Marketing Communication and Social Media

Subject: Marketing Communication
Pages: 8
Words: 2203
Reading time:
9 min
Study level: PhD


Marketing communication is a fundamentally vital aspect that determines the success of an organization when it comes to wooing customers. The methods used in accomplishing this undertaking must be selected carefully to enable the organization to inform the customers with clarity and effectiveness. The impact realized in that marketing effort is determined by the capability of the organization to identify the communication needs according to the nature of the target customers.

In order to make these determinations, the marketers must conduct continuous and routine evaluations. Revisiting the needs enables the relevant departments to change focus or introduce new methodologies of marketing and update them accordingly. This entire reevaluation is necessitated by the fact that the world is dynamic. It is subject to change due to new discoveries and changing priorities. As a result, the marketing officials are required to keep on developing suitable strategies of communication as per the new needs. This discussion touches on the use of social media as a tool of communication. This pursuit is informed by the growing use of sites, such as Facebook, Twitter, and Gmail among others.

Current Market Situation

While seeking to determine the communication needs of the current target market of this organization, it has been noted that the world has indulged in the digital age. The 21st generation has shifted its focus from the analogue to the digital approach. Importantly, mobile devices, including phones, tablets, and iPhones have gained a lot of popularity in the digital age (Brake 2009). This implies that most of the information is flowing through the social platform in a very profound manner. In a broader perspective, it has changed the manner in which people share and spread information (Clarke 2010).

In fact, it has transformed people’s perception of the forms of communication. Specifically, the target market has been introduced to the digital mentality. The profound use of digital platforms of communication has made the target market adopt a positive perspective about the credibility of the information obtained from these sites (Coiera 2013). Whereas this condition has emerged, the analogue approach to communication has been dejected gradually.

For example, putting billboards on the roads and event has become an ineffective method, although it is not completely vestigial. This implies that the use of these methods has been overcrowded by the overwhelming tides of social media (Dewing 2010). The focus has, therefore, changed such that the market takes digital information more seriously than manual methods.

In addition, the target market comprises a high number of young people. Understandably, young people have been attracted to the use of social platforms, including Twitter, Facebook, and WeChat among others. Although the young people do not specifically access the social platforms to get information about this organization, it is understandable that very few subscribers have objectives (Evans 2008).

In most cases, they access the sites to have fun or see the various contents that are uploaded. As such, the organization requires to tap this opportunity by anchoring its roots in social media. It needs to come up with methods of providing relevant information about the products and services offered. In addition to this, the marketers have an obligation to communicate critical information concerning the organization. In essence, there are various changes that are introduced in the organizational process. These changes have a great effect on the way customers access services in the organization. In effect, it is fundamentally critical for the organization to inform customers about the changes and ensure clarity.

In addition to the above aspects of the current market, it has been established that social media is the fastest platform for delivering information. For example, Facebook has managed to penetrate the entire world in a manner that has captured most people (Kotler 2011). If a photo goes viral on Facebook, everybody will have the information by sharing it with friends and relatives (Kotler 2012). In some cases, Facebook allows the users to share information with the public in a manner that users can access it. Accordingly, this is a very opportune tendency for the organization because the marketer can easily reach the target market (Mandiberg 2012).

Another crucial aspect that has been evoked by social media is affiliate marketing and sponsorship. In this regard, organizations open Facebook pages and Twitter handles that can be used to communicate to the interested people and the target market at large. The seepages have been used popularly by the subscribers until it has become a crucial factor in doing business. Importantly, these pages and handles are sponsored by the user so that the sites advertise them on the platform (Pride 2012). The profound nature of social media marketing cannot be ignored if the organization has to progress financially.

Additionally, social media has brought about heating competition between this organization and other companies providing similar products. As such, it has become a platform of communication such that the organization’s absence is a huge blow (Rayudu 2010). This implies that, in fact, using social media for communication is not a privileged, but a necessity because others have used it effectively and profoundly. However, that does not make competition the primary concern when joining and using social media as an organization. Instead, it reinforces the importance of venturing into the undertaking urgently and objectively. Further, it underpins the criticality of introducing new ways of conquering the competition in the digital age.

Moreover, the market has been characterized by the negative use of social media to humiliate the entities, including the organization in order to have a competitive edge (Strandberg 2013). The negative use of social media has become a crucial turning point to the entire digital era. In fact, it has been utilized to disparage communication and hinder it (Westwood 2014). With this condition, it becomes important to notice that the target market can be affected by the negative presentations provided by other entities. Therefore, there is the need to adopt the use of social media to counter such vices. This can be done by introducing ethics among the subscribers. The undertaking will enable the organization to eliminate any misconceptions conjured against it.

Objectives of the Communication Program

As mentioned above, it has been evident that the digital age has changed the manner in which marketing and communication are done. In accordance with this understanding, there are various objectives that will be met by this communication program. First, it seeks to harness the communication energy envisaged by the social media platforms in order to promote the organization’s business venture. This is based on the fact that social media platforms, including Facebook, Twitter, and WeChat among others have acquired many subscribers around the world. Indeed, they can be described as platforms that have united the world and synchronized it in a digital network.

This network cannot be ignored because it has the acumen to transform the organization. The critical objective of the program is to capture the capacity of young subscribers and potential customers. In other words, the program is a promotional venture that will be used to expand the market using improved customers.

Second, the program seeks to use a popular platform in an attempt to improve communication. While considering the issues presented in the previous paragraph, it is evident that the 21st generation has familiarized with social media. The familiarization has led to fast, clear, and effective communication among people. This platform of communication has been profound to an extent that information flow has become global. Since this organization requires to promote business in foreign countries, social media will present an easy and cost-effective method of reaching potential customers. Accordingly, the program is seeking to promote the business internationally through social media and improve communication.

Third, the organization has noted that social media has been used to provide the organization with a competitive edge over other companies. As such, it implies that the presence in social media is an undertaking that can promote the organization digitally. However, the absence of the organization in social media leads to less competitiveness since most of the rivals are on the platform. Understandably, the organization must seek to compete in all levels of marketing. In addition, it must come up with ways to leverage its competitiveness at every level of communication. In that regard, the program seeks to obtain a competitive edge in social media presence and communication.

Whereas the advantages of social media have been identified in broad terms, it is evident that the platform has been used negatively. Organizations and individuals have used it to disparage the reputation of other companies. In that regard, the organization seeks to develop a program that will enable the transformation of the entire face of social media in the 21st generation. In other words, it will provide a role model to the upcoming organization to ensure that people engage positively and resourcefully.

Lastly, this program will develop strategies for creating an admirable corporate image. In essence, an organizational corporate image is very important when it comes to promoting an organization. In fact, it defines the manner in which the organization creates a brand. In this organization, it is crucial to cultivate a brand with the essence of digital prowess. As such, the program will be a crucial strategy in an attempt to convince the target market that the organization is advancing with time and technology. In summary, the three objectives are represented in this list.

  1. To capture the capacity of young subscribers and potential customers who have embraced social media.
  2. To improve communication with customers by using the most effective and fast-moving platform.
  3. To obtain a competitive edge against the rival companies who might have used social media presence as a marketing tool.
  4. To use social media when attempting to improve the corporate image of the organization and make a digital brand.

Communication Performance Index (PI)

The performance index is a critical portrayal of how a program or a method has become. In regard to the aspects of social media, there is a percentage of the performance index showing the capability of methodology in marketing. It is established that 90% of the market targeted by the organization has subscribed to at least one of the social media platforms, including Facebook, Twitter, Gmail and WeChat among others. Such a percentage of presence indicated that the expected performance index is purportedly very high. In addition, the communication index is also high because the interaction and profoundness of the platforms are expansive. Further, the platforms have a long-reaching effect around the world. This condition makes the platforms be considered as global instruments of communication and business.

Justification of Cost

Prior to justifying the cost of this program, it is critical to understand that the campaign does not demand a lot of capital to set up and maintain. However, there are various provisions that will be introduced in order to accomplish the success of this program. Importantly, the organization must introduce a technical department and employ web-based personnel. This personnel will be mandated to engage in setting up the Facebook pages and Twitter handles that will be used for marketing. Although this might be considered an exaggeration of the extent to which this program should be implemented, the introduction of this department will form the basis of creating a digitally satisfied organization. This is based on the rationale that the organization must start the journey towards building a brand that is consistent with the digital era.

The question of whether funds should be used to manage this program must be answered from the point of view that the organization is rivalling against other organizations that have well-established digital platforms.

As a result, it becomes crucial for organizational marketers to take social media marketing to a new level. Bearing in mind that one of the objectives of this program is to obtain a competitive edge, it cannot be conducted with negligence and lack of diligence. In order to accomplish the set objectives, there must be a full team mandated to set a digital face entirely. Otherwise, adding the roles to the existing personnel will compromise the proficiency employed during the undertaking. In addition, it might lead to the ineffectiveness of the personnel in the existing roles. In order to avoid incapacitation, the deployment of a new department will be appropriate.


This paper proposes the introduction of a social media platform of communication because the target market has shown profound interest in digital tools. In light of improving communication, there are various objectives that underpin the importance of introducing the program. These are the objectives of developing this social media program.

  1. To capture the capacity of young subscribers and potential customers who have embraced social media.
  2. To improve communication with customers by using the most effective and fast-moving platform.
  3. To obtain a competitive edge against the rival companies who might have used social media presence as a marketing tool.
  4. To use social media when attempting to improve the corporate image of the organization and make a digital brand.

The cost of setting up this program is substantially low since it demands little funds for the employment of web-based technicians. In addition, the communication performance index of the social media program is very high since the subscription is equally substantial.


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