East Lansing Film Festival Twitter
For MI 462: Social Media and Computing using Twitter and bit.ly for analytics
This project involved two teams that ran the Twitter account for the East Lansing Film Festival. As team leader I was responsible for communicating with the other Twitter team to ensure no content was being recycled and to maintain a common voice throughout our tweets.
Over 9 weeks the two teams took turns alternating control of the account, presenting our content to the class, posting it and monitoring it's status, the final week we alternated daily to ensure a high frequency of posts were available during the time of the event. Generally we would post 2 to 3 times per week which increased to 4 to 5 two weeks before the festival, then to 2 to 3 daily during the actual event. These posts were to promote, remind, and gain engagement for the festival while promoting brand awareness. Pictured below are our Tweets that had the highest engagement and below that are the results of our weeks of management.
#1: Volunteer Tweet
Our highest engagement tweet garnered a total of 5 likes and two retweets but had a huge amount of impressions. Throughout our management of the account we tried to stay fun and relevant to bring in more college students and it proved very effective to utilize memes as an engagement catalyst
#2: Countdown Tweet
Throughout the campaign we agreed to do a countdown with the other group every week on Friday to keep a continuous stream on our viewer's feed and this proved to be a huge success and both our and their tweets gained a lot of impressions and were essential to getting the word out about the event.
#3: Event Tweet
Our final most successful tweet was during the actual festival. This tweet promoted the shorts series, a very popular event for the ELFF and we utilized tags within the picture to gain support from student organizations as well as East Lansing, city organizations.
Final Results
Over our 9 weeks of posting our teams combined gained a total of 84 followers for the ELFF Twitter account, a 15% increase. Pictured below is a chart of our informational (purely to provide information to viewers) vs transformational (entertaining or emotional) tweets and their engagement scores, as a whole we received 40% more engagement than the average of prior Twitter campaigns with an average engagement score of 1.84. Overall, we were very pleased with our progress towards expanding the East Lansing Film Festival's brand and had a great time thinking of creative ways to raise awareness about such a unique event!
