Discuss why social media is trending as a key tool in the marketing decisions of most businesses. • Describe how social media works in the business environment. • Consider the types of questions and objections you might encounter when putting together social media initiatives at your organization and how you propose to overcome those obstacles.

Why Use Social Media?The Value of Social MediaMeasuring the DataRole of Social Media sites: Internal and External CommunicationsBest Business Practices in Social MediaEngaging Employees and Clients through Social Media
Learning Outcomes
By the end of this week, students will be able to:
Read & Review
Schaefer (2014): Chapters 6 & 7What is the value of social media and how do we measure it?We’re in a niche market. Do we really need to use social media?
Week 3 Lecture Notes
Learn Roles and Involvement in Social Media by Studying the Wrong Approach!1. Isolate your team.
Everyone knows that corporate life can be fraught with politics and that all other forms of marketing are dying. The best thing to do as a social media leader is to shelter your team from all other teams.
Encourage them all to exist inside a bubble, communicating only with you and perhaps your social agency. If you ever do need to communicate with other teams, be sure to speak only in terms of “likes”, retweets, and repins. Never consider where social media could integrate into broader campaigns or into the overall marketing mix.
2. Don’t measure your results.
Social media is so unique, why try to reduce the magic to numbers? You know in your heart that the engaging campaign you just ran truly moved the needle, so evaluate it in terms of feelings rather than math. Besides—you’re so busy doing, that it doesn’t make sense to stop doing in order to measure. That would take your eye off the prize.
3. Make social communications one-way only.
The best way to make friends is to talk about yourself incessantly. So don’t ask questions. Don’t ask for customer opinions or feedback, and in the unfortunate event you get any, ignore it completely. And when it comes to negative feedback? Enforce a strict rule to delete any and all negative comments, flag them as “inappropriate,” and definitely don’t respond—that would just be encouraging the bad customer behavior. Listening to feedback leads only to tragedies like this (Links to an external site.)Links to an external site., where feelings and egos get hurt.
4. Post to drive business value, not customer value.
Also known as WIIFM (what’s in it for me), this commandment ensures that all your social communications drive just your own agenda.
After all, people need to be told what to do and how to buy. So if they haven’t responded to your 5% off promotion, keep reposting it until it works—over and over and over. Who needs ads when you can post for free?
5. Don’t let data interfere with your ideas.
Never let data interfere with what your gut or articles on the internet are telling you. You know how pesky data can be, particularly when it just won’t support a theory that you like. So when data is inconveniencing you, ignore it at all costs. Call it “inconclusive,” if you must call it anything, and then bury it.
6. Covet big numbers!
It’s hard enough to get the C-suite to pay attention to social media, so ensure that you focus on the biggest numbers you can find. In most cases, this will be fans or followers. Don’t worry about engagement, conversion, or the quality of your audience or customer loyalty. These kinds of metrics really only confuse the issue.
7. Treat social media as a magical ATM.
Is your content shareable? Are your customers your advocates? Is there a positive dialogue around your brand online? Is your social network engaged? Who cares?! Engagement is too wishy-washy—you need some hard ROI. And if your customers aren’t engaging with you, go right to paid media and skip owned content entirely. You can’t waste your time worrying about the little stuff like building community.
8. Ignore the competition.
Your company is as unique as you, and if you’re going to get ahead it’s best to ignore the competition. Competitive performance is just a distraction. And if you grew your audience or your engagement by 10%, it would only depress you to learn that your competitor grew 200%. And why set yourself up for those kinds of difficult feelings? You know in your heart that you’re massively outpacing everyone. And that’s all you need to know.
9. Demand only good news.
Nobody likes a Debbie Downer, and we all want to be appreciated for our efforts and hard work. What’s the point of doing all this work to not be the leader? So if your agency—or anyone, for that matter—tries to pretend like you’re not crushing your marketplace, close the browser or burn the printed report immediately. You don’t want that kind of bad energy in your office, let alone in your mind.
10. Delegate social media only to the young—and then don’t support them.
After all, if you can eat a pizza, you can make a pizza, so it makes sense to give social media over to the digital natives. Any one of them will do. They grew up on Facebook, so they will know how to market your 100-year-old brand without any training, guidelines, or strategy. A no-rules policy inspires creativity and honesty, leading to gems like this (Links to an external site.)Links to an external site..
And if you can’t hand social media over to a Millennial, you can just make it someone’s second job and see what happens. How much time could social media require, anyway? It’s not like there’s over a billion people on it or anything.
Part A: Social Media for BusinessDescribe the advice and tips that Mark Schaefer, in his book Social Media Explained, gives leaders, executives, professionals, and practitioners about the role of social media for businesses, what to do with it, and how to maximize its use. In this 2-part paper, make your argument using the parameters listed below:Part A: Social Media for Business (Due Week 3)• Discuss why social media is trending as a key tool in the marketing decisions of most businesses.• Describe how social media works in the business environment.• Consider the types of questions and objections you might encounter when putting together social media initiatives at your organization and how you propose to overcome those obstacles.Format Requirements: The paper is to be clear and concise, and you will lose points for improper grammar, punctuation, and spelling. The paper is to be no shorter than 7 pages nor longer than 10 pages in length (typed, double-spaced). You will automatically lose points if these limits are not followed. The 7-page minimum does not include the title page, abstract, reference page, or any diagrams, graphs, tables, pictures, charts, etc., that are not pure written text. Incorporate a minimum of at least 3 peer-reviewed scholarly sources published within the last 5 years. Citations should be referenced according to APA style.

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