This document analyzes the social media strategy for a chalk art flash mob event called "chalkaboutit". It discusses the various channels used including Facebook, Instagram, Twitter, Pinterest, YouTube, Google+, Slideshare, Doodly and Foursquare. It provides analytics on the use and engagement on each platform, and identifies opportunities to improve integration across channels as well as recommendations to strengthen pre-event planning and community involvement.

1. chalkaboutit Flash Mob
Analysis
Jennifer Orsatti

2. Channels
❖ Facebook
❖ Instagram
❖ Twitter
❖ Pinterest
❖ Youtube
❖ Google +
❖ Slideshare
❖ Doodly
❖ foursquare

3. Facebook Analysis
❖ Total of 25 likes, acted as Central Hub
❖ Posted a map, kept in loop with other content from Social
platforms
❖ Logo as profile picture and cover photo
❖ One photo posted

4. Instagram Analysis
❖ 30 uploaded photos
❖ 6 followers
❖ #chalkaboutit: 45 uploaded photos

5. Twitter Analysis
❖ Personal accounts were used to tweet with hashtag
#chalkaboutit
❖ Prior to Flashmob - info was tweeted
❖ During the Flashmob - photos were tweeted and
retweeted
❖ Thank you messages were tweet post Flash Mob

6. Pinterest Analysis
❖ Daily clues were posted
❖ Was used to spark interest
❖ Personal accounts were used
❖ The hashtag #chalkaboutit was also used

7. Youtube Analysis
❖ First video posted prior to Flash Mob: 178 current views
❖ Second video posted after Flash Mob summarizing the
event: 186 current views

8. Google + Analysis
❖ 32 Invited Guests
❖ Operated similar to Facebook - teasers, images were
posted
❖ Personal accounts were used

9. Slideshare Analysis
❖ Prior to Flash Mob, first powerpoint had 62 views
❖ 15 followers
❖ Post Flash Mob powerpoint had 74 views

10. Doodle.ly Analysis
❖ Several doodles were drawn the day of the Flash Mob
❖ 2 doodles shared the home page
❖ Doodle.ly was shared on the Facebook page

11. foursquare Analysis
❖ The 3 location points were added as a list onto
foursquare
❖ 4 friends checked into locations
❖ Photos were posted for each check point

12. CMOST
❖ Platforms were effectively integrated
❖ Stronger integration could have been established
❖ Multiple platforms were used that shared different types
of content (video, photo, text)
❖ Traditional platform-integration would have helped
success
❖ Platforms should have been limited to under 5

13. CMOST Opportunities
❖ Accounts should have been established for all platforms,
in order to allow brand recognition
❖ Involving the Frontenacs more
❖ Traditional media integration

14. Channel Analytics
❖ Some channels were not necessarily beneficial for the
Flash Mob - not a big enough demographic
❖ Limiting channels to no more than 5
❖ All platforms should be easily integrated with each other

15. Channel Analytics
Opportunities
❖ Doodle.ly stations could have been established for each
location
❖ Picking only high traffic, popular platforms
❖ Earlier Channel launch

16. Content Analysis
❖ Photos and Videos appeared to be the most effective
type of content
❖ Platforms should optimized this content through postings
before, during and post Flash Mob

17. Missed Opportunities &
Recommendations
❖ Pre-event planning: developing database earlier
❖ Not all information was shared to its full potential to Platform’s communities
❖ Developing a stronger communication with Frontenacs would have helped
❖ Limiting to one station would have attracted more attention
❖ Weather forecasting
❖ Limiting chalk to only Frontenac colours
❖ Involving downtown Kingston and small businesses more