Emmanuel Costanilla

Unit 3
Assignment 2
 Social media vs Traditional Marketing
For this title, we are focusing on how social media is more ideal and benefitting for the business Tchibo to use over traditional marketing. If you don’t know what traditional marketing
is, it is advertising your products through TV adverts, Newspapers, Radio adverts, Billboards etc. Using social media is better to use than traditional marketing to advertise their
products as it is cheaper for Tchibo to use them. In present time, Adverts cost a lot of money if you want your company to feature on them. For example, A TV advert in general can
cost from £1000 to £2000 however if they want more people too see their advert then having an advert on peak times can cost about £2000 - £ 5000 or even above that for peak
rates. Also, the cost for making a good quality avert can be very high almost upwards of £10,000 to make a decent advert but a great one needs double or triple the money, maybe
even more than that. The cost of a billboard is actually quite cheap at around £200 pounds a week however if you want something where many people will see it such as London, it
can cost £2000 to £20,000 and to put a billboard add on the famous Piccadilly circus can cost £700 plus tax per week. Even though Tchibo is a large company with lot’s of money, social
media is better as there is no cost of using social media as it is free and it is cheaper to make a post than creating an advert. Another benefit of Using Social media rather than
traditional marketing is you are able to reach a larger audience. As you can see from the graph below, it shows the average time a person on the UK spent watching TV.

In the graph it shows a steady decline of minutes watched on TV. Therefore, this means that the number of people that may view your
add may decrease. This decrease is not good for the business as you are not able to reach out to as many people. However, the time
spent on social media is increasing so Tchibo is able to reach more businesses. Also the accessibility of social media compared to TV is
better. O access social media, you are able to access on phone, tablet, computer, any device that has a webpage however, if you are
using a TV advert, only people that have a TV can see it and TV’s can be expensive. Another reason why social media is better than
traditional marketing, is that you are able to reach a wider audience as you are able to reach a global audience. For a TV advert, it is
more likely to be a national advert, but on social media you are able to advertise globally. One reason why traditional marketing may be
better than social media is the type of audience you are able to reach. This is because social media customer base is mainly made up
of the newer generations so you are not able to reach out to older people. However, I still believe that social media is better as of the
flexibility of social media. Flexibility means, that you are able to personalize and adapt your posts to a certain audience, whereas a TV
advert or Newspaper you have to make an advert that tailors to a broader audience. The positive of personalizing advertisements over
making them more broad, is that you are more likely to gain customers that are more loyal and trust your company. This is because of
the personalized advertisements that they have seen which may personalize to their needs and they want that so they go for that
business. Another way in which social media is better than traditional marketing is that it allows two way communication. For example,
if a business posts an advertisement about something and a customer wants to know more about what is advertised, they are able to
message Tchibo in many ways. For example they can leave a comment under the post or they can directly message the business if they
have any questions or queries. Then the business is able to respond to these requests and give them the information. But if it was a
something like a TV advert or radio advert, they would have to visit the website or call the business and that would take a lot more time
and something like a phone call could take even more time since it will not be 24/7 service whereas social media is 24/7(if the servers
are up.
 Business Aims and
Objectives using social
media
5 Short Term Objectives
As we have talked about social media and how beneficial it can be for a
business, it is important that a business creates some short term objectives for
a business so that they can maximize their use of social media and use it to its
highest potential. One objective Tchibo as a business should do is to open a
new Instagram account and reach 500 followers in the first Month. To achieve
this objective, they must advertise their social media to their audience in any
way that they ca. For example, in stores they can ask people to follow their
Instagram, they can also show their social media on their website. Business
generally have the social media on the bottom of the website or have it as its
own page. Also a business can also advertise the new social media on any
other social platform that already has a good following to it. Most Users from
the other social media will also follow the new social media page. Another
Short Term objective is to have 100+ likes in the first 3 posts on your social
media. This ensures that people are seeing you posts and the likes shows that
they are interacting with the business. Another short Term goal is to post at
least once a week for 6 months. Whether it is a post or a story, whatever. It
doesn't ,matter what you post , as long as it benefits the business, but it helps
show the audience that you are actively using the social media. The fourth
short term objective is to reply to all comments, that are sensible and mature,
within 24 hours of them posting the comment. This shows good customer
service as you are showing interest in to your customers and wanting to help
them or thank them for their positive feedback. Another short term objective
is to build strong social media platform home page. For example, if you were
to use Instagram, you would create a bio that is professional and intriguing,
you would follow only certain people or other business , you would have a link
in your bio leading to your website or a separate page that is a shop for your
shop. You may design your Instagram posts in way in which they a link
together. An example is the photo on the left.
5 Long Term Objectives
Long term objectives are important as they are something you are able
to work towards and it keeps you productive as you want to reach that
long-term objective. One Long-Term Objective is too build a good
reputation for the business. This is a long-term objective as it will take
some time to build a relationship with the customers. A business will do
this by doing positive things for their business such as replying to
comments, posting about social injustices etc. The next Long Term
objective is too recognize you target audience. This objective means to
identify who is watching your content. This is important as when you
are able to identify your certain audience you can advertise to them
and build better customer relations. The next Long-Term objective is to
Improve engagement rates with your followers. To do this, a business
should focus on making social media content, such as a video. These
posts should be quality and entertaining rather than advertising. As of
this, it makes people like and comment on posts as it is so good. This
doesn't have to be every post but every once in a while for example
one a month or once every two months. The Fourth objective is to
build an online community. This is where a number of users come
together and talk about the business and what has been happening.
For example if a new product comes out. This is important as they give
valuable feedback and are loyal to the business so they are important
opinions to hear from. The fifth Long term objective is to build a good
brand image. Having a good brand image makes it easier for customers
to recognize you and your business. This is important as it improves
brand recognition and increases customer's.
 Social Media that
could be used
One social media that Tchibo could you is Instagram. Instagram is the one of the biggest
social media platforms with approximately 1.48 billion active users in 2022., which is the
fourth most in the world. Many business use Instagram for its wide range of features as
well as the large audience you are able reach out to. Some of the Instagram features that
Tchibo are able to use is the feature to share location. This allows Tchibo when they post
on the Instagram or post a story, they can add a location to the post. This is beneficial for
the company as it allows followers and users to see where their posts are located. For
example, they can set the location to their store. Another feature in which it will benefit
Tchibo is the being able to go live. This means doing a live broadcast for your users. As
you are able to go live, you can do many things such as do a live Q and A where users can
ask questions and you answer them live. There are many ways in which you can use the
going live feature. Anew feature that Instagram have added is the broadcast feature. This
is a one to many communication in which business and influencers can use. Using this
allows you to communicate with many customers at one time.
With this feature you can
share announcements,
behind the scenes, event
details etc. Instagram has
many features in which a
business can use and its
shown by the over 200
million business that are
using Instagram for business
purposes only.
The next social media is twitter. Twitter is another social media in which many businesses
use. It is shown that about 118 million users on twitter are business in may 2023. One of
the features in which Tchibo can use for their business is the main feature of twitter,
which is tweeting to their main twitter social media page. This feature is useful for
business as of their flexibility as you can do many things when tweeting. For example you
can tweet using text to inform customers about events or information. They can also post
videos and photos to entertain the audience. Another part of tweets is that you are also
able to post links. These links can be used to redirect customers to your website or any
where else you want them to go that is safe and secure. Also with tweets, you can pin
tweets. Pinning tweets allows you to show these tweets at the top of tweets feed on your
main twitter page. Another social media in which Tchibo can use or earn is the verified
account feature. An example of this is the photo on the bottom right. It is a white tick in
the middle of a blue circular shape. This isn’t something a business can generally use but
it is very helpful for a business. This is because it verifies your account as the real one.
Another feature that can be used on twitter is the feature of being able to follow others
and people are able to follow you.
When you follow an account, the tweets that the
page you have followed will show up on your feed.
The more pages you follow, the more content you
will see. Another feature you can use it tagging.
Tchibo can use this to tag other business that they
have partnered with or tag customers for thanking
them.
 Social Media that
could be used
Another social media that can be used is Facebook. Facebook is another social media
which many business use. On Facebook, there are about 200 million businesses on
the platform in December of 2022 and it is only increasing. One of the features of
Facebook is the timeline feature. This feature allows you to highlight major events
and posts that you have posted in chronological order. Another feature of Facebook is
friends. The ‘Friends’ Feature allows you to connect with others as you are able to see
whatever and whenever they post. Another feature of Facebook is the groups feature.
The groups feature allows you and many others to form a community in which you
can discuss certain topics, share information and images or have some discussions.
Another feature is the events feature. This feature allows Tchibo to organize events.
Users are able to join the events and the user that created the event is able to see
anyone that joined the event so they are able to create something like an attendee list
which helps them to manage it easier. On Facebook you are also able to post. Just like
Instagram and twitter posting has a lot of flexibility. When posting on Facebook, you
can post text, images, videos, links, GIF’s , emoji’s etc. Another feature of this social
media is the Facebook marketplace. This is Facebook online e-commerce where you
can directly purchase things that businesses have or general users that are selling
things. Also with Facebook marketplace you are able to see the product and decide if
you are still willing to purchase the product.
Another feature Tchibo is able to use
is the messenger feature. The
messenger feature is its own app
itself. With this feature/app you are
able to text, message, call , video call ,
group call , face group call, voice
message, send images, send GIF’s etc.
This feature also has a lot of flexibility.
The next social media is TikTok. TikTok is a social media that is used for creating, sharing and
discovering short videos. TikTok is a new social media that has significantly increased in
popularity since 2018. TikTok only released in 2016. One feature that TikTok has to offer
which will benefit Tchibo is having a business account. A TikTok business account allows
Tchibo to access Business exclusive tools such as a Business creative hub which allows you to
create a comprehensive marketing strategy. With a business account on TikTok you are able
to have an e-commerce store where you are able to sell your products directly on TikTok.
Another feature of the TikTok account is that you are able to advertise your products. For a
price, you are also able to have your ads show up on users ‘For you page’ which is like a feed
of videos chosen for you by an algorithm. These ads pop up after a few videos consistently.
Another main feature in which Tchibo can use is posting TikToks. When Posting TikToks you
can post videos, images, Slideshows of images. With the videos you can have filters,
voiceovers. You can duet another video etc. Another feature which TikTok has which most of
the other social medias’ have is being able to go live. However, Tiktok is a little bit different
compared to Instagram and Facebooks as you are able to gift money through online currency
like Twitch or YouTube. Also when creating Videos, you are able to add music in the
background. There are many songs available from the newest songs to oldest songs, from
songs in English to songs is Korean. There is a wide variety of music to choose from.
Another Feature is
creator fund. Once
you reach a certain
following or views
on your videos. You
are eligible to
creator funds which
allows you to earn
money on your
videos.
 Justification of Social Media
The 2 social media that I would choose is Twitter and Facebook. I would Choose these social medias’ as of Tchibo customer demographic. Tchibo Customer Demographic is 53% male
and 47% female while majority of the audience being over the age of 45 years old. I chose Facebook as it suits Tchibo’s audience profile better. Even though Facebook is main audience
is used by people of ages 25-34, the ages 35 – 44 still is a large part of Facebook’s audience. Also the majority of Facebooks audience is men so it matches well. This is very similar to
Twitter. As Twitter’s audience is also mainly made up of men. However, Twitter’s age demographic is better suited as their audience is mainly made up of ages 25-44 so it matches better
than Facebook’s. This is because Facebook and Twitter are older social media’s and there was no Instagram or TikTok so most people used Instagram or TikTok. Also The demographic of
Instagram and TikTok is for people of younger ages, 25 years and below. This is because these social medias have been released recently or in the last 10 years and have gained a lot of
popularity in this generation. Facebook and twitter have features which are better suited for Tchibo. One feature of Facebook Which will benefit Tchibo is Posting on Facebook. When
you post on Facebook, you are able to share information post, post images or videos or post links to your business. These posts can about important accomplishments of Tchibo, any
sales or giveaways that is happening, promoting of products/services etc. All of this allows you to inform others of significant things in the business. Also with these posts you are able to
create a timeline of your posts. This allows you to see your achievements are events that have happened over the time you started posting. This is helpful for a user as it allows them to
look into the business more and see what they do and what they are about. Another feature in which helped me to decide in choosing Facebook as one of the social media’s for Tchibo
is the events feature. IF you are planning an event for the business, you can create an event in which people can join and It creates something like a guest list which helps you to manage
the events and the people attending. This allows for greater organization for the business which increases productivity. One feature of twitter which helped me to decide it as a social
media is posting tweets. Similar to Facebook, you are able to post text, images, videos, links etc. Posting tweets allows customers to be informed on the business. Another feature of
twitter is when posting tweets, you are able to pin these tweets. When you pin these tweets they appear at the top of your twitter page. As they appear at the top, this is the first thing
that a User/customer will see when they visit Tchibo’s Twitter page so it has to be sensible and professional. On the Pin tweets you could have videos about the business or you could
have a link that goes straight to the business. Another feature of the social media of twitter is having a verified account. A verified account is shown by having a blue circle with a white
tick in the middle next to your username. The importance of having this Tick is that is shows that you are the real account and prevents others from impersonating your account. Having
a Blue tick also shows your reputation as having a blue tick is given to account that have a big significance in the world. For example celebrities, big businesses, athletes, politicians ,
social media influencers, you tubers etc.

The reason why I did not choose Instagram or TikTok is primarily the audience. As
it doesn’t suit the audience profile, users will not be as interested leaving less
activity to your posts. One reason why I didn’t choose TikTok or Instagram for this
businesses as Compared to Facebook and twitter, you have to be more
entertaining and more be more innovative in your posts to gain a larger audience.
You have to be more consistent compared to the chosen social media medias.
Therefore you spend more time on the social media than on the business
therefore decreasing the productivity of your business. Overall, Twitter and
Facebook are the best Social Media’s for Tchibo.
 Legislation In Social Media
Legislation in social media is very important. Legislation is there to keep everyone safe for dangers online. There are many ways legislation ties into social media. One of the most recent
legislation laws that have been established by the government is the online bill. The online safety bill, is a law that protects adults and children on social media. Also the social media
platform is held more accountable for the safety of all users on the social media platform.

How legislation affects businesses when using social media – To business ,such as Tchibo, legislation is very important. There are many laws that they need to be aware of before posting
something on social media or even creating an account on social media. To name some of these laws: Data protection act, copyright, trademark, right to privacy, defamation and many
more. It is important that businesses are following up on these laws as breaching these laws can affect the business negatively. The main impacts of not following legislation is a lose of
reputation as you are breaking laws which then leads to a loss of customers. Another impacts is the loss of Profit, This is because as a punishment for breaking laws, you could receive a
fine. These fines are expensive and will reduce profit. Another impact is the potential loss of our business. Some businesses that break certain legislation laws may have to shut down
because of it or they shut down as they lose a lot of customers from reputation loss or declare bankruptcy as of high fines. When posting on social media you have to be mindful of
many things with laws. One way is that you have to be mindful of who you are posting and what they are doing and if you have their full consent to post them. You need to be mindful
of who you are posting as you need their consent as if you don’t have their consent it can cause a lot of problems. Also, you need to be mindful of what they are posting as they could
be doing something inappropriate where the actions they do or say may break legislation laws. Another way they have to be mindful on social media is the copyright or trademark or
patent. This is because if you don’t have the consent to post a copyrighted, trademark or patent thing or you don’t know about it and you post something, it can cause a large fine for
the company. Another way is when posting, the business must keep their data safe and secure. This is because if they cannot protect users data on social media and causes a lot of
negatives for Tchibo

An example of where legislation was not followed is from the business Facebook. Facebook is a large social media company that grew a
lot during the 2000s and 2010s. However in the past, Facebook had a lot of privacy issues. This is bad for Facebook as people’s private
information is not safe. It is important that private information is kept safe as it can be used to log in to bank details or impersonate
someone etc. As many people’s data was not secure they would not want to use Facebook. Luckily for Facebook , they were able to
work through their mistakes and improve their safety. Which is why Facebook is one of the most used social media platforms in the
world today. Another example which is very bad was Balenciaga and them promoting their new products. However, the children were
dressed up inappropriately as well as other inappropriate ad campaigns. This was bad as it could have faced many legislation laws. This
is because it was showcasing children inappropriately. It wasn’t just legislation that affected the business but some of their
ambassadors such as Kim Kardashian was tempted to leave the company as well many others. There from these 2 examples, we can
really see the negative effect of not following the legislation on social media when using businesses.
 Morals and Ethics On Social Media
The definition of Morals is are the principles that a individual stands by whereas the definition of ethics is the rules that are set by society. Morals and ethics are important as they are
used to make a more positive community as the traits that you have to learn and follow. In addition, Morals and ethics are more important on social media. However, ethics is the
most important factor on social media. Business have to be extra careful when posting that they don’t offend a certain groups or say something inappropriate etc. The negatives of
breaking the ethics rule by society is being ‘cancelled’. This is a new word that has come up recently and it isn’t something that is new it is just a word which younger people on social
media say as a title. To be ‘cancelled’ or being ‘cancelled’ is where users would stop supporting an influencer or business as of certain things that have said or done. They are also
publicly shamed and receive a lot of backlash. On social media if you do post something offensive it can spread very quickly and backlash can be received fast so nosiness have to
careful. More negatives which business on social media can face, which is very similar to not following legislation rules, is the loss of reputation for the business. This is because you
have posted something negative so it creates a reputation for the business. There are a countless number of example of where businesses have not followed ethical standards on
social media and have received a negative effect from doing this. Some examples of this are seen below.

One example is the image at the
bottom. A summary of this news
article says that when George
Floyd died and black lives matter
campaigns began to spread more,
many companies were quick to join
as allies. However, Certain business
received backlash for this
One of the companies was urban outfitters.
Urban outfitters are a retail company that sell
clothes as well as other items that are in trend
or in fashion to the present time. They received
Backlash when they tried to participate as an
ally as of what they did in the past. IN the past
they had a problematic past with cultural
appropriation. They had clothes which were not
culturally appropriate to sell and the fact that
most of urban outfitters customers are the
youth of the generation is not good. Also many
employees of urban outfitters have experienced
discrimination or racism while at the company.
They faced backlash as it showed that they did
not do it to stand as an ally but to gain
attention and more customers. This is not
ethically right as they used a sensitive current
affair to benefit themselves so they faced
backlash
The next example is from the Swedish
branch of Pepsi. This social media company
posted a Cristiano Ronaldo voodoo doll and
model it in an inappropriate way, Which is
shown by the image on the left. The
purpose of this post was to gain attention
since Sweden was set to play Portugal in
the world cup qualifiers. Therefore they did
this to attract attention since Ronaldo is the
star player of Portugal.
Even though, Pepsi Sweden intentions were not ill intentions or probably just a joke,
this is not what the media perceived. They did not take this lightly. This is an example
where you need to careful how you use humor as certain humor can allows you to
receive a lot of negative feedback. Luckily, because Pepsi as a whole is a large company
they were able to continue.
 Developing and enforcing social media policy

The definition of a policy is a course or principle of action adopted or proposed by an organization or individual. However a social media policy on social media. TO give more detail,
it is a code of conduct that tells all employees how they should represent and act on social media. There are many other rules and regulations that they must follow and if an
employee were to break these rules, it could mean termination of their contract. Creating a social media policy is highly beneficial for a company. Having a social media policy allows
for the reputation of the business to be kept safe and stay positive. This is because it prevents the employees from posting something offensive or even the social media of the
company to post something offensive also. Overall, a policy protects the business security, privacy and legal interests, not having a social media policy is a big risk for a company. A
better way in showing social media policy is through some of examples of different ways the social media policy has come into play for a business, whether it is positive or negative.

In this example, It shows someone talking about their first Therefore the
day on shift on social media. However, this example was not business had to
positive but actually negative and quite offensive. If a take the right
business left that comments unattended, it would leave a course of action,
bad reputation for them. This post does no make a good which was to fire
impression for the business nor does it make a good her straight
impression for the employee. away. This goes
to show media
policies as if you
are not sensible
on social media
and are out of
line your
contract will be
terminated. For
this employee
she was Another way in which social media policies are shown is the news article. In this article it
messaged by her showcases many ways in which people on social media have posted things and have costed
boss that she did them their job or job promotion or a job offer etc. Its also not just what you post when you
not have to have the job , it can be before you get a job and something you posted before. SO it is
worry to come in important that you keep posts private or don’t post it at all if it will damage your
the next day. reputation.
 Developing online communities – Target Audience

An online community is an a group of users that share an interest or purpose who use the internet to communicate with each other. Developing a target audience is a group of
people that would most likely like your products. For example toys would be wanted by children or home appliances would be wanted by adults. Having a target audience is
important as it is the best way to maximize your sales as they are most likely to buy your products. Therefore you would have to do many things to keep your target audience happy.
Having a target audience allows you to communicate better with them as you are able to hear the opinions and hearing out on the target audience would help to create better
relationships with them. It is important to know that not all target audiences are the same therefore as they are not the same they would all want different things from products
etc. So as a business, it is important that you tailor advertising towards certain audiences equally or advertise too all audiences. Knowing your target audience can help you create a
better marketing plan and a high quality plan would high likely succeed and bring a huge turnover for the business allowing to reach their goals. For Tchibo, their target audience is
mainly for people above 20+ years old, both male and female.

One example of Target audience on an online Another example of how businesses can
community is Nike. Nike is one of the most notable use social media is paying social media
businesses in the world, selling sportswear, lifestyle to put their ads. The reason why this
clothing, footwear and many more. Nike is also one of allows for the reach of target audience
the most followed business social media page. Nike is because of social media’s algorithm.
shows that they play to target audience by having many When creating a social media account,
different Nike accounts for different types of audience. you are asked if the social media is
As you can see from the left there many Nike accounts allowed to track your data for more
for certain things such as Nike for certain clothing or Nike personalized content and ads. This
for certain area or Nike for certain sport. The benefit of means that whenever you like a certain
doing this is it allows each one of the Nike accounts to post, more posts similar to the ones
post things that are more specific to what the audience that you liked or commented on will
wants to see. For example, Nike basketball posts about appear more frequently on your feed.
basketball content or Nike football posts about football Therefore as a business this is beneficial
content. The benefit of doing this is that it posts content as it allows for your businesses ads to
specific to the audience making them more likely to but be seen by your target audience. This
the product. Its not just Nike that does this but many advertisement could be an offer or
other businesses. Normally these business are promotion of a new product. But,
international businesses that have a huge following so whatever it is more people that see it,
they have multiple accounts. To name some examples: the more likely that sales will rise.
McDonalds, KFC , Jollibee , Footlocker , Adidas and many
more.
 Developing online communities - Keywords in posts
Keywords in posts refers to the words that you use in posts so that users are able to search your posts easier. The benefit of keywords is that it improves your brands visibility and
helps you gain organic traffic to your various properties. One way keywords are used in posts is using the hashtag feature. This feature is used by most social media platforms and is
used by a majority of all posts that contain this feature. The hashtag feature works by using the ‘#’ and then putting some words in front of it. When you use the hashtag, it comes
under that hashtag when you search for it. For example on Instagram, if you do ‘#Happy’ on your posts. Then when you search for ‘#Happy’ when searching for a post that post
will come under it. For a business they can do this by using the hashtag then their business so all posts that relate to their business will come under that hashtag or they can put
their slogan to make it more recognizable what brand they are. Businesses need to be careful on what hashtags they use or create. As some Hashtags which have common words
will have so many posts that it would be hard to find your posts. Or if you create a Hashtag, it may not get a lot of activity from it. So the business have to be smart and choose
Hashtags which have the right balance. There are many examples in which a business can use hashtags to benefit their business. Some example are below.

One example of a business using a Hashtag is the Overtime Hashtags

business Nike. On Nike’s main Instagram page they have become less
have the ‘#justdoit’ on their description. This is and less used in
Nike’s slogan. The benefit of having this hashtag is Instagram posts.
that people are able to use this hashtag and post This is not because
anything that is related to Nike. As Nike is a large they are less
brand, this slogan is very recognizable and would effective or not
know that any post that has this is related to Nike. useful but because
Also, a Hashtag that most users know is related to using hashtags In
your business, helps to create a online community. 2023 is quality
This is because, for example, someone can post over quantity.
something under a hashtag and people scrolling
through that hashtag or that post comes up onto
that feed can react to it. This allows a community to As you can see from the post above, it shows the number of Hashtags used in the
be created. They can also comment on posts and say post and a post with 30 hashtags. From this data it shows that posts with less
their thoughts etc. This helps the business to get hashtags reached more posts. Also having too many hashtags on a post can make
feedback to certain feedback audience which is it look messy and overwhelming since there are so many hashtags. That is why a
beneficial as the business is going to use that business should only use hashtags that they need to use and the hashtags that
feedback to improve their products or services as it would give them the highest activity.
will be more tailored to the users audience needs.
 Developing online communities – Linking to other business
Linking to other businesses in developing online communities is where your business works with other businesses. Businesses can link to other businesses mainly by tagging other
businesses. There are many different situations on how you can tag other businesses to posts. To name a few examples: You can tag another account using the '@' and then put the
business Instagram username and the text will become blue. Once you press the tag when it's blue, it will bring you to the Instagram page of that account. Another way in which a
business can tag is through tagging through a post. You can do as before you post you can tag people before you create a new post. Therefore, when you create a new post, when you
tap on the post once, it will produce all the businesses that you have tagged and when you press the tag, it will bring it to the tagged Instagram account. Another way in which a
business can tag is through the stories. This is because you are able to add text and you are able to use the '@' again. However, it won't change colour, but it will become bolder than
the rest of the text. When you press this, it won't bring you straight to the account, but it will show you the tag of the account and when you press the tag it will bring you to their
Instagram page. The benefit of tagging is that it helps to develop an online community by working with other businesses. Collaborating with other businesses is beneficial for a
business as it allows them to increase their customers as customers from the other businesses may go to them also. Another benefit is that it can also increase reputation. This is
because it depends on the businesses you are working with. For example, you could be with a charity or a local organization and help out. This doesn't just increase your reputation
but also increases customers developing more of an online community. Also, customers love the interaction between businesses as two established brands are working together to
work on an amazing project. Most of the time, when businesses work together it is to make a products or to give back to the community.

This is an
example
of when
you tag
when you
post. You
tag
people by
searching
for their
name.

The image on the

Above is an example of when you post and
left is an example
the tags when you press the screen once and
of tagging on a
the tags come up.
story
 Developing Online Communities - interact with customers

Interacting with customers to develop an online community is highly beneficial. A business being able to interact with their customers builds better relationships with customers.
Having a better relationship allows for a better reputation as the business actually cares for their customers. Also interacting with customers allows for greater sales for the company
as they are willing to pay for your products, as they know that your company will take care of them. A good way of interacting with customers is on social media. Let's take Instagram
for example. On Instagram you are able to interact with customers in many ways, doing this helps to develop an online community which will be beneficial for the business. Below
will be many examples on Instagram on how you could interact with customers.

One way of interacting with customers is When a customer leaves a

by commenting, liking, or sharing a post.
When you post on Instagram, users are
able to like the post, comment, share, save
the post, etc. However, we will be focusing
mostly on the comments. This feature
when posting will help you interact with
customers the most. The way you interact
with a customer is by replying to their
comments on the post.
comments whether it is
positive feedback or negative
feedback, you should reply to
it. When you reply to it you
should a professional mature
message. For Example, if it is
positive feedback you need to
thank your customers for their
feedback, or if it's negative
feedback you would need
to apologize or thank them for
leaving the feedback and
explain to them how you Another way of interacting with customers
would resolve the problem or Another way of interacting with customers is is by posting on your story. On the image
improve for the next time. by messaging or contacting them directly or above it shows 2 Instagram stories with
Doing this links back to the showing your contact information to interactable buttons that customers can
paragraph above on how customers so that they are able to contact press. If you use it in the right context for
interacting with customers you. This is one of the easiest ways of your business, it will help you to gain
can allow for a greater interacting with customers as they are the insight for your business. This is not the
reputation as it shows that ones contacting you. only interactable feature, there are also
you care for your customers. features where you can add text have a
multiple-choice question etc.
Instagram Posts
Facebook Posts
 Planning and content schedule V1 – Instagram

Week 1 Week 2 Week 3 Week 4 Week 5

What is on your An image saying New The image will be of a An image of a Tchibo An image of someone An image of students
image? Merch in fancy font barista working on a coffee cup with a mini holding a coffee cup in learning about Tchibo
and nice decorations coffee machine. Tchibo coffee cup their hand
around it

What will the caption New Tchibo Merch Our new barista We Love Coffee A Tchibo coffee is a Students enjoying
be? OUT NOW! #Tchibo working hard #Tchibo #Tchibo standard of living their time at Tchibo
#ilovecoffee #riseandgrind #Tchibo Taster Session #Tchibo
#Learning #Brighter
future

Extra Information The purpose of this The purpose of this To Show our passion The purpose of this The purpose of this
post is to promote the post is to show that for coffee post is to promote post is to show that
new products that we value our workers. Tchibo coffee to the we are involved in
Tchibo is selling. public local communities.
 Planning and content schedule V1 – Facebook
Week 1 Week 2 Week 3 Week 4 Week 5
What is on your A range of Tchibo A photo of Tchibo A photo of a meal deal A photo of Tchibo A photo of a mode;
image? Products Business card for Tchibo Stores Marketing Team while with two Tchibo cups
working around their ears

What will the caption Tchibo Products worth Our business card New Deal! Behind the scene New Tchibo Mugs
be? £100 #Tchibo Available in Store photo shoot for Tchibo #Tchibo
All you have to do is: Now! #Tchibo
Like(Emoji),Comment(
emoji) and Repost in
story
After this you will be
eligible for 1 entry per
account
Good Luck!

Extra Information The purpose of this The purpose is to To Promote our new To show customers To promote to the
post is to giveback to promote our new deal to the public what the business is customers
our loyal customers. business card up to.
 Justification for Planning and content schedule
The reason why we created a planning and content schedule is so that we are more organized with posting. This Planning allows Tchibo to be more prepared on posts so that the
interaction of each post is maximized. We added planned for 1 post a week. The benefit of doing this is that it allows Tchibo to be consistent when posting as it is better to post 6
posts on one day every 6 weeks. Doing this allows customers to be updated on the business and shows that you are proactive on your social media account. On the first week of
posts for our posting project, for both social media, we did a giveaway. This is because giveaways always get a lot of activity through likes and comment. As they get lots of activity, it
allows for the business to reach some of their short term goals. The first goal it helps them to achieve is gain 100+ likes on the first 3 posts. Another goal is to get 500 followers in
the first week. With this post, it will definitely help them reach that short term goal. One way in which we considered legislation when posting was gaining consent to all photos we
took of people and places. Having consent allows the business to take photos and post them on their social media. Another way in which we considered legislation is that we made
sure nothing we used or posted is copyrighted or patented. As if we do post something that has copyright or patent claims etc., it will cause a lot of fines for the company which will
result in significant losses in revenue and profit. Another factor in which we considered when posting is ethical moral values. When posting, we didn’t post things that would cause
offense to others. For example if we posted something that showed stereotypes which would cause serious offense too others. What you need to know about ethical values is that
you won’t necessarily be punished by the government or break a law but doing this means the you are breaking ethical laws where if it is broken, it can cause a lot of backlash from
the community as a while. On week 2 of posting we posted a barista on the Instagram page and a business card on the Facebook page. The purpose of posting the barista is too
show appreciation of our workers and shows to the public that we care for our workers and increases our reputation. We made sure that we had consent of using this photo of the
barista so that we could post it. ON Facebook we posted the new and improved business card. We did this too show case a new advertising strategy. Also posting this allows Tchibo
to receive feedback to see is they liked the photo card. As of this it increases the activity of the account allowing more users to be directed to our page. And increases our following
which is one of our short term goals. On the third week posting, we posted A Tchibo Cup with a mini Tchibo cup in front of it and on Facebook we posted about a meal deal. The
caption for this post was ‘I Love coffee’. Doing this shows to our followers that we are passionate about what we do. Having that genuine passion for what we do impress customers
as it isn’t a business that is profit focused. The post for Facebook was to promote the meal deal . We did this to increase the awareness of our deal so that sales can increase. The
week, week 4, we posted someone holding a Tchibo coffee cup on Instagram and a photo of the marketing team on Facebook. We posted someone holding a coffee cup as it is a
way of promoting the Tchibo Coffee. We posted about the marketing on Facebook as it was like a behind the scenes. Posting this acts like a teaser for a new post or advert for
Tchibo. Doing this shows that we are transparent with our followers and will let them know what the business is up to. This increases customer relationships and creates more trust
with them.On Instagram, we posted someone holding a coffee cup in their hand. This post is to promote the coffee and showing how good it is and that everyone should need to
have it. For week 5, we posted about students learning about Tchibo. This is important as it shows ethical values. This is because we value the learning of the next generation and
how can teach them what we have learned so that they can be successful. On Facebook, we had a model with two Tchibo mugs around their ears. We created this post as
something entertaining. We did this as being able to entertain your customers is a big factor in attracting more customers.
 Questionnaire review
After creating a planning and content schedule for my social media page. We asked a manager of Tchibo and a random employee of Tchibo to review the content and planning
schedule. After they reviewed the planning and content schedule we gave them a questionnaire to fill out. In This questionnaire, we asked specific questions on how engaging the
posts were but most importantly how they can be improved so that they can hit our short-term and long-term goals. One way in which our posts can be improved is the images.
For both users, they said that the images could be changed and upgraded. For the manager he said that the giveaway post should be improved. So instead of having a photo that
has ‘giveaway’ we have decided to change that to showcasing the products that are being given away. We have done this as it makes users more likely to enter as they can see
what they could win. For the employee, they said that the model holding the cups could be improved. This is because this is a common photo used by many companies so it would
just look repetitive. Therefore we have changed it too the model putting the mugs around their ears. We have decided to do this as it is more entreating for users and some may
find it funny. This allows it to gain more likes which is one our short-term goals to gain 100+ likes on each post. As we have improved two our posts we decided to look at other
posts we could improve also. This lead us to improve another post. We changed it from being a photo of a business card to a photo of the business card in front of a fan. We
decided to do this as it is entertaining for users and will help us to reach our short term goal of hitting 500+ followers in the first month. The next question was if any of our
captions needed improving. The manager of Tchbo said that the caption for the post that has the giveaway needs improving. He added that we should add emoji’s to the caption
and this is a good idea. This is because having the emoji’s makes the post more eye-catching and less boring. As it is more eye-catching, more users will interact with the post and
it may gain more likes ,comments and shares. This activity allows for the post to show up on others feed also. Therefore allowing to reach short-term and long-term goals. The
employee also had improvements for one of the posts. The employee has said that as the image has been improved the caption also needs to be improved. Therefore , we
changed the caption to ‘ All I hear is Tchibo’. The next question that we asked is if our posts show our passion for coffee. Both employees, with certainty, said that they can see for
the passion for coffee in our posts which is a big positive as it creates a better reputation for the company as it shows that we are passionate about our coffee. Also when people
are passionate for their coffee, they normally taste better and people would pay higher prices for it. Our next question was if our posts attract the right audience. Both employees
said that it would attract our audience as it is simplistic, informative and easy to understand. This is important since it will attract the right audience who will buy our products. The
next question was if our posts could reach our short term goals. They both said that it would be highly likely but only after the amendments have been made also if somehow if
the target was reach, it would only be missed by a small margin. The next question was if our long term could be reached. The manager said that we are on track for it if we
continue how we are. However the employee said that it would not be possible since our plan is not long enough and we need to innovative with our posts so it wont always be
the same. The final question of the questionnaire we left for any other suggestions that they could add. The most common suggestion was a time frame for the posts. They said
that having a certain time or day for posting maximizes the amount of users who sees the posts. Therefore, we set a time for when posts would be posted. We all agreed that
around 3pm we would post. This is because it allows more people to see it as people are coming home from school. Then some time later people are going home from work. This
is because this when people are going home and most likely scrolling on their phone.
 Planning and content schedule V2 – Instagram
Week 1 Week 2 Week 3 Week 4 Week 5
Time – 3:00pm Time – 3:00pm Time – 3:00pm Time – 3:00pm Time – 3:00pm

What is on your The image will be of The image will be of a An image of a Tchibo An image of someone An image of students
image? two Tchibo fully barista working on a coffee cup with a mini holding a coffee cup in learning about Tchibo
buttoned polo's. coffee machine. Tchibo coffee cup their hand

What will the caption New Tchibo Merch Our new barista We Love Coffee A Tchibo coffee is a Students enjoying
be? OUT NOW! #Tchibo working hard #Tchibo #Tchibo # standard of living their time at Tchibo
#ilovecoffee #riseandgrind WeLoveTchiboCoffee #Tchibo Taster Session #Tchibo
#Learning #Brighter
future
Purpose of the post The purpose of this The purpose of this To Show our passion The purpose of this The purpose of this
post is to promote the post is to show that for coffee post is to promote post is to show that
new products that we value our workers. Tchibo coffee to the we are involved in
Tchibo is selling. public local communities.

What was improved The image was No improvement Added another Added a time for when No Improvement
improved by adding needed Hashtag to post for all posts.
what Tchibo are
actually selling.
 Planning and content schedule V2 – Facebook
Week 1 Week 2 Week 3 Week 4 Week 5
Time – 3:30 Time – 3:30 Time – 3:30 Time – 3:30 Time – 3:30
What is on your A range of Tchibo Products A photo of Tchibo A photo of a meal deal A photo of Tchibo A photo of a mode;
image? Business card in front for Tchibo Stores Marketing Team while with two Tchibo cups
of a fan working around their ears

What will the Tchibo Products worth Our business card with New Deal! Behind the scence All I hear is Tchibo
caption be? £100 our greatest fan Available in Store photo shoot for Tchibo #Tchibo
All you have to do is: #Tchibo Now! #Tchibo
Like(Emoji),Comment(emo
ji) and Repost in story
After this you will be
eligible for 1 entry per
account
Good Luck!
What is the The purpose of this post is The purpose is to To Promote our new To show customers To Entertain the
purpose of the to giveback to our loyal promote our new deal to the public what the business is customers and
Post? customers. business card up to. promote to the
customers
Improvement Added Emoji’s to the Took the photo of the No Improvement No Improvement Changed the photo of
caption business card infront the model holding the
of a fan cups to putting it
around their ears
 Content and Planning - optimization

Optimization is the action of making the best out of a situation or making something more effective. Content optimization is the way of optimizing your content to reach the largest
possible audience. Optimization in social media can be used in many ways however we are going to focus on how optimization can be used on file size. To optimize file size we can
reduce the file size. The many 2 ways of reducing file size is by changing the file type or by changing the quality of the file. For example, when changing the quality of the file you can
either use Lossy or Lossless Compression. Lossy compression is where the file size is reduced by permanently removing the data. Whereas Lossless compression is reducing the file
size by removing unnecessary metadata however, this data can be brought back. These 2 methods of compression reduces the file size. Changing the file type also help to reduce
file size. An example of where you can change file type to reduce file size is by changing ‘.jpeg’ to ‘.png’. The benefit of a business doing this is that it allows for more users to be
able to access our posts. This is because not all users will have the same device or processor or Wi-Fi etc. Therefore, minimizing the file size will allow more users to access our
posts. On the next slide it shows how you can do both through the software Photoshop. When you save on Photoshop, you can change the file extension. For one of our posts, we
changed the file from PNG to JPEG. Then after we change the file, We changed the quality of the photo from 8 to 5 . As you can see, The file size changed drastically from 320KB to
48KB which is a drastic change. Even though the file size change a lot, the quality of the photo doesn't really change a lot. From the photos on the next slide, Its like there is no
difference to the photos. Also changing the file size also comes with another benefit. The other benefit of doing this is that it cuts costs. It cuts costs as you use less storage space,
Therefore more money is used in the business. It Is important that we allow for users to be able to access our content as it means more potential customers. More potential
customers means greater potential income therefore a greater potential for higher profit for the business which can be used to reinvest into the business to improve. Another
reason that it is important is that it shows that we call for all our customers. As of this it improves our reputation and brand image. As of this, it can attract more customers.
Responding to Comments
This is an example of Tchibo Responding to comments. It is important
that you respond to all mature and responsible comments. IT doesn't
matter if they are positive or negative you must respond to it, if it is
reasonable to do so, as it will come with benefits for doing it.
 Gathering Data - Instagram
Posts Image Seen by Likes Comments Male to Female Ratio
(Likes)

1 389 101 23 78:23

3:1

2 401 128 28 81:47

2:1

3 441 152 41 90:62

1:1

4 509 183 52 112:71

2:1

5 568 201 61 124:77

2:1

461.6 153 41 97:56

Average 2:1
 Gathering Data - Facebook
Posts Image Seen by Likes Comments Male to Female
Ratio (Likes)

1 507 258 110 179:79

2:1

2 223 108 45 72:36

2:1

3 237 139 52 87:52

2:1

4 258 145 58 88:57

2:1

5 283 182 61 118:64

2:1

301.6 166.4 65.2 108.8:57.6

Average 2:1
 Data Review
After 5 weeks of posting on each of the social media, we gathered the data and put them into tables and graphs so that they are easier to analyze, interpret and understand. In the
tables we put the post, amount of views it has or how many people have seen the post, the number of likes and the number of comments. We also put the male to female ration
for each of the posts. We also added an extra row for an average of the views, Likes, comments and the ratio of likes for all the posts. We made a table for each of the social media
platforms we have chosen(Instagram and Facebook). Then using the numbers of in the tables we put them into an excel spreadsheet so that we are represent the data in a graph.
For each social media, we made a bar graph, a line graph and a pie chart. We made a column for the Female to Male ratio of likes as it allowed Tchibo to identify their audience.
From the data is shows that more of their audience is male than female, therefore With this data Tchibo would either adjust their posts to suit the female audience more or make
the most of the male audience they have. For the first graph, we created a bar graph of the likes, views and comments. Each of the titles had their own bar. The bar graph showed
the number in the form of a bar for each week/ post. This allows Tchibo to show the progression over time for their post. We also created one similar to this but instead of using a
bar graph we used a line graph. Using these graphs can show comparisons from each week. From these graphs, we can see that Instagram over time has increased all of their Likes,
comments and views. For Facebook, we can see that the Likes, comments and views started high then went low but is gradually increasing. The final graph that we made for each
of the social media was a pie chart of the average number of Likes, Comments and Views. Using a Pie chart helps to organize and show data as a percentage of a whole. Being able
to see, understand, interpret and analyze the data will benefit the business as you will be able to see your audience and see the growth of your business. Seeing this allows you to
plan a course of action if improvement is needed in certain areas. It allows you to see where the business is at and see how close you are to reaching your goals or targets.
 Evaluation – Aims and Objectives
For this slide, this is about how we have meet our aims and objectives using our plan of action. For our aims and objectives, we split them into 5 short term goals and 5 long-term
goals. One of our short term goals was to reach 500 followers by the end of the month. With our plan of action we were able to comfortably reach goal at the end of the month of 500
followers on both Instagram and Facebook. We were able to reach this goal as we advertised our social media on out website. We also created posts that cause users to be attracted to
it and follow us. Another one of our Short-term goals was to reach 100+ likes on the first 3 posts and I can confidently say that we have reached this goal. You are able to see this
through the data we have gathered that we were able to reach that goal on both platforms. The next Short term objective is to post at least once a week for 6 months. Even though our
plan of action did not span for 6 months, we have started amazingly by posting weekly for at least 1 month. Posting consistently is important for a business and it shows in the data.
Every week that we have posted the views and likes have been increasing gradually. The next objective was to reply to all comments. To be more precise, it was to reply to all
comments that are sensible.
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