Greetings everyone, I am Batoul.

To begin with, I am a worker at Pasta Amore company in the

communication department. Which is an Italian restaurant chain, its goal is to serve traditional

fresh dishes of Italy with a lot of love and gratitude to your family. And Pasta More is in the

process of opening a new location. In addition, I am going to be responsible for creating a social

media campaign test. This will have the creation of a social media message, an analysis of early

reporting metrics, and an adaptation of that message to be set as part of the campaign. Thus, our

will is to grow our existing customers’ engagement, draw the attention of new customers, and

give them a motivation to try our restaurant. Since I am an expert at social media, I will conduct

the test. Therefore, I am going to achieve the company’s goal by developing an initial message

and its rationale, two social media analytics tools in which I will include information to be

applied for improving communication, and creation of an adapted message and the reason behind

this creation.

Initial message:

My initial message will consist of a text as well as an image. My chosen platform which I am

going to use when posting my message is Facebook. To get the campaign started, I will create

this message:

“Are you looking for the most delicious cuisines? Have you ever tried the Italian traditional

pasta? Would you like to enjoy a warm atmosphere for you and your family while you share

unique fresh dishes of Italy? Would you mind having meals made with lots of love, passion, and

neatness?
Here we are! All of these you can find only at “PASTA AMORE RESTAURANT”. Come and

taste the best Italian pasta at our restaurant and enjoy your meal with your family! Feeling over

the moon with our food which is full of exciting creativity and quality!

Our future vision is to develop our restaurant to meet our customers’ needs and wills. By doing

this we will provide a sympathetic atmosphere which charges our customers’ hearts with passion

of our brand. Along with Pasta Amore approach, we intend to get on well and recognize our

customs, habits, lifestyles, beliefs and values, and consumer prudence.

Pasta
Amore

(Tomato garlic pasta recipe, n.d.)

Rationale: the reason for which I chose this message (the text and the image) is to draw the

attention of new customers and increase the existing customers’ engagement by starting up the

message by inspiring questions and appetizing photo that would engage and inspire the reader’s

curiosity to complete reading the post and admiring our restaurant, which is our goal. (9

examples of engaging social media posts, 2022). Also, the rationale for choosing Facebook

platform is for many reasons. First, according to Pasta Amore Audience Engagement Survey

Results, Facebook platform gets the highest number of visitors that frequent three or more times

per week. Second, the most social media platform that people trust to get information about a

restaurant is also Facebook platform! (Pasta Amore Audience Engagement Survey Results, n.d.)

Metrics Analysis:

After viewing Pasta Amore social media metrics report, I concluded the following: (since my

goal is to increase the number of reaches and engagement of followers, I focused on the lowest

number of reach and engagement within the report) (Pasta Amore Social Media Metrics Report,

n.d.)

 Pasta Amore has the highest number of followers on Instagram platform. Thus, the total

reach of Instagram posts is estimated by 3301 and the total engagement is estimated by

223.

 As a result of the engagement breakdown on all platforms, it is obvious that comments

and shares have the lowest percentage.

 It is clear from the Post Metrics by Age Group on All Platforms that people from 51-60

age are less interested in Pasta Amore posts for the reason that this age has the lowest

reach number of all ages.

  The Post Metrics by Employment Industry on All Platforms table illustrates that retail

trade has the lowest number of reaches and a very few number of engagements.

 According to Post Metrics by Gender on All Platform, the table shows that men are less

excited at Pasta Amore posts regarding to their reach and engagement.

Analytical Tools Analysis:

1.Sprout Social: this tool gives many insights including tracking Facebook Page impressions,

measuring Instagram follower development, evaluating engagement in LinkedIn, and much

more. It helps arrange and share data with understandable presentation-ready reports. Sprout

grants the chance for having multiple methods to not only collect significant social metrics, but

truly realize what they mean and present them to others including only your preferred metrics. In

addition to all of that, Sprout’s advanced listening tool gives you valuable data related to

audience demographics, industry influencers, campaign performance, share of voice and

consumer sentiment. Sprout is made to provide you with a quick, friendly way with customers

for showing social insights. (Barnhart, 2021)

Now that I have explained about Sprout Social tool and its insights, I would like to illustrate how

I can use these insights in creating and adapting messages. If I did not keep my audience

engagement with an appropriate content on social media, my company would lose its efficiency

and influence. With regard to creating and adapting messages, Sprout Social helps schedule

Facebook posts and run the process of spreading content. Thus, my audience can watch the true

content at the true time. Scheduling Facebook posts is essential for brands as it rises their social

activity. (Patterson, 2021)

2. HubSpot:
Using HubSpot’s analytics tools, you can tie social media performance to business and revenue

growth. No matter if you publish directly from HubSpot, or publish using other tools, you’ll be

able to write a report on the success of your social technique across every channel. You can also

measure campaign success by comparing the performance of multiple social channels.

HubSpot’s social analytics tools offer expansive graphs and visuals that break down the numbers

following certain platform quality, like audience, session lengths, and insights. It is worth to

mention that using HubSpot enables you to get insight into the whole customer trip, not only

social media-specific metrics. It gives the ability to set which marketing strategies and steps are

the best for your business, how they affect your bottom line, and get more information about

your social media campaigns. So that, it can be concluded that HubSpot is a superior option for

businesses whose marketing teams look up for keeping all campaign functions in one place.

(Barnhart, 2021)

concerning to using HubSpot in creating and adapting messages, HubSpot enables me to create

and publish social posts to enhance the content of my blog or landing pages, grow visits to your

website, and reap the SEO benefits of being active on social media.

Furthermore, you can affect and reach a wider audience by making your Facebook post more

powerful. (HubSpot Knowledge Base, 2022)

Adapted message:

“Are you looking for the most delicious cuisines? Have you ever tried the Italian

traditional pasta? Would you like to enjoy a warm atmosphere for you and your
family while you share unique fresh dishes of Italy? Would you mind having meals

made with lots of love, passion, and neatness?

Here we are! All of these you can find only at “PASTA AMORE

RESTAURANT”. Come and taste the best Italian pasta at our restaurant and enjoy

your meal with your family! Feeling over the moon with our food which is full of

exciting creativity and quality! Not only this! Visit our website on Facebook, press

the Like button and interact with three posts and get a coupon to have a meal at our

restaurant with your family or anyone you would like to invite for free! Seniors

kindly just press the follow button on our Instagram platform and get the same

offer! Your comfort is our concern! A UNIQUE OFFER, ISN’T IT?

Our future vision is to develop our restaurant to meet our customers’ needs and

wills. By doing this we will provide a sympathetic atmosphere which charges our

customers’ hearts with passion of our brand. Along with Pasta Amore approach,

we intend to get on well and recognize our customs, habits, lifestyles, beliefs and

values, and consumer prudence.

 Pasta
Amore

A special day for men visits: Each Tuesday on every week.

(Tomato garlic pasta recipe, n.d.)

Rationale: At first, I learned that the reason behind types of people who are not interested in our

posts is because these people do not get any tangible beneficial offers from our restaurant. Thus,

they do not show any desire to complete reading our posts. There is a real successful example of

using social media to circulate consumers. This is what Jeff Molander did to increase his

customers engagement and acquire new consumers. He announced that if someone unfriends 10

friends on his Facebook account, he will get a coupon for having a free whopper sandwich at

Burger King restaurant! By this way, not only could Jeff drive customers into his restaurant but

also, he improved his restaurant’s experience. (Molander, 2012)

So, I adapted my message and added something impulsive and encouraging to make my post

more attractive and let readers try our restaurant and keep visiting it. Second, on my way for
reaching a wider audience, I observed that the number of followers on our Instagram platform

exceeds the one that is on our Facebook platform. (Pasta Amore Social Media Metrics Report,

n.d.). So that, my second adaptation was moving my post to Instagram platform, where more

people can reach, admire and engage our post. Third, since I noticed that people from 51-60 age

are less interested in Pasta Amore posts, I made a special offer for old people to make things

easy for them. This offer included that if old people just press like on our Instagram platform,

they will get a special gift coupon to visit our restaurant and try our food for the first time for

free! Besides, I made the font size in the adapted message is a little bit much bigger to make sure

that seniors are able to read it just like all followers. (Alton, 2017). Finally, it was understood

from the report that men are less excited at Pasta Amore posts regarding to their reach and

engagement. I think that is because some men prefer to come to an-all-male environment to feel

relaxed and not anxious. This will make it easier and more appealing to them. Hence, I set a

specific day for all men appointments written who would rather visit our restaurant without the

presence of woman. I wrote this on the image to reach men and make them interact easily.

(Mckeon, 2018). By this way, I could make more fans men about our restaurant and

subsequently men’s reaches, and engagements will increase on my adapted message.

References

9 examples of engaging social media posts. (2022, February 3). The social media post checklist:

9 examples of engaging social media posts. Retrieved from

https://www.orbitmedia.com/blog/social-media-post-examples-checklist/

Alton. (2017, May 12). 7 tips for marketing effectively to seniors. Retrieved from

https://www.semrush.com/blog/7-tips-for-marketing-effectively-to-seniors/
Barnhart. (2021, July 23). 10 of the best social media analytics tools for marketers. Retrieved

from https://sproutsocial.com/insights/social-media-analytics-tools/

HubSpot Knowledge Base. (2022, February 22). Create and publish social posts. Retrieved from

https://knowledge.hubspot.com/social/create-and-publish-social-posts

Mckeon. (2018, December 13). Marketing your business to a male audience. Retrieved from

https://www.irishbeauty.ie:8443/Marketing-your-business-to-a-male-audience-Liz-

Mckeon.html

Molander. (2012, December 13). Successful example of social media in Restaurant &

Hospitality. Retrieved from https://www.youtube.com/watch?v=GEomTMnhy68

Pasta Amore Audience Engagement Survey Results. (n.d.). Pasta Amore Audience Engagement

Survey Results. Retrieved from https://learn.snhu.edu/content/enforced/1046878-COM-

30109-OL-DAC-CFA.22CFA/course_documents/COM-30109%20Pasta%20Amore

%20Audience%20Engagement%20Survey%20Results.pdf?

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Pasta Amore Social Media Metrics Report. (n.d.). Pasta Amore Social Media Metrics Report.

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Patterson. (2021, February 17). How to schedule Facebook posts with sprout social. Retrieved

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Tomato garlic pasta recipe. (n.d.). Google image result for

HTTPS://static.toiimg.com/thumb/52759758.cms'width=1200&height=900. Retrieved

from https://images.app.goo.gl/c9z2g8kNuw55vu2h8