Social Media Essay Online For Free - Free Essay Example

Sample details Pages: 8 Words: 2396 Downloads: 6 Date added: 2017/06/26 Category Marketing Essay Type Critical essay Tags: Social Media Essay Did you like this example? Introduction This essay seeks to critically discuss the statement that given the rise of social media marketing, companies should focus all of their marketing efforts on social media platforms. The rapidly shifting topography of the social media landscape seems to create the impression that its associated platforms are a new concept, but they actually have a relatively long history in terms of the total lifespan of the internet. For example, Friendster was established in 2002 whilst Myspace and LinkedIn followed the year after. Don’t waste time! Our writers will create an original "Social Media Essay Online For Free" essay for you Create order Two years later, 2005 saw the rise of some of the most famous social media platforms of the present day including a nascent Facebook, YouTube and Reddit, whilst Twitter became popular the following year (Luttrell, 2015). Over this period of time, marketers have become more comfortable with the realisation that these platforms offer new avenues for marketing efforts, with enhanced brand awareness and brand engagement being key metrics for the success of social media campaigns (Hoffman and Fodor, 2010). This work will evaluate the extent to which social media should be utilised as a marketing tool. Discussion Concurrent with the aforementioned growth of social media platforms, consumers are now, more than ever before, turning to the internet as a source of information (Aiello, 2014). In a marketing context this trend seems to be driven by a number of factors, with consumers seemingly beginning to question the trustworthiness of traditional forms of advertising, meaning that many are leveraging the power of social media to seek out more reliable information relating to a product or service (Aiello, 2014). Evidence of the rise of social media marketing can be seen in the vast sums of money that are being spent on the platform as a means of disseminating messages. For example, previous estimations suggest that between 2010 and 2013, worldwide spending on social media marketing increased from $3.4 billion to $10 billion (Clark and Melancon, 2013). This trend is set to continue, with expenditure in the United States alone expected to double to $11 billion by 2017, with an imbedded sub-trend that will see mobile-orientated platforms rival and exceed traditional personal computer platforms for the first time (Glass and Calahan, 2014). The case for companies to continue this high level of investment in social media marketing is a sound one. Social media facilitates a strengthening of the relationship between a consumer and a particular brand by enabling people to express their loyalty, even in cases in which they may not necessarily be able to afford a given product or service (Clark and Melancon, 2013). Citing the work of Shaffer and Garnett (2011), Clark and Melancon (2013) state that 51% of Facebook users are likely to buy from companies which they follow whilst 84% of a companys fans on that platform are returning customers. A potential mechanism for this activity is put forward by Laroche, Habibi and Richard (2013), who suggest that a sense of community around a particular brand, which is created through social media, can underpin consumer loyalty to that brand. T he authors observe that people join brand communities in order to satisfy an inherent need to feel part of a particular group or establish a sense of belonging to symbols which they consider important. Brand communities, in turn, provide an individual with the opportunity to get in touch with devoted consumers of a similar mind-set, establishing a common frame of reference within which people can interact and exchange accounts of product experiences. In practice, this is analogous to the supporting of a sports team, with a common cause being central to defining a sense of personal identity and bringing together people who otherwise may have nothing in common (Simons, 2013). This clearly plays into the hands of marketers, with this sense of loyalty leading to a fervour that seemingly creates customer loyalty and results in benefits for all involved parties. With such a powerful force close to hand, marketers can establish Facebook groups and pages, using the medium to interact with t heir consumer base, asking direct questions in an attempt to inspire dialogue and create information flow between individuals. Other innovative tools such as Facebook events, both real and virtual, can be used to sporadically bring people together under a common corporate banner, further reinforcing the aforementioned sense of community that such a facility creates (Zarrella and Zarrella, 2011). Another characteristic that is representative of the rise of social media marketing, and which certainly justifies its use by companies, is word of mouth advertising. Outside of the context of social media, word of mouth has typically been accepted as being a highly powerful force in the marketplace. According to Bansal and Voyer (2000), this is because the sender of such information, being a buying customer, usually has little to gain in terms of telling others about their experience of a particular brand, meaning that receivers can render any recommendations as being trustworthy and tru thful. This contrasts with the attempts of advertisers to promote the benefits of their product or service: what they say about their commercial offering may not be untrue but because they stand to gain monetarily from any purchases made, the fidelity of their claims could be rightly questioned. Social media, it seems, has amplified the effect of word of mouth in that consumption-related online communities materialise in cases in which enough people are speaking about a brand such that social relationships are formed. This has given rise to far-reaching networks to which people will specifically come in order to share information about a product or service (Brown, Broderick and Lee, 2007) and previous to the dawn of the internet, such a proliferation seems unthinkable. The messages that they emit through social media can be positive or negative, but it should usually conform to the aforementioned principle in that it will probably be truthful. Marketers appreciate this powerful forc e and though it is difficult to control, they can use their social media presence to encourage followers to disseminate positive messages and recruit new advocates by offering rewards and competitions to tag photos or share a specific piece of content with others (Clark and Melancon, 2013). However, in a competitive marketplace, efforts need to be somewhat more concentrated and one communications agency, M Booth, increased clothes sales for a client by partnering with a number of well-established online bloggers, leveraging their reach to set up a blog-up shop series which directly enhanced sales by $105,000 (Whitler, 2014). Accordingly, by strategically aligning itself with the right individuals, the company was able to funnel positive word of mouth messages through potent online social media channels in order to boost direct sales. There is further, perhaps more obvious, evidence relating to why a company should concentrate its efforts down social media channels: marketers can enjoy cost and time savings whilst providing a more stimulating experience to their users. What is more, the data that can be derived from this type of marketing can be very powerful with, for example, users tweets being easily trackable to offer an instant barometer of the popularity of a specific campaign or activity (Tella, 2015). Together, these factors offer a compelling case for social media marketing but what remains to be answered is the question as to whether a company should channel all of their marketing efforts into social media platforms. There is ample evidence to suggest otherwise. Mangold and Faulds (2009) state that the marketplace has been enhanced by social media because consumer to consumer communication has been substantially proliferated. This is a good development for companies from the perspective that word of mouth recommendations are more fluid and can reach more people, but the platform is unique in that it wrests some of the control of marketing messag es from the advertiser and empowers the consumer (Mangold and Faulds, 2009), whose experience of a given product or service may not necessarily be positive. If this were to be the case and the marketer has focused solely on social media marketing, it seemingly leaves too much marketing control in the hands of consumers and impedes the potential power of traditional advertising, which can deliver a more focused and controlled, albeit less interactive, message. It also means that marketing executives must work very hard in order to shape the views of consumers in line with the mission and goals of the organisation (Mangold and Faulds, 2009). Indeed, Clark and Melancon (2013) report that 21% of consumers have used social media to speak negatively of a brand. If this happens to occur on, say, a companys Twitter page, it could be very damaging to its image and, accordingly, social media marketing has rightly been associated with a relinquishment of control (Barker et al., 2013). Moreover , any efforts on the part of a company to forcefully influence this dynamic can be construed as domineering. At the same time, there exists an interesting advantage of traditional marketing efforts over those of social media. For example, a newspaper advertisement might make grandiose claims about a given product or service. To a great extent, this is expected by consumers who by now are conditioned to the techniques used by traditional marketers. Conversely, Barker et al. (2013) argue that social media marketing campaigns are unable adopt this approach. Because of the two-way communication element of this type of marketing, a consumers level of trust is of the utmost importance, meaning that marketing efforts which are not earnest and honest will be held to task by people who can become irked by exaggerated claims. This is representative of a lack of trust and exemplifies the altered dynamic and additional barriers that are apparent in social media marketing: it is undeniable th at consumers are more accessible through these new online avenues; however, the standard to which they hold the seller of a good or service may be higher and more fraught with danger than it is when traditional marketing forms are utilised. It is also worth noting the reach of a more traditional marketing platform such as television advertising. Extolling the benefits of this type of marketing, Burrow and Fowler (2015) state that this method has the propensity to influence people in an emotional way, using high production values to elicit a strong bond with the viewer. Of course, it must be noted that this can still be achieved on a social media platform such as YouTube, but this still gives consumers the two-way communication mechanism to communicate their like or dislike of a particular advertisement and is somewhat dependent on what that the consumer is actively searching for, as web activity can be very task-driven (Harvest Digital, 2007). Moreover, a television advertisement can deliver a controlled message to a very large audience, as evidenced by a sustained increase in demand for adverting space during the Super Bowl, a fact evidenced by an annual increase in advertising rates of 10.3% since the first iteration of that event, resulting in a cost of $3.75 million for a 30 second advertising segment (Ozanian, 2013). The average audience of the Super Bowl in 2014 exceeded 110 million people (Oh, Sasser and Almahmoud, 2015). Clearly, these observations lend credence to the assertion that traditional platforms still deliver value to marketers and that all resources should not necessarily be channelled into social media marketing mechanisms. Conclusion Based on the cited evidence in this work, it can be concluded that social media marketing efforts can be very rewarding as they offer new and innovative ways in which to engage with consumers and build a harmonious and sustained relationship. However, one must be critical of the contention that a company should focus all of its marketing efforts on social media platforms. Traditional marketing, though less dynamic in nature, still offers many advantages and can be used to reach a large amount of consumers in a short space of time. With consumers being less suspicious of this type of marketing, trust may be less likely to be breached, but the growth of social media channels is difficult to deny. The world is seemingly going online and social media provides a level of interactivity unrivalled by other platforms. Perhaps an optimal approach would be an integration of social media and traditional print media/television platforms, with consumers being encouraged to seek out online inter actions through traditional channels. Such an approach would seem to combine the best of both worlds and appeal to the widest possible audience. References Aiello, L. (2014). Handbook of research on management of cultural products: E-relationship marketing and accessibility perspectives. Hershey: Business Science Reference. Bansal, H. S., and Voyer, P. A. (2000). Word-of-mouth processes within a services purchase decision context. Journal of Service Research, 3(2), 166-177. Barker, M. S., Barker, D., Bormann, N. F., and Neher, K. (2013). Social media marketing: A strategic approach. Mason: South-Western Cengage Learning. Brown, J., Broderick, A. J., and Lee, N. (2007). Word of mouth communication within online communities: Conceptualizing the online social network. Journal of Interactive Marketing, 21(3), 2-20. Burrow, J. L., and Fowler, A. R. (2015). Marketing. Boston: Cengage Learning. Clark, M., and Melancon, J. (2013). The influence of social media investment on relational outcomes: A relationship marketing perspective. International Journal of Marketing Studies, 5(4), 132-142. Glass, R., and Callahan, S. (2014). The big data-driven business: How to use big data to win customers, beat competitors, and boost profits. Hoboken: Wiley. Harvest Digital, (2007). The influence of online advertising on search. [online] Available at: https://www.bima.co.uk/assets/members/whitepapers/050908051f120704_1.pdf Hoffman, D. L., and Fodor, M. (2010). Can you measure the ROI of your social media marketing? MIT Sloan Management Review, 52(1), 41-49. Laroche, M., Habibi, M. R., and Richard, M. O. (2013). To be or not to be in social media: How brand loyalty is affected by social media? International Journal of Information Management, 33(1), 76-82. Luttrell, R. (2015). Social media: How to engage, share, and connect. Lanham: Rowman and Littlefield. Mangold, W. G., and Faulds, D. J. (2009). Social media: The new hybrid element of the promotion mix. Business Horizons, 52(4), 357-365. Oh, C., Sasser, S., and Almahmoud, S. (2015). Social media analytics framework: the case of Twitter and Super Bow l ads. Journal of Information Technology Management, 26(1), 1-18. Ozanian, M. (2013). Super Bowl Advertising Rates Top The Stock Market. [online] Forbes. Available at: https://www.forbes.com/sites/mikeozanian/2013/01/18/super-bowl-advertising-rates-top-the-stock-market/ Shaffer, J., and Garnett, M. (2011). Monetizing Social Media. Printing Impressions, 54(1), 22. Simons, E. (2013). The secret lives of sports fans: The science of sports obsession. New York: Overlook Duckworth. Tella, A. (2015). Social media strategies for dynamic library service development. Hershey: Information Science Reference. Whitler, K. (2014). Why Word Of Mouth Marketing Is The Most Important Social Media. [online] Forbes. Available at: https://www.forbes.com/sites/kimberlywhitler/2014/07/17/why-word-of-mouth-marketing-is-the-most-important-social-media/ Zarrella, D. and Zarrella, A. (2011). The Facebook Marketing Book. Sebastopol: OReilly Media.

Essay about A Modest Proposal, by Jonathan Swift - 1165 Words

Irony is a beautiful technique exercised to convey a message or call a certain group of people to action. This rhetorical skill is artfully used by Jonathan Swift in his pamphlet â€Å"A Modest Proposal.† The main argument for this bitingly ironic essay is to capture the attention of a disconnected and indifferent audience. Swift makes his point by stringing together a dreadfully twisted set of morally untenable positions in order to cast blame and aspersions on his intended audience. Jonathan Swift’s â€Å"A Modest Proposal† employs despicably vivid satire to call for change in a world of abuse and misfortune. The entire proposal stands as a satire in itself; an analogy paralleling the tyrannical attitude of the British toward their Irish†¦show more content†¦But this tribulation cannot be blamed solely on the British. Swift cleverly condemns the British aristocracy for their mistreatment of the Irish people while also criticizing the Irish people for allowing this exploitation. The Irish have done nothing to halt the terrorizing nature of their domineering counterparts. Swift uses this proposal to describe the wretched situation in Ireland. By â€Å"rigorously underplaying the aspect of fantasy in his proposal,† Swift suggests the Irish have arrived at a condition in which such a plan may actually be seriously considered (Lockwood). Ireland is in such a dismal state that â€Å"the advantages by the proposal,† which Swift presents, are of the highest importance† (Swift). Merrily pitching his own ludicrous idea, Swift is mockingly attempting to elucidate the seriousness of the state of Ireland. Every detail of the proposal reveals the terrible conditions of Ireland through the eyes of a normal citizen. Through Swift’s vividly appalling arguments, the audience is â€Å"never allowed to forget that Swift hates the evil conditions more passionately than the speaker who describes them† (Booth). In es sence, the ostensible anger against the English in the proposal is used merely to heighten Swift’s own dismay over the way Ireland has conducted itself (Booth). Swift craftily causes readers to question whether he is being serious or just poking fun at the sad situation. Through the supreme verbal irony of his â€Å"ModestShow MoreRelatedA Modest Proposal By Jonathan Swift Essay836 Words   |  4 PagesIn Jonathan Swift’s â€Å"A Modest Proposal†, we are exposed to the timeless issue of homelessness and the state’s role in their social welfare. Swift was a fervent Irish patriot who was disgusted by the flourishing trend of beggars and hungry children that flooded the streets of his beloved country. This topic is relatable as this is a social issue that plagues many countries in the present age. Swift presents a satirical argument in which he proposes Ireland adopt the horrific practices of eating theirRead MoreA Modest Proposal By Jonathan Swift1647 Wor ds   |  7 PagesSatire in â€Å"A Modest Proposal† and Different Articles Jonathan Swift, author of â€Å"A Modest Proposal,† tries to present different ideas in order to change the situation of Ireland. Through his proposal, he is able to get people’s attention, and the way he uses satire throughout the article made his argument more successful. He wrote this essay to show how ignored and bad the state of Ireland and its social classes are. In â€Å"A Modest Proposal†, Swift effectively uses rhetorical exaggeration to expressRead MoreA Modest Proposal By Jonathan Swift982 Words   |  4 Pages Jonathan Swift, author of â€Å"A Modest Proposal,† tries to present different ideas in order to change the situation of Ireland. Through his proposal, he is able to get his point across. 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In the essay, Swift advocates that the penurious Irish should sell their babies to the rich ladies and gentlemen and obtain monetary power required to ease their economic predicaments. The straight-faced parody that features predominantly in theRead MoreA Modest Proposal By Jonathan Swift1340 Words   |  6 PagesA Modest Proposal was written in the year 1729 by the famous satirist Jonathan Swift. In his work he outlines the pros of eating unwanted children of Ireland for economical benefits in a time of great poverty. While the reader can obviously discard the idea of eating children, in his proposal, in a roundabout way, Swift speaks to hard pressing issues of the time. The state of Ireland is well described by Swift in this piece. He speaks of woman who â€Å"instead of being able to work for their honestRead MoreA Modest Proposal By Jonathan Swift1795 Words   |  8 PagesHave you ever thought about eating an infant to ease your economic hardship? You’re not the only one! 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Case Memo Bitter Competition the Holland Sweetener

ad |From: |Wei Li (No.2012960642) | |Date: |Jan 20, 2013 | Case Memo Bitter Competition: The Holland Sweetener Company versus NutraSweet - 1. How should Vermijs expect NutraSweet to respond to the Holland Sweetener Company’s entry into the European and Canadian aspartame markets? (1) Baseline: Product: aspartame was a strong substitute of saccharin with better flavor and low calories, especially for diet soft drink. There was no other competitive product at that time. Market: Aspartame had a great potential†¦show more content†¦-2. Specifically, how should Vermijs assess the relative likelihood of the two scenarios— price war and normal competition—he has in mind? (1) Advantage of NutraSweet from value chain | |NS |HSC | |RD |Hold the patents |Follower | | |Keep innovation and RD |Less innovation power | |Sourcing |Strong facility investment in US |JV in Japan | | |Enter global market | | | |Outsource in Japan and enter Japan market | | | |MA by Monsanto with strong capital and other resources | | | |back up | | |Manufacture |Economy of scale |Less of

Alcohol and Tobacco Markets In US Samples †MyAssignmenthelp.com

Question: Discuss about the Alcohol and Tobacco Markets In US. Answer: Introduction In United States, there is a growing concern for rising consumption of cigarette and alcoholic beverages. In order to put a restriction on cigarette consumption tax rates on cigarette has increased. The tax policy is successful in reducing cigarette demand. it is found that when cigarette demand reduces then beer and spirit demand also reduces indicating ac complementary relation. With an objective of reducing crime rate Isle of Man currently employs the strategy of banning cigarette for prisoners. Beer, Wine and Cigarette Markets In United States beer market dominates other two most common beverages Wine and Sprit market. Hence, Beer occupies an important place in the category of Alcoholic beverages. American spends nearly $37 billion as recorded from bear retail selling in 2017 (nielsen.com, 2017). There is intensive competition among different brands. Some of the dominating brands in beer industry are Anheuser-Busch In Bev, Miller Coors, Heineken USA, Pabst and Boston Beer Co. USA has the largest Wine market in World. Apart from domestic production United States import a large volume of Wine every year. Australia is one of the large exporters of Wine in USA. The sales in wine industry have an upward trend. In the wine market there are 90991 wineries as recorded in 2017 (wineinstitute.org, 2017). The preference and spending on Wine is increasing day by day encouraging Wine production and Sales. US posses a large cigarette market as like alcoholic beverages. In the phase of anti smoking policies the producers in the market focus on developing newer product. In this regard the E-cigarette market is has become important. Regular cigarette, menthol cigarette, cigars are some of the varieties available in the market. There is an interconnection between the alcohol and tobacco market. Most drinkers prefer to smoke at times of drinking. People consume alcohol in combination with cigarette. When a tax on cigarette increases price of cigarette then there is an obvious decrease in cigarette demand. Associated with this, US economy has a recorded a decline in alcohol consumption (washingtonpost.com, 2017). This shows a complementary relation between cigarette and alcohol demand. However, the decline is not uniform among for all alcoholic products. Beer is more closely related with cigarette than Wine and hence experiences a larger fall in its market demand due to taxation on cigarette. Any change in beer or cigarette market is likely to affect the other one. Impact of health earning on packaging of cigarette Cigarette and bear are complementary goods. When demand for either of the product changed this has an impact on the other (Tauchmann et al., 2013). When cigarette tax reduces demand for cigarette then there is a decline in demand for beer as well. On account of health warning on cigarette packaging the demand for cigarette might reduces because of increasing awareness among people. When cigarette demand declines then beer demand will also decline. This is shown in figure 2. The demand curve will shift to the left and correspondingly price quantity of beer sold will also decline. Impact of yeast shortage Yeast is used as an in ingredient in preparing beer. Shortage in yeast supply lead supply obviously reduces production of beer. Supply of beer then fall short of its demand and causes a price hike in beer market (McKetin et al., 2014). In response to rising price demand for beer will fall. Those who purchase cigarette for consuming cigarette at time of drinking beer will reduce their purchase to some extent. Again demand curve for cigarette will move inward direction from DD to D1D1. With a reduced in cigarette market price will decline from P* to P1 and quantity purchased will fall from Q* to Q1. The figure above shows how to complementary relation between cigarette and beer brings changes when market scenario changes in any of the two markets. Cigarette ban and declining crime rate Smoking is an addictive habit found in people of different age groups. To support their habits people often involve in different criminal activities. Crimes are more common among teenagers who do not have a steady source of income. Therefore, imposing ban on cigarette is expected to reduce crime rate such as stealing, smuggling and other types of crimes (Kulick, Prieger Kleiman, 2016). The strategy taken in Isle of Man is quite different than traditional banning. There, the prisoners once entered the prison have to give up smoking at anyhow. They have no other options but to leave their habit. The threat of giving up smoking works more intensively than punishment of mere imprisonment. This contributes to a significant decline in the crime rate. The accounted crime rate falls to nearly 14% after imposition of banning (dailymail.co.uk, 2017). High community Spirit and low rate of unemployment has already kept crime rate low in Isle of Man. Additionally, banning cigarette in prisons has made crime rate even lower. In the prison building, neither the inmates nor the guards are allowed to smoke. In order to provide assistance in completely giving up the habit nicotine patches are given. Any addiction has a direct impact on mental health (Sweeting Hunt, 2015). Therefore, arrangement for counselling is given to the prisoners. Criminals for all types of conviction are brought under this policy. Therefore, people are doing away with even small crimes like fighting, stealing cars. The idea of cigarette ban thus helps to reduce crime rate largely. Conclusion The paper evaluates alcohol and tobacco market in United States. Market for beer, Wine and cigarette are closely evaluated and inter relationship between cigarette and alcohol product has been found to exits. The relation is more relevant for beer that that for Wine. Health warnings on cigarette affect beer market demand. Similarly yeast shortage in beer market affects cigarette purchase. Final focus of the paper is on the banning of cigarette in Isle of Man and an associated declining crime rate. References Drop in crime on Isle of Man attributed to Europe's only non-smoking prison. (2017).Mail Online. Retrieved 14 September 2017, from https://www.dailymail.co.uk/news/article-1239209/Drop-crime-Isle-Man-attributed-Europes-non-smoking-prison.html Kulick, J., Prieger, J., Kleiman, M. A. (2016). Unintended consequences of cigarette prohibition, regulation, and taxation.International Journal of Law, Crime and Justice,46, 69-85. Market, T. (2017).The State of the U.S. Beer Market.Nielsen.com. Retrieved 14 September 2017, from https://www.nielsen.com/us/en/insights/reports/2017/the-state-of-the-us-beer-market.html McKetin, R., Chalmers, J., Sunderland, M., Bright, D. A. (2014). Recreational drug use and binge drinking: Stimulant but not cannabis intoxication is associated with excessive alcohol consumption.Drug and alcohol review,33(4), 436-445. Statistics - The Wine Institute. (2017).Wineinstitute.org. Retrieved 14 September 2017, from https://www.wineinstitute.org/resources/statistics Sweeting, H., Hunt, K. (2015). Prison Services Tobacco Strategy Group. Tauchmann, H., Lenz, S., Requate, T., Schmidt, C. M. (2013). Tobacco and alcohol: complements or substitutes?.Empirical Economics, 1-28. Want people to drink less? Make their cigarettes more expensive. (2017).Washington Post. Retrieved 14 September 2017, from https://www.washingtonpost.com/news/wonk/wp/2014/10/27/want-people-to-drink-less-make-their-cigarettes-more-expensive/?utm_term=.6a90eaa33261.