NABU 335 Business Communication: Instagram Marketing for Metro Inc.

This report, likely for a Business Communication course (NABU 335), examines how retailers effectively use Instagram to enhance their business. It begins with an introduction to business communication and the role of Instagram in increasing a company's popularity, specifically referencing Metro Inc., a Canadian food retailer. The report then details findings on how successful retailers leverage Instagram, including using shopping updates, showcasing unique products, and employing video-based content. It also discusses how retailers measure success through hashtag growth rate, individual post analysis, follower growth rate, and average engagement. The report concludes with actionable recommendations for Metro Inc., such as creating an Instagram account to improve online visibility, utilizing shoppable media, product tagging, and tools like Combin and Social upgrade to grow followers and increase engagement. It emphasizes the importance of using relevant hashtags, focusing content on exclusive products and special deals, and highlighting the company's value proposition.

Running head: BUSINESS COMMUNICATION
Business Communication
Name of the student
Name of the University
Author note

1BUSINESS COMMUNICATION
Dear Gino Plevano (Vice President of Metro Inc),
Introduction
Business Communication refers to the process of sharing of information in between
the people that is carried out so that the organization can gain benefits. Business
communication helps the employees along with the management in achieving the goals of the
organization. Instagram refers to photo along with the video sharing service pertaining to
social networking that helps an organization in increasing its popularity among the customer
base. Metro Inc refers to Canadian food retailer that operates in province of Quebec along
with Ontario (Metro.ca., 2019). The purpose of this memorandum is to talk about how
Instagram is used by the successful retailers. It talks about how the retailors measure the
success with the help of the Instagram. The memorandum throws light upon whether the
organization can create the account so that it can improve the visibility online. The
memorandum also talks about the kind of content that can be posted by an organization that
can help it in increasing the popularity.
Findings
The successful retailers in the present age use the social media platform of Instagram
that helps in driving the sales of their company. The retailers can use the shopping update that
can help in removing effort on the part of the consumers in finding the products. Instagram
can act as a visual platform that can help in showing off the unique products of Metro Inc.
Instagram can help in the curation of a large number of products and the items can be tagged
that can help in drawing the attention of the people. Video-based element of Instagram can
also be used by retailers that can help the customers in finding products with the help of the
social platform.
The retailers in the recent age includes link in the content of the Instagram that helps
in directing the audience towards the retailer. The business provides a concise description
about the activities of the company that helps in the process of attracting the visitors (Kacker
& Perrigot, 2016). The retailers post images in relation to the products that serves the
purpose of attracting the visitors. The images help the viewers in making the decisions
without any kind of undue pressure from that of the business.
The retailers in the present age measure the success by making use of hashtag growth
rate that helps in the determination of the reach of brand. The retailers identify the hashtags
that helps in maximising the reach of a company. The retailers can keep an account of the
hashtags that are used by the competitors that can help in the growth of a company. The
retailers take note of the individual posts on that of the social media platform that helps in
aggregating the success that is made by a company.
The retailers measure the success with the help of follower growth rate. The number
of followers that an organization gains can help in pointing out to the success of a business.
The analysis of the regular reviews over the platform of Instagram can help in pointing out
whether the social media technique employed by the company has been successful. The
average average engagement that the company gets in relation to the posts can help in
suggesting the success of the companies (Adame, 2016). The total number of likes along
with the comments that have been received by the company can be divided by total number
of the posts that can help in pointing out average engagement in relation to each post of the
company.

2BUSINESS COMMUNICATION
Summary and Action
Metro Inc can create the own account that can help in improving the visibility of the
company in the oline medium. The shoppable media can give the various kinds of business
ability of tagging products in the posts. The consumers can view the product details with the
help of Instagram and the transaction can be completed on that of separate landing page. The
Instagram feed along with the stories can be used by Metro Inc that can help in opening
opportunities for the retailer (Blitz, 2016). The product tagging feature of the Instagram
account can be used by the company that can help it in reaching a wide audience.
Metro Inc can use a tool called Combin that can help in growing the business of
Metro Inc organically. The search feature can be used that can help in finding the people with
that of the relevant hashtags can help the company in reaching out to a larger consumer base.
Combin can help Metro Inc. in finding the subscribers of the competitors that can help the
company in making profits. The Social upgrade can also be used by Metro Inc that can help
the business in growing the followers with that of the real users (Chung et al., 2017). It can
help in increasing the exposure of Metro Inc and it can help in the process of engagement
with the people.
The hashtags can be used in the posts of the company that can help the company in
telling the story behind that of the image. It can help in increasing the follower and the
influence of the company. The content should be focussed on the exclusive products of Metro
Inc that can help the company in attracting customers towards the brand (Balan, 2017).
Metro Inc should publish the content by focussing on the audience along with the desires that
can help in growth of the retailer. The keywords should be added to the content that can help
in increasing the reputation of the brand. The content on the platform of Instagram can focus
on the special deals and the offers that are being provided by Metro Inc that can help in the
growth of the company (Lutz, Pröllochs & Neumann, 2017). The posts on the Instagram can
talk about the value proposition of the company that can help the company in spreading the
influence in the market. The tagline can be used by the company that helps in providing a
summary of the value proposition of the company.

3BUSINESS COMMUNICATION
References
Adame, V. (2016). Consumers' Obsession Becoming Retailers' Possession: The Way That
Retailers Are Benefiting from Consumers' Presence on Social Media. San Diego L.
Rev., 53, 653.
Balan, C. (2017, July). Does brand posting behaviour influence follower engagement on
Instagram?. In Proceedings of the International Conference on Business
Excellence (Vol. 11, No. 1, pp. 687-697). De Gruyter Open.
Blitz, A. (2016). Beset by the digital revolution successful retailers embrace technology that
enhances customer value. Strategy & Leadership, 44(6), 16-24.
Chung, A. Q., Andreev, P., Benyoucef, M., Duane, A., & O’Reilly, P. (2017). Managing an
organisation’s social media presence: An empirical stages of growth
model. International Journal of Information Management, 37(1), 1405-1417.
Kacker, M., & Perrigot, R. (2016). Retailer use of a professional social media network:
Insights from franchising. Journal of Retailing and Consumer Services, 30, 222-233.
Lutz, B., Pröllochs, N., & Neumann, D. (2017). Understanding the Role of Social Media in
the Assessment of Retailer-Hosted Consumer Reviews. In Proceedings of the 28th
Australasian Conference on Information Systems.
Metro.ca. (2019). Votre épicier local | Metro. Retrieved from https://www.metro.ca/