You are interviewing for a position as social media marketing manager for Broadway.com in a role promoting all shows produced on Broadway. The 2023 goal is to increase revenue from Ticket Sales by 10% from both new and returning customers (trying to re-engage audience post-pandemic).
1. Use the tools discussed in class to conduct a social media brand audit to answer the following questions. Note: this does not have to be a comprehensive audit, rather conduct research to answer the following questions in a couple sentences:
Which social media channels is there an existing presence?
Which are the most engaged audience types?
Which is the most engaging creative?
Which platforms are the strongest in follower count and engagement?
What are current Broadway.com social media strengths?
What are the social media weaknesses?
What are some examples of areas of opportunities to pursue based on the existing social media and the current consumer preferences?
2. Taking this exercise a step further, based on your analysis, which channels can best support the objective to increase ticket sales? In a few lines, what is one campaign and channel concept that we can incorporate into our plan to meet this SMART objective?
Note: Sometimes engagement metrics do not tell the whole story. While engagement indicates positive impact, consumer motivation is an important factor. How do we best support the sales objective?
