DigitalMarketing Notes-4

past, but have never made a purchase.
By targeting prospects who are interested in your products

while they’re visiting other websites, you can improve the efficiency of your overall campaign.
Ads can also be placed based on age, ethnicity, gender and other demographic data.
Ad scheduling gives you the ability to run ads during specific dayparts, which is perfect for
certain businesses. For example, a coffee shop may want to run ads only before noon and a bar
may want to run ads only after 5:00 pm. Some brands may choose to cap the number of times an
individual can see your ad in one day, one week or one month. This gives you the ability to
stretch your budget by focusing your campaign on people who haven’t been over-exposed to
your message.
Finally, you may want to exclude your display ads from running on sites that are inappropriate or
irrelevant. You may also want to block your ads from running on competing sites or from places
that simply aren’t a good match.
*******
Unit – IV
Social Media Marketing
What is Social Media Marketing, Seven Myths of SMM, Characteristics of Successful Social
Media Marketer, Social Media Marketing Plan, Social Media marketing Tools, Publishing Blogs,
Podcast and Webinars, Social Media Monitoring, Social Media: Facebook, Twitter.
What is Social Media Marketing?

Social media marketing, or SMM, is a form of internet marketing that involves creating and
sharing content on social media networks in order to achieve your marketing and branding goals.
81 | P a g e Digital Marketing
Social media marketing includes activities like posting text and image updates, videos, and and
other content that drives audience engagement, as well as paid social media advertising.
➢ The goal of SMM is to produce content that users will share with their social network to
help a company increase brand exposure and broaden customer reach.
➢ One of the key components of SMM is social media optimization (SMO). Like search
engine optimization (SEO), SMO is a strategy for drawing new and unique visitors to a
website. SMO can be done two ways: adding social media links to content, such
as RSS feeds and sharing buttons - or promoting activity through social media by
updating statuses or tweets, or blog posts.
➢ SMM helps a company get direct feedback from customers (and potential customers)
while making the company seem more personable. The interactive parts of social media
give customers the opportunity to ask questions or voice complaints and feel they are
being heard. This aspect of SMM is called social customer relationship management
(social CRM).
➢ SMM became more common with the increased popularity of websites such
as Twitter, Facebook, Myspace, LinkedIn, and YouTube. In response, the Federal Trade
Commission (FTC) has updated its rules to include SMM. If a company or its advertising
agency provides a blogger or other online commenter with free products or other
incentives to generate positive buzz for a product, the online comments will be treated
legally as endorsements. Both the blogger and the company will be held responsible for
ensuring that the incentives are clearly and conspicuously disclosed, and that the
blogger's posts contain no misleading or unsubstantiated statements and otherwise
complies with the FTC's rules concerning unfair or deceptive advertising.
Social media marketing (SMM) refers to techniques that target social networks and applications
to spread brand awareness or promote particular products. Social media marketing campaigns
usually center around:
• Establishing a social media presence on major platforms
• Creating shareable content and advertorials
• Cultivating customer feedback throughout the campaign through surveys and contests
Social media marketing is perceived as a more targeted type of advertising and is therefore
believed to be very effective in creating brand awareness.
Myths about Social Media Marketing:

Social media marketing has become one of the pillars of a successful digital marketing strategy,
and one that every business needs in order to maximize online visibility. It is understandable that
not everyone is social media savvy right out the box, and for most, a lot of learning and training
is necessary in order to successfully DIY their business’ social media efforts.
The good news is that should you need a bit of a crash course in social media, you can team
up with a social media consultant to help you learn the ropes. There are also hundreds of
informative articles and how-tos online that you can use as references. No matter which route
you go however, it’s always important to know and understand what social media can and cannot
do for your business so that you can manage your expectations and establish achievable
objectives.
The social media myths that we’ll be discussing today are actually quite common. There are lots
of people who believe that these illusions are achievable and they expect their digital marketing
agency to deliver these ridiculous goals. Let’s get these out of the way.
1. Myth One: Just build it and the money will follow

Simply creating social media accounts is not enough to fulfill meaningful marketing
objectives. Facebook pages and Twitter accounts don’t just gain followers and fans
simply by existing. You need to put in the work to promote your social media accounts
and publish content that will retain and gain the right audience.
2. Myth Two: It’s all about the numbers

It’s a common misconception that the more people following your social media accounts
the better your yields will be. The reality is that even if you have millions of followers on
every social media platform, if none of them become loyal, paying customers, then
what’s the use of having them there? Quality over quantity should be your mantra.
3. Myth Three: Social media management is a day job

Do your fans and followers follow a 9 to 5 schedule when browsing their social media
accounts? Nope. A follower may leave super damaging feedback on your page at 6 in the
evening and if you wait until the following morning to address their concern, it may be
too late. Timely interaction and engagement with your followers will help in creating a
meaningful environment for your audience to linger in. Using scheduling tools and alerts
will help you manage your social media accounts efficiently. Here are five tools that we
highly recommend.
4. Myth Four: You need to be on every social media platform there is

A lot of social media DIY-ers make this mistake. They believe that they need to be
visible on Facebook, Twitter, YouTube, LinkedIn, Instagram, SnapChat, and 10 other
platforms because that’s what successful social media is all about. Wrong. You don’t
have to be on every platform, just on platforms that your target audience uses most
frequently. You need to be smart and efficient about your time and resources and doing
social media marketing on platforms that won’t yield prime results will just be a waste of
effort.
5. Myth Five: Publish the same type of content to get more views.
If you use effective analytics tools like Cyfe and Buffer, you’ll be able to get an insight
on the type of content that gets the most engagement and activity. A lot of people
mistakenly think that they should publish the same type of content over and over again to
replicate these results. Big no-no. Instead of sharing the same article and links day in and
day out, add some variety to your content strategy. Give your followers a good reason to
check your pages everyday.
6. Myth Six: When it comes to content, quantity over quality always.

Let me start off by saying no. It may be tempting to share scores of articles, links, photos
and videos per day but there is a fine line between sharing content and spamming.
Cleverly space out your publishing schedule and don’t over do it. Take the time to sift
through your content and select the best and most relevant ones to share on your pages.
7. Myth Seven: Delete negative feedback as soon as they are posted.

While it is understandable why business owners would want to delete negative feedback
about their products or services, doing so can open a can of worms and ruin your
reputation more than the original feedback can. Instead, use these as an opportunity to
provide excellent customer service by providing a clear plan of action on how their
complaints will be fixed and addressed. Engage with your customers and others will see
that you’ll be taking care of their needs should they decide to patronize you.
8. Myth Eight: You’ll get instant results with social media.

Actually, if you look at almost all types of digital marketing solutions, you won’t find
any type that will get you instant results. That’s just the nature of digital marketing and
it’s the same for social media. It takes time for you to gain the visibility that would pave
the way for your goals to be achieved (e.g. getting x number of likes, an article being
shared x number of times). As long as you’re hitting your desired metrics within a
reasonable period of time, you should stay your course and continue in executing your
social media strategy.
9. Myth Nine: Social media is for hard promotion.

While it’s true that social media provides a great promotional avenue for your business,
keep in mind that it may not be what your audience wants to see. You need to strike a
balance between engaging your audience with relevant content and fun interactions and
getting your name out there.
10. Myth Ten: Social media performance can’t be measured.

There are plenty of tools out there – both free and premium – that can help you track your
social media performance. As long as you first establish your social media objectives, it
will be easy for you to determine whether you are hitting your marks. Some tools even
give you insights on how to improve your social media strategy. Choosing the best tools
for the job can give you invaluable information.
Characteristics of a Successful Social Media Marketer:
Social media can be a fun and effective way to reach your customers on a more personal level.
Social media networks are mode of social interaction. It is a platform of sharing and discussing
information among human beings. Social media can include text, audio, video, images, podcasts
and other multimedia communication elements. Social media sites are nothing but a group of
special and user friendly websites.
Social Media Marketing is a very broad term. It is a technique of building a business using
various social media networks. For instance, videos and blogs that gives exposure to your
company.
When someone talks about social media marketing people often think that they may be talking
about Facebook and Twitter. But social media networks also offer effective marketing tools that
can bring more traffic to your website and improve your online popularity. Social media
marketing has many characteristics. To attain a good marketing strategy, you need to have a look
at the following SMM characteristics.
➢ Participation
Social media encourages contributions and feedback from everyone. Social media
includes delivery of ideas at the time of online conversation. It tries to bridge the gap
between companies and audience. With all the new channels of social media, people are
enjoying this process of participation.
➢ Openness
Social media success requires honesty, transparency and authenticity. You should
maintain a trust worthy relationship with your customers in your SMM (social media
marketing) strategy. One fake or negative comment can destroy your online reputation.
➢ Build relationships
Social media is a two-way communication channel. It requires participation from both
companies and customers. As a business owner, it is very important to make good
connections with your target audience. Online conversation through various social media
tools happen in real time with real people. You get a chance to interact with your target
audience and you can answer to their queries. Answering to their queries is a good way to
build relationship with customers.
➢ Reliability
To make your profile reliable, you need to consistently show your online presence.
Effective social media marketer visits their targeted sites regularly. They also get
involved with new users and promote their products. They talk to their target audience on
a regular basis.
➢ Build communities
Social media sites allow you to build communities quickly, this helps you communicate
more effectively. Communities share common interests, such as a love of photography, a
political issue or a favorite TV show. These communities help you to know about your
target audience. You can also support other communities which you think are good for
your business.
➢ Customer service
It is very essential to take care of your customers. Social media networks are all about
helping each others. It’s about providing value to your customers, not just promotion.
➢ Avoid spamming
Don’t give importance only to promoting your links. Also share insightful content about
your company. Do not send the same message to your community again and again, it
works as a spam and it may irritate your customers.
Social media marketing is the most powerful platform for small businesses. An effective social
media marketing campaign grows your business and brings more traffic to your website. Social
media marketing is the best marketing strategy allows you to promote your company at the same
time build relationships.
Social Media Marketing Plan:
Start With a Plan - Before we begin creating social media marketing campaigns, consider your
business’s goals. Starting a social media marketing campaign without a social strategy in mind is
like wandering around a forest without a map—you might have fun, but you'll probably get lost.
Here are some questions to ask when defining your social media marketing goals:
➢ What are you hoping to achieve through social media marketing?
➢ Who is your target audience?
➢ Where would your target audience hang out and how would they use social media?
➢ What message do you want to send to your audience with social media marketing?
Social media marketing can help with a number of goals, such as:
➢ Increasing website traffic
➢ Building conversions
➢ Raising brand awareness
➢ Creating a brand identity and positive brand association
➢ Improving communication and interaction with key audiences
The bigger and more engaged your audience is on social media networks, the easier it will be for
you to achieve every other marketing goal on your list!
Social media strategy:

A major strategy used in social media marketing is to develop messages and content that
individual users will share with their family, friends and coworkers. This strategy relies on word
of mouth and provides several benefits.
➢ First, it increases the message’s reach to networks and users that a social media manager
may not have been able to access otherwise.
➢ Second, shared content carries an implicit endorsement when sent by someone who the
recipient knows and trusts.
While social media marketing can provide benefits, it also can create obstacles that companies
may not have had to deal with otherwise. For example, a viral video claiming that a company’s
product causes consumers to become ill must be addressed by the company, regardless of
whether the claim is true or false. Even if a company is able to set the message straight,
consumers may be less likely to purchase from the company in the future.
Social Media Marketing Suggestions:

Here are a few social media marketing tips to kick off your social media campaigns.
➢ Social Media Content Planning — building a social media marketing plan is essential.
Consider keyword research and competitive research to help brainstorm content ideas that
will interest your target audience.
➢ Great Social Content — Consistent with other areas of online marketing, content reigns
supreme when it comes to social media marketing. Make sure you post regularly and offer
truly valuable information that your ideal customers will find helpful and interesting. The
content that you share on your social networks can include social media images, videos,
infographics, how-to guides and more.
➢ A Consistent Brand Image — Using social media for marketing enables your business to
project your brand image across a variety of different social media platforms. While each
platform has its own unique environment and voice, your business’s core identity, whether
it's friendly, fun, or trustworthy, should stay consistent.
➢ Social Media for Content Promotion — Social media marketing is a perfect channel for
sharing your best site and blog content with readers. Once you build a loyal following on
social media, you'll be able to post all your new content and make sure your readers can find
new stuff right away. Plus, great blog content will help you build more followers. It's a
surprising way that content marketing and social media marketing benefit each other.
➢ Sharing Curated Links — While using social media for marketing is a great way to
leverage your own unique, original content to gain followers, fans, and devotees, it’s also an
opportunity to link to outside articles as well. If other sources provide great, valuable
information you think your target audience will enjoy, don’t be shy about linking to
them. Curating and linking to outside sources improves trust and reliability, and you may
even get some links in return.
➢ Tracking Competitors — It’s always important to keep an eye on competitors—they can

provide valuable data for keyword research and other social media marketing insight. If your
competitors are using a certain social media marketing channel or technique that seems to be
working for them, considering doing the same thing, but do it better!
➢ Measuring Success with Analytics —You can’t determine the success of your social media
marketing strategies without tracking data. Google Analytics can be used as a great social
media marketing tool that will help you measure your most triumphant social media
marketing techniques, as well as determine which strategies are better off abandoned. Attach
tracking tags to your social media marketing campaigns so that you can properly monitor
them. And be sure to use the analytics within each social platform for even more insight into
which of your social content is performing best with your audience.
Social Media Marketing Plan:
Here are few steps to follow in Social Media Marketing Plan of Action.
Step 1: Create Social Media Marketing Goals That Solve Your Biggest Challenges
➢ The first step to any strategy is to understand what you want out of your efforts. Social
media marketing isn’t about flipping a switch and calling it a day. Instead, social media
planning should be looked at like cooking your favorite dish.
➢ That’s why creating goals is so critical to the first part of your social media strategy. At
the same time, it’s best to set goals that you know are attainable. Asking for 1 million
new Instagram followers in 2018 is unrealistic. With achievable goals, you’re more likely
to stick to the original plan and continue to take on new hurdles as you complete old
ones.
➢ This is the same reason why brands should never take on every social media channel
possible in their current marketing strategy. Try to choose the channels that have the most
importance based on your brand’s goals. Avoid over complicating a strategy with too
many targets and objectives. Simplicity can take you a long way.
➢ And also, don’t forget to document your social media goals. Not only is it important to
help you benchmark where you are, but it also improves your chances of achieving them.
Social Media Goals to Consider in 20th Century:
Goal setting is a staple of all marketing and business strategies. Social media is no exception. Of
course, with a range of social capabilities, it can be difficult to determine exactly what your
objectives should be. For guidance, here are some common social media goals to consider:
• Increase brand awareness: To create authentic and lasting brand awareness, avoid a
slew of promotional messages. Instead, focus on meaningful content and a strong brand
personality through your social channels.
• Higher quality of sales: Digging through your social channels is nearly impossible
without monitoring or listening to specific keywords, phrases or hashtags. Through
more efficient social media targeting, you reach your core audience much faster.
• Drive in-person sales: Some retailers rely on social media marketing efforts to drive in-
store sales. Is your brand promoting enough on social to reward those who come to you?
What about alerting customers to what’s going on in your stores?
• Improve ROI: There’s not a brand on social media that doesn’t want to increase its
return on investment. But on social, this goal is specific to performing a thorough audit
of your channels and ensuring cost of labor, advertisements and design stay on track.
• Create a loyal fanbase: Does your brand promote user-generated content? Do your
followers react positively without any initiation? Getting to this point takes time and
effort with creating a positive brand persona on social.
• Better pulse on the industry: What are your competitors doing that seems to be
working? What strategies are they using to drive engagement or sales? Having a pulse on
the industry could simply help you improve your efforts and take some tips from those
doing well.
Step 2: Research Your Social Media Audience
Approximately 79% of adults use Facebook–but are your customers actively engaging with
your brand there? Understanding your audience is necessary to learn things like who buys your
products, what age group is the toughest to sell and what income level makes up the most of your
returning customers? As for social media, it’s just as critical to know your audience.
First, your brand should look into the demographics of your most valuable social channels. Like
we mentioned before, you should have a goal in mind for your social media marketing strategy.
This is why you need to research the channels that correlate the most with your goals.
To help you find your focus channels: let’s take a quick look at the essential demographics data
for each major network:
• Facebook’s most popular demographics include:

o Women users (89%)
o 18-29 year olds (88%)
o Urban- and rural-located users (81% each)
o Those earning less than $30,000 (84%)
o Users with some college experience (82%)
• Instagram’s most popular demographics include:
o Women users (38%)
o 18-29 year olds (59%),
o Urban-located users (39%)
• Twitter’s most popular demographics include:

o Women users (25%)
o 18-29 year olds (36%)
o Those earning $50,000-$74,999 (28%)
o Users with college experience or more (29%)
• LinkedIn’s most popular demographics include:
o Men users (31%)
o 18-29 year olds (34%)
o Those earning $75,000 or more (45%)
o Users with college experience or more (50%)
• Snapchat and other auto-delete app’s most popular demographics include:
o Men users (24%)
o 18-29 year olds (56%)
Identifying Customer Demographics
While the demographics data above gives you insight into each channel, what about your own
customers? Further analysis has to be completed before you can truly know your customer
demographics on social media.
That’s why many brands use a social media dashboard that can provide an overview of who’s
following you and how they interact with you on each channel. Most brands today are using at
least some sort of dashboard. However, does your dashboard address your specific goals?
Whether you’re an agency providing insights for your clients or an enterprise company
discovering your own demographics, an all-in-one dashboard solution is critical.
Sprout Social prides itself on the in-depth and essential demographics data for your social
networks to help you identify your customers. Learn more with a free 30-day trial to uncover
crucial data with Sprout!
Step 3: Establish Your Most Important Metrics
While your targeted social media metrics might be the most important step of a strategy, it’s
often the spot most veer off the path. We often get wrapped up in viewing followers and likes as
the truth to a campaign, but it’s smart to take a step back and evaluate the social metrics
associated with your overall goals.
Large audiences and likable content is absolutely great, but here are some other metrics you
might want to pursue in 2018:
• Reach: Post reach is the number of unique users who saw your post. How far is your
content spreading across social? Is it actually reaching user’s feeds?
• Clicks: This is the amount of clicks on your content, company name or logo. Link clicks
are critical toward understanding how users move through your marketing funnel.
Tracking clicks per campaign is essential to understand what drives curiosity or
encourages people to buy.
• Engagement: The total number of social interactions divided by number of impressions.
For engagement, it’s about seeing who interacted and if it was a good ratio out of your
total reach. This sheds light on how well your audience perceives you and their
willingness to interact.
• Hashtag performance: What were your most used hashtags on your own side? Which
hashtags were most associated with your brand? Or what hashtags created the most
engagement?
• Sentiment: This is the measurement of how users reacted to your content, brand or
hashtag. Did customers find your recent campaign offensive? What type of sentiment are
people associating with your campaign hashtag? It’s always better to dig deeper and find
what people are saying.
• Organic and paid likes: More than just standard Likes, these likes are defined from paid
or organic content. For channels like Facebook, organic engagement is much harder to
gain traction, which is why many brands turn to Facebook Ads. However, earning
organic likes on Instagram isn’t quite as difficult.
Step 4: Research Your Social Competitive Landscape
Before you start creating content (we promise we’re almost there!), it’s really smart to
investigate your competitors. We put this before the content creation process because you often
find new ways to look at content by analyzing what’s making your competitors successful.
Again, we’ll always believe you shouldn’t steal your competitors’ ideas, but instead learn and
grow from their success and failures. So how do you find that information? The first step is to
find out who’s your competition in the first place.
The simplest way to find competitors is through a simple Google search. Look up your most
valuable keywords, phrases and industry terms to see who shows up.
Here you can see post break downs of text, images and video to see what your competitors are
doing to drive the most engagement. Once you dig through the competitive analysis, you’ll have
a better idea of what your potential customers want.
Step 5: Build & Curate Engaging Social Media Content
Did someone say content? It’s no lie–social media content is extremely important to your
marketing strategy. However, it’s best to follow the previous steps before planning out content
(we caught you, blog skippers!) so you can start building more effective themes.
For starters, we recommend creating content that fits to your brand’s identity. This means you
should avoid things like reaching out to your unpopular demographics without a complete
strategy in place.
It’s necessary to find the perfect balance between target content and being overly promotional as
well. In fact, 46% of users say they’ll unfollow a brand if there’s too many promotional
messages. Additionally, 41% of users say they’d unfollow a brand that shared too much
irrelevant content.
Video Content or Bust
How important is video to your social media marketing strategy? Extremely–approximately 90%
of online shoppers believe product videos help them make a purchasing decision. Additionally,
the average online video is completely watched end to end by 37% of viewers.
These type of stats should only enforce your reasoning to invest in social media video content.
Brands can reach users through Instagram Stories, Facebook Live and other in-the-moment
media.
Build Content Themes
One of the toughest challenges to visual content is creating it on a day-to-day basis. A Venngage
infographic showed 36.7% of marketers said their No.1 struggle with creating visual content
was doing so consistently.
This truly shows how important highly-visual content is to marketers and the people they want to
reach. That’s why building content themes is a great approach to sectioning out your content.
Instagram is one your premier channels to work off visual themes.
Step 6: Engage With Your Audience & Don’t Ignore
Social media channels are built as networks. This means their main purpose is to be a space to
converse, discuss topics and share content. Your brand can’t forget these core elements of
“networking” and it takes effort to ensure conversations or engagement opportunities aren’t left
unattended.
Through social media, you gain respect as a brand by just being present and talking to your
audience. That’s why social customer care is so important to brands wanting to increase
audience awareness. It’s all about engagement.
Designating teams to specific tasks can help your staff run like a well-oiled social media team,
whether you’re a group of one or 100.
Post at the Best Times to Engage
When is your brand available to engage and interact with customers? You might see some
recommending times to post late in the evening. But if your brand isn’t there to communicate,
what’s the point of posting at the preferred time?
Instead, try to ensure your social media or community managers are available and ready to
answer any product questions or concerns when you tweet or post. It’s smart to learn the best
times to post on social media, but it’s just as critical to engage after posting.
According to our Index, a brand’s average response time is around 10 hours. But did you know
that most users believe brands should respond to social media messages within four hours?
With all the updated algorithms, organic content has a tough time reaching the majority of your
audience. The last thing you want to do is ignore those who engage and lose out on sending more
down your marketing funnel.
Step 7: Track Your Efforts & Always Improve
So, how well did you do on your social media marketing strategy? Without continuously
analyzing your efforts, you’ll never know how one campaign did over another. Having a bird’s-
eye-view of your social media activity helps put things into perspective.
You’ve got down your most important goals, network preferences and metrics–now it’s time to
make sure you made the right decisions. Knowing you’ve made the right choices is still a
difficult task in social media.
In fact, 46% of B2B marketers are unsure if their social strategy actually created revenue for
their brand. But marketers are always trying and looking for the perfect connection. That’s why
the most commonly used metric (80%) for marketers is engagement.
If you work at building lasting relationships, there’s a lot less room for failure with your social
media marketing strategy.
Use a Tool to Track Success
Sprout Social was created with social media marketing in mind. Our social media tools offer
a full suite of analytics and reporting features to help you pinpoint exactly which posts, messages
and hashtags perform the best.
It’s easy to connect other critical tools to our dashboard like Google Analytics, which helps you
see which posts drove the most traffic, conversions and overall revenue.
Social Media Marketing Tools:
In today’s world, social media is one of the best ways for your business to stand out in its field
and to reach a wider audience. Having an active presence on all major social networks, from
Facebook to LinkedIn and beyond, is a necessity for any brand that wants to become an industry
leader while engaging with its potential and current customers in new ways.
However, social media can be overwhelming if you don’t have the proper knowledge or tools.
Whether it’s to create or repurpose content, to find the best way to engage with your online
community or to create a comprehensive posting schedule, having the right social media
management tools is crucial to your success. Here are few of the best social media management
tools currently available and how they can help you make the most of your social presence.
1. HootSuite
Whether you are a user handling multiple accounts, or an agencythat handles
hundreds, HootSuite makes it easy. It’s easy to add accounts, easy to schedule posts
across all major platforms and easy to add account managers. In addition, the company
also has a robust training platform that teaches not just the tools, but how to think about
social marketing as a whole.
2. Hubspot
While there are a lot of tools out there that let you monitor and publish to social accounts,
we recommend platforms such as Hubspot where you can not only monitor and publish
but also get closed-loop reporting data. That means you're not just seeing what channels
drive the most engagement, but you can track further down the funnel to see what posts
and channels drive actual leads and sales.
3. MeetEdgar
There are countless tools that post for you and schedule posts but what about a system
that re-shares evergreen posts? MeetEdgar is the one because it has the biggest impact on
traffic by automatically re-sharing your evergreen content.
4. TweetDeck
TweetDeck has been around a long time now, and there's a reason for that: It's one of the
best and best-priced (what can beat free?) ways out there to be a part of the
Twittersphere. The multi-columned layout makes it easy to follow several conversations
at once, and scheduling content is a snap. Twitter moves so fast, but TweetDeck makes it
doable and even enjoyable.
5. IFTTT
IFTTT, or “If This Then That,” is a great automation tool that can help you save a lot of
time on trying to manage social media platforms, apps and websites. The tool can link
these services together based on a trigger and an action. Based on the trigger you create,
it will start an action. For example, if you publish a blog (the trigger), then IFTTT will
automate and create a tweet (the action).
6. Buffer
I’m a fan of Buffer. It lets you schedule and manage social media posts across all of the
most widely used channels, and you can individually customize each post for all of the
different platforms it gets posted to. Buffer also shares your content at the best possible
times throughout the day and tracks links so that you can see what content gets the most
traction.
7. Sprout Social
Our digital team utilizes Sprout Social for its social media management, which allows the
team members to monitor clients’ social media mentions, engage with brand advocates,
schedule content in advance, and utilize reporting tools to inform future strategies. As our
hotel clients’ guests view social media as a virtual concierge, we find it essential to have
a tool to streamline real-time communication.
8. Canva
What you can do with Canva: design presentations, social media graphics, and a heap of
other things with thousands of beautiful layouts. It has everything you need for catching
designs. Millions of stock photographs, vectors and illustrations. You can also upload
your own visuals. Canva has preset filters and advanced photo editing tools to modify
pictures. It gives you the possibility to use icons, shapes and elements, thousands of them.
Hundreds of fonts perfect for every design are also ready to go and accessible within
Canva.
9. Adobe Post
Adobe Post was created to give you a powerful tool to differentiate among the
competitors and engage your followers with eye-catching posts. Create stunning social
graphics in seconds with it. Get started quickly with handcrafted remixable design
templates made for social sharing. Resize your text - beautiful typography will be
automatically applied on-the-fly. Transform your text and photo into professional-looking
graphics with a single tap.
10. Bundle Post

The tool is paid, but has a free 30–day trial period. Bundle Post is a content curation tool
that aggregates and schedules social media content efficiently. Search, edit and schedule
with a browser plugin or social media dashboard, then add hashtags. Keep your audience
engaged and get results.
11. Babbly
Babbly is an awesome platform of quality content owners. It works as simple as follows:
give a share - get a share. Share others content to get shares to your content. Share to
multiple networks at once by just one click. Pause & play your content. Control when
your content is visible to others on Babbly. Control when your content goes live.
Schedule your posts. Schedule when your posts go live on babbly and your social media.
The tool helps you in reaching the target audience at the right time. Relax and don’t
worry about flooding your follower base again. Auto spread shares to your social
networks to go out in timed intervals.
12. Feedly
Organize, read, and share all the content that matters to you and your team at a single
place. Don't miss a beat from any of the publications you trust. Dive deeper by following
blogs from the latest movers, shakers, and thinkers. Follow any one on the web. See new
videos from the YouTube channels you follow. Monitor news about your company, your
product, your craft, and your competitors by plugging in Google Alerts. Crunch through
more content in less time by organizing your feeds into easy-to-read collections. Secure
access to private content from your company's internal portals, content management
systems, and SaaS applications. Let the web work for you by arranging the content you
rely on into easy-to-read collections. And do much more with Feedly.
13. Likeable Hub

Get access to thousands of engaging content ideas to share. Share stories with thousands
of content ideas & news posts. Generate referrals & leads with your Likable Hub site.
Manage your reputation with streamlined social listening. Amlify your reach with
TURBOPOST technology & reverb. Save time and resources with Likable Hub
scheduling & features. Measure your growth with success analytics.
14. Brand 24
The tool is paid, but has a 14-day free trial period. It serves for getting social insights.
Discover what people are saying online about your brand. Brand24 gives you instant
access to mentions about your brand across the web, from social networks to influential
publishers. Therefore you can reach customers fast, react and engage quickly to real-time
comments made about your brand, follow-up on positive comments from your brand
ambassadors, or respond to a dissatisfied customer before the story gets ahead of you.
Detect sales opportunities. 80% of consumers do research or ask online before making a
buying decision. Brand24 gives you the listening tools to find these leads, identify where
to promote products and find customers before they find you.
15. CrowdBooster
The tool offers a 30-day free trial. Measure & optimize your social media marketing with
it. Improve your online presence. Have the right tools to make data-driven decisions.
Save time on reporting, get real-time data that's always up-to-date, quickly report your
key performance metrics, share them with your dashboard. Export graphs & tables, their
dashboard creates editable, beautiful graphs & tables for you to view. You can export to
CSV then drop the raw data in your own custom report. Schedule unlimited tweets posts
for the most optimal time. The tool recommends the best time for you to get the most
engagement out of your followers and fans. Find your most engaged fans & followers,
learn to quickly adapt to your audience. CrowdBooster’s technology provides your
audience insight, suggests who you should engage with, and how to improve the content.
Publishing Blogs, Podcast and Webinars:
Publishing Blogs:
A blog is basically a 'weblog', a kind of website, a journal that is updated regularly. It is a
discussion platform besides being a content achieve. People can discuss a topic on a blog and
comment on posts. It is basically run by an individual or a small group.
Blogging
Every activity and skillset that is required to manage a blog comes under the purview of
Blogging, for example, writing posts, publishing them, designing, social marketing, etc. In
simple words, blogging is the process of adding new content to a blog and updating it at regular
intervals.
➢ Blogger (Person) − Person involved in blogging is called a 'blogger'.
➢ Blogger (Service) − It is a service provided by Google that allows us to compose a post,
edit, update, and manage it. You can customize your blogs easily with the help of a
'blogger'. It lets you share what is on your mind and earn money. It is a convenient
platform for avid as well as novice users. No technical knowledge or coding is required.
It runs directly on Google servers and is impossible to hack.
➢ WordPress − It’s a free software to create and customize a search engine friendly
website or a blog. A number of themes and plugins are available to transform your
website as required. Approximately 70 million people are a part of WordPress
community. WordPress is available in both free and premium plans.
➢ Blogspot − Blogspot is a free web hosting service gifted to web developers by Google. It
helps Google Blogger in delivering its service. We cannot use any other platform to use
it.
➢ Tumbler − It is a microblogging platform that allows us to make a blog and customize
it. We may use stories, images, videos, audio, etc. Bloggers can either keep their blogs
private or follow other blogs.
Advantages of Blogging
✓ Better online influence. It assists in making impressions in grabbing a good profile.
✓ It forms a good source of income. Pat Flynn earns $100,000 per year from his blog
'Green Exam Academy'.
✓ Maintaining a blog can help improve your writing skills.
✓ A blogger can easily become a published author.
✓ You can get instant feedbacks in the form of comments, shares, etc.
✓ Bloggers can be sound learners, as they tend to read and engage more in such content.
✓ Get a long fan following list.
✓ Blogs can help you build a strong network.
✓ Maintaining a blog can help you improve your technical skills on Wordpress, SEO, etc.
✓ Sell Online − Blogs can be a great virtual store.
✓ Express yourself − Blogging is a great way to share your ideas through inspirational
means.
✓ Blogging is an easy, yet a sure way to build trust online.
Setting a Blog using WordPress
You can create blogs on many platforms. They can be either free or paid. Here is how you can
create a blog using WordPress −
• Create your account on WordPress.com. Enter your name and Email address and other
required details.
• Select a web address; it can be either free or premium.
• Choose a suitable WordPress plan.
• Set up your profile and build your profile page.
• Configure site settings like Site Title and tagline.
Setting a Blog using Blogger

Blogger.com is a popular platform that is being used widely for creating ready-to-post blogs.
Follow the steps given below to create a blog using blogger −
• Sign up and create an account on www.blogger.com.
• Enter display name and click 'create your blog now'.
• Choose your blog title and URL. Verify whether it is available.
• Choose a desirable template from the given options.
• You would come across the 'posting' tab. Create post, edit posts, and page here.
• Enter the title of your post on the 'title' tab.
• The rest of your post goes in the 'Compose' text editor. You can customize your post by
editing its font, size, text color, etc. 'Edit HTML' option is available to insert your
content in HTML format.
• Select 'post option' if you want to enable readers’ comment.
• Save once you are done with it. You can preview the final page before publishing it.
Click 'Publish' to publish the post directly.
Blog Promotion
We can take the following measures to promote your blog −
• Connect your blog to Google+ to allow auto-sharing.
• Post quality content and post regularly.
• Write search engine friendly content.
• Have an Email button in order to receive feedback from your readers.
• Use your blog link in mail signatures.
• Enable site feed to let more and more people subscribe to your content.
• Add your blog to Blogger’s listings. Submit your URL to blog directories.
• Actively comment on other’s posts. This way, your profile gets more exposure.
• Participate in online forums.
• Use social media for branding.
• Hold a contest or a carnival.
• Write as a guest blogger. Write multiple pages and link them together.
Blog Commenting
Commenting on a blog is an art. You need to put some effort to post comments that catch users’
attention.
• Add a few attractive phrases with exclamation mark to draw attention.
• Comment as early as possible, as the first few comments are the ones read by most.
• Refrain yourself from over-promoting.
• Don’t be rude or use offensive language.
• Include questions in your comments. They seek more attention.
• Be influencing by updating an article.
Podcast:
A podcast is a digital audio file that is made available via Web syndication technologies such as
RSS. Although strictly speaking, it’s not social media, it’s often classified as such because it
allows anybody to easily syndicate their own audio content. You can use podcasts as a way to
share information with your audiences. Podcasts typically don’t form a whole SIM campaign in
and of themselves, but work well with other SIM ones.
➢ Podcasting is the preparation and distribution of audio files using RSS to the computers
of subscribed users. These files may then be uploaded to digital music or multimedia
players like the iPod. A podcast can be easily created from a digital audio file. The
podcaster first saves the file as an MP3 and then uploads it to the Web site of a service
provider. The MP3 file gets its own URL, which is inserted into an RSS XML document
as an enclosure within an XML tag.
➢ Once a podcast has been created, it can be registered with content aggregators, such as
podcasting.net or ipodder.org, for inclusion in podcast directories. People can browse
through the categories or subscribe to specific podcast RSS feeds which will download to
their audio players automatically when they next connect. Although podcasts are
generally audio files created for digital music players, the same technology can be used to
prepare and transmit images, text, and video to any capable device.
➢ Podcasting has been likened to TiVo because it allows users to listen to their selected
podcasts whenever they like, similarly to the way time-shifting lets viewers watch
television programs when it suits them. Furthermore, because of the portability of the
player devices, users can listen to audio files from the Internet as they go about their daily
activities - for example, listening to a news blog entry while at the gym, commuting, or
just walking around.
➢ Content producers are increasingly turning to podcasting as an inexpensive and user-

friendly new distribution channel that has the potential to reach a large audience. Not
surprisingly, musicians and bloggers are prevalent among the early adopters, but
mainstream media organizations, including ZDNet and National Public Radio (NPR), are
beginning to venture into podcasting as well.
➢ The cultural milieu supporting podcasting is sometimes referred to as the podosphere,
just as the cultural environment surrounding the blog is called the blogosphere.
Webinars:
Webinars are taking the digital marketing world by storm. Also known as web conferencing,
webinars are services that allow real-time, multicast video conferencing or audio conferencing
events to occur even when participants come from remote locations. These are made possible
through online technologies like TCP/IP. Some great examples of oft-cited webinar services
include Google Hangouts, and ClickMeeting.
Many people today consider webinar as the next big thing in marketing since it offers real-time
connectivity and interaction between the presenter or presenters plus guests and the audience that
are interacting with them.
Importance of webinar marketing is growing rapidly nowadays. Webinars have quickly become
the standard for the new marketing culture of so called “permission marketing.” For ones who
are not familiar with the term, permission marketing is based, in short, on the knowing
participation of potential consumers in the marketing process. Consumers do this because they
think the marketing materials will help them in their business or personal attempts.
➢ There is no area that webinars cannot be helpful at. Almost any subject that you can think
of can provide webinars through you can learn a lot. And they are aimed at all sorts of
audiences, from clients to colleagues.
➢ However, the amount of knowledge and values vary from one area to another, for
example you will probably get more following tech webinars than ones form another
sector, but knowledge can be useful anyways. Therefore, no matter what industry you
are at, you should definitely consider getting involved in them.
➢ Another positive aspect that makes webinars so important is how easy they are to use.
Organizing webinar doesn't require nether the most advanced technology nor any other
special requirement. Webinars don’t require the time or expense of travel. It is based on
the most simplest form, sharing your knowledge with others in fast and easy way.
Therefore, all you have to do is to be an expert in certain area and provide the
information that you audience needs in order for your webinar to be a success.
➢ Nowadays, due to so many information that are circulating all around us, consumers are
getting smarter and started to demand knowledge instantly. Instead of searching for the
right books or getting in touch to people from certain field, consumers are interested in
getting the information the easiest way possible. So the Internet search seems like the
most logical step. For that reason, your company or your personal project should be
promoted there so that it can been reached faster then others. There is no better way to
demonstrate your expertise or communicate to potential clients than promoting your
brand or idea online.
➢ Your goal should be to provide all necessary information so that clients have the whole
picture of what are you offering. And webinars seem simplest than writing a long posts or
articles that no one probably have a time to go through.

➢ When it comes to organizing part, webinars give you almost all freedom of process. But
there are still a couple or rules that you should be following. First of all, your main goal is
to keep it interesting. Therefore, try to pick a topic that is not too wide so that your
audience would not get boring listening general information. It's always better to go with
a more specific topic so that you can engage people with the same interest and build your
first client base. Speaking of that, another aspect should be making your audience active.
➢ Today, it's not enough to have listeners, you will need more active audience who would
be able to spread information about your project everywhere. Therefore, try to keep them
involved by appreciating and encouraging their feedback, answering their questions in a
reasonable amount of time, incorporating them in your future marketing materials. That's
how you can get the most of your webinar.
Here are the reasons why a webinar is a great marketing tool:
1. Webinars are Convenient: On-demand webinars are quite convenient to have because
at this point, everyone has an online connection and a means to access it.
2. Webinars Can Help with Your Promotions: If you want to promote your site or
company with the help of webinars, then it’s all possible. Webinar presentations, even
informational ones, can increase the exposure of your business or company altogether.
3. Webinars Establish Your Credibility: By having a webinar, you’ll be able to give more
credibility to your ideas. The simple act of putting on webinars will allow you, the people
you’re talking to, and the people who are watching, to understand your concepts and
establish agreements.
4. Webinars Have Huge Applications on Training and Education: Webinar live streams
and webcasts can include how-to videos that showcase training in various fields of study
and concepts.
5. Webinars Can Create and Increase Brand Awareness: Brand awareness is a concept
that involves making audiences more aware of a brand or product through consistent
promotion, advertisements, marketing, and labeling focused on a single theme, message,
or identity.
6. The Consumer Reach of Webinars Is Quite Impressive: Having a webinar, especially

involving news and current events that are burning holes in everyone’s minds, enables
you to reach to most people, particularly your target audience if you play your cards
right.
7. Webinars Helps Build You a Bigger Audience and Contact List: Just like with
podcasts or simply having a YouTube channel, every webinar you made forges new
contacts.
8. Webinars Are Cost-Effective Solutions: Webinars aren’t that much expensive and
some of them are even available for free.
Social Media Monitoring:

Social media monitoring is a process of using social media channels to track, gather and mine the
information and data of certain individuals or groups, usually companies or organizations, to
assess their reputation and discern how they are perceived online.
Social media monitoring is also known as social media listening and social media measurement.
Organizations use social media monitoring to reach out to customers and prospects for
information gathering and front-end customer support. It is used to collect and mine data,
especially by organizations seeking customer intelligence to determine current industry trends.
The process has become easier - yet more tedious - due to free and readily available outlets, like
blogs, wikis, news sites, social networking sites, forums, video/photo sharing sites and message
boards.
➢ There are a variety of social media monitoring tools, but most are customized data
mining software and Web crawlers. Large enterprises use these tools to search for
specific keywords on various websites and blogs.
➢ The monitoring software transfers the desired words and phrases from unstructured to
structured database data for analysis with traditional data mining techniques.
➢ Social media monitoring software provides functionality for listening, tracking, and
gathering relevant content across wide ranges of social media.
➢ Social media monitoring products are used by social media, marketing, and
communications teams to identify trends, track competitors, and understand customer
sentiment.
➢ The products can also be used by researchers to gain information on social trends or by
media outlets to identify breaking news. Social media monitoring tools allow marketers
to personalize content to specific users or demographics, identify thought leaders or
influencers, and respond to positive or negative mentions.
➢ Many social media products monitor posts in a variety of different languages and
countries, allowing businesses to localize advertisements. These products are intended to
provide demographic data, understand social media presence, identify negative mentions,
engage users, and improve a brand’s reputation.
➢ Social media monitoring products often provide information that benefits social media
analytics software. Monitoring functionality can also be found within social media
management software as a feature or social media suites as either a feature or standalone
product. Many media monitoring products also monitor social media as well.
To qualify for inclusion in the Social Media Monitoring category, a product must:
• Listen for specific mentions across social media
• Identify trending topics or phrases
• Detail customer sentiment
• Organize customer information
• Identify thought leaders and influencers
•
1. Better Understanding of Listening & Monitoring - Another way social media monitoring
can benefit your business is by learning the difference between monitoring and social listening.
Far too often, the terms social media monitoring and social media listening are considered one in
the same.
While it’s easy to see why they’re mixed together, monitoring and listening are both unique
methods to view, measure and analyze your audience. Here’s how we break down the difference
between monitoring and listening:
• Social media monitoring is more so the process of collecting social messages into a
single stream and to take a specific action in response to each message (via a like,
comment or tasked message).
• Social media listening queries large volumes of social messages from specific keywords
or topics that then requires your brand to reflect and draw analysis from the these actions.
Understanding the difference between social media monitoring and social media listening is
critical to any social strategy. It’s also important to know one is not more important than the
other.
2. Become More Approachable to Your Customers

Providing excellent customer service is at the forefront of most brand’s initiatives. Being an
approachable organization means you have to consider every avenue of communication. And this
most certainly includes social media.
Social media monitoring tools allow brands to become more approachable by finding customer
inquiries and interactions faster.
Positive brand experiences can truly have an effect on customers in your sales funnel. It’s always
best to think of building strong communication with your customers as a long-term relationship.
And what’s the best way to open that line of communication? It starts with monitoring your
social messages and providing the best customer experience.
3. Never Miss a Brand-Relevant Message

One of the best benefits to social media monitoring is discovering more opportunities to engage
with customers. For organizations on social, this means you need to focus on incoming brand-
relevant messages, whether you’re directly mentioned or not.
And for a lot of brands, there are so many messages, it’s easy to miss important questions
because they didn’t tag, @mention or use your hashtag. However, identifying your brand
keywords in a social media monitoring platform, like Sprout Social, makes it simple.
You’ll never miss an incoming message, hashtag, mention or even common misspellings by
monitoring brand keywords and hashtags. Not only does this help you put all your incoming
brand messages in one place, you can also analyze hashtag performance and see how users
interact with your brand materials on social.
By identifying relevant keywords on social, you open yourself up to new discussions, blog and
social media post ideas and see what topics your audience truly engages with the most.
4. Stay Organized With Marketing Campaigns Tags
An essential benefit of social media monitoring tools is the ability to organize campaigns. When
incoming messages related to an important campaign come in, you need to be able to respond or
engage in a timely manner. Start by setting up a brand keyword in Sprout that’s associated with a
specific campaign.
With the brand keyword saved, you’ll be able to filter all incoming Tweets or Instagram hashtags
with that specific phrase. For brands that receive a large volume of incoming messages for

customer support, people sharing your content and everything in between, the ability to filter
conversations based on your brand keywords is a huge time saver.
Not only that, but it also guarantees that important messages don’t get overlooked.
5. Interact With Your Top Brand Advocates & Key Customers

Brand advocates are essential to promoting your product and driving more engagement in
smaller pockets of the market.
With the help of social media monitoring tools, you easily interact with influencers and brand
advocates to truly move the engagement needle. On top of that, monitoring interactions and
conversations from key customers can provide valuable instances of ways to include them in
your marketing efforts.
Finding places to interact with key customers can make the difference between a small sale and a
major win for your business. With monitoring tools, you can find and reply to those customers
on the edge to make a purchase from you.
6. Understand What’s Working (and Not Working) For Competitors

Social media monitoring isn’t strictly limited to your brand. It also pays to understand what your
competitors are doing and how they engage with their own fans.
Consider monitoring conversations that contain the names of your top competitors on social. For
instance, T-Mobile might want to track conversations about Verizon. It could help them
understand some of the pain points of Verizon customers. Then T-Mobile could use these
Verizon customer issues in its own marketing messaging to speak more directly to the audience.
7. Win Back Lost Customers

As we mentioned earlier, quickly replying to customers can mean all the difference on social
media. When an upset customers Tweets a complaint about your brand, you need to jump on it
quickly to resolve the issue. Even if you can’t fix their current situation, you could restore your
chances of doing business with them in the future.
Don’t let negative customer experiences go unnoticed on social media. While some bigger
brands receive hundreds or thousands of messages a day, the right monitoring tool helps you dig
through the noise and find the biggest issues to address.
Social Media: Face book, Twitter:
Facebook:

Facebook is a social networking service provider. It lets you invite and connect with friends,
send messages and pictures, like and comment or share them. Facebook has seen outstanding
growth since its inception and is poised to maintain its dominance in social networking.
History of Facebook
Facebook was founded by Harvard student Mark Zuckerberg on February 4, 2004. In May 2007,
Facebook opened up its developer platform to allow third-party developers to build applications
and widgets that, once approved, could be distributed through the Facebook community. In May
2008, Facebook engineers announced Facebook connect, a cross-site initiative that allows users
to publish on third-party sites in their Facebook newsfeed. The site was redesigned in late 2008,
intended to streamline the website and make it easier to see what friends were doing.
What is Facebook Marketing?

Facebook is undoubtedly the most popular social media platform available with many
advantages associated with it. It is primarily a social networking site, however it can be used as a
handy tool for promoting and advertising a business. We can use Facebook to promote a brand,
market a company, or create awareness about a service or a product. Success with this form of
marketing requires more than a fan page and a few friends. When used effectively, Facebook
marketing can provide a business with exciting benefits and results. Facebook marketing can
enable businessmen to greatly improve their brand awareness and reach out to a wider audience.
Grow Your Business with Facebook

Facebook is fast becoming a powerhouse of marketing activity due to the sheer number of
engaging users on the site and the simplicity of connecting with them directly. Facebook can
provide your business with a branding outpost on the web where customers, employees, and even
the media can find information about your company, products, and services. Facebook connects
you and your staff directly to your customers and fans. Facebook can generate new leads for
your business by drawing users’ attention towards what you are offering. Facebook helps in
sharing links, images, and posts on a customizable page to project a better sense of your
business. Facebook runs tactics like contests, sweepstakes, etc., that can increase fans and brand
awareness of your business.
Latest Facebook Trends

The nature of social media marketing is ever-changing, so it is important to constantly stay
updated with what the current market trends are. The latest Facebook trends that a business
should be aware of are: using the cover photo for marketing, different types of Facebook posts,
more pictures, etc. Facebook looks completely different from how it was a year ago, so it should
not be surprising that marketing on the social network has also changed a great deal.
What are Adverts?

Adverts on Facebook are unique. They are shown to specific groups of highly engaged people. If
your adverts have a great creative content and are well targeted, they get more likes, comments,
and shares. When we boost our page posts or expand the audience for the adverts, more people
will see them when they visit Facebook. Facebook ads allow us to promote our business, get
more fans to our business page, and drive more leads for our sales team. Facebook ads allow us
to advertise a website or content that we manage on Facebook (like a group, page, or event) To
create an ad, go to: http://www.facebook.com/advertising And click "create an ad".
Facebook–Do's and Don'ts

Do's
✓ Use Facebook to stay in touch with your friends and make new ones.
✓ Use Facebook to advertise your organization’s events.
✓ Use Facebook to get involved with the campus community and learn what is happening
around.
✓ Use Facebook customer support page since it contains valuable information about
privacy controls and other important safety information.
✓ Do check each friend request carefully after visiting their profile. • Do use "privacy
settings" while building up your photo albums.
Don'ts
✓ Don't use your wall to announce your schedules, journey and planning.
✓ Don't use public walls as your own. Try to maintain the decorum of groups and fan
pages.
✓ Don't accept friend requests from strangers.
✓ Don't use Facebook for ragging and bullying anyone.
✓ Don't post pictures of your friends without their permission.
Increase Facebook Likes for a Fan Page :

➢ Create a Facebook fan page with an instantly appealing image, as it will help in attracting
more attention.
➢ Keep the Facebook fan page up to date by writing suitable description and posting
interesting and friendly page titles. Always try to provide your readers with something
fresh to read.
➢ If you are running a contest on your page, then ask your visitors to like your fan page.
Facebook contests are the easiest way to get people excited, as the lure of a big prize
compels your target customers to 'like' your page and become your fan.
➢ If you are running a business, then you should promote your fan page by using ads in the
Facebook, as it is the easiest way to increase the visibility of your brand and reach out to
a highly targeted audience.
➢ Promote your page on your official website because it helps you to get likes from new
visitors on your site. Having a 'like' button on your website is an easy way to drive new
likes over time.
➢ Synchronize your Facebook page with your other profiles on other social networking
sites like Twitter, dig, etc. it will help you get more visitor response.
➢ Sometimes educational content is a better incentive for a 'like' than a discount offer or a
prize, depending on your industry or the target audience. Providing free written content
such as eBooks can drive tons of new fans and customers.
What are Facebook Apps?

Facebook apps are basically software programs that can be added to users' Facebook profiles.
These interactive software applications are developed to utilize the core technologies of the
Facebook platform. Applications for Facebook have gained massive popularity in the last few
years due to its uniqueness and the ease of creating them.
Facebook apps integrate Facebook newsfeeds, notifications, various social channels, and
other features to generate awareness and interest in the app by the Facebook users. Apps and
games are normally developed to enhance your experience on Facebook.
Facebook Apps –Advantages

✓ Increased exposure to potential customers.
✓ Easily create new product or service campaigns online.

✓ Lower marketing expenses.
✓ Reach a targeted customer.
✓ Build brand loyalty.
✓ Provide multiple marketing platforms.
✓ Budget-friendly ads.
✓ Marketing strategy is low cost.
✓ Allows business to communicate with existing and prospective clients.
✓ Can easily update everyone at once about your business.
Twitter:
Twitter is another social networking platform that allows registered users to read and write 140-
character messages called 'tweets'. It is available across all devices such as cell phones, desktops,
laptops, and tablets.
History of Twitter
Jack Dorsey, an undergraduate student at New York University, introduced the idea of an
individual using a message service to communicate with a small group. Twitter was launched as
an SMS-based communication platform. Initially it was known as "twttr". On March 21, 2006,
Jack Dorsey sent the first ever tweet: "just setting up my twttr".
What is Twitter Marketing?

Twitter marketing is a powerful tool for companies of every size and structure to reach out to
new customers, promote their brand, and connect with the rest of the companies. Users can find
out if customers are talking about them, and the business can accordingly respond. Tweets create
another instance for the business that shows up in the search engine results. Twitter serves as a
solid foundation for your business to branch out into other social sites. Twitter is a great platform
for projecting what your company is doing and accessing a large audience, where your Tweets
can promote products and events.
How to Increase Followers on Twitter?
➢ Grow your community by adding a follow button in your website and promote your
username.
➢ Get noticed with hash tags like #smallbiz etc.
➢ Engage with your followers by collecting feedback to build a better business.
➢ Sync your email contacts with Twitter.
➢ Keep your bio updated with the events or the business campaign you are running.
➢ Embed your best tweets and tweet to people every day.
➢ You can promote your twitter account on any printed material, e.g., business cards.
➢ Follow people who follow you.
➢ Make sure you are engaging with your customers on twitter and not to your product.
What is Hash Tag?

The symbol hash tag (#) is used to mark keywords in a tweet. It was originally created by Twitter
users. This symbol helps them to categorize the tweets and show them easily when people search
for them. Hash tags can occur anywhere in a tweet – middle, end, or at the beginning. If you
tweet with a hash tag on a public account, anyone who does a search for that hash tag will find
you. A hash tag is a way for people to search for tweets having a common topic.
Sponsored Tweets and Hash Tags

Sponsored tweets are advertising platforms that connect companies with tweeters. Sponsored
tweets allow brands to tap into a Twitter user's followers to reach out to new customers. By
giving companies access to your twitter stream, tweeters are compensated for each advertisement
they accept. The only thing tweeters need to do is to write a tweet based on some simple
guidelines provided by the advertiser.
Sponsored Hash Tags place the tag of a customer's choice among the list of trending topics that
users see when they access the social network through the web.
Tools to Integrate Twitter on Your Blog or Website
➢ Add the twitter widget to your site’s sidebar as it’s a great way to show your latest tweets
on your website.
➢ Choose from 40 different well-designed twitter buttons to quickly create a badge to
promote your account.
➢ TwitThis is a little button that can be placed in your HTML file or in your blog to allow
your readers to quickly and easily share what they are reading with their twitter
followers.
➢ Chirrup is another solution for pulling Twitter comments across any platform. It allows
you to display all the references from Twitter on a given webpage.
➢ Aweber has an excellent feature for any newsletter marketer. Newsletter delivery service
has actually created a way to convert RSS to email to tweet.
➢ Twitterfeed is a pioneer of website and Twitter integration which allows you to
automatically insert tweets into your Twitter from any RSS feed.
Twitter Automation Tools

Following are some of the twitter automation tools that make your profile look like an
announcement board.
➢ Twitterfeed is a service that allows you to set up RSS from your blog or website.
➢ Social Oomph is a tool to create an automated direct message for new followers.
➢ Tweet Old Post is a great plugin which allows you to connect a Twitter account with
your blog and regularly tweet posts to your followers.
➢ Hootsuite is a free tool that you can use if you have fewer than five social profiles to
manage. It offers an option to schedule updates to specific social media accounts.
➢ Visibili is a free service that lets you create a custom sharing bar that goes with any links
to share through their service.
➢ Twitter Showdown is a tool that provides valuable insights on followerto-following
ratio, level of Tweet engagement, tweet timing, and how two accounts compare.

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past, but have never made a purchase.

By targeting prospects who are interested in your products

What is Social Media Marketing?

Myths about Social Media Marketing:

1. Myth One: Just build it and the money will follow

2. Myth Two: It’s all about the numbers

3. Myth Three: Social media management is a day job

4. Myth Four: You need to be on every social media platform there is

6. Myth Six: When it comes to content, quantity over quality always.

7. Myth Seven: Delete negative feedback as soon as they are posted.

8. Myth Eight: You’ll get instant results with social media.

9. Myth Nine: Social media is for hard promotion.

10. Myth Ten: Social media performance can’t be measured.

Characteristics of a Successful Social Media Marketer:

Social Media Marketing Plan:

Social media strategy:

Social Media Marketing Suggestions:

➢ Tracking Competitors — It’s always important to keep an eye on competitors—they can

Social Media Marketing Plan:

Social Media Goals to Consider in 20th Century:

Step 2: Research Your Social Media Audience

• Facebook’s most popular demographics include:

• Twitter’s most popular demographics include:

Step 3: Establish Your Most Important Metrics

Step 4: Research Your Social Competitive Landscape

Step 5: Build & Curate Engaging Social Media Content

Video Content or Bust

Build Content Themes

Step 6: Engage With Your Audience & Don’t Ignore

Post at the Best Times to Engage

Step 7: Track Your Efforts & Always Improve

Social Media Marketing Tools:

10. Bundle Post

13. Likeable Hub

Setting a Blog using Blogger

➢ Content producers are increasingly turning to podcasting as an inexpensive and user-

100 | P a g e Digital Marketing

Here are the reasons why a webinar is a great marketing tool:

6. The Consumer Reach of Webinars Is Quite Impressive: Having a webinar, especially

Social Media Monitoring:

2. Become More Approachable to Your Customers

3. Never Miss a Brand-Relevant Message

4. Stay Organized With Marketing Campaigns Tags

103 | P a g e Digital Marketing

5. Interact With Your Top Brand Advocates & Key Customers

6. Understand What’s Working (and Not Working) For Competitors

7. Win Back Lost Customers

Social Media: Face book, Twitter:

104 | P a g e Digital Marketing

What is Facebook Marketing?

Grow Your Business with Facebook

Latest Facebook Trends

What are Adverts?

Facebook–Do's and Don'ts

105 | P a g e Digital Marketing

Increase Facebook Likes for a Fan Page :

What are Facebook Apps?

Facebook Apps –Advantages

106 | P a g e Digital Marketing