Chapter 2: Strategic Planning with Social Media

Typical Marketing Plan vs. Social Media Marketing Plan

What I like most about this chapter is how it thoroughly outlines the true differences and similarities between these two marketing plans. From what I have read I now understand that a typical marketing plan and a social media marketing plan are very closely related. A typical market plan is written and formalized. It details the product, price, distribution, and promotional strategies that can be used. Social media market plans are very similar however, they incorporate more of the corporate culture and can be leveraged unlike a traditional market plan. They both develop a consistent message about the product, however social media marketing plans use more SWOT analysis before they are finalized to get people talking about the product or service.

7 Steps of Social Media Marketing

Social media marketing plans consist of a 7 step process. Of these seven steps I have found two strengths and two weaknesses for each. My strengths correlate with steps 1 and 3. Step one discusses the basis of the situation and identifies key opportunities, where as step three gathers insight into the target audience by understanding media habits. I have always been exceptional when it comes to gathering research and understanding what people truly want or find appealing. These steps fit with my strengths because they both require active research and an understanding of the resources that actively exists. However, my two weaknesses are closely related to steps 4 and 5. After finding a target audience you have to select a social media zone or outlet to display what it is your marketing. I sometimes find it difficult to utilize social commerce applications, especially ones that are new. I am in know way a technical person, and these steps require a substantial amount of understanding about developing social media activities that support your promotion.

Favorite Company Website
My favorite company website is Sephora, I could browse on there all day! Sephora is all about marketing so their social media zones consist of social communities and social publishing . They use outlets such as SnapChat, Pinterest, and Instagram. This can be deemed appropriate for their target audience considering the amount of products Sephora has not only in makeup but in skin care also. Because of this their target audience doesn't necessarily have a specific age group but a very social one making the use of these social media zones effective.

Social Media Campaign

While identifying Sephora as my favorite brand I have found their campaign called LockIT associated with Kat Von D to be one I would like to take part in. This campaign promotes the use of cruelty free beauty against animal testing. Campaigns like this invite people to participate by reflecting that its going towards a worthy cause. This campaign includes shared technologies by making sure my activities are shared with the rest of the network through hashtags. After, you buy or use a product associated with this campaign posting it with a hashtag allows others to see you have participated.

Bad Brand Marketing
Although there are many brands that take advantage of the use of social media, there are some who unfortunately don't. One of the worst social media users I have found is Dollar General. As we all know dollar general stands for convenience! It's the store most people go to when they want to grab something quick and for a good price. However, their social media outlets do not display that. As convenient as dollar general is they should take more pride in their social media sites by adding prices and promotions on products you can find in store.


-Lauryn