Social Media Marketing Course

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Anything (be it products, services, brands, campaigns, social causes, contests)that is marketed i.e sold, or promoted for awareness, action, purchase or publicity, using social media platforms like Facebook, YouTube, Instagram, Pinterest etc is Social Media Marketing.

This can be done by multiple ways like posting content i.e photos, videos, graphics, comments, gifs etc. on social media platforms like FB pages, Instagram Page, YouTube channels and may more.

For example, Vero Moda has a facebook page where it promotes itself as a brand and gets to engage with their fans and follower which are eventually customers; by posting new updates about their collections, latest offers and deals and all other interesting content.

Here are four reasons for marketing on social media:

1. Social media is free
2. Huge customer base potential
3. Most personalized touchpoint of users
4. Free branding

Let’s break down the ways which can help drive your social media strategies on different platforms.

Facebook Marketing

With large customer base, easy-to-navigate interface and reasonable cost, Facebook can help your business grow with full potential. It also ensures that your budget is spent wisely while targeting specific group according to age, location and interests.

Twitter Marketing

Marketing on Twitter is quite simple, probably even more so than Facebook. You can run your campaigns according the trending hashtags and create a buzz about your brand instantly. However, targeting options are slightly limited when compared to other social media channels.

LinkedIn Marketing

LinkedIn is more professional channel when compared to Facebook and Twitter. It is because of this reason the cost to advertise is much more excessive. However, here you can create thought leadership for brand by specifically targeting audience.

The Social Road

Set Business Goals: Your social marketing strategy should serve business goals.

Set Marketing Objectives: Define and execute marketing strategies that can serve set goals. It can be generating leads, driving sales or establishing brand identity.

Create Measurable Goals: Make your objectives specific, measurable, achievable and time-bound.

Research Competition: Research your competition as it keeps you apprised of their marketing strategies.

Effective Content Strategy: Create an engaging content strategy that boosts your social channels. Content and social media are synonymous to each other. And if implemented effectively, it can do wonders for your social media marketing

Choose channels wisely: SMBs sometimes create accounts on every social channels without researching which channel will bring the best conversion rates. Choose the best social channels by using information about your customer base.

1) The CEO's nephew or niece who knows how to use Facebook
2) A savvy digital marketer who becomes engaged in the industry, understands viral coefficients and swings for the fence with internet-scale acquisition campaigns.  (see also: junior Growth Hacker)

Unfortunately, within most organizations, social media marketer #1 is the typical social media hire.  This person tends to spend half their time on their own social media profile and makes a big deal about small victories by emailing to the company listserv whenever the company's post is retweeted by someone else within the industry (which is usually just social marketer #1 talking to another social marketer #1 on their respective company accounts).  Social marketer #1 starts at $45k/ year and doesn't have a fast-moving career, but doesn't get fired because the department head doesn't "get" technology.

Social marketer #2, though rare, is truly a force for the company and usually develops a valuable personal brand to coincide with work done for a company.  Social marketer #2 likely starts at around the same pay grade as social marketer #1 but quickly learns the basics of coding and is creating interactive Facebook applications, adding social sign-in to the website, and working with engineers to create interactive products that, if successful, bring in more leads or (in the case of eCommerce) revenue than a month's worth of PPC for a fraction of the cost. Social marketer #2 sometimes becomes a Growth Hacker as he/ she gets more technologically savvy and can make significant money on the side through affiliate marketing, or is sought-after for other startups or brands because of earned connections and efficiency.

So yeah, I think that 95% of social marketers add very little value and, subsequently, see low career growth early-on while 5% grow very quickly and become sought-after assets. It's difficult to predict the long-term outcome of either, though, because it's been a career for 5 years, maybe.

Here are some good books that can help you to learn.

• THE ESSENTIAL SOCIAL MEDIA MARKETING HANDBOOK - A New Roadmap for Maximizing Your Brand, Influence and Credibility  (English, Paperback, Martin Gail Z.)

• Social Media Marketing All-in-One for Dummies Paperback – 2017