Social media ad campaign [MBA case study]

Within Internet marketing, one of the more effective marketing methods is promoting on social media. Today, for any business to be successful, it needs to have a strong presence on social media. People no longer look for products and services only through google search; it is becoming increasingly normal to buy things based on recommendations on social media networks.

Popularity of Social Media Marketing

Social media platforms are designed to be more visual in nature and do a great job of narrating the story of a brand.  These platforms are a great way to tell the audience about the brand, offer the right set of tools to cultivate relationship and can also be used to drive social media traffic to the website.

Businesses today use social sites like Facebook, Twitter, Pinterest, Instagram, LinkedIn to promote their business. Social Media Marketing is an effective method to get attention to one’s business, generate more sales and also strengthen the relationship with existing customers.

Keeping a close ear on what’s being said on social media, brands can also better understand what people in general think about their brand.

Wherever people form communities, word-of-mouth marketing does wonders to a good product or service. People love to share. If your business caters to one of their greatest needs or wants, they will most probably tell the whole world about it. They would be your best and most convincing marketing agents, which you aren’t even paying.

Social media offers the possibility of very narrow segmenting of your target group. This is very useful for your marketing campaigns, because you’ll get a much better ROI when you target your best buyer. You know her profile from your past sales reports, and now you can talk directly to her, using the language she understands and resonates with, on Facebook, for instance.

Big PR agencies realized this need and developed special social media departments, to provide exclusively social media marketing and PR services to their customers.

Young People Turn to Social media (Not TV) for News

Probably this is happening faster than what experts were anticipating. Social Media, and not television, is turning out to be the main source of news for most youngsters as well as women.

So Facebook (and other social media sites) is also becoming the place to consume news.

Here are some of the findings of surveys that were conducted recently.

The Reuters Institute for the Study of Journalism research, based on a YouGov survey of about 50,000 people across 26 countries, suggests:

1. 28% of the 18-to-24-year-olds surveyed, cited social media as their main news source, compared with 24% for TV.
2. 51% of people with online access use social media as a news source.
3. Facebook is used by 44% of people to watch news, followed by YouTube and Twitter.

As has been the trend in recent years, most used a smartphone to access ‘news’, and they were more likely to go to a social media site than head to a news website or app.

Academic Questions

MBA assignment question / case study on social media campaign.

Q. A well-known university is launching a master’s degree in sports management in Mumbai. The campaign running on digital and social media is to direct them to take admission for a 2 year course.
a) List down the metrics that will define success of this campaign on social media, If Facebook was one of the major platform to promote the course.
b) Design a social media ad campaign keeping in mind the parameters to make an effective landing page

Define Social Media and explain how these companies use Social Media to increase their business? Is it a wise choice to use social media to connect with customers?

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