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Business Communication: Polishing Your Professional Presence 4th Edition

Business Communication: Polishing Your Professional Presence (4th Edition)

Book Edition4th Edition
PublisherPearson Higher Education

Chapter 7, CASE SCENARIO, Developing a Social Media Program , Exercise 1

Page 259


One must assess the purpose and the platform of communication before creating any social media account. Understanding the audience and their preferences are the blueprint to setting up goals. While setting up goals, the following should be considered:

  • Improve audience reach.
  • Increase views through persuasive website design.
  • Include something that makes people revisit.
  • Ensure audience engagement.
  • Promote the brand so that people talk about it.

Sample Response

There are two possible outcomes in using social media: Either the goals can be achieved through social media, as it can help attract new customers, which, in turn, increases the audience reach. The website or social media pages can be designed to be persuasive, increasing the number of views. Also, the theater can be the best in its kind and community with social media. Alternatively, no other goals can be achieved using social media when it is not used effectively.

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