C E RT I F I C AT E I N D I G I TA L M A R K E T I N G

Module 3:
Social Media Marketing
 SOCIAL MEDIA MARKETING ORGANIC
Social Media is a powerful channel for marketers. In this course, you learn more about the main social media platforms, how
to manage your social media presence, and how to create effective content for each platform.
Lesson Topic Description
1 Social Media Landscape In this lesson, you will learn how to plan your approach with the help of two popular frameworks
and align your strategy with the customer journey where a marketer should understand the social
media landscape.
2 Social Media Channels In this lesson, you will learn deliver your message in the most important platform for your
audience. Find and work with influencers to help you. We’ll take a closer look at Facebook,
Instagram, Youtube, and Twitter.
3 Social Media Content In this lesson, you will learn how to develop or adapt content for social media, how to make your
content match the platform you choose, and how to create content that audiences will share. Each
social media platform requires a distinct approach.
4 Implement & Monitor In this lesson, you will learn about social media management tools like Hootsuite that can help
Campaigns you the most out of social media. Success in social media requires careful monitoring and
management of your content and your audience.
5 Measure Impact In this lesson, you will learn about measure success in different platforms and learn the formula to
predict virality. As with all marketing campaigns, you’ll need to measure the impact of your social
media efforts.
6 Jobs in Social Media In this lesson it describe what it’s like to be a Social Media Marketer and what skills recruiters look
Marketing for in the hiring process.
Introduction
Social media marketing is the action of creating
content to promote your business and products on
various social media platforms such as Facebook,
Instagram, and Twitter.
(HubSpot, 2019)

Social media marketing is the use of social media

platforms to connect with your audience to build
your brand, increase sales, and drive website
traffic.
Benefits of Social Media Marketing
• Increased exposure • Helps get the word out
• Increased traffic • Popular — really, really, popular
• Developed loyal fans • Cost-effective
• Provide marketplace insight • Reaches all ages and demographics
• Generated leads • Encourages two-way communication
• Improved search rankings • Users are active
• Grown business partnership • Lets you share A LOT about your business
• Reduced marketing expenses • Perfect for customer service
• Improved sales • Everywhere
Pros and Cons of SMM
+ -
1. Fast and easy 1. Negatively viral publicity: Can’t
2. Does not require high control what people say
commitment 2. Requires constant updates
3. High accessibility and monitoring
4. Contact thousands of people 3. Ads have negative effect: Not
5. Brand awareness a place for a hard sell
6. Increase traffic website 4. Requires knowledgeable
7. Generate leads and social individuals
communities 5. Limited resources of small
8. Listen to customer businesses
9. Cheap
1. Social Media Landscape
Social media landscape
helps businesses form
relationships with clients or
potential clients by
engaging with them.

Connecting with customers

and potential customers
positively impacts your
relationship with customers,
as well as increases brand
loyalty.
Customer Journey
Requirement for
SMM
Customer journey is the
process involving a brand
building a relationship
with potential customers
from the start until the
stage of a purchase and
beyond as well.

Each stage of a customer

journey is different and
brands have to customize
their social media
marketing efforts to
match the requirement.
Social Media Marketing Plan
Listen Plan Strategy Tools

Who are the customers? Business objectives? How to execute it? What content?
• Age • Increase revenue • Social media to • Short message
• Gender • Decrease cost communicate with • Blog
• Location • Public exposure customers • Photo
• Profession • Contents for different • Video
• Income Strategic objectives? social medias • Audio
• Preferred social media • Brand awareness • Resources for these
• Sales leads efforts
What make us unique? • Customer relationship • Evaluation matrix for
• Product the result
• Service Achieve them oniline?  Email subscription
• Selling point • Comment or leads  Leads
from social media  Website traffic
 Download
Social Media Strategy
Social Media Content Plan
2. Social Media Channels

Social media channels

is an individual social
media network that
can be used for
communication,
interaction, content-
sharing, and
collaboration.
Facebook marketing is a platform that offers a variety of highly targeted paid
advertisements and organic posts, allowing brands to put their products and services in
front of the massive audience.

Over the last decade, Facebook has shifted from the most prominent social media on the
internet into one of the biggest marketplaces.
Facebook Posting Tips

• Connect with friends or seek feedback form.

• 3 short posts/week – useful and relevant content, news and events about your business.
• Answer questions on status updates in Groups.
• Post: Early morning, during lunch, after work, before dinner, and before bed.
• Paid ‘posts’ and ‘pages’.
• Competitions for ‘likes’.
 Twitter Posting Tips
Twitter marketing is simply the way to
• Short posts (best < 280 characters).
promote your business it is also one of
• Witty comments/retweet with
the most popular social media.
comments, industry news, promos,
tips & tricks.
If it is used properly, it will help you to
• Photo/video.
drive quality traffic to your blog and you
• Paid ‘tweets’ and ‘profiles’.
can make a group of followers to your
• #hastags & trending.
business. You can promote your
• Strong WIFM call to actions – clic,
business, can talk to the followers, can
interact, buy.
follow your customers as well as
• Post: between 11 am-3pm.
competitors and all these leads to a
successful Twitter marketing.
 Instagram Posting Tips
Instagram marketing is the way
that brands use Instagram to • Inspirational images.
connect with their target
audiences and market their • Sneak peaks, behind the scenes,
offerings. product demos.
• Include questions / #hastags.
Recently, it’s gained popularity as • 1-2 / day.
an exciting method for brands to
show off their cultures, recruit
• Post: after 8 pm weekdays & 5
new employees, engage with pm on weekends.
customers, and show off products
in a new light.
 Youtube Posting Tips
YouTube is your best channel to • Strong message, show don’t tell.
use for video marketing. • Tutorials, stories, debunk myths,
pros/cons, action, tips/tricks, how-
You can enjoy boosts in SEO, build to’s.
your traffic and brand awareness, • Business Youtube Channel.
expand your social reach, market • No longer than 3 mins.
to audiences overseas, improve • Professional vs Crappy.
your ROI, and diversify your • Paid target promotions.
video marketing strategy with • 3-5 / months.
multiple channels. • Post: Busiest 2-8 pm.
At its most basic, Influencer
Marketing is like a hybrid of
old and new marketing
tools, taking the idea of the
celebrity endorsement and
placing it into a modern day
content-driven marketing
campaign.

Marketers received $6.85

in earned media value every
$1 spent on influencer
marketing – AdWeek.
3. Social Media Content
Social media content is content
which is created by individuals or
companies for social
networks such as Facebook,
Instagram or Twitter.

These platforms are of particular

interest to companies because
they allow a much more direct
interaction with users than classic
marketing measures.
Content Platforms
Content platform are emerging that are designed to solve
precisely this problem and also a standardized means of
presenting information.

Content platform as a software solution that drives

content marketing efficiencies and results by centralizing
and streamlining the end-to-end process of creating
content — from ideation and planning through to
distribution and ROI measurement.
Shareable Content Framework
Content frameworks is a structured plan of
attack on how you will go about
creating content, why you'll be creating it, for
whom you will be creating it, and how it factors
into the buying process.

Key components of an effective content

framework are:
• Goals
• Clear cut audiences
• Understanding user behavior, touchpoints,
and flow
• Segmentation
• Funnel stages
• Different content types to match all of that!
Shareable Content
Shareable Social Media Content
Create High-Quality Content • Focus on superfacial topics and don’t invest enough time to research or content creation

Use Smart Structuring •Format content by using numbered list, bullet points, nd headers to easily highlight key information points.

Add Value to User’s Lives •Content should be genuinely helpful.

Keep Your Audience in Mind •Give insight into what audiences want.

Create Infographics •Use your business expertise and data to create something your audience will find valuable using images.

Trigger Emotion •Spark strong emotional reactions users. This have the power engage people and make them share digital content.

Remember the good old times •Users universally enjoy content hearkens back to old memories, analyze your audience precisely.

Offer Incentives •Offer a giveaway based on random drawing, and to enter the drawing users are simply asked toshare, like, or follow a page.

Exploit Trendy Topics •You should follow the latest industry news, and use the to create shareable content when appropriate.

Organize Contest •Engage your audience and inspire them to share your content. Users love to compete and usually do it with their relative.

Be Funny •Use funny posts, images, and viceo to grab the users’ attention.

Use video content •You have to embrace video as part of your content strategy. This kind of content has a big potential to go to viral.
4. Implement & Monitor Campaign
You now know about the platforms, you know how to create content, let’s take
a look at how to implement and manage campaigns.

8 Important Steps to Successfully Implement Your Marketing Plan:

1. Set the right expectations.
2. Build the team and secure resources.
3. Communicate the plan.
4. Build out timeline and tasks.
5. Set up a dashboard for tracking success.
6. Monitor and check-in regularly.
7. Be willing to adapt.
8. Communicate results and celebrate success!
Social Management Tool
Social media management tool is a software designed to allow the user (you) to
publish, to monitor and manage one or more of your social media networks from
one interface.

This not only makes it easier for you to share and schedule to share content to
your social networks from one place, it makes it easier for you to respond to
customers who make a comment on something you post or message you direct.

It can also make it easier for teams to work together in managing one or more
social streams.
Social Management Tools
 What is Hootsuite?
Hootsuite is one of the best tools you can use, and one that is free to use to get started.

I enable you to monitor what

I help you in keeping track
people saying about your
and manage lot of your social
brand and help you respond
media network channels.
instantly.

You can view streams from

multiple networksd such as Hootsuite mobile apps for
Facebook, Twitter, Google+, iOS and Android are available
and post updates or reply
directly.

Hootsuite is a social media management tool that allows users to schedule and post updates
to any page or profile for Facebook, Twitter, LinkedIn, Instagram, WordPress, and other
platforms from one place—the HootSuite dashboard. When you sign up, you are essentially
given a dashboard with tabs organizing all the social profiles you connect to HootSuite.
Benefits of Hootsuite
5. Measure Impact
Social media has become a powerful platform for marketing due to the high
brand exposure and great return on investment. When more than 3 billion
people are browsing social media content, it opens an infinite opportunity
for brands and business to promote products and services using social
media.

Social Media Marketing is having a tremendous impact on business

and market as business growth and performance are taking place at an
astronomical rate. Social media helps in developing business tactics.
5. Measure Impact
Social Media Content Plan
An effective plan is essential for assuring the success of your
overall social media marketing efforts.
1. Social media audit
2. Content audit
3. Study audience demography
4. Posting schedule
5. Important days
6. Specify the number of servings for the
content category
7. Perform A/B testing
8. Consistent and evaluation
Key Metrics: Facebook
1. Reach
Unique person who is exposed by your
content/page.
2. Impressions
How many times your post has been seen.
3. Engagement
Audience engagement on Facebook
post/pages, including likes, comment,
share, link clicks.
4. Fans
Number of fans who like your page.
5. Follow:
Number of fans who might not like but
follow your page.
Facebook Metrics
 Key Metrics: Twitter
1. Reach
Unique person who is exposed by
your content/page.
2. Impressions
How many times your post has been
seen.
3. Engagement
Audience engagement on Twitter
post, including likes, retweet, retweet
with comment, DM, share, link clicks.
4. Follow:
Number of fans who might not like
but follow your page.
Twitter Metrics
Key Metrics: Instagram
1. Reach
Unique person who is exposed by
your content/page.
2. Impressions
How many times your post has been
seen.
3. Engagement
Audience engagement on post
includes likes, comments, saved, DM,
stories replied, shares.
4. Follow:
The number of users who follow you.
Instagram Metrics
Instagram Metrics
 Key Metrics: Youtube
1. Reach
Unique person who is exposed by your
content/page.
2. Impressions
How many times your post has been
seen.
3. Engagement:
Audience engagement on Youtube
view, including likes, comment, share,
link clicks.
4. Duration:How long the viewers watch
the content.
5. Followers:
The number of subscribers.
Youtube Metrics
Key Metrics: LINKEDIN
1. Reach
Unique person who is exposed by your
content/page. .
2. Impressions How many times your post
has been seen.
3. Engagement
Audience involvement in posts,
including: likes, comments, shares.
4. Unique visitors:
Visitors who visit your page linkedin.
5. New followers: Numbers of new
followers
6. Custom button click: Engagement of
visitors / followers of the button on your
page / post.
Linkedin Metrics
Project: Run a Facebook Campaign
Facebook Business Manager is
a free tool developed by
Facebook to allow businesses
and agencies to securely
manage their company's
Pages, ad accounts, catalogs
and pixels in one place,
without sharing login
information or being
connected to their coworkers
on Facebook
Facebook Business Manager
Facebook Business Manager
Facebook Business Manager
Facebook Business Manager
6. Jobs in Social Media Marketing
Social media marketer is in
charge of every aspect of a
company's social
media presence.

This means that they

manage all of the different
company accounts
on social media websites
like Facebook, Twitter, etc.
Social Media Marketing Skills