Perth Arena snaps up new social media opportunity

By Madison Kroon Perth Arena has taken concert attendees behind the scenes with their use of social media platform Snapchat. The idea to use the photo sharing app was spearheaded by a student from Murdoch University. It shows photographs and video footage of both the concert goers and what was happening backstage. Murdoch University social media and strategic communications specialist Dr Catherine Archer said even though Snapchat’s popularity has been fluctuating in recent times after it was disendorsed by a global celebrity, it still holds prominence as a social media platform. “Obviously Snapchat is going down since the issue with the Kardashians… although it’s still quite popular,” she said. Archer said Snapchat can be effective with big brands now embracing it – Murdoch University uses it on university open days said Archer. “Snapchat needs to be fed, you can’t just do it once you have to keep it up,” said Archer. Archer pointed out Snapchat’s prominence as a social media platform.  She said the 2017 Sensis Social Media Report showed that 40% of Australians are now using it. Snapchat’s success is based on the demographics being targeted said Archer. Murdoch University public relations intern Nicole Hine was the person who brought the Snapchat plan to Perth Arena. “When I arrived at Perth Arena I was informed that they had a Snapchat handle ready to use, but they weren’t sure how to go about starting up use of the platform,” she said. “Snapchat would be an ideal platform to use for a brand which is all about visual experiences for their patrons.” Hine encouraged Perth Arena to use Snapchat backstage, offering a more personal experience. This included bands, set-up, green rooms and even photos and videos from the celebrities themselves. “Snapchat allowed for a reach to a younger demographic with more of a fun way to communicate… during the Harry Styles concert which has the same age demographics,” said Hine. The Arena’s Snapchat account offered a VIP experience to concert goers that they had not previously experienced she said.