Question

Below are read mini cases of specific businesses. For each of these businesses, answer the following questions:

1. Which social media platform would be most effective for this business? Explain why you believe this social media platform would be effective.
2. Provide two specific suggestions of how the company could utilize the social media platform.
3. For each suggestion, indicate whether it is an example of paid media, earned media, or owned media.

Mini cases

1. Charlie Ruthi is a marketing major at a local college. She has been hired by Rizzuto’s Pizzeria. Rizzuto’s is in a small college town and students are its primary target market. Rizzuto’s does not currently utilize any social media and Charlie has been brought in as a part-time employee to build up an appropriate social media presence.

2. Gray-Away Shampoo and Gray-Away Conditioner restore natural hair color (that is, removes the gray that typically comes with age) after 2-3 weeks of regular use. The primary target market is male and female baby boomers and senior citizens who are seeking a more youthful appearance by getting rid of their gray hair. Gray-Away works on any color hair and gradually turns the gray to the user’s natural hair color. Shawna Tagge, a marketing major, has been hired as a marketing intern. Her new boss has asked her to get Gray-Away a social media presence. No further guidance was given to Shawna.

3. Ice-O-Later has produced and sold commercial ice machines to restaurants and bars since 1971. Currently Ice-O-Later has no social media presence, but is considering adding it to its promotion blend. Ice-O-Later’s marketing manager, Abdul Zahir, has hired a marketing intern from the local college to help him develop a plan. But Abdul has no experience with social media.

Answer 1

Answer a) Facebook would be the best social media platform for this business. Facebook pages include brand awareness, Facebook is one of the largest social media platforms in the world.

Facebook advertising targets specific demographics that are age, gender, interests, and location. Facebook also allows for two-way communication between businesses and customers.

It is the best page for Gray-away shampoo and conditioner because-

1)It target the customer according to their gender and age. Age is an important factor in this case because most elderly people face gray hair problem.

2)Facebook is a low-cost marketing activity and it makes sense for the small to medium-size business. Gray-away is the first time entering social media marketing and it will be beneficial to invest less and gradually invest more after the success of social media marketing.

3)As well as allowing you to post text, Facebook lets you upload pictures and videos from the business. It allows the potential customer to view the product of the business and how effectively the product works.

4)Facebook provide after-sale service where customer can post questions regarding the doubts of the product. And the company staff can answer it.

Answer b) Company can utilize the social media platform as-

1)Updated information- The company can use social media platforms to keep updated information regarding the features of the product, benefits of the product, any new scheme, etc. The idea of a social media page is not for engagement, but also to drive users to your company's business page, which will further educate the customers about the product.

2)The reach is global- Company can be globally famous with the help of a social media page. Social media provide a very inexpensive way of reaching the audience globally. If the content becomes viral, then there is no telling how many people it will reach. It is important for the company to utilize the page in a good way such as continuous sharing, breaking news, humor, etc.

Answer c)In this case , it is earned media. Because provides earned media or shared business page for the customers.