The Power Of Social Media And Growth Through Experimentation And Implementation

Abstract

For my thesis I partnered up with Hawkinsdance, a local non-profit contemporary dance company, for the purpose of growing the business and marketing this newly formed organization through the use of social media. In this project I was able to combine the learning from both of my majors - marketing and dance. The phases of this project included; (1)Preliminary Research and analysis of social channels, (2)Strategy Development, (3)Strategy Implementation, and (4)Analyzing the results for further action. Our world is moving in a digital direction at an increasing rate. This is important for all organizations to be aware of in order to adapt themselves and to remain relevant and accessible by their target consumers. This is especially important for local businesses, such as Hawkindance because 86% of consumers use the internet to find a local business. One way organizations can begin creating their digital footprint with a minimal budget is through the use of social media. Social media can be used to reach a target audience and to build greater brand awareness. Implementing a strategy across various social media channels with consistent brand image, posting times and clear calls to action drove overall growth in followers, impressions, awareness and engagement with the brand. Analyzing the data provided from these key performance indicators delivered valuable insights that can help guide growth in the future.