Impact of Social Media on Business: A Case Study of Equinox

This document discusses the impact of social media platforms on different communication objectives and how it enhances business aims. It includes a case study of Equinox, a SME in the advertisement industry.

Project 1-Social media
portfolio

Table of Contents
INTRODUCTION ..........................................................................................................................4
Q1 1. Introduce your chosen SME and provide a brief background of the business and its aim.
................................................................................................................................................4
Q2 Explain the key concepts of social media for businesses ................................................4
Q3 Influence of business and cultural factors on the development of social media: ............5
Q4 Critically evaluate and explore the impact of social media platforms for different
communication objectives. ....................................................................................................7
Q5 discuss the impact of social media to enhance business aims..........................................9
Q 6 Develop a social media strategy for Equinox................................................................10
Q7 Present a social media plan that communicates the way in which it meets customer and
client needs...........................................................................................................................15
CONCLUSION..............................................................................................................................16
REFRENCES.................................................................................................................................17
Books and Journal................................................................................................................17

INTRODUCTION
Social media is a platform where business could grab opportunity to grow business.
These platform includes digital sources like Facebook, Twitter, LinkedIn and other platforms.
These social platforms are significantly use for enhancing business reach in order to provide
assistance to large number of customers. The report is going to consist Equinox, a SME with
over 30 years of experience in producing advertisement for TV, web films and commercial
documentary established in year 1990. IT is has operated first operation at London, UK. To
contact with company, Email on [e-mail], also, visit to their website for
more details. It opens for 24/7. The enterprise has established in past years with services into
advertisement in television. The company enables useful tools to serve digitally which include
google, word press, website and Boniface (Antony, 2020). the company have 11-50 employees.
Due to its small operations, the company could not invest In getting upgraded technologies so
that they need to be creative in scare resources, they aim to build an effective social media
strategy through which they enable maximum approach towards public and increase its revenue.
Q1 1. Introduce your chosen SME and provide a brief background of the business and its aim.
The company Equinox, a SME with over 30 years of experience in producing
advertisement for TV, web films and commercial documentary established in year 1990. To
contact with company, Email on [e-mail], also, visit to their website for
more details. It opens for 24/7. IT is has operated first operation at London, UK. The enterprise
has established in past years with services into advertisement in television. The company
enables useful tools to serve digitally which include google, word press, website and Boniface
(Antony, 2020). the company have 11-50 employees. Due to its small operations, the company
could not invest In getting upgraded technologies so that they need to be creative in scare
resources and aims to fulfil its target of expansion in social strategy.
Q2 Explain the key concepts of social media for businesses
Social media is a wider concept for business planning and maintaining value into the
leading market. Organisation make use of social,concept to promote, enlarge and plan their brand
and product into the market (Tafesse, and Wien, 2017). This strategy involve mouth marketing

or social media campaign to influence on product promotions. In present technological
environment, social media has taken a lead into vast growth of business through involving public
into real and practical product segmentation. There are various concept of social media for
business which is described below:
User generated content: it is a concept of indulging social media post, reviews, pictures
and videos which is shared by users to show their level of excitement in using new products.
Organisation runs a concept of sharing photos or videos with the product to reflect their brand
name into those people who are aware about new product yet. This strategy has benefited many
companies to generate great revenue as people believe in review based aspect. It is basically a
content posted by people in form of blog, post and any article which shows brand image. Coca-
cola has proven this strategy where users followed 'share a coke' campaign (Ceron, 2017).
Interest driven activities: these activities are generally meant to be politics and bias
free which reflected individuals self interest, hobbies, passion in the form of content writing or
showing their activities through social sites. Consumers are free to put their expectation on
organisation so that companies make product according to the same. Social media plays an
important role in present consumers preference towards organisation productivity. These
activities could perform by posting comments, reviews in form of advantage and disadvantage
of product. Organisation encourage to interact with youth to by involving them into these
activities so that they feel valuable and make proper desires which is beneficial for consumers
and organisation. Equinox could make use of these activities to understand their buyers
preference and to evaluate effective product strategies.
Relation of business to consumer B2C: business to consumer evaluates to prioritize
customer preference at first place. Organisation makes relations with consumers to attract them
towards their products and grow higher sales revenue. Organisation must ensure about product
quality and sits market trend so that it will be easy to grab customer attention ( Cooper, 2020). In
order to build customer relation digitally, companies provide attractive schemes of discounted
coupons which through e-mail marketing and make them aware about new product arrival at
unbeatable price.
Q3 Influence of business and cultural factors on the development of social media:
Social media is affected by several factor through business and its culture. Business culture
defines its norms, values and beliefs of internal operations. They set their boundaries and goals

up to an extent and work under the same. Social media platforms culturally affected by global
environment and society in which organisation is working. Equinox operates its products on a
local level at UK which affects enhancement of social media due to low investment and
undeveloped software’s. Social platform like youtube, Facebook needs to be updated and active
on regular basis which require huge attention and good knowledge who could post relevant data
and handle all social gathering. Organisation could hire these individual to evaluate their growth.
The factors that affected its growth are described below:
Culture and society: an organisation work under different cultural aspect where people
and demands are indifferent. Society wants innovative and attractive products at reasonable price
which provide them money worth satisfaction. The soon people make their demand the soon they
also make changes in it (Dzik, 2019). Though, organisation needs to be flexible in making
changes. For that instance Equinox is affected by online consumer preference as they want some
modifications as per their needs. Society always believes in people, not organisation. Their
purchase is based on reviews so that social media affected business sales in positive and negative
aspect.
Social media and journalism: mainly organisation gets into controversies for being
ineffective of invaluable for society that could lead into lowers brand reputation. Journalism in
closely connected with social platforms. One step of misleading activity can stop future of an
organisations it contains that much power. Videos and news gets rapidly viral and people believe
in that only. So that organisation must think before going on step forward for any task or activity
towards society. As it could be the reason for both the success and failure.

Q4 Critically evaluate and explore the impact of social media platforms for different
communication objectives.
Social media is mainly useful for building relations with consumers, organisation like
Equinox or any other small enterprise could not get relevant information o about what their
customers wants from them. For that instance social media platforms play such a crucial role in
elimination communication barrier between customer and mangers (Falco, and Kleinhans,
2018) . Communication problems not only solve externally but internally also, organisation
could make contact with employees and managers through mobile and internet to get connect
with them. There are various uses which are mentioned below:

Social networking for entertainment: as it is evaluated that social media is necessary in
building internal and external relation, it provides employees with existence to building relation
into organisation. Though, building team and working with affection employers could easily
make connection with customers on websites, mobile app, Facebook, Twitter. This conversation
could take place in the form of blogging, comments, posts or reviews.
Blogging: organisation makes fuller utilisation of internet blogging though posting
contents of organisational aims and products in order to make customers familiar with their
products. These functions could appropriately engage by Equinox by running campaign in which
people will share blog post on YouTube, Instagram or Facebook platforms where people could
come up to know about organisation varieties of services.
Mobile friendly application: organisations use online application in order to
communicate with customers personally though which they present tier issues and problems
regarding products and services. Organisations provide 24/7 services by solving their quarries
though customer calls or via chat box. These services attract customer’s loyalty by making them
feel valuable. People make orders and get deliveries at per click and easily ask their queries with
the help of customer support team. Equinox needs to hire professional expert who could handle
their application or websites where people reach into large numbers.

Q5 discuss the impact of social media to enhance business aims
Social media has its positive impact on brand awareness as it evaluate how to make more
attention of customers towards brand prioritization. Branding is essential to make customer
loyalty for long term growth. People usually forgot the brand after making purchase get rid out
of the brand, so that it is necessary to build a reputed image in the eyes of
customers(Hiranandani,Joo, and Teng, 2017). This can be done through social platform by
promoting the brand over many channels and platforms where there is high traffic generation
opportunity. Consumer gets more and more engage by knowing a valuable concept of brand
entity into the market. They get as sense of standards in buying products and services. Equinox
could use social channels to execute brand activity towards the customers by using various
effective promotional tools.

Advertisement through social platforms: advertisement is necessary to be active in
market and give tough competition to the rivals who make use of digital technology in promoting
products. Advertisement must be attractive which could be potential to grab huge customer
attention. These ads will be shown on those platforms which are mostly used by people on
regular basis so that each and every individual could get the sites of new arrivals and understand
brand empowerment. Advertisement is not only necessary to enlarge people engagement but also
to be active into for marketers and investors. This process could cost expensive as it require huge
investment to advertise products through several channels.
Impact of blogging: blogging though YouTube, Facebook and other channels could
significantly impact on brand awareness a people are keen to use these channels for their
entertainment purpose for which they need to show these blogs which could attract large
customers. Also these blogging could be done by influencers who have huge followers and
organisation could provide collaboration to them. People are mostly affected by influencer’s
concerns which make them curious to get know about mew aspect or any product into the
market. So they impacted wisely on customer’s engagement (Kelsey, 2017).
Basically, social media have built to make awareness and engagement of people towards
social networking as it has immense power to attract large customers at a time. Nowadays,
people are more influenced and affected by digital platforms which has their all time invested
into them. Organisation like Equinox could make significant use of these opportunities.
Q 6 Develop a social media strategy for Equinox
Market research: The company have researched the market to produce their content,
through which they found market solution through more of social media. There are other
competitors enabling for these strategy, to conduct best content in market, competitor have
analysed, plans have finalised.
Competitor analysis:
Equinox BBC
The company providing web, Television,
advertising, commercials services through
television network serving across all over
UK.
 The firm have large online
The firm has mainly specialize in gathering
traffics on TV station.
 The firm have outsourcing and media
airlines which could only used by

opportunity to render services at
customers and creative content
convenient as their software are
highly approachable ( Kim, and
Youm, 2017).
 The company have huge digital
sources like websites, Google,
keywords, Facebook and Twitter
channels
maximum period of time.
 The form does not have effective
channels so that it is unapproachable
for customers.
Aims and objectives: The company has its aim to build strong connections with people and
enlarge 700 followers to their channels.
Content strategy: Channels used: various social media channels will be used like Goggle,
Websites, Articles and Blogs.
Their strategy is to serve worldwide nation with effective networking through airlines
(Kindig, and Milstein, 2018).
Metrics required for social media analytics
There are various metrics to analyse social media performance, there are various Matrix
have finalised like twitter, Instagram and more. After finding the bets solution, there is need to
rise in like comment top grow more customer base.
Social media strategy the selection of technology-based platforms and tools.
Activate Internal Communication Channels – It became difficult for employees to
understand their roles and tasks in organisations which has complex structures and that needs to
be communicate to them in effective manner to make them work efficiently in organisation.
Internal communication with other employees and superiors helps the employees to understand
their role in a better manner. In case of Equinox company, they open up their internal
communication channels so that social needs of employees can be fulfilled and also their
problems can be solved at small scale if possible. Social media helps the employees in the same.
Social media helps employees to get connected with each other and know each other in better
manner.

Build Employee Value and Trust – In order to conduct business by making customer
king in organisation, a company needs to trust its employees. If good interaction is established
with management then it helps the company to build the trust on employees they allow them in
better manner to build relations with their customers and attract them towards the products and
company (van Breda, and van Wyk, 2018).
Share feedback: This is the major or chief concept or method to analysis the
requirements of the consumers and what are the expectations of the consumers and what are the
problems facing by them. This is the best and amended practices for Equinox to generate
complementary province, feedbacks, suggestions, recommendation by the consumers and
working on them so that they can build better relation with consumers and attract them towards
the company and fulfil the needs and requirements of the consumers.

Develop a social media plan, including content creation, scheduling and monitoring
Social media plan can be defined as that strategy which will adopted by the organisation
and order to promote the functions on social media platforms. This will provide a wide range to
the organisation in order to improve its function as well as help in meeting needs by attracting
customer at larger level. In context of the chosen organisation, it will use different social media
platforms such as Facebook, Instagram and various others. These plans will include different
activities which are discussed below:
Content creation: content creation is that part of social media plant which includes
creating an appropriate content according to the targeted customer. In order to attract the
customer the chosen organisation will use appropriate content which will be created by

appropriate knowledge and market research. Here company will use to target the customers
within the market who are ready to use the organisational services (Krzyżanowski, 2018). Under
this form will target the customer by providing appropriate content as well as regular update of
content on different social media platform such as Facebook, Instagram Twitter and various
others
Scheduling: Scheduling and define is a process of arranging control in optimising the
work in an appropriate manner where the production process of manufacturing process will take
place. It includes a location of appropriate plant and machinery as well as resources and order to
achieve better results. In context of the current social media plan their values of different
resources which include various kind of digital equipment as well as human resources. This plan
will also include appropriate training program which will help in improving the skills of human
resources and performing an appropriate way.
Monitoring: Monitoring is that part of the social media plan which is related to
identifying and evaluating different factors. Monitoring help in improving the plan as well as
achieving desired outcomes in better way. This will also help in meeting the standards as well as
identifying performance differences so that social media plan can be implemented in effective
way without failure (MacLaren, and Thompson, 2017).
Demonstrate how social media plan will meet the client and customer needs
To address consumers requirements and to meet with their expectation . Developing a connection
with clients and consumers by social media and the mode by theses channels are handle and
maintain is a very important component of the brand success. The Equinox company develop
different strategies in order to attract large range of customer base and to build loyal customers
towards the company. These strategies of social media by implementing them in a consumers
services structure and framework will cater a possibility to connect with a customers at the phase
where they feel that are more valuable for the company and strategies encourage the customers
to advised brand to the others. There are few strategies or elements that help the company to
address the requirements of the consumers and their expectation (Wanotayapitak, and
Wannapiroon, 2018).

Q7 Present a social media plan that communicates the way in which it meets customer and client
needs
An appropriate social media plan will be followed which include different steps in order to meet
the customer needs and requirements. These steps are discussed below:
Step 1: identifying and social media marketing goal which will help in content posting the
business objectives. these goals will be based on smart objective system where they are specific
measurable attainable relevant and time-bound. These goals are discussed in previous
discussions.
Step 2 learning everything which can be related to audience. In order to this an appropriate
audience personal will be used which will based on each location average income type of
industry and interest of employees and other customers.
Step 3 identifying the competitors evaluated by using social media listings.
Step 4 this temple include identification of social media by conducting a social media audit.
under this and appropriate method will be used to collect information and starting to improve
organisational performance (Matei, and Britt, 2017).
Step 5 setting up social media accounts and improving the profile of organisation. Under this
organisation will use to decide and appropriate network as well as promote for organisation on it.
Here the Facebook is best option for the chosen organisation.
Step 6: creating a social media content calendar which is based on appropriate scheduling of
sharing post. This will help in meeting an appropriate system and determining the right content
mix of organisation.
Step 7: evaluating and adjusting the strategy according to performance metrics which will be
followed to measure the performance as well as evaluating testing and do it again until the goals
will be achieved (Meyer, 2019).
an appropriate strategy which will be followed in order to attract the customers as well as
perform an appropriate social media promotion program to achieve the organisational objectives.

CONCLUSION
The report has driven the fact that social media strategy play crucial role in building an
organisation potential to reach large number of customers. Social media enable various platforms
like Facebook, Youtube and its content which followed by most people. An organisation could
only attain success when it will work with the market trends and understand better customer
demand. The report consist various factors that has affected on on social media through
interactivity user profile or interest driven activities that attract large customers through
promoting with mouth publicity.

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