Introduction to Social Media PDF

Running head: INTRODUCTION TO SOCIAL MEDIA
INTRODUCTION TO SOCIAL MEDIA
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1INTRODUCTION TO SOCIAL MEDIA
Table of Contents
Part A.........................................................................................................................................1
Part B..........................................................................................................................................1
References..................................................................................................................................2

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Part A
Social media is a platform that gives high exposure to brand recognition in this
present competitive modern world. Companies having more exposure to social media
platform gives the opportunities for further growth and expansion of the business, allows the
company to reduce marketing costs, enter into a partnership, and generate more revenues
(Dwivedi, Kapoor and Chen 2015). Nowadays, social media is a vital instrument that is being
used by the marketing department of each organization to attract more customers and to
increase brand recognition of its company (Alalwan et al. 2017).
Social media platform helps the companies to connect with the audiences and allows
the marketers to understand the market demand efficiently. In this report, the L'Oreal
Company is taken into consideration for analyzing the use of social media for branding its
various products. L'Oreal is a personal care French company and is one of the leading
cosmetic brands dealing with multiple products such as hair colour, make-up, hair care,
perfume, skincare, and many other cosmetic related products. Social media is performing
tremendously in the beauty industry and is helping the cosmetic professions to apply
innovative approaches to carter more customers towards their business (Ashley and Tuten
2015). L'Oreal advertising slogan is "Because you're worth it." To gain brand recognition
and attract more customers, L'Oreal takes help of social media marketing. L'Oreal is well

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aware of the fact that approximately more than 50% of its consumers access social media
daily. Because of this reason, the company uses social media platforms for branding of its
products. L'Oreal started a media campaign #POWERON regarding promotion of their hair
care product by taking help of social media platforms such as Facebook, Twitter, and
Instagram. The fans were asked to upload their images on social media using hashtags
#POWERON and tagging. The company efficiently used the platform to reach its target
market and represent the company with a brand message that paved the way for a
conversation of women empowerment. The outcome of this campaign was impressive and
received positive feedback from its customers. In Twitter, it received 28.3K followers and
1,320 likes. The company smartly uses the social media application to carter more popularity
and using appropriate social media approach is one of the vital keys to success.
Part B
L'Oreal is one of the largest cosmetic enterprise present in 130 countries and aims to
provide excellent quality products and services in cosmetic industry. The mission of the
company is to offer best cosmetic innovative products to women and men all across the world
by keeping in mind the respect for their diversity. L'Oreal is adopting innovative business
approaches to obtain a sustainable business model (Yadav and Rahman 2017). The company
strives to reach its ambitious goals by providing excellent innovative products to its target
customers. The company has approximately 19 research and innovation centres with brands
such as Garnier, Maybelline New York and the Body Shop. In 1909, a young chemist Eugene
Schueller developed a hair dye and it was the first innovative development of the company
that resulted into a multinational company.

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Presently the company is producing around 500 brands and numerous products in
almost all sectors of beauty and fragrances. L'Oreal operates its research and development
activities in various countries such as the US, Japan, India, China, and more other nations
where it has more number of customers. The company involves in cosmetic and
pharmaceutical activities that prove to be profitable for the business for further growth and
expansion. In 2006, the company purchased one of the famous company The Body Shop, for
£562 million.
The company is expanding rapidly all across the world and trying to attract more
brand recognition. In the current modern world, the importance of cosmetic industries is
increasing day by day as people want to remain young and attractive (Lamberton and Stephen
2015). Generally, people have a thought that by using beauty products, one can build up the
self-esteem and confidence of an individual. In the era of globalization, the completion
between the cosmetic companies is rapidly increasing, and all companies are trying to use
innovative and robust strategies by which they can acquire sustainable competitive advantage
thus can efficiently lead the market. Similarly, L'Oreal is implementing various innovative
approaches to rule out the cosmetic industry and to maintain a leading position in the
competitive global market (Barreda et al. 2015). It is evident that in the present scenario, to
obtain fast and successful results one can take help of the social media platform and even
many companies uses social media application to reach its target audience. L'Oreal uses

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social media platform as one of its most critical marketing tools. Also, by using content and
social media marketing, the company has obtained huge feedbacks from the customer part,
and by evaluating the responses, the company is framing strategies that will be profitable for
the company. The company launched attractive and beautiful editorial design that are highly
appreciated by its customers and proved successful plan for the business.
The consumers are highly dependent on the social media to make purchase decision
and the company is well aware about this thus it takes help of the social media as an
influencer on its customers. The company uses aspirational message to attract customers to
buy their products. L'Oreal built an active online beauty magazine engaging its fans and thus
attracting more brand recognition, even framing efficient brand management. L'Oreal has a
massive audience over social media platform and uses various social media tools such as
Twitter, Facebook, Snapchat, Youtube, and many more that provides successful outcomes to
the company. In 2011, the company launched Makeup.com, which is a web portal having
stunning designs delivering excellent quality beauty content. This step led to company to
great success as the web portal includes various features such as provides beauty news, expert
tips, DIYs with trend reporting, and many other high-quality features that are loved by the
audience.
L'Oreal is operating worldwide and has ample of products for males and females. The
company's leading target group is women between 18 to 44 years. In the cosmetic industry,
L'Oreal is manufacturing innovative brands and products that are highly appreciated by the
audience. The retail segment of the company target the young generation between age group
of 20-45 years who are interested in buying cosmetic products that have no harmful side
effects. L'Oreal almost includes 39 beauty brands and includes most popular beauty brands
such as Maybelline, The Body Shop, and other popular brands that have been highly
recognized by the audience (Shareef et al. 2019). L'Oreal is a leading personal care company

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worldwide and reflects a high and attractive brand value that helps the company to stand out
in the cosmetic industry. One of the significant reasons for the success of brand L'Oreal is
that it uses specific innovative marketing strategies that help to reach customers all over the
world and across multiples, income ranges.
The company follows a universalization strategy that understands and respects
differences. The company manufactures products by keeping in mind the variations in
desires, needs, and traditions. The various products of L'Oreal meet the customers'
expectations to a high level. The social media platform is one of the essential reasons for the
great success of the brand. Not only for L'Oreal but also for every beauty company, social
media is significant, as it is the platform where people can communicate with each other
without even knowing about their personality. Many marketers use social media as an
essential marketing tool that will provide maximum profitability (Godey et al. 2016). The
company is trying hard to frame an objective that will lead to 100% love for the brand, and
social media is the driving force that will fulfill this particular objective. L'Oreal Paris
launched a campaign to attract attention to its advanced hair care product. It uses social media
tools such as Facebook, Twitter, and Instagram to make this campaign successful all across
the world. The drive requires the customers to share their hair moments on social media by
uploading their pictures and using the hashtag #POWERON; the winner will get a chance to
meet the supermodel Karlie Kloss. The campaign spreads a message that a bad hair day will
make women less confident, and women must try to maintain a good hair day to keep
themselves confident and calm. The campaign empowers customer's self-esteem and seeks to
raise awareness of L'Oreal's advanced hair care products.
The company mainly focuses on women empowerment concept and uses the
appropriate social media application to advertise its various brands. However, L'Oreal
succeeds in obtaining the leading position in the market by teaming up with supermodel

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Karlie Kloss. The company uses competitive strategies to beat their competitors in the market
and gain more profitability. The winner of the contest was allowed to visit New York to meet
Ms. Kloss. L'Oreal is giving a fierce competition to its competitors in the market and
emerging as a global brand. It continues to rule the market by becoming one of the largest
cosmetic companies. The company uses the social media platform in an extremely efficient
way by engaging audiences all over the world and even giving importance to their responses.
Even though social media is proving extremely beneficial, the company must try to
use social media in some different ways by which the management of the company can
obtain a better employee engagement scenario. For every organization, workforce assumes to
be the highest strength, and the best way to maximize profit is to make each employee
productive. The company is using various innovative employees' testimonials to attract more
numbers of a new talented workforce that can contribute towards achieving the ultimate
goals. The company must try some equip accurate tools in each level of the management that
will provide profitable outcomes (Cervellon and Lirio 2017). The company for
encouragement of the employees must do continuous feedback and appraisal thus they will
feel secure to work and will give their full efforts in achieving the goal. L'Oreal must try to
use the employees as brand spokespeople. Adequate training must be given to employees that
will ensure maximum productivity, and even social media platforms can be used to generate a
more innovative and knowledgeable workforce for the company (Tuten and Solomon 2017).
Lastly, the report concludes that in the present competitive world, social media plays
a crucial role in maintaining healthy and attractive brand management for every organization.
We have taken one of the leading cosmetic company L'Oreal for analyzing the effective use
of social media in generating profitable revenues for the company. The paper explores
various social media tools that are being used by the company to gain recognition across all
over the world. One of the popular campaign is discussed that reflects the ways by which the

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company attract more customers and experience high customer satisfaction. L'Oreal uses
social media tools to generate a sense of community within the business by maintaining an
impressive employer brand externally.

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References
Alalwan, A.A., Rana, N.P., Dwivedi, Y.K. and Algharabat, R., 2017. Social media in
marketing: A review and analysis of the existing literature. Telematics and
Informatics, 34(7), pp.1177-1190.
Ashley, C. and Tuten, T., 2015. Creative strategies in social media marketing: An exploratory
study of branded social content and consumer engagement. Psychology & Marketing, 32(1),
pp.15-27.
Barreda, A.A., Bilgihan, A., Nusair, K. and Okumus, F., 2015. Generating brand awareness
in online social networks. Computers in human behavior, 50, pp.600-609.
Cervellon, M.C. and Lirio, P., 2017. When Employees Don't' Like' Their Employers on
Social Media. MIT Sloan Management Review, 58(2), pp.63-70.
Dwivedi, Y.K., Kapoor, K.K. and Chen, H., 2015. Social media marketing and
advertising. The Marketing Review, 15(3), pp.289-309.
Godey, B., Manthiou, A., Pederzoli, D., Rokka, J., Aiello, G., Donvito, R. and Singh, R.,
2016. Social media marketing efforts of luxury brands: Influence on brand equity and
consumer behavior. Journal of business research, 69(12), pp.5833-5841.
Lamberton, C.P. and Stephen, A.T., 2015. Taking stock of the digital revolution: A critical
analysis and agenda for digital, social media, and mobile marketing research. Saïd Business
School WP, 16.
Shareef, M.A., Mukerji, B., Dwivedi, Y.K., Rana, N.P. and Islam, R., 2019. Social media
marketing: Comparative effect of advertisement sources. Journal of Retailing and Consumer
Services, 46, pp.58-69.
Tuten, T.L. and Solomon, M.R., 2017. Social media marketing. Sage.

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Yadav, M. and Rahman, Z., 2017. Measuring consumer perception of social media marketing
activities in e-commerce industry: Scale development & validation. Telematics and
Informatics, 34(7), pp.1294-1307.