This report examines how the City of Vaughan’s Recreation & Culture department (CoVR&C) can develop and manage a digital content strategy that optimizes community engagement. It first looks at how social media has impacted business and why marketers can no longer push sales-driven messages onto consumers but instead need to pull them in with high-quality content that sparks conversation. This is followed by an environmental analysis of the CoVR&C’s social networks, specifically Facebook, Twitter and Instagram. Then, based on research and industry trends in the non-profit sector, the report recommends social media marketing best practices in the context of the CoVR&C. It concludes with a social media strategic plan aimed at transitioning the CoVR&C’s two-way communications channels from a monologue to a dialogue by restructuring content and correlating analytics. On a broad level, this report provides tips for corporate marketers who are developing or re-evaluating their digital content strategies.
Copyright is held by the author.
This thesis may be printed or downloaded for non-commercial research and scholarly purposes.
Member of collection