Marketing Project: Social Media Planning for Humble Ray's Café

This assignment presents a social media plan for Humble Ray's Café in Melbourne, addressing key aspects of social media marketing. It includes style guidelines for audience engagement, outlining font, color, and image specifications. The project establishes guidelines for appropriate social media use, content creation, and compliance with privacy legislation and copyright laws. It also covers strategies to avoid spamming, promote responsible marketing practices, ensure fair competition, and implement a duty of care policy. The assignment emphasizes the value of building a community of advocates for the business on social media through effective word of mouth and targeted engagement. The plan aims to enhance brand visibility, customer engagement, and overall business success through strategic social media practices.

Running head: SOCIAL MEDIA PLANNING
SOCIAL MEDIA PLANNING
Name of the Student
Name of the University
Author Notes:

1SOCIAL MEDIA PLANNING
Part 3
A1) Audience engagement has been identified as one of the most significant activities that
will influence the operations of the company when they operate in a highly competitive
industry. The audience engagement helps in satiating the needs of the diverse stakeholders of
the company and bolsters the effectiveness of the company in terms of ensuring that the
customers return to the café. The Humble Ray's Café in Melbourne have identified social
media marketing as a method or tactic through which they can engage the audiences. Thus,
the main colour schemes of the main products of the company are needed to be incorporated
into the same with calligraphic fonts and colourful high definition images.
A2) The use of social media will help the company in terms of gaining favourable nature of
outcomes. Not only will the company be subject to higher exposure, but they will also be able
to able to communicate their value proposition to the diverse groups of potential customers.
There are various marketing appeals that can be used by the companies in order to gain
effectiveness in communicating the value proposition of the company. However, the café
should be aware of the aspects that they should highlight and the ones that they should not.
Vulgarity and foul language should be avoided.
A3) There is an array of content that the café can choose from in order to attract potential
customers. The aim of the company in terms of attracting the desired segment of customers
can be achieved through effective segmentation of the social media content to be pitched by
the café. It should be reinstated that there should not be use of material that is deemed to be
inappropriate for diverse groups of potential customers. It should not contain hateful, racist or
sexually explicit content.
A4) There are various requirements that the company must abide by in order to be on the
receiving end of favourable outcomes from the part of the regulatory and the legislative

2SOCIAL MEDIA PLANNING
bodies of the location that the company is operating in. The café should thus, invest time and
personnel in studying the requirements that have been laid down by the state. Hence, in order
to comply with operations in a manner that can be deemed to be legal, the café should abide
by the same.
A5) Spamming is an activity that is deemed to be annoying for the customers who are on the
receiving end of the spam. Social media spamming in the current marketing environment that
is highly competitive. Random people are tagged in posts that they have no relations to or
with. Furthermore, people are on the receiving end unwanted messages that clog their
respective inboxes. This should be avoided by Ray's café while they operate in social media.
Communication should be specific and intended for target segments only.
A6) Copyrights must be considered when it comes to the use of promotional content
including images, video or any other type of promotional material. The café should ensure
that they are not using the intellectual properties of other individuals as this could pose
threats to the sustainability of the company. Furthermore, if one uses material or content that
is protected by copyrights, they can be subject to copyright infringement which could have
disastrous implications for the smooth nature of operations of the company.
A7) While operating in the industry, companies especially in the F&B industry, must find
different ways through which the companies communicate their motives online. Social media
has a wide scope which helps in expanding to different locations through the internet. There
are no limits. A company can ensure that they will be subject to favourable experiences as a
result of the same as a result of issues that help in contributing to the effectiveness in
communicating the motives of the company. The target audience for the company in the
correct scenario that is Melbourne.

3SOCIAL MEDIA PLANNING
A8) In the current context, companies must use one or the other mediums as a platform for
communicating the motives of the company in and through social media. Ray's Café has been
able to effectively segregate the audiences in social media. The targets of the company are
Instagram and Facebook. The company could have selected more platforms too. However, on
the contrary, some might believe that they prefer quality over quantity.
A9) The Café's social media presence, is backed by a high degree of awareness for the multi-
cultural state of the international market. Rays recognises that every type of communication
is taking from the end of the company is being carried out in a favourable way. Inclusion and
diversity are communicated through the social media presence of the company. Hence, their
presence online is practiced in a manner that it respects irrespective of ethnicity, experience
or gender.
A10) While competitive marketing for communicating about their companies, companies
must respect their peers or contenders. It must be ensured that the competition is corruption-
free.
A11) Since the nature of the current mode of marketing, the café communicates care by
offering its customers a diverse and high-quality food and service. The company respects
customers and legislative bodies. Thus, it is ensured that fair and competitive prices are
offered by the company.
A12) Bullying and harassment is not promoted by the company. They ensure every member
at every level is respectful of each other. This helps in developing a culture of friendliness
among the diverse staff associated with the company

4SOCIAL MEDIA PLANNING
Part 5
By being able to able to grasp the attention of the community justifies the fact that
companies need to develop relations by appearing in the smartphone screen of the members
of the community. The communities that act as advocates for the brand with the help of
effective word of mouth. Effective word of mouth can be termed as a market competency of
the company in social media as a platform. Work of mouth is a type of marketing
competency that the company does not have to invest over. Thus, this helps in terms of
reaching maximum distance at maximum reach. The focus that the company has in terms of
relation with the consumer community. Effective targeting from the company has helped the
company in investing time in identifying the behaviour of the target group. As said before,
the competency of the company is associated with the quality quotient that it is subject to as a
result of the alignment of the company. Thus, it can be said that effective relationship
development and engagement has acted as the medium of the company in generating
advocacy in boosting the efficacy of the company.