Social Media Marketing for Regional Activation: Case Study on the Onomichi Vacant Housing Renewal Project

Many corporations have social media marketing strategies. Acquisition of “Good!” reactions is essential for being likable, which would lead to a wider demand for products and services. We propose two methods to obtain “Good!” reactions to products and services. The first is finding effective categories of images and hashtags on Instagram to obtain “Good!” reactions. The second method involves the introduction of internet bots for the same. We verify these methods through case study of the Onomichi vacant housing renewal project, a non-profit organization (NPO)tackling the vacant house problem in Japan.