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    Social Media Capstone Project

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    The social media capstone project proposes a $75,000 budget to promote a Republican presidential candidate's campaign on Facebook, Instagram, Twitter, YouTube, and Periscope. The candidate is currently the fifth highest ranking but is likable and organized. The goals are to establish the candidate's brand, increase engagement by 50% and awareness by 50%. The strategy is to invest in advertising and increase social engagement. Tactics include consistent messaging and social listening. The strengths are being well-liked compared to other candidates, while weaknesses are low polling and threats include being overshadowed.

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    Social Media Capstone Project

    Uploaded by

    api-307579887
    690 views4 pages
    The social media capstone project proposes a $75,000 budget to promote a Republican presidential candidate's campaign on Facebook, Instagram, Twitter, YouTube, and Periscope. The candidate is currently the fifth highest ranking but is likable and organized. The goals are to establish the candidate's brand, increase engagement by 50% and awareness by 50%. The strategy is to invest in advertising and increase social engagement. Tactics include consistent messaging and social listening. The strengths are being well-liked compared to other candidates, while weaknesses are low polling and threats include being overshadowed.

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    The social media capstone project proposes a $75,000 budget to promote a Republican presidential candidate's campaign on Facebook, Instagram, Twitter, YouTube, and Periscope. The candidate is currently the fifth highest ranking but is likable and organized. The goals are to establish the candidate's brand, increase engagement by 50% and awareness by 50%. The strategy is to invest in advertising and increase social engagement. Tactics include consistent messaging and social listening. The strengths are being well-liked compared to other candidates, while weaknesses are low polling and threats include being overshadowed.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    690 views4 pages

    Social Media Capstone Project

    Uploaded by

    api-307579887
    The social media capstone project proposes a $75,000 budget to promote a Republican presidential candidate's campaign on Facebook, Instagram, Twitter, YouTube, and Periscope. The candidate is currently the fifth highest ranking but is likable and organized. The goals are to establish the candidate's brand, increase engagement by 50% and awareness by 50%. The strategy is to invest in advertising and increase social engagement. Tactics include consistent messaging and social listening. The strengths are being well-liked compared to other candidates, while weaknesses are low polling and threats include being overshadowed.

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    Allison Kelley

    Social Media Capstone Project


    Scenario: The fifth-highest-ranking Republican presidential candidate. Doesnt say stupid
    things, isnt wildly flamboyant, but is likable, smart, and very organized.
    Budget: $75,000
    Channels
    Facebook
    Purpose: Promote upcoming events on the campaign trail, debates, Primaries, and Caucasus.
    Expand with statements and maintain a consistent voice on posts. Opens the floor for questions
    and can also establish candidate on trending topics list.
    Demographic: Widespread, wide age ranges. Generalized, some 72% of all internet users have a
    Facebook page.
    Investments in boosted posts.
    $1,500 a month for 12 months before election. $18,000
    Instagram
    Purpose: Branding as a cool candidate. Visual platform. Photos doing cool things, meeting
    cool people, moving photos and documenting the campaign trail. Instagram has a diverse
    demographic. Use a hashtag for tracking.
    Demographic: Younger demographic to target millennial voters. Higher percentage of minorities.
    Investments in paid promotion
    $1,000 a month for 12 months before election. $12,000
    Twitter
    Purpose: Live tweets. Be cool and establish brand in 140 characters. Start a hashtag for
    tracking. Actively engaging and responding to followers. Increase interaction and heat up
    conversation. Twitter is extremely quick, up with the news and live tweeting.
    Demographic: Younger demographic to target younger voters.
    Investments in paid promotion and social listening.

    $1,000 a month for 12 months before election. $12,000


    YouTube
    Purpose: Post campaign marketing videos and promotional material on channel, commercials
    etc.
    Investments in videography $30,000.
    Biggest source of voice representation and brand management. Videos can be shared across
    platforms.
    Periscope:
    Purpose: Live streams of debates to reach a more broad audience. Not really a huge deal or even
    necessary. Might be interesting to tamper with. Mostly used for being ahead of the time.
    Demographic:
    Free.
    GOST Statement
    Goals: Establish brand as a well-respected candidate and a force to reckon with and thus move
    up in the ranks on polling platforms for presidential candidates.
    Objectives: Increase engagement across platforms by 50%. Increase awareness in media by
    50%.
    Strategies: Invest in advertising to boost reach and engagement across selected platforms.
    Tactics: Employ social listening, increase social media engagement on new platforms. Be
    consistent in messages and voice.

    SWOT Analysis
    Strengths: My candidate is well liked and organized. Compared to running mates, she doesnt
    say stupid things.

    Weaknesses: Running against big mouth candidates. Not ranked well in the polls.
    Opportunities: Strengthen brand and run with being well liked. Has the opportunity to outshine
    stupid candidates.
    Threats: Being overshadowed. Not making it far in the race for President

    Approximate Social Media Calendar


    Year 1

    Q1

    Q2

    Q3

    Q4

    Announce Candidacy

    Campaign Trail

    Republican Debate

    Campaign Trail

    Social Listening

    December 15

    Launch Political Ads

    Social Listening

    Initial debates

    Q2

    Q3

    Q4

    Campaign Trail

    Campaign Trail

    Presidential Debate
    October 9

    Social Listening

    Social Listening

    Year 2

    Q1
    Campaign Trail
    Social Listening
    Primaries
    Iowa Caucus
    February 1

    Super Tuesday
    March 1
    Republican Debate
    March 1

    Measurement:

    Caucuses

    Initial debates

    Primaries

    Republican
    Convention
    July 18- 21

    Colorado Convention
    April 9

    Presidential Nominee
    Announced

    Presidential Debate
    October 19
    Election Day
    November 8

    Based on social media and hopefully also based on moving up in the polls and approval
    ratings. Also potentially measure how much money people are donating to campaign.

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