Social Media Marketing and Business

This assignment delves into the advantages of social media marketing compared to traditional marketing methods. It examines how social media platforms can be leveraged to promote businesses, reach target audiences effectively, and build strong customer relationships. The analysis draws upon research papers and studies that highlight the effectiveness of social media in driving sales, enhancing brand awareness, and fostering customer engagement.

ANALYSIS OF TELSTRA SOCILA MEDIA TOOLS 1
BUSINESS PROFESSIONAL PRACTICE
Student’s Name
Course
Date

ANALYSIS OF TELSTRA SOCILA MEDIA TOOLS 2
Executive summary
A large number of people are accessible to the internet making them spend almost half of
their days in the platforms, and this has made the business organizations to change their
techniques to reach the targeted customers. Many large and small businesses have embraced the
social media in attracting potential candidates to recruit, use social media to market, and improve
the sales and using the same to create presence and awareness among the potential customers.
The social media have potential effects on every business success, however when not well
applied, there will be no positive reflection.
Introduction
In the global world, the rate of internet users have gradually increased transforming the
whole world both in the personal and the business activities as many individual spend most of
the time chatting with colleagues 1. The high rate has created an urge on most of the business to
divert most of their technique in operating their daily activities. Social media has proven to be a
more direct way of connecting customers and business hence improving the sales and creating a
more cordial relationship. Many small companies such as Optus, Virgin Australia, and Telstra
have embraced the use of internet network in conducting their daily activities such as marketing,
recruitment, sales, and creation of presence awareness. Social networking sites are definable as a
group of internet based applications that developed on the ideological and technological
foundations of Web. The apps allow the creation and exchange of user-generated content. With
1 Conti, Marco, and Andrea Passarella. 2017. "Online Social Networks And Media".
Online Social Networks And Media 1: iii-vi. doi:10.1016/s2468-6964(17)30045-9.

ANALYSIS OF TELSTRA SOCILA MEDIA TOOLS 3
the use of the applications, and the internet users are capable of creating their profile and
uploading different photos, videos, and messages on the particular websites. It is observable that
among the Australian population, 90% of the internet users are on Facebook, with 41% on
Twitter2. Telstra Facebook fan page has a significant number of followers not only in Australia
but also globally. A large number of the fans help the company to create awareness of its
presence to the new customers who might not know its existence, through uploading various
updates and references from the potential customers. Telstra twitter account helps it to highlight
customer’s testimonials that have a positive impact on its daily operations. Various social media
sites such as LinkedIn are sites that tell others whoever you are. Facebook is a site that explains
others who you know while twitters a place that shows others whatever you is doing. The
purpose of this article examines the use of social media in promoting the marketing, sales, staff
recruitment, and creation of awareness. The article goes further to suggest social media
applicable in promoting the performance of the company.
Telstra is an Australian multinational telecommunication company that mainly deals with
mobile and commands a market share of about 17.4 million mobile services, 6.8 million fixed
voice services and 3.5 million retail fixed broadband services3. Telstra applies many different
social media in operating most of the activities such as marketing, recruitment, sales, and the
creation of presence and awareness of the company. Telstra has embraced the social media
platforms and has encouraged the employees to engage in social media to enhance the business
2 Couldry, Nick. 2015. "Social Media: Human Life". Social Media + Society 1 (1):
205630511558033. doi:10.1177/2056305115580336.
3 Ibid.,3

ANALYSIS OF TELSTRA SOCILA MEDIA TOOLS 4
objectives, but to restriction to the set policies of 3Rs, which are; representing responsibility and
respect. The first R-representing requires staff only to serve the Telstra on the external social
media platform only if authorized by the management and to make the representation just in an
official capacity. The second R-responsibility requires the accredited staff to take responsibility
for any publication, and they must be factual. The third R- respect requires that the certified team
offer respect to every individual while interacting with the communities.
Online marketing
Online marketing is definable as the group of Internet-based applications that build on the
ideological and technological foundations of Web 2.0 thereby allowing the creation of personal
profile and exchange of user-generated content such as photos and videos4. Online marketing is a
new concept that is currently used by most of the companies to attract the attention of most the
customers. Telstra uses the social platforms such as Facebook, twitter, YouTube, and LinkedIn
to promote sales and build the brand image5. The online marketing has been prone because of the
today’s increase of the consumer's technological use in both home and workplaces thereby
giving the marketers opportunity to use it to reach the various targeted groups with their products
and services. The study shows an increase of online marketing has increased from 29% in 2009
to 34% in 2016. The typical used social is such as Facebook, Twitter, Instagram, and LinkedIn.
Through the social sites, Telstra can know the consumers’ attitudes and motives of the
4 Watfa, Mohamed K., Nima Najafi, and Mahmoud Bakkar. 2013. "Targeted Online
Marketing Using Social Networking". International Journal Of Online Marketing 3 (3):
37-50. doi:10.4018/ijom.2013070103.
5 Ibid.,12

ANALYSIS OF TELSTRA SOCILA MEDIA TOOLS 5
particulars food items. The studies show that Facebook users are more prone to display their
profile information than any form of a platform because users openly reveal their feeling about
any particular brand6. Facebook platform provide consumer-to-consumer approach that enables
the users to share experiences and create a shared knowledge on a specific name, and at the same
time, it gives the manager an opportunity to have a direct.
Telstra Facebook fan page
Telstra Facebook fan page has about 34 million followers that the business uses to market
the products and services. In August 2012, Telstra performed a significant cross-media campaign
that aimed at increasing the pre-paid sales and recharge. The campaign included targeted page
post ads on desktop and Mobile News Feed for high awareness through posting on its page to a
youth audience.
Figure 1: The responsive percentage of engaged customers.
77%
29%
4%
Telstra customers' visitation
will visit
likely to visit
will not
6 Ibid.,7

ANALYSIS OF TELSTRA SOCILA MEDIA TOOLS 6
The campaign ran for about six weeks and yielded a good result because of more than 4.6
million exposed to Telstra products, with 77% people to visit the mobile shop to make the
purchases than those who unexposed to the Facebook page, while 29% were more likely to visit
the shop, with only 1% will not visiting after being exposed. As a result, it is observable that the
marketing through Facebook captured attention of many people who turned up in the shops for
the advertised products.
Figure 2: Awareness creation of Telstra through social media
56
44
Telstra's type of exposure
refered by somebody
personal exposition
During the campaign, more than 680,000 people engaged through commenting, sharing,
playing videos and liking. From the above people, there were 56% of new fans that were as an
influence of friends and family members, while 44% got the exposure on their own. Through the
Facebook campaign, many other people who are not members of the community were able to
have a look at friend’s shares and get interested, Therefore, the people whose attentions are
grabbed end up to buying the mobile phones because of the increased interaction between the
business and the customers.

ANALYSIS OF TELSTRA SOCILA MEDIA TOOLS 7
Through the fan book page, Telstra Company can pass viral promotion messages such as
reduced call rates, reduced mobile phone prices, and browsing rates. The messages reached
various customers within a short period making large number when turns up for the event, and
the company ends up in making a great sale. Many companies rely on short message service to
deliver critical information to customers, and Telstra uses the service to forward information
such as pin numbers and links for resetting passwords. When Telstra text messaging service was
misdirected, the service was shut-down, and personalized messages developed to random
customers to warn them on the breach of the company system.
Telstra YouTube
Through Telstra YouTube, the marketing specialist uploads various videos on how the
phones used; the usage procedure always pleases many customers more than the picture itself.
Telstra use YouTube videos “always-on “through the Drink Digital that went viral among many
Australians to embrace the cost-effective services that helped the business to drive its marketing
strategy. As a result, Telstra grabbed about 25 million and above views that created awareness
and marketing purposes. From the data below, large number of people, the videos in the
YouTube attracted about 82% and 60% saw the pictures of the new phones in the social media.
Relating the two aspects, it is observable that those who came across the videos are more likely
to make purchases of the products than those who actually saw only the pictures of those
products, 50% against 10% respectively.
Figure 3: Analysis of video against picture

ANALYSIS OF TELSTRA SOCILA MEDIA TOOLS 8
those who watched
the video those who saw the
pictures those who are
likely to buy after
observing the
vedio
those who are
likely to buy after
seeing the picture
0
1
2
3
4
5
6
7
8
9
percentage
Telstra Twitter account
Through the twitter handle (@telstra, the marketing personnel can maintain a one on one
conversation with the customers by addressing all their issues about particular products and take
down their concerns, and the personalized chat brings the customers and the business very close
hence making an image to be more robust. The company has also employed viral marketing
strategy, such as when it uses the song “Second chance” that went viral in most of the company’s
social media platforms. The message intention was to bring back the trust that was lost by some
of the customers, because of losing a significant amount of money through a mobile bill fraud
that some criminals propagated in the name of the company. The potential customers used the
opportunity to pass the message to other colleagues hence they gave the company a second
chance.
Telstra WhatsApp Groups

ANALYSIS OF TELSTRA SOCILA MEDIA TOOLS 9
Another social platform used is the WhatsApp an application enables the users to share
photos, videos and make video calls and chats every single moment to a group or an individual.
WhatsApp is the world’s fastest-growing social messaging service with more than a half a billion
people around the worlds being active participants7. Through the created WhatsApp groups
created, can make a one on one follow up with a particular customer and get the views on
certain particulars products. Moreover, through the forum groups created, the company is able to
make a discussion with the potential customers on how to improve a particular phone or
customize it more, hence resulting in products that are appealing to customers. Through the
WhatsApp staff groups, the management can pass specific information without sermonizing a
meeting; thus, more time is used in offering services to customers.
Snapchat is an image messaging and multimedia mobile application that allows the users
to upload pictures of a preferred item and share it with other users for a short time before they
become inaccessible8. Telstra chose the application as it mostly attracts young people since it is
viewable as a youth-oriented social platform. Through uploading the short-time photos, that are
viewed by some people, the company aims at creating a memorable image of best moments with
them and to advertise existing and the new products to their customers who make the positive
response by viewing.
7 Faisal, Abu. 2016. "Marketing Strategies In Online/Digital Marketing". Account And
Financial Management Journal. doi:10.18535/afmj/v1i8.01.
8 Ibid.,10

ANALYSIS OF TELSTRA SOCILA MEDIA TOOLS 10
The social media marketing has some advantages to various companies that embrace it;
the social platform generates an exposure to the business to a large number of consumers9. The
platform brings in new close business partnerships hence leading to an improved total sale of
products and services and reduces the overall marketing expenses the company10. The online
marketing also have aided by the enhancement of powerful search engines, advanced mobile
devices and interfaces, online social networks and peer-to-peer communication vehicles11. For a
company to have a successful e marketing there must be a virtual brand community created. The
virtual brand community is a group of people that share the same interests in a particular brand
or product, thereby building trust among the consumers and the business enterprise. Providing
online shopping services aims at the growth of the restaurant since it can reach a more substantial
number of diversified customers through different sites.
Online Job Advertisement and Recruitment
Due to the full range of internet users in the world, the way people find and look for a job
has also changed over the past decades from the use of newspaper to the use of the internet. As
as a result, many business organizations have also changed the trend and technique of getting the
most talented candidates.Telstra Corporation has embraced social media recruitment strategy that
has led to the to the Joan Wong named among the top 50 social recruiters in Australia and New
Zealand by LinkedIn. Telstra Corporation has applied various online advertisements that aim at
9 Vukanovic, Zvezdan. 2011. "New Media Business Models In Social And Web Media".
Journal Of Media Business Studies 8 (3): 51-67. doi:10.1080/16522354.2011.11073526.
10 Ibid.,13
11 Ibid.,12

ANALYSIS OF TELSTRA SOCILA MEDIA TOOLS 11
increasing the total sales of the mobile phones through enticing the internet users12. They have
created popup and add that bring out the images of the new phones and their prices in the
Google+ websites. Google+ has been a leading social network in marketing search engines that
is providing an opportunity to connect to all audience and create followers hence they are able to
get most of the updates from the company.
Figure 4: comparison of Telstra job advertisement and recruitment between social media and
traditional methods
job advertisement recruitment
0
1
2
3
4
5
6
7
linkeldln
newspapaer
From the above table, it is observable that Telstra Corporation embarks more on social media
platforms in advertising the vacancy and recruiting the potential staffs. Social recruiting is all
about using the social media to attract and hire the potential candidates through the popular
social platforms such as Facebook, LinkedIn, and Twitter .Through a process known as e-
12 Ibid Soules, Aline. 2013. "I Google, You Google, We Google...". Against The Grain 20
(2). doi:10.7771/2380-176x.2734.

ANALYSIS OF TELSTRA SOCILA MEDIA TOOLS 12
recruitment13.E-recruitment also known as online recruitment is the new technology of using
web-based resources in the process of finding, attracting, assessing, interviewing and hiring new
employees. Organizations use social media to look up for the potential candidates since most of
the talented candidates are not actively participating in search of the job, as most of them are
satisfied in their current job positions. Through the social media, the recruiter is able tap and
grabs the potential candidate. Telstra uses LinkedIn to find the contacts of the potential
candidates. Research shows that e-recruitment recognition overgrows in the business world due
to the extensive range use of the internet by many business enterprises. From the study about
85% among the job seeker, are using LinkedIn to check for job opportunities while 74% and
39% of the job seekers uses Facebook and Twitter respectively. The study places LinkedIn as the
most popular social platform of engagement for both the employer and the employee14 . It is
observable that Linkedln is the most effective social media that Telstra Corporation uses to
recruit the potential candidates with 58% followed by Facebook 40% and twitter 10%.
Figure 5: The rate of Telstra social media recruitment
13 Ibid., 13
14 Ibid.,3

ANALYSIS OF TELSTRA SOCILA MEDIA TOOLS 13
58%40%
10%
Telstra job recruitment
Linkeldln
facebook
twitter
LinkedIn
LinkedIn is more like an expanded resume used to connect the employer and the
employee in a professional manner with 58% of total recruitment in Telstra. Linkedln
information are always more trusted than those found in Facebook and twitter accounts the
personal advisor uses the account to identify different business contacts or potential candidates,
through their profiles that contain the educational background and work experience. Through the
LinkedIn accounts, the job seekers can see the opportunity posted by the Telstra company so as
they make appropriate applications.
Facebook

ANALYSIS OF TELSTRA SOCILA MEDIA TOOLS 14
Through the Facebook fan page called Telstra careers, the recruitment specialist gets into
communication with the followers on how to make applications, and many other issues regarding
vacancies at Telstra. For example, when the specialist elaborated on the request for a Network
Specialist role, the applicants should use the lingo and cross-reference it with the job
advertisement making the curriculum vitae read a Network Specialist. That update helped so
many people.
Website job advertisement
Telstra attracts most of the potential employees through the online job advertisement on
their Telstra Websites15. A large number of today’s generation spend more time on the web,
hence an opportunity for a large pool of applicants without any form of geographical restriction”.
The constant impacts of social networking sites on communication and socializing draw attention
on how the companies carry out the recruitment process16. The main purpose of the online
recruitment is to make the recruitment process more effective, efficient, and less costly as it can
reach a larger pool of the potential employees and conduct the selection.
Telstra get employees faster than paper-based process companies can arrive at a larger
number of prospective employees through casting a wider net, the businesses can post a more
detailed information concerning the vacancy and as well as answer FAQs, the job advertisement
and has more extended lifetime hence many potential employees can make applications17.
However, the e-recruitment faces the following disadvantaged, such as; the companies are unable
to reach job seekers who are not on the Web. There is a high level of competition for candidates
among the rival enterprises due to inadequate confidentiality. The large pool of applicants creates
15 Ibid.,3
16 Ibid.,1
17 Ibid., 17

ANALYSIS OF TELSTRA SOCILA MEDIA TOOLS 15
a large number of resumes sent. Thereby, the screening process of the applicants become hectic,
that end up leaving out some of the potential applicants out .of the shortlisted interviewer list
Research study shows that about 43% of job seekers prefer the old option recruitment process
while 26% are looking at the online job sites. Telstra has created a simple website that is easy to
open for any potential applicant to make an application.
Recommendation
From the above social media platforms, the company can also use Zoho, and software
developed to allow easy recruitment and to create a customer satisfaction18. The software helps
the company in managing the database since the customers' information is centralized hence
Telstra can send personalized messages to various potential customers. The software also
supports the company in tracking down prospective employees that are not in their applicant list
thus getting the most skilled and talented.
Conclusion
In conclusion, it is observable that social media is very vital to the success of many
business organizations. The social media powers derived from the rapid growth of internet usage
in the global exposing large number to accessibility. The social media platforms enable the
business to create its awareness to a larger pool of customers, help in establishing a stronger
18 Akbar, Ricky, Elsha Yuliani, Qisty Mawaddah, and Fikri Ardhana. 2017. "Analisis Data
Penjualan Perusahaan Detergen XYZ Dengan Aplikasi Zoho Reporting Menggunakan
Metode OLAP (Online Analytycal Processing)". Jurnal Edukasi Dan Penelitian
Informatika (JEPIN) 3 (1): 71. doi:10.26418/jp.v3i1.20200.

ANALYSIS OF TELSTRA SOCILA MEDIA TOOLS 16
company brand, will allow the firm to receive valuable customer’s feedback and enables free
advertising. Not all the social media platforms are suitable and sufficient for business. Therefore,
each one should understand the targeted group, the aim of the social media and the repercussions
it can pose. With all the social media advantages, the techniques must be well applicable to offer
maximum turnout.

ANALYSIS OF TELSTRA SOCILA MEDIA TOOLS 17
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