ADT 001 Social Media and Public Relations

Week 4: Social Media Tools and Application

1
Facebook, Blogs, Twitter, Youtube, Instagram
and LinkedIn
• Facebook, Inc. is an American online social
media and social networking service company
based in California. It was founded by Mark
Zuckerberg and his friends.
• Facebook is a social networking website where
users can post comments, share photographs
and post links to news or other interesting
content on the web, chat live, and watch short-
form video.
• Shared content can be made publicly accessible,
or it can be shared only among a select group of
friends or family, or with a single person.
2
Facebook, Blogs, Twitter, Youtube, Instagram
and LinkedIn
• A blog (shortening of “weblog”) is an
online journal or informational website
displaying information in the reverse
chronological order, with latest posts
appearing first.
• It is a platform where a writer or even a
group of writers share their views on an
individual subject.

3
Facebook, Blogs, Twitter, Youtube, Instagram
and LinkedIn

• YouTube is one of the most popular video sharing platforms. Billions of

videos have been uploaded and shared on the platform since it was
founded in 2005, ranging from Hollywood movie trailers and music
videos, to amateur vlogs (video blogs).
• YouTube is a video platform that's driven by two types of users:
•Video creators (people who have channels and up load videos to them)
•Video viewers (people who watch videos, interact with videos and subscribe to channels)
4
Facebook, Blogs, Twitter, Youtube, Instagram
and LinkedIn
• Instagram is a social networking app
made for sharing photos and videos
from a smartphone.
• It's like a simplified version of
Facebook, with an emphasis on mobile
use and visual sharing. Just like other
social networks, you can interact with
other users on Instagram by following
them, being followed by them,
commenting, liking, tagging and private
messaging.
5
Facebook, Blogs, Twitter, Youtube, Instagram
and LinkedIn
• LinkedIn is a social network for
professionals. It's like Facebook for your
career.
• It's like one big virtual networking event.
• Your LinkedIn profile basically represents a
more complete (and interactive) resume.
• You can include it as a link perhaps in an
email or your cover letter when you apply to
jobs.

6
 The Social Networking Sites
• Social networking is the practice of
expanding the number of one's business
and/or social contacts by making
connections through individuals, often
through social media sites.
• Social networks help people keep
connected with their friends and family and
are an easy way to find what everyone is
up to each day in your social circle.
• The similarities of these social networking
sites it that, the users generate its content.

7
 The Social Networking Sites
• Increased interactivity and network connectivity

• Mobility in terms of sending and receiving

• No more geographical barrier

• Creates brand exposure for businesses

8
Brand Awareness

9
 Brand Positioning

Brand positioning has been defined by Kotler as “the act of

designing the company’s offering and image to occupy a
distinctive place in the mind of the target market”.

10
 Brand Awareness

Brand awareness is fostering people’s ability to recall or

recognise the brand in sufficient detail to make a purchase
(Kotler and Keller, 2016)
11
 Brand Awareness

Brand • High brand awareness

Recall and recall can be
achieved through the
Brand promotion of goods on
the market.
Awarenes • The more targeted
s contacts with the
product and the higher
their quality – the faster
Brand
Recognition the awareness grows.
12s
 Strategy to Drive Brand Awareness
Constant Campaigning

Guest Blogging Survey and Polls

Referral Program Community

Involvement
Freebies for Special
Daily Social Posting
Customers

Demos, Free Trials,

Interactive Content Samples
Contests & Giveaways
13
 Generating Leads
• Direct engage with leads

• Use social media

• Deploy outbound & inbound marketing

14
 Generating Leads with Social Media
• Hashtags - You can reach a bunch of strangers with hashtags on
Facebook, Twitter, Instagram, and Pinterest. By placing a
hashtag in your post (#likethis), users can click/search for those
tags to find similar posts. #tbt (throwback Thursday) is a very
popular tag that you can use on Thursdays to increase brand
awareness.
• @Mentions - Directly mentioning someone (@theirusername)
brings their attention directly to your post. If they retweet or
respond, you can also reach their follower base. Use mentions to
call out influencers or other brands (just make sure you're adding
value).
15
 Customer Retention
• Customer retention is the collection of activities a business uses
to increase the number of repeat customers and to increase the
profitability of each existing customer.
• Customer retention strategies enable you to both provide and
extract more value from your existing customer base.
• You want to ensure the customers you worked so hard to
acquire stay with you, have a great customer experience, and
continue to get value from your products.

16
 Blogger as Citizen Journalism
• Citizen journalism is when a blogger devotes their blogging to
the coverage of news events.
• They write and publish articles on newsworthy stories that
people want to know about.

17
 Blogger as Citizen Journalism
• It can also include text, pictures, audio, and video.
• Social media plays a major role in disseminating news and
promoting citizen journalism content.
• Many citizens are the first to report on breaking stories, with
eye-witness videos, first-hand accounts, and real-time
information, all using social media.
• Is the news trustworthy?

• https://www.theguardian.com/media/2012/jun/11/rise-of-citizen-j
ournalism
18
 Social Media Marketing
• Social media marketing is the use
of social media platforms to
connect with your audience to
build your brand, increase sales,
and drive website traffic.
• Businesses were sharing their
content on social media to
generate traffic to their websites
and, hopefully, sales.

19
 Social Media Marketing
• Social media are one media type with one differentiating
characteristic: They blend technology and social interaction for
the co-creation of content and value.

20
Social Media Marketing

21
Marketing Segmentation

22
 Activity
• Find a story that you can write
around your community during
MCO.
• Take a picture and write the most
suitable caption for the picture to
describe the story.
• Post your answer at the link below:

https://
padlet.com/aleenatpl/qlhuyaoizd6z

23