Closing Case Chapter 13

CLOSING CASE CHAPTER 13
1. The marketing manager of the Luxury Food Stop has opened two
unproductive social media accounts. What are the dangers of doing this
without any intention of continuously updating and maintaining them?
 Loss of followers- as stated in the case, Luxury Food Stop lost followers after
being inactive on social media. This can also affect your online customers.
Hence they can migrate to other products.
 Loss of credibility- social media accounts creates credibility for the business
through advertising your brand. This attracts many customers who are happy to
promote you. When the account becomes, inactive customers will lose interest in
your products hence migrate to other brands.
 No new followers- this means that you cannot get new customers or people
interested in your product. People won't consider following the business because
they post nothing.
2. Discuss the other social media errors that the marketing manager may
be creating for the company?
 Respond to criticism immediately- When customers complain, they have to be
given quick customer service feedback. Through such actions, customers can
even make referrals hence promote your business.
 Don't bore people- The company needs to ensure that only the right content is
posted on the social media platform. For example, people don't want to know that
you built a new door in an office- but only the information that will help them.
 Don't try to cover too many networks- If you can't update contents consistently in
many social media accounts, avoid the dormant ones. Companies need to focus
on a few, or even one social media account to upload easily. Therefore, better
few social media accounts rather than many but inactive.
3. Provide examples of how marketing managers of SMEs can overcome
their social media challenges?
 Tracking metrics for continuous improvements to help in the designing of social
media strategy.
 Share valuable, informative, high quality and unique content to attract more
followers. This is also another of reaching out to the target market.
 Know your audience; hence start a conversation with to increase audience
engagement.
 Analyze the data for customer insights or reviews to help in improving social
media performance.
 Create a consistent branding image to draw the attention of the customers.
4. What is the importance of the results to SMEs of measuring social
media marketing activities?
 To understand whether social media fits into your business- business objectives
should always align with social media such that more sales and profits are
realized. This shows that both of them are mutual.

 To know whether social media will attract or bring in new customers, social
media should help a company win new customers to increase sales growth.
Therefore in case, the opposite is seen, then the business should stop its
continuance.
 To review results and reset your goals, this is meant to understand the failures
seen while using social media, hence resetting the goals for more effectiveness.
5. Provide at least two examples of other social media platforms that
Luxury could consider adopting, giving reasons for your choices?
 Snapchat- is made up of primarily young people between the age of 18-34 who
are normally active, hence marketing here will be of huge benefit. It also provides
one with a location marketing feature to do a marketing campaign in the society.
 Linkedin- This site enables one to form connections between friends,
professionals and also companies. Through that, companies can market their
products and services hence bring in more customers.
 Pinterest- it is a website with over a 50million people globally and provides
organizations with an opportunity to meet with their audience, hence promoting
their products. Also, it allows one to pin a photo on the board to be viewed by
interested parties.
6. Identify the choices of methods available to successfully implement
social media marketing.

 Create SMART goals (Specific, Measurable, Attainable, Realistic, and Timely.
For example, we will use Facebook to lower our response rate to customers by
under one 1 hour in the next month.
 Understanding my audience- this is by researching my customers' information,
mainly their location, names, interests and what they don't like so that the product
or services I offer to meet their needs.
 Know your competition- most companies are already in social media, and
therefore, it is vital to understand how they operate through competitive analysis.
For example, one can check the websites of the competitors and see what
customers comment about their products hence take advantage of the
weaknesses that may be highlighted.

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CLOSING CASE CHAPTER 13

without any intention of continuously updating and maintaining them?

Hence they can migrate to other products.

your products hence migrate to other brands.

they post nothing.

be creating for the company?

 Respond to criticism immediately- When customers complain, they have to be

even make referrals hence promote your business.

few social media accounts rather than many but inactive.

3. Provide examples of how marketing managers of SMEs can overcome

their social media challenges?

 Tracking metrics for continuous improvements to help in the designing of social

followers. This is also another of reaching out to the target market.

 Know your audience; hence start a conversation with to increase audience

 Create a consistent branding image to draw the attention of the customers.

4. What is the importance of the results to SMEs of measuring social

media marketing activities?

realized. This shows that both of them are mutual.

5. Provide at least two examples of other social media platforms that

Luxury could consider adopting, giving reasons for your choices?

one with a location marketing feature to do a marketing campaign in the society.

 Linkedin- This site enables one to form connections between friends,

products and services hence bring in more customers.

 Pinterest- it is a website with over a 50million people globally and provides

organizations with an opportunity to meet with their audience, hence promoting

6. Identify the choices of methods available to successfully implement

social media marketing.

under one 1 hour in the next month.

 Understanding my audience- this is by researching my customers' information,

or services I offer to meet their needs.

therefore, it is vital to understand how they operate through competitive analysis.

customers comment about their products hence take advantage of the

weaknesses that may be highlighted.

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