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Directions:
Select a product, line of
products, or brand from a company of your choice and research the company’s
social media marketing strategies. Carefully examine the social media presence
for the product. In an analysis (750 words), identify how the company utilizes
social media to promote the product. Address the following in your analysis:
1.
What is the customer segment
for this particular product, line of products, or brand?
2.
Which social media outlets
does the company use to reach the customer segment? Discuss elements of their
campaign.
3.
Examine the customer segment’s
response to the company’s social media marketing (e.g., through evaluating
user-generated content related to the campaign, sales data for particular
products, etc.). Based on that response, how effective are the company’s social
media marketing strategies?
4.
Compare the company’s social
media strategies to one of its major competitors. What does the company do well
to distinguish itself and product(s)/brand?
5.
Finally, recommend two
specific strategies for how the company could more effectively utilize social
media to better target its customer segment and increase its competitive
advantage in the market.
Support your ideas and
findings with descriptions of specific social media campaign examples and
consumer and market research.
