Social Media Marketing: Strategies and Analysis Report

This report delves into the realm of social media marketing, exploring its significance in the modern business landscape. It examines the importance of social media marketing in enhancing brand awareness, generating leads, and fostering customer relationships. The report analyzes the strategies employed by companies like Nike and provides recommendations for a UK-based organization seeking to leverage social media platforms such as Facebook and Instagram. It emphasizes the need for strategic planning, community management, and content optimization, considering the dynamic nature of social media algorithms and the preferences of target customers. The report highlights the value of competitor analysis and the importance of staying abreast of digital marketing trends to effectively engage with the target audience. The report provides a comprehensive understanding of social media marketing principles and practical applications for businesses aiming to expand their market reach and enhance customer engagement.

Running Head: SOCIAL MEDIA AND MARKETING
Social Media and Marketing
Name of the student
Name of the University
Author Notes

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Question 1:
Answer
In the contemporary globalized situation, the importance of the information and
technology in the field of marketing is emerging in an accelerated way. With a considerable
portion of the target customer is residing in the social media platform has made the ground a
potential one for enhancing the communication through different media platforms available
online.
Therefore, social media marketing can be considered as the actions adopted by
different organizations in order to reach their target audience and the customer group with
their product and their services. As such, the organization also creates and open ground that
enables the communication of the individuals over social media platform is facilitated.
Keeping in concern the current trend of the millennial it is precedent to belief that the social
media platform would enable the functioning of organization in a beneficial way. The
dynamic nature of the social media urges the organization to reform their strategies in order
to suit the dynamic situation of the market (Ashley and Tuten, 2015)
Importance of the social media marketing
1. Boosts the brand awareness among the customers
With the number of social media users having reached a number of approximately to 3.2
billion, the presence of huge population of people over the social media is self-explanatory of
the fact why social media marketing is of crucial importance.
One of the important contribution of the social media marketing strategies is to enhance the
brand awareness. This is achieved by the organizations through their enhanced
communication and interaction.

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This can be achieved by enhancing the direct engagement of the customers with the contents
published by the organization. Options of liking the content and sharing the same has allowed
the organization to spread the awareness of their product indirectly through their customers
and enhance their awareness with the brand.
2. Enhance the lead generation
The sharing of the product along with their promotion has been achieved through the
increased engagement enhanced between the customers and the organization. The
advertisement or the engagement has also been facilitated as the communication has been
narrowed down to the group who are willing to communicate. This can achieved in a various
ways. The organization can create various contests in order to enhance the participation of the
target customers. This can be joined by the organization sharing the link of the company
website in the bio section of the social media pages allowing the customers to visit them.
3. Enhance the relationship between the organization and the customers
The engagement and the connect that is developed between the customer and the
organization, the organization has been able to develop a sustainable relationship between the
organization and their target customers. This can be enhanced by the communication with
their customers in their posts and by replying to the queries of the customers through the
posts and the comment section.
The response of the customers through the posts can also act as a potential channel for
enhancing the relationship between the customers and the brand (Paquette).
4. Analyzing the Competitors

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A crucial importance of the social media can be realized in its ability to allow the
organization determine the factors that are acting in line with their endeavor and the factors
those are not working for them. The organization presence on social media is also crucial as it
allows the organization to analyze the social media presence of their competitors and
determine the areas that they need to develop upon.
Analysis of the social media presence of the competitors are crucial as it make them
aware of the initiatives taken by the competitors as well as the products introduced by them.
In order to establish themselves on the social media platform and make their presence
felt it is crucial for the organizations to follow certain steps. The first requirement for the
social media marketing is similar to the general marketing strategy. The requirement is that of
making a strategic planning in order to execute the marketing over social media platform.
The next requirement is that of developing a crucial understanding of how the community
management needs to be facilitated on the social media platform and how the content issued
functions on the social media platform (Dwivedi, Kapoor and Chen, 2014).
In order to explicate the social media marketing of one of the leading global brand in
sports shoes and apparels the social media marketing strategy of Nike can be analyzed in
order to develop a comprehensive understanding of the same (Felix, Rauschnabel and
Hinsch , 2017).
Nike has adopted the most common strategies adopted by the other global brands. In
order to enhance their presence in the market as well as communicate about the products, the
organization has launched separate social media pages dedicated to the products of the brand
separately. The organization is also indulging in using different social media tactics in order
to promote their products as well as market the same.

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Question 2
Answer: The organization in concern is a company operating in the market of UK,
medium in size and traditional in their approach, The organization has been able to
establish themselves in their own conventional market. However, having achieved a
stronghold on their traditional market the concern of the organization has shifted to
consider the adoption of a different marketing strategy in order to enhance the scope
of their target market as well as the communication conducted between them.
In order to enhance their communication with their customer the organization
can introduce several programs in order to establish their identity as well as engage
with customer with their product.
Since the group of the target customer are mostly youngsters and college goers
introducing several competitions for them including providing a certain proportion sof
the participants with the benefits of availing test drives.
The organization can also consider generating content on the aspects related to
the sustainability of the product as well as their competence with the issues of
environmental concern.
The organization can also include the facility of the collecting responses from
the customers regarding the product. This can be done in several ways including the
online voting system or the customers putting down their response against the product
that has been launched and marketed.
The channels that would be beneficial for the organization to promote their
product on the concerned channel. Therefore, the suggested channel of the
organization is Facebook. With the wider range of users as well as popularity of the
mode is concerned, it is suggested that the organization can use the platform as a
channel to initiate their social media marketing. It has been noted the preference of

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the customers, who belong to the age group of 18-35 and who express their concern
for the environmental issues. Being involved in the fast paced lifestyle the customers
have preferred a efficiency in their product. As such the organization can adopt the
following steps those are crucial for the social media marketing in order to exhibit
these factors in the promotion of the product. Since the algorithm of the sharing of
content over Facebook has developed over time, it is suggested that the organization
develop their competence to the dynamic nature of the developing algorithm.
The next channel that can be utilized in the process of social media marketing,
it is suggested that the organization can adopt the platform of instagram. The
instagram has evolved as a popular social media platform over time. The instagram as
a social media platform is concerned with appealing to the aesthetics of users as well
as social movements through visually appealing content. The organization can
introduce the interactive audiovisual contents as well as display of their test drives
session. The organization can introduce contents involving the images of the scooter
in a aesthetic way to appeal to the psychical need of the customers. The channel of
instagram is well known for the usage of the hashtags in order to popularize a content
or agenda. The organization can introduce their unique hashtags in order to popularize
their e-scooter and the values upholded by them.
One of the important step of the social media marketing for the organization is
to develop their understanding of how the content functions on a social media
platform. The next step includes the organization optimizing the content in order to
suit the need of their target customers. The optimization of the content needs to be
guided by the optimization of the technology (Constantinides, 2014).
The step concerning the optimization needs to be followed by the organization
using the trends in the sphere of digital marketing that are quite latest to the scenario.

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The organization need to keep their strategies up to date with the trends and generate
their content as well as promote them according to the trends observed.
The organization need to follow the steps of social media marketing in order
to cater to the need of the customers in a psychological way. The organization need to
keep up with the changes in the digital marketing in order to develop their
competence with changes and their content in a likewise manner in order to reach
their target customers. The usage of the social media platforms like the Facebook and
instagram with a huge customer base is believed to aid the organization in their
venture.

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References
Ashley C, ;Tuten T. Creative strategies in social media marketing: An exploratory study of
branded social content and consumer engagement. Psychology & Marketing. 2015
Jan;32(1):15-27.
Constantinides E. Foundations of social media marketing. Procedia-Social and behavioral
sciences. 2014 Aug 25;148:40-57.
Dwivedi YK, ;Kapoor KK, ;Chen H. Social media marketing and advertising. The Marketing
Review. 2015 Oct 31;15(3):289-309.
Felix R, ;Rauschnabel PA, ;Hinsch C. Elements of strategic social media marketing: A
holistic framework. Journal of Business Research. 2017 Jan 1;70:118-26.
Paquette H. Social media as a marketing tool: a literature review.