Social Media Marketing Strategies

This assignment delves into the crucial role of social media marketing in contemporary business operations. It examines various strategies employed by organizations to leverage social media platforms for promotion, customer engagement, and brand building. The assignment analyzes the effectiveness of these strategies, highlighting both the benefits and challenges associated with social media marketing. Students are expected to research and synthesize information from reputable sources, including academic journals, industry reports, and case studies.

RUNNING HEAD: Business Research
Business Research
Advantages and Disadvantages of Using Social Networks in Business: In context
of Wesfarmers Limited, Australia

Business Research 1
Table of Contents
Introduction......................................................................................................................................2
Project Objective.............................................................................................................................3
Project Scope...................................................................................................................................4
Literature Review............................................................................................................................5
Justification......................................................................................................................................7
Research Questions/Hypothesis.......................................................................................................8
Research Design and Methodology.................................................................................................9
Research limitations.......................................................................................................................11
Time Schedule (Research Plan).....................................................................................................12
Conclusion.....................................................................................................................................13
References......................................................................................................................................14
Appendix........................................................................................................................................15

Business Research 2
Introduction
Role and importance of Social media networks are increasing in this dynamic business
environment. Social media networks are the web-based communication technology which is
being used by the companies for communicating with others. In this fast-changing environment
where competition is increasing, there has been a rise in the use of different social network
techniques. Social media networks are the platforms which provide a base to the company for
communicating with the different stakeholders. The number of the people using social media
networks or platforms has increased for the sharing of information and data with each other
(Bank & Bank, 2015).
Wesfarmers Limited is using social media platforms for interacting with a large number
of customers and covering the large area. Impact of the use of social media platforms by the
companies can be seen in the business functions of the company. The focus of Wesfarmers is on
influencing a large number of people with the use of social media platforms. With the use of
social media networks, companies can generate awareness among the customers regarding the
products or services offered. Companies are using social media networks for reducing the cost
and time involved in communicating or interacting with the customers. Impact of the use of
social media platforms can be seen on the functioning or performance of the companies (Ciprian,
2015).
This research program will discuss the concept of social media networks, positive as well
as negative aspects attached to the use of social media platforms to the companies. Different
research methods will be analyzed for the purpose of selection of a most suitable method for
accumulation of the data.

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Business Research 4
Project Objective
This research program has been initiated on the chosen topic so as to assemble data for
developing the knowledge and understanding of different aspects related to the topic. Few
objectives have been formed on the basis of which data collection process will be initiated. The
main objective of this research program is to accumulate data regarding the advantages and
disadvantages of using social media networks in the business in relation to Wesfarmers Limited,
Australia. The focus of the research will be on identification of the meaning and concept of
social media networks and different positive and negative aspects attached to the use of social
media platforms by companies.

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Project Scope
This research program will cover the trend of using social networking by the businesses. It is
vital for the business to understand the role and importance of social networking platforms along
with the benefits and limitations of using social media networks. For enhancing the knowledge
regarding these aspects attached to social media networks, different articles, journals,
notifications and online publications will be used. This research project has been undertaken with
an objective to enhance the knowledge regarding the use of social networking platforms and their
role in shaping the performance of the business.

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Literature Review
Social networks can be explained as the websites which provide a base to the people for
communicating with each other, sharing information, ideas, photos, and videos. Social networks
are a crucial part of the current practices of the business. For enhancing the awareness regarding
the products or services and publicity of the company, social networking platforms are being
used by the businesses. Social networking platforms have helped the business in establishing an
image in the society which forms a base for the growth of the business. A right person needs to
be hired in the right place for grabbing the opportunity available. Different social media
platforms are being considered by the businesses for communicating and interacting with the
customers and potential customers. These different social media platforms include Facebook,
Twitters, YouTube, and Instagram (Kudeshia & Mittal, 2015).
Wesfarmers Limited have used social media platforms for the expansion of the area of
operation by promoting the products or services offered. Companies operating at a different level
are making use of social media platforms for targeting the customers or potential customers.
Level of competition in the business environment is increasing which has resulted in a rise in the
need to adopt effective strategies. Social media platforms are being used an effective strategy or
approach for coping with the rising competition. Companies are using social networking system
for generating positive feedback from the customers and promoting the products or services in
front of the prospective customers. Companies are using social networking system as a
marketing approach for targeting the customers and enhancing the revenue of the company
(Kavanaugh, et. al., 2012).

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Analysis has to be done of the increasing trend of the social media platforms. Advantages
and disadvantages need to be considered while making a decision regarding the use of social
media platforms. Social media platforms have allowed the business to target or retarget the
customers in a better manner. For the purpose of developing brand loyalty, businesses focus on
adopting effective approaches. Social media networking is an effective approach which has
encouraged the business to target the market in a better manner. Analysis has to be done in the
competitive environment so as to analyze the practices adopted by the business. There has been a
shift towards the use of digital media (Kaplan & Haenlein, 2010).
Different advantages of using social media platforms or networks have been identified by
different authors. Social media platforms have enabled the companies to spread awareness
regarding the products or services between the customers (Houghton & Joinson, 2010).
Decision-making process of the customers gets affected by the information shared by the
business with the help of social media platforms. For enhancing the relationship with the
customers, businesses need to adopt social networking system. Online presence of a large
number of companies operating at different levels has been identified (Forest & Wood, 2012).
In the words of Gryshсhenko & Niesheva (2013), the positive impact of the social
networking can be seen on the ranking of the company on the search engine. Businesses are
using social networking platforms for enhancing the traffic on the websites of the company. It
has been identified that more than 58 % of the companies have gained benefit by using the social
network for enhancing search engine ranking. Feedbacks of the customers or reviews of the
customers can be collected with the use of social networking platforms. Recognition of the
business has been increased at the global level with the use of social media platforms. Customers

Business Research 8
can access data or information regarding the business anytime from anywhere with the use of
social networking platforms (Kudeshia & Mittal, 2015).
On the contrary, there are few limitations attached to the use of social networking
platforms by the business. Social networking system can affect the personal touch of the business
with its customers. This can affect the performance and functioning of the business. Hidden cost
may occur which can affect the financial performance of the business (Ciprian, 2015). Security
related threats to the confidential data of the business increase with the increasing use of social
networks. Brand image is at risk as negative feedbacks by the customers can affect the image of
the company. Competitors can use social networking platforms for their benefit by spreading
misleading information (Hollebeek, 2017).

Business Research 9
Justification
The discussion has been made regarding the importance of social networking platforms in the
dynamic and competitive business environment. Social networking platforms are an important
aspect of the current business environment which are creating an impact on the functioning of
the business. Social media has contributed to the marketing function of the business by
enhancing the reputation and awareness of the business. Social networking system has provided
a base for the expansion of the area of operation.
On the other hand, few disadvantages have been covered in this research which is affecting the
performance and functioning of the business adversely. These disadvantages have been
considered in this program.

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Research Questions/Hypothesis
This research project has been initiated with an objective to assemble data regarding the research
topic. Research questions have been constructed which will form a base for the accumulation of
the data regarding the research topic.
Primary Question
 What are the positive and negative implications of social media platforms for business?
Secondary Questions
 What is the role and importance of social media networks for business?
 Which factors are behind the increasing use of social media networks by the businesses?
 What factors have motivated Wesfarmers Limited to use social media networks?

Business Research 11
Research Design and Methodology
Under this section, different approaches and methods are discussed which are to be used for the
accumulation of the required data. For putting the different activities of the action plan into
action, there is a need to accumulate the required data. Analysis of the data will be done of the
accumulated data. For the attainment of the objectives of the research, there is a need to use
effective approaches for assembling the quality data.
Qualitative research method
This method will be used for meeting the objectives of the research program by providing quality
data regarding the research topic. The qualitative method helps in providing clarity regarding the
various aspects attached to the topic of the research program. Clear view of the issues or
problems related to the research topic is developed with the use of the qualitative method (Rahi,
2017). Qualitative research method will help in accumulation of the data for developing
knowledge of the concept of social media platforms, the trend of using social media platforms
and various advantages and disadvantages attached to the utilization of social media platforms by
the business.
Approaches to Reliability and Validity
Reliability of the data has to be maintained for ensuring that the quality of the research is not
being compromised. Approaches need to be selected by ensuring that these approaches ensure
the quality of the data.

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Sampling method: data assembled is in large quantity which has to be analyzed effectively. Due
to the shortage of time, analysis has to be done of the samples selected from the total population.
For the analysis of the assembled data, there is a need to select the samples. On the basis of the
selected data samples, data analysis process will be executed. Random sampling technique will
be applied for the selection of the samples from the total population. Random sampling ensures
equal opportunity is there for every sample of the population (Ibrahim Al-Omari, 2014).
Sample Size: accumulation of the primary data will be done by constructing a questionnaire.
This questionnaire has to be presented to the employees of the companies which are using social
networking platforms. Data will be assembled from these employees which will be based on
their judgment. Secondary data will be assembled from the different internet sources so as to
ensure the quality of the research.
Data Collection Method: a collection of the data is an essential task on which research is based
on (Winit-Watjana, 2016). Data will be accumulated with the application of the primary and
secondary sources. The focus of the research will be on achieving the objectives by accumulating
the relevant data.
Primary Data Sources: Primary sources focuses on the accumulation of first-hand data from the
respondents specifically for meeting the objectives of the research. Primary data can be
assembled with the use of a questionnaire, observations, and interviews. When the reliability of
the method of data collection is considered, primary data is less preferred (Thomas, 2015).
Secondary Data Sources: secondary sources provides second-hand data which others have
collected for their works (Turkenburg & McAuley, 2013). Secondary data is more reliable as this
form of data has been used and approved by the other researchers. Secondary data can be

Business Research 13
assembled by using internet sources which ensures the reliability and authenticity of the research
program (Johnston, 2014).
Ethical considerations: ethical aspects are considered with an objective to provide guidance to
the researcher and decision-making process of the researcher in the right direction. Few ethical
aspects have been taken into consideration while conducting the research. These ethical
considerations are confidentiality, integrity, fairness, and honesty.
Quantitative Research
Quantitative research is an effective approach for the accumulation of the numerical data
regarding the aspects of the research program (Dijk, 2012). Numerical data ensures the reliability
by providing accurate information (Walter, 2013). For the accumulation of the quantity data or
numerical data regarding the utilization of social media platforms, quantitative research method
has been chosen.

Business Research 14
Research limitations
Limitations are the factors which act as a challenge or threat to the research program. These
factors have the potential to create an impact on the execution process of the research program.
The researcher has no control over these limitations and these limitations restrict the
methodology and conclusions of the research. For overcoming these limitations, the researcher
has to identify suitable strategies or approaches. Limitations identified during the execution of
this research program are mentioned below:
 Shortage of the resources for execution of the research is one of the most important
limitations. These resources include human resource, finance, knowledge and time.
Research has to be completed within the set timeframe using the available resources.
 The absence of proper permission to access the data or sources. Internet sources and
primary data are to be used.

Business Research 15
Time Schedule (Research Plan)
Action plan
Sequence Activity Initiation date Duration (in
days)
Completion
Date
I) Choosing the
topic for the
research project
02 February
2018
1 02 February
2018
II) Outlining the
plans on the basis
of which research
program is to be
carried out
03 February
2018
4 06 February
2018
III) Execution of the
plans outlined
07 February
2018
7 13 February
2018
IV) Analysis of the
various data
collection
14 February
2018
3 16 February
2018

Business Research 16
methods
V) Assembling of
data from the use
of data collection
methods selected
from the
available
alternatives
17 February
2018
5 21 February
2018
VI) Evaluation of the
data accumulated
with the use of
data collection
methods
22 February
2018
4 25 February
2018
VII) Conclusion and
recommendations
26 February
2018
2 27 February
2018
Gantt chart

Business Research 17
Conclusion
Thus, from the above discussion, it can be summarized that social networking platforms are of
great importance for the business. In this dynamic business environment, there has been a rise in
the use of social networks. Social networks are being used as a marketing tool for the promotion
of the products or services and communicating with the customers. With the use of social
networking platforms, there has been an enhancement in the capabilities of the business in
interacting with the customers. Different social networking platforms are being used by the
businesses for promoting the business and communicating with the customers or potential
customers. Social networking platforms have provided an opportunity to the business which
contributes towards the growth of the business.

Business Research 18
References
Bank, C. M. V. D. & Bank, M. V. D. (2015). The impact of social media: advantages or
disadvantages. African Journal of Hospitality, Tourism and Leisure, 4 (2).
Ciprian, P. (2015). The Growing Importance of Social Media in Business
Marketing. Quaestus, (7), 94-98.
Dijk, J. W. V. (2012). Collecting Quantitative Data in Your Community Health Assessment.
NACCHO.
Engle, J. (2018). [Online] The Shark Tank Reveals – How to Use Social Networks as a
Marketing Tool. Accessed on: 03 February 2018. Available at:
http://johneengle.com/how-to-use-social-networks-marketing/
Forest, A. L. & Wood, V. J. (2012). When social networking is not working: Individuals with
low self-esteem recognize but do not reap the benefits of self-disclosure on Facebook.
Psychological Science, 23, 295–302.
Gryshсhenko, O.F. & Niesheva, A.D. (2013). Social media marketing as a tool of enterprise’s
product promotion. Marketing ì Menedžment Innovacìj, 4(4), 86-98.
Hollebeek, L. (2017). Developing business customer engagement through social media
engagement-platforms: An integrative S-D logic/RBV-informed model. Industrial
Marketing Management, Industrial Marketing Management.
Houghton, D. J. & Joinson, A. N. (2010). Privacy, social network sites, and social relations.
Journal of Technology in Human Services, 28, 74–94.

Business Research 19
Ibrahim Al-Omari, A. (2014). Estimation of entropy using random sampling. Journal of
Computational and Applied Mathematics, 261, 1, 95-102.
Johnston, M. P. (2014). Secondary Data Analysis:A Method of which the Time Has Come.
Qualitative and Quantitative Methods in Libraries, pp. 619 –626.
Kaplan, A. M. & Haenlein, M. (2010). User of the world, unite! The challenges and
opportunities of social media. Business Horizons, 53, 59–68.
Kavanaugh, A. L., Fox, E. A., Sheetz, S. D., Yang, S., Li, L. T., Shoemaker, D. J. & Xie, L.
(2012). Social media use by government: From the routine to the critical. Government
Information Quarterly, 29, 480–491.
Kudeshia, C. & Mittal, A. (2015). Social Media: An Eccentric Business Communication Tool for
the 21st Century Marketers. International Journal of Online Marketing, 5(2).
Rahi, S. (2017). Research Design and Methods: A Systematic Review of Research Paradigms,
Sampling Issues and Instruments Development. International Journal of Economics &
Management Sciences, 6:2.
Thomas, J. A. (2015). Using unstructured diaries for primary data collection. Nurse researcher,
vol. 22, no. 5, pp. 25.
Turkenburg, J. P. & McAuley, K. E. (2013). Data collection and processing. Acta
Crystallographica Section D, 69, 7, 1193-1194.
Walter, M. (2013). Indigenous statistics: a quantitative research methodology. Left Coast Press,
Walnut Creek, CA.

Business Research 20
Winit-Watjana, W. (2016). Research philosophy in pharmacy practice: necessity and relevance.
International Journal of Pharmacy Practice.

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Appendix
Source: (Engle, 2018)