Social Media Management

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

Customer Goals and Motivations

• Brand visibility and reach are expanded among the target audience by awareness campaigns.
• Tools like social media ads and organic content help with broader exposure.
• Interaction is fostered through likes, shares, comments, and participation in polls or contests, leading to engagement.
• Tools like Hootsuite or Buffer can schedule and monitor engagement metrics.
• Conversion drives actions such as purchases, sign-ups, or downloads.
• Retargeting and platform integrations, like Instagram Shopping, boost conversions.
• Existing customers will maintain a relationship through personalized content and loyalty programs.
• Social media CRM integrations, like Salesforce Social Studio, help track customer interactions and preferences.
• Customers are motivated by brands that share their values or create relatable experiences, establishing an emotional connection.
• An example of emotional connection is a fitness brand posting inspirational transformation stories to connect with its audience emotionally.
• People engage with content that offers utility, such as tips, tutorials, or discounts to add value.
• An example of added value is a B2C brand sharing "how-to" videos for product usage.
• Audiences seek engaging, humorous, or creative content to break the monotony by providing entertainment.
• An example of audience entertainment would be viral challenges on TikTok or Instagram Reels.
• Transparency and authenticity in communication motivate trust.
• NFP organizations use live streams to show how donations are being utilized, to build 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.
• Targeting and messaging accuracy improve with personas.
• Personas guide content creation for different platforms.

Difference of Usage Within Organisational 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) uses blogs, infographics, social media posts, and short videos for content.
• Social media ads, boosted posts, and hashtags support discoverability.
• A skincare brand posts educational content about skincare routines.
• Middle of Funnel (Consideration) uses webinars, case studies, whitepapers, and testimonials for content.
• LinkedIn campaigns, email follow-ups, and remarketing ads all help with consideration.
• A SaaS company shares a webinar on improving team productivity with its software.
• Bottom of Funnel (Decision) uses demos, free trials, product comparisons, and customer reviews for content.
• Retargeting ads and landing pages optimized for conversion aid the decision.
• A gym offers a 7-day free trial membership with testimonials.

Keyword Tone of Voice

• Use keywords and phrases that reflect the audience's vocabulary and preferences, demonstrating relevance.
• A travel agency targeting millennials uses phrases like "budget-friendly getaways."
• The tone should align with the brand's identity to have consistency.
• B2B should be formal to establish professionalism.
• 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," or "Claim your discount today."
• Afitness app has a CTA like, "Join now and start your 7-day free trial."
• Understanding an audience means utilizing familiar language and addressing pain points.
• A parenting blog uses terms like "kid-friendly meals" or "parent hacks."
• Emotional appeals evoke feelings like joy, urgency, or empathy to drive engagement.
• An NFP uses a campaign titled, "Be the reason someone smiles today."

Benefits of Social Media Tools in Managing Activities

• Scheduling and automation, like Buffer and Hootsuite, automate posting, saving time and ensuring consistency.
• Social media platforms provide detailed analytics to monitor engagement, audience demographics, and campaign performance, providing analytics and insights.
• Tools like Salesforce Social Studio integrate social media data with CRM systems for personalized customer interactions, supporting customer relationship management (CRM).
• Tools like Sprout Social enable immediate responses to customer queries or feedback, allowing for real-time interaction.