Task C Short Answer Questions
1 Describe four marketing tools available for a business. (4 marks)
There are lots of different marketing tools that you can use for your business or company. These tools are split into a number of different categories including, Content, Delivery, and Reporting. There are many different tools that fall under these categories for example under content you would get social media tools such as Facebook, Twitter, and also WordPress. Delivery tools would include Hootsuite, Mailchimp and Sendgrid. Reporting tools would be programs like Google Analytics, Bitly etc.
2 Explain three benefits to a business of encouraging amplification. (3 marks)
When people share your posts and pages with others, you are not required to invest any money in it and it is a free way of advertising
With amplification you do not need to put much effort in at all as people are sharing your content and therefore doing the promoting for you.
Amplification can reach out to a wide range of people quickly. For example, when a post goes viral such as a twitter # then it can reach out to millions overnight. Also when people share your content they like they may have friends who like the same things as them, who therefore fall into the same target audience, meaning that the business has a bigger target audience.
3 Explain three possible consequences to a business of encouraging amplification. (3 marks)
If a bad review or comment goes viral then it could be fatal to the business, as others could see it and in doing so seriously damage the companies reputation.
If there was a typo in a url which has been posted and is being actively shared then people who click the link would not get to the destination the business intended.
As the content is being shared by users, the business has no control over the content, they cannot make future edits or remove the post from the social platform.
4 Explain three benefits to a business of encouraging engagement. (3 marks)
When engagement occurs it can be very beneficial to the companies reputation as people can leave good reviews and comments which are viable to the public.
Engagement is a more effective way of advertising as it can promote and encourage people to use a business services.
Customer feedback can be used and analysed to improve the business in the future and allow a company to understand who their target audience are and what content is most successful.
5 Explain two possible consequences to a business of encouraging engagement. (2 marks)
When a company grows into a big business such as puma, they may receive lots of comments, questions, and queries. Although this is a good thing it can be hard to manage meaning that not all customers will get their questions answered.
negative engagement can have a big impact on the companies reputation as when there is negative feedback it is out there for anyone to see.
6 Give five factors that should be considered when identifying a Social Media Plan for a business. (5 marks)
- Target audience
- Competitor analysis
- Time of year
- Which Social Media platforms are best suited to your business?
7 For three of the factors identified in question 6 above, explain how they should be considered when identifying a Social Media Plan for a business. (6 marks)
- Competitor analysis – when identifying a social media plan for a business it is important to do some research into competitors to find out what kind of content they are posting to their social media, what social platforms they use and how often they post to it.
- Content – before identifying a Social Media plan it is a good idea to work out what kind of content you will be posting to it. For example, are you going to post advertisements for products on the company’s site, or are you going to post inspirational content and achievements by the business.
- Which Social Media platforms are best suited to your business? – Different social media platforms will be better or worse for certain content. For example, Instagram focuses more on pictures so would be perfect for say a photography company. However, for other companies they might need a platform that allows them to add more custom posts and have pages like Facebook or Twitter.
8 a) Describe four different tools/ channels used for Social Media. (4 marks)
- Facebook is a social media platform and is very popular and one of the oldest social media platforms
- Twitter is also used by lots of people and has been around for a while. Twitter allows you to post images and video and share them with anyone.
- Instagram is a social media platform that is based around illustration.
- Bitly is used to manage all a business’s shared URL’s, it shortens the URL making it easier on the eye, whilst helping reduce character count within posts. The URL click stats can then be viewed to see which links have been clicked the most.
8 b) Describe one feature and one benefit for each tool/channel described in 8 a). (8 marks)
- Facebook – One feature of Facebook is the ability to create custom audiences where posts can be aimed at these groups for a charge.
- Twitter – One feature that makes twitter stand out is the option to re-tweet someone’s tweet which is very good for business because if someone re-tweets your post it will then show up on their page as well as yours, therefore reaching out to more people.
- Instagram – Instagram Stories allow you to post to them as well as your normal posts. This could be useful as it is as opportunity to interact with customers or people who haven’t seen your post.
- Bitly – This is very useful as it allows you to monitor your social media platforms engagement when linking to other pages on your website. A business can then use Bitly to see what pages or posts are most popular so that they know what content to post in the future.
8 c) Identify two potential types of audience for each tool/channel described in 8 a). (4 marks)
Using paid advertising through facebook, we can easily target audiences to our specification, we can easily target demographics by age, sex, location and interest. Groups are available on facebook too which would allow content to be shared and discussed within a community of people with similar interests. We can easily target trending hashtags on twitter and instagram by using the same relevant hashtag which will attract people who have an interest in the subject of the hashtag, usual trends include #FridayFeeling and #Brexit. Instagram has a explore page where a user can search for a subject or key word which will display all relevant posts/images. Using any of the above methods we can ensure we hit a relevant target audience for any subject matter.
8 d) Explain two potential issues for each tool/channel described in 8 a). (4 marks)
Facebook – when using Facebook for marketing you may find it hard to get your advertisements seen and read due to competition and the number of ads already on Facebook. So, when it comes to potential customers viewing your ad, they will most likely scroll past it. It is also very difficult to make sure that everyone seeing your ads and posts are relevant, as when you search for something on Facebook that has a similar name to your page or post then your page or post will most likely come up for them too.
Twitter – Twitter can be hacked. Including your feed, meaning that misinformation can be spread potentially damaging your brand or reputation. One other potential issue is that you can get your tweets misinterpreted and get an unwanted online reputation.
Instagram – Instagram is based around the app and there is no desktop feature which makes it hard to promote from and work with. One other issue with Instagram is the fact that it has a restricted API which prevents third party tools from working, including tools that help automatically post to social media and monitor it such as Bitly and Hootsuite.
Bitly – Once you create a link using Bitly, it cannot be deleted. One other problem with using Bitly is that you can’t change the destination URL, which could cause some issues if there were a spelling mistake in the URL, as the url is shortened to bit.ly/xxxxxx it isn’t as obvious when proof reading.
9 Explain, with three reasons, why a business should measure the outcomes of the use of Social Media tools/ channels. (3 marks)
- So that they can see what features, for example types of posts and content are doing the best and then improve them based on the feedback.
- To understand how much the social media tools are contributing to the overall marketing effort.
- Know which social media are the most successful.
10 a) Define SMARTER targets. (1 mark)
Specific: What you want to achieve exactly. Not vague, as vague targets are not easy to define as successful. A good goal statement will explain the who, what, why, where, when of a goal.
Measurable: You must be able to measure the result of your goal and track progress. Your goal must answer the questions how much? or How many? How will I know when I have achieved my goal?
Agreed: The goal must be agreed with the stakeholders and be relevant to them. Some examples of the people that you might agree your goal on could be your line manager, employees and customers.
Realistic: It is important to make sure that your goal is realistic and relevant to your company. Although your goals should be stretching you should make sure that the steps required to achieve your goal are realistic and well within your control. Is it achievable?
Time – Bound: The goals you set yourself or your group or others must have a deadline. Your goal statement must answer the question when will I achieve my goal? Without adding time limits it’s easy to leave goals behind and not come back to them. It may also be a good idea to set milestones, especially with larger and longer projects a as it will break it up and allow you to keep record of weather you are on track for finishing on time or not.
Ethical: Goals must sit comfortably in your moral compass. A lot of people resist acting unethically. Set goals that meet a high ethical standard.
Recorded: It is always best to write your goals down before working towards it. Your goal will have a much greater chance of success if it is visible. The recording is necessary for planning, reviewing and monitoring of progress.
10 b) For each of the above, explain why it is important to set SMARTER targets with reference to different Social Media tools/channels. (7 marks)
Specific: It is important to be specific in what you want to achieve exactly and not too vague, as vague targets are not easy to define as successful. In terms of social media, it would be wise to set a goal in terms of a specific figure. For example, a specific goal for social media might be to get a video at a certain amount of views, or a tweet to a certain number of re-tweets.
Measurable: It’s important for you to set a measurable goal and for you to be able to track your progress. It is also important for you to know when your goal will be met and when it will be achieved. For example, with social media it’s important to set yourself a goal that you will be able to measure for example you could set a goal to find out the most viewed page on your Website over a month.
Agreed: it is important to make sure you agree your targets and actions with the stakeholders beforehand. For example, in my case I would need to check with my mentor before uploading anything to our social media.
Realistic: It is important to make sure that your goal is realistic and relevant to your company. Although your goals should be stretching you should make sure that the steps required to achieve your goal are realistic and well within your control. Is it achievable? in the case of social media you would need to make sure that your goal was realistic. For example, say you wanted to set a number of re-tweets for a tweet, you would need to make sure that it was possible and realistic to get that many re-tweets in that time frame.
Time – Bound: The goals you set yourself or your group or others must have a deadline. Your goal statement must answer the question when will I achieve my goal? Without adding time limits it’s easy to leave goals behind and not come back to them. It may also be a good idea to set milestones, especially with larger and longer projects a as it will break it up and allow you to keep record of weather you are on track for finishing on time or not. For example, if you wanted to get a page up on Facebook, you would want to set a deadline to have that up for so that it gets up and running.
Ethical: Goals must sit comfortably in your moral compass. A lot of people resist acting unethically. Set goals that meet a high ethical standard. You need to make sure your posts are ethical and well within your moral compass.
Recorded: It is always best to write your goals down before working towards it. Your goal will have a much greater chance of success if it is visible. The recording is necessary for planning, reviewing and monitoring of progress. Using Bitly is a great way to record and monitor your social media so that you are able to get all the facts and figures that you need to monitor success.
11 Describe four components of a Social Media Policy and Guidelines for a business. (4 marks)
- Rules and regulations – This section should explain what the company’s expectations are including the appropriate employee behaviour and how they should conduct on social media. Some specifics that this section might talk about include: Brand Guidelines – which is how you should talk about your company and products. Etiquette and engagement – How you would want your employees to respond in regards to mentions of your brand both positive and negative. Confidentiality – This is what company information should not be shared on social media.
- Roles and Responsibilities – Outlines who is responsible for what in terms of social media governance tasks. Other social media roles and responsibilities include:
- Message approval
- Customer service
- Social engagement
- Security and legal concerns
- Staff training
- Potential legal risks – This section should help you steer clear of any legal issues. The social media policy should clearly guide you in dealing with any areas of potential concern. This section will also cover the following:
- Crediting sources
- Privacy and disclosure
- Employee disclaimers
- Security risks – Companies need to make sure they protect their online presence, from phishing scams to ransomware attacks. the social media policy can help safeguard against these risks by making sure that the employees are aware of the threat’s, and how they can best stay clear of them, and what to do if an attack occurs. The social media policy should guide you on how to do the following:
- Create secure passwords
- Avoid phishing attacks, spam, scams, and other malicious threats
- How to respond in the event of a security breach or attack
12 Briefly explain why it is important to have a reputation management policy. (1 mark)
It is very important to have a Reputation Management Policy in place so that employees know the importance of having a good online reputation. The reviews that customers might post to your website will spread to other platforms such as Facebook and Twitter, and if the reviews are bad, then it will push buyers away, which is why it is important to manage your online reputation well, and for all employees to be aware of all the statements and points in the Reputation Management Policy.
13 Describe one benefit of managing perception changes in a business’s reputation. (1 mark)
Listening to the what comments your customers have is important and can benefit your business. You can encourage and build on the positive comments and reviews and then focus in on them. However, this is only going to work if you keep tabs on what is happening online. In order to keep customers happy, it is important to make sure that people see your business in a positive way, so that they promote your business by them telling others to use your services. When getting customer complaints, it is important for an employee to be aware of the feedback and get back to them as this will have an impact on your overall reputation, and if the customer is dealt with well you could give them a different perception of the business, which is why it is vital to manage perception changes.
14 Describe four ways of managing perception changes in a business’ reputation. (4 marks)
- Make sure that any negative comments are seen to and dealt with as soon as possible, as if the customer is dealt with quickly then it will stop more potential customers seeing the bad comment and therefore damaging the business’s reputation, also if they are seen to quickly and served well then, they may gain a new perception of the business.
- To avoid getting to any situation where you could find yourself dealing with an unhappy customer it would be advisable to make sure that your business is following through correctly with everything that they have offered a customer.
- When you are in the situation of having to manage perception changes it important to make sure that you stay calm and don’t come off as aggressive. You need to also make sure you thoroughly check everything before making it public on the internet.
- The majority of company’s and business will receive negative feedback from their customers and clients, and it’s not uncommon and not everyone is going to like what you do/sell. So, it is important to manage the negative comments and reviews that can have something done about and then don’t worry about petty complaints as there is little you can do about someone not liking your business.
15 Explain two consequences of using Social Media on the budget of each of the following types of businesses: (6 marks)
sole trader – As sole traders are usually only run by one person this makes the budget and time available will be small, which means that a limited amount of time can be spent on social media which therefore has a big impact in how often the business can communicate with its clients and customers. Also as the budget is only small the tools that can be used to promote the business and manage it through social media may not be as good and therefore reduce the overall quality of its social media.
local volunteer group – A local volunteer group relies on only volunteers which may not have much experience or the training to be able to manage and use social media effectively, which will therefore mean that their social media marketing is not as successful. This type of business may also be working on a small budget as they are only volunteers, which means that they don’t have the best tools in order to use social media marketing to its full capability.
corporate enterprise – An corporate enterprise will have a bigger budget and will therefore have the best social media tools available. This means that they are more likely to use social media effectively and to its full capability. One other consequence is that the business will have more money to give training or to get people who know what they are doing to manage their social media marketing, therefore giving better results.
16 Describe what success could look like when using different social media tools/ channels for each of the following type of businesses: (3 marks)
sole trader – A sole trader can measure their success in using social media tools/channels (such as Facebook and twitter) by seeing if they are gaining more followers and therefore gaining more potential business and enquires.
local volunteer group – A local volunteer group could measure their success by how many more volunteers they gain from using social media tools, also by getting an increase in event turn outs, and also making their group more known so that the public is more aware of them.
corporate enterprise – An corporate enterprise can say they have been successful in using social media tools/channels when they have reached out to more people, and when they have more engagement with other companies and people.
(Total 76 marks)