Social Media Marketing Overview

Social Media Marketing Study Notes

• Primary goal of social media marketing: Promote products/services, build community, and drive traffic.

• Social media marketing benefits (not a benefit): Eliminating traditional marketing methods is not a benefit.

• Benefits of website links on social media profiles: Boosting SEO rankings, driving traffic, and increasing traditional marketing efforts.

• Best platform for B2B businesses: LinkedIn.

• Best platform for showcasing video content/tutorials: YouTube.

• Significant limitation of social media marketing: Lack of measurable analytics, time-intensive management, and algorithm dependence.

• Risk of negative publicity on social media: Damaging reputation due to viral feedback; limiting customer service.

• Lifespan of social media posts: Short, requiring continuous posting; dependent on user interactions.

• Evolving nature of social media marketing: It evolves as new platforms and features emerge, requiring continuous adaptation.

• Role of hashtags in social media campaigns: Enable discoverability and trend association, improving SEO ranking.

• Why a B2B business might use Instagram: B2C customers monitoring Instagram for trends and competitor activity.

• Complexity of measuring ROI in social media marketing: Linking specific efforts to outcomes involves multiple variables and indirect metrics, unavailable to smaller businesses.

• Goal of competitive analysis in social media marketing: Benchmark what works and adapt strategies to align with the brand's unique positioning.

• Definition of "dwell time": The time a user spends viewing a post or its caption.

• Instagram Explore page algorithm's basis for recommendations: User behavior (likes, saves, follows); the number of hashtags in a post.

• Limitation of organic reach for business accounts on Instagram: Limited by algorithm priorities, may decrease without paid promotions.

• Why overly promotional content performs poorly organically: Users and algorithms favor value-driven, engaging content over sales pitches. Algorithm prioritizes paid ads.

• Instagram Stories feature for engagement: Using polls, quizzes, or countdowns; Adding captions.

• How carousels increase engagement on instagram: Increase engagement metrics.

• Recommended number of hashtags per Instagram post: 1–3.

• Why use trending hashtags sparingly on social media: Avoid over-saturating.

• Best type of content for UGC strategies: High-quality content created by customers or collaborators.

• How to make Instagram Stories interactive: Adding polls, quizzes, sliders, or countdowns.

• Goal of using user-generated content (UGC): Increase credibility and engagement.

• Limitation of using only organic strategies on Instagram: Lack of engagement analytics, algorithm prioritizing paid content.

• Why are boosted posts effective for business accounts?: Reduced need for user engagement.

• Twitter tweet type with better performance: Tweets with visuals.

• Optimal number of hashtags for a Twitter tweet: 1–3

• Twitter timeline showing tweets in reverse chronological order: Home Timeline

• Twitter feature highlighting an important post: Pinned Tweet.

• Tools for monitoring impressions/engagement rates on Twitter: Twitter Analytics.

• Why businesses participate in trending hashtag campaigns: To boost visibility and improve performance of timeline.

• Major pitfall of overusing hashtags: Decreased visibility.

• Users' preferred timeline for real-time updates: Home Timeline or Latest Tweets.

• Benefits of Twitter polls for businesses: Boosts visual content, increases paid reach, and encourages audience interaction.

• Not a ranking factor for Twitter's algorithm: User interaction history, engagement metrics, profile bio keywords, and content relevance.

• How does LinkedIn's algorithm prioritize personal content? Based on engagement and connection strength.

• Limitation of organic reach for business pages on LinkedIn: Algorithm's assumption businesses use paid promotions.

• Types of content performing better for business pages on LinkedIn: Industry-specific insights, educational content, and personal anecdotes.

• Ways to enhance organic visibility on business LinkedIn pages: Posting frequently without a strategy; avoiding hashtags and only using text-based posts; encouraging employee shares of company posts.

• Best way for personal pages to increase visibility: Specific to the context - not stated in the notes

• Facebook's treatment of external links: Deprioritized unless sponsored.

• Primary Facebook post ranking factor: User engagement potential.

• Facebook's relevance score: Metric used to rank posts based on likelihood of user engagement; a tool for analyzing ad budgets.

• 2018 Facebook algorithm update change: Prioritization of external links, emphasis on meaningful conversations.

• TikTok's most heavily-weighted engagement metric: Likes.

• Best TikTok video types: High-quality visually appealing videos.

• Key factor for discoverability on TikTok: Using trending and niche hashtags.

• Best TikTok video length: Under 15 seconds.

• Effective TikTok content style for business accounts: Authentic and trend-aligned.

• Strategies that enhance both paid and organic reach on TikTok: Using clickbait headlines, creating content to engage users, using ad campaigns alongside organic content.

  • How effective use of TikTok Ads Manager impacts business accounts: Guarantees posts bypass organic reach limitations, reaching targeted audiences; automatically removes the need for trends.

• Why TikTok favors short videos: Easier to process; and higher completion rates as compared to longer videos

• YouTube viewer retention factors: Engaging hook within first 15 seconds, Keeping video descriptions detailed, uploading videos frequently.

• What is "session time" on YouTube?: Total time viewer spends watching one session of content

• YouTube Partnership Program monetization options: Paid Shorts uploads, Verified comments, Super Chat

• Significance of audience retention for YouTube algorithm: Directly determines ad placements.

• YouTube Analytics metric for viewer drop-off points: Playback locations.

• Examples of owned media: User-generated content, brand-sponsored advertisements, influencer advocacy, and social media posts on official brand accounts.

• Resource-Based Capability Theory in SMM focus: Leveraging unique social media resources for competitive advantage.

• Capabilities for two-way interactions on social media: Interaction capabilities.

• Goal of social media monitoring capabilities: Tracking and analyzing user behavior.

• Enhancement of consumer-based brand equity through SMM: Posting relevant and engaging content, creating personalized interactions.

• Categorization of data insights in SMM by RBCT: Part of interaction capabilities, and a social media resource.

• Primary focus of image social media platforms: Visual storytelling.

• Example of image-based social media platforms: Instagram.

• Key difference between earned and owned social media: Earned is user-generated and organic; owned is created by the brand.

• Dimension of social media marketing that includes user-driven content: Trendiness, word of mouth, and customization.

• How blockchain technology improves transparency in decentralized platforms: Enables recording transactions in an immutable ledger and centralization of data control and transparency.

• Social media platform best for demonstrating product features with video: Video-based platforms like YouTube.

• Unique aspect of Mastodon compared to centralized platforms: Decentralized nature.

• How to make promotional TikTok content effective: Blending promotions with storytelling and trends.

• What makes UGC more trustworthy vs. branded content: It reflects genuine user experiences and more visually appealing.

• Common reward for UGC creators in decentralized platforms: Cryptocurrency or tokens.

• Methods to encourage UGC: hashtag campaigns, contests, and rewards.

• How UGC impacts conversion rates: Reducing competitors, increasing product perceived authenticity, lowering cost of production, and improves mobile app performance.

• Types of UGC involving humor: Memes.

• Example of a social media community type: LinkedIn Groups

• Best social media platform to target industry-related professionals: Facebook

• Key focus of TikTok and Snapchat advertising: Trends and challenges.

• One way brands can ensure inclusivity: Collaborating with influencers and showcasing diverse communities,