com3701

July 28, 2017 | Autor: Shade Balogun | Categoria: Communication, Social Media
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Table of content Content

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1. Introduction

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2. Question 2 You are the marketing manager of a large financial institution and are commissioned to develop a social media marketing campaign to increase the institution’s visibility in various social media

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2.1 Indicate which social media content platforms you would select for a financial

institution and explain why. Select and explain at least four (4) social media content platforms.

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2.2 Indicate which social media marketing communication tools you would use to

increase the financial institution’s visibility in social media and explain why. You should discuss at least five (5) social media marketing communication tools

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3. Conclusions

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4. Reference.

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Balogun Shade Islamiat 47483032

Introduction In this assignment I will indicate and explain which social media content platforms I will use to develop a social media marketing campaign to increase my organization (ABA financial institute) visibility in various social media. I will also indicate and explain the social marketing communication tools that will be used to increase the visibility of ABA financial institution in social media.

Balogun Shade Islamiat 47483032

2.1 Social media can be defined as a user-generated content created or produced by the

general public rather than by paid professionals and primarily distributed on the internet. (Barker, Angelopulo 2013: 349) As the marketing manager of ABA financial institute a top financial institution in South Africa, I have been commissioned to develop a social media marketing campaign to increase the institution’s visibility in various social media  Networking sites (for example Facebook, Myspace): used for locating and

keeping in touch with friends and family, or participating in online groups or fan clubs which have different topics of interest. (Barker, Angelopulo 2013: 349)  Video-sharing communities (for example YouTube): video sharing and hosting

sites allows any and every video to be posted online. More recently, there are video sharing and hosting sites that specialise only in short-form, original content (for example Metacafe). (Barker, Angelopulo 2013: 349)  Professional networking sites (for example LinkedIn):

these are social

networking sites created primarily for business and professional networking. (Barker, Angelopulo 2013: 349)  Web-based encyclopedias (for example Wikipedia): these are free web-based

encyclopedias that are written and edited by volunteers around the world. (Barker, Angelopulo 2013: 349)  Social news site (for example Propeller, Reddit): Social news websites are

online communities that allow their users to submit news stories, articles and multimedia to share with other users or the general public. (Barker, Angelopulo 2013: 349)  Social bookmarking sites (for example Digg, Delicious): social bookmarking

allows users to locate and save websites that are of interest to them. (Barker, Angelopulo 2013: 349)

Balogun Shade Islamiat 47483032

Organisation’s that offer their customer best services are the ones that do great jobs in communicating with their customers. To improve my organisation visibility I have chosen networking sites (Facebook, twitter), video sharing communities (YouTube), professional networking site (LinkedIn), web based encyclopedias (Wikipedia), social news sites (Reddit, propeller) and social bookmarking site (Delicious) which are the best social media platforms to develop and nourish relationship with stakeholders. I decided to setup Facebook account and Twitter account for my organisation so that we can always use it to update our customers and keep them informed about our services and to also advising them about our services, and it is also an effective and economical way to reach a large audience. With Facebook and Twitter we can observe what our customers think about us by their comment and response to our services, tweets and status updates on these sites. We will also setup a link on these sites, so that with this link our customers can easily be directed to our website and services. These sites will be constantly updated with status updates of our Facebook page and tweets on our Twitter account. These sites will also portray good image of our organisation by our prompt response to our customers request and our frequent updates about our services. We will use these sites to create relationship with people who may not know what our organisation represents. YouTube is a video sharing community that is accessible to everyone, people can access YouTube from almost all mobile device and not just on laptops or table tops, so this will give people the opportunity to access the videos that my organisation upload anywhere and at any time. We will also add a link on the videos that can lead audience to my organisation’s websites, LinkedIn is a business- oriented social networking services. With LinkedIn ABA financial institution will have increased visibility for our brand and corporate goals. Potential client can research our organisation on LinkedIn to know what we do and see if they are interested in doing business with us. LinkedIn can also help our organisation increase visibility for our brand and services and it can also provide information for us on other organisations, for example about potential competitors (Mindtools.com, 2014)

Balogun Shade Islamiat 47483032

Reddit is a social web site that is setting trends online and rapidly growing in popularity, we are going to use reddit to create marketing presence which will help our organisation observe how this community shares information and this can help us know what our customers want and need and how we can satisfy them. We will post high-quality contents that will increase our organisation visibility with redditors comments and posts we will set online trend for our services. We can use reddit to keep our customers informed about our services, and to also know how our customers perceive our services by the numbers of upward votes our posts get. (Sanderson, Rigby, 2013: 518-521)

2.2 The social media marketing communication tool that I will use for my

organisation visibility are as follow  Fan page: this is a page that is set up either by or for a celebrity within

a social media site such as Facebook or my space. Many organisations also create a fan page for a brand. (Barker, Angelopulo 2013: 351)  Wiki: an organisation makes available one or several web pages where

users who access them can modify the content. (Barker, Angelopulo 2013: 351)  Video advertisement: this is an engaging audio-visual advertisement

that is generated by users and which is available on sites that are part of the Google content network. (Barker, Angelopulo 2013: 351)  Online social media press release:

this is a press release with

multimedia features that users can access online. (Barker, Angelopulo 2013: 351)  Product blogs: an individual or organisation provides commentary in

the form of a personal diary about it various products. (Barker, Angelopulo 2013: 351)  Mobile platforms: organisation can use mobile social conversation

sites to reach online consumers or to build the organisation’s brand, for instance with MXit and the grid. (Barker, Angelopulo 2013: 352)

Balogun Shade Islamiat 47483032

 Twitter and micro blogging: this involves promoting content about the

organisation’s products and services by sending short messages (tweets) to followers (for instance using no more than 140 characters). (Barker, Angelopulo 2013: 351) I will set up fan page for my organisation on Facebook where we can upload information’s about our organisation and services and create awareness among our followers, and they can get to see what we do and they can also comment on what they think of our services I will also upload video advertisement of our organisation for people to see on social Medias. And I will create a product blog where we can update our customers on our services and they can also leave comments and request about our services Mxit offers its subscribers effortless and accessible technology as well as appealing contents, which is why it has become a prominent advertising platform. Mxit users send approximately 35000 messages per seconds during peak time and also have a community that visit the system more than 20 million times a day. (Du Plessis, 2010: 1--9) Subscribing on Mxit will really create a great communication visibility for my organisation because lots of people will have access to our contents, and this will really give us huge feedback and recognition.

Balogun Shade Islamiat 47483032

Conclusions In this assignment I indicate and explain social media content platforms which I used to develop a social media marketing campaign to increase my organization (ABA financial institute) institution visibility in various social media. I also indicate and explain the social marketing communication tools that will be used to increase the visibility of ABA financial institution in social media.

Balogun Shade Islamiat 47483032

References Barker, R. and Angelopulo, G.C. 2013. Integrated organisational communication. 2nd Edition. Cape Town: Juta. Barker, Racheal. Du Plessis, Charmaine. Hanekom, Janette. Chauke, Gibson. Du Plessis, Lienkie. Hadji, James. And Moila, Richard. 2012. Marketing communication, only study guide for COM3701. Pretoria: University of South Africa. Du Plessis, C. 2010. Mobile Marketing Communications to the Youth: An analysis of the MXit platform. pp. 1--9.

Mindtools.com. 2014. Using LinkedIn Effectively: Growing Your Professional Network. [Online] Sanderson, B. and Rigby, M. 2013. We’ve Reddit, have you? What librarians can learn from a site full of memes. Available at: http://crln.acrl.org/content/74/10/518. short?rss=1 [Accessed:

Balogun Shade Islamiat 47483032

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