Share these talks and lectures with your colleagues
Invite colleaguesCase study
Jumping off the social bandwagon: The importance of doing more with less and the key organisational changes required along the way
Journal of Digital & Social Media Marketing,
11
(1),
7-19
(2023)
Abstract
This paper provides a case study examination of how to realign your social strategy with organisational goals, with a focus on reducing and focusing activity for resource and budget-constrained industries. The paper explores channel demographics, how to navigate ever-changing best practice, TikTok strategy, social tone of voice, consistency of monitoring and measurement, and the stakeholder engagement involved in proposing and implementing a significant change to the way your organisation uses social media.
Keywords: social media strategy; tone of voice; social demographics; TikTok strategy; audience development,; monitoring and measurement
The full article is available to subscribers to the journal.
Author's Biography
Elizabeth Charlesworth is Head of Communications at The Old Vic theatre in London. She has worked across a range of creative industries, including theatre, music and nonprofit, to grow brand awareness, drive sales and manage reputation. During this time, she has developed and implemented innovative, industry-leading communications strategies and campaigns across a variety of channels. Elizabeth has won a number of awards, including the Content Creation & Distribution Award at the Digital Culture Awards 2021 and the Audience Development/Marketing Award at the 2018 UK Theatre Awards. She also sits on the Board of Trustees for Book, Music & Lyrics, a musical theatre workshop organisation.
