Austin Fraser: Social Media's Global Customer Connection Impact

This report investigates the impact of social media on business growth and customer connections, using Austin Fraser, a consultancy firm, as a case study. The introduction highlights the increasing importance of social media for companies to reach a global audience. The research background provides an overview of Austin Fraser and its need to expand its reach. The report aims to determine the impact of social media on connecting with customers globally, analyzing the concept of social media, its importance for Austin Fraser's business growth, and the challenges it may face. The literature review covers the concept of social media and its importance in business growth, as well as the challenges in implementing it. The research methodology includes qualitative and quantitative data collection methods. The report concludes with findings on how Austin Fraser can leverage social media for expansion and customer engagement, along with potential risks and challenges, offering insights into effective strategies for business growth.

REASERCH PROJECT

Table of Contents
INTRODUCTION...........................................................................................................................1
RESEARCH BACKGROUND.......................................................................................................1
AIMS AND OBJECTIVES.............................................................................................................2
RATIONALE...................................................................................................................................2
LITERATURE REVIEW................................................................................................................2
RESEARCH METHODOLOGY.....................................................................................................5
REFERENCES..............................................................................................................................10
Appendices.....................................................................................................................................12

TITLE: Impact of Social media in connecting with customers on a global scale. A case study on
Austin Fraser.
INTRODUCTION
Once social media was used for fun purpose and people mostly utilized this tool for
connecting with their loved ones who are living at different areas or away from them. In recent
times, social media is playing a crucial role in the lives of both companies and individual. In
context with firms, they are generally using social media for marketing purpose so that their
customers can know about products and commodities (Rummler and Brache, 2012). For
instance: Facebook is a social site which is used for sharing information, updating photographs
etc., thus company is posting their ads so as to reach to maximum number of people. Social
media for firms often works as a platform for discovering new contents or stories so as to
connect or interact with valuable customers. Thus, it can be said that social media is becoming
one of the crucial element for expanding business at global level. This research is conducted in
order to know the importance of social media in connecting with large number of people (Sirmon
and et. al., 2011). So, this will help researcher in evaluating effectiveness of social media for
having business growth. Although social media provides benefits to an organisation but there are
various issues and challenges which company can face while implementing social media in their
business operations. So, this research will aid investigator in evaluating some of the complex
problems so that better outcomes can be made in order to eliminate the same.
RESEARCH BACKGROUND
A research is conducted in order to have deep analysis of a specific topic or area, this
includes various methodologies and activities which can further assist in evaluating a valid
conclusion. Company which is taken in this assignment is Austin Fraser which is a consultancy
firm and specialised in finding out solutions for problems faced by different firms. Other than
this, they advice, support and deliver. Along with this, company do technical recruitment within
the sectors of Engineering, IT and Life Sciences. Austin Fraser have skilled and specialised
consultants working in different fields. As company is working at local level so social media will
help them in establishing themselves at global level. Other than this, social media will assist firm
in connecting firm with its valuable customers in an effective manner (Christopher, 2016). In
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their team Austin Fraser have expertise and specialist who are excellent in market and its relative
solutions.
AIMS AND OBJECTIVES
AIM
Aim in a research plays a crucial role as on the basis of this entire research is being
conducted. Thus, it is crucial that investigator develops aims which are achievable. Aim of this
research is “To determine the impact of social media is connecting with customers at global
level”.
OBJECTIVES
 To analyse the concept of social media.
 To determine the importance of social media in business growth for Austin Fraser.
 To evaluate challenges which can be faced by Austin Fraser while implementing social
media in their business operations.
RESEARCH QUESTIONS
 What is the concept of social media.
 How social media are importance for Austin Fraser in terms of business growth.
 What challenges can be faced by Austin Fraser while implementing social media in their
business operations.
RATIONALE
The main purpose of the research report is to evaluate the impact of social media in the
growth of business of Austin Fraser. As currently, the company is offering its services at local
level. So, it can be said that with the help of social media, this company can popularise its brand
name as well as its services among local market. There are probable chances that after adopting
social media Austin Fraser can increase its number of Customers. As customers of the company
are now aware with the products and services of this organisation. It can be said that social media
will not only increase customer ratio of the company but it will also help organisation in
increasing its profitability at marketplace.
LITERATURE REVIEW
Concept of social media
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According to (Rasula, Vuksic and Stemberger, 2012), Social media is a web and
computer based technology that alleviate an individual or company in sharing data and
information by building virtual networks. Thus, social media is determine as a electronic
communication system that offers or provides opportunities in sharing contents, articles, videos
and photos. User majorly engaging themselves with social media through gadgets such as smart
phones, tablets, mobile phones computer etc., Generally, social media was developed sin order to
connect or interact with people, friends and family but with the change in course of time and by
seeing the active participation of most of the people companies are taking part in the same so as
to take advantage.
Social media mostly perform tech-enabled activities like virtual worlds, social gaming,
blogging, sharing of informations. Therefore, in context with business it enabled company in
connecting with customers through e-commerce sites. In addition to this, company can post or
provide information about their services and facilities in social media sites so that loyal
customers can get appropriate knowledge about the same. According to a study, around 81
percent of people across the globe are using social media and by the end of 2018 users will raise
to approximately 2.5 billion. Most of its users are youngsters aged group from 18 to 29.
Social media is includes four common features like Web 2.0 Internet based application,
UGC (User Generated Content), helps in developing social networks through online purpose and
lastly, helps company in creating service specific profiles for companies. Although it has is very
helpful in connecting with each other but social media have criticism as well. As people who are
using this gets very much addictive in natures towards due to which social life is compromised.
Importance of social media in business growth for Austin Fraser
According to (Prajogo and Olhager, 2012) nowadays, social media is one of the most
easiest and profitable digital marketing platforms that a company can use to increase their reach
to customers. By applying a social media strategy, it will help Austin Fraser in significantly
increasing their business viability and brand recognition. Having a social media page on sites
like Twitter, Facebook, Instagram etc. for company largely benefits the organisation and with
regular use of those pages, it will aid the management in determining a wide base of customers
for the business organisation in no time. To promote the operations of business and increase its
stake in market, social media marketing is possibly the most cost-effective way. In the present
world where resources are limited, it is imperative for business entity to engage in optimum
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utilisation of money to save it for future needs. Also, being cost-effective helps an organisation
to attain a higher return on investment and hold a bigger budget for other marketing and business
payments. Just by investing a little money and time, Austin Fraser can significantly increase its
conversion rates and ultimately get a return on capital that they primarily invested for the
conduct of operation smoothly. Along with that, social media is an effective way to increase
networking with audience. The more s business organisation communicates with people, more
are the chances of conversion. By setting up a two-way communication with larger base of
people, their preferences and needs can be known.
Moreover, communication and engagement with customers by the aid of social media is
one the most useful way to grab their attention and convey the message that the business wishes
to deliver. By connecting with the customers through social media, business enterprises are more
probable to increase customer retention and loyalty. Developing a loyal customer base is one of
the primary goals of any business. Also, social media presence is becoming a vital factor in
calculating SEO rankings. Nowadays every business organisation is imperative to secure a
successful ranking as the SEO requirements are continuously changing. Also, quick customer
response isn’t impossible any more. If there’s any problem, people can directly connect with the
company.
Challenges which can be faced by Austin Fraser while implementing social media in their
business operations
According to Brewster and Hegewisch, (2017) there are various challenges which can be
faced by Austin Fraser during implementation of social media in the business operation.
Business operation should be proper and effective by implementing social media strategy. In
context with company, there is a need of discussion regarding the issue which currently faced in
social media for the business purpose are as follow:
Maintaining brand reputation - While working as the social media head of any
marketing consultancy, company needs to make ensure that brand would not affected in any
circumstances. Social media plays an important in sharing information, knowledge and status
from one places to another. Any sharing of information at miss place can effect the process and
values of the company. Misleading information regarding business process at social media can
effect the functioning of an Austin Fraser. Social media such as Facebook, LinkedIn, twitter are
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important to manage and establish customer base to solve their marketing queries and earning
money out of it. This is a major challenge to hold and retain clients over the social media.
Ensuring consistency and conversation - It is important for the business entities to
maintain one to one communication in the Austin Fraser. The company should ensure that
consistency and conversation in an organisation should be effective and productive. As Austin
Fraser is a marketing consultancy firm, so it required to maintain and establish good
communication between company and their customer through social media. It is crucial to
remove gap between conversation by building proper strategy over the social media.
Conversation is a source of flow of information from one person to another. It is crucial and
challenging to solve and remove in his process of consistency and communication within the
social media.
Risk - Social media is helpful for organisation in resolving issues which are faced by the
company in their working pattern. In context to Austin Fraser, the company offers consultancy
services to its customers in United Kingdom. It can be said that, if the company is implementing
social media then it might raise some problem on the brand name of the company as people are
not accepting quality of the products which are presented at social media. Along with this, it also
raises question mark for the company on the basis of its quality (Pollock, Wick and Jefferson ,
2011).
RESEARCH METHODOLOGY
Research: Market research is a study on related existing problems by using scientific
methodology. This investigation helps in analysing to observed phenomenon for relevant
information. Every research has different rules and set of objectives which is followed by
researchers. This provides relevant and accurate data for solving given problems in business
procedures and expansion plans. Moreover, it guides in decision-making programs by creating
better choices for successful marketing.
Qualitative research: This methodology assist in understanding to actual reasons and
problems on the bases of non statistical data. In this process includes a sample which add to at
least six to ten people for proper response. Subject related questions are asked from this group of
person. It helps in understanding consumer's beliefs, behaviours, expectations, attitudes and
assumptions towards providing services. Thus, it helps in better modifications for reducing
recurring errors in specific product or services (Moser, 2012).
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Quantitative data: It is based on statistical and mathematical data which is collected by
surveys from related population. This study identify the relationship between one variable to
another variable or outcome. Researcher mainly focuses on numerical and logical data for its
experimental study. In this methodology, information is gathered from structured instrument
which results base on large sample of size and study can be repeat in respect of reliability. These
investigation uses in future results prediction by using questionnaire and software.
Primary Research: It is conducted independently by the professionals or researchers to
identifying problem related facts. It carried out correct answer on particular issues or tasks
through given population. Primary research is conducted by many sources for instance:
interviews, questionnaire, diaries, speeches, case studies, autobiographies, clinical reports and so
on. Research experts use mostly interview and questionnaire for appropriate answers on time.
First inquiry can be done through face to face or telephonic interviews (Ford, 2014). During this
researcher capture all responses by face expressions and respondent's dialogues on problems.
Secondly, it is focused on questionnaires which can be paper base, or electronic (email).
Secondary Research: Under this investigation process, researchers are dependent on
previous data which has already collected by someone else. Analyst is gathered information from
governmental department, business magazines, local newspapers, company records, trade
committees and so on. It gives several benefits to an enterprise by providing summarised report
in less time and low cost. Investigators mainly focus on internet, public libraries, educational
institutions and commercial information sources for collecting relevant data. It is a quick method
for identifying facts but researcher should know that where to explore for adequate data in timely
manner.
Data Sampling: this is the most important tool for collecting sample which shows many
implications in research process. It arrange a brief detail regarding to specific problem so analyst
can easily find out pros and cons for correct answers. This technique conducts through either
random sampling which gives equal chance to population for selection. Secondly, stratified
sampling that broke down a population into strata that have own data. It's similar to random tool
but it has predetermine strata.
Questionnaire: Questionnaire is considered as the set of questions which are required to
be answer by people. It is mainly designed in the structured form that might be presented in the
written or printed (Kolb, 2014). Questionnaire is formulated by the researcher in order to develop
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some important questions which might help in finding out desired result from the selected
respondent.
Interview: It is a formal meeting in which at least two people are required to participate.
During an interview one person asks questions from the another one in order to understand their
point of view on the same topic or question. The person who asks question is named as
interviewer and the one who answers is named as interviewee.
Ethical Consideration: It refers to norms and fair policies for conducting a research
plan which reduce to false data problem. Researcher should discuss properly everything by
neglecting disagreements about who will receive credits and working relationship issues. As
psychologist says investigators need to avoid relationship which exploit to other people. In
research programs, need to consider on question making process so respondent will not be get
emotionally hurt during interviews (Shultz and Adams, 2012). Thus, it ensures to proper
adequate information to the analyst in given time without facing any unpredicted situations. In
these procedures, participant has rights to decline from participation and withdraw during their
personal issues. Moreover, a researcher need to assure for maintaining privacy with the
respondent when conducting research plan. These ethical consideration provides a better
guidance and right methods to an investigator for gathering relevant information. They hire only
for generating accurate information not for false data or depiction so every communication must
be done in transparent manner. In interview and other survey plans analyst should avoid biased
behave with given population. These were ethical consideration which is necessary to conducting
a research plan and it addressed to high accuracy in their outcomes (Salas and et. al., 2012).
Gantt Chart: It is most common technique to managing a project according to particular
time. It includes a list of tasks and activities along with suitable timing for people. It allows to
know about various responsibilities, start and end date and project scheduling. This Gantt chart is
established by Henry L. Gantt in 1917 and also known as production tool. Gantt Chart includes
aims and objectives, literature review, research methodology, collection of data, interpretation,
conclusion and recommendation and submission of final report. This chart provides a clear
illustration of all project status but it do not show the dependency of other task schedule.
Horizontal bar, represents task detail, timing and span of time for each project which is uses by
project and general manager of a company McGrath, S. (2012)
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This chart has several advantages for instance it clear a image of complexity by diagrams
and charts. Secondly, due to dividing roles it forces for organising every employee's thoughts
and presents all details of required resources to specific tasks. Thirdly, every activity is
conducted according to realistic time frame (Costen and Salazar, 2011). Fourthly, this chart
provide visibility of each task to everyone so, it is working as reminder to accomplish their
objectives. Although, Gantt chart has some disadvantages for instance: there are many tasks
indicate in chart without amount of work. It create a problem in knowing requirement of resource
allocation. Secondly, this consumes more timing in order to cut and paste practice for print out.
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Moreover, if employees are going approach for this chart they must know that how to change it
easily and fast manner. Therefore, Gantt Chart involves all tasks activities along with proper time
visualization for completing a goal timely. By following this technique, employer can easily
manage further plans and remind people about their responsibilities (Banai and Tulimieri, 2013).
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REFERENCES
Books and Journals
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space on the organization chart. John Wiley & Sons.
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Breadth, depth, and life cycle effects. Journal of Management. 37(5). pp.1390-1412.
Christopher, M., 2016. Logistics & supply chain management. Pearson UK.
Rasula, J., Vuksic, V. B. and Stemberger, M. I., 2012. The impact of knowledge management on
organisational performance. Economic and Business Review for Central and South-
Eastern Europe. 14(2). p.147.
Prajogo, D. and Olhager, J., 2012. Supply chain integration and performance: The effects of
long-term relationships, information technology and sharing, and logistics integration.
International Journal of Production Economics. 135(1). pp.514-522.
Brewster, C. and Hegewisch, A. eds., 2017. Policy and Practice in European Human Resource
Management: The Price Waterhouse Cranfield Survey. Taylor & Francis.
Pollock, R. V., Wick, C. W. and Jefferson, A., 2015. The six disciplines of breakthrough
learning: How to turn training and development into business results. John Wiley &
Sons.
Moser, C., 2012. Gender planning and development: Theory, practice and training. Routledge.
Ford, J.K., 2014. Improving training effectiveness in work organizations. Psychology Press.
Kolb, D.A., 2014. Experiential learning: Experience as the source of learning and development.
FT press.
Shultz, K. S. and Adams, G. A., 2012. Aging and work in the 21st century. Psychology Press.
Salas, E., and et. al., 2012. The science of training and development in organizations: What
matters in practice. Psychological science in the public interest. 13(2). pp.74-101.
McGrath, S., 2012. Vocational education and training for development: A policy in need of a
theory?. International Journal of Educational Development. 32(5). pp.623-631.
Costen, W. M. and Salazar, J., 2011. The impact of training and development on employee job
satisfaction, loyalty, and intent to stay in the lodging industry. Journal of Human
Resources in Hospitality & Tourism. 10(3). pp.273-284.
Banai, M. and Tulimieri, P., 2013. Knowledge, skills and personality of the effective business
consultant. Journal of Management Development. 32(8). pp.886-900.
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