MEMO1

TO: Erin Earnest, CCOM Multimedia Coordinator

FROM: Evan Page, Social Media Analyst
DATE: April 16, 2019
SUBJECT: Recommended Adjustments to the CCOM Instagram Page

This memo recommends that you refocus your efforts on the CCOM Instagram page and follow a
weekly checklist when posting new content to the page. These changes are needed in order to better
match your consumer audience’s interests and media consumption habits.

I was asked to review the current state of the CCOM Instagram page and come up with a solution to
make it more engaging and to create awareness about CCOM at Butler. The latest data in Pew Research
Center’s Social Media Best Practices 2017 report indicate a need to stick to a routine schedule of
posting that follows the same flow and guidelines set up weekly. No longer is it a viable method to post
random content spread out over multiple times a day or just a few times a week. The research has proven
that consistency is key when running a social media account.

The Campaign
Continuing on, Pew’s Media Trends 2017 report concludes that Instagram is one of the top three social
media platforms used by college age individuals and younger. If you plan to reach these individuals, you
must abide by some type of schedule and/or rule book week by week.

The campaign I have developed should be sufficient in terms of aligning with your social media goals,
objectives, and strategies and would also abide by the university’s social media guidelines. My idea is to
follow a five- or seven-day schedule that revolves around each individual day of the week. For example,
Monday would be #MotivationMonday and could include a motivational quote followed by text
outlining why students should be motivated to either join Butler CCOM or continue doing good work
within CCOM. Tuesday would be #CCOMtipTuesday, and this could include a picture of a staff
member that students could go to for help with a specific subject. For prospective students, this could
also include tips on how to learn more about CCOM. On Wednesdays you could hashtag
#WhyCCOMWednesday and this picture could vary, but the text could outline different perks of
choosing CCOM as your major. Every Thursday would be #ThankYouThursday, and you could use this
day to thank students or staff for exceptional work that they have done to help the CCOM community.
Friday would be #CCOMFactFriday, and this picture could also vary, but the message would be a fact
about the College of Communication or resources within it. For Saturday and Sunday, you could hashtag
#SpotlightSaturday (or Sunday) and use these days to spotlight upcoming events that might be taking
place in the coming weeks that CCOM students would be interested in.

To conclude, you need to focus on creating a schedule and content that is informational and interesting if
you want to reach your target audience. If you keep posting random content at random times of the day
and week, the target audience will not be interested or engaged with the content. If you would like to
discuss these recommendations further, feel free to contact me directly at epage@butler.edu.
Below are three sample ideas of potential Instagram posts that utilize my campaign format.
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