Social Media Marketing Study Set 3

Business

Quiz 15 :

Social Service and Support

Quiz 15 :

Social Service and Support

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Why should the XYZ Coffee Company observe its social media presence before moving forward with preparing a social media marketing plan? Explain.
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Social Media marketing plan involves drafting a complete strategy which will be followed by the organization to attain specified goals through social media presence.
It is necessary that the company should observe its social media presence before designing the complete strategy as that way the company will be able to analyse what initiatives they have already taken, which ones are working well, where the improvement is needed, which initiatives are not beneficial that needs to be either modified or closed.
Thus, a complete screening tells the organizations its current position in terms of social media presence, areas of improvements, tactics to follow and thus design an effective social media marketing plan effectively.

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Would you change how the company monitors its progress in achieving its social media marketing goals? If so, how? If not, why not?
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As per the evaluation and monitoring reports it seems that the company is doing well in its social media marketing plan. As the social media marketing strategies which the company XYZ is following are not related to direct sales generation which makes it difficult to calculate the accurate return on investment.
However, the proxy ROI measures are carried out to ascertain the returns. Also the returns are seen in long term so the fact is considered to determine effectiveness.
The company is following a good strategy in terms of social media marketing as a constant increase in fan following, traffic on website, sales etc. can be seen on all the social media platforms used by the company.
Thus, it will be effective to continue with the same strategy only with continuous monitoring and changes in strategy based on which channels are generating more returns.

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How will the XYZ Coffee Company's social media strategies help it achieve the organization's marketing goals for the social web?
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Company social media strategy helps it in achieving its marketing goals through the social media channels etc. Company uses different strategies for different websites to engage customers like they could use videos to engage customers with the brand emotionally, they can use live feeds to engage customers and resolve any issues via social media etc.
Company is using special deals offers to customers on check-ins, ads to generate traffic to company website, creating worthy content, frequently updating the page, providing useful tips, run contests, offer discounts. Similarly on social media TW, they are responding to questions, comments promptly, 10-15 tweets daily with use of hash tags, usage of shortened links to share interested articles, videos, news etc. give always to increase followers.
On Video Channel Y they followed the following strategy of tagging of videos on Video Channel Y with relevant keywords, regularly posting videos, reply to comments, cross marketing through other social media channels.
All these strategies helped the organization to build a strong social media presence and thus achieve the marketing goals through increasing followers, traffic on website, new customers via offers or deals, retention of old customers by engaging them.

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Where will the company's target audiences most likely reside on the social web and what are they likely to be doing on these social media platforms?
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Beyond the social media platforms that the XYZ Coffee Company has chosen to focus on, what other platforms might be worthwhile in investing resources on to reach its target audiences? Explain your rationale.
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