Professional Experience #4, communications homework help

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Description

This week’s Professional Experience will involve three steps:

  1. You will create an outline (see below for guidelines) for your Week 8 presentation based on Week 6’s PowerPoint presentation (a video preview is available under the Week 7 tab in Blackboard). Use the provided Presentation Outline Sample posted in OneDrive for this step. Download the Presentation Outline Sample document to your desktop, saving it as Your_Name_Presentation_Outline. Leave the "Comments" column blank. After you have completed your presentation outline, upload it to the "Available Outlines" folder on OneDrive.
  2. You will choose another student’s outline from the “Available Outlines” folder to review. Download the student's outline to your desktop. Do not remove the student's name from the file name! Just add your initials to the end of the file name. For example, if I chose Jane Doe's presentation to review, I would save it to my desktop as Jane_Doe_Presentation_Outline_RC. In that document provide comments, suggestions for improvement, and point out strong elements of the presentation outline in the Comments column.
  3. Finally, submit your outline file to Blackboard (Not OneDrive!) to the Week 7 Professional Experience #4 link. That will prompt your instructor to grade the assignment.

The instructor will periodically move submissions with student comments to the “Completed Outlines” folder, where you can look to find your fellow students’ critiques of your outlines when they are finished.

Outline Guidelines

Create an outline of your presentation in Word or Excel. Focus on short bullet points and key things that you want to say (in either your audio or video recording for Week 8). An example is posted for you in the Week 7 OneDrive folder (link below). You may choose to use that outline format or create your own for this Professional Experience.

Commenting Guidelines

When commenting on a fellow student’s outline, please use the “Track Changes” feature of Microsoft Word or the “Comments” field of the provided Excel example. For assistance with the “Track Changes” feature, please visit: https://support.office.com/en-us/article/Track-changes-in-Word-197ba630-0f5f-4a8e-9a77-3712475e806a

Unformatted Attachment Preview

What is Social Media Social media are disparate types of user generated material as well as collection of apps and websites that allow individuals to share information and interact online e.g. ➢Streaming sites ➢Social networking websites (Twitter Facebook, Myspace, LinkedIn) ➢Pinterest ➢Google and User reviews, such as Amazon ➢Social bookmarking, such as Digg Revolution of Social Media ✓A gigantic technological advancement has transformed people’s way of socializing and communicating ✓Late 1970’s founding of board systems allowing users to login and interact virtually ✓Six degrees was launched in 1997 allowing users to create profile as well as become allies ✓The inadequately designing of early social media limited the delivery of advertising potential ✓With the advent of platforms, such as Facebook, Myspace, opportunities for brand engagement, advertising, and branding were created. Most Widely Used Social Media Platforms In Marketing Most Widely Used Social Media 93% facebook 76% Twitter Social Media Platform ✓ Facebook is the most widely used social 67% LinkedIn media platform revealing 93% closely 53% YouTube followed by Twitter with 76%. 49% Google+ ✓ Worth a note LinkedIn falls third with 44% Instagram Remark: 67%. 40% Pinterest Socia Review Sites 12% Forums 12% 11% Social Bookmarking 0% 10% 20% 30% 40% 50% 60% Percentage 70% 80% 90% 100% Stelzner (2012) Facts About Social Media ❖Facebook has over 1.8 million users, Twitter has about 319 million, while YouTube users approximate to 1 billion. ❖All these users are potential customers, investors, employees, brand ambassadors, and board members. ✓63% of the millennial often stay updated on brands via social networking ✓46% of millennial depend on social websites to make online purchases ✓51% millennial are influenced by social networking when making buying decisions Benefits of Social Media in a Company ✓Increasing the probability of generating revenue ✓Cost reduction by reducing employee’s time ✓Marketing ✓Human Resource ✓Creativeness and business operation ✓Business Development Stelzner (2012) Role Of Social Media Platforms to a Company Apart from benefits incurred by organizations following embracing social media, social media platform plays indispensable roles, such as ✓Providing identity about a firm’s mission, visions, and objectives and products and services ✓Enables a firm to create relationship with potential customers who may unfamiliar with a company’s service and products ✓Intensifies the capability of a firm to become real with its clients by sharing their personality with the customers ✓Provides interaction and communication to the customers through an organization website with efficiency Why Companies Should Embrace Social Media There are various reasons why a company should engage its marketing operations using social media platforms ✓Transparency ✓Reach ✓Branding ✓Size ✓Boost website traffic (Dashfactor, n.d) Uses of Social Media for Organizational Leadership ❖There exist various benefits for a company that embraces social media, such as ✓Having positive effect on employees, customers, and investors’ trust ✓Heightening organization reputation ✓Promoting and fostering employees’ engagement ✓Enhancing brand visibility ✓Building credibility (Denise, 2015) Why Companies Should Utilize Facebook ✓It is the global largest social network comprising of over 1.2 million users ✓It is a platform where organizations can share videos, text, or share photos with prospective customers ✓A firm can create a brand page to establish relationship with clients and other industries; thus, creating brand awareness ✓Enables a firm to update organization news, and apply word of mouth marketing via recommendations among acquaintances. ✓Heightens the capacity of a firm to get feedback from its clients through likes, and comments, which aids a company in improving its products. Why Companies Should Use LinkedIn LinkedIn falls among the widely used social media by potential customers, investors, prospective employees and other organizational leaders. A company should embrace LinkedIn in its business operations to gain benefits like ✓Creating awareness and improving company’s reputation ✓Generating and selling leads by networking with prospective customers t increase sales ✓Improving Customer Relation Management ✓Recruitment of new talents (Jayson, July 2015) Conclusion ✓Social media is an effective word of mouth strategy that markets a company’s product and services effectively ✓Embracing social media will enable a firm to receive instant feedback ✓Social media allows a firm to create relationship with its potential customers ✓It is an effective platform for reaching out to large target market ✓It is good platform to get skilled and prowess manpower ✓If well utilized, it results in increased sales and promoting organization branding and image Reference List ✓Stelzner, M. (2012). 2012 social media marketing industry report. Social media examiner. ✓Dashfactor. (n.d). Why Every CEO Should be on Social Media. Retrieved from http://dashfactor.com/wp-content/uploads/2017/03/Why-Every-CEO-Should-Be-on-Social-MediaDaSh-factor.pdf ✓Denise, Graziano. (March 2017). The ROI for CEOs on Social Media. Business 2 Community. Retrieved from http://www.business2community.com/leadership/roi-ceos-social-media-benefits- revenue-visibility-engagement-leaders-embrace-social-media-01807467#hf7bVwZM7rSLCGPi.97 ✓Jayson, DeMers. (July 2015). 10 Reasons your Brand Needs to be on LinkedIn. Forbes. Retrieved from http://www.business2community.com/leadership/roi-ceos-social-media-benefits-revenue-visibility- engagement-leaders-embrace-social-media-01807467#hf7bVwZM7rSLCGPi.97 THANK YOU Presentation by Tony Student Slide Slide Title Number 1 Social Media in the Workplace 2 Introduction Slide Text “Twitter is not a technology, it’s a conversation – and it’s happening with or without you.” – Charlene Li, author Over 306 million active Twitter users send 500 million Tweets daily * 3 Agenda Social Media Primer Five Leading Practices on Social Media Best Buy Case Study Closing Remarks Questions and Answers 4 Social Media Primer 5 Five Leading Practices on Social Media Understand Company Policy 6 7 Personal and Professional Interaction An online medium for social collaboration * It’s all about the content Pictures Videos Music Social Media can enable business Platforms include LinkedIN, Twitter, Facebook, etc. Understand what interactions are valuable Avoid interactions that violate company policy Ensure messaging is mindful of company culture Policy and culture is organic Community standards and etiquette Social Media focuses on getting work done Mix in your own personal brand Humans want to connect with others Keep interactions professional Avoid uncomfortable topics 8 Public Versus Private Communications Understand the boundary of public vs private spaces Select the correct medium Engage the appropriate audience Information classification is key Understand the information you have Never share private company secrets Never post anything that belongs to someone else Legal ramifications for wrongful disclosure 9 The Washington Post Test Protect the company brand Would you publish it in the Washington Post? Would the post embarrass the company? Brand damage can cause company harm Loss of consumer confidence Loss of revenue Loss of jobs 10 Remember the Golden Rule 11 Best Buy Case Study 12 Best Buy Case Study Best Buy relies heavily on social media Best Buy’s Social Media Policy * is clear Employees must disclose their affiliation Employees must state that it is their opinion Employees must not disclose company, legal, and client information 13 Best Buy Case Study Best Buy’s Social Media Policy * is clear (continued) Employees are expected to act ethically Content with racial, ethnic, sexual, religious, and physical disability slurs are not tolerated Best Buy enables it’s employees to effectively use Social Media for business 14 Closing Remarks 15 Questions and Answers Social Media is business enabler Have a clear Social Media Policy Follow the five practices Understand Company Policy Personal and Professional Interactions Public Versus Private Communications The Washington Post Test Remember the Golden Rule Narrative Title Slide Hello, my name it Tony Student, I currently work as an Information Security Manager at a financial services firm in the Washington DC Metro area and am responsible for securing a multi-trillion dollar financial platform. Part of my responsibilities is to provide training and awareness on topics that deal with Information Security including the use of Social Media in the Workplace. Social media is a powerful platform which helps connect people. According to Charlene Li, author of Groundswell, “Twitter is not a technology, it’s a conversation – and it’s happening with or without you.” Consider the fact that every minute of every day roughly 5,800 tweets are posted to the Twitterverse. This amounts to over 500 million tweets daily! That statistic definitely echoes the sentiment of Charlene Li and is an important thing to consider when it comes to business. Social media can become a positive part of promoting a company's brand and allows a business to provide supreme customer service. For today's agenda we are going to cover the following topics: Social Media Primer - Which will provide insight into what social media is and its purpose Five Leading Practices on Social Media - Tips on the appropriate use of Social Media Best Buy Case Study - An example of how one big box retailer sets the tone and expectation on social media for business use Closing Remarks - Final thoughts one how transformative social media can be for business Questions and Answers - To be able to provide some time to answer those burning questions that you didn't realize you had until you saw this material. According to the English Oxford Living Dictionary, Social Media are "Websites and applications that enable users to create and share content or to participate in social networking." In other words, social media in an online medium for social collaboration. All said and done, it's all about the content that people and companies produce and publish to the masses. The platform is an enabler for businesses to create accessibility for consumers to producers of a product or idea. Examples of social media platforms that you may already be familiar with include, LinkedIN, a professional social networking site; Twitter, a microblogging site, and Facebook which originally started out as a place for college folks to collaborate and quickly turned into the defacto platform that connects families and businesses as well. This next section will discuss the five leading practices on social media as it pertains to the workplace. Understand what the company policy is regarding social media, especially if they have a publicly facing social media presence. A well written policy will provide detail in regards to what the company perceives as valuable interactions and will have guidance on how to appropriately interface with customers. Social media is a publishing platform that the world can read, be wary of behaviors which violate company policy. One method of doing so is by being mindful of your company culture since it can negatively affect the brand strength should an interaction with the customer public can result in harm in the company's public image. Check the policy often since both policy and company culture can change over time, for all you know, the community standard, and etiquitte which serve as guiding principles have to be agile enough to adjust with the tweaks that your company may make. Social media in the context of a company is focused on getting work done. Remember that it is supposed to be a business enabler and not a time sink. At the end of the day the company pays you to do your job and use of this as a tool should not detract from the company mission. You may be thinking "Oh wow, it sounds like this is more of a killjoy or it seems boring seeing a flurry of text on the screen" Try injecting some personality in the interactions that you have and make the experience your own. Humans naturally want to connect with others since we are social beings. Just remember that behind that text is another person, so be mindful of keeping your interactions professional. Avoid topics that may prove to be awkward or uncomfortable to others else a potential for miscommunication may occur. It is vitally important to understand that some social interactions that occur online have a specific target audience in which an interaction is designed to be disclosed. When using a social media platform to publish these ideas, ensure that you pick the appropriate medium to deliver your message. If it takes longer thjat 140 characters to express the thought (as is the limitation set by Twitter) the alternative would be to publish a Facebook post which enjoys longer form publications of articles. The message should be engaging to the right audience. If your communication is specifically for people who collect vinyl records, does it make sense to create an interaction on a thread who's demographic is targeting people who enjoy reading books? Now that you are ready to creat that post, consider whether or not that post should be published to the whole world. Most companies have a set of confidential trade secrets that they protect, after all that is the "secret sauce" to what makes them a market competitor. It is important to understand the type of information that you have and you should avoid sharing company secrets. If it doesn't belong to you, then why would you post it? Doing so may have definite negative legal ramifications that could be detrimental to you or to others who get this information. Think twice before posting, if in doubt, try using the "Washington Post Test" to help you determine if the content is appropriate. The basic premise is to ask yourself if the content that you had in mind to disclose to the public would be okay if you had published it on the front page of The Washington Post. Reading over that content, do you feel that the message could potentiall embarass the company? You are probably asking yourself, "Why should I care about it?" Posting an inflammatory remark on your company's social media presence could cause irreperable brand damage. Damage to the brand could cause a significant loss of consumer confidence in the product that you are selling, losing sales means a loss in revenue, loss of that revenue means the company can't meet their financial obligations which could result in job cuts. If the post that you make is egregious enough, it may lead to immediate termination and possibly civil lawsuits. Oh wow that is a lot of talk of doom and gloom, but fear not, there is a way out of that mire, which brings us to the final leading practice. Remember the Golden Rule! Repeat after me: "Treat others as you would like to be treated" it is the ultimate maxim of altruism seen throughout history and should be the guiding principle in all your interactions on social media and in your personal life. To achieve this end you will want to be self-aware about your interactions with others as it is not all about you. When you are leveraging social media for business, it is to help others with issues that they may have with a company product. Be an active listener and pay attention to what the customer has to say. In some instances the person on the other side of the conversation may just want to vent for the first few moments, they do this to be heard. Acknowledge this and then find a proactive method to manage the conversation. Be clear in your communications, as a mis-communication can exacerbate a situation and cause it to escalate. Rmember that social media is a double edged sword, the interaction that your customer has with you good or bad will be just as likely to be posted out to the world to see. You definitely don't want to set the precedence of being the company with crappy customer service. Finally, you should endeavor to be respectful always, after all you want to make all interactions with your customer base be positive ones. By providing this level of respect to a person, you will help make them feel valued and at the same time be able to take the coversation into a more constructive route to actually fix the issue that they may legitimately have with the company. This section will talk about how Best Buy manages it's Social Media platform Best Buy is a retailer of consumer electronics and home good with both brick and mortar and online e-commerce site. Best Buy also services what it sells, as part of this support structure, you can interact with Best Buy through their social media presence on Twitter using the handle @BestBuy. BestBuy relies heavily on social media and to facilitate good behavior on that platform they have created a clear social media policy that applies to their employees. Some of the highlights that come from their policy include: Disclosing their affiliation to Best Buy - It is important that when you are acting as an agent of the company that you let your customers know that you are a representative, not doing so is dishonest. State that the opinion that they post when not acting on the official BestBuy social media account are their own opinion. The beauty of freedom of speech is that it is free, but it is important to provide that buffer to your employer when you have a divergent view of a certain topic. Keep company secrets, secret. Employees are prohibited from sharing information that they are not specifically authorized to disclose as this can cause brand damage, which can translate into monetary damages to the company. Act ethically, after all honesty is the best policy, it help build consumer trust in the brand and shows the integrity of the employees that Best Buy hires. Slurs of any kind are not tolerated at any level by Best Buy; those found in violation are subject to disciplinary action. Best Buy's policy helps set the guidlines that all their employees should follow as they are encouraging the positive interaction with customers and do so by enabling the use of social media as part of the normal business model. If you would like to read the full policy, it is available at the url provided in this presentation. We have covered a lot of material, so I wanted to leave you with these final thoughts. As we have seen throughout this talk, social media is a definite business enabler and can help set your company apart from the rest in the field. To do so, a business should have a clear social media policy which informs an employee on what is acceptable when using social media platforms on behalf of the company. Finally we have covered over the five leading practices as it pertains to social media. Understand the Company Policy - Those are the rules your company expects you to follow Personal and Professional Interactions - Use social media as a tool to get work done and be mindful of how you interact with others Public Versus Private Communications - Understand what is okay to post to the public versus what you should keep secret to protect your company The Washington Post Test - When in doubt try applying this test to see if it is appropriate to disclose certain information Remember the Golden Rule - Repeat after me: "Treat others as you would like to be treated" Each of these practice areas will help you navigate the sometimes complex waters of social media. If you are able to master each of these areas, then the opportunities to building a strong online brand for your company is limitless. Now is the time for asking those questions that you may have been afraid to ask. If there are no further questions, I would like to thank you very much for taking the time to listen to me on the value of Social Media in the Workplace. Comments Presentation by Tony Student Slide Slide Title Number 1 Social Media Marketing and Your Business 2 Welcome to Social Media Marketing 3 Agenda 4 Who Uses Social Media Slide Text "An estimated 2.34 Billion people use social media (Statista, 2017)." "Social media can be used to increase sales, notify customers of upcoming specials, and even create buzz about your business as well as quickly learn what your customers like and do not like. However, there are many things to consider before utilizing social media for your business." Who uses social media Which platform is best Keeping it professional Advantages of using Social Media Disadvantages of using Social Media "The Pew Research Center shows that since 2006 social media has increased in all age groups (Pew Research Center, 2016). The slower response by the older generations can be attributed to an uneasiness with technology or even an inability to use the technology required. However, over time even the older people began using social media." 5 Who Uses Social Media "When considering who uses social media it is not just what age groups but also what gender because your business may target mostly men or mostly women. The Pew Research Center has completed a lot of research that includes who uses what platforms most often." "They have also obtained information that includes incomes, how much college, and if the people live in a suburban or rural area. All of this information is vital to a company who is deciding if they want to use social media for advertising (Pew Research Center, 2016)." 6 Which Platform is Better "When first starting out using social media to advertise it is best to stick with one platform so that it is not overwhelming. Deciding which platform is easy when you use the statistics found on the Pew Research Centers website." "Most companies are going to want to start on Facebook as it holds the highest numbers in all age groups and is used by both men and women. It is also one of the easiest platforms to start a new business page and does not require payment except in some circumstances to “boost” a post so that it reaches more people." 7 Professionalism When using social media for advertising it is important that the user remember that it is NOT a personal account and many topics should not be discussed on the business page such as politics, religion, or anything else that could push customers away. Keep the focus on the business Encourage people to share the page with friends Do not use foul language Do not get into arguments with customers Share only things that represent the business 8 Maintaining your page When you first start using social media for advertising it will take a lot of time and attention. Updating the page multiple times a day ensures that more people are being drawn in and your customer base is more likely to grow. Over time it may be possible to make fewer updates. Failing to update your business page means that any time you spent putting it together is wasted. It may not cost you money right away, but over time the amount of customers you did not bring in through social media can add up to a lot of lost profit. 9 Advantages of using social media in marketing “The Top 10 Benefits of Social Media Marketing” is an article written for Forbes magazine by Jayson DeMers (DeMers, 2014). Some of his listed benefits include: Improving brand loyalty More opportunities to convert Increased inbound traffic Better search engine rankings Richer customer experiences Next we will delve deeper into some of the other benefits he mentions. 10 Decreased marketing costs (DeMers, 2014) "For a small company, the cost of marketing can seem outrageous and unrealistic with their budget. Social media marketing is free in most cases, however, the owner of a business can choose to spend money to get the advertisement seen more frequently." 11 Improved customer insight (DeMers, 2014) “Social media also gives you an opportunity to gain valuable information about what your customers are interested in and how they behave” (DeMers, 2014). "Knowing what your customer wants will enable you as a business owner to offer customers exactly what they want, you may also find trends that allow for better scheduling of employees so that customers are not turning away because of a long wait time." 12 Disadvantages of using social media in marketing According to WebpageFX an internet marketing website, although social media has many advantages there are a few disadvantages to consider, including (WebpageFX, 2017): Time intensive Negative Feedback Potential for embarrassment 13 Negative feedback (WebpageFX, "Downside 2017) Social media makes it possible for anyone to write anything they wish on your business page including information that may not be accurate. One bad customer service experience could lead to a lot of negative publicity." "Upside Yes, there is an upside to negative feedback! A negative comment on your business page allows you to follow up with the customer very quickly. It allows you to see what customers think and then make changes to improve your business and then invite specific customers back to see the changes, this way the customer feels like their voice is being heard." 14 Social Media summary 15 Questions and Answers "Social media is widely used by most every person, regardless of gender, age, or income level. Finding the right platform is as easy as visiting the Pew Research Center and going through their data to determine which group is that target audience for your business. Maintaining your business page will initially take some time to start up, but over time it will require less attention. Professionalism is as important as it is in any other business setting. There are many pros and cons to consider when making the decision to use social media for marketing, however, the fact that it is free makes it a great idea for most businesses." Narrative Title Slide Hello and Welcome to Social Media Marketing and Your Business! I am Heather Hurley and I am going to show you how important social media is for building your business. "An estimated 2.34 Billion people use social media", now consider how many of those people could be your customers! Social Media can be used to increase sales, let customers know about specials and a way to learn what your customers like and don't like. Social media opens the door to millions of people as well as increases feedback to you as an owner so that you can make changes to your business to increase your sales. We are going to be covering the following topics today: Who uses social media - women, men, what age groups Which platform is best - should you be using Facebook, Twitter, Instagram etc. Keeping it professional - do's and do not's of social media for a business Advantages and Disadvantages of using social media - best practices and how to avoid problems Questions and Answers - to give everyone a chance to get a better understanding of the benefits of social media marketing According to the Pew Research Center since 2006 social media has increased in all age groups. As you can see in the chart the 65+ age group took longer to start using social media, which could be due to their lack of knowledge with the technology required. However the 18-29 year olds took off quickly. Young people use many different platforms of social media, and many have developed a desire for instant gratification. Using social media for your business can ensure that these young people are seeing your ads and are more likely to purchase your products or use your services. When thinking about who uses social media, it is not just age groups but also gender that should be considered. Maybe your business is targeted more for women than men. The Pew Research Center has completed a lot of information that includes what gender uses what platform most often. Looking at the chart you can see that most people use Facebook regardless of their gender, and Pintrest is used the least by men out of all types of social media. The {ew Research Center did more than just determine who uses what platform, you can also obtain information on what platforms are better depending on income, where people live and how much college they have. When first starting out with social media advertising it is best to stick with one platform so that it is easier to learn and manage and does not become overwhelming. Deciding which platform is easy when you utilize the Pew Research Centers website, and it is also possible to do your own research through your business by starting a poll for your customers. Keep in mind that selecting the right platform is vital in that you do not want to waste time on Instagram while most of your customers do not use it, take some time to decide on what is best for your company. Facebook is the most widely used social media site so this is where most companies will get their start. It is also an easy platform to use for beginners and will walk you through setting up your business page including adding pictures and information about your business. It is also free to use unless you choose to "boost" an ad so that more people are able to see it. When using social media for your business you should remember that it is a business page and not a personal account. This is especially important if you have an employee that will be handling the page and not the owner. It is important to remember not to discuss highly debated topics like politics and religion or anything that might upset customers. Keep the page focused on the business, this can be sales or specials, but it doesn't have to be boring. You can add pictures of employees hard at work with their permission of course, or even pictures of your businesss. Do not use foul language or argue with customers, if a customer is upset and reports that on your business page it is important for this to be handled over the phone or through private messaging. Encourage your customers to share your page and invite their friends to your page as well, the more people sharing your page the more business you are going to get. Keep in mind that when you first start using social media for advertising it will take some time and attention. To increase your following you will need to make updates a few times a day, even if it is just sharing a funny post that relates to your business. The more active you are the more people will see and share your page. Over time the need to post frequently will slow down requiring less time and attention, it will also become easier as you become familiar with what your customers like to see. Failing to update your business page may not cost you money, but it would be wasted time and over time it could cost you plenty in lost customers. Owners are busy people, but there is generally one person in a company that is familiar with social media and could take over when the owner is unable to do it, whether it is a manager or just an employee who likes to use social media. Just be sure that when allowing another employee to use the page they are aware of the professionalism required. Jayson DeMers and his article "The Top 10 Benefits of Social Media Marketing" is a great read. He lists many benefits and goes into detail about how they will help your company. Improving brand loyalty, who doesn't want more people to know about their company and to choose their product over others. More opportunities to convert customers, increased inbound traffic, better search engine rankings! These things may seem like a stretch when social media marketing is free, but it happens, talk to any business owner that is already using social media and you will see how great it can be for your business. Another great example is richer customer experience, your customers are already on social media, so they are more likely to visit your page with good and bad information from their visits. This gives you a better understanding of what customers want and allows you to give them that. Now, lets go deeper into some of the other benefits mentioned by DeMers. The cost of marketing can be outrageous, just check out the chart with ranges of rates for different types of marketing. A simple newspaper ad may only cost $10 but how many people are still reading the newspaper and looking at the ads? We now have information including the news available at our fingertips and now fewer and fewer people are reading newspapers. Radio advertisements are $500 on the low end but depending on your market and the popularity of the station you are probably going to be spending more than the minimum. And for this you should also consider technology and the satelite stations that people are using which means advertising will cost even more. Television is cheaper than radio, but again consider technology, we now have the ability to record the shows we watch and fast forward through commercials. I cannot remember the last time I actually watched a television commercial, even if I could not fast forward I would be on my phone or computer looking at social media until the show started back up. Young people do not even watch television as much, they now have shows available on their devices to stream from many different sources. Considering the costs of different types of advertising it is easy to see why more people are moving to social media for marketing. It is free, and it is where everyone is at, there are still some who do not use social media, but the majority of people are using it and this is the only place they are going to see businesses especially small businesses. As DeMers says "Social media also gives you an opportunity to gain valuable information about what your customers are interested in and how they behave". This happens when your customers respond to your sales, or leave comments on your page saying what they like and do not like about your business. This means you can make changes that will help to increase business, such as better scheduling so customers do not wait as long. It also enables you to post polls for responses from your customers, this can help ensure you have what your customers want! You can also create sales through social media such as mentioning a picture that gives a customer two dollars off. While there are many advantages to social media marketing, every smart business owner will look at the opposite side and the disadvantages as well. WebpageFX mentions some that include time intensive, as discussed earlier a lot of time will be required to initially set up the page and ensure you are creating traffic through posts about your business. Potential for embarrassment, people can quickly and easily take pictures and upload them to your page which could be bad for your business such as an unclean restroom, or an employee that is not dressed appropriatley. These things can have a negative impact on your business, however they also give you the chance to see things you might not have seen and to make improvements. Negative Feedback is another disadvantage, however it can also be considered another opportunity for you as a business owner to learn things about your business. Downsides to negative feedback include that people can write or post anything on your page, even information that is inaccurate. That one bad post could lead to a lot of negative publicity. However, there is always an upside even to negative feedback! Those negative comments give the owner a chance to make changes. It allows you to respond quickly to the customer ensuring them that the situation will be handled. You can also use it to promote your business, by inviting customers back after you make changes. Perhaps the comment was about bad customer service, you now have the chance to better educate your staff on handling customer complaints. There can always be an upside to those negative comments, you just have to take the time to think and decide the best course of action to make the customer happy. We have covered a lot of topics today in a short period of time, to summarize, social media is widely used by a majority of society. Knowing your target customer base can help you decide which platform to use and while this type of marketing is time intensive, it is free. Doing your research before starting, and taking your time to follow any tutorials will help you set up the page. Encouraging followers to invite friends will help to build your page, as well as posting funny or informational posts that will create a buzz for your followers. Finally we discussed the advantages and disadvantages to be considered before starting. Remember to always consider what positives may come from the negatives as well. Many businesses are already using social media marketing, consider your options and decide quickly so that you and your business can move up quickly! Now that we have been over everything, please take a few minutes to consider everything and we will begin the question portion. Thank you for attending today, I hope everyone learned something new and enjoyed the presentation. Comments
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Explanation & Answer

Attached.

Professional Experience
I.

Naming the Personal presentation outline

II.

Commenting on the student’s presentation


Presentation by Tony Student
Slide
Slide Title
Number
1
Social Media
Marketing and Your
Business
2
Welcome to Social
Media Marketing

Slide Text

"An estimated 2.34 Billion people use
social media (Statista, 2017)."
"Social media can be used to increase
sales, notify customers of upcoming
specials, and even create buzz about
your business as well as quickly learn
what your customers like and do not
like. However, there are many things to
consider before utilizing social media
for your business."

3

Agenda

Who uses social media
Which platform is best
Keeping it professional
Advantages of using Social Media
Disadvantages of using Social Media

4

Who Uses Social
Media

"The Pew Research Center shows that
since 2006 social media has increased in
all age groups (Pew Research Center,
2016). The slower response by the older
generations can be attributed to an
uneasiness with technology or even an
inability to use the technology required.
However, over time even the older
people began using social media."

5

Who Uses Social
Media

"When considering who uses social
media it is not just what age groups but
also what gender because your business
may target mostly men or mostly
women. The Pew Research Center has
completed a lot of research that includes
who uses what platforms most often."
"They have also obtained
information that includes incomes, how
much college, and if the people live in a
suburban or rural area. All of this
information is vital to a company who is
deciding if they want to use social media
for advertising (Pew Research Center,
2016)."

6

Which Platform is
Better

"When first starting out using social
media to advertise it is best to stick with
one platform so that it is not
overwhelming. Deciding which platform
is easy when you use the statistics found
on the Pew Research Centers website."
"Most companies are going to want to
start on Facebook as it holds the highest
numbers in all age groups and is used by
both men and women. It is also one of
the easiest platforms to start a new
business page and does not require
payment except in some circumstances
to “boost” a post so that it reaches more
people."

7

Professionalism

When using social media for advertising
it is important that the user remember
that it is NOT a personal account and
many topics should not be discussed on
the business page such as politics,
religion, or anything else that could push
customers away.
Keep the focus on the business
Encourage people to share the page with
friends
Do not use foul language
Do not get into arguments with
customers
Share only things that represent the
business

8

Maintaining your page When you first start using social media
for advertising it will take a lot of time
and attention. Updating the page
multiple times a day ensures that more
people are being drawn in and your
customer base is more likely to grow.
Over time it may be possible to make
fewer updates.
Failing to update your business page
means that any time you spent putting it
together is wasted. It may not cost you
money right away, but over time the
amount of customers you did not bring
in through social media can add up to a
lot of lost profit.

9

Advantages of using
social media in
marketing

“The Top 10 Benefits of Social Media
Marketing” is an article written for
Forbes magazine by Jayson DeMers
(DeMers, 2014). Some of his listed
benefits include:
Improving brand loyalty
More opportunities to convert
Increased inbound traffic
Better search engine rankings
Richer customer experiences
Next we will delve deeper into some of
the other benefits he mentions.

10

11

Decreased marketing "For a small company, the cost of
costs (DeMers, 2014) marketing can seem outrageous and
unrealistic with their budget. Social
media marketing is free in most cases,
however, the owner of a business can
choose to spend money to get the
advertisement seen more frequently."

Improved customer “Social media also gives you an
insight (DeMers, 2014) opportunity to gain valuable information
about what your customers are
interested in and how they behave”
(DeMers, 2014).
"Knowing what your customer wants
will enable you as a business owner to
offer customers exactly what they want,
you may also find trends that allow for
better scheduling of employees so that
customers are not turning away because
of a long wait time."

12

Disadvantages of using According to WebpageFX an internet
social media in
marketing website, although social
marketing
media has many advantages there are a
few disadvantages to consider, including
(WebpageFX, 2017):
Time intensive
Negative Feedback
Potential for embarrassment

13

Negative feedback
(WebpageFX, 2017)

"Downside
Social media makes it possible for
anyone to write anything they wish on
your business page including
information that may not be accurate.
One bad customer service experience
could lead to a lot of negative publicity."
"Upside
Yes, there is an upside to negative
feedback!
A negative comment on your business
page allows you to follow up with the
customer very quickly. It allows you to
see what customers think and then make
changes to improve your business and
then invite specific customers back to
see the changes, this way the customer
feels like their voice is being heard."

14

Social Media summary "Social media is widely used by most
every person, regardless of gender, age,
or income level. Finding the right
platform is as easy as visiting the Pew
Research Center and going through their
data to determine which group is that
target audience for your business.
Maintaining your business page will
initially take some time to start up, but
over time it will require less attention.
Professionalism is as important as it is
in any other business setting.
There are many pros and cons to
consider when making the decision to
use social media for marketing,
however, the fact that it is free makes it
a great idea for most businesses."

15

Questions and Answers

Narrative
Title Slide

Hello and Welcome to Social Media Marketing and
Your Business! I am Heather Hurley and I am going
to show you how important social media is for
building your business. "An estimated 2.34 Billion
people use social media", now consider how many of
those people could be your customers!
Social Media can be used to increase sales, let
customers know about specials and a way to learn
what your customers like and don't like. Social media
opens the door to millions of people as well as
increases feedback to you as an owner so that you can
make changes to your business to increase your sales.
We are going to be covering the following topics
today:
Who uses social media - women, men, what age
groups
Which platform is best - should you be using
Facebook, Twitter, Instagram etc.
Keeping it professional - do's and do not's of social
media for a business
Advantages and Disadvantages of using social media best practices and how to avoid problems
Questions and Answers - to give everyone a chance to
get a better understanding of the benefits of social
media marketing

According to the Pew Research Center since 2006
social media has increased in all age groups. As you
can see in the chart the 65+ age group took longer to...


Anonymous
Really useful study material!

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