Unit 303 Social Media Management for a Business

Task A
1) Define the meaning of the term social networking?
This is the use of dedicated websites and/or applications to interact with other users or to find people with similar interests to your own and to communicate with friends, family, and network with professionals.

2a) Identify one example of social networking tools for each of the following geographical
locations:

•  Brazil
•  Russia
•  China.

Brazil: Facebook
Russia: Twitter
China: Instagram

2b) Identify four examples of social networking tools overall for Europe and USA.

Facebook, Twitter, Instagram, Snapchat- paragraph

3) For two of the tools identified in question 2 a) or 2 b):
   a) Compare them by giving two similarities of their features/ functions.
   b) Contrast them by giving two differences of their features/ functions. 

Two similarities is that use the same channels and they are both can connect globally
Two differences are that 2b has more options and less limited in functionality.


4) Describe four limitations for each of two of the tools identified in question 2 a) or 2 b)

In Brazil, Russia, and China the social channels are restricted in functionality and will not be able to get some content.

In Europe and USA certain laws prohibit certain content and spam content maybe more prominant

5) Explain four reasons for grouping people you are listening to when using social networking tools. - examples

1. When you segment you can target certain products to certain people.
2. You can use adverts to be directed at certain people
3. You can track what is selling with what segment
4. You can easily see what you need to change to get the best results

6) Explain why it is important to evaluate the need for brand ambassadors when using social
networking for a business. 

Brand Ambassadors represent your business and they can change peoples perception on your business.

7) Explain two characteristics of online behaviour which helps to recognise each of the
following:

•  brand ambassadors
•  influencers.

Brand ambassadors will promote the brand and make the brand look good in a good light.

An influencer is someone that tries to show their opinion of the brand. They are more honest from their experience of the brand

8) Explain two ways to ensure the validity/credibility of each of the following:

•  brand ambassadors
•  influencers.

To ensure this for brand ambassadors they need to be educated on the brand and they can't lie about the brand or they could be reprimanded.

To ensure this for influencers is that they need to be a credible source that has given honest opinions in the past. They should also be unbiased.

9) Explain three ways of managing each of the following:

•  brand ambassadors
•  influencers

Brand ambassadors: Regulations, education, find someone with good people skills crm

Influencers: Credible sources, knows the brand, unbiased

10) Briefly, explain why it is important to evaluate the need for influencers when using social

networking for a business

They can be a good source of valuable feedback that can help improve the business as they can find flaws in the brand that someone internal cannot, and it is widely available on social media.

11) Define the meaning of the term social media management tool. 

This is something that helps cut time in producing and sending out information on social media. An example of a Social Media Management tool is HootSuite.

12) Explain eight reasons why it is important to use social media management tools in relation

to social networking. 

1. quicker
2. easier
3. saves time
4. can schedule posts
5. can use different SM platforms
6. can post media to different channels
7. can target the different audiences with different platforms
8. can plan ahead

13) Explain three disadvantages of using social media management tools

1. Not all platforms are available on SM management tools
2. some features are premium features
3. certain types of media are not supported on these platforms

14) Explain three benefits of using short-URLs within content

1. saves characters on Twitter
2. looks neater
3. if it's a long URL then it may take up a lot of the text box

15) Explain two features of:

•  risk analysis
•  digital crisis management

Risk analysis: This is to see if there are potential threats and dangers to a business.

Digital Crisis Management: This is a process that is in place in case of a digital crisis. A team of people will have the knowledge to deal with this situation.

16) Explain why it is important to monitor risk

To reduce the chance of potential threats

17) Define the term ‘social networking measurement and monitoring’ 

Actively monitoring the social media channels 

18) Explain five uses of a social networking measurement and monitoring tool 

1. to monitor trolls
2. to see potential threats online
3. to see what competitors are doing
4. Make sure all items are accurate that is put out about the brand
5. see campaings working

19) Explain four limitations of social networking measurement and monitoring tools

1. Time consuming
2. Uses up man power
3. Costs can be high
4. Can't catch all threats to the business

Task B

• The 3 audience groups for Beacon Books are: academics, parents, young adults
• 2 social networking tools used by Beacon Books are Facebook and Instagram
• Using Facebook we can target a larger audience and we are able to segment the market easier. With Instagram, we can use a lot of Rich Media to entice the audience and make the brand more appealing.

Three Social media management tools include HootSuite, Buffer, IFTTT.

HootSuite is the best for scheduling posts I feel.

This is Beacon Books on HootSuite:

Here are Beacon Books targeting two audience segments: 

Here are 3 scheduled posts:

Three pieces of content relevant to the business, but produced by somebody not

linked to the business:

Carry out a risk analysis showing five components in relation to the business.

Create a digital crisis management plan with three components in relation to social networking for a business.

Task C

https://www.facebook.com/Beaconbooks/notifications/?section=notifications&subsection=comments

This is the conversation that was created on my page where we started to do a competition. this got 71 shares and plenty of comments. this interacted with the audience and got people involved and showed that we can interact with the business.

Unit 302 Principles of keywords and optimisation

Task A
1.  Define the meaning of the term Search Engine Optimisation (SEO)

The process of maximising the number of visitors to a particular website by ensuring that the site appears high on the list of results returned by a search engine.
In the case of Beacon Books, this would mean that we are in to appear high on a search engine with the keywords that are implemented.

2. Explain, giving two reasons, why Search Engine Optimisation (SEO) is important to a business

• To increase in a number of visitors - Beacon Books, would look to increase traffic to our website.
• push up the search engine pecking order - Beacon Books are aiming to push their website to the top of the search page.

3. Briefly, explain the terms ‘organic’ and ‘paid’ search results.

Organic search results are something that you have searched for specifically. Beacon Books do this by creating their own quality content usually on social media such as Facebook and Twitter.

Paid is when you search for something related and something else comes up as an advert. Beacon Books does this when they pay for an advert on Facebook to go to a specific demographic of people.

4. Describe PPC and PPI 
PPC is when you have to pay whenever someone clicks on your ad
PPI is the cost per 1000 impressions.

5. Describe five factors that need to be considered as part of a Search Engine Optimisation (SEO) plan. 

• content has not repeated - Beacon Book will not use the same phrase too many times.
• no errors, for example, the description of a book is wrong, this needs to be corrected. 
• Tags, # and key words will help make the search for books easier for the customer.
• Links - external and internal links such as to YouTube Videos and Amazon pages or related books can encourage the customer. 
• a Budget - The budget is very important for Beacon Books as we don't have a large budget so we have to look at whats value for money and what would get the best ROI from this.

6. Define the meaning of the term ‘keyword’
A word that is a key to what is talked about. Keywords for Beacon Books products would be what the product is and what the book is about that singles it out from the other products that we sell.

7. Explain 5 factors that need to be considered when identifying Keywords and/or Keyword Phrases.

• Spelling
• grammar 
• long key words
• related
• placement of the word

Beacon Books needs to make sure all these factors are implemented as this could affect traffic to the website if the spelling, grammar is not correct.

8 Explain, with one example for each, how search engines include the following Social Media tools and channels in their results: social networking video blogs forums social bookmark

Social Networking - Google analytics is connected to social sites

Video - popularity of the keyword will make it reach higher up in the search

Blogs - blogs have good SEO as long as it is updated constantly

Forums- the questions can b linked when it is searched

Social Bookmark - Social bookmarking sites allow you to add and store your website links.

9 a) Describe two ways in which link building can help the search engine ranking of a website. 

• Keywords in the link
• can easily be found

 If BB uses keywords in their links then people who will search for their products will be able to find it easily as it should be higher up on Search engines.

9 b) Describe two ways in which link building can hinder the search engine ranking of a website.

• Spelling mistakes
• similarities from other links in the same site

Beacon Books needs to make sure all these factors are implemented as this could affect traffic to the website if the spelling, grammar is not correct.

10) Define the meaning of the term Social Media Optimisation

Promoting awareness of a brand on social media, usually encouraging interaction.

11) There are factors that can positively and negatively affect how a search engine ranks websites. Describe three positive and three negative factors.

Positive:

• more people can see the business
• better representation of the business
• can showcase products

Negative:

• More Exposed
• more likely to be criticised
• need to be careful on what is posted.

12) Explain by giving two reasons why Social Media Optimisation (SMO) is important to a business.

• Showcase business and products
• Can increase awareness of brand as it can be shared

13) Explain, with one example for each, how search engines include the following Social Media tools and channels in their results: social networking video blogs forums social bookmark

Social Networking - Google analytics is connected to social sites

Video - popularity of the keyword will make it reach higher up in the search

Blogs - blogs have good SEO as long as it is updated constantly

Forums- the questions can b linked when it is searched

Social Bookmark - Social bookmarking sites allow you to add and store your website links.

14) Compare two ways in which Search Engine Optimisation (SEO) for a website differs from Social Media Optimisation (SMO).

1. SMO uses more interactions and hashtags then SEO
2. SEO usually has more concise content

15) Define the meaning of the term Mobile Optimisation.

This is when it is it is accessible to use on mobile devices.

16) Identify three ways how Mobile Optimisation differs from Search Engine Optimisation

(SEO)

• It has been easy to read on mobile
• videos and pictures have to compatible with mobile devices
• all links should be able to load on mobile devices

17) Explain two reasons why mobile optimisation is important to a business

• People can see your business on all platforms
• can diversify what content you have to put up so it can be accessible to different markets

18) Describe, with three examples, how to optimise a website for viewing on a mobile device

• use compatible videos
• use smaller pictures so they fit on the screen
• have the right website format so it is compatible with mobile devices

19) Give two reasons why keywords and/or keyword phrases for a mobile website might

differ from those for a non-mobile website

• The method of finding different items
• # may be prominent on mobile sites 

Task B

Scenario 

Jane has just started a business as a personal fitness trainer in Swindon, Wiltshire. She offers one to one instruction to people with a busy lifestyle who want to improve their fitness and/or lose weight. Jane’s customers are generally people aged over 30. Jane is also a qualified nutritionist and believes in the power of nutrition and fitness to provide mental and physical health. Jane wants to promote her business through a website and needs advice on the keywords or keyword phrases that should use on her website

 a list of five keywords and/or keyword phrases for the chosen business

1. Personal Fitness Trainer
2. over 30's
3. busy life
4. nutritionist 
5. health

Identify the monthly search volumes and competition ranking for the chosen keywords and/ or keyword phrases. Take a screen print of the results and include it in the report

for one of the keywords and/or keyword phrases identified, use three search engines to identify the top three websites in organic search results. Take screen prints of the results and include them in the report. Indicate which results are organic results

Google

Bing

Yahoo

choose three websites from one of the search results. For each of the websites identify three ways in which the keyword and/or keyword phrase is implemented 

Google

Gumtree- 1) it has it in the description,  2) it shows the section of what i was searching for 

3) explanation in the description

Bing

YMCA - 1) has it in the description, 2) it describes it  3) The word is in bold

Yahoo

YMCA - 1) has it in the description, 2) it describes it  3) The word is in bold

review the keywords chosen and suggest one way of using the keywords better 

Use Shorter keywords

create a link building plan for the website of the chosen business. Include three ways of creating links and timescale for action 

• research the links
• find the appropriate link
• create appropriate pages and post for the website

This should be done in this order as this is the way in which is most logical to get the right keywords

Explain three ways in which the selected keywords and/or keyword phrases can be

used to listen and engage with an audience on Social Media 

• Used as hashtags (#) 
• linking them to the right place
• use them in conjunction with media like videos and images

You should also select a non-mobile website of your choice to review. The website

must be agreed with the assessor. Include the website address in the report. You

should also identify three changes that are required to make the chosen website

optimised for mobile device platforms

Web address:
beaconbooks.net

The website that I have chosen is my organisations website; Beacon Books.
There are a few changes that need to be made to make sure that the website is suitable for mobile.

The first change is the slider at the top of the homepage. it does not look right on the mobile site. The pictures have been cut off. the improvement that I would make is to decrease the pictures size so that it will fit onto a mobile screen

The second improvement that I would make to the website is the speed of the website. It is very slow on mobile devices. This could be to do with how large the media is. If I reduce the media then I should be able to increase the speed to the website.

The Third problem with the website is the newsletter signup. It doesn't look appealing on the mobile site as you have to scroll across to get to the sign-up boxes.

[Unit 306] Creating and optimising content for the Web

Task A


1. Define the meaning of the term online profile.
A micro-blog is a social media site to which a user makes short, frequent posts
and e-articles are articles that are online, such as magazines and journals.
7.  Explain four ways how either a blog, micro-blog or e-article can be optimised for SEO.
Images with tags
an appropriate URL name
using keywords in posts and articles
sharing content weather it is yours or something related to you.
8. Explain four reasons why it is important to use Search Engine Optimisation (SEO) in either
- Using original content is good for the SEO with links coming back to the business like a shop page.
Media: simple advert with just text and image, like a poster or banner
19. Explain two ways how media and rich media can amplify and propagate information. 
1. Rich media can get people attention more and it generally gains more exposure.
Pinterest & Reddit
both website if you put them side to side look completely different. printerest is quite simple and minimal whereas reddit has a bit more information as it has more links on there page.
Five components of a content strategy for either blogs, micro-blog or e-articles for a business:
- Headline

An online profile is the perception of yourself or an organisation gives to portray itself

 2. Give two examples of how personal and business profiles are different.

Personal profiles are different to business profiles as it is on just one person and not a collective organisation

Another way in which a business is different to a personal profile is the content that they highlight on their profile. A personal one could be to show what they have been up to with friends where as a business profile would show what new products that they are selling.

3a). Explain three principles of optimising online profiles for Search Engine Optimisation (SEO).

More people will find you online which therefore mean more potential business and more potential sales.

Having a professional profile that is genuine to the organisation will help with driving people to your website.

3b). Explain 3 ways how online profiles should be optimised for SEO.

Constantly updating information on the businesses website or social media page

Uploading media like videos and photos with the right tags and image labels will contribute

Showcasing the businesses online weather t is on social media or a page on the website will help the business improve their reputation and online presence. 

4. Describe four characteristics of an online profile

- Authentic

-Professional

- Accurate

- interesting content

5.  Identify one potential security issue and one potential privacy issue of an online profile.

One privacy issue is that anyone would be able to see the data that yo put up such as the businesses address, email and telephone number. One security issue is that the if you don't have the proper security. 

6. Compare and contrast one feature of blogs, micro-blogs, e-articles

A blog is a regularly updated website or web page, typically one run by an individual or small group, that is written in an informal or conversational style..

a blog, micro-blog or e-article.

Get people to the website

Attract the right demographic

Increase the positioning on search engines

 9. Explain two ways how each of the following can amplify and propagate news and information.

Blogs: 

Information with a lot of content

information that an be shared in many different ways, social media and email are just examples.

E-articles :

content that is ca be used to educate

available on many different platforms

Micro:blogs:

quality not quantity of information

can reach the target audience in a short amount of time.

10. Identify five reasons for using blogs, micro-blogs or e-articles for a business


- You can access a wider range of audience as well as target a specific demographic.

- It gives off the impression that you know what you are talking about and the business is knows the market that it is operating in.

- Brand reputation increases

- The ability to share you content means that there will be a larger reach.

11  Analyse three advantages and three disadvantages of content syndication for either
blogs, micro-blogs or e-articles.

Blogs:

Advantage

Can help with SEO

can reach more customers online
have a larger online presence
Disadvantage
There is a high chance of plagiarism
if there is too much it can be classed as spam
if you don't have the right security you could be hacked

12. Explain three ways how engagement and sharing can be encouraged by using either blogs, micro-blogs or e-articles.
- Adding social media plugins to the blog
- Having a competition to get people to share the post.
- have partnerships with other bloggers or organisations

13. Explain four characteristics of well written content for the web. 

- Good spelling and grammar
- easy to read
-making it unique
- relevant to what the reader or customers needs are.

14. Explain three ways how content written for the web could positively or negatively affect overall brand, perception and reputation
1. if there is negative language then it may put off the customers
2. If the businesses products change to aim at a different demographic on the website then it could mean that the older customers will be more upset.
3. if the business posts anything that is not to a customers liking it may put then off.

15.  Define the meaning of the terms:


Rich-media: a video, sound, animation, this could all be added to normal media.

16. Explain the importance of using the following on the web:

Media: it is a simple more straight to the point way of selling.

Rich-media: media that can be used for the above as well as exposure and brand awareness.

17. How can media/rich media affect overall brand, perception and reputation? Explain 3 ways.
1. Rich media on the website will make the customer feel like it is more of a unique website.
2. simple media with posts will make them stand out more and make it look more interesting to read.
3. if the website layout in terms of layout is easy to use then people are more likely to buy from you.

18. Explain three ways to optimise Media and Rich Media for SEO.
1. Using keywords
2. naming the images
3. using tags on media



2. Normal media will be quicker to load on the website so more people are more likely to see it quickly as the page will load and therefor the customer on't be put off by the length of time it takes to load the page.

20. Define the meaning of the term ‘Social Bookmarking’.
A way to save searches and websites using as specific website.

21. Define 'Social Tags'
Keyword generated by users on a platform to describe an image or an item.

22. Explain three reasons why it is important for a business to use social bookmarking to share content on the web.
1. To gain exposure
2. so they are always up to date
3. website is easy to find.

23. Explain two reasons why it is important for a business to tag content on the web.
1. So more people can see your page.
2. good for networking and associating with different organisations.

24. Define the term ‘Really Simple Syndication’ (RSS).
Family of web feeds used to publish and update blogs and websites.

25.  Explain two reasons why it’s important for a business to use RSS for distribution of content on the web for a business.
1. Enable the publisher to syndicate data automatically which makes it easier and quicker.
2. Getting real-time data.

26. Compare and contrast two social bookmarking tools.

- Topic
-Keywords
- Rich media
-Media

27. Identify five components of a content strategy for either blogs, micro-blogs or e-articles for a business. 

- Headline
- The Topic
- Keywords
- Language
- Grammar

Task B

You are required to create two online profiles using two different social media tools. The online profiles need to include four characteristics for each

Instagram

Link to Beacon Books Instagram

This has been SEO optimised in 2 ways, it has hashtags (#) and a description for the post

The phrases that i have used in the Hashtag includes Books and Publishers as this is related, I have also use it in the description, i used the book names as this is related to the book.

Pinterst
Link to Beacon Books Pintrest

Personal Profile

Two recommendations to improve this profile is to be more active and to have more quality pots rather then quantitative posts.

Business profile

Two recommendations for this profile is to add more media to make it more interesting and to add more posts as there is only 2-3 posts a week.

Task C

200 word blog post to talk about his free-coffee with a sandwich promotion

Fancy a free coffee? Well then get down to Dave’s delicatessen. Where we have a wide range of our unique Italian extra olive oils and deli meats that are also included in our sandwiches and rolls. With freshly grounded coffee from the best parts of South America which includes coffee capital; Colombia. Our coffees are freshly prepared by our professionally trained baristas who have had their training in Italy, as you will know is the home of coffee.
Our coffee is ethically sourced and grown by Fair Trade farmers in Colombia. our ethically sourced coffee is so unique it is the only one of it's kind in our area.
When you are on your way to work and did not have time to make breakfast or lunch why not pick up a sandwich and get one of Dave's special delicious Fair Trade coffees on the house, no matter what kind of coffee from Expresso to Capachino to our speciality coffees such as our cream based caramel latte and even our decafe coffees. Meet our friendly staff and homily atmosphere with exceptionally quick service. What’s not to love about Dave’s Delicatessen. Head down between 6 and 10 for this amazing offer.

one status update

When you are on your way to work and did not have time to make breakfast or lunch why not pick up a sandwich and get one of Dave's special delicious Fair Trade coffees on the house. Head down between 6 and 10 for this amazing offer.

two suggestions to enhance the content using media or rich-media

The first suggestion would be to add a graphic or a picture

The second one could be to add a little promotional video to engage the reader.

four words to use to tag the content

Coffee, 

Free offer, 

free wake up, 

sandwich.

one screen print showing a social bookmarking tool, with four websites you have bookmarked relevant to the business

one screen print showing an Really Simple Syndication (RSS) reader with four pieces of relevant content for the business.

Task D

one or more screen print/s showing six activity updates 

the analysis of two similarities and two differences between the activities of the businesses

The two similarities are that they both regularly use pictures and there is a lot of detail in the posts

The two differences are that they are beacon books post more regular but bloomsbury have more reactions to the posts.

three improvements to content for one of the businesses (Beacon Books)

• more rich media
• less bulky content
• quality rather then quantity content

one or more screen print/s showing how others mention one of the businesses for one week

give an analytical statement of changes in sentiment towards one of the businesses

All the feed back in comments have been visibly good and positive but they are not coming regularly enough.

one recommended improvement to the content to one of the businesses to improve sentiment. 

Interact with the audience more

Task E

1. Describe, giving two reasons, why it is important to recognise plagiarism. 

• it may not be the original source so it could be misinterpreted 
• it is illegal to plagiariser and this can be punished

2. Describe three principles why Intellectual Property Rights must be considered when writing content for the Web. 

• Need to know the source of the writing
• Need to get recognition or you could be punished and
• It is not your work so you should be credit to the person who's work it is.

3. Describe two principles of Copyright Law that must be considered when writing content for the Web.

• It is in the public domain so you should be careful on what you put online.
• The right of fair use allows you as an individual to c publish content that refers to other people’s content.

4. Describe one way to protect each of the following: Intellectual Property Rights. Copyright.

Intellectual Property Rights

Patent your content. 

Copyright

Ensure your work is properly marked

5. Describe one implication of Copyright Law in other countries.

The duration of the patent may be different.

6. Describe two methods for discovering either plagiarism, breaches of Intellectual Property Rights or Copyright Law.

The first method can be a simple google search

the second method is a a website called Varvy.com

7. Briefly describe the purpose of Creative Commons Licences on the Internet.

This allows free distribution of otherwise copyrighted work. 

8. a) Identify each of the following Creative Commons License icons

 Attribution. You must give appropriate credit to a persons work.

 Noncommercial. Not to use the material for commercial purpose  

 No Derivatives — You cannot distribute the modified material.

b) State which licence can be used for commercial purposes and what action, if any,

needs to be taken. 

Attribution can be used as commercial use. it has to be credited to be used in this way.

9. Describe three implications of content ownership on a business.

• Risk of it being copied
• accessible to nearly everyone
• people can pass it off as there own

Unit 301 Principles of Social Media Within a Business

Task A

I will be discussing the apprenticeship that I am in at Beacon Books

        1. Describe the type, vision, two aims, two objectives and two goals of the

business.

The first aim is increase people’s knowledge of Islamic text in the English language. The second aim is to have a worldwide audience from many countries in the world.

The first objective is to increase the awareness of Beacon Books by getting a larger following on social media, this will be assessed on a weekly basis. The second objective is to consistently increase sales. This will be measured both weekly and monthly.

The first goal is to increase sales to £50,000 pa this will be done by improving after the monthly review of sales. The second goal is to set up bases in 4 other countries in the world, this will be done by finding dedicated people to head these bases.

     2. Describe two brand statements and two value statements of the business.

The first brand statement is to incorporate our books into everyday lives. The second is to educate people on the core values of Islam.

The first value statement is to have good customer service and try and cater to the best of our ability to their needs no matter what country that they are in. The second statement is that we coordinate with clients/ authors effectively.

   3a. Identify four audience groups of the business.

1.      Islamic academics

2.      Islamic children

3.      Islamic novel enthusiasts

4.      Spiritual minded people

  3b. Describe how the audience groups identified in question 3 a) are made aware of

the brand and values.

The audiences are made aware of this by our social media accounts. This will be done by the different posts that we put out such as inspirational quotes and specific extract from books to why reasons on why the author chose the book and some in house activity to show we are connected with the customers.

     4. Identify how influencers can be made aware of the brand and values.

The influencer are also made aware by  different posts that we put out such as inspirational quotes and specific extract from books to why reasons on why the author chose the book and some in house activity to show we are connected with the customers alongside that they are made aware through email and direct marketing.

5.     Explain, with examples, three ways the business could use Social Media as part of their marketing plan.

Beacon Books could promote events on the social media channels by putting event promotions and posters on the social media channels.

We could also sell our books on the Facebook page on the shop section of the page, this links up to our website.

Beacon books could also promote upcoming books by putting different and interesting posts on the different social media channels.

6a. Suggest the main four Social Media tools/channels that can be used in the

business.

Twitter

Facebook

Pinterst

Instagram

6b.  Evaluate the four Social Media tools/channels chosen in question 6 a).

Facebook and twitter are the best channels for us as most of our audience is on here. Instagram is great for highlighting our new books but that’s about it. Pinterest is only good for showing our new projects, not much audience on this. Facebook and twitter are more versatile as you can do more on it such as have a shop and interact more with the audience.

7.  Briefly describe what success will look like when using each of the chosen Social

Media tools/channels in question 6 a) for a business.

For Facebook, success would be calculated on the number of interactions we get as well as the reach. For twitter and Instagram success would be measured on the number of likes/favourites each post gets as well as an increase in following. Finally, for Pinterest the number of followers we have and the number of images that pinned from our boards.

8. Describe three methods the business can use to measure success of the Social Media tools/ channels.

Google analytics

Hootsuite

The social media platforms in house analytics. E.g. Facebooks insights

9. Explain, with three reasons, why the business should have a Social Media Policy and Guidelines.

To put the right content up

To target the right market segment effectively

Putting content that is non-offensive and has a clear message

10. Explain, with one reason, why the business should have a Reputation Management Policy.

This is because the information that is being put online such as on social media will be representing what the company or an organisation holds as values. For example if Beacon Books started to put more politically minded posts on this will effect there reputation as they will be seen as politically affiliated. 

Task B

For this task, I will be looking at a competitor for Beacon Books. The competitor that I will be looking at is Bloomsbury Publishers. These are the 6 questions that I will be answering:

·       A brief explanation with four reasons why it is important to monitor the competitor’s use of Social Media

·       One observation about the competitor’s website

·       Review of their use of social icons on their website

·       Review of their use of each social tool used

·       Review of conversations for each tool

·       Three suggested improvements to their use of Social Media.

Bloomsbury are a publishers based in London. They have been going for 31 years (1986) there founder was Nigel Newton and there revenue is £110 million. The things they publish include; books, academic journals, digital content products and online resources such as databases.

I will firstly look at why it is important to monitor competitor’s social media. First of all It will help distinguish the proper platform to use as competitors have similar business models in the terms of what we are selling and if they are using a certain type of social media platform that Beacon Books isn’t using then there is surly a market and usefulness to use this platform.

The second reason is that Beacon Books can notice Bloomsbury’s habits. This will such things as different types of content and timings of when they post there content as they may have more effectiveness based on the times they post content on social media.

The third reason why it is good to monitor Bloomsbury’s account is that Beacon Books can learn from Bloomsbury’s mistakes and avoid having the wrong content.

The fourth reason is that there will be opportunity to exploit Bloomsbury’s errors. This could be campaign that Bloomsbury have done that has not been as successful as planned, and then Beacon Books doing a similar campaign that has improved upon the mistakes of Bloomsbury to make it a successful campaign.

One observation of Bloomsbury’s website (http://bloomsbury.com/uk/) is that it is easy on the eyes and everything is neat and in an orderly manner on the pages.

The social media icons they use are Facebook, Twitter, Instagram, Pinterest, YouTube, Google + and LinkedIn. They have put it near the top of the page on the right hand side. It is eye height when the page is opened.

They use Instagram, Twitter and Facebook more often than they do with You Tube Google +, Pinterest and LinkedIn. They put more content on the first 3 then the other 4 social media platforms.

Instagram, Twitter and Facebook are generally used to promote new books, where as You Tube and Google + are used to highlight videos either what is going on in house or event promotions and interviews. Facebook and Twitter also do this. Pinterest also highlight their books and LinkedIn is mainly used for press releases. 

The three improvement that I would give is that they could openly interact with the customers more, they could increase their activity on Facebook, and finally they could make some creative video’s such as animations. 

Task C

1. Describe 4 marketing tools available for a business.

Website

Social Media

Blog

Email

2. Explain 3 possible benefits to a business of encouraging amplification.
More people will start to talk about it, which therefore increases.
If something amplified more and more then the more and more it will get noticed, such as shares and likes.
Using SEO if someone is speaking and writing about it will increase the ranking on platforms such as Google.

3. Explain 3 possible consequences to a business of encouraging amplification.
Spelling mistakes can effect the SEO massively as what people are searching is based of the what it's about.
If there are bad reviews with comments and it is shared more then this could have a negative effect on the business.
If there is spam on where it has been amplified then that could effect the SEO.

4. Explain 3 benefits to a business of encouraging engagement.  
Engagement on social media will more likely lead to shares.
The higher the engagement on social media the height the chance of sales
Likes and shares will appear on the person who has liked/shared news-feed.

5.  Explain 2 possible consequences to a business of encouraging engagement. 
If there is too much engagement people may unlike the page to stop notifications.
Negative reviews may stop people from joining our page as they are generally stronger then good reviews.

6. Give 5 factors that should be considered when identifying a social media plan for a business.
The product that you are selling,
The market size,
The regions that you sell,
Target Audience,
distribution and logistics

7. for 3 of the factors identified in Q6 above, explain how they should be considered when identifying a social media plan for a business.
The product that you are selling should be considered as it is what is going considered as it is what is going to make you money so therefore marketing it right is key.
The market size should be considered as this will identify how much you can sell.
 How much you can plan.

8 a. Describe 4 different tools/channels that used for Social Media
Instagram
Facebook
YouTube
LinkedIn

8 b. Describe 1 feature and 1 benefit for each too described in 8a.
Instagram: This is Image posting, the benefit is that it is easy too read as a user 
Facebook: sharing posts that are to do with the business and the benefit is that largest SM network in the world.
YouTube: Sharing and posting  videos of all kind, the benefit is that it is an extremely large amount of people are on YouTube at any one time.
LinkedIn: B2B based, showcasing the business, the benefit of this is that you can target your audience.

8 c. Identify 2 potential types of audience for each tool described in 8a.
Instagram: Bloggers and Younger generation
Facebook: mass market and maybe businesses
YouTube: mass market and younger people
LinkedIn: businesses and clients   

9. Explain with 3 reasons why a business should measure the outcomes of the use of social media tools.
To show efficiency, 
The quality of work,   
To see whats working and what isn't

10 a. Define SMARTER targets

S specific
M measurable
A achievable
R realistic
T time-bound
E ethical  
R recorded

10 b. For each of the above, explain why it is important to set SMARTER targets with reference to different Social Media tools/channels. 
Specific: Because of accuracy of what you want doing 
Measurable: To keep track of what you are doing 
Achievable: Targeting ways to keep them within reach of the businesses capabilities 
Realistic: making sure the organisation will be able to achieve them 
Time bound: to make sure you have a time scale on when to achieve the targets 
Ethical: making sure that you do it in a way that is true and proper 
Recorded: to make sure that you keep track on what you are doing

11. Describe four components of a Social Media Policy and Guidelines for a business.    
Monitor the Social media platforms used 
Be ethical when using social media 
Respond strategiclly (PR) 
Educate staff on what should be on SM

12. Briefly explain why it is important to have a reputation management policy. 

It is important as it will help increase sales, build trust within and externally of the company, show the best side to the company and monitor activity

13. Describe one benefit of managing perception changes in a business’s reputation. 
You can change the perception of the business depending to the audience ad the current market.

14. Describe four ways of managing perception changes in a business’ reputation. 
PR
Promote your business ethics
Target SM activity to the audience that you want to attract
Tailor products to the market

15. Explain two consequences of using Social Media on the budget of each of the following types of businesses: 
 - sole trader local 
 - volunteer group 
 - corporate enterprise.
Sole Trader: Time consuming, little paid advertising
Local Volunteer Group: No paid advertising, Organic posts sharing is what they rely on
Corporate Enterprise: Use Paid advertising more often, may not be a priority so may not invest as much time and effort onto it.

16. Describe what success could look like when using different social media tools/ channels for each of the following type of businesses: 
- sole trader local
- volunteer group 
- corporate enterprise. 

Sole Trader: Expanding the knowledge of the company and the products that they sell as well as potential new market reach.
Local Volunteer Group: Get the word of there cause free and to a potential larger audience
Corporate Enterprise: Solidifying the brand reputation.