Embark_9x7Planbook

PUSH

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PUSH Planbook

Embark

Embark, from the University of Missouri School of Journalism, has created all elements of the client
planbook and digital files, including, but not limited to: concepts, strategies, text, photos, videos, music
and sound for use by PUSH. You may modify, publish, transmit, download / print / save this material for
business/commercial use on and after May 10, 2018.

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Table of Contents 6
10
Executive Summary 16
Situation Analysis 30
Research & SWOT 36
Insights & Consumer Profile 40
Big Idea 68
Media Plan & Tactics 74
Appendix
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Executive Summary

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Executive Summary The Goal

The Client Our goal is to enhance brand awareness of PUSH
through uncomplicated and strategic methods.
PUSH We will provide the client with a logo and brand
standards, a media plan and a straightforward
and malleable media kit that can be adapted for
the various types of publishers that PUSH aims
to serve with elements that can be repurposed in
several different ways.

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The Research The Campaign

Our research utilizes both primary and secondary Our campaign is an integrated media plan that
consumer trends that led us in the development emphasizes on building brand awareness. PUSH
of our insights, tactics and overall campaign plan. is positioned as an affordable app development
Our secondary research contextualizes consumer software that is cutting edge and easy to use. The
attitudes in app technology, news and publishing technology presents each news organizations’
platforms, as well as suggests how the market is content on their own terms and is adaptable to
projected to evolve. Our primary research findings their small and niche publishing needs.
show us what drives smaller and niche news
organizations in implementing new technological
advancements into their company. We used
surveys and interviews to gain valuable insight
about these organizations to find out the best
way to advertise to them.

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Situation Analysis

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Company Analysis

Founded by Christopher Guess, PUSH began as a Because it’s open source, any user can make
project for Eastern European news organizations. changes and updates in the code, plus they’re
He now brings his vision to promote multiple able to customize it for their use. PUSH can work
perspectives and equality through this low-cost with nearly any content management system and
code to the United States, hoping to further the code supports various forms media – text,
expand his operation domestically. photos, videos, audio and icons.
PUSH features anti-censorship tools and push
PUSH makes intuitive and customizable news notifications and currently supports nine different
mobile applications accessible to all news languages. Aside from several articles published
organizations, regardless of size, through reliable on the RJI website, PUSH engages in few
code, affordable prices and simple up-keep. promotional efforts; Guess mainly relies on word of
mouth for promotion.
PUSH is free open source code that can be
developed into news applications. It gives
small-scale publishers an opportunity seldom
offered. While traditional app development
typically takes four to six months to establish,
costing anywhere between $20,000 - $30,000,
PUSH’s software is able to be implemented in no
more than three days, requiring only a $30-$100
per month to run.

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Category Analysis

PUSH exists in both the app development
software and news app categories. PUSH, and
many other companies in this category, host its
code on GitHub, a software development
platform. The final product of PUSH is in the news
application category, where major opportunities
are possible for small-scale businesses looking to
upgrade.
Social media has become a major outlet for news.
However, changes to Facebook’s algorithm might
cause a massive impact in the news app category.
Due to issues involving fake news being evident
and problematic on social sites, Facebook has
implemented a new algorithm, emphasizing
content created by users’ friends instead of
content from news sites.

This has led to an overall reduction in the time
users spend on Facebook – its 1.4 billion daily
users spend about two minutes less on the site
per day since this change.1 This leaves a potential
opening for other websites and apps to fill the
void.

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Consumer Analysis

PUSH’s customers are generally smaller news We are looking for organizations that fall into the
publications. Though PUSH currently has a modest “Goldilocks Zone” for digital news. They need to
user base, notable clients are Organized Crime be large enough to have a web developer on staff
and Corruption Reporting Project and The but small enough to not already have their own
Missourian. As of now, PUSH is relying heavily on app. Likely, our consumer wants an app for their
grant funding where it pays for a lion’s share of the company, but simply doesn’t have the means to
operation costs. establish one.

Although this software was created for small Since an organization typically shells out large
watchdog news agencies, PUSH needs to sums of money to develop an app, they are more
appeal to more mainstream publishers to expand apprehensive to make major changes from a
its reach. Ideally, these publishers would be small development and hosting standpoint. Also very
news organizations or blogs with staffs of 2-20 important is that the consumer maintains their
people. There also needs to be one person on niche identity through the upgrading and updating
staff with enough web development and coding processes.
experience to further develop the app. The good Due to the demands of app development as well
news is, the development is generally simple. as the high cost, our consumers are often highly
PUSH ensures that users see new content as it is involved within their personal category of business
published. It’s optimal for publishers that create and are rational decision makers when it comes
content often, but typically don’t produce to company matters. If you are a publisher, you
multiple stories a day. In other words, the are looking for an app that is user friendly, has a
organizations PUSH seeks to reach are about low bounce rate and keeps your audience coming
quality over quantity – a user won’t receive vast back to consume more media.
amounts of daily notifications. In turn, this makes
each alert more unique and less cluttering.

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Competition Analysis

While there are few competitors that create code PUSH’s major disadvantage is its little brand aware-
specifically for affordable news applications, there ness. It may be difficult for consumers to find infor-
are indirect competitors that can create other kinds mation about PUSH without branding. To compete
of apps quickly for a lower price point than the with other software developers in this category, an
typical developer. App development companies effective first step may be establishing a company
including Swiftic, Willow Tree, Adiante, Joomag website and become present on social media
and Shoutem are considered competition in this platforms like Twitter, Facebook and LinkedIn.
category. All of these companies have established
websites. Outside of the mobile application realm, a
Shoutem is an app development site that does not major competition is Wordpress. This company is
require coding experience. Its website has its own popular because it monetizes publishers’ content
content management system and a user-friendly through interactive digital advertisements.
interface with simplified tutorial videos that Wordpress and other CMS sites also boast data
explain each of the three steps in app analytics, article archives and video embedding.3
development. Other notable features of Shoutem
are that it can support Wordpress and Facebook, This information is important to know, seeing as
plus it allows advertising, analytics and push PUSH has the ability to evolve to attend to
notifications.2 what each client needs due to its open source
capabilities and its vast space to grow.

It’s important to understand these features so that
we can see where PUSH is lacking and where its
advantages lie. The difference with PUSH is that it
focuses completely on news applications for
small-scale and niche publishers.

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Research & swot

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Secondary Research

When it comes to news consumption, In fact, for U.S. adults in 2017, app usage
underlying research supports the fairly obvious – occupied 86% of their smartphone time, while
staying up-to-date is crucial to consumers. Evident mobile web surfing only accounted for 14%.3
by frequent smartphone update, enhanced user
experience has become crucial in the tech world. For companies, to have an app is to be
Thus, content creating companies everywhere are contemporary – several news organizations have
evolving their platforms via app development. By followed suit. Essentially every major news outlet
gathering extensive data, we were able to provides an app for its readers. As of 2018, 89.8
highlight key consumer trends in today’s market. million Americans use news apps, which is a 6.1%
increase from the year prior and a trend
Smartphones & Apps Are On the Rise projected to continue upward.2

Our smartphones are always with us, and portable Post-download, publishers are able to promote
device use in the U.S. is ever-growing. According their app’s content through push notifications.
to Mintel, a renowned marketing research firm, as Findings show that most consumers prefer push
of 2018, over 77% of people own a smartphone, notifications specifically for breaking news.2
an up from 35% in 2011.1 Of course, a smartphone Nearly 70% of app users want more control over
technoogy wouldn’t be as savvy without its users – what exactly they receive alerts about, as several a
consumers describe the primary role of an app as day is often cluttering.2
“a tool to make life more convenient.”2 This is a potential advantage for PUSH – because
Additional evidence derived from eMarketer Pro, the app’s content is niche, we know the consumer
a market research company, reveals that the is already interested in the topics provided. This
majority of users agree that an app is easier to increases the odds that a push notification from
navigate than a mobile website. PUSH will be interesting and useful to the
receiving consumer.

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Major Media Outlets Facing Backlash So, what do our consumers value? Today’s
common consumer values validity over
Consumer opinions prove that in general, immediacy. In response, many organizations have
consumer trust in the mainstream media is begun to “offer an alternative to the 24-hour
deteriorating. Several publishers have been news cycle.”5 News companies on the rise, like
accused of reporting fake news, overly biased Libération, a French news site, and Tortoise, a new
viewpoints and sensationalized stories. media company, adhere to this anti-fake-news-fad
Several news consumers sense bias – 76% of by incorporating fact-checkers and extending
people who consider themselves current on personal deadlines to ensure their content is
events believe that news stories published by correct and unique.5
large organizations are overly sensationalized for
page views, acting as “click bait” rather than
serving as an authentic source for quality content.4

According to a report from Mintel, over half of
newsreaders agree that most major news outlets
hyper-focus on stories that are redundant or un-
important and take an often ineffective ‘quantity
over quality approach’ to news.4

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An Era of Expression

Although many consumers currently receive their However, there are limited options for receiving
news from social media apps, in addition to 82% local news – 84% of people use television for local
agreeing “there is a lot of fake news” on popular news, simply because local news is most
social media sites, there is also a general sense accessible through this medium.9
that social media encourages conformity over So what does this mean for PUSH? It means
individuality.6 opportunity – as our research discussion has
It’s an era of self-expression – several already covered, digital platforms are
Millennials and iGens feel that self-expression is overwhelmingly the most widely-used mechanism
lacking in their life.7 iGens are increasingly for news gathering. This, along with the fact that
“supporting brands that are doing good works” today’s consumers care about expressing
over brands that are simply high in popularity.7 themselves and becoming involved in their
Looking forward, niche brands have the community, a news app for both local and niche
opportunity to expand in the marketplace because organizations could be a relevant resource for
more consumers will be seeking something many.
different from the ‘norm.’
Young consumers today are also becoming more
involved in political and social movements – over
half of millennials agree they seek community
involvement and are interested in what is
happening locally.7

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Mobile app development is among the top threeApp Development Seems Improbable
tech priorities across businesses worldwide.8 While
most medium and large organizations have a Frost & Sullivan add that lack of budget and
company app today, small businesses are at a resources make up for 31% of app adoption
major disadvantage because the ability to build an barriers for micro-businesses and for 67% of
app has been simply out of reach for them. mid-sized businesses, which are companies
According to Frost & Sullivan, a market research employing between 25 and 500 people.10
and analysis firm, as of 2017, small businesses are
developing apps at a declining rate and are We can infer that it’s crucial to communicate to
showing less hope in future app development our consumer that PUSH offers a solution to these
for their organization.10 This trend is likely due to major app development burdens that small
the fact that no other app development software companies face. We need to position PUSH as
companies are currently offering a solution to the cost effective, time friendly and intuitive,
abiding burdens such as cost, skill level and time stressing that there’s no other software quite like
requirement. it.

$Current app developers targeting
micro-businesses, which are companies of under
25 employees, are facing major challenges
differentiating themselves and earning trust. 10
This is likely due to the fact that generally,
micro-businesses have tight budgets and “very
limited IT staff and internal expertise.”10

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Primary Research Methodology

Quantative Qualitative

To learn more about what small newsrooms are To supplement the information we obtained from
like and what those publishers and journalists want the surveys, we also conducted in depth interviews
in an app, we conducted a survey of small news to find out more about news consumption habits
organizations. of organizations readers.
Surveys were sent out to more than one hundred We conducted these with eight local journalists. In
news organizations. Ninety nine people replied these interviews, we discussed what their
from 72 news organizations. Responses included organizations are currently doing in terms of
small news organizations such as The Fulton Sun promoting stories online and their own online
and Toledo Blade and more niche publications news consumption habits.
such as the Kansas City Jewish Chronicle. Through these interviews, we obtained valuable
insights as to what people want in news
In today’s newsworld, it takes more than a good applications and what is keeping them from
story to be relevant. After surveying utilizing technology to the fullest extent.
journalists from these different news organizations
in the U.S., we obtained valuable information
about what the target audience feels is most
important to them.

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Qualitative Results

Who Responded The majority of respondents came from small news
organizations. Over 20 publications had a staff of
The survey was sent to organizations across the 2-10 and over 15 publications had a staff of 11-20.
country. Ninety nine people responded from 60 Most of the publications were in the size range of
different organizations. Most respondents came the target market for PUSH.
from the Midwest, but results came in from as far
as Oregon and Maine.

How many employees do these publications have?

25

20

15

10

5

0 2-10 11-20 21-30 31-40 41-50 61-70 100-150

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When it comes to gathering new information The Publications
about the industry, journalists generally turn to
social media, word of mouth and trade specific All respondents already have websites and are
places of information. Having a social presence publishing content on their sites on a regular basis.
is the most effective way of reaching the target They already have a leg up because they know
audience. how to publish to the web from their CMS, so
publishing to PUSH would not be a huge leap for
them technology wise.

How do journalists get new information? What about websites?

40 100%
35 Yes
30
25 Trade Trade Word of Social
20 Conventions Publications Mouth Media
15
10

5
0 Trade

Blogs

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The majority of the publications rely on advertising Sixty three percent of the organizations had an
to fund their news organizations. While a few had app. With that 43.75% had a native app and
other ways of gaining funding, such as grants and 31.25% had a web-based app.
donations, the majority of funding comes from
advertising.

Where does funding come from? 80 Do they have an app?
70
50 60
50
40 40
30
30 20
10
20
0
10

0 Grants Donations Subscriptions Other Advertising Have an app Native app Web based app

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Research Takeaways

Newsroom Tech Trends

From 72 publications surveyed, 100% have a Thirty-three percent of the organizations surveyed
running website. Only 50% have an app; 43.75% do not have a running app, many wanting one if
have a native app; 31.25% have a web-based app. hurdles such as cost and upkeep weren’t an issue.
Many respondents could not decipher between Respondents are willing to spend $75-$500 on
these two types of apps. Generally speaking, app development. Their ideal app is user friendly
although they value technology, many find it and provides convenient loading speeds.
complicated.
As for news publications with an app, half hired a
“We barely can keep our website updated. developer while the other half developed it
Starting an app creates a whole new level of in-house; most do not have someone on staff
confusion.” - Survey Respondent whose primary purpose is to oversee an app.

Time consumption is another factor keeping niche “It is critical to be able to post to the website
publications from app development. Though the from the field, so if we could harness that same
majority of respondents come from editorial staff power in a mobile app, that would be a game
sizes of 2-35, they create content consistently – changer.” - Survey
38.3 % publish over 21 stories per day.

“I’m writing and editing content for 8 hours a day.
We don’t have time to make an app.” - Survey

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Lifestyle Brand Awareness

Our journalist respondents are heavy social media For PUSH to have any pull with publishers, it’s
users, Twitter and Facebook being their top essential to establish brand identity. Although the
preferred sites. Trade publications and word-of- code is free and the cost to run the app annually is
mouth are additional widely-used methods they extremely low, publishers may be skeptical to trust
utilize trends and information gathering. in PUSH– it’s a start-up that comes with no
Push notifications are not the top priority for our established branding and little awareness.
respondents. Many find receiving push Of 99 survey respondents only six were
notifications cluttering and inconvenient during familiar with PUSH. Although, it’s evident that
busy workdays. However, they do appreciate push brand awareness is lacking, as well, for many
notifications regarding personal alerts. They also other software startups; just as many respondents
would find better use of push notifications if there were unfamiliar with app development companies
was a setting to customize specifically what types including Swiftic, Shoutem, Willow Tree, Adiante,
of notifications they receive within a news app and Joomag.
itself.

Respondents generally use mainstream news apps.
Their responses prove, though, that they are
engaged in their community, and if a local news
app were available to them, they would use it.

“I think that people would really use a news app
[from a small organization] – especially
people who are actually interested in local news
and what’s going on in their community.” - Survey

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SWOT Analysis

Strengths Weaknesses

The Code is Free There is Limited Brand Awareness
Monthly running costs are low. Currently, there is not much branding or awareness
It’s Open Source Software about PUSH.
Anyone can add features and update the code at Ongoing Maintenance is Required
any time. The software depends on able and willing minds
There are Incentives for the Target to Participate to sustain and update the code.
The opportunity is hard to pass up due to its There is Minimal Online Presence
convenience and costs. Because PUSH does not yet have a running
It’s Easy to Use website, the target is unable to read-up on the
The interface is intuitive and customizable. software on their own time.

It’s Cutting-edge
There’s no app development software for
small-scale publishers quite like this. It keeps the
company up to-date with modern technology.

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Opportunities Threats

Upward Digital Consumption Trends Push Notifications Are Not Necessarily Vital
U.S. Adults are expected to spend over three While publishers value being able to send push
hours a day on mobile applications in 2018.21 Also, notifications to their readers, newsreaders tend to
digital newsreaders overwhelmingly agree that prefer alerts only on breaking news, as too many
apps are more convenient than a corresponding become cluttering.
website. Competition from Publishers
Smaller Media Organizations Have an Advantage Some smaller news organizations must use the app
It’s an era where fake-news and sensationalism the publishing company wants them to use and
have created general distrust in the mainstream cannot use something like PUSH.
media. Younger generations are increasingly A Small Organization May Mean a Small Staff
relying on smaller and niche publications for their Much of our target may not have someone
news. available on staff whose primary role would be app
Quality Over Quantity Preference upkeep, meaning they would potentially have to
Content validity is valued over immediacy and hire more personnel.
quantity of stories an outlet puts out, to Social Media Sites Are Major News Outlets
consumers. Many millennials and later generations
primarily receive their news from social media sites
Demand for Accessible Local News and apps instead of from news organizations.
Consumers care about their community and want
to keep up with local news but are finding it
difficult and inconvenient to do so.

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Insights & Consumer Profile

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Insights

Secondary Research Primary Research

It’s evident that the typical consumer is becoming Our respondents are heavy social media users.
techier with each smartphone update. Our Although they value technology, our findings
secondary research suggests that today’s digital suggest that on top of publishing daily content
news consumer often uses and prefers apps over and updating their websites, maintaining an app
websites, finding them more convenient for is something time wouldn’t allow for. Generally
content consumption in their everyday lives. speaking, our respondents from publications
without an app find development and
As there is vast demand for app development, maintenance complicated and unaffordable.
small and medium scale publishers are
unable to modernize due to cost barriers and In addition to the fact that the majority of our
their desire to remain independent. respondents without an app would prefer one in
order to enhance their reach and relevance, there
Younger generations, such as Millennials and is even further evidence that incentive exists for
iGens, are becoming increasingly skeptical of our consumers.
mainstream news organizations, encouraging small
organizations to expand their reach. This “era of Our consumers care about their readers – the
self-expression” encourages niche content lifeblood of a niche publication depends on the
creators to take advantage of this widespread niche reader; the essence of the local paper runs
desire to consume personalized and unique on community participation. It’s safe to infer that
content. Also, due to this age group’s expanding our subject wants the best experience for their
inclination to become more active in their local circle of readers. We can use much of our
communities, local news organizations are secondary research to show our target that the
encouraged to increase their influence. majority to today’s news consumers prefer an app
over a site and make major use of news apps in
general, proving an app is valuable to all.

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Target Profiles

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Status Quo Stickler

These publishers are experienced and are usually
higher-ups within their organization. They likely
have enough experience in publication
management to be considered industry experts.
This implies that they know what works for their
company and are likely to value these standards
over pressure to evolve and modernize.
The Status Quo Stickler’s comfort with their
publication’s methods suggests they may be
reluctant to major change such as app
implementation. Although they see the
advantages of modern technology, they likely view
app maintenance as complicated, unmanageable
and time consuming.
Simply put, along with hurdles of cost and
maintenance, the Status Quo Stickler is
presumably hesitant to make sufficient strides
toward app development.

To appeal to this target profile, we need to
present comprehensible evidence that app
development is accessible, maintainable and
beneficial to their publication through PUSH’s
code.

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Interested Independent

The interested independent is removed from
conventional styles of journalism. Instead, they are
part of a self-regulating or niche group of
publishers. As digital natives, they create
personalized content, often on websites they
developed themselves and have gained popularity
from.

Although they’re generally tech-savvy, they lack
resources such as time, money and personnel, and
currently cannot extend their digital presence
beyond the Internet. They are also likely to be
hesitant to expand due to their non-conformist
and very specific identities as bloggers and trade
publishers.

To appeal to this profile, we need to assure them
that not only will adapting to an app expand their
readership, but that their independence and
identity will be maintained through developing
PUSH’s code.

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BIg idea

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The Big Idea

Combining the underlying pulse of PUSH with “…Within reach” has a double meaning. First off,
insights gathered from our target profiles, we it conveys to the Status Quo Stickler
developed a concise and multi-layered campaign that a company app is obtainable and affordable;
statement: it’s uncomplicated and is reachable. The second
meaning applies to the news consumer, who is
Your content within reach. now able to reach into their pockets and easily
access local news organizations and niche
Our big idea communicates the basis of what publishers. Further, because an app enhances the
PUSH offers while also conveying deeper user experience, ideally, the company’s overall
values of the service itself. Breaking down our big readership, or reach, will expand.
idea appeals directly to both our target profiles.

“Your Content” communicates to the Interested
Independent that even through upgrading to an
app, the control remains in their hands – they don’t
necessarily have to hire someone new to run their
app. In other words, they’re still able to maintain
their style and brand identities.

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Your content
within reach.

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Media Plan & Tactics

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Branding Strategy

Since PUSH has no current branding and there is Green was selected as the main color because it
no current brand awareness, our first goal was to reflects growth and using PUSH can help these
create a logo and brand standards.These will help organizations grow their audiences and readership.
with creating that brand awareness PUSH needs. This color also appears often in code and harkens
The logo came from inspiration from the current back to the fact that PUSH is open-source code.
pushpin clip art logo. Pushpins call back to a major
feature of PUSH, the ability to send out push
notifications.

The brackets in the logo are used to represent a
statement in code. Because of this, these brackets
were selected to surround the pushpin to
represent that PUSH is a set of code and must be
developed to create an app.

When it comes to design, the logo feels more like
a hand-drawn sketch. It still has sketch lines and
some color that bleeds over onto the sides of the
image. The sketch design shows that because
PUSH is an open-source code, it is possible to
make the code meet what the organization needs.
Just like a sketch, the code and corresponding app
may be exactly the same and the code and
product may change with what an organization
needs.

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Brand Standards

Logo and Treatments

primary alternaPteUSH black white

Colors

Cool Grey Cool Grey Black 348 C
8C 10C

Fonts
Courier Bold
The quick brown fox jumped over the lazy dog.

Avenir Book

The quick brown fox jumped over the lazy dog.

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Media Plan

Objectives

Our main goal is to generate and increase By creating a plan that reaches both social and
awareness for PUSH. Our research found that traditional, we can effectively reach both Status
much of our target is not aware of PUSH, so Quo Sticklers and Interested Independents. These
driving awareness is extremely important to help groups live in social and traditional environments,
PUSH get in front of more publishers and so by utilizing both of these we can effectively
developers. reach both targets in more than one place.
To accomplish brand awareness, the campaign
needs to inform the target of what PUSH is, and
communicate directly to the target and convey
the values and incentives of developing an app
through the PUSH code.
The campaign will be an integrated media plan.
Because PUSH is digital in nature, most of the plan
will be focused on digital marketing but there will
also be some traditional marketing as well.
By having an integrated plan, there are
possibilities to interact with the target audience in
several different places, which can help increase
brand awareness.

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Digital Strategy

Since PUSH is a digital product, most of the Double Click Mockup
advertising will focus on digital ads. With this, Facebook Ad Manager Mockup
programmatic advertising will be the best option.
Programmatic adversting allows for targeting
advertisements, meaning we can better target the
publishers and editors looking for something like
PUSH.
The major players in the programmtic world are
Google DoubleClick and Facebook Ad
Manager. These platforms allow you to chose your
target and the amount of money you are willing
to spend. With these, you know that your ads will
only appear to those who would be interested in
something like PUSH, so money will not be spent
on advertising to uninterested people.

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Social Strategy

PUSH currently has no social media, so Page Example
establishing these is a free way to build brand
awareness, but is also crucial given how
dependent our target market is on social media.
Journalists use social media to find news about the
industry, over 30% of our respondents use it just
for that.

Facebook

Facebook is one of the most popular social
networks for journalists. Having a Facebook
business page allows those looking for your brand
to find it. Facebook business pages allow the
business access to beneficial tools like paid
promotional activities, such as paying to boost
posts and the analytics and insights of who has
visited the brand page.

You can post screenshots of apps supported by
PUSH, commentary on digital trends,
infographics and testomonials. Videos can also
be posted that showcase users and clients, brand
awareness explaniers and behind the scenes
snippets. Facebook is also a great platform to
announce what tradeshows and conferences PUSH
will be making an appearance at.

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Post Example Ad Example

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LinkedIn Page Example

While LinkedIn is mainly used for connecting
people, it is also used to look up businesses
especially by a potential customer. A LinkedIn
page should feature a background on the busi-
ness, a way to connect with Chris and relevant
business posts. Most of the content used on
Facebook can be repurposed for LinkedIn, but
with a more professional tone than the Facebook
post.

LinkedIn posts should consist of posts on the apps
supported by PUSH as well as tips for potential
and current users of PUSH. It is also important to
comment on digital trends and how those affect
PUSH and the app market in general. Testimonials
would do well on LinkedIn to help persuade those
looking into app development that PUSH could be
a good solution for them.

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Twitter Example Tweet

Our research found that journalists use Twitter
more than any other social media app for news
gathering and information searches. With this in
mind, PUSH’s Twitter page needs to have all news
related to the brand, as well as a place to answer
important questions about PUSH development. It
also needs to be a space to connect one-on-one
with potential customers.

Twittter posts should consist of trouble shooting
with current customers as well as responding to
comments and concerns from both current and
potential clients. This is also the platform to use
when joining in on relevant conversations to
expose more people to the brand as well as
responding to all communication with other users.
Twitter also allows you to promote tweets that
you want seen. These can be targeted to certain
groups much like Facebook ads and will help
establish brand awareness by having more people
see and interact with the brand.

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Example Promoted Tweet Example Conversation

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