Developing A Social Media Marketing Plan For Metro Inc. Supermarket Essay.

Social media is a vital marketing channel for businesses of all sizes. Instead of asking, “Why should we use social media?” businesses should instead be asking, “How can we leverage social media to grow our business and better communicate with our customers and community?

”The purpose of this project is to produce a comprehensive social media marketing plan for a local business or organization of your choice. You will start by completing a social media audit, and then work through key stages of building a social media marketing plan: from audience and market analysis to setting goals and objectives, plat-form recommendations, content planning.

There are four main components of your social media marketing plan:

1. Development of a social media audit

2. Identification of the target audience/community and setting at least one SMART goal

3. Development of a social media strategy, including objectives, platform recommendations, and content planning

4. Next steps: identification of success metrics, risks, and other challenges you may encounter in rolling out your social media strategy.

Metro Inc. supermarket delivers many products and services to their consumers and completes their basic needs. These products could be related to cosmetics, clothing, and foods, and others. This report discusses the development of social media audit with respect to the Metro Inc. Supermarket.  It presents the challenges of social media strategy implementation in Metro Inc. Supermarket et.  In last, it recommends strategies for improving organizational performance. 

Social media audit is a method of evaluating and optimizing the business social media approaches and profiles. Further, Metro Inc. supermarket will execute social media audit technique as it could support to stay on top of its online presence. Apart from this, it is analyzed that there are certain methods that are popular among Canadians such as Facebook, YouTube, Linkedin, Twitter, Pinterest, Instagram, Snapcaht, Tumbler, and Reddit. These are imperative for spreading awareness of goods and services. Furthermore, it is addressed that Facebook and YouTube is a technique that is used by most of the consumers. In the current era, Metro Inc. uses Facebook, Twitter, Instagram, and Reddit to make a connection with the consumers (Scott, 2015).  For sustaining a position in the market, Metro Inc. should use Instagram, Snapchat, and   Reddit. It could be effective for increasing traffic of consumers towards goods and services of Firm. With respect to statistical data analysis, it is analyzed that 84% of Canadians use Facebook, 59% YouTube, and 46% of people use LinkedIn. Hence, it can be evaluated that the organization could be capable to understand the person who is interested in the products and services. Metro Inc. will be capable to understand many things by considering the social networks such as dislike, like, conversation sate, engagement, number of the page like a comment, share, infographic, and number of post on the day. From the application of electronic marketing techniques, the organization will be capable of the huge amount of consumers in the least resources (Tuten and Solomon, 2017).             

Target audience/community

Metro Inc, will target their consumer on basic demographic, geographic, and psychographic factor. It could be effective for accomplishing the goal of the organization in the least time and cost. Furthermore, It is evaluated that Metro Inc. will target the age group of 18 to 54 age group of people to spread the awareness of products and services by considering the social media. In addition, it is evaluated that the organization will focus on the urban area to people as it could be easily connected by online sources (Ashley and Tuten, 2015). At the same time, it is also evaluated that on the basis of a psychographic factor, Metro Inc. will target medium and higher class of people to offer their goods and services.      

• To expand online presence by 35% within 12 months

Development of marketing strategy

Social media marketing could be an imperative technique for promoting goods and services of the company in the least time and cost. There are many advantages that could be obtained by considering social media marketing like a higher competitive benefit, higher sales, higher revenue, and unique image in the marketplace (Hudson, Huang, Roth, and Madden, 2016).  Apart from this, it is also evaluated that the social media marketing could also be effective for the accomplishment of the marketing objectives. The following factors will be considered to accomplish the aim of the organization:   

Development of Social Media Audit

Marketing objectives could be goals as it is made by the organization at the time of endorsing their goods and services among consumer, which should be accomplished in the specified time.    

• To increase the market share by 40% in the upcoming 12 months
• To enhance sales of the organization by 70% in the upcoming 12 months
• To expand the revenue of the company by 25% in the upcoming 12 months

Metro Inc. Supermarket, Canada uses electronic marketing strategy to spread the awareness about the goods and services with respect to the current research matter. Further, electronic media marketing could lead the organization to directly communicate with their specified consumers and collect their opinion and views towards the products and services. It will also lead to improving the financial condition of the firm. In addition, the social media marketing could aid the company to influence a huge amount of the consumers at the same time and meet their aim and objectives (Lamberton and Stephen, 2016). There are many platforms that could be considered by Metro Inc, like LinkId, snapchat, Instagram, Facebook, YouTube, and Twitter to share their information with respect to the current organization objectives.       

Metro Inc. should use the digital marketing method to boost their situation in the least time and make their unique image in the marketplace. The organization should use the search engine optimization technique by which they would be capable to show their organization in a higher rank. From this, consumers will be capable to easily access the information about goods and services of the company (Fulgoni, 2015).  Apart from this, they should also use the pay per click technique by which an organization would be capable to promote their goods and services among consumers by a single click. It could be effective to obtain higher competitive benefits and make their position in the marketplace. The organization should also make an app by which consumer will be capable to get any products and services of Metro Inc. supermarket in the least time with same quality. Further, it could also be vital for making distinguish the image of metro Inc. among consumer in the least resources (Tiago and Veríssimo, 2014). 

Metro Inc. supermarket will make an effective plan about the content as it will be delivered on the web. Because content could be key factors to easily influence consumers in limited time.  In the current era, content could be a source that enables the consumers to select particular products and services and retain them for long-term. The organization should consider many factors at the time of making a content plan like social networks, specific information, animation, ethical content, and time period of Ads. It will be effective to influence the consumers as well as obtaining a huge amount of profit (Leung, Bai, and Stahura, 2015). 

Continuing decline of organic reach

In Canada, there is a large number of monthly users is approximately one billion whereas hundreds of millions of users are on Instagram and Pinterest. Each day, an incredible quantity of content is created by each of these channels. To maintain users on the channel and engaged them, social channels practice algorithms to get rid of junk and only demonstrate the content that is more interesting and relevant for the user (Kumar, Bezawada, Rishika, Janakiraman, and, Kannan, 2016).  

Identification of the Target Audience/Community and Setting at least One SMART Goal

When consumers focus on curated feed then, the algorithm can frustrate to marketers. Over the last years, Metro supermarket has declined their efficiency to reach at growing and healthy audience.

Under the initial phase of social media, when someone follows the page and account, then they would see their posts. However, this scenario has changed due to the amount of traffic on social media. In such a manner, Posts of Metro supermarket can be curbed, deprioritized, and simply fail to boost purchase at the time of the test push by the channel (Hajli, 2015). 

When Metro supermarket is making effort to boost the organic reach, then it will have needed to optimize their content channels. It also needs to translate the content across different channels and making it perform within the channel is a high skill for SMM. In addition, the multichannel strategy could be challenging for Metro supermarket as each channel has its own format with tone, which defines how the content would fit. Moreover, the target audience has their own habits, preference and will consult on the diverse channel in order to get the data regarding the company. Having each of these channels working together in synergy may generate a cohesive brand impression of Metro supermarket in response to the social behavior of the audience (Godey, et al., 2016).  

Metro supermarket gathers the information from learning more regarding their audience, social media listening and measuring the brand reputation. But, it all requires moving towards social information. The facts that Metro supermarket gathers can feed their business and inform the company as a social media marketer (Labrecque, vor dem Esche, Mathwick, Novak, and Hofacker, 2015).  

The matrix risk of data management that Metro supermarket may face is quality in existed facts and figures and dissemination of data to the right people within their business. When data is managed well then it can uncover new leads, influencers, industry trends, and product’s information. It can also help Metro supermarket to develop profile among audience and pool data across the platform. Thus, it may aid to provide personalized resources (Felix, Rauschnabel, and Hinsch, 2017).  

Conclusion

With respect to the above discussion, it can be concluded that social media plan could facilitate the organization to make a reliable decision with respect to the form of profitability. It can also be suggested that the organization should use the digital marketing strategies to promote their goods and services.

References

Ashley, C., & Tuten, T. (2015). Creative strategies in social media marketing: An exploratory study of branded social content and consumer engagement. Psychology & Marketing, 32(1), 15-27.

Felix, R., Rauschnabel, P. A., & Hinsch, C. (2017). Elements of strategic social media marketing: A holistic framework. Journal of Business Research, 70, 118-126.

Fulgoni, G. M. (2015). How Brands Using Social Media Ignite Marketing and Drive Growth: Measurement of Paid Social Media Appears Solid But Are the Metrics for Organic Social Overstated?. Journal of Advertising Research, 55(3), 232-236.

Godey, B., Manthiou, A., Pederzoli, D., Rokka, J., Aiello, G., Donvito, R., & Singh, R. (2016). Social media marketing efforts of luxury brands: Influence on brand equity and consumer behavior. Journal of business research, 69(12), 5833-5841.

Hajli, N. (Ed.). (2015). Handbook of research on integrating social media into strategic marketing. USA: IGI Global.

Hudson, S., Huang, L., Roth, M. S., & Madden, T. J. (2016). The influence of social media interactions on consumer–brand relationships: A three-country study of brand perceptions and marketing behaviors. International Journal of Research in Marketing, 33(1), 27-41.

Kumar, A., Bezawada, R., Rishika, R., Janakiraman, R., & Kannan, P. K. (2016). From social to sale: The effects of firm-generated content in social media on customer behavior. Journal of Marketing, 80(1), 7-25.

Labrecque, L. I., vor dem Esche, J., Mathwick, C., Novak, T. P., & Hofacker, C. F. (2015). The Evolution of Consumer Empowerment in the Social Media ERA: A Critical Review. In Ideas in Marketing: Finding the New and Polishing the Old(pp. 582-582). USA: Springer, Cham.

Lamberton, C., & Stephen, A. T. (2016). A thematic exploration of digital, social media, and mobile marketing: Research evolution from 2000 to 2015 and an agenda for future inquiry. Journal of Marketing, 80(6), 146-172.

Leung, X. Y., Bai, B., & Stahura, K. A. (2015). The marketing effectiveness of social media in the hotel industry: A comparison of Facebook and Twitter. Journal of Hospitality & Tourism Research, 39(2), 147-169.

Scott, D. M. (2015). The new rules of marketing and PR: How to use social media, online video, mobile applications, blogs, news releases, and viral marketing to reach buyers directly. USA: John Wiley & Sons.

Tiago, M. T. P. M. B., & Veríssimo, J. M. C. (2014). Digital marketing and social media: Why bother?. Business Horizons, 57(6), 703-708.

Tuten, T. L., & Solomon, M. R. (2017). Social media marketing. USA: Sage.