Social Media Marketing: Branding, Customer Demands, and Campaign Plan

This report examines the transformative role of social media in branding, highlighting how organizations adapt to evolving customer demands and sociocultural challenges. It critically evaluates the positive and negative impacts of social media on brand building, emphasizing the importance of customer engagement and data security. Furthermore, the report details a social media campaign plan for Monzo Bank Ltd, a startup, focusing on objectives like positioning the bank as intellectually competent and building trust. The campaign leverages platforms like Facebook and Twitter, utilizing social media analytics to measure performance and understand user engagement. The report concludes with recommendations for organizations to navigate the complexities of social media branding and adapt to changing social and cultural landscapes.

Social Media Marketing

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Evaluate about how the role of branding transformed with growth of social media in critical
manner Analyse how organisation have adapted to changes in both customer demands and
wider social and cultural challenges.......................................................................................3
From business planning module with support of business idea create a social media campaign
that can be used in early days of start up ...............................................................................6
CONCLUSION ...............................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
Social media marketing is the use of social media platforms to connect with audience in
order to develop brand, increasing sales and drive website traffic. There are some major social
media platforms which include Facebook, Instagram, Twitter, Linkdin. In today's period of time,
social media marketing plays a very important role where it provides incredible benefits by
reaching out to millions of customers on the worldwide basis(Ajayi and et.al., 2016).It also
support in terms of connecting with large number of customers, increasing the brand awareness
and also gives boost in terms of increasing sales. The present report covers discussion about role
of branding has transformed with growth of social media. In addition to this, the report covers
analysis about changes in both customer demands and wider social and cultural challenges.
Moreover, the report covers also discussion about business idea from business planning module
for developing a social media campaign that can be used in the business start-up.
MAIN BODY
Evaluate about how the role of branding transformed with growth of social media in critical
manner Analyse how organisation have adapted to changes in both customer demands and
wider social and cultural challenges
The role of branding has been transformed with growth of social media into positive
manner. Social media gives exposure on large scale in terms of building loyal customers and
generating leads. Due to strong presence of social media, the role of branding has been evolved
into positive manner and it allows a brand to develop business partnership, reducing marketing
costs and improve sales(Chernysh and et.al., 2020). The biggest advantage of using social media
in businesses is that it not only builds the brand but customers associated with it can post queries
or comments in real time. They can also receive feedback on it in terms of improvement of brand
into positive manner. With support of social media, it brings employees closer to the clients
where on the employees profile pages can help spark interest in various company-related ideas. It
also provide opportunity to employees to directly interact with clients when they have certain

queries that needs to be addressed on immediate basis. Somewhere the role of branding cannot
be transformed into positive manner with growth of social media.
With excessive use of social media and inappropriate use also somewhere leads towards
building the brand into negative aspect. When company becomes more focused towards
customers then it is difficult for the company to sustain on the top position for longer period of
time. It is a challenging task that the brand of a company always remain on top position because
it has to consistently make changes in their planning and operational part as well. (Parwani and
et.al., 2019). With strong presence of social media, it is difficult to control the response of
customers on such a large scale. On the real-time basis it is challenging to answer all questions
related to brand of the company. As social media supports in terms of finding out the potential
customers for the company but it is difficult for brand to trust them and rely for longer period of
time. The social media platforms somewhere also provide fake customers which will do not
contribute in terms of building the brand image into positive manner.
There is also somewhere threat that sometimes customers steal relevant information of
the company by entering as very loyal and trust worthy customers. As social media does not
demand a huge budget to maintain their brand in this international market but it needs high level
of security system that no one can hack the account system of a company. When company has
such strong presence on online basis then they have to take care about the comments of
customers because there are some customers who are very straight forward and also not
interested in terms of building brand into positive manner(Robinson and et.al., 2016). They do
such kind of activities such as posting negative comments and compare the brand with other
competitors also contribute towards building brand into negative aspect. So role of branding
somewhere transformed into positive manner but there are challenges to make it positive with
growth of social media. It has been observed that it is a challenging and difficult task to maintain
its standard in this world of social media. That's why transformation of branding takes lots of
efforts with support of social media.

Organisation have adapted to changes by their positive approach and through proper
planning and strategy as well. In order to adapt changes, a company must have its antennae tuned
to signals of change from external environment. The company also take initiate in such a manner
that they decode them and quickly act towards refining or reinventing the business model.
For understanding needs of customers, company has to focus towards customer
experiences and can also use social listening and monitoring tools. Organisation conduct
research and analysis in order to understand needs and requirements of their customers.
Organisation can also give voice to their customers through customer surveys, closed customer
forums and personal touch as well(Habes and et.al., 2018). For understanding their customers
into deeper manner, organisation can make announcement related to changes that are based on
customers feedback. Organisation can also adapt to changes through initiating customer retention
campaigns. Retaining customers is easier rather than attracting customers from scratch level
because organisation can make changes in their planning and strategy in order to retain
customers for longer period of time.
An organisation adapt to changes in cultural and social challenges through proper
planning and by understanding customers and employees into deeper level. In context to social
challenges, an organisation has made certain policies and practices which will not lead towards
discrimination and gives equal and fair opportunity to each and every individual. They can make
initiative towards creating such an environment which gives motivation and positive outlook to
the company's performance. In terms of cultural challenges it can be overcome through following
certain strategies into positive manner. An organisation have to be open-minded and should be
efficient in terms of communication system so that there should be transparency and clarity
towards their contribution for achieving goals. An organisation can also introduce certain rules
which can be helpful in terms of overcoming cultural challenges.
These rules should be renewed over a period of time so that it can act as support system
in resolving issues related to an organisational culture. Feedback from team members also
helpful in understanding employees in deeper manner so that cultural challenges can be
overcome in a more positive and strategical manner (Hansen and et.al., 2018). At organisational

level, they have to use accurate and simple language so that strong bonding can be created
among team members. By this kind of activity employees can work into more efficient and
effective manner. In this way, organisation have adapt to changes in cultural context by adopting
certain measures and strategies as well.
It has been recommended that role of branding has been transformed with growth of
social media into positive manner but excessive and not appropriate use of social media can
degrade the value of brand of a company. It is also recommended that organisation have to adapt
changes while facing challenges related to social and cultural changes. They have to made proper
strategies and planning to execute the work into appropriate manner.
From business planning module with support of business idea create a social media campaign
that can be used in early days of start up
Social Media Campaign can be developed for start up named as Monzo Bank Ltd. For
developing a social media campaign, there are certain parameters which needs to be consider
into serious manner:
Three social media objectives: There are majorly three objectives of social media within
the campaign.
 Positioning the bank as intellectually competent
 Allows to increase touch points
 Establishing trust by sharing data and value
Identifying the target audience: The main target audience in this new start up are
millennials. They are focusing on increasing the number of customers. There are various
customers who are salaried and business person as well (Skoric and et.al., 2016). The target
audience can be youngsters, adults and children on the basis of zero balance account. Through
this way, bank can increase their number of customers and can also consider every type of
customer in this category.
Key branding message and brand voice: The Monzo Bank Ltd is focus towards solving
problems rather than selling financial products. They want to make the world a better place and

change people lives through Monzo Bank Ltd. Their major focus is towards making customers
happy and give satisfactory services as well.
Brand voice: The brand voice of Monzo bank Ltd is that they use that particular language
that their audience uses and make the technical stuff as clear as possible (Dolan and et.al., 2016).
They are ambitious and positive and always have focus towards what matters to people.They are
transparent in terms of what they are doing and they don't hide behind the ambiguity. Their brand
voice is always open and welcoming to everyone.
Two chosen social media platforms: According to current period of time, Facebook and
Twitter are the best way to communicate with its customers on a large scale. These two options
gives a large space and platform to express their point of view with respect to services provided
by the bank(Kim and Chock., 2015).Customers can also suggest and share their point of views in
terms of improvement in services provided by the bank and can also give offers ideas to the bank
related to products. These two social media platforms is majorly used by every kind of age group
people so its easier for bank to attract their attention into positive manner. The use of these two
platforms gives an opportunity to analyse about kind of customers available into the market.
These two platforms also provides a free nature to every kind of people to express their ideas,
opinions and evaluation as well.
Brief outline about use of Facebook for promotion of bank: Facebook is the best
option to attract customers on a large scale because there are very rare people who don't have
Facebook account. Facebook is better than twitter because twitter covers all types of social
issues and any type of issues. For a serious and financial aspect discussion, Facebook is the best
option to cover quality customers in terms of growth of a business. Facebook also gives facility
to boost their posts directly on the timeline or can select specific design ads to create awareness.
It also provides opportunity to banks to advertise to individuals based on geographic location and
interests as well. Facebook is also one of the best option to express the bank promotion factor
through advertisement, videos and other aspects as well. Through this way, it not only attracts
the customers but it also act as key role in terms of retaining customers for longer period of time.
Social Media Analytics: It is the analytics which gives the ability to gather and find
meaning in data gathered from social channels to support business decisions. This analytics also
measure the performance of actions which is based on those decisions through social media.

Basically it is a process of tracking, analysing and collecting data from social networks. Social
media analytics is also helpful in terms of understanding the content which drive more user
acceptance (Totten and et.al., 2016).Through this way, it can be understood that which post has
more views and then improve on that line of content. The best social media platform which is
used by Monzo Bank Ltd is Facebook. It is the best way to collect data regarding customers and
also supportive in terms of finding out the kind of customers into the market place.
When people visited most of the time pages of bank then it gives idea to the bank that
how many people are taking interest in becoming part of the bank (Varis and Blommaert.,
2015).The likes and comments given by different types of people also gives idea to the bank
about their standard and performance into the market place.
CONCLUSION
The above stated report concludes that social media marketing plays a very important key
role in this business world. It has been concluded that the role of branding has been transformed
with growth of social media. It has been determined that inappropriate use of social media can
lead towards the negative image building of brand of a company. It has been analysed that
organisation adapt to changes in customer demands and social and cultural changes. For
adapting new changes an organisation have to plan things and make strategies accordingly for it.
For solving social and cultural challenges it is required that an organisation has to understand
their employees into deeper manner and solve their issues into positive manner. For creating a
social media campaign for a business idea it is necessary that to follow certain parameters so that
the plan can be executed into positive manner. It has been analysed that for making a social
media campaign into effective manner it includes social media objectives, identification of target
audience, key branding message and brand voice. In addition to this, it covers use of two major
social media platform and social media analytics as well. So in this digitalized world, it is
required that social media platforms should be use with corrective measures and actions.

REFERENCES
Books and Journals
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