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Developing an effective marketing strategy for Padgette-Beale is a crucial measure to increase business opportunities and make efficient use of budgeted funding. Many organizations have moved towards social media advertising as an essential piece of that marketing strategy. Utilizing social media advertising provides an avenue to help target specific user demographics with relevant content on some of the most widely used technology-based platforms (Jolly, n.d., para. 2). For instance, 75% of LinkedIn users earning $50,000 or more per year (Jolly, n.d., LinkedIn sec.). This is exactly the demographic a hospitality-based business should target. However, the use of social media platforms by employees and for marketing operations also presents privacy issues that must be properly addressed.
LinkedIn Advertising Services
LinkedIn’s digital advertising will provide a platform to reach out to high quality leads, particularly within the business community with Padgette-Beale’s social media marketing operations. LinkedIn enables targeted advertising to a business-oriented user community of over 227 million people which often have a larger percentage of disposable than the average user on other platforms (Jolly, n.d. LinkedIn sec.). Advertising services provided by LinkedIn would enable Padgette-Beale to conduct a social media campaign focused on the amenities we offer and promoting business and vacation travel to those properties. The most affective means of accomplishing this would be to present dynamic “spotlight” ads and sponsored content in the form of video ads.
It important to note that that LinkedIn provides users options. These options include the ability to delete personal data, change or correct incorrect data, to ask to limit the use of your data, and to obtain copies of the data which they have collected on you (LinkedIn, n.d., Section 4.2). This would provide some level of control over the information the social media platforms collects on the business accounts that are created for Padgette-Beale marketing operations.
Employee Use of Social Media
While the use of social media by employees presents many challenges to a business, the use of the platform should be allowed by employees. However, rules governing its usage must first be documented and communicated to employees. There are several factors that advocates for this position. Primarily, restrictive policies banning the use of such services are hard to enforce, especially true in the age of smart phone where everyone has access to the internet in the palm of their hands. Instead, Padgette-Beale should be proactive and develop standards on its proper usage in the workplace (Monster, n.d., Section 1). In addition, involving employees would help create buy-in and could result in employee ideas to help further the campaign (Monster, n.d., Section 3). Finally, while there is a level of risk that is involved, enabling its use by employees helps develop online advocate for the business (Monster, n.d., Section 6). By developing guidelines upfront and setting clear expectations the level of risk can be somewhat mitigated.
Jolly, W. (n.d.). The 6 most effective types of social media advertising in 2020. Retrieved from https://www.bigcommerce.com/blog/social-media-advertising/#6-snapchat-advertising
Monster (n.d.). Social media in the workplace: setting standards. Retrieved from https://hiring.monster.com/employer-resources/recruiting-strategies/social-media-recruiting/employee-social-media-policy/