Social Media Marketing

Hi guys !!!

I’m back with my fifth blog post. Today my topic is Social Media Marketing. Simply social media is people having conversations online. So Social media marketing is increasing the likability of a brand being mentioned in online conversations.

Social media marketing is all about being interactive with online audience. So to become successful in SMM , Planning is an essential part. There are five steps to SMM planning. Listen, Analyze, Set goals, Engage and Amplify. Among these to analyze we use a tool which is known as Social Media Brand Health Check .

To explain you about the Social Media Brand Health Check, The brand I am going to use is “Perera & Sons” and the competitor will be “Sen-Saal” . Both are leading pastry shops in Sri Lanka.Basically five criterias are used in SMBHC. Namely Reach, Quality of audience, Engagement, Share of voice and finally Sentiment .Now I’ll explain one by one using the example.

Reach

Reach is the number of people we approach through social media channels. Facebook fan count for the P & S is 121,709 whereas Sen-Saal fan count is 1,779. Twitter count for P & S is 3029.Sen-Saal does not have a twitter profile. Both the brands do not engage in Youtube. And apparently both the brands do not active in any other social media.Compared to Sen-Saal , P & S is in a satisfactory level in Reach.

Quality of audience

Quality of audience is the relevancy of our reach to the target market.According to Social Bakers local fan base of P & S is nearly 90 %.Since there were no statistics on Sen-Saal, I assumed all the fans are Local.For P & S there is a 28%  good follower base in Twitter as well.

Engagement

How deeply people are engaged with our brand is measured here. Only 3% of fans are talking about the P & S brand and only 2% of Sen-Saal fans are talking about the brand. KLOUT scores for both the brands were not available. We can’t expect a large number of fans to talk about us. So I think 3% is somewhat satisfied.

Share of voice

Share of voice is how often people talk about our brand. There were 3 mentions about P & S in twitter, within last 48 hours. In google blog search there were only 6 results for P & S, Whereby for Sen-Saal there were 15.So the result is somewhat satisfied for P & S.

Sentiment

Here we check whether conversations about our brand are positive or negative.There were no negative comments on either of brands.So I’m very satisfied on that.

Finally my recommendation to Perera & Sons , Considering the score of 65 is, to expand the fan count in Twitter whereby taking the advantage of You tube as well.They should continuously try to improve the fan base of Facebook as well.by the means of special promotions and contests.They must make fans talk about the brand.And specially should carry out some Search engine optimization activities as well.

Cheers,

Oshi.