Social Media Management Guide PDF

2.2 Assess How Social Media Tools Can Improve the Management of Social Media Activities  1-Customer Goals and Motivations Motivations: Goals:...

2.2 Assess How Social Media Tools Can Improve the Management of Social Media Activities  1-Customer Goals and Motivations Motivations: Goals: 1.Emotional Connection: Awareness: 1. Customers are motivated by brands that share their values or create relatable experiences. Expand the brand's visibility and reach among the target audience. 2. Example: A fitness brand posting inspirational Use tools like social media ads (e.g., Facebook Ads) and transformation stories to connect with its audience organic content for broader exposure. emotionally. Engagement: 2.Value: 1. People engage with content that offers utility, such as tips, Foster interaction through likes, shares, comments, and participation in polls or contests. tutorials, or discounts. Tools like Hootsuite or Buffer can help schedule and monitor 2. Example: A B2C brand sharing "how-to" videos for product engagement metrics. usage. Conversion: 3.Entertainment: 1. Audiences seek engaging, humorous, or creative content to Drive actions such as purchases, sign-ups, or downloads. break the monotony. Leverage retargeting ads and platform integrations like 2. Example: Viral challenges on TikTok or Instagram Reels. Instagram Shopping to boost conversions. 4.Trust-Building: Retention: 1. Transparency and authenticity in communication motivate Maintain relationships with existing customers through trust. personalized content and loyalty programs. 2. Example: An NFP organization using live streams to show Social media CRM integrations, like Salesforce Social Studio, how donations are being utilized. help track customer interactions and preferences.  Creation of Personas What are Personas? Personas are fictional profiles that represent ideal customers, created by analyzing demographic, psychographic, and behavioral data. Benefits of Personas: Helps tailor content to resonate with specific audience segments. Improves targeting and messaging accuracy. Guides content creation for different platforms.  2-Difference of Usage Within Organisational Types B2B: Focus on LinkedIn for professional networking and lead generation. B2C: Emphasis on Instagram and TikTok for visual engagement and direct sales. NFP: Use Facebook for community building and donor engagement.  3-Using Content to Support the Marketing Funnel Top of Funnel (Awareness): Content: Blogs, infographics, social media posts, short videos. Tools: Social media ads, boosted posts, and hashtags for discoverability. Example: A skincare brand posts educational content about skincare routines. Middle of Funnel (Consideration): Content: Webinars, case studies, whitepapers, testimonials. Tools: LinkedIn campaigns, email follow-ups, and remarketing ads. Example: A SaaS company shares a webinar on improving team productivity with its software. Bottom of Funnel (Decision): Content: Demos, free trials, product comparisons, customer reviews. Tools: Retargeting ads and landing pages optimized for conversion. Example: A gym offers a 7-day free trial membership with testimonials.  3-Keyword Tone of Voice Relevance: Consistency: Use keywords and phrases The tone should align with that reflect the audience's the brand's identity: vocabulary and Formal for B2B to preferences. establish Example: A travel agency professionalism. targeting millennials uses Conversational for B2C phrases like "budget- to appear approachable friendly getaways." and relatable.  4-Copywriting Techniques Understanding Call to Action Emotional Audience (CTA): Appeals: Vocabulary: 1.Encourages users to take 1.Relate to the audience by using 1.Evokes feelings like joy, specific steps (e.g., "Sign up familiar language and urgency, or empathy to drive now," "Claim your discount addressing pain points. engagement. today"). 2.Example: A parenting blog 2.Example: An NFP uses a 2.Example: A fitness app with a using terms like "kid-friendly campaign titled, "Be the reason CTA like, "Join now and start meals" or "parent hacks." someone smiles today." your 7-day free trial." Benefits of Social Media Tools in Managing Activities 1. Scheduling and Automation: Tools like Buffer and Hootsuite automate posting, saving time and ensuring consistency. 2- Analytics and Insights: Social media platforms provide detailed analytics to monitor engagement, audience demographics, and campaign performance. 3-Customer Relationship Management (CRM): Tools like Salesforce Social Studio integrate social media data with CRM systems for personalized customer interactions. 4-Real-Time Interaction: Tools like Sprout Social enable immediate responses to customer queries or feedback.