A Social Media Marketing Plan for a Medium-sized Consumer Goods Company

Abstract

The objective of this study is to develop a social media marketing plan for the case com-pany to integrate it into its existing marketing communications. The case company of this study is a medium-sized consumer goods producing company that advertises its brand and products using traditional methods of advertising (radio, television, flyers and event promotion). At the moment, these methods seem to be lacking in efficiency and effective-ness caused by the saturation of marketing information which is missing the target group of people. But since the modern communications are developing beyond geographical boundaries when selling and creating awareness of companies’ product and services on the internet, the case company intends to start using social marketing to expand its consumer audience.

This research employs a case study approach to tackle the company’s problem. The out-come of this research is a Social Media plan for the company. It enumerates the need for the enterprise to embrace the opportunities that social media communities offer in reaching target groups with customized messages about their brands and products. This proposal is based on the success stories of some SMEs within and outside developing countries; it is designed to suit the method of operation of the case company.

The outcome of this paper is a social media marketing plan for the case company to inte-grate social media marketing into its existing marketing strategy. The plan outlines strategic ways in which the case company can utilize the usefulness of online communities to their businesses, and the ways in which these recommendations can be implemented.