The interaction scale is regarded as a useful tool for determining customer brand loyalty

Evaluation of a social media platform One of the most popular online activities is the use of social media.. Facebook remained the most popular social network, despite the emergence of o

UNIVERSITY OF NORTHAMPTON

SCHOOL OF BUSINESS

-*** -FOREIGN TRADE UNIVERSITY

HO CHI MINH CITY CAMPUS

Ho Chi Minh City, May 2023

STATEMENT OF AUTHORSHIP

Except where reference is made in the text of the end-module assignment, this assignment contains no material published elsewhere or extracted in whole or in part from an assignment which I have submitted or qualified for or been awarded another degree or diploma.

No other person’s work has been used without due acknowledgements in the end-module assignment.

This end-module assignment has not been submitted for the evaluation of any other modules or the award of any degree or diploma in other tertiary institutions.

Ho Chi Minh City, May 2023 (signature and full name)

Nguyen Ho The Tien

Table of Contents

STATEMENT OF AUTHORSHIP 2

Table of Contents 3

1 The ladder of engagement 5

1.1 What is ladder of engagement 5

1.2 Steps involved in ladder of engagement 6

1.2.1 Observing 6

1.2.2 Following 6

1.2.3 Visiting 6

1.2.4 Engaging 6

1.2.5 Joining 6

1.2.6 Advocating 7

1.3 Amazon which engages with customers in ladder of engagement 7

2 Evaluation of a social media platform 7

2.1 Facebook introduction 7

2.2 How marketers use Facebook 8

2.2.1 Engage with customers 8

2.2.2 Listen to customers 8

2.2.3 Develop a contest and giveaway strategy 8

2.2.4 Promote their events 8

2.2.5 Use Facebook Ads 8

2.3 Facebook framework 4Cs 8

2.3.1 Content 8

2.3.2 Conversation 9

2.3.3 Community 9

2.3.4 Connection 9

3 Website checklist 10

3.1 Introduction website checklist 10

3.2 Criteria for website in general 10

3.3 Website checklist for ecommerce website: Amazon example 11

3.3.1 Homepage 12

3.3.2 Navigation 13

3.3.3 Search 13

3.3.4 Product list 14

3.3.5 Product page 15

3.3.6 Cart 16

3.3.7 Check out 17

3.3.8 Account 18

3.3.9 Mobile 19

4 Trend analysis 20

4.1 What is the Digital Trend? 20

4.2 What is Content Marketing? 20

4.3 How marketers use Content Marketing for their brand 20

5 References 20

1 The ladder of engagement

1.1.What is ladder of engagement

The interaction scale is regarded as a useful tool for determining customer brand loyalty Additionally,

a "customer-centric" mindset motivates clients to engage in more meaningful interactions and contribute to improving the business's overall products, services, and procedures (Jackson & Ahuja 2016) The ladder notion of participation (Milroy, 2016) states that participants can go from supporters

to volunteers to sponsors, leaders, and champions In the view of marketers, persuading customers is the hardest task As a result, marketers' top priorities are how to deepen their relationships with clients and climb the ladder of engagement (Papadimitriou, 2014)

(PR Smith 2013)The picture shows how the dynamic ladder works and how it may progressively draw in clients It's crucial for businesses to build solid consumer relationships The interactive ladder

is a valuable technique for developing close relationships with potential customers and involving them in the business Ratings and reviews are at the very bottom of the engagement spectrum, according to Alavi (2016), making them less likely to compel potential customers

to interact with the business All of these opinions are up for debate In order to share their experiences with other users, customers can also upload photographs to the forum This keeps prospective clients and converts them into current ones Co-creation between companies and customers is a step in the right direction Customers can provide ideas to companies in this part, successfully assisting management in improving goods User-generated content (UGC), often known as this article, can improve the quantity of informed customer data that is

1.2.Steps involved in ladder of engagement

1.2.3 Visiting

In the third stage, individuals begin to regularly check the organization's website to get statistics (Montgomery and Chester, 2009) This level in relation to Facebook entails persistentfollow-up with subscribers in order to maintain engagement This makes it easier to comprehend the general pattern of customer likes and dislikes (Bampo, et al 2008)

1.2.4 Engaging

During this phase, the businesses make touch with those who have expressed interest through tools like internet calls (Chaffey, 2010) According to Chaffey (2010), corporations make a minor investment at this point in order to leverage the resources At the level of engagement, Facebook recognizes those customers who are eager to keep using the platform and frequent users of it The firm creates tactics for ongoing involvement based on such identification, such

as sending email notifications (Bampo et al., 2008)

1.2.5 Joining

After the aforementioned steps are successfully completed, the individuals become potential clients of the business and begin forming connections with it (Chaffey, 2010) According to Facebook, this stage entails requesting memberships and donations from the loyal users in

1.2.6 Advocating

To increase the frequency of transactions during this time, the company aims to deepen the relationship with customers (Chaffey, 2010) According to Bampo et al (2008), Facebook is looking at increasing user engagement and subscriptions

As a result, it can be argued that a firm benefits from a commitment ladder in three different ways First, it enhances consumer awareness, in second place, it increases customer engagement, and in third, it promotes customer loyalty

1.3 Amazon which engages with customers in ladder of engagement

A major platform like Amazon is carefully utilizing this capability to attract plenty of customers Customers may use the ratings and reviews option on Amazon to read customer reviews before making a decision Additionally, some people are happy to share product images with others so that they may better comprehend the items Additionally, the use of questions and answers may help customers and businesses communicate more effectively, which is the most crucial purpose

Easter advertising may be seen on the Amazon discount page Utilizing the Easter holiday, this is actually a campaign through several discount offers to draw in and keep a consumer base (Carlson et al., 2016) Amazon is effective in attracting customers by using marketing campaigns and commercials

2 Evaluation of a social media platform

One of the most popular online activities is the use of social media Additionally, more individuals are utilizing social media throughout time

2.1.Facebook introduction

Facebook is an American corporation that provides services for social networking online Mark Zuckerberg, who served as its chief developer, Eduardo Saverin, Dustin Moskovitz, andChris Hughes created it in 2004 while they were all students at Harvard University Harvard students could only join at first, but by 2006, anybody older than 13 could join Users of the website may submit images, establish profiles, and use the Like button to indicate that they agree with a piece of content The News Feed, one of Facebook's numerous features, alerts users when friends' profiles and statuses update Since Facebook is free to use and relies mostly on advertising revenue, privacy is a persistent issue By the end of 2011, Facebook had

845 million users, making it the most popular social network worldwide Facebook's first public offering (IPO) raised $16 billion the following year

Facebook remained the most popular social network, despite the emergence of other social media sites Business owners should utilize Facebook to engage with their customers because

2.2.How marketers use Facebook

2.2.1 Engage with customers.

Social media is well recognized for its capacity to facilitate consumer connections for marketers Through comments, responses, and even messages, marketers may have directdialogues with their target audience on Facebook Marketers may spread their brand message and raise brand recognition by interacting with their customers

Facebook remained the most popular social network, despite the emergence of other social media sites Business owners should utilize Facebook to engage with their customers because of this

2.2.2 Listen to customers.

Now, it's crucial that marketers don't just utilize social media as a tool to shout at their customers without paying attention to how they respond Marketers should utilize social media listening tools and keep an eye on what people are saying if they want to effectively use Facebook for marketing Marketers may keep track of mentions of their brand and follow hashtags so they are constantly aware of what is popular and happeningwith their target audience

2.2.3 Develop a contest and giveaway strategy.

Contests and giveaways are a terrific way for businesses to use Facebook for promotion Make sure that marketers have a strategy before they get started What sort of freebies will marketers offer? How will their clients take part? It's crucial to consider this carefully and make sure their choice is in line with what their target audience expects from marketers

2.2.4 Promote their events.

Throughout the process, whether they are creating content or participating on social media, marketers will It goes without saying that marketing is crucial if marketers are organizing any online events Marketing professionals can establish events on Facebook and invite their followers, making it a wonderful location to accomplish that This is a fantastic method to promote their activities

2.2.5 Use Facebook Ads.

Due to its sophisticated ad technology, Facebook may really be the most well-liked platform among companies Facebook is one of the top platforms for internet marketers

to run advertising

2.3.Facebook framework 4Cs

Some academics have modified the 4Cs of marketing and applied them to social networks as the popularity and significance of social media have grown over the past few years

To participate in social media, businesses must use the 4Cs: content,

conversation/communication, community, and connection

2.3.1 Content

It is essential for creating enduring client relationships The foundation of every social media is the creation of useful content.Any firm will be able to understand their

media material 140-character tweets, pictures, succinct product updates, and FAQs may all be included Additionally, sharing other people's great information is something that

is frequently forgotten Give customers insights that are in line with their needs.Facebook offers a platform for content creation by marketers to promote their brands andgoods With their new streams, marketers can produce high-quality content They can write blog entries to update readers on what's new and occurring with their company.They may post images and videos of their shop and take pictures of their staff and clients Post pictures and videos from events they've organized or attended on social media In order to inform their clients of the upgrades and enhancements they have made, companies can also issue press releases

2.3.2 Conversation

In turn, the communication is cooperative, taking a customer-focused approach to the work of product sales The power of word of mouth has increased due to the expansion and facilitation of interpersonal contact through virtual means The digital media started

to be another mode of communication, diffusion, and marketing, which led to yet anothertransformation in the market

Using Facebook Page Insights, businesses may use Facebook to interact with their audience by inspiring, educating, entertaining, or informing them Customers may get in touch with marketers by leaving comments on their posts or by messaging them on Facebook

2.3.3 Community

A community is a collection of people who are interested in the goods and services offered by your business When there is faith in your business and the goods that your brand has purchased, this kind of group is held voluntarily For the goal of debating a public topic, people join or establish social communities People always want to be a part

of a community where they can share their expertise and learn new things Social networking services bring people from all over the world together and provide them a place to express their private opinions According to the company's vision, the community plays a significant role in educating current and prospective customers about the company's services and goods and in fostering connections and experience sharing The best social media for businesses to use to build communities is Facebook Building ties between the business and the target market is always the goal Through community-shared material, this relationship is founded on people's trust and cooperation, whether through closeness, resonance (frequency), or relevance (credibility, authority) It is also feasible to follow groups on Facebook that are relevant to marketers' expertise These groups are online meeting places (or forums) where marketers may connect with other experts in the same field or who share interests in order to exchange knowledge and ideas

2.3.4 Connection

The amount of people who engage with marketing content, conversations, and communities must be increased Another great strategy to build a brand online is to have distinct tactics for various social media channels The firm may always experiment with several social networks and eventually figure out which statistic produces the best outcomes for the organization Therefore, it is undoubtedly crucial to research the best

Last but not least, the 4Cs' use on Facebook increases consumer and brand engagement:

● Publish pertinent material on subjects pertaining to marketers' areas of expertise;

● Obtain the audience's cooperation as expressed in their criticism, comments, appreciation, testimonials, and sharing;

● build a community of marketers or join the community of other businesses to boost their brand;

● By using pertinent information, marketers may communicate their collective notion

to communities

3 Website checklist

3.1.Introduction website checklist

Businesses require a checklist to keep track of website problems Loss of traffic, a worse user experience, a drop in search engine ranks, and most crucially, a decline in inquiries and sales, might all be problems Different checklists are needed for various sorts of websites The next section will provide an e-commerce website checklist

3.2.Criteria for website in general

You must build evaluation abilities to help you discover excellent Web pages given the jumble of information available on the Internet When assessing any website, the following six (6) factors should be used: authority, accuracy, objectivity, currency, coverage, and appearance There are various questions that should be asked for each criteria The more

"yes" responses you can give, the more probable it is that the website is one of quality.The internet has been an integral part of our daily lives for well over a decade We use it to communicate with our friends, express our viewpoints, and enjoy countless hours of amusement According to our in-depth investigation:

● Is there any mention of the author's

Accuracy

● Do factual information's sources appear

in plain lists where they may be checked

● Is the advertising on the page distinct from the informational material, if there

is any?

Currency

● Are there dates on the page indicating when it was written, when it was published for the first time online, or when it was last revised?

Coverage

● Do these subjects receive enough treatment, with arguments that are presented clearly and supported by sufficient evidence?

● Does the work contribute fresh information, substantiate previously read items, or update other sources?

● Is the target market recognized and suitable for your requirements?Appearance

● Is the website clearly organized?