The Anjuleenoh clothing brand - social media consultation document

How Businesses Use Social Media 

Social media has a significant effect on businesses' sales, brand awareness, revenue and engagement. However, although there are many social platforms, a company should choose a platform, its target clients' use, and the content it will share to engage its audience. According to Armstrong, Delia, & Giardina (2016), social media has a positive influence on many companies' sales and revenue. Therefore, with the vast use of social media, many firms opt to use social platforms as a means of running their businesses, which increases their use and influence. Social media has many social platforms that firms can choose and use them for their benefit. However, Facebook is the leading social media platform, followed by LinkedIn at 89% and 83%, respectively, as the most valued social platforms, businesses use in their operations ( Armstrong et al., 2016 ). The information is accurate because LinkedIn has B2B goals and aims, while Facebook has the largest user traffic, which makes them increase conversion and generate many business leads. Also, Facebook has many global users, which makes it a perfect social platform for businesses to get their target clients. Facebook has features like pages, 'likes,' groups etc., and can brings together users with the same interests, which makes companies have an easier way of targeting many clients using what they desire. Another great social media platform that companies and brands that mostly use storytelling and visuals to acquire clients, increase their customer engagement, and get leads is Instagram (Armstrong et al., 2016). For instance, National Geographic is the best example of a business that uses the platform as it uploads great images with long captions on their Instagram to increase its followers' engagement. Other popular social media platforms companies use are Twitter, Youtube, Pinterest, Google+, Reddit, Snapchat, etc. 

Best Practices Regarding the Use of Social Media by Businesses 

Although social media is an essential part of businesses in the modern world, there are best practices that firms should use to achieve the best results. First, companies should know much about their audience to offer them what they want to succeed ( Flynn, 2012). For instance, a business should know their audiences' age, what they buy, their language, where they live, their expenditure, their earnings, etc. Therefore, firms should do thorough research concerning their audiences. Next, a company should choose an appropriate social media platform that will reach out to its clients and also acquire new audiences (Iacovou, 2016). For instance, the firm should consider platforms with high user demographics. Also, the company should have a good plan that summarizes its objectives and achievements on social media. For example, the business should set up goals and conduct an audit about the selected social platforms to create a good plan. The firm should also know its competitors by knowing who they are, their location, activities, their past ventures, how well their businesses are running, their smart goals, etc. 

After that, the firm should use the information to better its social media platform. Next, the company should know what social media audiences say about its brand. The action will help the firm track, analyze, and offer feedback to the conversations. Also, the business should only monitor conversations related to their brands, which will help it know people's thoughts about its brand. Flynn (2012) also assert that the firm should also establish its social media tone and voice. Besides, a firm needs to follow the social media "Rule of Thirds' to improve its operations through social platforms of choice. Also, the company should give feedback to all @mentions and comments on its social platform to encourage its audiences, which improves the firm's engagement with them. The business should also avoid reposting the same posts across all its social platforms. Besides, the business should use data from its social platforms to determine how and when it should post information. According to Iacovou (2016), t he company should also use A/B testing to learn what data works best for its followers. Also, the firm should use compatible apps and tools while using different social platforms while conveying its message. Finally, the company should monitor and measure results from its social media platforms to improve its strategies in the future. 

Opportunities and Limits of Social Media as a Communication Tool 

Currently, social media is the best way a business can engage its audiences, but only if it follows a particular long term plan. Safko (2012) argues that s ocial media is an efficient and effective communication tool that makes a company link with its customers and stakeholders. However, social media has its opportunities and limits while communicating with the audience. First, the firm can use feedback from its audiences to know what they want. The activity will help the company improve its brand and services to cater for its current clients' needs ( Levinson & Gibson, 2010). Also, the firm will understand a limitation that it should not use its social platform for only running static ads and hope to get feedback, but listen and measure the magnitude of its message using what the clients feel. Another social media opportunity is the firm can reach its clients in a more relaxed and casual environment. For instance, using means of communication to pitch sales can be difficult, but the fun in social media makes it easy for a company to engage its target audience. Also, social media improves a business's relationships with its clients. For example, collecting audiences' emails can help a firm increase its relationship with them because it directly communicates with them. Social media is a powerful tool for sharing information and communicating with audiences, which is another significant opportunity. For instance, Anjuleenho Clothings can not only talk about clothing but also educate its client about the importance of engaging in other business ventures. The message will show the clients that the firm not only cares about its interests but also wants the clients to venture into other activities that can help them. 

Although social media has benefits, it has several limits that the company should consider. First, although the company can post good videos and images on its platform, it can hardly measure their impact on its audiences. It is because firms cannot know how many people have watched, read, or seen its content on social media. Also, data on social media is fragmented because different social platforms have their specific features ( Safko, 2012) . Thus, the firm cannot get full feedback about their brand on one platform. Another limit is having many fans do not equate to success. Also, many social platforms protect the user's privacy, which limits a firm during data collection. For instance, social platforms may offer data on where the clients are, but cannot give the exact location. Finally, a popular social platform matters more than the company's preferred medium ( Levinson & Gibson, 2010) . For instance, LinkedIn is the best platform for networking compared to Facebook, but the latter is the best regarding reaching out to many audiences. 

Business Goals 

The Anjuleenoh clothing Instagram page shows that the firm has not explored much social media marketing, and it needs improvement. The company page has only 103 posts, which explains its clothing line, which shows that it does not have a developed communication system. Many of the pictures in the posts are blurred; hence, do not convey the message effectively. Regarding its 448 followers and 1,010 people following, it is a lower number for a company. Therefore, it needs to improve its strategy of using social media as a business communication tool. Armstrong et al. (2016) discuss that t he company should develop its objectives and social platform tactics that will engage a broader audience to create brand awareness. 

There are many goals Anjuleenoh clothing can set to close the gaps observed from its Instagram page. However, the two most important are increasing brand awareness and connecting with customers and clients. Regarding brand awareness, the company should be active on the platform to increase interaction and engagement with its customers and influencers ( Armstrong, 2016) . Also, the firm should optimize image captions, metadata, relevant keywords, and title tags in its posts. Finally, the business should use the same personality, logo, design, and colours on its social platform. Concerning connecting with customers and clients, the firm does not do it well. Hence, it should create an Instagram community to communicate with its users. The firm should not only post about its business but also share other content the clients will enjoy watching or reading. The business should also maintain discussions by posting updates occasionally and maintaining a dialogue with clients. Also, the company should support a charitable organization to improve its connection with clients. Finally, the firm should not only tell followers about its brand but use videos to show details its business and brand. 

Social media engagement is a new technique in social marketing that helps a business improve its goal. Hence, Anjuleenoh clothing should use the strategy during its campaign to meet its objectives, especially regarding increasing brand awareness and connecting to its clients. First, through social media engagement, the business will increase loyalty to its clients because of users like interacting positively with brands on social platforms. For example, engaging clients will encourage them to give feedback, which helps the firm improve its interaction with its customers. Also, engaging with clients through social media helps the company learn directly from them. The activity will help Anjuleenoh clothing strengthen its clients' experience. Finally, responding to audiences' feedback on social media is essential because it enhances social media engagement. For example, when a client inquires about the price of a cap, the clothing company should answer in time before the customer finds another brand. The quick response will improve the business's engagement with its customers. 

Social Platforms 

Anjuleenoh clothing has excellent brands that are attractive to many social media users; hence, the company should choose the best platform that advertises its images and videos effectively. The best social platforms the company can use are Facebook and Instagram as they have massive user traffic, has a more comfortable interface for every user, and can also reach many people from different classes ( Safko, 2012). Regarding Facebook, it can help the company reach its target audience and achieve set goals in different ways. Anjuleenoh clothing can use its Facebook page to analyze its audience's behaviours and interests by optimizing its Facebook ad costs. The company can analyze the clients' influencers, social media activities, users' page affinities, etc. while mapping the firm's personas. Concerning Instagram, the company should use it to obtain many followers and transform them into clients and sales. The business should use Hashtags, @mention strategy, location tagging, Instagram insights, and third-party services to reach its target audience; hence, attain its goals. 

The company should implement an excellent strategy based on best practices while using Facebook and Instagram. Regarding Facebook, Anjuleenoh clothing should develop a captivating profile, craft an 'About' Page that gives clients enough information and add a call to action button on its page. Also, the company knows its audience by knowing its buyer personas, develop engaging content, post pictures and videos, and post its strategy. Finally, the firm should use its Facebook page as a tracking tool for its clients and also have a balanced posting schedule. Concerning Instagram, Anjuleenoh clothing should create a business profile, offer its Instagram bio deserved attention, make it easy for the audience to do business. The firm should not let its creativity stale. Additionally, the company should improve its Instagram stories by inserting other educative links, set long and short-term S.M.A.R.T goals, and extend its leads with geotags and hashtags. Finally, Anjuleenoh clothing should develop a content calendar, transform great organic posts into advertising gold, and insights to follow conversions and engagements. 

For Anjuleenoh clothing to reach its goals, it has to know the best content to post on its social networks. Regarding Facebook, the company should post classic Ads, Facebook promoted posts, Fb open graph, sponsored stories, Fb exchange, and also host Facebook Contests. The postings will improve the firm's reach, keep its clients informed, and create a brand identity. On Instagram, Anjuleenoh clothing should post company ethos, lifestyle, memes, straight product shots, company culture, and customer appreciation. Unfortunately, Facebook and Instagram terms and conditions affect Anjuleenoh clothing's regarding reaching its goals. For instance, concerning Facebook, competition is high, which makes only known companies catch people's attention. Also, the 20% rule affects the business as it needs to show more images than text to avoid confusing its clients. Finally, Facebook's A/B Test restricts the firm from splitting its ads, which reduces its returns on investment ( Levinson & Gibson, 2010) . Regarding Instagram, Anjuleenoh clothing can lose its copyright ownership as other platforms can use its ads to get revenue. Also, Instagram does not have a large word count for advertisement, and captions cannot give enough information. 

Examples 

Uber is a company that demonstrates exceptional use of social media to attain its goals and objectives. The phrase "I'm going to Uber it home tonight" is a phrase many people utter due to social media. Uber used the fact that 84% of clients use other people to reach their decisions to harness the use of work-of-mouth making by giving its riders incentives based on social media share. Uber's offer made clients share their Uber codes on social platforms to get a ride home, which made Uber successful with minimal advertising investment. Dove is a beauty company that empowers women regarding natural, realistic standards of beauty. Unfortunately, the company displays it did not adhere to social media best practices in its Facebook post as its ad shows a black woman transforming into a white lady after applying Dove body lotion. The ad was against their brand message and was an insult to part of its audience. 

Anjuleenoh clothing should develop a plan based on best practices to handle feedback on social media. The first thing on the plan is listening carefully to the client's feedback. Next, the company should respond on time. The firm should also have transparency and never give back negative answers. Besides, the firm should first respond to feedback publicly before engaging in direct conversation. Finally, the firm should know the exact time and how to make an engagement. Responding appropriately to social media feedback can help Anjuleenoh clothing to achieve its set goals. First, responding to social media feedback will boost the company's brand and business and also help the business know its gaps in products and services. Besides, responding to feedback will increase social interactions between the company and its audience. Finally, Anjuleenoh clothing's professional and consistent responses can get the firm to get positive reviews. 

Conclusion 

Currently, many companies use social media to achieve their goals. For example, Uber uses its rider's codes on social media to get more clients, which has made it a successful business. Additionally, communication companies like Apple Inc. use social media to create brand awareness and engage directly with their clients, which makes them successful. Anjuleenoh clothing should nurture and build trust with customer engagement and monitor how its audience is growing using volume to measure success. Also, the company should inspire its action with influence and amplify its social media message with reach. The measuring success process will help Anjuleenoh clothing improve its social media engagement and reach out to many audiences. If the company adapts the strategic media plan, it should employ creative experts that can run the social platforms well, acquire tools and material necessary for social media marketing, and finally, devise ways of reaching out to its audience effectively. 

References 

Armstrong, C. G., Delia, E. B., & Giardina, M. D. (2016). Embracing the social in social media: An analysis of the social media marketing strategies of the Los Angeles Kings.  Communication & Sport ,  4 (2), 145-165. 

Flynn, N. (2012).  The social media handbook: Policies and best practices to successfully manage your organization's social media presence, posts, and potential risks . San Fransisco: Pfeiffer. 

Iacovou, C. (2016).  An analysis of social media marketing strategies and best practices of hospitality and tourism organizations  (Doctoral dissertation, Northcentral University). 

Levinson, J. C., & Gibson, S. (2010).  Guerrilla social media marketing: 100+ weapons to grow your online influence, attract customers, and drive profits . Irvine, Calif.: Entrepreneur Press. 

Safko, L. (2012).  The social media bible: Tactics, tools & strategies for business success . Hoboken, N.J: Wiley.