Social Media Practices: Exploring Allplants' Digital Strategies

This report explores the social media strategies employed by businesses, focusing on the case of Allplants. It delves into key concepts of social media, including user-generated content and social networking, and examines the influence of social media on business, including its role in e-commerce and the impact of cultural factors. The report also analyzes the relationship between businesses and consumers on social media, highlighting the advantages and disadvantages of various platforms like Facebook, Twitter, and LinkedIn. Furthermore, it discusses the impact of different forms of social media on brand awareness and consumer engagement, and critically evaluates how organizations use social media to develop and promote business aims. This comprehensive analysis provides insights into the effective utilization of social media for marketing and business development.

EXPLORING SOCIAL MEDIA
STRATEGY

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK-1............................................................................................................................................3
MAIN BODY..................................................................................................................................3
Key concept of social media........................................................................................................3
Influence of business...................................................................................................................4
The use of social media, in the relationship between businesses and consumers.......................5
The use of social media platforms...............................................................................................7
Discuss the impact of different forms of social media on brand awareness and consumer
engagement..................................................................................................................................8
Critically evaluate different social media platforms....................................................................8
Critically analyse how social media is used by organisations to develop and promote business
aims..............................................................................................................................................8
TASK-2............................................................................................................................................9
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
TASK-1
Marketing strategy is defined as the overall plan of the business in order to reach to its
customers and providing products and services. The main objective of marketing strategy is to
communicate and understand the requirements of the customers and also to gain competitive
advantages over the rivalry companies (Chou, and et.al, 2020). The report reflects on the
various key concepts of the social media for business, cultural factors that helps in the
development of social media, relationship between business and customers and impact of social
media platform related to brand awareness. The report also cover the critical analysis of the
social media platform and how it is used by the company to fulfil the objectives of the firm.
MAIN BODY
Key concept of social media
Social media has become an important part of everyday life as it not only helps in
connecting with friends and family but also helps the small and large scale firms to promote their
products and services and provide services to their customers globally. It is a marketing stretegy
which is used by the management of the company through various social media platforms such
as Twitter, Facebook, Instagram etc. in order to connect with the customers worldwide(Ford,
2019).. The key concepts of social media business are:
 User generated content: User generated content refers to the other form of content that
includes the texts, videos, images etc. It is used for broad range of applications that
involves the news, entertainment , advertising, customer engagement etc. In marketing
user generated content that is created by a person who is not the representative of the
company(Demba, and et.al, 2019). It is considered important as it helps in increasing
customer engagement and is used on social media channels
 Social networking: Social networking helps to connect with people residing globally.
Company uses social networking in order to increase the brand recognition , promote the
products and services offered and also act as a support team in order to resolve the issues
of the customers regarding the products and services of the company they face. These
social networking sites can be for social purpose as well for business purpose and
includes Facebook, Instagram Twitter etc. With the help of social networking the
company can interact with the customers easily and build relations hip which helps to

retain the customers and also results in increase in sales of the products of the company.
This can be beneficial for the Bloom company as business operating in small scale will
use these platforms in order to spread awareness about the products which are not
recognizable in the market due to big firms operating in the market (Pennington, 2020)..
Influence of business
Companies operating in any sector industry have realized the importance of social media
to their business strategies. The company can consider various social networks as a reliable
source of data collection for their business intelligence (Deibert, 2019). With the help of
gathering the data for the various social network and analysing it with business intelligence,
companies can gain the requirements of the customers which helps in providing in depth
knowledge that includes the volume of sales and its key market.
E- commerce
Social media plays a very major role in e-commerce and through this medium, social
media can be used by small and medium scale business in order to promote and sell the products
and services of the company. Social media helps in building communication with the customers
that enable the melding of social media interaction on e-commerce website. It also helps in
connecting with the new customers' and also stay connected with the customers that are already
using the products and services of the company (Riefa, 2020.). When a customers purchase
products of any company through online shopping expects transparency about the products so
the companies who cannot access to social media form the e-commerce platform can be a barrier
for the company.
Cultural factors
Digital culture refers to the concept that specifies that discuss how the technology and internet is
used in order to interact with the person With the use of various social media websites it is easy
to interact with the customers and also help in solving the issues related to the products and
services offered by the company (Dwivedi, and et.al, 2021). The speed of the internet is
gradually improving in order transfer the information or access to the data by the business in
order to understand the target audience and frame strategies accordingly. The emergence of
Covid-19 resulted into the development of digital interactions when face to face conversations
was not possible which forced the customer to shift their buying behaviour to various digital

channels. In order to overcome the difficulties faced during the pandemic, companies adopted
various methods and techniques in order to communicate with the customers and solve the
issues. The main purpose of the company moving towards digital technology is due to increase
in the number of social media users which can be an opportunity for the company to promote its
products and services so that more and more customers are aware about the services offered by
the company and updated technologies in order to reach to the customers and understand their
taste and preferences in order to serve better which can help in gaining competitive advantage
and also increase the customer base in the market. The use of social media, in the relationship
between businesses and consumers
Social media is one of the major platform that help to the business ins orders to promote
the product or services for the consumers. Consumer can easy to get the idea about the product
which is help for buying the product and it attract the consumer on the business profile. The
report shows about consumer can share their feedback on any social media sites regarding their
view about the product or services (Li, Larimo and Leonidou, 2021). Also, the purchase decision
of the consumer is depend on the reviews or feedbacks given by the other people and then
customer will think about purchase or not. There are some of consumers who are not belongs to
the same places but still focus on the international brand because the rating of the product is
good. To develop the brand image of the company in the market is not easy but social media
played importance role for it (Dwivedi and Kumar, 2021). There are different types of platforms
and work accordingly. For example, Zara is using Instagram in order to attract youth people
with the high quality of luxury product. Mainly Zara targeted the high profile women but still
update on the social media so it helps to know about what trend is using by people. Also, general
public are share their review about the product because they are supposed to buy the product
because it is costly but they like the product and services given by Zara. It helps to increase the
international markets reach which is important for building the good relationship with customer
as well as business.
The advantages of social media are to develop the new market strategy which are help to
increase the revenue on the basis of advertisement of the product. People can shares their view
on it which is help for exchanging the ideas so that organisations can improve the business
strategy that will help for expanding the business (Jacobson, Gruzd and Hernández-García,
2020). This is the best opportunity for creating good network with the customer. People can

share with their family and friends that are help for increasing the traffic on the website.
However, some of the disadvantages of the social media in relation to business and customers
because if the company not selected the good marketing strategy from the base of the business its
affect the brand image images of company as well as it reduces the benefits. For example, there
is different kind of public on the particular platforms such as Nike use Facebook for marketing
the product and its can be beneficial because the shoes provided by them are for all age group.
Also, Facebook is one of popular site that are using by all age group and help to increase the
brand image of the product at the global level (Chatterjee and Kar, 2020). It is also necessary to
monitor the platform on the regular basis that consumer most of the time otherwise it wills not
provide good response Consumers affect by the misleading claim made on the digital
marketing’s sites and competitors can get the benefit of it.
The use of social media platforms
There are different types of social media platforms used by the company in order to
increase the communication.
Facebook- This is most popular social network that are used by mores than 2 million
people at every month. The business point of view it has been analysed that there are overs80
million small and medium size business are used FB and mores than 11 million people are using
for advertisement (Mason, Narcum and Mason, 2021). Also, it is best platform for brand building
and B2C. This is providing wide range of options that are related to promote the product and also
provide the option of create the audience. To whom company will target for the particular
products or services. For choosing the right platform is important to increase the good relations
with the customer as well ass its helps to promote the content all over the world. Customer can
directly get the idea about the current trend in the market with the help of Facebook and also it
help to encourage the engagement by creating the option of commenting on the product. For
example, Amazon has both provide both B2C or B2B but on Facebook it helps to increase the
customer base and increase the reach of the product.
Twitter- This platform is deals with customers services ins order to encourage the users
for distributing the product or services that are need to be inform quickly. Twitter provide the
services to the customer ins order to ask about the product and related questions basically it is
focusing on buildings the brand image (Chen and Lin, 2019). Also, customer cannot supposed
for immediate contact business and without any support channel. Also, Twitters work major on

B2B business and motivate the small business regarding their new marketing strategy. Also, C2C
are help to share their view about the product that help to increase the reach of the customer.
LinkedIn- This is the most popular platforms for all the people or business, such as
student, employees, entrepreneur, organisation.. Business are help to increases the reach of the
brand and also it segmented the customer accordingly. B2B and B2C business are available at
that kind of platform in order to post the regular update about the product and brand (Zollo,
Filieri and Yoon, 2020). The employees can provide their feedback for the business which is
helps for increases the followers of the particular is necessary for the increase the awareness
about the company.
Discuss the impact of different forms of social media on brand awareness and consumer
engagement.
Social media is related to the positive impact on the business in order to recognition of
brand, customer engagement, customer service and revenue etc. Facebook is one of the major
tool which help to increase the brand awareness on the basis of reaching the target for audience
with low cost also, it targets those audience which are help for selecting to sees their
advertisement. There are some of the stages which are provided by Facebook such as awareness,
interest, consideration, intent etc. In addition to this, twitter also improve the brands awareness
people can share their view and it motivates the news audiences for the particular brand. This
will help tos provide strengthening with the existing brand message. (Tafesse and Wien, 2018).
For example, Nike used the tag line that attracts the consumer and help to change their mind set
in order to purchase Nike's product.
Critically evaluate different social media platforms
It has been analysed that all the social media platforms are help to achieve the digital
marketing’s goals but all have different aspect in order to target the audience. Such as Facebook
focus on large number of audience that that belongs to old age group. Also, twitter is mainly
focus on all category of work and people can share their review on the post regarding product
and services so that company will focus on it to improve. To advertisement on twitter helps to
target large number of audience for promoting the products and services (Shareef, Rana and
Islam, 2019.

Critically analyse how social media is used by organisations to develop and promote business
aims.
It has been critically analysed that there are many organisations used social media
platforms ins orders to promotes the business for achieving the business aims the main aims of
the business is to increase the sales such as Nike has regular update on the social media ins
orders to provide alls the informations regarding new collection of clothing, shoes etc. People are
influenced by their posts and attracts towards them for buying their clothes through website.
Further, it also helps to target the young audiences in order tos increasing the productivity of the
company.
TASK-2
ENCLOSED IN PPT

CONCLUSION
It has been concluded that social media played important role ins orders tos promote the
business. Also, there are different types of platforms that are used by different type of
organisations. The report explained about concept and culture factor of the social media business
ins order to evaluate the relationship between consumers and business. Further, explored
different platforms such as Facebook, Instagram, twitter etc. Then critically analyses the
different types of platforms in order to promote the business.

REFERENCES
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