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Social Media

The utilisation of social media platforms rounded off the comprehensive character of Linz09’s media mix. A media savvy core team reported from December 2008 on the most popular Web 2.0 platforms on Linz09 events of interest to the target group in a style that appeared to be traceable to casual users: young, street-wise, authentic, amusing, informative and up-to-date. 40 clips, which combined professional sophistication with that touch of amateur aesthetic that confers street credibility, impulsive photography and several witty podcasts generated that interest and emotional involvement in users of virtual space across the globe that resulted in a long-term positive attitude towards the Culture Capital.

The audiovisual data, which were implemented on a number of different websites (Facebook, Myspace, Twitter and Daily Motion), were of course exposed to all kinds of comment. In addition to this the events that were documented in this way attracted comments in various blogs and chat rooms, which were linked to the social media platforms in question. One of the aims here was to generate as many friends and/or members as possible in order to make the websites come alive of their own accord and to encourage users to contribute content. This meant of course that Linz09 became susceptible to criticism and had to react appropriately to all kinds of comments and situations. Linz09’s communication style was characterised at all times by emphaty, accessibility and helpfulness.

From summer 2009 a fan page was implemented on Facebook and more intensive use was made of Twitter and Xing. These activities resulted in a peer-to-peer discourse and boosted perception and name recognition of the brand Linz09 in the world’s largest social networks and Web 2.0 websites. This made it possible for the Culture Capital’s younger target groups to be contacted and mobilised directly. Particularly successful were the activities related to BELLEVUE, which generated 110 videos, and to KLANGWOLKE09, for which 60 users posted clips. More than 3,300 photos related to the Culture Capital were uploaded to Flickr. On Facebook, Linz09 had more than 2,200 friends by January 2010.

• FACEBOOK
  www.facebook.com/linznullneun
  www.facebook.com/BellevueLinz
  www.facebook.com/pages/PIXEL-HOTEL
  www.facebook.com/derkrankehase - offline


• FLICKR
  www.flickr.com/linznullneun
  www.flickr.com/groups/linz09
  www.flickr.com/groups/hoehenrausch
  www.flickr.com/groups/bellevue


• YOUTUBE
  www.youtube.com/linznullneun
  www.youtube.com/klangwolke09
  www.youtube.com/bellevue


• TWITTER
  twitter.com/linznullneun


• XING
  www.xing.com/net/linz09 - closed


• MYSPACE
  myspace.com/linznullneun - offline


• BLOGGER/BLOGSPOT
  linznullneun.blogspot.com


• DAILY MOTION
  www.dailymotion.com/linznullneun


• VIMEO
  www.vimeo.com/linznullneun


• DELICIOUS
  delicious.com/linznullneun - offline


• SOUP
  linz09.soup.io

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