Magenta Multimedia has decided to incorporate social technology into its business to maintain its competitive advantage. It would like to use technologies that allow it to engage with customers, and that also allow employees to communicate with peers. The company’s current customer demographic is older, but management would like to expand the appeal of the company and its products to millennials (while not ignoring its current customer base). The company was impacted by the recent economic downturn, but is now growing again and is seeing positive financial results. Despite this, senior management is extremely budget-conscious and sensitive to incurring new expenses.
The best social technology strategy the organization can use is Facebook because this can enable it to appeal to both its current and potential target groups. While the elderly are not technology-oriented, studies have shown that they are more likely to use Facebook than other social media platforms. The advantage of using Facebook ads is that it will allow the company to reach its exact audiences, especially the younger ones. The organization should focus on metrics such as engagement, reach, and impressions.