Question: Social media objectives are listedin Chapter 18 in section 18-2b. Identify the company’s primary social mediaobjectives based on actual communications on its social networking site. Besure to provide examples. Social Media outlet: FacebookCompany: NIKE Needs to be at least 150 words. 18-2b: Social Media Objectives are as follows: After establishing a listening platform, the organization shoulddevelop a list of objectives for its social media team to accomplish. Theseobjectives must be developed with a clear understanding of how social mediachange the communication dynamic with and for customers. Remember—attempting toreach a mass audience with a static message will never be as successful asinfluencing people through conversation. Marketing managers must set objectivesthat reflect this reality. Here are some practical ideas that marketingmanagers should consider when setting social media objectives:·LISTEN AND LEARN:Monitor what is being said about the brand and competitors, and glean insightsabout audiences. Use online tools and do research to implement the best socialmedia practices. If you have established a listening strategy, this objectiveshould already be accomplished. ·BUILD RELATIONSHIPSAND AWARENESS: Open dialogues with stakeholders by giving them compellingcontent across a variety of media. Engage in conversations, and answercustomers’ questions candidly. This will both increase Web traffic and boostyour search engine ranking. This is where crowdsourcing can be useful forproduct development and communication campaign feedback. ·PROMOTE PRODUCTS ANDSERVICES: The clearest path to increasing the bottom line using social media isto get customers talking about products and services, which ultimatelytranslates into sales. ·MANAGE YOURREPUTATION: Develop and improve the brand’s reputation by responding tocomments and criticism that appear on blogs and forums. Additionally,organizations can position themselves as helpful and benevolent byparticipating in other forums and discussions. Social media make it much easierto establish and communicate expertise. ·IMPROVE CUSTOMERSERVICE: Customer comments about products and services will not always bepositive. Use social media to search out displeased customers and engage themdirectly in order to solve their service issues.
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