WK 7 Final

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Jan 9, 2024

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WK 7 Final TARGET AUDIENCE: Southern New Hampshire On-Campus Students AGE: When developing a social media strategy, it is crucial to consider an individual's age. While social networking services are open to users of all age groups, certain demographics are more inclined to utilize them. Much of my intended audience consists of on-campus students, who generally belong to a younger demographic. Typically, individuals between the ages of 18 and 22 are commonly seen attending university to pursue a higher education. TikTok, Snapchat, Twitter, and Instagram are more prevalent among individuals of this demographic than Facebook. Hence, assessing our target audience when determining which platform(s) will effectively reach our target age group is important. EDUCATION: SNHU is one of the colleges that is expanding at the quickest rate across the country, and it now has 135,000 students enrolled in its online programs. More than 170,000 students are enrolled in Southern New Hampshire University's online programs, in addition to the more than 3,000 students who attend classes on campus. The student body of Southern New Hampshire University for the next academic year (2022) will consist of 2,601 undergraduate students, with males comprising 55% and females comprising 45% of the total enrollment. 60% of the student population resides in on-campus or other college-affiliated housing, while the other 40% lives off-campus. (Report, 2023) INCOME: Since we are promoting a bake sale to raise donations for St. Jude’s Research Hospital, income is another crucial factor to remember. Another thing to consider is how strict of a budget most college students are on. The average college student’s income varies. It ranges from $ 7,500 to $42,000 annually, with an average median of $34,089 annually. With this

extensive range in income, smaller donations are more likely than larger ones. (Talent.com, 2023) GEOGRAPHIC LOCATION: SNHU is projected to enroll around 134,345 students for the 2022-2023 academic year, representing diverse geographic origins. SNHU's full-time undergraduate population comprises 62% females and 38% males. Approximately 60% of students’ likely dwell in on-campus or other college-affiliated housing, while 40% live off- campus. (Team, 2023) (Report, 2023) CURRENT SOCIAL MEDIA USE: TikTok, Snapchat, Instagram, and Twitter exhibit significant popularity within the demographic of those aged 18 to 22. TikTok is the most frequently downloaded application among those aged 18 to 22, with an average daily usage duration of around 90 minutes. Furthermore, over 40 percent of individuals from Generation Z assert that the platform's products significantly influence their buying choices. OUTSIDE INTERESTS: Universities strongly encourage their students to participate in extracurricular activities as they are a crucial component of the college experience. SNHU students have access to a total of 10 distinct clubs and organizations. Organizations falling under this category encompass academic and educational concerns, multicultural and spiritual life, special interests, sports groups, community service, student government, Greek life, university support, media and the performing arts, and honor societies. (SNHU, 2023) If these groups opt to endorse or disseminate the news of this campaign, it will significantly augment the overall amount raised. PERSONAL VALUES: Our age group’s fluctuating values do not immediately impact our fundraising. Hence, it is not a crucial factor in our social media strategy. Some students may desire to give but lack the financial resources, which does not necessarily reflect their principles.

EVALUATING THE LANDSCAPE: SWOT ANALYSIS FINDINGS: The SWOT analysis will focus on social media sites such as Instagram, Twitter, and maybe Facebook. Strengths include the ability to produce and modify high-resolution images for social media sharing, an established presence on Facebook and Twitter, a persuasive cause to fundraise for, and a superb message (Southern New Hampshire University , 2023). WEAKNESS: The success of promoting this bake sale and maximizing its reach relies greatly on students actively sharing and tagging related posts—potential chances for advancement or progress. A practical method to promote student engagement is to offer incentives, such as discounts or other awards, to those who purchase baked goods or promote the event on social media. TRIGGER: SNHU has the most followers on Facebook; however, it is not a popular gathering place for students. Efforts should be made to get those followers to migrate to other prominent platforms such as Instagram and Twitter, which have a comparatively smaller user base. We must persuade anyone to disseminate these posts regardless of their status as online students. This is crucial since most online course participants exhibit apathy towards engaging in current activities, which demotivates their participation. OPPORTUNITIES: With its large following base, Facebook facilitates cross-platform connections to enhance follower count on other social media platforms. Additionally, it offers the advantage of reaching on-campus students through the social media channels of on-campus clubs and sports teams. Although most SNHU students attend online classes, social media is the most efficient method to contact many students quickly.

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THREATS: A significant proportion of SNHU's online student population may not actively interact with the university through social media platforms. Several students in conventional educational institutions rely on the school's social media platforms as their primary channel for receiving news and updates. There is an increase in attendance at events, availability of parking places, and dissemination of vital news. Although several students and staff members have online connections, engagement with the university's social media platforms is not mandatory. Consequently, the information about the bake sale could not circulate as effortlessly. ORGANIZATION’S CURRENT SOCIAL MEDIA STRATEGIES and PLATFORMS USED: Currently, SNHU has an online presence on Facebook, Instagram, Twitter, and TikTok. Among these platforms, Facebook boasts the most extensive viewership. TARGET AUDIENCE(S) for SPECIFIC PLATFORMS: An optimal strategy for engaging with remote learners is to utilize social media sites such as Twitter, Facebook, and TikTok. While online students may not be able to participate in the bake sale physically, they may contribute by promoting it. For students who live on campus, utilizing Instagram as their primary channel for information and marketing will be quite advantageous. Instagram may be utilized to disseminate captivating posts or narratives on the preparations for the event. Before the actual day of the event, this will arouse interest and capture the children’s attention. ORGANIZATION’S TYPICAL TRIGGERS and CONNECTION STRATEGIES: An optimal approach to engage with students would involve promptly addressing their comments and mentions on social media platforms. This exemplifies the institution's commitment to valuing the perspectives of both online and offline students and treating their ideas with utmost importance. If students are more satisfied with the institution, they are more inclined to promote it online.

PROPOSAL CREATION: SMART Goals: Implementing SMART goals would be an effective strategy to advance this cause and achieve the goal of raising $3000 for St. Jude's Hospital. The subsequent aims: S (pecific) – At the end of the bake sale, SNHU will randomly select one fortunate student to get a 75% discount voucher for the bookstore as part of their marketing targeting on-campus students. M (easurable) – Thanks to the university's substantial involvement on platforms such as Facebook and Instagram, promoting SNHU activities on social media will be effortless. In addition, given our target audience of on-campus students, it would be beneficial to enlist the assistance of campus leaders in promoting the bake sale. This can be achieved by encouraging them to share information about the event on their personal social media platforms and a designated page just for student leaders. A (chieveable) – The prize for participating in the bake sale is a solitary 75% discount voucher for the bookshop, which one lucky student may quickly obtain. Acquiring a bookstore coupon is a desirable opportunity for any student, enabling them to economize on textbooks and other in- store and online merchandise. Accomplishing this task does not need excessive spending or utilizing the funds allocated by your university. R (ealistic) – One feasible and attainable approach to achieve the aim is to advertise the bake sale on SNHU-associated social media platforms and motivate participating students to join a raffle for a 75% discount ticket for the bookshop. In addition, implementing a modest 5% reduction in price for presenting any of the associated social media posts will enable us to monitor and measure the level of involvement from online users.

T (ime sensitive) – We will allocate two weeks for the bake sale, which will run for that time. PLATFORM SELECTION: Facebook: In addition, SNHU maintains a regularly maintained Facebook page. This message may be utilized by student-centric groups managed by student body leaders or extracurricular organizations. The official SNHU Facebook page can showcase brief films, visuals, and promotional leaflets to disseminate information about the fundraising efforts effectively. Student organizations can also contribute (Mandler, 2023). Instagram: Promoting the bake sale on Instagram would be highly advantageous, considering SNHU's significant presence on the platform. Users of this site can share and republish the content that SNHU publishes on their feed. Given that our intended demographic often visits pages associated with students, it is quite probable that they will come across our advertisements for the bake sale when scrolling through their news feeds daily (Dixon, 2023). TikTok: TikTok's popularity has surged in recent years. Users can upload short films of any genre within the app's community guidelines. The app's user interface facilitates seamless interaction with individuals from across the globe. Many institutions and most prominent organizations have a TikTok account. The bake sale and the chance to win a 75% discount bookstore card may be advertised using the versatile application TikTok (Mandler, 2023). FREQUENCY: Specific times are most advantageous for publishing on each social network to differentiate yourself from others and efficiently reach your following. For illustrative purposes, here are a few optimal time slots for posting content on TikTok: Marketers that monitor this trend suggest that the most favorable time slots for posting on TikTok are from 10 to 11:50 am, 2:30 to 4 pm, and 6:30 to 9:30 pm on Tuesdays and Thursdays. However, several individuals have realized that no universally applicable publishing timeframe aligns perfectly with their target

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audience's behaviors (Anoob, 2023). The optimal timing for posting on Instagram is contingent upon your target audience. The most popular time slots for Instagram postings are between 6 and 9 in the morning, 12 and 2 in the afternoon, and 5 and 7 in the evening (Anoob, 2023). Facebook has many peak posting times at various intervals throughout the day. Based on general data, the optimal time to post on Facebook is within three periods: 7 am to 9 am, 1 pm to 3 pm, and 7 pm to 9 pm. Generally, your specific target audience tends to be most engaged during the hours of most activity (Anoob, 2023). Considering this, the frequency of postings will vary based on SNHU's publishing timetable. Posting two or three clips every other day within TikTok's recommended peak engagement periods should be sufficient. This fosters engagement among app users currently located on the university campus. Adhering to Instagram's recommended peak interaction hours and posting once or twice daily is adequate. Furthermore, Instagram's 'Stories' function allows users to maintain the visibility of a post or announcement for a whole day. SNHU might enhance its bake sale promotion by including links for online donations to its cause. While not the most widely used platform among the three options we have selected, Facebook would gain advantages by posting once every other day within the designated peak engagement hours. In addition, SNHU may utilize Facebook's 'Stories' function to maintain a story's visibility for 24 hours, thereby preventing it from being overshadowed in the feed. TONE and PERSONALITY: To ensure that individuals enjoy themselves and retain awareness that this event is aimed at fundraising for St. Jude's, you should include amusing memes to maintain a cheerful atmosphere in your posts. To enhance the likelihood of engaging in conversation, it is advisable to choose someone with amiable dispositions to oversee the tables, as people tend to be more inclined to interact with someone who exhibits pleasantness and

patience while browsing the assortment of baked products and acquiring information about the charitable initiative. KEY PERFORMANCE INDICATOR ALIGNMENT: The metrics I would employ to track the attainment of my SMART targets are the number of clicks and reposts on my links, which serve as key performance indicators (KPIs). By including a hyperlink into our social media content across platforms such as TikTok, Instagram, and Facebook, we can accurately gauge the level of enthusiasm among individuals towards the cause we have chosen to endorse. As a result, we will be able to observe the dissemination of information on the bake sale around the campus. In addition, we must gather sales data from the bake sale's actual venue after the day to ascertain the number of participating pupils. To provide more motivation, we are extending a 5% reduction in price to students who present evidence of a social media post on St. Jude's baking sale. This will enable us to monitor user involvement using an alternative method. Social Media Schedule You will discover the conclusive determinations regarding our social media schedule within this resource. It encompasses information regarding the regularity of postings, the creation of content, and other pivotal elements that contribute to a successful social media approach. The SNHU social media calendar is provided. FREQUENCY: How often you may expect a social media post to have the most impact varies between platforms. Facebook not only lets your audience stay updated, but it also lets them look back on earlier posts. A "sweet spot for Facebook is 5-10 weekly posts" (Macready, 2023). This is according to Buffer. As the number of Facebook postings increases, the relative reaction decreases. Given the data provided, our campaign should publish one Facebook post daily for two weeks to maximize user interaction and views. Regarding social media, Instagram is where

most people and companies hang out. That said, "it is generally recommended to post to your Instagram feed 2-3 times per week, and no more than 1x per day; stories can be posted more frequently" (Macready, 2023). A relatively young social media site, TikTok's popularity has recently surged. If you are starting, it may be too much to post 10 times a day. However, some significant users will post 1-3 times a day. CONTENT: Each platform will showcase distinct content in its posts. Although the material seen on Facebook, Instagram, and TikTok may differ significantly, all three networks have the same branding and ideals. To effectively target the desired audience and provide them with information about the ongoing bake sale, which aims to raise $3,000 for St. Jude's Hospital, the initial post on each platform will act as an introductory message.  Facebook – During the two weeks, SNHU will provide daily updates on their Facebook page. Expect further informative content on this platform! We will provide regular updates regarding the locations of our bake sale booths, the amount of funds we have collected, and an exclusive incentive where the student who donates the most will receive a 75% discount ticket for the bookstore. Consider using visual imagery of the children at St. Jude's Hospital to effectively engage your target audience and convey the beneficiaries of your fundraising efforts. The traditional colors of SNHU, including blue, marigold, and white, will continue to be used.  Instagram – During the two weeks, SNHU will provide daily updates on their Instagram page. SNHU updates its Instagram account with fresh posts twice to thrice weekly, alternating between posting every other day and every three days. The content will showcase the participating students in the bake sale and the delectable confections available. The narrative pieces will include updates on our donation target, student

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highlights, and many captivating approaches to engage and entertain our audience. In a post, mention St. Jude’s Hospital and explain its mission. The traditional colors of SNHU, including blue, marigold, and white, will continue to be used.  TikTok – SNHU will provide daily updates on their TikTok page during the two weeks. SNHU will allocate a fortnight to regularly uploading content on its TikTok platform, consisting of one post in the morning and another in the late afternoon or early evening. Students can participate in trends by promoting the campus bake sale and supporting St. Jude's Hospital. Alternatively, they may contribute by sharing recipes for the baked products available for sale. Participants in the films must adhere to the dress code of SNHU, which entails wearing either SNHU-branded attire or the typical SNHU colors of white, marigold, and blue. KEYWORDS and HASHTAGS: The keywords I would utilize are "St. Jude" and "Donate," in addition to the hashtags "#Bakesale," "#Fundraiser," and "#St. Jude." These remarks stimulate a discourse among others. TONE: Ensure your postings consistently convey an optimistic, constructive, and polished demeanor. Raising funds for a pediatric hospital is a subject that may elicit a variety of emotions. To support the bake sale, which aims to raise funds for St. Jude's and its young patients, as well as provide students with a chance to win a 75% discount voucher for the campus bookstore by making the highest donation, which can be highly thrilling for the student body, SNHU should ensure that their posts maintain a cheerful and lively tone while still being professional. PLATFORMS: Although the platforms I've chosen will generate the most interest from potential donors, SNHU might also use other channels to its advantage in this fundraising effort. To start, adding YouTube would be a fantastic idea. YouTube is a free website that allows people

to "watch online videos; users can even create and upload their videos to share with others" (Sathupati, 2023). Students at SNHU may see the course materials on YouTube, so this is an excellent opportunity to promote the bake sale on these videos while explaining the big picture to them. Next, besides Facebook, Instagram, and TikTok, Twitter is another great medium to employ. In the "hope that your words are useful and interesting to someone in your audience," users "communicate in short messages called tweets" on Twitter, "an online news and social networking site where people communicate in real-time" (Keenan, 2023). Most of SNHU's "24.5K followers" are students (X, 2023). The dissemination of information on the bake sale's progress towards the $3,000 goal and current total to the student body may be accomplished efficiently and expeditiously. An alternative approach may be utilizing Twitter to inform the recipient of the prestigious award, namely the winner of the bookshop certificate entitling them to a substantial 75% discount. The recipient of this award is the student who demonstrates the highest level of generosity. MONITORING: Social media monitoring is a very effective strategic tool for improving and measuring the effectiveness of your messaging. You possess the capacity to monitor and quantify the extent of media attention that your efforts garner. If you need to ascertain the potential customer base for your product or service, this tool is advantageous to possess. To ensure that we get the desired number of shares, follows, likes, and comments necessary for a successful bake sale fundraiser, it would be advantageous to have someone assist me in promoting it. The author asserts that monitoring social media is crucial, as social media platforms resemble streams of ongoing discourse and material (Alley, 2019).

References Alley, D. (2019, March 10). SOCIAL MEDIA MONITORING: 7 REASONS WHY IT IS IMPORTANT FOR YOUR BUSINESS . Retrieved from Linkedin: https://www.linkedin.com/pulse/social-media-monitoring-7-reasons-why-important-your- business-alley#:~:text=Social%20media%20monitoring%20is%20a%20great %20strategic%20tool%20to%20improve,towards%20your%20product%20or%20service. Anoob, P. (2023, Oct 3). Social Pilot . Retrieved from What is the Best Time to Post on Facebook in 2023?: https://www.socialpilot.co/blog/best-time-to-post-on-facebook#:~:text=Peak %20times%20to%20post%20on,is%20active%20on%20the%20platform. Dixon, S. J. (2023, Aug 29). Number of monthly active Instagram users from January 2013 to December 2021 . Retrieved from Statista: https://www.statista.com/statistics/253577/number-of-monthly-active-instagram-users/ Keenan, N. (2023, Nov 28). X Business . Retrieved from 9 reasons why you need Twitter in your next ad campaign: https://business.twitter.com/en/blog/twitter-ad-campaign-reasons- why.html Macready, H. &. (2023, April 11). How Often to Post to Social Media in 2023 . Retrieved from Hootsuite: https://blog.hootsuite.com/how-often-to-post-on-social-media/#:~:text=Our %20experts%20recommend%20posting%201,less%20than%20once%20a%20week. Mandler, C. (2023, Nov 15). A new survey shows that the percentage of TikTok users who get their news from the app has nearly doubled since 2020 . Retrieved from CBS News: https://www.cbsnews.com/news/number-of-people-getting-news-from-tiktok-doubled- since-2020-pew-research/ Report, U. N. (2023, 11 06). Southern New Hampshire University Student Life . Retrieved from U.S. News and World Report : https://www.usnews.com/best-colleges/southern-new-

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hampshire-university-2580/student-life#:~:text=Southern%20New%20Hampshire %20University%20has,of%20students%20live%20off%20campus. Sathupati, M. (2023, Sept 28). Seven Advantages of YouTube Advertising . Retrieved from Digital Catalyst: https://digitalcatalyst.in/blog/seven-advantages-of-youtube-advertising/ #:~:text=YouTube%20is%20a%20highly%20effective%20platform%20for %20target&text=Contextual%20targeting%20allows%20you%20to,are%20also%20types %20of%20targeting. SNHU. (2023, 11 07). Student Organizations & Clubs . Retrieved from Southern New Hampshire University: https://www.snhu.edu/student-experience/campus-experience/student- organizations-and-leadership/student-organizations-and-clubs Southern New Hampshire University . (2023, 11 20). Retrieved from Univstats: https://www.univstats.com/colleges/southern-new-hampshire-university/ Talent.com. (2023, 11 07). Student average salary in the USA, 2023 . Retrieved from Talent.com: https://www.talent.com/salary?job=student#:~:text=How%20much%20does%20a %20Student%20make%20in%20USA?&text=The%20average%20student%20salary %20in,up%20to%20$65%2C955%20per%20year. Team, C. F. (2023, 11 06). SNHU Demographics & Diversity Report . Retrieved from College Factual: https://www.collegefactual.com/colleges/southern-new-hampshire-university/ student-life/diversity/ X . (2023, Nov 28). Retrieved from X (Twitter): https://twitter.com/SNHU

WK 7 Final

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