Exercise Questions:

1. Based on the articles provided and our lessons around social media planning, do you think university could benefit from having an official TikTok account?

a. Who could university target on TikTok (target audience(s)?

b. Which basic social media objectives could university use to guide its TikTok activities? Briefly explain. Some examples of basic social media objectives as outlined in the mini-lecture:

Build brand equity Reach new customer Build and maintain customer loyalty Induce additional purchases (or actions) Improve customer service (support) Provide product/ service information & support Conduct reputation management

What type of TikTok content should University to consider for its audiences based on the objective(s) you identified above? Examples of TikTok content - e.g., how-to's, do-it-yourself (DIY), life hacks, challenges, dance videos, etc.?

a. Share a link to a TikTok as an example of this type of content (e.g., from another institution or from a brand that targets the same audience(s) OR

b. (Optional) Create a TikTok that represents the type of content you recommend for university! Include a link to your TikTok and briefly explain what you've created.