Marketing Communications Tool Evaluation Report: Social Media

Marketing Communications Tool Evaluation Report: Social Media
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Abstract
Sheffield Council's efforts to develop skiing in the city are reflected in the integrated marketing communication (IMC) strategy, which highlights the importance of engaging internal and external stakeholders. Social media marketing is one of the tools adopted in the IMC. Social media platforms such as Instagram, TikTok, Twitter, and Facebook have become integral to marketing across all sectors. This report presents an evaluation of public social media marketing by highlighting its advantages and disadvantages, how the success of social media can be measured, and the importance of the controls that have been put in place. The advantages of social media marketing substantially outweigh the disadvantages. Social media is cost-effective and facilitates access to a large audience. The challenges in social media are linked to the loss of control because other users can influence the information shared with others. The success of social media can be achieved by observing the reactions, comments, likes, and number of followers. The controls that include budgets and scheduling are critical to ensure that the IMC objectives are pursued economically.
Keywords: Sheffield, IMC, social media, cost
Table of contents Introduction. 4 Evaluation of Public Social Media Marketing. 6 Advantages and Disadvantages of Social Media Marketing. 6 Advantages of Social Media. 6 Disadvantages of Social Media. 7 Measuring the Use of Social Media. 9 Controls. 10 Conclusion. 11 Recommendations. 12 References. 13
Marketing Communications Tool Evaluation Report: Social Media
Introduction
The situational analysis demonstrated that Sheffield City has substantial opportunities and conditions that can be exploited to create an impression of a 'Ski Sports Resort' city. The integrated marketing communication (IMC) was designed to position the city as a destination for winter sports and related outdoor activities in the United Kingdom (UK) and promote the unique features and experiences that attract new tourists. Additionally, the IMC aimed at fostering cooperation with stakeholders such as ski equipment manufacturers, sponsors, ski instructors, merchants, and other businesses that can enhance the benefits to the city and the people visiting the city. One of the tools adopted in the IMC is using public social media platforms such as Instagram, TikTok, Twitter, and Facebook. Social media marketing has become a critical aspect of IMCs across all businesses and industries with technological advancements and the engagement of many people in the platforms. Effective social media marketing can create conditions for effective internal and external communication with IMC objectives. It also fosters coordination of the different channels to develop an appealing organizational image and reputation through a unified and comprehensive flow of information (Bruhn & Schnebelen, 2017). Therefore, adopting public social media in marketing offers an opportunity for the Sheffield administration to engage with internal and external stakeholders in a strategic, efficient, and cost-effective approach. Furthermore, social media facilitates access to a bro...