Social Media Marketing Strategy for Art Gallery Exhibition Promotion

This assignment presents a comprehensive social media marketing plan for an art gallery exhibition. The plan begins with the selection of Facebook, Twitter, and Instagram as the primary platforms, justified by their broad reach and suitability for various content formats. It then outlines the setup of business profiles on these platforms and details five content groups: Commercial (discounts and sales), Informative (event details), Promotional (general promotion), Talent Expression (artist promotion), and Future Scope (future events). The assignment includes example original posts tailored for each platform, covering artwork sales, event details, and artist information. Finally, it incorporates a hashtag strategy to increase visibility and engagement, along with a bibliography of relevant marketing resources. The primary goal of the event is to promote and sell artworks, with SMART objectives defined to ensure measurable success. The student has created this assignment to showcase the skills and knowledge of social media marketing.

Running Head: SOCIAL MEDIA EVENT
Art Gallery Exhibition
Name of the Student
Name of the University

1SOCIAL MEDIA EVENT
Step 1: Selection of Media Platform
For the purpose of promotion of the event, the three platforms chosen from the given
choices are Facebook, Twitter and Instagram. The reasons behind the choices are follows.
Facebook – Facebook is a global social media platform that boasts billions of users
around the world. Thus, it can be used a suitable platform for the promotion of the event for a
large target audience. In addition to simple event promotion, the commercial aspect can also be
promoted through Facebook. Moreover, Facebook does not require limited length text posts and
hence, the exhibition can be promoted through various informative and detailed posts and
comments in Facebook.
Twitter – Twitter is the preferred suitable media platform for most of the celebrities and
high value people. Thus, through twitter, the event can be promoted among high number of
social media users who are active in the online interface of the world. The compact nature of the
allowable post in Twitter will allow the content developers to promote the event with limited
number of written information and more graphical content of the exhibition.
Instagram – Instagram is another popular social media platform that can be utilized to
promote the exhibition. Instagram feature allows the user to post various pictures that support his
claims in the post. In this case, the promoters of the exhibition event can post a series of pictures
related to the exhibition to the Instagram platform with suitable and relevant captions and
informative details. This platform is chosen because it is one of the most population social media
platforms that are currently used by various ages of users but especially the youth.

2SOCIAL MEDIA EVENT
Step Two: Setting Up Business Profile
All of the social media platforms chosen above allow the user to create a commercial
page rather than a traditional user account. Through these commercial pages, the user is able to
undertake various activities including publishing of informative posts, promote events through
various informative contents and others. The commercial pages mainly represent an organization
instead of an individual. For the purpose of the exhibition promotion, business profiles or pages
can be set up in Facebook, Twitter and Instagram, in which, the details of the exhibition will be
posted and circulated among the target audience.
Step Three: Content Groups
The content group details are shown in the following table.
Content Group Explanation Type of Content Selection Criteria Standard
Commercial This content group
mainly involves
the commercial
side of the
exhibition i.e. it
includes the details
of the commercial
process that will
be run alongside
the exhibition.
Discounts and
prices for the sale
of artworks
Consideration of
the business end of
the exhibition
Audience interests
and organizational
objectives
Informative This content group
mainly includes
General The information
that will inform
Audience interests

3SOCIAL MEDIA EVENT
detailed
information
regarding the
overall exhibition
including its
venue, purpose,
participating artists
and others
information the interested
audience about the
event
Promotional This content group
includes the
promotional aspect
of the exhibition
Promotion of the
exhibition
Promotional
requirement of the
exhibition among
the target audience
Organizational
objectives
Talent Expression This content group
includes the details
of artists who will
provide artworks
for the exhibition
Promotion of the
artists
Promotional
requirement of the
artist among the
target audience
Organizational
objectives
Future Scope This content group
includes the
information
regarding more
similar exhibitions
in the future
Plans for future
events
Future planning of
events
Organizational
objectives

4SOCIAL MEDIA EVENT
Step Four: Original Posts
Original Post 1
Post: Regarding the sale of artworks during the exhibition
Facebook Post: We are delighted to announce an art exhibition that will be held at the
Polka Dot Art Gallery. The list of the artists whose works will be under display includes Virginia
Wright, John Boscov, and Mary De Gea. The artworks are also open for sale at suitable price and
the interest buyers can contact us with their details early to receive 25% discount on the actual
set price of the artwork. Hurry up and register for the event now!
Tweet: Artworks up for exhibition and sale. Pola Dot Art Gallery. Pre-register for
attractive discounts on artwork prices!
Instagram Post: Want to be the owner of these attractive artworks? Register for the
exhibition now and receive 25% discount on the prices!
Original Post 2
Post: Details of the event
Facebook Post: The event will take place in Polka Dots Arts Gallery. Register now!
Tweet: Polka Dots Arts Gallery. Register now!
Instagram Post: Polka Dots Arts Gallery. Register now!
Original Post 3
Post: Promotion of event

5SOCIAL MEDIA EVENT
Facebook Post: We are delighted to announce an art exhibition that will be held at the
Polka Dot Art Gallery. The list of the artists whose works will be under display includes Virginia
Wright, John Boscov, and Mary De Gea.
Tweet: Artworks up for exhibition and sale. Pola Dot Art Gallery. Register now!
Instagram Post: Artworks up for exhibition and sale. Pola Dot Art Gallery. Register now!
Original Post 4
Post: Artists’ details
Facebook Post: The artists for this exhibition include Virginia Wright, John Boscov, and
Mary De Gea. Register now!
Tweet: The artists for this exhibition include Virginia Wright, John Boscov, and Mary De
Gea. Register now!
Instagram Post: The artists for this exhibition include Virginia Wright, John Boscov, and
Mary De Gea. Register now!
Original Post 5
Post: Future events
Facebook Post: We have plans for more exhibitions with even bigger collection of
artworks. Stay tuned on this page!
Tweet: For more events and artworks, follow this handle!
Instagram Post: For more events and artworks, follow this page.

6SOCIAL MEDIA EVENT
Step Five: Hashtag Strategy
Some of the hashtags to be utilized for the purpose of the exhibition promotion are as
follows.
Content Group Hashtags
Commercial #ArtExhibition, #FineArts, #ModernArt,
#VirginiaWright, #JohnBoscov, #MaryDeGea
Informative #ArtExhibition, #PolkaDotArtGallery
Promotional #ArtExhibition, #FineArts, #ModernArt,
#VirginiaWright, #JohnBoscov, #MaryDeGea
Talent Expression #FineArts, #ModernArt, #VirginiaWright,
#JohnBoscov, #MaryDeGea
Future Scope #ArtExhibition, #FineArts, #ModernArt,
#PolkaDotArtGallery

7SOCIAL MEDIA EVENT
Bibliography
Chernev, A. (2018). Strategic marketing management. Cerebellum Press
Daoud, H. (2016). 8 Essential Elements of a Social Media Marketing Strategy. Socia
lmediaexam iner. com.
Elbedweihy, A. M., Jayawardhena, C., Elsharnouby, M. H., & Elsharnouby, T. H. (2016).
Customer relationship building: The role of brand attractiveness and consumer–brand
identification. Journal of Business Research, 69(8), 2901-2910.
Mangold, W. G., & Faulds, D. J. (2009). Social media: The new hybrid element of the promotion
mix. Business Horizons, 52(4), 357-365.