, 2023
Unit 3 – Assignment
1
EVALUATING THE USES OF SOCIAL MEDIA IN BUSINESS
KERRY-ANN WARD
,Contents
Introduction...........................................................................................................................................3
How is social media used in business?...................................................................................................3
Engagement.......................................................................................................................................3
Online Networks................................................................................................................................5
Twitter...........................................................................................................................................5
Facebook........................................................................................................................................6
Instagram.......................................................................................................................................7
TikTok/Douyin................................................................................................................................7
YouTube.........................................................................................................................................8
LinkedIn.........................................................................................................................................9
Pinterest......................................................................................................................................10
Promotion........................................................................................................................................12
Direct Promotion.........................................................................................................................12
Indirect Promotion.......................................................................................................................13
Recruitment.....................................................................................................................................15
Discoverability.................................................................................................................................16
Audience Profiles.................................................................................................................................18
How can businesses use social media to attract demographics?.........................................................20
How can businesses use social media for interaction and promotion?...............................................22
What are the risks of businesses using social media?..........................................................................23
Business Evaluation – Adidas...............................................................................................................25
Promotion, Engagement and Information.......................................................................................25
Community Building and Customer Service.....................................................................................27
References...........................................................................................................................................28
, Introduction
In this assignment, I have been tasked with producing a presentation and a documentation.
The presentation should consist of slides that explain, assess, and evaluate the different
ways that social media. Moreover, I have also been tasked to showcase how social media
can be used for interacting with potential customers to purchase products and services
made by businesses. Furthermore, it should consist of ways in which businesses can use
social media to target specific audiences, alongside explanations of audience profiles in
different social media websites and state the risks that businesses could face on the sites.
Finally, I have been tasked with providing a report documentation that act as speaking notes
for it.
How is social media used in business?
Businesses can use social media in diverse ways, which can be split into five categories.
These categories include engagement (Business.gov, 2022), online networks (Business.gov,
2022), promotion (Business.gov, 2022), recruitment, and discoverability (Cronin, 2023).
Engagement
Starting with engagement, the engagement benefits a business via the use of interacting
with customers. This benefits businesses because it provides the business with
opportunities to grow and gain an audience it deserves (MyBusiness, 2023). Therefore,
gaining smaller businesses recognition. Moreover, if the goal of the business is to sell and
promote products, the use of engagement can benefit organisations with the aim of selling
and promoting products. Therefore, gaining the business profit.
Twitter for example allows users to promote and engage with their audience via the use of
comments, tags, and collaboration. These features can allow social media managers to
interact with their customers, which in return promotes user satisfaction and customer
loyalty. Therefore, making users believe that the organisation can be trusted and pays
attention to their userbase (MyBusiness, 2023).
As shown, Uber Support and Youtooz are good examples
for how businesses can use engagement to gain an
audience. Youtooz utilises collaboration, persuasive
language, tags, and imagery to gain the audience’s
attention, whilst promoting their products as a giveaway.
This can be considered beneficial as it makes the
organisation look more interesting due to the emoji
customisation within the post, alongside the ability to
create a fear of missing
out effect on its
userbase. Therefore, drawing users towards the post.
Alongside this, Uber’s support account is used for
interacting with new and existing audiences with any
queries the customer consists of. This can benefit
