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The Michigan State Parks Photo Ambassadors programme: A case study
Journal of Digital & Social Media Marketing,
11
(2),
176-189
(2023)
Abstract
This paper discusses how the Michigan Department of Natural Resources, Parks and Recreation Division used Instagram to create a community of volunteers, known as the Michigan State Parks Photo Ambassadors. By means of a case study, the paper shows both why and how the department uses this social media strategy. It describes how the framework for the programme was developed, how the ambassadors were solicited, their responsibilities and the steps taken to make the programme what it is today. Lessons learned and changes that have been made since the beginning of the programme are also discussed, in addition to how the Instagram account has grown since the inception of the programme in 2020.
Keywords: Instagram; ambassador; influencer; government; community; social media content; social media strategy; media management
The full article is available to subscribers to the journal.
Author's Biography
Stephanie M. Yancer Stephanie Yancer is the Social Media Coordinator for Michigan’s Department of Natural Resources, Parks and Recreation Division. She is responsible for the creation of social media content for the various state parks, as well as training staff and analysing data for over 60 social media accounts. She has over 25 years of experience in the field of parks and recreation. Her educational background includes a bachelor’s degree in parks, recreation and leisure services as well as a master’s degree in administration from Central Michigan University.
