SOCIAL MEDIA STRATEGY for Italian Cities 1943-45

While I have chosen three distinct audiences: Landowners, UXO Bomb Disposal Companies, and Archaeologists, they all share and benefit from a social media strategy that enhances community, engagement, and usability.

S.M.A.R.T. Goals

Smart is an acronym for specific, measurableachievable, relevant, and time-bound. These are the key characteristics of a good goal. 

Specific. Create clear and actionable goals that matter. Specific clearly spells out the behavior or outcome desired and lets people know what to focus on and what actions are expected of them. 

Measurable. Create a goal that you can measure so you know if you’ve succeeded or not. It also ensures you’re driving the right outcome. 

Achievable. If the goal isn’t realistic people are going to look at it and say forget it. I can’t even get there, therefore I’m not even going to try. 

Relevant. This is going to drive activity that ties to a broader organizational goal. 

The last aspect of a goal is it should be time-bound. People need a sense of urgency. Specifying time also enables better work and project planning. 



Using social media is not limited to just posting once a day and checking back in regularly.  Content is what an end user will see and potentially engage with. While content appears to be king, in reality, the community of users is who reigns supreme. Without a community of engaged advocates, my content is unlikely to be seen. A community of advocates to organically share the content with their network of followers in order to expand my reach outside of your core followers is super critical. 

However, building a community of readers takes time and effort. To be effective, I must be consistent with publishing content, but also consistently checking in throughout the day to engage in conversations with those users that I follow including ones that follow me back and are engaging with my content. Therefore, being visible through content and community engagement is a strategy to help. 

The end game is to drive clicks back to my site and to get end users to comment on a post, each piece of content that you post on social media should have a conversion metric associated with it. Conversions are a testament to post effectiveness. 

Communities of Users

Aerial Photographs for land ownership

Platform Twitter, Blog

Message Not knowing the limits of your property, you could build a structure on someone else’s land, you will be required to remove the structure. Before building something, you should learn exactly where your property lines end. To do that, you need to access the satellite maps with property lines online.

Measure While there’s plenty of overlap in functionality between tools, resources such as Hootsuite is ideal smaller budgets than enterprise brands. It allows you to post, monitor, and engage, and tracks posts for metrics such as impressions, engagements, and clicks. 

AERIAL PHOTOGRAPHS for UXO Bomb Removal Companies

Platform Twitter, Instagram

Message With its extensive recording of the Italian landscape during World War 2, the Aerofototeca’s (AFN) aerial collections constitute an important source for mapping Unexploded Ordinances (UXO) areas.

Measure While there’s plenty of overlap in functionality between tools, resources such as Hootsuite is ideal smaller budgets than enterprise brands. It allows you to post, monitor, and engage, and tracks posts for metrics such as impressions, engagements, and clicks. 

AERIAL PHOTOGRAPHS AND Archaeologists

Platform Twitter, Instagram, Blog

Message Interpretation and mapping of sites visible as cropmarks and earthworks allows a better understanding of past landscapes to inform research and management strategies.

Measure While there’s plenty of overlap in functionality between tools, resources such as Hootsuite is ideal smaller budgets than enterprise brands. It allows you to post, monitor, and engage, and tracks posts for metrics such as impressions, engagements, and clicks. 

Comparing Facebook and Twitter

While Facebook and Twitter share certain similarities in that they’re both social networks where you can post and consume information, they’re actually two very different platforms. Twitter tends to be a public, real-time feed of short thoughts, whereas Facebook is a more private network used to catalog information and ideas with friends and family. Twitter is perfect for short, rapid communication, and it tends to be a top choice for consumers looking to get support. Twitter also has impressive mobile saturation, with around 80% of Twitter users checking their feeds multiple times throughout the day from a mobile device. Facebook boasts a high percentage of users who have graduated from college, so you’ll find a strong middle class represented. Younger users are shifting away from Facebook and joining the ranks of Instagram. As for the gender ratio, it’s fairly well split between male and female users. Twitter content has a short life span. Almost 90% of all engagement on a tweet happens within the first hour. That number might shift if you get a retweet by a major brand or person.  With Facebook updates, they can live on for several days. Facebook delivers content when it thinks it’s most relevant to a particular user. Think of Facebook as an ongoing conversation, and Twitter as a real-time instantaneous one. Since I am just starting out, perhaps its worth exploring both networks. Twitter is a great place for providing short updates while Facebook is an excellent place to share in depth content and to create conversations around topics. Looking at the differences between both Facebook and Twitter, I decided to choose Twitter.

Twitter’s robust analytics tool enables you to learn more about your audience through audience insights, but it also empowers you to dive into popular discussions or events that your community is already engaging with. Also, you can view tweet activity for up to the last 90 days to see which of your tweets performed the best, so you can retweet them and recirculate them into the news feed. Monthly analytics, include the number of tweets sent in the current and previous months, tweet impressions, profile visits, and mentions. The life cycle of a tweet is relatively short due to the fast-paced real time always-on nature of Twitter, which is why its a priority to access your top tweets over the last 90 days and reply to every person who left a comment in the threads of your top tweets.

Instagram stories

Social media storytelling is a newer form of content marketing made popular by Instagram. Storytelling with imagery is a tactic that would be viewed as real and relatable. The key to telling good stories in social media is less about the platform and more about the story that you are trying to convey. Because stories expire within 24 hours of being posted, stories should be short, attention-grabbing, and drive users to take a specific call to action. Instagram is all about telling the story through visuals. Today, all content on Twitter is searchable based on keywords and tweets, similar to how Facebook cross keywords and posts, therefore, hashtags are not required on those platforms. However, on Instagram, adding hashtags to your posts which are relevant to my content will increase the likelihood that non-follower will see your posts. 

Blogs, wikis, and collaborative work

An easy and economical way to encourage individuals to view content is to place the work in a blog or a wiki which is available on the Internet.  It helps to establish educational authority in your space, which is extremely important in today’s “noisy” world. You wanna put yourself out there as a thought leader and as an educator, so that your customers will learn to trust you, and a blog is a great way to get you there. And blogging helps you drive awareness with your audience. Blogs have a humanistic quality to them and are actually a lead-generating activity, since people are subscribing to your blog. Blogging also helps generate inbound links. The more interesting your blogs are, the more people will link back to your site in their own blogs. It also helps you amplify your social campaigns. Since blogging is an activity that’s often shared on social media, you can help gain followers and get some more engagement for your social profiles. 

FOcus on Organic social media

Marketing on social media can generate awareness for my Italian Cities 1943-45 project by leveraging unpaid social posts. With funding not existent , organic social media on platforms like Facebook, Blogging, Twitter, Pinterest or any social platform where you can post status updates without paying to promote those posts is critical. 

Considerations in relation to organic social media marketing 

First, authenticity is really important. Visitors should be able to get a feel for what the value is by browsing through the supportive materials included with the exhibit. Segmenting the collection of photographs into military targeting objective starts to unveil the underappreciated usefulness of historical aerial collections. While the target objectives were critical in war time Italy they are just as much in peace time. Providing innovative research methods to problems is a great way to build trust and improve engagement with the public. 

It is also important to take into consideration, the time investment that one is putting into posts. Getting a good marketing ROI in regard to the time that you’ve put in is something to watch out for.  Starting out it may be a good idea to pick one or two social platforms like a blog and Twitter to use primarily as I start to build a following.  My objective is to enhance community and usability.

Writing short, engaging copy for organic posts

Today’s average social media user sees content on a mobile device, or while quickly scrolling through their newsfeed. Therefore content captions should aim to be short, direct and to the point. To maximize impact when I post I need to ask myself, what would you personally engage with? The key is to make sure that posts are one to two sentences in length. Thinking of leading in with an open-ended question whenever possible. Refrain from using call to action, such as “comment below”, “like this post”. 

And do not post a link in the caption. By posting a link to a third-party website,  Facebook algorithm penalize you. The keyword in social media is social. The most effective way to gain engagement is to post short posts which require minimal reading and have eye-catching visuals in the form of a video or a photo, which will quickly get an end user to react and engage.


Leave a comment

Your email address will not be published. Required fields are marked *