EVALUATING THE USE OF
SOCIAL MEDIA IN BUSINESS
UNIT 3: USING SOCIAL MEDIA IN BUSINESS
,Contents
Promoting products and services:.....................................................................................................2
Creating an image or brand:..............................................................................................................3
Communicating with customers:.......................................................................................................4
Resolving queries and managing issues:............................................................................................5
Customer Service:..............................................................................................................................6
Audience Profiles of different Social Media Sites:.................................................................................7
Facebook...........................................................................................................................................7
LinkedIn.............................................................................................................................................9
Instagram.........................................................................................................................................10
Ways in which social media can be used to target a specific audience:..............................................12
Adverts:...........................................................................................................................................12
Content Focus & developing an audience:......................................................................................13
Content Format:..............................................................................................................................13
Search Engine Optimization (SEO):..................................................................................................14
Keywords:........................................................................................................................................15
Developing Contacts:.......................................................................................................................15
Social Media & Company Websites:................................................................................................16
Evaluation:...........................................................................................................................................17
Risks & Issues:..................................................................................................................................17
Negative Comments:...................................................................................................................18
Time Constraints & Return on investment:..................................................................................18
Unforeseen Consequences:.........................................................................................................19
Security Issues:............................................................................................................................20
Evaluating Social Media, Asda and Nike:.....................................................................................20
Bibliography:........................................................................................................................................23
, Different ways in which a business can use
social media:
With the rise of social media. Loads of businesses took advantage of some of the well-
known social media sites in order to promote their products and/or services, create an
image or brand, build an audience and interact with the customers in form of customer
service and so on. The following points are common ways in which a business can use social
media to promote their products and/or services, expand and build an audience:
Promoting products and services:
Promoting products and services from a business is crucial in order for the business to
expand on its popularity. This is achieved by describing the purpose of the business the
products/and or services, so that the customer will gain trust and will knows the purpose of
the business. Setting up free profiles on well-known social media sites while developing an
online community of followers, creating interesting posts about the product or service will
make it useful to appeal more potential customer so that they interact with the business by
sharing the post, liking and commenting.
An example of this is Spotify, a music and podcasts streaming service in which they promote
new music released or podcasts in the following screenshot:
This led to more followers to use this site after promoting new music, podcasts,
audiobooks.... etc
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