Initial Message
The message, posted on Instagram, targets to sell the traditional Italian cuisine from Pasta Amore to families. The message comprises an image and a text caption that outlines the details of the product. Just like the saying, "a picture is worth a thousand words," this message chose to use a picture to capture many people's attention in the audience. Moreover, the image is meant to ensure that, in addition to reading the post, one remembers it after that. The initial post is in the form of an image of a family of four, a middle-aged couple, and two children enjoying a meal at the Pasta Amore restaurant. Everyone in the photographs smiles to show the joy that the food brings them. As portrayed in the photo, the service table is made of select bright colors that brighten the image to increase its impact on the audience. Additionally, the image is clear, and all the details in the table can be identified.
The text caption informs the members of the audience of the new branch of Pasta Amore that is up for the opening. The message offers details of the new location, the exact date of opening, and an offer for families to attract them to try out the new location and taste the Pasta Amore experience. Specifically, the text caption informs the audience of an offer of a common Italian drink for every couple who spends their time on the opening of the new branch. The message also details the audience that the new branch will maintain the standards of cuisine offered by Pasta Amore. Even at the new branch, Pasta Amore still seeks "to provide a warm atmosphere for your family where we can share the traditional cuisines of Italy."
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Instagram is the ideal social media platform of choice because it is presumably the restaurant's most active social media account. Pasta Amore has an Instagram page with close to six thousand followers. Additionally, a 2019 study has revealed that Instagram registers the highest average of engagements over other social media platforms (Arora et al., 2019). This implies that Instagram has an audience that favors interaction and sharing branded content over other social media platforms. The initial message comprised the use of a photo, and that is majorly ideal on Instagram, which is primarily built on the sharing of images.
Metrics Analysis
According to the metrics report, the message achieved a reach of 3,301 people who read the post. The message achieved 223 engagements, 202 reactions, 17 comments, and four reposts and tags. This is a pretty good report. The message reached a pretty good audience that one can create a significant impact on the message and ensure that a good amount of people get to accept the invite of the offer. Specifically, there is a great chance that the 17 comments came from people who expressed interest. 4 people reposted the message and thus expanded its reach and ensured that more people outside the circle of the restaurant's followers on Instagram got to see the message. The majority of people reached by the message were between the age of 16 and 20, followed by persons below the age of 16. Other age groups were also fairly reached, with age 21 to 23 and age 31 to 40 being 893 and 349. The message also reached a significant amount of persons aged between 51 and 60.
Analytical Tools Analysis
Data-driven marketing is a major trend in marketing that has taken shape and applied by companies, especially in this era of using technology in marketing. According to Nadler & McGuigan (2018), marketers in the modern technology era prefer data-driven marketing because it reveals the impact of a marketing campaign and enables companies to make necessary corrections to reach a wider audience and make differences with their marketing campaigns. Additionally, companies get to understand customers' purchasing habits when they use data-driven marketing, something that is very much important in driving a successful marketing campaign (Tafesse & Wien, 2018). Social media analytics is an important tool that drives data collection through the details of social media posts and their respective impacts. Indeed, one can conduct a manual metric analysis, especially when dealing with a narrow social media audience (Lee, 2018). Nonetheless, it is important to use digital tools in conducting social media analysis because digital tools offer accurate results and inferences.
One such tool is Google Analytics, a social media analytic product developed by Google Inc. Google Analytics is a tool that enables marketers to analyze the traffic within their social media pages. Google Analytics comes in the form of software that automatically analyzes a social media account's activities and generates key information. Google Analytics specifically measures Google Analytics measures the social media return on investment (ROI). Social media ROI refers to the monetary value that accrues from a social media account's activities, which include making posts and interactions with customers (Michopoulou & Moisa, 2019). This tool is good for use because it does not just analyze a single post. Instead, it conducts analysis for a series of posts that make social media activities to effectively determine whether a company is getting value from its active participation in investment. Additionally, Google Analytics enables a company to identify the social media platform with the greatest ROI to enable them to make accurate decisions on which one to invest more.
Sprout Social, also a digital analytics tool, is another important digital tool for conducting social media analysis. This particular tool does cross-channel social media analytics. Sprout Social also has the capability of comparing the performance and results of different social media accounts. This software analyses impressions on Facebook, growth of followers on Instagram, and link click on Twitter, among others (Wang et al., 2020). This tool subsequently generates reports that are usable in making key marketing decisions by companies that use social media as a key marketing strategy. This tool can also be used in analyzing the activities of a single social media platform and enable companies to analyze the impressions and reach of a single post on social media.
Adapted Message
Firstly, I will do a series of social media posts to remind my audience of the message in several posts to widen the message's reach and attract greater impact and return on social media investment. The post did well from the metric analysis, yet it would not attract a great impact or return on investment. This could occur due to the few numbers of followers that the restaurant has on social media. Therefore, it would be a good idea to do a sponsored post with the same content to reach people beyond the company's followers.
References
Arora, A., Bansal, S., Kandpal, C., Aswani, R., & Dwivedi, Y. (2019). Measuring social media influencer index-insights from Facebook, Twitter, and Instagram. Journal of Retailing and Consumer Services , 49 , 86-101.
Lee, I. (2018). Social media analytics for enterprises: Typology, methods, and processes. Business Horizons , 61 (2), 199-210.
Michopoulou, E., & Moisa, D. G. (2019). Hotel social media metrics: The ROI dilemma. International Journal of Hospitality Management , 76 , 308-315.
Nadler, A., & McGuigan, L. (2018). An impulse to exploit: the behavioral turn in data-driven marketing. Critical Studies in Media Communication , 35 (2), 151-165.
Tafesse, W., & Wien, A. (2018). Implementing social media marketing strategically: An empirical assessment. Journal of Marketing Management , 34 (9-10), 732-749.
Wang, Y., Rod, M., Deng, Q., & Ji, S. (2020). Exploiting business networks in the age of social media: the use and integration of social media analytics in B2B marketing. Journal of Business & Industrial Marketing .
