Creating a Social Media Communications Strategy

Today’s blog post is going to address how a business can utilize a five step framework in order to achieve a marketing communications strategy based on three different but similar social medias. For an Integrated marketing communications strategy Chaffey and Smith (2013) recommend following the PRACE Framework.

Plan – What will the strategy seek to achieve and how will it be achieved?

          Reach – Through your goals how will you reach your audience?

                        Act – How will you act upon this audience through perhaps the use of social media?

            Convert – Whats going to convert the audience to a fan?

                                  Engage – How will your content be continually engaging?

These steps are necessary in order to achieve a successful online communications strategy. The five concepts won’t be discussed in detail for the purpose of this blog post but hopefully you get the gist of what they represent. Now lets have a look at three different social medias: Pinterest, Instagram and Tumblr; their differences and how they could promote both an online business and an offline business for the purpose of a communications strategy.


Instagram unlike other social medias, you cannot friend people but rather follow and be followed by other users. Users that you follow end up on your own page as pictures that the user can view. The application available for iOS and Android offers users social networking, photo manipulation and photo sharing. It’s a person’s life in a nutshell… well in a camera. A lot of people these days especially with Web 3.0 prevalent in the near future are using social media extensively and provides a great medium for a brand to advertise their content. The application had over 25 million users in just March of 2012. Its a form of instant communications and could be a point of conversion for users that start to believe in the story or thecococola lifestyle that the brand is portraying through the use of images.

Happy places and spreading joy is all about CocaCola’s instagram. Its the perfect message to spread through their marketing campaign about enjoying life. They give you the opportunity to post your own pictures of enjoying life. The interaction is really on point!

Tumblr different to Instagram is a smaller blog also known as a microblogging tool where people generally share content that they find online. Each user has a Tumblelog where users can integrate text, images, quotes, links, video, audio, and chats. Tumblr is also to be used in tumblrconjunction with other social medias such as Facebook and Twitter. This social media is more effective at communicating a message to an audience as Tumblr gives more of an opportunity with the addition of text and audio files. A brand could use Tumblr as a content marketing source and share content between their social medias so the brand is accessible on multiple platforms and this could take the form of short clips, quotes and texts. Tumblr could be a platform to reach consumers and continually, act and engage an audience.

Here we have an example of Skittles tumblrhow a business can integrate a communications strategy through their Tumblr. This image is depicted by the brand ‘Skittles’. ‘Its important to send Skittles off into the galaxy so aliens will know we’re awesome’ they’re just having fun with the page and it’s quite an entertaining experience. As you can see its definitely an avenue to act upon an audience & engage them.

interest is different to other social medias, specifically from Tumblr and Instagram as its a virtual bulletin, already being used by more than 100 brands. It’s appealing because the site offers an opportunity for rich media, where in fact, every post or pin can only be uploaded with a picture involved. Brands have been taking advantage of Pinterest as a portfolio or a product catalogue. Consumers can view content that they love and share it among a community of people by re-pinning the content, and it creates a flow of communication. This social media could be a point of continual engagement or a point of conversion when the audience is enticed by the imagery and content offered.

The below image depicts a display of various recipes that Cadbury has created and instead of directly promoting the product (which is not allowed on Pinterest) Cadbury has creatively invented a virtual kitchen. By enabling a rich display of delicious recipes Cadbury uses this platform as a means of continual engagement and perhaps a method of reaching consumers whom would be interested in trying out Cadbury in their baking.


Chaffey, D & Smith, 2013, E-Marketing Excellence: Planning and Optimizing your Digital performance, 4th end, Butterworth Heinemann/Elsevier, USA, New York.

Susan Gunelius (2014) ‘Tumblr Overview for Bloggers’, viewed 13th September 2014,

Erica Ayotte (2012) ‘What the Heck Is Pinterest and Why Should You Care. Let Us Tell You’, viewed 13 September 2014,

Kelly Lux (2011) ‘What Is Instagram and Why Is It So Popular’, viewed on 13 September 2014,

Amanda Ryan (2012) ‘Share Joyful Images with Coca-Cola’s Happy Places’, viewed 13 September 2014,

Skittles (2014), viewed 13 September 2014,

Mitt Ray (2013) ‘6 Ways to Increase Product Sales With Pinterest’, viewed 13 September 2014,


2 thoughts on “Creating a Social Media Communications Strategy

  1. hipyhapyman

    Ooo Skittles and Cubrary! You can’t go wrong with those brands!

    I like how you’ve spoke about the theory based on a communications strategy and then explained it throughout the three examples.

    For easy to understand and I good post to read.

    Its very colorful too, which looks great!

    Liked by 1 person


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