Digital Media Strategy for Salvation Army Communication Plan Report

This report, prepared for the CHCCOM003 assessment, focuses on developing a digital media strategy for the Salvation Army Australia's communication plan. The primary strategy discussed is the utilization of 'Owned media, Twitter stories' to engage with the target audience, which includes adults over 18 with intellectual disabilities. The report emphasizes the benefits of Twitter as a platform for real-time communication, brand recognition, and direct stakeholder engagement. It highlights how the Salvation Army's official Twitter account, 'Salvos Australia,' adheres to social media guidelines, ensuring authenticity and trust. The conclusion reinforces the importance of this digital media strategy for promoting information and fostering direct communication between the organization and its stakeholders, ultimately enhancing the communication plan.

Running Head: MARKETING 0
Assessment 2
The Digital Media Strategy for the Communication Plan
Student Details

MARKETING 1
Introduction
Digital Media Strategy is the strategy used by the businesses for their benefits of the data
assets and taking initiatives digitally, which helps in growing the recognition and profitability
of the businesses in the society and the international market (Gobble, 2018).
“Salvation Army Australia” is an international charitable trust, who is dedicated to share
the love of god by creating faith pathways and working for justice (The Salvation Army
Australia , 2019).
In assessment 1, there is the communication plan for this organisation and in this assessment
there is the development and implementations of the digital marketing strategy mentioned in
the below paragraphs.
Digital Media Strategy for Communication Plan
Digital media strategy is the part of the communication plan of the “Salvation Army
Australia”. In this case, the best strategy that can be used is named as “Owned media, Twitter
stories” is explained in below paragraph. This digital media strategy is based on the primary
target group of the organisation that is the group of the adults, having the age above than 18
years with an intellectual disability.
“Owned media, Twitter stories”
In the digital media platforms, the twitter is the most appropriate one for this organisation as
the other platforms use informal source of communication and twitter is considered among
the professional one, so society takes it more seriously as compare to the other ones.

MARKETING 2
Twitter is the greatest way for gaining the exposure in the society digitally. It will increase
the reorganisation as it helps in growing your followings and engages your stakeholders. In
addition, the organisation also gets the direct response of the client and the stakeholders, as
they use retweets for responding on organisations tweets. Hence, this digital media strategy
will helps the organisation in enhancing its communication plan for the “Salvation
Army Australia”.
In the case of “Salvation Army Australia”, the twitter name of this organisation is ‘Salvos
Australia’, which helps their stakeholders, as they are available to chat with them on twitter
from Monday to Friday at 9 am to 5 pm (AEST) (Twitter, 2008). This twitter account is
authentic as ‘Salvos Australia’ follows the guidelines mentioned in the government policies
regarding social media usage (The Salvation Army Australia , 2019). These guidelines help
in maintaining the decorum and it ensures the authenticity of the twitter account of the
organisation. Therefore, it becomes easy for the stakeholders to trust on the twitter account of
the “Salvation Army Australia”.
The benefits of adding the “Owned media, Twitter stories” digital strategy in the
communication plan is that this is the only platform, which provides truthful and faithful real-
time conversations as every twitter account has its own identical and official name which
means stakeholders can easily identify which account is real and trustable. Hence, twitter
provides the open digital market place for the stakeholders with guaranteed results. In
addition, all the companies’ activities and events are published on the twitter account of the
“Salvation Army Australia”

MARKETING 3
Conclusion
From the above discussion, it can be concluded that for the communication plan of the
“Salvation Army Australia”, the Digital media strategy: “Owned media, Twitter stories” must
be considered, as it helps the organisation in promoting and providing information to the
clients and stakeholders. In addition, the ‘Twitter’ is the easiest way for the stakeholders to
communicate with the organisation directly with the help of tweets or personal chats.

MARKETING 4
Bibliography
Gobble, M.M., 2018. Digital Strategy and Digital Transformation. Research-Technology
Management, 61(5), pp.66-71.
The Salvation Army Australia , 2019. About us. [Online] Available at:
https://www.salvationarmy.org.au/about-us/ [Accessed 19 May 2019].
The Salvation Army Australia , 2019. Social media terms of use. [Online] Available at:
https://www.salvationarmy.org.au/about-us/governance-policy/social-media-terms-of-use/
[Accessed 19 May 2019].
Twitter, 2008. Salvos Australia. [Online] Available at: https://twitter.com/salvos?lang=en
[Accessed 19 May 2019].