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Propose social media platforms the business can use to help meet its goals and discuss effective and ineffective uses to demonstrate the opportunities and limits
of the platforms. Specifically, the following critical elements must be addressed:
III. Social Platforms: The purpose of this section is to explain why you are recommending the platforms you have chosen and how the business can use
them. Ground your choices in research and best practices to be sure your choices are clear. You need to make clear what the opportunities and limits of
each platform are, so providing an explanation of the terms of service is necessary.
A. Propose two appropriate social media platforms and explain how each will help the company reach the target audience and achieve its goals. B. Develop a strategy based on best practices that the company will use on each platform.
C. Describe what types of content should be used on each platform to reach the target audience and why.
D. Assess how the terms of service impact use of your chosen platforms by your organization. Provide specific examples.
IV. Examples: Now that you have explained to the business how it should use the social media platforms you have identified, you need to provide the
executives with examples of what effective and ineffective use of social media looks like. This will give the business a sense of how best practices drive
content, target audience engagement, and ultimately help businesses achieve their goals.
A. Using a real-world example, describe a situation in which an organization demonstrated exceptional use of social media for the particular goals
and objectives you mentioned in Milestone One. This will show the executives specific examples of social media done well by another company.
This could even be a competitor of the company you are working with. B. Using a real-world example, describe a situation in which an organization did not adhere to best practices. This will show executives specific
examples of social media misuse or abuse.
C. Develop a plan, based on best practices, for how the business should handle feedback (positive and negative) on social media. D. Explain how appropriately responding to feedback on social media can help the business achieve its goals. Support explanation with examples. Guidelines for Submission: Your paper must be submitted as a 4- to 5-page Microsoft Word document (not including screenshots) with double spacing, 12-point
Times New Roman font, one-inch margins, and at least three sources cited in APA format


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Southern New Hampshire University
Christina Borbon
Professor M. Tadros
July 22, 2019
Social Media Marketing
Social media use by business began in the early 21 st century with the introduction of
social media platforms such as Twitter and Facebook. Companies have embraced the idea of
social media marketing, and many have invested in making sure they are present in the many
platforms. There is, however, no guarantee of one’s business succeeding because they have
embraced social media. Without proper social media marketing strategies that align with the
company’s goals, businesses efforts in increasing its social media presence may go unnoticed.
This paper, I am reviewing the history of social media marketing, the best social media practices
and their application in improving Blind George’s Newsstand
In recent years, the use of social media as a marketing strategy has been on the rise.
Social media use by companies began around 2008 when companies realized it offered an
excellent way to interact with customers. Facebook was the first social media platform that
provided businesses with a platform to reach its customers through the creation of Facebook
pages (“The Past, Present, and Future of Social Media in Business –,” 2018).
Fast forward to 2019, social media platforms has tremendously increased, and so are businesses
using the platforms. Without proper knowledge of what a business needs, social media marketing
can be ineffective for a company. Therefore, a business needs to understand social media
marketing in its marketing strategy (Keegan & Rowley, 2017). In this age of social media,
customer satisfaction is imperative. Emphasis is on satisfying the customer, unlike in the past,
when the focus was on sales.
According to Shaw (2018), there are three social media practices which are useful. They
are the use of a unique voice, engaging with followers, and selecting the best platform. Using a
unique voice means that a business should apply creativity and create exclusive content which
sets it apart from other companies. The content a company creates should be conversational so
that people can identify with it. Engaging with customers is another social media practice. This
practice means that companies should engage with followers through answering questions
followers ask, replying to messages, and even retweeting posts by followers. Customers love
brands that engage them and therefore, businesses that engage customers to stand to benefit by
engaging customers. Different businesses have different needs, and consequently, they need
different social media platforms. Accordingly, businesses should research before choosing a
social media platform to use.
The use of social media in business has its advantages and limitations. One advantage is
bridging of distance. With social media, a business can reach a broad audience within a short
time. Another advantage is that social media is timesaving. A business can craft one business
message and copy to all the social media platforms, hence saving time. However, there are
limitations of using social media in business. One limitation is negative feedback. With social
media, unsatisfied customers can air their complaints, and when those complaints go viral, they
can negatively affect a company (“Pros and cons of using social media for business,” 2018).
Another limitation arises when a business has an unclear marketing strategy. When there is no
clear marketing strategy, companies fail.
Business Goals
Blind George’s can use social media to achieve two of its goals, which are customer
satisfaction and reducing costs of operation. With social media, the company can address
customer concerns and also receive a suggestion from customers on where to improve. This way,
the company can align its services towards the needs of the customer. Another goal is the
reduction of operation costs. Companies spend lots of money on advertising in traditional media.
Operating costs can be reduced by using social media to advertise. Therefore, Blind George’s can
reduce the costs of operations by advertising using social media. Blind George’s majorly sells
magazines, popcorns and ice cream. Teenagers make the bulk of Blind George’s and therefore,
advertising strategy should focus on teenagers.
Current Business State
Presently the company has managed to retain customers. Some customers grew up in the
area eating popcorns from the shop, and now in their adulthood, they still go the shop for
popcorns. There are, however, challenges which keep the company back, such as updating the
website and communicating issues. Blind George’s has no functional website, and therefore,
customers rarely interact with the company online apart from on Facebook. The last update the
company posted Facebook was on July 3, 2019 (“Blind George’s Popcorn Newsstand,” 2019).
The goals of the business are to increase brand awareness and connect with customers and
clients. Given that Blind George’s is little known outside Sasquatch, the company can work on
publicizing the company through social media. Also, the company has not been doing great when
it comes to connecting with customers. The company does not update its customer’s regularly.
Audience Engagement Through Social Media
Engaging the audience through social media is necessary for a company to achieve its
goals. Audience engagement increases customer loyalty (Eckstein, 2019). When companies
engage their followers on social media and help them sort out challenges, they are experiencing.
They are likely to get loyal customers. Satisfied customers are more likely to tell their friends
about the effectiveness of the company, and this increases the number of customers. For
example, a user by the name Vickie had challenges accessing her social accounts. She contacted
the company through twitter and sought their advice. Luckily, the company sorted her, and she
later posted thanking the company for the sorting out that problem.
In this internet age, social media presence is essential business survival and relevancy.
The uptake of social media by businesses has been on the rise for the last decade with Facebook
and Twitter being the popular social media platforms used. Not every social media strategy can
be useful in achieving a company’s goals. The proven strategies are the use of a unique voice,
engaging with followers, and finally choose the best social media platform.
Blind George’s Popcorn Newsstand. (2019). Retrieved 22 July 2019, from
Eckstein, M. (2019). Social Media Engagement: Why It’s Important and How To Do It Well The Buffer Blog. Retrieved 22 July 2019, from mediaengagement
Keegan, B. J., & Rowley, J. (2017). Evaluation and decision making in social media
marketing. Management Decision, 55(1), 15-31.
Pros and cons of using social media for business. (2018). Retrieved 22 July 2019, from
Shaw, A. (2018). Council Post: Three Social Media Best Practices For Business Development.
Retrieved 22 July 2019, from for-business-development/#32065dd75d31
The Past, Present, and Future of Social Media in Business – (2018). Retrieved
22 July 2019, from in-business/
There are undoubtedly best social media platforms that businesses can depend on for
their marketing strategies (Keegan & Rowley, 2017). In the wake of demonstrating my
pitching ideas to the marketing manager in my company, Blind Georges Newsstand. I
will address the following questions which will help clients understand the best social
media platforms for marketing.
1. Which two social media platforms are you considering for recommendation to
your client and why? Be sure to take best practices into consideration

The best social media platforms for marketing currently are Facebook and Twitter
because of the highest number of users they present. Any business requires a target
market with a lot of people which Facebook and Twitter offer.

Secondly, enterprises consider operational costs to maximize their profits. Facebook
and Twitter are free and cheaper to manage than other advertising platforms such as
magazines and the media.

The customer engagement process that these two social media platforms offer is
remarkable. Customers can speak up their minds, thus providing the business clientele
needs, which is an essential requirement.
2. Briefly describe how the chosen platforms will help achieve the business goals
you discussed in Milestone One.

Facebook and Twitter offer an opportunity of the company engaging with followers.
It will help in making my business goal of providing quality services for clients as
they will echo out their grievances and their needs.

Furthermore, since my business goals are the reduction of operational costs, these two
socials; media platforms offer free advertisement platforms. It will be cheaper for the
business, thus maximizing the profits.
3. Review the terms of service and privacy policies of both platforms. Jot down
some notes on how the terms of service and privacy policies contributed to your
platform selection.

Facebook and Twitter terms of service and privacy policies are alike. With no
restrictions of whom you follow, and the number of people you follow around the
world gives the business a more significant advantage of growth through marketing.

Secondly, Facebook and Twitter offer tools for sharing the information which will
help the company reaching out to other followers who have no information about the
business. These sharing channels help the company meeting new clients (Eckstein,

Lastly, the privacy policy of securing users account from a breach is also a factor of
why I selected these two social media platforms.
4. Do you see any barriers or potential downfalls to using the platform, based on
the terms of service? Pay close attention to the demographics of the target

These two platforms offer many advantages when it comes to advertisement since
Facebook introduced premium advertising, where it helps you reach the target market
needed. The problem is the demographic of the target audience of the business which
income status is not favorable. The advertisement might rarely reach the targeted

Additionally, it needs frequent and daily engagement with clients and followers to
advertise efficiently and meet the needs of the clients. Also, due to the high number of
feedback generated by the business followers and potential clients can leave valuable
feedback not replied. Since both social media platforms don’t offer different
customized messages for responding clients.
Eckstein, M. (2019). Social Media Engagement: Why It’s Important and How to Do It Well
The Buffer Blog. Retrieved: media-engagement
Keegan, B. J., & Rowley, J. (2017). Evaluation and Decision Making in Social Media
Marketing: Management Decision. Emerald Publishing Limited.

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