Social media campaign for WSHC 89.7 FM Created by : Amanda Blaney Table of contents Executive Summary ……………………………………………………………….. Page 2 Introduction………………………………………………………………………... Page 2 Client Analysis………………………………………………………………….... ..Page 3 Campaign Plan…………………………………………………………………….. Page 5 Public Analysis……………………………………………………………………. Page 6 Competitor Analysis………………………………………………………………. Page 9 Situational Analysis……………………………………………………………….. Page 11 Campaign Plan…….……………………………………………………………..... Page 13 Results…………………………………………………………………………….. .Page 15 Resources…………………………………………………………………………... Page 20 1 ​Executive Summary This social media campaign was created for the social media platforms for WSHC 89.7. The two main platforms that were involved were Instagram and Twitter. Both give the audience already developed and new followers the ability to interact with the station and the content available. This campaign was designed to further engagement with the radio stations audience through two different social media platforms. Both accounts showcase information, providing details revolving around the station and all the wonderful things it offers. Content posted throughout this campaign developed not only a relationship with its audience behind the scene but behind the radio dial. The campaign enhanced opportunities for the station’s social media to hear their favorite songs and shout outs of their choice during radio programs held by students at Shepherd University. Included in the following pages there is research, survey questions and recommendations on how to keep both social media platforms up to date and interactive with the audience. Introduction For my final project as my senior capstone project, I decided to craft a social media campaign for WSHC 89.7, the radio station located in Shepherdstown, WV. Using my brief experience with the radio station and key information from manager of the radio station Mike McGough, I was able to create content for both the Instagram and Twitter pages for the radio station. Using knowledge and skills I gained while a communications major here at Shepherd University I targeted my audience, created interesting content and developed a plan to further interaction with the target audience. WSHC 89.7 was first branded here in Shepherdstown, WV in 1974 as a station for the small community of Shepherdstown. The two social media platforms that the radio station currently has Twitter and Instagram on; only started up recently. Both pages were created in 2019 and often showcased pictures within the station and all the equipment that make up the station. This campaign showcases interactive posts where followers are able to give feedback and answers to 2 music related questions. Polls and surveys on both platforms give followers to connect not only with the page but with the station itself. The recent development of social media apps give this campaign the opportunity to move past regular posts on a feed and take a step further. If both social media platforms are able to keep up with current events and develop a rapport with the audience it will be successful today as well in the future. Client Analysis Opportunity for the WSHC social media pages The radio station WSHC 89.7 here in Shepherdstown, WV is a radio station filled with both music and news interacting with locals. This station is mainly a news broadcasting station showcasing different news platforms like NPR and local news happening here in West Virginia to not only inform but entertain listeners. The small portion of music that is played on the station is hand-picked by students throughout the years and offers a variety of tastes to the listeners. Along with music and news many students broadcast talk shows throughout the week and give opinions about sports and social events happening in today’s world. Recently there has been a rotation of students who record and broadcast local and campus news geared towards students and faculty here at Shepherd University. The station is run and managed by Mike McGough, a professor who has been at Shepherd for six years and is assisted by Mike Hurst who handles the technology and system programming for the station. Both oversee and assist students and volunteers in using equipment in the station for news or talk shows. Mission Statement of WSHC WSHC is defined by the Federal Communications Commission as an “NCE” (Non-Commercial Educational) FM radio station licensed to the Shepherd University Board of Governors. As an educational station, WSHC’s priority is to serve as an experiential education opportunity for Shepherd University students intending to pursue a career in electronic media. As a co-curricular activity, WSHC works closely with courses offered by the Department of Communications and New Media. Participation is open to all Shepherd students, regardless of academic major. WSHC serves all Shepherd University departments as one of the university’s most prominent external media. WSHC’s 950-watt FM signal serves a 20-mile radius and a population of approximately 235,000 people in Jefferson, Berkeley and Washington counties. The station also originates content distributed through new (or digital) media, via online streaming, social media and mobile 3 channels. At a time when Nielsen Research ranks radio as the nation’s leading reach medium, WSHC’s mission of education and service is a reflection and an extension of the university’s mission, on-campus and in the community. Goals for WSHC social media platforms The radio station is trying to develop a bigger presence on social media platforms and further engage the audience they already have. They want to inform their audience of everything that is offered at the station and showcase different parts where students can become involved. Having active and engaging social media pages help followers keep up to date of things happening within the station and how they can become a part of it. History of WSHC 89.7 WSHC 89.7 first was branded here in Shepherdstown, WV in 1974, first airing that year as a public radio station. Since then it has progressed to the news and talk platform it is today. In 2017, WSHC became an affiliate of West Virginia Public Broadcasting and started it’s path broadcasting to the eastern panhandle. The issue as Defined by client The radio station WSHC 89.7 lacks a social media presence that will interact and involve their audience in a new way. The radio stations' audience is made up of locals and students. The people of Shepherdstown and the local area are the main audience of the station where the student body of Shepherd University is the secondary audience only tuning in for certain segments of a broadcast. Creating a stronger social media presence will help boost interaction with listeners and create an informational platform for them to reach. Communication Audit of current communication effect As a whole organization, the radio station here in Shepherdstown engages the community using several techniques. Several student volunteers from the station held a booth at the activity fair in the fall to interest and engage students new to Shepherd or ones looking for something new. They also place flyers around campus with information about the station and different ways students can get involved. The campus radio station can be located on all three main social media platforms including Facebook, Instagram and Twitter but the Facebook account has been inactive for quite some time and is run by a man no longer active with the station. The WSHC Twitter page currently has 26 followers. The Instagram page has 23 followers. Each page has a range of 5 to 8 posts over the last year. Many of the posts were very generic and explained 4 aspects of the studio and pictures within it but no post gave info about what the station offers. On Instagram the highest liked post only has 11 likes so there is room for Instagram to gain likes and interaction with posts. Effectiveness of past communication Previously the social media impact that the radio station has had on its listeners has been little to none. Many student talk show hosts place flyers around campus. A booth for the station at the annual college fair in the fall peaks interest for many students. The amount of followers and likes on each social media platform can be improved as any page can always gain more people. As time progresses on new things and features are added to the platform so using those to your advantage as time goes on is extremely important. 5 Public Analysis Key Audience Overview The main audience for the radio station’s social media pages is people in the surrounding community like Harpers Ferry and Martinsburg, West Virginia. Along with students that attend Shepherd University, the range of the station’s signal spreads out to Martinsburg and Harpers Ferry so an audience there is also accessible. Currently there is a small relationship with the target audience and both social media pages. Both the Instagram and Twitter pages include interactive content and times for the audience to contribute and include them in content they can access at any time. Although the radio station plays several types of music genres and delivers all types of news as a reliable source, sharing the information to an audience is tricky. Both the Instagram page and Twitter page can offer or suggest what they are playing on the radio to inform their audience of the wide variety of music they offer. Since the main audience is Shepherd University students a major benefit for the pages is the station is located in the heart of campus. So whoever controls the pages is accessible to content and their audience a good portion of the time. Survey ​ During a one week period at the end of February, 2020, I conducted a survey of eight questions relating to this social media campaign. Many of the questions related to social media, music, gender and age.