IMG 220 - Social Media Marketing Plan: Metro Inc. Supermarket Analysis

This report provides a comprehensive social media marketing plan for Metro Inc. Supermarket. It begins with an introduction and a social media audit, assessing Metro Inc.'s current online presence and recommending platforms like Facebook, YouTube, Instagram, and Reddit. The report identifies the target audience (18-54 age group, urban population, and medium to higher-income individuals) and sets a SMART goal to expand online presence. It then details a social media strategy, including marketing objectives (increasing market share, sales, and revenue), platform recommendations, and content planning. The report also addresses potential challenges, such as declining organic reach, the need for a cross-channel strategy, and data management concerns. Finally, it concludes that digital marketing strategies can help the organization make reliable decisions and promote their goods and services effectively. The report references various academic sources to support its findings.

RUNNING HEAD: SOCIAL MEDIA MARKETING
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Table of Contents
Introduction................................................................................................................................2
Development of social media audit............................................................................................2
Identification of the target audience/community and setting at least one SMART goal...........3
Target audience/community...................................................................................................3
SMART goal..........................................................................................................................3
Development of a social media strategy, including objectives, platform recommendations,
and content planning..................................................................................................................4
Development of marketing strategy.......................................................................................4
Marketing objectives..............................................................................................................4
Platform..................................................................................................................................4
Recommendations..................................................................................................................5
Content planning....................................................................................................................5
Identification of success matrix risk and other challenges you may encounter in rolling out
your social media strategy..........................................................................................................6
Continuing decline of organic reach.......................................................................................6
Creating an effective cross-channel strategy..........................................................................6
Data management...................................................................................................................7
Conclusion..................................................................................................................................7
References..................................................................................................................................8

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Introduction
Metor Inc. supermarket delivers many products and services to their consumers and
completes their basic needs. These products could be related to cosmetics, clothing, and
foods, and others. This report discusses the development of social media audit with respect to
the Metro Inc. Supermarket. It presents the challenges of social media strategy
implementation in Metro Inc. Supermarket et. In last, it recommends strategies for improving
organizational performance.
Development of social media audit
Social media audit is a method of evaluating and optimizing the business social media
approaches and profiles. Further, Metro Inc. supermarket will execute social media audit
technique as it could support to stay on top of its online presence. Apart from this, it is
analyzed that there are certain methods that are popular among Canadians such as Facebook,
YouTube, Linkedin, Twitter, Pinterest, Instagram, Snapcaht, Tumbler, and Reddit. These are
imperative for spreading awareness of goods and services. Furthermore, it is addressed that
Facebook and YouTube is a technique that is used by most of the consumers. In the current
era, Metro Inc. uses Facebook, Twitter, Instagram, and Reddit to make a connection with the
consumers (Scott, 2015). For sustaining a position in the market, Metro Inc. should use
Instagram, Snapchat, and Reddit. It could be effective for increasing traffic of consumers
towards goods and services of Firm. With respect to statistical data analysis, it is analyzed
that 84% of Canadians use Facebook, 59% YouTube, and 46% of people use LinkedIn.
Hence, it can be evaluated that the organization could be capable to understand the person
who is interested in the products and services. Metro Inc. will be capable to understand many
things by considering the social networks such as dislike, like, conversation sate,
engagement, number of the page like a comment, share, infographic, and number of post on

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the day. From the application of electronic marketing techniques, the organization will be
capable of the huge amount of consumers in the least resources (Tuten and Solomon, 2017).
Identification of the target audience/community and setting at least one SMART goal
Target audience/community
Metro Inc, will target their consumer on basic demographic, geographic, and psychographic
factor. It could be effective for accomplishing the goal of the organization in the least time
and cost. Furthermore, It is evaluated that Metro Inc. will target the age group of 18 to 54 age
group of people to spread the awareness of products and services by considering the social
media. In addition, it is evaluated that the organization will focus on the urban area to people
as it could be easily connected by online sources (Ashley and Tuten, 2015). At the same time,
it is also evaluated that on the basis of a psychographic factor, Metro Inc. will target medium
and higher class of people to offer their goods and services.
SMART goal
 To expand online presence by 35% within 12 months

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Development of a social media strategy, including objectives, platform
recommendations, and content planning
Development of marketing strategy
Social media marketing could be an imperative technique for promoting goods and services
of the company in the least time and cost. There are many advantages that could be obtained
by considering social media marketing like a higher competitive benefit, higher sales, higher
revenue, and unique image in the marketplace (Hudson, Huang, Roth, and Madden, 2016).
Apart from this, it is also evaluated that the social media marketing could also be effective for
the accomplishment of the marketing objectives. The following factors will be considered to
accomplish the aim of the organization:
Marketing objectives
Marketing objectives could be goals as it is made by the organization at the time of endorsing
their goods and services among consumer, which should be accomplished in the specified
time.
• To increase the market share by 40% in the upcoming 12 months
• To enhance sales of the organization by 70% in the upcoming 12 months
• To expand the revenue of the company by 25% in the upcoming 12 months
Platform
Metro Inc. Supermarket, Canada uses electronic marketing strategy to spread the awareness
about the goods and services with respect to the current research matter. Further, electronic
media marketing could lead the organization to directly communicate with their specified
consumers and collect their opinion and views towards the products and services. It will also
lead to improving the financial condition of the firm. In addition, the social media marketing
could aid the company to influence a huge amount of the consumers at the same time and
meet their aim and objectives (Lamberton and Stephen, 2016). There are many platforms that

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could be considered by Metro Inc, like LinkId, snapchat, Instagram, Facebook, YouTube, and
Twitter to share their information with respect to the current organization objectives.
Recommendations
Metro Inc. should use the digital marketing method to boost their situation in the least time
and make their unique image in the marketplace. The organization should use the search
engine optimization technique by which they would be capable to show their organization in
a higher rank. From this, consumers will be capable to easily access the information about
goods and services of the company (Fulgoni, 2015). Apart from this, they should also use the
pay per click technique by which an organization would be capable to promote their goods
and services among consumers by a single click. It could be effective to obtain higher
competitive benefits and make their position in the marketplace. The organization should also
make an app by which consumer will be capable to get any products and services of Metro
Inc. supermarket in the least time with same quality. Further, it could also be vital for making
distinguish the image of metro Inc. among consumer in the least resources (Tiago and
Veríssimo, 2014).
Content planning
Metro Inc. supermarket will make an effective plan about the content as it will be delivered
on the web. Because content could be key factors to easily influence consumers in limited
time. In the current era, content could be a source that enables the consumers to select
particular products and services and retain them for long-term. The organization should
consider many factors at the time of making a content plan like social networks, specific
information, animation, ethical content, and time period of Ads. It will be effective to
influence the consumers as well as obtaining a huge amount of profit (Leung, Bai, and
Stahura, 2015).

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Identification of success matrix risk and other challenges you may encounter in rolling
out your social media strategy
Continuing decline of organic reach
In Canada, there is a large number of monthly users is approximately one billion whereas
hundreds of millions of users are on Instagram and Pinterest. Each day, an incredible quantity
of content is created by each of these channels. To maintain users on the channel and engaged
them, social channels practice algorithms to get rid of junk and only demonstrate the content
that is more interesting and relevant for the user (Kumar, Bezawada, Rishika, Janakiraman,
and, Kannan, 2016).
When consumers focus on curated feed then, the algorithm can frustrate to marketers. Over
the last years, Metro supermarket has declined their efficiency to reach at growing and
healthy audience.
Under the initial phase of social media, when someone follows the page and account, then
they would see their posts. However, this scenario has changed due to the amount of traffic
on social media. In such a manner, Posts of Metro supermarket can be curbed, deprioritized,
and simply fail to boost purchase at the time of the test push by the channel (Hajli, 2015).
Creating an effective cross-channel strategy
When Metro supermarket is making effort to boost the organic reach, then it will have needed
to optimize their content channels. It also needs to translate the content across different
channels and making it perform within the channel is a high skill for SMM. In addition, the
multichannel strategy could be challenging for Metro supermarket as each channel has its
own format with tone, which defines how the content would fit. Moreover, the target
audience has their own habits, preference and will consult on the diverse channel in order to
get the data regarding the company. Having each of these channels working together in

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synergy may generate a cohesive brand impression of Metro supermarket in response to the
social behavior of the audience (Godey, et al., 2016).
Data management
Metro supermarket gathers the information from learning more regarding their audience,
social media listening and measuring the brand reputation. But, it all requires moving towards
social information. The facts that Metro supermarket gathers can feed their business and
inform the company as a social media marketer (Labrecque, vor dem Esche, Mathwick,
Novak, and Hofacker, 2015).
The matrix risk of data management that Metro supermarket may face is quality in existed
facts and figures and dissemination of data to the right people within their business. When
data is managed well then it can uncover new leads, influencers, industry trends, and
product’s information. It can also help Metro supermarket to develop profile among audience
and pool data across the platform. Thus, it may aid to provide personalized resources (Felix,
Rauschnabel, and Hinsch, 2017).
Conclusion
With respect to the above discussion, it can be concluded that social media plan could
facilitate the organization to make a reliable decision with respect to the form of profitability.
It can also be suggested that the organization should use the digital marketing strategies to
promote their goods and services.

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References
Ashley, C., & Tuten, T. (2015). Creative strategies in social media marketing: An exploratory
study of branded social content and consumer engagement. Psychology &
Marketing, 32(1), 15-27.
Felix, R., Rauschnabel, P. A., & Hinsch, C. (2017). Elements of strategic social media
marketing: A holistic framework. Journal of Business Research, 70, 118-126.
Fulgoni, G. M. (2015). How Brands Using Social Media Ignite Marketing and Drive Growth:
Measurement of Paid Social Media Appears Solid But Are the Metrics for Organic
Social Overstated?. Journal of Advertising Research, 55(3), 232-236.
Godey, B., Manthiou, A., Pederzoli, D., Rokka, J., Aiello, G., Donvito, R., & Singh, R.
(2016). Social media marketing efforts of luxury brands: Influence on brand equity
and consumer behavior. Journal of business research, 69(12), 5833-5841.
Hajli, N. (Ed.). (2015). Handbook of research on integrating social media into strategic
marketing. USA: IGI Global.
Hudson, S., Huang, L., Roth, M. S., & Madden, T. J. (2016). The influence of social media
interactions on consumer–brand relationships: A three-country study of brand
perceptions and marketing behaviors. International Journal of Research in
Marketing, 33(1), 27-41.
Kumar, A., Bezawada, R., Rishika, R., Janakiraman, R., & Kannan, P. K. (2016). From social
to sale: The effects of firm-generated content in social media on customer
behavior. Journal of Marketing, 80(1), 7-25.
Labrecque, L. I., vor dem Esche, J., Mathwick, C., Novak, T. P., & Hofacker, C. F. (2015).
The Evolution of Consumer Empowerment in the Social Media ERA: A Critical
Review. In Ideas in Marketing: Finding the New and Polishing the Old(pp. 582-582).
USA: Springer, Cham.

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Lamberton, C., & Stephen, A. T. (2016). A thematic exploration of digital, social media, and
mobile marketing: Research evolution from 2000 to 2015 and an agenda for future
inquiry. Journal of Marketing, 80(6), 146-172.
Leung, X. Y., Bai, B., & Stahura, K. A. (2015). The marketing effectiveness of social media
in the hotel industry: A comparison of Facebook and Twitter. Journal of Hospitality
& Tourism Research, 39(2), 147-169.
Scott, D. M. (2015). The new rules of marketing and PR: How to use social media, online
video, mobile applications, blogs, news releases, and viral marketing to reach buyers
directly. USA: John Wiley & Sons.
Tiago, M. T. P. M. B., & Veríssimo, J. M. C. (2014). Digital marketing and social media:
Why bother?. Business Horizons, 57(6), 703-708.
Tuten, T. L., & Solomon, M. R. (2017). Social media marketing. USA: Sage.