Category: Component 3

A screencastify with feedback on our Social Media Page:

Summary of targets:

• Reply to fans for social interaction
• Add a promo code for skincare ad
• Details for album e.g. tracklist
• Cross media convergence – radio interview
• Include call to action when releasing album
• Charity post/politcal views – maybe litter picking on beach post
• Put out music video
• Animations on a few posts e.g. on album from front to back

This is the first draft of our Social Media Page:

We have put up 8 posts so far, which consist of an introduction, a behind the scenes of a photoshoot, a skincare ad, backstage of a performance, music video release, album release, merch release, and a merch giveaway. We have also created several story highlights with topics and other things relevant to our genre/star image. I am happy with the progression so far, but think there are some things we have missed out, for example, I think that we neeed to build more tension for things such as the album release. This increases engagement with fans and replicates a SMP with more authenticity. Regarding the general asthetic of our page, we have tried to follow on from the digipak with the pink and ‘girly’ colour scheme, to create a package of products that have a specific branding of femininity, confidence, body image etc.

Below is my evaluation of our first draft, please click on the image to access full PDF:

Targets for improvement:

• Add more teaser posts to build anticipation
• Cross media convergence needed – radio interview
• Promote physical copies of album
• Ensure timeline is correct

I have completed a timeline of what order we would like to upload our posts for our social media page. Although we may alter this in the future, it is a great way to get our ideas out and start organising the page. Consideration of order is very important when running a marketing campaign/account. This is because it must be done in a certain order that will promote new projects and products, engage with the audience, and tease fans to keep them supporting and buying. Creators will consider AIDA (Attract, Interest, Desire and Action) when posting, and will upload media that does these 4 things for the audience. This may be a guerilla marketing stunt, music video teaser, Q&A etc. These will optimise the chance of engagement and positive growth in the account. They may also look at Blumler and Katz’s ‘Uses and Gratifications’ theory. This argues that media must include entertainment, information, social interaction, and ways to reinforce one’s personal identity in order to be successful and go viral.

Below is the timeline:

After this, I went onto Sandbox and looked at marketing campaigns from other successful artists. I researched what went into the campaigns, what was well recieved, what wasn’t effective etc.

Below is a screen castify that my group and I created, analysing a professional social media page. We chose to look at Miley Cyrus’ Instagram page, as it influenced our own and we loved her general aesthetic. We found that it contained all of the technical conventions that a successful social media page must have. For example, in the Screencastify we analyse how it fulfils all of Blumler and Katz’s ‘Uses of Gratification’ (entertainment, information, personal identity, social interaction).  It also makes use of AIDA (attention, interest, desire and call to Action) through aspect such as her posts, stories, links etc. It is clear that Miley and her team understand her target audience and USP. They show this through their use of integrated advertising and promotion of her products/collaberations. Although guerilla marketing was not evident, she does understand how to use shock tactics with her costume and poses which she knows will spark controversy and increase her engagement.

Here is a slideshow I made, assessing a star’s social media page:

This was a very interesting and helpful task as it has shown me what a successful social media page looks like. I chose to look at an Instagram page as this is what my group and I are choosing to use for our own social media platform. I considered what relevant terminology/technical conventions I should be looking for, and did some brief explanations of why these elements work. I looked at how the star is presented and how her brand is promoted. I also considered why having a large following and engagement rate is important. This has also developed my understanding of our target audience, and shown me what conventions, topics, image styles, content etc that they enjoy consuming online. This has inspired some ideas for our own platform.