Create and Measure Engagement with Facebook Video Campaigns

Authors: Julia Sickler*, Montclair State University
Topics: Marketing Geography, Communication, Environmental Perception
Keywords: film, marketing, digital marketing, social media, engagement, create impact
Session Type: Paper
Day: 4/11/2018
Start / End Time: 1:20 PM / 3:00 PM
Room: Oakley, Sheraton, 4th Floor
Presentation File: No File Uploaded

Social media can be used to influence behavior, shift opinions, and engage consumers in a highly targeted way that has never before been possible. The communication of geographical issues using new social media video tools is a highly effective, targeted, and evolving communication practice. This presentation is given from the perspective of a DIY film maker and a digital marketing director and will review step by step how to create, launch, and measure a successful engagement campaign using short films on the Facebook platform. Facebook tools allow us to choose different objectives for campaigns that use film and gauge what type and level of engagement the audience choses. Various objectives include signing up with a lead form to learn more, participating in a survey, donating to a campaign, simply liking or sharing a post, and more. Economic and social behavior theory concepts are woven into the psychological components of creating content with film. This presentation will take a look at an example of how The Wildlife Conservation Society has prosperously used social media and film to advance its campaigns since 2005, both locally and internationally. With this success in mind, we will analyze current global trends to determine the best methods for engaging people through delivering educational film content on Facebook. This research is beneficial as it will concentrate on the process of implementing strategies that use film to accomplish practical goals and improve public participation for environmental protection and geography.

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