Article on Use of Social Media Marketing

Added on - Apr 2020

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USES OF SOCIAL MEDIA TOOLS IN BUSINESS1BUSINESS PROFESSIONAL PRACTICEStudent’s NameCourseDate
USES OF SOCIAL MEDIA TOOLS IN BUSINESS2Table 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
USES OF SOCIAL MEDIA TOOLS IN BUSINESS3Executive summaryThe purpose of this article is to examine the use of social media platforms such as theLinkedIn, Facebook, Twitter, and others to facilitate marketing and sales, recruitment purposes,and presence and awareness creation by business institutions. The article picks on the KentuckyFried Chicken in Australia that is majorly a fast food restaurant. The article further recommendsmore internet tools used to improve the business performance.IntroductionIn every business arena, technology has become the language of communication, with itsimpacts affecting the international business community both directly and indirectly. The use ofinternet has increased globalized the business community leading to increased performance,productivity, efficiency, and competition in the business arena1. As a result, every businessorganization focuses on the best strategies adopted with the aim of reaching a large base ofcustomers in the global market. The business adopts tools such as social media platforms asadvertisement opportunities to help the business reach the global market. This paper henceevaluates and presents the use of social media in business with a focus on Kentucky FriedChicken as a case study organization. It focuses on the social media channels adopted by thecompany 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 SocialMedia Sales".Business Horizons60 (4): 473-482. doi:10.1016/j.bushor.2017.03.005.
USES OF SOCIAL MEDIA TOOLS IN BUSINESS4The 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 consumersdirectly2. Many small businesses such as Kentucky Fried Chicken have embraced the use ofinternet network in conducting their daily activities such as marketing, recruitment, sales, andcreation of presence awareness3. Social networking sites are definable as a group of internetbased applications that developed on the ideological and technological foundations of Web thatallow the creation and exchange of user-generated content. Social media, on the other hand, isthe environment that allows the social networking to take place hence connects the brands andconsumers to offer a personal channel and currency for user-centered interaction4.With theassistance of the Web, internet users are capable of creating their accounts and uploadingdifferent contents on the particular websites “. It is observable that among the Australianpopulation, 90% of the internet users are on Facebook, with 41% on Twitter. Facebook is a sitethat 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 restaurantafter McDonald's that mainly specializes in fried chickens. KFC founded in 1930 by ColonelHarland Sanders today has 20,000 global locations in almost 123 countries serving more than 2million customers a week5. KFC embarks on social media platforms to conduct a number of itsactivities such as marketing and sales, job advertisement, a creation of presence among theAustralians. According to Yellow Pages Social Media Report 2012, a large number ofAustralians of about 71% have integrated with the different social media, making it easy for thebusiness in Australia to engage with potential stakeholders directly. The purpose of this article is2Bucher, Taina. 2015. "Networking, Or What The Social Means In Social Media".Social Media+ Society1 (1): 205630511557813. doi:10.1177/2056305115578138.3Ibid.,84Ibid.,35Ibid.,8
USES OF SOCIAL MEDIA TOOLS IN BUSINESS5to look at the impact of social media platforms such as Facebook, Twitter, Instagram, andGoogle+ on the KFC operations such as job application and recruitment, sales, marketing, andadvertisement. It also looks at the additional social media tool adopted to enhance theperformance of the business.Online marketingOnline marketing is definable as the group of Internet-based applications, built on theideological and technological foundations of Web 2.0, thereby allowing the creation andexchange of user-generated content6. The marketing strategy is a new concept embraced by KFCand 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 increaseof the consumer's technological use in both home and workplaces thereby giving the marketersopportunity to use it to reach the various targeted groups with their products and services. Thestudy 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 MarketingUsing Social Networking".International Journal Of Online Marketing3 (3): 37-50. doi:10.4018/ijom.2013070103.7Conti, Marco, and Andrea Passarella. 2017. "Online Social Networks And Media".OnlineSocial Networks And Media1: iii-vi. doi:10.1016/s2468-6964(17)30045-9.
USES OF SOCIAL MEDIA TOOLS IN BUSINESS6Facebook38%30%22%10%Method of awarenessFacebookTwitterInstagramYouTubeFigure1shows how KFC uses social media to create awarenessKFC Restaurant has great number of customers that visit the various locations, amongthat great number 38% of the customers came awareness of the restaurant through theirFacebook fan page, 30% through twitter, 22% and 10% through Instagram and YouTuberespectively8. KFC’s Facebook fan page has the greatest significant number of followers ofabout 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 itspresence thereby new customers who might not know its existence, through uploading variousupdates and references from the potential customers. It is observable that many customers tendto buy particular food after seeing the delicious photos uploaded in the Facebook fan page.8Ibid.,7
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