Ignis Final Book

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Polonia Bros. Entertainment Taskforce:
Team Ignis
“Your bolt of success!”
Lascelles Boothe, Valerie Christansen
Brett Hedman, Megan Wheeland, Casey Yourish
December 6, 2016
Presented to: Mark Polonia and Dr. Young

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TABLE OF CONTENTS
Page
EXECUTIVE SUMMARY ............................................................................................................ 3
PROBLEM AND DEVELOPMENT OF RESEARCH ..................................................................5
Problem................................................................................................................................5
Fact-Finding.........................................................................................................................5
Active Twitter Users.................................................................................................5
B-movies and Social Media......................................................................................5
Content......................................................................................................................6
Direct Messaging ......................................................................................................6
Engagement...............................................................................................................6
Getting Verified ........................................................................................................6
Hashtags....................................................................................................................7
Interaction .................................................................................................................7
Marketing on Twitter................................................................................................7
Presence ....................................................................................................................7
Times to Tweet .........................................................................................................8
Twitter Lists..............................................................................................................8
Using Twitter for Business .......................................................................................8
Visuals.......................................................................................................................9
Word of Mouth on Twitter........................................................................................9
CRITERIA FOR SOLUTIONS ....................................................................................................10
Criteria Used......................................................................................................................10
Goals ..................................................................................................................................10
Limitations .........................................................................................................................10
PRESENTATION OF SOLUTION..............................................................................................12
Phase 1 ..............................................................................................................................13
Phase 2 ..............................................................................................................................17
Phase 3 ..............................................................................................................................22
Phase 4 ..............................................................................................................................26
ARGUED DEFENSE ...................................................................................................................30
Possible Obstacles.............................................................................................................30
Arguments Against Solution.............................................................................................30
Phase 1 ...................................................................................................................30
Phase 2 ...................................................................................................................30
Phase 3 ...................................................................................................................31
Phase 4 ...................................................................................................................31
Final Statement .................................................................................................................31
BIBLIOGRAPHY..........................................................................................................................32

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Executive Summary
The executive summary will provide insight to the charge, solutions, and methodologies
of the taskforce. First, the abstract will provide a closer look at what the issue was and what the
taskforce is presenting. Next, the charge and methodology will show what the task force set out
to do and how they went about doing so. Finally, the task force’s acknowledgements are a note
of gratitude to all of the individuals who helped them learn and grow.
Abstract
The issue at hand is that Polonia Bros. Entertainment does not have a well-known
presence on Twitter. The company has set out to entertain the public with their creative ideas in
their B-movies, but has not been as successful as they could be when it comes to their Twitter
account. Currently, Polonia Bros. Entertainment are tweeting and sharing information to build a
fan-base on Twitter. With room for potential growth and the ability to gain more followers, it is
best that the company utilizes every solution they are suggested.
Solutions to establish a better fan-base are as follows within each one that the team has
worked to come up with. Every solution that was brainstormed was made sure to abide by the
criterion previously accepted and as approved by Dr. Young. In total, there are 23 solutions to
help Polonia Bros. Entertainment in their need to gain more followers on Twitter. To
implementing them easier, the team broke them up into different phases. Each phase was based
on when they should be put into action. The user of the account can utilize this to have better
organization when running Twitter and to reach their goal.
Charge
The charge that was understood by the group was to suggest ways to increase the
presence of Polonia Bros. Entertainment, specifically on their social media platform, Twitter. The
group was instructed to research new ideas that the company can use to gain new followers, likes,
and retweets.
Methodology
The group methodology began with researching Polonia Bros. Entertainment with
credible sources from outlets such as Google Scholar and the North Hall Library database. We
continued by compiling a list of interview questions for Mark Polonia, Dr. Young, Bia Bernum,
and Holly Pieper. The group was able to increase their knowledge based on their interviewees’
experiences and what they were willing to share. After utilizing the same search engines as
before, the group was able to successfully fact-find information to meet the requirements. When
we reached the full 50 articles, they were divided up. Each member was accountable for reading
10 sources that they would also need to take notes on. Once each group member had a firm
understanding of their sources, they compiled them in annotated bibliographies. From this point
it was the group's duty to be knowledgeable about each bibliography and what every article is
based on. The group continued the project by determining a set of criteria. This was so that
members would have an easier time of coming up with solutions to the problem. To finish, the
solutions we came up with were thought through and based off of each criterion, ultimately with
the goal of each being able to be implemented.

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Preview
In preview to this project, a description of the problem/need and the team's fact-finding
results will be discussed. In this section, the material with have a synthesized flow that will
appeal to its’ reader. Following that, the criteria for each solution will be reported. This is so that
the solution can be supported with additional information and to understand why each is
important. It will also be noted why Polonia Bros. Entertainment should align with the criteria to
not overstep limitations. In completion of the project, the solutions that should be implemented
will be discussed. Each being detailed with who should be doing what, whether it should be done
under supervision, and when and where the said solution will be done. All factors that will then
be resourced per the research found.
Acknowledgements
Over the course of this past semester, we have enjoyed working with many individuals.
As many of us have before, getting to know professors and peers and hearing about their first-
hand experiences is always rewarding. We would like to thank Dr. Kathryn Sue Young for her
guidance and support. You have been so much fun to learn from and we will now always cherish
neckties. Thank you to Mark Polonia for your guidance and feedback. You have made an impact
on many lives here at Mansfield and we are thrilled that we were lucky enough to help you make
an impact on the lives of others. We can’t wait to see you take Hollywood by storm, one tweet at
a time! Also, thank you to Holly Pieper and Bia Bernum for helping us in the research process
and answering the many questions we had. You each have unique experiences that we loved
hearing about and learning from.

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Problem and Development of Research
This section will highlight some of the major problem areas that a Twitter page can have,
as well as the problem that the Polonia Bros. Entertainment page has. Also, this section will look
at the research found pertaining towards those problems. A few of the focus areas include
presence, hashtags, times to tweet, direct messaging, using Twitter for business, and visuals. This
extensive research allowed for a better understanding of what makes a Twitter page successful.
Problem
Currently, Polonia Bros. Entertainment does not have a huge presence on Twitter. The
account has room for growth, and should be a positive branding tool for the company. However,
without many followers and a plan for improvement, the account may not be as successful as it
potentially should be. There is a need for a more successful Twitter account so that the company
and its’ brand can be showcased to a large audience. If satisfied, Polonia Bros. Entertainment
could be more successful and well-known.
Fact-Finding
The following are summaries of the fact-finding that was done by doing research on
topics related to Twitter. Some topics include B-movies, direct messaging, and engagement.
Active Twitter Users
When determining who to follow on Twitter, it’s important to make sure that the
accounts being followed will matter. Smith (2016) claims that there are 1.3 billion registered
Twitter accounts, but only 100 million active daily users. Over 550 million accounts have never
even sent out a tweet. This means that while there are a lot of people to follow, only a small
percentage of accounts really matter and are significant. Following the people who are
significant really matters because that can help an account get retweets, tweets, and engagement.
B-movies and Social Media
According to Martin (2005, par. 1), the definition of a B-movie is a low-budget film with
usually a Sci-Fi, western, gangster, or horror genre. They are proof that a movie does not have to
have a huge budget to be successful. While B-movies are a great form of entertainment, the
industry as a whole struggles to compete with mainstream movies. In an article by Schwartzel
(2016, par. 19), a B-movie producer proclaims his desire for the movie industries to be fair. B-
movies are competing against other films with million dollar budgets and the capabilities to be
widely distributed and found on Netflix. Due to that, social media is pivotal in the marketing of
B-movies because it is free. Social media is also important because of electronic word-of-mouth
about movies. When determining what movie to watch or buy online, consumers may turn to
social media to find movie reviews or opinions. Kim (2016, par. 4) says that movie revenue can
often be predicted by the quality of electronic word-of-mouth on Twitter. Looking up B-movies
on Twitter can lead to a push “by exposing consumers to information about new products that
(people) might not have been seeking” and would lead to people discovering new movies and
genres (Hennig-Thurau et al., 2015, p. 16). This can be seen with movies like Paranormal
Activity, which had a budget of only $15,000 and ultimately grossed $150 million (Warren,
2010, par. 7-8).

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Content
Holly Pieper, Assistant Professor, suggests making tweets timely, newsworthy, and
relevant (personal communication, October 28, 2016). Content with these characteristics will be
more likely to resonate with audiences and spark a conversation if the information is on a
number of minds or in the news. This can also help with engagement, because of getting
retweets and likes.
Direct Messaging
One way that people can be reached specifically on Twitter is through direct messaging
(DM). These are private messages that can be sent to a specific Twitter account and can’t be
more than 140 characters (Quin, 2014). Direct messages allow for messaging on Twitter to
become more personal through anonymous accounts because no one else can see the messages
except for the two accounts that are sending and receiving them. According to Quin, this can be
particularly useful because accounts can interact with others without needing to overload the
newsfeeds of their followers. In 2015, Twitter started allowing direct messages to be sent to
people an account was not necessarily following (Goel, 2015). This is useful so that an account
can reach out to people who are not necessarily following them and the opinions of others can be
heard as well. For example, someone who is not following Polonia Bros. Entertainment could
message the Twitter account with a note of praise for a particular movie and start a conversation.
There are, however, certain ways that DMs should or should not be used. Raymaakers (2015)
stated that direct messages should be used to connect with others and carry on conversations that
should be continued privately or should simply be taken off of everyone else’s newsfeed. For
example, if someone tweeted to Polonia Bros. Entertainment asking for contact information, it
should probably be answered privately through a direct message. Raymaakers also suggests that
direct messages should not be used for spam, meaning that you should not send a message to all
of your followers or send a message that has the intent of making a sale. She said that messages
should stand out to get the receiver’s attention and should also have a catchy subject line.
Engagement
Twitter engagement can range from anything to getting a retweet or favorite to getting
clicks on a link that was sent out to followers. According to York (2016, par. 7), an account’s
engagement can be a key factor in building an audience, influencing consumers, and selling
products and services. He also says that this can easily be done through using polls to ask
questions, images in tweets, and directly calling people to click a link to learn more information
(2016, par. 25-32).
Getting Verified
Getting verified on Twitter provides an account with a blue check on its profile and
means that it is authentic and the account of a real business or company. Breslin (2016, par. 3-4)
says that getting verified can lead to being viewed as having credibility and authenticity and
more than likely any account can be verified if it is deemed to be of public interest. She also
explained that the process of getting verified can be quite tricky, but is worth the reward. You
must fill out a form, provide documentation of who you are, and disclose information such as
phone numbers and email addresses for the company (Breslin, 2016, par. 6). Getting verified on
Twitter ads a sense of credibility to an account and shows people that they are important and are
of interest to many.

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Hashtags
Hashtags were another topic that was researched. Lee (2013) stated that what was
previously known as the pound sign, is now a way of grouping tweets together on Twitter.
Participants can insert something like ‘#bmovie’ and anyone who looks up that word would be
able to find that tweet and participate in the conversation. Hashtags are also used to discuss
trending or hot topics and create online trends. An article by Wang, Li, Liao, and Liu (2016)
stated that hot topics are timely, have a large accumulation of use, influences people's’ opinions,
and eventually becomes a fad of the past. When a hashtag is trending, it usually appears in a list
on Twitter and is easily accessed. This is often used by many to see what the major news stories
are or what happened that has caused a large amount of people to speak out and share their
opinions. Hashtags also make tweets public, meaning that if something was sent out from even a
private account, the tweet in particular would become public. This was also conveyed by Skaza
and Blais (2015) who said that hashtags usually evolve or develop from a current event or
something in the news. Overall, hashtags are a great way to use trending and popular topics to
reach out to new audiences and partake in the conversation that is buzzing at a particular time.
Interaction
There are many different people to connect with on Twitter. Radice recommends
connecting with industry leaders, professionals, and related companies (2015, par. 21). Tweeting
at them, retweeting them, and direct messaging them are all ways to connect and interact with
different accounts. Initiating conversation may also be successful. Sending a quick reply or
thank-you to a tweet can help open communication and build relationships (Fontein, 2015, par.
32). It is also important to maintain a quick response time, especially when someone either has a
complaint or question. Vaughan says that people usually expect a response within two hours of
first reaching out to a company. Not responding in an acceptable amount of time could lead
people to talk negatively about a company or escalate their opinions on other platforms (2014,
par. 4-6).
Marketing on Twitter
Twitter can be very effective when trying to market a company or product. When
marketing on Twitter it is especially important to keep your audience in mind. Saulles (2015, p.
105) said that Twitter can have three effects: push, pull, and interactive. Push means that there is
little interaction but a lot of information being put out, pull is when there is a lot of interaction
and little information, and the interactive effect means that the account is just being monitored
and studied. These three effects are very important when determining what the intended result of
a tweet should be. For many companies “Twitter presents a free and efficient alternative to
promote goods and services directly to customers, exploiting the immediacy and intimacy that
other channels simply can’t match” (Ankeny, 2009, par. 7).
Presence
A Twitter page’s presence can be rewarding to its’ user if carried out in a professional
way. Presence can be anything from the number of followers an account has, the number of
replies and retweets an account gets, and the interaction and relationships formed through the
account. Brooks (2012) stated that the organization of an account is one of the first things that
people take note of when they look at it for the first time. Therefore, images should be
coordinated and work together to be visually appealing and representative of the company.

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Brooks also stated that an account should be interactive with others to get the account’s name out
there and should “talk to people not at them” (2016). An example of this would be collaborating
and tweeting to other accounts that represent B-movie companies. Dunlap and Lowenthal (2009)
suggest that a Twitter account should know its followers to determine what to tweet and what
their followers want to learn about and receive information on. They also suggest connecting
with professionals and writing clearly so that information is relatively straightforward. Having a
positive presence on Twitter can also lead to relationships with fans and followers. If a fan direct
messages the account or tweets to them, the account can see it in time to address the issue in a
timely manner (Dunlap, & Lowenthal, 2009). A Twitter account’s presence is a very important
aspect that cannot be overlooked.
Times to Tweet
Choosing when to send out a tweet can be a very difficult task, especially when
potentially engaging with individuals across multiple time zones. Ries (2014, par. 5) feels that
“calculating time zones is the kind of task that computers are better at than humans” and to avoid
mistakes, Google calendar should be used. If a tweet is intended for a certain group of
individuals or a certain time zone, then making sure times are calculated correctly is crucial.
Frink (2015, par. 6), and corroborated by Benna (2015, par. 3), says that tweeting between 2 a.m.
and 3 a.m. will lead to the most success. That hour of time can catch those who are still awake
and others when they first wake up in the morning. Another good time to tweet is between noon
and 1 p.m. because “people love to tweet and eat” (Frink, 2015, par. 3). To track how successful
certain times are for different accounts, use Hootsuite or use links to see how many clicks they
are getting. In conclusion, it is important to tweet at multiple times a day to reach different time
zones and make them visible to audiences. Pieper, says that tweeting 3-4 times per day is
acceptable especially when trying to target people in a variety of locations (personal
communication, October 28, 2016).
Twitter Lists
Twitter lists are groupings of people that an account can make based on ideas,
relationships, and commonalities they share with other accounts. The lists make it easy to reach
out to other accounts when needed. An account needs to first make a list on their Twitter, name
it, describe it, then add people who they deem fit to be on the list (Lee, 2015). Lists can be used
to interact with groups of people and maintain connections.
Using Twitter for Business
Twitter is a common social media platform for individuals to use all over the world.
However, businesses who use Twitter have different challenges and ways to reach success.
Gausepohl (2016, par. 4) suggests only using a couple hashtags per tweet because people could
think that a business is trying to spam them if they use too many hashtags per tweet. She also
suggests posting about trending topics to get noticed by people who are researching or looking
up information (par. 29) and embedding Twitter links onto other sites or platforms used by the
company (par. 50). Radice suggests adding links in email signatures, using icons in profile
pictures and other traditional marketing tools (2015, par. 29). Noto (2016, par. 5) recommends
making links shorter by using websites such as goo.gl. That way, the links being used don’t use
up all of the characters in a tweet. Hootsuite can be used to preplan tweets, organize them, and
track analytics of tweets (Noto, 2016, par. 7). Bernum says that she uses Hootsuite to track

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hashtags and see how successful they are (personal communication, October 26, 2016).
Businesses can also tweet with the confidence that more than just their followers will see what
they have to do. In 2015, Google signed a deal with Twitter allowing tweets to come up in
internet searches. Therefore, even those who just do a simple Google search on a topic and aren’t
on Twitter can potentially find tweets (Porsborg, 2015, par. 1). It’s important for businesses to
use different tools on Twitter so that they can be organized and make the most of their actions
and ideas.
Visuals
When tweeting, visuals such as photos, gifs, memes, and videos can catch the attention of
followers’ more successfully. According to Fontein, having visuals in a post can lead to 313%
more engagement (2015, par. 23). Using visuals that help readers get the point of what they’re
reading and using imagery that sticks with them will be more beneficial. Young has said that
tweets including pictures usually gain momentum and are fairly successful (personal
Word-of-Mouth on Twitter
The term word-of-mouth stands for how individuals share information and their opinions.
Especially on Twitter, word-of-mouth can shape what people think and how they perceive
information. Since there are a many celebrities on Twitter, they can greatly contribute to how
people perceive products or brands. According to Jin and Phua (2014, p. 182), many companies
use celebrity endorsements to help in brand recognition and to earn the trust of consumers. Their
study also found that Twitter accounts with less followers are more likely to have negative
information or tweets about them shared by others. Likewise, if an account has a large amount of
followers, people will share more positive information about the account (2014, p. 191).

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Criteria for Solution
The purpose of setting criteria was to emphasize solutions that are believed to be the most
practical and beneficial for the account. Those criteria were highlighting presence,
implementation, professionalism, uniqueness, and ability to appeal. The establishment of criteria
provided an idea of what the best solutions to the problems of the account would be. Laying out
goals for the account gave us something to reach for, while the limitations kept our aspirations
realistic.
Criteria Used
The group focused on 5 specific main criteria for PBE. The main criterion looked at was
increasing presence. The power and importance of having a strong Twitter presence is endless.
This is necessary to add more followers, which is one of the goals, as well as aid to the
company’s image. The idea was that focusing on increasing the presence would allow all the
other criteria to somewhat fall into place. The second criterion considered was implementation.
Establishing a plan that will be able to be implemented is essential in achieving the goal. Without
the ability to implement would make the suggestions empty and futile. The next criterion
considered was being professional. Having a professional account for a company is important in
a business-driven world. Creating the image that PBE is a legitimate company would give the
company the status it wants to have. Another criterion used to evaluate was being unique.
Having something that separates you from everyone else is crucial in creating an online image.
Knowing that PBE is a unique company prompted us to focus on some of the aspects that make it
different. The final criterion taken into consideration was appeal. Getting followers to have a
connection with the content and image of the page would help the company expand. It is
believed that a Twitter account’s appeal determines a certain level of its success.
Goals
 To increase the number of followers of the Polonia Bros. Entertainment account by 100
in four weeks.
 To implement organizational tools to make Twitter easier for all involved.
 To receive at least 10 retweets or favorites per tweet sent out.
 To follow at least 50 more people.
 To implement at least four new forms of engagement in four weeks.
Limitations
There are many limitations that must be faced when proposing suggestions for Polonia
Bros. Entertainment to use. All suggestions must be legal and not cause anything that would hurt
the company or those who work for it. Professionalism also stems from this, as nothing can be
libelous or discriminatory towards others. Morally, the Twitter account must remain neutral
towards issues that are in the news or that are affecting people throughout the country. Unbiased
outlooks are important so that the account can be positive towards others. It is also important to
be honest and transparent, so that followers and fans of the company are given honesty and
respect. The account must not be offensive or insensitive. There are also logistical limitations to
keep in mind. None of the suggestions can cost a lot of money and they must be able to be
carried out by Dr. Sue Young and Mark Polonia. The suggestions need to be carried out by
individuals who are still learning about Twitter and may not have a lot of time to be on Twitter.

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Lastly, the task force can only persuade those involved with the account so much as they are the
ones who make the final decisions concerning the Twitter page. The suggestions may not be
deemed as worthy of being utilized or taken into consideration.

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Presentation of the Solution
This section will provide a list of 23 recommendations for the Polonia Bros.
Entertainment Twitter account. The recommendations are divided into four phases, which are
separated by implementation time and repetitiveness. The first phase includes items that can be
immediately implemented. Phases 2 and 3 consist of recommendations that do not need to be
done right away or that will take place on a weekly or monthly basis. Finally, phase 4 is a list of
items that need to be taken into consideration later on, or after the account has taken steps that
are of more importance.

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Post 3-4 Times Per Day
Posting 3 to 4 times per day is important.
Information is more likely up-to-date and
relevant. The tweets can also be about a variety
of topics including information followers
should know about, what’s going on with PBE,
and things to get fans excited.
To implement this, Mark or Sue should post at
specific times to assure that they are getting an
appropriate amount of information to their
followers. Posting multiple times a day can also
make sure that their tweets are being seen
across the world in different time zones.
According to Holly Pieper,
tweeting multiple times a day
can allow for people from
other areas and countries to
see relevant tweets (personal
communication, October 28,
2016).
Use 2-3 Hashtags Per Tweet
Using hashtags is important to draw attention to
key words and track participation of followers.
Using 2-3 hashtags per tweet allows for that, but
doesn’t make readers feel overwhelmed. The
hashtags can also be used when discussing
trending topics or themes.
PBE should use 2-3 hashtags per tweet, ranging
from trending hashtags, unique hashtags, key
words, and movie titles. Mark and Sue can create
a list of hashtags to use so that they have some
ideas ready to go.
Hashtags must be used in
moderation. According to
Gausepohl (2016, par. 4), only
a couple hashtags should be
used per tweet because it is
easy for people to feel like
they are being spammed if
there are a large number of
them. Holly Pieper (personal
2016) suggests using about 2-
3 per tweet.

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Develop a Unique Hashtag
Having a unique hashtag for the company can
be very useful. It can be added to multiple types
of tweets and can be used to track conversation
about PBE. Those who do use it could
potentially be followed and it is a great way to
start interaction and conversation. The hashtag
would provide proof of engagement.
For this recommendation, create a unique
hashtag to use. Before settling on one, search
for it on Twitter to make sure it is not used by
anything else. If it is not, use the hashtag for all
tweets sent out and use it to track engagement
and potential followers. Some ideas are
#Polonia and #PBE.
Holly Pieper suggested that a
unique hashtag be used so that
tweets can be tracked easier.
According to Lee (2013),
hashtags can also group
information together, creating
a wealth of information for
someone if they looked up the
hashtag. It may even be easier
to find tweets to retweet or
people to converse with, since
it is easy to look up a hashtag.
Tweet at Specific Times
Tweets need to be sent out at engaging times so
that the maximum amount of people can see it
and there is a better chance for engagement. They
must also be timed so that followers do not get
overwhelmed with tweets from one account.
Since Polonia Bros Entertainment should be
tweeting multiple times a day and at popular
times, there are specific times where the account
will be most successful. Those times are at 2a.m.,
7 a.m., 1 p.m., and 7 p.m. These times are when
there are a large number of people active on
Twitter and when they are more likely to see
tweets on their feeds. The times can be pre-
planned.
Frink (2015, par. 6) and
Benna (2015, par. 3) both
suggest tweeting between 2
and 3 a.m. and between noon
and 1 p.m. These times are
usually when a lot of people
are active on Twitter and can
lead to the most engagement.
Pieper (personal
2016) also suggests tweeting
3-4 times a day.

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Respond to Engagement Within Two Hours
Replies, questions, and direct messages should
all be responded to within two hours. This
ensures that followers feel like they matter and
are a priority.
To implement this, Mark and Sue should set up
notifications via text message or email. That
way, they will know when they need to check
Twitter and take action.
According to Vaughn (2014,
par. 4-6), most people on
Twitter expect a response
from a company within 2
hours. Especially when a
person has something negative
to say, they want to feel heard
or else they may escalate the
situation and further intensify
their feelings.

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Post Visuals from Movies Within Tweets
Using images in tweets are a great way to
increase engagement and provide further
explanation or detail for what the tweet is about.
By providing images of movies, fans can see
themes or concepts from PBE movies. They can
also be used to give previews of movies or
showcase props and actors.
To implement this, Mark or actors for the
movies would need to pass along pictures from
movies. Imagery could also be found on other
Twitter accounts. The person tweeting would
need to insert the photo and make the image
timely and relevant to followers.
According to Fontein (2015,
par. 23), visuals can lead to
313% more engagement. In
this case, Young has already
said that visuals are successful
for the Polonia Bros.
Entertainment account
(personal communication,
October 6, 2016). Photos, gifs,
and memes can also be
relevant and newsworthy for
fans of PBE. Therefore, the
visuals would remain to be
successful.
Create a Visually Appealing Account
There are many visual aspects of a Twitter
account. The profile picture, header, and
background should all reflect the company.
Similar colors should be used, and the profile
picture should be chosen carefully since it is seen
the most.
The account should use colors and photos that
work together and complement each other. The
profile picture could be a promo for an upcoming
movie or a screenshot of a movie, which would
be provided by Mark. Headers can include
release information or links to other platforms,
also from Mark.
According to Brooks (2012),
the visuals on an account
should be representative of the
company and provide further
branding. The visuals should
also talk to people and create
an impression.

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Promote Twitter on Other Accounts and
Platforms
PBE should promote their Twitter account on
other platforms such as email, Facebook, and
Venmo. By doing so, more people are likely to
hear about the account and follow it.
To implement this, Mark should post on
Facebook about the Twitter account and also
add a link to the signature of his email. The
Twitter logo can be added to his header on
Facebook and be used in the visuals on Venmo
so that fans know there is a Twitter account. All
that is needed for this is the Twitter logo found
on the website and the link for the page.
Promoting companies and
products on Twitter is free and
often one of the greatest tools
that a company can use
because it involves direct
interaction. It is also
immediate so that it can be a
central tool for businesses to
use (Ankeny, 2009, par. 7).
Since other platforms are free,
they should be used to
promote Twitter accounts.
Include Links in Tweets
Using links can be very helpful on Twitter.
They can lead followers to take action, learn
more information, watch a video, or purchase a
product.
Links can be used to give PBE followers more
information that what can fit in an actual tweet.
Links could go to Venmo so followers can buy
a movie, to Periscope videos, news stories about
the movie industry, and to information regarding
new movies. Links can also be tracked using
apps like Hootsuite, which can provide
engagement information.
York (2016, par. 37) advises
using links as a tool for
engagement and adds that
they can even be tracked to
see how many people are
interested in the tweet and
clicking the links included.
Links should be shortened
using sites such as goo.gl to
save characters in a tweet
(Noto, 2016, par. 5).

20
Use Direct Messaging
Direct Messaging (DM) on Twitter is sending and
receiving messages privately between accounts.
They do not show up on followers’ timelines and
are an effective way to talk to people when the
matter should not be public, or when you want to
speak to someone more personally.
The PBE account should send direct messages to
reach out to people if they have any inquires, to
try to gain followers and build relationships with
people who would be of importance, and to reach
out to fans. To send a DM, click the ‘send
message’ button, type the message, and then hit
send. The other account will receive a
notification.
Raymaakers (2015) says that
DMs should be sent when you
need to take a conversation off
of a public timeline or to talk
privately. Since you can now
DM someone who does not
follow you, this tool can be
used to attract followers and
reach out to accounts that you
may not have a connection
with yet (Goel, 2015).
Use Hootsuite to Manage the Account
Hootsuite is a platform that helps organize, pre-
plan, and analyze tweets. It can be used on a
computer and a smartphone. The app can help
PBE pre-plan tweets for certain times and it can
be used to see what kind of tweets are successful
and creating engagement.
Mark and Sue should use Hootsuite to plan
tweets to be sent out, especially during busy
times and for when tweets need to go out in the
early hours of the morning. They should also use
it to see what types of content are more engaging.
Analyzing tweets is one of the most important
things PBE can do.
Hootsuite is an app that
business can use to their
advantage. Bernum (personal
2016 says that Hootsuite is
what she uses most often with
Twitter and it has been very
helpful. Tracking what creates
engagement is important
because it can help build a
brand and influence
consumers (York, 2016, par.
30).

21
Follow Active, Reputable Accounts Who Are Involved in
the B-Movie Industry
PBE should follow active accounts who are
reputable and involved in the b-movie industry.
Examples of this could be Netflix, actors in the
industry, and other producers.
To implement this, Sue should search for b-
movie accounts or those that are representative
of media and corporations. Before following
someone, it is important to look for checks of
verification and proof that an account is
reputable.
According to Smith (2016)
there are 1.3 billion Twitter
users, but only 100 million
accounts are active. Dunlap
and Lowenthal (2009) suggest
following accounts that are
important in industries or are
professionals so that potential
relationships can be formed.

23
Hold Twitter Q&As
Q&As are a great way to converse with fans
and let followers get to know the people behind
PBE. This also implements hashtags and
engagement.
Q&As would need to be planned for a certain
amount of time and be announced in advance.
Fans would use a hashtag such as
‘#AskPolonia’ to submit their questions in
advance. Mark, or someone else using the
account, would reply to the questions/comments
and use the same hashtag along to track
engagement.
This is an original idea that
would increase interaction and
engagement. No research was
found to support this
suggestion.
#MeetMarkMonday
Every Monday, a featured tweet should be sent
out with a fact about Mark or a tip he has for
filming and the hashtag ‘#MeetMarkMonday’.
This will help to build a relationship between
Mark and followers in representation of the
brand.
To implement this, Mark would need to provide
a fact or interesting idea to Sue to be tweeted.
Pictures may also be used. This should be done
every Monday.
This is an original idea that
would increase interaction and
engagement. No research was
found to support this
suggestion.

24
Utilize Periscope and Promote Videos on
Twitter
Using Periscope to broadcast videos on Twitter
is a great way to give followers access to
newsworthy information. They can be shown
what’s happening on set and what it is like
during the process of making a PBE movie.
Periscope is an app separate from Twitter, and
would need to be downloaded. The video comes
from the app and viewers need to watch it on
there as well. You can record the live videos on
a smartphone, so the link to watch would need to
be tweeted prior to going live. Once live, you
can interact with fans, answer questions, and get
them excited for new movies!
This is an original idea. No
research was found to support
this suggestion.
Integrate Giveaways into Engagement
Since engagement is so important on Twitter,
giving away movies, merchandise, and props
would be a great way to get followers to interact
with the account.
Giveaways can take place as a result of contests,
special events, and even for being a supporter of
PBE. Once a person is selected to receive
something, PBE can DM that person for their
mailing address and then send the item. Another
option is giving away a free movie on Venmo,
since Mark has expressed using it (personal
This is an original idea.
No research was found to
support this suggestion.

25
Use Polls
Polls can be formatted on Twitter to ask questions
and gain valuable information. In this case, PBE
should use polls to ask questions about what fans
want and learn their audience more. That way,
PBE knows what to post and what to even do in
terms of business and filmmaking.
To implement this, a topic or poll question will
first need to be decided on by either Sue or Mark.
To make a poll, click on the button to make a
tweet, and then click the button with the bars on
it. Type in the question, options, poll length, and
then tweet the poll.
According to York (2016, par.
35), polls are a great way to
gain engagement on Twitter.
They can also provide the
opinions or thoughts of
followers which can lead to
understanding your audience
better. According to Bernum,
knowing who you are
communicating with is pivotal
in being successful on Twitter
(personal communication,
October 26, 2016).

27
Stay Updated with all the New
Tools/Techniques with Twitter
Staying up-to-date with new Twitter features
and tools is important to make the most of an
account. By doing so, PBE can stay on top of
trends and what other accounts are doing. This
can also make the account stand out.
To implement this, research should be done
every few weeks on news relating to Twitter.
Mark and Sue should do a quick Google search
of ‘Twitter news’ to find new trends, stories,
and effective ways of improving their account.
This is an original idea. No
research was found on this
suggestion.
Become Verified on Twitter
Becoming verified on Twitter means that a blue
check will appear on an account’s profile,
certifying that the account is of public interest.
Verification also means that an account is
authentic and not a fan account or fake account.
To become a verified account, you need to submit
a request on Twitter’s website. Then, fill out the
form and provide the necessary documentation
and proof such as website and email information.
In some cases, you also must provide a copy of
photo ID. Twitter will then send an email either
accepting or denying the request. If denied, you
can apply again after 30 days.
According to Breslin (2016,
par. 3-4), getting verified on
Twitter can make your
account seem more authentic
and credible. It can also make
an account seem very
important, thus creating more
followers. Overall, getting
verified could make PBE
appear to be a popular movie
account that is credible and of
a company that holds a lot of
public interest.

28
B
Use Lists
Twitter lists are groupings of people that an
account followers based on needs,
demographics, or interests. Lists are used to
easily access groups and market to them or
contact them when needed.
To make a list, click ‘add lists’, and then the ‘+’
icon. After that, name it, describe it, and choose
whether to make it private or not. Once the list
is created, add followers based on the purpose
of the list. Some suggestions are to make a
media list, a list of actors/actresses, and a list of
fans/supports. That way they can be easily
accessed and seen in one place.
Twitter lists are a very
effective way to communicate
or market to a certain group of
people. According to Lee
(2015), lists can be used to
find an account very easily
and see what people are
tweeting about. This can help
to manage audiences and
build relationships.
Change Twitter Name/Handle
The handle of a Twitter account is the ‘@...” part
of an account. It is separate from the account. In
this case, the handle is ‘@PoloniaBros_Ent” but
the name on the account is Mark Polonia.
Because there is some disconnect between the
name and handle of the PBE Twitter account,
some people could be confused as to whether the
account is for the company or just representing
Mark Polonia. By changing the name to ‘Polonia
Bros. Entertainment’, there will be no confusion
and it will be known that the account is for the
company.
This is an original idea. There
is no research to support this
suggestion.

29
Partner With Celebrities or Other Companies
PBE should work to partner with a celebrity or
company who has a love for B-movies and
would be willing to promote PBE and its
movies. This could lead to a more positive
perception of PBE and more followers.
To implement this, both Mark and Sue should
actively search for a person on Twitter who
loves PBE and B-movies. Then they can use
direct messaging to contact them and work out a
partnership. Finding a company to work with
could also be helpful.
According to Jin and Phua
(2014, p. 182), word-of-mouth
on Twitter is seen as being
more credible and believable
from accounts with a large
number of followers.
Information is also more
likely to be shared by an
account that has a lot of
followers. This greatly affects
the way people perceive
brands.
Implement a Social Media Policy
A social media policy would be something shared
to those involved with PBE and making movies.
It would encourage them to post about new films,
share their experiences in making the movie, and
encourage them to promote the Twitter page
themselves. Using a social media policy is
an original idea. No evidence
was found as to why a Twitter
To implement this, Mark and Sue would need to
discuss what others could do to promote the PBE
account on their own pages and through
promotions of movies. Then, they would need to
create a document describing what others could
do and give it to everyone involved with PBE.
page would benefit from one.

30
Argued Defense
This section will address potential obstacles and some potential problem areas of the
four-phase plan. Some of the obstacles involved are keeping active, implementing a social media
policy, as well as the potential scheduling conflicts. Also, answering potential criticisms of the
phases, while concluding with some final remarks about our recommendations.
Possible Obstacles
With some of the solutions, there is an extensive amount of learning and maintenance
that will be required. This, along with a few other potential problem areas can create obstacles.
One obstacle we may face is keeping the account holder (Mark or Dr. Young) continuously
active and updated with tweeting, as well as fan engagement. With the daily demands faced,
adding another such as this could result in dropped performance in both. Another obstacle that
may be faced is implementing a social media network policy. Following through with the policy
may be difficult for Mark or Dr. Young to do. Without having the policies followed by the cast
members, the policy may not be as strong as previously expected. The result for this could be
that no progress is gained, and the account goes stagnant. Another obstacle potentially faced is
the use of Hootsuite or a tweet planner. With the intense nature of Mark and Dr. Young’s
schedule, creating time to plan tweets or using an app could be difficult to fit into their
schedules.
Arguments Against Solution
Phase 1:
Phase 1 has recommendations which can be done at a fast pace. Based on our results,
these recommendations can be shared between Mark and Dr. Young on a weekly basis. One
argument that can be used will be pertaining to availability. Mark or Dr. Young may have a
problem with spending multiple hours, using hashtags, responding, and posting tweets. However,
to solve this argument, they can spread out their active time on twitter throughout the day. For
example, for the 2-3 hours which are to be spent on twitter, space it out so that it works best for
their individual schedule.
Phase 2:
Phase 2 will take a little more time than Phase 1. This phase requires Mark to utilize his
resources from his past films, along with incorporating other outside resources into the account.
One argument stated against this phase could be about how lack of participation may leave the
potentially engaging activity pointless. Our response to this would be that engagement can
increase the activity on the account. This would allow for more people to interact with the page,
once Phase 1 has been deemed effective.
Phase 3:
Phase 3 has recommendations related generally to fan interaction. One argument against
this phase is that starting a live question and answer session wouldn’t work if the followers aren’t
active on the site. Our response is that Phase 3 is a long-term plan. This would be done once a
presence was built on the account, so the interaction between Mark and the followers would be
established. Another argument against this phase is that creating polls are pointless if only a few
people respond to them. Our response is very much the same to the previous argument. Once a
following is built for the account, the impact of the polls becomes noticeable.

31
Phase 4:
Phase 4 is the long term/big picture goals. One of the arguments against this phase is the
following active users. Followers are followers, if that number increases it is beneficial. Our
response is that non-active users are essentially dead weight. The tweets aren’t retweeted or
liked, so that number has no effect on the actual expanding of the account. Another argument is
about revamping the logo. Some people may think that the logo is fitting for the company. Our
counter argument is that a more professional, simplified logo would add an element of
professionalism for the account, as well as the company.
Final Statement
Polonia Brothers Entertainment has a subpar presence on Twitter. The lack of daily posts
and limited hashtag use impedes the company’s connection with the audience. This, along with a
few other issues prevent the company to expand to its full potential, and reach the number of
followers the account desires. We believe that our solution will help increase the presence of the
company’s Twitter account. Our 4-phase plan allows the company to reach its full social media
potential. Phase 1, focusing on the short term, quickly implemented plans. This allows the
account to see immediate presence improvement. Phase 2, examines the recommendations that
involve a slight amount of planning. Phase 3, focuses on the monthly plans for the account.
These take time to format and finish, but will result in more sales, along with followers. And
finally Phase 4, which looks at the long-term goals of the company. This allows the big picture
perspective when looking at the potential there is to be gained. In Mark’s words, the overall goal
of the account is for people to “be entertained, can discover new artists, and to be inspired.” We
feel that following our plan allows for the company’s account to do all three of these and more.
With the phases and recommendations that are set in place, the company can expand, entertain,
and inspire countless followers on social media.

32
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