Social Media Management

• Social media tools can improve the management of social media activities

Customer Goals and Motivations

• Customer goals include awareness, engagement, conversion, and retention
• Awareness involves expanding brand visibility using social media ads and organic content
• Engagement can be improved by fostering interaction through likes, shares, comments, polls, and contests
• Tools like Hootsuite or Buffer can help with scheduling and monitoring engagement metrics
• Conversion involves driving actions like purchases and sign-ups and leveraging retargeting ads to boost conversions
• Retention is achieved by maintaining relationships with existing customers through personalized content and loyalty programs
• Social media CRM integrations, like Salesforce Social Studio, help track customer interactions and preferences
• Motivations include emotional connection, value, entertainment, and trust-building
• Customers are motivated by brands that share their values or create relatable experiences
• People engage with content that offers utility, such as tips, tutorials, or discounts
• Viral challenges on TikTok or Instagram Reels exemplify entertainment
• Transparency and authenticity in communication motivate trust

Creation of Personas

• Personas are fictional profiles that represent ideal customers; created by analyzing demographic, psychographic, and behavioral data
• Personas help tailor content to resonate with specific audience segments
• Using personas improves targeting and messaging accuracy and guides content creation for different platforms

Difference of Usage Within Organizational Types

• B2B focuses on LinkedIn for professional networking and lead generation
• B2C emphasizes Instagram and TikTok for visual engagement and direct sales
• NFP uses Facebook for community building and donor engagement

Using Content to Support the Marketing Funnel

• Top of Funnel (Awareness) content includes blogs, infographics, social media posts, and short videos
• Social media ads, boosted posts, and hashtags are used for discoverability at the top of the funnel
• An example of educational content is a skincare brand posting routines
• Middle of Funnel (Consideration) content includes webinars, case studies, whitepapers, and testimonials
• LinkedIn campaigns, email follow-ups, and remarketing ads occur in the middle of the funnel
• An example activity for the middle of the funnel might be a SaaS company sharing a webinar on improving team productivity with its software
• Bottom of Funnel (Decision) content includes demos, free trials, product comparisons, and customer reviews
• Retargeting ads and landing pages optimized for conversion are characteristics of the bottom the funnel
• Gyms often offer a 7-day free trial membership with testimonials

Keyword Tone of Voice:

• Relevance involves using keywords and phrases that reflect the audience's vocabulary and preferences
• An example would be a travel agency targeting millennials by using phrases like "budget-friendly getaways"
• Consistency should align with the brand's identity
• Businesses that are B2B should be formal to establish professionalism
• Businesses that are B2C should be conversational to appear approachable and relatable.

Copywriting Techniques

• Call to Action (CTA) encourages users to take specific steps, such as "Sign up now"
• Relating to the audience by using familiar language and addressing pain points increases understanding
• Evoking feelings like joy, urgency, or empathy to drive engagement, focuses on emotional appeals

Benefits of Social Media Tools in managing activities

• Scheduling and Automation: Tools such as Buffer and Hootsuite automate posting, saving time and ensuring consistency
• Analytics and insights: Social media platforms provide detailed analytics to monitor engagement, audience demographics, and campaign performance
• Customer Relationship Management (CRM): Tools like Salesforce Social Studio integrate social media data with CRM systems for personalized customer interactions
• Real-Time Interaction: Tools like Sprout Social enable immediate responses to customer queries or feedback

Social media tools enhance management with customer goals like awareness, engagement, conversion, and retention. Tools such as Hootsuite and Salesforce Social Studio, help in scheduling content, tracking customer interactions, and improve customer relations. Customers are motivated by emotional connections, brand values, and personalized content