Social Media Marketing (SMM) & Web Analytics

UNIT-4
Social Media Marketing

Definition: Social Media is defined as a “Group of internet based applications that build on the ideological and
technological foundations of web 2.0 and that allow the creation and exchange of user-generated content.

Meaning : The world connects through the internet, and social media networks are present in the lives of millions
around the world. Social media is becoming one of the most important aspects of digital marketing which provides
incredible benefits by reaching millions of customers worldwide.

• They help you to connect with customers.

• Increase your brand awareness.

• Boost your leads and sales.

Elements of Social Media

Listening: Listening refers to the process of searching and monitoring public conversations and shared content for
mentions of brands, products, services, questions, or other keywords with the intention of identifying and
understanding trends.

Content Marketing: Content Marketing is the use of media, such as written text, pictures, videos, slideshows and
more, to earn attention and traffic with the intent to position a company or individual as knowledgeable and trusted,
and to generate new prospects and customers.

Engagement: Engagement is the process of directly connecting with another individual, and using a mixture of
listening, content marketing and conversation skills to build trust and loyalty by solving problems and providing
value.

Promotion and Advertising: Promotion is intended to describe any activities, typically paid, that amplify content or
solicit feedback or response about a product, service, website or marketplace.

Measurement and Analytics: Measurement and analytics covers all activities related to the capture and analysis of
data. This can include user demographic or interest data, website traffic and behaviour, interactions and impressions
for advertisements, and any other activity that generates data.
Social Media Strategies
• Start Using Chatbots: Chatbots integrate with the platforms that consumers now feel most comfortable
interacting through social media. Platforms such as chatty people make integrating an AI-powered chatbot into
your social media strategy easy. These tools allow you to create a chatbot that:
* Doesn’t require any coding knowledge
* Can answer customer queries
* Can take orders directly from Facebook Messenger and comments
* Integrates with all the major payment systems
• Create a personalized experience for your customer: Chatbots are not only a great way to automate certain
everyday tasks, and if implemented properly, your chatbot will allow you to create more personalized experiences
for your customers.
* create ads that redirect your audience to a messenger window with your chatbot.
* Break the traditional views customers have of you only trying to sell to them.
* Make your customer’s experience more personal.

• Create an efficient content marketing strategy: Quality is the key and content is no exception. Content
marketing has been a prominent form of marketing for a long time and this is not set to change anytime soon.
• Create a community for your audience: you need to show your audience that your are not just a robot. Integrate
personality through humor and emotions into your posts so that your audience can relate to your brand. Social
media is all about being social, and if your customers see the same types of posts time and time again, they will
lose interest.
To make your communication interactive by:
* Asking your audience question
* Gathering their opinions on certain matter
* Sharing newsworthy information rather than just information about your products or services.
• Jazz up your profiles with a diverse content strategy: people respond to good imagery, fun videos, and some
interesting podcasts once and a while. Jazz up your content by using this type of media regularly. Your social
media pages will look bland if all you post and share is text, so be sure to use other types of media to catch your
audience’s eye.
• Use a brand Advocates: Your best promotional tool is the people who love your brand. Instead of focusing all
your efforts on finding new customers, why not leverage your content one? In addition to your current customers,
you could use your own employees.
* Create social media guidelines specific to your brand.
* Tell your advocates about social media best practices.
* Add a leader to each section of your social media advocacy plan.
* Track the correct data to pinpoint areas for improvement and those that are doing well.
Social Media Performance metrics
Social media metrics are values used by marketing and social media teams to measure the performance of social
media campaigns. Social media marketing is a fundamental part of any business, driving visits to a website and
converting web users into leads.
Measures
1.Define Key Performance Indicators (KPI’s) and Measure against them.
In order to hold any marketing channel accountable, there first must be a framework of metrics that can be tracked,
compared to a bench mark (Industry or prior program performance) and analyzed over time.
• Expanded reach to new audience: Reach refers to the additional impressions that social channels provide to a
program. Reach addresses the first value of social media marketing tapping into the power of the social web to
engage previously unreachable prospects to your brand message.
• Influencer Sharing Behaviour: Influencers are essential to maximizing the viral impact of your social media
programs. In order to leverage them properly, you need to determine the level of engagement between an
influencer and the members of their social graph.
• Conversions and monetization: Every social program must be associated with a call to action. Subscriptions to
email lists, product purchases, signing up as a Facebook fan or downloading a free trial are all examples of calls to
action. In order to measure monitory contribution to business goals, the marketer must assign value to the social
program’s call to action and then track the conversions.
2.Create Predictable Results with Targeting: When looking at potential advocates to share a brand message on the
social web, the number of friends one has on Facebook or the number of followers one has on twitter is important,
but it’s not the most important factor. The real key to driving a predictable program is targeting.
When it comes to tracking your marketing activities ?
Are you forced to make decisions based on limited data?
With the right training, you can use Google Analytics to measure all of your marketing efforts with certainty.

3.Foster Viral Sharing with Incentives:

Social media marketing is subject to the same rules and limitations as other marketing programs. Specifically, there’s
no way social media can become an accountable channel if it’s reliant on “lighting in a bottle”- type programs. Viral
activity from a set of advocates needs to be predictable. Equally important, marketers must be able to influence the
social participation in their programs.
Benefits of Social Media Marketing
• Improved brand loyalty: Brands that engage on social media channels enjoy higher loyalty from their customers.
The report concludes “companies should take advantage of the tools social media gives them when it comes to
connecting with their audience.
• Showcase the brand: Handling a strong social media presence is an efficient way to build the company’s
reputation and showcase the business. By regularly updating prospects on all the brand and social happenings, they
subconsciously start to view of company as authority.
• Higher Conversion rates: Social media marketing results in higher conversion rates in a few distinct ways.
Perhaps the most significant is its humanization element; the fact that brand becomes more humanized by
interacting in social media channels.
• Higher Brand Authority: Interacting with the customers regularly is a show of good faith for other customers.
When people go to compliment or brag about a product or service, they turn to social media.
• Increase Inbound traffic: Without social media, the inbound traffic is limited to people already familiar with
brand and individuals searching for keywords the currently rank for.
• Decreased Marketing Cost: According to Hub spot, 84% of marketers found as little as six hours of effort per
week were enough to generate increased traffic.6 hours is not a significant investment for a channel as large as
social media. If you can lend just one hour a day to developing your content and syndication strategy, you could
start seeing the results of your efforts.
Facebook

•What it is
Facebook is a social networking site that allows users to connect with others online. Users can create a profile, share
content, and communicate with other users.

•Who created it
Mark Zuckerberg created Facebook in 2004 while he was a student at Harvard University.

•How many users it has

Facebook is the world's largest social network 1 billion users.

•What users can do on Facebook

Users can:
•Connect with friends: Send friend requests to connect with people they know or don't know
•Share content: Post pictures, videos, music, articles, and more
•Create communities: Join or create groups of people with shared interests
•Engage with businesses: Businesses can use Facebook to share information about products and services, and to
engage with customers
•Search for jobs: Businesses often post jobs on Facebook, and users can search for jobs by looking at the
professional lives of people and organizations
Using Facebook

• Add features to a Facebook group: Admins can add features to a group by selecting Add Features under Group
Settings. Admins can also choose feature sets, which are collections of features that can be added to a group at
once.
• Use the Featured section: The Featured section on a profile allows users to highlight photos and stories to help
people get to know them.
• Use the News Feed: The News Feed allows users to see news from the connections and groups they follow.
• Use the search interface: The search interface helps users find friends and family, and suggests potential
connections.
• Use the chat: Facebook chat supports emoticons and animated images.
• Use the Questions feature: The Questions feature allows users to ask questions.
• Use the language feature: Users can change their language to upside down English.
• Use the name resolution feature: Users can resolve a user's name by entering @[x:y], where x is a positive
integer and y is 0 or 1.
Facebook Marketing
Facebook marketing is a platform that offers a variety of highly targeted paid advertisements and organic posts,
allowing brands to put their products and services in front of the massive audience. Over the last decade, Facebook
has shifted from the most prominent social medium on the internet into one of the biggest marketplaces.

Applications of Facebook for Digital marketing

Digital Marketing offers a variety of channels for building communication with the audience: Social media, emails,
messengers, search engines, SMS, web push notifications, etc.

Why should consider Facebook as a platform for growing your business?

• Has a global coverage: Over 1.5 billion users visit Facebook daily, About 2,3 billion every month. More than 7
million active companies create ads for this massive audience.
• Offers Highly targeted paid ads: with Facebook ads, you can tailor your promotions to a specific audience based
on gender, age, location, job, interests – any demographical or behavioural data, which users willingly share with
Facebook.
• Makes organic reach possible: If you don’t have a resources to utilize Facebook ads, build relationships
organically by sharing materials that bring value to people on your Facebook page.
Benefits of Facebook Marketing
• Precise targeting: You already know that Facebook allows users to deeply segment their audience but let’s take a
closer look at the options available. Within demographic targeting, you can select an audience with a particular
income, education level, life events, relationship status, or job.
• Increased website traffic: with this platform, you can drive your audience directly to your website. Moreover,
these people will be higher quality leads than users who land on your site organically because they already know
your company.
• Variety of ad formats: Facebook provides businesses with excellent opportunities that allow them to showcase
their products from the best angles. Ads on this platform include both text and visual formats. (Carousel Ads).
• Customer Support: A lot of people prefer to connect with a brand via social media. Phone calls have become a
thing of the past. Create a chatbot for Facebook messenger to communicate with users based on their popular
queries – keywords.
• Positive impact on SEO: Some marketers claim that social media influences search rankings. It’s believed that
robots take into account your data in the about section while ranking. Moreover, your social media engagement
contributes a lot.
*shares, *likes and *comments tells that people are interested in your brand and engage with it.
Challenges of Facebook for Businesses.
Time and Resource: Setting up and running a Facebook page requires a time investment. You may need a member
of staff who can take on social media duties and have enough time to mange the page well and create engaging
content.
Skills: The staff member who manages your Facebook page may need training to ensure they have the right skills.
They should be able to plan and create content, respond to enquiries and complaints, and represent your business.
Budget: To make the most of Facebook, you will probably need to invest in paid-for advertising. This will require its
own budget.
Negative Feedback: The two-way communication nature of Facebook means that unhappy customer can voice their
complaints publicly. It is important to handle those complaints well as your response will be under scrutiny from
your audience.
Concept of LinkedIn
LinkedIn is an American business and employment-oriented online service that operates via websites and mobile
apps. Launched on May 5, 2003 by Reid Hoffman, Allen Blue, Konstantin Guericke, Eric Ly, and Jean-Luc Vaillant.
the platform is mainly used for professional networking, and allows job seekers to post their CVs and employers to
post jobs.

History and Growth Of Linked-IN

It started as a platform to connect professionals and has since grown into a powerful tool for career development and
networking.
Here are some key milestones in LinkedIn's growth:
• 2003: LinkedIn is launched with a focus on professional networking.
• 2005: LinkedIn introduces job listings and premium subscriptions, expanding its revenue streams.
• 2007: LinkedIn reaches profitability and has over 15 million members.
• 2011: LinkedIn surpasses 100 million members worldwide.
• 2016: Microsoft acquires LinkedIn for $26 billion.
• 2020: LinkedIn reaches over 690 million members.
• 2021: LinkedIn surpasses 774 million members from 200 countries and territories..
• 2023: LinkedIn reaches 1 billion members.
LinkedIn's growth can be attributed to several factors, including:
Strong focus on professional networking:
LinkedIn has always been focused on helping professionals connect with each other and advance their careers.
• User-friendly platform: LinkedIn is easy to use and navigate, making it accessible to a wide range of users.
• Innovative features: LinkedIn has continuously introduced new features to keep its users engaged, such as
LinkedIn Learning, LinkedIn Groups, and LinkedIn Pulse.
• Strategic partnerships: LinkedIn has partnered with other companies to expand its reach and offer new services
to its users.
Overall, LinkedIn's growth has been impressive, and it is now one of the most popular social media platforms in the
world. It has become an essential tool for professionals to connect, learn, and grow their careers.
Applications of LinkedIn for Digital Marketing
• Create awareness and improve reputation: its ideal platform to increase the online presence. With more than
two professionals signing up on LinkedIn every second, business have the opportunity to network with an
increasing number of interesting contacts.
• Thought leadership and influencer marketing: Several LinkedIn features allow you to position yourself as
leaders in a particular domain. From providing high-quality content, improving your personal profile and
participating in LinkedIn communities to answering questions: the network is fertile ground for thought and
practice leaders, aiming to become trusted advisors.
• Selling and Generating leads : LinkedIn is probably the best network to generate leads. On top of traditional
techniques such as mentioning interesting content potential customers can download or driving traffic to relevant
sources, LinkedIn offers very personal ways of identifying potential leads, engaging them and turning them into
customers.
• Social CRM: LinkedIn allows us to gain a better view on- prospective-customers and other contacts. This can be
done using simple Social CRM applications but also by using ‘connectors’, for instance, for outlook. Although
most social CRM solutions offer integration with LinkedIn, you can also set up a basic integration of your contacts
as LinkedIn supports Google contacts.
• Traffic building: One of the strengths of LinkedIn that is not often mentioned is its power in link building and
traffic driving. Just as other social networks do, LinkedIn has a social sharing button that enables you to share
content in your status updates and in LinkedIn groups you are a member of.
Google Plus Marketing

Google + is a social networking platform served by

Google and relished by millions of users. Besides being
a networking platform, it is a channel to make known to
search engines. The presence on Google + helps in
improving a local search visibility. Can follow people in
‘circles’ on google+ information.
Advantages of Google+:
Branding: Google will fetch data from Google+ for brand-named keywords. Your presence on google+ marks up
high on SERP.
Improved Search Rankings: Shares (+1) are like social recommendations that affect your search rankings.
Link Building: One link on google+ acts as one backlink for your website. Your link gets submitted to Google’s
index straightway.
Quality reviews: Google flashes the ratings and the reviews you have received, making your business more
compelling.
Appear in local Carousal: Can mark the presence of your business on Google + to be more visible.

Disadvantages:
Limited User base: Google + struggled to gain a substantial user base compared to platforms like Facebook and
Twitter.
Inactive Users: Many users created Google+ profiles but remained inactive. This led to a lack of engagement,
making it challenging to build meaningful connections and generate user interactions with your content.
Complex User interface: Google+ had relatively complex and confusing user interface, which deterred users from
actively participating.
Lack of Third-party Integration: Unlike other social media platforms, google + has limited third party integration
options.
Google Plus Useful Tools

• DoShare: It is a google chrome extension that lets write and schedule updates on Google + page.

• SproutSocial: It is a management tool that lets manage social networking sites like Twitter, Facebook, Google+,
etc. for your website.

• Buffer: Can schedule updates in a buffer calendar to set up and organize posts.

• Hootsuite: It is a social media dashboard that allows to schedule, create, and keep track of content. Can manage
multiple streams in one place.

• Rival IQ: It is a competitor research tool that lets monitor flow on google + to let make the most of google+.

• Circle Counts: It helps explore circles and communities for brand. It allows to measure the effectiveness of
content.

• Circloscope: It helps to filter, remove, and un-circle inactive users.it is available in paid and free versions.
Google Plus Marketing in Web Analytics
• Social Media impact on web analytics: Google + was one of the many social media platforms where businesses
and individuals could create profiles and share content. In the realm of web analytics, social media platforms are
crucial data sources. They help in understanding user behaviour, engagement, and referral traffic.

• Google Analytics Integration: Google + was tightly integrated with google analytics. This integration allowed
webmasters and digital marketers to track the traffic coming from google + to their websites. They could see which
google + posts were driving the most traffic, the behaviour of users from this platform, and conversions.

• Authorship and SEO: Google + introduced the concept of “Authorship,” where authors could link their content to
their google+ profiles. This had a direct impact on search engine optimization. When an author’s google+ profile
was linked to their content, their profile picture and google + information would appear in search results. This
encourage more clicks and improved visibility, which in turn influenced web traffic.

• ..\..\Google ads bidding Screenprints.docx

Pinteresting Marketing
Pinterest is widely known social media platform that revolves around visual imagery. However, it works
more like a search engine that supports businesses through visual searches and high quality imagery. It is
an underrated platform to generate business because Pinterest aids traffic boost and enhances sales.

Pinners and Pins

Pinners: Instagrammers use Instagram, LinkedIn has members , snapchat users are snapchatters, similarly
Pinterest user are called Pinners.
Pins: A pin is specific post that has been published on Pinterest. Pin can incorporate photos or videos and,
like a website bookmark, can connect back to the source.

Different types of Pins

1.Carousal Pins: Carousel pins display many photos rather than simply one. A carousel pin can include up
to five photos. If you are a seasoned Pinterest marketer with some spare time and want to experiment with
your pin images, give it a shot.
2.Pins Collection: This pin style makes it easier for pinners to find related products. White dots appear
when a pinner clicks on the magnifying glass in the lower right corner of a collections Pin.
a) Idea Pins: This is a brand-new pin format that isn’t yet publicly available. By modifying the colors and fonts in
your pin, producing step-by-step guides, or curating collections, you can use idea pins to market your business in
a new way.
b) Try on product pins: Try on product is a new pin format that is not generally available.

3. Promoted Pins: Promoted pins are a type of Pinterest advertisement. They are pins that corporations have paid to
promote for more pinners to see them. These pins are labelled “promoted” and appear in the home feed, category
feed, and search results.
4.Repins: Consider a Repin equivalent to a Facebook sharing or a twitter retweet. A repin occurs when someone pins
a post that they enjoy to one of their boards.
5.Rich Pins: Rich Pins Automatically pull additional information from website and display it on the pin. The goal is
to provide more details, such as product availability and current pricing.

6. Video Pins: People enjoy watching videos because they are an engaging format ideal for telling brand stories and
demonstrating products or services in action. When it comes to emerging from the crowd, video pins thrive.
Social Media Automation Tools
Social media automation tools that are digital resources that serve a pivotal role in managing and optimizing one’s
social media presence. These tools are design to streamline and simplify various tasks associated with social media
marketing and engagement across platforms such as Facebook, Twitter, Instagram, LinkedIn and more.

• A core feature of these tools is the ability to schedule posts in advance. Users can create, organize, and set specific
times for their social media content to be published.
• Social media automation tools often provide centralized dashboards where users can create, edit, and mange
content for multiple platforms from single interface.

Features of Social media Automation Tools

1. Scheduling Posting.
2. Content Curation.
3. Analytics and Insights
4. Auto-Responders.
5. Cross Platform Posting.
6. Hashtag management.
7. Audience Segmentation
Schedule Posting: Social Media automation tools that allow users to schedule their posts for specific times and
dates. This feature is invaluable for maintaining a consistent online presence, when targeting a global audience across
different time zones.

Content Curation: Content curation is a critical aspect of social media automation. These tools often come equipped
with algorithms that help users discover relevant and trending content within their niche or industry. By sharing
curated content, users can position themselves as industry experts and provide additional value to their followers.

Analytics and Insights: Social media automation platforms provide robust analytics and insights into the
performance of posts and campaigns. Users can access data on engagement rates, reach, click-through rates, and
more.(data driven decision making).

Auto Responders: Automation tools often include auto-responder features that go beyond basic chatbots. These
auto-responders can handle routine customer inquiries, comments, and messages by providing pre-defined responses
or routing inquiries, comments and messages by providing pre-defined responses or routing inquiries to the
appropriate department or team member.

Cross-Platform Postings: Managing multiple social media accounts can be time consuming, but automation tools
simplify this task by allowing users to manage all their profiles from a single dashboard.
Hashtag Management: Effective hashtags usage is crucial for increasing the discoverability of content on social
media. Automation tools often provide features for researching and managing hashtags.

Audience Segmentation: Advance social media automation platforms offer audience segmentation capabilities.
Users can segment their followers based on factors like demographics, behaviour and engagement history.

Ad campaign Automation: Some automation tools integrated with social media advertising platforms, enabling
users to automate the creation, management, and optimization of paid ad campaigns.
Social Media Ad Specs
Social media ad specs refer to the specific guidelines and requirements set by social media platforms for creating and
running advertisements on their platforms.

• Image and Video Dimensions: Social media platforms provide specific dimensions for images and videos to
ensure optimal display across devices and screen sizes. (Facebook recommends 1200*630 pixels, Insta prefers
1080*108 pixels)
• File Format and Size: Different platforms have varying requirements for file formats and size to maintain a
seamless user experience. (Twitter may accept PNG and JPEG files with max size 500 MB for images).
• Text and Character Limits: Social media platforms often impose restrictions on the amount of text and characters
allowed in ad copy. (twitter may limit tweet text to 280 characters, Facebook for 125 characters).
• Call to Action buttons: CTA button are crucial for guiding user actions, and each platform offers a selection of
predefined buttons like “learn more”, “Download” or “Contact us”.
• Aspect ratios for carousel Ads: Carousel ads enable advertisers to showcase multiple images or videos within a
single ad unit, creating an interactive experience.
The ROI in Social Media Marketing
ROI stands for “return on investment”. Social media ROI represents the return on investment from your social media
activities.

Step 1: Define clear social media objectives: This is where you define what value, in terms of social media results,
means to your brand.
Step 2: Set Smart goals: Once you’ve established clear objectives that link your social media ROI to real business
results, you need to set goals.
Step 3:Track the right performance metrics: To track social media metrics to determine whether you’re achieving
objectives and meeting your goals.
Step 4: Calculate how much you spend on social media: You need to understand your full investment in social
media to determine whether you’re getting a good return.
Step 5: Create an ROI report: Only 60%of digital marketers actively share their social media ROI results,
according to LinkedIn research.
Dashboards
A marketing dashboard is compilation of all the pertinent (relevant) data about a company’s marketing
efforts. Marketing dashboards benefit both marketing and the executive team. A marketing dashboard can
be invaluable for making strategic decisions and adjustments to your sales funnel.

A Dashboard should serve the below purpose:

• Show KPI’s
• Integrated data from various sources and present a consolidated view.
• Provide a way to measure the overall results and investments of your marketing programs.
• Provide the ability to measure these metrics and make decisions based on this information.
Web Analytics
Web analytics is the measurement, collection, analysis and reporting of web data to understand and
optimize web usage. Web analytics is not just a process for measuring web traffic but can be used as a tool
for business and market research and assess and improve website effectiveness. Web analytics applications
can also help companies measure the results of traditional print or broadcast advertising campaigns.

Needs of Web analytics

1. Performance Evaluation
2. User Behaviour Analysis
3. Conversion Tracking
4. Audience Insights
5. Traffic Sources
6. Content Performance
7. Mobile Responsiveness
Importance of Web Analytics
• Performance Evaluation: Web Analytics is essential for evaluating the performance of a website. It provides a
comprehensive view of how a site is functioning , including metrics like page load times, server response, and
overall uptime. This helps that the website remains accessible and responsive.
• User behaviour understanding: Understanding how users interact with website is at the core of web analytics. It
tracks user behaviour, such as which pages they visit, how long they stay, and the actions they take. By analyzing
this data, you can identify user preferences, pain points, and areas for improvement.
• Conversion Optimization: For businesses and ecommerce sites, web analytics is instrumental in tracking and
optimizing conversions. It allows you to monitor conversion rates for various actions, such as purchases, sign-ups
or downloads.
• Audience Insights: Web analytics provides valuable demographic information about your website visitors,
including their location, age, gender and interests.
• Traffic Source Identification: Knowing where website traffic comes from is crucial for effective marketing and
content strategies. Web analytics categories traffic sources into organic search, paid search, social media referrals,
and more.
• Content Performance Analysis: Analyzing the performance of individual web pages is vital for content
optimization. Web analytics reveals which pages are popular, how long visitors stay, and the bounce rates. Armed
with this data, can fine-tune content strategy, create more engaging content, and improve user engagement.
Basic Steps of the Web Analytics Process.

1. Collection of Data: This stage is the collection of the basic, elementary data. Usually, these data are
counts of things. The objective of this stage is to gather the data.
2. Processing of Data into information: This stage usually take counts and make them ratios, although
there still may be some counts. The objective of this stage is to take the data and conform it into
information, specifically metrics.
3. Developing KPIs: This stage focuses on using the ratios (and counts) and infusing them with business
strategies, referred to as KPI’s, many times, KPI’s deal with conversion aspects, but not always. It
depends on the organization.
4. Formulating Online Strategy: This stage is concerned with the online goals, objective, and standards
for the organization or business. These strategies are usually related to making money, saving money,
or increasing market share.
5. Experimenting and Testing: A/B testing is a controlled experiment with two variants, in online
settings, such as web development.