Social Media Marketing Campaign: Strategy and Analysis Report

This report provides a comprehensive analysis of a social media marketing campaign, focusing on leveraging platforms like Facebook and Twitter to reach target audiences. It begins with an executive summary highlighting the importance of social media marketing in today's business environment, emphasizing its cost-effectiveness and ability to target specific demographics. The introduction delves into the growing number of internet and social media users, underscoring the need for businesses to utilize these platforms. The report recommends Facebook and Twitter for their large user bases and analytical tools, crucial for evaluating campaign progress. It outlines a detailed strategy that includes engaging content, articles showcasing the business's strengths, creative advertising materials, promotional campaigns, and video creation. An optional website is also suggested for providing more information to clients. The report concludes with a budget breakdown, offering a cost-effective approach to social media marketing, and includes a list of relevant references to support the analysis. The provided solution is available on Desklib, a platform offering past papers and solved assignments for students.

Running head: SOCIAL MEDIA MARKETING 1
Social Media Marketing Campaign
Name
Institution

SOCIAL MEDIA MARKETING 2
Executive summary
Marketing is a crucial part of any business. Whereas many businesses have superior
products, inferior products continue to sell much faster due to marketing strategies developed by
the inferior brand marketers. Social media is the new frontier in marketing products and services.
With over one third of the world population online, social media is now a marketing alternative
to mainstream media marketing. Apart from being cheaper, social media marketing can easily
reach specific target users. It would be extremely beneficial for your organization to consider
social media marketing in selling your product. The future of marketing is social media
marketing.
Introduction
Social media marketing is the use of social media avenues to reach out to existing and
prospective clients. Social media platforms have allowed businesses to have faster and more
meaningful communication with clients hence they are able to give better services to a target
market (Berthon, Pitt, Plangger, & Shapiro, 2012). By creating a strategic marketing campaign
on social media platforms like Facebook, Twitter, Instagram and Snapchat, you can relay
relevant information to a targeted audience and influence their perspective towards your political
campaign, business, products or services.
The need for businesses to leverage on social media platforms has become more
imminent following the staggering statistics of internet and social media users. The estimated
number of internet users was 3.58 billion as of December 2017. Facebook has over 2.23 billion
active users, Instagram has over 1 billion active users, Whatsapp has over 1.5 billion active users
and Twitter has over 336 million active users worldwide.

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The major advantage of social media marketing over mainstream marketing is the in-built
analytic capabilities of the platforms to analyze your marketing content in terms of relevance,
engagement, progress and success of the campaign (Kim & Ko, 2012). With real time feedback
from the analytical tools, one can constantly change their marketing strategy to suit their specific
target market. Needless to say, all this comes at a cheaper price than mainstream media
marketing.
Social media pages recommendations
I would recommend Facebook and Twitter social media platforms to kickstart our
marketing campaign. The two platforms have two major advantages over other social media
platforms.
Number of users
Facebook has over 2.23 billion active users while twitter has over 336 million active
users. This is a large market base that the company can tap and increase sales significantly
(Mangold, & Faulds, 2009).
Analytical tools
Whereas Instagram and whatsapp has more users than Twitter, they do not have
analytical tools that one can use to evaluate progress of a marketing campaign. There is no
feedback on how the campaign is fairing on (Hoffman & Fodor, 2010).
Paid adverts
With Facebook and Twitter, you can pay for targeted adverts and build the demographics
of the kind of clientele you want (Michaelidou, Siamagka & Christodoulides, 2011).
How it works

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I have formulated the most optimum strategy to maximize the effectiveness of your social
media campaign. The following requisites will enable you get the most engagement from your
existing and prospective clients.
The content should be engaging and resonate with the target audience. Memes are the
most shared and liked content on Facebook and Twitter. The advertising content should be as
creative as memes and instantly capture the targeted client’s attention.
Articles about your business or product
With sufficient engagement from your side, we would develop content that would
showcase your superiority to other competitors (Lipsman, Mudd, Rich & Bruich, 2012). The
articles would be based on the information that you would want to publish.
Advertising material
Apart from advertising the above stated articles, other pictorial material with relevant
catch phrases will be developed to be marketed on the social media platforms (Thackeray,
Neiger, Hanson & McKenzie, 2008). This would be a major part of the marketing campaign
since pictorial adverts are viewed more than adverts with only writing.
Promotional campaigns
We would develop promotional campaigns which would enable engagement with the
social media users (Kirtiş & Karahan, 2011). We can give offers or tokens via our social media
pages which clients can redeem while purchasing our product.
Video creation
We would create a short video preferably less than one minute. With the video we will
introduce our company, what we do and why the targeted viewer needs our product.
Website (optional)

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We can also build a website where we can direct your clients to get more information
about your business, product or political aspiration (Mangold & Faulds, 2009). You can also opt
to use our website to market your content.
Budget
Below is the expected pricing of the services. The costs are relatively lower than
mainstream media advertising.
Service Quantity Cost in USD
Articles each @ 75.00
Pictorial adverts each @ 50.00
People engaged 1-20,000 200.00
20,001-50,000 300.00
50,001-100,000 500.00
100,001 and above 1000.00
Service (optional)
Website 1000.00
References

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Berthon, P. R., Pitt, L. F., Plangger, K., & Shapiro, D. (2012). Marketing meets Web 2.0, social
media, and creative consumers: Implications for international marketing strategy.
Business horizons, 55(3), 261-271.
Hoffman, D. L., & Fodor, M. (2010). Can you measure the ROI of your social media marketing?.
MIT Sloan Management Review, 52(1), 41.
Kim, A. J., & Ko, E. (2012). Do social media marketing activities enhance customer equity? An
empirical study of luxury fashion brand. Journal of Business Research, 65(10), 1480-
1486.
Michaelidou, N., Siamagka, N. T., & Christodoulides, G. (2011). Usage, barriers and
measurement of social media marketing: An exploratory investigation of small and
medium B2B brands. Industrial marketing management, 40(7), 1153-1159.
Kirtiş, A. K., & Karahan, F. (2011). To be or not to be in social media arena as the most cost-
efficient marketing strategy after the global recession. Procedia-Social and Behavioral
Sciences, 24, 260-268.
Mangold, W. G., & Faulds, D. J. (2009). Social media: The new hybrid element of the promotion
mix. Business horizons, 52(4), 357-365.
Lipsman, A., Mudd, G., Rich, M., & Bruich, S. (2012). The power of “like”: How brands reach
(and influence) fans through social-media marketing. Journal of Advertising research,
52(1), 40-52.
Thackeray, R., Neiger, B. L., Hanson, C. L., & McKenzie, J. F. (2008). Enhancing promotional
strategies within social marketing programs: use of Web 2.0 social media. Health
promotion practice, 9(4), 338-343.