Digital and Social Media Marketing | KOE-094 | Unit 2

Social Media Marketing

▪ Introduction to Blogging, Create a blog post for your project. Include headline, imagery, links and post,
Content Planning and writing.
▪ Introduction to Face book, Twitter, Google +, LinkedIn, YouTube, Instagram and Pinterest; Their
channel advertising and campaigns.

Course Outcome : Develop engaging blog content and implement social media marketing strategies
across various platforms.

ONLINE ADVERTISING
Definition:
Online advertising refers to paid promotional strategies used to reach specific audiences through digital
platforms. It involves displaying ads across search engines, social media, websites, and mobile apps to drive
awareness, traffic, and conversions.
Key Features:
• Paid Promotion: Advertisers pay for ad placements.
• Targeted Audience: Uses AI and data analytics for precise audience segmentation.
• Measurable Performance: Metrics like impressions, clicks, and conversions provide insights.
• Various Formats: Includes display ads, video ads, search ads, and sponsored content.

ONLINE PR (PUBLIC RELATIONS)

Definition:
Online PR refers to managing a brand’s reputation and public image through digital media. It focuses on
building credibility, improving brand perception, and engaging with online audiences.
Key Features:
• Earned Media: Unlike advertising, online PR relies on organic exposure.
• Relationship-Oriented: Builds trust through media outreach, influencer collaborations, and press
releases.
• Reputation Management: Helps brands respond to crises and public perception shifts.

SOCIAL MEDIA
Refers to online platforms enabling users to create, share, and interact with content and other users, serving as a
major means of communication and social interaction.
Features of social media
▪ Social media consists of interactive, web-based internet applications.
▪ The core of social media is user-generated content, such as text posts, comments, digital photos, or
videos, along with data generated through online interactions.
▪ Users create profiles specific to each service, which are designed and maintained by the social media
organization.
▪ Social media facilitates the creation of online social networks by linking a user’s profile with those of
other individuals or groups.
▪
STRATEGY OF SOCIAL MEDIA
A social media strategy is a structured plan that outlines how a brand or business will use social media
platforms to achieve its goals. A well-crafted strategy involves content planning, audience targeting,
engagement tactics, and performance analysis.

1. Define Goals and Objectives

Key Considerations:
• Establish clear, measurable goals aligned with business objectives.
• Use the SMART framework (Specific, Measurable, Achievable, Relevant, Time-bound).
Common Goals:
✔ Increase brand awareness
✔ Drive website traffic
✔ Boost customer engagement
Er. Neha Singh | Assistant Professor | Department of Civil Engineering | SRMCEM 1
 Digital and Social Media Marketing | KOE-094 | Unit 2

✔ Generate leads and conversions

✔ Improve customer service and retention
Example:
• E-commerce brand: Aim to increase Instagram engagement by 30% in 3 months.
• B2B company: Generate 500 LinkedIn leads per quarter

2. Identify Target Audience

Key Considerations:
• Define demographics (age, gender, location, income, etc.).
• Understand psychographics (interests, behaviors, pain points).
• Use social media analytics tools to refine audience insights.
Example:
• A fitness brand: Targets millennials and Gen Z interested in home workouts.
• A SaaS company: Focuses on decision-makers in IT and finance sectors.

3.Choose the Right Social Media Platforms

Key Considerations:
• Different platforms cater to different audiences and content types.
• Focus on platforms that align with brand goals and target demographics.
Platform Overview:
Platform Best For Key Features
Facebook Community building, ads Wide audience, targeted ads, Groups
Instagram Visual content, shopping Reels, Stories, Shopping feature
Twitter (X) Real-time updates Trends, customer engagement
LinkedIn B2B marketing, networking Professional content, lead generation
TikTok Short-form video marketing Viral content, younger audience
YouTube Long-form video content Tutorials, product reviews
Example:
• Luxury fashion brand: Instagram, TikTok, and YouTube for visual storytelling.
• Tech startup: LinkedIn and Twitter (X) for thought leadership

4. Content Strategy & Planning

Key Considerations:
• Develop a content calendar for consistency.
• Use a mix of content types (videos, infographics, blogs, live streams).
• Implement the 80/20 rule (80% valuable content, 20% promotional content).
• Leverage user-generated content (UGC) and interactive posts.
Content Types & Examples:
Content Type Purpose Example
Educational Inform audience "How-to" guides, tutorials
Entertaining Engage users Memes, challenges, quizzes
Inspirational Build brand loyalty Success stories, motivational posts
Promotional Drive sales Product launches, discount offers
Example:
• A travel agency: Shares customer testimonials and scenic destination videos.
• A fintech startup: Creates LinkedIn posts about industry trends.

5. Engagement & Community Building

Key Considerations:
• Respond promptly to comments, messages, and mentions.
• Encourage discussions through polls, Q&A sessions, and live chats.
• Partner with influencers and brand advocates to expand reach.
• Implement social listening tools (Hootsuite, Sprout Social) to monitor conversations.
Example:
• Starbucks: Engages followers with interactive Instagram Stories polls.
Er. Neha Singh | Assistant Professor | Department of Civil Engineering | SRMCEM 2
 Digital and Social Media Marketing | KOE-094 | Unit 2

• Nike: Uses Twitter (X) for customer support and trend-based interactions.

6. Influencer and Paid Marketing Strategy

Key Considerations:
• Identify micro-influencers (10K-100K followers) for targeted engagement.
• Use macro-influencers (100K+ followers) for brand awareness campaigns.
• Run social media ads using audience targeting tools.
• A/B test ad creatives for performance optimization.
Example:
• Beauty brand: Partners with TikTok influencers for product reviews.
• Tech company: Uses LinkedIn Ads for lead generation.

7. Performance Analysis & Optimization

Key Considerations:
• Track key metrics (engagement rate, reach, conversion rate).
• Use analytics tools (Google Analytics, Meta Business Suite, Twitter Analytics).
• Adjust content strategy based on real-time insights and trends.
Key Social Media Metrics:
Metric Purpose
Engagement Rate Measures likes, comments, shares
Reach & Impressions Shows how many people saw the content
Click-Through Rate (CTR) Indicates effectiveness of CTA
Conversion Rate Measures how many users completed a desired action
Customer Sentiment Analyzes brand perception
Example:
• E-commerce brand: A/B tests Instagram ad creatives to improve CTR.
• Media company: Uses Twitter sentiment analysis to gauge audience reactions.

DIFFRENCE BETWEEN TRADITIONAL MEDIA AND SOCIAL WEB

Aspect Traditional Media Social Media
Communication One-way, from sender to receiver Two-way, interactive communication
Interaction Limited engagement or feedback High engagement (likes, comments, shares)
Reach Wide, to a mass audience Targeted, with precise audience segmentation
Schedule Fixed publication or broadcasting Continuously accessible, anytime interaction
schedules
Costs Higher due to production and distribution Lower production costs, minimal resources
expenses needed
Lead Times Longer lead times for content creation Shorter lead times for content creation and
and distribution distribution
Targeting Limited targeting options for audience Advanced targeting with data-driven
segments segmentation
Feedback Delayed or indirect audience feedback Real-time feedback and audience insights

KEY THEORIES OF SOCIAL MEDIA CLASSIFICATION

1. Media Richness Theory (MRT)
Definition:
Media Richness Theory (Daft & Lengel, 1986) posits that different communication channels vary in their ability
to convey rich information based on four key criteria:
• Multiplicity of cues: The ability to transmit multiple forms of information (e.g., text, audio, video).
• Immediacy of feedback: The speed and interactivity of responses.
• Language variety: The extent to which a medium supports nuanced and natural language.
• Personalization: The degree to which a medium allows for tailored messaging.
Application in Social Media:
Social media platforms exhibit varying levels of media richness:

Er. Neha Singh | Assistant Professor | Department of Civil Engineering | SRMCEM 3

 Digital and Social Media Marketing | KOE-094 | Unit 2

• High richness: Platforms like YouTube, TikTok, and Instagram Reels support video and audio,
enabling enhanced message comprehension through tone, facial expressions, and motion.
• Moderate richness: Facebook and LinkedIn allow a mix of text, images, and video, balancing
information density and interactivity.
• Low richness: Twitter (X) and Reddit primarily rely on text-based communication, providing
minimal cues beyond written language.
Example:
A business promoting a new product may use Instagram Stories (high richness) to showcase product
demonstrations with visuals and sound, whereas it might use Twitter (low richness) for concise textual updates
and links.

2. Uses and Gratifications Theory (UGT)

Definition:
Uses and Gratifications Theory (Blumler & Katz, 1974) suggests that media consumers actively select
communication channels that satisfy specific psychological and social needs. These needs typically fall into
categories such as:

• Entertainment: Seeking amusement and escapism.

• Information Seeking: Consuming news and updates.
• Social Interaction: Engaging in conversations and community-building.
• Self-Expression: Sharing personal opinions, achievements, and creativity.

Application in Social Media:

Different platforms cater to different user gratifications:

• Entertainment: TikTok, YouTube (Short-form and long-form videos).

• Information Seeking: Twitter (X), LinkedIn, Google News (News, industry trends).
• Social Interaction: Facebook, Instagram, Discord (Networking, discussions, relationships).
• Self-Expression: Instagram, Pinterest, Reddit (Personal branding, creativity, discussions).

Example:
A user might turn to Twitter for real-time news, TikTok for entertainment, and LinkedIn for professional
networking, demonstrating platform-specific gratifications.

3. Social Presence Theory (SPT)

Definition:
Social Presence Theory (Short, Williams, & Christie, 1976) examines the degree to which a communication
medium enables users to perceive the presence of others and establish interpersonal relationships. Social
presence depends on:

• Nonverbal communication: Emoticons, GIFs, voice, video.

• Synchronicity: Real-time interactions.
• Personalization: Direct messaging and engagement levels.

Application in Social Media:

Platforms with high social presence foster a sense of real-time interaction and connection:

• High social presence: Zoom, FaceTime, Instagram Live, Facebook Messenger Video (Real-time
video communication).
• Moderate social presence: WhatsApp, Facebook, Twitter (X) (Text and voice-based
communication).
• Low social presence: Reddit, Quora, Blogs (Asynchronous and primarily text-based).

Er. Neha Singh | Assistant Professor | Department of Civil Engineering | SRMCEM 4

 Digital and Social Media Marketing | KOE-094 | Unit 2

Example:
A remote work team may use Zoom (high social presence) for video meetings, while a fan community
discussing a TV show may use Reddit (low social presence) through asynchronous forum posts.

4. Social Identity Theory (SIT)

Definition:
Social Identity Theory (Tajfel & Turner, 1979) explains how individuals define themselves based on group
membership. Social media facilitates identity formation through:

• Self-presentation: Curating an online persona through profile customization, status updates, and
content sharing.
• Group affiliation: Joining communities, following influencers, and engaging in like-minded
discussions.
• Social comparison: Evaluating oneself against peers through likes, comments, and follower counts.

Application in social media:

Platforms vary in their ability to reinforce social identity:
• Strong social identity reinforcement: Facebook Groups, Reddit Communities, LinkedIn Networks
(Highly segmented groups based on interests, careers, and ideologies).
• Moderate social identity reinforcement: Instagram, Twitter (X) (Personal branding, influencer
culture, niche communities).
• Weak social identity reinforcement: YouTube, Pinterest (Less focus on group membership, more on
content consumption).
Example:
A user passionate about environmental activism might join Reddit’s r/environment or participate in Facebook
sustainability groups to strengthen their social identity within that community.

SOCIAL MEDIA MARKETING

Is using social platforms to promote products or brands. It involves creating content, engaging with audiences,
and driving business goals through social channels.

BENEFITS OF SMM SOCIAL MEDIA MARKETING

1. Brand Awareness: Reach a wide audience and increase visibility.
2. Customer Engagement: Interact in real-time, build relationships.
3.Targeted Advertising: Precise audience targeting options.
4.Cost-Effectiveness: Low investment with high returns.
5.Website Traffic: Drive traffic and boost conversions.
6.Lead Generation: Capture leads and grow customer base.
7. Brand Loyalty: Foster loyalty and advocacy among customers.
8. Market Insights: Gain valuable customer feedback and insights.
9. Competitive Advantage: Stay ahead of trends and outperform competitors.
10. Measurable Results: Track performance and optimize campaigns for better outcomes.

6 KEY COMPONENTS OF SOCIAL MEDIA CLASSIFICATION

1. Collaborative Projects
Definition:
Collaborative projects are platforms where users work collectively to create, edit, and manage content. These
platforms promote knowledge sharing and crowd-sourced contributions.
Key Features:
• Open editing and contribution by multiple users.
• Community-driven content moderation.
• Focus on accuracy and continuous updates.
Example:
• Wikipedia – A free online encyclopedia where users contribute and edit articles collaboratively.
Use Case:
Er. Neha Singh | Assistant Professor | Department of Civil Engineering | SRMCEM 5
 Digital and Social Media Marketing | KOE-094 | Unit 2

• Academic researchers use Wikipedia as a starting point for gathering information, while businesses
contribute knowledge about industry trends.
2. Blogs
Definition:
Blogs are online platforms that allow individuals or organizations to share articles, opinions, and updates in a
structured format. They often feature long-form content presented in reverse chronological order.
Key Features:
• Personal or professional content sharing.
• Audience engagement through comments.
• SEO-optimized for search engines.
Example:
• WordPress – A widely used blogging platform for individuals and businesses.
• Medium – A platform that enables writers to publish thought-leadership articles and essays.
Use Case:
• A technology expert may use Medium to publish insights on AI developments, while a company might
use WordPress for product announcements.
3. Content Communities
Definition:
Content communities are platforms where users share, discover, and engage with different types of media, such
as videos, images, and presentations.
Key Features:
• User-generated content in various formats (video, images, documents).
• Community-driven interactions (likes, shares, comments).
• Platform algorithms suggest content based on user preferences.
Example:
• YouTube – A video-sharing platform where users upload and consume video content.
• Flickr – A platform for sharing high-quality images.
• Slideshare – A site for sharing professional presentations.
Use Case:
• A filmmaker uses YouTube to showcase trailers, while a corporate trainer uploads industry-related
presentations to Slideshare.
4. Social Networking Sites
Definition:
Social networking sites facilitate the creation of online communities where users connect with others, share
updates, and engage in discussions.
Key Features:
• Profile creation and user interaction through posts and messages.
• Networking capabilities with individuals and organizations.
• Targeted content and advertising options.
Example:
• Facebook – Connects users through posts, groups, and messaging.
• LinkedIn – A professional networking site focused on career growth and industry discussions.
Use Case:
• A startup founder uses LinkedIn to network with investors, while an individual uses Facebook to stay in
touch with friends and family.
5. Virtual Game Worlds
Definition:
Virtual game worlds are interactive environments where players assume characters and engage in gaming
experiences with others in real time.
Key Features:
• Massively multiplayer online role-playing games (MMORPGs).
• Real-time interaction and communication.
• Competitive and cooperative gameplay.
Example:

Er. Neha Singh | Assistant Professor | Department of Civil Engineering | SRMCEM 6

 Digital and Social Media Marketing | KOE-094 | Unit 2

• World of Warcraft – A popular MMORPG where players explore a fantasy universe and complete
quests.
• Fortnite – A battle royale game with in-game communication and collaboration.
Use Case:
• A group of gamers forms a guild in World of Warcraft to complete high-level quests together.
6. Virtual Social Worlds
Definition:
Virtual social worlds are online spaces where users create avatars and interact in digital environments for
socialization and community participation.
Key Features:
• Open-ended user experiences without predefined game objectives.
• Extensive customization of avatars and virtual properties.
• Virtual commerce and social interactions.
Example:
• Second Life – A platform where users create digital personas, interact socially, and engage in various
activities.
• VRChat – A virtual reality-based social platform for immersive communication.
Use Case:
• A university conducts virtual lectures on Second Life, allowing students to interact in a simulated
classroom setting.

ADVANAGES AND DISADVANTAGES OF SOCIAL MEDIA MARKETING

1. Increased Brand Awareness
• Social media helps businesses reach a global audience and increase brand visibility.
• Example: A startup using Instagram and TikTok to showcase its products can attract millions of
potential customers.
2. Cost-Effective Marketing
• Compared to traditional advertising, social media marketing is more affordable and accessible for
businesses of all sizes.
• Example: A small business can run a $10/day Facebook ad campaign to reach thousands of targeted
users.
3. Direct Customer Engagement
• Two-way communication fosters stronger relationships with customers.
• Brands can engage through comments, messages, polls, and live sessions.
• Example: A beauty brand running Instagram Q&A sessions to answer customer questions.
4. Targeted Advertising
• Social media platforms offer precise audience segmentation based on demographics, interests, and
behavior.
• Example: A fitness brand can target ads to users who follow health and wellness pages.
5. Boosts Website Traffic & Lead Generation
• Social media drives traffic to websites, leading to higher conversions and sales.
• Example: A SaaS company using LinkedIn ads to generate leads for its software.
6. Real-Time Performance Tracking & Analytics
• Platforms provide insights on engagement, conversions, and audience behavior.
• Marketers can optimize campaigns instantly based on data.
• Example: A company using Meta Business Suite to analyze Facebook ad performance.
7. Helps Build Brand Loyalty & Trust
• Engaging content, personalized interactions, and community-building improve brand trust.
• Example: A clothing brand resharing user-generated content (UGC) to showcase real customers
wearing its products.
8. Competitive Advantage
• Businesses that actively engage on social media stay ahead of competitors and increase brand
differentiation.
• Example: A tech brand creating viral content on Twitter (X) to dominate industry discussions.

Er. Neha Singh | Assistant Professor | Department of Civil Engineering | SRMCEM 7

 Digital and Social Media Marketing | KOE-094 | Unit 2

Disadvantages of Social Media Marketing

1. Time-Consuming
• Managing multiple platforms, creating content, and engaging with audiences requires consistent effort
and resources.
• Solution: Use social media management tools like Hootsuite or Buffer for scheduling.
2. Negative Publicity & Brand Reputation Risks
• Social media exposes businesses to negative reviews, complaints, and brand-damaging viral trends.
• Example: A brand facing backlash on Twitter (X) due to a controversial ad campaign.
• Solution: Have a crisis management plan and respond to criticism professionally.
3. Algorithm Changes Can Reduce Organic Reach
• Social media platforms frequently update algorithms, making it harder for brands to maintain
organic visibility.
• Example: Facebook reducing organic post reach for business pages.
• Solution: Invest in paid promotions and diversify across multiple platforms.
4. High Competition
• Every industry has brands fighting for user attention, making it challenging to stand out.
• Solution: Focus on unique storytelling, high-quality content, and influencer partnerships.
5. Privacy & Security Concerns
• Social media platforms collect user data, raising concerns about data privacy and security.
• Example: Brands affected by data leaks or hacked accounts.
• Solution: Ensure secure account management and follow data protection policies.

SOCIAL MEDIA MARKETING FRAMEWORK STAGE

A structured Social Media Marketing (SMM) framework ensures businesses effectively plan, execute, and
optimize their marketing efforts. This framework consists of six key stages: Scan, Objective, Campaign,
Implement, Analyze, and Leverage.
1. Scan (Market & Competitive Analysis)
Purpose: Understand the market landscape, audience behavior, and competitor strategies.
Key Actions:
• Conduct SWOT analysis (Strengths, Weaknesses, Opportunities, Threats).
• Identify trends, audience preferences, and emerging platforms.
• Perform competitor analysis (e.g., their content strategy, engagement tactics).
• Utilize social listening tools (Hootsuite, Brandwatch, Sprout Social).
Example:
• A fashion brand scans Instagram trends and finds that sustainable fashion content is gaining traction.

2. Objective (Define Goals & KPIs)

Purpose: Set clear, measurable goals aligned with business objectives.
Key Actions:
• Use the SMART framework (Specific, Measurable, Achievable, Relevant, Time-bound).
• Define Key Performance Indicators (KPIs) to measure success.
✅ Common Goals & Metrics:
Objective KPIs
Increase brand awareness Reach, impressions, followers growth
Boost engagement Likes, comments, shares, DMs
Generate leads Click-through rate (CTR), form submissions
Drive website traffic Website visits, bounce rate
Improve sales conversions Conversion rate, ROI
Example:
• A SaaS company sets a goal to increase LinkedIn leads by 30% in 6 months through content
marketing.

3. Campaign (Content Strategy & Planning)

Purpose: Develop campaign themes, content formats, and posting schedules.
Er. Neha Singh | Assistant Professor | Department of Civil Engineering | SRMCEM 8
 Digital and Social Media Marketing | KOE-094 | Unit 2

Key Actions:
• Create a content calendar for consistent posting.
• Develop a content mix (educational, promotional, entertaining, UGC).
• Align content with the buyer’s journey (awareness, consideration, decision).
• Choose the right social media platforms for maximum impact.
✅ Example of a Content Mix:
Content Type Purpose Example
Educational Inform & add value Blog posts, infographics, how-to guides
Promotional Drive conversions Product launches, discount offers
Engagement Build relationships Polls, Q&A sessions, contests
User-Generated Content (UGC) Boost credibility Customer testimonials, reviews
Example:
• A fitness brand plans an Instagram Reels campaign with workout tips, influencer collaborations, and
customer transformation stories.

4. Implement (Execution & Posting Strategy)

Purpose: Launch the campaign and ensure smooth content distribution.
Key Actions:
• Use automation tools (Hootsuite, Buffer, Later) to schedule posts.
• Engage with users by replying to comments, messages, and mentions.
• Execute paid promotions (Facebook Ads, LinkedIn Ads, TikTok promotions).
• Test different formats (videos, stories, carousels, live streams).
Example:
• A tech startup schedules weekly LinkedIn posts with thought leadership articles and live webinars.

5. Analyze (Performance Tracking & Optimization)

Purpose: Measure success, gather insights, and refine strategies.
Key Actions:
• Track performance using social media analytics tools (Google Analytics, Meta Business Suite, Twitter
Analytics).
• Compare organic vs. paid performance to optimize budget allocation.
• Conduct A/B testing for headlines, visuals, and call-to-actions (CTAs).
• Adjust strategies based on engagement trends, best-performing content, and audience behavior.
✅ Key Metrics to Track:
Metric Purpose
Engagement Rate Measures audience interaction
Click-Through Rate (CTR) Indicates how many users take action
Conversion Rate Tracks how many users complete a desired action
ROI (Return on Investment) Determines marketing effectiveness
Example:
• A travel agency finds that TikTok videos get higher engagement than Facebook posts, so they shift
focus to short-form video content.

6. Leverage (Scale & Expand Success)

Purpose: Amplify successful strategies, repurpose content, and explore new opportunities.
Key Actions:
• Repurpose high-performing content into new formats (e.g., turning blog posts into Instagram
carousels).
• Expand into new platforms if engagement grows (e.g., adding TikTok or Pinterest).
• Collaborate with influencers or brand ambassadors to increase reach.
• Implement retargeting campaigns to re-engage potential leads.
Example:

Er. Neha Singh | Assistant Professor | Department of Civil Engineering | SRMCEM 9

 Digital and Social Media Marketing | KOE-094 | Unit 2

• A skincare brand repurposes top-performing Instagram Stories into a YouTube Shorts series,
reaching a new audience.

IMPACT OF TECHNOLOGY ON SOCIAL MEDIA MARKETING

1. Accessibility and Connectivity
Impact:
• The proliferation of smartphones, tablets, and high-speed internet has made social media accessible to
billions worldwide.
• 5G technology has enhanced mobile connectivity, reducing latency and improving streaming quality.
• Social media applications are now optimized for various operating systems and devices, ensuring
seamless access.
Example:
• Platforms like WhatsApp and Facebook allow users to stay connected across different devices, from
desktops to mobile phones.

2. Platform Expansion
Impact:
• Technological advancements have enabled the launch of new platforms and features such as Reels,
Stories, and AI-generated content.
• Emerging technologies like Augmented Reality (AR) and Virtual Reality (VR) have introduced
immersive social media experiences.
• Integration of different platforms (e.g., Facebook and Instagram cross-posting) allows users to share
content across multiple networks.
Example:
• TikTok’s short-form video format revolutionized content consumption, prompting platforms like
Instagram to introduce Reels as a competing feature.

3. Enhanced User Experience

Impact:
• AI-driven interfaces improve navigation, search functions, and user recommendations.
• Faster content loading speeds and smoother UI designs enhance engagement.
• Chatbots and automated customer support improve interactions with brands on social platforms.
Example:
• Instagram’s Explore Page uses machine learning to suggest content tailored to user interests.

4. Personalization and Targeting

Impact:
• Advanced algorithms analyze user behavior, delivering personalized feeds, targeted ads, and
recommended connections.
• Businesses leverage big data analytics to optimize ad campaigns and content strategies.
• AI enhances predictive analytics, allowing brands to anticipate user preferences.
Example:
• YouTube’s recommendation engine suggests videos based on watch history and engagement patterns.

5. Real-Time Communication
Impact:
• Instant messaging apps enable real-time conversations and multimedia sharing.
• Live-streaming features allow for instant content broadcasting, increasing audience engagement.
• Push notifications keep users updated on messages, trends, and interactions.
Example:
• Twitter (X) is used for real-time updates, making it a primary platform for breaking news and live
event coverage.

6. Content Creation

Er. Neha Singh | Assistant Professor | Department of Civil Engineering | SRMCEM 10

 Digital and Social Media Marketing | KOE-094 | Unit 2

Impact:
• High-quality smartphone cameras and editing apps enable professional-grade content creation.
• AR filters, 3D effects, and AI-generated media expand creative possibilities.
• Cloud-based collaboration tools allow influencers and brands to produce and distribute content
efficiently.
Example:
• Snapchat and Instagram filters use AR to enhance photos and videos, making them more interactive.

7. Global Influence
Impact:
• Social media platforms provide an instant global reach, allowing trends, ideas, and movements to
spread rapidly.
• Influencers and content creators gain worldwide audiences, shaping cultural narratives.
• Multilingual support and AI translation tools break down language barriers.
Example:
• Viral challenges on TikTok can gain international popularity within days, influencing trends across
different cultures.

8. Privacy and Security

Impact:
• Growing concerns over data breaches, misinformation, and online surveillance have led to stricter
regulations.
• Platforms have implemented end-to-end encryption, two-factor authentication, and privacy
controls.
• Governments and organizations impose GDPR (General Data Protection Regulation) and CCPA
(California Consumer Privacy Act) to protect user data.
Example:
• WhatsApp’s end-to-end encryption ensures private conversations remain secure

POTENTIAL OF SOCIAL MEDIA ON SOCIAL MEDIA MARKETING

1. Audience Reach
Impact:
• Social media platforms provide access to billions of active users across demographics, interests, and
locations.
• Brands can expand their global presence without geographical limitations.
• Social media allows businesses to connect with niche and mainstream audiences alike.
Example:
• Facebook and Instagram Ads enable businesses to target diverse user groups based on location,
interests, and behaviors.

2. Targeted Advertising
Impact:
• Advanced algorithms and AI-driven ad targeting allow marketers to segment audiences by age,
interests, online behavior, and purchase intent.
• Businesses can optimize ad spending and achieve higher ROI by reaching relevant users.
• Retargeting strategies help re-engage potential customers who previously interacted with the brand.
Example:
• Google and Meta Ads use behavioral tracking to deliver ads tailored to user preferences.

3. Brand Awareness
Impact:
• Consistent social media presence enhances brand visibility and recognition.
• Engaging content fosters community-building and brand advocacy.
• Viral campaigns and trending hashtags amplify brand reach organically.
Example:

Er. Neha Singh | Assistant Professor | Department of Civil Engineering | SRMCEM 11

 Digital and Social Media Marketing | KOE-094 | Unit 2

• Nike’s “Just Do It” campaigns leverage social media to reinforce brand identity.

4. Customer Engagement
Impact:
• Social media facilitates real-time interaction between brands and customers.
• Businesses can use comments, direct messages, and live chats to address customer queries.
• Interactive content such as polls, Q&A sessions, and contests enhance engagement.
Example:
• Wendy’s Twitter (X) strategy involves witty responses, increasing engagement and brand personality.

5. Content Distribution
Impact:
• Brands can share various content formats (videos, infographics, blogs, reels) across multiple
platforms.
• Engaging content increases audience interaction and shares, leading to organic reach.
• Multi-channel distribution enhances content accessibility.
Example:
• YouTube tutorials and Instagram Reels help brands educate and entertain audiences simultaneously.

6. Lead Generation
Impact:
• Social media platforms offer lead capture tools like sign-up forms, landing pages, and gated content.
• Businesses can generate leads through contests, freebies, and exclusive offers.
• Chatbots and automated responses can assist in lead qualification.
Example:
• LinkedIn’s lead generation forms streamline B2B marketing by collecting user information directly
from ads.

7. Customer Insights
Impact:
• Analytics tools provide data on audience behavior, engagement rates, and campaign performance.
• Brands can refine marketing strategies based on real-time data.
• Sentiment analysis helps monitor public perception and improve brand reputation.
Example:
• Facebook Insights and Google Analytics track customer interactions and conversion metrics.

8. Influencer Marketing
Impact:
• Partnering with influencers enhances credibility and audience reach.
• Influencers help brands connect with highly engaged communities.
• Micro-influencers offer authentic engagement and higher conversion rates than traditional
advertising.
Example:
• Fashion brands like Revolve collaborate with Instagram influencers to showcase new collections.

9. Drive Traffic and Conversions

Impact:
• Social media acts as a traffic driver to websites, e-commerce stores, and landing pages.
• Shoppable posts, affiliate links, and CTA buttons encourage direct purchases.
• A/B testing on social media ads helps optimize conversion rates.
Example:
• Instagram’s Shopping Feature allows users to purchase products directly from posts.

Er. Neha Singh | Assistant Professor | Department of Civil Engineering | SRMCEM 12

 Digital and Social Media Marketing | KOE-094 | Unit 2

BLOG, BLOGGING, BLOGGERS

A blog is an online platform or website where individuals or organizations publish written content, typically in
a chronological format (newest posts appear first). Blogs cover various topics, including personal experiences,
business insights, technology, fashion, health, and more.
Key Features of a Blog:
• Regularly updated with new content.
• Allows for engagement through comments and shares.
• Can be informational, educational, promotional, or personal.
• Often includes images, videos, and interactive elements.
Examples of Popular Blogs:
• TechCrunch (Technology & Startups)
• Moz Blog (SEO & Digital Marketing)
• The Huffington Post (News & Lifestyle)
• Nomadic Matt (Travel)
Blogging refers to the act of writing, publishing, and managing content on a blog. It involves content
creation, SEO optimization, promotion, and audience engagement.
Key Aspects of Blogging:
• Content Writing: Creating well-researched, engaging, and valuable articles.
• SEO Optimization: Using keywords, backlinks, and metadata to improve search rankings.
• Promotion & Marketing: Sharing blog posts on social media, email newsletters, and digital ads.
• Monetization: Earning revenue through ads, sponsored content, affiliate marketing, or selling
products/services.
A blogger is an individual who creates, writes, and manages a blog. Bloggers can be hobbyists, professionals,
entrepreneurs, or influencers who share content to inform, educate, or entertain their audience.
Roles & Responsibilities of a Blogger:
• Researching and writing high-quality blog posts.
• Engaging with readers through comments and social media.
• Optimizing content for search engines (SEO).
• Monetizing their blog through ads, affiliate marketing, and sponsorships.
• Staying updated with industry trends and digital marketing strategies.
Famous Bloggers:
• Neil Patel (Digital Marketing)
• Seth Godin (Business & Entrepreneurship)
• Arianna Huffington (News & Lifestyle – Founder of HuffPost)
• Tim Ferriss (Productivity & Self-Improvement)

TYPES OF BLOG
1. Personal Blogging
Purpose: Self-expression and storytelling.
Characteristics:
• Covers diverse topics such as travel, food, hobbies, and lifestyle.
• Provides personal insights and opinions.
• Often informal and non-commercial.
Example: A traveler sharing personal experiences from different countries, like "My Backpacking
Adventures in Europe".

2. Professional Blogging
Purpose: Establishing expertise and generating income.
Characteristics:
• Focuses on a specific niche such as finance, health, or technology.
• Provides valuable insights, tutorials, and advice.
• Often monetized through ads, sponsored posts, online courses, or consulting services.
Example: A financial expert writing about "Investment Strategies for Beginners" and offering online
workshops.

Er. Neha Singh | Assistant Professor | Department of Civil Engineering | SRMCEM 13

 Digital and Social Media Marketing | KOE-094 | Unit 2

3. Corporate Blogging
Purpose: Enhancing brand image and customer engagement.
Characteristics:
• Managed by businesses or organizations.
• Shares industry news, product updates, and customer success stories.
• Boosts brand authority, SEO, and lead generation.
Example: A software company blogging about "How AI is Transforming Customer Service" to educate
potential clients.

4. Niche Blogging
Purpose: Targeting a specific audience with specialized content.
Characteristics:
• Focuses on one dedicated topic such as vegan food, gaming, or personal finance.
• Builds a loyal and engaged audience.
• Can be highly profitable due to focused advertising, affiliate marketing, and sponsorships.
Example: A pet care blog offering expert tips on dog training, nutrition, and health care.

5. Guest Blogging
Purpose: Expanding reach and credibility through collaborations.
Characteristics:
• Bloggers write for other websites as guest authors.
• Helps in networking, SEO (backlinks), and brand exposure.
• Used for thought leadership and content marketing.
Example: A marketing expert writing a guest post on HubSpot about social media trends.

6. Affiliate Blogging
Purpose: Earning commissions through product promotions.
Characteristics:
• Promotes products or services with unique tracking links.
• Earns a commission per sale or referral.
• Content includes product comparisons, "best of" lists, and how-to guides.
Example: A tech blogger reviewing laptops and linking to Amazon affiliate products.

7. Review Blogging
Purpose: Helping consumers make informed decisions.
Characteristics:
• Provides detailed reviews of products, services, books, movies, gadgets, and restaurants.
• Often includes ratings, pros & cons, and comparison tables.
• Can be monetized through sponsored reviews and affiliate marketing.
Example: A beauty blogger reviewing "Top 5 Skincare Products for Acne-Prone Skin".

8. Media Blogging
Purpose: Engaging audiences with multimedia content.
Characteristics:
• Includes videos, podcasts, infographics, and interactive media.
• Often hosted on platforms like YouTube, Spotify, or Instagram.
• Appeals to audiences who prefer visual and audio content.
Example: A podcast blog featuring weekly interviews with industry experts.

DIFFERENTS PLATFORMS OF BLOG

Blogging platforms serve as the foundation for creating, managing, and publishing blog content. These
platforms vary based on features, customization options, audience reach, and monetization opportunities.

Er. Neha Singh | Assistant Professor | Department of Civil Engineering | SRMCEM 14

 Digital and Social Media Marketing | KOE-094 | Unit 2

Platform Best For Customization Monetization Hosting Ease of Notable

Use Features
WordPress.org Professional High (Themes, Ads, Affiliate Self-hosted Moderate Full control,
bloggers, Plugins, Code) Marketing, E- (Requires scalable,
businesses commerce Setup) SEO-
friendly
WordPress.com Beginners, Low to Limited ads, Hosted by Easy No hosting
hobby bloggers Medium premium WordPress required,
(Limited plans allow but less
themes, more control
plugins on free
plan)
Blogger Casual Low (Basic AdSense Hosted by Very easy Free,
bloggers, themes, limited integration Google reliable, but
beginners customization) outdated
interface
Medium Writers, None (No Partner Hosted by Very easy Built-in
journalists, themes or Program Medium audience,
storytellers design (earn based writing-
changes) on reader focused
engagement)
Wix Small Medium Ads, E- Hosted by Very easy All-in-one
businesses, (Drag-and- commerce Wix website
beginners drop editor) builder with
blogging
features
Squarespace Creatives, Medium E-commerce, Hosted by Easy Visually
designers, small (Limited Memberships, Squarespace stunning
businesses customization Ads templates,
but great all-in-one
design) solution
Ghost Writers, Medium Subscription- Self-hosted Moderate Fast,
independent (Minimalist based, or Ghost Pro lightweight,
publishers but Memberships hosting SEO-
expandable) optimized
Tumblr Microblogging, Low (Simple Ads, Hosted by Very easy Social
social blogging themes, limited Sponsorships Tumblr media-like
changes) engagement
(likes,
reblogs)
Substack Newsletter None Subscription- Hosted by Very easy Built-in
writers, (Predefined based, Paid Substack email
independent layout) newsletters subscription
journalists model for
paid content

STEPS TO CREATE A BLOG POST

STEPS EXAMPLE: 5 PRODUCTIVITY HACKS FOR
REMOTE WORKERS
Plan the Content – Choose a relevant topic, conduct Plan – Research common work-from-home challenges
thorough research, create an outline, and verify facts to and proven productivity techniques.
ensure accuracy.
Craft an Engaging Headline – Make it clear, Headline – “5 Productivity Hacks Every Remote
compelling, and informative to grab attention and Worker Needs to Try Today.”
encourage clicks.
Er. Neha Singh | Assistant Professor | Department of Civil Engineering | SRMCEM 15
 Digital and Social Media Marketing | KOE-094 | Unit 2

Write the Blog Post – Start with a strong Write – Introduction about remote work struggles,
introduction, structure content into well-organized followed by five structured tips like setting a schedule
sections, and keep sentences concise and engaging. and minimizing distractions.
Enhance with Visuals – Add images, infographics, or Visuals – Insert an infographic showing a sample daily
videos to improve readability and make complex ideas routine for remote workers.
easier to understand.
Edit & Refine – Check for grammatical errors, Edit – Proofread for errors, simplify language, and
improve flow, remove redundant content, and ensure ensure a smooth flow before publishing.
readability before publishing.

BLOG: EFFECTIVE DIGITAL MARKETING TOOL?

In the fast-evolving world of digital marketing, businesses need cost-effective and impactful strategies to
connect with their audience. Blogging remains one of the most powerful tools for building brand authority,
driving traffic, and engaging potential customers.

Blogging is a Key Digital Marketing Tool

1. Enhances Brand Authority & Trust
A well-maintained blog allows businesses to showcase expertise in their industry. By providing valuable
insights, tips, and case studies, companies position themselves as thought leaders, gaining customer trust.

2. Boosts Search Engine Optimization (SEO)

Search engines prioritize fresh, high-quality content. Regular blog updates:

• Improve website ranking on Google and other search engines.

• Allow the use of targeted keywords for organic traffic.
• Generate backlinks from reputable sources, increasing domain authority.

3. Drives Website Traffic & Lead Generation

Each blog post serves as a new entry point to a business’s website. Well-crafted content with call-to-action
(CTA) elements (like newsletter sign-ups, product links, or lead magnets) encourages conversions.

4. Supports Social Media & Content Marketing

Blogging provides valuable content for social media posts, email newsletters, and content marketing
campaigns. Businesses can repurpose blog articles into engaging social media snippets, infographics, or videos.

5. Cost-Effective & Long-Term Impact

Unlike paid ads that stop delivering results once the budget runs out, blogs continue generating traffic and
leads over time. A single evergreen blog post can provide value months or even years after publishing.

HEADLINES, IMAGES, LINKS AND POST, CONTENT PLANNING AND WRITING: INCLUSION
IN BLOG
A successful blog post involves more than just writing—it requires strategic planning, engaging content,
visuals, and SEO optimization to maximize reach and impact.
1. Headlines: Capturing Attention
A compelling headline determines whether readers will click and engage with your content.
• Characteristics of a Strong Headline:
o Clear and informative (tells readers what to expect).
o Uses power words to evoke curiosity or urgency.
o SEO-friendly, incorporating relevant keywords.
• Example: Instead of "How to Be More Productive," try "7 Proven Productivity Hacks to Get More
Done in Less Time."

2. Images: Enhancing Visual Appeal

Images improve readability and engagement while supporting the blog’s message.
• Types of Visuals to Use:
Er. Neha Singh | Assistant Professor | Department of Civil Engineering | SRMCEM 16
 Digital and Social Media Marketing | KOE-094 | Unit 2

o Feature Image: A high-quality cover image representing the topic.

o Infographics: Summarize complex information for easy understanding.
o Screenshots & Examples: Provide clarity on tutorials or step-by-step guides.
o GIFs & Memes: Add humor (if appropriate for the audience).
• Best Practices:
o Use optimized images for faster page loading.
o Add alt text for SEO and accessibility.

3. Links: Strengthening SEO & Credibility

Links provide additional value by directing readers to related content.
• Types of Links:
o Internal Links: Link to other relevant blog posts or website pages to keep visitors engaged.
o External Links: Reference credible sources to back up facts and build trust.
• Example: If writing about SEO strategies, link to a related article like "How to Perform Keyword
Research for Better Rankings."

4. Content Planning: Structuring for Impact

Effective content planning ensures blogs are well-organized, engaging, and aligned with marketing goals.
• Steps in Content Planning:
o Define the goal – Educate, inform, entertain, or convert?
o Identify the target audience – What are their interests and pain points?
o Research & outline – Gather data, create subheadings, and structure content logically.
o Choose a tone & style – Formal, conversational, or persuasive, depending on the audience.

5. Writing: Creating Valuable & Engaging Content

• Introduction: Hook readers with a strong opening that explains why the topic matters.
• Body: Break content into sections with clear subheadings for easy readability.
• Conclusion: Summarize key takeaways and include a call to action (CTA), such as subscribing or
sharing.
Example:
If writing a travel blog, structure it like this:
1. Introduction – Why the destination is worth visiting.
2. Best Attractions – Highlight key places with images and details.
3. Travel Tips – Budget advice, best times to visit, etc.
4. Conclusion & CTA – Encourage readers to comment or check out related travel guides.

CONTENT PLANNING AND WRITING

Content planning specifically focuses on strategizing and organizing the creation, scheduling, and distribution of
content across social media platforms. It involves researching audience preferences, identifying relevant topics,
setting content goals, creating a content calendar, and selecting appropriate formats (such as posts, videos, or
images). Content planning in social media marketing ensures that content is engaging, relevant, and tailored to
the preferences of the target audience. It helps maintain a consistent brand presence, fosters audience
engagement, and drives desired outcomes such as increased brand awareness, website traffic, or conversions.
Content writing is the process of crafting written material for various purposes, such as websites, blogs, social
media, emails, advertisements, and more. Content writers create engaging, informative, and persuasive content
that captures the attention of the target audience and delivers a specific message or communicates valuable
information.

TOP SOCIAL MEDIA MARKETING PLATFORMS

1. Facebook
Key Functionalities:
• Business Pages: Create a brand presence and interact with audiences.
• Facebook Ads: Advanced targeting based on demographics, behaviors, and interests.

Er. Neha Singh | Assistant Professor | Department of Civil Engineering | SRMCEM 17

 Digital and Social Media Marketing | KOE-094 | Unit 2

• Groups: Build communities around shared interests.

• Marketplace: Enable peer-to-peer sales.
• Facebook Live: Stream content in real-time for engagement.
Stages of Marketing on Facebook:
1. Profile Setup & Optimization – Complete business page details.
2. Audience Building – Grow followers through organic reach and ads.
3. Content Strategy – Post multimedia content consistently.
4. Paid Advertising – Boost posts and run targeted campaigns.
5. Analysis & Optimization – Monitor insights and refine strategy.
Advertising Methodology:
• Boosted Posts: Increase visibility of organic content.
• Facebook Ads Manager: Run targeted campaigns using images, videos, carousels, etc.
• Retargeting Ads: Re-engage users who have interacted with previous content.
Demerits:
• Declining organic reach requires ad spend.
• Privacy concerns affecting audience targeting.
• High competition among brands.
Steps to Increase Audience Engagement on Facebook:
1. Post at Optimal Times: Use insights to identify peak activity periods.
2. Use Video Content: Videos generate higher engagement than text or images.
3. Encourage Interaction: Ask questions, host polls, and respond to comments.
4. Go Live Regularly: Facebook Live streams increase real-time interaction.
5. Leverage User-Generated Content: Encourage followers to share brand-related content.

2. Instagram
Key Functionalities:
• Stories & Reels: Short-form engaging content.
• IGTV: Long-form video content.
• Instagram Shopping: Allows direct product purchases.
• Instagram Live: Real-time streaming.
Stages of Marketing on Instagram:
1. Business Profile Setup – Optimize bio, add website links.
2. Visual Content Strategy – Use high-quality images and videos.
3. Hashtag Strategy – Use relevant hashtags to boost discoverability.
4. Community Engagement – Reply to comments and DMs.
5. Paid Promotions & Influencer Collaborations – Expand reach through targeted ads.
Advertising Methodology:
• Story Ads: Full-screen ads in Instagram Stories.
• Feed Ads: Sponsored posts appearing in user feeds.
• Influencer Marketing: Leverage influencers to promote products.
Demerits:
• Algorithm dependency affects post visibility.
• Requires high-quality visuals for engagement.
• Limited external linking (only in bio and stories).
Steps to Increase Audience Engagement on Instagram:
1. Use Engaging Captions: Storytelling captions drive interactions.
2. Post Consistently: Maintain a regular posting schedule.
3. Leverage Instagram Stories & Reels: Short-form video content performs well.
4. Encourage User-Generated Content: Feature audience content on your page.
5. Host Giveaways & Contests: Encourage participation for more engagement.

3. Twitter (Now X)
Key Functionalities:
• Tweets & Threads: Quick information-sharing format.
• Spaces: Audio-based discussions.

Er. Neha Singh | Assistant Professor | Department of Civil Engineering | SRMCEM 18

 Digital and Social Media Marketing | KOE-094 | Unit 2

• Trending Hashtags: Help increase visibility.

Stages of Marketing on Twitter:
1. Profile Optimization – Use a professional bio and relevant keywords.
2. Content Planning – Tweet informative and engaging content.
3. Hashtag Strategy – Use trending and niche hashtags.
4. Engagement & Networking – Reply, retweet, and participate in discussions.
5. Paid Promotions – Use Twitter Ads to reach a larger audience.
Advertising Methodology:
• Promoted Tweets: Paid tweets that appear on user feeds.
• Follower Growth Ads: Increase brand followers through targeted ads.
Demerits:
• Short content lifespan (tweets get buried quickly).
• Algorithm changes affecting visibility.
Steps to Increase Audience Engagement on Twitter:
1. Use Polls & Questions: Encourage follower participation.
2. Tweet Consistently: Post multiple times daily to stay relevant.
3. Join Trending Conversations: Engage with popular topics.
4. Use GIFs & Visuals: Tweets with images or videos receive more engagement.
5. Retweet & Engage with Influencers: Increase brand visibility.

4. LinkedIn
Key Functionalities:
• Professional Networking: Connect with industry peers.
• LinkedIn Articles: Share in-depth insights and expertise.
• Job Listings & Recruitment Tools: Talent hiring and job searching.
• LinkedIn Live: Live streaming for business discussions.
Stages of Marketing on LinkedIn:
1. Profile & Company Page Setup – Optimize with detailed descriptions.
2. Content Creation – Share industry news and thought leadership articles.
3. Networking & Engagement – Comment on and share relevant posts.
4. Paid Ads & Sponsored Content – Run targeted campaigns.
5. Analytics & Performance Tracking – Adjust strategies based on data.
Advertising Methodology:
• Sponsored Content: Promoted posts appearing in user feeds.
• InMail Ads: Personalized messages sent to targeted professionals.
Demerits:
• Higher CPC (cost-per-click) for ads.
• Less casual audience compared to other platforms.
Steps to Increase Audience Engagement on LinkedIn:
1. Publish Thought Leadership Content: Share valuable industry insights.
2. Engage in Groups & Discussions: Join relevant professional groups.
3. Use Video & SlideShare Content: Visuals perform better.
4. Host Webinars & Live Sessions: Increase professional engagement.
5. Encourage Employee Advocacy: Employees sharing posts increase visibility.

5. YouTube
Key Functionalities:
• Video Hosting & Sharing: Upload and share videos.
• YouTube Shorts: Short-form videos for quick engagement.
• Monetization: Earn revenue through ads and sponsorships.
Stages of Marketing on YouTube:
1. Channel Setup & Branding – Optimize channel with logos, descriptions, and links.
2. Content Planning – Create valuable video content.
3. SEO Optimization – Use relevant keywords, titles, and tags.
4. Engagement & Community Building – Encourage likes, comments, and shares.
Er. Neha Singh | Assistant Professor | Department of Civil Engineering | SRMCEM 19
 Digital and Social Media Marketing | KOE-094 | Unit 2

5. Monetization & Ads – Run YouTube Ads and sponsorships.

Advertising Methodology:
• In-stream Ads: Play before or during videos.
• Overlay Ads: Appear as banners on videos.
Demerits:
• High competition for views and subscribers.
• Requires consistent content creation.
Steps to Increase Audience Engagement on YouTube:
1. Use Eye-Catching Thumbnails: Increase click-through rates.
2. Optimize Video Titles & Descriptions: Improve discoverability.
3. Engage with Comments: Respond and interact with viewers.
4. Create Playlists & Series: Keep audiences engaged longer.
5. Run Contests & Giveaways: Encourage participation.

6. Pinterest
Key Functionalities:
• Pin Boards: Organize and share visual content.
• Rich Pins: Enable direct product linking.
• Shopping Features: Direct e-commerce integrations.
Advertising Methodology:
• Promoted Pins: Increase reach and engagement.
• Shopping Ads: Direct product promotions.
Demerits:
• Best for specific niches (fashion, DIY, food).
• Lower engagement rates than Instagram.
Steps to Increase Audience Engagement on Pinterest:
1. Use High-Quality Images: Pins with vibrant visuals perform better.
2. Optimize Descriptions & Keywords: Improve search ranking.
3. Pin Consistently: Maintain an active presence.
4. Create Themed Boards: Organize content for better engagement.
5. Leverage Pinterest Ads: Increase reach through paid promotions.

7. Snapchat
Key Functionalities:
• Stories: Disappearing content for short-term engagement.
• Snapchat Ads: Targeted ad campaigns.
• Discover Section: Media brands share news and entertainment.
• Snapchat Lenses & Filters: AR-based engagement features.
Advertising Methodology:
• Snap Ads: Full-screen video ads.
• Sponsored Lenses & Filters: Custom AR experiences for brands.
Demerits:
• Content disappears quickly, requiring constant updates.
• Less effective for long-term content marketing.
Steps to Increase Audience Engagement on Snapchat:
1. Use Behind-the-Scenes Content: Creates exclusivity.
2. Leverage AR Lenses & Filters: Boosts interactive engagement.
3. Post Frequently to Stay Visible: Since content disappears, regular updates are needed.
4. Use Story Ads & Snap Ads: Helps expand brand reach.
5. Encourage User-Generated Content: Increases brand authenticity.

8. Reddit
Key Functionalities:
• Subreddits: Niche communities with specific interests.
• Reddit Ads: Targeted marketing campaigns.

Er. Neha Singh | Assistant Professor | Department of Civil Engineering | SRMCEM 20

 Digital and Social Media Marketing | KOE-094 | Unit 2

• Ask Me Anything (AMA) Sessions: Engagement with audiences.

Advertising Methodology:
• Sponsored Posts: Appear organically within discussions.
• Display Ads: Traditional banner-style promotions.
Demerits:
• Strict community guidelines; overly promotional content may get downvoted.
• Requires an understanding of community behavior before advertising.
Steps to Increase Audience Engagement on Reddit:
1. Engage in Subreddits Genuinely: Avoid blatant self-promotion.
2. Host AMA Sessions: Build credibility and brand awareness.
3. Share Valuable & Informative Content: Provide solutions, not just ads.
4. Use Reddit Ads Sparingly: Ensure they are well-targeted.
5. Be Transparent & Authentic: Reddit users value honest interactions.

9. WhatsApp & Telegram

Key Functionalities:
• Broadcast Messages & Groups: Direct engagement with audiences.
• WhatsApp Business API: Automated responses and customer support.
• Telegram Channels & Bots: Automated messaging and content sharing.
Advertising Methodology:
• No direct ads, but businesses use messaging campaigns.
• WhatsApp Business API allows promotional messaging.
Demerits:
• Requires users to opt-in, limiting reach.
• Spammy messaging can lead to user disengagement.
Steps to Increase Audience Engagement on WhatsApp & Telegram:
1. Create Exclusive Groups for Customers: Offer special deals and updates.
2. Send Personalized Messages: Enhances user experience.
3. Use Telegram Bots for Automation: Helps with customer interaction.
4. Leverage WhatsApp Status Updates: Keep users informed.
5. Encourage Direct Communication: Builds trust and customer loyalty.

How can brands leverage Facebook to understand what their consumers want without relying on
intermediaries, and why is it crucial for brands to listen first to make this information available?
Brands can utilize Facebook's native tools and user interactions to gain first-hand consumer insights
without relying on intermediaries. Here’s how:
1. Facebook Polls & Surveys
• Use Facebook’s poll feature in groups and pages to gather direct feedback.
• Post surveys via Facebook Stories or linked Google Forms to collect structured data.
2. Monitoring Comments & Conversations
• Analyze comments on posts, ads, and videos to understand concerns, preferences, and expectations.
• Participate in Facebook Groups related to their industry to observe organic consumer discussions.
3. Facebook Insights & Analytics
• Page Insights: Understand audience demographics, behaviors, and post performance.
• Ad Insights: Analyze engagement metrics, click-through rates (CTR), and audience responses.
4. Social Listening with Facebook Mentions & Hashtags
• Monitor brand mentions and hashtags to track how people discuss their products/services.
• Identify common questions, praises, and complaints to adjust marketing strategies.
5. Facebook Stories & Live Sessions
• Use Q&A sessions in live videos to directly interact with consumers.
• Post interactive stories with "Ask Me Anything" stickers to gather opinions.
6. Facebook Groups & Community Engagement
• Create and moderate branded Facebook Groups to foster organic discussions.
• Observe customer discussions and gather insights on expectations and pain points.

Er. Neha Singh | Assistant Professor | Department of Civil Engineering | SRMCEM 21

 Digital and Social Media Marketing | KOE-094 | Unit 2

Why Brands Must Listen First

1. Direct Consumer Voice: Bypassing intermediaries ensures brands receive authentic, unfiltered
feedback rather than second-hand interpretations.
2. Better Personalization: Understanding what customers want helps tailor products, services, and
marketing strategies more effectively.
3. Brand Loyalty & Trust: Actively engaging and listening to consumers fosters a stronger brand-
community relationship.
4. Improved Product Development: Direct insights help in enhancing existing products or launching
new ones that truly meet customer needs.
5. Crisis Management & Reputation Building: Listening allows brands to identify potential negative
sentiments early and respond proactively.

EXAMPLES: WRITING A BLOG POST FOR ……………………..BY INCLUDING HEADLINE,

INSERTING IMAGES AND LINKS

The Power of Nature: Transform Your Health with Our Premium Herbal Products

In today's fast-paced world, embracing the goodness of nature is more essential than ever. Our premium herbal
products are crafted with the finest natural ingredients to help you lead a healthier and more balanced life.
Whether you seek wellness, skincare, or immunity boosters, our range of herbal solutions has something for
everyone.

Why Choose Herbal Products?

Herbal products are derived from nature’s finest plants and herbs, offering numerous benefits:

• Chemical-Free & Safe – Free from harmful additives and artificial chemicals.
• Rich in Nutrients – Packed with essential vitamins, minerals, and antioxidants.
• Sustainable & Eco-Friendly – Supporting a greener and healthier planet.
• Holistic Healing – Enhancing overall well-being through traditional remedies.

Our Top Herbal Products

1. Herbal Detox Tea

A perfect blend of natural herbs that detoxifies the body, boosts metabolism, and improves digestion. Shop
Now

2. Organic Turmeric Capsules

Packed with curcumin, our turmeric capsules support joint health and reduce inflammation. Buy Here

3. Aloe Vera Gel

A soothing and hydrating gel for skin nourishment, sunburn relief, and acne prevention. Check it Out

4. Herbal Hair Oil

A natural formula that strengthens hair roots, prevents dandruff, and promotes hair growth. Order Now

How to Incorporate Herbal Products into Your Daily Routine?

1. Morning Detox – Start your day with Herbal Detox Tea to cleanse your system.
Er. Neha Singh | Assistant Professor | Department of Civil Engineering | SRMCEM 22
 Digital and Social Media Marketing | KOE-094 | Unit 2

2. Immunity Boost – Take Turmeric Capsules daily for enhanced immunity.

3. Skincare Routine – Apply Aloe Vera Gel for a fresh and radiant glow.
4. Hair Care – Use Herbal Hair Oil twice a week for stronger, healthier hair.

What Our Customers Say

"I've been using the Herbal Detox Tea for a month now, and I feel more energized and healthier! Highly
recommend it!" – Sarah M.

"The Aloe Vera Gel is a game-changer for my skin. It's natural, soothing, and incredibly hydrating!" – James K.

Join Our Herbal Wellness Community!

Stay updated on the latest herbal trends, health tips, and exclusive discounts. Subscribe to Our Newsletter
– Sign Up Here

Follow us on: Instagram: @herbalhealth

Facebook: Herbal Health Official

Final Thoughts
Embrace the healing power of nature with our herbal products! Whether you are looking for a daily health
boost, natural skincare, or holistic remedies, our premium selection has something for you. Shop now and start
your journey toward a healthier lifestyle!

Browse Our Collection – Visit Our Store

__________________________________________________________________________________________

"Revolutionize Your Daily Life with Our Smart Tech Gadgets!"

In today’s fast-paced digital world, having the right tech gadgets can make life more convenient,
productive, and enjoyable. Our latest collection of smart devices is designed to simplify your daily
tasks, enhance entertainment, and boost efficiency.

Why Choose Our Smart Gadgets?

• Cutting-Edge Technology – Stay ahead with the latest innovations.

• User-Friendly Design – Easy setup and seamless integration.
• Energy-Efficient & Sustainable – Reduce power consumption while enjoying high
performance.

Top Smart Gadgets to Upgrade Your Lifestyle

1. Smart Home Assistant

Control your home with voice commands, manage schedules, and automate tasks.
Shop Now

2. Wireless Charging Dock

Charge multiple devices simultaneously with our fast wireless charging solution.
Buy Here

Er. Neha Singh | Assistant Professor | Department of Civil Engineering | SRMCEM 23

 Digital and Social Media Marketing | KOE-094 | Unit 2

3. Noise-Canceling Earbuds

Experience superior sound quality and noise isolation for work, travel, and entertainment.
Check it Out

4. Smart Fitness Watch

Track your fitness goals, monitor heart rate, and stay active with real-time updates.
Order Now

How to Incorporate These Gadgets into Your Daily Life?

1. Automate Your Home – Use the Smart Home Assistant to control lights, temperature, and
security.
2. Stay Organized & Powered Up – Keep your devices charged with the Wireless Charging
Dock.
3. Enhance Focus & Relaxation – Enjoy distraction-free music with Noise-Canceling Earbuds.
4. Monitor Your Health – Keep track of daily activities with the Smart Fitness Watch.

What Our Customers Say

*"The Smart Home Assistant has transformed my home! I can control everything hands-free!" – Emily
R.
*"I love the noise-canceling earbuds! Perfect for my workouts and travel!" – Jason M.

Stay Updated on New Tech Releases! Subscribe to Our Newsletter

Follow us for more updates:

Instagram: @smarttech
Facebook: Smart Tech Official

Browse Our Collection – Visit Our Store

_________________________________________________________________________________

"Embrace Sustainability: Upgrade Your Wardrobe with Ethical Fashion"

The fashion industry is evolving, and consumers are shifting towards eco-friendly, ethical clothing
that promotes sustainability. Our sustainable fashion line blends style, comfort, and eco-conscious
materials, ensuring you look great while protecting the planet.

Why Choose Sustainable Fashion?

• Eco-Friendly Materials – Made from organic cotton, recycled fibers, and plant-based dyes.
• Fair Trade & Ethical Production – Supports fair wages and safe working conditions.
• Timeless & Durable – Designed for longevity, reducing fashion waste.

Top Ethical Fashion Picks

Er. Neha Singh | Assistant Professor | Department of Civil Engineering | SRMCEM 24

 Digital and Social Media Marketing | KOE-094 | Unit 2

1. Organic Cotton T-Shirts

Soft, breathable, and perfect for everyday wear.

Shop Now

2. Recycled Denim Jeans

Stylish and comfortable jeans made from sustainable fabrics.

Buy Here

3. Vegan Leather Bags

Fashion-forward, cruelty-free bags made from plant-based leather.

Check it Out

4. Bamboo Sunglasses

Eco-friendly, lightweight, and stylish sunglasses for a sustainable look.

Order Now

How to Build a Sustainable Wardrobe?

1. Choose Timeless Pieces – Invest in classic designs that never go out of style.
2. Opt for Natural Fibers – Wear breathable fabrics like organic cotton.
3. Support Ethical Brands – Purchase from fair-trade and cruelty-free brands.
4. Reduce & Reuse – Buy quality over quantity and repurpose old clothing.

What Our Customers Say

*"The recycled denim jeans are stylish and comfortable! I love that they’re sustainable!" – Sophia L.
*"Switching to organic cotton t-shirts was the best decision. They feel amazing!" – Ryan J.

Join the Sustainable Fashion Movement! Subscribe to Our Newsletter

Follow us for fashion inspiration:

Instagram: @ethicalfashion
Facebook: Ethical Fashion Official

Shop Sustainable Fashion – Visit Our Store

1. Social Media Marketing

Bloom’s Level 2 Questions (10 Marks Each)

1. Explain the differences between traditional media and social media marketing in terms of
communication, interaction, and targeting.

Er. Neha Singh | Assistant Professor | Department of Civil Engineering | SRMCEM 25

 Digital and Social Media Marketing | KOE-094 | Unit 2

2. Describe the SMART framework in social media marketing and provide an example of goal
setting for a business.
3. Explain how social media marketing influences brand loyalty and customer engagement with
suitable examples.
4. Discuss the role of influencer marketing in social media campaigns and its impact on consumer
behavior.
5. Analyze the advantages and disadvantages of social media marketing for businesses.
6. Explain the importance of audience targeting in social media advertising and how AI enhances
this process.
7. Discuss the impact of algorithm changes on social media marketing and how businesses can
adapt to them.
8. Differentiate between earned, paid, and owned media in online advertising.
9. Explain the role of social listening tools in brand reputation management and customer
engagement.
10. Describe the impact of personalized marketing on social media platforms and provide real-
world examples.
11. How do brands use real-time communication in social media to engage with their audience?
Provide examples.
12. Explain the concept of A/B testing in social media advertising and how it helps optimize
campaigns.
13. Discuss how AI and automation have transformed content creation and marketing strategies on
social media.
14. Describe the steps involved in creating an effective social media marketing strategy.
15. Explain how businesses can measure the effectiveness of their social media campaigns using
key performance indicators (KPIs).
16. What role does user-generated content (UGC) play in social media marketing, and why is it
effective?
17. How can a company use social media for customer service and crisis management? Provide
relevant examples.
18. Explain how TikTok and Instagram Reels have changed content marketing strategies.
19. Compare organic and paid reach on social media platforms and explain their significance.
20. Discuss the importance of engagement rate as a metric for social media success.
21. Explain how brands leverage social media analytics to refine their marketing strategies.
22. Discuss how privacy regulations (e.g., GDPR, CCPA) impact social media marketing.
23. How does the Uses and Gratifications Theory apply to social media marketing strategies?
24. Describe the impact of video marketing on consumer engagement and brand awareness.
25. How do businesses integrate e-commerce with social media platforms for sales growth?
26. Explain the importance of community building in social media marketing and how brands
achieve it.
27. What are the key differences in B2B and B2C social media marketing strategies?
28. Discuss how sentiment analysis tools help brands monitor their online reputation.
29. Explain the role of interactive content (polls, quizzes, contests) in driving engagement on social
media.
30. How do brands use micro and macro-influencers differently in their marketing strategies?

Bloom’s Level 2 or 1 Questions (2 Marks Each)

1. Define social media marketing.

2. What is the purpose of a content calendar in social media marketing?
Er. Neha Singh | Assistant Professor | Department of Civil Engineering | SRMCEM 26
 Digital and Social Media Marketing | KOE-094 | Unit 2

3. Name two benefits of using Facebook Groups for brand engagement.

4. What is meant by "click-through rate" (CTR) in social media advertising?
5. Give an example of a platform that is best suited for short-form video content.
6. What is the difference between a Facebook Page and a Facebook Group?
7. Define influencer marketing in one sentence.
8. What is the key advantage of using Instagram Reels for brand promotion?
9. What does "engagement rate" measure in social media marketing?
10. How does personalization improve social media advertising?
11. What are “promoted tweets” on Twitter?
12. Name one AI tool used for social media analytics.
13. What is "social listening"?
14. What is a key benefit of using LinkedIn for B2B marketing?
15. Why is video content more effective than text-based content on social media?
16. What is a "conversion rate" in digital marketing?
17. How does a brand measure return on investment (ROI) in social media campaigns?
18. What is one disadvantage of relying on organic reach on Facebook?
19. What is the role of hashtags in social media marketing?
20. Why do brands use retargeting ads in social media marketing?

2. Introduction to Blogging

Bloom’s Level 2 Questions (10 Marks Each)

1. Describe the key elements of a well-structured blog post.

2. Explain the importance of content planning and how it contributes to a successful blog strategy.
3. How do SEO techniques help blogs rank higher in search engine results?
4. Discuss the role of imagery and videos in enhancing blog engagement.
5. Compare different blogging platforms and explain their advantages for businesses.
6. Describe the steps involved in writing an effective blog post.
7. What are the key monetization strategies for bloggers, and how do they generate revenue?
8. Explain the importance of linking (internal and external) in blog content.
9. How do brands use corporate blogs as a part of their digital marketing strategy?
10. What are the advantages of guest blogging for businesses and individual bloggers?

Bloom’s Level 2 or 1 Questions (2 Marks Each)

1. What is a blog?
2. Define "content calendar" in blogging.
3. Name two platforms used for blogging.
4. What is the purpose of adding hyperlinks to a blog post?
5. What is the role of keywords in blogging?
6. Define “headline optimization” in blogging.
7. Name one benefit of using infographics in blog content.
8. What is a "call-to-action" (CTA) in blogging?
9. What is a niche blog?
10. What is the primary goal of a blog post introduction?

Er. Neha Singh | Assistant Professor | Department of Civil Engineering | SRMCEM 27

 Digital and Social Media Marketing | KOE-094 | Unit 2

3. Introduction to Facebook, Twitter, Google+, LinkedIn, YouTube, Instagram, and

Pinterest

Bloom’s Level 2 Questions (10 Marks Each)

1. Compare the advertising methodologies of Facebook and Instagram.

2. Explain how LinkedIn differs from other social media platforms in terms of content and
audience engagement.
3. Describe the role of Twitter in real-time marketing and brand communication.
4. How do YouTube influencers impact consumer purchasing decisions?
5. Explain the different ad formats available on Pinterest.
6. What are the key advantages of using Instagram Stories for brand promotion?
7. Describe the significance of LinkedIn Ads for B2B marketing.
8. Explain how businesses use Facebook retargeting ads to improve conversions.
9. How do brands use Twitter Spaces for audience engagement?
10. Discuss the differences between YouTube Shorts and TikTok videos for marketing purposes.

Bloom’s Level 2 or 1 Questions (2 Marks Each)

1. What is the purpose of LinkedIn for professionals?

2. Define "Facebook Insights."
3. Name one major feature of Pinterest that helps in e-commerce marketing.
4. What is the main purpose of YouTube Analytics?
5. What does "Promoted Pin" mean in Pinterest advertising?
6. Define "organic reach" in social media marketing.
7. What is a “Twitter Trend”?
8. What is the difference between Instagram Stories and Instagram Reels?
9. Define "Facebook Pixel" in digital marketing.
10. What type of businesses benefit the most from LinkedIn advertising?

Bloom’s Level 3 Questions (15 Marks Each)

1. Create a social media marketing strategy for a startup company launching a new skincare
product.
2. Develop a detailed content marketing plan for a fitness blog, including SEO, multimedia, and
engagement tactics.
3. Compare the effectiveness of Facebook, Instagram, and LinkedIn for a B2B SaaS company.
4. Design a comprehensive campaign plan for increasing brand awareness on Twitter using
influencer collaborations and hashtag trends.

Er. Neha Singh | Assistant Professor | Department of Civil Engineering | SRMCEM 28