CW2: Individual Case Study of Ted Baker
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Table of Contents
Introduction......................................................................................................................................3
Social Media Marketing and Social Media Theory.........................................................................3
Social Media Analysis of Ted Baker...............................................................................................5
Facebook Analysis.......................................................................................................................6
Instagram Analysis.......................................................................................................................7
Twitter Analysis...........................................................................................................................8
Recommendations..........................................................................................................................10
Conclusion.....................................................................................................................................11
References......................................................................................................................................12
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Introduction
The aim of this report is to conduct a social media analysis of an organisation and also
provide recommendations for the organisation to enhance its organisational and marketing
outcomes. In this context, Ted Baker is selected as a reference organisation and the social media
analysis of Ted Baker is conducted that supports the social media theory. On the basis of the
social media analytics, the results discussed and the recommendations are provided so that Ted
Baker can design, develop, implement and monitor social media marketing in an efficient and
effective manner.
Social Media Marketing and Social Media Theory
Social media marketing is an approach by which the social media channels such as
Youtube, Instagram, Twitter and Facebook are used to design and develop social media
campaigns so that the products and services can be marketed in a digital manner. The aim of
social media marketing remains to drive higher engagement as well as promote the business and
thus, help in meeting the marketing and organisational goals. Furthermore, social media
marketing is also found to be effective in increasing brand awareness and thus, maintaining good
relationships with consumers (Arrigo, 2018).
The social media theory is concerned with the lifeworld and the consideration of others
such as family and friends. Social media is basically being used to fulfil the two aspects;
increasing the reputation of self and thus, adopting the lifeworld principle and on the other hand,
side, understanding the lives of friends and family. In order to streamline the lifeworld, the
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segments such as rationality and historically are co-related and on the other hand side, the
considerations of others are concerned with being-with and instrumentalism (Qi et al., 2018).
The below-mentioned framework represents the theories that are found to be most relevant and
appropriate for social media marketing.
Figure 01: Theories Regarding Social Media
(Source: Qi et al., 2018)
The above-mentioned figure outlines that the aim of the organisation is to influence the
users as well as enhance their own reputation and brand awareness. In this context, the theory of
communicative action and interactionist sociology seems to be most appropriate and relevant.
The theory of communicative actions is relevant because it defines the society with the
lifeworld and the aim of social media is also to connect the people so that the people can interact
with each other as well as share ideas. The theory of communicative action basically focuses on
individualism and socialism in which the individualism reflects the own ambitions and interests
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to use the social media and on the other hand side, socialism helps in interacting with the society
(Matingwina, 2018).
On the other hand side, interactionist sociology is also a theoretical perspective that
defines that society needs to communicate with each other as well as promote social interactions
by taking the appropriate actions. The language and representation of the information is a crucial
component in interactionist sociology because it defines the efficiency and effectiveness of the
communication and interaction paradigms (Lumen Learning, 2022).
Social Media Analysis of Ted Baker
The social media analysis is basically conducted to analyse the information retrieved
from social media channels such as Facebook and Instagram and thus, obtain the insights and
results that can be used to enhance the business and marketing management domain. The social
media analysis also helps in making the social media advertisements more efficient and effective
and this is achieved through the monitoring. The social media analysis is also conducted to
analyse the audience insights as well as analyse the advertising campaign. Analysing the
campaigns helps in monitoring the best performing and worst performing advertisements and
thus, investing more on best-performing advertisements and reducing the investment in the low
performing advertisements. On the other hand side, audience insights are used to analyse the
aspects of users such as their demographics, geographics and interests and thus, engaging more
profitable consumers (Kumar and Qiu, 2021).
Furthermore, Ted Baker is also found to be adopting content curation strategies to
influence the purchasing decisions of the consumers. In the social media campaign, Ted Baker
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has asked its consumers to visit the stores and then upload the images on the social media sites.
These photos and videos are then being shared on social media channels so that more consumers
can be influenced. In a similar manner, the aim of this social media activity is to redirect the
potential consumers from social media sites to the website of Ted Baker so that the sales can be
increased (Tode, 2017).
In order to use the social media channels for marketing management purposes, Ted Baker
is active on the five social media channels such as Twitter, Facebook, Instagram, Pinterest and
Youtube. The aim of creating social media accounts is to enhance the brand reputation as well as
engage the consumers so that the long term business goals can be attained. The analysis of social
media channels owned by Ted Baker is conducted in the below sections.
Facebook Analysis
Facebook analytics is used to analyse the information of the audiences as well as manage
the advertisements posted by the organisations. The below-mentioned figure represents the
Facebook page Ted Baker.
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Figure 02: Facebook Page of Ted Baker
(Source: Facebook.com, 2022)
The above-mentioned figure represents that Ted Baker is posting image advertisements
that are supported by text-based information. Furthermore, the text is prompting the users to look
for holiday outfits and thus, influencing their decisions. The information in the text is also
supported by the hashtag and thus, providing information about the campaign. Finally, in order
to land the users on the right website, a link is also provided in the description (Facebook.com,
2020).
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Instagram Analysis
In a similar manner, Instagram analysis is also conducted for the posts that Ted Baker is
posting on the social media site Instagram. The below-mentioned figure represents the Instagram
posts of Ted Baker.
Figure 03: Instagram Posts
(Source: Instagram.com, 2022)
The image as well as the videos are being posted on Instagram and thus, providing
relevant information to the consumer. In the above-mentioned figure, the number of likes is 800
and only 5-10 people are commenting thus, it represents that the engagement rate on Instagram is
low and thus, there is a strong need to increase the Instagram engagement rate (Instagram.com,
2022).
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Twitter Analysis
Twitter is also a social media channel that helps in creating text-based tweets and thus,
engaging the consumers through the share, liking and retweeting. The below-mentioned figure
represents the Twitter post of Ted Baker.
Figure 04: Twitter Post of Ted Baker
(Source: Twitter.com, 2022)
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The above-mentioned figure represents that Ted Baker has retweeted the tweet posted by
a consumer and the tweet is about the positive experience of the consumer. In social media
marketing, sharing the information with the consumers is found to be enhancing the brand value
and engagement rates and thus, influence the purchasing decisions of the potential consumers.
On the other hand side, only 3 people commented on the post, 1 retweeted the post and 15 people
liked the tweet and thus, representing a low engagement rate (Twitter.com, 2022).
Recommendations
On the basis of the results obtained from the social media analysis, it is found that Ted
Baker is lagging in engaging the consumers and thus, there is a strong need to engage more
consumers on social media channels. In this context, Ted Baker is recommended to adopt and
implement the below-mentioned recommendations to attain the social media marketing goals.
1. In order to enhance the engagement rate on Instagram, Ted Baker is recommended to
share the interesting stories about their consumers, making the Instagram reels as well as
hosting the events on take away so that interested consumers can take part in the events
as well as encouraging other users (Tafesse and Wood, 2021).
2. Similarly, Ted Baked is also recommended to post the advertisements at the right time
and prioritise the characteristics of audiences such as demographics, geographics and
interests. This will help Ted Baker to reach their advertisements and promotions to the
right audiences and thus, increments in the engagement rates (Malhotra, Malhotra and
See, 2013).
3. Finally, Twitter is an efficient platform to identify the concerns and problems of the
consumers because the Twitter algorithm identifies the aspects in the tweets and thus,
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helping Ted Baker to resolve the feedback and reviews of the consumers in a timely and
cost-effective manner (Read et al., 2019).
Conclusion
Based on the concepts and principles of social media theory as well as an analysis of the
social media strategies, it is concluded that the adoption and implementation of social media
channels are found to be effective in making long-lasting and engaging connections with the
consumers. In the analysis, it was also found that Ted Baker is having low consumer engagement
rates on the social media platforms such as Facebook, Instagram and Twitter. In order to increase
the consumer engagement rate, Ted Baker is recommended to personalise the advertisements,
create the events, share the stories about the consumers and resolve the concerns of the
consumers in an efficient and effective manner.
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References
Arrigo, E. 2018. Social media marketing in luxury brands: A systematic literature review and
implications for management research. Management Research Review.
Facebook.com. 2022. Ted Baker. [Online]. Available
at: https://www.facebook.com/TedBaker [Accessed on: 10 April 2022].
Instagram. 2022. Tedbaker. [Online]. Available
at: https://www.instagram.com/tedbaker/ [Accessed on: 10 April 2022].
Kumar, S. and Qiu, L. 2021. Social Media Analytics and Practical Applications: The Change to
the Competition Landscape. [Online]. Available
at: https://www.google.co.in/books/edition/Social_Media_Analytics_and_Practical_App/
lJxKEAAAQBAJ?hl=en&gbpv=0 [Accessed on: 10 April 2022].
Lumen Learning. 2022. Symbolic Interactionism on Media and Technology. [Online]. Available
at: https://courses.lumenlearning.com/wm-introductiontosociology/chapter/symbolic-
interactionism-on-media-and-technology/ [Accessed on: 10 April 2022].
Malhotra, A., Malhotra, C.K. and See, A. 2013. How to create brand engagement on
Facebook. MIT Sloan Management Review, 54(2), pp.18-20.
Matingwina, S. 2018. Social Media Communicative Action and the Interplay with National
Security: The Case of Facebook and Political Participation in Zimbabwe. African
Journalism Studies 39(1), pp. 48-68.
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Qi, J., Monod, E., Fang, B. and Deng, S. 2018. Theories of Social Media: Philosophical
Foundations. Engineering 4(1), pp. 94-102.
Read, W., Robertson, N., McQuilken, L. and Ferdous, A.S. 2019. Consumer engagement on
Twitter: perceptions of the brand matter. European Journal of Marketing.
Tafesse, W. and Wood, B.P. 2021. Followers' engagement with Instagram influencers: The role
of influencers’ content and engagement strategy. Journal of Retailing and Consumer
Services, 58, p.102303.
Tode, C. 2017. Ted Baker Encourages in-store Selfies to Drive Social Buzz. [Online]. Available
at: https://www.retaildive.com/ex/mobilecommercedaily/ted-baker-encourages-in-store-
selfies-to-drive-social-buzz [Accessed on: 10 April 2022].
Twitter.com. 2022. Ted Baker. [Online]. Available at: https://twitter.com/Ted_baker [Accessed
on: 10 April 2022].
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