Digital and Social

Media Marketing
CH2024250500259-E1+TE1

Dr. Arshiya Fathima M.S (53031)

[email protected]
Modules 1-7

Social
01 Introduction 04 Media and
Networking
The digital Understanding
02 Platform 05 the Digital
Consumers
The Social
03 Media 06 Advertising and
Platform Brand Building
with SMM
07 Issues in DM & SMM
Module 1:
Introduction
1.1 The digital and social media ecosystem
1.2 The challenges
1.3 Rewriting of traditional operational space
1.4 The role of digital and social marketing
communications in contemporary world
1.5 The principles- tools available with the
managers
 1.1 The Digital and Social Media Ecosystem
The digital and social media ecosystem is a complex, interconnected network of platforms, technologies,
stakeholders, and processes. It forms the backbone of digital marketing and drives how businesses interact with
consumers.

Key Components of the Ecosystem

1. Platforms: Websites, social media apps, video-sharing platforms, and search engines facilitate communication
and interaction.
2. Technologies: Tools like AI, blockchain, and AR enhance customer experiences and drive efficiencies.
3. Channels: Paid (ads), earned (word-of-mouth), and owned (websites, apps) media work together to engage
audiences.
4. Stakeholders: Businesses, influencers, customers, and regulators play roles in shaping the digital ecosystem.

Why It’s Important

This ecosystem is vital because it democratizes communication, facilitates real-time engagement, and allows
businesses to operate globally while personalizing experiences locally.

Example:
Nike uses the ecosystem by employing platforms like Instagram for direct consumer interaction, AI-driven apps like
Nike Training Club, and omnichannel marketing across paid, earned, and owned media.
1.2 Challenges in the Digital and Social Media
Ecosystem
1. Overwhelming Data Volume:
Every interaction—whether it’s a click, comment, or purchase—generates data. Businesses struggle to filter this data
to derive actionable insights.
Example: Facebook processes millions of posts, comments, and reactions daily, requiring advanced AI to curate
meaningful content for users.
2. Privacy and Security Concerns:
With data breaches and misuse incidents, customers demand transparency about how their data is collected and
used. Regulations like GDPR (General Data Protection Regulation) enforce strict compliance.
Example: Google’s $57 million GDPR fine highlighted the importance of clear and lawful data usage policies.
3. Content Overload and Competition:
Users are bombarded with content, making it challenging for brands to capture attention. Creativity and relevance
are critical.
Example: Pepsi combats competition by launching unique campaigns like its emoji bottles on social media,
creating shareable moments.
4. Rapid Technological Changes:
Platforms and tools evolve quickly, requiring businesses to adapt their strategies continually.
Example: Brands like Guess leveraged TikTok’s rise with campaigns such as #InMyDenim, driving engagement
among Gen Z audiences.
1.3 Rewriting Traditional Operational
Space
The digital revolution has forced traditional businesses to rethink how they operate:

1. E-Commerce Dominance:
The shift from brick-and-mortar stores to online platforms has transformed retail. Businesses now need to provide a
seamless online experience.
Example: Zara integrates online and offline experiences by allowing customers to order online and pick up in-store.

2. Real-Time Customer Interactions:

Digital platforms enable instant communication, fostering stronger relationships.
Example: Nike uses WhatsApp for real-time customer service, including order tracking and product advice.

3. Cost-Effective Marketing:
Digital marketing campaigns are more affordable than traditional advertising (TV, radio) and offer precise targeting.
Example: Airbnb’s digital-first marketing strategy, using social media ads and influencer partnerships, enabled it to
grow globally with minimal ad spend.
1.4 Role of Digital and Social Marketing
Communications in the Contemporary World
Digital and social marketing communications have become integral for modern businesses to build brands, drive
sales, and foster loyalty:
1. Brand Awareness:
Social media platforms amplify brand messages, reaching millions of users.
Example: Coca-Cola’s “Share a Coke” campaign used personalized labels and social media, making it a global
success.

2. Customer Engagement:
Two-way communication lets brands interact directly with customers, addressing their concerns and building trust.
Example: Wendy’s witty Twitter responses make it a favorite brand for engagement.

3. Data-Driven Personalization:
Digital tools allow businesses to tailor experiences based on user data.
Example: Spotify’s “Wrapped” campaign shows users their listening history, enhancing user connection and
encouraging social sharing.

4. Global Reach with Local Adaptation:

Digital platforms enable brands to cater to diverse markets with localized campaigns.
Example: McDonald’s uses Instagram to promote region-specific menu items while maintaining a consistent global
brand voice.
1.5 Principles of Digital and Social
Media Marketing
1. Customer-Centric Approach: Understand and prioritize customer preferences to design impactful campaigns.
Example: Netflix’s algorithm recommends personalized content, increasing viewer retention.

2. Omnichannel Integration: Ensure a seamless experience across platforms like websites, social media, and
apps.
Example: Starbucks allows customers to order and pay through its app, pick up in-store, and earn loyalty points
simultaneously.

3. Agility and Innovation: Adapt to changes in consumer behavior, technology, and competition.
Example: L’Oréal created virtual try-on tools during the pandemic, enabling customers to test makeup online.

4. Performance Tracking: Use metrics like click-through rates, ROI, and customer acquisition costs to evaluate
effectiveness.
Example: Google Ads offers detailed analytics to track the success of digital campaigns.
1.6 Tools Available with Managers
1. Social Media Management Tools: Platforms like Hootsuite, Buffer, and Sprout Social help schedule posts,
analyze engagement, and monitor trends.
Example: The NBA uses Hootsuite to handle content across multiple social platforms during live games.

2. SEO and Analytics Tools: Tools like Google Analytics, SEMrush, and Ahrefs provide insights on website traffic
and search engine performance.
Example: Moz helps small businesses identify keywords and improve their search rankings.

3. Content Creation Tools: Canva, Adobe Spark, and Grammarly enable creating high-quality visual and written
content.
Example: Canva is widely used by startups to produce professional-looking Instagram posts.

4. Automation Tools: Marketing automation platforms like HubSpot and Mailchimp streamline email campaigns
and lead nurturing.
Example: Mailchimp enables small businesses to send targeted emails based on user behavior.

5. Customer Engagement Tools: CRM software like Salesforce and Zendesk and chatbots like Drift improve
customer interactions.
Example: Sephora’s chatbot provides personalized makeup recommendations.
Module 2: The
digital platform

2.1 The impacts of digital environment on information

procurement and consumption
2.2 The reworking of decision making process (DMP)
2.3 The decision making unit (DMU) under the
contemporary technological settings.
2.4 Digital communication mix- its impacts
2.5 Assessment tools & models
2.1 Impacts of the Digital Environment on
Information Procurement and Consumption
a. Information Procurement (Gathering Information)
The process of gathering information has transformed fundamentally in the digital age:

1. Speed and Accessibility:

The internet ensures instant access to a vast array of information sources. Unlike traditional methods like newspapers
or in-store visits, consumers now rely on search engines, apps, and social media.
Example: A user searching for “best smartphones under $500” gets curated content, expert reviews, and user
experiences instantly through platforms like Google or YouTube.

2. Democratization of Information:
Previously, information was controlled by a few gatekeepers (e.g., journalists, manufacturers). The digital age
empowers consumers to share reviews, ratings, and experiences, making information more diverse and inclusive.
Example: Platforms like Trustpilot or Amazon product reviews give ordinary users a voice.

3. Customizability:
Advanced algorithms customize search results and recommendations based on user behavior and preferences.
Example: Spotify suggests playlists tailored to individual listening habits.
2.1 Impacts of the Digital Environment on
Information Procurement and Consumption
b. Information Consumption (How Information is Used)
Once gathered, information is consumed differently due to changes in technology and consumer behavior:

1. Preference for Visual and Interactive Content:

Visual storytelling (infographics, videos, AR experiences) makes complex ideas easy to digest. Consumers prefer
these formats over long textual content.
Example: Tutorials on platforms like YouTube are often preferred over lengthy instruction manuals.

2. Social Sharing and Validation:

People not only consume information but also validate decisions through social sharing and group discussions.
Social proof drives their final choices.
Example: Before dining at a restaurant, users often check social media tags to see real-time posts and reviews by
others.

3. On-the-Go Consumption:
Mobile devices enable users to consume information anytime, anywhere. Apps and responsive websites cater to this
“mobile-first” audience.
Example: A commuter might compare prices on Amazon or Flipkart during a subway ride.
2.2 Reworking the Decision-Making Process (DMP)
The Decision-Making Process (DMP) has become dynamic, influenced by digital tools, personalized marketing,
and omnichannel touchpoints:

a. Awareness Stage
In the traditional model, consumers relied on mass media for awareness. Now, awareness is created through search
engines, social media ads, and influencer campaigns.
Example: A consumer looking for fitness equipment sees Instagram ads for Fitbit, coupled with YouTube influencer
reviews highlighting the product’s benefits.
b. Consideration Stage
Consumers evaluate their options using diverse online sources:
• Price comparison websites (e.g., PriceGrabber).
• Reviews on e-commerce sites (e.g., Amazon).
• Social validation via platforms like Reddit or Quora.
c. Purchase Stage
Unlike traditional shopping, where purchase decisions happened offline, consumers today often transition
seamlessly between online and offline channels:
Example: A consumer may research smartphones online but choose to buy them at a nearby store for immediate
possession.
d. Post-Purchase Behavior
The DMP extends beyond the purchase as businesses seek feedback and encourage repeat purchases through
loyalty programs or personalized offers.
Example: After buying a car, Tesla offers over-the-air software updates, keeping users engaged and satisfied.
2.3 Reworking the Decision-Making Unit (DMU)
The Decision-Making Unit consists of individuals or roles that influence a purchase. It traditionally included the
buyer, influencer, gatekeeper, and decision-maker. The digital environment has expanded and diversified these
roles:

1. New Decision Influencers:

Influencers and online communities now play a key role. Their opinions often guide consumer choices, sometimes
even overriding traditional advertisements.
Example: A tech blogger's smartphone recommendation might carry more weight than a TV commercial.

2. Digital Gatekeepers:
Algorithms on platforms like Google, Amazon, and YouTube determine what information reaches the consumer first.

3. Collaborative Decision-Making:
In B2B scenarios, teams use digital collaboration tools to evaluate options, fostering a collective decision-making
process.
Example: Before adopting a project management tool, companies may use Slack or Microsoft Teams to gather
input from various departments.
2.4 The Digital Communication Mix
The Digital Communication Mix comprises tools and channels businesses use to interact with and influence their
audience in the digital world.

a. Key Components
• Content Marketing:
Brands create blogs, videos, and other content to educate and engage their audience.
Example: HubSpot offers free marketing templates and resources, building trust and authority in its domain.

• Social Media Marketing:

Businesses leverage platforms like Instagram, LinkedIn, and TikTok for visibility and interaction.
Example: Starbucks uses Instagram for product launches and user-generated campaigns, like #RedCupSeason.

• Email Marketing:
Personalized email campaigns keep consumers informed and engaged.
Example: Zomato sends customized restaurant recommendations and exclusive dining deals based on user
preferences.

• SEO and SEM (Search Engine Marketing):

Optimizing content for search engines ensures visibility, while SEM involves paid advertising for immediate
attention.
Example: A travel agency bids for “best honeymoon destinations” keywords on Google Ads to drive traffic
2.4 The Digital Communication Mix
b. Why It Matters

• Precision Targeting:
Advanced data analytics enable businesses to segment their audience and deliver personalized content.
Example: Amazon’s "Customers also bought" feature drives cross-selling by understanding consumer preferences.

• Cost Efficiency:
Digital channels are often more cost-effective than traditional advertising, offering measurable ROI.

• Global Reach with Local Focus:

Brands can target global audiences while customizing campaigns for local relevance.
Example: McDonald’s India promotes vegetarian burgers to cater to cultural preferences.
2.5 Assessment Tools and Models
a. Assessment Tools

• Google Analytics: Tracks website performance, user journeys, and conversions.

• Social Media Insights: Provides data on engagement, demographics, and campaign performance.

• Customer Relationship Management (CRM): Monitors customer interactions and retention strategies.

b. Models for Evaluation

• AIDA Model: Tracks user progress from Awareness to Action.

Example: A consumer sees an ad (Awareness), reads reviews (Interest), visits the website (Desire), and buys the
product (Action).

• RACE Framework: Focuses on Reach, Act, Convert, and Engage stages in digital campaigns.

• Conversion Funnel Analysis: Identifies weak points in the consumer journey.

CAT-1
Module 3: The social media platform
3.1 Consumer Tribes and Communities
3.2 Users and Cocreation of Value
3.3 Brand and Anthropomorphic Marketing
3.4 Understanding Platforms in Social Media Marketing
3.5 Understanding Content in Social Media Marketing
3.6 Electronic Word of Mouth (eWOM)
3.7 Understanding Context in Social Media Marketing,
Measurement
3.8 Metrics and Analytics
3.9 Cross Cultural Aspects and Implications, Privacy
3.1. Consumer Tribes and Communities
Meaning: Consumer tribes are groups of individuals who connect due to shared values, beliefs, interests, or
behaviors. These groups often form emotional bonds with specific brands, products, or lifestyles. The concept goes
beyond individual consumption and emphasizes collective experiences. In the digital age, these tribes thrive on
online platforms, where members share ideas, stories, and content, fostering a sense of belonging and loyalty.

Unlike traditional market segments, which focus on demographics, consumer tribes are more about
psychographics—emphasizing attitudes, aspirations, and values. These tribes influence purchasing decisions, brand
loyalty, and even the co-creation of products and marketing campaigns.

Key Characteristics

Shared Values and Beliefs: Members of a tribe align around a common philosophy or set of principles. These
shared ideals create a cohesive identity that binds members together. For example, a tribe formed around
sustainability might rally around eco-friendly brands.

Strong Emotional Connection with a Brand: Emotional attachment to a brand fosters deep loyalty. Members
don’t just purchase a product—they feel part of a brand’s journey and mission. This emotional connection can make
the tribe a powerful advocate for the brand.

Frequent Interaction on Digital Platforms: Digital platforms (like social media, forums, and community websites)
play a crucial role in sustaining these tribes. They serve as spaces where members engage in discussions, share
experiences, and even mobilize for causes related to the brand or lifestyle.
3.1. Consumer Tribes and Communities
Sense of Identity and Belonging: Consumer tribes give members a sense of identity, often tied to the brand or
community’s ethos. This identity goes beyond the product and becomes part of their lifestyle.

Active Participation and Advocacy: Tribe members are not passive consumers; they actively participate in
promoting and enhancing the brand. This can include user-generated content, word-of-mouth advocacy, or
involvement in brand-sponsored events.

Example: Harley-Davidson
Harley-Davidson is a quintessential example of a brand that has built a thriving consumer tribe.

Identity and Lifestyle: Harley-Davidson enthusiasts are not just motorcycle riders—they embrace a lifestyle of
freedom, adventure, and camaraderie. The brand fosters this through community-building events like H.O.G.
(Harley Owners Group) rallies.

Emotional Connection: The bond with Harley-Davidson goes beyond motorcycles. Owners feel pride in being
associated with the brand and often showcase their affiliation through tattoos, merchandise, and custom bikes.

Digital Engagement: Harley-Davidson leverages digital platforms to keep the tribe connected. Social media
groups, forums, and online campaigns ensure constant interaction among members.

Brand Advocacy: Tribe members actively promote the brand by participating in rides, sharing stories, and
encouraging others to join the Harley-Davidson community.
3.2 Users and Cocreation of Value
Meaning:
Cocreation of value refers to the process where brands and consumers work together to create value, such as new
products, services, or experiences. Users play a significant role in shaping a brand by providing feedback, creating
content, and influencing product development.

Key Aspects:
User-Generated Content (UGC): Consumers actively produce content related to a brand, such as reviews, social
media posts, videos, and blogs. This content often serves as authentic marketing material, building trust and
engagement with other consumers.
Collaborative Design: Brands invite users to participate in designing or enhancing products and services.
Techniques include voting on features, crowdsourcing ideas, and involving consumers in prototyping.
Feedback and Iterative Development: Users provide insights and feedback that guide brands in refining
offerings to meet real-world needs. This process ensures that products align more closely with consumer
expectations, improving satisfaction and market fit.
Shared Experiences: The co-creation process often includes interactive events, contests, or online communities
where users share their ideas and engage with the brand.

Example: LEGO: LEGO has a strong cocreation model where fans suggest and vote on new set ideas through
LEGO Ideas. This engagement leads to new products that are directly shaped by the consumer community.
3.2 Users and Cocreation of Value
Example: LEGO
LEGO’s LEGO Ideas platform is a prime example of co-creation in action:

Process: Fans submit ideas for new LEGO sets, and the community votes on their favorites. Sets with sufficient
support are reviewed by LEGO, and selected ideas are developed into official products.

Consumer Involvement: This process encourages creativity, giving consumers a direct say in what LEGO
produces.

Results: Many successful LEGO sets, such as models inspired by fan-submitted designs, have emerged from this
platform, reinforcing the brand’s innovative and community-centric image.
3.3 Brand and Anthropomorphic Marketing
Meaning:
Anthropomorphic marketing involves giving human-like characteristics to a brand or product to create a more
relatable and engaging experience for consumers.

Key Elements:
Personality: Brands are given distinct human-like personalities to align with their target audience’s values and
preferences.
Examples of brand personalities include being fun, adventurous, caring, reliable, or innovative.

Emotional Connection: By humanizing the brand, marketers can evoke emotions such as trust, affection, or
nostalgia. Emotional branding helps strengthen customer loyalty and fosters long-term relationships.

Relatability: Anthropomorphic brands feel familiar and relatable, making them more appealing and memorable to
consumers.

Engagement: Human-like brands encourage consumer interaction, often through storytelling, campaigns, or
personalized experiences.

Example:
Coca-Cola: Coca-Cola uses anthropomorphic marketing through the "Share a Coke" campaign, where they
replaced their logo with popular names, giving the bottles a more personal touch that appeals emotionally to
customers.
3.3 Brand and Anthropomorphic Marketing
Example: Coca-Cola’s "Share a Coke" Campaign

The "Share a Coke" campaign exemplifies anthropomorphic marketing by personalizing Coca-Cola bottles with
popular names.

Human Touch: By replacing the logo with individual names, Coca-Cola created the illusion of addressing
consumers personally, fostering a sense of belonging.

Emotional Appeal: Customers experienced joy, excitement, and nostalgia when they found a bottle with their name
or a loved one’s name.

Interactive Engagement: The campaign encouraged consumers to share their bottles on social media, amplifying
the emotional and interactive aspects of the brand.
3.4 Understanding Platforms in Social Media Marketing
Meaning:
Different social media platforms offer unique opportunities for brand marketing, each with its own user base,
features, and best practices.
Key Platforms:
Facebook
Features: Advanced targeting options for ads, brand pages, event creation, and group communities.
Best Use: Ideal for storytelling, community building, and targeted advertising.
Demographics: Broad user base, particularly effective for reaching middle-aged and older audiences.
Instagram
Features: Focuses on high-quality visuals, short videos, reels, and influencer collaborations.
Best Use: Perfect for visually-driven brands, direct shopping, and engagement through stories and live
sessions.
Demographics: Popular among younger audiences (18–34 age group).
LinkedIn
Features: Professional networking, publishing articles, and showcasing business credentials.
Best Use: Effective for B2B marketing, thought leadership, and talent acquisition.
Demographics: Professional audience, primarily business executives and decision-makers.
Example:
Nike: Nike uses Instagram and Facebook to promote visual and motivational content, while also using influencer
marketing to reach a broader audience.
3.4 Understanding Platforms in Social Media Marketing
Example

Nike: Nike effectively uses multiple platforms:

• On Instagram: Promotes motivational and visually appealing content, often leveraging influencers.
• On Facebook: Engages followers through targeted ads and user-generated content.
• On LinkedIn: Shares professional achievements, sustainability efforts, and corporate values to connect with
stakeholders.
3.5 Understanding Content in Social Media Marketing
Meaning:
Content in social media marketing refers to the types of media (images, videos, blogs, infographics, etc.) shared on
social platforms to engage and communicate with users.

Types of Content:
Visual Content
Includes images, videos, and graphics, which often achieve higher engagement rates.
Platforms: Instagram, Pinterest, YouTube.

Text-based Content
Blogs, tweets, captions, and articles that inform or inspire discussion.
Platforms: Twitter, LinkedIn, Facebook.

Interactive Content
Polls, quizzes, and stories that involve active participation from users.
Platforms: Instagram, Snapchat, TikTok.

Example
Red Bull: Red Bull’s content strategy focuses on high-energy, adventure-oriented videos and images.
For example:
Extreme Sports Videos: Shared on YouTube to promote its association with thrill and excitement.
Social Media Campaigns: Use hashtags and user-generated content to engage audiences globally.
3.6 Electronic Word of Mouth (eWOM)
Meaning:
eWOM refers to the online sharing of information, opinions, and recommendations about products or services,
either through social media, reviews, blogs, or online forums.

Importance:
Builds Trust: Peer recommendations, even from strangers, are perceived as more credible than branded content.
Influences Purchasing Decisions: Positive reviews and mentions encourage purchases, while negative feedback
can deter potential buyers.
Viral Potential: eWOM spreads rapidly, amplifying brand awareness and reach.

Example: Amazon:

Customer Reviews and Ratings:

• Shoppers rely heavily on reviews to make purchasing decisions.
• Positive eWOM often boosts product sales and enhances brand reputation, while negative reviews highlight areas
for improvement.

Social Sharing:
• Users share their purchases or experiences on platforms like Twitter and Instagram, extending the reach of eWOM.
3.7 Understanding Context in Social Media Marketing

Meaning:
Context refers to the environment in which content is consumed, including time, location, device, and current
trends. Social media marketers need to tailor their content to fit the context in which it is being viewed to maximize
engagement.

Key Aspects:
1. Timing
• Posting when users are most active increases visibility and engagement.
• Examples: Morning updates for professionals on LinkedIn or evening posts for Instagram users.
2. Relevance
• Aligning content with current events, cultural trends, or individual user preferences.
• Examples: Trending hashtags, real-time marketing, or seasonal campaigns.
Example
Spotify: Spotify uses context to enhance the user experience by providing playlists and recommendations tailored
to users’ listening habits, time of day, or location. For instance:
• Morning playlists for a commute.
• Chill music in the evening.
• Seasonal playlists like “Summer Hits” or “Holiday Classics.”
3.8 Measurement, Metrics and Analytics
Meaning:
In digital and social media marketing, metrics and analytics are used to measure the effectiveness of marketing
efforts, track engagement, and optimize strategies.

Key Metrics:
1. Engagement Rate
• Measures user interaction, including likes, shares, comments, and saves.
• Indicates how well content resonates with the audience.
2. Click-Through Rate (CTR)
• The percentage of users who click on a specific link or call-to-action (CTA).
• Highlights the effectiveness of ads or email campaigns.
3. Conversion Rate
• The percentage of users who complete a desired action, such as making a purchase or signing up for a
• newsletter.
• Reflects campaign success in driving business goals.
Example
Facebook Ads:
Facebook provides detailed analytics through its dashboard, allowing marketers to:
• Measure the ROI of ad campaigns.
• Track audience demographics and engagement metrics.
• Optimize targeting and budget allocation for better results.
3.9 Cross-Cultural Aspects and Implications
Cross-cultural marketing refers to marketing strategies that take into account the differences in cultural preferences,
values, and behaviors when targeting international audiences.

Challenges
1. Adapting Content
• Aligning messaging and visuals with cultural norms and expectations.
2. Language Barriers
• Translating content accurately while maintaining the original intent and appeal.
3. Local Regulations
• Understanding and complying with laws governing advertising and marketing in different regions.

Example

McDonald’s: McDonald’s customizes its menu based on local cultural preferences:

• India: Vegetarian and chicken-based options like the McAloo Tikki Burger to cater to dietary
preferences.
• Japan: Offerings like the Teriyaki Burger to appeal to local tastes.

These adaptations demonstrate cultural sensitivity and enhance global brand acceptance.
3.10 Privacy
Meaning:
Privacy in digital and social media marketing refers to the protection of consumers' personal data and
respecting their privacy preferences.

Key Issues
1. Data Collection
Collecting user behavior data for personalized targeting without infringing on privacy.
2. Compliance
Adhering to global privacy laws such as the General Data Protection Regulation (GDPR) and the California
Consumer Privacy Act (CCPA).
3. Transparency
Providing clear policies on how user data is collected, stored, and utilized.
Example
Facebook:
After facing backlash over data privacy breaches, Facebook implemented:
• Tools for users to control how their data is shared.
• Transparent policies detailing data usage.
• Stricter internal measures to prevent unauthorized data access.
 Module 4: Social
Media and
Networking
4.1 Social media and Web 2.0
4.2 Participatory nature
4.3 Collaboration aspects
4.4 Development of new social media in the last decade
4.5 Distinctions of Social Communities
4.6 Networking & Sharing effects
4.7 Distinctions with traditional marketing.
4.1 Social media and Web 2.0
Meaning:
Web 2.0 represents the evolution of the internet from static, one-way communication platforms (Web 1.0) to
interactive, dynamic spaces where users actively engage with content. This transition fosters collaboration, user
interaction, and the democratization of content creation, forming the foundation of social media platforms and
interactive websites.
Key Features of Web 2.0
1. User-Generated Content (UGC)
Users become creators rather than mere consumers of content.
Examples include social media posts, blog articles, YouTube videos, and product reviews.
2. Interactivity
Encourages engagement through actions such as likes, comments, shares, and real-time communication.
This feedback loop makes online interactions more dynamic and responsive.
3. Collaboration
Platforms enable users to work together, share ideas, and co-create content.
Examples: Crowd-sourced campaigns, collaborative playlists on Spotify, or community-driven forums like Reddit.
Example: YouTube
1. User-Generated Content: Users upload and share their own videos on topics ranging from education to
entertainment.
2. Interactivity: Viewers can like, comment on, and share videos, directly engaging with creators.
3. Collaboration: Features like collaborative channels, shared playlists, and video responses encourage
Partnerships and community building.
4.2 Participatory Nature
Meaning: The participatory nature of social media refers to its emphasis on active user involvement in creating,
sharing, and interacting with content. Unlike traditional media, where information flows in one direction (from
creator to consumer), social media encourages two-way interactions where users can directly influence, modify, and
share content. This participation enhances engagement and fosters a sense of ownership among users.

Key Aspects
1. User Involvement
Users contribute actively by creating posts, sharing updates, commenting, and reacting to content. Platforms like
Instagram, Twitter, and TikTok thrive on user-generated content, where users play a central role in maintaining the
platform’s vibrancy.
2. Two-Way Communication
Brands and consumers can engage directly through comments, messages, or tags, creating opportunities for real
time interaction.
This dialogue strengthens brand-customer relationships and enables brands to address feedback quickly.
Example
Starbucks' “My Starbucks Idea”:
Starbucks launched a platform inviting users to suggest ideas for product innovations, operational
improvements, or marketing strategies. Customers could vote on and discuss others’ ideas, creating a
participatory ecosystem that empowered users and guided brand decisions.
4.3 Collaboration Aspects
Meaning: Social media fosters collaboration by connecting individuals, communities, and organizations to work
together toward common goals. Collaboration can take various forms, including sharing ideas, co-creating content,
and amplifying messages.

Key Collaboration Models

1. Crowdsourcing
Involves tapping into the collective creativity or expertise of a large group of people to generate ideas, solutions, or
content.
Example: Campaigns like Lay's “Do Us A Flavor,” where users submitted flavor ideas, showcased the power of
crowdsourcing.
2. Influencer Partnerships
Brands collaborate with social media influencers to access their follower base and boost credibility.
Influencers often create personalized content around the brand, making it relatable to their audience.

Example
GoPro:
The company actively collaborates with its users, encouraging them to share adventure videos filmed on GoPro
cameras. These user-generated videos form the foundation of GoPro’s marketing strategy, creating a vibrant
community and promoting the brand authentically.
4.4 Development of New Social Media in the Last Decade

Meaning: The last decade has seen transformative growth in social media, marked by the emergence of innovative
platforms and the evolution of existing ones. These changes have redefined how brands connect with audiences and
how people interact online.

Notable Developments
1. TikTok
A short-form video platform known for its algorithm-driven personalized content.
Brands leverage TikTok’s challenges and trends to create viral marketing campaigns targeting younger audiences.

2. Instagram Stories
Introduced to compete with Snapchat, this feature allows users to share ephemeral content (disappears in 24 hours).
Encourages real-time engagement through polls, Q&A, and interactive stickers.

3. Clubhouse
An audio-based platform where users join rooms for live, topic-based discussions.
Ideal for hosting webinars, discussions, or product announcements.

Example
TikTok & Chipotle:
Chipotle successfully used TikTok for campaigns like the #GuacDance challenge, which went viral and boosted
guacamole sales by capitalizing on user creativity and participation.
4.5 Distinctions of Social Communities
Meaning: Social communities are online groups formed around shared interests, beliefs, or goals. These
communities foster engagement, collaboration, and support among members, often becoming a hub for niche
discussions or activities.

Key Characteristics

1. Shared Identity
Members feel a sense of belonging and alignment with the community’s values or interests.
Example: A fitness group on Facebook where members share workout tips and progress stories.
2. Engagement
Members actively participate in discussions, post questions, or share resources.
Example: Reddit communities (subreddits) have high engagement due to their focused topics.
3. Support
Communities often serve as platforms for mutual support, whether emotional, informational, or professional.

Example
Reddit:
Reddit’s subreddits, such as r/fitness or r/personalfinance, enable members to exchange ideas, seek advice, and
collaborate, creating a rich environment for shared learning and growth.
4.6 Networking & Sharing Effects
Meaning: Networking on social media involves building relationships and sharing content, while sharing effects
refer to the ripple effect created when content is reshared across networks, amplifying its reach.

Key Concepts

1. Viral Content
Content that rapidly spreads across networks due to high shareability.
Example: Memes, challenges, or videos like the ALS Ice Bucket Challenge.
2. Peer Influence
Content shared by trusted individuals (friends, influencers) carries greater credibility and engagement
potential.

Example
ALS Ice Bucket Challenge:
The campaign successfully combined a social cause with viral participation. Users nominated friends to complete
the challenge, amplifying the message’s reach and raising millions for ALS research.
4.7 Distinctions with Traditional Marketing
Meaning: Social media marketing has revolutionized how brands communicate and connect with audiences,
offering distinct advantages over traditional marketing methods.

Key Distinctions
1. Two-Way vs. One-Way Communication
Traditional marketing (e.g., TV ads) involves one-way messaging with limited feedback.
Social media enables real-time, interactive communication, fostering dialogue and relationships.

2. Cost-Effectiveness
Social media campaigns are significantly more affordable and scalable compared to traditional media.

3. Targeting and Analytics

Platforms like Facebook and Google Ads provide detailed insights into audience demographics, behavior, and
engagement, allowing highly targeted campaigns.

Example
Nike’s “Just Do It” Campaign: Through social media, Nike personalized its messaging by featuring diverse
athletes and stories, creating deeper emotional connections compared to generic traditional advertisements.
Module 5: Understanding
the digital consumers

5.1 Their character

5.2 Their necessities and priorities
5.3 Interface with marketing field
5.4 Distinguishing between hype, noise,
reputation management, and compulsion.
5.5 Technology vs. Communication
5.6 Five mind-set shifts
5.1 Their Character
Meaning:
The "character" of digital consumers encompasses their psychological traits, values, beliefs, preferences, and
behaviors. These traits dictate how consumers perceive brands, interact with digital content, and make purchasing
decisions.
Why It’s Important:
Understanding the character of digital consumers is crucial for several reasons:
1. Effective Segmentation: By analyzing consumer character, marketers can divide their target audience into
segments based on shared characteristics, making it easier to craft tailored marketing strategies.
2. Personalized Marketing: When marketers understand the unique traits and preferences of consumers, they
Can deliver customized messages, offers, and content that are more likely to resonate with each segment.
3. Enhanced Consumer Engagement: Marketing strategies that align with the values, beliefs, and preferences of
consumers are more engaging and can lead to stronger emotional connections with the brand, increasing brand
loyalty.
4. Optimized Content Strategy: Knowing what type of content appeals to different consumer segments allows
marketers to create more engaging, relevant, and timely digital content.
For example, if a brand understands that a specific consumer segment values environmental sustainability, they can
emphasize eco-friendly product features in their marketing materials, which will resonate more strongly with that
audience.
Example:
Nike: By highlighting stories of perseverance and achievement, Nike aligns with consumers who value personal
growth, performance, and empowerment, reinforcing its brand ethos of "Just Do It."
5.1 Their Character
Example:

Nike: Nike’s marketing often revolves around themes of perseverance, personal growth, and empowerment. Their
“Just Do It” slogan is designed to inspire consumers to push beyond their limits, which aligns with the
character of consumers who value hard work, success, and achievement.

Nike’s Character Appeal:

Nike’s advertising features athletes who overcome adversity, embodying the spirit of resilience. This speaks to
consumers who prioritize personal development, fitness, and empowerment. By showcasing stories of
achievement and determination, Nike resonates with digital consumers who value personal growth and the
pursuit of excellence, reinforcing their brand ethos.

This deep understanding of consumer character enables Nike to connect emotionally with its audience, making their
marketing more effective and driving customer loyalty.
5.2 Their Necessities and Priorities
Meaning: This focuses on identifying consumers' needs and priorities, ranging from basic necessities like safety
and convenience to aspirational needs like status, recognition, and belonging.
Why It’s Important:
Understanding the necessities and priorities of consumers is critical for effective marketing because:
1. Timely Solutions: By identifying which needs are most urgent or relevant to a consumer segment at a specific
time, marketers can position their products or services as timely solutions.
2. Customer Satisfaction: When a product or service aligns with a consumer's current priorities, it increases the
likelihood of satisfaction, repeat purchases, and long-term loyalty.
3. Brand Loyalty: By fulfilling both basic needs and higher-order desires, brands can foster deeper emotional
connections with consumers, making them more likely to return to the brand for future needs.
4. Personalized Offerings: When marketers understand what consumers value at any given time, they can offer
tailored solutions that cater to those specific needs, increasing relevance and engagement.
Example:
Amazon:
Amazon’s Prime service is a prime example of understanding consumer necessities and priorities. In a fast-paced
world where convenience and time are crucial, many consumers prioritize quick delivery and easy access to a wide
range of products. By offering fast delivery, streaming services, and exclusive deals, Amazon addresses these
immediate needs, making consumers’ lives more convenient and efficient. The introduction of Amazon Prime has
also helped Amazon cater to aspirational needs, offering exclusive content and services that create a sense of
belonging and status for consumers who want to enjoy the “Prime” lifestyle.
5.2 Their Necessities and Priorities
Amazon's strategy with Prime:
Amazon's ability to tap into consumer priorities such as convenience, speed, and access to exclusive benefits has
been a key factor in its dominance in the online retail space. By addressing both basic and aspirational needs
through its Prime service, Amazon ensures that its customers receive continuous value, which encourages customer
retention and loyalty.
5.3 Interface with the Marketing Field
Meaning:
The term "interface with the marketing field" refers to the various ways in which consumers come into contact with a
brand and its marketing efforts. These interactions happen at multiple touchpoints across both digital and physical
platforms. Key touchpoints include:
Websites: How users navigate a company’s site, interact with its features, and make purchases.
Advertisements: How consumers are exposed to a brand through traditional or digital media like TV commercials,
print ads, online banners, and social media ads.
Social Media: Platforms like Facebook, Instagram, Twitter, and TikTok where brands engage with consumers
through posts, ads, and direct communication.
Physical Stores: The in-store experience, where consumers can touch, feel, and try products, as well as interact
with store staff.
Mobile Apps: Brands’ apps serve as another critical touchpoint, offering services like browsing, ordering, and
customer support.
The "interface" is the sum of all these touchpoints that shape a consumer’s experience with the brand. Each
touchpoint contributes to how consumers perceive the brand and influences their purchasing behavior.
Why It’s Important:
Understanding how consumers interface with a brand is crucial for several reasons:
Consistency Across Channels: In today’s omnichannel world, consumers expect a consistent and seamless
experience across all touchpoints. A disconnected experience (e.g., poor website navigation, inconsistent
messaging) can lead to frustration and decreased customer satisfaction.
Optimizing Customer Experience: By analyzing how consumers interact with different touchpoints, brands can
identify friction points and streamline the experience. For instance, if users abandon their shopping carts on an e
commerce website, it might indicate an issue with the website’s checkout process.
5.3 Interface with the Marketing Field
3. Brand Perception: How a consumer interacts with a brand—whether it’s a smooth online purchase, engaging
social media interaction, or an enjoyable in-store experience—directly impacts their perception of the brand. A
positive interface with marketing efforts can elevate the brand's reputation.
4. Personalized Marketing: By tracking and analyzing consumer interactions across various touchpoints, brands
can deliver personalized experiences. For example, if a consumer browses a certain product on a website but
doesn't purchase it, targeted ads or personalized emails can encourage them to return and complete the
transaction.
5. Consumer Engagement: Touchpoints like social media provide opportunities for direct engagement, feedback,
and conversation. Brands can use these opportunities to build trust, provide customer service, and deepen
relationships.
Example: Apple:
Apple offers a flawless interface through its physical stores, online store, and mobile apps, all designed to
provide a superior customer experience.
Physical Store: The Apple Store itself is an experience, with minimalist design, hands-on product displays, and
knowledgeable staff who guide consumers through the features of Apple products. The layout and in-store
experiences are carefully crafted to reinforce Apple's premium, user-friendly brand image.
Online Store and App: Whether shopping online or through the Apple Store app, the user experience is
designed to be seamless and intuitive. The website is clean, easy to navigate, and optimized for all devices,
ensuring a consistent experience no matter how a consumer interacts with it.
Customer Service: The Genius Bar is another touchpoint that exemplifies Apple's commitment to customer
service, ensuring that consumers receive in-person tech support when needed.
Apple's seamless and cohesive interface across all touchpoints ensures that consumers feel a strong connection to
the brand at every stage of the buying process. Whether a consumer is browsing online, purchasing in-store, or
interacting with Apple support, the experience is designed to reinforce the brand's values of simplicity, innovation,
5.4 Distinguishing Between Hype, Noise, Reputation Management, and
Compulsion
This section delves into the complexities of consumer perception in marketing. It explores different marketing
strategies and tactics that can influence consumer behavior, sometimes positively and sometimes detrimentally.
Here's a breakdown of the concepts and their significance:

Hype
Meaning:
Hype involves creating exaggerated excitement or unrealistic expectations around a product or service. It is
typically achieved through heavy marketing, media coverage, and buzz generation that draws attention to a
product or event. While hype can generate immense interest and anticipation, it can also set expectations too
high, leading to disappointment if the actual product or experience doesn’t live up to the promotion.

Why It’s Important:

While hype can drive initial consumer interest and sales, it can also backfire if the product fails to meet the
inflated expectations. Brands need to balance excitement with authenticity to ensure that consumers are not
disappointed when they experience the product.

Example:
Tesla:
Tesla generated considerable hype around the Model 3 and its self-driving features. Through media
coverage and Elon Musk’s high-profile announcements, the public's expectations skyrocketed. However,
when the Model 3 experienced delays and its features were not as advanced as anticipated, consumers felt
let down. This disparity between the hype and the actual product led to frustration, highlighting how
important it is to manage expectations in marketing.
5.4 Distinguishing Between Hype, Noise, Reputation Management, and
Compulsion
Noise
Meaning:
Noise refers to the overwhelming amount of information and distractions in the market that can confuse or dilute a
brand's message. In a crowded marketplace, where consumers are bombarded with multiple messages,
advertisements, and promotions, standing out can be challenging. Noise can result from too many competing
messages that clutter consumers' attention and make it hard for any single brand to be heard clearly.

Why It’s Important:

In today's saturated media environment, marketers must find ways to rise above the noise and ensure their
messages are clear, compelling, and relevant to their audience. Cutting through noise is essential for maintaining
visibility and ensuring that marketing efforts lead to meaningful consumer engagement.

Example:
Super Bowl Ads:
The Super Bowl is one of the most-watched television events, attracting a large number of advertisers.
While brands invest heavily in ads, the sheer volume of commercials creates "noise," where many
messages are lost in the shuffle. In this environment, brands must craft ads that are not only memorable but
stand out from the barrage of other advertisements. Successful brands often use humor, unique
storytelling, or emotional appeal to break through the noise.
5.4 Distinguishing Between Hype, Noise, Reputation Management, and
Compulsion
Reputation Management
Meaning:
Reputation management refers to the proactive strategies a brand uses to influence and maintain its public image.
It involves addressing both positive and negative perceptions of the brand, managing customer reviews, and
handling crises. Effective reputation management can mitigate damage during negative events, while poor
management can worsen a crisis or public backlash.

Why It’s Important:

Reputation is one of a brand’s most valuable assets. A single misstep, whether from poor customer service, a
controversial statement, or a product failure, can damage the brand’s public perception. Timely and transparent
communication, along with actions that demonstrate accountability, can help restore consumer trust.

Example:
United Airlines:
United Airlines experienced a major public relations crisis when a passenger was forcibly removed from an
overbooked flight, causing outrage. In response, the airline had to engage in extensive reputation
management by issuing public apologies, implementing policy changes, and revamping its customer
service approach. This effort was aimed at rebuilding the airline’s image and restoring consumer
confidence.
5.4 Distinguishing Between Hype, Noise, Reputation Management, and
Compulsion
Compulsion
Meaning:
Compulsion in marketing refers to creating a sense of urgency or pressure that pushes consumers to act quickly.
This often involves tactics like limited-time offers, flash sales, or highlighting the risk of missing out (FOMO). The
aim is to prompt immediate action, leveraging time-sensitive deals to motivate consumers to purchase right away.

Why It’s Important:

Creating a sense of urgency can drive immediate sales and conversion. However, marketers must be cautious not
to overuse this tactic, as it can lead to consumer burnout or skepticism if they feel manipulated. When used
effectively, compulsion can tap into consumers' fear of missing out, driving them to act before an opportunity is
lost.

Example:
Black Friday Deals:
Retailers like Walmart and Amazon create a sense of urgency through massive discounts during Black
Friday, emphasizing that deals are only available for a limited time. The idea of missing out on a major
bargain encourages consumers to make quick purchasing decisions, driving a high volume of sales during
the event. The exclusivity and time sensitivity of these offers are key components of the compulsion
marketing strategy.
5.4 Distinguishing Between Hype, Noise, Reputation Management, and
Compulsion
Summary:
In this section, the key distinctions between different marketing strategies and consumer perceptions are outlined:

Hype creates excitement but can backfire if expectations aren’t met.

Noise refers to the overwhelming amount of marketing information in a saturated environment, making it challenging
to stand out.
Reputation management is vital for protecting and improving a brand’s public perception, especially in times of
crisis.
Compulsion encourages consumers to act immediately through urgency-driven tactics like time-limited offers.

Effective marketers need to understand how these elements shape consumer behavior and responses, ensuring that
their strategies are both ethical and impactful while driving consumer engagement and loyalty.
5.5 Technology vs. Communication
This section explores the relationship between technology and communication, particularly in how they influence
consumer behavior and brand interactions.
Meaning:
1. Technology refers to the tools and platforms that facilitate communication. This includes everything from
smartphones, social media, websites, and messaging apps to artificial intelligence and automation tools. These are the
mediums that allow for the exchange of information and ideas across various channels.
2. Communication, on the other hand, is the actual process of exchanging ideas, emotions, information, and
messages. It is inherently human-centered, as it involves interaction between people or between brands and
consumers. While technology enables communication, the core essence of communication is about the connection and
understanding between individuals, whether in personal or business contexts.

Why It’s Important:

1. Technology as a Facilitator: Technology provides the necessary infrastructure for communication. Without
platforms like email, social media, and messaging apps, the way we communicate would be vastly different and much
more limited. It speeds up and amplifies communication, making it more efficient and accessible.
2. Communication as the Core of Connection: While technology plays a key role in enabling communication, it
does not replace the human aspect. Communication is essential for building relationships, understanding needs,
fostering trust, and creating meaningful connections. Brands should recognize that while technology enhances
communication, it is the genuine exchange of ideas and emotions that ultimately creates lasting impressions.
5.5 Technology vs. Communication
Example:
Slack:
Slack is a prime example of how technology facilitates communication. It is a messaging platform designed to
enhance teamwork and collaboration within organizations. While Slack’s technology (instant messaging, channels,
integrations) speeds up communication, the real value lies in the human interaction it fosters. Teams use Slack to
communicate ideas, solve problems, share updates, and make decisions, thereby enhancing collaboration and
relationships within the team.
Key Insight:
Although the technology provided by Slack improves communication efficiency, it is the real-time human
connection that drives collaboration. The platform enables people to share thoughts, brainstorm, and discuss
projects more effectively. Thus, the technology acts as a tool that supports and enhances human communication
rather than replacing the need for it.

Implication for Brands:

For brands, this distinction is important when considering how to engage with consumers. Brands may use advanced
technologies such as chatbots or automated email marketing to streamline communication, but they should ensure
these technologies do not hinder the personal, human aspect of their messaging. For example:
• A chatbot can provide instant responses, but the responses must feel personal and empathetic to create a positive
customer experience.
• Social media platforms allow for rapid communication, but the interactions should be meaningful, addressing
consumer needs and emotions, rather than just pushing marketing messages.
5.6 Five Mind-Set Shifts
These represent key changes in how marketing professionals must think to succeed in today’s digital world. These shifts
are necessary as consumers have evolved and now expect more personalized, engaging, and ethical interactions.

1. From Interrupting to Engaging:

Traditional marketing used to focus on interrupting consumers with ads (e.g., TV commercials). Today’s successful
marketing strategies focus on engaging consumers with valuable content, whether through storytelling, social media
interactions, or educational resources.
Example:
Red Bull: Red Bull’s marketing strategy revolves around engaging content like extreme sports events and
videos, encouraging people to actively consume and share content rather than being interrupted by ads.

2. From Mass Marketing to Personalization:

Mass marketing used to target broad demographics, but today’s consumers expect personalized experiences.
Marketers need to use data and insights to tailor their products, services, and messaging to individual preferences.
Example:
Netflix: Netflix’s recommendation algorithm personalizes content based on a user's viewing history, ensuring
that recommendations feel tailored to the individual’s tastes.
5.6 Five Mind-Set Shifts
3. From Selling Products to Delivering Experiences:
Brands need to focus on creating memorable experiences that engage consumers emotionally, rather than just pushing
products.
Example:
Disney: Disney offers more than just products; it offers immersive experiences through its theme parks and
entertainment, where consumers can emotionally connect with the brand.

4. From Control to Co-Creation:

Modern marketing embraces consumer involvement in the product or service development process. Brands encourage
feedback, ideas, and even content creation from their audiences, leading to more authentic connections.
Example:
LEGO: LEGO’s “LEGO Ideas” platform allows customers to submit their own set designs, and if popular, they can be
produced and sold by LEGO. This co-creation model strengthens consumer loyalty.

5. From Transactional to Relational:

In the past, marketing was focused on one-time transactions. Today, the focus has shifted to building long-term
relationships with customers, fostering trust, and creating brand advocates.
Example:
Amazon Prime: Amazon’s subscription-based model helps foster a long-term relationship by offering ongoing
benefits (fast delivery, exclusive content) rather than focusing on one-off purchases.
CAT-2
Module 6: Advertising and
Brand Building with SMM

6.1 Brand strategies on social media

6.2 Best marketing practices for paid and unpaid
social media
6.3 B2B marketing and social media
6.1 Brand Strategies on Social Media
Brand strategies on social media are long-term plans developed by businesses to build, manage, and enhance their
brand image, reputation, and engagement through various social media platforms. These strategies help businesses
connect with their audience, promote brand values, and shape consumer perceptions.

Meaning:
Brand strategies on social media involve crafting a roadmap for how a business presents itself across platforms like
Facebook, Instagram, Twitter, LinkedIn, TikTok, and others. This strategy focuses on how the brand communicates its
identity, engages with its audience, and delivers value through social channels. The goal is to leverage social media to
create deeper connections, increase brand visibility, and influence consumer behavior.

Why It’s Important:

Social media has become a key tool in the marketing mix because of its widespread reach and ability to engage
directly with consumers. A well-executed brand strategy on social media can:
1. Increase Visibility: Social media platforms allow brands to reach large and diverse audiences.
2. Drive Customer Engagement: By sharing meaningful content and interacting with followers, brands can foster a
sense of community.
3. Shape Brand Perception: Social media offers the opportunity to influence how consumers perceive a brand and
Its values.
4. Generate Conversions: A strong social media presence can drive traffic to websites, encourage purchases, and
enhance customer loyalty.
6.1 Brand Strategies on Social Media
Key Components of a Brand Strategy on Social Media:
1. Brand Voice and Identity:
Establishing a consistent tone, personality, and messaging across social platforms is crucial. A brand’s voice should
resonate with its target audience and align with its core values.
Example: Nike’s brand voice is empowering, motivating, and focused on performance. Their messaging consistently
promotes the idea of pushing limits and achieving greatness.
2. Content Strategy:
A diverse mix of content is vital to maintain audience engagement. This may include informational posts, educational
content, entertainment, behind-the-scenes glimpses, user-generated content, and promotional offers.
Example: Starbucks uses Instagram to share visually appealing content like seasonal drinks, behind-the-scenes content,
and customer-generated photos, keeping their audience engaged and excited about new offerings.
3. Community Engagement:
Building relationships with consumers through conversations, responding to comments, and actively participating in
online discussions is key to fostering brand loyalty.
Example: Wendy’s is known for its witty and humorous Twitter presence. They engage with customers and even
competitors, responding to tweets with playful remarks and showing personality, which makes their brand feel more
accessible and relatable.
4. Influencer Marketing:
Collaborating with influencers who align with the brand’s values helps expand reach and enhance credibility.
Influencers can introduce the brand to their followers, who may trust their opinions more than traditional ads.
Example: Fashion brands like H&M and ASOS often collaborate with influencers to showcase their products in an
authentic context. This helps create buzz around their brand, driving both awareness and conversions.
6.1 Brand Strategies on Social Media
Example:

Coca-Cola: Coca-Cola’s "Share a Coke" campaign is a prime example of a successful brand strategy on social media.
By personalizing Coke bottles with popular names and encouraging consumers to share photos of their personalized
bottles on platforms like Instagram and Facebook, Coca-Cola tapped into the emotional connection people have with
their names and shared experiences. This campaign went viral, creating personal engagement and brand visibility, with
users creating and sharing content that reinforced the Coca-Cola brand.

Conclusion:
A brand strategy on social media is not just about posting content; it’s about crafting an experience that aligns with the
brand’s identity, engages the audience, and creates long-term value. By focusing on consistency, engagement, and
authenticity, brands can build stronger connections with consumers and influence their behavior in meaningful ways.
6.2 Best Marketing Practices for Paid and Unpaid Social Media

Social media marketing can be divided into two broad categories: paid and unpaid (organic). Both approaches offer
unique advantages and require different strategies to maximize effectiveness.
Meaning:
Paid Social Media Marketing: Involves using advertisements, sponsored content, or promoted posts to reach a
wider or targeted audience. Brands pay to place these ads in front of users to gain quick visibility and drive actions like
clicks, sign-ups, or purchases.
Unpaid (Organic) Social Media Marketing: Focuses on building brand presence without directly paying for ads. It
involves content creation, community engagement, and consistent interaction with followers to build a loyal, organic
following.
1. Paid Social Media Marketing
Why It’s Important:
Paid social media marketing is beneficial for quickly reaching a large, specific audience. By targeting users based on
demographics, interests, or behaviors, brands can ensure their message reaches the right people, fast. Paid marketing
also helps:
• Amplify Brand Awareness: Reaching a broader audience increases the visibility of the brand.
• Drive Traffic: Ads are designed to drive users to a website or landing page, increasing traffic.
• Increase Conversions: With compelling calls to action (CTA), paid marketing can directly contribute to sales and
leads.
6.2 Best Marketing Practices for Paid and Unpaid Social Media

Best Practices for Paid Social Media Marketing:

• Audience Targeting:
Use platform-specific tools to target precise demographics, such as age, location, interests, behaviors, and device
usage.
Platforms like Facebook, Instagram, and LinkedIn offer powerful targeting features to optimize ad delivery.
• Compelling Ads:
Create visually engaging ads with clear messaging and strong CTAs (calls to action). The ad should grab attention and
lead the audience to take action, whether it's buying a product, signing up, or learning more.
• Budget Allocation:
Regularly monitor ad performance and adjust the budget to optimize ROI. This includes increasing spend on
successful ads and reallocating funds from underperforming ads.
• A/B Testing:
Experiment with various ad formats, visuals, headlines, and copy to find the most effective combination. A/B testing
helps identify what resonates best with the audience and drives higher engagement and conversions.

Example:
Spotify: Spotify effectively uses targeted Facebook and Instagram ads to promote its premium subscription. The
ads are personalized based on users’ listening habits, enhancing the likelihood of conversion as the ads are highly
relevant to the individual.
6.2 Best Marketing Practices for Paid and Unpaid Social Media
2. Unpaid (Organic) Social Media Marketing
Why It’s Important:
Organic social media marketing is key to building long-term relationships with customers. By focusing on valuable
content, brands can:
• Build Credibility: Organic efforts help create an authentic presence, which fosters trust and credibility with
followers.
• Foster Customer Relationships: Engaging with followers directly and consistently encourages customer loyalty
And strengthens brand advocacy.
• Cost-Effective and Sustainable: Unlike paid marketing, organic efforts don’t involve an ad budget, making them
a cost-efficient way to grow the brand.

Best Practices for Unpaid Social Media Marketing:

• Content Creation: Create engaging, high-quality, and relevant content that speaks to the needs and interests of
your target audience. This can include regular posts, videos, stories, or even live streams that add value to followers.
• Consistency: A consistent posting schedule helps maintain brand visibility and relevance. Posting regularly keeps
your audience engaged and reinforces your brand identity over time.
• Engagement: Interact with followers by responding to comments, direct messages, and engaging in meaningful
conversations. Building a community around your brand creates a loyal customer base that feels connected and heard.
• Hashtags: Use relevant hashtags to increase the discoverability of your posts. Hashtags make it easier for users
interested in certain topics to find your content, expanding your organic reach.

Example: Glossier: Glossier’s success in organic marketing comes from its focus on Instagram, where they
consistently engage with their community, share user-generated content, and maintain a relatable and authentic voice.
Their interactions with followers help build a loyal fanbase and foster a sense of connection.
6.3 B2B Marketing and Social Media
Meaning:
B2B (Business-to-Business) marketing refers to the strategies and practices used to promote products or services from
one business to another, rather than directly to individual consumers (B2C). In B2B marketing, the focus is on building
long-term relationships, addressing the specific needs of business clients, and delivering value that supports business
growth.
Why It’s Important:
Social media in B2B marketing serves as a powerful tool for businesses to connect with other businesses, raise brand
awareness, and generate leads. It allows companies to:
1. Build Authority: Share industry expertise and knowledge, establishing the company as a thought leader.
2. Engage Clients: Foster relationships with potential business clients through direct communication and valuable
content.
3. Generate Leads: Social media provides a platform to directly reach decision-makers and executives, increasing the
likelihood of conversion.
Key Components of B2B Social Media Marketing:
1. Content Marketing:
The foundation of B2B social media marketing often lies in content marketing. Sharing high-value content such as case
studies, whitepapers, industry reports, and thought leadership articles allows businesses to provide useful
information that addresses the needs of their business clients.
Example: A company in the IT sector may share a whitepaper about cybersecurity solutions, which can attract other
businesses in need of these services.
2. LinkedIn:
LinkedIn is the most popular social media platform for B2B marketing. It provides businesses with the opportunity to
connect with professionals, share content, and build relationships with potential clients and industry peers.
6.3 B2B Marketing and Social Media
Key strategies on LinkedIn include:
• Publishing thought leadership articles.
• Participating in relevant industry groups.
• Posting regular updates on company achievements and insights.

3. Paid Ads and Lead Generation:

• Social media platforms can also be leveraged for paid ads that are specifically targeted toward business decision
makers. Running LinkedIn ads, for example, can help businesses reach professionals based on their job titles,
industry, and company size.
• Paid campaigns should aim to generate leads and drive conversions from other businesses, such as inquiries for
products, services, or consultations.
4. Networking and Relationships:
Networking is a vital part of B2B marketing on social media. Engaging with other businesses, thought leaders, and
potential clients by commenting on their posts, joining industry-specific groups, and sharing valuable insights
helps establish meaningful relationships and foster trust.
Example: A company can participate in industry-specific LinkedIn groups to discuss relevant topics, positioning
themselves as experts and gaining access to decision-makers.
Example: HubSpot: HubSpot is a leading example of effective B2B marketing on social media. The company shares
a wealth of informative blog posts, webinars, and case studies that provide value to businesses seeking inbound
marketing and sales solutions. HubSpot’s strong LinkedIn presence attracts businesses looking to enhance their
marketing efforts through HubSpot’s software tools.
6.3 B2B Marketing and Social Media
In Summary:
1. Brand Strategies on Social Media: Establishing a consistent and engaging brand presence across social
platforms is essential for driving customer interaction and building loyalty. A well-executed social media strategy
enhances visibility and fosters relationships.

2. Best Marketing Practices for Paid and Unpaid Social Media: Paid campaigns should focus on audience
targeting, compelling visuals, and optimized budget allocation. For organic efforts, consistent content creation and
active engagement with followers are key for building brand credibility.

3. B2B Marketing and Social Media: Platforms like LinkedIn offer businesses the opportunity to engage directly
with other businesses, share knowledge, and generate leads. Content marketing, paid ads, and relationship building
are crucial components for success in B2B social media marketing.

Each of these areas underscores the importance of understanding social media platforms and tailoring strategies to the
needs of your audience—whether targeting individual consumers or other businesses.
Module 7: Issues in
DM & SMM

7.1 Ethical and measurement issues in Digital and

social media marketing.
7.2 Social Media Analytics and Monitoring
7.3 Types of data to be collated and used
7.4 Distinguishing between mere reporting and
genuine analysis
7.5 Overview of frameworks- Awareness, attention,
engagement and influence in SMM
7.6 Linear/nonlinear approaches to audience
interaction
7.7 Categorizing social media metrics- Use of Google
Analytics.
7.1 Ethical and Measurement Issues in Digital and Social Media
Marketing
Meaning:
Ethical and measurement issues in digital and social media marketing are crucial areas that marketers need to address
to ensure their practices are responsible and data is accurately analyzed. Ethical concerns primarily revolve around
respecting consumer rights and ensuring that marketing tactics are honest and transparent. Measurement issues, on the
other hand, deal with the challenges of accurately collecting, interpreting, and analyzing data that can sometimes be
complex and unclear
Ethical Issues in Digital and Social Media Marketing:
1. Privacy Concerns: Privacy concerns arise when marketers collect and use consumer data for marketing purposes
Without adequate transparency or consent. Consumers often share personal information (e.g., browsing habits,
location data, shopping preferences) through their online behavior, which is often used for targeted advertising.
Challenges: The extensive collection of personal information through digital platforms can raise concerns about how
this data is stored, shared, and used. Ethical marketing demands clear communication about data usage and obtaining
consumer consent, often through opt-in forms or privacy policies.
Example: A company using consumers’ browsing
history to target them with specific ads without informing them about the extent of data collection or how it will be
used.
2. Data Security: Marketers have an ethical responsibility to protect consumer data from breaches, unauthorized
access, and misuse. Sensitive personal information, if leaked, can cause harm to consumers.
Challenges: Many digital marketing platforms store large amounts of customer data, making them prime targets for
cyber-attacks. Marketers must ensure the use of encryption, secure platforms, and stringent data protection policies to
safeguard this information.
Example: A retailer’s database being hacked, leading to the exposure of customers' credit card details and personal
information.
7.1 Ethical and Measurement Issues in Digital and Social Media Marketing
3. Manipulation: Ethical marketing avoids manipulative tactics such as clickbait, misleading advertising, and artificially
inflating social media metrics (e.g., fake followers, likes, and engagement).
Challenges: There is a fine line between persuasive marketing and manipulation. Using misleading headlines,
exaggerated claims, or fake reviews can mislead consumers into making decisions based on false information.
Example: Brands using deceptive headlines like "You won't believe this one trick!" or creating fake online reviews to
inflate their product's reputation.
Measurement Issues in Digital and Social Media Marketing:
1. Data Accuracy: Accurate data is essential for understanding consumer behavior, evaluating the effectiveness of
campaigns, and making informed decisions. However, digital data collection is not always perfect and can sometimes
lead to misleading conclusions.
Challenges:
Inaccurate data collection can occur due to technical issues, such as tracking errors, or biases introduced by
incomplete datasets. Marketers need to ensure that data from multiple sources (e.g., web analytics, social media
platforms) is consistent and represents the true behaviors of their audience.
Example: A campaign may incorrectly attribute conversions to a social media platform when the customer actually
found the product through a search engine.
2. Attribution Problems: Attribution refers to assigning credit to specific marketing activities that influence a
consumer's decision to purchase. In multi-channel marketing, determining which touchpoint—such as an email, social
media ad, or search engine result—contributed to the conversion can be complex.
Challenges: With the rise of omnichannel marketing, consumers interact with brands through various platforms,
making it difficult to track which particular touchpoint had the most influence.
Improper attribution can lead to inefficient resource allocation, with marketers focusing on channels that may not be as
effective.
Example: A customer clicks on an Instagram ad, visits the website later via an email link, and then makes a purchase.
Deciding whether Instagram or email deserves the credit for the sale can be challenging.
7.1 Ethical and Measurement Issues in Digital and Social Media Marketing

Example:

Cambridge Analytica Scandal:

1. Context: The Cambridge Analytica scandal raised significant ethical issues related to the collection and use of
personal data. The political consulting firm harvested data from millions of Facebook users without their consent to
create psychological profiles and target voters with highly tailored political ads.
2. Ethical Concerns: Users' personal data was collected without explicit consent.
The data was used to influence elections and manipulate political opinions, raising concerns about the ethical
boundaries of targeted advertising.
Facebook was criticized for its lax data protection policies, allowing third-party apps to access user data without
adequate safeguards.
3. Impact: The scandal led to public outrage, investigations, and a reevaluation of data privacy regulations, eventually
leading to stricter data protection policies and regulations like the GDPR (General Data Protection Regulation) in
Europe.
7.2 Social Media Analytics and Monitoring
Meaning:
Social media analytics and monitoring refer to the process of tracking, collecting, and analyzing social media activity to
gain insights into audience behavior, campaign effectiveness, and brand perception. The goal is to understand how a
brand is performing on social platforms and how users are interacting with the content. These tools and techniques
help businesses optimize their strategies, engage with their audience, and improve decision-making based on data.
• Social Media Analytics focuses on the quantitative aspect, measuring metrics like engagement (likes, shares,
comments), reach, impressions, and conversion rates.
• Social Media Monitoring involves real-time tracking of brand mentions, customer feedback, and trends in social
media conversations.

Why It’s Important:

1. Actionable Insights: Analytics help businesses track their progress towards predefined goals (e.g., increasing
brand awareness, driving website traffic, generating leads). Insights gained from analyzing social media activity allow
marketers to adjust their strategies in real-time, ensuring their campaigns remain relevant and effective.
2. Campaign Performance Tracking: Monitoring tools provide metrics on campaign performance, allowing
Businesses to assess the success of specific marketing initiatives, like influencer collaborations or promotional offers.
Marketers can identify which types of content are resonating with their audience, enabling them to focus on high
performing strategies.
3. Real-Time Adjustments: Social media allows marketers to see the immediate reaction of their audience, so
adjustments can be made on-the-fly. If a campaign isn't performing as expected, it can be tweaked or optimized in real
time.
7.2 Social Media Analytics and Monitoring
4. Measuring ROI: Analytics help track key performance indicators (KPIs) such as sales, conversions, or traffic that
can be attributed to specific social media efforts. This provides insight into the return on investment (ROI) of social
media marketing campaigns.
5. Identifying Trends: Social media monitoring helps businesses stay up-to-date with emerging trends, viral content,
and evolving customer preferences. This information allows them to stay relevant and be proactive in their marketing
approach.
6. Competitor Analysis: By monitoring competitors’ social media activities, businesses can benchmark their
performance and uncover new opportunities or gaps in the market. This can inform competitive strategies and
differentiation.
7. Understanding Customer Sentiment:
Monitoring user-generated content, comments, and mentions on social media helps brands gauge consumer sentiment
towards their products, services, or brand. This provides valuable feedback for improving customer experiences or
addressing negative perceptions

Example: Hootsuite and Sprout Social:

• Hootsuite and Sprout Social are popular platforms that provide comprehensive social media monitoring and
analytics tools. These platforms allow businesses to track brand mentions, analyze audience engagement, and monitor
competitor activities. They provide dashboards that aggregate data from various social media channels, enabling
marketers to manage and optimize their social media presence from one central platform.
• Hootsuite offers features like automated social media posting, custom reporting, and sentiment analysis to track
how users are responding to content.
• Sprout Social helps businesses monitor social media conversations in real-time, measure social media ROI, and
gather insights to inform future strategies.
7.3 Types of Data to Be Collated and Used
Meaning: The data collected from social media platforms can be categorized into different types based on the insights
Marketers seek to gain. These types of data help businesses understand their audience's behavior, preferences, and
Engagement patterns, enabling them to create more effective and targeted marketing strategies. The data can be
broadly divided into four categories: engagement data, demographic data, behavioral data, and sentiment data.
Key Types of Data:
1. Engagement Data: This type of data reflects how users interact with the content posted on social media
platforms. Engagement data helps marketers understand the level of interest and activity generated by their posts and
campaigns.
Examples of Metrics:
• Likes: Indicates how many people found the content appealing or engaging.
• Shares/Retweets: Shows how often the content was shared or reposted by users, signaling its relevance or appeal.
• Comments: Provides insights into what users are saying about the content and their level of engagement.
• Mentions: Reflects how often the brand or content is mentioned by users on social media.
• Clicks: Measures the number of times a user clicks on a link or an ad.
• Importance: Engagement data is critical for assessing the effectiveness of content and understanding how well it
resonates with the audience.
2. Demographic Data: This data refers to the characteristics of the audience interacting with the content. It helps
marketers segment their audience based on factors such as age, gender, location, and interests, enabling targeted
campaigns.
Examples of Metrics:
• Age and Gender: Provides information about the gender and age groups engaging with the content.
• Location: Helps determine where the audience is located geographically (e.g., city, country, or region).
• Interests: Indicates the hobbies, professions, and lifestyle choices of the audience.
• Importance: Demographic data is valuable for creating personalized marketing strategies and ensuring content
reaches the right audience.
7.3 Types of Data to Be Collated and Used
3. Behavioral Data: Behavioral data tracks how users interact with a website, app, or digital content. It provides insights
into user preferences, actions, and their journey through a brand’s digital touchpoints.
Examples of Metrics:
• Pages Viewed: Indicates which pages or posts users are most interested in.
• Time Spent on Site: Shows how much time a user spends engaging with a brand’s content.
• Purchase Behavior: Tracks customer actions related to making a purchase, including browsing products and
completing
transactions.
• App Usage: Measures the frequency and duration of users interacting with an app.
• Importance: Behavioral data helps businesses understand the paths users take and optimize content and user
experiences to increase conversions and engagement.

4. Sentiment Data: Sentiment data reflects the emotional tone expressed in social media content about a brand,
product, or service. It helps brands gauge public opinion and the general mood surrounding their business.
Types of Sentiment:
• Positive Sentiment: Indicates favorable opinions or emotions, such as praise, excitement, or support.
• Negative Sentiment: Reflects dissatisfaction, complaints, or criticism.
• Neutral Sentiment: Represents neutral or unbiased opinions, often factual or informative content.
• Importance: Sentiment data is vital for reputation management, crisis control, and understanding how customers
feel
about a brand or product. It also aids in identifying areas for improvement or strengths that can be leveraged
7.3 Types of Data to Be Collated and Used

Example:

Nike:
1. Nike uses social media platforms like Instagram to track engagement data such as likes, comments, and shares on its
posts. By analyzing this engagement data, Nike can assess how their followers are responding to different campaigns,
such as new product launches or collaborations.

2. Additionally, Nike leverages demographic data to identify which age groups, gender, or geographical locations are
most engaged with their posts. This allows them to create targeted content that resonates with specific segments.

3. Nike also uses behavioral data to track how users interact with their website after seeing social media content, such as
whether they visit product pages or complete purchases.

4. Lastly, sentiment analysis helps Nike measure the overall public opinion about their brand and campaigns, enabling
them to refine their marketing strategy and enhance customer loyalty.
7.4 Distinguishing Between Mere Reporting and
Genuine Analysis
Meaning:
Reporting involves the collection and presentation of raw data without much interpretation. It typically focuses on
describing the outcomes of an activity or campaign, such as the number of likes, shares, clicks, or impressions a post has
received. Reporting is typically basic, quantitative, and factual in nature, providing an overview of what happened.
Genuine Analysis, on the other hand, goes beyond simple reporting. It involves interpreting the data, identifying
underlying patterns, drawing conclusions, and making informed decisions based on insights. Analysis seeks to answer
questions like "Why did this happen?" and "What can we learn from it?" It involves more advanced techniques, such as
segmenting data, correlating results, and evaluating the effectiveness of different strategies.

Why It’s Important:

1. Reporting is important for providing a snapshot of the performance of campaigns or activities, but it lacks depth. It
merely shows "what happened" without giving context or understanding of the reasons behind it.
2. Genuine Analysis is critical because it helps marketers not only understand the outcomes of their campaigns but also
uncover the reasons behind those outcomes. By analyzing the data, marketers can make data-driven decisions to optimize
future campaigns and strategies.
3. Actionable Insights: While reporting gives you the numbers, analysis helps you understand why certain actions
resulted in those numbers. It allows businesses to transform raw data into useful insights that can guide strategic decisions
and improvements.
7.4 Distinguishing Between Mere Reporting and
Genuine Analysis
Example:
Reporting Example:
A post received 500 likes, 100 shares, and 50 comments.
This is basic reporting—showing the total engagement metrics for a specific post.

Analysis Example:
Genuine Analysis would go further: "The post received 500 likes, but the engagement was highest among individuals
aged 18-24, particularly in the US. The shares were predominantly from users who follow fitness-related accounts, which
indicates that the content resonated well with this audience segment. As a result, content tailored to fitness enthusiasts or a
younger demographic may generate higher engagement in future campaigns.“

Insights like this can be used to adjust the content strategy, ensuring that future posts are tailored to the audience segment
that shows the most engagement, thus improving overall performance.

In Summary:
Reporting provides a basic understanding of performance (e.g., how much engagement occurred).
Genuine Analysis delves deeper, uncovering the why and how, transforming the data into actionable insights that can
guide future decisions and strategies.
7.5 Overview of Frameworks: Awareness, Attention, Engagement, and
Influence in SMM
Meaning:
In Social Media Marketing (SMM), four key metrics—Awareness, Attention, Engagement, and Influence—are used to
track and assess the effectiveness of a campaign at different stages. These metrics help marketers understand how well a
campaign is capturing the audience's interest and prompting interaction, ultimately driving action.
Why It’s Important:
These metrics are essential for evaluating the success of a campaign at each stage of the marketing funnel:
1. Awareness helps measure the breadth of a campaign’s reach.
2. Attention determines how well the campaign captures user interest.
3. Engagement shows the depth of interaction and the audience’s emotional or intellectual connection to the brand.
4. Influence measures the campaign's ultimate success in driving business objectives, such as sales or leads.
Together, these metrics allow marketers to assess the effectiveness of their campaigns and optimize strategies to improve
performance at each stage
Example: Airbnb:
1. Awareness Metrics: Airbnb tracks how many people saw their ads or how many impressions their social media posts
received, gauging the reach of their campaign.
2. Attention Metrics: Airbnb measures how many people clicked on the listings or viewed the videos showcasing
vacation rentals, determining how well the content caught users' attention.
3. Engagement Metrics: Airbnb evaluates how many users shared the posts, commented on them, or liked them,
reflecting how well the brand engages with its audience.
4. Influence Metrics: Airbnb tracks how many people booked a stay through their platform as a result of the campaign,
determining the level of conversion and whether the campaign successfully influenced purchasing decisions
7.6 Linear/Nonlinear Approaches to Audience Interaction
Meaning:
1. Linear Approaches: These assume a straightforward, step-by-step progression of consumer behavior from the initial
point of awareness to the final action (such as a purchase or conversion). In this model, customers move through each
stage in a direct path, for example:
Seeing an ad → Clicking on the ad → Making a purchase.
2. Nonlinear Approaches: These recognize that customer journeys are more complex and often involve multiple
touchpoints, loops, or interactions that do not follow a strict, sequential path. Consumers may interact with a brand on
various platforms, across multiple devices, and at different times before they decide to convert (purchase or take another
desired action). A nonlinear journey can include back-and-forth movement between touchpoints or engagement at
different stages of the buying process.
Example: A consumer might be exposed to an ad, visit the website, leave, search for reviews, engage with the brand on
social media, and later return to make a purchase.
Why It’s Important:
1. Understanding the Nonlinear Journey: Nonlinear approaches are important because they reflect the reality of
today’s digital landscape, where customers interact with brands in many different ways and on various platforms.
Recognizing that not all customers follow the same path enables marketers to craft strategies that target users at different
points in their journey, providing relevant content or ads at each touchpoint.
2. Cross-Platform Engagement: A nonlinear approach highlights the need to engage users across different devices and
platforms (e.g., mobile, desktop, social media, websites) to influence decision-making. This creates an opportunity to
capture the customer’s attention at multiple stages of their decision-making process.
3. Optimizing Content Strategy: By understanding that customers may take different paths to conversion, marketers can
create content that resonates with users at various touchpoints, ensuring it is contextually relevant, personalized, and
engaging.
7.6 Linear/Nonlinear Approaches to Audience Interaction
Example:

Nike’s Social Media Strategy:

• A consumer may see a Nike ad on Facebook (awareness).
• They might engage with Nike’s Instagram posts (engagement and interest).
• The consumer then searches for product reviews on YouTube (further research and consideration).
• After considering the options, the consumer makes a purchase on Nike’s website (conversion).

In this example, the customer’s journey is nonlinear, as they engage with the brand on different platforms and at different
times. Nike must design content and ads that cater to each of these touchpoints (awareness, engagement, consideration,
conversion) while considering how the consumer moves through these interactions.
7.7 Categorizing Social Media Metrics
Meaning:
Social media metrics are typically categorized to allow marketers to track the effectiveness of their campaigns at different
stages of the customer journey. These categories help marketers understand how well their strategies are performing
across various dimensions, from increasing awareness to driving conversions and fostering customer loyalty.
Categories of Social Media Metrics:
1. Reach Metrics: These metrics measure how many people have been exposed to the brand, campaign, or content.
Reach focuses on increasing visibility.
Key Metrics:
• Impressions: The number of times content is displayed.
• Audience Growth: The increase in the number of followers or subscribers.
• Page Likes: The total number of likes on a brand’s social media page.
• Why It’s Important: Reach metrics help measure the effectiveness of a campaign in creating awareness and
spreading the brand message to a wide audience.
2. Engagement Metrics: Engagement metrics track how audiences interact with the content, reflecting the level of
interest, emotional investment, and participation.
Key Metrics:
• Comments: The number of user-generated comments on posts.
• Likes: The number of positive reactions to posts.
• Shares: How many times the content is shared by users.
• Time Spent on Page: Duration of user visits to the brand's social media page or content.
• Why It’s Important: Engagement metrics give insights into how well the content resonates with the audience and
indicates deeper interaction, which is key to building a relationship with the audience.
7.7 Categorizing Social Media Metrics
3. Conversion Metrics: These metrics measure how well the social media campaign leads to desired actions like
purchases or leads. They focus on turning interest into tangible outcomes.
Key Metrics:
• Click-through Rates (CTR): The percentage of people who click on a link in a post compared to those who see the
post.
• Sales: The number of products or services purchased as a result of the campaign.
• Lead Generation: The number of leads or potential customers captured through forms, sign-ups, or other means.
• Why It’s Important: Conversion metrics are essential for measuring the ROI of social media campaigns and
determining whether marketing efforts lead to meaningful actions such as sales or lead capture.

4. Retention Metrics: Retention metrics track the ability of a brand to keep its customers engaged and loyal over time.
Key Metrics:
• Repeat Visits: The number of times a customer returns to the brand’s social media page or website.
• Customer Loyalty: Measures the degree of customer loyalty, often tracked by the frequency of purchases or
interactions.
• Brand Advocacy: The extent to which customers recommend the brand to others or share brand-related content
voluntarily.
• Why It’s Important: Retention metrics are critical for understanding customer loyalty and the long-term impact of
marketing efforts. They also help brands nurture relationships with existing customers, which is more cost-effective than
acquiring new ones.
7.7 Categorizing Social Media Metrics
Why It’s Important:
Categorizing social media metrics allows marketers to focus on different objectives at various stages of the marketing
funnel:
• Reach metrics focus on awareness, helping marketers understand the scale of their campaign.
• Engagement metrics focus on interest and interaction, showing how deeply users are connecting with the content.
• Conversion metrics focus on action, showing whether the campaign is successful in driving sales, sign-ups, or
leads.
• Retention metrics focus on long-term customer loyalty, helping marketers maintain a strong relationship with
existing customers.

Example: Starbucks:
1. Reach Metrics: Starbucks measures how many people see their posts (impressions) and how many people follow their
social media pages.
2. Engagement Metrics: Starbucks tracks how many comments, shares, and likes their posts receive, as well as the time
users spend engaging with their content.
3. Conversion Metrics: Starbucks looks at how many app downloads or purchases are driven by their social media posts
and campaigns.
4. Retention Metrics: Starbucks uses loyalty program participation and repeat visits to gauge customer retention and
loyalty.
7.8 Use of Google Analytics
Meaning:
Google Analytics is a powerful web analytics service that tracks and reports website traffic. It helps marketers understand
how visitors interact with a website, including which pages they visit, how long they stay, and where they come from (e.g.,
social media, search engines, or other websites). Marketers can use Google Analytics to assess the impact of their social
media campaigns on website traffic and user behavior.

Why It’s Important:

Tracking Traffic from Social Media Campaigns: Google Analytics helps marketers measure how much traffic is driven
to their websites through social media platforms. This helps identify which social media channels or specific posts are
most effective at attracting visitors.
Understanding User Behavior: Marketers can analyze how users behave once they reach the website. For example,
how long they stay, which pages they visit, whether they engage with content, and whether they complete desired actions
such as signing up, making a purchase, or downloading content.
Assessing Campaign Effectiveness: By setting up goals and tracking conversions, marketers can evaluate whether their
social media campaigns are leading to specific actions, such as sales or lead generation. This allows for a clear ROI
measurement.
Example: E-commerce Brand Example:
An e-commerce brand running Facebook ads might use Google Analytics to track:
• How many users clicked through from a Facebook ad to the website.
• How long these users stayed on the website.
• Whether they completed a purchase or abandoned the cart.
By analyzing this data, the brand can determine whether their Facebook ads are effectively driving conversions and which
aspects of the user experience need improvement (e.g., better landing page design or product descriptions).
7.8 Use of Google Analytics
In Summary:

1. Ethical and Measurement Issues: Focus on respecting privacy, ensuring data security, and tracking performance
accurately.
2. Social Media Analytics and Monitoring: Tracking and analyzing social media data is essential to refining marketing
strategies.
3. Types of Data: Involves collecting engagement, demographic, behavioral, and sentiment data for deeper insights.
4. Reporting vs. Analysis: Reporting provides basic data, while analysis leads to actionable insights that inform
decision-making.
5. Frameworks: Models like AIDA (Awareness, Interest, Desire, Action) and RACE (Reach, Act, Convert, Engage) help
structure social media strategies.
6. Key Metrics: Awareness, attention, engagement, and influence help assess campaign success.
7. Linear/Nonlinear Approaches: Recognizes that customer journeys are complex and not always linear.
8. Categorizing Metrics: Tracking reach, engagement, conversion, and retention helps measure the full impact of social
media efforts.
9. Google Analytics: Provides insights into how social media campaigns impact website traffic and user behavior,
linking online activities to real-world outcomes.

By using Google Analytics alongside social media platforms, marketers can gain a comprehensive understanding of how
their campaigns perform and make informed decisions to improve future strategies.