In this course, students will prepare Coachella to engage with audience members posting about the event. Students will evaluate their audience to define engagement metrics for the event, create a typology of influencers, a social media response framework, and a strategy to use Instagram’s close friends feature to promote their event.
This course focuses on audience members operating at the level of critical engagement, which is the sixth level of the Seventh Level Engagement framework. This is characterized by a person’s inspiration to make a change in their own life; taking personal action to set goals and transform their lives to achieve an objective based on a message or interaction. Coachella wants to make sure that they support audience members at this phase to bring them to the highest level of engagement. For this, they focus on the ways they can monitor and interact with audience members on social media.