MKT143 B789 SOCIAL MEDIA MARKETING 2.

Use backgrounds that relate to your customers and a

name and brand presence they'll recognize, and then
Module 1: Introduction to Social Media Marketing leave it alone. Consistency is key and constantly
changing profile pictures is just confusing.
3. Consider engaging anyone related to your business.
Social media Include customers for sure, but you might follow the
— refers to a group of online channels where communities CEO, board members, partners, and suppliers as well.
exist to share content, such as ideas, information, 4. Make sure to engage and reward your followers by
entertainment, and even life's moments tagging them in photos and offering them discounts.
— these channels may focus on personal, professional, or 5. Highlight employees so customers get to know the faces
business networking of your company. Finally, analyze the best day and time
— you can follow, friend, link, share, promote, join, discuss, to share information and stimulate times of slower
tweet, retweet, favorite, and more activity with new messaging.
— social media is all in the name of interactive
communication Pinterest Goal — give users something they can use
— it exists because of Web 2.0, a development in the
internet that allowed us to begin interacting easier Facebook Goal — Encourage more interaction; how many
— users and developers started using the internet differently, comments your posts get and how many times you comment on
and social media was the beginning of these changes other posts.

Why is social media important in marketing and business? X — post quick tidbits of information that mean something; use
hashtags
a) 24-hour access to consumers — businesses can
communicate with, get feedback from, address complaints, How to Choose a Social Media Channel for Marketing
and build a trusting community with the public
Pinterest Facebook X
b) Advertising opportunity — social media offers low-cost
ways to distribute coupons and other deals, market products A social network A social network A social network
and services, and distribute blogs and multimedia that lets users that focuses on a that focuses on
create and newsfeed where morsels of
c) Ways to build business relationships — online you can organize virtual you can share information. In a
discuss partnerships and projects, building your community pinboards, which information with single post you are
even more are most often followers. Posts only allowed 280
pictures, on can be long or characters to get
specific topics. short, show video your point across.
SOME SOCIAL MEDIA PLATFORM These pins, which or pictures, and are
resemble a rewarded with likes
Instagram — a simple, fun & creative way to capture, edit & share scrapbook, are from those who
photos, videos & messages with friends & family then shared with enjoy your posts.
other users.
Pinterest — social network used to create and organize virtual
Pin images that Because Facebook Small pieces of
pinboards that include interesting pins solve a problem or has such a large information that
show something following and the mean something to
LinkedIn — social network designed for making professional creative that average person your followers will
linkages and creating business relationships relates to what you could see get them to sample
are marketing. hundreds of posts further. Use
Facebook — a community where you can 'like' friends and follow a day, it's better to hashtags,
have a specific emoticons, videos,
companies
goal for each post. and photos to send
a message.
X — gives us 280 characters per tweet to build a brand. It's a fast-
paced place to share quick information.
The Role of Social Media in Business Communication
a) Cost Savings
TikTok — viewers can watch and discover millions of personalized
b) Customer Communication
short videos
c) Helps Target Consumers
d) Reviews and Loyalty
Social Media Marketing
— the strategic use of social media platforms to promote
SOCIAL MEDIA MARKETING CHANNELS: DIGITAL VIDEO &
your business and engage customers
AUDIO
— although most people may tend to think of social media as
just a fun thing, it can actually be a powerful business tool
Multimedia advertising — is using different types of media (or
and can change the way businesses interact with
channels) to promote a product, brand, or service; it's generally a
customers
good idea to use multiple channels for advertising so that the
targeted customers will get the message no matter what they are
Social Media Marketing Practices
doing, watching TV, reading the newspaper, or listening to the
1. Set up a business account - not a personal account.
radio
SOCIAL MEDIA CHANNELS — if the goal is to generate new sales leads, the
organization should use a more widespread approach
1. Facebook — instagram can be used to identify current users and
— most of these users are there to connect with family potential customers, while Facebook posts can be
and friends used to generate interest
— it has the advantage of being mobile (it can travel with
a customer wherever they are) and can use video to 3. Provide information
attract customers — if the goal is to provide information about the
— the cost of an ad is generally low, and Facebook organization, the best channels to use will be
makes it relatively easy to measure the effectiveness Facebook, YouTube, and Twitter
of an advertisement
4. Drive traffic to a website
2. Youtube — if the goal is to encourage users to visit the
— organizations can use youtube to present creative organization's website, any of the social media sites
videos designed to capture the attention of consumers could work, but Pinterest has the most direct line
— a really well-done video can go viral, meaning it is
shared over and over, which generates high traffic

3. Instagram Module 2: Personal Brand

— primarily a visual media channel where users can
share photos, videos, and messages Social Media Etiquette
— organizations can use instagram to see what — Use different accounts for professional and personal
consumers are saying or sharing about their communications
company, product, or service since many of the active — Build a reputation for honesty
— instagram users are already sharing pictures of — Be respectful and nice
products and businesses they recommend — Don’t react too quickly
— Always spell check
4. X (Twitter) — Use hashtags strategically
— twitter to target geographic areas or mobile devices — Don’t spam your followers’ feeds
and to host a conversation — Don’t follow people just for numbers
— organizations can make use of promoted tweets by — Bragging and complaining never go over well
purchasing a tweet to reach more of their target — Don’t tag or post pictures and videos of people without
audience permission
— Don’t post anything you would not want your coworkers or
5. Pinterest potential employer or client to see
— it is one of largest website traffic drivers, meaning — Treat people how you would want to be treated; there is
when a user posts an image from another site, it always a person on the other side of
automatically generates a link to the site so that other — the screen
people seeing the post will be able to access the — Don’t abuse your network; some things should be left
original web page private
— pinterest users are multi-generational, so
organizations can target a wider range of customers DEVELOPING YOUR PERSONAL BRAND

6. LinkedIn Learning Objectives

— a professional networking site targeted at people who — Define your personal brand
are interested in promoting their professional image — Conduct an audit of your personal brand online
— it's a perfect venue for organizations who target other — Develop your personal brand online using LinkedIn
businesses, which is referred to as B2B — Understand best practices for LinkedIn profiles and how
to become an active participant on LinkedIn
7. TikTok — Understand the do’s and don’ts of social media etiquette
— TikTok marketing is the practice of using TikTok to
promote a brand, product or service Your personal brand is a marketing strategy focused on the most
— it can include different tactics, like influencer important product ... YOU!
marketing, TikTok advertising and creating organic
viral content It’s your reputation and the combination of your personal attributes
that differentiate you from your peers
Social Media Marketing and its Goals
Steps in Developing a Personal Brand:
1. Customer retention
1) Identify Your Target Audience
— if the goal is to keep current customers, the
2) Determine Your Vision and Purpose
organization should use more focused channels such
3) Determine Your Values
as LinkedIn or Twitter so they can send messages
4) Determine Your Passions
directly to existing customers 5) Determine Your Goals
6) Determine Brand Attributes
2. Lead generation
 7) Determine Your Strengths, Weaknesses, Opportunities, — a representation of a semi-fictional character with
and Threats (SWOT Analysis) characteristics, goals, desires, and frustrations.
8) Determine Your Competition — a detailed description of someone who represents your
9) Identify Three Words that Best Describe You target audience
— this is not a real customer, but a fictional person who
embodies the characteristics of your best potential
Building Your Professional Brand Online customers

LinkedIn Sample Buyer Persona

— world's largest professional network, with more than 467
million users in 200+ countries Your group of motorcycle-owning urban dad campers could be
— where professionals gather represented by the persona you name Moto Mike. Based on
research, you’ll give Mike representative characteristics that make
Optimize Your LinkedIn him a real person:
— upload a professional profile picture - He is 40 years old
— cover photo: express your professional identity; tell your - He has two kids, aged 4 and 1
professional story in a visual way - He lives in Boston
— headlines: brief and concise - He works at a tech company
— summary: should reflect all of the attributes and keywords - He owns a touring motorcycle
you defined for your personal brand - He likes to camp throughout New England
— experience: address audience defined in personal - He has limited vacation time
branding assignment - And so on.
— recommendations: written statements from a connection
recommending you for your work Persona Template
— add the following accomplishments, where relevant
o honors & Awards
o test Scores
o languages
o organizations

Module 3: Social Media Marketing Strategy

Social Media Marketing Strategy

1) Identify a Target Market and Create Personas

2) Conduct a Social Media Audit
3) Establish Goals, Objectives and Metrics
4) Determine Resources, Roles and Responsibilities
2. Conduct A Social Media Audit
5) Establish a Tone of Voice
6) Platform Selection, Create and Optimize Social Media
Social Media Listening — the process of monitoring the internet
Networks
to determine what is being said about a particular brand, topic or
7) Create a Distribution and Content Strategy
industry.
8) Create a Social Media Content Calendar and Schedule Posts
9) Track, Analyze and Tune
Social Media Audit — the process of reviewing your business’
metrics to assess growth, opportunities and what can be done to
1. Identify A Target Market and Create Personas improve your social presence
— a target market is a particular group of consumers at
which a product or service is aimed — Start by determining which channels need monitoring
— target audiences tend to mainly focus on different — Create a list of keywords to monitor: use these to listen
demographic information, including geography, to conversations about the company, industry or
gender, age, marital status, and additional details on community
consumer lifestyles — Track topics that customers and influencers are talking
about, as well as what is being said about the
Customer persona competition
— representation of a customer’s target market based on — Is there a positive or negative sentiment about the
data collected from existing and target customers brand?
— What are some of the pain points customers are talking
Buyer persona about?
— represents a representation of a business’s ideal — What platforms are customers using the most?
customer based on different market research and real — Are mentions going up and down certain times of the
data about existing customers year?
Ambot unsa ni wa may title basta under sa STEP 2 — Who will be your video editor?
— Who will attend the comments etc per day?
1. Wrangle all of your existing social media profiles
2. Define specific goals for each network 5. Establish A Tone of Voice
o Increasing brand awareness
o Generating more leads and sales
o Increasing community engagement
o Growing your audience (think: followers)
o Increasing traffic to your site
3. Make sure your branding, promotions and language are
consistent
4. Open up your social media analytics
5. Identify your top-performing social media posts
6. Dig into your demographic data
7. Assess opportunities from new social media platforms

— create a spreadsheet or table of the company’s existing

accounts – include key information:
o the social media networks the company is 6. Platform Selection / Create and Optimize Social Media
active on Networks
o if the social media profiles are fully optimized — fill out each section of the social media profile
o number of followers completely
o posting frequency — update cover photos and profile pictures
o the average number of engagements, reach, — make usernames, profile photos and cover photos
clicks, video views, brand mentions consistent across all networks
o if the posts are on brand and properly optimized — fill in the company bio and about sections
across all social media channels — add company website url and links to other social
o types of content being shared on each platform media networks.
o which platforms perform best and why. — include relevant industry keywords
o the number of reviews/testimonials. note if they — use relevant hashtags
are positive, neutral or negative — add business locations
o customer inquiries — ensure brand guidelines are being followed
o average response rate to customer inquiries

— conduct SWOT analysis

3. Establish Goals, Objectives, And Metrics

— each and every goal must have quantifiable objectives
and metrics
— Specific: stating exactly what needs to be
accomplished
— Measureable: a target metric to be met
— Attainable: challenging yet still achievable
— Relevant: goals are consistent with the other goals
that have been established, and the overall goals of
the company or marketing department
— Time Based: including a time limit for achieving the
goal 7. Create A Distribution and Content Strategy

Social media distribution strategy — determines the network

and frequency of posts and content types that will be published on
each network

4. Determine Resources, Roles and Responsibilities

— What are the things/assets you need?
— Who will handle what social media platform?
— Who will be your graphic designer?
Social media content strategy What Is the Purpose of A Social Media Audit?
— the planning, development and management of social — to provide managers with a comprehensive bird’s eye
media content view of what their brand is currently doing across all social
— this includes the actual written posts, and the types of media channels in which they participate
content such as videos, blogs, infographics etc. that will
be published on each platform Step 1: Main Questions Asked in a Social Media Audit

8. Create A Social Media Content Calendar And Schedule a) General overview of social media activities
Posts b) For each active (owned) social media channel: What do you
currently use it for?
Social media content calendar c) For each active (owned) social media channel: Competitive
— allows for social media managers to plan, create and and performance intelligence
schedule content on a weekly or monthly basis
— lists the content types, days, times, post topics, post text, a) General overview of social media activities
post assets (image/video/gif etc.), and call-to-action links — What marketing objectives do you pursue through
for each social media network your social media activities? What is the current
purpose of using social media?
9. Track, Analyze, Tune — How do you see social media activities fitting into the
— 46% of B2B marketers are unsure if their social rest of your marketing plan? What is social media’s
strategy actually created revenue for their brands role n your overall marketing strategy?
— tracking social media metrics, analyzing the results — On which social media channels do you have
and adjusting the social media marketing strategy is accounts? Are there any channels for which you do
the key to success when it comes to social media not have accounts but might consider establishing
— tuning: the continuous process of adjusting and one?
improving the social media marketing plan — Who has the authority to post and/or respond on each
— determine if the goals and objectives set were met of your active owned social media channels?
and what changes may be needed to meet goals — Are there any social media policies in place?
— determine what topics and content performed best on — Are you actively tracking mentions of or references to
each social media platform and create new contest the brand on social media?
based on those top-performing assets — Are you doing paid social media? If so, how are you
— determine if the current content and distribution measuring performance? Are you happy with the
strategy is the right approach performance?

b) For each active (owned) social media channel: What do

Module 4: Social Media Marketing: SOCIAL AUDIT you currently use it for?
— What is the channel=specific marketing objective?
Objectives — Who is the current audience on this channel?
a) Identify Three types of social media — What content do you currently use on this channel?
b) Explain the purpose of conducting audit first before How closely aligned is this content with the interests
formulating social media strategy and preferences of your main marketing target
c) Conduct a comprehensive audit of a company’s social segment(s)?
media activities — What social interactions do you expect to be taking
place on this channel? Are they happening?
POEM: Paid / Owned / Earned Media
c) For each active (owned) social media channel:
Paid — any social media activity for which a company pays (ads) Competitive and performance intelligence
— Does using this social media channel provide any
Owned — any social media activity that occurs in social media direct or indirect measurable benefits to the brand?
channels a company controls (contents posted) — What is the cost of using the social media channel in
terms of resources spent (direct financial and indirect
Earned — any social media activity that occurs in social media labor costs)? Can you reduce costs without sacrificing
channels a company does not directly control (ewom, customer quality and performance?
reviews, and posts) — What do your competitors do on this channel?
— What are some recent examples of successes in this
Digital Marketing Trifecta channel? Did some posts or content work particularly
well and why?
— What are some recent examples of failures in this
channel?

Grading Or Scoring a Social Media Audit

— after answering the audit questions, marketers should
give the brand a grade (A, B, C, etc.) or a score (e.g., on
a 10-point scale)
— then, priorities / importance weights should be assigned
— the outcome of the social media audit can be determined
From Social Media Audit to Social Media Strategy Planning Basic Guidelines: Company Profile Photo
— an audit is focused on the past — seeing what’s been — company's profile photo should be at least 180 pixels wide
happening can be useful in identifying gaps, needed by 180 pixels tall
improvements, and what successes should be celebrated — the image displays at 168 pixels wide by 168 pixels tall on
— after the outcome of the social media audit is determined, a desktop or laptop computer and 140 pixels wide by 140
the next step is to figure out how to use the audit for pixels tall on smartphones
developing and improving social media strategy.
Basic Guidelines: Cover Photo
Step 2: Conduct Audit of Company’s Existing Soc Med — Facebook also recommends that you set your cover photo
Accounts to a size of 851 pixels wide by 315 pixels tall
— the cover photo could be a stock photo related to the
company's niche, a picture of a popular product, a
storefront, or even the people that work at the business

Meta Verified to Help Creators Establish Their Presence

Meta Verified
— is a subscription service Meta first introduced in February
to Instagram and Facebook users as a beta program
— select users could subscribe to Meta Verified to get a
verification badge — the well-known blue checkmark —
by their names, plus exclusive features not available to
accounts not using Meta Verified
— currently, Meta Verified is priced at $11.99 per month
Module 5: Social Media Marketing (Facebook) when you subscribe on the web or $14.99 per month
when you subscribe on the app

COMPONENTS OF A FACEBOOK POST

a) Call to action link — directing followers to a website, blog,

product page; link within the text of the post or built-in
facebook link

b) Photos — right image pixel size for facebook feed, right

column, instant articles, marketplace, and stories

c) Videos — post native videos, use mp4 format, use square or

vertical videos, include caption, create playlist

d) GIFs — short soundless video clips that loop and don’t

require play button, great way to feature products, create
animations for sales or events, show behind scene footage,
The infographic suggests the need for a planned approach, since how-tos
there are many options which need to be prioritized.
e) Hashtags — 1-3 hashtags that make sense will do, can be
FACEBOOK STATISTICS put at the middle or end of the post

General Facebook stats every marketer should know Facebook ABC Strategy
— Facebook is the third most visited website following — when creating a Facebook page, you should aim to post
Google and YouTube 3-5 new posts per week using the ABC posting strategy
o this puts it ahead of other leading platforms like — for every post related to your business, you need to
Twitter and Instagram include at least three posts that provide value.
— the platform boasts 2.96 billion active users on a monthly
basis ABC
o this makes it the most used social media platform — an acronym that describes the three types of content that
worldwide you must post on Facebook if you want to maximize the
— in 2022, Facebook’s total ad revenue amounted to $113 amount of engagement on your page
billion, additional fees and payments contributed to $2 — A: refers to content related to your business and usually
billion worth of revenue contain promotional offer
— B: refers to industry related content or news stories
CREATING A FACEBOOK PAGE — C: refers to non-industry related and interesting content
— it builds brand loyalty, reaches targeted audiences, and
increases word of mouth marketing
— before you start, you need to make sure you have access
to a personal Facebook account
Researching Posts — you’re allowed to ask people to share something, but you
— a good way to determine what to share is by looking at should never require them to post on someone else’s
the comments on your posts regularly and listening to wall or timeline
feedback from your users
— if you don't have comments on your posts, you can use a Top 14 Tips on How to Manage a Facebook Page Effectively
tool called Alltop to find trending content to share on your
Facebook page 1. Test Your Content — content needs to be shareable. If your
content is shared across social media, you shall seek higher
FACEBOOK VIDEO MARKETING brand awareness.
— statistics show that posts with video generate 700% more 2. Videos Have a Higher Chance to be Viewed — a study by
shares than posts without video Social Bakers says that the average video post generates
— to search for videos on Facebook, you'll need to login to 135% greater organic reach when compared to photo posts
your account and enter your search term in the search bar 3. Keep Updating Your About Section — updating the About
— on the results page, you'll see an option that says videos, section under your Cover Photo is an easy approach to
clicking on it will show you all the videos related to your generate traffic to your website
search term 4. Do Optimize for Search Engine — Google also crawls your
— when you see a video you like, you can copy-paste the Facebook page. Just like your website, you should stuff the
hyperlink, you can bookmark it to share it later, and you description with keywords.
can share it to a page 5. Create a Calendar for Your Content — create a schedule to
— you should share videos to your Facebook page only if set expectations. Make a list of all of your content ideas. Then
they contain something interesting and unique start planning out the themes for each day of the week, as
well as who will be posting the content, what they will be
Things To Remember posting about, and at what time they will post.
— Facebook won't count a video view until the video has 6. Tell Your Story With a Cover Photo — you must use
played for at least 2 seconds, which means that you must graphics to express your brand’s story so that consumers
hook your viewers with something amazing within the first understand what you’re all about right away
2 seconds 7. Use an Engaging Profile Photo — it might be your logo or
— just make sure that you keep your videos short your personal photo. But try to use an engaging image.
— videos between 1-2 minutes long tend to perform better 8. Promote Your Page — invite friends and relatives who have
than longer videos an interest in your business, Invite your existing customers,
— video editing software such as Final Cut Pro typically set Create store signage with a call-to-action to like your page,
the video format defaults to a resolution of 1920 x 1080 add call-to-action to your receipts, add a Facebook link box to
pixels. However, the problem with this format is that the your website
viewer has to turn their phones sideways to watch the 9. Use Your Insights — you’ll have a better sense of what
video types of content your audience responds to and when they’re
— you can easily fix this issue by setting your video's more likely to engage if you use it correctly
resolution to 1080 x 1080 pixels instead 10. Keep it Short — posts with 80 characters or less receive
— another thing you should consider when sharing a video is 23% higher interaction than longer posts. Status plays an
sound, most people watch Facebook videos without important role as they are a short and concise form of posts
actually clicking on them, this means the sound doesn't 11. Respond to Your Audience — when they leave a comment,
start to play it means they want to interact with you. Take them up on their
— if you have a video that requires sound, you can create a offer! Continue the discussion. Respond to what they’re
subtitled version of the video to make it accessible to saying. Make sure to increase the engagement and
people who prefer to watch without sound. interaction as much as you can.
12. Share Diverse Content — you can also exchange videos
Facebook Posts Captions: Tips and photographs. Share other people’s content. Also, for fast
— Captions should be between 50 - 100 characters long and questions and feedback, utilize the Questions app.
use enticing language to get people to click on your link 13. Schedule Your Posts — make those posts a priority! When
— avoid click-bait phrasing, click bait refers to using vague you’re writing your post, simply click the clock icon to choose
or misleading language such as “You’ll never believe the the best day and time to publish it. Just be careful not to rely
five things this guy said…” to generate clicks, without too heavily on scheduling.
fulfilling the promise made by the statement 14. Run Facebook Ads to Increase Engagement — promoted
— add a question in your caption that's relevant to your Posts should be used to increase the engagement rate. Pay
product, your audience’s profession or their lifestyle $5 or $10 to reach out to more of your audience.
o you can also write a fill-in-the-blank statement
asking for a specific response
o asking for a funny (or relevant) caption is also Module 6: Social Media Marketing (Instagram)
an excellent way to get user engagement when
posting a photo or video
— append Hashtags such as (#captionthis #photocaption)
to boost the performance of the posts
— when posting a photo, you should also consider writing a
caption that asks the audience to decide which is the
agreeable option. Rather
 Module 5: Social Media Marketing (TikTok) Playlists — allows creators to categorize their public videos and
help viewers watch relevant videos in a series
Objectives Q&A — offers an easy way for viewers and TikTok content
— create and optimize a Tiktok business account creators to stay well-connected
— implement a TikTok strategy Tips — allows viewers to support their favorite creators by sending
a tip
TikTok Voice-over — audio dubbing to videos
— known in China as Duoyin founded in 2016 Stickers — pin stickers to moving objects so that it follows them
— short form video-sharing social media platform as they move throughout the scene
— fastest growing social media apps in the world Reply to comments with video — select a comment on an
— 1 billion active users in 2022 existing video then reply with a new video
Pinned Comments — allow users to engage with their audience
members by pinning a comment
Jumps — mini programs built by partners that creators can add to
videos

How Tiktok Algorithm Works

a) User interactions — the videos they like or share, accounts

they follow, comments they post, and content they create.
b) Video information — captions, sounds, and hashtags.
c) Device and account settings — language preference,
country setting, and device type

Tiktok Content Strategy

— create engaging videos; tiktok states that the optimal
TikTok marketing length for videos is 21-34 seconds long (up from 11-17
— is the practice of using TikTok to promote a brand, seconds in 2020)
product or service — experiments with longer videos
— it can include different tactics, like influencer marketing, — create dynamic captions
TikTok advertising and creating organic viral content. — use hashtags
— TikTok marketing can help businesses — take advantage of music and sounds
o increase brand awareness, build engaged — engage with others
communities, ell products and services, get — produce a variety of content
feedback from customers and audiences, — create a branded filter
provide customer service, advertise products — capitalize on trends/ jump on popular tiktok trend
and services to target audiences — create or join a challenge / contest
— leverage influencers & creators
Elements Of Tiktok Video — use analytics
— go live
a) The look — embrace the full-screen, vertical experience
b) The sound — think about what sound will complement your Community Guidelines
video a) Violence and hateful behavior
c) The story — you want your viewers to stay with you until your b) Harassment and bullying
video ends, think about innovative ways to tell your stories. c) Adult nudity and sexual activities
d) The details — think about writing clear descriptions in your d) Graphic conten
videos so viewers can quickly understand what you’re trying e) Minor safety
to say f) Misleading or infringing content

TIKTOK FEATURES

Stories — allows creators to share up to 3 minutes of content that Module 8: Social Media Marketing: Social Media Metrics and
disappears after 24 hours Analytics
Live — allows creators and audience members to engage with
each other in real time via live video SOCIAL MEDIA METRICS
Duet — lets users create videos with other creators
Stitch — allows creators to clip and integrate scenes from another Social media return on investment (ROI)
video into their own — a measurement of the value from social media marketing
Add Text to cover images — When you add a title or label to — essentially, what is the return for the investments made in
your videos, it’ll appear on the cover thumbnail. social media?
Adjust clips — creators can reorder, reshoot and trim clips
Pinned videos — users can pin selected videos to the top of their ROI by Revenue Formula
profile display, helping to showcase specific videos to their profile 𝑝𝑟𝑜𝑓𝑖𝑡
𝑅𝑂𝐼 𝑏𝑦 𝑅𝑒𝑣𝑒𝑛𝑢𝑒 = × 100
visitors 𝑡𝑜𝑡𝑎𝑙 𝑖𝑛𝑣𝑒𝑠𝑡𝑚𝑒𝑛𝑡
Measuring Total Investment
a) Employee hours and salaries
b) Content Creation
c) Social media tools
d) Ad spend

Calculate the ROI of social media campaign for a new shoes

Let’s say your company ran a social media marketing campaign for
new shoes. The goal of the social campaign was to drive sales of
the new shoes, so every single social post included a trackable call
Top of Mind Awareness (ToMA) — a company, brand or product
to action link to the company website where users can purchase
is first in customers' minds when thinking of a particular industry or
the shoes.
category
You had a freelancer to do all of the social media graphics and
Earned media — the most valuable type of media, as it increases
videos for P5,000. Second, spent P1,000 on social media ads
brand awareness with no additional effort on the part of the in-
directed at the target market for a month. You only worked on the
house marketer(s)
campaign, making a salary of P15,000. The social media
management tool that your company pays for costs P800 a month.
Net Promoter Score (NPS)
— a metric that companies use to measure the willingness of
By the end of the campaign, you were able to pull a report from
customers to recommend a company's products or
your company website of all of the shoes sold from customers who
services to others
clicked on the trackable link from social media. The total revenue
— to calculate NPS, ask customer base the standard NPS
for shoes from the social media campaign was P45,000, of which
question “how likely are you to recommend us on a scale
15% was profit after subtracting the costs to make the shoes.
from 0 to 10?”
— the formula only makes sense if you know what promoter
To calculate the ROI of the social media campaign, first add up the
and detractor labels truly mean and how they get
total investment in the campaign
assigned in the first place
5000 + 1000 + 15 000 + 800 = 21 800

The social media ROI of the campaign would be

6 750
𝑅𝑂𝐼 = = 0.30 × 100 = 30.96%
21 800

Measuring Social Media ROI

NPS Formula

𝑁𝑃𝑆 = % 𝑝𝑟𝑜𝑚𝑜𝑡𝑒𝑟𝑠 − % 𝑑𝑒𝑡𝑟𝑎𝑐𝑡𝑜𝑟𝑠

𝑝𝑟𝑜𝑚𝑜𝑡𝑒𝑟𝑠 − 𝑑𝑒𝑡𝑟𝑎𝑐𝑡𝑜𝑟𝑠
𝑁𝑃𝑆 = × 100
𝑡𝑜𝑡𝑎𝑙 𝑟𝑒𝑠𝑝𝑜𝑛𝑑𝑒𝑛𝑡𝑠

Benchmarking Analytics

Pinterest Components

FEW TERMS TO CONSIDER SOCIAL MEDIA IN THE CONSUMER DECISION-MAKING

PROCESS
Social media share of voice (SoV) — percentage of brand
mentions, or people talking about a company online compared to Social media efforts can affect
its competitors
1. Brand Awareness
 — metrics that will tell the size and growth rate of a
social media audience, how well that audience
appears to know a brand, and how positively that
audience feels about a brand
— numbers of mentions, impressions, views of brand-
related content on video platforms, people following
on social networking sites

2. Customer Engagement
— metrics that relate to the level of engagement and
interaction consumers have with your brand on social
media, including brand-related consumer-to-consumer
interactions
— numbers of likes (and other platform-related
reactions), clicks, comments, reviews, pre-
conversions

3. Positive attitudes
— metrics that reflect the increase in positive attitudes
toward a brand
— approval actions for posts, absolute sentiment
(positive overall brand mentions), relative sentiment
(increase in share of positive overall brand mentions
and decrease in share of negative overall brand
mentions)

4. Advocacy
— metrics that tell the extent to which customers help in
gaining more customers via various social interactions
— increase in number of positive testimonials, product
rankings, referrals, net promoter score

Commonly Examined Metrics

— number of visitors/page views
— number of members, fans, followers
— traffic generated to site from social media
— search engine rank changes
— traffic sources/method of discovery
— leads generated
— number of comments posted
— mainstream media
mentions/mentions/comments/responses
— bounce rate
— shared links
— customer reviews posted