Enhancing Brand Awareness: A Social Media Report for Tech Companies

This report addresses the challenge of increasing brand awareness for two tech companies, STACK Sports and MST System, operating in the sports sector. The report begins with an introduction to social media's role in brand building, followed by an outline of the aims and objectives, which include identifying cost-effective social media platforms and developing a logistic plan for their operation. The rationale emphasizes the importance of social media marketing. A literature review explores social media in sports and business, along with relevant theoretical frameworks. The report then identifies easy-to-use social media platforms like Facebook, Instagram, and Twitter, suitable for the target market in the UK and Europe. A logistic plan is detailed, covering steps from auditing current social presence to tracking and optimizing results. The methodology section describes the use of secondary data and qualitative research methods. The report concludes by emphasizing the importance of strategic social media presence for the companies' success.

Running Head: BRAND AWARENESS
BRAND AWARENESS
Name of the Student
Name of the University
Author Note

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Table of Contents
Title and Background.................................................................................................................2
Aims and Objective....................................................................................................................2
Rationale....................................................................................................................................3
Literature Review.......................................................................................................................4
Social Media in Sports and Business Area............................................................................4
Theoretical Framework..........................................................................................................4
Easy to Use Social Media Platform.......................................................................................5
Logistic Plan for Operating the Platform...............................................................................7
Methodology..............................................................................................................................7
Reference....................................................................................................................................9

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Title and Background
Social media is referred to applications and the websites, which are designed to allow
the people to share the content in real time, efficiently as well as quickly. In the recent years,
platforms of social media are being used in the marketing and other initiatives of B2B. The
marketing through social media helps in connecting with the customers, increasing sales and
generating awareness (Alhaddad 2015). Building the brand awareness of company is critical
business activity. In recent years, social media has been one of the best platform that is used
for increasing the awareness of brand. The number of people using internet is increasing day-
by day. The normal advertising of brand is no more adds value to the products and services of
organization (Godey et al. 2015).
The companies, MST System and STACK Sports are the tech companies that are
operating within sector of sports. Although, both of these companies are offering different
products and services at different levels. The Stack Sports is having 30 businesses of software
that mainly operates across northern America ad. It has the annual turnover of more than
$100 (Stack Sports. 2020). Further, MST is engaged in producing on-screen graphics for
Euroleague Basketball and European Tour. It is having the annual turnover of $3 million.
Both of these companies is having the similar problem that they are unknown with the market
of UK and Europe (Mstworld.com. 2020). Hence, for increasing brand awareness and
confidence, the management was required for putting easy to use and effective plan of Social
Media.
Aims and Objective
The objective of this research paper is divided into following parts:
 The research paper aims to discuss impact of uses of the social media platform in
building brand awareness of company and its product.

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 This research paper aims to find most cost effective as well as easy to use social
platform for the multiple users all across the companies, Stack Sports and MST
System.
 This paper also aims for providing logistic plans for the way both the teams will be
operating platform.
 Hence, the objective of study is to find cost effective social platform for both the
companies.
Rationale
The social media marketing is use of social media platforms for connecting with
audience in order to build the brand, drive website traffic and increase the sales. It involves
publishing of the great content on the profiles of social media, listening to them and engaging
with the followers, result analysis and running advertisement through social media.
Advertising through social media is important these days because it helps in achieving
success, building brand and growing business (Barreda et al. 2015).
The social media has able to draw lot more attention from both the individuals as well
as firms, who are interacting on networking landscape. However, when it comes to give clear
definition of the social media, understanding of it quite minimal. The academic researchers
and the managers seems to differ on the way social media differs from the interchangeable
related concepts. The social networks is referred to relationship, connection and interactions,
which happens within the platforms of social media (Karamian, Nadoushan and Nadoushan
2015). On the perspective of marketing, these are the interaction in between marketers and
those who are interacting within constructs. Hence, for increasing the awareness of brand,
one of the most used platform used by the company these days is social media. There are
various ways in which social media could be used for building brand awareness. The

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customers can be communicated easily by using the platform of social media (Severi, Ling
and Nasermoadeli 2014).
Literature Review
Social Media in Sports and Business Area
Social media and the mobile technologies are transforming the sports as well as sports
businesses. It is with the help of engaging customer with the social media, there can be
opening of new communication channels with the audience, which can be valued and
measured as new commercial opportunity with the sponsors. The businesses that get involved
by the social media promotions and sponsorship, benefit from the brand loyalty and brand
affinity.
Theoretical Framework
Brand awareness has turned into the key variable, which impacts the perception of
customer of brand. Achievement in the brand management arises from overseeing and
understanding brand loyalty and image correctly for creating strong characteristic, which will
impact the consumers, when decision have to be made by them. Brand Awareness is outcome
of customer engagement in context of the social media. The customer engagement, electronic
word of mouth and brand exposure is having positive correlation with the context of social
media (McCann and Barlow 2015).

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Easy to Use Social Media Platform
The evolution of social media is over last decade, which is the way of communicating
with the friends to the ultimate method of seeking the information. Whether it is for the
marketing, news, business or just for fun, the people worldwide are able to utilize social
media for the various meaningful purposes. Although, the platform of social media is
accessible everywhere than before, there are some regions and countries who is having more
access to certain platforms than others. It is the fantastic way for informing the international
strategy of digital marketing (Alhaddad 2015).
There are plenty of ways for increasing brand awareness but the social media platform
is the best method for so. Some of the best platforms of the social media for business, for
instance, Facebook, Twitter and Instagram has become significant tools in toolbox of
marketer. In the years, more and more consumers are using the platforms of social media for
finding the new firms and engaging with their favorite brands. Most of the companies cannot
be everywhere at once, particularly small businesses with the tight budgets of marketing.
Hence, it is vital for businesses for being strategic about the platforms of social media they
would like to build presence on (Tiago and Veríssimo 2014).

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In UK, Facebook, Instagram and Twitter are the ranked among the top most used
social media. In the Europe, there are various people, who tends to get news from the social
media. According to survey, it gets news from the countries, for instance getting half of their
news each day from Italy. The countries such as Sweden, Denmark and Spain have almost
forty percent of the adults, who gets the news from the social media more often. Facebook is
considered as top most social media site for getting international, national and local news in
Western Europe. Further, in both the countries, Twitter has let the business around the world
for achieving their goals with the Twitter (Barreda et al. 2015). Hence, following are the cost
effective and easy to use platforms of social media that can be used by Stack Sports and MST
Systems in the markets of UK and Europe:
Facebook
Facebook is the best platforms of social media for businesses because of its uses for
reaching their target market. The monthly active users of Facebook is around 2.41 million. It
is largest platform of the social media of world with the most diverse audiences. According to
recent statistics, the largest user base of people is around 25-34. It is best platforms for the
business because of their ecommerce integrations and increasing brand recognition (Tiago
and Veríssimo 2014).
Instagram
Instagram is owned by the Facebook and it is also most popular channel, which
promises to be the best platforms of social media for business. Further, Instagram is having
more than one billion active users, who enjoys video and photos posts from their family,
friends and even brands. The unique social media platform provides certain powerful benefits
for the business. The benefits of the Instagram are allowing for telling story of brand with the
unique and engaging in the visual content (Godey et al. 2016).

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Twitter
Twitter is platform for the innovation and creativity for brands as well as partners. In
quest for being more engaging and relevant culturally, the brands of UK and Europe put their
best foot forward on the Twitter. This social media platforms takes the advantage of live,
public nature and conversation of Twitter for changing dynamics of engagement as well as
producing the campaigns that awards the audiences (Karamian, Nadoushan and Nadoushan
2015).
Logistic Plan for Operating the Platform
The social media is key channel of marketing for business of all the sizes. Both the
company Stack Sports and MST System are required to make strategy for operating the social
media platform. The first step includes auditing the current social presence. In this step,
company have to make strategy based on the area they are heading for (Fan and Gordon
2014). The second step includes documenting the ideal customer. The third step includes
creation of the mission statement of social media. The fourth step includes identifying the key
success metrics. The fifth step includes creating and curating the engaging content (Severi,
Ling and Nasermoadeli 2014). The last step includes tracking, analyzing and optimizing. It is
the key step, in case, when it comes to succeed in social media. The results of logistic plan
should be tracked, data should be analyzed and then making the tweaks for optimizing them
is important (McCann and Barlow 2015).
Methodology
The research methodology is specific techniques or procedures that are used for
analyzing the information about given topic. In section of methodology of the research paper,
allows reader for critically evaluating the overall reliability and the validity of study. The
most important choice by the researcher is whether to collect the data from primary source or

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secondary and whether the data should be qualitative or qualitative data. However, this
research paper has used secondary sources of the data. The secondary sources of data are
already existing set of data that is collected by investigator organization or agencies earlier.
The secondary sources of data analyze, interpret or summarizes the primary sources of data.
It is the data, which have been collected by and are readily available from the other sources.
The scope of this research paper is to find out the most cost effective and easy to use
social platform for the multiple users all across the two companies, Stack Sports and MST
System. The choice of research strategy will include getting organized, articulating the topic,
locating the background information, identification of information needs, defining concepts
used in study, considering scope of study, conducting the searches and evaluating the sources
of information found. Further, for this paper, method of research used includes descriptive
research and qualitative research. Further, this research paper has also used various book,
journal articles and other relevant sources of data.
The philosophy of research used in the research positivism. The research philosophy
is belief about the way data about the phenomenon will be gathered, used and analyzed. In
this paper, positivism philosophy is used. It adheres to view that through observation only
factual knowledge is gained. Moreover, the research conducted in this paper does not intends
to harm anyone, rather it intends to respect for the confidentiality, anonymity and for the
privacy.

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Reference
Alhaddad, A.A., 2015. The effect of advertising awareness on brand equity in social
media. International Journal of e-Education, e-Business, e-Management and e-
Learning, 5(2), p.73.
Barreda, A.A., Bilgihan, A., Nusair, K. and Okumus, F., 2015. Generating brand awareness
in online social networks. Computers in human behavior, 50, pp.600-609.
Fan, W. and Gordon, M.D., 2014. The power of social media analytics. Commun. Acm, 57(6),
pp.74-81.
Godey, B., Manthiou, A., Pederzoli, D., Rokka, J., Aiello, G., Donvito, R. and Singh, R.,
2016. Social media marketing efforts of luxury brands: Influence on brand equity and
consumer behavior. Journal of business research, 69(12), pp.5833-5841.
Karamian, H., Nadoushan, M.A. and Nadoushan, A.A., 2015. Do social media marketing
activities increase brand equity. International Journal of Economy, Management and Social
Sciences, 4(3), pp.362-365.
McCann, M. and Barlow, A., 2015. Use and measurement of social media for SMEs. Journal
of Small Business and Enterprise Development, 22(2), pp.273-287.
Mstworld.com. 2020. MST | Welcome. [online] Available at: http://www.mstworld.com/
[Accessed 8 Jan. 2020].
Severi, E., Ling, K.C. and Nasermoadeli, A., 2014. The impacts of electronic word of mouth
on brand equity in the context of social media. International Journal of Business and
Management, 9(8), pp.84-96.
Stack Sports. 2020. Stack Home. [online] Available at: https://stacksports.com/ [Accessed 8
Jan. 2020].

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Tiago, M.T.P.M.B. and Veríssimo, J.M.C., 2014. Digital marketing and social media: Why
bother?. Business horizons, 57(6), pp.703-708.