We are all users of social media. Today, with your new knowledge about target marketing, market...

We are all users of social media. Today, with your new knowledge about target marketing, market research, consumer behavior etc conduct research on ONE company and identify how they are utilizing some of the most popular social networking sites in their marketing strategies. For each company note:

Identify four strategies (Facebook, Twitter, Instagram, Blogs...). List the target markets/segments/consumer behaviors the business is trying to reach/target with that strategy.
List two strategies you recommend to the business to improve their social media marketing.

Expert Solution

We will talk about the second largest fast-food hamburger restaurant chain in the world (based upon the number of outlets), Burger King.

BK's Facebook marketing strategy involves having several pages (US, Brazil, India) with about 8.4 followers on its main page. BK uses the platform for branding, marketing as well as communications. They have managed to engage their Facebook audience quite well with each post receiving thousands of likes, comments, and shares. Users post their grievances and appreciation alike on the page.

On Twitter, BK's official page has about 1.8M followers. The page posts about 1 Tweet each day, and each Tweet is able to engage its audience with thousands of likes, comments, and ReTweets. Twitter is quite good for real time connection and for real time marketing.

On Instagram too, BK is popular with 1.9 followers. Again there are several other pages too. BK uses the platform for promotion and branding. Instagram is a very attractive app with a lot of young user base. BK also uses the platform to express its solidarity with popular sentiments, like the Black Lives Matter (by posting a black blank picture).

On Youtube, BK mostly uses it to promote its video advertisements. The app helps in sharing its video content across the world easily. BK's channel has about 103K subscribers and its videos have garnered about 2 billion views till now.

In a light-hearted rivalry with McDonald's, the Burger King social media handles regularly keep taking a dig at their nemesis. Recent examples are of BK France, BK UK etc.

Two strategies for BK's social media strategy:-

1. They should improve their interaction with users of Facebook. In several instances, BK staff has not responded to all queries/complaints on their Facebook page leaving their customers in bad taste.

2. They can make their social media presence more interactive by having games or quizzes, and giving the winners some promotional discounts.

Rahul Sunny answered 2 years ago

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