Ecom 322 – abdullah


Saudi Electronic University

College of Administrative and Financial Sciences

E-commerce Department

Project Assignment


Student Name: Student ID:
Student Name: Student ID:
Student Name: Student ID:
Course Title: Social Media Marketing Course Code: ECOM322
Academic Year/ Semester: 2nd Semester/2021-2022 CRN:
Assignment Name: Project Assignment – Part 1
Instructor Name:
Student Grade:   out of 10 Grade Level:










Project Assignment: Lwanyi Events

Table of Contents

1       Brief overview.. 3

2       Audit your social media platforms performance. 5

3       Social media benchmarking. 6

4       Define your social media marketing goals. 8

5       Research your target audience. 9













1          Brief overview

Lwanyi is an events planning company focusing on planning events from weddings, company celebrations, fundraisers, and concerts, amongst others. The aim of an events planning company is to offer customers the best services when planning for their events at the best prices in town. Headquartered in Riyadh, Saudi Arabia, the company’s area of operation is majorly Riyadh with services going to cities and towns near Riyadh upon the customer’s request. The events planning industry is busy given the number of events that are hosted in the city every day. As such competition in the industry is less intense with most businesses benefitting from referrals from past clients. For most clients, loyalty is reliant on the quality of services that the company offers. With plans of gaining more customers and probably expanding, the company will use social media pages on Twitter, Facebook, and Instagram.

Social media marketing is gaining fame with the most important aspect being the reach it offers the customers given the numbers registered with the different platforms (Li et al., 2021). Competitive advantage focuses on what companies can do that is better than what other companies in the same industry can do. With social media marketing, competitive advantage will come through better customer relations, marketing, and acquiring qualified personnel for the various positions.  With events planning, qualified employees are important given that casual employees are acquired from the neighborhoods within which the event is set to happen. With reach, it would be easier to attract and find contractual employees in time for the event to be organized (Koch et al., 2018). Marketing will help the company to reach more people and thus expand its client base.  Customer service has been included among the top competitive advantage strategies with companies aiming at customer loyalty through quality services.

Figure 1: Lwanyi events twitter page

Figure 2: Lwanyi events Facebook page

Figure 3: Lwanyi events Instagram page


2          Audit your social media platforms performance

Metric Sentiment Reach Company Posts Feedback Average response time to feedback
Facebook Only saw one like after some time 1 like and follow 2 posts in October None N/A
Twitter Twitter had the a fairly equal reach compared to Facebook 17 profile visits and one follower 1 post in October None 1 day
Instagram Instagram saw the highest number of followers as compared to Facebook and Twitter 29 profile visits and 2 followers 1 post in October 7 likes for the post 2 days



3          Social media benchmarking


  • Active on Facebook and LinkedIn
  • The company has 3003 followers on Facebook and 11,246 on LinkedIn
  • Most of the content is focused on telling customers about the company and the benefits of working with Markable
  • The company gets likes on some of its content but rarely any comment
  • Posts are made in three to five-day intervals
  • In cases where there are comments, the account manager responds to customers based on what the customer is asking for.
  • The company is successful on both platforms but mostly on LinkedIn where it has the highest number of followers

Elite events

  • Active on Facebook, Instagram, and Twitter
  • The company has 1373 followers on Facebook, 32.3k on Instagram, and 207 on Twitter
  • Most of the content posted is on past events the company has done and how the setup was done
  • The highest engagement is seen through likes with a few comments being left on the posts, especially on the Instagram page.
  • Content is done weekly with some breaks in the pattern being when the company hosts an event.
  • The support team responds to comments that users leave on the posts with some being directed to use the Direct messaging feature.
  • The company is most successful on Instagram and Facebook with the Twitter pages not showing signs of success.


  • The company is active on Instagram Facebook, and Twitter
  • Enso has 2440 followers on Instagram, 960 on LinkedIn, and 1474 von Twitter
  • Most of the content posted by the company is about itself and things like the vision, etc.,
  • Most of the engagement with the content is through likes.
  • The company doesn’t have a clearly defined content schedule
  • Success is mostly on Facebook

Heights event management

  • Most active on Facebook with 5211 followers
  • Most of the content on the page is about events they have done in the past
  • Customers engage most with the company posts through comments and likes
  • Most of the comments are about customers admiring and asking about the prices for the different setups done.
  • The company is successful on Facebook where it is most active

Marcom Arabia

  • The company has 20493 on LinkedIn, 505 on Instagram, and 714 on Twitter
  • Posts are on major events that the company hosts as part of its marketing plan
  • No defined content calendar with most of the posts being at random depending on the event.
  • Followers do not engage with content with only a few likes on the content with no comments.
  • The company is most successful on LinkedIn

Benchmarking analysis is important as it helps companies in acquiring market knowledge from other companies that might be effective when it comes to improving their operations. With the social media benchmarking carried out on other companies in the industry, a few factors from the type of posts to be shared that would attract more customers to the best social media pages to be used. The analysis is important as it helps to identify the strengths and weaknesses of the competitors and with this, know areas where the company is performing better than the others and those that need improvement. Points to be noted from the data are that the company should focus more on showing the services it offers and images from past events. With past events, it is easier to spike the customer’s interest and thus promote the services it offers.

4          Define your social media marketing goals

The social media marketing campaign is aimed at increasing numbers in terms of the followers on the different business pages, downloads of the new application and most importantly accomplishing the main goal which is to increase the customer base and revenue by spreading the operations across Saudi Arabia past Riyadh. To achieve these, social media marketing will be an important path towards achieving the marketing and reaching goals given the high numbers registered with the different platforms. With social media marketing, the company will try to attract new customers to use its services. Furthermore, the company will try to improve its customer experience by ensuring customer queries and problems are tended to through the social media platforms in particular with the use of Direct Messaging. Customer loyalty is seen as important when trying to retain customers who in turn help market the company through recommendations. The campaign will also be to promote the new application which is meant to help customers access services much more easily and to top of it, facilitate the booking and planning of events.

5          Research your target audience

As an events planning agency, the target will be people aged above 18 who are most likely to host events. Given that the company covers events from birthdays to corporate events, the target is any person above 18 who is interested in hosting an event of their own. For international artists planning concerts, the company will also offer services based on the needs of the customers allowing flexibility given that different events will have different numbers and loads when it comes to guests. To better understand the customers, the company will make use of social media platforms, Twitter, Instagram, Facebook, and LinkedIn with each of these social platforms offering a different view of the world. With Instagram, it is mostly associated with gen Z who are more focused on concerts and birthdays (Yuhas, 2022). Facebook and Twitter will help in studying the millennials mostly planning corporate events, birthdays, and weddings while LinkedIn will focus more on the corporate clients planning company events. By studying our customers through the different platforms, it will be easier to engage with the respective groups as related to the social platform and thus showcase our portfolio.






6          References

Koch, T., Gerber, C., & De Klerk, J. J. (2018). The impact of social media on recruitment: Are you LinkedIn?. SA Journal of Human Resource Management16(1), 1-14.

Li, F., Larimo, J., & Leonidou, L. C. (2021). Social media marketing strategy: definition, conceptualization, taxonomy, validation, and future agenda. Journal of the Academy of Marketing Science49(1), 51-70.

Yuhas, S. (2022). Festivals as Experiential Spiritual Ritual Space for Millennials and Gen Z. The Emerging Church, Millennials, and Religion: Volume 2: Curations and Durations, 49.


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