Odden (2012) suggests that a holistic approach to integrated search, social media and content marketing is required for organisations so that they can develop adaptive models that allow for rapid assimilation of new technologies and trends. Roblyer, McDaniel and Webb (2010) argue that educational organisations (particularly individual faculties) can efficiently promote their curriculum content as well as market the school’s general features using social media to an increasing demographic that utilise mobile technologies. Using Odden’s (2012) recommendations for developing a draft markeitng plan for the High School the following focus areas need to be considered:
- Identifying the organisations objectives
Leiser (2012) outlines the direct benefits for organisations who employ social media marketing strategies to address customer concerns and consequently improve their reputations. Friedman (2014) also suggests that increasing success is experienced by organisations that set creative objectives for social media marketing plans.
- Addressing and expanding the audience
The school community has been the traditional target market for the school’s marketing audience with a particular focus on providing quality information for feeder schools making the transition to high school. Social media marketing plans should also consider expanding this audience by developing professional networks with nearby business, government, charity and community organisations through online social networks such as facebook and twitter. Bernhoff (2010, 2011, 2012) and Li (2007) recommend the use of their social technographics ladder to identify the growing section of conversationalists that are participating in the social media ladder.
- Considering a content plan
When considering the content being marketed, Sing (2014) highlights the importance of avoiding simply attracting traffic via social media and instead targeting the right demographic and interst for that content through proper planning. Repoli (2014) recommends posting regular links to website content such as blog posts, articles, images and events.
- Promotion of Internet presence
Promoting the school’s Internet presence and social media marketing abilities can be achieved by placing links to social networking applications on the website, in newsletters, on letterheads and general paraphernalia (Carscaddon and Harris, 2009; Taylor and Francis, 2014).
- Engagement with the audience, customers and community
Following up marketing campaigns with engagement important and Leiser (2012) outlines the direct benefits for organisations who employ social media marketing strategies to address customer concerns and consequently improve their reputation. Odden (2013) further suggests that adapting to community technologies will play a key role in marketing plans that are sustainable for the future (See figure 1).
- Objective measurement of campaigns using quality metrics
Fox (2010) suggest using metrics to focus on goals and actionable insights and Leiser (2012) outlines the direct benefits for organisations who address customer concerns and consequently improve their reputations. Brown (2009) outlines the need for organisations to thoroughly document the strategy development process so that marketing issues are addressed in a robust way.
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Brown, A. (2009). Developing an Effective Social Media Marketing Strategy, in Salt Lake City Social Media Examiner (30 July). Retrieved from http://www.examiner.com/article/developing-an-effective-social-media-marketing-strategy
Carscaddon, L. and Harris, C. (15 June 2009). Working the social: Twitter and FriendFeed – Let these social networking services do the filtering for you. in Library Journal. Retrieved from: http://scholarworks.gsu.edu/cgi/viewcontent.cgi?article=1094
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Friedman, B. (October 3, 2014). How to add creativity to your social media strategy. Retrieved from: http://www.examiner.com/article/how-to-add-creativity-to-your-social-media-strategy
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Li, C. (2007). Forrester’s new Social Technographics report. Groundswell: Winning in a World Transformed by Social Technologies. Retrieved from: http://forrester.typepad.com/groundswell/2007/04/forresters_new_.html
Mendleson Communication. (2015). Auburn High School. Community relations, brand development, profile building, media relations and communications. retrieved from: http://www.mendleson.com.au/?page_id=1054
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