Utilizing Social Media, Essay Example

The objective of this social media campaign is to build upon the marketing plan that was completed for the Johnson’s several weeks ago. Since this business has served the community for more than 20 years and is unique in the types of books it sells, the social media marketing campaign should emphasize these characteristics. The addition of the social media marketing campaign to the original marketing plan will be affordable due to the free nature of a majority of social medial websites. The first part of this campaign will involve detailing which sites will be the most suitable for this business.

Since the customers that frequent the Johnsons’ book store, the social media marketing campaign must focus on bringing important messages to the community. While large social media websites such as Facebook, Twitter, and Instagram should be considered, the best fit for this type of advertisement would be on a new community-based social media website known as Next Door. This new application focuses on communication between members of a single community and is useful for discovering local events, sales, and simply talking to neighbors. The Johnson’s would benefit by posting information about bookstore events online and strengthening this online community by asking customers to join it.

Since only a portion of the community uses websites like Next Door, it would be useful to take advantage of social media applications with broader access. Facebook should be prioritized because a majority of its users reflect the age demographic that is expected to be interested in rare and exotic books. This target group is age 18 to 65. To take advantage of this resource, it is recommended that the Johnson’s create both a business page and a group for the store. The business page will indicate important book store events such as sales and book signings, while the group will allow customers to discuss their favorite literature. In both cases, customers who follow Book Bunker online will be reminded daily of the store and its offerings, which will make them more likely visit it and purchase merchandise.

To ensure that these Facebook pages are successful, it is essential for the Johnson’s to recruit their friends and family to like the page in order to begin attracting attention to it. Furthermore, they should ask their customers to like the page. To do so, they could create a promotional bookmark that is distributed with each book sale. To increase the likelihood that customers will listen to this campaign, they could be offered a 10% discount on the next book they purchase if they like the page.

If Book Bunker wishes to attract a younger audience as well, they should establish a Twitter account. It would be beneficial for the bookstore team to create a Twitter account for the books store that posts witty literary quotes that young adults might find entertaining. In order to gain a large number of followers, it is necessary for Book Bunker to manually determine which Twitter users are in their local area and to follow them with the hope that they will be followed back. If this is not working, Book Bunker should tweet to these individuals to engage their interest.

While plans for implementing Next Door, Facebook, and Twitter were discussed, it is necessary to emphasize the combined importance of Next Door and Facebook. Next Door is more community-oriented and will allow Book Bunker to reach its target audience effectively, while Facebook will allow the store to reach a larger audience. Once these two campaigns in addition to the Twitter campaign is successful, then it will be helpful to address additional social media options.