Chapter 13 - SOCIAL MEDIA

“We don’t have a choice on whether we do social media; the question

is, how well we do it.” – Erik Qualman

“Social Media is a commitment, not a campaign.” – Stuart Davidson

Learning Outcomes
After reading Chapter 13, you should be able to:

 discuss the effect of social media on marketing.

 discuss the major social media platform, Facebook.

 discuss the major social media platform, YouTube.

 discuss the major social media platform, WhatsApp.

 discuss the major social media platform, Instagram.

Learning Outcomes
After reading Chapter 13, you should be able to:
 discuss the major social media platform, TikTok, using the following structure:

 discuss the major social media platform, Snapchat, using the following structure:

 discuss the major social media platform, Twitter (X), using the following structure:

 discuss the major social media platform, LinkedIn, using the following structure:

 briefly discuss the other social media options available to marketers.

 and finally, apply the principles learned in the chapter to real-world marketing scenarios and case studies.
Slide 2: The
Effect of Social
Media on
Marketing
Title: The Effect of Social
Media on Marketing
User-Generated Content
 Encourages customers to create
and share content, boosting brand
authenticity
Cost-Effective Marketing
 Social media advertising is
generally more affordable
compared to traditional media
Data-Driven Insights
 Analytics tools provide insights into
customer behavior and campaign
performance
Slide 3: Introduction
to Facebook
• Statistics
 2.89 billion monthly active users
 Projected 35.92 million users in South
Africa by
• Global Presence
 Facebook is the most dominant social
networking platform worldwide
Slide 4:
Facebook
Features Pages
Title: Facebook • Businesses can create
Features Pages to interact with
customers, share updates,
and promote content
Reaction Buttons
• Users can react to content
with Like, Love, Care,
Haha, Wow, Sad, and
Angry buttons
Feed
• Personalized content
stream based on user
interactions and
preferences
Slide 5: Facebook
Advertising and
Marketing
 Ad Formats
 Various ad formats including image, video,
carousel, and collection ads

 Targeting Options
 Demographic, geographic, and psychographic
targeting

 Conversion Tracking
 Tools to track ad performance and conversion
rates
Slide 6: Selling on
Facebook
 Facebook Shop
 Allows businesses to set up a shop on their Page and sell products directly
 Facebook Marketplace
 Platform for users and businesses to sell items locally
Slide 7: Facebook
Analytics
 Facebook Insights
 Provides data on user interactions, demographics, and content performance

 Video Insights
 Metrics for video uploads, including views, duration, and audience retention
Slide 8: Introduction
to YouTube
 Statistics
 2.1 billion users worldwide, second largest search engine
 500 hours of video uploaded every minute
 Global Reach
 YouTube's extensive global audience and integration with Google
Slide 9: YouTube
Features
 Channels
 Users and businesses can create and customize channels
 Vlogging
 Popular form of content creation, with high earning potential for top creators
Slide 10:
YouTube
Shorts
Title: YouTube Content
Shorts Introduction
 Short-form video
feature launched in
Features
 15-60 second videos,
editing functions, and
music integration
Impact
 15 billion daily views,
significant competitor to
TikTok
Slide 11: Marketing
and Advertising on
YouTube
 Ad Formats
 Skippable and non-skippable ads, bumper ads, and overlay ads
 Brand Channels
 Utilizing brand channels for content marketing and audience engagement
Slide 12: YouTube
Analytics
 Overview
 Metrics for video performance, audience demographics, and engagement
 Reports
 Reach, engagement, audience, and revenue tabs
 Visuals
 Screenshot of YouTube Analytics dashboard
Slide 13:
Introduction to
WhatsApp
 Statistics
 Over 2 billion active users worldwide
 Most used mobile messenger app globally

 Global Reach
 Available in more than 180 countries and 60 languages
Slide 14:
WhatsApp
Features
Title: WhatsApp Messaging
Features  Voice, text, and multimedia
messaging with end-to-end
encryption
Groups
 Group chat functionality for up to
256 participants
Slide 15:
WhatsApp
Business
Title: WhatsApp
Business
Business Profile
Setting up a business
profile with contact
information and catalog
Automated
Messages
Automated greetings,
quick replies, and away
messages
Slide 16:
Marketing and
Advertising on
WhatsApp
 Message Templates
 Using pre-written messages for customer communication

 WhatsApp Status
 Sharing promotional content on WhatsApp Status
Slide 17: WhatsApp
Analytics
 Metrics
 Tracking message delivery, read rates, and response times
 Customer Insights
 Analyzing chat interactions and customer engagement
Slide 18:
Introduction to
Instagram
 Statistics
 1.3 billion monthly users, with a significant presence among 18-34-year-olds
 Global Reach
 Over 40 billion photos shared since inception
Slide 19:
Instagram
Features
 Profile
 Users can post images and videos, use hashtags, and tag other users

 Direct Messaging
 Allows private messaging between users
Slide 20: Instagram
Reels and Stories
 Reels
 Short-form videos up to 60 seconds, with editing features
 Stories
 Temporary posts that disappear after 24 hours
Slide 21: Marketing
and Advertising on
Instagram
 Ad Formats
 Photo ads, video ads, carousel ads, and Stories ads
 Instagram Shopping
 Features for e-commerce, including product tags and shop pages
Slide 22: Instagram
Analytics
 Insights
 Metrics for follower growth, engagement, and content performance
 Reports
 Detailed analytics for posts, Stories, and IGTV
Slide 23:
Introduction to
TikTok
 Statistics
 Over 1.2 billion monthly users, with a significant presence among 18-29-year-olds
 Global Reach
 Popular in the US, Indonesia, and Brazil
Slide 24: TikTok
Features
 For You Feed
 Personalized video feed based on user preferences

 Discover Page
 Highlights trending videos and popular trends
Slide 25: TikTok
Marketing and
Advertising
 Ad Formats
 In-feed ads, branded hashtags, and sponsored challenges

 Brand Accounts
 Creating and managing brand presence on TikTok
Slide 26: TikTok
Business
 Business Accounts
 Features and benefits of TikTok Business accounts
 Creative Tools
 Tools for creating engaging and trend-worthy content
Slide 27: TikTok
Analytics
 Metrics
 Overview, content, followers, and
LIVE analytics
 Performance Tracking
 Monitoring video performance,
engagement, and audience
demographics
Slide 28:
Introduction to
Snapchat
 Statistics
 Over 550 million monthly users, with a significant presence among 13-24-year-olds
 Global Reach
 319 million daily active users
Slide 29: Snapchat
Features
 Snaps
 Temporary photos and videos with filters and drawing tools
 Stories
 Photos and videos that disappear after 24 hours
Slide 30: Marketing
and Advertising on
Snapchat
 Ad Formats
 Snap ads, sponsored lenses, and
geofilters
 Engagement Tools
 Interactive features to engage users
and build brand awareness
Slide 31: Snapchat
Analytics
 Metrics
 Total story completions, unique views,
and screenshots
 Performance Tracking
 Analyzing user engagement and
content performance
Slide 32:
Introduction to
Twitter
 Statistics
 Over 330 million monthly active
users, with a significant presence
among 18-29-year-olds
 Global Reach
 Popular in the US, Japan, and India
Slide 33: Twitter
Features
 Tweets
 280-character messages for quick updates and interactions
 Hashtags
 Used to categorize content and increase discoverability
Slide 34:
Marketing and
Advertising on
Twitter Ad Formats
Title: Marketing and
Advertising on Twitter Promoted tweets, trends,
and accounts
Engagement Tools
Twitter polls, live tweets,
and Twitter chats
Slide 35: Twitter
Analytics
 Metrics
 Overview, tweet activity, audience insights, and event tracking

 Performance Tracking
 Monitoring tweet performance, engagement, and audience demographics
Slide 36:
Introduction to
LinkedIn
 Statistics
 Over 774 million members worldwide, with a significant presence among professionals
 Global Reach
 Popular in the US, India, and China
Slide 37: LinkedIn
Features
 Profiles
 Professional profiles for networking and job searching
 Company Pages
 Pages for businesses to share updates and engage with followers
Slide 38: Marketing
and Advertising on
LinkedIn
 Ad Formats
 Sponsored content, InMail, and display ads
 Engagement Tools
 LinkedIn groups, events, and Pulse articles
Slide 39: LinkedIn
Analytics
 Metrics
 Overview, post performance, and
audience insights
 Performance Tracking
 Monitoring post performance,
engagement, and audience
demographics
Slide 40: Other
Social Media
Options
 Emerging Platforms
 Clubhouse, Discord, and Pinterest
 Niche Networks
 Platforms catering to specific interests or industries