2. EVALUATION OF A SOCIAL MEDIA PLATFORM
Social media marketing refers to marketing using social media to build recognition and actions for brands and products (Gunelius, 2011). Social media in recent years has become a new communication channel for brands to market to (Chiang, 2019). Development in technology has enhanced social media platforms and has allowed consumers to be creative and produce user-generated content that can directly benefit brands (Chiang, 2019).
One benefit of business using social media marketing is that it can increase the brand's recognition, the social media channels are seen as a brand's voice for content (DeMers, 2014). As well as this, if brands are to engage on social media channels, they will experience higher loyalty from their customers (DeMers, 2014). It also can lower the cost of connecting with customers, as it broadens their knowledge and allows for customised messages, therefore leading to higher amounts of loyalty (Whiting and Deshpande, 2016). However, social media marketing can produce negative comments and reviews, although this can’t be controlled brands can control how they respond to their comments answering promptly and professionally (Indeed Career Guide, 2022).
(edigital Agency, 2022)
(Chaffey, 2022)
The PRACE framework is recommended to reach and engage customers to meet business objectives and focus on customer-centric content marketing (Chaffey and Smith, 2013). In this section Instagram will be used to demonstrate how the PRACE framework aligns with brands to achieve their goals. This example will include the Instagram account of the online shopping brand ASOS.
REACH
On ASOS’s Instagram customers can reach their online website through their link tree link. Once this has been clicked on, consumers can follow them on other social media platforms such as TikTok, Snapchat, Pinterest and be directed straight to their website. By reaching to consumers through multiple platforms it enables ASOS to increase their brand awareness (Chaffey and Smith, 2013).
ACT
On ASOS’s Instagram page the brand can post content about their products and what they sell. As Act is all about persuading site visitors, the brand should be focused on engaging with its audience (Chaffey and Smith, 2013). This can be done through user generated content where consumers can therefore interact with these posts by sharing liking, commenting, or saving the pictures which increases engagement and interactivity through trialogue (Sarker and Pahari, 2021).
CONVERT
On the Instagram page consumers can buy ASOS’s products through their link tree link in their profile, or by clicking on each post and clicking ‘View Shop’ it leads the consumer straight to the item that is being specifically advertised. An alternative to this would be to ‘View Shop’ on their main Instagram profile to convert consumers and allow them to easily shop the brand images and videos (Instagram for Business, 2022).
ENGAGE
After visiting Asos’s Instagram, their posts allow consumers to engage personally through interactive posts that lead to increased comments. The brand can further engage with the customer if they follow them, this will enable them to see increased content that is relevant to them on their newsfeed (McLachlan, 2021).