The Michigan State Parks Photo Ambassadors programme: A case study

Stephanie M. Yancer
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Stephanie M. Yancer: Michigan Department of Natural Resources, USA

Journal of Digital & Social Media Marketing, 2023, vol. 11, issue 2, 176-189

Abstract: This paper discusses how the Michigan Department of Natural Resources, Parks and Recreation Division used Instagram to create a community of volunteers, known as the Michigan State Parks Photo Ambassadors. By means of a case study, the paper shows both why and how the department uses this social media strategy. It describes how the framework for the programme was developed, how the ambassadors were solicited, their responsibilities and the steps taken to make the programme what it is today. Lessons learned and changes that have been made since the beginning of the programme are also discussed, in addition to how the Instagram account has grown since the inception of the programme in 2020.

Keywords: Instagram; ambassador; influencer; government; community; social media content; social media strategy; media management (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:aza:jdsmm0:y:2023:v:11:i:2:p:176-189

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