Social Media Marketing PDF

**[social media activities ]** - create content/posts on a firms social media accounts - paid ads on social media - reputation mgmt. **[social media posting ]** - three ways it can help - creates new customers - good tool for early stage In conversion funnel -...

**[social media activities ]** - create content/posts on a firms social media accounts - paid ads on social media - reputation mgmt. **[social media posting ]** - three ways it can help - creates new customers - good tool for early stage In conversion funnel - limitations - odds of exposure are less due to social media algorithms - followers are not always motivated to become paying customers - increase customer loyalty - existing customers who are social media followers are informed of new brand offerings - positive content improves their perception of the brand - impact on SEO - positive correlation between SM posting and search rankings **[Paid ads of social media ]** - quite effective in generating new customers - social media platforms help in precise targeting - higher engagement rates than for google display ads - needs to complement social media posting activities **[Reputation mgmt. ]** - Social media listening - More active engagement with customers social media posts **[Creating a social media plan ]** - Start with a business objective - Potential objectives - Recrut new cust - Reputation mgmt. - Encourage repeat purchases - Pick the right platform - Choice of the platform should be guided by goal and target audience - Content development - Original content - Created by company - More control - User generated content - Submission or hashtag - Advantage? - Build connections with cust - Disadvantage - Takes effort - Limited control - Co-created content - Generates unique content - 2+ companies coming together to create content - Like GoPro partnering with redbull to do stunts - Curated content - Limit to a small proportion of overall content - Content distribution - Owned media - Multiple social media platforms - Uses need incentives and prompts to follow your social media account - Need engaging, possibly share worthy content - Paid media - Earned media - 6 characteristics that make content worth sharing - Social currency - We tend to share things that make us look good to others - Triggers - We talk about things that are associated with things in our environment - Emotion - Feeling deepens our connection, making us more likely to share those feelings with others - Public - We are more likely to talk about things that are observable - Practical value - If its useful or solves a problem, its worth talking about - Also gaining social currency - Stories - It is human nature to like stories, so create a story that makes the company a protagonist - Measure success - Use a variety of KPIs to monitor your social media plans performance - The relevant KPIs depend on business objective - Examples - Reach - Total number of links/subscribers/followers - Follower growth rate - Impressions - Engagement - Repost/retweet/repin - Likes/comments - Engagement rate - Loyalty - Conversion rate - Purchase frequency - Social listening - Volume - Sentiment - Changes in volume and sentiment - Topic