Flashiwa Audiovisual Production Company: Social Media Strategy Assesment Answer

Work of the Social Media Manager & Community Manager

To boost Flashiwa's social media presence, brand image, and viewership, we've added to the social media and Community Managers work in Strategic Planning, Creative, Media, Finance, and Accounts departments. As a tiny audiovisual producer, we will combine these two professional personas in one winter to do these jobs differently. It includes:

1. Social Media Manager: It leads Social Media strategy above the Community Manager. The duties include briefing and market analysis, designing the brand's online presence strategy in accordance with objectives and budgets, planning campaigns, designing the crisis plan, interacting with other departments, and interpreting and acting on Community Manager reports.
2. Community Manager: It manages and leads the Social Media Manager's strategy, builds, and moderates the follower community, and acts as a liaison between the firm and the customer. It creates content, manages crises, measures, and collects campaign outcomes, manages online reputation, and positions websites.

Knowledge of the social media manager

These professional accounts must be updated with firm information and social media management trends. Thus, the social media manager will have a journalism or communication degree and social media management training.

Knowledge of the sector Community Manager sector

Community manager will also be updated about the economic activities and in constant touch with the production company's other divisions to understand the condition, goals, and plans.

Objectives of the Social Media Manager and Community Manager

These candidates must be company-focused and understand your demands. The Social manager goals are:

1. Publicize our brand on Social Networks
2. Get new followers & make better our community

Community Manager objectives

1. Promote our audiovisual production amenities
2. Provide high quality content for posts

Social Networks

Flashiwa has decided to work with generic social networks because they are the most popular and will help us develop our brand image through content that builds a community of followers, such as corporations from the target audience as well as the public that appreciates our audiovisual work.

Social Media Managers handle these Social Networks

• Instagram
• YouTube

Community Managers handle these Social networks

• Blog
• Facebook
• Twitter

Strategies and Tools in Community manager

In all our Social Networks, the Community Manager will publish content periodically and consistently, maintaining the aesthetic, maintaining a fluid and two-way relationship with the community, and managing crises quickly and efficiently.

HOOTSUITE

It manages social media and centralizes all activity in one place, allowing us to monitor brand and competitor discussion, plan articles, and analyse social media content.

CROWDFIRE

Tracks prospective followers and which individuals. They stopped following us and looking for competitors or keyword followers.

BIT.LY

It shortens URLs, a valuable Twitter tool, and analyses clicks and online traffic origin.

TRELLO

The Community Manager may organize commitments and duties and collaborate with other departments on group tasks on the closest thing to an electronic board.

Strategies and Tools used by Social Media Managers

FEEDLY

It organizes information and news via RSS so the social media Manager does not have to hunt for them, saving time.

GOOGLE ANALYTICS

It helps to oversee and assess the social media strategy by collecting and interpreting company-specific data and analytics.

GOOGLE ADWORDS

An excellent instrument for timely advertising or self-promotion using digital banners, photos, tests, or YouTube videos.

Content on Social Networks

Content used by social media manager

These accounts must remember that content is the most important part of their Social Network strategy, thus quality must always come first when developing and publishing material.

Content used by Community Manager

They must also be cautious not to spam and not simply talk about the brand or its goods, but to draw customers in with brand-related comments. Our core material will be production firm photos and audiovisual content, as well as internal corporate content that introduces viewers to us.

Facebook Contest

Interaction Looking for with the Audience

We will create a Facebook contest to get more friends, boost our page's effect, and demonstrate that our followers match our contemporary, current, and innovative brand image.

The prize that will be offered to the participants is Incentive

We must give a reward that appeals to our community and is brand-related or many followers will quit us after the contest. Because of this, we decided to give the winner a professional picture session with one of our agency photographers performing the activity or modelling as they like (Ribó, 2014). Young people and Social Network users like professional photos, especially of themselves doing their favorite sport or activity. Publishing the session is a great way to promote ourselves as an audiovisual production company and add content to our Social Networks (Ribó, 2014).

Mechanics

1. To enter the contest, users must produce a one-minute video introducing themselves and performing their favourite activity, aiming for uniqueness and excellence.
2. These dynamics will also help us identify our social media followers.
3. The video with the most Facebook votes wins, therefore members should urge relatives and friends who visit our page to vote, which will help us get new followers.

Tools

We will utilize Easy promo's Facebook-compatible video contest tool to run this contest. This tool lets you:

• Accepts any video format uploaded from mobile, Tablet or
• Allows to create a contest tab on your Facebook page
• There is no limit on the number of videos uploaded or
• You can previously moderate the videos before uploading them to the
• The platform selects and validates the winner by his number of
• It has an anti-fraud system to guarantee security

Finally, it is recommended to utilize measurement and control tools at the conclusion of the contest to evaluate the results, determine whether we met our target, and observe if the number of followers and likes rose or decreased (IAB Spain, 2017).

Blogs

Platforms and their Capacity to Create

https://www.instagram.com/hm/?hl=en

H&M, a Swedish multinational founded in 1947, sells apparel, accessories, and cosmetics in stores and online. It is a global enterprise with online storefronts in 44 countries. The company exports a brand philosophy based on the values of its founder's first store, giving special relevance to the entire team of workers, constantly searching for expansion and new markets, and maintaining a focused manufacturing model in the sustainable development of their garments and collaboration with social projects. He also promotes developing affordable items and offering a wonderful shopping experience in-store and online. His creative vision involves collaborating with great fashion icons to create capsule collections, buying image licenses for popular fictional animation characters, and investing heavily in marketing campaigns with famous models and artists.

This week's H&M Social Network analysis revealed a strange scenario, as the collection parade capsule has dominated the material and reached its pinnacle. Yes, these social networks are used to notify or promote extraordinary circumstances as well as submit material regularly and automatically. Usually, this blog posts every 5 days. focusing on the capsule collection was why it took so long to update. Does not seem like a smart approach, as the reader feels that the site has been abandoned and that information might have been highlighted better while updating with fresh stuff. Social media updates are updated every day around 2–3 times.

Creation Quality

Their success lies on their ability to update material, post at various times, and avoid repeating texts across social media platforms. Both profiles target different audiences, as Twitter is more serious and informational while Instagram uses stories, reels, highlights, etc. to produce more visual, eye-catching, and current material. The Moschino collection has a riskier look than usual. Finally, the hashtag #H&MXME is used to show influencers hired to wear the clothes in a Social Media campaign and to allow users to tag themselves in photos of themselves wearing the brand's clothes, which then appear online. This makes the user part of the community and mirrors the public with material.

Case Study Analysis

The chosen snacks are a brand account to examine a relevant brand owing to its Community Manager.

PepsiCo's Mexican Doritos is @Doritos_Mx on Twitter and @doritos_mx on Instagram. The selected this company because it grew to recognition in 2016 for its effective handling of a Twitter issue caused by the #Dorainbow campaign, its quantity of followers, and its use of social media to build community.

Strategy to keep followers active: Social Networks Usage

Doritos Mx's communication team has popular social media accounts. Although Doritos Mx is present in all these Social Networks, except for Facebook, chose Twitter as the paradigm of brand use in social media because it has the most followers, where its management is most recognized, and where more activity is shown in daily communication.

It uploads promotional films of its goods and events in which it sponsors on YouTube, as well as on Instagram, where it posts high-quality images and videos.

These profiles are well-executed but may not leverage all platform resources and may be dull in tone and community participation.

This Twitter profile is more active and fuller since it publishes promotional material, competitions, surveys, direct queries, and constantly integrates the brand's community of followers.

Content Generation

The process of developing digital material that is going to be uploaded to the internet is referred to as "content generation," and it is given its own name. Text, drawings, images, videos, and audio files are all examples of content that may be found on a website. Content can also refer to anything that is included on a website. In contrast to the marketing department, the account's main goal is to create a brand culture around Doritos that young consumers will find striking and identify with. With content generation, tries to establish community with its followers, make them feel part of a shared mission and philosophy of life, and position them in social concerns the brand represents. The main objective of every business is to boost sales; thus, they use these platforms to promote their goods and promotions creatively.

Peculiarities

Calls to actions

The account often asks users to do surveys, answer questions, or discuss their product experiences. Promotions and special discounts are also offered to followers. All calls to action encourage users to participate and feel like part of the community, which is vital for the brand.

Contests

The business organizes several competitions on Twitter and other social media platforms, mainly for special marketing campaigns and limited-edition items. These competitions may be entered via online games or package codes and frequently include innovative, interactive activities connected to each campaign.

Routine

• Facebook: The profile is abandoned with no activity since August 22, 2016. Posts are inconsistent and user involvement is low.
• YouTube: The 10-month-old YouTube channel features videos. This clip is published to social media during the launch of campaigns promoting specified edition items and shared on Instagram and Twitter.
• Instagram: It often publishes one post a day or mosaic-style special postings without using articles, highlights, or KITV. Users engage with high-quality content.
• Twitter: The account posts three or four tweets every day, which experts praise.

We see that the account might go weeks without tweeting and that all tweet campaigns on this Social Network match product marketing efforts.

Tone

The Doritos Mx Twitter account uses a hilarious, casual vocabulary, popular idioms, emoticons, and a method of expressing oneself that matches the brand's target demographic, young people. The Community Manager also tailors his wording to various sorts of followers who may be more interested in brand marketing.

Crisis management

The handling of a Twitter problem caused by the Mexican introduction of Doritos Rainbow made this account worldwide in 2016. Doritos with rainbow flag packaging were released to celebrate LGTB pride. With this product, Doritos positioned itself in favour of the collective in an unusual and significant manner, which led to criticism and boycotts from Twitter users who did not like the new image.

These complaints did not deter the Community Manager, who responded with ironic and amusing Tweets. Crisis management strategy. In Social Networks, the brand displayed its hand values, which was highly praised by followers and international associations, while maintaining the humorous time characteristic of his image brand, without giving much importance to criticism, and defending his product already LGBT followers in your community.

We have seen how the brand handles crises by admitting fault and apologizing while upholding its ideals. Although they correct their meals, they erase conflict tweets, which experts advise against.

Differential factor

The brand's Social Networks approach is differentiated by its light-hearted content and tone that appeals to younger customers. Most of their approach relies on Twitter and Instagram, and they create attractive and current material.

Their whole social media campaign emphasizes company values like respect and diversity, as shown in the hashtags #Doritos Rainbow and #FortheBold.

Finally, the marketing and communication departments and Community Manager worked well together since the brand's Social Network activities were consistent and supported the sales aim.

References

Facebook Policy for pages, groups and events (2018). Recovered from: https://www.facebook.com/policies/pages_groups_ events/# 

IAB Spain (2017). Annual study of social networks 2017. Recovered from: https://iabspain.es/wp-content/uploads/iab_estudioredessociales_2017_vreducida.pdf

1. Ribó (2015). How to develop a social Media marketing plan. Recovered from: http://www.macribo.com/2015/03/09/como-elaborar-social-media-marketing-plan/
2. Ribó (2014). How to manage an online reputation crisis step by step. Recovered from: http:/www.macribo.com/2014/12/30/como-manage-a-reputation-crisis-online-step by-steps/

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