Samantha Long
Fall 2024
Social Media Plan
First Social Media Platform Utilized: TikTok
To successfully achieve and implement our objectives, we plan to use two social media platforms: TikTok and Instagram — both of which are incredibly popular among our target demographic of college students. TikTok, in particular, is a rapidly growing in popularity among Gen Z, making it an ideal platform for engaging with the college-aged audience. Its short, relatable videos are perfectly suited for destigmatizing mental health issues and raising awareness about integrated oral and mental health care. TikTok’s algorithm promotes content discovery, providing an opportunity to reach students beyond those who actively follow the account. The informal nature of this platform also allows us to establish a sense of authenticity and approachability among students. ​
On TikTok, we plan to post content that will include student testimonials, quick tips for managing dental anxiety, and educational videos about the connection between mental and oral health. These videos will be short, impactful, and designed to generate curiosity about the SafeSpace Smiles program. For example, our “Wellness Wednesdays” series will feature fun facts and helpful tips related to health. We also plan on “going live” to host weekly Q&A sessions where students can ask questions about the program and receive real-time responses, encouraging regular interaction and building trust with our target market.
Second Social Media Platform Utilized: Instagram
Instagram, on the other hand, provides a more versatile platform with options for posting images, stories, and reels. It’s effective for showcasing visually appealing content, making it an excellent choice for promoting wellness tips, student testimonials, and online appointment information. The platform’s interactive features (polls, Q&A, stickers) will also allow us to directly engage with our followers, further fostering a supportive and connected community. ​
On Instagram, we will use a combination of posts, reels, and stories to share a variety of content types, such as behind-the-scenes footage from program events and step-by-step guides that outline the online booking process. Instagram’s “Swipe Up” link feature will make it easy for students to quickly access the online booking page. Additionally, we will use Instagram’s story features to conduct polls or quizzes about mental health and dental care, providing fun and interactive ways to educate and engage students.​
By strategically selecting TikTok and Instagram as our primary social media platforms, we will effectively engage with college students, raise awareness about the importance of integrated mental and oral health care, and reduce the stigma surrounding mental health support. Posts will be scheduled at times when students are most likely to be online, such as late mornings or early evenings, to maximize visibility and interaction.