Social Media Strategy | John Goods Shipping Company

Running head: SOCIAL MEDIA STRATEGY
SOCIAL MEDIA STRATEGY
Name of Student
Name of the University
Author Note

SOCIAL MEDIA STRATEGY1
Table of Contents
Introduction......................................................................................................................................2
Introduction into Company..............................................................................................................2
Marketing audit using SWOT to identify the current situation.......................................................3
State objectives of using social media marketing plan....................................................................4
Developing awareness of brand.......................................................................................................4
It can help in increasing the size of target audience and social communities.................................4
It can help in improving customers loyalty through engagement strategies...................................5
Social media plans can help in converting the followers of social media into business leads for
the purpose of developing business.................................................................................................5
Social media plans can also help in monitoring the feedbacks from the customers........................5
Gathering insight into target audience.............................................................................................6
Selection of social media zones and vehicles (relationships, publishing, entertainment
andcommerce)..................................................................................................................................6
Experience strategy..........................................................................................................................8
Establishment of the activation plan & Managing and measuring..................................................9
Conclusion.......................................................................................................................................9
References......................................................................................................................................11

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Introduction
Social media marketing refers to making use of platforms of the social media for the
purpose of promotion of goods and services of a company. Moreover social media marketing
includes terms such as digital marketing and also e-marketing. Moreover by making use of social
media marketing techniques and strategies that are effective, an organization can build better
relationships with customers and also leads that can help in improving the loyalty of the
customers and the leads. Therefore by making use of the social media techniques an organization
can enjoy the benefits of better customers relationships (Atwong 2015). Moreover social media
strategy can help in improving the brand loyalty of John Goods Shipping Company. A social
media marketing plan comprises of different stages and therefore includes- carrying out a
marketing audit for the purpose of identifying the present organizational position, identification
of the ideal customers, preparation of a mission statement for the social media strategy,
identification of the success metrics, preparation of engaging content, investing into tools that are
related to social media and also includes- tracking, analyzing and optimizing activities. John
Goods Shipping Company chosen for the purpose of this study is John Good shipping company
that is a UK based company. The main aim of the paper is to carry out a social media marketing
plan in the chosen company. The paper will discuss about the stages involved in the social media
marketing plan.
Introduction into Company
Job good shipping company is a private company that is headquartered in United
Kingdom and has products of shipping. The number of employees in John Goods Shipping
Company is about 250 employees. It is a shipping agency and a freight forwarding company that

SOCIAL MEDIA STRATEGY3
is situated in England. It is engaged in providing freight services of both air and sea. It is a
family owned business.
Marketing audit using SWOT to identify the current situation
Marketing audit refers to review of the marketing plan, strategies, and objectives and also
of all the activities that are carried out in small businesses (Bekoglu and Onayli 016). The main
aim of the marketing audit is to identify what is working and what is not working for John Goods
Shipping Company such that all those areas that need improvement can be identified. There are
various factors that need to be considered while carrying out the marketing audit such as
distributors, retailers, competitors, the market and other similar factors. Therefore the marketing
audit includes- assessing the strategies, goals objectives and mission of the business to
understand their viability and it is also important because these have a major impact over the
performance of business marketing. Therefore marketing audit includes making use of the
SWOT analysis such that the opportunities and threats of John Goods Shipping Company can be
identified.
Strength
It enjoys employees loyalty evident through
low turnover rate of staff
Better satisfaction of customers by making use
of latest technology
Weakness
Does not make appropriate usage of social
media which is pretty prominent with their
absence in social media platforms such as
instagram and Youtube.
John Goods Shipping Company is also
incapable in conducting extensive offline
marketing activities which is evident with their
absence in best seller business magazines.
Opportunity Threat