Social Media Marketing

• Social media marketing uses social media and social networks like Facebook, X and Instagram to market products and services, engage with existing customers, and reach new ones.
• The power of social media marketing comes from the unparalleled capacity of social media in three core marketing areas: connection, interaction, and customer data.
• SM provides direct contact between the brand and the consumer.
• There are many uses for SM in business:

  • Find new customers
  • Hire employees
  • Engage with communities
  • Research
• Meta (Facebook) has roughly 2.62 billion monthly active users, the majority of which are teens aged 13-17 and seniors aged 50-64.
• Instagram can drive awareness, sales and advocacy for a brand. It is for visual content (Reels, videos and pictures). You can place clickable links as well.
• TikTok is the most rapidly growing SM platform in history with an average of 1 billion active users. It is best for brands who want a wide and diverse audience reach and is used mainly for educational and entertainment purposes. There is less censoring and authenticity and relatability are the priority for users.
• X is good for thought leadership. It is good for quick responses and reputation management. It is mainly used for news and current events and is a more casual platform.
• Linkedin is a social networking site for professionals, used for job searching and networking. It prioritizes long form content and is used by 200 million professionals. Posts from IG and FB are usually not appropriate for Linkedin.
• Youtube is good for learning and gaining knowledge. It prioritizes long form content . The majority of viewers are on mobile and so that is where ads should be focused. Video transcripts are picked up by SEO bots and become searchable on search engines.
• 2 billion people use Youtube with 70% of viewers watching on mobile.
• Algorithms are a set of signals that automatically rank content on a social media platform based on how a social media user will enjoy and be most likely to interact with the content.
• Algorithms use a set of rules and data to determine what posts to show to each social media user. Your goal should be to curate highly engaging feeds that will keep people active on the platform as much as possible.
• The Facebook algorithm prioritizes:

  • Content source and interactions (who you interact with the most)
  • Type of content you interact with (This will be pushed to you)
  • Number of interactions with content
• The Instagram algorithm prioritizes:

  • Follower relationship (People you message, follow etc)
  • Content popularity (The more engagement a post has, the more likely you are to see it)
  • Relevance
  • Chronological order (newer posts are prioritized so that users continue to post more often)
• The Tiktok algorithm prioritizes:

  • User interactions
  • Viral sounds and effects (musical content)
  • Content with hashtags
  • Your account settings (local content will be shown first)
• The Youtube algorithm prioritizes:

  • Context
  • Watch time
  • New content (external)
  • User activity and type of content watched
  • Popularity rate
  • New video creation
  • Negative comments
• Best practices to ensure engagement across SM platfors:

  • Create flexible content, community and marketing strategies
  • Have a consistent brand identity
  • Always create content with your audience in mind
  • Engage with your audience
  • Use visually appealing content
• Social monitoring is caring for customers by responding to comments about brands.
• Social listening is actively tracking SM on all topics relating to the brand.