Would Gandalf use social networks? Sure thing!

Here’s how.

Imagine ‘The Hobbit’ beginning in social networks. With Gandalf as a social media manager trying to lure Bilbo into an adventure of his life with posts and pictures. Curious, right? So was I when I had this thought. And I started developing it.

I thought of a modern Gandalf running a travel agency ‘There and Back Again’. Its speciality — adventures with trolls and dragons, treasures and magic, heroes and death. And it surely has Facebook and Instagram.

To be effective in social networks it’s important to think of several things: the persona, a.k.a. target audience, the tone of communication, the strategy and campaigns.

The tone I’ve chosen for Gandalf’s communication in social networks is that of an older friend who gives advice and educates.

Thinking of the persona I realised it’s Bilbo — a middle-aged hobbit who’s sure he loves comfort, routine and scrolling his feed. What he doesn’t know of is that he’s a perfect candidate for Gandalf’s new adventure.

To prepare a campaign for the quest to Lonely Mountain, I used AIDAs model.
It’s a model used in marketing to describe stages of transforming a viewer into a customer. First, the advertisement attracts attention. When it’s done, it makes the person interested in the product. Interest is followed by the desire to have the advertised product, so the ad tells how to act to get it. Some versions of the scheme have ‘satisfaction’ added to show the customer’s opinion. I choose the modified version.
Following the model, I created five posts.

The first post attracts attention.

Image used in the post is by Ted Nasmith

Seeing the first post, the customer probably becomes curious. The second post makes Bilbo interested in the quest.

Image used in the post is from Getty Images

The third post tells about the mission and makes our customer desire joining in.

Image used in the post is from BOTFA Appendices

When the call to action post appears Bilbo is ready for it. He invites Gandalf to tea and joins the quest. Maybe without realising what awaits him, and yet.

Image used in the post is by Weta Digital

You all know what happens after that. The dragon is slain, the treasure is returned to dwarves, and King under the Mountain has his Kingdom back.
Bilbo is happy and, to express his satisfaction, writes a review.

For those who came this far, here’s a glimpse of the strategy. When Gandalf doesn’t plan dangerous adventures, he organises festivals for people of Middle-earth. In his social networks, he tells about the history of celebrations and their traditions, shares tricks on how to make the best fireworks and become the best dancer.

And so it goes: Gandalf creates content to educate and entertain and plans life-changing adventures. And we all know what the next adventure will be …