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After taking the image for the post the user can increase the quality of the image with 20 filets and 4 manipulation features. These features also allow rotating the image, adding a border, adding water dew effects and changing exposure on the picture. There are also some third-party applications that can also be used to change elements of your images. Some examples will be presented in the chapter 3.7. (Zimmerman 2013, 211.) Next step is to add a description. Description is an important part of the post. There are some elements that can help getting the most reach. Firstly, @mention “tags” the user in the post and allows them to be notified about the mention. Tagging other users is a great way of sharing the posted content. (Zimmerman 2013 p. 211.) Secondly, a #hastags are used to curate images that have the same hashtag in their descriptions. Using the correct hashtag on images can mean getting the most reach. Hashtags will be discussed more deeply in the chapter 3.4.4. A good description guides more traffic to your account. An effective way to catch attention and enhance engagement among followers is by asking questions and starting conversations. Starting a conversation can also help create a sense of community for the followers. All of these elements bring value to the Instagram account and increase traffic. (Zimmerman 2013, 223-224.) A company can easily connect with their followers by sharing pictures that interest their customers. An image of a new product will be far more descriptive than any paragraph. People can see colour, the fabric, the texture and the details – all within few seconds. When deciding which images to add it is important to always tell a story. By adding both fun and personal photos in connection to the brand a company can make the brand stand out and to get people to connect with them on a human level. There are many to do this. The posts can be about; product lines, employees, events or other interesting phenome- na. With the right mix of content about the business, the product or service and the type of clients that engage with the business the story is complete. “The more you can connect with people and the more you can connect to those who are seeing these photos you add over time, the easier it is going to be to build your brand” (Asad 2014, 7-11.) According to Neher (2013, 115) posting 3-5 times a week on Instagram is more than sufficient. Hence there should be a variety in content and in addition the company is expected to be proac- tive in liking and commenting other users content. In terms of Instagram brand posts, for example Tiffany & Co., Starbucks and Coca Cola uses storytelling in many of their posts. The companies want to create content that any- one can relate to and the goal is to create connection between the product and the view- er’s personal life. To illustrate the discussion above, below are screenshots taken from Tiffany & Co.’s, Starbucks’ and Coca Cola’s official account in October 2015. 19PDF Image | Successful social media marketing on Instagram Minoshoes
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