Communicating Using Social and Digital Media In the American market

Communicating Using Social and Digital Media 

Stage 1: Needs Analysis on Ferrero USA

In the American market, there is an increase in the use of social media advertisements in order to improve the appeal and interactions with customers. The USA consumers are also among the users of social media in the world, with there being almost 244 million users of social media in the US according to Pew Research (Schlosser, 2019). This number represents a large percentage of people in the US, and therefore companies that use social media effectively have a high reach of customers for advertisements ( Fernando & Fernando, 2019) . It is therefore expected that a company operating in the US will take the opportunity to conduct its activities through social media. Ferrero Group Corporation is one of the multinationals that conduct its businesses in the country. Surprisingly, the social media activity of the company is low compared to its competitors. The biggest vendor of food products in the US is Pepsi, which has a high social media following typified by well over 3 million users on twitter and many more others on Instagram. In comparison, In the USA, Ferrero has a meager 62 followers on twitter, and its social media activity is minimal. Therefore, the company can place the use of social media in its strategic planning to ensure that their advertisements are increased and that its online traffic is improved ( Shareef et al., 2018) . This realization will contribute to the growth of their brand online, which will serve to improve sales.

Social Media Tools

The social media tools that can be used to the advantage of the company can be chosen in order of their popularity. Some of the most popular tools include YouTube, Facebook, Twitter, and Instagram ( Schlosser, 2019) . YouTube is currently the most used mode of social media interactions by social media users in the USA, and therefore the company should consider increasing their YouTube content. YouTube allows its users to send video messages and therefore provides a good opportunity for the company to communicate with its prospective customer base by means of recorded video messages. Essentially, the corporation will curate a feed of appealing videos about their products and present them in a manner that will attract their customers ( Fernando & Fernando, 2019) . The YouTube channel of the Ferrero Corporation also has few hits, with a meager 1243 subscribers accessing its feed. Video messages can also be shared on Facebook in addition to pictures and texts. It is also a great way of interaction with customers through the PR department, and therefore it will improve the customer experience ( Schlosser, 2019) . Twitter excels in this particular sector, and therefore it is useful in direct contact with the consumers of the products. Instagram is of particular importance in its ease of showcasing picture and sending advertisements through video or picture format. It has a lot of users who access it to view pictures, and therefore the organization can take advantage of the platform to increase its public awareness and increase advertisements. 

Messages Used on Social Media for Ferrero USA

The current messages that are being used by Ferrero USA in social media advertisements can be described as half baked. The twitter feed of the company consists of uninteresting corporate messages that are not going to attract the attention of the target audience. The company will need to venture into more interesting topics and ensure that the people in need for these topics become aware of the company. It is also a great way of increasing the follower count as social media advertisements attract new customers ( Willis, 2019) . Social media advertisement relies on the creative efforts of the company, and the Ferrero Corporation fails in this aspect. On YouTube, the company has created respectable multilingual videos to appeal to all audiences, but the content of the video lacks the pulling factor that will increase its attractiveness (Shareef et al., 2018). The messages need to be created in a way that is creative to make people take their time to watch ( Fernando & Fernando, 2019) . Their Instagram feed is not different, with there being a low number of followers that probably results from the lackluster efforts by the company to promote its products on the platform ( Schlosser, 2019) . The pictures posted on their Instagram account can only be described as ordinary because the level of creativity that can attract the interests of customers. 

Goals Associated with Social Media

The goals for the creation of the social media following will be to increase the awareness of the corporation on social media, and this will serve to increase the sales of the company. The Ferrero Corporation currently has low penetration on the social media front, and therefore many people may not be aware of their products as opposed to companies such as Pepsi. Therefore, it is prudent to increase the number of people who visit their pages with a target of increasing the number of sales ( Fernando & Fernando, 2019) . Studies have proven that the appeal of an organization to its followers increases proportionally with the number of visitors. This aspect is especially important in vendor of food products such as the Ferrero Corporation, and it will, therefore, need to maintain its competitiveness by venturing into social media advertising. 

Conclusion

The Ferrero food corporation has missed an opportunity of advertisement by neglecting the use of social media to create awareness of its products by the use of social media. It can be recommended that the company create a social media department in its marketing to compete with other food vendors ( Fernando & Fernando, 2019) . There are cause-effect relations in the association between the social media advertisement and the success of other forms of advertisements ( Willis, 2019) . Therefore, there can be positives in improving the hits to their videos and increasingthe company’s followers on social media. The organization should employ a social media manager to increase the interaction of people with the products of the company. 

Stage 2: Audience Analysis and Identification of Internal and External Constituents 

For organizations such as Ferrero Group Corporation, understanding the audiences is an essential process in the development of effective social media campaigns involving the generation of specific messages, as well as identification of the ideal channels. The expectation is to know the audiences in meaningful and effective approaches, thus, diving beyond the surface knowledge on what is easily observable or obtainable on the social media platforms. In the modern context, social media technologies are vital in the provision of more potential data on the audience than ever before. Presently, entities apply big data analytics to enhance the processing and dissemination of various information. Business entities have potential access to data on their audiences associated with gender, age, socioeconomic status, and geographical locations. Although audience analysis is not a new concept, it is more critical in the age of technology associated with the increased use of social media as audiences expect active conversation and reciprocal exchange of information tailored to their expectations and needs (Drury, 2008). 

In the execution of the audience analysis for Ferrero Group Corporation, I focused on the utilization of a specific approach for effectiveness and efficiency in coming up with the ideal characteristics of social media users. I believe that effective assessment of the audience is ideal in the improvement of the media performance, as well as the realization of the best return on investment based on the budget (Zolkepli & Kamarulzaman, 2015). In this aspect, I sought to begin with the Ferrero Group Corporation’s actionable analytics to enable a quality analysis of the audience. The approach was ideal in ensuring that I understood the audience, as well as where the audiences hand out on the online platform as an attribute for crafting the content the audience will love and engage with before the creation (Bazarova & Choi, 2014). The approach is also critical in reducing the outbound expenditures offering more capital for the investment in other tactics following the full operation of the social media campaign (Kietzmann, Hermkens, McCarthy, & Silvestre, 2011). The analysis is also ideal in informing the design of the relevant materials, conceptualization of the messages, selection of the media, and activities associated with the social media strategy.

Moreover, I focused on the utilization of the audience insights from social media in the collection of the data on the existing audiences. For example, in the case of twitter, it is ideal to use twitter analytics as a platform to click on the audiences to view the demographics of the audience (Barasch & Berger, 2014). In the case of Facebook, it is ideal for facilitating the audience of the audience insights tool as a platform to explore the demographics and procurement behavior data on the social media audience. 

In this process, I focused on the utilization of three characteristics of the audience. These include the socio-demographic characteristics in the form of sex/gender and age, and language; psychographic characteristics in the interests; and geographic characteristics associated with where the audiences spend their time. These characteristics were vital in the achievement of the desired analysis of the audience to create room for understanding the audiences for Ferrero Group Corporation to aid in constructing the message.

Target Audience	Characteristics	Preferred Media	Other
Boys/Girls; Men/Women aged 18 years and above	Unmarried; married; engaged; divorced Ethnic Background  White Hispanic Black Asian Other Age 18 years and above Education Levels: High school; college-educated Speaks English, French, and Spanish Religious Diversity Metropolitan  Concerned about the environment  Prefers organic foods Engage in sporting activities	Mobile phone or tablet Social media:  Facebook Twitter YouTube Instagram Snapchat	Whole Food Stores Football Joints

Table 1: Characteristics and Preferred Media of Various Audiences

From the above table, it is essential to note that Ferrero Group Corporation contributes to the generation of different products and services aimed at addressing the needs and expectations of the different society members. This is ideal in the illustration of the decision to incorporate people of different gender and ages. Additionally, the table highlights the influence of religious diversity in the generation of the products and services following the growing needs and expectations of the consumers. Besides, in social media, only people who are 18 years and above have the right to gain or obtain profiles. This makes the target audience to begin from 18 years old and above. The table captures this in the analysis.

Additionally, it is ideal to note that most of the social media users focus on the optimization of smartphones and tablets in the course of accessing social media platforms. The media preference offers the chance for the people or users to gain instant communication across their favorite social media platforms as identified in the table. Some of the common platforms include Facebook, Twitter, Snapchat, YouTube, and Instagram (Weber, 2009). It is appropriate to use these platforms in the process of interacting with the consumers as an approach for marketing practices. 

Conversely, it is ideal for engaging in the identification of the places where the consumers hang out on the online platforms. These attributes are ideal in the generation of the knowledge for the development of the accurate message or information to ensure that consumers remain active participants in the satisfaction of their needs and preferences at the end of each fiscal period. The approach is also effective in enabling the business entity such as Ferrero Group Corporation to maximize the profit levels while reducing the costs of operation. The table also captures diverse ethnic groups optimizing the products and services at their disposal; thus, the opportunity to achieve the desired satisfaction levels. 

Identification of Internal and External Constituents

As part of the audience analysis, it is ideal for exploring or identifying the internal and external constituents. Internal constituents refer to the members of the audience within the organization concerning Ferrero Group Corporation. The external constituents include the current, as well as future audiences who are outside the organization. Ferrero Group Corporation is an institution, which is one of the major multinationals executing its business practices in the context of the United States. As compared to its competitors, the firm tends to have a very low social media presence, thus, the need to adopt and incorporate a vibrant approach to improving its presence on the online platforms concerning Facebook, Twitter, Instagram, and YouTube among others. In the internal aspect, the consumers or audiences are the employees forming the major component of the stakeholders. The employees are the first aspects of the consumers; thus, the need for the firm to consider addressing their needs and expectations in the development of the products. On the external aspect, it is valuable for the firm to consider targeting the extended elements of the employees. This is through focusing on the children and spouses, as well as other relatives of the employees in the conceptualization of the concrete messages to interact effectively and efficiently with the consumers. The external constituent must also incorporate people of all ages, different genders, diverse marital statuses, and unique educational levels, as well as the different income levels. These attributes or characteristics of the consumers will work about the diverse ethnic groups and interests of the individuals to contribute to the realization of the short-term and long-term goals.

Stage 3: Tailoring Messages to Specific Social Media Channels

Communication among businesses has tremendously changed to incorporate modern means of communication, which mostly involve the use of social media. Choosing a proper and reliable means of communication is vital in keeping a close link with customers (Cavico et al., 2013). Moving forward with my Social Media Plan Course Project, the best communication channels for my course project will be live chat, ticketing, social media, and knowledge base. Live chat form of communication channel involves installation of an application in a website which promotes live online communication between customers and representatives from a business entity. Ticketing is a platform that relies on online form or email to receive a service request which is then processed and sent back to the client. Social media involves communication between clients and service providers through online social media platforms like Facebook, Twitter and Instagram. Knowledge base form of communication channel involves a library of stored information about a service or a product, which is able to offer solutions to clients online. 

Live chat is suitable for my social media plan course project because it offers a one-on-one interaction forum between the client and business management. The one-on-one live interaction makes it possible for clients to seek clarifications for services and products they do not clearly understand. Several clients can be served simultaneously by one representative, which makes the form of communication channel cost effective (Richards, 2009). Adopting live chat as a form of communication cannel helps a business save on communication costs. 

Ticketing form of communication channel utilizes the technology of receiving services request in form of an online form or an email. This form of communication channel is suitable for my project because it does not rely on manual operation and is therefore is cost and time efficient. Ticketing has the capability of creating a ‘paper trail’ for complex service queries, which are easy to monitor their histories and revert them to their senders. Adoption of ticketing will help my project to save on time used to process service queries manually and will also reduce on the time taken to respond to clients.

Social media form of communication channel utilizes social media platforms which are popularly and highly used in the modern-day world of technology. Social media will be very reliable to my social media plan course project because it allows for very cost friendly and diverse communication features (Richards, 2009). Messages displayed through social media are likely to reach a large audience within a very short time. Social media also allows for direct communication between clients and services and products providers across the various platforms. Adoption of social media increases sales and interaction between customers and business entities.

Knowledge base is a collection of stored information about a service, product, topic or department that is designed to provide the kind of self-service to customers about any information they may want to know regarding the service, product or department of their choice. Knowledge base is suitable for my social media plan course project because it requires almost zero human input to operate. The knowledge base form of communication channel is also easy to operate and offer friendly features to clients.

Live chat will be used to communicate the kind of services and products we offer verbally to the clients. The project will train representatives who will operate through the live chat form of communication channel to communicate directly to prospective clients. The representatives will verbally outline all the services and products offered by the business and will be in a position to satisfactory serve the clients. Most of the representatives will be females, which raises the chances of winning more male clients for the company. Male clients are more comfortable when served by females, thus, relying on female representatives in the live chat form of communication channel will definitely attract more male clients.

Ticketing form of communication channel will be used to serve customers through the internet. The project will put in place trained personnel who will install the Ticketing programs on the business’ website. All our products and services together with their cost will then be installed alongside the ticketing programs. Clients will be able to order for their preferred goods and services and have them processed by the system then get timely feedbacks. Clear description of our services and clear images of the products we trade on will be displayed on our website for clients to choose from. 

Social media will be mostly used for advertisement and promotion of goods and services. New products and services will be posted through social media platforms for prospective customer to view and access them. Both verbal and imagery form of display will be used with the social media form of communication channel. Social media is likely to be faced by ethical implications because of the freedom and ease to access, use and post information (Electronic Frontier Foundation, n.d.). Clients may decide to campaign for or against certain type of goods or services being offered, which in most cases has a negative impact on a business. Legal issues on are prone to arise if the reputation of the project is tarnished by clients or customers.

Knowledge base form of communication channel will operate on the basis of stored information of all the project’s services and products. Clear descriptions on services and products provided by the project will be provided, both in imagery form and in written form. Products and services offered through knowledge base deter violation of ethical standards because the program only responds to what the client demands for and cannot be altered. 

Stage 4: Engagement Parameters on the Responsibility of Managing Campaigns

An organization must have a defined criterion for selecting individuals who will be responsible for managing the campaign. Individuals who understand terms and terminologies frequently used in vehicle manufacturing and assembling should be accountable. As such, a company must conduct a recruitment exercise aimed at hiring individuals familiar with automobile technology. Campaign managers should understand applicable official languages to ensure they relay appropriate campaign messages (Kim, 2016). 

Selected Communication Channels

The most appropriate communication channels are those that have the highest number of users. By 2018, Instagram had more than 800 million users from various regions across the world. The rate of engagement among Instagram users is 25 times faster than Twitter rates. Facebook users engage at a 15 times less rate compared to Twitter. Therefore, individuals who are conversant with the nature of communications on Instagram, Facebook, and Twitter will be given the responsibility of managing campaigns. YouTube is also a practical campaign challenge (Ryan & Jones, 2017).

Posts have consequences, and messages meant to cause humour can easily be misunderstood, hence resulting in adverse effects. If a campaign is targeting youths, the management team should include people from a younger generation. Companies can also partner with renowned media personalities to enhance the effectiveness of their campaigns (Kim, 2016, p. 127). A vehicle manufacturing company will need a whole team to manage its marketing campaign. The team should include an individual who is conversant with the culture of people in the target market areas. As such, the firm will be able to send the most convincing messages (Ryan & Jones, 2015).

Messages to be Communicated on Each Channel

Official Messages

Official words help communicate issues relating to administration, financial performance, and recruitment processes. Relaying information about the business performance or introduction of new vehicle models can best be done through Twitter (Ryan & Jones, 2015, p. 67). Twitter displays all messages to followers, who then get the opportunity to ask questions or give comments. In most marketing campaigns, a special team is organized to interact with customers on Twitter 24 hours a day, throughout the week. The attacks make use of hashtags, photos, and videos to popularise the introduction of new products in the market (Kingsnorth, 2019, p. 136).

Humorous Messages

Instagram is a versatile channel, applicable either on a personal computer or smartphone. Studies have shown that youths constitute the highest percentage of Instagram users. Humorous messages thrill the young and force them to pay more attention to the message behind a meme or funny video. Therefore, the best platform for sharing witty words will be Instagram (Greenberg & Kates, 2018).

Product Describing Messages

At this stage, an organization can engage a celebrity or other famous individuals such as sportspersons, to attract a more substantial following (Greenberg & Kates, 2018). Product describing messages should go across all the channels that an organization prefers. A company can take a photo of a simplified model looking at their new release with admiration. Social media users would want to know why the celebrity loves the new vehicle. Questions gradually begin to flow, leading to an interaction between the firm management and customers (Blair, 2018).

Frequency of Communicating Messages from Each Channel

Instagram and Facebook

Compared to Twitter, studies have shown Instagram, and Facebook shares almost similar attributes in terms of the kind of messages sent. Most messages sent through Facebook and Instagram relate to day-to-day livelihoods, culture, and social norms. As such, most users assess these sites during their free time (Blair, 2018, p. 15). Many people get time off their busy schedules in the evening and during the weekends. Therefore, firms should communicate through Instagram and Facebook, mainly on weekends and in the evening hours. During these times, messages accompanied by funny videos, memes, or emoji should have a high frequency (Belanche, Cenjor & Pérez-Rueda, 2019, p. 90).

Twitter and YouTube

Twitter is more associated with official communication compared to Facebook and Instagram. Therefore, people on official duty would frequently log in to their Twitter accounts to get necessary updates. Organizations can set up a team dedicated to responding to questions at any time of the day (Soboleva, Burton & Khan, 2018). YouTube videos are meant to show product performance and to give a vivid explanation of all variants that exist within a given model. A YouTube post can only be impactful if the product in question has already gone popular through the other channels. Therefore, YouTube posts should be made less frequently compared to other channels (Jarboe, 2018).

Conclusion

Content analysis and customer-company engagements are the best criteria for assessing productivity and controlling the impact of social media campaigns. Zoho Social and Sprout Social enhance the exploitation of social media capabilities for maximum economic gain. Individuals who understand the operations of a given organization should be assigned the responsibility to manage social media campaigns. Firms can increase the frequency of Instagram and social media posts in the evening and during weekends. Most people prefer Twitter for updates relating to official messages. As such, a campaign team should keep posting on Twitter throughout the day. YouTube is more productive when used after a product gains popularity on other significant channels.

Stage 5: Evaluation Parameters 

The social media has created such a significant impact in today's world that many individuals are quite indulgent of it. Many people are attracted to the digital world, which has resulted in the large use of social media on a daily basis. Due to this, a huge chunk of data is created, making it difficult to manage. For this reason, algorithms or analytic tools that manage this big data are required to manage this big data (McCaffrey, 2014). Analytics tools gather data from social media platforms to inform individuals or managers and guide them in their day-to-day business activities (Blanchard, 2011). In marketing, social media analytics tools enable one to measure the performance of his or her business against the businesses' social media goals (Fan & Gordon, 2014). Numerous social media analytics tools are available in the market. This paper will delve at discussing four of the most used social media analytics tools –Sprout Social, ViralHeat, Quintly, and Google Analytics 

Sprout Social

Sprout Social is a comprehensive social media analytic tool mainly aimed at providing a host of enterprise-level options. The tool was founded in 2010 by Justyn Howard, Aaron Rankin, Gil Lara, and Peter Soung (Wiggers, 2018). Sprout Social does a lot more than just analytics as it also provides other quality products such as social media marketing, social media management, and social customer service (Bhardwaj, 2017). Sprout Social measures performance and engagement across multiple social media platforms such as LinkedIn, Instagram, Twitter, and Facebook (Lee, 2019). The working domain mainly focuses on business predictions. Sprout Social is a highly customized customer tool (Bhardwaj, 2017). For this reason, the tool is a powerful suite of social analytics. 

Sprout Social has five prominent and unique features –Smart Inbox, Monitoring, Really Simple Syndication (RSS), Customer Relationship Management (CRM), and Publishing (Joshi, 2018). With regard to Smart Inbox feature, individuals or managers can collaborate all profile messages to a single stream. More to this is that the tool allows on to apply filters to identify quickly the messages that matter most. The Monitoring feature generates reports and also discovers trends in incoming messages. To add to this, this feature helps analyze brand sentiment and feedback and presents the feedbacks in graphical and histogram views. The RSS feature automatically posts updates (Joshi, 2018). The CRM feature resolves issues faced by customers through video chat or telephone customer care (Joshi, 2018). The Publishing feature enables one to post a single message to multiple social networks. 

Sprout Social would be sufficient to evaluate the impact of my communication plan. This is because the tool is destination-oriented. The tool would enable me to direct content to a specific crowd. I will also use it to track past conversations and in scheduling reports since it is successful for social media engagement and management. Although there are no additional tools that may be needed to provide further information necessary for assessment, Sprout Social has limited social network coverage. For this reason, there is a need to increase the coverage of this tool to include other social media platforms such as LinkedIn. 

ViralHeat

ViralHeat is a social media analytic tool built on Software as a Service (SAAS) (Joshi, 2018). Viralheat can track the number of mentions a firm receives on digital properties. The tool can be used to analyze factors such as influence, sentiments, and language. Viralheat measures influence on numerous social media platforms such as twitter based on the number of followers, mentions, and retweets (Peyton, 2013). The number of social media accounts managed by Viralheat depends on the version of the tool. Free versions can manage up to seven social media accounts. 

Viralheat has five prominent and unique features –Vanity Links, Notifications for Personalized Organizations, Reports, and Publishing (Joshi, 2018). With regard to Vanity Links, one can create a short URL when publishing from the tool. The tool also has a notification center for business alerts. More to this is that the feature allows one to set notifications and alerts for personal social accounts. With regard to the Reports feature, ViralHeat enables one to send automatic reports to clients and other individuals (Joshi, 2018). Lastly, it has a Publishing feature that allows one to save posts as a draft from the publishing inbox.

ViralHeat would be sufficient to evaluate the impact of my communication plan. This is because the tool encompasses management, monitoring, analytics, engagement, and publishing across multiple social media platforms such as Facebook, Twitter, Instagram, etc. To add to this, the tool is more customizable. It would enable me to create custom reports. However, there is a need to add Facebook Analytics, Twitter Analytics, and Instagram Analytics to these tools. This is because ViralHeat encompasses analytics in these platforms, which also have their own analytics tools. The table below shows a comparison between Sprout Social and ViralHeat. 

Table 2: Sprout Social vs. ViralHeat. Source: Atharva Joshi. 

Quintly

Quintly is an enterprise-level social media analytic tool that performs analytics on major platforms (Karr, 2013). The tool monitors and analyses how a business or company engages on all major social media platforms or networks. Also, Quintly lets a company track the performance of its brand and its competitors across all networks. This is because it provides a practical solution that allows businesses or companies to benchmark their social media profiles with competitors. More to this, Quintly provides best practice examples to optimize a company’s social media performance. The tool supports data for Google+, LinkedIn, Facebook, Instagram, and Twitter (Karr, 2013). However, in order to start pulling data for LinkedIn and Twitter, one ought to authenticate an account first. 

Quintly has a wide range of features, which include Customizable Dashboards, Key Influencers, Customer Care, Chrome Extension, Smart Reporting, Exporting Options, Social Analytics API, and Centralized Analytics (Karr, 2013). One of the coolest features of Quintly is that the tool allows one to choose from 350+ metrics to effectively set up and measure social Key Performance Indices (KPIs). To add to this, the tool also allows one to export data in numerous formats, including PPTX, XLSX, PDF, and CSV. Lastly, the tools enable businesses to use its API to extract data into custom dashboards. Companies can then integrate the data extracted with a BI solution.

Quintly would also be sufficient to evaluate the impact of my communication plan. This is because the tool covers all major social media platforms. More to this is that the tool provides both overall metrics and individual reports for each channel, which allows one to compare all social channels. The second reason why Quintly would be sufficient to evaluate the impact of my communication plan is that it provides tailored reporting. As a result, one can set up custom reports.

Google Analytics

Google Analytics is not solely a social media analytics tool, but the tool can be used to track a lot of essential data. The tools provide valuable information about how customers interact with a business or company online. More specifically, Google Analytics can be used to track social media campaigns, as well as help companies measure social ROI (Barnhart, 2019). One can use the tool to measure how much traffic comes into the company’s website. Alternatively, one can use UTM parameters to track specific social media campaigns. 

Google Analytics has five essential features –Traffic Reporting, Conversation Tracking, Keyword Referrals, Third Party Referrals, and Custom Dashboards (Colin, 2010). With regard to Traffic Reporting, Google Analytics reports the number of people visiting a company's site each day. The tools also enable one to check trends over time, which will influence a company's online marketing decisions Colin, 2010). Companies can also use Google Analytics' Conversation Tracking feature to track conversation points, which outlines when an individual converted, a traffic source that referred to them, and more Colin, 2010). The tools also let companies see what keywords people use to find them. Google Analytics also lets companies see what third party websites sent you traffic. Lastly, the tool gives one the ability to create a semi-custom dashboard.

Google Analytics would also be sufficient to evaluate the impact of my communication plan. This is because it is one of the most comprehensive social media analytics tools on the web. More to this is that Google Analytics is 100% free, which is invaluable to small companies looking to get the most out of their online marketing spend.

Conclusion 

There are numerous social media analytics tools in the market. This paper provided an overview of four of the most widely used social media analytics tools – Sprout Social, Viral Heat, Quintly, and Google Analytics. All these tools enable one to measure the performance of his or her business against the businesses' social media goals. They all have different prominent and unique features, and therefore one ought to critically evaluate the tools before deciding which tool to use. 

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Appendix 

Appendix 1: Editorial Calendar for August 2019

Week	Themes and Topics	Frequency of Media use		Frequency of Interaction
		Each Weekday	Each day; weekend	Weekdays	weekends
1 and 2	Great Power; Subaru Legacy	T: 10 posts	13 posts	M: 1 hr. E: 3 hrs. (#Greatpower)	Mid: 1 hr. E: 3 hrs.
		I: 5 posts	15 posts	M: 2 hrs. E: 5 hrs	Mid: 3 hrs. E: 4 hrs.
		F: 5 posts	10 posts	M: 2 hrs E: 3hrs (#Greatpower)	Mid: 2 hrs. E: 4 hrs.
3 and 4	High Efficiency and Durability; Subaru Legacy	T: 10 posts	13 posts	M: 1 hr. E: 3 hrs. (#Efficient and durable)	Mid: 1 hr. E: 3 hrs.
		I: 5 posts	15 posts	M: 2 hrs. E: 5 hrs	Mid: 3 hrs. E: 4 hrs.
		F: 5 posts	10 posts	M: 2 hrs E: 3hrs (#Ultimate Companion)	Mid: 2 hrs. E: 4 hrs.