24 Aug [2.6] BMP – Critique and Analysis
[2.6] BMP – Critique and Analysis
MKTG 3340: Principles of Social Media Marketing
Your requirement is to deliver a well-developed and edited professional business analysis of your product/brand. The following sections direct you to subject matter. However, at this point you should be the pro on your brand and it’s situation. Develop headings as warranted by your analysis and develop the content accordingly, citing pertinent evidence to support your arguments/observations.
Introduction:
BRIEFLY introduce your company, product/brand – what do they do and why social media is important to their business. Did they build their success on social? Is it important for their industry? Is it an afterthought? Hint: Look at the industry they operate within as well as the norms/standards for social media use in that industry; BUT be succinct. If you have a major brand, we know who they are – don’t elucidate the obvious when it comes to who they are. But, if you’ve been creative and chosen a brand that needs explanation for me to understand your paper – then by all means, educate me! You may also embed a link about your company – if warranted.
Thesis Statement:
Since you are taking a position in your paper AND backing it up with evidence, facts, and statistics, you need to include a thesis statement (a strong thesis statement requires proof). This should be a statement (or two) on the position you are taking and how you intend to analyze/evaluate it. This is specific to your company and industry – thus, contributing to “best practice” in the industry landscape. It can also be considered your Hook. The remainder of your paper should be the support for this statement. It should help to guide and control what you put in your paper.
Summary of Social Media Use:
Briefly summarize the companies’ histories/current use of all social media. Hint: A chart that presents numbers of followers and frequency of posts is a good start and appreciated.
Results / Analysis:
In this section, you will summarize what you learned about the company, product/brand after a semester of social media listening. You should organize the information by category and sub headings.
Organizational use of social media
Some things to consider: Can you tell who manages SM for the business? Are they using various tools in unique ways that adapts to the medium or are they redundant? How do they leverage each tool for its best use? If they are missing from a channel, can you deduce why?
State how your brand uses each social media tool to move the customer through the purchase process (see page 23); provide examples; infer primary purpose. The same tool may be used in different ways and/or different tools may be used primarily for different purposes. This is what we’re interested in. Analyze each company’s social media use on each platform to discern strategic purpose. Are they effectively using social in ways that encourage trial, facilitate purchase, raise brand awareness, or deepen customer loyalty? Be specific in your analysis. You should also review the tools used for Purchase Decision Stages (see Table 9.1, pg. 290). Do not simply describe their post. Tell me what you think the posts are trying to achieve in terms of IMC objectives.
Competitive position with respect to the use of social media marketing best practices (what social media marketing applications are used most effectively for a similar company, in the industry, for a similar product/brand):
Ultimately, this project was designed for you to come to conclusions regarding social media best practices in the type of company/industry you have evaluated – so make sure these “best practices” are part of your evaluation.
SWOT/Competitive analysis based on social media conversations. Make a Chart – be creative.
Here is the explanation of the Social Media SWOT in more detail:
Strengths (Social Media implementations (social media programs, campaigns, etc. initiated by company) that positions (company market positioning in industry – ranking more market share for product/brand; ranking more profitability (ROI), etc. for product/brand) the company or focuses the company, product/brand competitively)
Weaknesses (Social Media implementations that allows the competition to better position themselves against your company)
Focus on the internalenvironment – the situation inside the company or organization
Factors tend to be in the present
Opportunities (Social Media implementations that can make the company position better and provide more market share or revenue for the company, product/brand)
Threats (Social Media implementations that need to be dealt with in the future that could have a negative impact on the company, product/brand position).
Focus on the externalenvironment – the situation outside the company or organization
Factors tend to be in the future
For example:
SWOT Analysis for Facebook from 2013
Strengths:
- Allows integration with many websites and applications
- Has more than a billion active users
- The user experience is excellent
- Understands what the users need and want
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