market of Watt club could be considered as inactive. This might be because they are not getting such news from Watt Club platform which they want to hear. Thus, it might the reason of their inactiveness in the Watt Club. Thus, it is being required by the cited firm that it should give consideration to this issue. This is because, if it is done then it will because very difficult for the cited firm with regard to attain its framed objective in an effective manner.
1.2 Survey of the competitor landscape
Here two biggest competitors of Watt are examined:
| NAME OF COMPETITOR | STRENGTH |
| University of Edinburgh |
It has around 199 K followers in Facebook In the world ranking of university it counted under 13th position. It post photograph and give information about university to students on regular basis. |
| University of Glasgow |
It has 204 K followers on Facebook It gives information about different type of event being organized by it in a very creative way (Felix, Rauschnabel, and Hinsch, 2017).
|
1.3 Preference and behavior of Target audience
The target audience of Watt club is basically alumni or the old students of university. This club aims to build professional network between its old students. Thus, with an aim to achieve the same respective club arranges number of events in its college and information about the same is share by it through social media platform. Besides this, Watt club is also targeting those students who are currently studying in university. This depicts that it majorly targeting young audience which comes under the age group of 18-35.
Figure 1 No of global users using social media website
(Source: Most famous social network sites worldwide as of Jan 2018, ranked by number of active users in (million), 2018)
The above figure depict about the behavior of Watt Club targeted audience. Herein, it is examined that majority of people are using Facebook. However, the data of members using Twitter worldwide is very less in comparison to Facebook. This indicates about the behavior of Watt club target audience. Here, the data reveals that the targeted audience of Watt club is more active on Facebook then Twitter. In addition to this, the study conducted by Chatterjee and Joshi (2018) indicates that people who uses social networking site likes to see video presentation of content. This is because they feel bored when they have to read huge paragraph. It is the reason why they skip reading those pages on Facebook which contain huge paragraph about specific event. Furthermore, the study conducted by Keegan and Rowley, 2017 entails that people will like to click that page on their social networking site which looks very attractive and creative.
1.4 Conclusion from audit
From the above conducted analysis, it can be stated that with an aim to achieve the frame SMART goal it is being required by the manager of Watt club that it should give importance to the preference of its targeted customers. This is because it is through this way only frame objective of university will be met.
2. CONTENT STRATEGY
2.1 Engagement strategy
Different engagement tactics identified which can be used for the purpose to attain Watt Club SMAT goal. One of the tactics could be sharing some other valuable content with their major content. For example, Watt club most of the events or content on social media website is related with reunion of its alumni. However, if it wants to increase number of users or sign up in its social media website at that it will have to post some other useful content also. For example, such content can be related with number of companies coming in specific year. In addition to this, number of professional program along with the fee they are offering etc. These content are not useful for alumni but it is helpful for their family members who want to pursue his/her education. In addition to this, writing an emotional headline could be considered as another most effective tactic (Cohen, 2018). This will pull the attention of Watt club alumni and it will influence them with regard to like or share the post which is being posted by their old college. Hence, with the help of this mean Watt club can met its second objective which is related with making increment in its likes.
Furthermore, Watt club can also use some catchy statement or word in its content. This will drive the web traffic towards its website. As a result of it rate of follower will be increased in an effectual manner. Here, if Watt club is inviting its targeted audience about some event then in this case it can use any catchy headline which is related with it. For example, university is arranging an event in which lecture is given on getting success in job. In this situation, catchy word such as “Do you want to get promoted” can be used. Thus, it can be said that these three are the major content tactics which will play very effective role in attracting web traffic towards Watt club social media website.
Furthermore, Watt club can also use some catchy statement or word in its content. This will drive the web traffic towards its website. As a result of it rate of follower will be increased in an effectual manner. Here, if Watt club is inviting its targeted audience about some event then in this case it can use any catchy headline which is related with it. For example, university is arranging an event in which lecture is given on getting success in job. In this situation, catchy word such as “Do you want to get promoted” can be used. Thus, it can be said that these three are the major content tactics which will play very effective role in attracting web traffic towards Watt club social media website.
2.2 Suggestion for integration with other communication
From the above analysis, it is identified that Watt club is basically using Twitter and Facebook with an aim to connect with its target audience. In this regard, it is suggested to it that it should use some other mean of communication also such as you tube. Herein, cited firm can post the snapshots or short video of the reunion event and lecture by special guest to its channel. Here, the given thing will help in raising number of likes for the company in an effectual manner (). Besides this, firm can also raise its likes by opening an account on Instagram. It is becoming one of the most popular social media platform and being used by various famous people.
2.3 Critical evaluation of strategy
The engagement strategies which are suggested above are critically evaluated. At first it is recommended that Watt should share some valuable content which could be completely opposite to the objective of respective club (Wang and Kim, 2017). Furthermore, it is very useful to use catchy content in headline of posted ad. However, the selection of the catchy sentences or word should be done very effectively. This is because if it is not made then it might turn the actual meaning of the sentence in some wrongful way.
2.4 Methods to track social media performance and tweaks
By tracking the growth of followers the performance of social media can be measured. In this context, Watt club can make a record of daily increment in the follower with regard to content it post. For example, if no of follower are more for specific post then respective type of post should be posted by firm on daily basis (Wang and Kim, 2017). This will raise likes as well as followers. However, with an aim to measure the tweaks comments which are posted by an individual should be checked on regular basis. Thus, here company should worked try to reduce negative comment. This is done, by taking suggestion from that specific commentator personally.
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Books, Journals and Online
Branch Report (2017) – Watt Club San Francisco. 2017. [Online]. Available through:
Tuten, T.L. and Solomon, M.R., 2017. Social media marketing. Sage.
Marchand, A., Hennig-Thurau, T. and Flemming, J., 2018. Social Media Resources as Strategic Determinants of Social Media Marketing Effectiveness.
Felix, R., Rauschnabel, P.A. and Hinsch, C., 2017. Elements of strategic social media marketing: A holistic framework. Journal of Business Research, 70, pp.118-126.
Chatterjee, J. and Joshi, A., 2018. Influence of Social Media Marketing on Health Care and Automobile Sectors in India. In Social Media Marketing (pp. 161-180). Palgrave Macmillan, Singapore.
Keegan, B.J. and Rowley, J., 2017. Evaluation and decision making in social media marketing. Management Decision, 55(1), pp.15-31.
Cohen, I.K., 2018. Social Media and Marketing: The Evolution of Tottenham Hotspur Football Club. In Sports Media, Marketing, and Management: Breakthroughs in Research and Practice (pp. 171-187). IGI Global.
Xu, J., 2017. Localized social media marketing of luxury fashion brands in China: impact on consumer perceptions.
Wang, Z. and Kim, H.G., 2017. Can social media marketing improve customer relationship capabilities and firm performance? Dynamic capability perspective. Journal of Interactive Marketing, 39, pp.15-26.
Most famous social network sites worldwide as of January 2018, ranked by number of active users (in millions). 2018. [Online]. Available through:
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