Composing Social Media Content That Engages the Audience It's a Monday morning in mid-December, and Harris is pleased to show Bob that the theatre's Facebook page, Twitter feed, and blog are up and running. And Bob has good news for Harris, too: The EdgeGlen has received the rights to show a recent Cannes Film Festival award-winning movie, The Dim Lights of the Winter Solstice. EdgeGlen will be the only theatre in the entire city showing the movie. Bob wants to start showing the film this upcoming weekend. However, because the theatre's schedule is planned six weeks in advance, the EdgeGlen will be able to show the film only at 11 pm Friday and Saturday nights. Moreover, Bob won't be able to place advertisements in the student or local papers until Friday. So it's up to Harris to get the word out on social media. He has five days to persuade both the university community and the local residents to buy tickets in advance to attend the late night showing of this movie. At the same time, he knows that the theatre's social media messages must also publicize the other movies that are showing throughout the week. With those thoughts in mind, Harris starts to revise his social media schedule and content, and he begins writing.

Question 2: Assume that the EdgeGlen's social media schedule typically includes three tweets a day, two Facebook posts a day, and two blog posts per week. Help Harris plan a five-day social media schedule and post:

 

a.)  five-day social media schedule for Harris, following the model in Figure 7.4. Consider how many of his posts should focus on the special showing of The Dim Lights of the Winter Solstice and how many should support his other goals and other films being shown that week. Be sure to include topics for the tweets, Facebook posts, and blog.

b.)  What persuasive techniques can Harris use on the three social media platforms to entice people to buy tickets in advance to see the new film? Consider the Fogg Behavior Model of persuasion: motivation, triggers, and ability. Also consider Cialdini's concepts of scarcity, social proof, liking, reciprocity, and consistency.

c.)  What Twitter hashtag should he use?

d.)  What images or pictures could Harris use on Facebook, a blog, or Twitter?

e.)  What web-based content could he link to?

f.)  What interactive questions or activities could he include to increase audience engagement?

g.)  At least one tweet that Harris could use.

3/11 Monday 3/12 Tuesday 3/13 Wednesday 3/14 Thursday TWITTER 10:00 AM Announce a new book 12:00 PM Tweet a link to a book trailer video 5:00 PM Announce a special one-night only sale 10:00 AM Tweet a tip from a new "how-to" book 1:00 PM Link to blog post 5:00 PM Announce a book signing 10:00 AM Retweet a book-related tweet 12:00 PM Link to a published book review 5:00 PM Link to a coupon for free coffee 11:00 AM Link to today's blog 1:00 PM Announce Saturday children's story hour 5:00 PM FACEBOOK 12:00 PM Post a short article with interesting information about an author 5:00 PM Spotlight 1-2 new books 12:00 PM Link to the guest blog 5:00 PM Post a picture of a book an employee recommends, with a brief description 12:00 PM Post a picture of readers in the store 5:00 PM Ask fans to vote for their favorite book in a popular book series 12:00 PM Link to today's blog 5:00 PM Tweet link to a YouTube video of a favorite Post article about books that will be author read during children's story hour BLOG MyLab Business Communication Apply Figure 7.4's key concepts by going to www -pearson.com/mylab/ business-communication. 11:00 AM Post guest blog with book review from a customer 12:00 PM Post blog by owner of bookstore recommending his favorite book of the year