Social media in particular has been a game changer for brand building, customer relations, and customer satisfaction. Shoppers are increasingly turning to social media for retail and often look for help with buying decisions. With that shift, consumers have paved a new purchase journey for retailers to follow. Many businesses adopting social media as a promotional mechanism often use social media solely as if it were a traditional one-way ad instead of a two-way communication channel. The following are several common types of business messages in social media that attract customer activity: Promotions and discounts Latest product information Customer support Entertaining content Ability for customers to offer feedback Your task is to think of a small or medium sized business that you are familiar with, ideally one where you might work in the future. Submit a 2-3 page paper describing your business message and explaining what you see as the best social media channel is for your company to present this message. This assignment has two parts: writing a business message and analyzing, justifying, and evaluating which social media channel you should use to present the business message. Part 1 To create your business message, first decide on one goal: a) Increase sales or b) Build affinity with your customers. You can use the bullet points above and any the resources listed below to decide on the type of business message you want to share. Part 2 Choose a social media platform(s) that best fits your messageyou can use any social media channel. In 2-3 pages, explain/analyze why this social media channel is the right one for the message (this could focus on why the other options are not good). Explain how you would measure whether the message was successful (because what is the point if it isn't successful?). In your paper, you should also describe how a successful business message presented on social media can impact customer loyalty, ensure customer retention, and expand publicity. Make sure you cite any sources. Optional Assignment Resources The Modern Guide to Social Media for Retail Social media marketing: a guide for business 5 Lessons from The Top Retail Brands on Social Media How Three Leading Retailers Created Successful Social Media Marketing Strategies/

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