Multi Platform Communication Report Media Assignment

Multi-platform Communication Strategy
Name
Course
Professor’s Name
Institution
Location of Institution
Date
Table of Contents TOC \o "1-3" \h \z \u Introduction PAGEREF _Toc9643509 \h 3Current Platforms in Use PAGEREF _Toc9643510 \h 3Facebook PAGEREF _Toc9643511 \h 3Twitter PAGEREF _Toc9643512 \h 3Instagram PAGEREF _Toc9643513 \h 3YouTube PAGEREF _Toc9643514 \h 3Suggested Improvements on the Platforms PAGEREF _Toc9643515 \h 4User Engagement and Interaction PAGEREF _Toc9643516 \h 4Facebook PAGEREF _Toc9643517 \h 4Twitter PAGEREF _Toc9643518 \h 4Instagram PAGEREF _Toc9643519 \h 5YouTube PAGEREF _Toc9643520 \h 5Frequency of Posting PAGEREF _Toc9643521 \h 6Conclusion PAGEREF _Toc9643522 \h 6References PAGEREF _Toc9643523 \h 7
Multi-platform Communication Strategy
Introduction
In this time of the internet expansion, it has become necessary for organizations and individuals to come up with a multi-platform communication strategy. This approach involves the creation and sharing of content across many platforms instead of focusing on just one platform (Doyle 2015, p.49). Thus, organizations and individuals are able to reach many people and sell them their ideas. The purpose of this paper is to provide a multi-platform communication strategy that builds and improves on the affordance of March for Our Lives (MFOL) community. MFOL is a not-for-profit organization and a global movement that was established on March 24, 2018, when a group of students led a demonstration in support of stronger gun violence prevention measures (March for Our Lives, n.d.). This movement is mainly made up of young people who want their voice to be heard and as such, the audience of MFOL is not only young people but also policymakers who have the power to bring the change being demanded by the movement. They have utilized a number of online platforms so as to reach as many people and create a huge impact in the fight against gun violence.
Current Platforms in Use
Currently, MFOL has an active official website where they have shared their ideas, mission, and involvement on the political platform in pushing for policy change in line with gun ownership and gun violence control. Other than the website, MFOL has made considerable efforts to utilize other platforms, which this paper will focus on.
Facebook
Currently, the MFOL Facebook page has over 288,000 likes and over 305,000 followers (March for Our Lives, n.d.). Given this number of followers, it would be expected that content shared on their Facebook page will be shared widely by the followers, yet one of the most shared videos was only shared by 8,500 users. In addition, MFOL lacks a pattern and consistency in sharing of content on Facebook. At times, they can go for over a week without sharing a post and at other times, they can share more than one post in a single day. It is also evident that videos receive more comments than any other content shared on their Facebook page.
Twitter
As of now, MFOL has over 450,000 followers on Twitter and about 3,000 likes (March for Our Lives, 2018). Since its start, this movement has also shared over 2, 600 Tweets. Given the number of followers, it is safe to say that Twitter has the biggest MFOL community. It is also the most ...