Social Media Foundations
Social Media Foundations
Social Media Foundations
AOL (America Online) was the first social network with its member-created communities.
Social Media: Then and Now (Contd.)
Social media networks began to appear in 2002-2003 with sites such as:
Social Media: Then and Now (Contd.)
It is estimated that there are 2.62B social media users around the world in 2018; that
number is expected to climb to more than 3B by 2021.
A Conventional Internet Minute
https://aftechs.com/
Role of Social Media
Social media impacted the sharing and receiving of information, changed the ways of
communication and engagement, and transformed the way of conducting business.
Social media is used for customer service, networking, and marketing, communicating with friends
and family, staying up-to-date with news and current affairs, and so on.
Role of Social Media (Contd.)
Social has cemented its place as the primary form of communication, and mobile
is taking social to even greater levels.
There are various social media platforms that focus on either customers or the business or both.
More than 25% of the world’s population log in to their Facebook account at least once in a month.
Social Media Landscape: LinkedIn
From a B2B perspective, LinkedIn boasts 550M members with 106M active users.
It is the core platform used in the social selling process.
Note: Social selling is the process of using social media to develop and build
relationships and networking as part of the sales process.
Content Marketing
“A strategic marketing approach focused on creating and distributing valuable, relevant, and
consistent content to attract and retain a clearly defined audience — and, ultimately, to
drive profitable customer action.”
Provide relevant and useful content to your prospects and customers to help them solve their issues.
Shotgun Approach to Marketing
Shotgun Rifle
Shoots a number of small bullets with the Triggered only after the target is
hope that some hit the target aimed at and focused on
A paid TV commercial aired during Super Bowl ensures that 100M+ viewers
watching the game get to view the advertisement.
Most marketers use content marketing; social media platforms can make
content marketing more effective and help:
75% of B2B buyers use social media to conduct research and gather intelligence.
Importance of High-quality Content
High-quality content has the best effect when it is distributed over social media.
Social media and content marketing work in harmony. When combined with search
engine optimization (SEO) activities, they form the perfect mix.
Creating Successful Content for Social Media
For every self-serving tweet, retweet one relevant tweet and share four pieces
of relevant content written by others.
Reputation Management
Social media provides people an opportunity to share their views and opinions.
It builds your credibility with customers, which strengthens their trust in your brand.
Tracking Social Media Conversations
% %
of consumers tend to share their of consumers will trust a brand
positive brand experiences on after reading a positive customer
social media platforms. review on social media.
Source: SDL, a global innovator in language translation technology, services, and content management.
Monitoring
Know what you should be monitoring and what should you be listening for.
Various tools are available for reputation management, monitoring, and sentiment scoring.
Most people interpret that the Software solution fails to detect the
person was being sarcastic sarcasm and categorizes it as positive
Monitoring: Rules for Effective Management
Not responding to complaints will adversely affect the overall reputation of the brand.
Earlier, customers had to struggle to resolve their issues with the brand.
“We’re sorry. Our customer service “Our customer service team is on hand to
representatives are currently busy.” help from 9.00am – 6.00pm, Mon-Fri.”
Businesses can enhance engagement through social media and make troublesome interactions easier.
Engagement: Going Digital
Different demographics have their preferred channels of engagement. Generations X (b. 1961-1980)
and Y (b. 1981 – 1989), commonly referred to as millennials, prefer digital engagement.
Ways to Engage Customers
Social media has become an important part in the daily lives of people. It impacts how they receive and
share information and engage with each other.
There are numerous social media platforms today which are focused on consumers and/or businesses.
Facebook is the leading social media network, followed by YouTube and WhatsApp.
Content marketing is the most preferred method of marketing. It refers to high-quality content
distributed over social media using effective SEO techniques.
Social media has provided people with the freedom to share their opinion. This makes it difficult to avoid negative
comments. Through reputation management, you can build credibility and trust among your customers.
Social media engagement involves using social networks to provide great customer experience, deliver value,
and build brand loyalty. Customers place their trust in your brand when they engage with your business on
social media.
This concludes “Introduction to Social Media.”
The next lesson is “Social Media Strategy and Planning.”
Social Media Foundations
Lesson 2—Social Media Strategy
and Planning
Objectives
Social media goals should align to your overall business goals and objectives.
Social attribution helps you measure touchpoints and the revenue generated
from social campaigns.
Business Growth
It gives you the ability to engage in real time conversations and reach large audiences.
Brand Awareness
Social media activities help to build brand awareness and gain customer
attention to your website, stores, and products.
Your social media activities will be successful if you post relevant content.
Customer Retention and Satisfaction
Your social strategy can own a large part of this relationship and can be
credited for the repeat purchases your efforts drive.
Competitive Displacement
You need the right data and metrics to monitor social media
activities and join conversations.
Metrics to Measure Success
To measure success, you need to choose the right social media metrics once
you finalize your social goals.
Record the metrics in CRM system so that there is visibility on social media’s
performance and contribution to the business.
Social Media Marketing Integration
Your social media activities should be integrated into your overall marketing strategy.
Social Media Marketing
Social media marketing refers to the process of gaining traffic or attention through social media sites.
Goal:
Generate registrations
Actions:
• Drive your target audience to a sign up/registration page
• Promote any associated content that references the webinar
• Deploy emails with links to your social handles
• List social handles and activities supporting the campaign on registration page
• Encourage attendees to tweet using a specific hashtag
• Engage with webinar attendees that tweet during the live webinar broadcast
• Consider creating unique tracking URLs using the marketing automation
platforms
Result:
• Improved efficiency and effectiveness in all aspects of the marketing plan
Social Media: Strategic Business Channels
Social media is a core strategic business channel that is used in a variety of different ways:
Customer service
Crisis management
Brand building
Customer engagement
Event support
HR and recruitment
Customer Service
Social media sites have evolved to become more than platforms for marketing and advertising.
According to Twitter
• 67% consumers have used a company’s social media channel for customer service
• 42% of consumers expect a response within 60 minutes
Ensure that your customer service staff are socially savvy, trained on social media best practices,
etiquette, and tone of voice, and trained to deal with general and technical customer issues.
Customer Service: Challenges
For many companies, Facebook and Twitter will be the primary focus for social care.
Other brands may find their customers on Google+, LinkedIn, Instagram, or other social sites.
Customer Service: Priorities
List out and monitor the social landscape for mentions of your brand and associated keywords.
As response speed is critical, determine the priority criteria.
Consider creating a toolkit for social customer care agents. The toolkit must include:
Social care agents should direct a customer to the resources that provide the help they need.
They must be proactive and educate the audience on the products, services, or industry.
Customer Service: Toolkit (Contd.)
In the future, companies may move away from expensive call centers for customer service as
customers would want to interact with companies through social media apps.
Customer Service: Seven Tips
4. Engage
Enable your social care staff to engage
1. Educate: with customers proactively
Let customers know they can get
immediate, personal, and human responses 5. Integrate
Integrate social channels with your CRM
2. Invest system to store complete records
Get your customer-service staff
trained on new tools and methods 6. Analyze
Analyze the data captured through customer
3. Be human care to improve service levels
Let your social care team be real,
engaging, and witty 7. Plan ahead
Be ready to adapt to new consumer
behaviors
Crisis Management
These factors can affect the brand, and the news can go viral on social media, resulting in
unwanted publicity and long-term damage to your brand.
Brands will be able overcome these with strong social media crisis management plans in place.
Crisis Management: Preparation
It is good to often run a simulation so people know what they need to do if a crisis were to hit.
Develop a social media crisis management plan and be prepared in case disaster strikes.
Lead and Demand Generation
Leads are potential customers who express interest in your product, service, or company.
Social media can function as a highly cost-effective channel to generate real leads.
Lead and Demand Generation (Contd.)
There are two approaches to lead and demand generation when it comes to social media:
Each time your post is clicked on or seen, a cost is incurred depending on the cost metric you opt for:
The price you pay every time The price you pay for every
someone clicks on your content thousand impressions
Lead and Demand Generation: Activities
Social media is an ideal channel for lead and demand generation activities.
Running a contest
If your company is exhibiting at an industry event, you can use social media to drive
people to your booth by including the hashtag of the event within your tweet.
Run a Contest
Generate leads by asking people to like or follow your page/social handle or retweet a particular tweet.
Consider Social Selling
Social selling is the art of using social networks to find, connect, understand, and nurture sales prospects.
• Post content
• Publish articles
• Identify sales leads
• Participate in group discussions
• Like and share content
• Comment on posts
Brand Building
Make sure your bio on each handle is descriptive and conveys who you are and
the value you can provide
Establish your brand’s personality and ensure that it is reflected in your social media
posts
Start posting your own content such as blogs, infographics, web pages, case
studies, videos, and so on
Build relationships with influencers. Influencers are people who are active on social
media and blogs and have a large follower base.
Brand Building: LinkedIn Example
Each social network offers a slightly different way to brand yourself or your company.
Social media platforms can help with customer engagement in a number of ways:
Social media plays an important role, from raising awareness about the
event itself to live social posts during the event.
Event Support: Things to Do
Create a unique event hashtag associated with the event, excluding the date
Make sure no one else is using the hashtag as you don’t want mixed messages
going out
List the hashtag on all materials and content being created around the event
Start posting on social networks around 6-8 weeks prior to the event with details
such as location, time, date, and speaker
Mention various aspects of the event such as speaking sessions, sponsors, prize draws,
and keynote presentations to gain further attention
Event Support: Things to Do (Contd.)
Reference the handles of any partners, sponsors, and speakers in your posts
Live tweet and also post event updates from time to time on other networks
Engage the audience by offering free swag to anyone of posts using the
hashtag or retweets your posts
Send everyone a “Save The Date” post if you’re planning to run the event again
Promote the event on your blog and highlight important quotes from the
sessions
Ensure that you send out a “Thank You” to all attendees and speakers
Spread out your activities on other social media like LinkedIn, YouTube, and Instagram
HR and Recruitment
Social media is a powerful strategic tool in the sourcing, screening, and interviewing process.
76% 73%
Recruiters use social media Recruiters have successfully
to regularly source and hired candidates using
research candidates. social media.
HR or talent management will use social media to seek out talent, advertise
jobs, and communicate with potential candidates.
HR and Recruitment: Example
A major tech brand, Pitney Bowes, recently opened a new customer support center in Dublin, Ireland.
• The center was intended to support the company’s European customer base.
• A recruitment drive commenced in the months leading to the center’s opening.
• The talent management personnel were looking to recruit Dutch, Swedish, and Danish
speakers living in Ireland.
• They turned their attention to specific groups on Facebook and used LinkedIn’s
extensive search facility to source potential candidates.
HR and Recruitment
Study demographics of each network to understand where your target audience may be spending time.
It is not necessary to share all content everywhere as it may not be suitable for
every social media platform.
Types of Content to Post and Promote (Contd.)
Jobs, company news, and Infographics and step-by-step Blog posts that you want
professional content photo guides to rank on Google
When (Frequency) and What to Post
Look to post content on a regular basis and have a healthy mix of your own content
and third-party content.
Social media goals should align to your overall business goals and objectives.
Your social media activities should be integrated into your overall marketing strategy.
Social media is used for various strategic objectives such as Crisis Management,
Lead/demand Generation, Brand Building, Customer Engagement, Event Support, and
HR and Recruitment.
There are numerous social media channels, and it is crucial to understand what type of
content should be posted on which social network and how frequently.
An ideal starting point when trying to define your target audience and work out what
social networks they use is to build a set of customer or buyer profiles.
This concludes “Social Media Strategy and Planning.”
The Next Lesson is “Social Media Channel Management.”
Social Media Foundations
Lesson 3—Social Media Channel
Management
Objectives
Demand for
Customer Real-time Brand Website
products Sales
support engagement awareness traffic
and services
Facebook
Facebook is a social networking platform designed to share all kinds of content, such
as articles, ads, live videos, memes, and more.
You will first need to create a personal page for your business.
You should have a clear boundary between your personal profile and your business page.
Plan and Schedule Posts
Plan your content and schedule the posts keeping a wider strategy in mind.
A strategic approach allows you to batch and schedule your weekly posts at one go.
Buffer and Hootsuite are both great tools for this process.
Plan and Schedule Posts
Your posts should be a balanced mix of your own content and curated content.
On average, you should post once in a day on Facebook through your company page.
Three Ps in Facebook Marketing Strategy
You have a number of options in terms of the content you can post.
Personal posts provide insight into your company and its employees.
Engaging posts are designed to engage your audience and provoke a response.
Storytelling Posts
Post quotes that support the persona and goals of your brand.
Motivational posts can inspire audience to share them with their friends and
enhance the image of your brand.
Video Posts
8 billion videos or 100 million hours of videos are watched on Facebook every day.
Videos receive
135% more
organic reach
than photos
Video is one of the fastest-growing and most in-demand forms of marketing in social media.
Humorous Posts
Humorous content gets a lot of shares, entertains people, builds fans, and earns engagement.
Purposeful content helps your audience make decisions on a personal or business level.
It educates the audience and makes them trust your brand.
Facebook Graph Search is a great resource to find more about your market.
Facebook Engagement
Pages Groups
Facebook Engagement via Pages
Add a steady stream of content to your newsfeed to keep your followers up-to-date.
Keep your audience engaged by posting consistently.
Facebook Engagement via Groups
Facebook Groups bring people together around a topic they share an interest in.
The groups are a powerful way to build connections and are more about
personal presence than about the brand.
Streaming Live Videos in Facebook
Streaming live videos helps you engage with your followers personally.
Add a Shop section to your Facebook page so that customers can buy your products directly from Facebook.
To get people to buy from your Facebook Store, you should grow your Facebook audience/community.
Note: Integrate your Facebook page with an ecommerce site powered by Shopify or Bigcommerce.
Facebook Community
networking site.
Connect with people to grow your network and generate new leads and business opportunities.
Connections in LinkedIn (Contd.)
Leverage your network and ask for introductions to individuals you may have identified.
Your network is comprised of the following connections:
Stay up-to-date with your network by checking in for a few minutes each day.
LinkedIn Newsfeed
Newsfeed allows you to learn about the people in your network and the companies you’re following.
Post content via a company page once or twice a day five days a week.
It is effective for two-way engagement with your followers.
Showcase pages are designed to spotlight specific elements and help followers find the
information they are interested in.
LinkedIn Pages: Example
LinkedIn’s advertising platform enables organizations to target key audiences with engaging content.
LinkedIn recently rolled out Native Video, offering users the ability to record and upload
videos right from their mobile device.
Microblogging
Twitter users broadcast messages and engage with other Twitter users by:
There are no limits to the number of times you can tweet each day.
Leveraging Twitter (Contd.)
Twitter users have established their own language to make the most out of the
imposed character limit on each tweet.
Brand campaigns
YouTube was launched on February 14th, 2005 and is the third most visited website in the world.
YouTube’s mission is to give everyone a voice and show them the world.
YouTube (Contd.)
YouTube is a free video-hosting website where members can host and serve video content.
Website visitors can share YouTube videos on a variety of web platforms by using a link
or by embedding HTML code.
Posting Content in YouTube
Note: Prolific video creators known as YouTubers post videos on a daily basis.
The amount of video content and the type of videos that you upload depend on
your resources, time, and budget.
Marketing Parameters: Title and Description
Add tags to your videos to help people find them when using search engines and YouTube’s search.
Example: Include the following keywords if you as a company produce accounting software
and want to post videos on managing expenses.
• Accounting
• Managing expenses
• Expense management
• Expense reports
• Cost management
Marketing Parameters: Thumbnail
Make it clear and visually appealing to entice people to click on your video.
YouTube Cards
YouTube Cards are preformatted notifications that appear on desktop and mobile.
YouTube End screens appear during the last 5–20 seconds of a video.
YouTube Analytics helps you determine how well your channel and your videos are performing.
YouTube Analytics: Metrics
“A picture is worth a thousand words” refers to the notion that images can
convey messages more effectively than text.
This notion has gained popularity in social media through image sharing sites such as Instagram,
Pinterest, Flickr, and SnapChat.
Instagram
• Established in 2010
• Bought by Facebook in 2012 for $1Bn
• Attracts 800M monthly users
• Uses Facebook’s vast development resources
• Rolls out new features regularly
Instagram is unique because of its vast range of filters and editing tools.
Be creative and experimental when posting images.
Instagram Newsfeed
To create a business profile, connect your Facebook page to your Instagram account.
Strategies to Follow in Instagram
Instagram users scroll through photo and video content from other users in the main newsfeed.
Do something unique twith your photos so that they may benefit your company.
Strategies to Follow in Instagram (Contd.)
Consistency in images is visually appealing to users and can help to attract more followers.
Use a unique strategy for your Instagram account and avoid reusing content from other social networks.
Strategies to Follow in Instagram (Contd.)
Post more than just images and videos to have a real impact.
Reply to their
Follow people in your comments
niche or industry
It is a bookmarking website that allows users to create themed collections of images and videos.
Pinterest describes itself as “the world's catalogue of ideas.”
Features of Pinterest
Users look at your boards and repin your images. As pins link to their original online
source, you can generate traffic to your website and convert interest into sales.
Leveraging Pinterest
The key to success on Pinterest is posting engaging images and using relevant
keywords in your board titles and pin descriptions.
The more repins and click-throughs your pins generate, the higher they appear in
Pinterest search results and the more attention they get.
Check-in Services
You need to post a mix of your own and third-party content on your social channel.
Reddit is a social news aggregation, web content rating, and discussion website.
It is referred to as the front page of the Internet and receives around 1.5 billion visitors per month.
Review Sites
Consumers seek online business reviews to help with their buying decisions.
Users can:
• See detailed verified views
on local companies
• Compare local companies
• Take advantage of member-
exclusive discounts
• Select the best company,
hire them, and share a
review
Review Sites: Glassdoor
Glassdoor is a way for current and past employees to rate the companies for which they work.
Review Sites: Glassdoor (Contd.)
These businesses are missing out on their business through inaction as reputation drives conversion.
Review Sites: TripAdvisor
Publishing relevant content helps you get targeted exposure and make positive contributions.
This works toward establishing you as a professional.
Social Media Channels
Social media management tools are designed to streamline your workflows, help you
save time, and ensure your content reaches the right audience at the right time.
Key Takeaways
Engagement can be built on social networking sites with the help of pages,
groups, streaming live videos, and shops.
Microblogging sites like Twitter are used to engage followers on a large scale by
broadcasting short messages and retweeting them.
YouTube is the 3rd most visited website in the world can be leveraged to build a
strong exposure in marketing.
Posting the right kind of images on a frequent basis will keep the followers
engaged on photo-sharing sites like Instagram.
Social media services like Yelp, Reddit, and Glassdoor are excellent media for
customers to search for relevant products and also give feedback.
This concludes “Social Media Channel Management.”
The next lesson is “Social Media Management Tools.”
Social Media Foundations
Lesson 4—Social Media Management Tools
Objectives
Social media can be effectively managed with the use of social media management tools.
There are a number of social media management tools available for individuals and business of all sizes.
Buffer
Buffer enables you to manage all your social media updates for:
Scheduling Posts
You can create a post by typing or copying and pasting the text you would like to use.
The app will automatically pull an image from the content, or you can upload an image of your own.
Scheduling Posts (Contd.)
You can re-buffer a post, which means you can edit a post before adding it back to the queue.
Status Update on Posts
The free version of Buffer gives you basic analytics around each post.
Buffer Add-Ons
Power Scheduler allows you to schedule the same post to be published on more
than one occasion.
Hootsuite
Use the Hootlet extension to schedule posts if you come across relevant content as you surf the net.
View your schedule at a glance either in a list or a calendar.
Hootsuite: Other Features
Hootsuite comes with a default report that shows your key metrics on the social media platforms.
You can create customized dashboards.
Hootsuite also allows you to export reports in Excel, PowerPoint, PDF, and CSV formats.
It also offers four price plans: Professional, Team, Business, and Enterprise.
Social Studio
Publish enables you to create and schedule posts across multiple handles and
social networks using a scheduling calendar.
Core Modules: Engage
Engage has the ability to monitor all your handles to see if the users engaged with your posts.
Core Modules: Analyze
Analyze provides pre-built reporting and dashboard templates for social listening use cases.
It also provides consumer intelligence.
Link Shortener
Posts with long URLs can have an adverse impact as they look
unattractive and take up a lot of space.
Link Shortener (Contd.)
URL shortening solutions provide services like link bookmarking and analytics on clicks.
Link shortener not only gives a nice, clean, shortened URL but also gives stats
on clicks for all the URLs you shorten.
Key Takeaways
There are various social media management tools that can be used to manage social media.
Buffer can be used to carry out various functions like scheduling and re-buffering the posts,
checking status updates, and examining the analytics.
Social Studio allows you to analyze conversations happening in social media, publish and
respond to social posts, and see the results of social activities on the dashboard.
Hootsuite is a popular tool that allows a user to keep track of and manage various social
networks. It also allows you to view streams to monitor the content from multiple social networks.
A Link shortener is used to change a long URL into a short manageable link. The link will then
be easy to remember, share, and tweet in social networks.
This concludes “Social Media Management Tools.”
The Next Lesson is “Social Media Measurement and Reporting.”
Social Media Foundations
Lesson 5—Social Media Measurement
and Reporting
Objectives
You have created awesome content that you are promoting across all your
social handles, but how do you know how well it is performing?
Key Performance Indicators (Contd.)
Certain metrics help to indicate how you are performing on social media, and this is why
Social media measurement is an essential part of any social media program.
You can use metrics to gain valuable insights about what’s successful, what isn’t, and how
you can improve.
Key Performance Indicators (Contd.)
The process of measuring your social media performance can be overwhelming given the
amount of data generated. Focus on the following KPIs.
KPI: Follower Growth
Are the social media handles you manage growing in terms of the number of followers?
Unless you are an A-list celebrity, you should not focus on numbers. Your focus
should be on quality of followers over quantity.
Example: It is better to have 100 followers who are interested in your business rather
than 1,000 followers of whom only a small minority is truly interested in you.
KPI: Follower Growth (Contd.)
23% increase in
followers annually
Engagement refers to the number of individuals who have interacted with your content.
Reach relates to the number of people who have potentially seen your content.
Example:
• If you have five impressions from the same person,
your reach would only be one.
• If you had 10 followers on Twitter and one of them
retweeted your post to their 200 followers, your post
would have reached 210 people.
KPI: Click Through Rate (CTR)
CTR refers to the number of users who clicked a link to your social post
and were driven to a website, landing page, or web store.
KPI: Mentions
Mentions refers to the number of times a specific term or phrase you are
tracking was used across social media.
It is better to track mentions for several different keywords and not just
your company or product name.
KPI: Share of Voice
It is important for brands to analyze whether the conversations are positive or negative.
Social Analytics Tools
You need to measure your social media efforts to develop more effective campaigns.
Several social networks provide the ability to analyze your efforts from within the platforms themselves.
Social Analytics Tools (Contd.)
There are many tools to help you monitor and analyze your activities:
Sprout Social
Features such as the Sprout Queue and ViralPost enable you to efficiently upload content and
ensure that your messages will be sent at the optimal time for maximum reach.
Sprout Social: Engagement
• Sprout provides solutions for social marketing, social management, customer service, and
team collaboration.
• Sprout’s Smart Inbox gives users a unique all-in-one stream of their incoming social
messages.
• It enables users to work from the stream to respond, tag, task, or mark messages as
complete to achieve inbox zero.
• Sprout’s collaboration tools and permissions enable multiple users to work within the
platform at once without overlapping or encroaching on responsibilities.
Sprout Social: Reporting
Social Reporting Provides custom reports and dashboards to measure social activity
and engagement opportunities
Sentiment Scoring Determines whether mentions of your brand are positive, negative, or
neutral
Influencer
Identification Identifies who is talking about your brand, along with their influence
over social communities
Social Listening Listens across the social landscape to monitor what being said about
your brand
Sprout Social: Features (Contd.)
Mentions
Scours various channels for brand mentions
Content Engagement
Analysis Tracks how much engagement each piece of content receives to
highlight which types of content resonate best with the target audience
Sprout Social: Features (Contd.)
Paid Campaign
Tracking Tracks and measures the success of paid advertising initiatives run on
social media sites
Report Exporting
Allows users to export reports from the product into an .xls .csv, or
.pdf file
Keyword Setup
Allows users to search for specific keywords to measure social impact
Hootsuite offers the ability to carry out social sharing, reporting, sentiment scoring, influencer
identification, social measurement, social listening, and engagement.
From a reporting standpoint, Hootsuite also offers features such as follower analysis, content
engagement analysis, and so on.
Key Takeaways
Sprout Social and Hootsuite are the two most commonly used social analytics
tools to track features such as social reporting, sentiment scoring, and
influencer identification.
This concludes “Social Media Measurement and Reporting”
The Next Lesson is “Social Advertising”
Social Media Foundations
Lesson 6—Social Advertising
Objectives
According to eMarketer,
• $23.68 billion was spent on paid media to reach
consumers on social networks in 2015.
• Social network ad spend surpassed $35 billion in 2017.
Targeting Criteria for Social Media
Organic reach is the total number of unique people who saw your post through unpaid distribution.
In Paid media, you pay for your post to be seen by a defined target audience.
Organic reach has its limitations. You have to pay if you want to play and win on social media.
In social media advertising, you have two pricing metrics to choose from:
CPM CPC
• CPM stands for Cost Per Mille or 1,000 • CPC stands for Cost Per Click.
impressions. • You are charged for every click on your
• You are charged for every 1000 impressions of ad.
your ad shown. • It is suitable for goals such as lead
• It is suitable for goals such as brand visibility. generation.
Sales Funnel
Objective:
• Generate leads for a new product being promoted via webinar being run at
the end of the month.
Goal:
Target audience:
You can:
• Drive people to webinar registration page
• Collect data using lead generation form
• Send people to a certain page
LinkedIn Advertising Campaign (Contd.)
As you specify your targeting criteria, you will see your audience size listed at the right of the
page. LinkedIn makes suggestions to help augment your list.
LinkedIn Advertising Campaign (Contd.)
You can also exclude certain criteria and enable your campaign to include the LinkedIn
Audience Network.
LinkedIn Advertising Campaign (Contd.)
Set your campaign schedule and budget after you have specified your audience.
Track how the campaign is performing. If there are no results, then you may have to increase
your bid rate, adjust your targeting criteria, or amend your content.
LinkedIn offers real-time campaign metrics to track and report on campaign performance.
Facebook Advertising Campaign
Choose advanced targeting options. Also, Customize your targeting using custom audiences.
to retarget people who have already interacted with your business.
Facebook Advertising Campaign (Contd.)
Click confirm and launch your ad campaign after previewing your ad campaign and
ensuring that everything is fine.
Ad Campaigns: Summary
Cost per Mille is useful for visibility of brands across various websites, and Cost per
Click is a paid method to attract traffic towards your content/website.