Social Media as Advertising Platform: Case Study

Social Media as Advertising Platform Case StudyThe report represents an analysis of the promotional strategies implemented by adore for diet. The confederation has elect social media as its promotional platform. The complete report has been presented based on identified aims and objectives. Among various measures accessible to study the performance of effectiveness of merchandiseing strategies, such as A/B testing, multivariate testing and assessing Facebook analytic, the Facebook analytic model has been chosen. With the help of AIDA model, the discussion identifies that the confederation has not been successful to initiate effective demand due to flaws in promotional strategies. The reflection provided in the study shows this analysis has been very(prenominal) informative to impart up knowledge about the use of Facebook Insights.The discussion dumbfounds forrard a study of net analytics. The report is presented in the scenario of a firm Love for Food. The stage business has chosen Facebook as the medium of promoting the business. The report impart put forth a brief background of the study and the opening. It will site key aims, goals, objectives and research questions for the discussion. umpteen strategies of research will be evaluated. Based on the evaluation a key dodging will be selected. The discussion will in addition put forth a process of experiments based on theoretical perspective, a data analysis will be presented by strikeing effectiveness of the marketing strategies. A brief reflection will be presented by addressing key factors identified in the study. In the end, the discussion will be concluded by providing a concise summary.BackgroundLove for Food is a bakery come with based is an UK-based bakery firm. The organisation is considering to progeny online shopping as its key business domain. It has chosen Facebook as a practicable online media to sales its products (Facebook.com, 2017). Since, this platform is cost effective and offer high degree of reach (Bharadwaj, et al., 2013). But, it is imperative for Love for Food to assess the effectiveness of Facebook to promote the services. The study will focus on web analytics using Facebook insights to assess the effectiveness of this animal (Selwyn Facer, 2007). The enterprise has been successful to fall in likes and sh ares of by promoting its Facebook rascal. But, the firm wants to enhance the outcome more to ensure better success of the business.Aims, goals, objectives or purposeThe key aims, goals, objectives and purpose of this study has been put forth as below.Aims To assess the effectiveness of web analytics in promoting the businesses.Goals To enhance the promotional activities of the company by ensuring better result.Objectives The key objectives of the study are as consulted below.To identify the effectiveness of web analytics to measure the effectiveness of promotional activities of the firm?To identify key drawbacks lies in the promotional activities of the organisation.Purpose This study will facilitate Love for Food to improve its promotional strategies. The enterprise will alike be able to assess the probable return on investment it will be able to get in short term and long term perspective (Miller, 2012). The analysis will also facilitate the organisation if it will be successful to join forces it anticipated target more effectively.Questions Based on the above discussion following research questions have been identified for this study.How much is the web analytics effective to measure the effectiveness of promotional activities of the business?What are the key drawbacks in the promotional strategies of the organisation?Selection of experiment areaStrategies There are galore(postnominal) strategies available for the company to develop for conducting experiments (Young, 2014). These are multivariate testing, A/B testing and foundation of Facebook pages and posts. Each of these strategies is discussed and just ified as below.Multivariate testing In this process of testing various interlinked variable are modified to assess the impact of the result. This analysis helps to identify the one combination which is effective for the enterprise (Wang, 2014). In the context of Love for Food, the firm will be able to assess the effectiveness of its different marketing promotions with changing scenario. But this will take much time and make the whole process costly (Chaffey, et al., 2012). Thus, this method of analysis will not be effective for the company.A/B scrutiny In this process of testing, the enterprise will be able to test data based on single variable. This is effective for simple projects. But, the projects which have many critical data and interlinked operations, will not able to generate effective analysis from this study (Segura, et al., 2016). The A/B testing however also helps to identify an effective channel of promotions. The Love for Food will require undertaking many promotiona l tools such as social media, advertisement on tv and newspapers (Royle Laing, 2014). But, this will raise the cost of project. Because, it is not feasible for the organisation to make presence in those media. Hence, this method of study will not be feasible for the organisation.Creation of Facebook pages and posts in this process of method, the business will be able to assess the market demand for the product more effectively (Abell Brewer, 2014). The firm will be able to develop many customised solutions and information. The likes, shares and comments provided by the organisation, will facilitate the enterprise to identify the popularity and attractiveness of its strategies. Love for Food brook implement this strategy in cost effective and timely manner (Gerlitz Helmond, 2013). Therefore, this process of analysis will be feasible for this study.Method for conducting experimentsOwing to the feasibility of the process of creation of Facebook pages and posts, Love for Food chose this method of conducting the experiment. Initially, a Facebook account was created.The account was logged using the user id and the password as articulated by the company. Figure 1 foremost StepCreation of the page was the second step after the procedure of logging in into the account.Figure 22nd StepFigure 33rd StepIn this step, the page was selected and was ready to be created.Figure 44th StepThe primary purpose of creating the Facebook was to connect with the people by using a brand, business or a cause. In this case, the cause or community was chosen to continue with the further step.Figure 5fifth StepBy clicking on get started and after writing the name for the page, the Facebook page was created as illustrated below.Figure 66th StepFigure 7 Page CreatedThe creation of the Facebook page has enabled the company to attract a number of people at the same time. The page also got about 30 likes. The page has also been receiving comments for the photos and the videos that were upl oaded by Love for Food. Hence, this procedure has been useful in the attainment of the objectives.Analysis of your experiment areaPage ViewsThe above analysis of data identifies that the company has become successful to generate 37 views for its Facebook page. The page was run for 3 weeks. Within this teensy period it has been successful to generate sufficient views. The above chart also shows the sources of views was not only from facebook.com, but also other key websites such as likestool.com, traffup.net also facilitated to increase the number of views the page. This shows the company can get higher reach through Facebook promotions.Page LikesThe above data shows that the enterprise has been able to increase the likes of the page from 17th Feb to 17th March. The firm has been successful to the likes of pages to a certain extent from 15th March.The above chart also represents that the number of likes has been decreased drastically from 16th march. This represents that the busine ss has not been successful to sustain its market presence. According to the AIDA model, the enterprise requires to trouble generation, interest development, desire generation and resulting action i.e. purchasing of services (Hassan, et al., 2015). But, above analysis shows the company has been successful to generate attention for the product. It has also been successful to develop interest (Wang, 2014). But as the organisation has failed to sustain these factors for long, it has not been successful to generate desire and purchase decision. Thus it failed to meet its target of generating high degree of return on investment from the projectReflections upon the use of Facebook/Facebook InsightsPages on Facebook are public in nature and hence, the engagement with the pages are also public. Initially, with the incorporation of Facebook Insights in my project, I learnt that Facebook insights assists in providing insights to the managers of the page along with the activity of the people o n the page (Bharadwaj, et al., 2013). I learnt that Facebook insight is a powerful tool for the individuals who are determined towards the tracking of the interaction of the user on the fan page of the Facebook. It can be seen by each and every admin of the page. I also learnt that it aids in understanding the performance of the page with the help of graphs.In the course of using Facebook insights, I learnt that we will also be able to cognize and determine the best time of the day along with the best day of the week for posting pictures and contents on the Facebook page (Gerlitz Helmond, 2013). Further, it is also mandatory to mention that I also learnt that Facebook Insights are also useful in understanding the use and power of a particular content or post (Frick, 2000). whizz of the most important things that I learnt was it is a tool that is constantly updated which helps in reflecting the developments in the page. Hence, it is essential to keep a check on the loop.The study identifies that the company has chosen social media for promotional perspective. Since, it is cost effective and has high reach. The other process of analysis for studying the effectiveness of promotional strategies thus has been rejected. These promotional strategies can be identified as multivariate analysis and A/B analysis. The analysis of data also shows the organisation has been failed to meet its promotional objective as it has failed to sustain the interest. In theoretical perspective of AIDA model (Ward Peppard, 2016), the enterprise has not been quite successful in generating demand and purchase intention for its products. However, the study has been very beneficial and informative to develop analytical skills. So, it will add value in academic and professional endeavours.ReferencesAbell, L. Brewer, G., 2014. Machiavellianism, self-monitoring, self-promotion and relational aggression on Facebook. Computers in benevolent Behavior, 36(1), pp. 258-262.Bharadwaj, A., El Saw y, O., Pavlou, P. Venkatraman, N., 2013. Digital business strategy toward a next generation of insights.. s.l.s.n.Chaffey, D., Smith, P. R. Smith, P. R., 2012. eMarketing eXcellence Planning and optimizing your digital marketing. 2nd ed. s.l.Routledge.Facebook.com, 2017. Love For Food. Online Available at https//www.facebook.com/Love-For-Food-264565583984164/Accessed 17 March 2017.Frick, T., 2000. 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