How Social Media has Changed Marketing: A Case Study of Clark Automotive

This report discusses the need for social media marketing for businesses and how Clark Automotive can benefit from it. It analyzes the advantages and disadvantages of social media platforms like Twitter and LinkedIn and recommends the use of Twitter for Clark Automotive. The report also highlights the importance of social media policies for businesses.

2018
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Table of Contents
1.0 ntrod ctionI u ...............................................................................................................................2
2.0 o ocial media a c an ed mar etinH w s h s h g k g.................................................................................2
ocial media plat orm3.0 S f s....................................................................................................................4
T itterw ...............................................................................................................................................4
in ed nL k I .............................................................................................................................................4
4.0 ecommendationR s.....................................................................................................................5
5.0 oncl ionC us .................................................................................................................................6
6.0 i lio rapB b g hy...............................................................................................................................7
Appendices............................................................................................................................................8

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1.0 Introduction
Mar etin i all a o t creatin and retainin t e c tomer o t e ine t ro ariok g s b u g g h us s f h bus ss h ugh v us
ine acti itie li e in ellin ad erti in or a ter ale er icebus ss v s k buy g, s g, v s g f s s s v (Mor ang , 2012). T ih s
report i a o t lar A tomoti e ic i a ne ine o mec anical er icin and ells b u C k u v wh h s w bus ss f h s v g s s
part T e partner ip ine cater t e ine e and o ner o an and car T es. h sh bus ss s h bus ss s w s f v s s. h
ine e traditional lo co t mar etin met od li e local ne paper ad erti ementbus ss us s w s k g h s k ws v s s,
ad erti ement in ne letter local notice oard and l er ic are not o e ecti e orv s ws s, b s f y s wh h s ff v f
t e ine T e report aim at re ie in and recommendin t e mar etin trate ie oh bus ss. h s v w g g h k g s g s s
t at t e concern area o t e ine can e addre edh h s f h bus ss b ss .
2.0 How social media has changed marketing
it t e ad ent o ocial media mar etin a e ol ed t i ri tl e perienced man oW h h v f s , k g h s v v . I s gh y x by y f
t e ine e irre pecti e o t eir i e or location t at ocial media en anced t eir aleh bus ss s s v f h s z s h s h h s s
it o t pendin m c on paid ad erti inw h u s g u h v s g. ocial media i e a c ance to ine e toS g v s h bus ss s
meet or to e in to c it t e people t o er a t e po re or ineb u h w h h . I ff s v s x su f bus ss ( a liH j , 2014). As
per ro an Partner t e plat orm li e o T e a more t an one illion erB g & s (2018), h f s k Y u ub h s h b us s
ic are eneratin illion o ie e er da T e plat orm li e napc at pro idinwh h g g b s f v ws v y y. h f k S h v g
acce to more t an million er ine al o lettin million o er to are ideo andss h 100 us s. V s g s f us s sh v s
t e e n m er are ro in da da T i i t rnin into ale or t e companh s u b s g w g y by y. h s s u g s s f h y.

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ol tion o ocial Media Mar etin
Ev u f S
k g
o rce Ma a an
S u : h j (2014)
lar A tomoti e can a e acce to ario ocial media mar etin trate ie icC k u v h v ss v us s k g s g s wh h
depend on t eir oal d et content and time or mar etin trate ie T e e concerns h g s, bu g , f k g s g s. h k y s
o lar A tomoti e are limited d et little no led e and e perience little e perti e of C k u v bu g , k w g x , x s f
tec nolo and lo con idence o partner in ocial media trate ie T e compan can eh gy w f f s s s g s. h y us
T itter to ri e ale o t e a to part T itter elped in dri in million o ale inw D v s s f h u s. w h v g s f s s by us g
e a ta T e c rrent entiment o t e er are noticed and a ta are ed ink y h sh gs. h u s s f h buy s h sh gs us
order to dri e t eir entiment T e c tomer o o intere t in t e ine can ev h s s. h us s wh sh ws s h bus ss b
tar eted in ed n i anot er plat orm ic can e ed or oc in on t e ineg . L k I s h f wh h b us f f us g h B2B bus ss.
t elp in eneratin lead dri e t e e ite tra ic and ild rand a arene in ed nI h s g g s, v s h w bs ff bu b w ss. L k I
elp in pro in t e po er l re lt or t e ine eh s v g h w fu su s f h bus ss s ( a c aleR y h , 2018).

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3.0 Social media platforms
Twitter
T itter i one o t e a aila le ocial media mar etin tool ic are ed inew s f h v b s k g s wh h us by bus ss
no ada t i ed o er million er t e e da lar A tomoti e can e T itterw ys. I s us by v 313 us s h s ys. C k u v us w
or l illin it p rpo e T e plat orm a certain ad anta e and di ad anta e or t ef fu f g s u s . h f h s v g s s v g s f h
ine ac onbus ss (J ks , 2017)
Ad anta ev g s
ene er a compan relea e ne prod ct it can end t eet to increa e t e ollo erWh v y s s w u , s w s s h f w s.
T i ill rin an increa e in t e rand a arene t elp in interactin it t e tar eth s w b g s h b w ss. I h s g w h h g
a dience and dri e en a ement or t e promotional acti itie or t e ine t elp inu v s g g f h v s f h bus ss. I h s
ildin rep tation o t e compan and increa e net or in in lo er co t t an paidbu g u f h y s s w k g w s s h
ad erti inv s g ( a iK ush k, 2012).
i ad anta eD s v g s
T itter pre ence a to e ni e ot er i e it ill e lo t li e all t e ot er t itter acco ntw s h s b u qu h w s w b s k h h w u s
on t e plat orm T e compan need to a e a peciali t o can ma e t e compan acti eh f . h y h v s s wh k h y v
on T itter ic i er important or eneratin ma im m impact on t e tar et a diencew wh h s v y f g g x u h g u s.
T e content ared i ort ic doe not elp t e compan to are detailed contenth sh s sh wh h s h h y sh .
LinkedIn
in ed n i t e plat orm ic i mainl e ine e to ild a arene amon t eL k I s h f wh h s y us s by bus ss s bu w ss g h
ot er ine e t o er a reat opport nit to connect it t e c tomer t dependh bus ss s. I ff s g u y w h h us s bu s
on t e aim o t e ine t at it a ri t c annel or noth s f h bus ss h ’s gh h ( it i pencer al inW z g, S & G v , 2012).
Ad anta ev g s
T e plat orm elp in reac in i al e a dience in lo price T e a dience can eh f h s h g h gh v u u s w s. h u s b
iltered accordin to eo rap ical location demo rap ic o title companie or ind trief g g g h , g h s, j b s, s us s
o t e a dience T e plat orm a econd i e t acti e er ic i o er millionf h u s. h f h s s h gh s v us s wh h s v 100 .

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i ad anta eD s v g
T e c annel incl de premi m pricin eca e it cater i al e a dience ic i noth h u s u g b us s h gh v u u wh h s
ea to a ord or lar A tomoti e Per clic price can e a i a ile it i insy ff f C k u v . k b s h gh s $10 wh s $.50
ca e o ace oo t i not nece ar t at t e acti e er are t e tar et er t e can es f F b k. I s ss y h h v us s h g us s, h y b
t e one o are ntin or o eca e it a career ad ancement net orh s wh hu g f j b b us ’s v w k.
4.0 Recommendations
Accordin tog o ac er elanc e ocial media i an emer in ield and it a manH f k & B h (2016), s s g g f h s y
admini trati e i e and c allen e to ace t i not ea to admini ter t e content ons v ssu s h g s f . I s sy s h
ocial media T ere are certain ocial media policie ic are ollo ed e ers 24*7. h s s wh h f w by v y
or ani ation or e t e i e t m ltinational corporation in America e t ollog s . F .g. h b gg s u , B s Buy f ws
clear c t policie t doe not e content ic arm t e racial et nic e al or reli iou s. I s us wh h h s h , h , s xu g us
entiment o a dience mplo ee are not allo ed to di clo e t e in ormation Anot ers s f u . E y s w s s h f . h
e ample can e ta en o AP t anded o er t e roc re ic contain t e ocial mediax b k f G . I h v h b hu s wh h s h s
policie and ideline to ollo T e e incl de t e re pect or reli io and politicals gu s f w. h s u h s f g us
entiment o people connectin it ocial media team and not di clo in t e itals s f , g w h s s s g h v
in ormation o t idef u s .
t can e recommended to lar A tomoti e t at it o ld e T itter in order arioI b C k u v h sh u us w v us
ide are a aila le ic can ea il let t e compan to e t i plat orm or ad erti ingu s v b wh h s y h y us h s f f v s g.
perience doe not co nt m c T e n m er o i itor can e mea red and t e re ltEx s u u h. h u b f v s s b su h su s
can ma e t e Mic ael partner re a o t t e real e ect o t e e o ocial media or t ek h h ’s su b u h ff f h us f s f h
ine T itter i an ideal plat orm or en a ement it t e tar et a dience eca e obus ss. w s f f g g w h h g u b us f
t e e o p oto a ta lin ideo and n meral ic elp in ettin moreh us f h s, h sh gs, ks, v s u s wh h h s g g
en a ement rom people T e clic on lin acco nt or o t e all er interaction itg g f . h ks ks u f 92% f h us w h
t eet t i al o o nd t at o t e er o po t t eir erie et re pon e it in anw s. I s s f u h 785 f h us s wh s s h qu s g s s s w h
o r T i o t at T itter i an ideal plat orm or t e compan to eh u . h s sh ws h w s f f h y us ( alac andranB h ,
e er Appendi2013). [R f x 1].

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5.0 Conclusion
t can e concl ded t at t e ocial media mar etin i t e need o t e o r or t eI b u h h s k g s h f h h u f h
ine e and t i ill elp lar A tomoti e to en a e it it c tomer in t e lo erbus ss s h s w h C k u v g g w h s us s h w
co t and in t e m c etter a T e report di c ed t e e o ario ocial medias s h u h b w y. h s uss h us f v us s
plat orm t ltimatel it a een anal ed t at i en certain concern T itter i t e e tf s bu u y h s b ys h g v s, w s h b s
plat orm or lar A tomoti e to e or addre in it i e and to ad erti e it inef f C k u v us f ss g s ssu s v s s bus ss
amon tar et a dienceg g u s.

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6.0 Bibliography
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Appendices
1) T e po er o titter and it en a ement it t e erh w f s g g w h h us s
o rce alac andran
S u : B h (2013).