Exploring Social Media strategies - A case of Allplants

This report explores the key concepts, influence, cultural factors, advantages, and disadvantages of social media for businesses, with a focus on Allplants. It also evaluates different social media platforms and their contribution to promoting business aims.

Social Media strategies
– A case of Allplants

Table of Contents
INTRODUCTION ..........................................................................................................................3
TASK ..............................................................................................................................................3
Key concepts of social media for business ................................................................................3
Influence of business on development of social media ..............................................................4
Cultural factors on development of social media........................................................................5
Use of social media, in the relationship between businesses and consumers. ...........................5
Advantages of social media in businesses..................................................................................5
Disadvantages ............................................................................................................................6
Use of social media platforms ....................................................................................................6
Evaluation of different social media platforms...........................................................................7
Analysation of social media platforms which contributes in promoting business aims ............7
CONCLUSION ...............................................................................................................................7
REFERENCES................................................................................................................................9

INTRODUCTION
Social media plays an important role in creating awareness among customers. Digital tools helps
in engaging with customers in order to understand customer needs and wants (Hjorth and Hinton,
2019). It can also be used in promoting products over online platform in order to reach larger
audience and to communicate with potential customers and to influence them for buying their
products and offerings. It allows marketers to connect with their customers. By formulating
effective and strong strategies and engaging content, it may engage their audience. This project
report is based on Bloom, a creative marketing agency based in London. It facilitates content
marketing, social media marketing, advertising to small business. This report will cover key
concepts,influence and cultural factors along with use of social media in relation to customer and
business. Further it will include advantages and disadvantages of of social media. In addition to
that, it will cover use of social media for various communication objectives and impact of
different forms of social media.
TASK
Social media may be referred to the online communication where users creates and share content
in order to interact with each other in various ways. These channels are easily accessible and
provides user friendly interface so that users can communicate with each other. Following are the
concepts of social media for business
Key concepts of social media for business
 Social media is similar as well as different – There are various social media platforms
such as Facebook, Instagram and Twitter which helps business in communicating with
existing as well as potential customers (Smith and Anderson, 2018). It involves
engagement of both customers and companies. It helps In generating more revenue of
business enterprise by attracting large number of customer base. As per content
consumption, Facebook and Instagram are two most used platform used by customer.
While on the other hand, Twitter is used to shear informative content. By analysing
collected data and generating traffic to company's website, it helps in better decision
making along with formulating effective strategies which will drive company towards
attainment of goals (Kaplan and Mazurek, 2018)

 People exhibit different behaviour -On social media platforms, people post share
modified post several times on various platforms. Companies have to understand
customer behaviour and based on that promote campaign by using flashy and eye
catching images. Behaviour of customers are different on every social media platform so
it becomes difficult to understand their needs and wants. Different types of content
gathered with format of presentation formats in order to alter one's content based on their
needs.
 Marketing and communication basics still applicable – Traditional and old rules of
marketing will be applicable to social media marketing. There are various parts that has
been updated in digital forms. Different tools and technologies of social media helps in
interacting with other people. It involves consumer insights and behaviour research are
applicable in social media marketing.
 Social networking – It is a dedicated platform which helps in maintaining contact and
communicate with peers and relatives over digital platforms. It helps business in
communicating with their customer in order to better understand needs and wants so as to
formulate effective strategies in order to accomplish organisational objectives.
Influence of business on development of social media
 Business Intelligence – It is the process which involves collection of data of various
people who interact or view business on social media. The data may of any type such as
location, demographics and number of times visitor views page before taking decision to
buy product. The data may be collected from various digital platforms which helps in
providing insights to take better decision.
 E commerce -Most of the people are active on social media handles and it becomes easy
for small startups to attract people over social media by posting flashy and eye catching
images in order to influence to buy their product. People can order on social media
platforms and small business vendors delivers product via courier (Wehner, Ritter and
Leist, 2017).
 Social media marketing -it is one of the most effective and cheapest option of marketing.
It involves digital tools which can be used to create awareness among consumers to buy
their product.

Cultural factors on development of social media
 E-gaming -It helps in promoting effectiveness social media presence. It facilitates fun
activities over social media and makes it more successful. It helps in communicating with
each other and increases value of social media.
 Digital culture – It is a concept which helps in describing interactions about technology
and how it interact as humans. Social media provides a different culture to individual to
act in order to express themselves. It is different from traditional culture and allows to
communicate with other individuals across cultural boundaries.
 Digital interaction -As the technology is emerging day by day and it social media
facilitates interaction with different person over the globe. It helps business in engaging
with their customers in order to better understand needs.
Use of social media, in the relationship between businesses and consumers.
Social media helps in communicating with customers in order to understand their needs and to
formulate strategies for customer satisfaction. It helps in reaching larger audience which will
generate higher profit. By using social media, company can segment customers based on taste
and preference. It is needed to analyse that the targeted audience is on social media platform or
not. It act as a bridge between customers and business. By making visuals company can attract
larger customer base. Strong content helps company in grabbing immediate attention. Company
can improve customer service and this will lead to better customer satisfaction (Almazrouei and
et.al., 2020). By communicating and handling customer complaints it allows customers make
aware about how company is dedicated about making customers satisfied. It is a modern
marketing tool which positively affects business performance by communicating with customers.
Many customers lives in different country and it becomes complex to communicate as it is costly
method. Customer satisfaction is the key of successful business and it is important to understand
customer needs and to provide better solution of their problems and concerns.
Advantages of social media in businesses
 Brand awareness – It helps in creating brand awareness among potential customers.
 Cost effective -It is cost effective digital marketing tool and can be used by small
businesses too. It is much cheaper than traditional style of marketing and promoting. The
cost of maintaining social marketing presence is very minimal.

 Access to evaluation -It becomes easier to evaluate performance of business in order to
alter strategies which will direct towards attainment of goals.
 Increase efficiency -Social media helps in increasing efficiency of company which leads
to higher profits. It enhances overall performance of company by interpreting insights of
collected data.
 Customer interaction -It helps businesses in interacting with customers which leads to
customer satisfaction. It facilitates in getting feedbacks from customers and provide them
with feasible solution to their concerns.
Disadvantages
 Resources – Many companies are operating on traditional method of promoting and
advertising and due to unavailability of social media presence, it may difficult to attract
larger customer base. It is needed to have all necessary resources such as training is
provided and cost of ad campaigns and creating cost of video content.
 Difficult to measure effectiveness - It becomes complex to measure the effectiveness of
social media as there are various cost involved in it which makes difficult to measure cost
per click or lead generation rate (Li, He and Zhang, 2020).
 Ineffective use – If company do not use social media in an effective way, or it will
adversely affect company's performance. It is needed to push customer along with
engaging and to respond negative feedbacks for better customer satisfaction.
Use of social media platforms
 Social networking -There are carious social media platforms which helps in
communicating with each other across the world. It provides with a digital platforms on
which people can communicate and share content like images, videos, infographics and
other essential information or document. It can be used to connect with friends and
relatives by online profiles and updates.
 Facilitates professional connections -LinkedIn is one of the well known professional
social media platform which is mostly used by professionals. This platforms provides
various opportunities to people for getting job. Many recruiters shows interest on
matching requirements of company and hires directly.
 B2B communications -Many business communicate with other business and it also
strengthens their relations. It uses social channels in order to market products and

services to business prospectus and clients (Cartwright, Davies and Archer-Brown,
2021).
 In B2C Business -It helps in increasing productivity of company as it provides various
effective digital tools which can be used in promoting products and services of company.
Evaluation of different social media platforms
 Facebook -In this type of social media platform, it allows users to interact with family
and friends. It is designed for college students and it caters wide variety of people by
sharing photos and text.
 Instagram -It is mostly used social media platform and most of the people are available
on Instagram. It has unique user interface which allows to share messages in form of
video, audio and both audio visual. It have better content quality and for this reason it is
more popular. It allows to share content to various people across globe.
Analysation of social media platforms which contributes in promoting business aims
Social media helps companies to boost their business operations by using various digital
tools. Most of the audience are available on social media platforms and it becomes easy to target
potential customers. This makes companies to generate more profit. It also helps in making
aware people about their products and offerings. Most of the companies are having presence of
social media handles by which they communicate with customers. It is cost effective marketing
tool which can be affordable by small and medium business. Marketing strategies contributes
towards attainment of goals and aims. It makes company core productive and core purpose of
social media in business is to engage and attract potential customer (Bakri, 2017). It helps in
formulating marketing plans which will direct resources in accomplishing company's aims.
CONCLUSION
From the above project report, it was concluded that social media plays a crucial role in making
business more efficient. There are various platforms of socil media by which business concern
can communicate with their customers and formulate effective content and marketing strategies.
Most of the companies are active on social media platforms and it influences business positively.
It have tons of benefits which can be used to make organisation successful. In addition to that, it
have many implications which limits success of company. Instagram and facebook are two most

well known social media platform used by many companies to engage with customers. They can
get feedback from customers and by that corrective measures could be taken in order to make
company more

REFERENCES
Books and Journals
Almazrouei, F.A., Alshurideh, M., Kurdi, B.A. and Salloum, S.A., 2020, October. Social media
impact on business: a systematic review. In International conference on advanced
intelligent systems and informatics (pp. 697-707). Springer, Cham.
Bakri, A.A.A., 2017. The impact of social media adoption on competitive advantage in the small
and medium enterprises. International Journal of Business Innovation and
Research, 13(2), pp.255-269.
Cartwright, S., Davies, I. and Archer-Brown, C., 2021. Managing relationships on social media
in business-to-business organisations. Journal of Business Research, 125, pp.120-134.
Hjorth, L. and Hinton, S., 2019. Understanding social media. Sage.
Kaplan, A. and Mazurek, G., 2018. Social media. Handbook of Media Management and
Economics:, pp.273-286.
Li, X., He, X. and Zhang, Y., 2020. The impact of social media on the business performance of
small firms . Information Technology for Development, 26(2), pp.346-368.
Smith, A. and Anderson, M., 2018. Social media use in 2018.
Wehner, B., Ritter, C. and Leist, S., 2017. Enterprise social networks: A literature review and
research agenda. Computer Networks, 114, pp.125-142.