FORTE CULTURA - Social Media Concept EN

Social Media Concept for fortified heritage 10 3 S OCIAL M EDIA S TRATEGY The strategy by which you develop your activities in social media, must be coordinated in a meaningful manner to your business and communication strategy. A social media concept and a good preparation will help you to be consistent and achieve success in all social media activities. 3.1 A NALYSIS Self-analysis is paramount. Without knowledge of your current status, your strengths and weak- nesses and your market position, you place a lot into development and work may go in the wrong direction. Analyse thoroughly: Who are you? What do you represent? What image do you have on the market? What is your offer? How is it reflected on the market? What is working well? Where do you have deficits? How many visitors do you have? Why do they come? Where do they come from? Which groups of visitors are interested in that offer? Which marketing and communication channels do you already use? What are your experiences? Is there a strategy behind it? Are the marketing activities coordinated and do they complement each other? What budget is available? Who is responsible? Do the different responsibilities of a site (e.g. museum, concert tickets, box office, restaurant) need to be coordinated? Are there various owners and operators of objects within a site / a walled city that need to be coordinated? Is there already coordinated marketing activities of a "marketing community" of your site? With what success? With what budget? Who is responsible for social media within your fortress? What is the knowledge and training status of this person? Are there rules for dealing with Social Media? The topic list is endless. Consider all topics thoroughly and create a status report. This is your starting position, your base. From here you can already develop marketing strategies by defining targets and plan their implementation. In the mean time you recognize conflict structures in your organization, you can fix them and develop strengths. Don't forget to think out of the box. The environmental analysis gives you insights into your tour- ist environment, your competitors and your potential tourism partners. Also in this case filter the offers, recognizable strategies, strengths and weaknesses and responsibilities. Take advantage of the knowledge for your own strategy. Tie in a regional marketing, find strate- gic partners, develop common ideas and marketing objectives.