Holden Australia: Analysis of Social Media Practices Report

This report provides a comprehensive analysis of Holden Australia's social media practices, focusing on their use of Facebook, Instagram, and LinkedIn. The introduction highlights the importance of social media in today's market and its impact on business awareness and sales. The report identifies how Holden utilizes these channels for marketing, recruitment, and customer engagement, with detailed examples of their posts and audience interaction. It examines how Holden uses Facebook to market car models, Instagram for promotional activities, and LinkedIn for recruitment. The analysis includes data on customer engagement, such as likes, comments, and shares, and assesses the effectiveness of their strategies in building brand awareness and customer relationships. The report concludes with recommendations for additional social media channels and the use of viral marketing to further enhance Holden's marketing efforts. The report emphasizes the importance of understanding marketing theory to make effective business decisions in the competitive Australian market.

Professional
Practice
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TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
Identification of social media channels.......................................................................................3
How these channels are used by the business............................................................................11
Additional social media channel................................................................................................15
Recommendations......................................................................................................................17
Conclusion.....................................................................................................................................18
References......................................................................................................................................19
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INTRODUCTION
In the modern era with the rise in the level of challenges present in the market, it has
become difficult for the businesses to sustain in the market. Further, social media as one of the
platform is mainly adopted by every company with the motive to enhance awareness in the
market (Tripathi 2017). Networking sites facebook, twitter, Instagram, etc. are quite popular, and
they allow business to share information with the target market on the continuous basis. Apart
from this, it has the positive impact on the sales volume of the enterprise and leads to favorable
results for the organization. The present study carried out is based on Holden Australia which is
an Australian automobile manufacturer headquartered in Melbourne. The company offers the
locally produced range of Commodore vehicles that are supplemented by the GM models. The
report focuses on social media practices of Holden Company along with the benefits obtained by
the firm through these practices.
Identification of social media channels
Different social media channels are present that are employed by the company so as to
focus on different objectives that are linked to overall performance in the market. Further, it is a
well-known fact that with the rise in the level of challenges in the market it has become difficult
for the companies to sustain (Aral, Dellarocas & Godes 2013). Due to this basic reason, modern
tools are undertaken for different purpose such as marketing, hiring new employees, and this is
possible with the help of social media platform that involves facebook, twitter, Instagram, etc.
Networking site such as facebook, Instagram, and LinkedIn is used by Holden with the
motive to carry out its overall operations in the market. Further, facebook is mainly adopted for
the company for marketing purpose. Different types of car models are highlighted through this
model, and this supports in highlighting the unique attributes of its product range (Slater 2015).
In short, the Facebook page of highly active and this allows Holden to develop the strong
relationship with its target market in every possible manner. The Company has provided proper
information regarding its product range on the facebook page where customers can easily
comment, and they can give their reviews easily.
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Apart from this, customers can easily post the query that is linked to the product, and this
has the positive impact on the sales volume and profitability level of the business. On a daily
basis, various posts are shared by the company and these posts are associated with the
introduction of new product or modification in the existing range (Belch et al. 2014). So, this
leads to customer attraction and enhances the overall performance of the business in the market.
In addition to this, on Instagram page promotional and marketing practices are carried out
by the business on the continuous basis (Baker 2014). Different type of posts and videos are
shared by the company on daily that highlights the unique attributes of automobile products and
this provides the reason to the customers to purchase the products of Holden Company. Apart
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from this, the Instagram page of the organization reflects that customer base of the business is
quite strong.
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Through these platforms, it is possible for Holden Automobile to market its products in
the proper manner and in turn, it has become easy to satisfy the need of the target market in
every possible manner. No doubt Holden operates in the market where the competition level is
moderate and to deal with this issue adopting social media is one of the best techniques for
attracting customers towards the range of products offered (Ashley & Tuten 2015).
In short, it has acted as the development tool for the enterprise and has allowed gaining
the competitive edge in every possible manner. The messages and posts that are shared by the
company on the Instagram act as the source of customer attraction where customers prefer to
know about the products of Holden.
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Above shown are the LinkedIn posts of Holden Australia that are associated with
recruitment. It has been identified that majority of the staff members are hired by Holden through
this platform. Further, it is a well-known fact that every company is in search for the skilled
workforce and to meet this requirement company focuses on the LinkedIn source (Fan & Gordon
2014).
This platform is appropriate for the business to satisfy its human resource need in the
appropriate manner. Further, different individuals can follow the company through which they
can know the practices of the company such as new type of job post or any other update which is
relevant for them (Luxton, Reid & Mavondo 2015). The main motive behind undertaking
Instagram, Facebook, and LinkedIn is to develop awareness in the market so that a large number
of customers can know about the products of the company in the market. This has somehow
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supported Holden Automobile to highlight the unique attributes of the product range, and this is
beneficial for the firm in every possible manner (Danaher & Rossiter 2011). So, these are the
main areas that are undertaken by Holden Australia that involves recruitment, marketing,
promotion, etc. Through all these practices products of Holden are popular in the Australian
market and brand awareness level is quite high.
Therefore, it is essential for organization to understand marketing theory so that they may
apply with the business to make effective decisions. With the above different social networking
channels it has been assessed that Holden Australia must engage in using viral marketing theory
for promoting and advertising their range of cars. Through recent development of technology it
has been assessed that technology has affected marketing of their products. Under this theory
company engage in using new form of communication through which they promote information
of their products and it results in viral their products. With the help of using viral marketing
technology Holden Australia deliver creative services to their clients through executing viral
campaigns so that they may easily engage and entertain audiences.
How these channels are used by the business
In the present part, Facebook has been used as the major channels to identify how the
business is performing and operating business in external market place.
Holden is getting huge attention from the customers on Facebook especially when the
business uploads any new post about the services. The brand post images about the cars as per
the utility; hence people prefer to visit the web pages regularly on Facebook. This helps the
business to enhance the brand image of the products. However, Holden does not post any status
regularly; thus people engagement reduces at that time (Bacile, Ye & Swilley 2014). It is
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essential for the company to update posts to retain the customers and also to engage them in
organizational services.
On the basis of above image, it is clear that all the posts of Holden are viewed by people
as they are interested in knowing about the company’s profile and services. Around 4900 people
view the pages of Holden on Facebook which makes it clear that people actively engage in
company’s new products and services (Frow et al. 2015). From the diagram, it became clear that
when Holden uploads any picture about the cars or products, the wide range of people access it.
Thus, as compared to all posts, people view the Facebook page especially when any new pictures
about the cars are being uploaded to the websites (Bacile, Ye & Swilley 2014). As per the
collected data, 6085 customers regularly view Facebook page when Holden posts images and
pictures. On the other hand, people also view the pages when Holden uploads any video; thus
around 500 people access the pages when any videos are uploaded.
The above diagram clearly depicts that people prefer to see the photos as compared to
posts and videos and this aids Holden to get more appreciation from people. At the time of
posting any picture on Facebook, Holden gets huge likes which shows that people rapidly access
the pages. This also represents that people engagement is also higher in Holden’s promotional
aspects (Karjaluoto, Mustonen & Ulkuniemi 2015). Moreover, the number of comments is also
higher when photos are uploaded on constant basis. On the other hand, most of the people also
share the pictures which generate 24% more shares than any other posts. Thus, 2,907 people
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