Public relations

Social media plan for Riyadh city

The results demonstrate that most retweeted messages are the more likely to contain a direct Tweeting, Retweeting, Hashtag, Phototwitter, Photo Facebook, Photo Instagram, Photo website, Photoflyer, Website, Video, and Broken links. These results will be the basis for crafting the social media plan. The type of interaction can work with influencers and amplifiers within an industry. Twitter can be used as a predominant place for amplification. It presents an opportunity for Riyadh city to create tweets that generate engagement.

Objectives

The objective of the social media plan will be to establish strategic and beneficial relationships with the amplifiers to improve engagement on Twitter. Amplifiers are significant in keeping the conversation flowing and enhancing interactions with conventional online mainstream media and corporate media. Establishing a relationship with amplifiers is likely to have more people interacting with the city.

Goals

The goal of the social media plan is to promote engagement with the public. Using various tools including Photo website, videos, Photo Instagram, Photo flyer, the PR team will attract more retweets from social media amplifiers. The tools will provide an excellent opportunity for followers to get to know the individuals behind the brand.

Strategies

The first strategy to be used is finding a niche of Twitter Followers. The social media plan will be directed to social media amplifiers. Amplifiers are important in keeping the conversation flowing and promoting interactions with conventional online mainstream media and corporate media. On Twitter, the focus on amplifiers will ensure that the conversation flows. Amplifiers will be useful in determining what to retweet and what not to retweet. Thus, they will be useful in enhancing engagement of Twitter users. Determining who to follow and how to get followers is a difficult task. When Twitter users start using Twitter, most might follow anyone who might follow back for no particular reason. To increase the number of Twitter followers is the goal of any organization which can act as an ego boost. However, unless the followers are quality followers, the large number of followers won't fuel the initiative to increase Twitter exposure. Niche or quality of followers means having followers with similar interests as the city and individuals who also tweet similar topics as the city. In general, the followers are more prone to retweet city’s messages to their Twitter following. Given that the quality of followers will be more inclined to retweeting the city’s links, amplifiers will expose the tweets to a much larger audience.

The second strategy is through engaging amplifiers and influencers through valuable and relevant Content. Social networking is all about sharing valuable information and content. Amplifiers are only interested in relevant and valuable content. The city requires relevant and quality tweets and how they will be distributed. More time will be spend thinking about the levers necessary to generate actual engagement and step up interaction with messaging and content. Influencers are individuals who carry weight in industry. Twitter is considered to be one of the most suitable social networks for networking, and it can reach out to many influencers who have a Twitter account. Retweeting influencers with valuable content is one of the easy ways to connect with influencers and tap into their group of followers. This can be done by Tweeting the same content several times. Identical tweets often obtain a similar amount of clicks. Creating relevant content and focusing on getting influencers to engage with it can make it go viral incredibly fast as more people can discover content through organic and social search. However, it all comes down to the quality of the content being shared. If it is of interests, influencers are going to retweet (Safko, 2010).

Tactics

Direct Tweeting and Retweeting

Tweeting and Retweeting are critical to maximizing tweet exposure. The PR team will employ tweeting and retweet tactics to promote engagement by influencers. Tweeting and Retweeting are not about sharing content. There is evidence to show that there are things that compel people to retweet. From the choice of words to the time of day, tweeting and retweeting will take into consideration different factors that impact how many retweets can be achieved. When a tweet is made, a message is sent out to social media followers. When none of the followers are actually interested in the message, then very few will retweet the messages as it isn't really relevant to them. On the other hand, when there are a dozen followers who are interested in the message, there is a greater chance that they will retweet the tweet. Therefore, tweeting and retweeting exposes a message to followers also might be interested. Another way to have the frequent retweeting of messages is to be active in retweeting messages from influencers when the message relates to the topic. Influencers and followers are likely to appreciate the retweet and tend to retweet some of the tweets in return.

Hashtag

The second tactic is the use of hashtags. A hashtag is a way that enables organization of Tweets for Twitter search engines. Using hashtags correctly simply prefix messages tag to enable influencers and followers to discover relevant posts. Using hashtags is critical for maximizing retweets and finding those quality Twitter followers. When one searches for certain keywords, it becomes easier to view other Twitter results of users who also tweet the particular topic. Those users using the same hashtags will be followed as they can become the niche followers.

Photos and videos

Twitter has several features that provide users with more options and opportunity when it comes to Twitter images. Multiple Photos in Tweets will be used to Photo Tagging. Every Tweet will include multiple Twitter images, offering the users more opportunities to use visuals that represent the message. Photos will be added to Tweets and will then be displayed in an easily shareable preview collage. New photo tagging option will allow tagging in the Twitter images shared. This will have a big implication for the city to followers and fans. Individuals can then tag other users in the photos, adding a level of appreciation for followers. This may encourage more engagement on Twitter. To really make the Tweets engaging, the photos will not be just an afterthought. Twitter images will be chosen based on their relevance and appeal to the content and shareability. Images will not be shared just for the sake of having a visual element to your Tweet.

Finding photos to share does not have to be a struggle. One way to improve engagement through images will be to ask for submissions or run contests from followers. Sharing photos will be a great way to keep influencers and followers engaged and coming back. When using photos, it will be important to ensure that images will be clear when viewed within a Twitter stream. When photos are too small and require to be expanded by the viewer, they may likely receive less sharing and engagement. Additionally, sharing the same content in multiple Tweets is a tactic that is appropriate as long as messages are spaced out. However, sharing the same photo possibly may not draw the same level of engagement in second and third Tweets. When the content to be shared has multiple images, different Twitter images for subsequent Tweets will be shared. This will be a strategic way to add new appeal to content to be reused. Favoriting is a tactic that will focus on making use of growing interaction with influencers and amplifiers. Building authority on Twitter is important to generating more engagement, and the utilization of multimedia like images can drive that engagement. By including photos and images in tweets, it will be likely to double the chances of a Retweets. Videos will be important when trying to connect on a personal level with amplifiers. These tools offer a simple way to respond to the audience and are far more engaging than a simple tweet would be. Videos will also be used to cover events as they’re happening. Videos drum up more interactivity by involving followers in the big numbers. A large number of followers will likely enhance the chances of retweeting.

Favoriting

Favorites will be used to bookmark. Favoriting is an easier way of saving tweets and pages for easier future access. The most common use of favorites is to capture the attention of those they are interested in capturing. It is a desirable option to make presence noticed online. This type of interaction can work with influencers and amplifiers within a particular industry. Many are the times that it may be necessary to type out a response to tweeter user. This may not be possible particularly where the number of responses is overwhelming. Thus, favoriting will be used as a tactic to show gratitude. Favoriting will be used as a tool to engage with influencers and amplifiers.

Evaluation

One tool will be primarily used to measure reach and engagement. The first tool will be TweetReach; the tool offers a subscription to evaluate Twitter activity. It also allows one to provide a report on hashtags and generates detailed reports total impressions, on accounts reached, activity, top influencers, and most popular tweets. A paid version allows the creation of trackers for more Twitter accounts and hashtags. In addition to tracking the reach, it will also be important to measure engagement. The amplification rate will be measured by dividing the number of retweets by tweets (Unsworth & Townes, 2012)

References

Unsworth, K., & Townes, A. (2012, June). Evaluating Twitter as a social media interaction tool. Digital Government Research (pp. 90-96). ACM.

Safko, L. (2010). The social media bible: Tactics, strategies, and tools for business success. John Wiley & Sons.

Sherry Roberts is the author of this paper. A senior editor at MeldaResearch.Com in custom research paper writing service if you need a similar paper you can place your order for essay custom writing services.