My secondary role during this process was as part of the marketing team for Cagebirds, we had allocated roles between myself and Alice, with Alice taking over the creative side and being in charge of poster and leaflet design and I took over the social media websites and any online presence.
As I have no experience within the marketing sector, I decided to undertake some research into how social media marketing works. Obviously “social technologies, on a mass scale, connect people in ways that facilitate sharing information” (Evans, 2010). However, ““many “social media projects” end up being treated more like traditional marketing campaigns than the truly revolutionary ways in which a savvy business can now connect with and prosper through collaborative association with its customers. As a result, the very objective—engagement, redefined in a larger social context—is missed as too many “social media campaigns” run their course and then fizzle out” (Evans, 2010, p. 4). This important point shows how social media marketing must not be confused with regular print marketing, there is far more scope involved with social media, and the crucial word ‘engagement’ is important to note. Creating an online presence with which people can directly interact with provides a far more interesting and captivating experience for the consumer, in this case, potential audience members.
To begin the process, a Facebook page and Twitter account for Retold had been set up. Obviously, these two websites are the most popular social media sites, “more than 250 million people are active Facebook users… Twitter has more than 14 million registered users” (Zarella, 2010, p. 1). Obviously my intentions were not to reach the majority of Facebook and Twitter users but in today’s society, it would be ridiculous to not have a presence in such popular mediums.
The Retold Theatre Facebook page can be found here.
The Retold Theatre Twitter account can be found here.
After establishing the social media platforms for Retold Theatre, I began to plan my posting strategy. After conducting research, I knew the approach that I did not want to take, “marketers have been guilty of spamming the public message sections of related groups and pages,” (Zarella, 2010, p. 61). I was apprehensive of being the kind of page that posts on an hourly basis, things that are not of particular interest, just for the sake of posting. I wanted to ensure that the posts I made were relevant, interesting and engaging for the audience. I began by posting an update on our change of production:

The distinctive asset of social media marketing is the opportunity for the target audience to engage with the information you are providing. Facebook’s page manager allows you to see how far your post has reached and the ‘like’ button allows you to see how many people are actively engaging with your posts. For example, the above post reached 88 people, yet only gained 3 likes. This essential information allowed me to understand what people were most interested in, based on the correlation between audience reach and amount of likes.
Not only does Facebook’s page manager give you this basic information on your audience reach, it also provides far more detailed research on the type of people that your posts are reaching.

They also provide you with detailed information on the location, age and gender of those reached by your page:

This constant stream of information meant that I could keep up to date with what kind of people we were reaching, as these were our target auidience. From the graph directly above, it is clear that the majority of people who had like dour page were both from Lincoln, and in the 18-24 age bracket. This was not surprising as the majority of them were students from our University, but the need to increase the spread to other age groups and maybe even further locations is obvious. This then lead to a discussion of how we needed to perhaps use more traditional printed marketing around Lincoln town centre, in order to gain more of a variety of visitors to our page.
Works Cited
Evans, D. (2010). Social Media Marketing. Chichester: Wiley Publishing Inc.
Zarella, D. (2010). The Social Media Marketing Book. Canada: O’Reilly Media.