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This short essay is about what company does the BEST job of using social media to communicate with their stakeholders? You need to respond to the other two person’s post below, you must use at least one concept from the reading to support their decision. This must be a different concept from the one presented in their post. And again, provide the name of the concept and the reference. The two posts are below
The reading material:
The social media management handbook
• Chapter 15
• Chapter 16
• Chapter 17
• Chapter 18
1st post:
After taking this class I have learned a lot about social media. It is imperative that business utilize this technique to help establish and promote their business. Wal-Mart has been successful in doing this. A successful media strategy is a growing necessity in the world of branding. Just a few years ago Wal-Mart was at a crossroads about developing a strategy concerning this issue. They began to not only use Twitter, but Facebook also. They also felt that they should use Instagram and Flickr to better enhance their presence in the media world. Since they did so, their engagement increased by 1,200 percent.
Wal-Mart started by developing a plan to help themselves. They had to first determine what their value was, then understand who they were trying to reach. They used the system that was talked about in our textbook concerning metrics. A business has to define the metrics that social media will improve. One metric that they employed was tracking awareness. They also tracked how often posts were retweeted and if favorites were made. Wal-Mart also used their data they collected to gin insights on what they needed to do or were doing right. This is in accordance with textbook rule #2, which talks about managing media data.
Wal-Mart has been successful in using the media as a means of communication. It is evident in its ever growing number of followers it has gained since its start in the social media world.
Reference:
www.socialflow.com/cio-5-secrets-to-corporate-social-media-success
2nd Post:
Nike, the global brand of sports apparel has been profoundly utilizing social media venues to disseminate its product to customers. Google+ and Pinterest are some of the social media outlets Nike has been using. Nike has adjusted its company by in sourcing the social media team. The objective of this move is to bring their fans closer to the Nike brand. Nike’s slogan or motto "Just Do It’ is perfectly aligned with the new social media strategy. The art of communicating to athletes has gone viral. Commercials and newspaper advertisement are still methods of marketing. However, this newer generation have urged Nike to revamp their marketing campaign. A critical aspect of business is to know, understand, and communicate to your audience. Nike’s internal social media staff have been measuring the team’s success through actively engaging with their customers. Just as they measure how well they deal with customer complaints in traditional channels, companies must gauge their performance in addressing negative sentiments generated via social media (Smith, Wollan, and Zhou pg. 173). Nike has a variety of products that have been marketed via social media and professional athletes differently. "Social media" is a broad area, with a wide range of tools that can be used for a wide range of goals, each with its own metrics and success criteria (Smith, Wollan, and Zhou pg. 228).
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