FORTE CULTURA - Social Media Concept EN

Social Media Concept for fortified heritage 4 1 I NTRODUCTION Social media allows publicly-managed communications on any topic. Here people talk to each other, publish their opinion directly, are emotionally open, critical and merciless. On social media you will find out what the visitors to your fortress think about the new exhibition, the last concert or coffee in the restaurant. When you participate in social media actively, you have the opportunity to influence public opin- ion and to launch new themes and offers related to your fortress. Nevertheless, if you don't han- dle it correctly, social media carries the risk of destroying a good reputation within minutes, that you may have been building up for years using conventional means. Therefore, the use of social media to achieve your marketing objectives requires a good strategy and planning, clear rules, a lot of sensitivity and a permanently high human cost. Weigh the costs and benefits. Is some controversial communications with 5,000 Facebook fans relevant for a fortress site with 500,000 visitors a year? Or do these communications help you spread your offer and give you a clear increase in visitors in the coming year? As a touristy, yet insignificant fortress, you have 1,000 visitors a year, but 2,500 fans in Social Media? Think about how you turn fans to visitors by publishing interesting articles and offers about your fortress. This social media concept will help you to understand social media and to develop a strategy for dealing with it.

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