Analyzing Social Media's Effectiveness for Business Promotion

This report examines the effectiveness of social media as a tool for business promotion, focusing on a case study of Alexander The Great restaurant in London. The research includes an introduction outlining the research aims, objectives, and questions, followed by a literature review exploring the concept of social media, its importance in business promotion, and the challenges faced by companies. The methodology chapter details the research philosophy, approach, design, methods, data collection techniques, and limitations. The report then presents data interpretation and discussion, analyzing both primary and secondary data. A reflective statement, recommendations, and areas for further research are provided, followed by a conclusion summarizing the findings. The study aims to understand the concept of social media, analyze its importance in promoting business, and identify challenges in adopting social media strategies, ultimately evaluating the impact of social media on the restaurant's business operations. The report utilizes a conceptual framework and includes references to support the analysis.

The effectiveness of social media as a tool to
promote business. A case study of Alexander The
Great restaurant of LONDON

Table of Contents
TITLE: “The effectiveness of social media as a tool to promote business. A case study of
Alexander The Great restaurant of LONDON”. .............................................................................1
CHAPTER 1: INTRODUCTION....................................................................................................1
1.1 Overview of research........................................................................................................1
1.2 Background of organisation.............................................................................................1
1.3 Research Aims and Objectives.........................................................................................2
1.4 Research Questions..........................................................................................................2
1.5 Significance of research...................................................................................................2
1.6 Rationale of research........................................................................................................3
1.7 Conceptual framework.....................................................................................................3
CHAPTER 2: LITERATURE REVIEW.........................................................................................5
CHAPTER 2: LITERATURE REVIEW.........................................................................................5
2.1 Introduction......................................................................................................................5
2.2 Concept of social media tool............................................................................................6
2.3 Importance of social media method in promoting business operations...........................8
2.4 Challenges faced by company while adopting social media..........................................10
2.5 Conclusion......................................................................................................................11
CHAPTER 3: RESEARCH METHODOLOGY.............................................................................1
3.1 Introduction......................................................................................................................1
3.2 Research philosophy.........................................................................................................1
3.3 Research approach............................................................................................................1
3.4 Research Design...............................................................................................................2
3.5 Research methods.............................................................................................................2
3.6 Data collection technique.................................................................................................3
3.7 Time horizon....................................................................................................................3
3.8 Research sampling............................................................................................................4
3.9 Research limitation...........................................................................................................4
3.10 Research reliability and validity.....................................................................................5
3.11 Research budget..............................................................................................................5

3.12 Conclusion......................................................................................................................5
CHAPTER 4: DATA INTERPRETATION....................................................................................6
CHAPTER 5: DISCUSSION.........................................................................................................23
DISCUSSION ON PRIMARY DATA................................................................................23
DISCUSSION ON SECONDARY DATA..........................................................................23
Chapter 6: Reflective statement, recommendations and area of further research..........................26
6.1 Reflective statement.......................................................................................................26
6.2 Recommendation............................................................................................................26
CONCLUSION..............................................................................................................................27
REFERENCES..............................................................................................................................29

TITLE: “The effectiveness of social media as a tool to promote business. A
case study of Alexander The Great restaurant of LONDON”.
CHAPTER 1: INTRODUCTION
1.1 Overview of research
Social media is an interactive computer mediated technology which provide strong
connecting an individual with another. It will use to share relevant ideas and information from
one person to another in all over the world. It is the computer based technologies which provides
opportunity to share ideas, opinions, thoughts and information through developing virtual
network and communities. Social media refers to the way of interaction and communication
among people in which they share, create and exchange data or information in virtual
communities and networks (Hanna, Rohm and Crittenden, 2011). There are various social media
tools such as Facebook, Instagram, twitter, YouTube, snapchat and Vimeo accounts. It is great
tool which assist company in engaging people with two way communication but the nature of
two way, real time communication are actual so managers can take corrective actions over it.
Social media define as the websites and applications which are developed to allow people to
share content rapidly, effectively and efficiently. The report is based on Alexander The Great
restaurant which located at the heart of Camden and offering delicious Greek and Mediterranean
Cuisine, cooked on original charcoal grill.
1.2 Background of organisation
This research is based on Alexander The Great restaurant which is one of the leading
restaurant in London. This restaurant was established in Camden Town which is one of the
leading area in London, UK. This restaurant is famous for different types of cuisine such as
Greek. As there are many organisations dealing in food segment, so it is essential to conduct
operations through which brand image can be maintained in industry. So role of marketing and
promotion of product and services is increasing (Postill and Pink, 2012). Managers of Alexander
The Great restaurant perform activities to analyse what change they can make in their product
and services, so it is essential and relevant to implement changes. Social media plays crucial role
in growth and development of business because this is the best way through which it is easy to
communicate with society. This assist to educate people about different dishes, variety of
cuisine, etc. to consumers. So people are ready to avail services from them.
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There are different social media tools such as Facebook, Instagram, Snap chat, Pinterest,
etc. If managers of Alexander The Great restaurant plan to have account on these platform, then
it is easy to take feedback from consumers. In order to promote business, managers can use
different discount offers such as discount on tagging in post to Alexander The Great restaurant,
then there is promotion of business and improving sales and profits. Hence there is positive
impact on growth and development of Alexander The Great restaurant with the help of social
media technology.
1.3 Research Aims and Objectives
Aim: “To analyse the effectiveness of social media tool in promoting business. A case
study of Alexander The Great restaurant of London”.
Objectives:
 To understand the concept of social media.
 To analyse the importance of social media method in promoting business.
 To identify various challenges faced by company while adopting social media.
1.4 Research Questions
Questions:
 What is the concept of social media?
 What is the importance of social media method in promoting business?
 What are the challenges faced by company while adopting social media ?
1.5 Significance of research
The importance of this report is to analyse the social media which assist in promoting
business operations and its functions at global level. It will help in making connection with
different domestic as well as international level customers.
With conducting this research, it is easy for investigator to know what has to be done
through which growth and development of association is possible. Sales gets improved with use
of social media because people are using social media application to compare different
organisations. So social media technology has impact on decision making power of consumers as
well. If investigator wants to operate similar business, then they can become aware about pros
and cons of social media and technology which is best for business. In order to expand business
at different place, the ways through which social media technology can be used for feedback is
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studied in this investigation. This assist organisations that how to reduce negative impact of
social media and improves promotion of products and services.
1.6 Rationale of research
Researcher have personal interest in social media segment, so they conduct this
investigation in more interesting and effective manner. Social media is current and relevant topic
in society, so it is easy to collect primary data through respondents (Bennett and Segerberg,
2011). This investigation can used for future recommendations and to enhance knowledge about
social media technology and its impact of business promotion.
1.7 Conceptual framework
Research can be defined as a process for conducting an in-depth analysis to investigate a
topic and address the main issues. For this purpose, researchers perform a number of activities to
conduct a study. In this regard, for analysing the concept of social media and its role in
promoting business, following framework has been adopted –
Chapter 1: Introduction – It is an initial stage of a dissertation that provides the
description related to research topic, background of study and rationale behind same. Here,
researchers also formulate specific aims and objectives that covers entire portion of study and
provides direction to carry out research in specific direction.
Chapter 2: Literature review – It is the next chapter where secondary data is collected
by accessing information from online source, books and articles as well as data gathered by other
researchers (Nakamura and Chow-White, 2013). Here, for gathering information about concept
of social media, previous data that are available on authenticate websites will evaluate.
Chapter 3: Research methodology – Here, a systematic discussion is done to analyse
which tools and techniques are going to be used by researchers for preparing the study. It
includes research philosophy, approaches, data analysis and more. Through this process, data
which is required for analysing the whole concept of social media, its benefits and challenges
that a company can face, will be analysed as per desired way.
Chapter 4: Data Analysis: In this chapter, data which is gathered through primary and
secondary techniques are being statistically organised, interpreted and analysed for achieving
the main objectives of research.
Chapter 5: Discussion: Here, a critical discussion will make on entire data by various
researchers' point of view which is gathered under literature review part. This would help in
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concluding what chosen company i.e. Alexander The Great restaurant of London, needs to
consider for promoting its business.
Chapter 6: Reflective statement, recommendations and area of further research- In
this part of dissertation, researchers will describe entire journey that they have experienced,
while making the study (Quan-Haase and Young, 2010). Along with this, which techniques they
have used and alternatives that can be taken for better result are also described in brief.
Chapter 7: Conclusion: It is the last chapter of research where on the basis of entire
study, valid conclusion will be drawn for achievement of result.
For framing the main activities of research into an appropriate time-frame, further Gantt
Chart technique is used. This would help in analysing in what period the described activities
have to complete to reach on a conclusion and obtain outcomes of research.
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CHAPTER 2: LITERATURE REVIEW
CHAPTER 2: LITERATURE REVIEW
2.1 Introduction
A literature review is considered as the most important part of a research, on which entire
outcomes are depended. It provides an in-depth analysis of a chosen topic by summarising the
previous researches that were conducted by other researchers. This would help in integrating
what is known about a same topic for addressing present issues. Along with this, here researchers
can obtain required information by using a number of external sources. It includes newspaper,
articles, journals, books and more, that are available on various sites of internet (Dabbagh and
Kitsantas, 2012). But in order to make authenticity and reliability of research, it is essential for
researchers to take information from authenticate websites only, by concerning on few main
aspects. It includes copyright policy, author's name, published date and more. In context with
present research, here researchers have used a number of scholarly articles for gathering
information about social media and its usage in enhancing visibility of Alexander The Great
restaurant.
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2.2 Concept of social media tool
As per the view of MAYA DOLLARHIDE (2019), Social media tools refer as an
important modern marketing method which helps in promoting products and services of
company in effective manner. It will allow social media specialist to track and determine
performance of different sections of social marketing campaigns that includes sales, customers,
services and sentiment analysis. Social media marketing campaigns is one of the main method
social media methods or sources such as Facebook and twitter that turnover and purchase of
company. Such sites are helpful in disseminating purchase and it is directly correlating to traffic
which can be picked by specific social media tools. It is the collective of online communication
channels which are dedicated to community based input, interaction, collaboration and content
sharing. It is one of the most traditional online media platform which include social elements
such as comment field for users. In the restaurant, social media is used to market products,
upgrade brands, connect to current customers and foster the new business (Tess, 2013). It is that
method which assist in collecting and assembling data or information from blogs and social
media websites are analysing the data which helps in making appropriate business decisions. It is
that tool which take advantages of social networking to assist a firm in increasing brand exposure
and advanced customer reach. The main goal is to create content compelling enough that users
are share with their social networks.
Social media is define as websites and applications which are designed to allow an
individual to share content rapidly, efficiently and in real time. There are various people which
adopt social media as application on their smartphones or tablets. Alexander The Great restaurant
use various social media tool which can be used for promoting an organisation's goods and
services in order to gain higher income and revenue. Such methods and tools are used for
managing and maintaining all business operations in better manner. This is used for attracting
domestic as well as international customers in order to fulfil their needs and demand in better
manner (Segerberg and Bennett, 2011). Social media is used for keeping in touch with family
and friends. Some people use different social media methods to network career opportunities.
For respective restaurant, social media is a necessary tool which can be used for promoting their
different goods and services in effective way. It will help in collecting data and information
which mainly focus on marketing efforts and market research. Social media assist in promoting
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goods and services among customers which directly contributes in the increase of sales
performance of the company.
Types of Social media tools and techniques:
In order to reach social media platforms, Alexander The Great restaurant can use a
number of social media tools as given below:-
 Social Drift: It refers to best social media tool which helps in growing online followers
like on Instagram of a company. This tool includes a machine learning algorithm for
sending automated likes, feedbacks or comments which targeted a certain demographic.
Therefore, using SocialDrift tool, Alexander The Great restaurant can gain advantages to
increase customer engagement on Instagram.
 AdEspresso: It is offered by Facebook that helps marketing team of Alexander The
Great restaurant, in advertising its brand by using a number of targeting options like
custom audiences (Bolton and et. al., 2013). For this purpose, Alexander The Great
restaurant can upload a list of mail address of its potential customers to Facebook.
Further, this tool then matches the emails and provide updated information of company to
them.
 Sprinklr: This tool is trusted by SAP software and Microsoft that provides a suite of tool
for supporting marketing team of a company, to boost its visibility at social media
platform.
 Adobe Spark Post: Make effective visualise presentation of brand on social media
platform is considered as win half of the battle (10 Social Media Tools You Need in 2018,
2018). In this regard, Adobe Spark Post tool helps marketing team of respective
restaurant in producing its high-quality social media images.
 Funnel.io : This social media tool helps in aggregating the advertising information of a
company in one clean as well as simple dashboard, which make it easier for Alexander
The Great restaurant to compare its digital advertising performance at social media across
channels.
 Splice: It is a video-editing tool which is built by GoPro and allows a company to edit
social media content for increasing its visibility. With this tool, iOS users can apply
filters, trim or crop footage, add animations and more, for attracting targeted customers of
a company towards its brand.
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Thus, from all these tools of social media, Alexander The Great restaurant can boost its
visibility of business by using the concept of SocialDrift and AdEspresso. As people are mostly
using Facebook and Instagram channels for getting updates of a company. Therefore, by using
these tools respective restaurant can dramatically improve its performance and build engaged
audience as well.
2.3 Importance of social media method in promoting business operations
According to the opinion of Sharron Nelson (2018), Social media is the procedure which
help in promoting variety of goods and services among desired customers. It will assist in
connecting with the buyers which helps in enhancing awareness of brand. This is rapidly
becoming one of the essential factors of social media which gives incredible advantages to
company for reaching million of buyers in all over the world. There are various points which
describe importance of social media for Alexander The Great restaurant are as under:
 Improve brand awareness – If a company fails to bring awareness among people about
its business, then it cannot get its audience. In this process, social media is one of the
profitable and stress free method which assist company in increasing their business
visibility. It helps in boosting the visibility of business among potential customers as well
as in letting the organisation to reach its audience more easily. Therefore, it is required
for Alexander The Great restaurant to develop social media profile for the business and
start networking with others. For this purpose, its management needs to develop an
effective marketing strategy make business customer-concerned, building personas using
Facebook Insights and more (Giaccardi, 2012). By implementing social media strategy,
this will help in enhancing brand identification or recognition. These things will aid
respective restaurant in communicating authority, reflecting authenticity, encouraging
engagement, bringing down barriers and more, for increasing sales performance of
business.
 Engage with customers – Social media is an effective way which assist firm in engaging
and interacting with customers. This will assist in easily communicate with their target
customers who are willing to purchase their products and services. Moreover,
communication and engagement with customers is the best way to gain attention of
desired guest and transfer them essential message.
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 Improvement in brand loyalty – Social media is that method which can easily analyse
desired customers and build connection with them by offering required goods and
facilities. By connecting with buyers through use of social media, it is more likely to be
increasing in retention and loyalty of buyers. The development of loyal customers base is
one of the major goal in any business. It is required for restaurant manager to engage with
customers and start to develop a connection with them.
 Better customer satisfaction – A brand is the value of their customers which take time
to compose a personal message that is perceived naturally in positive manner. The main
importance of social media tools is that it provides better customer satisfaction (Jagongo
and Kinyua, 2013). In order to support this statement, it can be said that social media also
allows company about different expectation of customers. This awareness about
customers demand will allow company in fulfilling them effectively. As a result, it
impacts positively on the satisfaction level of customers. In context of Alexander The
Great restaurant of London, it can be said that with the effective usage of social media,
the company can easily offer its effective services to customers according to the need of
customers. This will lead to improvement in satisfaction level.
 Market awareness – Social media tool is one of the best way which assist in analysing
customers needs and wants instead of directly interacting with them. It is determined as
one of the most valuable benefit and advantage of social media which helps business
organisations in promoting goods and services. Social media can assist in getting accurate
data and information regarding market which ultimately helps restaurant in improving its
productivity and performance.
 Getting appropriate information about competitors and their strategies for
retaining customers – It refers to most beneficial advantage of social media platform for
Alexander The Great restaurant. Its marketing team can use digital technology or social
media to track competitors record, number of followers and what they are offering for
retaining loyal customers (Kannabiran and Dharmalingam, 2012). This would help
respective restaurant in developing more effective strategies for attracting the potential
audience and generating more profitability as well.
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