Communicative Strategies Of Belgium Think Tank Bruegel At Social Media Platform

Bruegel is the European think tank that specializes in economics,which achieves rapid growth in recent years.The utility for social media has contributed a lot to its development.Bruegel was recognized as the second best think tank in the world for two consecutive years,according to the 2019 and 2020 Global Go To Think Tank Index Report conducted by The Think Tanks and Civil Societies Program(TTCSP)of the Lauder Institute at the University of Pennsylvania.This paper seeks to demonstrate the communicative strategies of the think tank Bruegel on social media platform.A quantitative research was conducted to retrieve data from Bruegel's social media accounts,including social profiles,communication activities and feedback from the viewers.This paper will explore and discuss the communicative strategies from three perspective:content communication strategies,communication channel strategies,and audience segmentation strategies.For content communication strategies,this study identified Bruegel' s dissemination activity on Twitter and Facebook.It held its own position and kept providing innovative and updated research discussion which cultivated a sustainable amount of audience.For communication channel strategies,it applied various channels to meet the users' information seeking needs(photos,blogs,podcast,live-stream).Especially for the live-stream events hosted in the midst of Covid-19,Bruegel kept outputting insights into the economic recovery and policy adjustment with live-stream events and the sound record program.Meanwhile,it tried to enhance the interaction with the audience by adding social media tags such as 'new' 'live' and 'discussion'.By doing so,its regional and global reputation has been successfully sustained.For the audience segmentation strategies,feedback from social media users was highly valued.Bruegel has taken into account the need of different audiences,including decision-makers and the general public.This paper seeks to evaluate users' feedback through the times of 're-post' or'like'.The condition of those think tanks' social media followers should be further discussed through social network analysis.This paper makes the contribution to recent research on think tank by exploring the dissemination activities of think tank's social media account,taking Twitter and Facebook as examples.Special care for the audience segmentation will help other think tanks to make prompt adjustment so as to increase their influence.