In the capacity of a social media administrator, I identified that the conditions of severe competition in the market dictate the acute need for launching a new campaign which will get our company's brand more attention. The rationale behind this is that social media is dramatically revolutionizing the way the audience and brand interact. The fundamental goal of this campaign is to raise awareness about the company and our brand among the representatives of the target audience and attract as many of prospective customers as possible. Our brand will be promoted by means of regular content posting on various social media platforms, including Facebook, Instagram and YouTube video-sharing platform in order to attract attention of various population groups. One of the major advantages of this campaign is that it will be much more cost effective as compared to other means of advertising and promotion and is likely to reach more representatives of the target audience as opposed to outdoor advertising.
One of the special aspects of this campaign is that content is posted on various platforms at different times of the day. Although the directive of the boss is to post information at the same time every day, I disagree with it for several reasons. In the first place, the majority of users of social media tend to surf the net at various times of the day. In other words, taking into consideration irregular working hours of many employees in the ever-challenging world of business, there is no specific time when the audience visits their social media platforms to update relevant news. Therefore, in order to get as many potential customers as possible exposed to our brand, it is rational to diversify the times when the content is posted. Secondly, taking into consideration that we employ more than one social media platform, it might be problematic for users to familiarize themselves with our brand at the same time. What is more, users of social media platforms are more likely to notice and remember particular information if the content is being continuously re-posted.
Currently our share of voice is lower that it has been in the last three at the rate of 25%, which is quite a negative indicator of marketing efficiency. It is an ascertained fact that "effective advertising quite often has to shout to be heard (and seen!) amidst the often saturate media and category competition. One way of achieving this is to think in terms of share of voice (SOV)" (Dahlén, Lange, and Smith 361). As a general rule, SOV "refers to the share of available advertising for a particular market, or the number of marketing messages in the primary marketing area" (Meek and Nicholson 196). The fundamental importance of this indicator is that is correlates with the share of market, which in its turn has direct relation to the company's profit. Share of voice does not always relate to the amount of money spent on marketing campaigns. It is more about the effectiveness of the approaches used within the campaign. Therefore, there is an urgent need to improve our company's share of voice by monitoring our competitors' activities and employing the best of their practices, as well as by engaging in diverse social media campaigns to promote the brand among followers in a more effective manner.
The fact that the company has less followers than every other firm in the industry by a very large amount is should be considered as a problem of our social media campaign. Therefore, this worry is adequately warranted. The rationale behind this is that the number of followers represents the effectiveness of the social media campaign and all our promotion activities taken as a whole. In other words, social media marketing works only if the brand actually has followers. The small number of our brand's followers clearly indicates that the activities of our competitors are more efficient and that the brand's campaign is not able to create lasting engagement for the followers.
Works Cited
Dahlén, Micael, Fredrik Lange, and Terry Smith. Marketing Communications: A Brand Narrative Approach. Chichester, U.K.: Wiley, 2010. Print.
Meek, Helen, and Francis Nicholson. Managing Marketing. Ed. Andrew Sherratt. Oxford: Butterworth-Heinemann, 2009. Print.
