CM312 Social Media: Use of Social Media in Parabolic Communication

For this assignment, you are in a business setting working for Parabolic Communication, Inc.

The assignments has two components starting with "Memo" (below) from your Parabolic staff mentor, who frames the assignment (a specific task) similar to a real PR or business setting.

Memorandum

To: Your Name

From: Faculty member

Date: Month day, 2018

Subject: Analysis of Social Media

At our senior staff meeting Friday, Natasha, noting the firm’s recent client and financial success, said she is expanding our business footprint and will be hiring additional senior account executives. I congratulate you on your progress with Parabolic, and because you have done so well during your short time with us, there may be an opportunity to be considered for one of these new positions.

At the client’s request, please prepare a paper analyzing our client’s use of social media. As a part of a complete Parabolic package, your analysis also should include a comparison of the client’s social media use to two other nonprofits and one commercial company, (United Nations Foundation/ comparing it to World Resources Institute, World Wildlife Fund and World Technology Network (WTN) For each organization, including the platforms or social media tools it is using, what it’s doing right (with meaningful examples), and end with suggestions as to how our client might better reach its audiences.

After I review your effort, you will present your findings to the firm’s senior staff at the next staff meeting.

Analysis of Social Media

Task: The last few weeks of this course are devoted to social media techniques. Using the course and other appropriate material, develop a paper to be delivered to the client:

• Analyzing its current social media (SM) use;
  
  
• then select two other nonprofits from “Organizations for Analysis of Strategic Publics” list provided in Week 1, and one commercial company or corporation comparing their SM use to that used by our client.
  
  
• Consider, for example: what SM software platforms and techniques each is using, whether this area of communication is effective, and what and how they could improve the SM as part of the their “outreach” with appropriate stakeholders, such as blogging, and the “pros” and “cons” of each SM platform or technique.
  
  
• Finally, think beyond what each currently uses to include what other platforms might give them “more bang for the buck,” so to speak—and why. (This may require you to research the broad spectrum of social media platforms available!) Caution:Don’t be limited to just the most obvious.

What is social Media?

Social media can simply be referred to as the associations among users where they are able to create content, share it, access and exchange ideas and information in virtual created environments and networks. This environments or communities are referred to as Platforms. These social media platforms include; blogs, micro-blogs, wikis, social networking sites, photo-sharing sites, instant messaging, video-sharing sites, podcasts, widgets, virtual worlds, (Casler, Bickel & Hackett 2013).

Social media based life currently supplements numerous parts of our lives. Facebook, Twitter, YouTube among other long range of informal communication platforms enable clients to share and collaborate with online substance and to interface with similar individuals. Its qualities – fast spread and intensification of substance and the capacity to lead casual discussions – make it a ground-breaking instrument to use in an expert setting. This writing below clarifies the general idea of internet based life and offers proposals on use and conceivable sorts of logical substance for social Media, (Bolton et al 2013).

Use of social media in Parabolic Communication Inc.

1. Communication

Social media platforms are the absolute most used form of online communications. They enable the clients and the organization to send and receive information. A few examples included WordPress and Blogger, sites where you can make articles (commonly of news article style length) which guests can comment on, (Bolton et al 2013). We use organizations blogs and forums to receive and solve users needs. They likewise incorporate Social Networks, for example, Facebook, Twitter, or LinkedIn where individuals can share remarks, individual points of interest, media, for example, photographs and video, or build up associations with different clien

2. Multimedia content

The most common video sharing destinations is YouTube and Vimeo. The organization uses a YouTube channel to advertise its services and solve user needs. And additionally YouTube and Sound cloud is especially well known among music experts, enabling them to tune in to, transfer and download videos or tracks for nothing. Surely understood locales that offer photograph imparting administrations to social highlights incorporate Flickr, google drive and Picasa. Pinterest is a case of a 'social bookmarking' webpage that enables you to share intriguing photographs, occasions, and destinations that you have found on the web with other individuals, (Bolton et al 2013).

3. Relationship building

Social media creates better relationships between us and the clients. Clients feedbacks on our posts are useful in product and service delivery by ensuring that we meet their ever changing needs. This has helped in incorporating our business with a network, improving our service delivery and making our relations with the customer even better.

4. Marketing

The social media has proven to be a good marketing tool. it provides plenty of room for marketing products and services. This can be done using adverts or adds on various social media platforms to rich a bigger audience. It can also be used for providing our customers with tips on how to use or acquire a given product or services, (Bolton et al 2013).

5. Creating awareness: 

This is achievable through platforms such as Facebook, LinkedIn and the not very common WI reality. LinkedIn is a networking websites where users meet and interact. The Punch guaranteed that more than 200 million clients are on this website, while WI reality is depicted as a main online discussion about marking and character. In this way, the insurance agencies can without much of a stretch associate with their publics on the site to make mindfulness about the kinds of approaches they have, how the arrangements can be got and clarify each proviso that is engaged with which the clients and prospects are careful about as clients utilize the site to look at cost and research about protection items that advantage them, (Whiting & Williams 2013). Additionally, the associations ought to deliberately create their interchanges with the commercial center to reliably mirror their authoritative qualities.

6. Branding and brand marketing

Social media is powerful tool used for marking distinctively identifying and isolating items and makes the items effectively identifiable. It permits (clients) to shape their assessment and inclination for the item. As it were, marking is your picture seen from outside says, 'it is who you are– your quality, trustworthiness and notoriety. 'This picture is the aggregate of the clients' encounters and discernment. In this way, to prevail with regards to marking, it is vital to comprehend the necessities and needs of the clients and prospects to speak with them from their perspective, consequently the utilization of web-based social networking to distinguish prospects, and speak with clients.

7. Referrals:

Social media make it less demanding and costly to spread information fast for other individuals to discover about our services. This is aided by referrals as individuals can spread or acquire information from individuals we trust. As advertisers assault the objective market with more promotions consistently, shoppers are uncertain about whom to accept. Internet based life assist us with filtering the high volume of data since we trust the experience sand audits of companions or similarly invested people. Supporting this view, say that individuals would prefer not to get notification from organizations any longer, they would rather get notification from the other individuals. They make inquiries, through web-based social networking, to their associations and companions, looking for counsel on things like the best auto insurance agency, or where to get the best services. To this impact, our organization uses its Twitter and Facebook pages/accounts and websites profiles to get more customers through social media links, (Schwartz et al 2013).

Common social media platforms used by our clients

• Socialcommunication and interactions (Facebook, LinkedIn, Google+).
• Blogging and microblogging (Twitter, Tumblr, WordPress).
• Adverts and photo sharing (Instagram, Snapchat, Pinterest).
• Video and audio communications and sharing (YouTube, Facebook Live, Periscope, Vimeo).

Social media in non profit organizations

Recent research has discovered that nonprofit organizations have been on the fore front in setting up the pace by using the social media in marketing from a few years back. The report further shows that the organizations included leading universities and a few cooperation’s. The two organizations made use of social media tools as they are able to handle them more efficiently and deliver as required. Nonprofits were more familiar with the tools and were using them significantly more often, (Moorhead et al 2013. Nonprofits had even delved into monitoring attitudes of others with regard to the use of, which is light years ahead of even some fairly large-sized businesses.

A good example is the Non profit organizations

The invention of the social media has proven to be a boost to many groups, the nonprofit organizations have not been left out. Social media has given them an opportunity to promote their services quick and easy. This has been made possible by the various platforms such as the YouTube (videos and documentaries) and blogs/mini-blogs for conveying short latest information (twitter, Facebook, websites, Instagram).however for them to succeed and get the most out of the various platforms their social campaigns have to be laid out well, (Laroche, Habibi & Richard 2013).

United Nations;

The social media has helpedUN to reach out to donors and stakeholders. In the recent past it teamed [United Nations High Commissioner for Refugees (UNHCR)] up with H&M Group. They took the time and effort to develop their latest social media campaigns together through sensitization videos, photos and blog post and were able to reach a great number of audience. The campaign proved to be a success.

The UN is available on the following platforms

• UN blog for frequent Updates from the social media team
• Facebook Accounts. Created to reach millions of Facebook users around the world. Also used for time to time updates. Examples include
• United Nations
• UN Visitors Centre
• Africa Renewal

• Twitter Accounts. The UN has several twitter accounts for specific organs within the organization. Examples United Nations
• UN Library
• UN Web TV

• Mainly for video sharing, documentaries and press conferences live streaming
• Flickr, Instagram, Pinterest, Snapchat (photo sharing)
• Google+
• Tumblr
• LinkedIn

World Resource Institute

This is an environmental conservation organization that does research in an effort to come up solutions in situations where the human needs meet the environment. WRI is responsible for publishing research and articles, creation of digital interactive applications, and hosting of various international events. The Current concern of the WRI is addressing the global climate change, marketplaces that are sustainable, protecting the ecosystem, and environmentally responsible governance, (Gikas & Grant 2013).

The WRI is equipped with an Online Communications supports team that helps them develop, carry out, and manage achievable online goals, based on each program’s goals and right audience, and also position of the Institute and its branding strategy worldwide, (Duggan & Brenner 2013)

The organizational Social media accounts tend to be more professional while those of our clients are more of personal social media. The key contrasts between professional and personal web-based social networking separates as takes after:

Professional: Social media is your multi-media continue finish with supports. It furnishes you with a stage for building your idea authority and rolodex.

Personal: Social media is an approach to connect with family and companions, paying little heed to their present locations. It keeps you associated with individuals you may have lost contact with something else

 Benefits that a nonprofit organization can gain from social media

• Less funding is required – coming up with content and promoting it the through social media has proved to be inexpensive.
• Establishing a good relation with the donors. Through the social media more donors can be met and involved
• Proper involvement of stakeholders. As to opposed to just getting donors, the media platform allows the associated stakeholders to be fully involved in the activities.

Commercial companies 

World Technology Network

The WTN is a curated enrollment network included the world's most inventive people and associations in science, innovation, and related fields.

The WTN has acquired the following benefits from social media

• The online life quickens the pace of work
• The online life is utilized in propelling new innovations
• Motivating business and deals: Communicating with clients through applications effectively and covertly. Appealing pictures are utilized to offer the items, promote the business brands and encourage the installment forms.
• The current pictures of organizations are posted on the online life
• The web based life permits more association with clients and accordingly reinforces the connection with customer organizations
• The client benefit turned out to be all the simpler, quick and intelligent
• The web based life may malign the organization except if it is utilized accurately

In our world today, it is never enough to just have a simple website, Facebook, Instagram or LinkedIn profile. There’s more to it, you require a very strong and reflective social media identity which will aid as a support and will help communicate your personal brand. The following are some essential requirements and steps to ensure that your digital presence flourishes. As it were, marking is your picture seen from outside says, 'it is who you are– your quality, trustworthiness and notoriety. 'This picture is the aggregate of the clients' encounters and discernment.

Build up a strategy

It is imperative to get your internet based life, content arrangement and commitment plan adjusted towards your advertising and business objectives.

Find out about your audience

In the event that you need to connect with clients online you have to initially work out their identity, which stages they visit, and what intrigues them.

Know yourself

trusts the greatest test in building up a computerized persona is simply the hole between how individuals see, and how their partners see them.

Online life authenticity

He prescribes building up an individual story in view of where you've originated from, your motivation, how you're not quite the same as individuals in comparable jobs or callings, and where you need to go, yet he alerts against abuse.

Build up a web based life nearness

It's essential not to spread yourself too thin when building up a powerful computerized nearness. Spotlight on a couple of stages that are pertinent to your image and your group of onlookers with the goal that you can convey quality and consistency in your methodology. Customers are informed to exploit concerning a portion of the computerized apparatuses accessible however says it's critical to remain by and by included, (Treem & Leonardi 2013).

Associate with your audience

Customers are cautioned against adopting an excessively coordinate strategy while partner with the present clients and future clients online. An effective web-based social networking technique, similar to a fruitful business, depends on deferential and steady two-path associations with a veritable esteem exchange, (Treem & Leonardi 2013). Once you've assembled that relationship, you may go from an online relationship to having a gathering with someone, and afterward take it from that point.

Recommendations

In view of the discoveries of study, the following proposals are recommended:

• Corporate associations should grasp the utilization of online life in arranging their advertising correspondence procedures.

• There ought to be genuine duty with respect to associations, particularly insurance agencies, to screen the view of individuals about them and their activities through the online networking.

• Feedback is essential to the development of each business, organizations should utilize the web-based social networking in drawing in their clients and potential clients to get brisk and compelling reactions from them which will, thusly, help in the arrangement of right observation about them.

• Due to the intelligent and conversational nature of online life, organizations, through their client benefit, ought to be certain and provoke in their utilization of internet based life to connect with clients to obtain personal data from them.

References

Casler, K., Bickel, L., & Hackett, E. (2013). Separate but equal? A comparison of participants and data gathered via Amazon’s MTurk, social media, and face-to-face behavioral testing. Computers in Human Behavior, 29(6), 2156-2160. Retrieved from:

https://dl.acm.org/citation.cfm?id=2528026

 Bolton, R. N., Parasuraman, A., Hoefnagels, A., Migchels, N., Kabadayi, S., Gruber, T., ... & Solnet, D. (2013). Understanding Generation Y and their use of social media: a review and research agenda. Journal of service management, 24(3), 245-267. Retrieved from:

https://asu.pure.elsevier.com/.../understanding-generation-y-and-their-use-of-social-m...

Duggan, M., & Brenner, J. (2013). The demographics of social media users, 2012 (Vol. 14). Washington, DC: Pew Research Center's Internet & American Life Project. Retrieved from:

www.pewinternet.org/files/old-media/Files/Reports/2013/PIP_SocialMediaUsers.pdf

 Gikas, J., & Grant, M. M. (2013). Mobile computing devices in higher education: Student perspectives on learning with cellphones, smartphones & social media. The Internet and Higher Education, 19, 18-26. Retrieved from: researchonline.ljmu.ac.uk/6086/1/TechTrends%20Manuscript%20Accepted.pdf

 Laroche, M., Habibi, M. R., & 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. Retrieved from:

https://pds.semanticscholar.org/277d/7ac3641c7a22813981c322f95717b051c831.pdf

Moorhead, S. A., Hazlett, D. E., Harrison, L., Carroll, J. K., Irwin, A., & Hoving, C. (2013). A new dimension of health care: systematic review of the uses, benefits, and limitations of social media for health communication. Journal of medical Internet research, 15(4). Retrieved from:

https://www.ncbi.nlm.nih.gov/pubmed/23615206

 Schwartz, H. A., Eichstaedt, J. C., Kern, M. L., Dziurzynski, L., Ramones, S. M., Agrawal, M., ... & Ungar, L. H. (2013). Personality, gender, and age in the language of social media: The open-vocabulary approach. PloS one, 8(9), e73791. Retrieved from: https://www.ncbi.nlm.nih.gov/pubmed/24086296 

Treem, J. W., & Leonardi, P. M. (2013). Social media use in organizations: Exploring the affordances of visibility, editability, persistence, and association. Annals of the International Communication Association, 36(1), 143-189. Retrieved from: https://asu.pure.elsevier.com/en/publications/understanding-generation-y-and-their-use-of-social-media-a-review

Whiting, A., & Williams, D. (2013). Why people use social media: a uses and gratifications approach. Qualitative Market Research: An International Journal, 16(4), 362-369. Doi: 10.1108/QMR-06-2013-0041