Sterling Stationery Advertisement - Case Study Example

Name Instructor Course Date Sterling Stationery Introduction Social media is instrumental in any businesses given its implied benefits in various platforms. Social media is defined as a set of applications that offers information; rather it allows for the interaction of persons while giving information (Bonsón and Flores p. 35). Such interaction enables an individual to comment on a specific article in a more multifaceted approach. Evidently, social media enables the ability to collaborate, interact and share information. As such, the nature of social media will create an avenue for the company to directly communicate with stakeholders and the wider public in a two-way communication approach. Presently, Sterling Stationery has social media presence, where its electronic communication form spans between websites and emails. In the 21st century, social media inclusion has become almost irreplaceable. Following numerous requests from customers received by the company, finding an appropriate solution is eminent. This report presents research information on possible social media forms that can be integrated in the company, while considering the competitors approach to social media. Advertisement on Instagram Sterling’s Instagram page will assume a similar strategy as Kikki K. Instagram will be used in displaying products in an appealing manner. As such, it will detail photographs of the company’s retail outlets, in addition to staff members. This will appeal to a welcoming atmosphere at the stores. Advertisement will not be included on the page, given the time and costs incurred are not included in the budget. Advertisement on Facebook Sterling will not pay in boosting advertisement campaigns. Links will be posted on the websites that inform customers regarding the company’s presence in Facebook. The underlying reason is due to the fact that Sterling’s brand name has the propensity of acquiring significant exposure in the social media platforms. Facebook will be used as a medium of informing consumers of seasonal promotions and updates on the stores. Customers will not be able to post on the company’s website. Advertisement on Twitter Sterling’s Twitter page will be used to getting the consumer feedback, where customer testimonials will be of significant importance. Twitter is used for feedback since it is effective, where issues can be addressed promptly. As such, this will; be an important platform viral marketing given the importance of hashtags. Any positive consumer testimonial will be used, with a higher propensity of it going viral. In order to acquire Twitter campaign, twitter advertisement options will be used in promoting tweets and promoting accounts. The user in twitter in addition to existing followers can be able to view the company’s promotions testimonials. The pricing strategy used in Twitter is attuned to the company’s budget. Competitors using Social Media The main competitors that challenge Sterling Stationery Company are Kirkki K, Smiggle, and Office Works. Evidently, the companies employ social media for a variety of reasons; Kikki K In order to maintain its marketing strategies the company uses three social media approaches namely Facebook, Instagram and Twitter. As such, it uses Facebook and Twitter as a strategy for displaying new products and information regarding its stores. Contrariwise, it uses Instagram to advertise new designs and displaying seasonal products that essentially assist in creative photography. Evidently, it does not use its social media pages for purposes of getting consumer feedback. Officeworks The company uses three social media pages as a means that facilitate communication to its consumers. On its Instagram page is has displayed new products envisaged into beautiful settings. Its approach to twitter and facebook is dissimilar to Instagram. The company’s Twitter page is used in getting feedback from consumers and responding to any complaint. Contrariwise, it shares news articles regarding their businesses and blog post. This platform is essential to launching its marketing campaigns. Smiggle Kids are Smiggle’s main target market; hence they use social media as its major source of communicating with kids. Facebook and Instagram are used as a means of displaying its products. Tentatively, it has games and competitions on their Facebook and Instagram pages. Its twitter page is mainly used in the advertising new products and promoting its activities. Engaging With Consumers Contrary to traditional marketing that is focused on a one direction approach, social media is multi-directional where both parties can communicate effectively. An effective integration of social media creates a dialogue between affected parties in a manner that support the exchange of ideas. Given that social media runs through all forms of channels, it creates a highly connected community in which contributors can communicate and share ideas amongst themselves. In this respect, social media will enable Sterling to engage with their consumers on a more personal level. Evidently, it creates the propensity for open discussion. The organization can therefore learn and understand the consumer preference hence, attuning the products towards the consumer’s taste and preference in multidimensional constructs. Engaging with consumers is an important step in attuning consumer services given the need to include changes in the organization. Impact of Social Media on Communication It is anticipated that social media will revolutionalize communication, notably between consumers and the company and its relations campaigns. Contrary to traditional approach of pure output, social media will force the communication dialogue to shift to two way communication, in which the stakeholders have the power of the messages (Svatošová p. 2). In the contemporary business environment, the failures and success of any business relies on public relations. The opinions obtained from important company stakeholders are instrumental in the organization where stakeholders are viewed as crucial to long term success. The inclusion of social media will set a two way communication in public relations that will allow Sterling distribute information and engage with consumers without depending on mainstream publications (Svatošová p. 3). Benefits of Social Media The benefits social media in an organizational context is instrumental in various aspects. Evidently, Sterling will be able to realize the importance and subsequent benefits of including social media in a variety of approaches. Social media has integrated various approaches and categories of the discussion in which individuals can share information at a fast rate. Secondly, the firm can offer unlimited information to consumers without integrating human intervention. This is advantageous over other forms since the amount of information that is disseminated is higher than any other communication platform. Most significantly the information can be provided in an approach that customers can easily understand and process. Thirdly, social media can create interaction through customizing information for the individuals by allowing for service and products design. Additionally, social media platforms can offer increased transaction between firms and customers who essentially necessitate human contact. Target Market The inclusion of social media into sterling strategy allows it to target consumers and audience, with respect to their personal interest. With “smart” marketing, the companies reach the consumers that it intends to gain significant consumer purchase and contact. Furthermore, it enables word of mouth to promote products beyond the advertisement limits (Bonsón and Flores p. 39). A well cited example of viral marketing is the messages appended at the bottom of outgoing emails; hence it targets the present user while taking advantage of the user’s implicit advocacy. Disadvantages Time Consuming As the name implies, this approach is interactive and an effective two-way exchange takes considerable dedication. The approach to reaching consumers and marketing changes, with an aim of establishing long-term relationship can turn into increased sales. It takes substantial efforts to monitor the changes and address the specific needs and post production information the consumer seeks to be valuable (Barefoot & Szabo p.13). Incorporating such services without individuals to manage it will find it increasingly difficult to compete. An initial consideration and an important aspect is that social media needs time. Trust, Privacy and Security Issues Integrating social media in promoting products and service can implicate on the Sterling’s data and security issues (Sandilands, p. 3). It is imperative for Sterling to be aware of issues and take considerable actions in reducing risks to liability exposure linked to data usage, collection, and use. Trust is an important aspect of any transactional privacy and security, since it is important in developing loyalty. Brand trust is important in reducing uncertainty. User Generated Content User generated content is defined by a high degree of credibility among the consumers, notably in cases when the content is created between friends. Developing such content comes with certain risks resulting in legal liability for the content made to individuals participating in campaign marketing. Negative Feedback Social media changes the consumers into advertisers and marketers, in which consumers can create negative or positive feedback for companies, with respect to how the company is viewed online and quality of the products presented to consumers (Barbara p. 4). Eliciting negative feedback is detrimental to an organization that may result in unwarranted results (Ipeirotis, & Li p. 30). Unhappy consumers can post disparaging pictures or comments against the marketer’s control. Recommendations and Conclusion Using social media for Sterling will be instrumental in realizing desired positive effects. It creates a new line of communication with consumers, given the increased customer inquisitions. Responding to such changes will be instrumental in opening communication lines with other consumers, and it will make the business increasingly approachable through social media. This action alone can elicit a positive impression to our consumers. Mersham et al. p. 148 posit that social media is instrumental in eliminating barriers to time and space where affiliated users can communicate with each other simultaneously and instantaneously. The organization can use communication channels to manage organizational reputation in the wider environment. Integrating social media therefore, suggests a two way communication, in which the company can be able to gain valuable insights into its products, customer relations and service delivery, to name a few. This implies that Sterling can communicate directly with consumers who in turn offer important information regarding on product placement and service improvement. Sam Fioroella's quote perfectly sums up the recommendation; a successful business cannot operate in the fear of risk, rather embrace attainable rewards. Brand negativity is eminent among individuals and occurs even when a business does not integrate social network. Evidently, negatively will be the only feedback, creating a potential risk since consumers do not address negativity. Social media has therefore increased the significance of creating positive customer experience whether online of offline. Work Cited Barbara, Jacobs. Is Social Media Bad For Business?. Forbes. 2015. Web 19th 4 2015 Barefoot, Darren and Julie, Szabo. Friends with benefits: A social media-marketing handbook. San Francisco: No Starch Press. 2010. Print. Bonsón, Enrique & Flores, Francisco. “Social media and corporate dialogue: the response of global financial institutions.” Online Information Review 35.1 (2011): 34-49. Web 19th 4 2015. Mersham, Malcolm, Theunissen, Petra., & Joseph Peart. Public relations and communication management: an Aotearoa/ New Zealand perspective. Auckland, New Zealand: Pearson Education, 2009. Print Panagiotis, Ipeirotis, and Chengkai, Li. The economic impact of user-generated content on the Internet: Combining text mining with demand estimation in the hotel industry. 2009. Web 19th 4 2015. Svatošová, Veronika. “Social Media Such As the Phenomenon of Modern Business.” Journal Of Marketing Development & Competitiveness, 6. 4 (2012): 1-24. Sandilands, Tracy. Disadvantages of Advertising With Social Media. Business & Entrepreneurship - azcentral.com. 2015. Web 19th 4 2015 Read More