Social media in particular has been a game changer for brand building, customer relations, and customer
satisfaction. Shoppers are increasingly turning to social media for retail and often look for help with buying
decisions. With that shift, consumers have paved a new purchase journey for retailers to follow. Many
businesses adopting social media as a promotional mechanism often use social media solely as if it were a
traditional one-way ad instead of a two-way communication channel. The following are several common types
of business messages in social media that attract customer activity:
• Promotions and discounts
• Latest product information
• Customer support
• Entertaining content
• Ability for customers to offer feedback
Your task is to think of a small or medium sized business that you are familiar with, ideally one where you
might work in the future. Submit a 2-3 page paper describing your business message and explaining what you
see as the best social media channel is for your company to present this message. This assignment has two parts:
writing a business message and analyzing, justifying, and evaluating which social media channel you should use
to present the business message.
Part 1
To create your business message, first decide on one goal: a) Increase sales or b) Build affinity with your
customers. You can use the bullet points above and any the resources listed below to decide on the type of
business message you want to share.
Part 2
Choose a social media platform(s) that best fits your message—you can use any social media channel. In 2-3
pages, explain/analyze why this social media channel is the right one for the message (this could focus on why
the other options are not good). Explain how you would measure whether the message was successful (because
what is the point if it isn’t successful?). In your paper, you should also describe how a successful business
message presented on social media can impact customer loyalty, ensure customer retention, and expand
publicity. Make sure you cite any sources.
Optional Assignment Resources
• The Modern Guide to Social Media for Retail
• Social media marketing: a guide for business
• 5 Lessons from The Top Retail Brands on Social Media
• How Three Leading Retailers Created Successful Social Media Marketing Strategies
Your evaluation will follow this rubric:
Criteria Not Evident Developing Proficient Exemplary Points
Organization
and format
1 pts
Writing lacks logical
organization. It may show
some coherence but ideas lack
unity. Serious errors and
generally is an unorganized
format and information.
2 pts
Writing is coherent and
logically organized, using a
format suitable for the
material presented. Some
points may be contextually
misplaced and/or stray
from the topic. Transitions
may be evident but not
used throughout the essay.
Organization and format
used may detract from
understanding the material
presented.
3 pts
Writing is coherent and
logically organized, using a
format suitable for the
material presented.
Transitions between ideas
and paragraphs create
coherence. Overall unity of
ideas is supported by the
format and organization of
the material presented.
4 pts
Writing shows high degree
of attention to details and
presentation of points.
Format used enhances
understanding of material
presented. Unity clearly
leads the reader to the
writer’s conclusion and the
format and information
could be used
independently.