The Body Shop

Step 1: Goals

1.Gain an additional 500,000 followers on Facebook by the end of the year. This is in line with the objective of increasing brand awareness. Social media is a favorable platform for enhancing brand awareness given the number of hours users spend there on a daily basis.  This goal can be measured by assessing the increase in followers count and maybe shares and mentions. A tool like Buffer can help in assessing the followers growth.

2.Gain over 200 5-star reviews on every top social media platform i.e. Facebook, Twitter and Instagram by the end of the year. This goal is in line with the objective of enhancing public relations. There will be a need of following the company’s mentions to help find out what the customers are saying about the brand. The analytics to track include ratings, mentions and reviews. Tools such as unified social inbox can be helpful in this case.

3. Increase the click-through rate on Facebook posts by 15% and 10% on Twitter. This is something that will help in the driving of sales and leads. The aspects to track in this case include the increase in web traffic, call to actions, click through rate and landing pages.

Step 2

Social Media	Site URL	Followers	Activity Date
Facebook	https://www.facebook.com/TheBodyShop/	7,643,279	02/24/2018
YouTube	https://www.youtube.com/user/thebodyshop	20,509	2 months ago
Twitter	https://twitter.com/TheBodyShopUK	152,000	02/23/2018
Instagram	https://www.instagram.com/thebodyshop/	1,200,000	02/24/2018

 

In this section, the paper will examine Facebook, Twitter and Instagram.

Facebook

Lush

Strengths

1.Has different Facebook platforms that target different audiences in different geographical areas.

2. The company posts frequently on these platforms.

Weaknesses

1. The company has concentrated more on video and picture posts. It has not integrated other forms of content.

Bath and Body Works

Strengths

1.Has diverse platforms targeting audiences in different geographical areas.

2.Has a huge following on the main Facebook page; close to 9 million followers.

Weaknesses

1.Has concentrated in posting on some platforms more as opposed to others.

My company (The Body Shop)

Strengths

1. Has a following of over 7.6 million.

2.Posts almost on a daily basis.

Weaknesses

1.There is no use of things like infographics to give eye-catching information.

Twitter

Lush

Strengths

1.Speedy provider of real-time updates.

2. The company posts frequently on the platform which helps to keep the audience engaged.

Weaknesses

1. Repetition of posts that have already been posted on Facebook.

Bath and Body Works

Strengths

1.They frequently post on this network, though not daily.

2.Every post seems to have a visual image, which is good for capturing the attention of the audience.

Weaknesses

1.Lack of links to the posts directing the audience to the company’s website.

My company (The Body Shop)

Strengths

1. A tendency of using hashtags in posts, which is a good thing for Twitter.

2.The company tries to manifest its core values on the page.

Weaknesses

1.The inclusion of very few video posts.

Instagram

Lush

Strengths

1. A visually pleasing network that provides a good opportunity for engagement.
2. The company posts frequently on the platform which helps to keep the audience engaged.

Weaknesses

1. The posts included do not tell of a specific theme as they are very diverse.

Bath and Body Works

Strengths

1.The posts have detailed description that makes it clear to the audience on what is being discussed.

2.This is a page that would be easily appealing to teens and millennials.

Weaknesses

1.Not utilizing some of the features only available to advertisers.

My company (The Body Shop)

Strengths

1. The company has leveraged on using hashtags appropriately.

2.The posts are made quite frequently to enhance engagement.

Weaknesses

1.The number of followers is slightly low compared to the other competitors.

 

Step 3

Content type

The types of content to post and promote include user-generated content, infographics and live stream. User-generated content is a favorable way of increasing engagement and reach since it creates an impression that the company cares about its audience by sharing their created content. Livestream on its part can easily be used to promote products to help generate leads while engaging the audience at the same time. Infographics, on the other hand, are usually eye-catching and informative at the same time. As a result, they tend to bring more engagement and can easily result in increased shares.

Frequency of Posting

In every social media platform involved, there will be two posts made every day. Posting on a daily basis ensures that the company keeps its presence fresh in the minds of the target audience. Two posts per day also ensure that the audience is not bombarded with content, and can easily increase the engagement levels this way.

Target Audience

The target audience for these posts will be women. Currently, The Body Shop’s audience is mostly composed of women. This is because women tend to share in the values and vision of the company. The company aims at helping the environment, supporting community trade, defending human rights, being against animal testing, and activating self-esteem among others. These are things likely to augur well with women hence they will easily adopt the company’s products.

Content creation

There will be different teams involved in the content creation. Every social media platform will be handled by a different team. This will help to leverage the synergy of creativity being channelled.

Content Promotion

Several ways will be used to promote the content. Among them is ensuring that every platform gets unique content, adding call to action buttons, asking sources to share posts, leveraging communities, maximizing the company’s brand advocates, and using industry-specific hashtags.

 

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