Social Media Marketing Assignment

Name: - Nikhil Gupta

College: - Kohinoor Business School

City : - Mumbai

1. Give any 5 objectives of Social Media Marketing.

Ans.  Social media marketing is the process of marketing through social media sites
like Twitter, Facebook, Instagram, and YouTube. By utilizing the social aspect of the
web, social media marketing is able to connect and interact on a much more
personalized and dynamic level than through traditional marketing. A social media
marketing strategy can be as simple as having a company blog, a Twitter account, or
including social share buttons at the end of articles. It can also be as complicated as
having a full campaign that encompasses producing viral videos through YouTube,
using paid Facebook advertising and launching contests on Instagram.

The Five objectives of Social Media Marketing are: -

a. Brand Awareness: - Creating brand awareness shortens the sales process,

increases market share, and positions a brand as a leader in its sector. It’s
necessary to perform an internal audit to evaluate brand positioning strategies
and to understand the impact of marketing actions on brand image. Brand
differentiation can develop from a number of actions such as the creation of
original content, personalized promotions aimed at the target audience,
prospect profiling, product development based on social insights, and
communication strategies adapted for socio-demographics of interest.

b. Customer engagement: - The primary objective here is to create a long-lasting

relationship between the target audience and the brand. It’s necessary to
engage with social media followers who have a certain level of credibility or
influence among the target audience. For example, if your target audience is
football fans, an NFL player would have social influence among this
demographic. The influencer doesn’t necessarily need to be massively
influential on a global level - sometimes a smaller, very active community is
more effective than a larger, more passive community. Effective social media
strategies should integrate influencers with a committed following and brand
ambassadors with high levels of engagement.
 c. Content Promotion: - Your website visitors will share and like your blog posts,
articles, whitepapers and any other content you produce that is engaging,
creative and meets their needs. So you should make it easy for them to engage
with your content and you can see how effective you are in analytics by setting
up goal events for social media activity.

d. Lead Generation: - Lead generation is typically used by companies with a long

sales process, such as enterprise software companies.. The definition of a
lead is quite broad, but it usually means that the person has provided your
company with some form of information about themselves such as their name,
email address, and similar. There are many ways to track your social media
lead generation efforts and the list below includes a few of the more common
metrics to track to quantify your social media leads.

e. Customer Feedback: - Customer feedback is the information, insights, issues,

and input shared by your community about their experiences with your
company, product, or services. This feedback guides improvements of the
customer experience and can empower positive change in any business —
even when it’s negative.

2. Give any 4 common mistakes SMEs do on social media channels.

Ans: - The common mistakes SMEs do on social media channels are: -

a.  Promoting yourself a lot and spamming your audience: - The number one
marketing mistake that you can commit is - Too Much Self Promotion! Now
that every company is utilizing social media for their business, the issue of
spamming and bragging has become more prominent than ever. Abstain from
posting automatic links and avoid spamming your audience otherwise you'll
lose your followers and engagement.

b.  Not tracking the social media analytics: - There is a significant amount of

information hiding behind all your social media activities. And not measuring
that information is a big and common marketing mistake that could keep you
away from gaining success on social media. Just like you measure the success
of your email marketing campaigns, so should you track your social media
analytics. This remarkable data can benefit your social media marketing in
such a large number of ways.
 c. Not listening to your audience: - One of the other social media mistakes that
people often commit is that they keep sharing their information without
listening to what their audience is saying - it is social suicide. Communication
is a two-way street! To get the desired ROI and exposure, to make people pay
attention to what you say about your brand or services start listening and
responding to what your audience is saying.

d. Not using multiple forms of content: - Big blocks of text with no graphics
separating it makes your piece of content monotonous. Text alone isn't
engaging enough If you want your content-marketing pieces to be top-
ranking, incorporate text, images as well as videos in them. People watch
more than 100 million hours of videos on platforms like Facebook. Also,
people adore infographics - 41.5% of marketer’s experience more
engagement on infographics as compared to the other form of content.

3. Explain the steps to select the right social media platform.

Ans: -

a. Seek out your Target Audience: - The first step to select the right social
media platform is to find out the following result: -
i. Who is your target audience?
ii. On which platforms are they spending most of their time?
iii. When they are on these platforms, what are they doing?
iv. What are they seeking out?
v. Who are they interacting with?
vi. How are they interacting with the platforms?

It is also important to check out which platforms your competitors have

successfully engaged with their audience on.

b. Define your objective on social media: - Rather than defining goals in terms
of the number of fans or followers you want to reach, think about which
platforms will help you increase engagement with the audience. A larger
audience doesn’t necessarily convert to real results for the business, while a
highly engaged audience will. Align the objectives of the social media
marketing plan with the platform that will complement your goals.

Goals and measurements: -

a. Increase Brand Awareness.
b. Establish credibility and trust.
c. Connect with your Audience.
d. Find new leads/ Drive sales.
 c. Know the different social media platforms: - Once you set your goals, get to
know the different social media platforms and their uses. Think about how
YOU use each social media platform, as a consumer.
Here are examples of the most widely used social media platforms for
business:
I. Facebook: - It’s the largest social media network. The platform tends to
be very emotion driven and is a place where people want to connect
with other people, in addition to the brands they enjoy and trust.

II. Twitter: - It’s where people go for news and live event updates. Users
check this fast-paced platform to monitor and stay up to date on
trending topics, events and news in real-time. This also is a good place
for consumers to quickly communicate with brands and businesses they
follow.

III. LinkedIn – As the professional networking site, it’s a place of learning.

Users come here to expand their expertise and learn more about their
industry. LinkedIn is typically an excellent platform for B2B businesses
to reach their target audience.

IV. Instagram – A platform where users can capture, edit and share photos,
videos and messages. One third of the most viewed Instagram stories are
from businesses, and creating sharable content that will entice users to
tag and share with friends will help expand your reach on this platform.

V. YouTube – As video content becomes more and more important in the

digital marketing space, YouTube is becoming an increasingly popular
social media platform for vlogs and other types of video content. Your
business can share anything from how-to guides or instructional videos,
to tips/tricks and corporate videos on this platform.

Study shows that Facebook and YouTube continue to be the most widely used
online platforms
 4. Why you should use hashtags. Explain do and don’t.

Ans: - The hashtag is not a new trend on social media anymore. However, if you’re new
to the social world hashtags are something to get familiar with. You may think the
pound sign (#) is only meant to be used when you check your voicemail, but it actually
has a completely different meaning when it comes to social media: meet the hashtag.
Hashtags play a crucial role in developing interest in your social media accounts and
are used on a number of social media platforms, most commonly, Twitter and
Instagram. Including a hashtag with your posts helps to categorize content for your
audience.

The reason for using hashtags is important in social because: -

 Hashtags work. They help increase your social media presence as they make your
content viewable by anyone who has an interest in your hashtag as it goes
beyond just your followers.
 Hashtags can help you build a brand for your business or yourself by engaging
with customers and joining the conversation about what’s trending.
 If you participate in high-traffic conversation by discovering the biggest trending
topics, you are more likely to gain great visibility to your business.
 The more visibility you get, the more likely you are able to create a larger
audience and a larger audience exponentially increases the likelihood of fresh
leads for your business.
 The most important benefit of hashtags is that you can immediately find topics
and conversations to join.
 A clever use of a hashtag can really put you on the map.
 Hashtags can lead to traction and sales, magic words to any business.

While using a hashtags it is important to know the dos and don’ts of the hashtags:-

 Dos:-
a. Make Hashtags user friendly: - Capitalizing the first letter of each word in a
hashtag is the easiest way to ensure users are reading your hashtag correctly.
There have been many cases where hashtags were read incorrectly and
mistaken for another message, often an inappropriate one. Capitalization
provides clarity to the message you are presenting in your hashtag by
avoiding any ambiguity of where one word ends and the next begins.
b. Use popular hashtags: - Participating in trending hashtags that are relevant to
your company or brand values is a great way to gain more brand exposure.
Here at Boston Digital, we use the popular tag to start each week off on a note
of positive encouragement. When researching a trending hashtag that can
work well for your posts, use the search bars of social platforms to browse
keywords relevant to your topic.
 c. Use hashtags in the body: - Hashtags don’t have to just be an afterthought
added to the end of a post to categorize it. They can be sewn into the actual
body of your message if it includes a keyword or phrase you are trying to
highlight. This is especially useful when using a site like Twitter that enforces
a character limit.
d. Encourage others to use your hashtags: - Encouraging your audiences to use
your company’s hashtags can help to promote your brand and expand your
reach into untapped networks. Late-night hosts like Jimmy Fallon are
notorious for starting hashtag trends by selecting a topic and telling their
audience to tweet those using hashtags.

 Don’t
a. Don’t include too many hashtags: - Studies on this matter don’t always agree,
but most show that too many hashtags can actually harm a post’s engagement
rates. Knowing the right amount for your specific goals and target audience
can be a little tricky, but it’s generally agreed upon that somewhere around 11
hashtags are ideal for most posts.
b. Don’t highlight sensitive and controversial subjects: - When running any
marketing campaign, regardless of the platform, it’s usually a good idea to
avoid sensitive and controversial topics. Whether it’s a recent tragedy or a
controversial political stance, unless it strongly aligns with your brand’s
image you should keep it out of your hashtags or risk alienating your
audience.
c. Don’t use irrelevant hashtags because they are trending: - While it’s
important that you use hashtags that are popular and likely to be
searched, don’t arbitrarily add an irrelevant hashtag to a post simply because
it’s trending. This will be obvious to those who come across your post based
on the hashtag, and will likely be ignored by them. Even if it does increase a
post’s number of impressions from hashtags, it’ll cause your brand to appear
dishonest and potentially damage its reputation.
5. What is social media monitoring?

Ans: - Social media monitoring is a process of using social media channels to track,
gather and mine the information and data of certain individuals or groups, usually
companies or organizations, to assess their reputation and discern how they are
perceived online. Social media monitoring is also known as social media listening
and social media measurement.

Organizations use social media monitoring to reach out to customers and prospects
for information gathering and front-end customer support. It is used to collect and
mine data, especially by organizations seeking customer intelligence to determine
current industry trends. The process has become easier - yet more tedious - due to
free and readily available outlets, like blogs, wikis, news sites, social networking
sites, forums, video/photo sharing sites and message boards

The Social media monitoring works Similar to search engines that send crawlers to
the far reaches of the Internet, social media monitoring is an algorithm-based tool
that crawls sites and continuously indexes them. Once sites are indexed, they can be
searched based on queries or strings.

The tools which helps in social media monitoring are:-

a. Hootsuite.
b. Tweet Deck.
c. Social Mention.
d. Tweet Reach.
e. Follower wonk.
f. Sum All
g. Mention Mapp.

6. Explain 4 lead generation techniques.

Ans: -

a. Utilize Email marketing: - Email marketing has become an essential tool for
business ever since the introduction of the Internet to the world, however
some campaigns that make it through to our inboxes are absolute rubbish
that we don’t take any notice of. This article seeks to explain what email
marketing really is, why companies should use it and how they should go
about doing so. Email marketing is a form of direct marketing that uses
electronic mail as a means of communicating commercial or fundraising
 messages to an audience. In its broadest sense, every email sent to a potential
or current customer could be considered email marketing. However the term
Email marketing is usually refer to:-
 Sending emails with the purpose of enhancing the relationship of
a merchant with its current or previous customers and to
encourage customer loyalty and repeat business.
 Sending emails with the purpose of acquiring new customers or
convincing current customers to purchase something
immediately.
 Adding advertisements to emails sent by other companies to their
customers.

b. Blog on a Regular Basis: - That might sound like a bit of a dull question. Trust
me, it is not! When speaking with clients one of the questions that I get asked
the most is “What is a blog used for?” In this post I will explain and also give
some valuable tips that can help decide whether a blog would be the best fit
for your online marketing strategy. Blog is a section of a website that is
updated with relevant content on a regular basis, usually daily or weekly.
There are many benefits to having a blog:
It’s low cost. A blog is a cheap way to get your message out on a regular basis.
The main investment, and this should not be overlooked, is the time taken to
create the content. It lets your readers know who you are. Whether you are a
large corporate, a small to medium sized business or a one man band working
from your spare room, by having a blog you are humanizing your brand .
Many websites are boring. They do not represent the colourful opinions and
personalities of the entrepreneurs and business people behind them. Blogs
allow those opinions and personalities to shine through.

c. Post consistently on Social Media: -

 Most people feel they have the basics of social media down. They have a good
page with nice graphics and good content. But they have a problem with
succeeding with their page. Why? Often, it’s the lack of consistency in social
media letting you down.
 But in life consistency is key. Yeah, the same goes for social media marketing,
you must be consistent, for you to build a brand your audience recognizes. The
consistency in a brand brings growth in audience engagement and reach.
From the tone of voice used in messages to the aesthetics of your profiles, you
need to be recognizable to gain traction among your intended audience.
 All social media platforms have their algorithm, Facebook, Instagram, and
Twitter create your timeline based on the type of content you engage with and
most likely resonate with. That is why you see ads for products you’ve been
searching for saying hi on your feeds. Engagement = Clicks = Cash; these
people have to make money one way or another.
 Facebook and Instagram decrease your views on people’s timelines if your
posting decreases (especially when you are a business page) and Twitter
shows tweets from accounts of people you interact with. They say the more
social you are, the more air time you get, as long as you are not spammy– and
believe me, that line is very thin.

d. Design Great Offers: -

 The word “yes” is a powerful one and ultimately everything we do as
marketers is designed to get prospects to say “yes” to our offers. Human
nature being what it is, when an offer is “exclusive”, “limited” or “in high
demand” it triggers a physiological reaction that makes the offer even more
appealing.
 In order to overcome their doubt or concern, people need to perceive the
value of your offer whether it is a white paper, free trail, membership, sales
promotion, or download as irresistible.
 The higher the perception of value, the more irresistible the offer.
7. What is influencer marketing?

Ans: - Influencer marketing is a type of marketing that focuses on using key leaders
to drive your brand’s message to the larger market. Rather than marketing directly
to a large group of consumers, you instead inspire / hire / pay influencers to get out
the word for you. Influencer marketing often goes hand-in-hand with two other
forms of marketing: social-media marketing and content marketing. Most influencer
campaigns have some sort of social-media component, whereby influencers are
expected to spread the word through their personal social channels.

Influencer marketing is a strategy where business and brands work together with
popular bloggers and/or social-media users to promote their products or services.
Because these influencers enjoy huge audiences and carry sway with them,
businesses want to tap into that audience by having their products or services
plugged or at least mentioned in some way by these influencers.

Influencer marketing is mainly used for boosting brand awareness, however it can
be also used for social selling very successfully.

Many influencer campaigns also carry a content element in which either you create
content for the influencers, or they create the content themselves. Though social-
media and content marketing often fit inside influencer campaigns, they are not
synonymous with influencer marketing. The Influencer Marketing is important
because:-

 To attract new customer.

 Increase repeat purchase.
 Driving Customer Loyalty.
 Maximizing customer lifetime revenue.

Consumers want authentic voices, not faceless sales executives who use the same
old tricks. Marketers can’t ignore influencer marketing any longer: content
creators have the power to drive business growth and deliver authenticity that
engages with audiences. Imagine—thousands of voices having authentic
conversations about your brand that hold sway in a way your voice alone never
could. That’s the power of influencer marketing.
8. What is CTA and its Significance?

Ans: - A call to action (CTA) is a marketing term that refers to the next step a
marketer wants its audience or reader to take. The CTA can have a direct link to
sales. For example, it can instruct the reader to click the buy button to complete a
sale, or it can simply move the audience further along towards becoming a consumer
of that company's goods or services. The CTA can suggest that the reader
subscribes to a newsletter that contains product updates, for example. To be
effective, a CTA should be obvious and should immediately follow the marketing
message.

The nature of the CTA varies by the advertising medium. For example, a television
ad for a charity organization may end with a CTA that directs people to call a 1-800
number or to visit a webpage, whereas a charity's monthly e-newsletter may just
contain a donate now button in the body.

In that vein, there are both hard and soft calls to action, depending on where the
customer is in the journey to buy a product. For example, a softer call to action as a
customer is simply learning about a new product or brand that may invite them to
learn more.

The significant of CTA are as follows: -

a. Use targeted CTA: -

 Relevant campaigns –mostly used for engaging people to your website with
relevant campaigns based on their behaviour and interests.
 Intent targeting – one of the most effective ways to engage visitors with a
relevant CTA; you can find out who your customers are, where are they coming
from,  the content of the page a visitor is on, and what intent is indicated by
their behaviour on your website.
 Target based on the stage of the funnel – with Convert Flow you can connect
your email marketing tools and retarget the right customers. This implies that
at every point of your marketing funnel you can engage, guide and convert
customers with the correct CTAs.

b. Visual design matters: -

 According to studies, you can inspire different
emotions if you use distinct colours on your website. That means that choosing
the right colour for your CTA is more important than you think.
 WordPress is a good example of such a practice. White CTA buttons not only fit
seamlessly into the design of the website but also capture visitor attention
instantly.
  Also, don’t forget about the shape of the CTA button. It’s up to you, it can be
round, circle or square. As long as the visitor can identify it as a button, it’s all
good.

c. A/B testing for CTAs: -

 You should run A/B testing to discover the combinations that appeal to your ta
rget audience and test the effectiveness of your marketing techniques.
 A/B testing is where two variants of a subject are concurrently compared to se
e which one works better. You compare subjects by showing the two variants,
for example, A and B to similar visitors at the same time. The solution that
gives a better conversion rate should be chosen as a winner.
 It is well known that each individual will react to multiple calls to action
differently.
 To test the effectiveness of those actions on your website or landing page, you
can use an A/B testing platform like optimize.

9. Explain 5 metrics to track..

Ans: -

a. Engagement: -
 Social media engagement measures the public shares, likes and comments for
an online business' social media efforts. Engagement has historically been a
common metric for evaluating social media performance but doesn't
necessarily translate to sales.
 This includes clicks, comments, likes and replies on your social media posts.
There are also platform-specific types of engagement such as “ saved” post on
Instagram and “Pinned” posts on Pinterest.
 Posts can be shared for many reasons, however, not all of them good. Social
media engagement is only as positive as the reputation it generates: going
viral over a poorly thought-out tweet can cause a tsunami of bad publicity
that proves to be unshakeable.
 Engagement is a two-way street. Hear what people are saying about your
brand and respond to critiques in a constructive and positive way. If users
have valid complaints, don't just acknowledge them, address them. Then
make sure everyone sees how responsive and generous your brand can be via
follow-up posts.
b. Reach:-
 The number of people who have seen any content associated with your page
or profile is your reach. In comparison, an impression is the total number of
circumstances where your content has been shown on a social
timeline, meanwhile, engagement looks at how people interact with the
content that they see on a social platform such as like, share or retweet
 Social media platforms including Facebook, Twitter, YouTube, Instagram and
many more have their own individual ways of tracking, analysing and
reporting the traffic on each of the individual platforms
 Each platform allows their users, from your everyday citizen to public figures
and companies, to create posts and content, to be active on the platform and
to interact with other users
 These platforms are also a main source of communication between
companies and their target audiences. By conducting research, companies are
able to utilize analytical information, such as the reach of their posts, to better
understand the interactions between the users and their content.

c. Followers: -
 This is the number of people who have on your profile who have clicked your
Follow button and see your content in their feeds regularly.
 A high follower count can be an ego boost and add brand credibility, but it
doesn’t say that much about the health of your marketing campaigns and
Instagram efforts.
 Your follower growth rate, on the other hand, gives you a good idea of
whether your business is expanding its reach and catching new people’s
attention.
 In other words, the way your follower count changes is more important than
your actual number of followers when evaluating your Instagram
performance.

d. Impressions: -
 This is the number of times a post from your profile or page is seen, whether
or not your audience members click on it. This is often what someone is
scrolling through their newsfeed, but not clicking on anything.
 In Facebook the impression is the number of times a post on your page is
displayed on the walls of users during a certain period of time.
 In Twitter the impression is the number
e. Video views: -
 Your video’s view count is the simplest of the video metrics to track—after all,
it’s just a simple count of how many people saw your video. Or is it? Actually,
the definition of a “video view” varies by network, but in all cases it’s based on
someone viewing a very short portion of your video, not the whole thing.
 Watch time is the total amount of time all viewers have spent watching your
video, combined. On Facebook, this metric is known as “minutes viewed,” and
on Periscope, it’s “time watched.”
 Unlike watch time, which indicates the total amount of time all users have
spent watching your video, average view duration indicates the amount of
time the average viewer spends watching the video.
 While YouTube still uses this term, Facebook recently replaced its troubled
average view duration metric with a new metric called video average watch
time. This new metric is calculated as the total watch time of your video
divided by the total number of video plays.
 On Facebook, snapchat, Instagram, or any other social channel with video
capabilities this is the number of views each gets.