Marketing Comms

QUESTION 1

You are the marketing manager of a large financial institution and are commissioned to develop a social media marketing campaign to increase the institution’s visibility in various social media.

Explain the social media considerations in order to develop such a campaign.

1.1 Indicate which social media content platforms you would select for a financial institution and explain why. Select and explain at least four (4) social media content platforms.

* Networking sites

Networking sites such as Facebook are used for locating and keeping in touch with friends, family and in our case- current and potential customers. Such networking sites are useful for participating in online groups or fan clubs which have different interests or topics.

As marketing manager of a large financial institution my recommendation would be that we increase our visibility by creating pages on some networking sites for the public to be made aware of various events we will be embarking on. This is one sure way of allowing us to share ideas, pictures, posts, activities, events, and interests with people in our network.

By keeping the public abreast with the activities in our organisation they begin to build loyalty and interest in the brand. Once this is achieved, the public on the network become our ambassadors by clicking and sharing our profile pages.

* Social news sites

The most popular social news sites are Propeller, Reddit, Digg, and Newsvine, each of them have a strong community and a different look and feel. These online communities allow their users to submit news stories, articles and multimedia to share with other users or the general public.

The sites mentioned are general social news sites, which mean they cover a large variety of topics. But some social news sites may specialise more in certain categories while being light in others.

Our decision to specialise is obvious, considering that our line of business is purely financial. The approach we will...