ST1007 SOCIAL MEDIA MARKETING

SCHOOL OF DIGITAL MEDIA AND INFOCOMM TECHNOLOGY

ST1007 Social Media Marketing

Practical 2 Submission Worksheet (Graded as part of CA1)

Instructions:
1. Submit this at Blackboard “Practicals->Practical 2 Submission” folder
2. Please convert to PDF before you submit
3. Name your file “YourClass-YourName-YourStudentID.pdf”

At the end of this practical, you should have achieved the following:
1. Created a Personal Twitter Account
2. Research Twitter to find out what potential customers are doing on Twitter as
well as identify companies to reverse engineer.

Name Ray Tan

Student ID 1801570
Class 1A/22

QUESTION 1: CREATE TWITTER ACCOUNT

State the URL of your twitter account: https://twitter.com/R1b22

Name of client company Kingdom Korean BBQ
Brief description of the product and service Serving Korean BBQ and Korean Cuisine
State the URL of your client Twitter Account: Not Created

QUESTION 2: List existing competitors and identify their Twitter

page by URL:

Competitor 1: Seoul Garden BBQ

Follower Count: 515
URL of twitter account: https://twitter.com/seoulgardensg?lang=en

Competitor 2: Yoogane Korean Dakgalbi

Follower Count: 93
URL of twitter account: https://twitter.com/yooganedakgalbi?lang=en

Competitor 3: Ssikkek Korean BBQ

Follower Count: 201
URL of twitter account: https://twitter.com/ssikkek_Id

QUESTION 3: Brands you like that seem to “get” Twitter:

Company 1: Wendy’s
Follower Count: 2,800,000
URL of twitter account: https://twitter.com/Wendys

Company 2: Disney Studios

Follower Count: 5,030,000
URL of twitter account: https://twitter.com/DisneyStudios

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Company 3: McDonald’s
Follower Count: 3,550,000
URL of twitter account: https://twitter.com/McDonalds

 Find and follow the above accounts from within your own Twitter account. Then click on the
BLUE FOLLOWING at the top left of your Twitter account to begin to reverse engineer their
marketing strategy.

QUESTION 4: INVENTORY – PAGE SET UP

Take the accounts you identified above, and begin to inventory what you like / dislike / need to create
for your client’s Page. (Include screenshots where appropriate)

Likes / dislikes about their Header Image:

McDonald’s Header Picture features their latest releases. This allows customers to easily see the new
burgers when they visit McDonald’s twitter page.
Yoogane and Ssikkek Korean BBQ has almost the same header picture, where they feature sizzled
meat on their header picture. I feel that they could try to be more unique and different, as these images
are quite boring.

Likes / dislikes about their Profile Pictures:

Yoogane Korean Dakgalbi uses a nice font and typography in their display photo. I like that it looks
pleasant. Also, red is a colour that is scientifically proven makes people ‘hungry’, thus they incorporate
red into their profile picture. McDonald’s profile picture also uses red in their company logo.

Likes / dislikes about their Account Bio:

McDonald’s bio is simple and easy to understand, where they direct global questions to their Global
Profile.

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Ssikkek Korean BBQ’s bio is boring and generic. They should add in more related information like
their location.

Likes / dislikes about their Pinned tweets:

Disney’s pinned tweet advertises their latest movie, which was released recently.

QUESTION 5: INVENTORY – TWEETING STRATEGY

Next, analyze the accounts as to what they are tweeting and why. Which tweets have many likes,
comments, and retweets? (Click on a tweet to see this information) Which tweets are blatantly self-
promotional? What is their apparent tweeting rhythm, or percent that are fun vs. percent that are self-
promotional. (Include screenshots where appropriate)

Likes / dislikes about tweets: All the Korean BBQ accounts do not tweet regularly, and it seems like
all of them are inactive on twitter.
McDonald’s and Wendy’s tweets are engaging with their customers, as they regularly reply to their
customers whenever they have any enquiries.

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Examples of tweets that got a lot of interactivity (favorites / conversations / retweet). Why?

This tweet by McDonald’s gained quite a number of retweets and favorites compared to their other
tweets. I can infer that this is because this is a new product and McDonald’s customers are interested in
the new burger.
Examples of tweets that are “buy my stuff.” Do you think that they are effective?

Yes. McDonald’s tweet about having 2 for $5, a deal where they offer 2 items for $5, attracts
customers to buy items because they are attracted by the cheap deal.

QUESTION 6: INVENTORY – CUSTOMER INTERACTION

As you review competitors and other companies on Twitter, do your client’s customers seem to be on
Twitter? If so, what are they doing? What sorts of strategies do you see in use that are keeping them

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engaged? What is the “reason” for which customers are on Twitter, and therefore companies like your
client’s can use Twitter as a marketing channel?

Behaviour of Customers:
Our customers do not need to use twitter as they can just refer to the Facebook Page. However, in
the event that we do create a Twitter Page, we can advertise latest deals and promotions on our
Twitter page. Customers may use twitter because it is a simple and easy to navigate app, thus it will
provide them information in a short-and-sweet manner. This is because Twitter has a 280 word limit
so companies that use Twitter to advertise will not post too long of a caption.

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