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Wednesday, April 22 • 8:20am - 8:40am
2015 Miami International Boat Show’s Social Media Strategy and Tactics

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This research project examines the social media strategy and tactics from the February 2015 Miami International Boat Show. Overall show attendance and the total number of boats on display were up two percent each from 2014 due to an increase in social media efforts by the sponsors. Advertising techniques have evolved to include the world of social media platforms such as Facebook, Instagram, Twitter and YouTube. With the use of these social media platforms, primarily video and images, the Miami International Boat Show and their sponsors experienced a higher level of online engagement to draw in potential buyers and attendees. This project seeks to find where the Miami International Boat Show excelled in their social media strategy and tactics. Using social media analytical tools such as KeyHole, Ragan, Sprout Social and Hootesuite as well as talking directly with the Media Center, data was collected throughout the weeklong boat show for analysis.


Wednesday April 22, 2015 8:20am - 8:40am PDT
012 Karpen Hall