Question 1 * From the scenario, prioritize the most significant components of a social media campaign according to the level of influence each could have on the new product launch. Examine both the social media tools that will provide the highest return on investment (ROI), and two key performance indicators (KPIs) that one could use to measure success. Provide a rationale for your response.
Identification of social networking medium- I think it is important to determine what social media outlets will best suite the goals of the organization. This is important because a mismatch could prove costly. For instance, choosing to showcase the works of a photographer would be better suited for Instagram vs. Twitter.
Content-Providing viewers/site visitors with something worthwhile is the key to getting them to look more in-depth and coming back. The content should have the viewer wanting to see more.
Schedule- How often the content is released is important. Predictability can breed anticipation. With the finicky nature of today's consumers being what it is today, companies need to take into account the willingness of the potential customer to move on quickly if their needs aren't met.
One KPI is click rates. This is the number of users who click on a specific link out of the total users who view a page, email, or advertisement. This is a quantifiable means by which the firm can determine the volume of traffic visiting its sites.
The other is attitudes. Observing how visitors talk about a firm and its wares is a very good indication of how a firms offering are perceived.
Question 2 Imagine that you are a manager of a retail store in a major mall with decreasing sales. Suggest two (2) ways that you can use social media in order to increase sales and promote your business. Provide two (2) examples of businesses that have used these methods and succeeded.
One way you can use social media to increase sales is by advertising sales and promotions on Facebook. Another way is to interact with customers. Answering questions and acknowledging comments can go a long way to humanize a company.
Pizza Hut is an example. It uses Twitter to interact with its customers. The funny account retweets users, posts jokes, and humanizes the brand. Sample tweet: "Bye week. Hi pizza."
Staples is another company that has successfully used social media. They post funny tidbits about office life, and also respond frequently to customers.