Since there were not 5 businesses similar to mine that are currently active on social media, I decided to choose 5 other businesses in other related industries to observe their use of social media. In my opinion, the use of advertising by many of the major motorcycle manufacturers seems to be very effective.
Companies like Harley-Davidson are actively advertising the rides and other events that they sponsor as well as trying to entice new riders who are weary of hopping on a motorcycle by offering the Harley-Davidson Riding Academy. They use lots of different imagery including both video and photographs as well as a clear call to action on each post such as "Learn to Ride".
The impact the traditional advertising has seems to be much less effective than social media advertising. With traditional advertising, there is no way to guarantee that you will be reaching your target market, and thus it makes it very difficult to determine a real ROI and make adjustments to continually improve it. Whereas with Social Media Advertising, it is very simple to target different groups by demographics and other parameters and then see which of those is working most effectively and then adjusting the advertising campaign budget accordingly.
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