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    Case Study - Shrinkhala Nair

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    lmao24

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    Case Study - Shrinkhala Nair

    Uploaded by

    lmao24
    21 views5 pages

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    Case Study_ Shrinkhala Nair

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    21 views5 pages

    Case Study - Shrinkhala Nair

    Uploaded by

    lmao24

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    of 5

    Name: Shrinkhala Nair

    Division: TYBBA-P
    SAP ID: 74022120147

    CASE WRITING: RELEVANCE OF SOCIAL MEDIA PLATFORMS

    INTRODUCTION

    Key problems :

     Difficult to create content - Service providers unlike products are intangible , which
    makes it harder to create content and increase growth on social media.
    Unlike product sellers , our service is completely intangible which makes it a challenge
    to chose social media platforms where our content would get engagement.
     Social media algorithms- Algorithms are tricky due to which content might not reach
    the target audience .This is a crucial problem as when the content fails reach the target
    audience , it doesn't lead to the desired outcome.
     Hard to achieve customer loyalty-Customer loyalty when it comes to social media ,
    means constant engagement and retaining old followers.Our target market - The GenZ
    population has a low attention span which makes it hard to achieve customer loyalty
    and retain followers across platforms.
     Difficult to increase reach- Myloop as a website is not relevant for all generations.It
    caters to a very specific target audience - the student community , due to which the
    social media handles might not be relevant and relatable to different age groups which
    can lead to a limited reach.
    Thesis Statement :

    Increase in number of website users due to social media presence on various platforms.

    BACKGROUND

    My Loop is a website created for students to create a united community where they are well
    informed with all things related to their college life. The website is engaged with social media
    platforms , namely :
    Instagram , Threads , Linkedin , Youtube and their own Blog page

    The website chose the following social media platforms after evaluating multiple factors like
     Penetration , reach & engagement
     Demographic factors such as age and employment were also kept in consideration while
    choosing social media platforms

    LITERATURE EVIDENCE :

    Instagram Algorithm in 2023 : Mentions how content from your ‘best friends’ will rank higher on
    your feeds compared to business pages
    MOST IMPORTANT ISSUES

     Tricky to create content for services-


    This is one of the main issues as services are invisible and harder to communicate with
    the audience. The benefits of using the website are invisible which makes it tricky to
    create and post content . The social media platforms can only gain followers and
    retain them if it posts relevant content which is complex in this case.
     Content not reaching Target Audience-
    The functioning and algorithms of social media are dynamic and difficult to navigate
    through. Many a times content doesn't reach the audience it is targeted towards. This
    might lead to stagnation of the social media handles as growth can only take place when
    the content reaches the desired audience.

    EVALUATION OF CASE

    [A] Pieces of case study that the focus is on :


     Which social media platforms are relevant for the brand
     How can these social media platforms help increase the reach of our website
     What problems need to be solved regarding the above mentioned

    [B] What social media platforms are relevant for the brand and how they help in increasing
    reach :
     INSTAGRAM- One third (31%) of Instagram users fall in the age bracket of 18-24 years.
    This encompasses our brand’s target audience which is the student community.The
    chances of reaching the desired audience is a lot higher on Instagram than any other
    platform.
     LINKEDIN – It is an employment based platform where people share work related ideas.
    My Loop utilizes this platform to hire Campus Ambassadors. These Campus
    Ambassadors are responsible for creating brand awareness of My Loop in their
    respective campuses.
     YOUTUBE- Interactive and engaging videos that create a higher visual impact will help
    in creating impactful content.Youtube also gives advertisers a number of mediums to
    interact better with the audience like comments , live streams etc.
     BLOGS – The blog page of My Loop targets readers who need an insight into college life
    and make the brand feel more relatable for users.It increases website traffic & builds
    trust with the customers.
    PROBLEMS :
    The main problem regarding all the social media handles is
     Relevant content creation
     Gaining loyal followers across all social media platforms that are chosen.
     Posting content regarding services that are intangible is the most challenging part
    as it isn’t as basic as showing a product being used in a visible manner by the consumer.
    It has to be presented in a manner that can be comprehended by the consumer and the
    benefits can be understood.
    SOLUTION :
    Promotion through social media can be done in a more personal & interactive manner. As
    services can’t be seen or touched , making the consumer feel the benefits of the service is
    crucial.
    The content can be more effective by –
     Including influencer marketing and collaborations
     Posting student testimonials and videos
     Engaging with Followers
     Reposting content made by users

    PROPOSED SOLUTION
    This solution was chosen to :
     Make the users realise the benefits of the website through personal touch of influencers
     Generating more relatable content for students
     Increasing follower base and reach
     Creating an interactive space with the student community
    EVIDENCE :
     50% of millennials and GenZ trust recommendations by influencers
     70% of teenage Youtube subscribers find YouTube creators more relatable than popular
    celebrities.
     87% of users take action after seeing an influencer advertisement . Action could include
    following the brand , visiting website and even becoming a user.

    RECOMMENDATIONS
    How to implement the strategies :
     Choosing suitable & reliable influencers to collaborate with
     Posting different content on different platforms to keep followers engaged across all
    handles
     Studying and following algorithms carefully to maximize reach
     Launching ads targeted at the right audience
     Implementing Campus Ambassador programmes to spread brand awareness at an inter
    personal level
     The website needs to hire a social media manager that supervises and looks after the
    above mentioned with skill and knowledge

    References

     Influencer Marketing Effectiveness-Fine F.Leung


     Influencer Marketing : An exploratory study to identify antecedents of consumer
    behaviour by Anjali Chopra
     blog.hootsuite.com

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