Social media can influence the integrated value chain. Research the influence th
ID: 425346 • Letter: S
Question
Social media can influence the integrated value chain. Research the influence that Marianne Barnes, the first female Master Distiller since probation, has created using social media for a product that has not been produced yet and will not be available for four years. How many online citations did you discover when doing a Google search for “Marianne Barnes, Master Distiller” and for “Castle and Key”? In your opinion, does she use Twitter and Facebook effectively? If you are a part of their integrated value chain, how would you leverage her social media success?
Explanation / Answer
The first page of the google search is dedicated to the blogs, stories, news coverage,articles by independant agencies and individuals and social media pages of the initiatives of Marianne Eaves - Barnes. The uniqueness of the citations and news of this novel product is that it has created a buzz among the prospective buyers which will make the promotion and market penetration easier once the product hits the shelves.
Marianne Eaves - Barnes uses social media effectively. More specifically twitter. The twitter page of product gives complete information at a glance, and prepares a platform for discussion and sharing of views related to the product, thus creating a buzzword and curiosity for the product that is yet to be launched. Facebook page is ordinary, and it takes effort on the part of user to find out what the issue is all about. It needs a lot of improvement to get the visitor engaged into the product.
The buzzword already worked out and a fan following already created on social media can be used to generate excitement in the minds of the users and thus prompting the others to follow them in waiting for a product that gains an iconic status by the time it is launched. The social media can be used to promote the launch in a big way and informing the fans of various events and promotional schemes associated with it. The fans can also be given exciting offers on purchases and referrals, thus rewarding their loyalty towards the company.