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Running head: MUSIC FT. SOCIAL MEDIA 1
Music ft. Social Media: Band Promotion through a Multi-Platform Campaign
Sara C. Brodner & Madison S. Seuzeneau
Spring Hill College
MUSIC FT. SOCIAL MEDIA 2
Abstract
This paper examined the effects of a multi-platform, public relations campaign with the
use of social media for a local, unrecognized band, Unit 346, through the lens of Elaboration
Likelihood Model. The researchers discovered through their findings that musicians are not
taking full advantage of social media platforms. Due to this, musicians have trouble finding
ways to grow their following and connect with their fans. The project managers pursued the
target audience of 21-40 year olds through social media. The project managers used a multi-
platform media kit including: logo design, video production, photography and content
coordination.
The results stemmed from social media analytics, feedback from distributed surveys to a
convenience sample, as well as online survey results. The project was implemented during a 12
week time frame. The social media analytics showed that posting content daily, as well as
publishing photos and video resulted in an increased following and more fan interaction. Social
media followers engaged positively with the social media content published. However, the
feedback also included that there is still more improvement to the overall online and band
presence that the band can make.
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Introduction
Over the last couple of decades, it has been a struggle for up and coming musicians to
receive any kind of recognition. Before social media, bands and artists would create their own
flyers and posters to put on street corners and bars, or they would rely on word of mouth from
people they know. With today’s technological advances in multiple media forms, bands are now
able to use these resources to their advantage. The use of social media has become the top online
activity in the United States according to Marketing TechBlog website. The website stated that
the average American spends about 37 minutes a day on social media (Karr, 2014, para 1).
However, musicians are not taking full advantage of the platforms that are widely available. In
other words, there is an effective and ineffective way to create content.
Zachary Evans, on Social Media Week, discusses how social media and mobile
technology has changed music forever. “Possibly the biggest shift in music that has come
through social media has been through an increased level of interaction between musicians and
their fans” (Evans, 2015, para 3). Evans (2015) stresses on the idea that musicians and fans can
digitally communicate whenever they want via social media. Evans also mentioned, “Social
media’s use in music is also incredibly useful in getting merchandise into the hands of fans”
(Evans, 2015, para 14). This seems obvious: How else would a band sell their merchandise?
The answer is probably through shows and gigs, but if the band has only a small following, the
audience sizes will be limited. If a band has little to no social media presence, it is hard for
people to know about upcoming shows. This research was conducted to answer the question:
Can a public relations campaign be utilized to result in an increase of followers and fans on
social media platforms to help a local, unrecognized band get noticed?
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Rationale and Purpose
The research is worthy of study because bands and musicians are often unaware how to
appropriately use social media platforms to their advantage. Through the use of a multi-platform
promotional campaign, the researchers attempt to discover the importance of using social media
to a band's advantage by targeting a specific audience. Through the implementation of social
media platforms and multimedia content, the researchers’ objective was to increase the bands
following with the 21-40 year old age group. The goal of this project is to help an emerging
band, Unit 346, understand and learn the importance of social media as well as assisting Unit 346
in gaining exposure and a larger following.
Theoretical Underpinning
The researchers will conduct the study through the lens of one theory. The multi-platform
campaign will be reviewed through the Elaboration Likelihood Model.
Literature Review
This research will examine different types of band promotion through a multi-platform
campaign and the use of various forms of media.
Growing a Band’s Online Presence through Social Media
The Internet is an incredible invention and it can benefit users who utilize the
opportunities effectively. “The Internet makes it possible to define yourself by giving access to
what you know and what you like” (Coers, 2014, p. 294). Social media is a brilliant way to
define yourself with what one enjoys. According to Merriam-Webster, social media is defined as
“websites and applications that enable users to create and share content or to participate in social
networking.” Traditional media, like print and radio, are being taken over by social media driven
by user-generated content. Consumers nowadays learn about products and services online from
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other users. “The music industry is a bellwether for this revolution, where social media are
increasingly used for sharing information about music albums and songs – and also for the
sharing of music itself” (Dewan, 2012, p.2). “Now, users are increasingly discovering music
through social media…” (Dewan, 2012, p.2). According to Dewan (2012), these dynamics,
which are rather new, are not only affecting consumer behavior, but also affecting music sales.
Due to the fact that consumer behavior is becoming more prominent on social media, sales are
rising in the music industry because of the attention that is focused on bands and artists (2).
Mark Zuckerberg, co-founder of Facebook, announced in 2011 that about 4 billion
“things” were shared every single day on Facebook (Castonguay, 2013, p.164). According to
Remi Castonguay (2013), “Sharing is the keyword of social media” (164). Social media
websites facilitate conversation and users have the opportunity to take advantage of the different
platforms’ strengths. Facebook allows users to build connections with people they know and
people they want to get to know. With the feature of the Facebook Timeline, it is possible for
users to share interesting resources developed by others, thanking people for posting comments,
or asking people questions and their opinions. Facebook mentions in its mission statement that
its main goal is for people to stay connected with friends and family, to discover what is going
on in the world and to share and express what matters to them.
Twitter, on the other hand, connects people through interests. Like Facebook, Twitter
has a “newsfeed” with live streams of what people are constantly “tweeting” about. It is possible
to find informative items on Twitter such as: projects and news resources. Users have the ability
to share their projects and work as well (Castonguay, 2013, p.168). One of Twitter’s unique
features is the use of hashtags. A hashtag is a number sign (#) followed by a topic, sentence,
keyword or something that is “trending.” Since hashtags serve as an online filing system, users
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can search for new music or to look up new bands and artists using hashtags (Castonguay, 2013,
168). Twitter is more focused on the “now” instead of just posting content to create a
conversation.
Band Promotion through Multi-Media Content
It is important to keep key aspects in mind before producing content to publish on social
media. When creating content, whether it be on a social media page or sending content to a
possible client, the media content must be straight to the point, creative and eye catching so it is
memorable. Content can range from a variety of types such as biographies, photographs, video
and logos. The content of the messages does not change, it is the range of alternative channels
by how they can be transmitted and the variety of ways they can be interpreted. (Lawson-
Borders, 2003, p. 92).
Creating a short biography for a band is crucial. A biography is vital because it serves to
engage the audience's interest in hopes to hire the artist or grab people's attention (Brascoupé,
2003, para. 4). A biography, whether it is in a written description or in a digital format, allows
whoever is reading to better understand who the band and what kind of music that they create.
Biographies include information such as brief descriptions of the artist's musical background, the
style of music they perform, special performances and awards, most recent recording and past
performances at notable venues or music festivals (Brascoupé, 2003, para. 3). It is important to
know the right balance between providing useful information and going into too much detail that
people stop paying attention (McDonald, 2016, para. 1). The biography is where the band is
selling themselves as a group before anyone hears what they can do musically and creatively.
The use of photography and video is a simple and visually appealing way to show an
audience about the band. A good image or video is essential for recognition so listeners can
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more easily relate to the band by putting a face to the music (Cherry, 2011, para. 1). It is
important to create high quality images so images can later be turned into promotional pieces for
festival advertising, concert promotions, newsletters, press releases and other promotional
activities (Cherry, 2011, para. 4). Creating visual content puts a face to the name and allows the
band to brand themselves. It creates more recognition through the band's personality. A band
consists of as many personalities as it does members and if you can, aim to capture each
individual (Bray, 2009).
Creating a logo to make a band stand out is challenging but crucial. When a band creates
a logo, they are creating a brand that represents who they are in a simple visual message. A
band's logo allows the band to develop a symbol of individuality (Blain, 2005, p. 329). The
symbolic connotations associated with certain elements of a logo (e.g., color and typeface) and
with a brand name (e.g., sound) have been found to influence both specific brand perceptions and
overall brand evaluations (Yuwei, 2016, p. 710). Having an accurate representation of who the
band is by visually describing their music genre and foundation is important in developing a
band’s logo.
Working Theory Explained
The Elaboration Likelihood Model developed by Richard Petty and John Cacioppo
provided a general framework for organizing, categorizing, and understanding the basic
processes underlying the effectiveness of persuasive communications (Petty, 1986, p. 125). This
model is based on the idea that attitudes are important because they guide decisions and other
behaviors, persuasion being the primary source of the result of attitudes (Petty, 1986, p. 176).
Through the use of persuasion, it is possible to obtain followers as well as fans on social media
platforms.
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According to Victor Yocco (2014), “Understanding persuasion will highlight the
importance of developing strong messages, help you incorporate and refine effective persuasive
techniques, and allow you to explain to others how and why your platform is persuading users”
(para. 3). The Elaboration Likelihood Model, explains how people’s attitudes are shaped,
formed, and reinforced by persuasive arguments (Yocco, 2014, para. 6). The model works based
on how high the elaboration is in persuasion, meaning the level of effort put into persuasion. If
the elaboration is high, the more likely the results of persuasion will be long-term.
In the case of this project, the researchers viewed the PR campaign through the lens of
the Elaboration Likelihood Model with the intent of having high elaboration. This means that
the persuasion of the public relations campaign would have long-term persuasion on the targeted
audience.
Strategies and Execution
The purpose of this study was to gain insight on how the use of a public relations
campaign can be utilized to increase followers and fans on social media websites to help a local,
unrecognized band increase exposure. The goal of this project was to directly reach a target
audience of ages 21-40 years old. This age group consists of the individuals who would most
likely attend events at bars, concerts, and music festivals where the band hopes to gain
promotion. There were four social media platforms regularly used and analyzed by both
researchers through an analytics site. Surveys were distributed at an event to receive feedback
about the band. Another survey was distributed through email to connect with social media
followers and ask their opinions on the band’s social media. The project planners gathered
secondary research to support their claim that a public relations campaign can be utilized to
result in an increase of followers and fans on social media platforms.
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The plan was to begin by analyzing the band’s current social media presence and discuss
further objectives to assist the band and increase exposure. Facebook, Instagram and Twitter
pages were created to start building the promotional campaign. Next, the researchers attended a
performance at a bar to take pictures and discuss future strategic objectives with the band. A
logo was created to visually represent the band's brand most accurately (see Appendix A). The
logo was published to all social media platforms and printed on stickers for the band’s
distribution at their next performance (see Appendix B). At the event, the researchers took
photos and videos for content that was then edited and published for promotional use. Another
important tactic was to promote an event that took place at Spring Hill College in which the
band, Unit 346, would be performing (see Appendix J). Surveys were distributed and then
collected during the event about the band. The results were then analyzed and compared to the
results of the analytics that are being tracked on Hootsuite. Hootsuite is a social media
management system that helps users track and manage social media platforms. After reviewing
results, the researchers began to film the band performing with two Nikon D3300’s and a
Panasonic AVCCAM (see Appendix K & L). The public relations practitioners edited and
finalized the video with Adobe Premier Pro. Upon finalization, the video was sent to Unit 346
where they will decide which bars, event organizations and venues to send the videos.
Following the filming session, a second survey was distributed on social media platforms asking
if followers of Unit 346 enjoyed the social media posts and content. The project planners
collected data from online surveys and performed an analytic check and feedback analysis.
Along with analytics, active social media engagement was essential because it is important to
keep up with the messages that come in through Facebook (see Appendix E). Final data analysis
produced results that were presented through a PowerPoint presentation.
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The researchers started analysis by gaining information about various websites that assist
in social media analytics. For final analysis, researchers used Hootsuite, a multi social media
account management system. Researchers used Hootsuite management for Twitter, Instagram
and Facebook. Researchers also used a Snapchat account, which is currently incompatible with
Hootsuite. There are many options that allow the users to schedule posts ahead of time, attach
media, add a location and target different countries if needed.
Data was collected through a paper survey among attendees at the band’s performance.
In addition to the paper survey, an online survey was created to ask social media followers about
the band's Twitter, Instagram and Facebook pages.
In the event of rain, the band would not have performed on October 14th and the
researchers would have found another fundraiser event for the band to perform at Spring Hill
College. If Unit 346 was unable to meet for filming or interviews, the researchers would have
scheduled a follow-up session another available date.
The band started with 384 total Facebook “likes” and the researchers anticipate to collect
500 total “likes.” Instagram and Twitter were published starting with zero followers. The goal
for Instagram was 200 followers and the goal for Twitter was 100 followers. Based on gained
followers and online engagement, the researchers were able to determine if the band’s social
media accounts increased in exposure. Through Hootsuite analytics, the user will be able to
know the number of total likes per week, the number of new likes per day, the increase or
decrease in and the weekly total reach. The public relations practitioners want to demonstrate
that a multi-platform public relations campaign is an effective method for promoting a local
band.
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Results
The content created through the social media platforms, specifically Facebook and
Instagram, was very successful in expanding the band’s presence online. The band’s Facebook
page received the most impactful increase in activity. This was due to the amount of active users
that Facebook has compared to the other social media platforms. According to a recent
comScore survey, the 18-34 year old age group spends more than 1,000 minutes a month on
Facebook alone, with a reach of 100% compared to 63% for Instagram and 38% for Snapchat
(Wu, 2016, para.2). The band’s target audience was between the ages of 21-40 years old,
making Facebook the most appropriate platform for the band. The researchers created an
Instagram, Twitter and Snapchat account for the band and continued the Facebook account that
already existed.
Social media analytics (see Appendix F) showed that when Facebook was used to
promote the band by sharing posts, updating content and promoting upcoming performances, fan
engagement with the band’s page increased. From the start of Unit 346’s social media takeover
on August 30, 2016 to the second round of analysis on October 3, 2016, Unit 346’s Facebook
weekly total reach increased by 553.2%, resulting in 921 people per week viewing the Facebook
pages posts. The Facebook page averaged two “likes” per day. Over the course of 12 weeks, the
band’s Twitter account gained 30 followers, Instagram account gained 139 followers and
Snapchat account gained 119 followers. The band’s Facebook page previous to the implemented
public relations campaign by the researchers had 384 “likes.” At the end of the campaign the
band’s Facebook page had 452 “likes.” During the campaign, the researchers and band decided
to focus primarily on Facebook and Instagram as more activity was seen on the accounts. The
final analytic check for Facebook was on November 8, 2016 and the halfway point was October
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10, 2016, during this time frame the weekly total reach decreased from 921 accounts reached per
week to 654 accounts reached per week. The target audience reached was 18-24 year olds with
24.7% male and 32.9% female.
A survey was distributed at a Unit 346 performance (see Appendix G). The results
concluded that 57.5% of people surveyed out of 40, strongly agreed that they enjoyed the band’s
performance, 20.7% agreed, while the remaining 15% either moderately enjoyed or mildly
enjoyed the band’s performance. When asked the likelihood of following the band of social
media after the performance 52.5% either strongly agreed or agreed they would follow the
band’s social media accounts.
An online survey was posted on the band’s Facebook page asking followers overall
opinions on the bands online presence (See Appendix H). The survey showed that 90.5% of
social media fan engagement was on Facebook, while 61.9% was through Instagram.
Multi-media content created for the band included photographs, videos and a logo. The
logo was used for the band’s social media accounts and printed on band merchandise (see
Appendix A, B, K, & L). The photographs and videos were uploaded to all social media accounts
in content posts as well as images for performance announcements.
Conclusion
Bands and musicians struggle to gain the exposure they desire and try to find new ways
to gain a greater following, but often do not know how or do not have the correct approach.
Social media, including multi-media content, are a useful way for a band or musician to gain a
higher following and more exposure.
According to the Elaboration Likelihood Model, targets of persuasive messages use
mental processes of motivation and reasoning to accept or reject persuasive messages. With the
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help of social media and multi-media content, it will be possible to target the audience into
accepting the messages or rejecting them. In the case of this study, accepting the messages is
defined as following, liking, or sharing the content or attending more performances at bars and
events.
At the beginning of this study the researchers asked, “Can a public relations campaign be
utilized to result in an increase of followers and fans on social media platforms to help a local,
unrecognized band get noticed?” Results of the study indicated an increase in followers and fans
on all social media accounts, as well as engagement among users. Results of this study support
that the use of a public relations campaign can be utilized to result in an increase of followers
and fans on social media platforms to help a local, unrecognized band get noticed. Previous
research has found that social media are an acceptable and effective way to increase brand
awareness and gain anticipated results. Social media and multi-media content that are rich in
engagement and visually appealing to an audience are factors that create a greater following and
exposure for unrecognized bands such as Unit 346. Supported by results found in this study,
musicians and artists who take on a similar promotional public relations campaign are more
likely to find success in promotional outreach.
Reflection
We wanted this project to stress not only the knowledge and skills that we have obtained
from our pubelic relations and advertising classes, but also display the skills from the entire
Communication Arts program. This project allowed us to showcase our teamwork capabilities,
as well as our individual strengths. Using the band Unit 346 allowed us to be creative, work
professionally with a real life client, and learn to balance planning and scheduling with someone
other than ourselves. Madison’s graphic design and photography skills were used in promotional
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context for social media posts, as well as creating a logo for the band to then use on social media
accounts and on merchandise stickers. Sara’s experience in video and audio editing as well as
her photography skills gave us the capabilities of generating video content for more engagement
and visual appeal to the social media pages. Each of our individual skill sets enhanced the
project’s overall success, and helped increase Unit 346’s online presence.
Through an online survey, that was published on Unit 346’s Facebook page, results
showed a variety of opinions about the band’s online presence. Creating a social media planner
with posts from content, performances, photos and video was a useful tool in staying organized
as well as analyzing what kind of posts were the most successful, and on which particular
platforms to post the created content.
In the event that we were able to continue this project longer, some changes would be
made in executing a larger following to all social media platforms. Madison and Sara would
continue to work together on generating content that linked all social media platforms together.
The platforms seemed more individual, instead of a consistent message across each of them.
Creating more performance opportunities would also be something that we would want to
include if we were to continue on this project.
Through trial and error, we have learned that taking an unpopular band and promoting
them is not an easy task. Balancing an organized plan with a group of individuals that didn’t
remain on a consistent schedule made our task that much challenging. Having to reschedule due
to cancelations, band members falling ill and other reasons forced us to work off our schedule
and work around what was best for them.
In summary, we are proud of the work we have put into our project. We believe we have
displayed our ability to be well rounded communications professionals. We are fortunate to have
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had this learning experience from working with Unit 346 and are confident that the Spring Hill
College Communication Arts department led us to a successful project.
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References
Brascoupé, A. (2003). Make your first and lasting impression. Windspeaker, 21(2), 16.
Blain, C., Levy, S. E., & Ritchie, J. B. (2005). Destination branding: Insights and practices from
destination management organizations. Journal of travel research, 43(4), 328-338.
Castonguay, R. (2013). Social Media: Strategies for Success for Music Libraries, or Beyond Creating an
Account. Fontes Artis Musicae, 60(3), 163-172.
Cherry, B. (2011, September 17). Taking Better Promotional Band and Artist Photographs. Retrieved
October 07, 2016, from http://www.cybergrass.com/node/324
Coers, R., & de Boer, J. (2014). Muziekdingen: Learning About Social Media and Music. Fontes
Artis Musicae, 61(3), 290-295.
Dewan, S. & Ramaprasad, J. (2012). Social Media, Traditional Media, and Music Sales. MIS Quarterly,
38(1), 101-121.
Evans, Z. (2015). How Social Media and Mobile Technology Has Changed Music Forever. Social
Media Week. Retrieved from https://socialmediaweek.org/blog/2015/08/social-mobile-changed-
music/
Jackson, J. (2012, May 10). The 50 Best Band Logos of All Time. Retrieved October 07, 2016, from
https://www.pastemagazine.com/blogs/lists/2012/05/the-50-best-band-logos-of-all-time.html
Karr, D. (2014, October 1). 2014 Statistics and rends for Businesses on Social Media.
Retrieved from https://marketingtechblog.com/2014-statistics-trends-businesses-social-media/
Lawson‐Borders, G. (2003). Integrating new media and old media: Seven observations of convergence
as a strategy for best practices in media organizations. International Journal on Media
Management, 5(2), 91-99.
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McDonald, H. (2016, August 17). Writing a Band Biography in 4 Easy Steps. Retrieved October 07,
2016, from https://www.thebalance.com/write-a-band-bio-2460392
Morris, J. W. (2014). Artists as Entrepreneurs, Fans as Workers. Popular Music & Society, 37(3), 273-
290. doi:10.1080/03007766.2013.778534
Petty, R. E., & Cacioppo, J. T. (1986). The Elaboration Likelihood Model of Persuasion. In
Communication and persuasion (pp. 1-24). Springer New York.
S. B. (2009, November 11). 15 Top Tips for Band Photography. Retrieved October 07, 2016, from
https://photography.tutsplus.com/tutorials/15-top-tips-for-band-photography--photo-766
Wu, B. (2016, April 06). Facebook Inc. Is Still The Most Popular Social Platform Among Millennials.
Retrieved from http://amigobulls.com/articles/facebook-inc-is-still-the-most-popular-social-
platform-among-millennials?p=n
Yocco, B.V. (2014). Persuasion: Applying the Elaboration Likelihood Model to Design. Retrieved
November 09, 2016, from http://alistapart.com/article/persuasion-applying-the-elaboration-
likelihood-model-to-design
Yuwei, J., Gorn, G. J., Galli, M., & Chattopadhyay, A. (2016). Does Your Company Have the Right
Logo? How and Why Circular- and Angular-Logo Shapes Influence Brand Attribute Judgments.
Journal of Consumer Research, 42(5), 709-726. doi:10.1093/jcr/ucv049
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Appendices
Appendix A – Band Logo / Sketchbook Process
Appendix B – Stickers with Logo
Appendix C – Social Media Planner
Appendix D – Social Media Posts
Appendix E – Social Media Messages, Feedback and Comments
Appendix F – Social Media Analytics
Appendix G – Bumpin’ for Baton Rouge Survey
Appendix H – Online Survey (with Link)
Appendix I – Emails
Appendix J –Bumpin’ For Baton Rouge Flyer and Set List
Appendix K – Band Video (Links)
Appendix L – Photo Shoot / Band Practice
Appendix M – Permissions
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Appendix A – Band Logo / Sketchbook Process
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Appendix B – Stickers with Logo
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Appendix C – Social Media Planner
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Appendix D – Social Media Posts
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Appendix E - Social Media Messages, Feedback and Comments
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Feedback regarding the logo design
Message regarding playing a set (We let the lead singer reply to this message)
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Comment regarding a set played the night before at the Boondocks Bar & Grill
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Appendix F – Social Media Analytics
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The analytic report for Facebook before we started the PR campaign
The analytic report for Facebook on our project start date, August 30th to the beginning of October.
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The analytic report for Facebook from the middle of October to the end of our seminar project.
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Appendix G – Bumpin’ for Baton Rouge Survey
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Appendix H – Online Survey (with Link)
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https://docs.google.com/a/email.shc.edu/forms/d/e/1FAIpQLSfq1vOWl-3Qqn7tW-AKOR_7jEdVsRr9HU8dP3j-nzujp81NcA/viewform
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Appendix I – Emails
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Appendix J – Bumpin’ For Baton Rouge Flyer and Set List
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Appendix K – Band Video (Links)
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https://www.youtube.com/watch?v=F_sDWhybLB0&feature=youtu.be
https://www.youtube.com/watch?v=4KYBUh9US_E&feature=youtu.be
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Appendix L – Photo Shoot / Band Practice Pictures
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Appendix M – Permissions
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