Improving Efforts to Reach a Wider Audience

Termi de Caracalla, Rome - Italy

Picture taken by Jonathan Acuña (2019)

Improving Efforts to Reach a Wider Audience

Suggestions and Questions

All types of cultural institutions do look for ways to improve their efforts to rich a wider audience with their brands or campaigns. Many just send out messages expecting that someone out there will react to them. What company directors sometime forget is what it is that they plan to forfeit to gain meaningful presence in social media. Prof. Jonathon Hutchinson (The University of Sydney, 2020), discussing this type of improvement in organizations’ efforts, mentions that “certain messages will work more efficiently with different types of audiences at particular times in the day.” However, before we can generate meaning from social media data analytics to determine the impact of a social media campaign, how can brand awareness be produced? Based on what is explained by Prof. Hutchinson, a series of questions need to be asked and put out to ensure success.

The following infographic identifies the four different areas pointed out by Prof. Hutchinson (The University of Sydney, 2020). Some of his questions have been slightly modified to make them more generic and that can be applied to any brand that needs to be promoted in social media. This kind of inquiry included in the infographic can help organizations to discover the wondrous hoard hidden behind data that can be retrieved from social media channels.

Right here what is presented is not a pesky questionnaire for community managers but a sample contextualization of these generic questions on a cultural institution’s new brand product to promote English language learning beyond the classroom and through social media. However, none of the questions have been answered and are just a nice collection of ideas to explore to guarantee success in institutional efforts to reach a wider audience of learners. Not paying attention to these areas specified by Prof. Hutchinson will make organizations stay stuck in their comfort cocoon and their improvement efforts will fade away in the directors’ eyes in sore dismay.

Informed Sense of Beginning

[A]

Who is the institution’s audience among its different cohorts of students?

· New learners?

· All learners?

· Specific age groups?

[B]

What messages will the institution convey to its learners?

· Learning tips?

· Calls for study groups?

· Brain teasers to study?

[C]

Calendarwise, when will the institution communicate its messages?

· Any weekday?

· Just on the weekends?

· Specific moments during the month?

Monitoring a Campaign

[A]

Which institutional posts attract the most student interaction?

· Learning tips?

· Study tips?

· How to consolidate their learning?

[B]

At what times of the day do students engage in institutional conversations?

· Early morning?

· During the afternoon?

· In the evenings?

[C]

What content is well received by the institution’s learners?

· Academic?

· Commercial?

· Study-related tips?

Analysis and Visualization

[A]

Who are the network influencers in the institution’s social networks?

· Institutional students?

· Outsiders?

· Educators?

[B]

How can institutional conversations be strategically targeted to engage influencers?

· Through a community manager?

· By hiring the influencer(s)?

· Through an uncovered (institutional) participant?

[C]

What is the impact of conversations with influencers on the institution’s audience?

· Does the audience profit from it?

· Does the audience not engage?

· Does the audience desert the conversation?

Organic Conversations

[A]

How can student exposure be boosted?

· Partnerships with influencers?

· Contests?

· Invitations to talks to experts?

[B]

How can engagement levels be maintained in time?

· With similar content?

· With content co-produced by learners and the institution?

· With content prodused exclusively by learners?

[C]

How can paid advertisement help the health of institutional conversations?

· To direct traffic toward institutional media channels?

· To co-create content for brand campaigns?

· To survey the audience about content/campaign they want to see?

Organizations should not cease plying their social media channels. Companies have to hover around these four areas of media analytics to create healthier and truthful conversations with learners. Neither the institution’s directors nor their marketing staff have a belt of prowess to identify the success of a brand campaign; all efforts for improvement can be swept down by the lack of student interest. To dispel the darkness around brand failures is not linked to be insusceptible to criticism; it is connected to identify the “quernstone” that can help the organization grind the different individual who are part of its audience comprehend these people to take them into its conversations.

References

The University of Sydney. (2020). How do we generate meaning from social media data analystics? Retrieved Octubre 14, 2020, from FutureLearn.Com: https://www.futurelearn.com/courses/ethical-social-media/1/steps/824164