Social Media Content Strategy for Canberra Coffee Shops Promotion

This project outlines a social media content strategy designed to promote Canberra as an attractive place to live and work, with a specific focus on highlighting local coffee shops and roasters. The strategy primarily utilizes Instagram, supplemented by Facebook for cross-promotion, emphasizing visual content such as photos and videos of coffee shops, coffee varieties, and customer experiences. The content plan includes regular posting, utilizing stories, tagging relevant businesses and locations, and collaborating with influencers to expand reach and credibility. Posts are scheduled between 8 a.m. and 5 p.m. to maximize visibility, and the campaign incorporates clear call-to-actions to support local businesses and encourage content curation from the shops themselves and social media influencers. The strategy is supported by references to relevant academic literature on social media marketing and consumer behavior.

Running head: SOCIAL MEDIA CONTENT STRATEGY
Social Media Content Strategy
Name of the Student:
Name of the University:
Author Note:

1SOCIAL MEDIA CONTENT STRATEGY
Topic: Promote Canberra as a place to work or live by local Coffee shops Roasters.
Chosen social media channel(s)
The chosen media channels are primarily Instagram. Facebook will be used for posting
highlights at regular intervals.
Instagram is the most popular social media site for photos and video posting. People
all over the world as well as Instagram influencers post thousands of food photos and videos.
They use hashtags so that it may reach larger viewers (Zhou & Wang, 2014). In order to
promote Canberra as a place to live and work, the Instagram page needs to be used
effectively.
Content: In order to promote Canberra using the local coffee roasters, photos of then cafes
and restaurants serving coffee, different types of coffee that they serve and the visitors’
photos will be collected. People all over the place can be seen enjoying coffee in between
their work or at leisure. Different contents will be posted and the response of the viewers will
be analyzed to find out which contents are creating maximum effect.
Cross-promotion: Promoting the Instagram content on the Facebook will create maximum
effect. Cross promotion increases the reach of the posts.
Frequency: The idea is to post regularly and with higher frequency. Creating stories will also
increase popularity (Manovich, 2016).
Tagging: Tagging the local coffee roasting shops and places where people frequent for coffee
will garner more attention. Visitors of those places will post selfies of them that will promote
those places. Facebook tagging will help the content to reach millions of people. Instagram
tagging will also allow the other businesses to use that content and spread word.

2SOCIAL MEDIA CONTENT STRATEGY
Influencers: influencers have the ability to make a place popular. Their actions and trends
are followed closely by the followers (Dwivedi, Kapoor & Chen, 2015). If they post content
about the coffee shops or photos can be posted with their common hashtag, they will be able
to spread the word.
When you plan to post
The photos and videos will be posted from morning 8 a.m. to evening 5 p.m. the reason
behind this is the availability of the viewers in social media. During the mentioned time
period, the social media users and influencers are online most of the time. Posting on other
time poses the risk of the posts getting lost among the other older posts. It is seen that the
time between 12 p.m. to evening 5 is the most active time for Instagram. People check feeds
frequently and post frequently. This is the optimum time for people to notice the positive
aspects of the place (Hassan, Nadzim & Shiratuddin, 2015).
Call-to-actions
The calls to action will be supporting the local businesses. In order to establish Canberra as a
good place to live and work, people need to visit the local businesses in order to foster the
economy of the place. The call for action will enable the local coffee roaster shops to post
their content voluntarily so that their businesses are promoted through the Instagram page.
Their involvement will be necessary for the availability of content (Zhou & Wang, 2014).
Their posts will enable content curation so that the social media content has consistency and
value. The involvement of the social media influencers will also provide curated content.

3SOCIAL MEDIA CONTENT STRATEGY
References
Dwivedi, Y. K., Kapoor, K. K., & Chen, H. (2015). Social media marketing and
advertising. The Marketing Review, 15(3), 289-309.
Hassan, S., Nadzim, S. Z. A., & Shiratuddin, N. (2015). Strategic use of social media for
small business based on the AIDA model. Procedia-Social and Behavioral
Sciences, 172, 262-269.
Manovich, L. (2016). Designing and Living Instagram Photography: Themes, Feeds,
Sequences, Branding, Faces, Bodies. Instagram and Contemporary Image, Part, 4.
Zhou, L., & Wang, T. (2014). Social media: A new vehicle for city marketing in
China. Cities, 37, 27-32.