Question

Select ONE brand of your choice and answer the following:

QUESTION 1: List THREE social media tools that the brand utilises to communicate with customers. Briefly outline what platform they use and what content is provided to consumers? Why was this choice suitable for the brand and its customer? QUESTION 2: Identify THREE public relations tools that the brand utilises to improve consumer’s awareness and attitudes toward the brand. Document under each tool what activity or content is provided, using an example from the brand for each. QUESTION 3: Examining the brand’s social media objectives, discuss the FIVE objectives and provide an example for each. Discuss how the brand has addressed these objectives through their online activities. Be specific, identifying where possible, what platforms have been used and why.

Answer 1

[1] The following are the three social media tool that the brand utilises to communicate with cutomers and the contents provided through these platform to customers will be precisely describe below under each head and the reason why it is suitable for the brand and its customer

a- Newspaper - This is one of the very basic social media platform which is easily available to almost every user at a low cost, thus this platform although covers many brands but the constant one from past few years is the Amul brand i.e the brand that includes almost all dairy product like milk, butter, cheese, curd, buttermilk etc as everyone can notice that little Amul girl is present on the daily basis catching the eyes of its users on a routine basis the brand has choose this platform over others because the brand has been years and years old when other social platform doesn't exist and if does people aren't aware of those so the brand choose the very basic one which is available to everyone and everywhere, another reason is that newspaper is a morning thing thus immediately catching the eyes of its customer like the cheese lover, the chai lover etc as it all includes the dairy products making convenient to reach for both customer and the brand itself.

b- Instagram - This is one of the newest social media platform mostly used by young generations by just by scrolling their fingers on their phone as this platform is being used by other several brands but the most suitable one I personally found is Shaadi.com as this is the matrimonial brand or can say app catching the eyes of the young generating specially those ho want to get committed in a relation and thus seeking for the same. The brand has choosen to advertise its product through instagram because as already mentioned this platform is being used now a days by number of young people who might get attracted to these ads and even beneficial for the user too as they can easily avail such services.

c- Television ads - This is again one of the most common social media platform used by several brands in order to reach their customers as this platform is used by almost every single user no matter what their age is and so used by one of the liquor brand i.e The Imperial Blue with a tagline of men will be men as through this platform many mens watching news channels or sports channel will easily get attracted to it and as the brand according to its price thought suitable to those television ads as its advertisement platform.

[2] Public relation tools refers to the tools and activities which helps in promoting positive behaviour nd attitudes towards the business hich converts the interested customer into customers.It provides a greater degree of control to the business and also proves to be cost effective.

The following are the three public relation tools that the brand utilises to improves consumer awareness and attitudes towards the brand by providing the example for each as used by which particular brand and the contents it provides to its customer will be described below

a- Brochures and Catalogues - It is available in handout form and in email form too which allow the customer to keep thinking about your business or product and services the content provided in it includes all details of the product or services that also includes its specification and features of that product or services for example colour, size, weight and so other, As these are used by many known brands for their product but mostly found out used by electronic brands almost all. here we will talk of Sony as this brand since past years using it as the public relation tool which covers all its products like television, radios, mobile phones, music system etc. As the customer when think of purchasing such product normally visit the store to see the product first which than provided with the product catalogue to take with them which enabling them to keep on thinking of the company product until he make the final purchase.

b- Employee relation - As this includes maintain an effective relation with the company's employee through building their business culture, team relationship or making them feel valued through taking suggestion or involvingg them in discussion and also providing the best woring culture or environment to work in which in turn make them act as the ambassador of the company or the brand, as this type of public relation tool is used by many large organizational brand but the best among them is the Apple Inc- as the company also takes care of its employee satisfaction to every extent which in turn itself promotes the company's product among the general public by working best on the product and thus bringing out the best product to be used by the customers.

c- Business events - This public relation tools uses trade shows and exhibitio in order to promote their business as they serves the best tools these are mainly used for the product which the public want to see exhibited as a showcase or can say for the product generally large in size example automobiles which are generally showcased in such business events in order to be promoted as these product are quite expensive this uses this platform tool as a sources to create awareness among the public The brand which generally uses this tools is hero automobiles which is generally seen exhibited in trade fair and other similar exhibition which likewise catches the customer attention as  it is displayed. as thus the customer interested goes for further specification and detail.

[3] The following are the five social media objectives of the brands provided with an example each-

a- Increase Brand awareness - According to the survey conducted in 2016 creating brand awareness is one of the top reason why the brands uses social media as the average person spends two hours everyday therefore social media is the best place to grab the attention of its customers. As through using social media brand can spread and increase its awareness to those part where it has not yet reached for example using buffer analyze one can find out the follower growth and reach out various platforms.

b- Drive traffic to your website - Most of the marketers uses social media to distribute their content and drive traffic to their websites for example a hubspot team grew their monthly blog traffic by 241%. The Google analytics is one of the best tool to track web traffic which also provides you with information of your website from various sources including social media.

c- Grow Revenue - If the busines doesn't have long sales process you can use social media to turn the audience to pay diectly to the customers For examples facebook ads is now a days becoming increasingly popular activity to boost sales and the revenue can be track in google analytic by setting a new goal conversion.

d- Boost Brand Engagement - This is said to be the seconf top reason of choosing social media by the marketers, and thus also found in some research that social media interaction helps to improve brand perception loyalty for example Instagram and Facebook are prefering post with higher engagement on their feed with a belief that user might be interest in seeing highly engaging content

e- Effective Social customer services - By providing an effective customer service will help in increasing revenue, retention and customer satisfaction score.The trend of people turning to social media is likely to continue. For example in Respond is one of the social customer service software for support team.