Social Media Situational Analysis for Sealink Travel Group

Running head: SOCIAL MEDIA SITUATIONAL ANALYSIS 1
Assessment Task 2: Social Media Marketing Report

SOCIAL MEDIA SITUATIONAL ANALYSIS 2
Executive Summary
The following report relates to increasing the social media presence of Sealink Travel Group which is a booming tourism company in
Adelaide, Australia. Currently, the company’s social media presence is fairly good but in order to remain ahead in the market, it needs
to transform its ways to attract a greater number of customers. The report has addressed the concerns faced by the company by
identifying the right social media channels that are suitable to increase its social media presence. The objectives have been laid down
to provide a direction to the report. After identifying the right social media channels, Facebook and Twitter have been identified as the
most suitable channels to advertise and market the services of the company. The report has also provided with a Channel Plan to
understand the current requirements of the company. Along with that, necessary recommendations have been provided to help the
company grow its brand awareness and customer loyalty. The report has also provided with concrete evidence from scholarly authors
and online database sources to maintain the credibility of the information. It has been concluded by stating the changes brought by
social media in tourism businesses around the globe and how Sealink Travel Group can take cues from the success of such travel
companies.

SOCIAL MEDIA SITUATIONAL ANALYSIS 3
Table of Contents
Introduction..................................................................................................................................................................................................4
Objectives....................................................................................................................................................................................................4
Channel Plan................................................................................................................................................................................................5
Social Media Network Channels: Content Development............................................................................................................................8
Social Media Network Content: Facebook..............................................................................................................................................8
Social Media Network Content:..............................................................................................................................................................9
Social Media Analytics and Metrics..........................................................................................................................................................10
Conclusion.................................................................................................................................................................................................11
References..................................................................................................................................................................................................12

SOCIAL MEDIA SITUATIONAL ANALYSIS 4
Introduction
According to Brown & Duguid (2017), the importance of Social media in business is growing at a warp speed as more and
more businesses are signing up in social media sites to create an online market presence. The efficient utilization of social media is
making the industry bigger and is bound to become even bigger in the coming years. As suggested by Luttrell (2018), every business
today needs to leverage the right social media channels in the best possible way because the current booming generation happens to be
hooked up on different social media networks. People engage and connect with their preferable brands and products on these social
media sites. According to the social media statistics of 2019, presented by Statista (2019a), a whopping 2.8 billion users around the
globe are present on multiple social media platforms. Social media has allowed businesses to be visible in the online space and making
their presence felt to its audience. This means that businesses have great opportunity to target their specified audience, connect with
them better and serve them on a higher level. The following report is based on enhancing the social media presence of Sealink Travel
Group by identifying the right channels to boost its growth in the long run.
Objectives
Sealink Travel Group is headquartered in the city of Adelaide, Australia and organizes cruises, transport services, tours,
accommodations and provides holiday packages for interested customers (Sealink Travel Group, 2019). As companies are flourishing
and attracting the attention of masses with application of social media techniques in their business operations, Sealink Travel Group
also wishes to enhance its social media space. Although the company has gained popularity in Adelaide, the presence of other
competitors utilizing social media efficiently have the chances of grabbing more customers in their bag. Therefore, in order to
successfully promote the business, Sealink Travel Group has to focus on social media marketing on the right channels and publishing
new content. The primary objectives of the company will be to-
 Leverage the use of right social media channel