Multimedia Journalism Social Media Strategy

As the world of news becomes increasingly more dependent on online platforms and digital media, keeping up with current trends and algorithms is essential to success. As the Digital Content Manager for Eagle Eye TV, this social media strategy aims to increase audience engagement to push our news and content to as many community members as possible. Utilizing popular platforms like TikTok, Instagram, and Twitter (X) will be essential to reaching our engagement goals. 

The platforms I will use for promotion are Instagram, TikTok, and Twitter (X). These are three of the most popular social media platforms among our intended audience of Auburn students and community members

1. Instagram: To provide consistency in the Instagram feed, I will be curating templates to use for posts. Every news package created by a reporter will be posted as a reel with the template used as the thumbnail for the feed. For articles written, a story post will be made with a link to the article on the EETV website. Q&A story posts to poll what our audience wants to see will also be used.  Reels are one of the most important ways to appear on followers’ feeds and increase engagement. Having consistency with our feed and types of posts will make the account more visually appealing and increase traffic. Before our weekly live news broadcasts, reminder posts will be put on our feed and our stories. After the broadcasts, we will combine the most interesting clips and post those as a reel on the feed as well. We also plan to create behind-the-scenes content before the shows featuring anchors and producers to increase interest in the broadcast. 

2. TikTok: To increase engagement on TikTok, we will be posting all of the same reels created from packages and news broadcasts. The short-form style of TikTok is appealing to younger generations and the target audience of Auburn students because they typically will not sit down to watch an entire news broadcast. We will also create fun and entertaining content with reporters, anchors, producers, and other members at EETV that follows current trends and will bring in new audiences and viewers. TikTok is where we can be more fun and creative with video styles and is perhaps where we can reach the largest amount of new viewers. Utilizing hashtags that will push the video with the algorithm will also be essential to the success of our account on the app. 

3. Twitter (X): Through this platform, we would mostly be tweeting links to our website and YouTube page to read articles and watch packages or news broadcasts. Many journalists utilize Twitter to promote their platforms and stories, so tapping into this platform will be essential for increasing engagement. Using hashtags to push stories and posts will help bring in new audiences. We will post reminders about upcoming broadcasts and alerts to new articles and packages posted on our other platforms. When posting about articles, we will use the slug or notable quotes as the text to increase interest in the post and provide a link to our website. 

Publication schedule: Instagram story posts would be made every Sunday and Wednesday to alert of the live news broadcast the following day. Multiple feed/reel and story posts will be made per week as stories are published and posted. TikTok videos and tweets will be posted following Instagram posts as stories are published.

Instagram feed post example:

Background picture from https://sga.auburn.edu/auburn-ring-tradition/

Tweet example:

“New article: Auburn Ring Night to take place next week – The Spring 2024 semester Ring Night will take place on Thursday, April 25. Visit our website eagleyeauburn.com to learn more #AuburnUniversity #News #NewsStory #College #CollegeLife #CollegeNews #AuburnStudents”