BA Digital Marketing: Kebabingham Festival Social Media Report

This report, prepared for the Kebabingham Festival, analyzes effective social media marketing strategies using Facebook and Instagram. It details the rationale behind choosing these platforms, emphasizing their extensive user base and marketing capabilities. The report outlines content ideas tailored to attract potential customers, considering factors such as user activity and market preferences. It also addresses page management techniques, comparing manual and automated posting approaches and their respective benefits. Furthermore, the report explores content effectiveness in driving visitor engagement, highlighting the use of visuals and consistent messaging. Finally, the report discusses the importance of analytics in evaluating campaign performance, detailing the metrics used by each platform and their significance in measuring success. The report provides a comprehensive overview of social media marketing, offering valuable insights for event promotion and customer engagement.

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Kebabingham
Students Name
Course Name
Professor’s Name
University
City
Date

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Introduction
Social media platforms influences every aspect of our modern life. Furthermore, it is a
crucial tool in marketing due to the increase of users, availability of smartphones and access to
the internet (Sajid 2016). As a result, this report is centered on discussing how both Facebook
and Instagram can be efficient in attracting customers to attend the Kebabingham Festival which
will be held in February. The report will discuss the significance of relying on Instagram and
Facebook as a social media channel. As well, it is will focus on the content that is preferable for
these platforms and their level of persuasion to influence the potential consumers.
This report is going to focus on the user experience of both platforms to evaluate the
effectiveness of each channel among other information relating to conducting market research
for the business. Emphasis on the need to have the right content will also be addressed to explain
how the content is going to be relevant to the specific market that is being targeted. Another
aspect that will be considered is how to measure the impact of the campaign to be able to able to
evaluate the effectiveness of the campaign and likely performance.
Importance of Facebook and Instagram
The reason for selecting Facebook as a social media platform is because it is considered
as the greatest social media platform with over 1.2 billion active accounts which implies a huge
audience compared to other platforms (Felix, Rauschnabel and Hinsch 2017). The channel offers
several advantages to the marketers since it is possible to promote content through pages, groups,
and ads. However, the most popular is through a Facebook page that is used by the majority of
businesses. Also, I selected Facebook because it requires a significantly lower budget compared
to other forms of marketing. Facebook algorithm also allows one as a marketer to target potential

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customers with precision. The platform is also significant in the development of brand loyalty
and potential customers are likely to interact with the page to find more information about the
festival. Also, Facebook helps firms to grow their business.
On the other hand, I selected Instagram because it also has a huge user base of about 500
million active users. This also presents an opportunity for any marketer to reach their potential
client. As a result of its growth, businesses have since tapped on the advantages that the platform
has to offer their business. Instagram can be used to promote the sales of tickets because it is
evident that more than a third of its total users have been successful at purchasing a product
online. Since both Facebook and Instagram are owned by an individual entity, Instagram has
access to powerful marketing insights provided by Facebook to enhance the effectiveness of the
platform as a marketing tool (Godey et al 2016). Also, the platform allows one to build an
audience that will stay connected with the brand.
The reason that I selected the content ideas for the calendar is because it helps in
providing the right path to reach the targeted clients. For instance, the content is supposed to
answer the need for circulating the information. In this respect, the campaign is meant to attract
people to buy tickets and attend the event. It also acts as a means to create awareness by
informing potential customers about the event. The content chosen should be able to indicate the
likely target market. In this case, the market is substantially characterized by people who love
Kebabs.
Subsequently, the campaign message can be published to target the likely people by
emphasizing the need to attend the event. The content that is to be published considers various
aspects such as when people are actively browsing the internet. Furthermore, the information is
meant to be internalized which implies that the message to be published will be repeated each

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week for the four weeks to emphasize specific aspects of the festival. Another consideration
regarding the content is where it would have the most impact. The chosen platforms are expected
to have the optimal conversation in terms of client acquisition (Dahl 2018). Each campaign that
will be posted will have a text message along with a relevant image or video which will be
published as specified time.
Page Management
Managing both social media pages will require the posting of the content using a
scheduling tool because it is reliable and consistent compared to the manual approach. However,
it would require a manual approach to reply to users who seek more information because it is
convenient and also reliable. Therefore, the approach chosen during management will largely
depend on the expectation and objective to be achieved (Allagui and Breslow 2016). This is
because publishing is a time-consuming exercise that can be addressed through an automation
tool. For instance, the campaign runs for four weeks and requires a substantial amount of time
which can be reduced by scheduling the posts in a matter of hours. On the other hand, it will
require manual activities to reply to potential people with interest in the festival to enhance
engagement. As a result, both approaches are significant depending on the task to be
accomplished.
There are several reasons as to why I have decided to publish as many times on each
channel. The first reason is the consistency of the message. The message needs to be consistent
regardless of the platform and thus the need to post similar messages on different days of the
campaign. Besides, these social media platforms operate as newsfeed which implies that
information posted at 7 am is not likely to be accessed by someone who will log in to their

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account at 10 am if they follow many accounts. Therefore, addressing this problem will require
posting on different times of the day to increase impressions, views, likes and traffic.
Effectiveness of the content
The content will be effective in attracting visitors to the festival by appealing to their love
for Kebabs. This is alluded to in one of the posts where it suggests that everyone should be
honest about loving Kebabs. Also, the images and videos are significant in giving the targeted
market a visual perception of what to expect from the festival. Visual representation enhances
the appeal and establishes trust with the potential visitor through curiosity. The message
contained in the copy of the campaign is crafted for purposes of persuading the potential
audience by making the visitors to develop interest with the festival thus increasing their chances
of attending the event.
Another reason that will be significant in attracting visitors is the consistency of the
message and the strategy of the campaign. The campaign repeats the message to potential
customers over four weeks and different time. This implies that active users will experience the
engagement from the campaign subsequently increasing awareness of the festival and attracting a
huge audience (Kim 2016). The strategy used in the message revolves around consistency with
the images and messages to ensure that the prospective visitors share with the vision of the
festival that enhancing its performance. The content is specifically curated to address the
questions and potential customers may have regarding the festival. It also enhances interest
among the customers by way of images and videos that gives a glimpse of what is to be expected
at the venue of Kebabingham festival.
Analytics

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The two social media platforms offer powerful analytics tool that can be used to evaluate
the performance of each campaign. For instance, Facebook has its analytics tool that can be
downloaded from a business Facebook page. The analytics report focuses on detailed reports
related to the reach and engagement to a particular post that is published. The analytics tools
provided by Facebook can also provide demographic information to show how the people
reached by the campaign engaged with the audience (Brooker, Barnett and Cribbin 2016). For
Facebook, various metrics are used such as views, likes, comments and shares. Such information
is significant to evaluate the performance of a campaign.
Instagram, on the other hand, is a social media platform that is owned by Facebook.
Therefore, Instagram users can access analytics tool supported by Facebook. The analytics tool
that is commonly used by Instagram users include Instagram Business Tool. The tool provides
data regarding the same metrics that Facebook captures. The tools is crucial conducting analysis
as it provides various insight regarding a users’ timeline and stories. Other metrics such as
images can be evaluated by other third-party applications such as Pulsar. These tools have the
capability of offering real-time analysis of the performance of the campaign. Without the use of
these tools, it is virtually impossible to measure the impact of the campaign.
Conclusion
This report has determined is important among marketers to promote businesses. The
report has noted that there are advantages that make the social media platforms effective for
marketing. In this respect, the core reason revolves around the huge number of active users.
Also, the report has determined that managing the social media platform as a marketer will
depend on the needs and objectives of a particular campaign. Besides, content is very important
in persuading potential customers towards a particular product. Lastly, the report focused on

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various metrics such as likes, shares, comments and engagement to explain their significance in
evaluating the performance of a campaign.

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References List
Allagui, I. and Breslow, H., (2016). Social media for public relations: Lessons from four
effective cases. Public Relations Review, 42(1), pp.20-30.
Brooker, P., Barnett, J. and Cribbin, T., (2016). Doing social media analytics. Big Data &
Society, 3(2), p.2053951716658060.
Dahl, S., (2018). Social media marketing: Theories and applications. Sage.
Felix, R., Rauschnabel, P.A. and Hinsch, C., (2017). Elements of strategic social media
marketing: A holistic framework. Journal of Business Research, 70, pp.118-126.
Godey, B., Manthiou, A., Pederzoli, D., Rokka, J., Aiello, G., Donvito, R. and Singh, R., (2016).
Social media marketing efforts of luxury brands: Influence on brand equity and consumer
behavior. Journal of business research, 69(12), pp.5833-5841.
Kim, C.M., (2016). Social media campaigns: Strategies for public relations and marketing.
Routledge.
Sajid, S.I., (2016). Social media and its role in marketing.