Effective Community Management Strategies for Independent Film and Festivals


Ginger Media & Entertainment has put together social media marketing strategies for independent film and film festival clients since 2009. Community management and engagement from qualified and informed managers is as vital as face-to-face kick ass customer service. Remember that!

Social networks must contain well-written and snappy content that uses keywords, great copywriting skills and links to the brand. Posts to Facebook and Twitter have their own network codes (which I will discuss) and must occur on a regular basis. Community Management ensures the most effective delivery of content, monitor’s social media campaigns and daily network activities that support the objectives of the client.

By nurturing lasting communities that are kept engaged through meaningful content, customers and fans will be retained for future events and campaigns.


Content on Facebook must be well written, conversational, snappy and informative. All posts must contain a link to the subject matter: website URL or photograph.

Key points to remember:

  • Identify key influencers and engage in cross promotion and encourage guest posts.
  • Daily monitor of content for engagement and participate in key conversations with social channels.
  • Track and analyze performance metrics.
  • Engage with Fans. Ask questions to encourage answers. Draw them in to the Conversation: have they seen the film, what do they think of the issues, the festival, etc. Always answer any comments directed at client with the best Customer Service.


Miami International Film Festival 2012 Facebook page doesn’t go overboard with written content but it does post regularly information on festival news, festival film reviews and YouTube trailers.

Superior content can be found on Tribeca Film Festival Facebook site, which contains snappy conversational written content; links to films; questions about the filmmakers and films to keep fans engaged and encourage conversations. Here the Community Manager knows about the films and has read reviews and interviews with the cast and crews. This knowledge is used for content. It isn’t always necessary to see every film, knowledge can be found on IMDB and individual movie websites or in reviews on Rotten Tomatoes. The key to this Facebook site is the film knowledge of the CM, questions, engagement and links to photographs and trailers.

Film Independent’s Facebook posts are sales driven rather than conversational. By using great copywriting skills fans are encouraged to attend events, sign up for competitions or buy tickets. FI uses What, Where, Why, Who and When in their posts with links to their website.

Fantastic Facebook content combines the conversational knowledge of Tribeca Film Festival with the sales copy of Film Independent.


One of Twitter’s microblogging services success in business is due to its engagibility of headline grabbing posts, which utilize keywords and links.

Posts should be easy to read, informative and conversational otherwise post tend to look like spam, i.e. not human. Copywriting skills are needed to attract followers. Ask questions, entice and promote.

Twitter is a great tool to present real time information and encourage fans and conversation especially when using it as a competition hub. Here we post competitions for tickets or goodies:

  • Tweet competitions – Q&A – Tweet the right answer for a free ticket or t-shirt

These competitions can be started in advance or on the day of a screening to increase ticket sales.

Keywords are used in all content pertaining to the client. Keywords attract fans and press who are interested in film.

Use hash tags (#) to mark keywords or topics in a Tweet. These help your keywords to come up in Searches and to encourage unique followers.

Use RT to encourage followers to Retweet the post.

Twitter Examples:

PublishersWkly Publishers Weekly

Trailer for Martin Scorsese’s ‘Hugo’ (based on ‘Invention of Hugo Cabret’) unveiled during showings of Harry Potter http://bit.ly/qrol9I

The above post is clear and concise in its information and uses active language. Readers are drawn to two big names of cinema and enticed by a trailer and further information from an article:


Martin Scorsese


Harry Potter

Link to the article and trailer


Today is your last chance to get tickets for the Crowborough Photowalk: http://bit.ly/jxJX6N £2.50 (£3 on the day) Sat 16 Jul Pls RT

This post uses sales techniques to get people to buy: Today, Last Chance:


Last Chance


Crowborough Photowalk



Link to website



LAFilmFest LA Film Festival

Nice reflection on 20th Anniversary of BOYZ N THE HOOD from @nprnews n.pr/p3ijPI Watch our LAFF’11 video here: bit.ly/pmTIi7

Posts to this site are informative, chatty and use an active voice. If you’re a film fan you can just feel the excitement in each post. RT posts to other Tweeters and is personable about certain events at LAFF. In other words, this is a real person who is excited about film and LAFF:

Nice reflection – personal

20th Anniversary

Boyz N The Hood

Link to NPR Twitter post

Watch our video


And just because it works, here is another LAFF post with a hash tag example:

LAFilmFest LA Film Festival

Premier sponsor of today’s Awards Brunch for the #LAFilmFest winners is @Dove! Who do you think has “Best Hair”? yfrog.com/kjk3xowj

Premier sponsor – Who

Today – When

Awards Brunch – What

Winner – RT @Dove

Best hair? – question to encourage followers to click on the link

For Community Management purposes, an organized structure around these two sites is needed. But don’t be limited to Facebook and Twitter. Feel free to post information and links on other networks such as Linkedin, Myspace, Google+, etc. Research your customers and find the best way to connect.

Sign up on Ping and enter all your networks, blogs and bookmarking sites and Ping your post to all your sites. It saves a little time.

Ginger Liu is the Managing Director of Ginger Media & Entertainment: Digital Media & Strategy/PR & Founder of GLIU Photography: Fine Art. Documentary.

Social Media Marketing/PR Consultant to clients across the globe.


Ginger Liu is a Film Reporter for the Examiner and was a Film Reviewer for IndieWire’s The Playlist and Film & TV Columnist and Reviewer for Regent Media’s Gay Wired.

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