UNIT 3 SOCIAL MEDIA
LEARNING AIM B & C
,Introduction
This report looks into one of the small businesses and how to use social media to promote
their business. We’ll be going through the main points of the report:
● The business aims and how it to use social media to meet them.
● A plan to use social media in a business
● Research to support my planning
● Content Planning
● Produce optimised content for posting on social media
The structure of the report will be following these headlines in order.
● Business Requirements
● Research
● Content Planning
● Business Content
● Online Communities
● Social Media Policy
● Business Account Creation
● Publish your content
● Data Gathering and Analysis
I’ll be researching what makes social media posts successful, what kind of different posts
you can post on social media and look how other accounts grow in terms of followers and
engagements. I’ll be looking at companies that are similar to my business and see how they
run their social media campaigns such as Chick-Fil-A, Popeyes and KFC.
Business Requirements
Name of the company Satisfying Chicken
What the company does The business is a takeaway chicken shop that provides both a service
(product or service it (preparing and serving the food) and a product, the sale of food.
provides)
,Size of company Micro business (1–2 people)
Small business (3–10 people)
Medium business (11–50 people)
Larger business (50+)
How does the company For example, is it a service delivered personally like a gardener or
deliver its product or painter, from a shop, posted mail order etc?
service to customers? The company deliver its product (food) to the customers home
address. Through a company delivery driver or a 3rd party service
such as Deliveroo or Uber Eats.
Geographic spread Local
National
International
What is the purpose of For example, it might be to promote a specific or new product, to
the social media raise general awareness of the company, attract new customers,
campaign? drive visitors to the company website etc.
The purpose of the social media campaign is to attract new customers
from the local area and to increase the reputation of the business.
Who will plan and create External consultant
the social media One person within the business
campaign
A team of people within the business
If there is a team of For example, who will be responsible for developing a plan,
people, what roles will developing content, posting content, monitoring social media account
each person within the for activity, (for example messages, comments) reviewing results etc.
team carry out?
Only one person in the business will be responsible for developing a
plan, content, posting content and monitoring social media account in
the business.
How will success be For example, it might be in terms of number of ‘likes’ received,
measured? number of times content is shared, number of followers, or number of
new customers achieved etc.
Success will be measured by looking at post engagement and
follower growth. This is because post engagement is a good indicator
as it gives insight into how well your content is reacting to your
customers. As well as follower growth shows the users interest in
receiving constant updates from that user. This means that to a
business more followers mean more customers therefore increasing
the chances of conducting sales.
Timescales Over what timescale will the campaign be run and success
measured? Remember it is hard to achieve results with social media
in a short timescale so think in terms of months rather than weeks.
The campaign will be run for a month. With using a social media
scheduling planner to plan out the social media campaign over a
, month.
Target audience for the In terms of age, gender, location, interests, income and or education.
campaign
I believe the target audience for the campaign will be ages from 21-34
as they have disposable income and be active on social media more
than any other age groups. Also, the target audience location will be
in Winchester as the business is located in Winchester.
Social media sites you Facebook
will use I’ve chosen Facebook due to its largest age group of 25-34 (31.5%)
this means that my campaign will more likely reach and appeal to
those users.
Twitter
I’ve also chosen Twitter as it also has the largest age group of 18-29
(42%) on their platform which I’ll be targeting. Also 1/3 of users make
more than $75K annually. This tells me that the users on that platform
have a lot of disposable income.
Instagram
I’ve also chosen Instagram as the largest age group again is 25-34,
age tells us a lot as they are not young adults which means that they
are mostly likely to be educated and that they at least earn over
average wage. As well as work every day which gives a business an
idea of what times those users go on social media such as lunch
breaks or after work.
Pinterest
I’ve chosen Pinterest as shoppers on Pinterest spend twice as much
monthly than other social shoppers on other platforms. This means as
a business having a campaign on that platform will be good as those
users are more likely to spend on my business. Also 83% of weekly
Pinterest users make purchases based on the content they see from
brands on the platform.
