Social Media Strategy Design: Organic and Paid Engagement

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April 10, 2021
Social Media Engagement
Recommendation:
Social Media Strategy Design
1 Type of engagement: Organic and Paid Engagement
1 The type of content that should be the focus for Qantas’ Facebook marketing is the use of a short viral video. This would focus on organic engagement by creating a “viral content” that increases people’s consumer awareness. A focus in viral marketing helps increase the return-on-advertisement on Qantas’ Facebook post CITATION Bar20 \l 1033 (Barnhart, 2020).
2 Qantas’ Facebook post should also use paid engagement to increase the specificity of its approach. As compared to the organic approach the main aim of this paid promotion is to convert from the general readership to paying customers.
2 Topic of the content
* Use of great montage/photo pertaining to beautiful tourist destinations in Qantas’ route (drone shots and videos). Survey shows that about sixty-six (66%) of clients prefer to watch videos compared to any other format CITATION Ste20 \l 13321 (Stella, 2020).
* Use hashtag to highlight post topics and one way to generate traffic and engagement to the said social media page CITATION Luand \l 1033 (Lua, n.d.).
* Content should also add discounts and coupons in both organic and paid advertisements.
3 Frequency of posting
* Posted content should be consistent at least one post per day or more depending to the occasion CITATION Eve19 \l 1033 (EventBrite.co.uk, 2019). 
* 1pm to 3pm during weekdays and/or anytime during Saturday. This increases the momentum of individuals who would initially view the content CITATION Reand \l 13321 (Read, n.d.).
* Based on the social media platform that has the most users, post should be designed in order to increase reader engagement CITATION McL20 \l 1033 (McLachlan, 2020). This must be done through appealing visuals and regular posting.
Instagram
Qantas Airlines Instagram post should focus on two important aspects, namely; (1) ‘lifestyle and travel destination’ and (2) safety of their services. Based on an initial survey, Qantas has over 1.5m followers on Facebook 950k followers for its Instagram page. This increases the initial consumer base that could view its post, thereby increasing its engagement. However, the difference in content between Facebook and Instagram is that while the latter focuses on the informativeness, the latter should be focused more on ‘travel vlogs and destinations’. This is because Instagram users usually prefer seeing lifestyle and travel photos in the said platform. In fact, one study show that “67% of Instagrammers who post about travel use the platform to find inspiration for where to go next” CITATION ICE20 \l 13321 (ICEF.com, 2020). Addition...