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A Capstone Project
By Martin Munoz
Expanding NetworksExploring the benefits of Facebook and Twitter as applied to the Parklander magazine.
What Did We Accomplish?
How Did We Do It?
What Did We Prove?
About the Parklanderwww.theparklander.com
Founded in 1991
Serves South Florida
Published monthly
Reaches 18,900 homes and businesses each month
The MissionPromote the Parklander magazine and connect with readers on a more frequent basis.
Side Goal: Find new advertisers through social media.
Proposed Solutions “The Parklander Cares” campaign.
Articles about the Coral Springs Charter School.
Revamping social media presence.
Third idea was implemented!
The Social Network Challenge Reaching the Parklander’s
readership on a more frequent basis requires:
Generating traffic
Timely updates
Meaningful statuses
The Solution…?
About Facebookwww.facebook.com
Social networking site founded in 2004
#2 most visited site on the internet worldwide
Has about 500 million active users
Meet the Parklander on Facebook
Profile image
Content
Likes
About Twitterwww.twitter.com
“Mini-blogging” social network founded in 2006
Popular with celebrities and other public figures
#9 most visited site on the internet worldwide
Meet the Parklander on Twitter
Profile info
Updates
Following &
Followers
Research Methodology Measure the effectiveness of Facebook and Twitter
by counting new “likes” and “followers”
Notice trends in indicating factors
Modify output based on positive/negative trends
Facebook Insights in action.
Questions Are the Facebook and Twitter pages successful?
How does one know whether or not the Parklander’ssocial networking sites were successful?
Did the websites aid in connecting with the magazine’s readers on a more frequent basis?
Are The Parklander’s statuses resounding with its online community?
Findings The Parklander was able to
attract many new “likes” and “followers”
Casual status updates (as opposed to more serious updates) received more attention.
Facebook and Twitter was effective for attracting and engaging existing readers but did not yield any new advertisers.
A Successful Facebook Status Update
Implemented Solution Twitter was set up Facebook was revamped, used more often
Daily regimen: Come up with meaningful status updates Post updates Note positive/negative interaction trends
Weekly regimen: Track new followers Adjust posting habits accordingly
ResultsAs of April 2011–
Facebook Total: 267 “likes”
Twitter Total: 86 “followers”
No new advertisers resulted from project.
Successful in generating positive interaction and recognition online.
MeasurementsGrowth over time: December 2010 – April 2011
200
210
220
230
240
250
260
270
12/1
3/20
10
12/2
7/20
10
1/10
/201
1
1/24
/201
1
2/7/
2011
2/21
/201
1
3/7/
2011
3/21
/201
1
Series1
Facebook “Like” Growth
MeasurementsGrowth over time: December 2010 – April 2011
Twitter “Follower” Growth
0
10
20
30
40
50
60
70
80
90
100
12/1
0/20
10
12/2
4/20
10
1/7/
2011
1/21
/201
1
2/4/
2011
2/18
/201
1
3/4/
2011
3/18
/201
1
Series1
Discussions & Variables May not have been as
successful considering age groups primarily using Facebook and Twitter
Results may be skewed based on timing
Limits on what one can post; must be mindful of company’s image
Conclusions Connected readers with the Parklander magazine
Conversational updates equal meaningful interaction with consumers
Facebook and Twitter can and should be implemented in any industry with any company
Inexpensive but time consuming
Questions?
Thank you to… My business partners, Jack and Sharon Kornreich
ACE Director Mrs. Hoo
My amazing supervisor, Mattie Howard
EDF Director, City of Coral Springs, Paul Cawly
This has been a presentation of…
In association with…
the Parklander