5-2 Final Project Milestone Two_ Social Media Marketing Analytics

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Reilly 1 Meghan Reilly Prof. Jensen Social Media Marketing Strategy 5 Feb 2024 Milestone Two SNHU Pet Supply is wanting to increase brand awareness of their new product line and increase sales through their online store. To do so, they have put together a marketing strategy where they are using two social media platforms to reach their target audience. The two platforms that they are currently utilizing are Facebook and Instagram. In today’s day in age, both of these platforms are popular among the younger generation, but you do see people of the older generation use both as well. As both of these platforms are so popular, it would be relevant to say that they have millions of users around the world that use them daily. In my own personal opinion, Instagram is used more by the younger generation (millennials) and Facebook is used by the older generation. Another big difference is the demographics of both platforms. Facebook, on one hand, has people of all different age ranges whereas Instagram is mostly millennials. I think that SNHU Pet Supply using two different platforms with different age ranges will help them reach out to different audiences and help with the aspect of growing awareness, A benefit that Instagram has is it has a specific feature where consumers (users) can buy their favorite products right from that brand’s page. This helps make the buying/shopping experience much easier for consumers and will help out tremendously with the online sales. Lastly, both platforms have a feature in which you can measure the success of the content posted online, sales, etc.

Reilly 2 What I mean by success on the content, the feature (tools) can help keep track of the likes, comments, shares, and followers that are gained and lost on the accounts. According to the case study, SNHU Pet Supply had an original marketing strategy “which was initially focused on reaching customers local to retail locations to drive foot traffic in the store” (SNHU, 2024). However, they are trying to revamp their marketing strategy by using online marketing to increase their sales. They have put together a new pet food product line and their goal for that line is to help raise brand awareness. This is where Facebook and Instagram’s role come into play. I think that by SNHU Pet Supply using these two platforms, they are not only giving themselves the biggest opportunity to increase brand awareness, but also increase their sales revenue. The company has already “utilized paid and organic promotion on Facebook and organic on Instagram” (SNHU, 2024). They have already taken some good first steps, but a lot still needs to happen for SNHU Pet Supply to be one hundred percent successful. As previously stated, both Instagram and Facebook have a feature that can help track the success of the content/interaction and the followers that have been gained or lost. By looking at the case study, it looks as if SNHU Pet Supply is using Facebook Insights to track their efforts. The infographics show that the actions on the page, page views, page likes, reach, post engagements, and videos are all being tracked via Facebook Insights. The company is able to see who bad or good the content has been doing for the past 28 days and see what they need to improve on. SNHU Pet Supply is also tracking Instagram’s data via Instagram Insights. The data on there includes “Impressions, reach, website clicks, and followers” (SNHU, 2024). One thing that should be noted is the “Instagram strategy to date is not as developed as the Facebook strategy” which is probably the main reason why they are not posting as much on Instagram as they are Facebook. I do, however, see a lot of potential for both platforms to grow and get better.

Reilly 3 The evaluation metrics can help inform a company’s social media marketing decisions in a few ways. The metrics that are being used can help show the company what exactly is working for them and what isn’t. They can see what type of content is getting the most interactions from the audience which can help inform the company what type of content to keep posting and what to stop. The metrics can also help with the demographic side of things as well. Creating the type of content and ads that is targeted towards their main audience is important. Therefore, knowing what is successful and unsuccessful is vital. The metrics can help show the company/brand how many followers they’ve lost or gained, the engagement/interaction levels, and what type of content caused all of it. It’s important for a company to figure out all of the possible ways that they can improve their efforts and actions to become more successful. There is a great example in the infographics within the case study. According to Facebook Insights, they have been able to reach six thousand people. While there has been a forty-seven percent decrease in the last twenty-eight days, they still have a much bigger reach than Instagram which stands at two- thousand two-hundred thirty-four. Looking at this type of data can help the company come up with a better marketing strategy for Instagram so it will have around the same reach that Facebook has. Just by the looks of it, the paid and organic promotion for Facebook is doing much better than the organic promotion for Instagram. Let’s talk about the elements that were successful when it comes to SNHU Pet Supply’s marketing strategy. The infographics in the case study can help us determine the strengths of the strategy. According to Facebook Insights, they have eighty page views from October twenty fourth through November twentieth. They’ve also had a twenty-five percent increase in the page views from the previous month. Their videos views were very successful as they had five video views, which is a one-hundred percent increase from the previous month. Their last five posts

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Reilly 4 were able to reach a total of fourteen thousand people. Finally, their “Pet as Family Member” ad had a total of five hundred website clicks and was able to reach seventy-six thousand two hundred five people. As for Instagram, the Insights shows that they collected ten thousand six- hundred fifty-seven impressions which is a “three-hundred forty-six increase from the previous week” (SNHU, 2024). Now, let’s talk about the elements that were unsuccessful in the marketing strategy. Facebook had a forty-seven percent decrease in their reach and a forty-six percent decrease in their page likes from the previous month. They also had a seventy-three percent decrease in post engagements. When it comes to the types of content, it looks as if the informational content that was lengthy obtained the lowest reach and engagement as opposed from the fun and entertaining content. As for Instagram, I think that their reach of two thousand two-hundred thirty-four is rather low and much worse than Facebook’s reach. Their clicks on the website were also lower than Facebook’s as they only have six. When it comes to organic and paid social media activities, there was a big difference in success between the two. As per the case study, SNHU Pet Supply is “utilizing paid and organic promotion for Facebook and organic for Instagram” (SNHU, 2024). Out of Facebook’s last five posts, four of them reached the highest engagement due to promotion and the reach for those posts ranged from one thousand to five thousand. This has to be because of there being a mix of paid and organic promotion. The advertisements’ results show that the reach for the paid promotions was much higher. According to the infographic in the case study, the reach ranged from twenty-five thousand to a little over seventy-five thousand. Therefore, we can conclude that the results were better for the paid promotions than the organic. Instagram, on the other hand, only had a reach of a little over two thousand which is significantly lower than Facebook’s. We

Reilly 5 are now talking about Instagram only having organic promotion. By looking at all of the data provided in the infographics and being able to conclude that the paid promotions are performing much better, it would be relevant to say that the paid promotions are playing a huge role in Facebook’s success. However, continuing to use organic promotions is going to be important. I think that the paid promotions should be something used in Instagram’s strategy in the near future to benefit and become more successful. We’ve been talking all about SNHU Pet Supply utilizing Facebook and Instagram as their platforms in the marketing strategies. However, there are a few other platforms that they should consider using in the near future. Platforms that they should consider using are Twitter and TikTok. As we all know, using multiple platforms can help any company reach many different audiences. In SNHU Pet Supply’s case, using all of these platforms can help them reach audiences of different generations like discussed earlier. Doing so can also help spread brand awareness quicker than ever before. A huge benefit that comes with using these platforms is that they each have their own unique features that can help the content differ, so nothing is boring or repetitive. Make sure to keep the content somewhat similar as well, though. To give some examples of these “unique features, TikTok has short videos, Twitter has hashtags for easy finding, Instagram has photos and videos, and Facebook has likes and shares. Utilizing different platforms can benefit a company in so many ways. SNHU Pet Supply should consider using these platforms to help them become more successful and reach out to a larger audience.

Reilly 6 References: Snhu Pet Supply Case Study. (n.d.). http://snhu-media.snhu.edu/files/course_repository/undergraduate/mkt/mkt355/ mkt355_snhu_pet_supply_case_study.pdf

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