Social Media Marketing For Beginners

Study Material

What is social media?

Social media is a collective term for websites and applications that

focus on communication, community-based input, interaction,
content-sharing and collaboration.

People use social media to stay in touch and interact with friends,
family and various communities. Businesses use social applications to
market and promote their products and track customer concerns.
Social media encompasses a wide range of websites and apps. Some,
like Twitter, specialize in sharing links and short written messages.
Others, like Instagram and TikTok, are built to optimize the sharing of
photos and videos.

Social media originated as a way to interact with friends and family but
was later adopted by businesses that wanted to take advantage of a
popular new communication method to reach out to customers. The
power of social media is the ability to connect and share information
with anyone on Earth, or with many people simultaneously.

Some of the most popular social media platforms are:

● Facebook
● Instagram
● Twitter
● LinkedIn
● Quora
● Snapchat

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Why is building a community important?

Communities are social units that create a feeling of fellowship with

others as a result of sharing common interests, goals, and attitudes.
Social media marketers are responsible for fostering thriving
communities. It's not enough just to have a huge social following. You
must also have an engaged community.

What is social media marketing?

The term social media marketing (SMM) refers to the use of social
media and social networks to market a company’s products and
services. Social media marketing provides companies with a way to
engage with existing customers and reach new ones while allowing
them to promote their desired culture, mission, or tone. Social media
marketing has purpose-built data analytics tools that allow marketers
to track the success of their efforts.

Social media strategy

The perfect social media strategy includes:

1. Clear goals & objectives - Setting a goal is the first step of every
social media strategy. The goals and objectives must be practical
and clear. Some common goals and objectives of a social media
strategy are: “Collecting leads”, “Driving traffic to website”,
“Increasing app downloads” etc

2. Audience data - Another important part of any social media

strategy is to study the audience and analyze their data.
Understanding what kind of audience is interacting on social
media and whether that audience is relevant to the target
audience of the brand is very important.

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 3. Competitor analysis - Tracking the activities of similar brands
and social media profiles gives a greater insight of the industry.
Every social media strategy must include the analyzing of
competitors.

4. Social media audit - A social media audit is a series of steps

taken to evaluate and optimize a business's social media profiles
and strategies. Performing a social media audit can help
ecommerce businesses stay on top of their online presence.

5. Content calendar - A social media calendar is an overview of

your upcoming social media posts, organized by date. It can have
the form of a spreadsheet, Google calendar or interactive
dashboard (if you’re using a social media management tool).

6. Content creation - One of the most important parts of social

media marketing is creation of content. The content must be
creative as well as strategic. Content is the final result of all the
planning included in the social media strategy.

7. Performance tracking and improvement points - The final step

of every social media strategy is to track the performance of the
content that is up. From the data improvement points must be
drawn and executed in the upcoming content.

What are social media ads?

Social media advertising, or social media targeting, are advertisements

served to users on social media platforms. Social networks utilize user
information to serve highly relevant advertisements based on
interactions within a specific platform. In many instances, when the
target market aligns with the user demographics of a social platform,

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social advertising can provide huge increases in conversions and sales
with lower cost of acquisition.

Social media advertising (also known as paid social) involves running

paid ads on various social media channels, such as Facebook, LinkedIn,
Instagram, Twitter, etc. These can include banner ads as well as native
ads and activities like boosting posts or like campaigns. Social media
ads are often charged on a pay-per-click (PPC) or cost-per-impression
basis.

Types of social media ads

Facebook Ads:
Facebook advertising is an important way to connect with your
audience on the world’s largest social network. Facebook has an active
user base of 2.8 billion users. If you want to get the best results, it’s
important to understand the different Facebook ad types and
targeting options before you dive in.

Types of Facebook ads

Image Ads - Image ads are simple yet effective single image ads.
These simple ads are a great way to get started with Facebook paid
advertising. You can create one with just a few clicks by boosting an
existing post with an image from your Facebook Page.

Video Ads - Video ads can run in the News Feed and Stories, or they
can appear as in-stream ads in longer Facebook videos

Poll Ads - This mobile-only Facebook ad format incorporates an

interactive component by adding a two-option poll to an image or
video ad. You can add a separate link for each poll choice. Both you

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and those who answer will see the tally of responses to each poll
option.

Carousel Ads - A carousel ad uses up to 10 images or videos to

showcase your product or service. You can use this format to highlight
different benefits of one product, several different products or even
use all the photos together to create one large panorama image.

Slideshow ads - Slideshow ads offer an easy way to create short video
ads from a collection of still photos, text, or existing video clips.
Slideshow ads have eye-catching motion, just like videos, but use five
times less data. So, they load well even for people on slow internet
connections. They’re an easy, low-impact way to draw attention.

Collection Ads - These Facebook paid ads, which are offered only for
mobile devices, allow you to showcase five images or videos that
customers can click to buy a product or service.

Instant experience ads - Instant Experience ads used to be called

Canvas. They’re a full-screen ad format that loads 15 times faster than a
mobile website outside of Facebook.

Lead ads - Lead ads are only available for mobile devices. That’s
because they’re specifically designed to make it easy for people to give
you their contact information without a lot of typing. They’re great for
collecting newsletter subscriptions, signing someone up for a trial of
your product or allowing people to ask for more information from you.

Dynamic ads - Dynamic ads allow you to promote targeted products

to the customers most likely to be interested in them. For instance, say
someone has visited a product page or placed a product in their
shopping cart on your website, but then abandoned the purchase.
With dynamic ads, you can advertise that specific product in their
Facebook feed.

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Messenger ads - Facebook Messenger ads give you access to the 1.3
billion people who use Messenger every month. When creating your
ad, simply choose Messenger as the desired placement. You also need
to select Facebook feed.

Stories ads - Mobile phones are meant to be held vertically. Stories ads
are a mobile-only full-screen vertical video format that allows you to
maximize screen real estate without expecting viewers to turn their
screen.

Instagram ads - These ads are shown on instagram platform, across

stories, feed and reels.

Linkedin Ads

LinkedIn Ads is a paid marketing tool that offers access to LinkedIn

social networks through various sponsored posts and other methods.
Linkedin Ads is a powerful marketing tool for B2B companies to build
leads, online recognition, share content, and more.

To grow in the professionals market, companies have to use LinkedIn

marketing to achieve it, and with LinkedIn, Ads promote their
presence on the platform.

LinkedIn ads provide many benefits to companies not just for added
reach and recognition, but the opportunity to increase sales, hire
talented people, and be a part of an industry’s social media presence.

Being part of LinkedIn can have positive effects on growing

organically online.

Snapchat ads

Snapchat is a camera and messaging app that connects people to

their friends and the world. With Snapchat Ads, advertisers are able to

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reach a global audience and drive meaningful results. Snapchat’s
self-serve advertising platform, Ads Manager, allows you to create ads,
launch campaigns, monitor performance, and optimize towards your
goals - all in one place.

Quora ads

Quora Ads is a self-service platform that enables users to create an ad

account and begin running ads on Quora. Any advertiser can run ads,
provided the company meets the advertising policy guidelines. The
platform enables advertisers to target specific topics and questions on
Quora (contextual targeting), as well as create and target audiences
based on pixel data (behavioral targeting). Advertisers can create text
or image-based ads.

Twitter ads

Twitter Ads are the perfect complement to organic content strategy.

The promoted, paid content you create in your campaigns will appear
as Promoted Ads and/or Follower Ads — all exposed to a broad
audience of your choice for increased exposure and visibility. It's easy
to get started. Although all Twitter Ads are tagged with the phrase,
“promoted” they look like every other non-sponsored tweet. They work
similarly to advertising on Google Ads. However, instead of
establishing pay/cost per click (PPC/CPC respectively), a ‘cost per
engagement’ (CPE) formula is implemented. This simply means that
you only pay when users interact with an ad. In other words, when a
user clicks on it, expands it, retweets it, favorites it, or responds to it.

Understanding Facebook as a platform

Facebook is a website which allows users, who sign-up for free profiles,
to connect with friends, work colleagues or people they don’t know,
online. It allows users to share pictures, music, videos, and articles, as

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well as their own thoughts and opinions with however many people
they like.

Users send “friend requests” to people who they may – or may not –
know.

Facebook has over 1 billion users

Once accepted, the two profiles are connected with both users able to
see whatever the other person posts. “Facebookers” can post almost
anything to their “timeline”, a snapshot of what is happening in their
social circle at any given time, and can also enter private chat with
other friends who are online.

People with profiles list information about themselves. Whether it be

what they work at, where they are studying, ages, or other personal
details, many users post lots of information which is easily accessible
to their friends and others. On top of this, users can “like” other pages
which interest them. For example, an Indian Cricket team supporter
can follow the team by linking up with its Facebook page. There, the
user can post comments and receive team updates, pictures etc.

What are facebook groups?

Facebook Groups are spaces on the social media network for friends,
acquaintances, or people with similar interests to discuss or share
about broad or narrow topics. Groups provide an arena for organic
discussion about your products or services and present the
opportunity to cultivate brand awareness.

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Types of groups:

Public groups - Are open for anyone to join and the content is visible
to the entire Facebook community.
Open groups - Will encourage membership, since no barriers exist,
but in some cases, you may want to limit membership.
Closed groups - Are visible to outsiders, but people can join only
when another member invites them, and only current and former
members can see secret groups. Closed and secret groups are useful
when you want a more exclusive gathering for loyalty rewards and
customer support forums

What are Facebook pages?

A Facebook Page is a public Facebook account that can be used by

brands, organizations, artists and public figures. Businesses use Pages
to share contact information, post updates, share content, promote
events and releases, and — perhaps most importantly — connect with
their Facebook audiences.

Pages can be connected to Facebook ad accounts and Facebook

Shops.

Creating a Facebook business page:

Creating a Facebook business page is a simple process:

1. Sign-up
Go to [Link]/pages/create.
Enter your business information in the panel on the left. As you
do so, the page preview will update in real time on the right.

For your page name, use your business name or the name
people are likely to search for when trying to find your business.

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 For category, type a word or two that describes your business
and Facebook will suggest some options. You can choose up to
three of the suggestions.

Next, fill in the Description field. This is a short description that

appears in search results. It should be just a couple of sentences
(maximum 255 characters).

When you’re happy with your description, click Create Page.

2. Add images

Next, you’ll upload a profile and cover images for your Facebook
Page. It’s important to create a good visual first impression, so
choose wisely here. Make sure the photos you choose align with
your brand and are easily identifiable with your business

3. Connect Whatsapp

After you click Save, you’ll see a pop-up box asking if you want to
connect your business to WhatsApp. This is optional, but it does
allow you to add a WhatsApp button to your page, or send
people to WhatsApp from Facebook ads

4. Create a username
Your username, also called your vanity URL, is how you tell
people where to find you on Facebook.

Your username can be up to 50 characters long, but don’t use

extra characters just because you can. You want it to be easy to
type and easy to remember

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 5. Add business details & CTA

While you might be tempted to leave the details for later, it’s
important to fill out all of the fields in your Facebook Page’s
About section right from the start.

Facebook’s built-in call-to-action button makes it very easy to

give the consumer what they’re looking for and it allows them to
engage with your business in real time.

The right CTA button will encourage visitors to learn more about
your business, shop, download your app, or book an
appointment.

6. Invite audience

Your Facebook Business Page now represents a robust online

presence that will make potential customers and fans feel
comfortable interacting with you.

Start by inviting your existing Facebook friends to like your Page.

To do so, just scroll down to the bottom of the Set Your Page up
for Success box and expand the section called Introduce Your
Page.

Introduction to Facebook business manager

Facebook Business Manager is a free tool developed by Facebook to

allow businesses and agencies to securely manage their company’s
pages, ad accounts, catalogs, and pixels in one place — without
sharing login information or being connected to their coworkers on
Facebook.

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Facebook Business Manager has numerous advantages for companies
and agencies, including the ability to:

1. Manage multiple pages and ad accounts from one Business

Manager
2. Securely share and control access to ad accounts, pages and
other assets on Facebook
3. Easily add or remove employees and agencies to an account
4. Grant different permission levels based on business objectives
5. Access valuable pixel data
6. Quickly build custom audiences for advertising efforts
7. Access the catalog and build product sets with ease
8. Access business-level reporting for multiple accounts
9. Manage billing details and see spend thresholds
10. Manage brand safety by verifying domains and creating block
lists

Getting started with Facebook ads

Facebook offers a variety of paid ad options and placements, but all

ads can be broken down into three elements:

● Campaigns - The campaign houses all of your assets.

● Ad set - If you're targeting separate audiences with different
characteristics, you'll need an individual ad set for each.
● Ads - Your actual ads live within your ad sets. Each ad set can
hold a variety of ads that vary in color, copy, images, etc.

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Creating an ad on Facebook

1. Create an account with Facebook Ads Manager:

In order to use the Facebook Ads Manager, you'll need a
Facebook Business Page. This is because you can't run ads
through personal profiles.

2. Start creating an ad through Facebook's Ads Manager:

Once you log into the Ads Manager, you'll see a performance
dashboard where all of your campaigns, ad sets, and ads will be
listed including the results they've driven for your Facebook
page. Unless you've already created an ad for your Facebook
page, this dashboard will be empty.

To create a new campaign, ad set, or ad through the Facebook

Ad Manager, tab over to the type of ad you want to create and
click the green "Create" button to far left of these ad types, as
shown below. You can see from this screenshot that we're
currently set to create a new campaign.

3. Choose an objective:
Facebook's Ads Manager, like many social media advertising
networks, is designed with your campaign objective in mind.
Before getting started, Ads Manager will prompt you to choose
an objective for your campaign:
● Reach
● Website traffic
● Engagement
● App installs
● Video views
● Lead generation

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 ● Messages
● Conversions
● Catalog sales
● Store traffic

4. Choose your audience:

Your next step is to configure your target audience. You can do

this for each ad set that belongs to the same campaign.
Facebook's built-in targeting is vast, including options such as:

● Location
● Age
● Gender
● Languages
● Relationship
● Education
● Work
● Financial
● Home
● Ethnic Affinity
● Generation
● Parents
● Politics (U.S. only)
● Life Events
● Interests
● Behaviors
● Connections

5. Set your budget:

Facebook allows you to set either a daily budget or a lifetime
budget. Here's how they differ from each other:

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 ● Daily budget. If you want your ad set to run continuously
throughout the day, this is the option you'll want to go for.
Using a daily budget means that Facebook will pace your
spending per day. Keep in mind that the minimum daily
budget for an ad set is $1.00 USD and must be at least 2X
your CPC.
● Lifetime budget. If you're looking to run your ad for a
specified length of time, select lifetime budget. This means
Facebook will pace your spend over the time period you set
for the ad to run.

6. Create your ad:

You need to decide if you want to show a single image or a
carousel. Once you decide between the two, you'll need to
upload your creative assets. It's important to note that for each
type of ad.

7. Monitor your ad's performance metrics:

Once your ads are running, you'll want to keep an eye on how
they're doing. You can see these results in the Facebook Ads
manager.

According to Facebook, here are some of the key metrics to look

for:

● Performance. Can be customized further to include metrics

like results, reach, frequency and impressions
● Engagement. Can be customized further to include metrics
like Page likes, Page engagement and post engagement
● Videos. Can be customized further to include metrics like
video views and avg. % of video viewed
● Website. Can be customized further to include metrics like
website actions (all), checkouts, payment details, purchases
and adds to cart

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 ● Apps. Can be further customized to include metrics like app
installs, app engagement, credit spends, mobile app
actions and cost per app engagement
● Events. Can be further customized to include metrics like
event responses and cost per event response
● Clicks. Can be further customized to include metrics like
clicks, unique clicks, CTR (click-through rate) and CPC (cost
per click)
● Settings. Can be further customized to include metrics like
start date, end date, ad set name, ad ID, delivery, bid and
objective

As you analyze, you'll be thinking about your data in four main ways,
depending on how granular you need to get:

● The account level

● The campaign level
● The ad set level
● The ad level

8. Reporting on Facebook ad performance:

You can receive custom reports via email as well. Here's how to
set it up:

● Navigate to Analyze and Report through the upper main

menu.
● Choose Ads Reporting.
● Select Create Custom Report.
● Select and open a saved report.
● Choose Save As next to the save icon. Give your report a
name and check Schedule Email.
● Follow the prompts to edit and confirm your reporting
preferences.

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Facebook pixel

The Facebook pixel is a piece of code that you place on your website. It
collects data that helps you track conversions from Facebook ads,
optimize ads, build targeted audiences for future ads and remarket to
people who have already taken some kind of action on your website.

The Facebook pixel works by placing and triggering cookies to track

users as they interact with your business both on and off of Facebook
and Instagram.

The 17 standard Facebook pixel events for which you can simply copy
and paste Facebook event code are:

● Purchase: Someone completes a purchase on your website.

● Lead: Someone signs up for a trial or otherwise identifies
themselves as a lead on your site.
● Complete registration: Someone completes a registration form
on your site, such as a subscription form.
● Add payment info: Someone enters their payment information
in the purchase process on your website.
● Add to cart: Someone adds a product to their shopping cart on
your site.
● Add to wishlist: Someone adds a product to a wishlist on your
site.
● Initiate checkout: Someone starts the checkout process to buy
something from your site.
● Search: Someone uses the search function to look for something
on your site.
● View content: Someone lands on a specific page on your
website.
● Contact: Someone contacts your business.
● Customize product: Someone selects a specific version of a
product, such as choosing a certain color.
● Donate: Someone makes a donation to your cause.

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 ● Find location: Someone searches for your business’s physical
location.
● Schedule: Someone books an appointment at your business.
● Start trial: Someone signs up for a free trial of your product.
● Submit application: Someone applies for your product, service,
or program, such as a credit card.
● Subscribe: Someone subscribes to a paid product or service.

What is Instagram?

Instagram is a social media platform that emphasizes photo and video

sharing via its mobile app. You can take, edit, and publish visual
content for both followers and non-followers, as long as your account
is public. Users can interact with your content via likes, comments,
shares, and saves.

Instagram’s engagement is on the rise, meaning you can get a better

response rate on Instagram compared to other social media platforms.

Creating a page on Instagram

Business page
Business Instagram accounts are meant for brands and other
businesses, so these accounts are made with features that will help
businesses.

With Business accounts, you can add additional Call-to-Action buttons

so that visitors can book an appointment, contact customer service, or
even make reservations.

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Creator page
Unlike regular business profiles, Instagram Creator profiles are meant
to fulfill the needs of influencers and creators that don’t yet have a
business. They are trying to build fan communities, gain brand
partnerships, and share within a specific industry. Instagram creators
are an important part of the Instagram eco-system.

Step 1: Launch the app and sign up by filling in your details. Make sure
you’re using an administrative email address if multiple people will
have access to this account, or you can opt to log in with Facebook to
easily link your Facebook business page.

Step 2: Select a username and password, complete your profile details,

and finish logging in.

Step 3: When you open a new account, the default will be a personal
account. So, from here, you’ll continue with the steps for switching
your Instagram account to a business profile, as we mentioned above
under “convert an existing account.”

Promotions and ads on Instagram

Boost your posts with a tap
Turn any of your posts into an ad instantly.

Instagram Ads

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Similar to Facebook, Instagram ads appear throughout the app,
including in users’ feeds, Stories, Explore, and more. They look similar
to normal posts but always contain a “sponsored” label to indicate that
they are an ad. They also often have more features than a normal post,
such as links, CTA buttons, and product catalogs.

Types of Instagram Ads

Instagram also has many other ad types. The most interesting ones
include:

1. Stories Ads
2. Explore Ads
3. Collection Ads
4. Shopping Ads

What is LinkedIn?

LinkedIn is a social network for professionals to connect, share, and

[Link] LinkedIn, you network with people by adding them as
'connections,' similar to how you'd make a friend request on Facebook.
You converse via private message (or available contact information),
and you have all of your professional experience and achievements
laid out in a neatly organized profile to show off to other users.

LinkedIn is similar to Facebook in terms of its layout and broad feature

offering. These features are more specialized because they cater to
professionals, but in general, if you know how to use Facebook or any
other similar social network, LinkedIn is somewhat comparable.

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Here are some of the basic features that this business network offers
and how they've been designed to be used by professionals.

Home: Once you've logged in to LinkedIn, the home feed is your news
feed, showing recent posts from your connections with other
professionals and company pages you're following.

Profile: Your profile shows your name, your photo, your location, your
occupation and more right at the top. Below that, you have the ability
to customize various different sections like a short summary, work
experience, education and other sections similarly to how you might
create a traditional resume or CV.

My Network: Here you'll find a list of all the professionals you're

currently connected with on LinkedIn. If you hover your mouse over
this option in the top menu, you'll also be able to see a number of
other options that will allow you to add contacts, find people you may
know and find alumni.

Jobs: All sorts of jobs listings are posted on LinkedIn everyday by

employers, and LinkedIn will recommend specific jobs to you based on
your current information, including your location and optional job
preferences that you can fill out to get better-tailored job listings.

Interests: In addition to your connections with professionals, you can

follow certain interests on LinkedIn as well. These include company
pages, groups according to location or interest, LinkedIn's SlideShare

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platform for slideshow publishing and LinkedIn's Lynda platform for
educational purposes.

Search bar: LinkedIn has a powerful search feature that allows you to
filter your results down according to several different customizable
fields. Click "Advanced" beside the search bar to find specific
professionals, companies, jobs and more.

Messages: When you want to start a conversation with another

professional, you can do so by sending them a private message
through LinkedIn. You can also add attachments, include photos and
more.

Notifications: Like other social networks, LinkedIn has a notification

feature that lets you know when you've been endorsed by someone,
invited to join something or welcomed to check out a post you might
be interested in.

Pending Invitations: When other professionals invite you to connect

with them on LinkedIn, you'll receive an invitation that you'll have to
approve.

Personal profile vs Business page

Personal profile:
User profiles play a huge role in how you grow your presence on any
social media platform. On LinkedIn, your profile plays a huge role in

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the quality of connections you make and, ultimately, your success in
leveraging LinkedIn.

According to LinkedIn, it’s:

“a professional landing page for you to manage your own personal

brand. It’s a great way for you to tell people who you are and what you
do by displaying a general history of your professional experiences and
achievements”.

Business page:
Your company page is your brand’s profile on LinkedIn. Unlike a
personal profile that the owner can only manage, a company page can
be managed by multiple people with authorization.

Your company page is used to manage your corporate brand.

The primary purpose of a company page is to broadcast updates about

your brand and product. It’s an excellent tool for boosting brand
awareness of your brand.

LinkedIn Campaign Manager

Campaign Manager is the central command center for advertisers on

LinkedIn. Create, measure, and optimize your campaigns all in one
place. Campaign Manager is the LinkedIn advertising platform that
streamlines all of your marketing efforts.

Campaign Manager is LinkedIn’s ad management tool that empowers

anyone to create, launch, and evaluate the performance of their
LinkedIn ad campaigns. Our self-service, online tool guides advertisers
to launch campaigns in 23 languages and reach the world's largest
professional network.

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Campaign Manager enables advertisers to create and measure
campaigns. These campaigns generate leads, drive website traffic, and
build brand awareness within the world’s largest professional network.

Similar to other advertising platforms, Campaign Manager uses an

organizational hierarchy to help advertisers stay organized. This
includes the account, Campaign Groups, campaigns, and ads.

Creating an ad on LinkedIn

1. Sign in to Campaign Manager

Campaign Manager is the advertising platform on LinkedIn. After you
create a free account, the platform will guide you through each step of
setting up your first campaign.
2. Choose your objective
An objective is the action you want your audience to take upon seeing
your ad. Selecting your objective helps show ad formats, features and
bid-types that support your objective during campaign creation.

3. Build your target audience

Next, you’ll be guided to build and save an audience for your
[Link] can target with professional traits—like job title,
company name, and industry type, target by professional or personal
interests, or customize by bringing in your own data using Matched
Audiences—which includes retargeting, email contact targeting, and
account-based targeting.

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4. Choose your ad format
After building your audience, you’ll be asked to choose an ad format
for your first campaign. Depending upon your objective, you can select
from the various Sponsored Content formats (single-image, carousel
or videos ads in the LinkedIn feed), Message Ads (ads that show up in
LinkedIn messages), or Text Ads.

5. Set your bid and budget

Setting the right initial budget will help you automate or control costs
and validate your marketing strategy.

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6. Set up your ad creative
As you create Sponsored Content and Text Ads, Campaign Manager
will generate previews in different sizes and environments, so you can
see what they’ll look like. For Message Ads, you can send yourself a test
message to preview.

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7. Save your billing information
The final step before launching your first campaign is setting up
payment details. Enter a debit or credit card, save, and your campaign
will enter a review process before launching.

What is Influencer marketing?

Influencer Marketing is a hybrid of old and new marketing tools. It

takes the idea of celebrity endorsement and places it into a
modern-day content-driven marketing campaign. The main
differentiator in the case of influencer marketing is that the results of
the campaign are collaborations between brands and influencers.

But influencer marketing doesn't just involve celebrities. Instead, it

revolves around influencers, many of whom would never consider
themselves famous in an offline setting.

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Influencer marketing involves a brand collaborating with an online
influencer to market one of its products or services. Some influencer
marketing collaborations are less tangible than that – brands simply
work with influencers to improve brand recognition.

Influencers, unlike celebrities, can be anywhere. They can be anyone.

What makes them influential is their large followings on the web and
social media. An influencer can be a popular fashion photographer on
Instagram, or a well-read cybersecurity blogger who tweets, or a
respected marketing executive on LinkedIn. Within any industry, there
are influential people—you just have to find them. Some will have
hundreds of thousands (if not millions) of followers. But many will
seem more like ordinary people. They may only have 10,000 followers,
less in some cases. Yet, they will have developed a reputation for being
the experts in their field. They are the go-to people who provide the
answers to people's questions. Depending on their sphere of expertise,
they are the people who make the most engaging social posts on their
specialist topics. They share the best pictures, make the most
entertaining videos, and run the most informative online discussions.

Micro-level Influencer marketing - This includes collaboration with

Influencers with less number of following but high engagement rate.

Macro-level Influencer marketing - This includes collaboration with

Influencers with a high number of following but a low engagement
rate. These are usually celebrities or public figures.

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What is social media automation?

Social media automation is the process of optimizing social

interactions using automated tools. This can include scheduling social
posts ahead of time or republishing popular articles. Automating
social media publication, engagement and management reduces the
hours spent on maintaining and growing brand accounts. As a result,
time and resources could be allocated toward other areas of the
marketing budget and meeting strategic goals.

The pros of social media automation include:

● Spend less time manually updating brand pages

● Maximize reach and impressions
● Stay active on social media beyond regular business hours
● Analyze social data in real-time

Advantages of using social media automation tools

1. Publish Posts During Peak Audience Times

Optimize your reach by posting when your audience is most
active on social media.

2. Keep a Steady Queue of Posts

Brands without a dedicated social media team may struggle with
posting on a regular basis if marketers find themselves juggling
multiple responsibilities. Social media automation lets you
upload your content calendar so you can concentrate on other
tasks. Additionally, if you went on vacation or want to publish
posts outside of business hours, upload the posts and schedule
publish dates days, weeks or months ahead of time.

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 3. Analyze Social Data
Automated tools analyze the data in real-time and report key
metrics like engagement levels, impressions or reach. Some tools
will also have customized reports sent to your inbox on your
chosen schedule.

4. Set Up Automatic Responses to Customers

Improve customer care by using automated software that
suggests replies to messages or chatbots that send responses to
customer questions or comments.

Introduction to ZOHO social

1. Schedule
Simplify your content pipeline with an intuitive social media
scheduler. Control when and how you want to reach your brand’s
audience by choosing from an array of scheduling features.

2. Monitor
Monitor core keywords, brand hashtags, product reviews, and
more. Discover new leads and listen to what people are saying
about the brands you manage across your social channels.

3. Collaborate
Work together on all things social. Discuss popular posts, share
custom reports, or plan a campaign together. Make decisions
faster and save time when you collaborate with your team from
within Zoho Social.

4. Analyze
Analyze the impact of your social media strategy. Create
insightful reports that help you understand your audience and
track social media performance.

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