Ch. 3 Strengthen Your Skills

Instagram and Facebook. These platforms are popular in the retail industry and capture the main target audiences.

Based on the information discussed so far, which social media platform(s) should Beacon use? Why?

Persona B. This persona represents an established individual who has a good income and enjoys fishing, camping, and skiing.

Based on what you know about Beacon, which persona is best suited for the company? Why?

Goal 3 -Our goal is to increase brand awareness by creating and posting new content twice per week leading to a 5% increase in social media followers in four weeks.

Choose a goal for Beacon that aligns with all components of the SMART framework.

A social media marketing strategy outlines how Beacon will incorporate social media into its overall business plan. Additionally, the social media marketing plan outlines Beacon's social media goals and guides the actions needed to achieve these goals.

What purposes does Beacon's adoption of a social media marketing strategy and plan serve?

2 (Known as a trusted brand for quality outdoor products) and 4 (Well-established in the outdoor apparel/lifestyle retail and product space)

Analyze the following list of Beacon's business attributes. Which of the attributes listed represent Beacon's strengths as a company?

5 (Reliance on traditional marketing strategies) and 8 (Low utilization of social media marketing)

Analyze the following list of Beacon's business attributes. Which of the attributes listed represent Beacon's weakness as a company?

Determine the tasks that need to be accomplished

As Beacon continues planning for the execution of its social media strategy, it is necessary to allocate resources to accomplish the goal. These resources include personnel resources, financial resources, and IT resources. What is the first step in planning for the allocation of these resources?

3 (Building a larger customer base by staying true to its core values of quality and reliability) and 7 (Expanding to reach a broader customer base through the use of social media marketing)

Analyze the following list of Beacon's business attributes. Which of the attributes listed qualify as opportunities for Beacon?

1 (Competition from large online retail companies) and 6 (Changing consumer behaviors)

Analyze the following list of Beacon's business attributes. Which of the attributes listed qualify as threats for Beacon?

A social media distribution strategy determines the network and frequency of the message, whereas a social media content strategy determines the content of the message. Beacon needs to leverage both strategies in order to reach the greatest amount of their target audience.

How does a social media distribution strategy differ from a social media content strategy? Which one should Beacon use? Why?

Social media content calendars allow the social media team to plan, organize, and schedule the company's social media activities

Now that Beacon has developed its social media distribution strategy and social media content strategy, how will a social media content calendar benefit the company?

Speaker 1's statement reinforces the brand's values while highlighting the diversity of its product lines.

Review the Scenario information at the beginning of the activity. Based on the description of the Beacon brand, which of the following brand voices best represents Beacon's brand voice? Why?

Social media listening is the process of monitoring the internet to determine what is said about a particular brand, topic, or industry. This process will give Beacon insight and understanding about what platforms customers are using, the topics that customers are talking about, and the sentiment about the brand.

Social media listening is the process of monitoring the internet to determine what is said about a particular brand, topic, or industry. Why does Beacon need to engage in social listening? What will this information provide to the company?