Exploring Social Media Strategies – A case

of Allplants

STUDENT ID-2002368

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Contents
Introduction:...............................................................................................................................1

Task 01 - Report (LO1 & LO2).................................................................................................1

A. Key concepts of social media for the business............................................................1

B. Influences of the business and cultural factors on the development of social media
sites 2

C. The use of social media complying business and consumer relationships including
pros and cons..........................................................................................................................2

D. The use of social media platforms for various communication objectives.................3

E. Impacts of social media platforms on brand awareness and consumer engagement. .4

F. Evaluating different social platforms to identify their areas of prior influence..............4

G. The way social media is used within the organisation to promote and develop
business aims with examples.................................................................................................5

Conclusion:................................................................................................................................6

Task 02 - Presentation (LO3 & LO4)........................................................................................8

References:...............................................................................................................................17

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Introduction:
Social media practices maintained by underlying organisations require exploring some
different strategies and ideas with a view to creating some sorts of edges over the
competitors. This report will produce a document as a part of Social Media Marketing
Executive on behalf of Bloom, a marketing agency of London to find out concepts, tools and
features as for contemporary social media which are influencing audience and the market in
the larger sense. Then, a presentation document is to be prepared so that Allplants (a food
retailer business of London) can improve the communication channels of marketing through
social media promotion and marketing.

Task 01 - Report (LO1 & LO2)

A. Key concepts of social media for the business
A) User profiles: to use a social site, a person is to sign or open an ID first of all. The
information and brief about the user are the profiles. Name, work, hobby, activities,
experience, education, shopping, travelling, social get together etc. are needed to be
included out there in general.
B) User-generated content: during the use of social sites, a person can post, like,
react, comment, tag, share etc. based on the offering of the particular sites (Chandler,
2021). Many of them are creative and handy for a greater innovation and development
process.
C) Social networking: on the use of online modes of social sites, two or more parties
create a web-based relation that is called social networking. In light of the social
networking of the user, a huge source of data is collected to design features for social
media later on.
D) Community or interest-driven: social sites are designed in such a way so that its
user can share, care, interact and build up virtual relations which creates community
on a particular type. As it happens, interest-driven approaches are offered on the
timeline or web portal of the sites.

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B. Influences of the business and cultural factors on the development of
social media sites
Influence of businesses on social media:

Business organisations are interested in social media because there is a huge audience.
Commercial firms can get a chance to offer new services, advertise and promote products and
services. To improve social media sites, businesses use their business intelligence and
artificial intelligence. Data-driven analysis paves the way for what should offer to the
customers. For example, e-commerce sites by and large depend on social sites to get
connected with the target customer to more extent. Pay per click, Search engine optimisation
(SEO), product review, cart reminder, email campaign, digital content, web traffic etc. are a
few prominent ways out there (hootsuite.com, 2022). Business firms have influenced the
social site to a greater extent.

Cultural factors to develop social media:

Digital culture has influenced a lot to find out new features on the webs of social media. E-
gaming is getting popular among the young generation, especially teenagers. PUBG, Apex
Legends, Free Fire, Minecraft and so on are a few games to be noted. Digital interaction 24/7
has left people busy all the time. Businesses are being influenced every day to create new
content, new service and new ideas on social platforms. Within this culture, online journalism
has radically changed the framework of the press and print media (Fahmi Al-Zyoud, 2018).
Thousands of online sites for e-journalism are being created, following the trend of social
media.

C. The use of social media complying business and consumer relationships

including pros and cons
The advantages of social media: In terms of the relations between the business and the
consumers, the key benefits of the social sites are low cost of use and high access and
switching option, customer-friendly offer, quick interconnection, a wide range of users etc. to
be updated and socially connected with the familiar person using an easy mode of affiliation
can be really helpful for the users of social sites (Kontentino, 2022). The idea of the global
village and digital revolution for 4th industrial revolution has been supported by the social
sites.

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The disadvantages of social media: the social media sites are developed in such a way
that creates addition, anxiety and waste of time. The chance of fraud, bullying, scams,
fishing, cyber hacking, the spread of rumour etc. are a few premier setbacks of it. It takes
much time to get the invested money for the business at times which demotivates the
investors and the entrepreneur (Krasniak et al, 2020) because trend more often wins over
quality here.

Evaluating social media use: For the supplier in the market, it is a tough cookie to serve a
product or a service within the expected time. The social habit (2021) points out that roughly
32% of the buyers desire a quick response within half an hour and in addition to this 42% of
them expect it within an hour. On top of that, 57% of the buyer expect that it should be at
night and weekends which is a huge time pressure for the supplier in this market. According
to Power & Associates (2021), if the customer gets satisfied with a specific service or
product, more than 87% refer or suggest other friends and followers to use that. Based on
pros and cons, social media is creating a win-win situation for the organisation and its
consumers.

D. The use of social media platforms for various communication objectives

Social media platforms are more often different from one another. The objectives to
communicate and ways to interact differ a lot from one site to another. Music, video, audio,
text etc. are some modes of public communication. There are options to post for friends and
the public separately. In e-commerce sites, B2B, B2G, B2C and C2C modes are used to
communicate for selling and buying a product (Chandler, 2021). Webinar, video call, live
chat, contact form, email marketing etc. are effective for B2B communication. Additionally,
it is needed to know the demand and national policy to provide updated products under B2G.
Business, consumer and government are 3 core parties out there in a brief.

Figure: three kinds of social site communication (Diamond, 2022)

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The communication types on the sites of social media platforms can be classified into 3 types
such as company and public, company, employee and public and finally only public.
Facebook, Twitter, Snapchat, Messenger, WhatsApp, LinkedIn, Pinterest, Quora, YouTube,
Instagram etc. are not the same in nature and in providing service. They maintain a clear
distinction in their menus (Chirumalla et al, 2018). Shares, likes, comments, posts, tags,
reactions, follow, reports etc. are ways of interacting on social media sites (Turner & Shah,
2021). These sites pave the way to provide an equal chance for all during digital
communication irrespective of class, caste, colour, rich & poor and other discrimination.

E. Impacts of social media platforms on brand awareness and consumer

engagement
I. Social sharing: almost all of the social sites have by default an option in settings to
share any link or post with friends and followers. It leads to greater reach and quick
networking (Westwood, 2022). The users play the role of branding and promoting as
an outsourcer.
II. Promoting content: if a content is commented on, reacted to, shared and tagged
more, it will get much reach and publicity. The process is called being viral. Contents
of the business organisation may create more customer engagement and brand
awareness if the users are attracted by those content.
III. Convenient engagement: here on the platform, infrastructure cost, equipment cost
and switching cost are as minimum as possible. It is virtual reality that one can see but
there is no existence at all. On the other hand, the access rate is high, time and cost are
the least and easy and quick involvement is assured out there.

After all, the trend going on may set the fate of the branding and engagement of the customer
(Turner & Shah, 2021). It is patience and attractive digital content that should be made sure
for branding and engagement in the larger sense.

F. Evaluating different social platforms to identify their areas of prior

influence
Major social media platforms with their areas of the greatest influence:

A) Facebook: it is the biggest and most popular social site having 2.89 billion active
users on an average per month, with a market share of over 76% among the total

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 range (Kontentino, 2022). It has the most number of contents, features and portfolio
of items and the highest number of users.
B) Instagram: it is popular for short videos and images indeed, having the option to
comment and react. Stunning looks and scintillating sight are the strongest areas of
Instagram. In 2012, it has been acquired as a subsidiary by Meta Inc, the Parent
company of Facebook.

Figure: A few premier social media sites (99designs. 2022).

C) Twitter: this mode of social media is famous for tweeting and retweeting. Breaking
news, fashion world, critics, viral issues etc. are the strongest areas of influence on
this site which was incepted in 2005.
D) YouTube: the crucial influence of it is video, music and digital content with the
option to like, dislike, comment, report and share. Among all other social sites, it is
the most money-making platform for its user with a great number of viewers.
E) LinkedIn: this site is famous for its professionalism, recruiting process, and sharing
of corporate values. Among the vendors, investors, emptor, supplier, employer and
employee, it is of platform writing, reading, blogging and promoting.
F) Pinterest: Over 68% of its users belong to the female class due to being a fashionable
platform (Zimmerman and Ng, 2022). Images, videos, animated GIFs, cartoons etc.
are the digital content to attract its users, with an option to earn from saleable content
both for the entertainment industry and service industry.

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In addition to these, Google+, Tik Tok, messenger, Snapchat, WhatsApp, Reddit, WeChat,
Quora etc. are some other renowned platforms of social media and many more to come in
near future.

G. The way social media is used within the organisation to promote and
develop business aims with examples
In order to attain the objective and goals of the corporations, social media has been so long
been used for their prolonged benefits. In the capitalist economy, the business firms try to
create new demands for everyday although most of them may not be obligatory products or
services to use. To satisfy this purpose. Social media sites are quite helpful and trendy.

For instance, by keeping pace with the trend and fashion, Home Harmony has induced
marketing and promotional strategy on a digital platform especially on social sites. It caused
a rise of turnover within 15% to 20% and that was earned right after the first year of
launching the project (Zimmerman and Ng, 2022). Amazon has made a reasonable profit
even in the COVID19 pandemic (Frick, 2021). Elon Musk has used top social media sites for
its promotion in a locked down period to sustain his market position.

Figure: Social media use as news sources (99designs. 2022).

Here goes the rate in percentage as to the social media use for new sources. It is a pattern that
is different in other fields of engagement. It is not surprising that Facebook and YouTube are
the market leader and market challenger respectively. Among all the internet users in the
world, 93,33% use a least one site of social media as of Oct 2021 statistics. It covers over
55% of the total world population (Westwood, 2022). This number is not only surprising for
the general people but also alluring for the corporate holders. They analyse, evaluate, monitor
and find out the possible areas of capitalisation.

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Otherwise, industry analysis shows that Sakara Life, Eden Foods, Big Tree Farms, Green
Chef and HowGood are top competitors of AllPlants whose social marketing affiliations are
mostly related to either Facebook or YouTube or both. The techs used in favour of the
approach are machine learning, artificial intelligence, data-driven analysis, trend and
tendency analysis and to name a few.

Conclusion:
There is no room for doubt that social media platforms have added a new dimension and new
challenges for the marketing executives in the corporate world. A business in this digital age
of the 4th industrial revolution, can no way avoid the impacts of social media. It is
recommended that the entire marketing body of AllPlants should come forward to bring some
attractive digital contents that may lead to further growth and sustainable development for the
business.

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Task 02 - Presentation (LO3 & LO4)

Introduction:

This study aims at preparing a social media plan for AllPlants Ltd. As a sustainable and
creative retailer of the plant-based frozen meal, AllPlants Ltd has a lot of things to do in
favour of promoting its plant items in the UK market with the help of the marketing agency,
Bloom. To popularise plant-based products, a few strategies with ins and outs will be

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reflected here. There are two learning outcomes during the entire discussion. Based on the
market need and research of the user, a social media strategy is to be developed for a creative
media firm. Then, it will focus on presenting a detailed plan for the underlying company.

Evaluating market & user research to clearly address aims and objectives for the
strategy of the social media in response to the needs of AllPlants Ltd –

As aims, AllPlants Ltd will try to promote its food items among the target market. In recent
research, the pros of eating vegan and organic food have been sustained. A few health-related
benefits such as remaining healthy, growing immunity, losing fat, green items to eat and so
on. It is the business aim for AllPlants Ltd to create brand awareness focusing on the health
awareness for the consumers of the produces of the company at large. Up to date, Facebook,
YouTube and emails are 3 areas under the aims of the company. Later on, the periphery of it
should be expanded more.

Compared to aims, objectives are short terms and should be SMART in the type of selection.
By using social healthy awareness, the product of AllPlants Ltd is targeted to sell more as
much as 10% in total turnover that will be aided by the increase of customer acceptance at
least 5% more than earlier at the end of the economic year. Apart from this, there is an
objective to promote the benefit of eating green, organic and vegan food for health care and
awareness. In the end, the company will make an effort to enhance its business as much as
possible and ensure organisational goals are fulfilled effectively and efficiently.

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Detailed plans to create a social media strategy for AllPlants Ltd to obtain all the
aims and objectives mentioned –

It is digital content creating that by and large explains the ways of creating content on the
digital platform. Under the modes of a strategic plan for AllPlants Ltd, digital content plays a
vital role in the larger sense. All the contents in the digital version will be public and easily
accessible by the target customers of the company (Singh and Diamond, 2020). It will be
expected to influence the buying decisions of the consumers. Product guide, nutrition fact,
other benefits, offers and discount etc. can be emphasised to a greater extent. There is a wide
range of digital content on social media sites such as pay per click ads, email marketing,
search engine optimisation, social media marketing, short tvc in the meantime of video and so
on.

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Once the digital contents are started up on the portals of social media, AllPlants Ltd must be
scheduling those from time to time. The target is nothing but adorning all the posts newly to
get more social values across formats of social sites. To maximise the engagement,
scheduling is done to adjust the time and date for the target customers. It is social media that
can easily perform it using machine learning and artificial intelligence. A few sources for
scheduling can be hoot suite, social pilot, sprout social, meet Edgar, sendible, agora pulse,
clincher, buffer, smarter queue, MAV social, ZOHO and what not!

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After the creation of digital content and then its start-up and scheduling based on new tech
service, now is the time to monitor and raise the engagement of the users. Monitoring is done
to keep checking and following the trend and spirit of social media marketing. It is a way to
analyse the traits and behaviour of the audience, the users of social sites. To raise their
engagement in the greater sense, sharing, responding, reviewing, tagging, commenting, liking
etc. play a major role. What the other thinks about AllPlants Ltd – should be analysed here.
The objection, the allegation, the point of troll, the reason of like or dislike, the behaviour of
the rivals, investors, the govt and the clients – all of these should be done at this stage of
social media strategy.

Justifying the selection of tech tools and platforms being used in the strategy of
social media –

To justify a wide range of digital content and the related strategies, the digital webs pave the
way for the businesses like AllPlants Ltd. In the general offline version of marketing, no one
but the bodies of the company work as a partner out there. But in social media, a greater
number of users directly or indirectly gets involved in the promotion. They share, follow, tag,
like, dislike, react, tag, troll, chat, tweet, retweet, follow up, check, refer and so on (Singh and
Diamond, 2020). The benefit of those activities goes to the pocket of the commercial
organisation at times. It is social mention that has eased the search tool for the aggregated
contents in a single flow of a stream. The hashtag is used at times but there are other options
as well for the tech follower.

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To justify the selected technology platforms or tools on social media, basically comes social
mention, Hootsuite, googlealert and to name a few. Social mention de facto refers to a search
tool to know the aggregated users across the internet by which a particular stream of data
about what the users are doing related to the content, might be known. Just in a single search,
all tags or sharing or comments are possible to know using this feature. For in-depth and real-
time monitoring and detailed tracking, social mention has brought this feature, really handy,
especially for the marketing world.

Apart from social mention services for the corporations, Hootsuite and google alert can be
really handy and trendy for AllPlants Ltd. It is a hoot suite that is a widely used tool to track
many channels of the social network at a glance. It may enable AllPlants Ltd to monitor more
on the contents, the user, the partners, the rival, the govt and all other stakeholders in the
larger sense. Among the companies, it is getting popular day by day for many benefits under
a single umbrella. On top of that, google alert is a convenient way to save time, manage
response, reply and know the ongoing trend of the company and its product and service. Auto
reply, pausing, notification etc. are provided by the service under the Google search engine.

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Critically analysing the noted social media strategy and defining all metrics for
those social media analytics -

For an extensive social media analysis, there are many ways as social media metrics. For
example, like, comment, share, subscribe, troll, roast, vlog, blog, post, tag, tweet, retweet,
chat and so on. Social trend and being viral is the state of the content or an event or a piece of
news or a post that has the highest number of ongoing engagement from all kinds of users on
social media. For a business like AllPlants Ltd, Facebook and Google offer the most number
of options to reach more and to make much more money. LinkedIn is also referred to. Key
analytics metrics under a few prominent sites are given here.

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Critically evaluating the strategy and plan as for the social media marketing by
highlighting the ways to support the aims and objectives of the project for
AllPlants Ltd –

In social media, everything gets trolled and roasted with a rare control. All kinds of posts
must have admirers and critics irrespective of quality. Here trend and viral content always
win over class and quality. On the other hand, 1% failure may sink the firm 100%. Social
media at times makes a silly mistake a blunder and creates a hue and cry. That’s why, trend
analysis is compulsory out there. Here, contingency leadership situational leadership is
required to effectively trace and respond to the situation using transformational approaches.
Greater degree of communication, cooperation and coordination to motivate the whole unit
should be ensured. AllPlants ltd is to wait to create a solid base of social media affiliation to
capture its value and scenario. Climate change, covid19 pandemic and sustainable
development – these 3 perspectives are widely recognised in recent days. The company needs
to set content based on these core areas of influence for greater response on social sites. After
all, health awareness and branding are other areas to be emphasised on a larger scale.

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Conclusion:

There is a lot of options to select digital tools and techniques for making sure a
comprehensive and integrated portfolio of social media strategy and plan. For this, AllPlants
Ltd must be trying to read the mind of the users to set a plan. Many media partners will be the
part of this project more often without payment. Customer care and analysis will play a vital
role out there indead. Above all, the market trend should have the final say in setting a
strategy and a plan for this.

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