Question

Web 2.0, which includes social media, have revolutionised the notion of privacy, connectivity and communication. Sharing/accessing user-generated contents through social networking sites are included in the daily routines. Recent statistics indicate that more than two billion people access the internet regularly which is one third of the population of the world. Consumers are preferring social media sites over traditional communication channels for searching product information and reviews from their peers. Hence it is essential for any organisation to understand the social media communication and its impact on their business. Burberry is an iconic fashion brand in Australia. They manufactures and retails expansive fashion clothing. The company was using traditional media channels to advertise their products. Mr. Michael Corleone, the CEO of the company, has recently attended a seminar on the importance of Social Media Communication channels and wanted to explore how Burberry can implement this new technology and what changes the company needs to implement to successfully launch its fashion line online Your team has been asked by Mr. Corleone to produce a report on social media communication and recommendations for the company. The report should be formatted in accordance with the Academic Learning Skills handout on Report Writing. It should also contain the following headings in the body of the report:

1. Characteristics of Social media communication

Subject : communication and technology

Answer 1

Answer:
Social Media Communication:
Social Media Communication refers to the means of interactions with people in which they exchange, share and create ideas and informations in virtual communities and networks. There are various social media communication modes are available now a days. Few among them being:

• facebook
• Personal Website and Blogs
• Online ECommerce sites like Amazon, Ebay
• Instagram, You Tube, Twitter etc.
• Online Campaigning and Branding  

Characteristics of Social Media Communications:

• Participations: Social media bridge the gap between comoanies and audience, so active participation by brand would be needed to make them appealing.
• Openness : Social media success require authenticity, honesty and trasnperency. We should maintain trust worthy relationship with our audience and should not hide things from them.
• Building Relationships : Social media is a two way communication channel, it requires communication between both company and client to build better relationships.
• Reliability: Reliability is one of the core pillar of trust and we should be relaibale to our audience and customer to gain trust from them.
• Build Communities : Social media allow us to build community very quickly that helps to communicate with the target audience in a better way.
• Customer Service : It is very important to take care of the customer and social media provides us a platform to help them in a better way. We should not only focusing on our brand promotion but also provide values to oour customer which inturn gets convertetd to increase in our value and revenue.
• Avoid Spamming : At all cost we should refrain ourselves from spamming our audience. If they start perceiving us as not so sincere, they will move away from us and its very hard to gain back trust again.

Advantages to Brand having Social Media Presence:

• Increase Brand Awareness
• More Inbound traffic and hence more probability of revenue growth
• Improved search engine ranking
• Better Customer satisfaction and better relationship with customers
• Improve brand loyalty
• More brand authority
• Cost effective way to target bigger set of population

Recommendation to the Company:

• My first recommendation to the company is to create a separate division for handling social media relation and adevrtisement for the company.
• Special importance to be given to the feedback given online because its normal human tendency to tell truth when they know no body is watching them or they are anonymous. So feedback should be taken seriously.
• This division inturn will have following modular subdivisions:
  • Social media Campaigning and Marketing Division
  • Social Media Customer Support division
  • Online Service Providing division
• Social media Campaigning and Marketing Division : will take care of our online presence in terms of branding and campaigning. Which includes following functionalities
  • Creating official pages and account in following sites:
    • Facebook, Twitter, Instagram
    • Personal Website for the Fasion line clothing
    • You Tube channel for the brand and sharing content regularly for brand promotions.
  • Official Website for the Fasion line clothing of the organization.
  • Running online campaigns in above social media to constantly take feedback from the customer and audience to constantly innovate in the product.
• Social Media Customer Support divions: will take care of customer queries which are being posted in social media. It will take care of following cahnnels of social media:
  • Replying and resolving issues faced by customer via various social media channels like Facebook, Twitter, You Tube.
  • Resolving queries which are being posted on official website created above for tha brand
  • Resolving issues raised via support mail attached in the website and other forums.
• Online Service Providing division : will move expand our organization from offline domain to online domain. It will provide following functionalities:
  • Start servicing from the orders we get from our official websites.
  • Start listing our product in other online ECommerce portal as well like Amazon or Ebay.
  • Tiing up with various online vendors and wholesalers who can purchase our product online.
  • Online lucrative discount scheme for ordering in bulk could be another scheme which could be handled by this divion.

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