Social Media Marketing Discussion Essay Assignment
Please respond to this 4 peers’ Discussion Prompts
ALL citations and references needs to be APA 7th edition format. (200-250 words each)
you must also post substantive responses to at least two of your classmates’ or instructor’s posts in this thread. Your response should include elements such as follow-up questions, further exploration of topics from the initial post, or requests for further clarification or explanation on some points made by your classmates.
These days having a social media presence could be considered an essential component of a marketing plan for a new business. It is a way to reach a large audience and promote a business or service with relatively little investment. A social media plan should consist of five steps: identify the market and the media to be used (Facebook, Twitter, etc.). Create links to increase traffic to your site, post information and evaluate and modify the plan as appropriate (Hisrich et al., 2017).
Problems with social media include the many platforms to choose from that target different audiences. Also, social media trends are ever changing. In her article on the marketing website Vertical Leap, Hill (2020) highlights many insightful advantages and disadvantages for marketing using various social networks. I chose three to focus on: Facebook, Instagram and TikTok.
Facebook: Pros – has the best options for targeting your ads in online advertising. Probably because of the amount of data that is collected from users of the site. Facebook also has a huge reach and broad range of audiences, and has an engaging and “ad friendly” format. Cons – since 2019 there have been (reported) fewer ads on News Feed and it is not a popular option with Gen Z.
Instagram: Pros – high engagement and connection with Millennials and Gen Z. Some of the best targeting options and great for visual branding. Cons – the demands to continue to create enough engaging visual content can be demanding for a small company. Facebook owns Instagram, so developing a combined marketing plan that uses both Facebook and Instagram would be a good option.
TikTok: Pros – very popular with Millennials, Gen Z and younger. It is growing rapidly and is one of the most downloaded apps. Cons – TikTok does not currently support advertising products and is a relatively weak marketing platform. But if your team is adventurous and creative TikTok could get you a lot of attention.
Social media marketing depends on the product and or service. If you are in the business of manufacturing products for other businesses or wholesalers, social media is not the best marketing strategy to take. You also have to remember that while it may seem like a good idea to reach as many people as you can, too much exposure can have negative consequences – bad reviews from competition or misinterpretations from audiences that don’t really understand or know what the product or service is.
Social media is an excellent way to market new products or services. Social media is used by the majority of teens and young adults in America, which makes it a great marketing tool. Social media is a great way to market all kinds of things from clothing, to beauty products, to gadgets. I myself have purchased items that I’ve found on social media platforms.
A pro to social media marketing is that items can be seen by many people with little effort and funding. Sometimes no funding is required at all to market on social media. Take for instance the frozen beauty pop from the company called Love and Pebble. This was the product I discussed on week 4 assignment. Love and Pebble gained popularity through TikTok views. Another pro is that social media can also be used by entrepreneurs to provide valuable insight about competitors and their strengths and weaknesses (Hisrich, Peters, & Shepherd, 2017).
A con to social media marketing is that many of the products that gain popularity only stay popular for a short period of time because they are “trendy”. This can result in a false sense of security for a company and cause them to over produce products based on expected future sales that may not occur when the newest trendy item is discovered. Fortunately for the company Love and Pebble their TikTok success did result in more substantial success as well and the company is now on sale in some Urban Outfitter store locations (Love & Pebble, 2021). Unfortunately, this is not always the case for every product that is made trendy on social media. Another con is that while social media can be used to gain insight about competitors’ strengths and weaknesses this means it can work both ways and allow competitors to profit off the weaknesses they see in others.
Worthington Health System (WHS) is composed of four hospitals, a home health company, and an ambulatory care service line (Kovner & McAlearney, 2013). Two local community hospitals, each serving particular patient populations, joined WHS but patient and staff loyalty remained to each respective hospital. John Shea, the CEO and president, wants to enhance system-focused thinking within WHS. John Shea, Fiona Sinclair, and Blake Snowdon work together to decide whether or not to centralize the training and development at the health system.
What information should be included when developing a financial analysis of this decision? What are some non-financial arguments for or against centralizing training and development at the health system?
When developing a financial analysis of this decision, Shea needs to make a list of the current financial and non-financial costs associated with decentralized training and development. Not every cost will be accurate, so general estimates are sufficient. Shea would need to also include information regarding the costs associated with centralizing training. Shea, Sinclair, and Snowdon all agree that centralizing education and training at WHS on a corporate level would be key to changing the fragmented culture that exists (Kovner & McAlearney, 2013). Sinclair has previous success with centralizing training and development for a large organization and feels it holds promise for WHS. Though there may be promise in centralizing, there are also many obstacles to overcome when centralizing a previously decentralized and tightly controlled function (Kovner & McAlearney, 2013).
How could a centralized organizational development department support a culture of “systemness” at WHS?
Having a centralized organizational development department would support a culture of “systemness” within WHS. Having an effective centralized department would mean that there would be a clear chain of command within the development department for the entire health system. The department would also have a clear vision that everyone would work towards because there are clear lines of communication instead of inconsistencies in relaying messages (CFI, n.d.). With a centralized development department, staff from both hospitals that currently have loyalty to their respective hospital would be working together instead of as their own entities. I personally think that a centralized organizational development department would benefit WHS, but do you think there would be any disadvantages to this change?
Worthington Health System is comprised of four hospitals, a home health company, and an ambulatory care service line. The system does not function very well as a team and the only commonalities the facilities share is marketing products and a centralized payroll. The facilities are very competitive and do not work well together (Kovner & McAlearney, 2013). It is the goal of the CEO Mr. Shea to bring the system together as a more cohesive team. One way to do that is to centralize the training for the healthcare system. Currently all facilities have their own training and development, which only increases the wedge between the facilities. The hope is that centralized training will help the employees get to know each other and work better as a system.
Ms. Sinclair and Mr. Snowden have been charged with making a plan to determine if centralization is a good business plan. The courses of action may be to centralize training within the existing department of human resources, centralize training within the new department of organizational development, centralize training with the creation of a new structure, maintain decentralized delivery of training, but centralize the development function within the existing department of human resources, outsource training and development to a third-party vendor, or maintain the status quo with decentralized training (Kovner & McAlearney, 2013). It would be wise to get quotes from potential vendors on what it would cost to outsource training and it would also be wise to discuss the current costs associated with training as it stands, and it would wise to discuss the option of relocation trianing with each individual facility head to see which facility would offer the least expensive relocation solution. Doctors and nurses may have some opinions about centralizing training, since they are the ones who will be receiving training. They should be allowed to have input on the location of the training as well.
A centralized training department would support a culture of “systemness” because it would require that the facility employees get to know each other during the centralized training courses. This helps support them to develop friendships and see that they are all one team that should work together not against each other. Without centralized training the employees will never be required to work together and may never get to know each other, which does not promote “systemness”.