Social Media Practice: Business Development and Promotion Analysis

This report examines the role of social media in business, beginning with the core concepts of social media platforms and their use in establishing a business presence. It discusses the influence of business and cultural factors on social media development, highlighting e-commerce and social media marketing. The report evaluates how businesses use social media to build relationships with consumers, considering advantages like product promotion and disadvantages like time investment and potential for negative backlash. It further explores the use of various social media platforms for different communication objectives, such as Facebook for brand engagement, YouTube for video marketing, and WhatsApp for customer service. A critical analysis of social media's impact on brand awareness, consumer engagement, and business promotion is provided, concluding with the importance of social media in contemporary business strategies. Desklib offers this report and other study resources for students.

Unit 46 Social Media
Practice

Contents
INTRODUCTION...........................................................................................................................................3
MAIN BODY.................................................................................................................................................3
TASK 1..........................................................................................................................................................3
Explain the key concept of social media for business..............................................................................3
Discuss the influence of business and cultural factors on the development of social media..................4
Use of social media in the relationship between businesses and consumers..........................................5
Use of social media platforms for different communication objectives..................................................6
Evaluate the usage of social media in relationship between businesses and consumers........................7
Explore the usage of social media platforms for different communication objectives............................8
Discuss the impact of social media on brand awareness and consumer engagement...........................9
Critical Evaluation of social Media Platform on the basis of their influencer........................................10
Critical Analysis of how social media is used for development and promotion of business aim...........10
CONCLUSION.............................................................................................................................................11
REFERENCES..............................................................................................................................................12

INTRODUCTION
Social media has successfully transformed the procedure of information exchange. It permits
a diverse group to engage in the activities. For interaction and document sharing, several
platforms including Facebook, LinkedIn, Twitter, and many others have been used. It has been
promoting many advantages and chances. Except for the advantages, both businesses and people
confront several problems. Using social media sites, the unit examines proposed idea and
engagement practices.
MAIN BODY
TASK 1
Explain the key concept of social media for business
The basic principle of the social media platform is that in terms of working, the user must
create a profile on the site. It is a social platform identification that offers the identification with
their distinct uniqueness name and status. Social profiles are distinct traits and identities that
indicate a person's productivity by implementing information and data to those searching for
them on social networking sites. User produced content includes movies and photographs, as
well as any information contributed by individuals rather than brands. The user creates an
account and earns profit for the owner’s identification, as well as working on the social network
to expand their company. This allows them to build a distinct character, which they can then
utilize to expand their company. The technique of creating business connections and enhancing
product brand awareness is referred to as "social networking." There are several businesses and
organizations that work internet to enhance their effectiveness of growing brand recognition
through professional networking and create stronger business operations. This connectivity and
social media allows them to engage with a diverse group of individuals and audiences in order to
increase profit and deliver results.
User generated: Because social media platforms are designed to be "user-generated," they should
be accessible to everybody. If somehow the website is multi-user, this principle is violated since
no one will have their own place. This implies that anybody may alter or publish material on
social networking networks. They have complete control over them because they are their own
digital internet area.

Used profile: Private Details such as your name, age, and favorite movie is stored on a profile
page. Several individuals are slowly using accounts to display their own identity. As they use
social networks officially, they must make it very clear that the profile refers to the firm or
group, not to you individually.
Social media networking: The core notion of social media networking is the character and
development of a company on social networks, which focuses on the practice of maximizing its
usage at work. Tesco, for instance, uses social media advertising on various social media
platforms to raise awareness of the products and services in the market (Tesco Plc, U.K.,). This
assists them in expanding their operations and making people aware. In current marketplace, it is
critical for businesses to increase their market through growing their usage of social media.
Discuss the influence of business and cultural factors on the development of social media
It might be said that the concept of social media is fully based on its cultural tradition and
various businesses. If a company successfully uses online platforms to achieve its goals, now
another company will use Facebook and twitter to strengthen its leadership in the international
marketplace. Social conditioning, engagement, and change are the 3 most important cultural
areas of human networking. These three characteristics have an impact on the expansion of
social media, with interacting being one of the most important. Corporations utilise social media
to determine what is socially appropriate, which is the most important and relevant role.
1. Business analysis: Nowadays, organizations receive information and documentation about
people mostly through online places wherein clients may be found. There are a lot of people on
social media, and each of them has thousands of recordings of their behaviours.
2. E-commerce: The progressive expansion of e-commerce involves online connection with
consumers that has a huge influence on social media since discussions take place there and
businesses employ advertisement to draw in far more consumers (Ansari and Khan, 2020).
3. Social media marketing: Organizations rely on social media significantly for their promotional
methods since it has the greatest audience. It has a big influence on social media because it
makes major commercial activity possible.

Usually often, social media is utilized as a good example for more on how to communicate
difficulties, solutions, and how to react or not engage in a bad management situation. Inside this
way, social media plays a very important impact on the globe. Interaction is also necessary for
social media to thrive. It allows people to easily communicate with others. Additionally,
communications appears to be the sole channel that influences the trajectory of social media
growth. It may be argued that reaching company goals without talking with each other is
unattainable. Individuals chose to do clever tasks via numerous social networking sites and
channels in today's information age.
1. Online gaming (E-gaming)": Before playing an online game, users must first converse and
participate on Facebook and twitter. Participants go up against others they can find on media
platforms.
2. "Digital culture": Virtually everyone utilises electrical gadgets and the internet to gather
intelligence and activities. In modern culture, individuals may be pushed to use social
networking websites for such purposes.
3. "Digital interaction": The bulk of exchanges in a fast network connection are conducted
digitally. Social networking allows people to interact with those more easily and swiftly.
Use of social media in the relationship between businesses and consumers
A vast rate of internet businesses run on social networking. Bloom, for instance, utilizes social
media marketing to help consumers find what they're looking for on social media. Several
companies utilize Facebook to connect with customers, increase brand awareness, and enhance
product interaction. Customers may also get their desired goods by using this method. Since the
large percentage of individuals around the globe are addicted to social media and intend to return
many of its locations on a constant schedule, including Facebook, Instagram, YouTube,
Whatsapp, Telegram, Reddit, and Pinterest, billions of businesses have been using social
networking sites to create brand awareness to clients.
Advantage
1. Product promotion and brand recognition - Interesting and informative material will attract the
interest of prospective customers.

2. Brand reputation: Entrepreneurs may be able to swiftly adjust to industry changes and position
oneself as a "public intellectual" or industry parties. This may improve their consumers'
perceptions of their organisation.
3. Economical: It may be far less expensive than traditional commercials and marketing
campaigns. Maintaining a social media presence is inexpensive. Whenever it comes to promoted
material, company may spend as much or as little as company budget allows.
4. Increased website traffic - Social media content can help any site get more users. As a
consequence of the greater web rates, like visitors into buyers,
Disadvantage
1. They'll have had to waste time and effort maintaining their presence on social media, response
to comments, and developing fresh content. Selecting and hiring staff, participating in paid
advertising, and footing the bill for video or graphical materials are all instances of this.
2. While the return on investment in perspective of sales and profits generated by online
advertising is easy to assess, there seem to be numerous more less obvious benefits. It's tough to
measure and analyse the benefits of social media for company exposure and reputation.
3. Ineffective social media use – Social media may be abused. Totally ignoring to respond to
negative feedback, for example, or using social media to drive sales despite interacting with
customers may undermine company reputation.
Use of social media platforms for different communication objectives
Since social media is useful to everyone, it is critical for attaining a number of technological
objectives. It's really about forming bonds with individuals, customers, and coworkers via
networks, connectivity, and dialogues. Social media is critical for organisational performance not
just as a marketing device, but also in retaining client connections. Communication objectives
with respect to the desired outcomes for a business. Marketing goals include things like
creativity, participation, and increased brand (Chen and Lin, 2019).
Firms use various social media channels in a variety of ways, including such websites, which are
typically used by businesses to highlight their triumphs and encourages individuals to offer input

on methods. YouTube is also used by the company to drive growth. It's a mechanism for
exchanging and posting videos on the internet. Through conveying all of the company's
intentions in a short video, the company may successfully communicate with its customers.
Because everybody currently desires can save money, this media is also useful for positively
impacting others. Furthermore, YouTube is an extremely effective platform for quickly
communicating the aims and objectives to customers or visitors.
• Facebook is also known as the best social media platform for business, and when utilised for
business, it is immensely effective. There really are approximately 65 million corporate sites
more than six million marketers on Facebook, according to estimates. It is incredibly
advantageous to a company's business and development (Cheung, Pires and Rosenberger, 2020).
• WhatsApp is a widely used change settings for small and medium sized businesses. Whatsapp
has developed a successful network for members who are intimately engaged in companies and
wish to share data regarding their customers' transactions. Business clients of WhatsApp may
enhance organizational profile to just provide customer experience. This is the most common
system, as well as every midsized business uses it to develop.
Evaluate the usage of social media in relationship between businesses and consumers
Relationship marketing is defined as the aspect of consumer relationship management which
focuses on developing consumer loyalty and ensuring long term consumer engagement instead of
achieving short term goals like acquiring new consumers and achieving high individual sales.
Social media plays an important role in relationship marketing because it enables businesses to
engage with consumers directly (Saura and et.al., 2021). Direct engagement with consumers
helps companies build clientele and share products with consumers through social media
platforms to which they can respond with likes and dislikes. This type of engagement improves
relationship between businesses and consumers as the business is able to understand consumer
expectations and requirements multi early while also communicate with them their future plans,
discount sales, new product launch etc.
Advantage:
The advantage of using social media for building relationships with consumers is that a hit social
media campaign can provide the company source for staying relevant for many years. This is

because social media provides businesses a medium for connecting with consumers true feelings
such as humour wholesomeness or storytelling. Exploiting this feature of social media can help
businesses create a camp in which becomes a social media talking point and is referenced for
years to come. The left and right campaign off twix is a suitable example for this advantage of
social media as it helped the company engage with consumers through great storytelling.
Disadvantage:
The disadvantage of using social media for building relationships with consumers is that it can
also lead to high backlash against companies which can also lead to consumers refusing to
purchase products or services from the firm. Twitter engagement by Burger King UK is an
example off field social media engagement hurting the company. Burger King UK treated
women belong in the kitchen as a part of informative thread on lack of women representation in
culinary world on Women’s Day in 2020. This tweet was not received well by Internet users as
most of them pointed out the sexist nature of the tweet which made Burger King UK target off
social media backlash. Many consumers also stated that they will not further purchase Burger
King products because of their sexist attitudes (Burger King UK Tweets That ‘Women Belong In
The Kitchen’ On International Women’s Day, 2020).
Explore the usage of social media platforms for different communication objectives
1. Social Networking: Instagram supports social networking by enabling the company to
post creative and unique videos as well as images on their social media platform which
helps the company connect with consumers and businesses. Business to business clients
can be connected through Instagram through paid sponsorships and advertisements while
business to consumer clients can be communicated through Instagram by collaborating
with influencers end posting engaging contests on their Instagram page. Similarly,
Twitter also supports businesses in improving social networking as it connects businesses
with. Consumers or other businesses in a simplified manner. B2B businesses are able to
promote tweets directly to other business accounts while B2C businesses can
communicate with individual consumers (Spiller and Tuten, 2019).
2. Brand Building: Social media sites also support brand building. Instagram helps
companies build brand by enabling creation of unique aesthetics which showcase
originality of the brand on social media. In case of B2B businesses Instagram can be used

to create professional page with links to other socials while B2C enterprises can use it to
create a fun, wholesome, youthful or empowering aesthetic. Twitter can be also used for
brand building as specific campaigns can be created for gaining spot on the trending page
of the website. B2B Businesses can use Twitter for connecting with professional
accounts. B2C enterprises can use Twitter to reach the trending page with their specific
image such as wholesome family image and dark edgy image to build their brand.
3. Segmentation: Social media sites such as Twitter and Instagram can be used by
businesses for consumer segmentation. Twitter allows businesses to host polls so that
they are able to understand the minds of their followers (Valanteena and Mary, 2020).
This information can be used for consumer segmentation. On the other hand, Instagram
also enables businesses to respond to consumers and host contests to understand their
opinions. This can be used for supporting consumer segmentation for both B2B and B2C
businesses.
Discuss the impact of social media on brand awareness and consumer engagement
Brand Awareness
Social media has got positive as well as negative impact on brand awareness of a company. On
one hand, social media is a great way of increasing brand awareness of company by getting the
Professional so Social Media page of the brand as trending on the specific social media site. In
case of Twitter, it involves trending the company by Twitter hash tag and on Instagram to
involves trending the company by making it appear on explores page or making viral reels about
the firm. On the other hand, social media can also lead to negative brand awareness and
recognition of the company if it is associated with negativity on specific social issues on social
media sites.
Consumer Engagement
Social media has a positive impact on consumer engagement. This is because social media
enables direct engagement with the consumers and helps the company improve its
responsiveness in answering consumer queries or replying to consumer messages and opinions
(van Esch and Stewart Black, 2021). In addition to this other creative tools present on social
media sites such as Instagram and Twitter can be used for interacting with consumers. This

includes usage of short videos, emojis and GIFS Coming with consumers in a positive manner,
which increases the possibility of response.
Critical Evaluation of social Media Platform on the basis of their influencer
Twitter is used by individuals for sharing information in succulent snippets and keeping up with
daily news. On the other hand, Instagram is utilised by individuals to share images and videos.
Facebook is meant for connecting with members of your personal network and sharing more in-
depth content. All of these platforms have certain influence on the users (Shafiulla, 2019). The
biggest influence which can be used to change consumer decision-making is Instagram. This is
because it is a video and photo based social media application which primarily involves
individuals connect with each other through their personal videos and photos. Although Twitter
and Facebook also include sharing of videos and photos, they are primarily text based social
media applications. This makes Instagram a visual medium which can influence consumers and
Internet users to great to extent. Videos can be used as proof to advocate for the brands
trustworthiness. Similarly the videos, reels and images shared on Instagram about personal
anecdotes of consumers surrounding usage of the product act as evidence to further promote the
product. This makes Instagram social media site with highest influence.
Critical Analysis of how social media is used for development and promotion of business aim
Social media platforms can be utilised for attaining aims and objectives of the company. The
positive impact of social media platforms in attainment of business aims and objectives is that it
provides businesses an inexpensive and creative tool for informing and influencing their
consumers so that their aims in objectives can be attained (van Esch and Stewart Black, 2021).
On the other hand, the negative impact of using social media for attaining aims and objectives is
that there is no guarantee that social media will provide precise this, which the company wants
for attaining their engine objectives. Sometimes social media, black cash can also negatively
affects attainment of aims and objectives by a company. An example of a business successfully
achieving their aims and objectives, so social media is the Christmas campaign of Sainsbury. The
UK based retail organisation Sainsbury released Christmas campaign focusing around family, the
value of Christmas and wholesomeness. This type of Christmas campaign released by Sainsbury
last year helped the company increase their Christmas sale an inform consumers about the
positive aspects of their products which need to be bought this Christmas season.

CONCLUSION
From the above report, it is concluded that social media marketing plays an important role in
achieving high brand awareness and consumer engagement for a company. Different social
media sites such as Instagram, Twitter and Facebook can be utilised by a company to improve
their recognition as well as awareness. It can also help the company built consumer relationships
and achieves aims and objectives of the company.

REFERENCES
Books and Journal
Ansari, J. A. N. and Khan, N. A., 2020. Exploring the role of social media in collaborative
learning the new domain of learning. Smart Learning Environments, 7(1), pp.1-16.
Appel, G., Grewal, L., Hadi, R. and Stephen, A. T., 2020. The future of social media in
marketing. Journal of the Academy of Marketing Science, 48(1), pp.79-95.
Bhimani, H., Mention, A. L. and Barlatier, P. J., 2019. Social media and innovation: A
systematic literature review and future research directions. Technological Forecasting and
Social Change, 144, pp.251-269.
Chen, S. C. and Lin, C. P., 2019. Understanding the effect of social media marketing activities:
The mediation of social identification, perceived value, and satisfaction. Technological
Forecasting and Social Change, 140, pp.22-32.
Saura and et.al., 2021. Digital marketing in SMEs via data-driven strategies: Reviewing the
current state of research. Journal of Small Business Management, pp.1-36.
Shafiulla, B., 2019. Tata Zica to Tata Tiago: Digital Marketing Strategy of Tata Motors for
Rebranding. IUP Journal of Marketing Management, 18(3), pp.40-59.
Spiller, L. and Tuten, T., 2019. Assessing the pedagogical value of branded digital marketing
certification programs. Journal of Marketing Education, 41(2), pp.77-90.
Valanteena, D. and Mary, L., 2020. A study of the challenges facing digital marketing as a tool
of promotion. RIMS Journal of Management, 4(2), pp.1-10.
van Esch, P. and Stewart Black, J., 2021. Artificial intelligence (AI): revolutionizing digital
marketing. Australasian Marketing Journal, 29(3), pp.199-203.
Online
Burger King UK Tweets That ‘Women Belong In The Kitchen’ On International Women’s Day,
2020. [Online] Available through <https://www.boredpanda.com/burger-king-women-
belong-in-kitchen-tweet/?
utm_source=google&utm_medium=organic&utm_campaign=organic>