Digital Marketing

About Diane

Diane completed her Bachelor of Fine Arts in New Media with Honours from Ryerson University in 2013. In 2012, she spent a term abroad at the University of Westminster, where she studied advertising, art history and photography. More recently she completed the Certificate in Digital Marketing Management at the University of Toronto School of Continuing Studies in 2015. With over five years of experience in marketing, her work experience has further developed her skills in design, digital marketing management, strategic planning and communication. Diane is excited to start a position as the Marketing and Customer Insights Manager this September in Toronto.

Project Abstract

The purpose of this research is to assess user engagement for a video-based social media campaign by a destination marketing organization (DMO). A case study methodology was applied to examine the Tourism Toronto Instagram and Twitter campaign. Social interactions were analyzed to compare the relative engagement rate across platforms. This determined that Instagram had a higher relative engagement rate compared to Twitter. Instagram can be considered as a more desirable tool for DMOs to share videos. The limited sample size presents research limitations through potentially not representing a larger population. It enables practical implications for destination marketers who have limited resources by highlighting that Instagram may be a preferred channel over Twitter due to higher engagements rates. There is a lack of research on the comparison of relative engagement rates and this is the first study to explore the topic for a video-based marketing campaign in the DMO industry.


First thing Diane wants to do after she graduates

Celebrate and work!