Strategic Management Social Media Marketing

Question: Discuss about the Strategic Management for Social Media Marketing. Answer: Introduction: The importance of a strategic plan, in the organizational success of a company cannot be overemphasized. Baptcare is a residential aged care organization of Australia, which though is highly recognized among the masses, yet in order to sustain itself in future, it must adopt effective strategies. The first strategy to be adopted by the organization is to offer a supportive environment to the consumers. The organization will be required to conduct a survey, and following the market survey, it will be able to discover and evaluate the effectiveness of additional services offered by the rival organizations. The organization can place greater emphasis on the introduction of activities related to spirituality and religious participation, and can even introduce additional health services within the organization. It should be remembered that the senior and the retired individuals will be in search of spiritual tranquility, and hence the organization should not only focus on offering physical health benefits to the elderly people, but also metal health benefits, such as yoga, meditation and regular counseling. The organization should also offer recreational activities so as to entertain the elderly people (Menon et al. 2015). It should be remembered that the main advantage of the above strategy is that it will help largely in product differentiation. While most of the residential care homes are focused on providing shelter and socioeconomic amenities to the consumers, the introduction of a supportive environment in itself can be a an effective way of drawing the attention of the consumers. The consumers, apart from the family members of the senior Australian people, will be drawn towards this unique facilities offered by the organization. This will help Baptcare gain competitive advantage over the rival organizations. However, a major con of this strategy is that it will lead to increasing expenditure. The introduction of yoga classes, appointment of yoga teachers, hiring of caregivers for offering spiritual guidance, construction of an old age home library and community halls will imply a huge investment on part of the organization (Hrebiniak 2013). Baptcare may introduce a variety of new amenities, meant for attracting the consumers, yet it will go unheard, unless effective promotional strategies are being adopted by the organization. Hence, the next strategy would be to adopt the effective marketing strategies for promoting the unique features of the service offered by Baptcare. First, Baptcare must have a separate marketing team, primarily focused on employing social media platforms, such as Facebook, Twitter, Instagram and YouTube, for highlighting how the organization helps the elderly people, in experiencing active, healthy ageing process (Tuten and Solomon 2014). The organization must also try to promote its service, via traditional media channels, as well such as health magazines of Australia, and newspapers. The organization should also use pamphlets ad flyers The main advantage of social media marketing strategy will be the fact that it is a convenient, cost effective method of reaching out to a wider mass of people. Further, in case of social media marketing tools such as Facebook and Google Analytics, it is easier to reach people of relevant demographics. Another advantage of promotional strategy is that it will help the organization in achieving wider recognition among the people, and gain new consumers as well. However, the con of this strategy is that in case the marketing strategy fails to be effective, it can easily harm the brand reputation of the organization, making the organization appear a less viable organization before the consumers (Evans 2012). Reference List: Evans, D., 2012.Social media marketing: An hour a day. John Wiley Sons. Hrebiniak, L.G., 2013.Making strategy work: Leading effective execution and change. FT Press. Menon, A., Bharadwaj, S.G., Adidam, P.T. and Edison, S.W., 2015. Effective Marketing Strategy-Making: Antecedents and Consequences. InProceedings of the 1997 Academy of Marketing Science (AMS) Annual Conference(pp. 224-224). Springer International Publishing. Tuten, T.L. and Solomon, M.R., 2014.Social media marketing. Sage.