Strategic Management Plan - Control and Evaluation Methods for Johnson&Johnson

Technology Allocations, E-Commerce and Social Media

Vanessa Kinney

Rasmussen College

Author Note:

This paper is submitted February 20, 2017, for Management Capstone B498.

TECHNOLOGY ALLOCATIONS, E-COMMERCE, AND SOCIAL MEDIA

Social media is the most powerful and fruitful marketing platform. It should be used the right way to make it count. One wrong move can be detrimental to any company's success. Newbies to advertising or marketing may jump into social media advertising without a clear picture or plan. And that is a waste of time and not productive. "To benefit from social media, you need to build a clear strategy that considers what your trying to achieve, who your customers are and what competition is doing," (2015-Jeff Foster)

Know and understand the objective. What is the reason the business wants to incorporate social media in its advertising strategies, Is the goal to get the company name out to more diverse groups? Figure out the goal with social media marketing and work towards it. "Focus on the S.M.A.R.T. strategy for goal setting to ensure your objectives are specific measurable, attainable, relevant and time-based," (2015-Jeff Foster).

With the strategy in place now you have a clear picture and know which direction you are headed. Now it's time to characterize your customers, (2015-Jeff Foster). Target marketing is the number one reason why companies survive or fail.

Scope out competitors; social media is perfect for that. Consumers opinions and reviews are part of the social media. That can help competitor a competitor by learning what customers are looking for in a company. Ones you narrow down the ideal customers and competition it's time to, "develop your message." It's not a particular content; rather it's the important set of keywords that you think will resonate with your customers, based on the personas you have created, (2015-Jeff Foster).

Which social media works best for your business, depends on what type it is. Today there are several available, including Twitter, Instagram, and LinkedIn. Keep the material on your social age engaging and relevant. The information must match to the company's message, (2015-Jeff Foster). Consider switching social media types. Don't just stick to one, a mix of video, guides, infographic, and other styles will engage your customers more effectively, (2015-Jeff Foster).

References:

Foster, J., May 12, 2015, how to build a social media strategy that works, Entrepreneur.com

https://www.entrepreneur.com/article/246085