Unit 46 Exploring Social Media Strategies Assignment

Unit 46
Exploring social media strategies – A case of Allplants
Student Name: Carmen Olimpia Olar
Student ID:

Table of Contents
Introduction................................................................................................................................3
1. Key concepts of Social media for businesses like Bloom:....................................................3
2. Influence of business and cultural factors on development of social media..........................3
3. Evaluating social media use, advantages and disadvantages with case examples:................4
4. Exploring social media platforms for various communication objectives.............................5
5. Discussing impact of various social media on brand awareness & consumer engagement:. 6
6. Evaluation of various social media platforms to identify their areas of great influence:......7
7. Analyzing how social media is used to develop and promote business aims with case
examples:....................................................................................................................................7
Evaluation & recommendation..................................................................................................8
Conclusion..................................................................................................................................8
Task 2: Presentation on “Social media strategies and plan for Allplants to promote plant-
based eating”..............................................................................................................................9
References:...............................................................................................................................18

Introduction
One of the most significant powerful Medias, social media, imposing a vast impact on
modern world media technology, becomes an inevitable medium to users from all over the
world to get connected with the world. Social media puts a great impact on every sector
including business, economy, culture, entertainment etc, in this world and highly preferred by
everyone for its rapid communication system and vast network. This report will be based on a
marketing agency, Bloom, incorporated in UK and will illustrate various aspects of social
media regard to the tasks.
1. Key concepts of Social media for businesses like Bloom
Key concepts of social media for businesses are illustrated here:
“Profiles of the users”: Profile of an individual on social media containing all necessary
information about that person like his basic identity, his activities, likes and dislikes etc
(Felix & others, 2017).
“User generated content”: This type of content includes any type of posts, videos,
comments created by the users on social media instead of a brand entity. Although UGC
can be performed by a brand when users post reviews or promotional content about that
brand.
“Social Networking”: Social networking refers to maintaining communications through
social media online. Businesses and individuals perform social networking to be
connected to each other or performing important business communications.
2. Influence of business and cultural factors on development of
social media
Influence of business:
“Business intelligence”: Now a days, information and data about people are mostly
collected by businesses from online sources where consumers are available. Social media
comprises of massive consumers which contains billions of data about their behaviour.

“E-commerce”: Gradual rising of e-commerce requires communication with customers
online, highly affects social media as communications are performed through it and
businesses grab customers from this media through marketing.
“Marketing on social media”: As there are highest audiences on social media exist,
businesses perform their marketing activities on social media massively. This highly
affects social media as huge paid transactions are accomplished through this.
Cultural influence:
“Gaming online (E-gaming)”: For playing game online players have to connect on social
sites for communication and interaction. They play with players available on social media.
“Digital culture”: Almost every people use digital devices and internet and they gather
many knowledge and practices through digital manner (Jurgelane & others, 2014). This
culture forces people to use social media for these purposes.
“Digital interaction”: Most of the communications are performed digitally for rapid
communication system. Through social media, people can interact with others most easily
and in a rapid manner.
3. Evaluating social media use, advantages and disadvantages
with case examples:
Evaluation: Numerous businesses performed online are operated through social media. Like
Bloom, marketing the businesses on social media helps customers to find their desired
products or services from social media online. Most of the business companies perform their
marketing on social media to reach customers, increase loyalty & value of brands. And
customers also easily get their desired one from this media. Billions of businesses adopt
social media as a part of their product and service marketing to users as most of the people in
this world is connected to social media and on an average they visits at least one of the social
Medias like Facebook, , Instagram, YouTube, Whatsapp, Telegram, Reddit, Pinterest etc.
regularly.
There are various advantages and disadvantages are extant regard to establishing connection
among businesses and customers:

Advantages:
Easy access to customers and businesses: Businesses can reach to its billions of target
customers in social media and customers also can connect with various businesses. For
example, “Amazon” advertises their new offers and products to billions of target users on
Facebook easily and users also can easily grab the advantage from Amazon.
Fewer costs: Less costs of using social media and marketing on it makes it highly
affordable for customers and businesses to interact with each other (Bormann & others,
2012). For example, “eBay” can easily cost a few dollars to reach thousands of its target
customers and customers also can be informed about eBay’s new products through social
media. No transportation cost, no physical cost occurs.
Less time: It takes a few minutes to communicate with customers. Customers also get
instant updates about the businesses. For example, “Unilever” posts its products and runs
advertisement on its profile and users instantly can watch them.
Disadvantages:
Consume times: Preparing content, researching customers interest, analyzing trend,
finding products, browsing sites etc consumes so much time in social media. For
example, “Tesco” hires Bloom for marketing and Bloom have to prepare contents,
analyze, research and customers also have to pass a long time for getting their desired
one.
High risk: Any negative and adverse force on social media can create misunderstanding
between businesses and customers. For example, “Amazon” posted a review of its
products and some competitors make negative remarks about the product for spoiling its
goodwill and thus misunderstanding occurs.
4. Exploring social media platforms for various communication
objectives
There are multiple social Medias like Facebook, Instagram, Twitter, LinkedIn etc are used for
marketing for businesses. Bloom has to do this job also on these Medias.

Facebook: Even though the Facebook, claiming to be the biggest social media is generally
used for social networking, huge numbers of brand promotion and online merchandising are
performed through this; because it has more than two and a half billion users throughout the
world. Prominent brands in the world perform their marketing in it. Also numerous
businesses sells products online (B2C) and also customers sell their appliances to businesses
(C2B). There are many “buy, sell & exhchange” groups where customers sell their products
to other customers also (C2C) on Facebook.
Twitter: Although Twitter is mainly used for social networking, companies advertise and
increase their brand value through this channel also by simply twitting. Also, Twitter is used
for segmentation for businesses as they can know the interests of users through their
following data. Marketing companies like Blooms collects and analyze users following data
on twitter for marketing purpose.
LinkedIn: Through LinkedIn agencies like Bloom performs branding for many organizations
and also it is a medium of hiring personnel by other personnel from various companies
(C2C). This media is also used for segmenting users according to their skills and
qualifications.
5. Discussing impact of various social media on brand awareness
& consumer engagement:
Facebook: Facebook has users of more than two and a half billion around the world which is
almost the largest market (Fuchs & others, 2021). Businesses hire agencies like Bloom and
perform branding over this media. People take Facebook so seriously and it puts so high
impact on their mind. Businesses preach their brand value to their target customers on
Facebook and users can be easily informed about the brand value proposition. As most
people consider Facebook reliable and therefore Facebook brings high engagement for
businesses with customers.
Twitter: Many professionals and individuals are highly active on twitter as they maintain
twitter personally or professionally. It increases the engagement between businesses and
customers. Any kind of brand proposal and update can be posted to users professionally. It
helps to get connected with targeted people easily. Continuous presence increases interaction
with customers.

Instagram: Instagram ensures the presence of a brand in the mind of customers by posting
and interacting through photos and other graphics. Advertising various contents and
messaging system both increases the brand awareness and consumer engagement. Through
effective presence of a business, it can hold position in the mind of consumers.
Blog: Blog content expresses the value of a brand and through blog article customers can
know about brands and products. They can be convinced toward the brand and provide
feedback and thus consumer engagement also increases.
6. Evaluation of various social media platforms to identify their
areas of great influence:
Social Medias like Facebook, Twitter, instagram, LinkedIn has its own areas of influencing
consumers.
In Facebook, consumers are targeted according to their likes, shares, comments and
preferences of viewing contents. Businesses having verified pages posts various promotional
contents that enthusiasts its target customers highly (Barker & others, 2012). Facebook has
advertised system, customer insights data and provide facility of posting contents on pages
and profiles of businesses where they can influence their consumers and grab their attention
by their activities.
In Twitter, tweets twitted by business pages can be reached to the targeted audience and make
them interested about the facts. Numerous hash tags, re-tweets are used for maximum reach
of contents to make consumers highly interested. Through twitter, followers can express their
interest on products and provide instant feedback twit. Other consumers become more
influenced through these re-tweets.
In Instagram, consumers are attracted through various interesting poster, images, videos and
other graphics content that intensify their interests on the brand. Users interested in the
advertisement follow and likes the profile and gets update. Also users can find their interests
through hash-tags on Instagram.

7. Analyzing how social media is used to develop and promote
business aims with case examples:
Through various ways social media is used to perform the developing and promoting for
businesses.
1. Through social media, high traffic on websites is achieved for a business. For
example, Vodafone launches new phone and advertised on Facebook with website
link from where interested visitors can visit it to know details.
2. Social media helps businesses to raise brand value by presenting brand awareness to
huge targeted market. For example, Unilever can advertise its value proposition to
millions of people on Instagram that raise the brand awareness in consumers.
3. Being connected with the customers and simultaneous communication with them
helps building strong relationship with businesses (Hinton & others, 2019). For
example, Tesco can always communicate with its customers on social media and get
feedback from them that enhance their relationship with customers.
4. Keeping up to date on social media through Bloom will help businesses to gain
customer’s conversion easily. For example, when Amazon informs updates to
consumers on Facebook, they gain high conversion.
Evaluation & recommendation
Marketing on social media is the most effective strategy for agencies like Bloom. There are
huge numbers of audiences carry their preferences, likes, interests which helps Bloom to
target the desired people for marketing. On social media, people like to see their desired
contents including products and brands also. These all makes a favourable situation for
Bloom to perform marketing for businesses.
Bloom must follow proper strategy and analyze the customer’s behaviour for marketing.
Preparing engaging contents and influential remarks can attract more people. Bloom should
make plan for social marketing before going live. They should understand the demand of
client and perform marketing through proper analysis of customers.

Conclusion
Social media is a blessing for modern businesses. Businesses find ways to grow through the
emergence of social media platforms. It becomes easy for modern people also to find their
desired service and easy communication through social media. When people can make the
most effective use of social media instead of misusing, it will deliver more value to the
modern world.
Task 2: Presentation on “Social media strategies and plan for
Allplants to promote plant-based eating”

Note: Marketing on social media is one of the most effective ways for growing business as
there is almost every people in the world uses at least one of the social medias. Social media
helps to increase the value of a brand and helps to expose new products and updates to
customers easily and rapidly. People who are interested about facts can also get the facility of
consuming services through social media. Having high impact on every business sector,
social media has become an interconnected element to every business in modern era. This
presentation will be based on a UK based business named “Allplants”, serving plant based
food to its customers and the business handed over the activity of marketing to the marketing
agency, Bloom.

Note: Market Evaluation: In UK, about forty percent people in UK choose plan based eating
which is a great market for Allplants. Interest in plant based eating on social media is rising
gradually in UK (Fuchs, 2013). People are becoming more positive in plan based eating than
other items in the market. Although the amount of interests of plant based eating on social
media or in physical market is rising, number of businesses are related to it are still few in
UK. From estimation on social media and other sources on internet, it is showed that only in
2020, the amount of vegetarian increases by forty percent in UK which is a great market
opportunity for Allplants.
User research: People show more interest in plan based eating on Social media like
Facebook, Instagram or Twitter. But they find less items on social media on plant based
eating. Increasing health consciousness among people motivates them in UK to go for plant
based food.

Note: The Aims and objectives for social media strategy for Allplants are elucidated
here: The first objective and aim is to increase the awareness of brand of Allplants through
social media marketing. The second one is to increase the volume of the community of plant
based eaters to increase the market size of Allplants. The third one is to inform people the
health benefit of Allplants’s plant based food so that they know why they should go for it.
The next is to increase the loyalty of Allplants’s brand on social media. The fifth is to
increase the popularity of plant based food of Allplants. Another one aims and objective is to
improve health of people by serving plan based frozen food. The last one is to switch the
followers of Allplants into the buyers of Allplants.

Note:
Content creation: Bloom has to create engaging and influential contents on the beneficial
sides of plant made foods by Allplants, necessity of plant made food and prepare suitable
images, pictures for the content. The more content will be interesting and will be able to
attract people on social media, the more Allplants will be able to grab its target market. That
is why the content must be for the customers and most attractive with interesting also.
Scheduling: Bloom has to arrange the contents, optimize them and plan for whom the
marketing will be most effective for Allplants. Bloom has to make ready every content
properly and post on social media on behalf of Allplants. When preparing the content is
required to analyze those properly. If there is any lacking in the content, that should be
tackled properly. An optimized content will grab more attention of people on social media.
Monitoring: Bloom has to collect proper information and data related to targeted customers
and for the content and use it to make the next steps for making it most effective. As, the
content contains health benefits of plant made foods, quality of Allplants etc, proper
information about customers and the facts about plant based food should be included in the
content.
Implementing: The final step is to implement the overall plan like posting the contents on
various social media targeting the desired market audiences.

Note:
Social Mention: Social mention is a kind of monitoring tool through which the activities
of users are monitored. It features search system also that looks for content like posts,
videos, blogs etc and show comments of others on a post. The overall activity can be
analysed and responded through social mention, an effective tool for businesses for
proper communication with customers on social media. As this tool is a very essential
element for social media management, Allplants can monitor its user’s activity through
this.
Hash-tag: Contain various engaging search keywords that most people search on a fact.
This is another effective tool that Allplant adopts when forming social media strategy as
consumers and targeted people on social media can easily find the products of Allplant
through plant made food hash-tags.
Hootsuite: Hootsuite is a proper management system for social media containing
dashboard for managing various profiles and users. Numerous users and followers can be
exits on social media pages and to manage all followers, responding to their feedback and
communication with all of them the Hootsuite is a great technology in this regard.

Google Alert: A notification system that mails all users about the update about new
contents, posts or feedbacks from customers.
Note:
1. High engaging contents prepared by Bloom will influence people most effectively.
When contents will include the engaging facts included related to customers, they will
be show interest in it as usual.
2. Proper optimization of the contents and scheduling will make it a better approach to
people (Felix & others, 2017). As, Bloom prepares high optimized content for
Allplants on social media, it will bring the most effective result for the brand.
3. Analysis of the customers and collecting sufficient information about them is a great
approach by Bloom indeed. Sufficient information about customers and the content
subject have to be gathered for a great output. Beside, understanding the preferences
and interests of customers, it is also necessary to include sufficient data which will
provide customers a reason to get products from Allplant.
4. Understanding consumers first will help Bloom to present the brand value properly.
As a part of the social media strategy, Bloom considers understanding customers first
which will help them to form an effective content for the brand presented to
customers.

5. Effective technology platforms will help to manage consumers properly on social
media. For managing the whole activities, there are various technologies will be used
which will help the business keeping smooth communication and proper management
of consumers from social media.
6. High reach to people on social media will increase value of the Allplants brand
effectively.
Note:
Metrics:
Mention: Mentioning people on social media to show other people so that they can watch
the content (Schroeder & others, 2014). When people show interests on a content, they
want their near people also to know about the fact and mentions others profile. Mention
increases the engagement of the content.
Share: Share defines how much people shared the contents with others so that they can
also know about the facts. Social media users shares the content with their friends and in
this way the content is highly viewed by others. High volume of shares of a content
indicates high engagement with customers.

Like: Like defines how much people likes or interests on the content. When users find a
content useful or feel interest, they like the post on social media. Like indicates how
much people watch that content and the reach amount of content.
Comments: Comments show what other thinks about the topic or facts and what they
wrote about it.
Note:
- High quality content will attract more people know about Allplants products
- Information gathered for the plan will be helpful for Allplants to understand
customers
- Proper scheduling will make high quality contents presented to customers which will
enhance brand value (Moon & others, 2015)
- Plant based food will be more focused and emphasized through the plan
- Smooth communication management through proper technologies will help to create
positive impression among customers of Allplants
- Massive marketing of influential contents will help the business to grab more
customers and increase in sales and profit

Note:
Businesses have to follow proper social media strategy to gain fruitful outcome from it.
When proper strategies are implemented, it brings high profit for a business. Allplants also
have to follow described strategies to grab more customers from social media. Increase brand
value and make high profit from selling plant based food. When Bloom will be successful to
provide quality service to Allplants, it will be a great opportunity for Allplants to achieve
good position in market.

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