Zen of Digital and Social Media Marketing - MyAssignmenthelp.com

Question: Discuss about the Zen of Digital and Social Media Marketing. Answer: Introduction: The use of social media requires that messages need to be targeted. The organization such as Qantas need to identify key audience. First the organization need to examine what its target audience are talking about, what their interests are as well as the prevailing attitude. This is essential in order to avoid backlash as experienced in the case of Qantas. Timing is an issue in the Qantas case. When the attitude of the target audience is understood, then the social media content can also be timed and tailored to match audience analysis research findings. This is essential as it can help avoid exaggerated messages given that social media messages should be well timed and audience-centered. Without audience attention, it is possible to have serious consequences as in the experience of Qantas. While an organization can use various approaches when coming up with social media messages, it is essential that a careful consideration is given to the approach used before an organization posts any particular content to social media platforms. Social media is a powerful tool influencing business strategy, brand, and culture. It, therefore, needs to be monitored and clear and immediate responses given in time to avoid negative consequences arising from lack of monitoring clients responses as seen in the Qantas case where no one was monitoring customers feedback. In order to overcome the past challenges of the brand, Qantas need to reconnect with its customer and inspire confidence once again. To build a positive public perception of the brand, Qantas should first begin by rebuilding trust. Trust is everything. Referrals and the willingness by clients to pay higher prices arise from being a trusted brand. Trust can be built by making sure that facilities used as well as air crafts are in good shape and of the right quality. Reconnect with employees Qantas should invest more in its Television advertising in order to reconnect with its clients across the globe. Television advertising captures the emotion of many people as it appeals to both hearing and visual senses. This should be accompanied by outstanding service delivery that can lure back lost clients. With this approach, the possibility of getting new clients is also high (Hyder, 2016) For successful social media engagement, there is the need for balance. Balance is the ability to manage a range of important and ongoing considerations effectively. This requires a well-planned social media strategy. Failure to maintain a balance can be costly to the organization given that in social media, balance is at the center of successful social media marketing campaign according to (Moone Slobodian 2016). In this regard it is, therefore, essential to achieve a reasonable balance, Tuten Solomon, (2014) elaborates that one of the best ways to realize a balance in social media begins with being mindful of the ratio that exists between selling and sharing. Sharing is very important and should come first because, in many occasions, people are on social media so that they can be educated, informed and entertained and not to be sold to. This, therefore, calls for intelligence in selling products on social media platforms. Integrity and ingenuity are needed in this area. Emotional capital is the aggregate feelings of goodwill towards an organization and the way in which that particular organization operates. The actions of executives can build emotional capital. An organization must ensure that it has built its emotional capital in order to be successful even in its internal communication processes. Success in using social media internally helps in reducing costs, stimulating innovations as well as increasing the organization's revenues. The use of social media in business is very important and timing is everything. A social media message should be timed in order to avoid embarrassing situations. An organization needs to gauge its customers feeling and attitude in order to post social media content at appropriate times. This will avoid exposing the weaknesses of the organization to the general public who follow social media comments posted by angry clients. The organization should also have perfect timing in order to know when there is high traffic and low traffic. Social media is like a city. It has rush hours. Content should be posted so as to coincide with the high traffic so as to reach a huge number of audience. One size fits all is no longer applicable in todays market. A more personalized experience is what clients are looking for on the web. It, therefore, important for an organization to first understand and define its audience before sharing any particular message on a social media platform. A department should be set up to monitor and handle social media messages. This department should be tasked with the monitoring of clients responses and responding to angry customers to avoid social media outburst from dissatisfied customers. A part of just knowing who one's clients are, it is essential to what one wants to say. To avoid messages that backfire, it is important for an organization to thoroughly analyze the organization's key message. The key message should not bear a bragging tone. Neither should it be too self-promoting but rather it should provide more value and outstanding experience to an organization's clients. The desired outcome of the organization should be to meet its goals through outstanding services delivery. The customer is always king. A good service delivery is what should, therefore, form part of the organization's goal for purposes of achieving the desired outcome which is to provide the best experience to customers. The choice of the social media channels to use is very vital for an organization. This will ensure that the messages are created for that platform particularly. Each and every social media platform has a different level of etiquette. In this regard, it is vital that upon choosing a platform to be used, the choices need to be tied to the organization's objectives, goals and the customers persona. To successfully compete on social media, one needs to use images appropriately. This is because it is a proven fact according to scientific research that nearly 90% of the information that is conveyed to the brain is visual. Visual content performs much better on a variety of social media. Survival on social media requires consistency. How often an organization should post content will depend on the social media platform of choice. For twitter an organization can post 4 times a day, Facebook 2 times a day, blog posts 2 times a day, LinkedIn once a day. Irrespective of the channel, consistency is very important. This way emerging issues can be noticed and quickly addressed to avoid damaging brand image. Work cited Tuten, T. L., Solomon, M. R. (2014). Social media marketing. Sage. Mooney, M., Slobodian, S. (2016). Seeing the wood for the trees: Fixing large undefined problems in digital marketing. Journal of Digital Social Media Marketing, 3(4), 294-303. Hyder, S. (2016). The Zen of social media marketing: an easier way to build credibility, generate buzz, and increase revenue. BenBella Books, Inc.