Professional Writing Assignment

Assignment 1—Bad Social Media Review

Negative online reviews offer marketers and business owners an opportunity to make strategic changes that may improve their businesses (Colmekcioglu et al., 2022). With technological advancement, more people can freely and anonymously express their views online. This poses the risk of businesses getting fake reviews on digital platforms, including social media: Professional Writing Assignment.

The problem is compounded by the fact that negative information is likely to be shared online more than positive reviews. Since negative reviews have negative impacts on consumer decisions, strategic responses are vital to restore the reputation of a business.

The initial response to fake online reviews should be to make customers aware that the reviews they encountered were fake. This may include equipping customers with the ability to decipher negative reviews so that they do not make purchase decisions based on falsifications (Colmekcioglu et al., 2022). For instance, the false claim that rats were found in the restaurant’s kitchen should be countered with a video showing how clean the kitchen environment looks and the regular cleaning routine.

Also, customer relations management will suffice in the face of fake online reviews. To that end, a small business owner should monitor trends of information shared in negative reviews and respond by posting accurate information to counter it (Colmekcioglu et al., 2022). By sharing accurate information, the business owner will have set the foundation for positive marketing. It is also important for the business to indicate that they have conducted investigations to rule out the likelihood that a customer who ate at the premises was hospitalized later.

Response

“Dear esteemed customers! We bring to your attention a recent fake online review made on our social media platforms. Upon seeing the post claiming that a rat had been seen around the kitchen area and that one of our clients had been hospitalized for food poisoning, we immediately constituted a small team to investigate the claims. We have since established that the claims were false and were made by a client who could not receive free food at our restaurant. We value genuine customer feedback, positive or negative, and remain committed to leveraging your reviews to improve your experiences.”

Assignment 2—Social Media Strategy

Utilizing social media platforms to market the new ‘Rosy’ skin-lightening makeup for ladies will reach the target audience and draw potential customers. For this product, Instagram is the optimal marketing social media platform. With over 2 billion active users globally, Instagram is one of the most popular social media platforms globally (Adegbola et al., 2018).

One of the reasons why Instagram is the most preferable social media marketing tool is due to the high conversion of viewers to consumers. Research shows that Instagram’s conversion rate is 10 times the engagement of Facebook and 84 times that of Twitter (Adegbola et al., 2018). With such high conversion rates, the business stands the opportunity of making more sales by marketing on Instagram.

Another reason why Instagram would be the best marketing platform for the makeup product is because the platform is popular among young audiences. For instance, research shows teens prefer Instagram to Facebook and Twitter when shopping online because they believe Instagram marketers are sensitive to trends (Adegbola et al., 2018). Since a makeup product targets young adults and teenagers, Instagram emerges as the most effective marketing tool.

To connect with audiences, the business will use hashtags on trending topics to elicit engagement about the ‘Rosy’ skin-lightening makeup. Videos demonstrating the product’s usage will the posted alongside hashtags of trending topics and/or memes. Using popular hashtags will come in handy because more people look into them; hence the likelihood of attracting a broader audience (Buinac & Lundberg, 2015). Notably, the hashtags must relate to the product to prevent Instagram users from perceiving marketing messages as brand noise.

Assignment 3: Social Media Contests and Viral Content

Social Media Marketing Contest Proposal

To: Director of Marketing

From: Sales Representative

Date: 3/20/2025

Subject: Proposal on Conducting a Social Media Contest for the Rossy Body Cream

To enhance the visibility and engagement of our Rosy body cream brand, I propose a social media contest. One of the best times to conduct this contest is during Mother’s Day, when most people seek special ways to gift their mothers. By engaging our social media audience deeply, we will not only enhance brand awareness but also foster deep emotional connections. Gifting the target audience on such a special occasion will influence others to believe that the brand is about creating great experiences and not just making profits.

I propose that we leverage Instagram to boost the reach of the contest. Most Instagram users are young and prefer engaging content (Herzallah et al., 2022). To that end, we will target young girls and women aged 16-40 years.

This audience is not only enthusiastic about body creams but would also want to experience the joy of making their mothers happy by gifting them. Also, the ease of use of Instagram and past use experiences will positively influence purchase decisions (Herzallah et al., 2022). Therefore, even Instagram users who may not wish to participate in the contest are likely to be converted to customers.

To create engaging content, it would be appropriate to utilize popular hashtags. Using hashtags is crucial because it enhances the content’s visibility beyond the brand’s social media followers. Also, the element of interactive fun in hashtags will go a long way to encourage participation in the contest. For this contest, hashtags like #MothersDayGiveaway and #Rosy will be vital in enhancing the visibility of the contest and the brand.

References

Adegbola, O., Gearhart, S., & Skarda-Mitchell, J. (2018). Using Instagram to engage with (potential) consumers: A study of Forbes Most Valuable Brands’ use of Instagram. The journal of social media in society, 7(2), 232-251. https://thejsms.org/index.php/JSMS/article/view/436

Buinac, E., & Lundberg, J. (2015). Instagram as a marketing tool: A case study about how companies communicate their brands on social media.

Colmekcioglu, N., Marvi, R., Foroudi, P., & Okumus, F. (2022). Generation, susceptibility, and response regarding negativity: An in-depth analysis on negative online reviews. Journal of Business Research, 153(1), 235–250. https://doi.org/10.1016/j.jbusres.2022.08.033

Herzallah, D., Muñoz-Leiva, F., & Liebana-Cabanillas, F. (2022). Drivers of Purchase Intention in Instagram Commerce. Spanish Journal of Marketing – ESIC, 26(2). https://doi.org/10.1108/sjme-03-2022-0043

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MK110-Professional Writing Assignment
The purpose of this assignment is to develop your writing skills as they pertain to this course. As you know, communication is a critical component of organizational effectiveness in all areas of its operations, and as this pertains to you, communication is critical to your personal professional development. In addition to developing your oral and written communication skills, it is important that you be able to discern the appropriate mode of communication.

Some of the factors that impact the mode (how to deliver the message) have to do with the sensitivity of the situation, its criticality and how quickly the message needs to be relayed and/or responded to; as well as the need to have sufficient, relevant, accurate, and timely documentation, and there could be many other factors.

The three writing assignments were designed with the above in mind. Please use the Student Professional Writing Guide that your professor has provided to you in order to complete the assignments that follow. You are asked to complete all three assignments, building upon the feedback that you receive from your professor. Please refer to the writing rubric to understand how you will be graded.

Assignment 1—Bad Social Media Review:
A bad social media review can easily damage the reputation of a small business. Failing to address negative social media and online posts could make it worse. As a small restaurant owner, your reputation is very important to you. You worked very hard at developing an excellent reputation.

Recently you noticed that your ‘star’ rating has declined due to a very detailed, negative review of an unhappy customer who flooded social media with negative comments about your business advising customers to avoid your restaurant at all cost. You reached out to your staff and realized that the problem may have started when the customer wanted ‘free food’ but this request was declined. Most of the details of his reviews seem to be negatively exaggerated.

• How would you respond to his latest post that falsely claims that rats were found running around in the kitchen of your restaurant and that your customer had to be hospitalized for food poisoning after eating a meal at your restaurant? Be sure to explain in detail how you intend to handle this issue.
• Write out your actual response/post. Explain your decision-making process. What is your primary concern?

Assignment 2—Social Media Strategy:
The key ingredient for doing social media marketing well is having a strategy. Without a strategy, you might be posting on social media platforms for the sake of posting. Without understanding what your goals are, who your target audience is, and what they want, it will be hard to achieve results on social media.

• Prepare a proposal for a social media strategy to expand your market reach for one of the following products:-New makeup line-Revolutionary cardiovascular exercise machine In your proposal, be sure to include your social media platform(s) selection, reason for selecting, and how you intend to use the platform(s) to expand your market reach. Be detailed and specific.

Assignment 3—Social Media Contests and Viral Content:
With the competition for attention online at an all-time high, the struggle to keep followers engaged with your company’s social channels is real, and ongoing. In addition to the smart use of visuals businesses often turn to social media contests and promotions to stir excitement and drive activity from their audience.

• Design a social media contest, challenge, or viral content to engage your audience and encourage their organic sharing and posting in hopes of having the highest exposure online. Provide all details and specifics in a proposal you submit to your director of marketing.

Prepare your assignment as one document with a separate page for each title. All papers must be submitted as a Word document. SafeAssign will be enabled in the Dropbox to scan for plagiarism.

Please refer to the Monroe College Professional Writing Guide for writing guidelines and expectations. Cite all sources, including your textbook, used to prepare your paper.

You may submit one document with headings for each topic. Prepare a cover page with your name and the course name in APA style.