Multi-Platform Communication Report Coursework

MULTIPLATFORM COMMUNICATION REPORT
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Multi-Platform Communication Report  PAGEREF _Toc9066798 \h
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Executive Summary  PAGEREF _Toc9066799 \h
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Background  PAGEREF _Toc9066800 \h
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Objectives  PAGEREF _Toc9066801 \h
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Characterisation  PAGEREF _Toc9066802 \h
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Facebook  PAGEREF _Toc9066803 \h
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Instagram  PAGEREF _Toc9066804 \h
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Limitation  PAGEREF _Toc9066805 \h
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Wechat  PAGEREF _Toc9066806 \h
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Limitation  PAGEREF _Toc9066807 \h
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References  PAGEREF _Toc9066808 \h
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Appendix  PAGEREF _Toc9066809 \h
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Multi-Platform Communication Report
Executive Summary
This report develops and explores various communication strategies that “Mom 365” needs to adopt in order to improve client engagement, capture new audiences, and improve the general satisfaction of the general audience population. Three communication channels have been identified as appropriate for this role: Facebook, Instagram, and Wechat. While Facebook and Instagram already exists, their usage remains inadequate with various inefficiencies, including low response rate, and poor customer service. This report provides recommendations for improvements of communication, both internal and external, on the existing platforms, as well as the introduction of the Wechat platform. Facebook improves the visibility of the company to new audience and potential clients. Prompt responses should be adapted to handle client complains and adopt quick resolution measures. Besides sharing of photos, Instagram can be used to redirect potential clients to the company’s website by sharing blogs, and testimonials from satisfied clients. Additionally, the adoption of Wechat can solve the challenge of delayed responses by engaging clients more promptly and improving internal communication between the employees. The adoption of the three communication channels is bound to improve the overall performance and effectiveness of the company.
Background
“Mom365” is an online community that shares knowledge and expertise regarding pregnancies and childcare where parents and parents-to-be share their stories and experiences of parenting. The company initiated its operations in 1947 where photos of newborn babies were taken in a hospital. The company has expanded over time through increased operations, acquisition and innovation, expanding beyond the United States market. By the 1980s, the company had operations in more than 2,500 hospitals across the United States and expanded to Canada during the same time. Mom365’s adoption of digital imaging products and services propelled the company to new heights, now with more than 2,000 employees. After Mom365 was acquired a UK company in 2011, the company has ventured into a global market with recent expansion to China and Saudi Arabia. Using Mom365 as the online community, and the company’s magazine, the company intends to reach many parents, and would-be parents by providing innovative products and services, as well as a unique sharing community (Mom365 n.d). The vast experience in the global photography business positions the company to increased expansion and innovation in the business.
While the company has maintained an online presence by adopting various social media platforms, more needs to be done to improve client engagement and enhance customer satisfaction. Some of the platforms that Mom365 use includes Facebook, Twitter, Pinterest, Google Plus, and Instagram. This report explores the incorporation and improvement of three communication channels, namely Facebook, Instagram, and Wechat. The company lags behind in terms of customer engagement, customer experience management, and a disconnect between employees and clients. Through the improvement of the communication channels, the company will increase its efficiency, customer satisfaction, and expand the business to new target markets. Additionally, Mom365 will harness the power of social media to improve product and service delivery, as well as improve the relationship between the company and the existing and potential clients.
Objectives
This report focuses on improving the company’s communication strategy by developing and improving communication channels that will ensure efficacy in client engagement, enhance customer service and client relations, and attract new clientele to the business.
Characterisation
The target audience includes parents with newborns, would-be parents, and parents with young children. Mom365’s global photography business entails providing services and products for newborns, would-be parents in the prenatal stage, and young children through capturing special family moments and events including birthday parties, and holiday get-togethers (Mum365 n.d). Therefore, improving the service delivery of the company will enhance the performance and increase its clientele.
Facebook
Businesses all over the world are increasingly becoming adaptive to the changing business environment. With the growing influence of social media, businesses are taping on the opportunity to increase the sale revenues, get new clients, and manage their relationship with the existing customers. Facebook, for instance, is a critical opportunity for businesses that enables online users to interact with clients through messages, both private and public, as well as sharing content that improves the relationship between the two (Pempek, Yermolayeva & Calvert 2009). Photo sharing is particularly important because it advances the relationship between the clients and the company by establishing a deep connection between the two. Cooper (2013), for instance, posits that sharing photos on Facebook is more effective in creating a bond with clients and potential clients than sharing videos, blog links, and writing updates. Nonetheless, Co...