Task A.
1. Describe the type, vision, two aims, two objectives and two goals of the business.
Jane Masters is running her own hotel, she has built it up to be a warm place, that her customers can be comfortable at, with restaurant and other facilities such as conference rooms etc.
Jane would love to have more 1:1 business meetings take place in her hotel, possibly local businesses or people away on business that would benefit from the facility more.
She wants to increase the room occupancy from 20% to 50% in the next 24 months, get more locals using the resturant to increase the amount of people coming in, achieve national recognition for the hotel.
2. Describe two brand statements and two value statements of the business.
The hotel is known for being warm and welcome in the area which is something the brand can be proud of as it brings customers from recommendations. The employees value the customers, and believe that they are always right and that no request or anything is too big of a demand.
3.a. Identify four audience groups of the business.
Locals, business people, catering for people having weddings and those just wanting a break from everyday life.
3.b. Describe how the audience groups identified in question 3 a) are made aware of the brand and values.
Jane uses local papers to advertise which is good as she showing her support in the community, she also provides leaflets in the tourist office. Jane has registered her hotel with review websites which will allow her audience to see what the ratings are and how satisfied past customers have been with the service. It is mentioned that most of her customers come from people recommending the hotel which shows that people are happy with the brand and the values that the employees have towards their customers.
4. Identify how influencers can be made aware of the brand and values.
Influences for the business would be restaurant critics, reviews and newspaper articles. They would be able to view the reviews online and see the feedback from various customers over time, this would give them a good idea to the kind of business it is and the values that they have for their customers. Also they could actually go and stay in the hotel themselves and have the experience for themselves and then see the values first hand.
5. Explain, with examples, three ways the business could use Social Media as part of their marketing plan.
Social media would help Jane's business a lot. Firstly when it came to the restaurant in the hotel a facebook page could be made which could advertise opening times, deals that are happening, like sunday lunch with a free drink, this would attract customers quickly as it would be available to a lot of people all at once. Secondly, she could start a hashtag on facebook, twitter or instagram which would encourage customers to share their experience at the hotel and link the hotel to their photos while on holiday, this would be a nice personal touch to the business so you can see how past and present customers found the hotel and their time there. Lastly, Jane could start a blog which would be available for anyone to read about the hotel, the staff the rooms and the surrounding area, all with the aim of attracting new customers and thanking old who will hopefully come back again. In the blog she could include links, photos and details about the hotel and restaurant.
6.a. Suggest the main four Social Media tools/channels that can be used in the business.
Facebook, twitter, instagram and local adverts (newspaper) would all be good social media platforms for the business to use.
6.b. Evaluate the four Social Media tools/channels chosen in question 6 a).
Facebook, twitter and instagram would all allow customers and different audiences to get information, news and feedback quickly. Whereas the local newspaper would be good for the locals and older ones who aren't used to technology. Any social is good and can be an advantage when used correctly, so if updated and used carefully then all the above social media choices would help the business grow its customers from all over and not just in the local area.
7. Briefly describe what success will look like when using each of the chosen Social Media tools/channels in question 6 a) for a business.
An increase in customers would be clear if the social media was working, as more people would be reached from all over the country. People would be leaving positive comments and feedback on the businesses social media pages and telling others about it. The social media accounts would be getting more followers and overall seeing a increase in interest to the hotel.
8. Describe three methods the business can use to measure success of the Social Media tools/ channels.
Jane could use the following three methods:
Website analytics
Human analytics
And finally analytical tools which would be available on social networks and video channels to measure the success of the social media platforms.
9. Explain, with three reasons, why the business should have a Social Media Policy and Guidelines.
Social media can be viewed by hundreds of people, and so it is important that the staff of the business understand the importance of the impact social media can have on the business's reputation. So they shouldn't post personal posts, it should be primarily for the business as people could get the wrong idea that they aren't serious about bringing customers to the hotel.
The same tone should be used throughout to keep consistency and keep it professional.
Staff should also be aware of confidentiality and bare this in mind when using the social media platforms.
10. Explain, with one reason, why the business should have a Reputation Management Policy.
Making sure the business has a good reputation is vital so if something occurs on social media which might damage the reputation all the staff should know how to handle this. Because once something is put on the internet it is there and acting quickly a mistake could be made and make the situation worse. So a policy could be that only the manager are able to access the accounts when something happens until the problem has been resolved.
Task B. Produce a report, based on your monitoring of the chosen competitor’s use of Social Media. This should include:
I have chosen to monitor Heirlooms Ever After social medias
A brief explanation with four reasons why it is important to monitor the competitor’s use of Social Media
To get a good idea as to what works and what doesn't on social media, gathering information about the type of pictures, hashtags and adverts that get the most positive response.
To see what other companies are doing on social media so you can be competitive and keep up to date with the latest trends on social media.
Important so you can monitor the activity and see how people respond to various posts, what is popular and what works and what doesn't.
One observation about the competitor’s website
The layout of the website is very clean and simple, making it easy to navigate around it, this has been accomplished by organising the products into different categories which is seen below. It is important that customers can navigate around the website easily as it makes their experience better.
Review of their use of social icons on their website
Down at the bottom of the page all of the business' social media platforms are shown with the various icons, showing customers where you can engage with the business and find more out. All have links so you can click on the icon and it will take you to heirlooms ever after social media pages.
Review of their use of each social tool used review of conversations for each tool
Overall each social media tool is used efficiently by the company, adverts are used to get people interested while on different websites, news articles and blogs are used to get people reading up on the latest information. Facebook is used to its advantage in reaching a wide target audience, and including photos and links back to the main website so people know where to find the products. Here is an example of a blog.
Three suggested improvements to their use of Social Media
Use more hashtags on all social medias, Facebook, twitter and Instagram, so a larger audience is reached, and more links are made.
Trying to get more followers, by sharing more posts, liking more posts, and getting their name out more on the internet.
Update Instagram a bit more, as Instagram is very popular with the younger generations and also get more involved in their Pinterest account, as many young brides look on there for inspiration for their upcoming wedding.
Task C.
Trying to get more followers, by sharing more posts, liking more posts, and getting their name out more on the internet.
Update Instagram a bit more, as Instagram is very popular with the younger generations and also get more involved in their Pinterest account, as many young brides look on there for inspiration for their upcoming wedding.
Task C.
1. Give four marketing tools available for a business.
Social networks, websites, newsletters and television all reach different target markets.
2. Explain three benefits to a business of encouraging amplification.
Social media amplification is when a business shares positive feedback, reviews, likes, comments etc. So firstly people see that you have a good positive business as people are talking about it in a positive way, this increases customers, earning the business more money. The business' reputation is also improved or maintained through amplification within the businesses social media sites, as people only want a product or a service that has a good reputation and name for itself, so by encouraging amplification more people become aware of the businesses good name.
3. Explain three possible consequences to a business of encouraging amplification.
A chance that something might go wrong as you increase the activity on social media in trying to increase the sharing of positive feedback, errors could be made and this could have an effect on the reputation of the business, this could happen through a wrong spelling mistake, web address link or hashtag, sometimes things appear positive but can lead to things that are damaging for a businesses reputation.
4. Explain three benefits to a business of encouraging engagement.
Engaging with the customer is very important, it makes them feel they are a valued individual within their experience of using your business for a service or buying a product. So being prepared to reply to customers in a more personal way and not just standard text, makes the customer feel appreciated for choosing the business, increases the customer happiness.
Engagement doesn't just happen on a businesses website, twitter page etc. So for a business to be aware of where their name has been mentioned can show them where another target audience may be, creating more potential customers in widening the businesses activities online.
Identifying what's the most popular social media platforms that your customers use can mean you can focus your efforts on engaging on them more so than the less popular social media sites, as less people would see your efforts.
5. Explain two possible consequences to a business of encouraging engagement.
6. Give five factors that should be considered when identifying a Social Media Plan for a business.
What you specifically want to do and achieve with this plan.
Making the plan achievable to that you are not setting yourself up to fail at the beginning.
That the plan is going to be time consuming, and that effort will be needed to see rewarding results.
What resources you will need in order to achieve the goal.
Creating a schedule for different jobs, such as engagement with the customers and audiences, so that you are more organised with your time and efforts.
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.
Firstly, the business should consider what goals it wants to achieve through its social media platforms, whether they want to have more advertisements, be online more or just simply bring more customers in, deciding the goals will mean that the plan can be concise and you know what you are wanting to focus on. This can be achieved by referring to SMART with each goal or idea.
Secondly, in line with SMART the plan should attainable, you don't want to give yourself a plan that isn't possible in the near future, setting smaller plans that lead to an overall plan can make it much more realistic and overall attainable for the business.
Lastly, as your social media platforms progress, you will need to spend more time, money and effort into them. So be prepared that you may require help from others to maintain your social media accounts, websites and blogs, being realistic with your time is important as to not make mistakes or neglect customer engagement.
8a. Describe four different tools/ channels used for Social Media.
Facebook-allows you to share anything with your audience, pictures, comments and videos. Ideal for promoting businesses as it reaches millions of people and is easy to use.
Pop-ups-are a great way in getting peoples attention while they are browsing on websites, directing them to your social media pages and websites.
Pinterest-the perfect social media channel for bridal businesses, as most brides use this to gather images for inspiration.
YouTube-allowing to share videos to the world about anything and everything.
8b. Describe one feature and one benefit for each tool/channel described in 8 a).
Facebook-great for advertising as you can showcase your products through pictures and links, showing people exactly what you are advertising and linking it back to your own website.
Pop-ups-they can be created to be very eye catching, which grabs the audiences attention buy showcasing the business in a bright and bold way. This can then have a link to your websites and social media pages as people can click on them, resulting in more customers.
Pinterest-you can create on your page different boards which feature your images that other users can 'pin' onto their own boards, but each picture can have a link to the website which they can be found on, so you can link your website to your images, this is a huge benefit as people are then taken to your website after following the link.
YouTube-creating videos for other to see, whether it is a vlog, a tutorial or any other type of video, is an interesting way to engage with your audience which is appealing.
8c. Identify two potential types of audience for each tool/channel described in 8 a).
Facebook-a more mature audience can be reached through Facebook as most people have it and know how to use it as it has been around for a while, and it is used by older ones to keep in touch with relatives and friends so they use it regularly. Overall anyone who uses Facebook, young or old so it reaches a few different audiences.
Pop-ups-Young audiences can be reached through this as they are browsing on the internet but also older ones who are looking online and wouldn't normally go onto your website might if they see it advertised at the side of the web page they are browsing.
Pinterest-Commonly used by young girls for finding inspiration in fashion, interior and fitness, is the perfect audience for bridal businesses. But also older brides use it as an easy way to find pictures online that link to the website giving the details of the product.
YouTube-again used by young and old reaching different target audiences.
8d. Explain two potential issues for each tool/channel described in 8 a).
Facebook-negative comments could occur on your posts which potentially can ruin the businesses reputation if it is not addressed correctly. Hacking could also be an issue as hacking software is available now and people could sabotage the business.
Pop-ups-some people find this tool annoying as it gets in the way of the web page they are browsing this could do the opposite of attracting customers and turn them away from your advertisements overall damaging the business' reputation as people see it as an annoyance. They take a while to load up especially on mobile which can again cause frustration as people are wanting to browse the internet and not be having to wait to do so because of your advertisement.
Pinterest-people could use your images for non personal use and use your hard work for themselves. Most of the users for Pinterest are female and under 45 so it doesn't reach a huge range of people which is not what a business wants as it aims to attract as many people as possible.
YouTube-you could get negative feedback which is visible to everyone who comes across your channel, this could have an effect on your reputation. YouTube has restrictions on what can be uploaded so this could become an issue for a business which is advertising their product as they must have copy right on everything and YouTube approval.
9. Explain, with three reasons, why a business should measure the outcomes of the use of Social Media tools/ channels.
A business should measure the outcomes of their social media channels as it shows what is working and what isn't. This is vital firstly because the business wants to see good results and so focusing on what is working and what isn't can allow them to be specific in what they improve on. Secondly it saves time as if something isn't working and you carry on doing it then it is wasting time and money for the business. Lastly, it is good because you know where you are heading with you Social media plan, and how much progress you have made, which has a positive effect on you as you feel you are getting somewhere and know if you are on track or not.
10a. Define SMARTER targets.
Specific
Measurable
Attainable
Relevant
Timely
Evaluate
Re-evaluate
10b. For each of the above, explain why it is important to set SMARTER targets with reference to different Social Media tools/channels.
11. Describe four components of a Social Media Policy and Guidelines for a business.
Employee conduct, personal information shouldn't be shared on the business' social media pages and employees must be clear on what is socially appropriate, so for example no racist comments or posts should be linked to the business.
What should happen if negative comments, reviews or posts are shared. Each employee should know exactly how to address such situations and where and who to go to if they are unsure on how to reply to negativity as the response will effect the business' reputation.
Monitoring is important part as this allows you to respond on social media in a timely and appropriate manner and keeping a close check on what is happening online.
Enforcing consequences if any violations are made, as this allows the guidelines to be followed by the employees but also the audience.
12. Briefly explain why it is important to have a reputation management policy.
A business' reputation is huge, it can determine whether you gain customers or loose customers. Maintaining a positive reputation is the most important thing as once that reputation is lost it is extremely hard to get back, if not impossible. Because things that are done on the internet are there forever and people are always looking for a business' mistake to make a story out of it, especially as the business grows.
13. Describe one benefit of managing perception changes in a business’s reputation.
By listening to your customers and their comments you can encourage the positive comments and reviews and focus on these, but this can only be done in keeping a close check on what is happening online. How people see your business is vital for keeping customers happy and encouraging others to use your business. Further more if someone comments negatively it is important you are aware as soon as so you can personally address them and help out with anything, this can overall change their perception and others.
14. Describe four ways of managing perception changes in a business’ reputation.
Addressing the negative comments as quickly as possible, this will save more people seeing the negative comments and also pleasing the person in asking them why they are unhappy and what can be done to change their opinion.
Trying to reduce any opportunity of receiving negative feedback, so making sure you are not offending anyone and their beliefs.
When managing perception changes you want to make sure you don't come across aggressively as this can make the situation even worse, and cause more negative feedback. Make sure you manage it in a calm manner and make double check everything before you make it public on the internet.
If you read a negative comment about your business it isn't uncommon, not everyone is forced to like what you are selling and advertising, so manage the negativity than can have something done about it but don't worry too much if it is only something small.
15. Explain two consequences of using Social Media on the budget of each of the following types of businesses:
Sole trader
Because a sole trader is normally only ran by one person this means their budget and time available won't be much meaning that limited time on social media which can effect the engagement between customers and also the tools used may not be of a high quality because of the budget being used.
Local volunteer group
Relies on volunteers so this means they may not have experience with social media up keeping and have the correct training to do so. The lack of experience and training can effect the business' social media upkeep overall.
Corporate enterprise
Tend to have a larger budget and larger business all together, so using a small budget on such a big company could have its downfalls, as the social media websites will need protection against being hacked and getting a virus. The tools being used may also cost more money to upkeep to use so cutting down the budget can cause them to get faults which cause problems for the social media platforms if they are not working efficiently.
16. Describe what success could look like when using different social media tools/ channels for each of the following type of businesses:
Sole trader
More awareness about the business as it becomes more well known in the social media community, creating more customers and interested people who could potentially be customers in the future. This would then also increase the engagement as more people will be interacting with you online and giving you reviews, comments and likes all making you more successful online and creating a more active social media page.
Local volunteer group
The type of business relies on volunteers so more and more engagement would increase the amount of volunteers, increasing the business' work and get it to become more well known.
Corporate enterprise.
A lot more engagement would be happening in using different social media tools/channels, which would then increase maybe perception change on the business' reputation as more positive comments and engagement would be occurring because as it being a corporate enterprise more people could focus on speeding up the replies to customers overall having a positive impact.
Social networks, websites, newsletters and television all reach different target markets.
2. Explain three benefits to a business of encouraging amplification.
Social media amplification is when a business shares positive feedback, reviews, likes, comments etc. So firstly people see that you have a good positive business as people are talking about it in a positive way, this increases customers, earning the business more money. The business' reputation is also improved or maintained through amplification within the businesses social media sites, as people only want a product or a service that has a good reputation and name for itself, so by encouraging amplification more people become aware of the businesses good name.
3. Explain three possible consequences to a business of encouraging amplification.
A chance that something might go wrong as you increase the activity on social media in trying to increase the sharing of positive feedback, errors could be made and this could have an effect on the reputation of the business, this could happen through a wrong spelling mistake, web address link or hashtag, sometimes things appear positive but can lead to things that are damaging for a businesses reputation.
4. Explain three benefits to a business of encouraging engagement.
Engaging with the customer is very important, it makes them feel they are a valued individual within their experience of using your business for a service or buying a product. So being prepared to reply to customers in a more personal way and not just standard text, makes the customer feel appreciated for choosing the business, increases the customer happiness.
Engagement doesn't just happen on a businesses website, twitter page etc. So for a business to be aware of where their name has been mentioned can show them where another target audience may be, creating more potential customers in widening the businesses activities online.
Identifying what's the most popular social media platforms that your customers use can mean you can focus your efforts on engaging on them more so than the less popular social media sites, as less people would see your efforts.
5. Explain two possible consequences to a business of encouraging engagement.
Increasing your engagement on social media can mean more comments and more people seeing the comments, so if you get some negative ones, more people will see this as a result of you encouraging positive comments.
Because of this it can become time consuming, firstly replying to the comments but also checking that negative ones are dealt with in a proper manner, meaning you need to be aware of what is happening regularly online, meaning more of your time needed.
Because of this it can become time consuming, firstly replying to the comments but also checking that negative ones are dealt with in a proper manner, meaning you need to be aware of what is happening regularly online, meaning more of your time needed.
6. Give five factors that should be considered when identifying a Social Media Plan for a business.
What you specifically want to do and achieve with this plan.
Making the plan achievable to that you are not setting yourself up to fail at the beginning.
That the plan is going to be time consuming, and that effort will be needed to see rewarding results.
What resources you will need in order to achieve the goal.
Creating a schedule for different jobs, such as engagement with the customers and audiences, so that you are more organised with your time and efforts.
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.
Firstly, the business should consider what goals it wants to achieve through its social media platforms, whether they want to have more advertisements, be online more or just simply bring more customers in, deciding the goals will mean that the plan can be concise and you know what you are wanting to focus on. This can be achieved by referring to SMART with each goal or idea.
Secondly, in line with SMART the plan should attainable, you don't want to give yourself a plan that isn't possible in the near future, setting smaller plans that lead to an overall plan can make it much more realistic and overall attainable for the business.
Lastly, as your social media platforms progress, you will need to spend more time, money and effort into them. So be prepared that you may require help from others to maintain your social media accounts, websites and blogs, being realistic with your time is important as to not make mistakes or neglect customer engagement.
8a. Describe four different tools/ channels used for Social Media.
Facebook-allows you to share anything with your audience, pictures, comments and videos. Ideal for promoting businesses as it reaches millions of people and is easy to use.
Pop-ups-are a great way in getting peoples attention while they are browsing on websites, directing them to your social media pages and websites.
Pinterest-the perfect social media channel for bridal businesses, as most brides use this to gather images for inspiration.
YouTube-allowing to share videos to the world about anything and everything.
8b. Describe one feature and one benefit for each tool/channel described in 8 a).
Facebook-great for advertising as you can showcase your products through pictures and links, showing people exactly what you are advertising and linking it back to your own website.
Pop-ups-they can be created to be very eye catching, which grabs the audiences attention buy showcasing the business in a bright and bold way. This can then have a link to your websites and social media pages as people can click on them, resulting in more customers.
Pinterest-you can create on your page different boards which feature your images that other users can 'pin' onto their own boards, but each picture can have a link to the website which they can be found on, so you can link your website to your images, this is a huge benefit as people are then taken to your website after following the link.
YouTube-creating videos for other to see, whether it is a vlog, a tutorial or any other type of video, is an interesting way to engage with your audience which is appealing.
8c. Identify two potential types of audience for each tool/channel described in 8 a).
Facebook-a more mature audience can be reached through Facebook as most people have it and know how to use it as it has been around for a while, and it is used by older ones to keep in touch with relatives and friends so they use it regularly. Overall anyone who uses Facebook, young or old so it reaches a few different audiences.
Pop-ups-Young audiences can be reached through this as they are browsing on the internet but also older ones who are looking online and wouldn't normally go onto your website might if they see it advertised at the side of the web page they are browsing.
Pinterest-Commonly used by young girls for finding inspiration in fashion, interior and fitness, is the perfect audience for bridal businesses. But also older brides use it as an easy way to find pictures online that link to the website giving the details of the product.
YouTube-again used by young and old reaching different target audiences.
8d. Explain two potential issues for each tool/channel described in 8 a).
Facebook-negative comments could occur on your posts which potentially can ruin the businesses reputation if it is not addressed correctly. Hacking could also be an issue as hacking software is available now and people could sabotage the business.
Pop-ups-some people find this tool annoying as it gets in the way of the web page they are browsing this could do the opposite of attracting customers and turn them away from your advertisements overall damaging the business' reputation as people see it as an annoyance. They take a while to load up especially on mobile which can again cause frustration as people are wanting to browse the internet and not be having to wait to do so because of your advertisement.
Pinterest-people could use your images for non personal use and use your hard work for themselves. Most of the users for Pinterest are female and under 45 so it doesn't reach a huge range of people which is not what a business wants as it aims to attract as many people as possible.
YouTube-you could get negative feedback which is visible to everyone who comes across your channel, this could have an effect on your reputation. YouTube has restrictions on what can be uploaded so this could become an issue for a business which is advertising their product as they must have copy right on everything and YouTube approval.
9. Explain, with three reasons, why a business should measure the outcomes of the use of Social Media tools/ channels.
A business should measure the outcomes of their social media channels as it shows what is working and what isn't. This is vital firstly because the business wants to see good results and so focusing on what is working and what isn't can allow them to be specific in what they improve on. Secondly it saves time as if something isn't working and you carry on doing it then it is wasting time and money for the business. Lastly, it is good because you know where you are heading with you Social media plan, and how much progress you have made, which has a positive effect on you as you feel you are getting somewhere and know if you are on track or not.
10a. Define SMARTER targets.
Specific
Measurable
Attainable
Relevant
Timely
Evaluate
Re-evaluate
10b. For each of the above, explain why it is important to set SMARTER targets with reference to different Social Media tools/channels.
Specific-being specific in what you talk about on social media is vital as people don't want to have to read through loads of text to get to the main point. They want it quick and easy for them to view your products and not waste the customers time. So setting this target is important as it keeps the business on track and so it doesn't ramble on in any posts. So for Facebook making sure your posts all link back to your business is important as you don't want to cause spam on peoples news feed.
Measurable-you want to be able to measure the success of the social media platforms as this can show you where improvements are needed, keeping on schedule is vital in making social media successful. This can be done on all social media platforms easily by just looking at how many followers you have, the more the followers mean people like what you are posting and are interested in more.
Attainable-you don't want to set yourself unachievable goals, such as reaching a million followers in a week. Start of small and work your way up in social media and don't expect to see results straight away.
Relevant-what you talk about on your business' social media platforms should be professional and not about the weather unless appropriate to the subject.
Timely-you want to make sure all your posts and images are uploaded at a good time, a time when the most people will see it. Your posts shouldn't be at 2am and should be at high peak times and be prompt in what is being said.
Evaluate-Evaluating your progress is vital in order for the business' social media platforms to grow and become even more successful, if not then you could be on the wrong path and wasting time and money. Looking back at what has worked and how to improve has an overall positive effect.
Re-evaluate-Evaluating is important but to keep looking back not only just once is even more important, what might of worked once might not work any more. Social media is constantly changing which means your strategies to gain customers must also change to keep up with it all.
11. Describe four components of a Social Media Policy and Guidelines for a business.
Employee conduct, personal information shouldn't be shared on the business' social media pages and employees must be clear on what is socially appropriate, so for example no racist comments or posts should be linked to the business.
What should happen if negative comments, reviews or posts are shared. Each employee should know exactly how to address such situations and where and who to go to if they are unsure on how to reply to negativity as the response will effect the business' reputation.
Monitoring is important part as this allows you to respond on social media in a timely and appropriate manner and keeping a close check on what is happening online.
Enforcing consequences if any violations are made, as this allows the guidelines to be followed by the employees but also the audience.
12. Briefly explain why it is important to have a reputation management policy.
A business' reputation is huge, it can determine whether you gain customers or loose customers. Maintaining a positive reputation is the most important thing as once that reputation is lost it is extremely hard to get back, if not impossible. Because things that are done on the internet are there forever and people are always looking for a business' mistake to make a story out of it, especially as the business grows.
13. Describe one benefit of managing perception changes in a business’s reputation.
By listening to your customers and their comments you can encourage the positive comments and reviews and focus on these, but this can only be done in keeping a close check on what is happening online. How people see your business is vital for keeping customers happy and encouraging others to use your business. Further more if someone comments negatively it is important you are aware as soon as so you can personally address them and help out with anything, this can overall change their perception and others.
14. Describe four ways of managing perception changes in a business’ reputation.
Addressing the negative comments as quickly as possible, this will save more people seeing the negative comments and also pleasing the person in asking them why they are unhappy and what can be done to change their opinion.
Trying to reduce any opportunity of receiving negative feedback, so making sure you are not offending anyone and their beliefs.
When managing perception changes you want to make sure you don't come across aggressively as this can make the situation even worse, and cause more negative feedback. Make sure you manage it in a calm manner and make double check everything before you make it public on the internet.
If you read a negative comment about your business it isn't uncommon, not everyone is forced to like what you are selling and advertising, so manage the negativity than can have something done about it but don't worry too much if it is only something small.
15. Explain two consequences of using Social Media on the budget of each of the following types of businesses:
Sole trader
Because a sole trader is normally only ran by one person this means their budget and time available won't be much meaning that limited time on social media which can effect the engagement between customers and also the tools used may not be of a high quality because of the budget being used.
Local volunteer group
Relies on volunteers so this means they may not have experience with social media up keeping and have the correct training to do so. The lack of experience and training can effect the business' social media upkeep overall.
Corporate enterprise
Tend to have a larger budget and larger business all together, so using a small budget on such a big company could have its downfalls, as the social media websites will need protection against being hacked and getting a virus. The tools being used may also cost more money to upkeep to use so cutting down the budget can cause them to get faults which cause problems for the social media platforms if they are not working efficiently.
16. Describe what success could look like when using different social media tools/ channels for each of the following type of businesses:
Sole trader
More awareness about the business as it becomes more well known in the social media community, creating more customers and interested people who could potentially be customers in the future. This would then also increase the engagement as more people will be interacting with you online and giving you reviews, comments and likes all making you more successful online and creating a more active social media page.
Local volunteer group
The type of business relies on volunteers so more and more engagement would increase the amount of volunteers, increasing the business' work and get it to become more well known.
Corporate enterprise.
A lot more engagement would be happening in using different social media tools/channels, which would then increase maybe perception change on the business' reputation as more positive comments and engagement would be occurring because as it being a corporate enterprise more people could focus on speeding up the replies to customers overall having a positive impact.
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