Week 4 Social Media Midterm

Marketing and Customer Needs

• Marketing is the process of creating value for customers and building strong customer relationships to capture value from customers in return.
• Customer needs are categorized into three types:
  • Need: a customer feels deprived of something necessary physically, socially, or individually.
  • Want: the form needs take as they are influenced by culture and personality.
  • Demand: wants that are actionable with buying power.

Social Media and its Benefits

• Social media enables brands to:
  • Be more accessible to potential customers.
  • Showcase products, services, and offers.
  • Build relationships with prospects and customers.
  • Engage customers with a mobile-first experience.
  • Gain insights about audience demographics.
• Social media attracts an audience, strengthens trust, and builds relationships.
• Successful social media requires planning, preparation, strategy, and commitment.

Social Media Marketing Strategy

• A social media marketing strategy outlines the strategies and tactics for incorporating social media into a business.
• Social media marketing objectives ladder up to overall marketing objectives and digital/content marketing objectives.

Social Media Marketing Plan

• A social media marketing plan is a living document that outlines an organization's social media goals and guides the actions needed to achieve them.
• A customer persona is a representation of a customer's target market based on data collected from existing and target markets.
• Social media listening involves monitoring the internet to determine what is being said about a particular brand, topic, or industry.

Conducting a SWOT Analysis

• Strengths: strong brand presence, consistent social media posts, and a high number of followers.
• Weaknesses: lack of social media management tool, low engagement, and inadequate content.
• Opportunities: target market likely to engage on social media, emerging social media management tools, and partnering with suppliers.
• Threats: high competition, slow adaptation to new technologies, and declining organic reach.

Social Media Metrics

• Awareness: the number of people exposed to a message.
• Reach: the number of times a message was displayed.
• Factors influencing reach: posting frequency, well-timed posts, participating in trending topics, and advertising.
• Engagement: the number of times people interact with posts through reactions, comments, shares, and clicks.
• Ways to generate engagement: posting relevant content, asking questions, seeking feedback, and running ads.

Creating and Optimizing Social Media Networks

• Complete each section of the social media profile.
• Update cover photos and profile pictures.
• Ensure consistency across all networks.
• Add company website URL and links to other social media networks.
• Include relevant industry keywords and hashtags.

Distribution and Content Strategy

• Social media distribution strategy determines the network and frequency of posts and content types.
• Social media content strategy involves planning, development, and management of social media content.
• Content should deliver value.
• Social media content calendar allows for planning, creating, and scheduling content.

Tuning and Adjusting the Social Media Marketing Plan

• Continuous process of adjusting and improving the social media marketing plan.
• Determine if goals and objectives were met and make changes as needed.
• Determine what topics and content performed best on each social media platform.

Benefits of Social Media Advertising

• Brand awareness
• Greater reach
• Increased social and website traffic
• Improved search engine rankings
• Increased leads and higher conversion rates
• Highly measurable
• Audience targeting
• Marketplace and customer insights
• Increased brand loyalty
• Increased revenue

The Customer Journey and Advertising

• Emotional appeal and rich imagery: awareness
• Education and user testimonials: consideration
• Promotions and exclusive offers: conversion
• Best practices in social media advertising:
  • Select the right goals, platforms, and ad formats
  • Target the right people
  • Consider the ad funnel and buyer's journey
  • Use high-quality and engaging videos and images
  • Include clear call-to-actions and corresponding call-to-action links
  • Embed tracking pixels and use UTM parameters
  • A/B test everything
  • Automate wherever possible
  • Continually monitor performance and make adjustments as needed

This quiz covers a SWOT analysis focusing on threats in the social media advertising industry, including high competition, aggressive strategies from competitors, emerging competitors on Instagram and Facebook, superior product offerings from rivals, slow adaptation to new technologies, declining organic reach on Facebook, and decreasing market demand.