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Question: Discuss About the Analysis of Social Media Marketing Approach? Answer: Introduction: The purpose of this report is to analyse the social media marketing undertaken by an organisation. Target, Australia has been selected as the organisation for the case study. A critical analysis of the social media marketing process in the social networking sites like Facebook, Twitter, LinkedIn, Pinterest, Instagram and others shall be carried on. Based on the analysis, certain recommendations shall be made. Overview of the organisation: Target Australia Pty Ltd. is the mid priced department store chain owned by Wesfarmers. It has wide presence in 183 stores across Australia. The Company sells branded clothing, toys, cosmetics, electrical and fitness electronics goods. Targets marketing strategy employs the slogan, Higher quality, lower prices (Target.com.au, 2017). The organisation has always tried unique means of advertisements. For instance, in 2010, target launched the first ever 3D advertisement in Australian cinema (Target.com.au, 2017). On the Social media policy, the organisation has recognised the increasing need of the social media presence due to the growing popularity of these sites among the major population. Summary of social media use, objectives and effectiveness: Target Pty Ltd has listed in the top social media marketing brands in Australia. The retail store has significant presence in the online world and has created its present in the social media networks like Facebook and Twitter (Facebook.com, 2017). The Company has a supporting team that actively participate in the social media activities to share information online. The social media is also considered as an open forum of discussion for the consumers and the management of the organisation. The Facebook Page of Target is very active and photographs are posted on a regular basis (Facebook.com, 2017). The Twitter page is used to communicate with the consumers and it is a good platform where the consumers are also found to participate. In terms of other social media sites, the Company has less or negligible presence (Twitter.com, 2017). Critical analysis of social media marketing approach: If the Facebook presence of the retail store is considered, it has to be said that the posts are more focused towards clothing. It portrays an image that the retail; store operates in clothing only and not other things. In addition to this, the page also lacks videos and any kind of creative approaches that might attract more viewers present in the social site. In the view point of Ashley and Tuten, (2015), in the recent time, Facebook is saturated with innumerable companies promotional pages and in case, one needs to grab the attention of the viewers, the content has to be different in terms of creativity and innovative ideas. This might be considered as one of the reasons that the posts do not like sufficient likes and shares. The Twitter page is effectively used to communicate with the consumers (Twitter.com, 2017). It has been found that many Twitter page users often post their creative content on the site of Target and the social media representative actively replies and shows t heir gratitude. In this respect, it can be said that the communication is perhaps one way. It has been found in many occasions that when any visitor posts anything on Twitter, the marketing team responds to it. When it comes to the Instagram account, Target has more than 2.2 million followers (Instagram.com, 2017). This is a huge number considering that the retail company operates only in the Australian market. Target Australia has only 163 followers in Pinterest that clearly signifies that the organisation has lesser presence in this platform (Pinterest.com, 2017). The posts in this site are indeed very dull that do not create any opportunity to attract visitors. The presence of Target in LinkedIn is negligible and provides only lengthy information about the organisation. There is no presence of the Company in the Snapchat account. Recommendations: With the analysis, the SWOT analysis of the social media marketing can be done here. In terms of its strength, it has been found that the organisation does photo shoots on a regular basis with beautiful models and posts the same in the social media. Again, the Company has huge followers in Instagram that increases the reach of the organisation. In terms of weakness, it can be said that the posts that are shared in the social media lacks good creativity and it can be considered as the major reason that the posts do not get many likes unlike others. In terms of opportunity, the marketing team could share the posts from the Instagram account to the Facebook account because the images in Insta are filtered and thus, the pictures become more acceptable to the viewers. The threat of increased competition is huge. Every single small or big organisation is using the social media as the major tool for marketing. This tool provides the opportunity for showing their creativity and innovation (Stelzner, 2013). Thus, it is highly recommended that the social media marketing team would consider posts related to creative and not limited to pictured photographs (Ashley Tuten, 2015). In addition to this, the team has to be highly active in the social media and continue their posting throughout (Tuten Solomon, 2014). Apart from this, in order to create domination in the social media, it is equally important to create presence in other media like LinkedIn, Pininterest, Snapchat. Conclusion: The analysis on the social media marketing process as conducted by Target, Australia has provided the overall marketing view as used by the Company. It has been evident that the Company has significant presence in Facebook but the approach made by the Company is not sufficient enough to create a large consumer base or followers. Keeping this factor into consideration, it has been recommended that the marketing team should consider better creative and innovative approach towards the posts that they use in the social media sites. It is expected that if the social media team focuses on this approach, it would create better opportunities for the Company to attract more followers to its respective social media accounts. References: Ashley, C., Tuten, T. (2015). Creative strategies in social media marketing: An exploratory study of branded social content and consumer engagement.Psychology Marketing,32(1), 15-27. Facebook.com (2017) Target Australia Retrieved from: https://www.facebook.com/targetaus/ [Accessed on: 2-5-2017] Instagram.com (2017) Targetaus Retrieved from: https://www.instagram.com/targetaus/?hl=en [Accessed on: 2-5-2017] Linkedin.com (2017) Keep up with Target Australia Retrieved from: https://www.linkedin.com/company/target-australia-pty-ltd [Accessed on: 2-5-2017] Pinterest.com (2017) Target Australia girls Retrieved from: https://www.pinterest.com/giggirl1/target-australia-girls/ [Accessed on: 2-5-2017] Stelzner, M. A. (2013).2013 Social media marketing industry report: How marketers are using social media to grow their businesses. SocialMediaExaminer. com. Target.com.au (2017) Target Social Media Policy Retrieved from: https://www.target.com.au/company/careers/policies_and_procedures/social_media_policy [Accessed on: 2-5-2017] Tuten, T. L., Solomon, M. R. (2014).Social media marketing. Sage. Twitter.com (2017) Target Australia Retrieved from: https://twitter.com/targetaus?lang=en [Accessed on: 2-5-2017]