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Article on Use of Social Media Marketing

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Added on  2020-04-07

Article on Use of Social Media Marketing

   Added on 2020-04-07

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USES OF SOCIAL MEDIA TOOLS IN BUSINESS 1BUSINESS PROFESSIONAL PRACTICEStudent’s NameCourseDate
Article on Use of Social Media Marketing_1
USES OF SOCIAL MEDIA TOOLS IN BUSINESS 2Table of ContentsExecutive summary.........................................................................................................................2Introduction......................................................................................................................................2Online marketing.............................................................................................................................4Facebook..........................................................................................................................................5YouTube..........................................................................................................................................7Snapchat...........................................................................................................................................8KFC Express Application..............................................................................................................10Twitter............................................................................................................................................10Google plus....................................................................................................................................11Job advertisement and e-recruitment.............................................................................................12Recommendation of alternative social media tool.........................................................................13Conclusion.....................................................................................................................................14Bibliography..................................................................................................................................15
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USES OF SOCIAL MEDIA TOOLS IN BUSINESS 3Executive summaryThe purpose of this article is to examine the use of social media platforms such as the LinkedIn, Facebook, Twitter, and others to facilitate marketing and sales, recruitment purposes, and presence and awareness creation by business institutions. The article picks on the Kentucky Fried Chicken in Australia that is majorly a fast food restaurant. The article further recommends more internet tools used to improve the business performance.IntroductionIn every business arena, technology has become the language of communication, with its impacts affecting the international business community both directly and indirectly. The use of internet has increased globalized the business community leading to increased performance, productivity, efficiency, and competition in the business arena1. As a result, every business organization focuses on the best strategies adopted with the aim of reaching a large base of customers in the global market. The business adopts tools such as social media platforms as advertisement opportunities to help the business reach the global market. This paper hence evaluates and presents the use of social media in business with a focus on Kentucky Fried Chicken as a case study organization. It focuses on the social media channels adopted by the company in carrying out its business and how each channels is applicable. It then concludes withrecommendations for a planning strategy on how improvements are achievable.1Lindsey-Mullikin, Joan, and Norm Borin. 2017. "Why Strategy Is Key For Successful Social Media Sales". Business Horizons 60 (4): 473-482. doi:10.1016/j.bushor.2017.03.005.
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USES OF SOCIAL MEDIA TOOLS IN BUSINESS 4The rate of internet usage in today’s life has increased transforming the whole world bothin the personal and the business activities as it connects the business with the consumers directly2. Many small businesses such as Kentucky Fried Chicken have embraced the use of internet network in conducting their daily activities such as marketing, recruitment, sales, and creation of presence awareness3. Social networking sites are definable as a group of internet based applications that developed on the ideological and technological foundations of Web that allow the creation and exchange of user-generated content. Social media, on the other hand, is the environment that allows the social networking to take place hence connects the brands and consumers to offer a personal channel and currency for user-centered interaction4 .With the assistance of the Web, internet users are capable of creating their accounts and uploading different contents on the particular websites “. It is observable that among the Australian population, 90% of the internet users are on Facebook, with 41% on Twitter. Facebook is a site that tells others who you know while twitters a site that shows others whatever you is doing. Kentucky Fried Chicken is the world’s second largest an Australian fast food restaurant after McDonald's that mainly specializes in fried chickens. KFC founded in 1930 by Colonel Harland Sanders today has 20,000 global locations in almost 123 countries serving more than 2 million customers a week5. KFC embarks on social media platforms to conduct a number of its activities such as marketing and sales, job advertisement, a creation of presence among the Australians. According to Yellow Pages Social Media Report 2012, a large number of Australians of about 71% have integrated with the different social media, making it easy for the business in Australia to engage with potential stakeholders directly. The purpose of this article is 2Bucher, Taina. 2015. "Networking, Or What The Social Means In Social Media". Social Media+ Society 1 (1): 205630511557813. doi:10.1177/2056305115578138.3 Ibid.,84 Ibid.,35 Ibid.,8
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USES OF SOCIAL MEDIA TOOLS IN BUSINESS 5to look at the impact of social media platforms such as Facebook, Twitter, Instagram, and Google+ on the KFC operations such as job application and recruitment, sales, marketing, and advertisement. It also looks at the additional social media tool adopted to enhance the performance of the business. Online marketingOnline marketing is definable as the group of Internet-based applications, built on the ideological and technological foundations of Web 2.0, thereby allowing the creation and exchange of user-generated content6. The marketing strategy is a new concept embraced by KFC and other companies through social media platforms such as Facebook, Twitter, YouTube, Instagram, and Google+7. The online marketing has been prone because of the today’s increase of the consumer's technological use in both home and workplaces thereby giving the marketers opportunity to use it to reach the various targeted groups with their products and services. The study shows an increase of online marketers from 29% in 2009 to 38% in 2016. 6Watfa, Mohamed K., Nima Najafi, and Mahmoud Bakkar. 2013. "Targeted Online Marketing Using Social Networking". International Journal Of Online Marketing 3 (3): 37-50. doi:10.4018/ijom.2013070103.7Conti, Marco, and Andrea Passarella. 2017. "Online Social Networks And Media". Online Social Networks And Media 1: iii-vi. doi:10.1016/s2468-6964(17)30045-9.
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USES OF SOCIAL MEDIA TOOLS IN BUSINESS 6Facebook38%30%22%10%Method of awarenessFacebookTwitterInstagramYouTube Figure 1 shows how KFC uses social media to create awarenessKFC Restaurant has great number of customers that visit the various locations, among that great number 38% of the customers came awareness of the restaurant through their Facebook fan page, 30% through twitter, 22% and 10% through Instagram and YouTube respectively 8. KFC’s Facebook fan page has the greatest significant number of followers of about 389,486 than any other social media tool making it the most efficient method used by KFCto do the marketing in Australia. The fan page helps the restaurant to create awareness of its presence thereby new customers who might not know its existence, through uploading various updates and references from the potential customers. It is observable that many customers tend to buy particular food after seeing the delicious photos uploaded in the Facebook fan page.8 Ibid.,7
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