Selection of Social Platforms for Costa's Customs

This document discusses the selection of specific social platforms, Facebook and YouTube, for Costa's Customs and provides recommendations for social media strategies for each platform.

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University Name
Student’s Name
Author’s Note

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Table of Contents
Selection of 2 specific social platforms for Costa’s Customs’..........................................................3
Facebook......................................................................................................................................3
YouTube.......................................................................................................................................4
Recommendation of Social media strategy for utilization of each platform..................................5
Focusing on content quality.........................................................................................................5
Reaching Influencers....................................................................................................................5
Social techno-graphics ladder Analysis............................................................................................7
Unique Content............................................................................................................................7
Creators for YouTube...................................................................................................................7
Reference List..................................................................................................................................8

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Selection of 2 specific social platforms for Costa’s Customs’
Facebook
Costa's Customs ‘needs a massive brand exposure and that is why the most popular social
networking site, namely Facebook can be selected as the most prolific marketing channel for the
company. Compared to other digital platforms Facebook has more users and maximum number
of emerging as well as established companies indulge into b2c marketing over Facebook. Since
Facebook has more features for interaction between users, the digital marketing agents always
have better opportunity to engage with customers over Facebook (Thomas et al., 2015). The
plants that eat their own page or post contains as generic newsfeed over other pages or other
digital marketing channels also in Facebook. For evidence 1 section of Facebook is dedicated as
a Marketplace where local marketing agents as well as small brands can sell their products
directly to customers. Using Facebook analytics and Google support, Mini digital marketing
agencies show customised preference based products to customers also.
However, advantages disadvantages of using Facebook for marketing. Facebook does not allow
marketers to show popup advertisements organisation prompt the uses when they are creating
and sharing personal posts. There is also no option of sharing dedicated advertisements in the
news feed sections which are mostly visited by users over Facebook. In fact researchers like
Mathur, Narayanan and Chetty (2018), states that Facebook marketing is costlier compared to
other social media platforms.
However, as stated by Wu (2016), latest trends show that Facebook users are interested in
surfing promotional content posted by new brands. This Trend is more strictly followed by

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Facebook users for clothing retail brands. This is why, it is evident that Costa’s Customs’ is
going to enjoy popularity since previously they did not have any active presence over Facebook.
Costa's Customs’ can also use Facebook Analytics as suggested above in order to understand the
product references of the customers. Thereby they can send related products choices to the
customers over email, or directly to their Facebook accounts. These styles will be visible only to
individual Facebook users. In case if then like the individual styles suggested to them, they can
share that with their friends on Facebook.
The products of Costa’s Customs’ are sold online through E-Commerce websites like Amazon,
Target eBay, Aliexpress and so on (Gerhards, 2017). Coincidentally, these brands have the
reputation of showing most searched related content to users over Facebook. Costa's Customs
‘can enjoy competitive benefits of this if more customers search for their products On the E-
Commerce platforms.
YouTube
YouTube is another potential social media platform that this company can use for sharing online
videos. The platform has been popularised recently and most of the marketing groups are
releasing promotional content parallely over YouTube along with traditional electronic media.
So far as the product lines of Costa’s Customs’ are concerned, they mainly cater to the babies,
children as well as the young adults. That is why it is recommended that the digital platform of
YouTube is more capable to attract the young customers. Please platform can be used in general
for posting advertisement videos, visual block as well as showing sponsored promotional clips in
between videos of other YouTube channels. However, as analysed by Kim (2016) views of
YouTube come across a wide range and variety of videos and that is why new visual content

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should have something original, interesting as well as exceptional about them in order to draw
the attraction of uses. Otherwise, Sharma, Alavi and Ahuja (2017), states that the viewers of
YouTube are accustomed to watch promotion content in the middle of almost all popular videos.
Recommendation of Social media strategy for utilization of each platform
Unique content
All the Facebook is mostly used social marketing platform in America, the use of the platform
for posting promotional continent has depleted by trend. However, it is still a major platform for
b2c customers. Many companies involved in retail clothing use Facebook for launching the first
look of their product lines. However, in this context Gerhards (2017), states that diversity of
confidence is the key to gain the attraction of viewers on Facebook. However, in this context and
evidence of unique content promotion can be provided. In the year 2018 new clothing brand in
Australia posted videos of their product launch on live ramp. In the description link provided
with the video, the users could see the prices of all the items that are displayed in the video.
Therefore it can be concluded that promotional content that have detailed descriptions as well as
illustrations get more likes from Facebook users. Costa's Customs' do not have many physical
retail stores across America. Most of the customers of this brand shop over E-Commerce
websites. Naturally it can be expected that the entire target customer group have good exposure
to digital technology. This is why, the selection of the most vigorously use social media
platform, and Facebook is justified.
It is for the recommendable that content marketing should be the best suited strategy for
Facebook Marketing by Costa’s Customs'. This company specialises in clothing and accessories
products for babies, children and young customers also. One important product speciality of this
brand is that they introduce new product line after every 3 to 4 months. Besides, their linen is a

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very high quality and is absolutely suitable for babies and children. These are the specifications
that the Facebook ads should showcase. For the young customers, the company features an
elaborate range of High Street fashion products. For promoting such products, descriptive link
can be provided over Facebook which will lead customers to third party websites which will
show price comparison for the same product among the various E-Commerce websites.
Reaching Influencers
The chief strategy for YouTube marketing is reaching the high-end influencers. In order to
attract the influences potential visual content has to be created by the media marketing team of
the company. For making the content attractive, they can use popular celebrities as models also.
Content can also be created over the need to use natural cotton made products for babies and
white synthetic linen clothes. In this context a good promotion of the cloth range of Costa's
Customs' for babies and children will be done. In the description box as well as message section
of such videos blogs for post of popular influencer groups can be attached with detailed links.
This will lead a way for discussion between customer and the customer support team of the
company regarding products and price over the chat section of the videos.
Social techno-graphics ladder Analysis
The social technographics ladder can be considered as the most influential Technology for
development of social media persona. Based upon age, location as well as gender, social media
users are grouped into various personas. Out of these groups of persona, the section of
conversationalist is supposed to be most appropriate. This section wants to express their views
through status updates and repost over various other posts. That is why they are always excited
to post their comments over promotional content posted by brands and famous personalities

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(Mathur, Narayanan & Chetty, 2018). That is why the conversation is most likely to be targeted
for social media marketing through Facebook.
On the contrary the kind of content that is to be posted YouTube is more comparative and
Critical. They draw direct comparison with brand and product value of other clothing retail
brands. That is why the group of critics is supposed to be the suitable persona from the social
networking ladder. This group responds to visual blocks, written blocks, news, products videos
and so on. Their criticism will lead the way to online interaction between different categories of
rivers on the message sections of YouTube. This will create awareness regarding the brand as
well as the products of the company.

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Reference List
Gerhards, C. (2017). Product placement on YouTube: An explorative study on YouTube
creators’ experiences with advertisers. Convergence, 1354856517736977.
Kim, C. M. (2016). Social media campaigns: Strategies for public relations and marketing.
Routledge.
Mathur, A., Narayanan, A., & Chetty, M. (2018). Endorsements on Social Media: An Empirical
Study of Affiliate Marketing Disclosures on YouTube and Pinterest. Proceedings of the
ACM on Human-Computer Interaction, 2(CSCW), 119.
Sharma, R., Alavi, S., & Ahuja, V. (2017). Generating trust using Facebook-A study of 5 online
apparel brands. Procedia computer science, 122, 42-49.
Thomas, S. L., Bestman, A., Pitt, H., Deans, E., Randle, M. J., Stoneham, M., & Daube, M.
(2015). The marketing of wagering on social media: An analysis of promotional content
on YouTube, Twitter and Facebook.
Wu, K. (2016). YouTube marketing: Legality of sponsorship and endorsements in advertising.
JL Bus. & Ethics, 22, 59.