Multi-platform Communication

MULTI-PLATFORM COMMUNICATION
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Table of Contents TOC \o "1-3" \h \z \u 
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Executive Summary  PAGEREF _Toc534892709 \h
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Introduction  PAGEREF _Toc534892710 \h
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Company’s Background  PAGEREF _Toc534892711 \h
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Overall Information  PAGEREF _Toc534892712 \h
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Audience  PAGEREF _Toc534892713 \h
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Communication Channels Used in Edison’s  PAGEREF _Toc534892714 \h
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Recommendations  PAGEREF _Toc534892715 \h
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Facebook  PAGEREF _Toc534892716 \h
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Instagram  PAGEREF _Toc534892717 \h
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Website  PAGEREF _Toc534892718 \h
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Frequency of Posting  PAGEREF _Toc534892719 \h
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Limitations of Digital Communication Channel  PAGEREF _Toc534892720 \h
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Conclusion  PAGEREF _Toc534892721 \h
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References  PAGEREF _Toc534892722 \h
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Executive Summary
The current report presents some of the suggested multichannel communication strategies to improve the promotion of Edison’s brand among the consumers of all ages. Some of the suggested improvements include increased frequency of posting contents on social media platforms such as Facebook and Instagram as well as improvement of the quality of the content and production. Further, the report suggests that improving a unique persona will benefit the company a lot. While the business persona already exists for firm’s online presentation, it is not effective as it should be and thus has a room for improvement. The report also proposes that Edison’s create an official website to conduct some of its operations from there. The current web link present on Google directs the user to their Facebook page, which has not been effective in presenting all the important information for new customers and a group of customers who prefer using websites rather than social media. Therefore, a website summarizing all necessary information should be created.
Multi-Platform Communication
Introduction
In the modern generation, particularly in the business sector, communication methods have changed, and every company is striving to employ the ones that will match the needs of their customers (Maurer and Wiegmann 2011, p. 486). There is no doubt that marketing strategies have changed and the communication channels used a decade ago are no longer considered paramount. New forms of communication channels such as social media, emailing, and websites among others have emerged. In the past, business solely depended on broadcast or mass media to convey information to their target customers. Such trends have changed, and companies in addition to broadcasting channels are using digital communication channels, including social media platforms such as Facebook, Twitter, Instagram, Snapchat, and YouTube (Maurer and Wiegmann 2011, p 486). Also, most organizations have resorted to using official websites to communicate with their customers as well as the employees. Another commonly used communication channel is the emailing platform, which is used often for formal communication. Employing these three digital communication channels has allowed fast and effective communication between organizations and various stakeholders such as employees, suppliers, customers, and regulators. Thus, it is crucial for any organization in the current digital age to be aware of the plethora of channels available to ensure application of multichannel strategy, which has been proven effective as far as communication is concerned (Valos 2008, p. 240). This report proposes a multichannel strategy that can be used by Edison’s to ensure it remains competitive in the digital era
Company’s Background
Overall Information
Edison’s is located in the Northern Beaches of Mona Vale and is a small bar offering products and services to the locals. The restaurant offers a variety of beers, wines, and cocktails along with various appetizers and meals. It was opened in May 2013 and has operated successfully for four years, boasting an average rating of 4 stars on Facebook (Edison’s, 2013; Edison’s, 2017b).
Audience
From the personal online reviews and visits on various social media platforms, it is possible to determine the main customer base of a given company (Neti 2011, p. 4). This can help the company to work on luring other customers that do not frequently consume the products or services of that particular company. Most of Edison’s customers are composed of middle-aged individuals aged between 20 and 60 years (Edison’s, 2017a). Therefore, the younger generation view the bar as a place for old demographic which necessitates the employment of multichannel communication strategy that will lure the young generation
Communication Channels in Use in Edison’s
Facebook, Twitter, Instagram, and YouTube are commonly used social media platforms by Edison’s to engage their customers (Neti 2011, p. 4). Nevertheless, platforms such as YouTube and Twitter are not frequently used, and the firm regularly uses either Facebook or an Instagram. For instance, Edison’s official Twitter account was last used in September 2014 (Edison’s, 2014). Therefore, Twitter and YouTube and other social platforms infrequently used by the company, especially in marketing will be excluded from the current report. The number of likes on Facebook and Instagram is an indication of the size of the customer base of a particular business (Voorveld et al. 2018, p. 38). For Edison’s, the Facebook page has garnered 1300 likes since it was open (Edison’s, 2017a). Thus, Facebook is the most important platform as far as interaction with its customers is concerned. Nonetheless, the company post and share their posts once or twice per month which receive less than five likes.
Instagram is the second platform of choice in Edison’s but has not been embraced at the same level as Facebook. The firm’s Instagram account has 450 followers, but the frequency of posting and sharing is higher than that of Facebook. Posts are shared on a weekly basis, and they receive on average 20 to 100 likes revealing a more active audience compared to Facebook. Such a trend could be attributed to a higher frequency of posting as well as follower base. Evaluating the follower base shows that in addition to individual followers, nearby businesses also follow Edison’s. Use of Hashtags has also increased the number of likes on Instagram. Recommendations
Facebook
Companies use their Facebook accounts to share images of various goods and services they offer as well as post promotional messages for discounts and offers. For Edison’s, the Facebook page is used to primarily share photos of available foods and drinks as well as events happening at the restaurant and promotional posts for offers such as $ 10 cocktails (Edison’s, 2017c; Edison’s, 2017...