Marketing Strategy and Plan

This article discusses social media promotion models, performance indicators for Facebook and Twitter, social media analytics metrics, sentiment and emotion analysis, and criteria for identifying potential influencers.

Running header: Marketing Strategy and Plan 1
Marketing Strategy and Plan
Students Name
Institutional Affiliation

Marketing Strategy and Plan 2
Question 1.
Social media promotion includes the following models; One, Facebook promotions.
Facebook users are about a quarter of the world’s population. This population provides
advertisers with the opportunity to reach more people. Two, Instagram promotions. Instagram
commands the largest audience engagement more than both Twitter and Facebook (Jolly, W.
(2018). The model is effective in incorporating visual media on campaigns. Three, Twitter
promotions. This model allows users to connect with mainstream influencers. The model also
promotes a network for organic engagement. Four, we have Pinterest promotions. This model is
visual as Instagram however its targeted mainly for ecommerce sales. Lastly, we have LinkedIn
promotions. The model revolves around B2B market. It provides the highest quality leads and its
suitable for social media marketing campaigns (Thoma et al., 2018)
Question 2.
Khare can promote Tech Talk on either Facebook or Twitter. On promoting Tech Talk on
Facebook, Khare can focus on the following performance indicators; reach per post, new likes
per month, page to call actions clicks, actions on page, average clicks to website, average
engagement, average phone number clicks and lastly average clicks to website. On Twitter,
Khare can focus on the following performance indicators; number of tweets, link click, likes,
number of impressions, Twitter profile visits, and lastly mentions and retweets.
Question 3.
There are three main metrics that can be used for social media analytics and they include;
descriptive analytics, network analytics and content analytics. Descriptive analytics involves the
analysis of tweet metrics, user metrics and URL metrics. For example, analysis of hashtags in
tweets, follower counts, and links used in tweets. Network analytics on the other hand involves
topological analysis, centrality analysis and community analysis. For example, analysis of
network parameters such as network layout, centrality for analyzing the user network and
network density of social media. Lastly, content analytics involves word analysis, hashtag
analysis and sentiment analysis. For example, frequency analysis by the help of topic modelling,
analysis of the frequency of the usage of hashtags, and the analysis of clustered tweets for
polarity or emotion.

Marketing Strategy and Plan 3
Question 4.
Sentiment analysis classifies a text in regards to the polarity of the text. It identifies
whether the attitude towards a topic is either negative, positive or neutral. The emotion analysis
of Tech Talk content basically tries to illustrate the polarity of tweets based on the Tech Talk
discussions by classifying which topics fell into the negative, positive or neutral categories.
Beyond polarity, the analysis goes further into classifying content in regards to emotions such as
anger, disguise, joy, fear, sadness and surprise. This analysis seeks to provide a holistic view if
the main topics of discussion together with the sentiment of the topics.
Question 5.
Khare can identify potential influencers among his subscriber base and engage with them
through the following criteria; One, determining their niche. Khare should identify influencers
who are in the same niche he is in (Barker, 2018). By looking at their social media accounts,
Khare can have a good idea of whether they are potential or not hence being able to establish a
connection. Two, determining their engagement. Having follower counts may not be the only
thing Khare will have to focus when identifying potential influencers but also identifying the
engagement rate of the influencers followers (Bullock, 2018). If the influencers have a high
engagement rate, Khare’s content will also get a lot response. Three, we have reach. This will
determine how far a message can reach after being posted. Lastly, we have quality. The
influencers work should be appealing an aesthetic to look at and Khare can determine this by
how the influencer reacts to promotions.

Marketing Strategy and Plan 4
References
Barker, S. (2018). How to Identify the Best Social Media Influencers for Your Brand. Retrieved
from https://medium.com/swlh/how-to-identify-the-best-social-media-influencers-for-
your-brand-cb222a92ceb0
Bullock, L. (2018). How to Evaluate and Partner with Social Media Influencers. Retrieved from
https://www.socialmediaexaminer.com/partner-social-media-influencers/
Jolly, W. (2018). The 6 Most Effective Types of Social Media Advertising in 2018. Retrieved
from https://www.bigcommerce.com/blog/social-media-advertising/
Thoma, B., Murray, H., Huang, S. Y. M., Milne, W. K., Martin, L. J., Bond, C. M., ... & Chan,
T. M. (2018). The impact of social media promotion with infographics and podcasts on
research dissemination and readership. Canadian Journal of Emergency Medicine, 20(2),
300-306.