ACX702: Social Media Marketing Strategies Research Report

This report provides an in-depth analysis of social media marketing strategies, drawing from a literature review that explores creative approaches, branded content, and consumer engagement. The report begins with a discussion of various creative strategies, including the use of different appeals in social media marketing, and examines how brands utilize these strategies to connect with their target audiences. It then reviews articles that focus on the importance of social media platforms like Facebook, the application of push and pull strategies, and the 3M Model for customer interaction. The report also highlights the significance of strategic social media marketing, including the impact of different social media platforms, the role of CRM and e-WOM, and the importance of influencer marketing. Finally, the report presents a research proposal that identifies industry-related media aspects, particularly the impact of social media on B2B industries, and outlines the methodology, research methods, and ethical considerations for the proposed research. The report also discusses the regulatory context, audience receptivity and preferences, and potential limitations of the study.

Running head: STRATEGIES IN SOCIAL MEDIA MARKETING
Strategies in social media marketing
Name of the student:
Name of the university:
Author Note

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Discussion on different type of creative strategies in the field of social media
marketing: Understanding an exploratory analysis of branded type of social content
along with consumer engagement
Part A: Literature review
Article 1:
Name of article: Creative strategies in social media marketing: An exploratory study of branded
social content and consumer engagement. Psychology & Marketing
Authors: Christy Ashley and Tracy Tuten
The results of the analysis conducted in the above literature, propose the idea that current
brands are found to be utilizing numerous appeals as they are able to share the suitable content
having the targeted audiences who are present at social media. Whenever any advertising campaigns
are able to emphasize the unique selling proposition of the brand and can constantly occur across the
campaign. As far as social media is concerned the brands have been appearing to be used through
various messages strategies. Here, the brands are able to encourage in speaking with single
integrated voices such that it is consistent with positioning statement. It is understood from the above
study that social media has been dependent on the content from users, brands and sources. Further, it
is proved that there are large amount of brands issuing calls for action to various users in sharing the
contents. Those are also incentivized by the consumers in submitting the contents. Besides, the
brands are warned with the consumers’ friend and flow the brands for qualifying the coupons and
discounts. It is noted from the study that there are three measures appealing that are related to
performances on Facebook. They are incentives, exclusively appeal and image appeal. As per the
Klout scores, the measurements of the entire influences in the social media, animations, resonance,

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experimental appeals, social causes and the incentives are related to the performances. It is related to
the interactivity related to campaigns of social media. Besides, consumers are able to participate in
campaigns as active members. Again, an interesting point noted here is that functional appeals are
utilized by most brands around the channels of social media. These are never found to be related to
all the measures of performances that are related to social media that is being used by the author.
Apart from this, the theory of use and gratification has highlighted that social media participants
have been likely to expect the informativeness and entertainment. Nevertheless, entertainment is an
effective motivator of engaging with the topmost brands tan the informativeness. Besides, the
entertainment of much stronger motivators to engage the utmost brand informativeness. Here, the
different brands are required to put concentration on different messages present in social media. It is
intended that they intend to fetch smarter performances. The microblogs, for instance, needs
attention. Apart from this it is seen, the social networks has been likely to possess ease of use that is
high. The results of the article propose that different types of functional appeals are witnessed to be
commonly utilizing the appeal in the platform of social media. Additionally, this is been followed
through resonance along with different type of exceptional kind of appeals. Here, the resonance and
functional appeals are utilized through brands that preliminary appeals. It is explained in the article
through the logic that the brand marketers never required to alienate the consumers. This is
particularly for the consumers feeling that they are already related to the brand. Thus, the present day
brand marketers are able to get stuck with message strategies that are seen to be processed at a
greater level of the abstractions originating from the consumers.

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Article 2:
Name of the article: Strategic Approach in Social Media Marketing and a Study on Successful
Facebook Cases. European Scientific Journal
Name of authors: Filiz Bozkurt Bekoglu and Cemre Onaylı
In the above study, the push and pull strategies are defined as effective strategies related
social media. Again, the strategy of social media is found to be related to 3M Model for the
interaction of company with the customers. This also involves the magnet same as pull strategy for
the communication of customers with the business and monitor the interaction of customers with
others. As far as return of investment and measurement issues are concerned, it is seen that there is
broad range of tools. However, the business re never clear regarding what tools must be used and
what advantages they can have to use them. Again, there are views suggesting that social media is
regarding people and never money. As per this perspective, the effort for evaluating the social media
performance is made with market shares, profit margins and sales. This can mislead to actual success
of the campaign. Here, the aim is to make the individuals impressed and never earning more amount
of money. Hence, it indicates that it is essential to communicate the benefit and use of metrics in
better way. Different platforms can be used by the business while designing the campaign at social
media. It is seen from the above article that Facebook has been the leading platform used for
undertaking business marketing. Besides, the research part of the study is on the basis of Facebook
campaigns. For exploring how the business can measure and structure the campaigns of social
media, the authors have highlighted twenty successful cases from various sectors at Facebook. These
are chosen in judgmental way from the page of Facebook Marketing Solution. The article has
analysed those case for defining the various types of strategic approaches. These are seen to be
adopted from the side of business. It also includes the exploring of the ways in which the campaigns

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are measured and structured. Commonly the company studies the usage of megaphones through
informing consumers with videos, ads and pages with magnetic strategy through developing the
scenario for making interactions with competitions, surveys and customers. As far the ways, the
campaigns have been structured, it is seen that 50% of the drives are focussed in providing new
formation. On the other hand, 20% of them have been supported through various offline platforms.
Besides, among various Facebook tools the applications, competitions, surveys, videos, ads and
pages the Facebook page has been most preferred one. It is possibly related to easiness and the low
cost of the opening of the page. The ads over Facebook have been preferred more as it is compared
to the videos of Facebook. Nevertheless, the rate of usage for the tools is lesser than the overall
pages. The reason is that these needs particular style of production and hence it has cost much more.
Here, the rate of usage for the competitions and surveys has been lower and the cause behind it is the
insufficient rate of participation. There are necessities to integrate the tools through rewards,
coupons and lottery to retrieve effective outcomes. The rate of usage for the applications over
Facebook is lower and is possibly connected to the complexity of developing critical attractive
applications and require the development of particular software.
Article 3:
Name of the article: Importance of strategic social media marketing. Expert journal of marketing
Name of the author: Simona Vinerean
Vinerean, S., 2017. Importance of strategic social media marketing. Expert journal of marketing,
5(1).
The above article shows that there is the necessity to find out the effect of the nature and kind
of platform of a social platform like Instagram, YouTube and Facebook. Due to the efficiencies of
the promotional tasks for reaching the customers targeted. The article has called for interests for

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explaining how the attitudes of customers are formed distinctly on the basis of type of Facebook
advertising. Apart from this, the outcome points out that the business activities over social media are
able to develop the value also. Again CRM and E-WOM have been found to be deriving table
quantity of interest from well amount of studies related to present day social media marketing. Apart
from this, there are high benefit of the research delivers that relies on the significance of the social
media. These are found to be related to the marketing objectives. It indicates explicitly to those who
are related to CRM, customer equity and e-WOM. As a result, more efforts of researchers are needed
for examining the framework of online marketing and deliver smarter understanding of social media
for those objectives as seen from various definitions of marketing of social media and the idea of
effect on advertising, eWOM and CRM. These are intended for business for gaining the success on
the platforms. These are required for them and is needed to be allocating the resources that are
necessary. They are also intended for developing viral type of contents. However, this intends to
share and monitor the content generated by users for creating viral kind of materials. Nevertheless, it
also involves the monitoring and sharing of substances that are user-generated that has been
designed from the side of loyal consumers. Notably, over online frameworks, the kind of contents
they post, SlideShare, ebook, podcast, meme, blog, photo and video. It has been created by
consumers to achieve more traction online than same kind of contents developed by the business. As
per the similarity of the word-of-mouth, the sort of critique or recommendation from anyone is more
likely noticed and grown in the ground of online settings. Since the organizations have been
observing the present trend. Apart from thus, they have been allocated to be an important part of
different type of marketing budget that is to be done on the Internet for the influencers. Apart from
this, the primary reason for influencer marketing is to find out specific behavioural outcomes. This is
in the type of purchases or intents in buying those followers. Though the way of marketing of the
influencer has different type of similarities having the celebrity marketing. At this place, the

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distinction has been lying as per the basis of the fact any person having huge following of various
social media platforms are turning to be influencers for products and brands. Again, the business
must be allocating the resources for controlling the discussions over social media regarding brands.
They should be observing the common sentiments regarding products and investigate what
developed contents has been giving rise to positive mouth or word and comprise of viral tendencies.
Part B: Research proposal
Identification of Industry Related Media Aspects
The social media has created a lot of opportunities in almost all aspects in the world. The
industries that deal in a B2B structure or business to business structure like the supply chain
industries, logistic industries, manufacturing industries and transportation industries are hugely
impacted by the social media (Asur and Huberman, 2013). They utilize the social media as a
medium for connecting with the customers and all kind of the peers of the industries. The social,
media platform helps the company to run on the same track according to the changes in the
generations. It also helps in keeping the business process alive in the current conditions or the
scenario which has been created by the diversity in the need of the customers.
Most of the industries and the companies related to them have an active presence. They are
there on all the major type of platforms of social media website. Various instances of this include the
Facebook, Twitter, LinkedIn, YouTube and Google+ are very popular among the industries (Lehner,
2013). However, a lot of dedication and work is required from the management of the industry and
that leads the company in gaining much ore profit from increased ROI that has been spent during the
use of these platforms in increasing the awareness of the brands. It has been believed by the industry
official that if the social media is used and utilized effectively and efficiently along with efficient

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strategies, the social media platform will definitely help in yielding the productive amount of the
results according to the goals.
It can be definitely deduced that since maximum of the major industries are related with the
Twitter and many more after the industrial based distribution that happened on the Twitter and
named the different social media website as the IndustryHuddle (Walker et al. 2014). The
partnerships with the industrial distribution and the IndustryHuddle and their aspects have created a
huge impact on the industries.
The aspects of social media on Industry are as follows:
Increased Brand Awareness:
The platform of the Social media is considered to be one of the most cost efficient methods
in the area of digital marketing. This is used of advertisements of the content of the industry or the
material that they are manufacturing (He et al. 2017). This also helps in increasing the visibility of
the structure of the business. The application of the social media as a smart strategy has been helpful
in raising the overall value for the brand and also enables in enhancing the reorganization of the
brand. This aspect helps the business organization to attract and engage with more customers due to
more transparency in the visibility of the manufacture that the company deals with. This enhances
the brand visibility to the common people as they get to know about the organization and the value
of the brand through the social media platforms. The brand awareness also gets effective in the terms
of B2B communication (Lehner and Nicholls 2014). The organization’s business policy and brand
effectiveness are also visible to other stakeholders that allow more interaction with the sponsors and
help them to engage with the company more more profits in the business.

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Enhanced Inbound Traffic:
The social media platform which is used by the organization also helps in enhancing the
inbound traffic of the organization which was prior to the social media marketing created a
limitation only to limited customers. They will find the same keywords as they already know the
brand. Organization will have far more trouble reaching anyone outside their faithful client circle
without any social media. This has been as the part of organization of marketing strategy (He, Zha
and Li 2013). Any social media profile that organization adds to their advertising mix is a gateway to
their site, and any content that they post is another possibility for having more customers and
enhanced business policy. The process of developing the business by virtue of the social media helps
in effective profitability of the organization by the transparency of the variety to a wider zone of
customers around the world.
Research Question
 Research Question 1: What are the benefits of implementing social strategic management in
business organizations?
 Research Question 2: What are the disadvantages that are present due to the implementation
of the digital platform in social media?
 Research Question 3: What are the ethical constraints present in implementing digital
technology in the social media implementation?
Methods of Data Collection
The methods that are to be implemented for data collection are both primary and secondary.
A proper blend of both primary and secondary data will be helping in collecting the data that will be

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required for proper collection of data. This section will also ensure that the data that will be collected
will be properly analyzed. In the initial stages, secondary data collection is made. Secondary data
collection imbibes the fact that data that are collected by some one else other than the user. It is
considered that secondary data analysis has been acting as an important section that helps in gaining
knowledge regarding a particular topic with least time being spent. This less time being spent
ensures the fact that the task that is performed gets faster and the completion rate increases. The data
that are collected are also highly accurate in nature. Secondary database helps in gaining high
diversity of data, leading to the fact that proper diversity in knowledge management can be
maintained. The major advantages that are enjoyed due to the implementation of AI includes the fact
that the data that are collected have a pre validity check during its time of publishing, This ensures
that proper assessment of the data sets will be providing higher accuracy. This will ensure that the
concept development will be getting more accurate. Secondary data analysis ensures proper
assessment of qualitative data that has been collected by other scholars previously. Re
contextualizing of the data that has been generated and stated in journals are taken into
consideration. With the help of the secondary data collection process proper concept development
can be performed. Hence secondary data analysis is performed before performing the secondary data
analysis and data collection. In this case peer reviewed journals are only taken into consideration.
This section includes usage of journals and articles that are well tested and the data that are provided
are very well verified and hence wise proper assessment of the data can be made. This ensures that
the data that are collected will be ensuring higher data validity. This higher data validity will ensure
that proper management of the scenario of social media and digital platform implementation can be
performed. This data that are collected acts as a base of the primary data collection. With the help of
the peer reviewed data and developed concept proper primary data collection can be initiated. There
are few steps that are undertaken for proper assessment of the primary data collection method. There

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are 5 major steps that are to be taken in the primary data collection method. The methods are namely
Interview method, Questionnaire method, Focus group interviews and projective techniques. In case
of the interview technique, an interview is conducted. In this case a large section of respondents are
contacted. Interview questionnaires will be created. The interview questions will be regarding the
benefits of using social media in media marketing. These questions will be targeted towards a
specific set of interviewee. These questions will be ensuring that the questions will be directly
targeted towards the interviewee and hence wise proper assessment of the answers that will be
provided by the interviewee will be well analyzed. This analysis of the data collected from proper
interviewing process will help in understanding of the data that will be collected. The main reason
that the data that are gathered via interviewing a particular set of personnel and managers will be
helping in properly understanding the importance of the social media in performing proper
marketing. This understanding the details will help in proper analysis of the scenario. After
conduction of the interview, survey is to be conducted. This conduction of survey includes proper
setting of questions and hence wise proposing the questions to the randomly sampled population.
This respondents are gathered randomly. Randomly sampled population is considered in this case.
These randomly sampled population provide answers to the questions that are set and provided. This
is the main reason that the data that will be collected will be ensuring proper understanding of the
scenario and the trend that is set regarding the implementation of the social media marketing. After
this section, Delphi technique is used. With the help of the Delphi technique, the main aspect that is
to be considered is that a set of expert is hired for performing the research. The experts provide
proper answers to the questions provided and set. Hence wise proper and accurate answers are
provided. This ensures the fact that accurate understanding of the data will be performed. Hence the
data that will collected will be providing a proper understanding to the conceptual understanding.
Usage of the focus group interview will be ensuring the fact that there will be a separate group of 10-

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12 members and this group will be performing research on the topic of social media marketing. The
data that will be collected will also be providing a proper understanding of the sectioning of the
strategies that are to be used in social media marketing. This research group will be providing a
proper understanding of the data analysis will be performed. This will ensure that the data collected
will be well analyzed and hence the project will be executed properly.
Ethical Implications
The reach of the social media is much broader in scene beyond the technology and its
implication on marketing. There are several rules that are followed by some ethical implications
which abide by some of the rules of ethics. These are for the social media. These are found to be
needed to be followed.
Etiquettes are the code of behaviors that are implied on the society as well as the business
organizations. These imply the correct and the wrongs ways of using the social media in the market
for the purpose of business (Dewan and Ramaprasad 2014). It is very significant to keep in mind that
whatever an organization is doing on the social media websites directly implies that the organization
has got connected with the social media. Respecting the borders of others is extremely important.
There is no room in social media for aggressive, target advertising. Organization’s motive to be part
of the society is to help other people and create relationships with others in the society.
The main principals related to social media ethics for the present business are as follows:
Authenticity – as the organization is sincere – is the three primary principles of social networking
morality and etiquette.
Transparency— they will only count on hidden agendas.
Communication — to make individuals understand organization and let them know the organization.