A Business Project Proposal on Social Media Marketing Effectiveness

This document presents a business project proposal focused on evaluating the effectiveness of social media marketing, particularly within the UK context. The proposal includes an introduction outlining the significance of social media marketing, a set of research questions addressing various aspects such as the roles, benefits, drawbacks, and ethical considerations of social media research, and clearly defined research objectives aimed at gaining insights into specific communities, enhancing brand visibility, influencing product promotion, driving traffic, and improving customer service. A literature review synthesizes existing research on social media marketing, covering topics like social media optimization, customer relationship management, and the use of social media tools. The proposal also presents a conceptual framework illustrating the relationship between social media marketing activities and purchase intention, emphasizing the intermediate roles of customer equity drivers. The document concludes with a brief overview of the research methodology, including data sources and analytical approaches. Desklib provides access to this and many other student contributed assignments.

Running head: BUSINESS PROJECT PROPOSAL
Business project proposal
(Social media marketing)
Name of the student:
Name of the university:
Author Note

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Table of Contents
1. Introduction:......................................................................................................................................2
1.1. Research questions:....................................................................................................................3
1.2. Research objectives:...................................................................................................................4
2. Literature Review:.............................................................................................................................4
3. Research methodology with sources of data:..................................................................................10
4. References:......................................................................................................................................17

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Title: “Effectiveness of social media marketing.”
Research question: “How effective is Social media marketing?”
1. Introduction:
The “Social Media Marketing” is an innovative method to achieve various traffics and
attentions through different social media sites. It is the term used for every site that radically
provides social activities. For instance, let the case of Twitter be taken. This is known to be a
popular social web-site intended to help numerous people in sharing different updates or “short
messages” with other people (Tuten and Solomon 2017). The following study interprets the impact
of social media marketing at the UK.
Snapchat, Vimeo, Instagram, Twitter, Facebook and much more are ever rising regarding
popularity. Now, they have turned out to be a natural forum for sharing ideas, information and
opinions proving the effectiveness of social media strategy. Social media channels have turned out to
be the initial place where people have been interacting with different brands. Moreover, they have
the efficiency to reach further to offline channels. Thus these platforms have turned out to be the best
choice for savvy marketers (Stelzner 2014). Therefore social media are the best tools for engaging
stakeholders, raise brand awareness, drive more traffic to websites and create buzzes across
businesses.
The social media marketing is active in various ways. First of all, it helps in increasing brand
recognition. It is a smart platform to engage and reach prospective or new customers. It is useful in
developing converting potential. The innovation creates a richer experience and a cost-effective
campaign solution. Further, customer insight gets improved by social media marketing and helps in
raising organic ranking on Google.

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1.1. Research questions:
The various research questions are identified below.
A. What kind of different roles does social media research perform?
a. What are the various benefits and drawback of this research on social media?
b. What data sources have been used typically for social media research at the UK?
c. How reliable are social media marketing outcomes at United Kingdoms?
d. How can social media marketing tasks be aggregated and tracked within a business? Who is liable
to handle every function?
e. What extra abilities, skills and knowledge are needed to be involved by researchers to develop
competency level with social media research?
B. What are ethical and legal issues?
a. In what manner various sources are cited in different research reports and over various research
Web portals? Further, are those citations different from sources like Blogger or Twitter forums?
b. What have been the legal and controversial challenges about people’s right whose data are used?
C. What are the issues about social media research providers and processes?
a. What are standard data and research outputs?
b. What are the methods to collect data?
c. What processes of quality data have been implemented at every stage of social media marketing?
d. Have the companies at UK been providing different sentiment scoring?

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e. As any sentiment scoring is supplied, what are different processes to validate results?
f. What is the process used to find out the location related to data?
1.2. Research objectives:
The different research objectives are analyzed below.
 Reaching insights into specific community of interest
 Creating brand visibility along with authority
 Influencing and then promotion of various products and services
 Creating link for traffic and SEO
 Driving different traffic for various ad revenue models
 Increase in brand awareness
 Helping in to drive traffic to different website
 Developing new leads
 Growth of revenue from rising signups or sales
 Boosting brand engagement
 Building a community around your business
 Effective social customer service
 Growing mentions in press
 Never missing any mention of social listening
2. Literature Review:
The word “social-media: has been a catchy-term referring to every site that provides radically
distinct activities at social sites. For example, the Facebook can be considered here. It is a full-blown
social networking web-site. It has been allowing sharing is joining events, different photos, updates

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and various kinds of other tasks. Social media at UK has often been feeding to the discovery of latest
content like news stories and finding search activities. It is also helpful to create different links that
have been turning support towards SEO efforts. Further, various people have also been performing
searches on social media sites to find media content. Different social connections have also been
affecting distinct relevancy of few searching results.
This instance can be either on a social media network or over a mainstream search engine.
Moreover, one of the primary components of today’s social media marketing has been “SMO” or
“Social Media Optimization”. Same as SEO or “Search Engine Optimization”, the SMO is also a
smart method in drawing unique and different new visitors to any website. It can be done in two
processes. The initial one is social media links to content.
For example, as analyzed by Ashley and Tuten (2015), RSS feeds and different sharing
buttons can be considered here. The second one is promoting activities by “social media” through
different updating statuses, along with tweets or various blog posts.
Again, “marketing of social media” has been further useful for various companies at UK to
extract direct feedback from the customer or rather potential customers. It has been making
organizations at UK seeming to be more and more personable than before. Different interactive parts
of current social media have been delivering customers with numerous opportunities in asking
queries or different voice complaints. This very aspect of SMM is known as the “social media
customer relationship management” or social CRM.
Further, it has turned out to be more familiar with the rise in popularity at UK. In response,
FTC or “Federal Trade Commission” upgraded its regulations for rules to involve SMM as shown by
Chaffey (2016). Different companies or their advertising agency has been delivering blogger or
another commenter various free products. It also included incentives for generating positive buzz.

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This has been regarding products and hence online comments are treated legally regarding
endorsements. Here, both company and blogger are held liable to ensure that incentives are
conspicuously or disclosed. This also assures that the post of the bloggers possesses no
unsubstantiated or misleading statements. Otherwise, it has been complying with rules of FTC
concerning deceptive and unfair advertising.
“Social” is a vital component to achieve success in blogging as shown by Scott (2015). At
previous times blogging was considered as a smart social media activity. This is because blog posts
can evoke comments, shares and likes from various readers. For leveraging social media for driving
interactions, one requires learning proper timing for posting on social media. This also helps in
crafting social media posts and gain shares and likes. As it gets completed, one can quickly learn and
master the subject of this marketing of “social media”.
In the following table, some of the specific social media tools are illustrated.
Images An animation or photo catches eyes and more likely have been making them stop
browsing long enough to look. This also helps in SEO optimization and videos
are also valid for this.
Content As content is king, materials are needed to be provided such that they might
click.
Building
communities
Community must be created with followers putting some humor or personality to
business brands with different posts.
Campaigns A compelling story is needed to be told using short quotes, since one need to and
link back to their website. This helps customers to find out more. Campaigns
must be branded with distinct hash-tags and unique names for making them stand

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out and memorable (Marchand, Hennig-Thurau and Flemming 2018).
As per as the current year for the UK is concerned, goal setting can be regarded as a staple of
every marketing and business strategy. Here, social media has not been an exception. However, with
a wide range of social abilities, it is hard to recognize precisely what the objectives must be. Some of
the common social media goals that should be considered for guidance are analyzed hereafter.
Rising brand
awareness
For creating lasting and authentic brand awareness, a slew of different
promotional messages are needed to be avoided. Instead, a focus must be given to
meaningful contents and strong brand personality should be maintained across
social channels.
Higher sales
quality
Digging around social media channels is very must impossible instead of
listening or monitoring to particular keywords, phrases or different hash-tags.
With more efficient social media targeting, one can reach core audience very
faster.
Driving in-
person sales
Various retailers have been depending on social media marketing efforts for
driving in-store sales. It is to be determined whether promoting sufficient on
social for rewarding those have been originating from. This must also include
alerting customers regarding what has been going on in business stores.
Improving
ROI
It is seen that not a single brand on social media has needed to raise their return
on investment or ROI. However, on social media it is specific to perform a
thorough audit of channels and assure labor cost, design stay ad advertisements

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on track.
Creating loyal
fan base
It is to be determined whether their brand has been promoting user-generated
contents. This must also involve whether their followers have been responding
positively instead of any initiation. To get this point, effort and time are needed to
create a confident brand persona on social media.
Better pulse on
industry
It is to be determined what activities done by business competitors have seemed
to be working. This must also involve what strategies are used to drive sales or
engagements. Possessing pulse on industries helps merely in improving efforts
and undertakes few tips from those who have been performing well.
For example, Felix, Rauschnabel and Hinsch (2017) speak about a practical use to start
chatbots at UK. Platforms like “Chattypeople” have made integrating AI-enabled chatbot to social
media strategy smoothly. It helps in allowing the developing of a chatbot that never needs any
coding language. A personalized experience would be created in this way for customers. Again,
Godey et al. (2016) mentioned that an effective content marketing strategy is to be formed. Besides,
there has been creating of scopes to attract organic audiences. Moreover, good content marketing
strategy can be implemented freely at UK. Hyder (2016) on the other hand, suggests developing a
community for audiences. They have done this by asking questions to audiences and collecting
opinions on particular matters. Sharing and linking posts can also be done to other ways around.

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Value Equity
Relationship
Equity
Brand Equity
Social Media
Marketing
Activities
Purchase
Intention
Customer Equity
Figure 1:” Conceptual Framework: Various inter-mediate roles of Customer Equity Drivers
between Social Media Marketing Activities and Purchase Intention”
Source: (Hemley, 2018)
The above conceptual framework is proposed considering the paradigm shift towards
marketing. This took place around the early 90s at England. Marketing strategies are situated across
continuum between extreme transactions. These are relationship marketing and transaction
marketing. Relationship marketing depends upon the interactive marketing. It is supported by
marketing mix activities when made a comparison with the dominant function of marketing mix
taking place under transactional marketing. Stephen (2016) argues that frameworks must attempt to
involve approaches, identifying that market and form characteristics influence marketing price.
There are three kinds of organizations as per as marketing practices are concerned. First one are the

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“transactional marketing companies”. These marketing activities have been mainly aimed to attract
customers with standardized or minimal retention practices and customer interactions.
The following one is the “relational marketing companies”. These are characterized by the
relationship-oriented approach regarding customer interactions. Moreover, it has been having a
strong orientation towards long-term relationships. This also includes various co-operations with
supply chain and different customers. The last one in this category deals with the transactional or
relational hybrid marketing companies. They are characterized by coexistence or transaction or
relation oriented approaches.
3. Research methodology with sources of data:
In this case study, the research methodology suggested is helpful to find effectiveness of
different social media strategy reveals that more and more real scopes are there to get about survives
and products. There has been no specific device on which one can depend. One must try to have
process and strategy that never entirely depend on the particular device. One still faces practical
challenges to select platform fitting social marketing architecture and methods one has been
committed to (Constantinides 2014). Here, precisely where survey analytics social media research
has come into play. The research tool on social media is developed to help them to make quicker and
better-informed decision regarding company’s strategies. With the help of this too, one can merely
share their survey over a social network.
Here interpretivism is selected for the research. This approach towards social media
marketing research is much more qualitative. This is because here unstructured survey is to be done.
Anti-positivists or interpretivism have argues that individuals are not puppets who respond to
external social forces as believed by Positivists. Interpretivists state that individuals are complex and

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intricate (Zhu and Chen 2015). Different people understand and experience similar objective reality
in various ways. They have their individual and very distinct reasons to act in this world. Hence
scientific methods are not proper. Here, the research methods are derived from the “social action
theory”. They have been criticizing scientific sociology or positivisms because many of the statistics
it has depended on have been socially constructed. They also argue that for understanding human
action one requires achieving empathetic understanding or “Verstehen” (Sand et al. 2015). It
indicates that one requires seeing this world through the eyes of actors doing the activities.
In this research deductive approach is needed to be done. It is concerned with developing a
hypothesis by current theory and designing research strategy for testing that hypothesis. Deductive
indicates reasoning from particular to the general (Hudson et al. 2016). As a casual relationship or
link seems to be deployed by a specific theory or case example, one might be true in many cases.
Deductive design tests to see whether the relationship of a link has been obtained on various
circumstances. It can be explained by multiple methods of a hypothesis. This has been retrieved
from propositions made out of that theory. Again, alternatively, a smart deductive approach is
always different concerned with a deduction of conclusions from plans to premises. It starts with
familiar patterns which are tested against observations and possess various advantages. Firstly, it
explains causal relationships between variables and concepts along with quantitatively measuring
concepts. Lastly, it has possibilities to generalize research finding up to a particular extent (Leung,
Bai and Stahura 2015).
Further, for UK it is a longitudinal study. This would help to detect different development or
changes that can take place in characteristics of target population at any individual or group level.
This research much drive design and its progress must help to determine what model is the most
appropriate one. Moreover, this research is qualitative. This is because it is mainly exploratory