373 final
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School
Northern Arizona University *
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Course
373
Subject
Communications
Date
Apr 3, 2024
Type
docx
Pages
2
Uploaded by connorjkasper03
1.
Describe the objectives of the social media effort. Are they action, awareness or engagement objectives, or some combination of all of those. Summarize the general nature of the effort (frequency of communication, types of posts, etc.).
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The campaign will implement a bit of all objectives however it will have a primary focus in awareness. This focus on awareness is for the purposes of highlighting the features of the iPhone as well as announcing upcoming sales (Mother’s Day). Posts will be released 5 times a week, 3 during weekdays and 2 on weekends,
majority of posts during the week will be awareness posts with the intention of building up to conversion. 2.
Describe the tone of the social media campaign effort. Will the tone be conversational, friendly, informal? Be sure to justify this tone in terms of your target publics. Justify the overall page tone in terms of your primary targets, and the organization's unique culture.
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The campaign effort should have a somewhat casual approach that allows for a conversational tone to take place. Apple being a
company that is known for its innovation and culturally aware marketing efforts, its goal is to reach tech savvy people all over the world. It’s primary target audience is likely teens & young professionals age 15 to 30, these primary targets will either be in
the market for a new phone of their own or as a gift, either way they will want a casual approach that highlights both the capability of the iPhone and Apple’s famous user friendly approach. Apple has almost always been a company whose culture and goals allows tech to be simple and easy to use while also bringing equal or better features than other phones, by showcasing a authoritative but casual advertising campaign they
will be able to maintain this cultural ideal of easy to use innovation. 3.
Describe clear instruction for how frequently your staff will review the campaign efforts. Be clear about what they will check for in those reviews. What you are doing here is creating the structure we
talked about in the lectures. If you worked for the company, you would be securing time for you or your staff to focus on social media. If you were an agency, you would be calculating how much time your staff would spend on this work, which would help you calculate the cost of your bid.
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The staff should review campaign efforts daily to ensure that we are reaching our target publics and gaining adequate engagement from each post. Posts should be reviewed every 12 & 24 hours after posting; likes, comments and shares will all be
analyzed at both the 12 and 24 hour mark. Hashtags and mentions should be analyzed every 24 hours as well as at the end of each week. The page should be monitored 24/7 as Apple is an international company and needs to be prepared for breaking news. 4.
Define your response guidelines. Will your Facebook page allow commenting and posting by outside users? How will staff respond to questions about the products, or particular call-to-action? How will staff respond to complaints?
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The page will allow for open commenting as well as mentioned posts by outside users. Staff will not respond to comments good or bad in order to maintain the current standard. Apple is unable to adequately respond to the mass number of comments that are
received, we plan to continue this process. 5.
Describe posting guidelines for your page. You will provide a collection of scheduled posts in the upcoming step, but are there any breaking news events you could anticipate that your staff should be empowered to respond to? (This will vary by company but
consider a macro perspective). -
Throughout our campaign we plan to remain on schedule and independent from outside influence for the most part. If we are required to respond due to a public outcry it is likely we would need to re-asses our campaign and implement a PR strategy that
showcases our passion to always remain transparent and maintain good relationships with our consumers.
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