Social Media practice Report

Digital media is a platform on which any activity, whether it business, interaction, or anything else, can take place over the internet. Bloom is a leading digital marketing agency in London. It intends to grow its digital platform-based business. Bloom, on the other hand, is a client of Allplant. This is an organic delivery service. This research examines how Bloom does business and the techniques it plans to employ in the digital media realm to increase its operations.

Unit 46- Social Media practice
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Introduction
We live in a world where digital media is playing a vital role. Digital media is a platform where
any activities it could be business or interaction or anything place via internet. Bloom is one of
the finest digital marketing company in London. It wants to expand its business more on digital
platform. On the other hand Allplant is the client of Bloom. Which is a organic delivery
company. This report is about how Bloom runs its business and which strategies the company
going to take in digital media world to expand its business.
Lots of Businesses wants to take place in Digital platform, in order to do business in social media
platform companies have to follow some major concepts regarding digital media. Bloom is
company which provides different of services to its customers and providing services in digital
platform is one of its services. The major concepts of social media for business of Bloom are:
User profile: User defines as the group of settings and information about the users. In the
context of Bloom, (HOEFFLER, S., & KELLER, K. L. 2002). Since its business takes place
digitally so bloom also collects the user information and give some settings in order to operate
the customers which includes Facebook, Twitter, Software, Website, etc. Bloom operates its
customers through different sort of tools which includes software application or websites etc.
User profile Helps Company connects with customers. Boom easily reach to customers by
sharing services with the help of user profile.
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Importance: user profile is very important feature by which company get the information about
the audience. Bloom’s client is Allplants so using this feature both organization have get the
information about each other.
Interactivity: interactivity refers the conversation between the client or customers and company.
The conversation happens through Facebook, Twitter, LinkedIn and other social media.
Basically in this way customers let know about the company’s service and product by asking
question.
Importance: Interactivity is the way by which organization can coonect with its customers to
convince them to buy their services and products. Both Allplants and Bloom have social media
platform through that channel companies connect with customers.
User Generated Content (UGC): User-generated content (UGC) is an authentic content which
is made by the people of a brand (MANGOLD & FAULDS, 2009). The content would be
anything may be photos, video or poster or any sort of thing that are using in social media or any
digital platform to promote bloom’s brand to the audience. UGC is quiet efficient in case of
promote branding that’s why Bloom using this medium to reach its targeted customers.
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Importance: content is very Important to attract customers. Allplants and Bloom have created
some positive user generated content to earn their loyalty. In order to generate new leads
company has no potion other than to create user generated content and share those content via
social media.
Content marketing: There are some sites in digital platform by which we can connect with our
family, friend or other group of people or individual etc. this is called social network. Social
networks are Facebook, twitter, LinkedIn and etc. different types of content has been prepared in
this site to attract the customers. Content would be any promotional video regarding company’s
service, post etc.
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Bloom uses this platform to inform its services to the people (MAREE, T. 2017).. It also has its
own website and blog page where people can know about Bloom. These days social network is
very important because people all over the world have spent a certain amount in social network.
Importance: Company basically reach the audience by promote its product by making different
content about the service. Bloom makes lots of content and share this content to various media to
let know its service to customers.
There are some factors which have great influence over business in the time of developing social
media. Some factors also have influenced over Bloom during the time of social media
development.
Business factors: Business factors play a vital role to develop social media those will be
discussed below:
Business Intelligence: Business Intelligence is technological method which provides different
kind of data, information to managers, executives or any group of people to take decision
(HOEFFLER, S., & KELLER, K. L. 2002).. Data discovering tools, cloud data service and dash
board services etc. are the main business intelligence tools of Bloom.
Bloom analyze and evaluate its data through Business Intelligence. After evaluation all the data
it takes decision which would be good for Bloom.
E-commerce: When any sort of commerce takes place in internet that is called E-commerce.
Basically Bloom is doing its business in e-commerce (CHEN, Y., Fay, S., WANG, Q. 2011). It
interact with the customers in virtually. Bloom doing its business to customers in B2B way. It
advertise it service in e-commerce site. So that people are aware of its day to day operations.
Cultural factors: There are some cultural factors which influence the business of the Bloom.
Those will be discussed below:
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E-gamming: World’s environment is continuously changing so the business now a days people
love to enjoy spending time in e-gamming so Bloom has to consider the factor to run its
business.
All the business today is changing according customers want as e-gamming is quiet popular
among people so this thing definitely impacts on Blooms business (FLAGLER, R. 2011).
Digital Culture and Digital Interactions: Digital culture by which Bloom shape its interaction
pattern with customers. It is the helps Bloom to think and behave according to demand
(BLACKSHAW, P., & NAZZARO, M. 2004). On the other hand Digital interaction it the way
of Bloom to responds its customers.
All the above factors have main influence to develop the social media.
Different social media are using by different companies to build a relationship with customers.
Basically Facebook, Twitter, Instagram and LinkedIn etc. are known as social media. All social
media have some advantages and also some disadvantages to make Bloom’s business
relationship with customers.
Advantages:
Customer attraction: it helps in attracting customers and also help to get customer feedback to
make customer loyalty.
Marketing Research: Bloom increase its market reach, including national markets.
Revenue generation: Bloom make revenue by making customer networks and advertising.
Exchange Ideas: Both customers and Bloom can exchange ideas to improve the business.
Disadvantages:
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Social media Strategy: If the social media strategy of Bloom is not fine then it would be very
difficult for them to make relationship with customers.
Daily Monitoring: Bloom must has to be some man power to monitor social media regularly
otherwise the consequences will be vice versa.
Online exposure: Online exposure sometimes risky because of negative feedback, hacking etc.
But still advantages of social media is more than the disadvantages. Bloom can focuses on its
disadvantages and turn that disadvantages into advantages.
Develop Brand awareness: Bloom develops its brand awareness by using Facebook, LinkedIn
and Twitter etc. different contents, posts, video etc. (BLACKSHAW, P., & NAZZARO, M.
2004) are generally made in social media platform to let bloom’s business to the customers.
Figure: Communications objectives in social media
Source: (MANGOLD, W. G., FAULDS, D. J. 2009).
Facebook: Facebook helps to increases the targeted audience. Like every company Bloom also
wants to expand its business and social media is the best channel to target large people (MAREE,
2017). The another communication objects of Facebook is, Bloom company has this platform to
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connect with customers and has followers but all its followers are not its customers so Bloom
converts its followers into customers.
Twitter: If Twitter is maintained properly for example posting regularly, provide information
about the company in regular basis, if this thing maintained properly then Bloom will gain
customers loyalty which would be beneficial for its business (BLACKSHAW & NAZZARO,
2004).
LinkedIn: Bloom has to assess the feedback of customers which includes what customer think
about its services or particular service through LinkedIn. Bloom uses LinkedIn to share its
overview about the company to customers.
Figure: different communication objectives
Source: (HOEFFLER, S., & KELLER, K. L. 2002).
Bloom takes that feedback as the resource of information then in future it will helpful for the
company to take decision in changes (MANGOLD, W. G., FAULDS, D. J. 2009). Customer’s
feedback are very important because it is the opinion of them about Bloom’s business.
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Discuss the impact of different forms of social media (e.g., Facebook, Twitter,
Instagram, blog, etc.) on brand awareness and consumer engagement.
Social media is a great way for brands to maintain or make relationship with customers. With the
help of social media it is easy to gain new leads and attracting them. Bloom is a digital based
company which main work is to give consultancy to other company it also make creative
strategies in digital media for other companies through social media platform in order to create
brand awareness and consumer engagement.
Creating Brand awareness using Facebook: Facebook is a medium for engaging people with
one another. This is a great place for Bloom to engage with customers at every stage
(MANGOLD, W. G., FAULDS, D. J. 2009). Bloom can get back its previous customers and also
can get new leads in Facebook it also can increase its brand awareness and engage customers by
posting different content, video and etc. about the company.
Figure: Brand Awareness
Source: (BLACKSHAW, P., & NAZZARO, M. 2004)
Brand awareness and customer engagement by using Twitter: Bloom has been sharing their
content on its different social media account Twitter is one of them. Like Bloom Many other
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brands love to use this platform to promote their blog, video, and other content they have made.
This content are made to gain new customers and also gain the loyalty of existing customers.
Bloom create brand awareness through Twitter and engage customers by posting different
content. (MAREE, 2017)
Instagram: Bloom has a Instagram page. Where people get all the information about the
company. For brand awareness Bloom spent huge amount of money to develop its Instagram
page. It makes its page in such way that defiantly clicks people mind (BLACKSHAW &
NAZZARO, 2004).
Blog: many corporate offices are associated with Bloom and Bloom want to make new
relationship with other companies to make new relationship with new companies Bloom has
Blogging website where it maintain its relationship with different corporate. In the website
Bloom post its upcoming venture and its planned are shared (MAREE, 2017).
Critically evaluate different social media platforms (e.g., Facebook, Twitter,
Instagram, etc.) to identify their areas of greatest influence.
Social media has great impact over business. Social media is a medium which helps people being
social. This is happened by using different type’s social media and those are
Facebook: Facebook is social network which connects people. It has great impact on people. In
this days lots of business have taken places into Facebook.
It is just happening because it’s very easy to start a business in Facebook plat form. Not much
money needed to run a business in Facebook for that reason anything that is relate Facebook get
hype. Companies take Facebook seriously to engage their business since huge numbers of
customers are associated with Facebook (CHEN, Y., Fay, S., WANG, Q. 2011).
Twitter: Twitter is also a social media like Facebook but obviously there are some differences
like Facebook it has also huge users. Bloom knows if it wants to survive in the market it has to
maintain its twitter page. Like Facebook people share their thoughts, views or lots of people
doing Business in Twitter. Bloom updated its status regularly on twitter (MAREE, T. 2017).
Instagram: Instagram is a site which is huge popular all over the world especially in western
world. In this site people posts picture, videos etc. of their daily actives. As Bloom is London
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based company and according to a research most of the adult Londoners are using Instagram. In
order to generate more revenue Bloom has to have an account in Instagram so that it can capture
a large number of audience (MANGOLD, W. G., FAULDS, D. J. 2009)..
Critically analyses how social media is used by organizations to develop and
promote business aims. Support your answer with case examples from
different businesses.
Social medias are interactive medium which allow the creation and exchanges of ideas, plan and
expression through virtual media and networks.
By the following ways Bloom uses social media to promote its business aims.
Identify its Goals: In first stage Bloom identifies its goals that refers what it wants to achieve.
Figure: Develop and Implement of Plan
Source: (BLACKSHAW, P., & NAZZARO, M. 2004)
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Since Bloom wants more customers so it is its goal. For achieving goals its next step is making
strategies.
Strategies: to full fill the goals it makes strategies like making content in social media to attract
clients. Strategies would be for example Bloom posts interesting content in social in order to
target audience.
Implement the strategies: In this stage different strategies which are taken before are
implemented. Suppose Bloom took plan to upload a video on Facebook about its new services in
this stage bloom make its strategy to reality (MANGOLD, W. G., FAULDS, D. J. 2009)..
Result: in this segment Bloom check its result. When a company make any plan it has a desired
outcome so in this stage Bloom compare its result to its desired result.
Monitoring: In the last stage Bloom checking all its activates in social media like answering
customer’s queries, what customers are thinking about its services etc. This is how social media
is used to develop a business.
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Task 02: Presentation Slides and Speaker Notes
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Allphants provides 100% plant based to its customers . It also maintain hygiene unlike other
companies. As a food delivery companies in UK it does want to expand its business to Social
Media. Allplants hire Bloom to boost up its market in social media. Social media is the media
which helps people to connect in order to exchange their views, feeling and ideas . This
presentation is based on social media practices. Bloom uses Facebook, LinkedIn etc. platform to
promote others company’s profile to capture customers. Bloom takes different sort of strategies
to promote Allplants product in social media . Bloom has never worked before with Allplants so
it is Bloom first work with Allplants.
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The business especially e-commerce business are doing pretty well in this pandemic, e-
commerce business refers the business which takes place in digital media. Allplants is a organic
food delivery company which did not do business well during this pandemic because of not
having an engagement with the social media.
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Every business organization first segment the market and then target a group of customers to
satisfy them by providing goods and services which satisfy their wants. Since Allplants is
organic food delivery company so the company’s targeted audience are the people who are
health conscious and the organization wants to reach them through different social media
platform.
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The condition of Allplants in social media is miserable. Company has 2000 followers in
Facebook. 1500 followers in Instagram and in twitter it has 900 follower only compare to its
competitors. the engagement of Allplants in different social media is quiet poor, it only share 2
post in twitter, 4 post in Instagram and 5 post in Facebook. The average likes of those post are
good in comparison with its followers. If it’s rating on ten the company will get 6 in Facebook, 5
in Instagram and Twitter.
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Allplants competitor Green foods is very much active in social media. It has always
communicated to its customers via social media. Green Foods Company posts different content
in social media such as in Facebook on average 150, in twitter 30, in Instagram 200 and in others
15 in a week. The company gets most likes and share from Instagram since in Instagram it has
the most followers after Instagram the company get most like from Facebook, then the other
social media and last from twitter. In case of comments the rank will be same as like. Since the
company is more active in Instagram so its rating in Instagram would be 9, in Facebook it would
be 8, in twitter 6 and in other social media it would be 7.
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After evaluating the all social media Allplants has to decide which platform would be the most
suitable platform for the company and also assess from which social media sites customers
engage with Allplants the most. The organization will also work on those platform where
customer’s engagement is less.
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Allplans share its content to different social media platform according to the customers. People
use different social media platform for different needs. So in order to reach to customers
company makes different content. For Facebook Allplants makes different video with innovative
captions in order to reach its targeted customers. In Instagram company share vibrant picture
with link so that people will be able to know about company’s business. Twitter uses by the
organization to let people know about various information about the services of the company
such as discount offer, special offer for occasion etc.
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Allplants create many contents in social media. In YouTube it has made a content about its
foods and by which way the company provides it to the customers. The link which is showed in
the slide by clicking that link that people will learn about the Allplants foods and delivery
system.
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Content scheduling is the routine activities of Allplants by which company will decide which day
company will share which content. For example in the slide it is showed that company will post
video on Monday, share a post on Tuesday, promote company’s post on Wednesday, Friday
company will not post anything, on Saturday it will not post any video in Facebook.
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Social media strategy is a bunch of strategies that someone made to achieve something in social
media. Bloom also made some strategies for Allplants to achieve something in social media
which is customers for gaining the customers Bloom make some strategies like and share. The
person who share and like the most about the Allplants page in social media will get some
advantages.
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Tag is the feature which user uses to tag someone else in some particular post and comments in
social media. So the customers who have any queries or want to know something about Allplants
service the company can tag that person on the company’s post and comment. Sometimes
company mention the customers in some specific post to let them know about their queries,
special offer or for anything.
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Allplants needs to SMART about core plan strategy here SMART refers S for specific, M is for
Measurable, A is for attainable, R is for relevant and T is for time. All these things need to be
considered during making strategies. Company will post different posts in social media to
interact with the leads. What people think about the company Allplants has to assess those
things. Company always focuses to the strategies and improve the strategies if needed.
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Without social media many people life will be difficult to run because lots people are doing
business in social media. Allplants is a company which is food delivery service provider in
London it hires Bloom consultancy firm to promote Allplants services to in the social media
platform. Bloom has suggested lots for tools and channels which will help Allplants to achieve
capture customers in social media. To gain customers in social media is not easy since there are
many giant companies which are already existed in social media platform to beat them it is not
easy.
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Conclusion
Social media is a popular platform where everybody share their views, ideas and knowledge. So
it plays an important role to the businesses. In order to do well in digital market there is no other
way except doing well in social media. As an executive of the Bloom it would be intelligent
decision to be an active participant in social media. London is one of the main hub in the world
so to do well in its business it must focuses to Instagram most because most of the Londoners are
using Instagram the most in social media.
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References
BLACKSHAW, P., & NAZZARO, M. (2004). Consumer-Generated Media (CGM) 101: Word-
of-mouth in the age of the Web-fortified consumer. Retrieved July 25, 2008
CHEN, Y., Fay, S., WANG, Q. (2011). The role of marketing in social media: How online
consumer reviews evolve. Journal of Interactive Marketing, 25(2), 85-94
FLAGLER, R. (2011). Are You Social? Marketing Your Business with Facebook and Twitter.
New York Amsterdam News, 7, 6.
HOEFFLER, S., & KELLER, K. L. (2002). Building brand equity through corporate societal
marketing. Journal of Public Policy & Marketing, 21(1), 78- 89.
MANGOLD, W. G., FAULDS, D. J. (2009). Social media: The new hybrid element of the
promotion mix. Business horizons, 52(4), 357-365.
KELLER, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand
equity. The Journal of Marketing, 1-22.
MAREE, T. (2017). The Social Media Use Integration Scale: Toward Reliability and Validity.
International Journal of Human–Computer Interaction, 33(12), 963-972.
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