The basis of promotion is to do, at a minimum one of three things—inform, remind, or persuade.
Examples of each are:
Inform: increase awareness; explain how product works; suggest new uses; build
Remind: remind customers that product may be needed; remind customers where to buy
product; maintain customer awareness
Persuade: encourage brand switching; change customers’ perception of product
attributes; influence immediate buying decision; persuade customers call of action;
persuade customers to be in engaged
Choose one of the following companies/brands (or a brand within one of the companies),
research, and analyze the individual purposes of various social media platforms.
Part I: Discuss, with examples/screen shots, each social media platform and your view of the
primary purpose of the social media platform (to inform, remind, or persuade?). The social
media you should look at are:
Part II: In a couple of paragraphs, discuss the overall “feel” of the social media strategy. Does
everything seem appropriate and integrated? With what you know about the company/brand,
does everything “fit” with the overall brand image and concept? Overall, thoughts? Also, look at
the company/brand website—does everything work with the website, too?
Part III: In a couple of paragraphs answer the following questions. Is the overall social media to
inform, remind, or persuade? Is there too much redundancy and could one of the platforms be
removed without a feeling of loss? Is the social media geared toward existing customers or
potential new customers? Does the communication feel one-way or interactive?
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