In my business school studies, I had the distinct pleasure of developing a high-level social media strategy for a local theater.

1. Digital and Social Media Strategy for
Theatre at the Woodruff
Social Media Strategy Developed by MeShae Hankerson

2. Alliance
Theatre at the Woodruff

3. Families
45+
Matures
Young
Professionals
• Has children • 100k+ HH income
• 25-44 YO • Mother as a key • Empty nesters
• College educated influencer • Primarily Caucasian
Acquire and grow through
Acquire and grow through Find and grow like profiles.
increased awareness and increased awareness of Maintain and foster loyalty.
demand. offerings. Encourage ownership of
Monitor to evolve into the brand.
repeat patrons.

4. Alliance
Theatre at the Woodruff

5. Start the Conversation Educate the Audience
Ex Promotion: Utilize in-post links to push people
“Create your own Zorro to purchase, as well as get news
costume and send us a picture, and updates via Twitter and
for a chance to win tickets.” Facebook accounts.
Ex Post: “Zorro 101”
QOTD: What year did the Give followers a Zorro history
FIRST Zorro film debut?
lesson. Host it on the blog.
Ex Tweet: “Zorro 101” Ex: “Zorro Costume Contest”
Tweet links to the blog post on Have cast members deliver
the history of Zorro and provide CTA. Announce contest.
links to purchase tickets. Keep the momentum going.
Photo Contest: Consider creating non-traditional
Post the photos from the Zorro posts; i.e. a video on the cast’s
contest into the Twitter feed. Have Zorro memories or quiz them on
followers like their favorite. Zorro history.
Engage the Audience Harvest an Experience

6. Lead Generation Goals:
• Drive relevant traffic to landing
page or webpage from outside
websites and pay per click
advertising.
• Convert traffic to lead by form
fill or actual ticket purchase
• Cultivate lead into regular
attendee through digital news
letters and email campaigns.

8. • Optimize Company’s Twitter Bio
“Official Twitter account of Atlanta’s nationally
acclaimed, Alliance Theatre, a premiere destination
for #theater and #entertainment in the southeast.
Discover us. Discover you.”
• Identify Key Influencers
• Local Entertainment Experts, etc.
• Increase daily account activity

9. • Modify Content Delivery
• Use conversation starters to
increase opportunities for
engagement and awareness
across the platform.
• Less is more

10. • Effective, searchable descriptions
• Utilize tags to optimize search within
YouTube
• Use annotations to provide links to
website over video.

11. • Create a posting schedule
• Useful in keeping readers engaged
• Redesign blog to match website