Idea for social media marketing plan that was approved – must use this topic/idea for the social media marketing plan: due to the new world introduced by COVID, I would like to consider a cafe catering towards a younger crowd that offers coffee and fun with a place for students to gather in small rooms to study while enjoying food and drink. After study, or before, the students can also use the Arcade room or my outside venue. The outside has a fun side to it with corn hole, air hockey, and more fun games that students can go to to let off steam. It would pride itself in testing all students entering Cafe StudyFun for COVID and ensure that all who enter are not sick. Essential to creating an effective social media marketing plan is the ability to analyze the environment in which the product or service will be offered. In Week Three, write at least 1200 words, creating the Brief Overview, Social Media Presence, and Competitive Analysis sections of your plan which includes a SWOT analysis. Please refer to the Social Media Marketing Outline for additional information. Your research must also include at least 3 additional academic (e.g., journal articles) resources in addition to your textbook to support your conclusions). Format your paper consistent with APA guidelines. Submit the project through the Assignment Manager link I. Brief Overview NOTE: The following tips provide suggestions for constructing an effective overview section: •&νβσπ;&νβσπ;&νβσπ;&νβσπ;&νβσπ;&νβσπ;&νβσπ;&νβσπ; Describe the industry and company in order to set the stage for the decision makers by providing a quick look at the past, present, and likely future of the industry and the company’s track record within that industry. •&νβσπ;&νβσπ;&νβσπ;&νβσπ;&νβσπ;&νβσπ;&νβσπ;&νβσπ; Explain the competitive advantage in order to show how the company can realize significant gains by using social media marketing. •&νβσπ;&νβσπ;&νβσπ;&νβσπ;&νβσπ;&νβσπ;&νβσπ;&νβσπ; Describe how social media marketing can contribute by concisely listing the social media actions that will be required to secure the competitive advantage. II. Social Media Presence NOTE: The following are five key metrics for auditing a company’s social media presence on individual social media platforms: •&νβσπ;&νβσπ;&νβσπ;&νβσπ;&νβσπ;&νβσπ;&νβσπ;&νβσπ; Sentiment Analysis – Shows the number of positive, neutral, or negative mentions on each social media platform where the company has a sizable presence. •&νβσπ;&νβσπ;&νβσπ;&νβσπ;&νβσπ;&νβσπ;&νβσπ;&νβσπ; Reach – Indicates the number of Twitter followers, Facebook fans, LinkedIn group members, Flickr view count, and so on. •&νβσπ;&νβσπ;&νβσπ;&νβσπ;&νβσπ;&νβσπ;&νβσπ;&νβσπ; Company Posts – Measure how often the company posts on each social media platform. •&νβσπ;&νβσπ;&νβσπ;&νβσπ;&νβσπ;&νβσπ;&νβσπ;&νβσπ; Feedback – Shows the number of comments, likes, or replies to company-generated content. •&νβσπ;&νβσπ;&νβσπ;&νβσπ;&νβσπ;&νβσπ;&νβσπ;&νβσπ; Average Response Time – Assesses response time to user comments on the company’s social media properties. III. Competitive Analysis NOTE: A Social Media SWOT Analysis identifies a company’s strengths and weaknesses on social media platforms as well as the opportunities and threats on the social web. NOTE: Once all the factors for a company have been profiled, it is possible to determine the appropriate strategy in the SWOT Matrix. The SWOT options are: S-O Strategy – Follow social media platform opportunities that match the organization’s strengths on the social web. W-O Strategy – Overcome weaknesses in social media platform performance to follow opportunities on the social web. S-T Strategy – Identify ways the organization can use its platform strengths to reduce its vulnerability to external threats from competitors or new technologies on the social web. W-T Strategy – Create a protective strategy that reduces the chances the organization’s social media weaknesses will make it vulnerable to external threats. Your research must also include at least 3 additional academic (e.g., journal articles) resources in addition to your textbook to support your conclusions).
