MODULE II – Facebook Marketing, Twitter Marketing, Google+ Marketing, LinkedIn

SOCIAL MEDIA MARKETING FRAMEWORK

Major Segments and Their Social Media Needs
Social media marketing is described as the set of activities towards establishing a social media presence. The three major
segments across which all social actions and efforts can be mapped are:
1. The individual 2. The corporate 3. The brand
The Individual: Social Media as Means of Identity
One of the first steps for any individual to establish a presence on digital platforms is to develop a social media identity
across top social platforms. Some of the key needs which any individual might have for a social media presence are:
1. Developing social connections: Social presence and the need to develop connections with friends, family and groups.
2. Establishing a professional image: Develop a professional brand which will help an individual extend his career/establish
him as an expert in an intended area.
3. Promoting an interest area: Desire to promote a specific interest area/ hobby across a specific audience.
4.Establishing a commercial venture: Establish his/her name to promote a personal product or a related commercial venture
5. Marketing for a cause: Promote a certain cause or market their name to promote a certain social initiative led by them.
The Corporate: Establishing a Firm’s Social Media Charter
Companies have always had this need to support interactions within and across the firm for stronger employee, partner and
customer connect. The need for social inclusion in corporations has generally been manifested through intranets/ extranets
which are either internally custom built or developed on Enterprise Social Networks (ESNs).
A. Social Intranet: Intranets have historically been developed primarily with the aim to keep a company’s data within the
firewall and manage interactions without privacy issues. Intranets are typically developed inside the firm with the help of
basic tools and internal developers. Sometimes, Intranet portals may be commissioned to external third party developers
and, once established are managed internally within the firm. Social intranet, typically, includes the following functionalities:
a. Blogs & Bulletin Boards, b. Shared Workspace, c. Custom wikis, d. Internal Videos, & e. Social Commenting. Corporate
intranets fulfill the following interactivity needs for any firm:
1. Community development: Develop a feeling of community within the various divisions and to propel a firm’s
mission, vision and values in an integrated manner.
2. Information sharing: Sharing knowledge across multiple teams. Help firms capture tactic knowledge and also help
build collaborative wikis on topics which are most crucial for the firm.
3. Driving corporate initiatives: Drives major employee-led initiatives within the firm effectively and in quick time.
4. Infusing innovation: Foster innovation across employees and help them connect with each other on projects
beyond their work charter.
5. Collaborative learning: Learning and development in a collaborative and entertaining manner.
B. Social extranet: An extranet is a private network extending beyond the company boundary to include social interactions
with partners, customers, vendors, intermediaries and any other stakeholders across a firm’s ecosystem. Extranet supports
communication, collaboration, information sharing & data transfer among external partners. Key advantages include:
1. Vendor coordination: Improve demand and supply chain including order management and fulfillment.
2. Client interaction and customer care: Clients can logon to a firm’s portal to know about the latest offerings and
interact with the firm. They can ask more detailed queries and request for customizations.
3. Data sharing: For firms it is easier to develop an extranet with controlled access for multiple data sharing needs.
4. Managing real-time crisis: Helpful in the time of crisis as reputational damage can be averted in real-time with
interactions on the private network before it goes on any public platform.
5. Increased innovation: Provide perfect opportunity to develop innovation agendas with external partners and drive
that effectively for continued collaboration and success.
The Brand: Social Media as a Digital Marketing Channel
Social Media for brands can be classified primarily as Business to Consumer (B2C) and Business to Business (B2B):
1. Business to Consumer (B2C) social media marketing: Involves consumer-oriented brands utilizing social media
marketing as a prominent channel for branding, engagement and conversions. Includes setting up social media
pages, driving regular content, sharing feedback on multiple social channels. It also includes social advertising, social
conversion optimization, influencer marketing, in-stream video sponsorships, niche platform-based content, co-
created events with customers, etc.
2. Business to Business (B2B) social media marketing: Using social channels to directly market to businesses. With
the rise in business-oriented platforms like LinkedIn, SlideShare, G2crowd and with the maturity of consumer-
oriented platforms for social business (Facebook, Twitter, YouTube, Pinterest, etc,) there has been a huge surge in
B2B social media marketing.
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B2C content is more image driven and highly emotive in nature while B2B content is more informative and thought-inducing.
B2C has shorter buying cycle and therefore multiple short-run campaigns yield better results. B2B has longer cycle runs with
full-funnel campaigns across an extended period.
B2C campaigns are more promotional/ discount led in nature while B2B campaigns are more product feature-benefit driven.
B2C campaigns have a mass targeting angle while B2B campaigns are targeted to select audiences.

Social Media Platform – Key Categories

There are many ways to classify social media platforms and their usage for generic and specific implementations across B2C
and B2B implementations. These categories constitute major platforms which marketers would look to deploy for their social
media campaigns:
1. Social networking platforms: Facebook, LinkedIn, Google+ (former)
2. Blogging/ Microblogging platforms: Twitter, WordPresss
3. Content-sharing platforms: YouTube, Instagram, Pinterest, Snapchat
4. Messaging platforms: WhatsApp, Facebook Messenger, Hike
5. Enterprise collaboration platforms: Skype, Yammer
6. Question & Answer platform: Quora
Facebook
If you had to pick only one social network to be on IT SHOULD BE Facebook. Facebook is the largest referring of traffic on the
Internet and getting people from Facebook to your website is what social media is all about. Think of your Facebook as a mini
website. It should require the same care and detail you put in your traditional website. You should also make sure you think
about ways to generate LIKES. Think outside the box: “how do I get people to LIKE my page so they continue to see my brand
in their newsfeeds”. The people who like you are likely to hit on one of your links and end up on your site to either buy or
give you a call.
Facebook has become the most dominant personal social network in the world. According to official figures, over 1 billion
people are now registered on the platform – that’s one in every seven humans on earth – and more than half of them are
active on Facebook every day. Because people are spending so much time on Facebook, advertisers and marketers naturally
want to capitalize on this audience.
Over the past few years, Facebook has launched a number of ways for brands and organizations to use the social network to
connect with potential customers.
Pages
The first thing to realize is people on Facebook have profiles while businesses have pages. Both currently work with
Facebook’s timeline so a business can show it’s history over the years. A Page is profile for a brand, organization or celebrity.
It is very similar to a personal profile. In the same way as two people can add each other as friends on Facebook, people can
choose to connect with a brand on Facebook by liking its Page.
Each Page consists of the following elements:
• A cover image (the large banner at the top)
• A profile image that represents the brand
• Some ‘About’ information that can include links and more detailed information
• The ‘Wall’, where the brand’s posts and interactions are displayed in a chronological timeline
Tabs are distinct pages of information on the brand’s Page. Tabs can be used to house richer, more graphic content.
Information in the tabs can be served through an application or through an iFrame, allowing for interactions within them.
Applications
Applications are developed by third parties, and include games such as Farmville (www.facebook.com/farmville), contests,
virtual gifting, photo up loaders, interactive tools, and more.
Applications are a way for organizations to create branded experiences for their Facebook fans. Sharing can be built right
into the application, exposing it to the user’s Facebook friends, and making it easier for the user to invite friends to use the
application as well.
Facebook makes frequent updates that may affect applications, so they’ve made several developer resources available. The
one to watch is the Developer Roadmap (developers.facebook.com/roadmap).
Promotions and competitions
Brands can run promotions and competitions through their Facebook Pages, but must ensure that they comply with
Facebook’s terms and conditions. Wildfire (www.wildfireapp.com) is an application that can be used to run promotions on
Facebook.
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Facebook Connect
Facebook Connect allows users to log into services external to Facebook using their Facebook login details. They can then
grant permission to have information, such as profile data and photos, shared between Facebook and the service they have
logged in to. This makes it easier for users to log in to new services without having to create new usernames and passwords.
They can also see who else in their social circle is using that service, and share information back to their social circle.
Like button
The Facebook Like button allows users to indicate that they like or recommend content, images, media or websites, and to
share that recommendation with their social circle. The Like button can be used by any website, allowing visitors to
recommend their site and content easily, and to see who of their friends might like the same content.
News feed
The news feed is the stream of content that users see when they log in to Facebook. It’s a selection of recent posts and
updates from their friends, and from the brands with which they have connected on Facebook. Facebook uses an algorithm,
based on relevance to the user, to determine what information to show in their news feed.
This algorithm is called the News Feed Algorithm, and is a more sophisticated version of the original algorithm, which was
called EdgeRank. According to an official Facebook update, the following factors are considered by the algorithm before it
displays content in a user’s news feed:
• Is this timely and relevant content?
• Is this content from a source you would trust?
• Would you share it with friends or recommend it to others?
• Is the content genuinely interesting or is it trying to game News Feed distribution? (eg.asking for people to like the content)
• Would you call this a low quality post or meme?
• Would you complain about seeing this content in your News Feed?
Brands want their Page posts, stories and comments to appear in a user’s news feed. The user is more likely to interact with
content in the news feed, or to follow through to the page, than if there were nothing to prompt them. It is therefore vital to
ensure that your page content takes this algorithm into consideration.
Step 1: Cover Photo
When you think about how you want your business page to look, think about what your business is about. What do you sell?
These should be your considerations when you decide on a cover photo.
Step 2: Tabs
Before Facebook timeline, many brands would put up a big welcome page that asked you to LIKE them before seeing any
content or give you a special offer. With Timeline, that is no longer the case, but what you can have is Tabs that either
require someone to like your page or are available to the general public. No matter what, one tab is always present and that
tab is Photos. All the other tabs can be deleted or situated as you see fit.
Some examples of Tabs you may want to make available:
Sweepstakes; Premium Content; Coupons such as webinars; Videos You can link your YouTube channel or upload videos to
you Facebook account; Presentations One of the best things to do is to link your slideshare account if you are a B2B and
share presentations with your social media audience; Places Tell people where you are located! Currently each business page
can only have one “place” so if you have multiple locations then you need multiple Facebook pages. Having a place allows
people to check in and show you they were there.
Step 3: Milestones
Do you remember the day your business started? Or the day you sold your first good? Or opened your second store? Or
went public? Or reached 100 employees? Those are milestones and they tell the story of your business. Some businesses
show some real creativity when it comes to milestones—like Coca-Cola going all the way back to 1886! Adding milestones
gives depth to your Facebook page and shows people how long your business has been booming! Creating a history behind
your business gives followers a sense of security and familiarity, and makes them more comfortable developing a
relationship with a company or brand.
Make sure your Facebook page is as inviting as possible. The format of your page should first be focused on creating an
engaging environment for your fans, which when executed properly, will result in generating and collecting more
information about your leads. Be as creative as possible, and determine which activities or apps would best supplement your
company’s brand. And remember…keep the message simple. If you sell coffee…keep your page about coffee!
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Using and Growing your Page
OK. So you have set up the Facebook page…now what? Now you have to start adding content--and this is where most people
run into trouble. People are often time constrained or they don’t know the best way to start working - Facebook as a
business vs. Facebook as themselves. The best advice on how to manage Facebook as a business is to think about using
Facebook like you already use Facebook as a person.
For your customers and prospects to find your Facebook page engaging, they will need enticing materials and regular posts.
Your Facebook page should be the launching point to your home website, blog, and other offers.

1. Don’t be overly salesy. Be personable and share knowledge about your industry. If you sell golf clubs, do some blogging
about why a club fitting is important.
2. Videos are a great medium. Use an iPhone to record something quick and some simple video editing like iMovie or Final
Cut to edit your video and put it on YouTube. People watch a lot of videos on Facebook.
3. Don’t use buzzwords, arconyms or jargon. People get turned off by these terms. Companies that do this show an average
of only 100 fans v. the average Facebook page that has 624 fans. Use common English.
4. Lists using words like “top” make tremendously successful Facebook posts. So things like Top Ten reasons to get on
Facebook, Top 7 Twitter Tricks, and Top 5 Facebook Pages of All Time are great posts.
5. Post on average about 20 times a month so that’s one post every 1.5 days. This keeps your business top of mind in
people’s news feeds so they remember you.
6. Don’t be afraid to use Ads. Facebook Ads is an excellent way to gain followers. You can essentially market to friends of
friends using a Facebook sponsored story.
7. Put Like Buttons on every page of your website. This allows individual products and articles to be seen by friends of the
people who like them.
8. Post in the morning, at night and on the weekends….51% of American companies ban Facebook at work so get people
when they aren’t at work, but when they are at home surfing the Internet and hanging out on Facebook.

Monitoring your Facebook Page

Now that people are starting to use your Facebook page they will interact with it by posting comments, sending you
messages and posting on your wall. This can be somewhat daunting because Facebook is a public forum where people can
say very blunt things about your business. The best way to monitor your Facebook page is through email. In today’s world of
iPhone and iPads, make sure your Facebook account is set so Facebook emails you when someone comments or posts on
your page. Once you start receiving emails when people post or comment, you can respond back via email.
As with everything in Facebook, there are some rules you should follow: You don’t need to respond to every comment. Feel
free to let other members add to the conversation. When you do respond, be short and to the point. Say please and thank
you. If you get a bad review, wall post or comment, respond quickly! Encourage people to message you off Facebook so you
don’t get into a very public conversation. If you do get a bad review, leave it up. People will start to distrust your brand if you
start taking stuff down. Respond appropriately and if it’s untrue, delete it. You will get spammers on your wall. Feel free to
delete their posts and report them. If you don’t, you will get more spammers.
Microblogging - Twitter
Microblogging is a form of blogging that allows a user to publish short text updates, usually limited to 140 characters, that
can be viewed by anyone or restricted to a specific community. These 140-characters posts, called tweets, are usually short
thoughts or links to interesting articles. The most popular microblogging service is Twitter (www.twitter.com), which was
launched in July 2006. Twitter has more than 500 million members, with 400 million Tweets being written each day.
Twitter has some specific jargon that are worth knowing:
• Tweet: A post made on Twitter.
 DM: DM is for Direct Message and is a private message to a person or company.
• @username: Users are denoted with @ and their chosen name (e.g. @robstokes for www.twitter.com/robstokes). Tweets
can be directed to a specific user simply by typing their @username at the start of the tweet.
• Hashtag: Users can categorise their posts by adding a word or phrased prefaced with the # symbol (for example,
#DigitalMarketing). The hashtag will become a link that you can click to see other tweets that share this tag. You can also
choose to follow a hashtag, meaning that you will see all public messages with that tag, whether you follow the user or not.
This can be a very useful way of collating information at events such as conferences. If you’re not at the event, you can still
follow messages from the event by following the hashtag. For those at the event, all tagged messages can be broadcast in a
shared location.
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• Trending: If a hashtag or keyword is used very frequently in a short time, it can become a trending topic and is displayed to
the left of a user’s tweet stream. Events of global interest usually feature heavily, but sometimes brands can trend, too
(although not always for the right reasons).
• Retweet (RT): Retweeting means reposting somebody else’s tweet to your own profile, along with their user name. This is
how content goes viral quickly on Twitter. The letters RT are usually added to the start of the tweet to indicate that it comes
from someone else. By retweeting content, you essentially tell the originator of that content, that it was valuable. Twitter
has proved immensely valuable in breaking events, where real-time information is useful and powerful. For example, Twitter
users broke the news of events such as the 2013 Boston Marathon bombings.
Twitter as a marketing tool
Twitter has become a popular and important marketing tool for many organisations, brands and individuals. Many brands
use it successfully for rapid customer service (for example, @comcastcares, @klm and @mwebguy).

Its immediacy allows for news to be broadcast to dedicated followers and fans first, as pop star Lady Gaga has done with
single releases (@ladygaga).

Dell lists several Twitter channels (www.dell.com/twitter), many of which exclusively release offer information (@delloutlet).

Twitter also has a series of self-service advertising options. These include Promoted Tweets, Promoted Accounts and
Promoted Trends.

Setting Up Your Twitter Page

The first thing to understand about Twitter, is that it’s not Facebook. Facebook is really about sharing your brand with your
customers and followers, while Twitter is much more about conversation about what’s happening now in your industry.
While Facebook may be the water cooler of the Internet, Twitter is the public square.

Twitter also tends to attract a more diverse mix of active consumers wanting to learn about the newest products and latest
trends. Twitter can help your brand by allowing you to engage directly with experts, journalists and potentially other folks
who may consider you an expert after not too long. The first thing to do when you get a Twitter account is to decide on your
handle. Always choose a handle that either is your brand name or very close to your brand name.

Once you have chosen a brand name handle, complete your bio. Twitter users who fill out their bio have over 6x times as
many followers than those that do not. While filling out your bio, let people know what your brand or company does and feel
free to use adjectives like expert, guru or leading to show your expertise on a particular subject. Now that you have a Twitter
account set up, you will need to make sure your website can help spread the word by installing a Tweet button on your blog
and other premium pages. Those who put links to their blog, company website, and other social networks on their twitter
have 6x more followers than those that don’t.

It is important for you to establish a relatively casual atmosphere on your Twitter account; it will create a more informal, yet
personable and comfortable relationship with potential customers that encourage them to engage with you often. Twitter is
all about a global conversation so you want people to feel free to ask you questions and send you feedback. Too many
people use Twitter as a megaphone when it’s really more about conversation then shouting.

Folks on Twitter follow influencers and key experts in the industries they are in. This is similar to people subscribing to
updates from companies on Facebook. In order to make your Twitter account successful, it is vital to establish relationships
with industry leaders so that those industry leaders’ followers can learn about your brand through a resource they trust.
When you tweet at someone you, use the “@” symbol, which is seen not only by the Industry leader but also all of their
followers. It’s an excellent way to start to become part of the global Twitter community and find people who are interested
in the same things you are.

Where to start?
1. Like Facebook start with your friends or people who are connected with your personal Twitter account.
2. Connect with journalists and bloggers who cover your industry. Use technorati to identify and start following influencers.
3. Start engaging with the people you follow. Comment on the articles they write, offer your opinion in a clear and concise
manner and if they wrote something you also have blog articles on, feel free to share those as well. Engage influencers
conversationally so you become part of their conversation and they begin to follow you.
4. Keep a ratio of 1:1 on followers and people you follow. An overbalance will look like you aren’t authoritative and an
underbalance looks like you aren’t willing to listen to anyone else.
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Here are some other tools that can help you measure how well you are doing and find influencers in your industry.
Klout: This tools will show you how much influence you have and on what subjects. The Klout score is like Page Rank in
Google. The higher you get the harder it is for you to get up the Klout score.
Muck Rack: There is a free version and pro version. The free version will let you do some basic research on journalists to
follow and potentially converse with. The pro version gives you a lot more options with search and alerts. Getting press
coverage is one of the best ways to get eyeballs and links to your site so it can pay serious dividends if a journalist starts to
use you as a source.

People on Twitter tend to be early adopters. So getting some positive feedback from Twitter folk on your product can help a
lot of their followers make a decision to go with you and your company.

Following these thought leaders will help you find the inspiration for your own content creation, while also providing you
with the chance to get in touch with active consumers in your industry.

Monitoring and Using Twitter

One thing Twitter is very good at is spreading news and when it spreads news, it does so very quickly. In 2011, when the East
Coast had an earthquake near Washington D.C., the Twitter news traveled faster than the actual earthquake. It’s therefore
really important that you monitor your Twitter account for both positive and negative reviews. Your followers will share
whatever thoughts they have about you and your product through Twitter. It is your job to highlight good behavior and
address problems and complaints up front.

You need to decide how you are going to monitor your Twitter account. Similar to Facebook, you can configure Twitter to
send you an email every time someone mentions you, or RTs you. Another popular monitoring tool is Tweet Deck which
allows you to follow multiple Twitter accounts and can show you a column where you can search for your brand name. You
can also schedule Tweets. Scheduled Tweets can be good for time sensitive information, but simply blasting out Tweets is
not considered good in Twitter. Another great tool is Twitter on the iPhone that will notify you every time you are mentioned
or RTed. It’s a great way to monitor on the go.

When you are prompted by one of your customers with a question, you will get notified by whatever monitoring tool you are
using. Answer promptly and directly. By answering their questions, they are 59% more likely to follow you.

Your twitter presence should be all about transparency and convenience. Your followers should be able to easily share
whatever reactions they have about your blog posts, offers, and company news so more hype and traffic start to buzz around
these materials.

As you get used to life in the Twitter universe and begin to build a following, you will need to follow some rules of the road
to make sure your influence continues to grow:

1. Try to maintain a 50/50 balance of conversation to simply Tweeting out stuff.

2. In order to help your customers find things that may help them find solutions to their problems or give them more
information about what you do, you can favorite certain tweets. This is done by clicking on the star right under the tweet and
it will appear in your favorite tab on Twitter.
3. Don’t be afraid to ask people to RT something: You can generate 4x more retweets simply by requesting it.
4. If you have an event you are promoting or moderating use a #hashtag so people can ask questions or comment on the
event or subject.
5. Don’t just Tweet words. Tweet links especially ones that go back to your pages where they can either be converted as a
lead or they buy something!
6. Get a unique short URL to extend your brand. You can go to Domain.r and find out and then use it via bit.ly.

LinkedIn
The rise of LinkedIn has been no less phenomenal than Facebook. Starting as a digital resume, LinkedIn now boasts of all
extended social media and advertising functionalities we would expect of a typical B2C social media platform. LinkedIn has
moved beyond professional profiles and job seekers to be a dependable sales, marketing and branding tool for individual,
firms and brands alike. The biggest driver for LinkedIn’s popularity is the authenticity of its profiles in comparison to other
social media tools and the way data across individual and company pages is reviewed and managed. Although LinkedIn
seems to be a relatively B2B oriented platform a lot of B2C brands have been able to position themselves strongly through
the platform.
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The three stages – Initiate, Engage and Measure – of LinkedIn
Initiate: 1. Developing a LinkedIn Profile: It is crucial to develop a basic LinkedIn profile since ultimately it is people who do
business with other people. When people search your name, you want them to find you and come across something –
anything – that makes you stick out from similar people working at similar companies.
2. Creating a company page: With a company page a firm entrenches its business presence on LinkedIn and this is the main
landing page from which most marketing activities in LinkedIn are executed. A company page helps marketers sell their
brand story, helps prospects and customers know more about the company, their business, employees and latest content.
3. Content publishing on LinkedIn: Once LinkedIn pages are set up, brands need to start creating and publishing content
which start, primarily, with LinkedIn Blog posts. LinkedIn is known for publishing industry-leading blogs where companies can
share articles related to brand experiences, product expertise, industry trends, key customer questions, best practice, etc.
Engage: 1. Extending to showcase pages: Showcase Pages are an extension to company pages and help extend the brand
imagery and market key product features in a distinctive manner.
2. Developing LinkedIn groups: LinkedIn Groups are great for marketers to tap customer interest for specific topics related
to their brand. Groups are a strong catalyst for thought leadership and community development.
3. Creating SlideShare content: SlideShare hosts long-form contents in the form of presentations. SlideShare is a great tool
to establish thought leadership and authority around topics and keywords and has useful social features which brands can
leverage for content promotion.
LinkedIn has developed many paid features for brands to increase their presence & engage new audiences for desired goals.
LinkedIn sponsored contents refer to native posts which can be bought by marketers and individuals to share goal-based
content consumed through feeds. This feature supports branding and also lead generation and direct response.
Sponsored in-mail involves delivering targeted personalized messages and content right into LinkedIn mailboxes of target
audience. Firms can utilize multiple targeting characteristics provided by LinkedIn.
LinkedIn display ads are similar to general display ads but with much stronger member profiling features. LinkedIn typically
serves two visual ads on a page at any time.
LinkedIn dynamic ads are able to leverage information from LinkedIn member profiles and can be customized in nature.
Measure: 1. LinkedIn company page analytics: Involves monitoring key metrics around company page including increase in
connections, content shares/ likes, follower engagement, etc. Identifying which updates/ posts yielded greatest engagement
will result in developing better content each time.
2.LinkedIn campaign manager analytics: Provides analytics around each campaign that can be benchmarked and compared
to previous campaigns to understand relevant budgets, winning bids and factors for enhanced engagement.
3. LinkedIn content marketing score: Helps marketers understand the impact of their content marketing efforts in LinkedIn.
It also helps to benchmark content performance and highlights top audience engaging with branded content in LinkedIn.
How marketers can utilize LinkedIn for maximum benefit
1. Company page as the most credible branding tool: A consistent and updated presence on LinkedIn company page helps
form the second-best identity for a B2B brand in addition to the website. Companies should utilize their custom URL [eg.
https://www.linkedin.com/company/amazon/] to market to prospects so that anyone who wants to search for the brand is
able to do so with ease even without Google search.
2. LinkedIn as a strong lead generation tool: A well-conceived and developed LinkedIn group can go miles to help generate
regular leads and build thought leadership. Advanced search filters are helpful in finding relevant filtered down leads across
defined parameters for multiple lead generation activities of the brand.
3. Sponsored content for the most credible B2B campaigns: With growing popularity of LinkedIn NewsFeed and regular
likes, comments and shares by community members, sponsored content across LinkedIn Feeds has got serious attention and
fillip. Investment in this form of B2B advertising is now established to result in desired impact and campaign goals fulfillment
for relatively lower brand spends.
4. Campaign manager feature integrations with brand website/ blog: Cross-promotion of content through Inshare icons on
websites/ blogs is a prominent feature along with provision to market website content across LinkedIn pages. Marketers can
use Website Demographics (a free tool in campaign manager) to see the types of professionals visiting their website so that
they can fine-tune their campaigns and successfully reach and engage their key audiences.
5. Extended features including sales prospecting, brand networking, personal messaging: Sales Navigator has established a
strong presence among sales and marketing objectives in terms of supporting sales cycles, helping build relevant e-mail lists
for campaigns and event promotions, understanding prospect classifications for better targeting, etc. With strong
networking features which tie in seamlessly to Profile and Company Pages, Marketers can keep track of their overall
followership and gauge the direction and impact of their campaigns. The messaging feature supports sending first-connect
in-mail messages to new followers for an initial connect.
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Google+

Google+ used to be Google’s answer to social networking giant Facebook, and was slowly being integrated into all of
Google’s products. Google+ used to provide seamless ways to interact through Circles, Hangouts, Local information & more.
• Circles allowed users to create customized groups (friends, family, classmates and so on) and target their sharing to just
the right people. By using Circles, users were able to limit sharing by breaking up their network into distinct clusters of
contacts.
• Real-time communication was available through Hangouts, where users entered video chat rooms and let others know
that they’re interested in chatting. If users were already chatting within a circle, other circle members would be notified and
could join in.
• Google+ Local integrated user data based on the person’s location, and shared information about nearby businesses,
events, places and user reviews pertaining to where the user was.