Social Media Marketing

This document discusses the benefits and drawbacks of social media marketing, including the use of celebrities and the importance of responding to customer feedback. It also explores different metrics used in social media marketing and provides a case study on tracking conversions. The document concludes with recommendations for improving social media marketing efforts.

Running head: SOCIAL MEDIA MARKETING
1
Social media marketing
Name:
Institution:

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Part 1
Free tool for social media metric: HowSociable
The best feature of the metric is the capability to see and glance how customers are engaging in
social media tools. The visual interface for the free version demonstrates across 12 places,
including YouTube, Tumblr, Reddit, Blogger, Goggle+, LinkedIn and Foursquare (Tsimonis &
Dimitriadis, 2014). One is given a score centered on numerous metrics and can check out
competitors also. Therefore, if one requires a big-picture scorecard, look no further than
HowSociable. HowSociable's technique to social monitoring is a bit different as it breaks down
various social media platforms, permitting one to see which social media platforms work best
and which ones need further development (Armstrong, Kotler, Buchwitz, Trifts & Gaudet,
2015).
According to the above, social media marketing approaches used by McDonald's (Twitter,
Facebook, LinkedIn, and YouTube), it can be seen that the company enjoys high magnitudes of
twitter engagement with the users. LinkedIn platforms show the least customer engagement.
According to the Facebook post, McDonald utilizes superstar to entice purchasers' attention and
applies an exceptional old-fashioned style to offer sparkle and quality to brand supporters. At the

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same time, adding an authorized website of the product is also expedient for customers to
comprehend the specific brand philosophy and more produce quality.
Users have a voice and more probably than not, they are attempting to communicate through the
social media. Handling all the person messages over the social channels is a multifaceted task
that often needs assistance from social media monitoring tools. By using social media monitoring
tools, the business will better monitor customer messages and listen queries that brand needs to
reflects and draw analysis. Another benefit is the ability to organise campaigns; it means one is
able to react or involve customer in a timely manner. Social media tools help the business to
prioritize customer care which then builds the user’s experiences. Also, the business is able to
understand what is working and not working for competitors. Finally, the business is able
capture back the lost customers through social media tools.
Recommendation
It is recommended that McDonald use celebrities in their social media marketing which creates
more user engagement. However, the quality of the products offered by the company is good
enough to have the trust of users and satisfy the users. It is worth noting that not all the products
can get good feedbacks. However, the company should be prepared to respond to their
customer’s voice and then try as much as possible to improve on their brand shortcoming. It is
the most important thing that the company can do. The company should not only utilize the
celebrity in the promotion but also add more aspects of a short video on Facebook. The
advertisement should be more colorful so that the user can comprehend the product's task and
quality through the video. Additionally, in the marketing concept, the brand should add the

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personal feeling and concise brief of the brand culture of the post so that it can be quickly
accepted by brand followers (Hennig-Thurau, Hofacker & Bloching, 2013).
Part 2
Tommy Hilfiger is one of the brands that use social media for the benefits of its customer. As far
as the marketing concepts are concerned, product promotions are nothing more than utilizing
market research and advertising to actively capture whether the users are interested in or even
released the product. According to the Facebook post, Tommy Hilfiger post uses celebrities to
entice user’s focus and employs a distinctive retro fashion to offer fashion and freshness to
product followers. Also, adding the official website of the company is also efficient for users to
comprehend the comprehensive details of brand cultures and more brand design. User’s voices
are a deliberation of comment and opinions they have about the post, product or brand. Negative
comments can be considered as brand image killer while positive comments show the customers
endorsements of the posts (Vinerean, Cetina, Dumitrescu & Tichindelean, 2013).
Reacting to a contrary opinion fast is a solution to save the brand's image (KYLE R, 2018).
Additionally, the brand officials can also know that the brand faults from the negative sentiment,
to advance into a routine, to have more consumer's loyalty and trusts. But, due to the quick
spread of social media, several prospective users will be influenced by the negative
commentaries (Afshardost, Farahmandian, & SaqiqEshaghi, 2013).
Thus, social media marketing has benefits and drawbacks. If the products fail to realize the
user’s requirement, the probabilities of negative criticisms will upsurge, which may hurt the

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brand repute, and regulating the bad feedbacks or grievances on social media platforms is hard
tasks and may cause to business shutdown (Kotler & Armstrong, 2015).
Part 3
Metrics: "Likes," and recommendations from public nets which aim to launch an online social
link, capability of search, increase recognition, and upturn social participation
Facebook is digital media platforms where the handlers build a profile with private information,
images and lists of individual’s interests. Users can connect with friends and other users over
secluded messages and chats features. The users can also join interest groups and generates and
link with the “fan pages” (Clark & Melancon, 2013).
Metrics: social capital (impacts of twitter followers), referrals, Klout score are metrics which
establish a network, upsurge acknowledgment and searchability. Twitter is a virtual digital
interacting platform which uses the above metrics and it permits one to send and read the tweets.
Legitimate page users can understand and posts the tweets but illegitimate can only read the
tweets (Hyder, 2016).
Metrics: referrals, followers, Klout score and Likes with purpose of searchability, developing
recognition, starting a network and establishing a system. Instagram is digital platforms which
can be used to develop recognition, establish a network and initiate a system. It permits the
handle to take images and videos, utilizes digital filters and shares them on different platforms
such a twitter, flicker, Twitter and Facebook (Kandalaft, Didehbani, Krawczyk, Allen &
Chapman, 2013).
Metrics: recommendations, circle.

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Google plus is one of the platform that uses the above metrics. Google+ is used to institute link,
upturn engagement, increase searchability and launch a brand. Google plus one of the second
largest digital media in globe having surpassed Twitter in 2013 (Hennig-Thurau, Hofacker &
Bloching, 2013).
Metrics: Links, debate participation, recommendations. These parameters are mainly used by
LinkedIn which is a digital interacting site for people in professional grounds. It aims to allow
the registered operators to contacts info of people who they have similar sort of connections.
The media aims to raise customer involvements; upsurge recognitions increase searchability and
discover new leads (Micah, 2017).
Part 4
Social marketing is effort directed towards creating interest, awareness, action, and desire
regarding social concerns. Currently, it is essential to understand that social media is used to
generate return on investment. Social media when practiced appropriate, can build a sense of
engagement throughout the sales pipeline and can be used to upsurge and increase traditional
marketing actions such as lead generations, need awareness, organization-user conversations,
sales promotions, supporting and assisting services, and rewards programs (Clark & Melancon,
2013).
Company X has established that downloaders of their eBooks are excellent and their sales lead
about one in ten users. So, the marketing is executing a social media promotion of their new
eBook on Twitter, Facebook, Instagram, and LinkedIn

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Different organizations and the campaign will have distinctive social media conversion goals.
However, in all scenarios, one will want to take a measurable action that has monetary value.
Therefore, in this case, Company X's conversion goals download is "make more money."
How to track conversion will differ with social media platforms, conversion goals and IT system.
However, Google analytics and built-in trackers on numerous social media platforms will
encompass most situations, and there are a lot of great apps out with more sophisticated tracking
(Fan & Gordon, 2014).
Then, assigning a monetary value to each conversion is important.
Company X ebook downloaders who become users are one in 10
Average lifetime value (LTV) per user=$175
Cost per download of “make more money”=$17.50
Measurement of total benefits by channel: gathering incoming traffic and conversion numbers by
site from analytical tools. Then, one should generate a spreadsheet that resembles that data to the
total monetary value of those conversions.
Social media channel “ make more money!!!”
downloads
Benefits =$17.50*Total
downloads
Facebook 3,174 $55,545
LinkedIn 580 $10,150
Twitter 202 $3,535
Instagram 198 $3,465
$72,695

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The next stage is determining the total costs: add up promotional account fees, labor costs and
sundry cost by social media channel.
Fees ($) Labor cost Labor cost per
$50 per hour ($)
Price per channel Social media
channel
500 400 2,000 20,500 Facebook
135 500 2,500 25,135 LinkedIn
-- 150 750 7,500 Twitter
-- 300 1,500 15,000 Instagram
Then, analyze results and improve
ROI= (benefits-costs/costs) *100
Percentage return on the investment costs
Using the previous data, one can have results per channel and for the campaign as a whole to
share with the clients and management, as well as statistics to improve the social media
marketing exertions.
Social media
channel
Benefits ($) Costs ($) ROI (%)
Facebook 55,545 20,500 171
LinkedIn 10,150 25,135 -60

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Twitter 3,535 7,500 -53
Instagram 3,465 15,000 -77
Therefore, Company X is doing well with Facebook and thus it vital for it to focus further efforts
on the platform.
References

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Afshardost, M., Farahmandian, S., & SaqiqEshaghi, S. M. (2013). Linking trust, perceived
website quality, privacy protection, gender and online purchase intentions. IOSR Journal
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df
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