The Social Media Objectives & Measurement

In this assignment you will take what you have learned about your organization’s social media presence and combine it with your knowledge of social media objectives and metrics in order to propose some elements of a social media campaign.

The purpose of this assignment is to show that you are learning about the relationship between platform and audience, have a sense of how to write clear and measurable objectives, and that you can identify the appropriate measurements for a campaign.

• Review the mission and activities of your client (specifically the activities you will focus on in your final campaign plan/strategy).
• Identify four possible social media SMART objectives for your client.
• Justify each objective through attention to the organization’s business goals, their desired target audiences, and the characteristics of specific social media platforms.
• Identify a metric that can be used to assess the success of a social media campaign designed to accomplish the objective.

You should briefly review the nature of your client’s mission and activities. If you have narrowed the focus of the social media work you’ll be focused on, describe that here. For example, if I chose The University as my client in Assignment 1, and decided to focus on recruiting MBA students, I might now narrow to focus only on professionals who are working from home during the pandemic. I could also choose to narrow my focus enrolling only new students, and you can see that my outcome here is really targeting enrollment as a measurement. You should include a references page, in APA format, if you cite course material. The source should be academic.

My Client: LUSH UK

Platform: Instagram (https://www.instagram.com/lush/?hl=en)

In April 2019, Lush UK issued a statement to withdraw from social media networks, while Lush North America is still active in various social media. Lush UK has 645k Instagram followers, while Lush NA has 4.3m followers which is a quite large number. From the number of Instagram followers in the two branches, it can be seen that social media has an important influence on brand sales. Besides, because of the coronavirus, most of Lush’s stores have experienced closures. So in the first half of 2020, most of Lush’s sales came from e-commerce and social media therefore has even more affected product sales. After a year and five months, on September 28, 2020, Lush UK released the latest Instagram and announced the new products. This shows that Lush UK has also restarted using social media to promote products.

I will focus on restarting the Lush UK’s social media platforms and especially promoting new products on Instagram.

Please follow the instruction to analyze LUSH UK.

Scoring

Paper accurately reviews the client’s goals, and if appropriate, narrows the scope for the focus of the objectives.

Objectives are written using SMART approach and are appropriately connected to the client’s goals

Justification for objectives are accurately and completely grounded in an understanding of social media platform features and audiences

Measurements show an understanding of the analysis tools available for social media platforms and are appropriate for the proposed objectives

Paper and citations are formatted according to instructions, the paper is an appropriate length and is edited/proofread for accuracy and clarity