Evaluating the use of social media in business.
Contents page
Evaluating the use of social media in business. 1
Introduction to the assignment: 2
Introduction to the business: 2
Business aims and objectives B.P3: 2
Business Requirements B.P3: 3
Target Audience B.P3: 4
Keyword strategy B.P3: 5
Posting Schedule B.P3: 6
Legal and Ethical Issues B.P3: 8
Review B.P4: 8
Improvements B.P4: 10
Content, Data & Analysis - (C.P5,C.P6): Error! Bookmark
not defined.
Optimisation (C.M3): 18
Evaluation (BC.D2): 23
Individual Responsibility (BC.D3): 28
References 30
1
,Introduction to the assignment:
The local chamber of commerce has many members who run small businesses. The
members are interested in using social media to promote their businesses but know
very little about it. The chamber of commerce has approached me and asked me to
come up with a plan to implement the use of social media within a business.
Introduction to the business:
The business I have chosen to help is called Trapstar London. Trapstar is a London
street wear lifestyle clothing brand that believes there is a star trapped within
everyone. Which means it takes certain courage within ourselves for the star to be
released. Trapstar was created from an inner city sub culture, influenced by iconic
cinema, photography, music, and art. They sell men's, women's and kids pieces of
clothing, and they currently only have one branch. The brand Trapstar was
established in early 2008 by a man named Mikey Trapstar, who wanted to mix inner
city sub culture with fashion. (Highsnobiety. 2022)
Business aims and objectives B.P3:
● Create an efficient social media plan which allows for the increase of profit
without promoting the physical store.
● Provide information relevant to the business in social media platforms.
● To innovate street wear and expand globally to share Trapstar’s story behind
how their clothing brand was created.
● To increase profits by promoting their products on social media sites that are
most likely to have the right audience.
● To increase brand awareness by focusing on the weak and non-existent
social media Trapstar profiles that are not getting much attention.
(GRM Daily. 2022)549*
2
,Social media can be used for the first business aim as there are many large
platforms where the businesses target audience will be, Trapstar will use that to
spread awareness about upcoming releases onto their websites. This is good for the
business as they can start trends like weekly releases which both humanises the
brand and makes it more friendly to approach while at the same time bringing a big
amount of attention towards the business page.
The second aim can be met easily by taking use of a social media feature which is
‘bios’. This is short for biography, and it allows the account to write a brief short
description of what the business provides.
The use of social media for the last business aim will be very interactive, the use of
surveys, questions, votes and other interactive features of social media to see what
the people want. This is good for the business because it is a straight path from
designing to releasing and knowing that it is going to be liked by the customers and
sales are guaranteed, this is because the innovation of street wear will be based
upon the answers from the interactive features on social media platforms.
(Issuu. 2022)
Business Requirements B.P3:
Before using social media it is critical to lay out the business requirements and take
them all into deep consideration. Laying out business requirements will benefit the
business by giving them a starting plan to follow, this is good for them because it
saves time and provides a guideline to follow. If this is not done there is a great risk
of a marketing plan to be ineffective as it will be unclear. This is because business
requirements act as the first stage for the plan and determine a lot about it.
An important example of a business requirement I should consider is to research the
competition. I need to research how competitors use social media, however I don't
want to copy them, but I want to learn from what others have done and this is a
great way to save time. Doing this will help you understand what methods are
working and what's not working for similar business, this leaves me with less chance
of making mistakes and errors. Doing all of this will benefit the business by lowering
the chance of falling into the marketing mistakes similar businesses have done, this
will benefit the business because I am analysing very similar businesses, so I can
avoid the mistakes they have previously made causing their posts to receive low
attention.
3
, Another significant business requirement is to set social media goals and objectives.
They should be Specific, Measurable, Attainable, Relevant and Timely (SMART).
This is good for the business because the SMART method helps push you further,
gives you a sense of direction, and helps you organise and reach your goals. An
example of a SMART objective is; aim to increase profit over a 6-month period by
25%.
Another valuable business requirement is to decide which platforms are best for the
business. This is a very important requirement to consider because there are
different demographics on all social media apps, so this makes it important to
consider. You don't want to be advertising and marketing on a platform that your
target audience does not use. To make sure I am using social media effectively I
should conduct some research around the users on each app. This will help me
understand specifically how the target market of the business spends their time on
social media.
Target Audience B.P3:
When planning the campaign one of the first things that I have to consider is
ensuring I have correctly identified Trapstar’s target audience. In order to identify
their target audience I must analyse their Instagram closely and use online tools to
help me. After this I will think about which advertising method would engage the
target audience the most. For example, what type of posts will they find the most
engaging between pictures, posts, interactive posts, stories and so on. This is good
for Trapstar because knowing which type of posts are best before posting saves
time rather than posting something that will not get much attention. I may also
suggest the business should post images of their new products that are going to be
released into the store so that customers can go in for those specifically.
The breakdown of age of users on Instagram:
● 75% of 18–24-year-olds use Instagram
● 57% of 25–30-year-olds use Instagram
● 47% of 30–49-year-olds use Instagram
● 23% of 50–64-year-olds use Instagram
● 8% of 65+ year olds use Instagram
(Social Media Marketing & Management Dashboard. 2022)
These statistics show a breakdown of age of users on Instagram. It tells us that
Instagram has mainly 18-24 year olds who use it and because I have decided to
make Instagram my main social media for Trapstar. I have to look at statistics like
4
Contents page
Evaluating the use of social media in business. 1
Introduction to the assignment: 2
Introduction to the business: 2
Business aims and objectives B.P3: 2
Business Requirements B.P3: 3
Target Audience B.P3: 4
Keyword strategy B.P3: 5
Posting Schedule B.P3: 6
Legal and Ethical Issues B.P3: 8
Review B.P4: 8
Improvements B.P4: 10
Content, Data & Analysis - (C.P5,C.P6): Error! Bookmark
not defined.
Optimisation (C.M3): 18
Evaluation (BC.D2): 23
Individual Responsibility (BC.D3): 28
References 30
1
,Introduction to the assignment:
The local chamber of commerce has many members who run small businesses. The
members are interested in using social media to promote their businesses but know
very little about it. The chamber of commerce has approached me and asked me to
come up with a plan to implement the use of social media within a business.
Introduction to the business:
The business I have chosen to help is called Trapstar London. Trapstar is a London
street wear lifestyle clothing brand that believes there is a star trapped within
everyone. Which means it takes certain courage within ourselves for the star to be
released. Trapstar was created from an inner city sub culture, influenced by iconic
cinema, photography, music, and art. They sell men's, women's and kids pieces of
clothing, and they currently only have one branch. The brand Trapstar was
established in early 2008 by a man named Mikey Trapstar, who wanted to mix inner
city sub culture with fashion. (Highsnobiety. 2022)
Business aims and objectives B.P3:
● Create an efficient social media plan which allows for the increase of profit
without promoting the physical store.
● Provide information relevant to the business in social media platforms.
● To innovate street wear and expand globally to share Trapstar’s story behind
how their clothing brand was created.
● To increase profits by promoting their products on social media sites that are
most likely to have the right audience.
● To increase brand awareness by focusing on the weak and non-existent
social media Trapstar profiles that are not getting much attention.
(GRM Daily. 2022)549*
2
,Social media can be used for the first business aim as there are many large
platforms where the businesses target audience will be, Trapstar will use that to
spread awareness about upcoming releases onto their websites. This is good for the
business as they can start trends like weekly releases which both humanises the
brand and makes it more friendly to approach while at the same time bringing a big
amount of attention towards the business page.
The second aim can be met easily by taking use of a social media feature which is
‘bios’. This is short for biography, and it allows the account to write a brief short
description of what the business provides.
The use of social media for the last business aim will be very interactive, the use of
surveys, questions, votes and other interactive features of social media to see what
the people want. This is good for the business because it is a straight path from
designing to releasing and knowing that it is going to be liked by the customers and
sales are guaranteed, this is because the innovation of street wear will be based
upon the answers from the interactive features on social media platforms.
(Issuu. 2022)
Business Requirements B.P3:
Before using social media it is critical to lay out the business requirements and take
them all into deep consideration. Laying out business requirements will benefit the
business by giving them a starting plan to follow, this is good for them because it
saves time and provides a guideline to follow. If this is not done there is a great risk
of a marketing plan to be ineffective as it will be unclear. This is because business
requirements act as the first stage for the plan and determine a lot about it.
An important example of a business requirement I should consider is to research the
competition. I need to research how competitors use social media, however I don't
want to copy them, but I want to learn from what others have done and this is a
great way to save time. Doing this will help you understand what methods are
working and what's not working for similar business, this leaves me with less chance
of making mistakes and errors. Doing all of this will benefit the business by lowering
the chance of falling into the marketing mistakes similar businesses have done, this
will benefit the business because I am analysing very similar businesses, so I can
avoid the mistakes they have previously made causing their posts to receive low
attention.
3
, Another significant business requirement is to set social media goals and objectives.
They should be Specific, Measurable, Attainable, Relevant and Timely (SMART).
This is good for the business because the SMART method helps push you further,
gives you a sense of direction, and helps you organise and reach your goals. An
example of a SMART objective is; aim to increase profit over a 6-month period by
25%.
Another valuable business requirement is to decide which platforms are best for the
business. This is a very important requirement to consider because there are
different demographics on all social media apps, so this makes it important to
consider. You don't want to be advertising and marketing on a platform that your
target audience does not use. To make sure I am using social media effectively I
should conduct some research around the users on each app. This will help me
understand specifically how the target market of the business spends their time on
social media.
Target Audience B.P3:
When planning the campaign one of the first things that I have to consider is
ensuring I have correctly identified Trapstar’s target audience. In order to identify
their target audience I must analyse their Instagram closely and use online tools to
help me. After this I will think about which advertising method would engage the
target audience the most. For example, what type of posts will they find the most
engaging between pictures, posts, interactive posts, stories and so on. This is good
for Trapstar because knowing which type of posts are best before posting saves
time rather than posting something that will not get much attention. I may also
suggest the business should post images of their new products that are going to be
released into the store so that customers can go in for those specifically.
The breakdown of age of users on Instagram:
● 75% of 18–24-year-olds use Instagram
● 57% of 25–30-year-olds use Instagram
● 47% of 30–49-year-olds use Instagram
● 23% of 50–64-year-olds use Instagram
● 8% of 65+ year olds use Instagram
(Social Media Marketing & Management Dashboard. 2022)
These statistics show a breakdown of age of users on Instagram. It tells us that
Instagram has mainly 18-24 year olds who use it and because I have decided to
make Instagram my main social media for Trapstar. I have to look at statistics like
4
