Section B: Planning and Managing a Social Media Campaign

Section B is worth 30 marks out of 60.
45 minutes should be spent on section B
In Section B, I should write what online social media channels I'd use and why, ideas for creative content and how I'd be gaining feedback and evaluating responses from my audience and justify why I'd be making all these decisions.

Multiple social medias should be used in the campaign, all of which link with the information. Try to relate to the target audience and try to know what they could think about the campaign. Use social media aggregation tools and explain WHY.

When writing about legal and ethical guidelines, refer to the IPSO guidelines and the Data Protection Act.

Aims, Purposes and Targets of Social Media Campaigns
Target Audience- Consideration should be taken into what the product is, what the aims are, and who the target audience is.
When first making the product, you should think if the audience is mass or niche.

Subcultures
Linked to the idea of niche audiences is subcultures
Youth subcultures are especially important in the digital age, because their participants are digital natives- people who have grown up with digital technologies, never knowing any different.
Subcultures are often defined by taste in music and clothing (Goths for example).
However, older people are becoming more adept to social media- for example, a number of church groups around the country for social media (mainly Twitter) to galvanise support for Extinction Rebellion, and to organise protests.

With such a proliferation of online and social media content in existence, it's important to consider originality of material, and what the unique selling point of the product is.
Social media can be used to create brand identity, and the functionality of many social media channels allow brand logos, banners, graphics etc to be uploaded and change almost instantaneously.

Folksonomy
Whereby users of online and social media technologies use tagging in order to position their content in others' web searches to aid collaboration and sharing of ideas. Folksonomy can be helped to reinforce a brand's USP.

Etsy
Etsy is an online platform that used social media to its advantage by targeting hipster types that are into arts, crafts and vintage. Users can comment on what other users are selling. It's USP that's distinct from eBay, it's a more 'friendly' market place forming closer bonds between clients and vendors.
Etsy initially formed through predominantly female-driven arts and crafts movement in the US, exploiting the newfound fascination with knitting crochet, textiles etc.
At first the company went 'offline' as a means of generating word-of-mouth interest in the platform. They visited craft fairs in the US and talked to stall owners, most of whom were keen to use an online platform, as eBay was considered "impersonal".
Etsy used Martha Stewart Wedding Magazine to help promote their brand therefore using celebrity endorsements to help promote the service.

This seller specialises in iron on badges with comic book and movie connotations. As shown there is a contact button on the page putting customers in direct contact with the seller if they have any complaints or questions about their products.

Customers can leave reviews accompanied with pictures about the items they purchased. The seller most likely left the nicest and highest rated reviews at the top so that they would be seen first.