Social Media Marketing Strategies

The assignment delves into the multifaceted world of social media marketing, examining its significance in contemporary business landscapes. It analyzes various theoretical frameworks and practical applications related to social media strategy development. Key concepts like stakeholder engagement, content marketing, and crisis communication within the realm of social media are explored. Furthermore, the document underscores the importance of understanding user motivations, consumption emotions, and temporal orientations for effective social media engagement.

Running Head: Professional Practice
Professional Practice

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Contents
Introduction.................................................................................................................................................1
Social media................................................................................................................................................1
Social media for recruitment...................................................................................................................2
Social media for marketing......................................................................................................................2
Social media used for creating the presence in the market.....................................................................3
Social media used to increase the reach in the market...........................................................................3
Social media channel used by the company............................................................................................4
Additional strategy used by the Nestle Company........................................................................................4
Recommendations.......................................................................................................................................5
References...................................................................................................................................................6
Introduction

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The company that is taken into consideration is Nestle. The company launched in 1867
and it is one of the largest suppliers of food and drink. It offers a variety of milk products,
chocolates, coffees and frozen meals. The company is also giving a variety of services or the
products to the cafes, hotels, and clubs. Nestle offers pet’s foods like Purina and also joint
venture was launched in general mills in more than 80 countries. It is analyzed that Nestle is one
of the biggest industry that gives a tough competition to the other companies. The high rank is
attained by the company in the field of ice cream, milk, and yogurt. The company uses effective
strategies for promoting goods and services in the market. In this report, the main focus will be
given on the social media sites used by the company. Nestle adopts various social media
techniques to promote its products and services in the market. The goodwill of the company is
enhanced by taking into consideration different social media sites or websites that induce
customers to buy the product.
Social media
Social media is a great platform for the company, as it gives benefit to the company to
attain the goals and objectives of the organization. It is seen by promoting goods and services
through social media large number of the audience gets attracted towards the product. Nestle
company has given emphasis on developing and implementing digital and social media strategy.
The Company is giving emphasis on transforming the activities that enhance the supply chain
efficiency. The strategy of the company has given a direct impact on the operations of the
company.i
Social media for recruitment
Nestle deals with various different products and a wide range of products and services are
offered to the consumers. To enhance its operation every company takes into consideration
effective strategy to recruit new and prospective employees for the organization. Nestle also
recruit the employees by using online sources. The company has a job site and the slogan of the
site is “Nestle and You”. The site is linked with different social media like Facebook and twitter.
It is linked so that the candidate who is interested in doing the job can apply for the job opening
in the organization. ii The company offers full description on the website about the salary,
timings and the qualification that is necessary for the job opening. The link of the website is

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connected with the Facebook page, LinkedIn page and also with the YouTube account. It is seen
that the company has two Facebook careers pages.
The first one is (facebook.com/NestleCareersUk) on which the posts are related with the
title “Job of the week” and also various news articles are published in the sites, so that the
candidate can gain knowledge about the company. It consists of welcome tab and career tab in
which the available jobs are listed and it gives access to apply for the job opening. The next tab
that is available is related with nestle culture tab in which the list of various job areas and also
the culture of the company is stated. The page has a standard design and on the page the news is
updated on daily basis.
The next page (Nestle USA Careers Facebook page) on which likes are less by the
consumers and also the post are not posted on daily basis. The posts that are posted on this page
are available on the twitter page also. The next social media site that is used for recruiting the
eligible candidate is twitter. On this page the post is related with the job opportunities that are
available in the company. There are more than 1,000 followers and the candidate who requires
the job, check the page on daily basis. The page gives main focus on the Hr, manufacturing
operations and also on the supply chain of the company. LinkedIn is another page that also gives
the information about the job opening in the organization. The latest job opportunities and also
the employer branding material are available on the page.iii The page has a banner but the looking
structure is simple and professional. Social media gives a positive impact on the recruitment
process and make the process simple for the organization. By taking into consideration social
media it is seen that the company can easily attain prospective employees.
Social media for marketing
Marketing is a technique that is used by every company so that the products can be
promoted in a proper manner. It is analyzed that nestle adopts various different marketing
strategies that give enhancement in the sale of the product. Marketing plays a great role to
enhance the profitability of the organization and the direct impact is given on the company. If
effective marketing strategies are adopted by the organization then it is seen that the organization
can easily attain the goals and objectives of the organization.iv To make the consumer aware
about the product it is very necessary for the organization to implement the marketing strategies
that are beneficial for both the consumer and the company. Nestle takes into consideration

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various marketing strategies that has enhanced the operation of the business. Nestle marketing is
done on various social media platforms. There are many advertisements given by the company
that induces the consumer to buy the product.
The advertisements are very helpful for the consumer as it gives information about the
product that is launched in the market. The company adopts the transnational strategy that offers
variety of products in different market at low cost.v The advertisements are given by the
company on various social media sites like on Facebook, instagram and also on different
websites. Nestle products are published on the social media websites that attracts the attention of
various consumers towards the product. The best strategy to promote the goods and services in
the market is based on the marketing strategy that is adopted by the organization. As it is seen
that the level of competition is enhancing day by day, so to compete in an effective manner it is
very essential to take into consideration proper strategies that enhances the profitability of the
organization.vi
The company also uses attractive slogans to promote its product in the market. The
contest is also conducted on the social media sites so that the customers get induced to purchase
the item. Nestle company grab the opportunities that are prevailing in the market. It is seen that
the best strategy that is adopted by the company is giving discounts on the products. The
products are discounted and they are promoted on the social media sites. Now a day the social
media sites are accessed by everyone. So by seeing the product the consumer gets induced and
purchases the item. By this the profitability and productivity level of the company is enhanced.
There are many customers who communicate with the company by considering the social media
websites.vii
Social media used for creating the presence in the market
The presence in the market is very essential for the company as it is seen that if the products are
not available in the market then the products will not be purchased by the consumers. If the
consumers do not buy the product then it can give negative impact on the sales and profitability
of the company. The presence in the market can only be made if the product gives satisfaction to
the customers. Satisfaction level also plays a great role to enhance the sale of the product. It is
analyzed if the consumer are satisfied with the product then it can be very easy for the company
to attain the profitability. Social media is a platform that helps the consumers to gain the

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knowledge about the products. For creating good image in the market the product that is offered
by the organization should satisfy the needs and wants of the consumers.viii The presence can also
maintain in the market when the company give proper response to the consumers. If the company
has a proper communication pattern then it is analyzed that the consumer feel satisfied to
purchase the item of the company.
To expand the market operations it is very important that the company should give main
focus on maintaining and creating proper presence in the market. The product of the company
should be present in very location so that the consumer can effectively buy the product and can
enhance its market in a proper way. To make the product available in the market it is very
important that the customer should have the proper access of the product, so that they can buy
easily. The social media also helps the consumers to connect with the company. The sites and
websites are maintained by the executives of the company. If the company does not give proper
response to the consumer, then the presence of the company and the goodwill is reduced in the
market.ix
Social media used to increase the reach in the market
It is seen that social media is a platform that is accessed by the people of every age group.
If the company has to promote its product than the best way that should be adopted to promote
the products on Facebook and other social media sites. The benefits should be explained of the
product, so that the customer can purchase it without any doubts.x Large audience can be
gathered by giving the information of the product on the social media sites. The company can
only grow when the goods are available to the customers easily. The customers have a large
variety of products that can be attained. If they do not provide goods in the market then it can be
very difficult for the organization to survive for a long term. Social media is a platform that helps
the company to expand its operations in the market.
Now a day small or big organization takes into consideration social media sites to expand
its operations in the market.xi Telecommunication is also a method that is used by various
companies to reach the large audience. It is seen that the company communicate with the help of
the calling facility that is available on the Facebook and on different social media sites. xiiIt is
also helpful for the organization to establish a proper link with the consumers so that the
company can expand its operations in the market. It is seen that if the company do not take into

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consideration the social media strategies then it can create a severe problem for the organization
to survive in the competitive environment. The reach can also be enhanced in a proper way if the
quality of the product is good. Mouth to mouth publicity also plays a great role to enhance the
growth of the company in the market. Nestle tries to distribute its products by taking into
consideration proper distribution channel. The channel of distribution also has a significant role
in enhancing the profitability of the organization. If the company does not have an effective
distribution channel then it can give negative impact on the sales and profitability. xiii
Social media channel used by the company
Nestle company takes into consideration the proper social media channel. The growth of
the business is dependent on the effective strategies. To survive in the market the company offers
variety of discounts to the consumers, so that the consumer gets attracted towards the product of
the company. The nestle company promote its product on various social media sites like on the
Facebook page, instagram.xiv It is the best strategy that has enhanced the working operations of
the business. The company also launched two phase media strategy in which the company
interacts with a large audience consumer and also attracts more and more consumers towards the
companyxv. The company also conduct different and interesting contest on the social sites that
attract the customer towards the company. These channels are used by the company to
communicate and promote the product to a large audience in the market.
Additional strategy used by the Nestle Company
There are various social media channels that can be used by the company. The company
can take into consideration Pinterest. It is a social media channel that can be used by the
companies who carry a good image in the market. On this site the images of the company goes
viral and the large audiences sees it. If the image is pinned by a large number of followers then it
is seen that it has a capacity to be viewed by millions of consumers. It the best channel that can
be used by the organization to promote its product in the market. It also attracts every group of
the consumers towards the product. The image of the product is published on the site that
induces customers to buy the product. The amount is given to the company according to the
views of the publicxvi.

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The next strategy that can be used by the Nestle Company is related with Yelp. It is a
platform where the consumers give reviews about the product. If the poor review is given then it
can give negative impact on the image of the company. So, it is very important to provide high
level of satisfaction. It is also a platform through which the customers can easily access the
reviews of the other customers. It not only gives knowledge about the product to the consumers
but also helps to know about the compatibility of the company. xviiThese are the social media
channels that should be taken into consideration by the organization so that the profits and
growth can be attained in a proper manner.
Recommendations
Nestle company should try to provide quality products to the consumers so that the
organization can easily attain the targets. The business should also introduce the product
according to the need of consumers and proper social media strategy should be used, so that the
customer gets induced to buy the product. The company should create attractive images of the
product so that the customer feel tempted to buy the product.xviii If attractive images are made
then the customers also get attracted towards the product. The advertisement in the newspaper
and on television should also be given so that the large audience can be gathered for the product.
Diversification in the product line is also a strategy that should be adopted by the organization to
attract more customers towards the usage of product.xix The products that are introduced by the
company should be of nominal price so that every customer can purchase it without giving
another thought. Market positioning is also one of the strategies that should be taken into
consideration by Nestle in order to aware customers about the product.xx
References

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Berthon, P.R., Pitt, L.F., Plangger, K. and Shapiro, D., 2012. Marketing meets Web 2.0, social
media, and creative consumers: Implications for international marketing strategy. Business
horizons, 55(3), pp.261-271.
Blanchard, O., 2011. Social media ROI: Managing and measuring social media efforts in your
organization. Pearson Education.
Colliander, J., Dahlén, M. and Modig, E., 2015. Twitter for two: investigating the effects of
dialogue with customers in social media. International Journal of Advertising, 34(2), pp.181-
194.
Doub, A.E., Small, M. and Birch, L.L., 2016. A call for research exploring social media
influences on mothers' child feeding practices and childhood obesity risk. Appetite, 99, pp.298-
305.
Frewer, L.J., Miles, S. and Marsh, R., 2002. The media and genetically modified foods: evidence
in support of social amplification of risk. Risk analysis, 22(4), pp.701-711.
Henderson, A. and Bowley, R., 2010. Authentic dialogue? The role of “friendship” in a social
media recruitment campaign. Journal of Communication Management, 14(3), pp.237-257.
Hollensen, S., 2015. Marketing management: A relationship approach. Pearson Education.
Jin, Y., Lin, J.S., Gilbreath, B. and Lee, Y.I., 2017. Motivations, consumption emotions, and
temporal orientations in social media use: A strategic approach to engaging stakeholders across
platforms. International Journal of Strategic Communication, 11(2), pp.115-132.
Kietzmann, J.H., Hermkens, K., McCarthy, I.P. and Silvestre, B.S., 2011. Social media? Get
serious! Understanding the functional building blocks of social media. Business horizons, 54(3),
pp.241-251.
Li, J.S., Barnett, T.A., Goodman, E., Wasserman, R.C. and Kemper, A.R., 2013. Approaches to
the prevention and management of childhood obesity: the role of social networks and the use of
social media and related electronic technologies. Circulation, 127(2), pp.260-267.
Lieb, R., 2011. Content marketing: Think like a publisher-how to use content to market online
and in social media. Que Publishing.
Lovejoy, K. and Saxton, G.D., 2012. Information, community, and action: How nonprofit
organizations use social media. Journal of Computer‐Mediated Communication, 17(3), pp.337-
353.
Mangold, W.G. and Faulds, D.J., 2009. Social media: The new hybrid element of the promotion
mix. Business horizons, 52(4), pp.357-365.

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Mount, M. and Martinez, M.G., 2014. Social Media. California Management Review, 56(4),
pp.124-143.
Nah, S. and Saxton, G.D., 2013. Modeling the adoption and use of social media by nonprofit
organizations. New Media & Society, 15(2), pp.294-313.
Reid, D.J. and Reid, F.J., 2007. Text or talk? Social anxiety, loneliness, and divergent
preferences for cell phone use. CyberPsychology & Behavior, 10(3), pp.424-435.
Romenti, S., Murtarelli, G. and Valentini, C., 2014. Organisations' conversations in social media:
applying dialogue strategies in times of crises. Corporate Communications: An International
Journal, 19(1), pp.10-33.
Safko, L., 2010. The social media bible: tactics, tools, and strategies for business success. John
Wiley & Sons.
Steel, E., 2010. Nestlé takes a beating on social-media sites. The Wall Street Journal, 29.
Zhang, T., Zhang, T., Abound Omran, B., Abound Omran, B., Cobanoglu, C. and Cobanoglu, C.,
2017. Generation Y’s positive and negative eWOM: use of social media and mobile
technology. International Journal of Contemporary Hospitality Management, 29(2), pp.732-761.

i Zhang, T., Zhang, T., Abound Omran, B., Abound Omran, B., Cobanoglu, C. and Cobanoglu, C.,
2017. Generation Y’s positive and negative eWOM: use of social media and mobile
technology. International Journal of Contemporary Hospitality Management, 29(2), pp.732-761.
ii Li, J.S., Barnett, T.A., Goodman, E., Wasserman, R.C. and Kemper, A.R., 2013. Approaches to the
prevention and management of childhood obesity: the role of social networks and the use of social
media and related electronic technologies. Circulation, 127(2), pp.260-267.
iii Mount, M. and Martinez, M.G., 2014. Social Media. California Management Review, 56(4), pp.124-
143.
iv Lieb, R., 2011. Content marketing: Think like a publisher-how to use content to market online and in
social media. Que Publishing.
v Romenti, S., Murtarelli, G. and Valentini, C., 2014. Organisations' conversations in social media:
applying dialogue strategies in times of crises. Corporate Communications: An International
Journal, 19(1), pp.10-33.
vi Steel, E., 2010. Nestlé takes a beating on social-media sites. The Wall Street Journal, 29.
vii Safko, L., 2010. The social media bible: tactics, tools, and strategies for business success. John
Wiley & Sons.
viii Mangold, W.G. and Faulds, D.J., 2009. Social media: The new hybrid element of the promotion
mix. Business horizons, 52(4), pp.357-365.
ix Doub, A.E., Small, M. and Birch, L.L., 2016. A call for research exploring social media influences on
mothers' child feeding practices and childhood obesity risk. Appetite, 99, pp.298-305.
x Henderson, A. and Bowley, R., 2010. Authentic dialogue? The role of “friendship” in a social media
recruitment campaign. Journal of Communication Management, 14(3), pp.237-257
xi Colliander, J., Dahlén, M. and Modig, E., 2015. Twitter for two: investigating the effects of dialogue
with customers in social media. International Journal of Advertising, 34(2), pp.181-194.
xii Lovejoy, K. and Saxton, G.D., 2012. Information, community, and action: How nonprofit
organizations use social media. Journal of Computer‐Mediated Communication, 17(3), pp.337-353.

xiii Hollensen, S., 2015. Marketing management: A relationship approach. Pearson Education.
xiv Kietzmann, J.H., Hermkens, K., McCarthy, I.P. and Silvestre, B.S., 2011. Social media? Get serious!
Understanding the functional building blocks of social media. Business horizons, 54(3), pp.241-251.
xv Berthon, P.R., Pitt, L.F., Plangger, K. and Shapiro, D., 2012. Marketing meets Web 2.0, social media,
and creative consumers: Implications for international marketing strategy. Business horizons, 55(3),
pp.261-271.
xvi Blanchard, O., 2011. Social media ROI: Managing and measuring social media efforts in your
organization. Pearson Education.
xvii Jin, Y., Lin, J.S., Gilbreath, B. and Lee, Y.I., 2017. Motivations, consumption emotions, and
temporal orientations in social media use: A strategic approach to engaging stakeholders across
platforms. International Journal of Strategic Communication, 11(2), pp.115-132.
xviii Frewer, L.J., Miles, S. and Marsh, R., 2002. The media and genetically modified foods: evidence in
support of social amplification of risk. Risk analysis, 22(4), pp.701-711.
xix Reid, D.J. and Reid, F.J., 2007. Text or talk? Social anxiety, loneliness, and divergent preferences for
cell phone use. CyberPsychology & Behavior, 10(3), pp.424-435.
xx Nah, S. and Saxton, G.D., 2013. Modeling the adoption and use of social media by nonprofit
organizations. New Media & Society, 15(2), pp.294-313.