Social Media Marketing Plan Analysis - Term Paper Example

Task: Social Media Marketing Plan Social media marketing is the process of acquiring recognition through the social sites. Most organizations are currently engaging in the social media marketing. However, some of them have not successfully implemented programs based on various obstacles such as inability to define social media goals. My company is already practicing the social media marketing and some activities have been partly successful. However, the fans and followers are not active according to the company’s expectations. Social Media Plan Overview The organization’s goals for social media entail developing and increasing people’s interests in the products and gaining market shares by providing services to clients through the social media. The organization can achieve the goals by monitoring the stakeholders’ reactions towards the organization’s activities using their views on the social media. Other organization’s goals encompass validation of new products and services using the social media as a research base and generation of registrations to the organization’s events through the media. Given the organization’s marketing strategies, the activities that make sense include increasing awareness of the strengths of the company’s products and providing accurate information about the business. Other activities entail reacting to the consumers’ messages and questions within the shortest period. Additionally, an important activity entails aligning the media activities with the organization’s goals. This is achievable through the effective online status management. Social Media Status The company has successfully engaged in several social activities. Some of the activities entail responding to the customers’ questions and selling some products through the social media. These activities have been successful because customers’ views illustrate their level of satisfaction with responses. Additionally, the company has managed to sell several products online. Moreover, the company has been successful in attracting large numbers of clients. However, it has not been successful in increasing their engagement. The organization used some metrics to measure the success of the social media. The social media successes need to be identified by clear measurable goals. The organization has measured its goal of reaching many clients by using the total reach. By using this, the organization acknowledged the value added to the social space. The total reach was large. This implies that the organization was able to attract many clients. Additionally, the organization measured its success through the social customer relationship management (CRM) tool. This, too, was helpful in showing the number of people using the organization’s social page and the level of engagement on the page. This measurement is vital in determining whether the organization’s value is increasing through its social strategy. The social CRM tool used is the Sprout Social, which combined the organization’s activities into a single activity. This enabled the organization to know if its strategy is moving towards the expected direction. Through this metric, the organization’s goal was partly achieved because it had managed to attract a large community. However, it had partly failed because the level of engagement was very low. Furthermore, the organization used the Conversation Share to determine the position of the organization in the social media as far as competition is concerned. This is done through measuring the amount of conversation about organization’s products in comparison with the number of conversations about the rivals’ products. This metric showed that the organization was successful in acquiring a large market share, although not like some of its competitors. Consequently, the organization needs to upgrade its systems in order to reach very high levels of conversation share like its competitors (Lauby 1). Social Activities The first step of the social medial activities plan within the organization encompasses the creation of the business plan overview. This entails spelling out the organization’s mission, revenue model, product descriptions, and description of the target audience. The text step involves the definition of media goals. The third step entails creation of the media voice based on the age, income, region, and the reasons why people should buy the products. The fourth step involves selection of the most appropriate social tools. The last step entails finding, constructing, and offering the engaging social media contents. These activities are aligned with the current market strategy in the organization because they have the same goals. For instance, the aim of both the current marketing strategy and the social media activities is to improve the organization’s reputation through marketing. However, some of the organization marketing activities have to be altered to align them with the social media activities. For example, the organization has to change the worker’s attitudes towards the social media by defining the role of social media in the organizational marketing strategies. This is vital because it helps in making the workers support specific and measurable goals rather that the random intangible ones (Sandler 1). The organization should listen, increase participation, and implement social media marketing by posting short updates. Short updates encourage people to read because people lack patience and time to read long updates. Additionally, the organizations should post the updates at an appropriate time. For instance, most individuals use the social medial in the afternoon. This is the most appropriate time to post the updates. The organizations should also frequently post questions. This will enhance engagement and enable them to listen to the audiences (Lauby 1). Social Analytics The organizations should use the conversation rate and amplification rate to measure failures and successes of social media. The organization can gauge its accomplishments or failure through the conversation rate by collecting and analyzing all the comments of each organizational posted update on the social sites. Many comments in the posts indicate a higher conversation rate. This highlights the success of the entity. The organization should also use the amplification rate by collecting the total amount of shares on Facebook and tweets on post. The number of share clicks indicates the organization’s success in increasing its marketing shares in the social media (Lauby 1). The implementation of the plan is very cheap considering the benefits. The most effective implementation of the social media enquires approximately 50,000 dollars. The organization will obtain results after two to three months (Sandler 1). Conclusion and Recommendation Social media contribute to the success of many organizations because they build the organizations’ reputation. However, organizations need to implement the social media plan effectively to enhance their success (Sandler 1). The organizations should ensure they choose appropriate media tools. The appropriate approaches are Facebook and Twitter because they have many users. Additionally, the organization’s social marketing should target all groups. For instance, when stating the product values, it should consider how the goods would benefit consumers of all ages and income levels. Works Cited Lauby, Sharlyn. How to Implement a Social Media Business Strategy. 2009. Web. 24 November 2012. Sandler, Jasmine. Your Social Media Marketing Plan in 5 Easy Steps. 2012. Web. 24 November 2012. Read More