Social Media Marketing

LALIT NARAYAN MISHRA INSTITUTE OF ECONOMIC
DEVELOPMENT AND SOCIAL CHANGE
Jawahar Lal Nehru Marg,
Veerchand Patel Road Area
Bailey Road,
Patna-800028
A Project on:
Social Media Communication
Submitted by: Submitted to:
Tanvi Priya Ms. Yashika Kant
Roll no.: 220103 Faculty: English
Course: MBA LNMI, Patna
Section: B
Session: 2022-24
LNMI, Patna
Date of Submission: 20.09.2022
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ACKNOWLEDGEMENT
An acknowledgment is not merely a formality but an expression of deepest gratitude that I want to
give to my teacher, Mrs. Yashika Kant, Faculty of English, LNMI, Patna, under whose supervision I
have performed the research work on the topic “Teleconferencing and Videoconferencing”. I want to
duly acknowledge my parents, friends, and all the persons associated with this project for being
constant support throughout this project work. Lastly, I would like to extend my gratitude to the
Almighty for showering His choicest blessings upon me throughout the making of this project.
Thank You!
~Tanvi Priya
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Table of Contents
S. No. Particulars Page Nos.
❖ Preface
Part I ❖ Social Media Communication

1. What is social media?
2. History of social media
3. Different platforms used as social media
4. Advantages & Disadvantages
5. Social media in business
❖ Social Media Marketing

1. What is Social Media Marketing?
2. Why is Social Media Marketing so powerful?
3. How does social media marketing work?
4. Rules and regulations to use social media- in marketing and
otherwise
5. General strategies for marketing using social media
Part II ❖ Social media marketing strategies

1. 4 Companies around the world
2. Their strategies to increase
Part III ❖ A case study: The Personal Story

1. A brief introduction to my Company and product
2. My strategies as a Social Media Marketing Head
❖ Conclusion
❖ Bibliography
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Preface
Social media networks or new media are one of the most widely used communication media by all
people or the wider community today. The purpose of this study is to analyze marketing
communication through social media. This research used the descriptive method, to present a
complete picture of the situation related to several situations of variables examined. The results
revealed that marketing communication using social media affects consumer interest in buying goods
offered through social media such as marketing conducted by Instagram social media most
frequently visited by people today. This study discusses the marketing strategies that are involved in
social media Instagram. These results make social media one of the suitable media to deliver
marketing communication. So that this marketing technique is expected to help online sellers in
managing their business. This marketing technique has more real-time advantages in serving
customers to invite more customers to develop online businesses that have been built.
Social media is a group of Internet-based applications that allows individuals to create, collaborate,
and share content. Practitioners can realize social media’s untapped potential by incorporating it as
part of the larger social marketing strategy, beyond promotion. Social media, if used correctly, may
help organizations increase their capacity for putting the consumer at the center of the social
marketing process. The evolution of social media proves how technology is ever-changing to fit the
needs of its users. Social media can help companies market to other businesses or consumers. Some
of these social platforms include Facebook, YouTube, Twitter, LinkedIn, and Google.
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❖Social Media Communication
1. What is social media?
The most popular and common place to find mass amounts of communication is on the
internet and more specifically social media. The continuous advancements in technology
in the world that we live in have created new platforms that generate communication.
These platforms are better known as social media and they offer many unique and fun
ways for people to interact with one another, all on the cyber web. Some of the most
popular social media websites/apps are Twitter, Facebook, Instagram, and Snapchat. All
four are massive billion-dollar companies that allow millions of users to socialize with
one another all in one convenient place. Social media has continually become more and
more prevalent every year. These platforms offer many cool features that are easily
accessible built on formats that are user-friendly and easy to use for anyone. This has
created an alternate world for communication that grants people the ability to
communicate with seemingly endless amounts of others.
“Social media is understood as the different forms of online communication used by

people to create networks, communities, and collectives to share information, ideas,
messages, and other content, such as videos.”
~Historycooperative.org
Two things stand out from this definition:

• Social media must include online communication, meaning the history of social
media cannot begin before the invention and widespread adoption of the internet;
and
• Social media depends on user-generated content. This is why typical websites and
blogs do not get included in the world of social media. Only certain people can
post to these sites, and there are significant restrictions on the types of content that
get uploaded.
Using this definition, we can understand social media platforms to be a wide range of
things, such as messaging apps like WhatsApp and Viber, profile-based platforms such as
Facebook and LinkedIn, video portals such as YouTube, and also email clients such as G-
mail. However, there are many other social networking sites out there, especially once
you start looking at how people use social media platforms around the world.
Thus, social media can be described as the collection of online platforms that involve
sharing and collaborating with an online community by posting, commenting, and
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interacting with one another. The most used social media platforms today are Instagram,
Facebook, Twitter, Pinterest, LinkedIn, and Snapchat.
2. History of social media
Many people like to link the history of social media to the growth in communications
technology that has been occurring since the end of the 19th century. A common starting
point is Samuel Morse’s first telegraph, which he sent in 1844 between Washington,
D.C., and Baltimore.
However, based on our previous definition, this type of communication does not qualify
as social media. First, it did not take place “online,” and second, telegrams do not
contribute to any larger community or collective. Instead, they are used to send individual
messages between two people. So, while it is interesting to think of social media history
as being part of a much larger continuum, the real history of social media starts in the
1970s with the emergence of the internet. The first two social media platforms were Six
Degrees and Friendster, both of which are no longer around, despite playing an influential
role in starting what has become a social media revolution.
3. Different platforms used as social media
• Six Degrees
The website credited as being the “first online social media” site is Six Degrees. It’s
named after the “six degrees of separation” theory, which states that everyone in the
world is connected to everyone else by no more than six degrees of separation. This is
often called the “Six Degrees of Kevin Bacon” theory, although Kevin Bacon himself is
irrelevant to the phenomenon.
The reason Six Degrees is considered to be the first of the social networks is that it
allowed people to sign up with their email addresses, make individual profiles, and add
friends to their network. It was officially launched in 1997, and it lasted until about 2001.
Its number of users peaked at around 3.5 million. It was bought out by Youth Stream
Media Networks in 1999 for $125 million, but it shut down just one year later.
• Friendster
A few years later, in 2002, the site Friendster emerged to compete with Six Degrees. Like
Six Degrees, it allowed users to sign up with their email addresses, make friends, and
save them as part of a personal network. People could also share videos, photos, and
messages with other users, and they were also able to leave comments on other people’s
profiles, so long as they were part of each other’s network.
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A few months after its launch, Friendster had over 3 million users, and this number
continued to grow, eventually reaching over one hundred million.
In 2011, Friendster was rebranded as a social gaming site that was focused mainly on the
gaming community. This helped it stay relevant alongside competition sites like Google,
Yahoo!, and Facebook, but in the end, Friendster was doomed to fail. In 2015, it
suspended all of its services, and on Jan. 1, 2019, it ceased all operations and officially
closed its doors.
• LinkedIn
LinkedIn was one of the first social media sites in history. It was founded on December
28, 2002, by Reid Hoffman, Allen Blue, Konstantin Guericke, Eric Ly, and Jean-Luc
Valliant. Initially, it was a site focused on professional networking, allowing people to
connect with business and school contacts, as well as companies. Today, this is still the
primary purpose of LinkedIn. It has stayed true to that purpose to this day. Currently,
LinkedIn has more than 575 million registered users, and it’s ranked number 285 on the
Alexa Ranking for most-visited sites.
• MySpace
MySpace was perhaps the most popular and influential of the original batch of social
networking sites. Launched on August 1, 2003, MySpace quickly became the largest
social media site in the world, connecting millions of active users all over the world. It
started as a file storage platform, but it quickly transitioned to an online social network,
which contributed to its meteoric rise in popularity.
By 2005, it was clear to the world that MySpace was here to stay, so some larger
companies began to show interest in acquiring it. This resulted in the sale of MySpace to
News Corp., the U.K-based media conglomerate run by Rupert Murdoch, for $580
million. Shortly thereafter, in 2006, MySpace surpassed Google as the top-visited website
in the world.
After the sale, MySpace continued to grow, and by 2009 it was generating around $800
million in revenue, making it one of the more profitable social networking sites out there.
However, as Facebook began to expand beyond its initial audience of just college
students, MySpace began to decline, and Facebook replaced it as the top-visited site in
2008.
Another reason MySpace began to decline was its use of on-site ads to generate revenue.
Many argue that its deal with Google 2010, which consisted of a $900 million, three-year
advertising agreement, overloaded the site with ads and made it difficult to use. Its
popularity was soon eclipsed by other sites like YouTube and Facebook which offered a
more ad-free environment.
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However, MySpace, despite its decline, continues to operate to this day. In 2016, it was
bought out by Time Inc., and in 2018 it was bought again by the Meredith Corporation.
Currently, it’s still ranked 4,153 on the Alexa ranking of most visited sites in the world.
• Facebook
Facebook was founded on February 4, 2004, by Mark Zuckerberg, as well as Eduardo

Saverin, Andrew McCollom, Dustin Moskovitz, and Chris Hughes. Facebook started as a
social media site exclusive to Harvard students, although it quickly spread to the rest of
the Ivy League, as well as Stanford and MIT. However, after 2006, Facebook was
available to anyone claiming to be above the age of 13, regardless of whether or not they
had an affiliation with a university.
After its launch and subsequent expansion, Facebook grew quickly, surpassing MySpace
in 2008 as the most visited site in the world. Today, it ranks #3 on the Alexa traffic
rankings, behind only Google and YouTube.
Facebook went public in 2012 and it received a valuation of $104 billion, making it one
of the highest IPO valuations of all time. It currently generates over $40 billion a year in
revenue, and it is considered one of the most important tech companies in the entire
world. Facebook has also acquired other sites like Giphy, Instagram, and Whatsapp in a
bid to propagate its reach.
Facebook has just over 2.6 billion active users, which has grown consistently since its
launch. This amounts to just under 30 percent of the entire global population. Facebook is
the most popular social media platform in the world.
Facebook is the largest social media platform in the world.
But just because more than 90% of its daily active users live outside North America
doesn’t mean this social platform isn’t popular in the U.S.
Seven in ten U.S. adults use Facebook, and more than half of Americans check multiple
times daily, sharing posts composed of text, photos, videos, and GIFs that other users
comment on, share, and react to.
Quick Snapshot
Headquarters: Menlo Park, California, USA
Founded: 2004
Monthly Active Users: 2.74 Billion
Standout Features & Functionality
Audience Insights gives small businesses the power to leverage Facebook’s massive pool
of aggregated data to help them reach their ideal audience with Facebook ads.
Facebook 360 allows businesses to upload panoramic-style photos from a smartphone,
creating immersive, interactive experiences for their followers.
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Facebook Live gives influencers an interactive medium for connecting with their
audience.
Who Should Use Facebook?
Just about every audience is on Facebook, and it is the most popular social media network
for seniors — a rapidly growing demographic on the site.
Who Shouldn’t Use Facebook?
Although Facebook dominates social media usage, if you’re in an industry that elicits
unhappy or angry feelings, then your message may not be well received on Facebook.
Final Word on Facebook
Facebook advertising’s massive reach and powerful social media marketing capabilities
make it a no-brainer for most businesses (just make sure you set up a business page, if
you haven’t already).
And if you’re a content creator (whether it’s a blog post, infographic, or an article for a
client), Facebook is one of the best social media platforms to share content.
• Twitter
Twitter was created on March 21, 2006, by Jack Dorsey, Noah Glass, Biz Stone, and
Evan Williams. It distinguished itself by limiting users to only 140 characters, a policy it
held onto until 2017 when it doubled the character limits in all languages except Chinese,
Japanese, and Korean. Twitter went public in 2013 and was valued at $14.2 billion.
Today, it has around 335 million monthly active users.
In 2009 China launched a social media platform called Weibo. A Facebook and Twitter
hybrid that has grown to be one of the largest social media sites with over 400 million
active users.
Twitter is a microblogging platform where users primarily share short posts called tweets
(280 characters maximum) with their followers.
Users can then like, comment on, or retweet these posts to their followers. It’s like having
a massive conversation with people all over the world.
Twitter is full of businesses and brands communicating with their audiences, and “40% of
Twitter users reported purchasing something after seeing it on Twitter.”
Quick Snapshot
Headquarters: San Francisco, California, USA
Founded: 2006
Monthly Active Users: 353 Million
Standout Features
Users can see and subscribe to the curated feeds, called “Lists” of people they follow.
Twitter Polls allow users to ask their followers a question with 4 answers to choose from.
This is an easy way to engage your audience and get feedback on ideas.
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Hashtags were started on Twitter, and you can create branded hashtags to generate brand
awareness and drive engagement.
Who Should Use Twitter?
Probably anyone, but B2B companies targeting millennial males, living in urban areas,
with above-average income do well.
Who Shouldn’t Use Twitter?
Twitter is a politically charged space. Be mindful about stepping into social and political
conversations, because the wrong tweet can bring quick consequences for brands and
businesses.
Final Word on Twitter
Twitter is a great place to have a conversation with your audience. Show up and be ready
to have a conversation with your people.
• Instagram
Instagram was launched on October 6, 2010, by Kevin Systrom and Mike Krieger. It
separated itself from becoming a smartphone-only app focusing exclusively on photos
and video sharing, and by only allowing photos to be framed in a square (a restriction that
was lifted in 2015).
Instagram grew quickly after its launch, surpassing one million registered users in just
two months. Currently, it has 1 billion active users, which makes it the sixth most popular
social media platform in the world. In 2012, Facebook bought Instagram for
approximately $1 billion in cash and stock.
Instagram is a video and photo-sharing social platform where users upload photos and
short videos, often adding filters and other effects before sharing them with family and
friends.
It’s owned by Facebook, which provides robust marketing data for reaching your
audience.
Instagram is the perfect place to show off products and tell visually centered stories about
your business. Whether that’s e-commerce or personal training, you’ll find that users on
this platform are ready to buy.
Quick Snapshot
Headquarters: Menlo Park, California, USA
Founded: 2010
Standout Features
Shoppable Tags allow users to click on products in images and go directly to a product
page to make purchases.
Instagram Stories are short user-generated videos with various added enhancements and
effects that disappear after 24 hours.
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Instagram Live is a great way to engage your audience and interact with them in real
time.
Who Should Use Instagram?
A variety of brands thrive on Instagram, especially those in travel, beauty, and fashion —
the largest demographic is under 35, urban females with above-average income.
Who Shouldn’t Use Instagram?
If you’re not prepared to consistently post unique, high-quality images and videos, then
you won’t capture much attention. (Thankfully, there are several great Instagram
scheduling tools available to make consistent posting much easier.)
Final Word on Instagram
Instagram is growing every day. With increasingly sophisticated and powerful tools for
marketers, it’s a great social site for growing your business.
• Snapchat
Snapchat was launched by Evan Spiegel, Bobby Murphy, and Reggie Brown in
September 2011. Its distinguishing feature was that it allowed users to send photos to one
another that would disappear shortly after being opened.
Today, in addition to this service, Snapchat also allows people to chat with one another as
well as share a “24-hour story,” which gives users the chance to post photos and videos
and save them for one full day. Currently, it has around 186 million active users, although
it is particularly popular among young people, leading many people to believe Snapchat’s
influence will grow in the coming years.
Snapchat is “a camera and messaging app that connects people with their friends,”
specializing in ephemeral content — media that is only accessible for a short time (kind
of like Tumblr’s ephemeral chat rooms).
Users share image and video messages called “snaps” which can be modified with
stickers, text, filters, and other effects.
There are also private and public stories that show the last 24 hours of a user’s content.
Quick Snapshot
Headquarters: Santa Monica, California, USA
Founded: 2011
Standout Features
Creators can add links to snaps, allowing them to send viewers to external websites.
Businesses can create a Sponsored Geofilter, a location-specific image overlay that is
only available at a specific physical location that “proves” the user was there.
The “Swipe Up to Call” and “Swipe Up to Text” features make it even easier for your
audience to contact your business.
Who Should Use Snapchat?
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If your audience is Millennials or Gen Z, and your brand aligns with the fun, laid-back
vibe of this platform, then go for it.
Who Shouldn’t Use Snapchat?
Brands targeting older audiences won’t have as much success here.
Final Word on Snapchat
Snapchat users are always looking for interesting content. This is a great opportunity to
tap into your creative side and engage younger audiences.
• YouTube
When it comes to social networks, YouTube dominates video content sharing.

This massive video-sharing platform lets users post, comment on, and upvote or
downvote music videos, TV shows, vlogs, educational content, live streams, movie
trailers, and more.
They can also subscribe to other users’ channels and add videos to playlists.
YouTube functions as a massive search engine (2nd only to Google), making SEO an
important consideration for content creators.
Quick Snapshot
Headquarters: San Bruno, California, USA
Founded: 2005
Monthly Active Users: 2 Billion
Standout Features
YouTube Cards visually enhance links to other videos and playlists, making your content
more interactive. They can appear at any specified time during your video.
YouTube Live allows you to stand out by creating an engaging experience with your
audience.
After reaching 1,000 followers, channels can post text, images, GIFs, live videos, and
more within the Community tab to further connect with their audience.
Who Should Use YouTube?
Tons of businesses have leveraged this top social media site to reach potential customers
successfully. Here are 50 content ideas to get any business started.
Who Shouldn’t Use YouTube?
An astounding 500+ hours of video is uploaded to YouTube every minute. If you’re not
committed to producing high-quality content, you won’t gain traction.
Final Word on YouTube
Chances are your audience is regularly tuning in to this massively popular social media
site to be entertained, educated, and informed. Will they find you there?
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• WhatsApp
In a crowded messaging app market (QQ, Telegram, Snapchat, etc.) WhatsApp stands as
the most popular, with more monthly active users than Facebook Messenger (both are
owned by Facebook).
Users can send text and voice messages or make voice and video calls for free with this
mobile social media app. However, unlike the app Viber, users cannot call non-app users’
numbers.
WhatsApp Business is a standalone app available on a desktop, and many business
owners use it as a handy customer service solution.
Quick Snapshot
Headquarters: Mountain View, California, USA
Founded: 2009
Monthly Active Users: 2 Billion
Standout Features
Free international text, voice, and video messaging (video chat with up to 4 people).
WhatsApp Business provides messaging tools for connecting with customers, including
automated greeting and away messages, the ability to reuse messages for quick replies,
labels for organizing contacts and chats, catalogs to show off your products and services,
and a profile page with your basic business info.
Document sharing allows for easily sharing spreadsheets, slideshows, and other
documents up to 100 MB (also free!).
Who Should Use WhatsApp?
Businesses that want to offer quickly accessible customer service, including local
businesses offering delivery.
Who Shouldn’t Use WhatsApp?
If your customers aren’t likely to use the app, then it won’t work because both parties
must have it to connect.
Final Word on WhatsApp
It’s easy to see why WhatsApp has become such a popular social networking app for
small businesses. Check out this HubSpot article for WhatsApp marketing ideas.
• WeChat
WeChat (Weixin) is one of the most popular social media sites to come out of China.
Owned by Tencent, the parent company of QQ and QZone, this app does a little bit of
everything.
It’s a messaging, social media, and mobile payment app rolled into one, and users also
play games, shop, and access government services through the platform.
Like other social media apps, users can also share photos, make video calls, and text.
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Advertisers on WeChat benefit from Facebook-Esque customer data collection.
Quick Snapshot
Headquarters: Shenzhen, China
Founded: 2011
Standout Features
WeChat Pay allows users to shop and make money transfers.
Automated replies create a smooth customer service experience.
A customer history chat log is available for easy reference when corresponding with
clients.
WeChat Shop platforms allow businesses to set up online stores that leverage features
like WeChat Pay, phone number and address collection, retargeting, and customer service
capabilities.
Who Should Use WeChat?
If your audience is in or from China — including tourists, students, and ex-pats — then
this all-in-one social media service is worth a look.
Who Shouldn’t Use WeChat?
Foreign businesses must go through a 3rd party agency to advertise on WeChat, which is
a lot of hassle unless you’re serious about reaching Chinese audiences.
Final Word on WeChat
WeChat is a huge platform with tons of organic and paid marketing options for brands
and businesses.
• TikTok
TikTok is a massively popular social network coming out of China that bills itself as the
“leading destination for short-form mobile video.”
Users create various types of short (up to 60 seconds) looping videos to share, including
comedy, talent, lip-synching, dancing, stunts, and more.
Like other social networking platforms, its algorithm will learn what you like and show
you similar content over time.
Quick Snapshot
Headquarters: Beijing, China
Founded: 2016
Standout Features
In-app video editing allows users to customize background music, video effects, speed,
filters, sounds, and more.
With the React feature, users can film their reactions to videos, showing up in a small
window alongside the original content.
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The Duet feature allows users to film themselves trying to sing the same song, perform
the same dance, or do a parody as a joke alongside a piece of original content.
Who Should Use TikTok?
If your audience is young adults, and you can demonstrate a creative or visually appealing
side to your brand, then TikTok is a must-have for your digital marketing playbook.
Who Shouldn’t Use TikTok?
If your audience is older professionals, or if you’re a B2B company, then this probably
isn’t the right place for you.
Also: The United States potentially banning TikTok due to data concerns was a popular
topic throughout 2020, so if privacy is a chief concern of yours, keep this in mind.
Final Word on TikTok
TikTok is a fun space to show your brand’s human side. If your audience is on this
platform, it’s a great place to cultivate awareness.
• Reddit
The “front page of the internet,” Reddit is a forum where users can participate in
thousands of communities called “subreddits,” covering any topic imaginable (and many
more).
Content is user-generated and includes written posts, discussions, photos, videos, and
links to articles.
Users often pose questions to the community (similar to Quora), or just browse for
random stories like you would see on StumbleUpon back in the day.
Quick Snapshot
Founded: 2005
Standout Features
Ask Me Anything (AMAs) allows users to have live conversations with well-known
public figures like politicians, authors, actors, or people with interesting jobs.
Activities on Reddit generate Karma, a point system that shows how much you participate
and generates goodwill from other users.
Who Should Use Reddit?
If you want to gain insights into an audience’s thought process and communication style,
then follow any subreddits they hang out in.
Who Shouldn’t Use Reddit?
“Redditors” are typically savvy internet users that bristle at overt marketing attempts and
shut down anyone not observing group norms (“Reddiquette”). Ease in and add value, or
just be a fly on the wall and gain intel.
Final Word on Reddit
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Reddit is an awesome resource for learning about topics and people. To learn more about
marketing on Reddit, check out this article.
• Pinterest
People visit Pinterest for inspiration and to find and share new ideas.
This “productivity tool for planning your dreams” has virtual boards that users (called
Pinners) fill with image-based “pins,” bookmarking them for future viewing.
Pins typically link to an external website and can be repinned from one user’s board to
another.
Pinners view pins from all the other users and topics they’re following on their home
feed.
Quick Snapshot
Founded: 2009
Standout Features
“Lens” allows users to perform a visual search for objects they’ve captured on their
phones or other mobile device.
“Catalogs” allows brands to upload their catalog to Pinterest and turn products into
Product Pins.
“Rich Pins” come in 4 formats: Product Pins, Recipe Pins, Article pins, and App pins.
Each with its dynamic function.
“Shop the Look” pins allow Pinners to click on items and go to a product page to
purchase.
Who Should Use Pinterest?
If your audience is made up of women, especially Millennial moms, then Pinterest could
be perfect for you.
Who Shouldn’t Use Pinterest?
Content must be visually amazing on this platform. If you’re not willing or able to invest
in great images, then you’ll be wasting your time.
Final Word on Pinterest
Pinterest users have proven to be ready to buy. The great thing is that Pinterest gives
marketers plenty of tools to channel that buying intent.
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4. Advantages & Disadvantages
• Advantages
Social media has made communication never so fun by offering fun filters, cool
texts, quick messaging, the ability to comment/like photos, emojis, geotags, and so
much more. This is why so many people enjoy using these different platforms to
communicate different things. You have apps like Instagram and Facebook to post
all of your favorite photos allowing all your friends and followers to see them.
Then you have apps like Twitter to post your thoughts and opinions all in 240
characters or less. Then there’s Snapchat where people can post their daily
activities for others to watch. Social media gives people a place to find things of
their interest, while also being able to communicate and meet others. Having these
platforms has made communication easier than ever by providing a medium that
targets all kinds of demographics of people. Social media can be great for
spreading important information to people quickly and rapidly spreading to inform
more people. Social media has helped change lives and spread awareness for all
kinds of things by grabbing the attention of millions and getting people to want to
make a difference.
• Disadvantages
Although platforms like Facebook, Twitter, Snapchat, and Instagram provide

convenient and easily accessible places for people to interact, there are some
downfalls to them. The first problem with social media sites is that although you
may think the things you say and post are private… they are never actually fully
safe. It can be very easy for personal information to be leaked onto the internet
and then go viral from there. These social media sites can make or break a
person’s reputation and personal image. These platforms may be great for seeing
what others post but it has also become a place where people get exposed and
violated. It is very common for people to get cyberbullied on social media because
people have the power to publicly humiliate others. This is why others need to be
careful what they post and say on the internet because it can come back to bite
them in the real world. Social media has also developed some improper
communication habits, especially when writing. People often develop bad habits
that use improper grammar and especially that may negatively impact how they
communicate in the real world.
Social media is a powerful thing that can make huge differences but can also ruin
people’s lives and that is why it is so important to be smart when communicating
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publicly on the internet. Social media will only get increasingly more powerful
and popular as time goes on, it’s not something that’s going to go away anytime
soon. Use social media for the benefits that it can cause and avoid posting any
information that could potentially hurt you in the long run.
5. Social media in Business
1. Building a community
By utilizing social media, brands can create an entire community based on their products
or services. The use of a particular brand can be integral to being a part of a certain
lifestyle, and social media perpetuates that idea. By being involved with the right
communities, or making your community out of a brand (such as Disney), companies are
creating the most loyal customers.
2. Brands Are Speaking Directly to Audiences
Companies no longer need to go through media such as TV stations, magazines, or

newspapers to reach consumers. Brands now have direct access to customers by way of
social media — they can now find out exactly the needs of the customer much faster and
respond accordingly.
3. Social Media is Changing Traditional Media
Traditional media was such that a brand would just post an article and it would reach
audiences. Social media and the way, information reaches consumers today make it so
that it’s important who is posting or writing about a product. Influencers, bloggers, and
Youtube celebrities can all have a much bigger impact on getting a product successful in
the market.
4. Brands Can Have a More Personal Connection with the Media
With social media, brands have a more personal and long-term connection with
journalists. Instead of a one-time phone call or email for a story or new product
information, brands can create relationships with journalists and get them interested in
sharing their stories.
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5. There’s an opportunity to Coordinate with PR Efforts
Brands can create some important PR campaigns through social media. Through social
media, companies have an easier time finding influencers to work with, other brands to
collaborate with, and news sources to feed stories to.
❖Social Media Marketing

With over 80% of consumers reporting that social media—especially influencer content—
significantly impacts buying decisions, marketers across industries are driving the evolution of social
media marketing (SMM) from a stand-alone tool to a multipronged source of marketing intelligence
on an increasingly important—and growing—audience.
Within 18 years, from 2004 (when MySpace became the first social media site to reach one million
users) to 2022, the dramatic growth of interactive digital channels took social media to levels that
challenge even the reach of television and radio.
By Q1 of 2022, there were 4.6 billion social media users globally—over 58% of the world’s
population—an increase of over 10% in one year alone.
As the use of social media trends upward, marketers are perfecting strategies to capture the
significant competitive advantage that engagement with this key audience can deliver even more
rapidly and effectively than traditional marketing.
Social media marketing (SMM) uses social media and social networks—like Facebook, Twitter, and
Instagram—to market products and services, engage with existing customers, and reach new ones.
The power of social media marketing comes from the unparalleled capacity of social media in three
core marketing areas: connection, interaction, and customer data.
Social media marketing has transformed the way businesses can influence consumer behavior—from
promoting content that drives engagement to extract personal data that makes messaging resonate
with users.
Because social media today is so ubiquitous, marketing techniques using these platforms are
extremely important for businesses.
What Is Social Media Marketing (SMM)?
Social media marketing (SMM) (also known as digital marketing and e-marketing) is the use of
social media—the platforms on which users build social networks and share information—to build a
company's brand, increase sales, and drive website traffic. In addition to providing companies with a
way to engage with existing customers and reach new ones, social media marketing (SMM) has
purpose-built data analytics that allows marketers to track the success of their efforts and identify
even more ways to engage.
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Why Is Social Media Marketing So Powerful?
The power of social media marketing (SMM) is driven by the unparalleled capacity of social media
in three core marketing areas: connection, interaction, and customer data.
▪ Connection: Not only does social media enable businesses to connect with customers in
previously impossible ways, but there is also an extraordinary range of avenues to connect
with target audiences—from content platforms (like YouTube) and social sites (like
Facebook) to microblogging services (like Twitter).
▪ Interaction: The dynamic nature of the interaction on social media—whether direct
communication or passive “liking”—enables businesses to leverage free advertising
opportunities from eWOM (electronic word-of-mouth) recommendations between existing
and potential customers. Not only is the positive contagion effect from eWOM a valuable
driver of consumer decisions, but the fact that these interactions happen on the social network
makes them measurable. For example, businesses can measure their “social equity”—a term
for the return on investment (ROI) from their social media marketing (SMM) campaigns.
▪ Customer Data: A well-designed social media marketing (SMM) plan delivers another
invaluable resource to boost marketing outcomes: customer data. Rather than being
overwhelmed by the 3Vs of big data (volume, variety, and velocity), SMM tools have the
capacity not only to extract customer data but also to turn this gold into actionable market
analysis—or even to use the data to crowdsource new strategies.
How does Social Media Marketing Work?
As platforms like Facebook, Twitter, and Instagram took off, social media transformed not only the
way we connect but also the way businesses can influence consumer behavior—from promoting
content that drives engagement to extract geographic, demographic, and personal information that
makes messaging resonate with users.
SMM Action Plan: The more targeted your social media marketing (SMM) strategy is, the more
effective it will be. Hootsuite, a leading software provider in the social media management space,
recommends the following action plan to build an SMM campaign that has an execution framework
as well as performance metrics:
▪ Align SMM goals to clear business objectives

▪ Learn your target customer (age, location, income, job title, industry, interests)
▪ Conduct a competitive analysis of your competition (successes and failures)
▪ Audit your current SMM (successes and failures)
▪ Create a calendar for SMM content delivery
▪ Create best-in-class content
▪ Track performance and adjust SMM strategy as needed
Customer Relationship Management (CRM): Compared to traditional marketing, social media

marketing has several distinct advantages. SMM has two kinds of interaction that enables targeted
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customer relationship management (CRM) tools: customer-to-customer and firm-to-customer. In
other words, while traditional marketing tracks customer value primarily by capturing purchase
activity, SMM can track customer value both directly (through purchases) and indirectly (through
product referrals).
Shareable Content: Businesses can also convert the amplified interconnectedness of SMM into the
creation of "sticky" content, the marketing term for attractive content that engages customers at first
glance, gets them to purchase products, and then makes them want to share the content. This kind of
word-of-mouth advertising not only reaches an otherwise inaccessible audience but also carries the
implicit endorsement of someone the recipient knows and trusts—which makes the creation of
shareable content one of the most important ways that social media marketing drives growth.
Earned Media: Social media marketing (SMM) is also the most efficient way for a business to reap
the benefits of another kind of earned media (a term for brand exposure from any method other than
paid advertising): customer-created product reviews and recommendations.
Viral Marketing: Another SMM strategy that relies on the audience to generate the message is viral
marketing, a sales technique that attempts to trigger the rapid spread of word-of-mouth product
information. Once a marketing message is shared with the general public far beyond the original
target audience, it is considered viral—a very simple and inexpensive way to promote sales.
Customer Segmentation: Because customer segmentation is much more refined on social media
marketing (SMM) than on traditional marketing channels, companies can ensure they focus their
marketing resources on their exact target audiences.
Rules and regulations for to use of social media
• In general
Social media is the perfect platform for brands to inform and engage their
customers, in real-time. With the ability to actively listen, engage, and respond to
customers, social media has become the primary channel for customer
engagement. And when anyone with a Wi-Fi connection can be a publisher of
sorts, brands are now expected to be always on.
The pressure to be “first” and the demand to continually produce content, provide
many opportunities to infringe on others’ intellectual property rights. If social
media is a part of your business strategy, you need to adhere to social media laws
and regulations. Here are a few tips to reduce common instances of trademark and
copyright exposure. Because who has time to deal with a lawsuit?
The internet can feel like the Wild West—photos and videos going viral
seemingly overnight. However, it’s critical to note that trademark and copyright
laws are the same for both social media and traditional marketing. Since brands
use social media to interact with their customers, the content is considered
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“commercial,” and brands cannot defend against the infringement or
misappropriation of another’s intellectual property.
Some of the special legal concerns raised by social media include privacy,
including the rights of both social media users and third parties (for example,
when photos are posted and used online without the permission of the people
depicted); defamation; advertising law; and intellectual property (IP) law. Material
shared on social media can sometimes infringe on a copyright, a trademark, or
other IP rights.
Laws associated with social media litigation include the Digital Millennium
Copyright Act and the Communications Decency Act. Defamation and privacy
lawsuits can be filed based on social media content. Social networking sites often
have greater protection under the law than their users.
This law protects the platform’s users from the very act of piracy, so they can post
any content they want. But it also grants immunity to platforms like Facebook,
Twitter, and YouTube if they restrict or remove copyright-infringing content.
Social media platforms are not exempt from the copyright laws that govern other
forms of media.
The difference between having a good and bad social media strategy is knowing
the difference. You need to have a plan in place to stay on top of any potential
copyright or trademark violations that could happen on your social media
platforms. Who owns the brand name? Are you using the name for your business?
The Supreme Court had expressed the need to regulate social media to curb fake
news, defamation, and trolling. It also asked the Union government to come up
with guidelines to prevent the misuse of social media while protecting users’
privacy for three weeks.
In India, social media platforms already come under the purview of the
Information Technology (IT) Act, the ‘intermediaries guidelines’ that were
notified under the IT Act in 2011, and the Indian Penal Code.
Under existing laws, social media channels are already required to take down
content if they are directed to do so by a court or law enforcement.
There are also reporting mechanisms on these platforms, where they exercise
discretion to ascertain whether a reported post is violating community guidelines
and needs to be taken down.
These, however, have been reported to be arbitrary – many posts on body
positivity and menstruation, for instance, have been taken down in the past while
another explicit imagery continues to be allowed.
Many of the existing regulations themselves are “dangerously close to censorship
and may have a chilling effect on freedom of speech, which is why cases are being
fought on those in courts.”
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Another problem of a lot of regulatory measures is the vagueness of language
which is exploited by state agencies to behave in a repressive way.
The speed and reach of social media have meant that subversive rumors and fake
news get aired with impunity. This has resulted in serious law and order problems.
In India, this phenomenon has assumed dangerous proportions. Fake news on
WhatsApp has led to lynchings and communal flare-ups in many parts of the
country. This menace needs to be curbed.
• In Marketing
Leveraging the power of content and social media marketing can help elevate your
audience and customer base dramatically. But getting started without any previous
experience or insight could be challenging.
It’s vital that you understand social media marketing fundamentals. From maximizing
quality to increasing your online entry points, abiding by these 10 laws will help build
a foundation that will serve your customers, your brand, and — perhaps most
importantly — your bottom line.
1. The Law of Listening
Success with social media and content marketing requires more listening and less
talking. Read your target audience’s online content and join discussions to learn
what’s important to them. Only then can you create content and spark conversations
that add value rather than clutter to their lives.
2. The Law of Focus
It’s better to specialize than to be a jack of all trades. A highly-focused social media
and content marketing strategy intended to build a strong brand has a better chance of
success than a broad strategy that attempts to be all things to all people.
3. The Law of Quality
Quality trumps quantity. It’s better to have 1,000 online connections who read, share,
and talk about your content with their audiences than 10,000 connections who
disappear after connecting with you the first time.
4. The Law of Patience
Social media and content marketing success don’t happen overnight. While it’s
possible to catch lightning in a bottle, it’s far more likely that you’ll need to commit
to the long haul to achieve results.
5. The Law of Compounding
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If you publish amazing, quality content and work to build your online audience of
quality followers, they’ll share it with their audiences on Twitter, Facebook,
LinkedIn, their blogs, and more.
This sharing and discussing of your content open new entry points for search engines
like Google to find it in keyword searches. Those entry points could grow to hundreds
or thousands of more potential ways for people to find you online.
6. The Law of Influence
Spend time finding online influencers in your market who have quality audiences and
are likely to be interested in your products, services, and business. Connect with those
people and work to build relationships with them.
If you get on their radar as an authoritative, interesting source of useful information,

they might share your content with their followers, which could put you and your
business in front of a huge new audience.
7. The Law of Value
If you spend all your time on the social Web directly promoting your products and
services, people will stop listening. You must add value to the conversation. Focus
less on conversions and more on creating amazing content and developing
relationships with online influencers. In time, those people will become a powerful
catalyst for word-of-mouth marketing for your business.
8. The Law of Acknowledgment
You wouldn’t ignore someone who reaches out to you in person so don’t ignore them
online. Building relationships is one of the most important parts of social media
marketing success, so always acknowledge every person who reaches out to you.
❖Social Media Marketing Strategies

1. 4 Companies around the world
i. National Geographic
With 138m followers, National Geographic is the second most-followed brand channel on
Instagram, second to only Instagram itself. Patrick Witty, National Geographic’s deputy
director of digital photography, attributes this level of popularity to the brand’s visual
storytelling on the platform. He states: “Through @NatGeo we help people experience the
planet and cultures as seen by our photographers—a special, unfiltered view.”
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By giving its photographers a level of creative control, National Geographic’s content is both
unique and authentic. This is also heightened by the fact that captions are written by
photographers, allowing each post to come from a different perspective.
National Geographic also uses social media to raise awareness and educate its massive
audience on important global issues, partnering with prominent brands to extend its reach.
For its ‘The Moment’ series in 2018, National Geographic partnered with Stella Artois for
World Water Day, with its related content reportedly garnering more than 111 million
impressions and 2.7 million engagements in a single day.
Its work with Land O’ Lakes for National Agriculture Day also garnered 95.6 million
impressions and 2.3 million engagements across social platforms. These platforms include
Snapchat, where National Geographic can reach and educate a young audience.
National Geographic is a world-leading brand in geography, exploration, and travel. It was

born in 1888, alongside the first edition of the regular magazine with the same name, and it’s
still being published today.
Over the years, the brand has expanded its line of operations, to the existence of a TV
channel and even the establishment of an NGO, called The National Geographic Society.
Following up on the brand’s values, the non-profit organization is committed to exploring
and protecting nature’s beauties.
A quick look over the numbers tells us the brand has an average monthly traffic of 13.90
million users, while 61,38% it’s generated by a search on Google, from which 99,49% is
organic.
As for social media, Facebook seems to be the number one channel that drives traffic to the
brand’s website, having an average of 42,45% of the total traffic generated through social
media.
ii. Nike
In recent years Nike has demonstrated that it truly understands how to tap into the mood of
the public, while simultaneously fulfilling its wider aim of inspiring people through the
power of sport.
The recent ‘Play for the World’ campaign is just one example of this. The campaign, which
was rolled out across Nike’s social media channels, stressed the importance of social
distancing during the coronavirus pandemic. Featuring both influencers and members of the
public, the campaign was designed to reinforce the notion of togetherness.
As well as current global affairs, Nike is also adept at creating conversations around big
sporting events; its social content throughout the 2019 Women’s World Cup is just one
example. As well as sponsoring 14 out of the 24 teams in the tournament (including the US),
the brand ensured that it was at the forefront of the conversation on social as the tournament
came to an end.
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Nike released an ad celebrating the US women’s team just seconds after the winning final
match. According to reports, it went on to generate almost five million views on YouTube,
more than 22.5 million views, and 97,000 retweets on Twitter.
Nike, Inc., formerly Blue Ribbon Sports from 1964 to 1978, is an American sportswear
company headquartered in Oregon. The company was founded in 1964 by Bill Bowerman as
Blue Ribbon Sports. Bill was a coach at the University of Oregon and decided to start a
business with his former student Phil Knight.
The first retail outlet was opened in 1966 and, in 1972, launched the Nike brand shoe. The
company renamed itself Nike, Inc., in 1978 and went public in 1974. Going into the 21st
century, Nike has retail outlets and product distributors in more than 170 countries, while its
logo - a checkmark with a curve called the “swoosh” - is recognized throughout the world.
iii. Lego
Now with 9.46m subscribers, Lego’s YouTube channel is at the center of its social media
strategy, both in terms of branded and user-generated content. According to the Global
Director of Social Media at Lego, Lars Silberbauer, this is because, for every video that Lego
creates and uploads to YouTube, its customers create 20 videos. This is evident in the
popularity of channels like ‘Beyond The Brick’, which is a fan channel dedicated to
showcasing Lego creations from around the world.
Of course, the brand’s own Lego Ideas are perhaps the greatest testament to the brand’s social
commitment. At Lego Ideas, makers can submit their creations which can ultimately lead to
an official set being created. This involvement in product development is truly social and is
just one part of brand activity that gives ownership of Lego to its fans.
LEGO’s claim to fame goes well beyond its famous interlocking plastic bricks. Since its
founding in 1932, LEGO has diversified into movies, video games, television shows, popular
social media channels, and even major amusement parks. And despite how devastating the
COVID-19 pandemic has been for many in the toy industries, LEGO’s sales rose 14% in the
first half of 2020 compared to the same period in 2019, with its operating profit rising 11% to
$622 million.
iv. Red Bull

Red Bull’s YouTube channel boasts over 9 million subscribers and a further 3.9 million
across its smaller channels. This is evidence of how the brand’s video-driven content strategy
successfully appeals to all types of adventure sports fans. Videos include short
documentaries, longer-form video content, and live-streamed events across motorsports,
music, gaming, surfing, and snow sports.
Red Bull is perhaps most famous for its world record ‘Space Jump’ with Austrian daredevil
Felix Baumgartner way back in 2012, with the event drawing over 2.6 million social media
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mentions on the day. Red Bull has continued to draw in even bigger views since; its ‘Last
Call for Mr. Paul’ video now totals over 134m views.
This focus on experimental video, alongside subtle branding and clever partnerships, has
become the hallmarks of its super successful social strategy.
They (Red bull and their Marketing Strategy) focus on subjects such as extreme sports,
music, art, dance, nightlife, and more. Red Bull has become one of the most talked about
brands in the world through PR, the production of content on equal footing with major
publishers, the organization of events, breathtaking events, and much more. In this article,
you will learn how to grow from a small start-up to a global media and how to borrow some
of your ideas for your brand, and decode the Red Bull Marketing Strategy.
While Red Bull continues to employ traditional marketing strategies such as advertising and
public relations, it is its content strategy that managed to win over an immense audience of
loyal followers who consume more products and services than Red Bull itself.
2. Strategies of the 4 companies

i. National Geographic
• What is National Geographic’s social media content strategy?
Relying massively on the power of storytelling, a must-do in today’s digital world to
keep online communities hooked, National Geographic has a strong social media
strategy, a key component for turning it into one of the world’s most inspiring brands.
What is most striking about NatGeo’s social media strategy is how well the brand
understands each social platform’s features and possible gains.
Which makes it, therefore able to come up with different creative approaches to match
each platform’s audience and its habits.
National Geographic has built its presence on all the major social media platforms,
from Facebook or Instagram to TikTok or even Snapchat.
National Geographic on Facebook and Twitter
NatGeo’s social media strategy for these two social platforms is somehow similar.
On both Facebook and Twitter, National Geographic uses a mix of articles, images,
and short videos meant to raise awareness of various social problems or educate about
scientific or historical facts.
National Geographic’s core mission is to inform, educate and change behaviors for
the good of society.
Regardless of the platform or the account, you may choose to look at, you’ll see
NatGeo is a brand that is very active on social media.
On its main Facebook account, for example, the brand posts an average of 7 posts per
day, while its main Twitter account has an average of 12 posts per day.
National Geographic on Instagram
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On Instagram, National Geographic has taken another communication direction,
making the most out of Instagram’s visual storytelling power.
NatGeo’s Instagram strategy was to create various Instagram accounts, besides the
main one, each of them with a very clear theme and with a very specific, researched
audience.
On Instagram, compared to Facebook and Twitter, the brand posts fewer visuals per
day, reaching an average of five, data that was possible to discover by using
Socialinsider’s analytics features.
And for covering a huge area of topics that have different audiences, the brand has
chosen to create multiple accounts, each having a different theme.
As Vanina, social media campaigns manager at National Geographic global told us in
an episode of the Insider Insights podcast: “every account is different, so each account
has a very unique audience - something that will go on NatGeo Wild will not go on
NatGeo Travel.”
“We approach each social channel differently, customizing content to meet the unique
expectations and desires of each site’s users.”
By far one of the things National Geographic does best when it comes to its social
media accounts is blending strategic thinking with creativity.
The team behind NatGeo’s social presence dedicates a lot of time to strategic
thinking.
Truth be told, behind the touching and inspiring creatives seen on the brand’s social
media, there’s a lot of work even before the editing of the materials starts.
From defining the goal of a social media campaign (whether we’re talking about
general goals like raising awareness or more measurable ones, like gaining views or
impressions) to the target audience definition, National Geographic’s social media
strategy is thought about in great detail.
Another tactic that Vanina told us the brand usually uses is interactive activations on
their social media accounts - from hashtag challenges to Q&A sessions, depending on
what works best on every social platform.
Over the last year, because of the COVID-19 pandemic production has been held, for
not being able to shoot in the field, therefore decreasing the number of their social
media campaigns.
However, NatGeo has still found creative ways to stay in touch with its communities
and keep them engaged on social media.
If we were to sum up we could consider the following 5 tactics as the key actions that
are behind National Geographic’s social media strategy:
▪ National Geographic focuses on creating emotional connections with its
audiences
▪ Interactive content on social: one of the main pillars of the brand’s strategy
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▪ Getting inspiration: the brand has a whole team for creative production
▪ Top 3 KPIs National Geographic measures in social media: views,
engagement, impressions
▪ The secret behind the brand’s most successful campaigns: establishing a
measurable goal
ii. Nike
How Nike distinguishes itself from other shoe brands depends heavily on its
marketing strategy. Let’s see what sort of marketing strategy Nike used to achieve and
maintain their status as the market’s dominant player.
Position products carefully

Let’s think about Nike for a second and tell the first word that describes shoes of this
brand, you can quickly identify it, “athletic shoes”. The stronger the brand is, the
quicker people can relate it to a differentiated characteristic or product.
Nike has a clear-cut identity as a sportswear brand, which has been building for a long
time with multifaceted marketing strategies. However, behind all of them, there is one
element that plays a fundamental role, it is product positioning.
Let’s analyze Nike athletic shoes’ go-to-market strategy and see what we can learn
from it.
“A shoe must be three things, It must be light, comfortable and it’s got to go the
distance.” - Bill Bowerman, co-founder of Nike.
▪ Position products carefully
For Nike, the segmentation is professional athletes, sportsmen, or people who
are going to join a sporty or healthy lifestyle. This market is potential and the
consumers are supposed to be serious about their purchase decision.
If you can name one or a few characteristics of your products that can be used
for differentiation from others on the market, you are halfway to success.
Nike’s owners did declare the uniqueness of the brand’s shoes with three
points, by which customers can easily decide whether to buy Nike shoes or
find another brand.
So, if you are selling t-shirts, immediately think about assigning them with
purified traits. For example, breathable; eco-friendly, or outdoor-inspired t-
shirts, etc. If you are selling furniture, for example, let customers think of
them with the feeling of elegance; minimalism; nature-friendly, or industrial.
Once you get the answer to the positioning question, even not easy, all of your
marketing tactics will automatically work to affirm the qualities and gain some
space in customers’ minds.
▪ Sell touching stories instead of amazing products
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Nike is the master of masters in storytelling, you can’t deny it. Who can
inspire and encourage ordinary people to keep running and practicing to reach
their health or sports goals? Nike has done that since the beginning. Because
its founders were athletes, they could tell authentic stories.
In an inspiring blog on Forbes, Celinne Da Costa - a story architect, has
emphasized three reasons to use storytelling skills in Marketing strategy:
o Be different in the sea of sameness
o Create a sense of belonging
o Complete a mission
Back in Nike’s early days, when Bill Bowerman started the idea of selling
more shoes to the market, he knew that he had to tell a story. Being a track and
field coach, he easily wrote the story for his products and connected with
audiences. His mission, as well as the brand’s mission in those days, might
have been “creating shoes for athletes”.
Nike, a brilliant storyteller, has created a sense of belonging for many of its
customers for almost 50 years. Customers of Nike need to be aware of their
strengths and grow their ambition for reaching stronger, faster, and higher.
If you are facing some creative blocks in building a story marketing strategy,
our recommendation is to search inside your brand mission and answer these
kinds of questions:
o Why do you start selling these products?

o What are the first things customers think of when then they hear about
your brand?
o How will you help customers with your products (both physically and
mentally)?
Bill Bowman and Phil wanted to create sportswear for athletes, helping them
to reach their highest potential. The first qualities of Nike that people can think
of are being lightweight, comfortable, durable, and supportive. Nike’s
products help customers to trust in themselves and train both their bodies and
mind to overcome the challenges of life.
Nike understood the reason and meaning of storytelling very early and has
constantly followed this strategy to cultivate customer loyalty and grow brand
awareness. And based on the foundational elements of the brand, they can
easily come up with ideas to write novel stories for the brand, which is
relevant to targeted consumers’ aspirations, goals, or lifestyles.
▪ Employ the power of social media marketing
For the fact that many customers of Nike are members of the social media
network, the brand knew that it had to connect with audiences via social media
channels and gain brand recognition as soon as possible.
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Take a look around Nike’s social media profiles, you can easily see how
successful the brand has become. 138 million followers on Instagram and 8.3
million followers on Twitter (the two most-followed active channels). If you
go to these two pages, you will see perfectly corresponding voices as well as
actions that Nike speaks and does.
Tactics employed in Nike’s social media marketing strategy are:
o Collab with high-profile people
o Use user-generated content
o Appear in customers’ conversations
o Distribute storytelling across social media channels
When you can sell the stories, values, and benefits, you might not need to be
bothered by the thought of competing with your competitors in terms of price.
Just focus on delivering value to your customer’s life by using your products.
According to a survey by Adobe in 2018, gen Z and millennials, who were
born between 1980 and early 2010s, most likely use social media as their
connecting channels with digital advertisements.
For a company that targets the younger generation like Nike, it is important to
use social media as a vital part of its marketing strategy. Let’s see what
methods they put into practice.
❖ #1 Nike’s social media content type: User-generated content
❖ #2 Feature collaborations with celebrities
❖ #3 Join in customer’s social conversations
❖ #4 Let influencers promote the brand
▪ Ensure easy, exciting, and hassle-free online purchasing
“Digital is fueling how we create the future of retail” - Nike CEO Jon
Donahoe said.
According to CNBC, Nike’s online sales have reached over 50% of total
revenue, updated in Sep 2020. Before the Covid-19 pandemic, the brand only
projected the number would be 30% by 2023. The crisis has pumped up the
development of Nike’s e-commerce strategy significantly.
How has Nike been guiding its customers through online shopping
experiences smoothly? Analyzing Nike’s e-commerce strategy, we have found
some effective tactics for this giant brand.
❖ #1 Bold branded-website design
❖ #2 Smart product recommendations
❖ #3 Useful, logical, and detailed product filtering
❖ #4 Loyalty program
❖ #5 Cunning follow-up emails
❖ #6 Invest in product analytic
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iii. Lego
Social media is also an important part of the marketing strategy of Lego and from
Facebook to YouTube, the brand is actively using all these channels to grow its
customer base and engage followers. Lego has more than 13 million followers on
Facebook. It has also achieved an excellent user engagement rate on Facebook. The
company makes 1 to 2 posts daily and most of these receive thousands of likes. While
this on the one hand shows the popularity of Lego as a brand, on the other, it also
proves that Facebook can be an excellent marketing and customer engagement
channel for toys, ga,mes, and entertainment brands.
This growth is the result of six key factors in the overall LEGO marketing strategy.
Thanks to the LEGO Group’s willingness to enter new marketplaces, diversify its
merchandise, and embrace social media marketinitseir product lines are better suited
to adapt in beneficial ways. At the same time, LEGO knows what marketing strategies
to always continue, from its educational partnerships and parent-safe brand, and how
to use this to develop better customer relationships.
➢ Key marketing strategy #1: LEGO’s phenomenal market entry strategy

LEGO products are in 130 countries—but the company is always looking to expand
its operations. When LEGO set its sights on China, it entered the market by putting
money into opening LEGO stores in major cities as well as cities that showed demand
and interest for their products.
LEGO also studied the new market, not seeing a need to create any Asian-specific
product lines as Chinese consumers already strongly valued the traditional LEGO
creative play experience. On the other hand, they also acknowledged the advanced
digitization in Chinese play that would require them to continue creating their own
digital LEGO products.
This focused strategy paid off, as LEGO saw a 4% increase in profits and sales in
2018. As China continues to develop a very affluent middle-class numbering in the
millions within the coming years, it represents a significant opportunity for LEGO
and its market position.
➢ Key marketing strategy #2: Licensing & merchandising mentality

Diversification is an essential part of the LEGO marketing strategy. Aside from its
multiple toy sets, it has also branched out into multiple mediums to promote its brand.
The LEGO Movie franchise and The LEGO Batman Movie raised the profiles of its
licensed properties while celebrating LEGO’s philosophy of play. LEGOLAND
theme parks have opened in Billund, California, Florida, Malaysia, Dubai, Windsor,
Japan, and Germany. And, seeing the movement toward digitization, it produced
video games based on its product line.
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LEGO playsets also reflect the company’s focus on regular innovation. After research
revealed most of their consumers were boys, LEGO developed their LEGO Friends
line aimed explicitly at relating to girls.
The company has also partnered with Disney, Marvel, and DC Comics to create its
popular Star Wars and superhero-themed playsets—which are vital marketing tools
since they generate publicity and drive higher sales.
As both young and old LEGO enthusiasts enjoy displaying their skills as master
LEGO builders, LEGO Group became involved in official TV show competitions
such as LEGO Masters to build further awareness of their brand.
➢ Key marketing strategy #3: Social media/content marketing strategy

While LEGO is already a well-known brand, its popularity on Facebook, Instagram,
and YouTuhighlightsght the effectiveness of using social media channels to engage
with customers. LEGO’s Facebook page has well over 13 million followers and
regularly updates the page with photos and videos of new LEGO releases and
innovative creations. Their Instagram page offers similar content, and posts receive
numerous likes and comments, showing excellent user engagement.
LEGO is also YouTube’s most popular brand channel as of June 2020, with 10.04
billion views. Their channel offers promotional, educational, and how-to videos that
promote the company’s brand. Its popularity on social media has encouraged fans to
create their own LEGO fan channels, such as “Beyond the Brick,” a YouTube channel
with over 821,000 subscribers who promote additional awareness of LEGO’s brand
independent of the company’s marketing efforts.
➢ Key marketing strategy #4: Integrated customer experience which

generates endless UGC
LEGO uses its digital platform to provide each segment of its consumer audience with
an integrated customer experience. LEGO Life, a social network app aimed at
children under 13, lets users share photos of what they made with LEGOs and leave
comments on other people’s creations. The online community has over 10 million
members, offering an effective way of increasing brand awareness by enabling
younger audiences to engage through social media.
However, LEGO also has a sizeable adult consumer base who can join its LEGO
Ideas online community and become part of its creative process. This community lets
members share their LEGO creations’ images and offer proposals for new LEGO
Ideas sets that members vote on for the company to produce. In 2017, journalist Maia
Weinstock’s “Women of NASA” LEGO idea gained the necessary 10,000 votes from
supporters, was produced, and became a top-selling product on Amazon.
To put it simply: Throughout the everyday life of an average kid raised in advanced
countries of the world, its parents, its teachers, and its friends will encourage it to play
33 | P a g e
with LEGO. Moreover, if someone looks at its surroundings and its (social) networks
as well, there is a tremendous amount of LEGO-related user-generated content which
also continuously “validates” that this toy is, maybe, one of the healthiest, most
educative, and most beneficial addictions of its life. This is something that no other
brand has ever achieved.
The levels of passive and organic customer engagement LEGO has reached are out of
this world and surely a case study for any brand, in any industry.
➢ Key marketing strategy #5: Strong partnerships with the education sector
LEGO has always promoted its plastic bricks as educational toys that empower
children to become imaginative, engaged learners through play. This brand extends to
the overall company, which has established strong partnerships with the education
industry. In 2020, the LEGO Foundation committed $24 million in educational aid for
schools, foundations, and educational programs in multiple countries.
LEGO’s stand-alone education company, LEGO Education, has been offering schools
educational products since 1986. Its website currently offers many LEGO-based
building products specifically designed to help students build STEAM (Science,
Technology, Engineering, Art, and Math) confidence in primary and middle school.
Other sections offer homeschool and distance learning resources for children learning
during the pandemic. As LEGO’s commitment to education is well respected,
educators are far more likely to see the value in these products and online resources.
➢ Key marketing strategy #6: Remains “parent-approved” at all costs

Although kids remain a key target audience for LEGO, the company also understands
LEGO’s marketing strategy needs to appeal to their parents, who are the ultimate
purchase maker. By continuing to promote the educational value of their toys and
market them as a way to nurture a child’s interest in STEAM, LEGO ensures its
products are “parent-approved.” This approach incentivizes parents to keep buying,
which’s been key to the LEGO marketing strategy from the start.
iv. Red Bull

Red Bull Content Marketing Strategy.
Content marketing has changed Red Bull in such a way that executives now define it
as a media company rather than just selling energy drinks.
This strategy has increased Red Bull’s value by building an audience that has loyal
followers who rely on Red Bull’s recommended products and services, not just energy
drinks alone.
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In this free session, CRO Tipsformarketer analyzes how you can improve your
content marketing strategy. We examined the most important aspects of Red Bull –
Marketing Strategy and decided to give you 6 lessons to learn and apply to your own
company or brand even if you are not red bull rich.
If you scroll through Red Bull’s content, you can see that they never push their
products. They base their marketing approach on promoting the high energy and life
philosophy of their customers through advertising and campaigns, they promote a
lifestyle more than the sale of their product.
The golden rule they have in mind in their marketing strategy is that their content
should focus on the value they offer to their target audience.
A print Magazine! Action Sports Television Series! A Full Featured Film! Sponsor of
Athletes of Extreme Sports… what idea do all these things gives you…Confused, Red
Bull is not a Sports Company; It’s an ENERGY DRINK. Red Bull has not beaten
their competition with its product instead because of their Out of box Marketing
Strategies. Let’s look at how Red Bull cleverly used Social Media in the past decade
to outsmart everyone and create its d Value:-
➢ Facebook marketing
Red Bull uses Facebook as their primary Social Media Platform and very rarely will
you see them postinitsir red bull bottles and its logo at this age instead what they work
on is its Witty Content in its Facebook posts. The key to content is creating something
that people want to watch and share but at the same time that whites in with the core
values of the company’s brand. It has 40 million fans on its Faitsk Page. What
distinguishes them is the way they portray the images and videos in a way that defines
them as a part of today’s lifestyle instead of a Red bull being just another energy
drink. This is what makes their frequent post have thousands of likes and hundreds of
comments.
➢ Twitter marketing
Red bull has been usTwittertter to interact with thcustomer’smers hand on. They have
just over 900,000 followers on thaccountsount. The usual posts are related to lots of
images and videos of sponsor athletes and motivating quota numbermberretweetseets
and hashtags related to red bull are always trending in the east zone.
➢ Google+, Pin, Pinterest, and Instagram

Google+ has more than 1.5 million followers. They reframe the Facebook post and
repost it here leading thousands of +1s on their posts. The google+ page is updated
once a day. Pinterest has three accounts under thame of red bull which shows
stunning extremely adventurous pictures which leads us directly to the Red bull
website Pinterest has not been the best platform for Red bull to use to incite their
35 | P a g e
brand value. Recently, Red Bull came on Instagram and has belly followers all around
the world with their ingenious ideas and images.
The secret to red bull’s marketing is its exciting Content and line. Red bull is certainly
giving “Social Media Wings” but believe me red Bull, you are really good; you don’t
have to send a man into space literally to gain publicity.
❖A Case Study: The Personal Story
1. A brief introduction to my company and product

Royale Legendaire is Now Beyond Dimensions: India's First Company to Propel Fashion at
Metaverse.
Metaverses are simulated digital environments that use augmented reality (AR), virtual
reality (VR), blockchain, and social media concepts to simulate real-life
interactions between users. Amidst the hustle to be first on Metaverse, large multi-national
companies like Infosys, Mahindra, Tata, Wipro, and Accenture, a new fashion-tech company,
RL, has already established its virtual workspace at Metaverse and bags the title to be India's
first fully operational fashion brand to be on Metaverse.
RL has three workspaces:
1. The office, where employees work and interact for company-related purposes.
2. Summer Room, where employees, guests, and users work and play in a nature-based
environment, thus, creating a sense of sustainability amongst the users.
3. VR Space, where the founder and directors interact with investors and incubators, and the
research team will experiment with additional VR features.
All three workstations are designed with a visually appealing environment and show a
distinct 3D virtual world,
distinguishing the organization from other fashion enterprises in the country.
The use of augmented and virtual reality has enabled RL members to engage with individuals
in India and around the world. This technology has created venues for extensive user
engagement that mimics the real world, allowing RL to swiftly expand its market and realize
its vision centered around achieving sustainability in the fashion industry. The innovation
does not stop there; RL is building India's first VR fashion studio with VR assistants and VR
Payments. To enter the store, customers will have to login in with their credentials. Then a
VR assistant will lead you, show the studio to you, and help you make the payment virtually.
Along with VR assistants and VR payments, RL bags the title of the world's first fashion
virtual studio with virtual try-on. Yes, you read that right. You don't just have to see the
images or models and select sizes to checkout, but you can try them using their VR try-on
feature.
We create accessible garments with an archaic spirit infused with new togas' flowing fabric
by tapping into the collective unconscious.
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RL is a sustainable fashion company with a substantial environmental and social impact. Its
products and accessories are made from natural materials in various styles and shapes. After
listening to them, we can surmise that
they are always looking to experiment with or create new materials.
To sum it all up, RL excels in its design and variety of clothing and has successfully
transitioned all operations from a conventional office to a virtual metaverse platform through
a clever fusion of technology and fashion.
2. My Strategies as a Social Media Marketing Head

In a landscape with more competition, content, and networks than ever, a succinct strategy
gives you the focus needed to say “no” to efforts that don’t serve your goals. That’s why we
put together a comprehensive guide to creating a social media marketing plan from scratch.
Whether you’re new to social or want to double-check your priorities in 2023, this guide has
you covered.
a. Set goals that make sense for your business
b. Research your target audience and select your networks
c. Establish your most important metrics and KPIs
d. Create (and curate) engaging social content
e. Make your social presence as timely as possible
f. Evaluate and improve your social media strategy
g. Bring other departments into the mix
h. What is social media marketing?
A. Set goals that make sense for your business

Social media strategy planning starts with your goals.
According to the 2021 Sprout Social Index™, the most common goals for social are
increasing brand awareness (58%) and increasing community engagement (41%). And these
goals are still very relevant to social media teams going into 2023, especially as they face
new challenges.
The 2022 Sprout Social Index™ reports the top challenges for social media teams including
finding talent, proving ROI, social execution, resourcing, and using social as a business
function. Brands are already setting goals and frameworks to conquer these obstacles in 2023.
Whether you want to expand your team, build a larger following, or a more active
community, taking the time to define your social goals is the first step to reaching them.
Either way, your goals will define your social media marketing strategy and how much time
and energy you’ll need to dedicate to your campaigns.
Example social media goals for 2023 and beyond
What matters is that you set realistic social media goals.
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Emphasis on “realistic”. We recommend tackling smaller objectives that allow you to scale
your social efforts in a way that’s both reasonable and affordable.
Below are some examples of social media marketing goals that businesses of all shapes and
sizes can pursue.
✓ Goal example 1: Increase brand awareness
✓ Goal example 2: Generate leads and sales
✓ Goal example 3: Grow your brand’s audience
✓ Goal example 4: Boost community engagement
✓ Goal example 5: Drive traffic to your site
B. Research your target audience and select your networks
Making assumptions is bad news for marketers.
Some 60% of organizations use social data daily, according to the 2022 Sprout Social
Index™. Both leaders and practitioners can take advantage of the valuable insights social
data provides.
Much of what you need to know about your audience to influence your social media
marketing strategy is already available. You just have to know where to look.
With the right tool, marketers can quickly research their audience. No formal market research
or data science chops are necessary.
Remember: different platforms attract different audiences

Take today’s social media demographics, for example. These numbers speak directly to
which networks your brand should approach and what types of content to publish. Here are
some key takeaways for your 2023 social media marketing strategy:
Facebook and YouTube are both prime places for ads due in part to their high-earning user
bases.
According to the 2022 Sprout Social Index™, 71% of consumers and 65% of marketers plan
on using Facebook the most in the next year. YouTube follows behind with 51% of
consumers and 35% of marketers planning to use the platform.
The top social networks among Millennials and Gen Z are Instagram and YouTube, signaling
the strength of bold, eye-popping content that oozes with personality.
Women make up more than 60% of Pinterest’s global audience.
LinkedIn’s user base is well-educated, making it a hub for in-depth, industry-specific content
that might be more niche than what you see on Facebook or Twitter.
Consumers in the United States spend the most time on TikTok. And some 73% of users feel
a deeper connection to brands they interact with on TikTok vs other platforms.
Demographics like the ones above are great for understanding where your target audience
lives, but it’s also important to understand the nuances of each social network so you can
decide where your business needs to be.
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Bigger brands with large customer bases tend to have presences across multiple platforms.
Giants like McDonald’s and Starbucks have the resources to be everywhere at once, but what
if you’re a mid-size or small business?
For the sake of narrowing down where you should spend your time, below is a quick
overview of each of the major social platforms:
Twitter
Simple, Twitter is a solid starting point for most businesses. Requiring minimal setup and
providing a place to go back and forth with followers directly, there’s a reason why Twitter
remains the go-to platform for customer service. If you’re trying to master the social media
marketing basics of hashtags, tagging, brand voice, and social media etiquette, look no
further.
Facebook
Facebook is a must-have for brick-and-mortar businesses looking to target local customers.
Allowing for check-ins and reviews, it’s a prime place to grow a dedicated local following.
Plus, they have an incredible chatbot functionality that can take your customer service and
marketing campaigns to the next level. The platform’s recent algorithm change has made it
difficult for some businesses to grow their Pages and stay in touch with fans consistently.
That said, Facebook’s ad platform is the gold standard for social media ads because it can
help businesses cut through the noise and algorithm changes.
Instagram
At its core, Instagram is a network centered around visual content. A major hub for brick-
and-mortar businesses, e-commerce shops, and influencers alike, the platform encourages
brands to get creative. From eye-popping photos to clever captions, it’s all about finding
unique ways to show off what you’re selling.
LinkedIn
LinkedIn is a network laser-focused on business trends and networking. It’s a goldmine,
especially for anyone networking in the B2B space. Looking to get in touch with an
influencer, marketing manager, or CEO? Chances are you can find them here.
YouTube
Although some might not regard YouTube as a traditional social network, the platform’s
active and engaged community speaks for itself. Considering that video represents the top-
performing type of content across nearly every social network, YouTube is a great place to
house your videos if you’re already producing them.
C. Picking networks for your social media marketing strategy
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There are over 15 social media platforms your brand can use, but don’t spread yourself too
thin. Rather than try to dominate them all, you should consider which platforms make the
most sense based on your industry and target audience.
Do your homework on your existing social media audience and focus on networks where
your core audience is already active. Further analysis needs to be done before you can
determine what your real-world social customers look like.
That’s why many brands use a social media dashboard that provides an overview of who’s
following you and how they interact with you on each channel.
For example, Sprout’s Analytics Dashboard puts your audience demographics front and
center. It highlights which social networks see the most activity, helping you ensure you
spend your time on the right networks. You can also use analytics to determine if you should
create a new social media account.
With Sprout’s Group Report, you can view Facebook, Twitter, Instagram, LinkedIn, and
Pinterest data side-by-side in a customizable format that’s exportable by date range and
profile.
There are plenty of other sources of valuable audience data to supplement your social media
insights. This includes your Google and email analytics, your CRM, your customer service
platform, or even your best-selling products.
All of the above will ultimately influence everything from your marketing messaging to how
you’ll approach customer service or social commerce.
D. Establish your most important metrics and KPIs

No matter your goals or industry, your social media strategy should be data-driven.
That means focusing on the social media metrics that matter. Rather than focus on vanity
metrics, dig into data that aligns directly with your goals.
What metrics are we talking about? Check out the breakdown below:
• Reach. Post reach is the number of unique users who saw your post. How much of
your content reaches users’ feeds?
• Clicks. This is the number of clicks on your content or account. Tracking clicks per
campaign are essential to understand what drives curiosity or encourages people to
buy.
• Engagement. The total number of social interactions is divided by the number of
impressions. This sheds light on how well your audience perceives you and their
willingness to interact.
• Hashtag performance. What were your most-used hashtags? Which hashtags were
most associated with your brand? Having these answers can help shape the focus of
your content going forward.
• Organic and paid likes. Beyond a standard Like count, these interactions are
attributed to paid or organic content. Given how much harder organic engagement is
40 | P a g e
to gain, many brands turn to ads. Knowing these differences can help you budget both
your ad spend and the time you invest in different formats.
• Sentiment. This is the measurement of how users react to your content, brand, or
hashtag. Did customers find your recent campaign offensive? What type of sentiment
do people associate with your campaign hashtag? It’s always better to dig deeper and
find out how people talk or feel about your brand.
• Views. This data point measures video views, but different platforms have different
requirements for it. For example, Facebook and LinkedIn count a view when a user
watches a video for at least three seconds. From the popularity of TikTok to live
streaming, video is taking the internet by storm, so familiarize yourself with social
video engagement metrics if you plan on using them in your strategy.
An effective social media marketing strategy is rooted in numbers. That said, those numbers
need to be put into a context that aligns with your original goals. Conduct analytics reports
regularly to convey the story behind the metrics and see if your efforts match up to your
vision.
E. Create (and curate) engaging social content

No surprises here. Your social media marketing strategy hinges on your content.
At this point, you should have a pretty good idea of what to publish based on your goals,
audience, and brand identity. You probably feel confident in which networks to cover, too.
But what about your content strategy? Below are some tips, ideas, and inspiration that can
help.
a) What is a social media marketing strategy?

A social media marketing strategy is a plan for a company or individual which maximizes
engagement and interactions with target users to achieve the goals of the business. There are
numerous benefits to investing time, people, and resources into building a comprehensive
social media marketing strategy. Here are just a few of them:
• Aligns social media goals with business goals

A strong social media marketing strategy provides an opportunity to align social media goals
with those of the business. This is crucial because the goals of the business should be at the
forefront of all departmental goals.
• Builds and maintains brand voice

A social media marketing strategy ensures consistency of voice and tone across all channels,
which is important for maintaining trust with users, and for carving out a unique space for
your brand in the market.
• Identifies audience and key users
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Creating social media buyer personas is a key element of any social media marketing
strategy. These personas will help you define the characteristics and behaviors of your key
users and customers, and in turn, enable you to create content that speaks directly to them.
• Provides insight into competitor activities

A social media competitor analysis will help you understand your competitors’ activities on
social media: what they’re doing well, what they’re not, and where your social media posts
could meet user intent and needs in the instances where your competitors’ posts fall short.
b) How to build a social media marketing strategy

Ready to build your first social media marketing strategy? We’ve put together all the steps
you need to get started.
Step 1: Set social media marketing goals that align with business goals
Your first step in building your social media marketing strategy is to set some goals that you
and your team are hoping to meet. A social media goal states what you want to achieve with a
specific tactic or campaign, or it can also apply to your overall social media marketing
strategy. As previously mentioned, you’ll want these goals to both align with and
complement the company’s overall goals, so that all departments are supporting and enabling
each other.
Some examples of common social media marketing goals are:
✓ Increase brand awareness
✓ Increase traffic to your website
✓ Boost conversions or sales
✓ Generate leads
✓ Boost engagement and interaction
Establishing social media marketing goals is important, because goals provide a clear focus
for the team to work towards that, if successful, will ultimately benefit the whole company.
They can also help you to streamline your workflow, improve collaboration with other teams,
manage budgets, and prioritize your team’s workload.
Step 2: Define your metrics and KPIs

After you’ve established your overarching social media marketing goals, you’ll need to drill
down into defining your metrics and your key performance indicators, otherwise known as
KPIs. Metrics are measures of quantitative assessment typically used for the assessment,
comparison, and tracking of performance and output for specific business activities. A KPI
will measure performance based on the key business goals.
Some examples of KPIs in social media marketing are:
✓ Reach (measured through impressions, follower count, audience growth rate, and so
on)
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✓ Engagement (measured through likes, comments, shares, and so on)
✓ Conversions (measured through new users, click-through rate [CTR], bounce rate,
cost per click [CPC], and so on)
✓ Customer satisfaction (measured through testimonials, net promoter score [NPS], and
other methods)
So, if your overarching social media goal is to “boost engagement and interaction ”, a KPI
you could use to judge performance could be “an increase of 25% on likes year-on-year”.
Step 3: Research and identify target social media audiences

Identifying your social media audience (or audiences) will be key to recognizing specifically
what kinds of content to create to have maximum impact, as well as knowing where to spend
your money and resources. There are some tried-and-true methods of honing in on your
targeted social media audiences, which include:
• Create buyer personas

Think about who your current customers are and dig into your analytics to get concrete facts
about their lives, needs, behaviors, and preferences. Ask yourself: Where do they live? What
do they do for a living? How old are they? Consider what their biggest pain points are, or the
biggest challenges they are hoping to solve. Once you’ve collected this information together,
you’ll be in a good position to create a buyer persona: a detailed description of someone who
represents your target audience. You can learn more about personas in this guide.
• Identify where your audience is currently most active

While older users tend to congregate on Facebook and LinkedIn, younger users are much
more active on social media platforms like Instagram, Twitter, and TikTok. Using the
information you uncovered while creating your buyer personas, and studying the analytics of
your social media platforms, piece together the most popular online hangouts of your users to
gauge the sort of content that is getting the most interaction and engagement.
• Send out surveys to your current user base

Your current users and customers hold the key to finding out everything you need to know
about your target audience. Consider sending out a survey to your current users to glean more
information about their preferences to establish the best way forward with your social media
marketing strategy.
• Conduct a competitor analysis

Who are your closest competitors and how are they behaving on their social media channels?
How frequently do they post and what kind of content–video, image, carousel–do they post
the most? Which channels are they most active on? Which posts create the most engagement
with users? You’ll also want to make a note of the voice and tone these brands are using, who
43 | P a g e
their top followers are, and which hashtags they regularly use. This information will help
inform your own social media marketing strategy and draw your attention to areas where
your brand could do better.
Step 4: Create your social media content mix based on the audience
Now that you’ve gathered some key insights into your target audience, their behaviors,
preferences, locations, ages, and online hangouts, you should be able to build up a pretty
clear picture of what kind of content will be most appealing to them. Combine this
knowledge with what you now know of your competitors and their marketing activity on
social media to start creating your first posts.
Step 5: Build out a social media calendar

Once you’ve started creating your content, you’ll need to start planning your publishing
schedule to ensure fresh, regular, timely posts for your users.
Step 6: Measure and analyze

Once your social media marketing schedule is underway, you’ll want to start tracking your
chosen metrics and analyzing your posts to rate each one’s success and improve your output
over time. While each social media platform will be able to provide you with some basic stats
and data on performance, engagement, user behavior, and growth, there are additional tools
out there that can help you analyze these data points further, which we’ve outlined in this
post (which include some great tools that help plan and publish your posts, too)!
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❖Conclusion
In the world with over 70% of internet users active on social networks, who spend at least
one hour a day on average on those social networks, we have to conclude that social networks
have become a sort of reality in which people communicate, interact, and trust. We also have
to be aware that over 60% of those users access social networks via mobile devices, with
strong indicators that this percentage will only increase in the future years.
In such a world, we have to admit that social networks are a new dimension of reality that has
become a part of the business world as well. Over 90% of marketers report they are or will be
using social networks for business, while over 60% of them claim to have acquired new
customers over social networks.
The findings published by business professionals and marketers support the fact that
businesses can have a lot of benefits from using social networks, which is why the
implementation of those has become a part of business practice. This is why social media
marketing is no longer considered to be on probation, instead, it has become an important
part of the business world.
“Social media is rapidly becoming a new force in organizations around the world, allowing
them to reach out to and understand consumers as never before. In many companies, it will
move from a ‘one-off initiative’ to an important, integrated tool in marketing and
communications strategies.
Meaningful engagement begins with relevant content that creates value for the user and the
brand. While an insight-driven content strategy is a key to delivering this, brands should also
adapt stories and messages based on the emotional needs and behavior of their audience. This
is more than just a case of ‘test and learns’ or refining what has already been done. Brands
must also evolve their approach in line with new behaviors, platforms, competitors, and
rankings or risk being left behind by those who do.
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❖References
✓ http://m.grin.com/document/358350
✓ http://www.thewisdompost.com/essay/essay-on-social-media/3251
✓ http://www.emarketinginstitute.org/free-ebooks/social-media-marketing-for-
beginners/chapter-25-conclusion-importance-social-media-marketing/
✓ http://www.mindjumpers.com/the-impact-of-social-media/
✓ http://affordablepapers4u.com/how-to-write-a-good-social-media-essay/
✓ https://en.wikipedia.org/wiki/
✓ https://www.socialmediatoday.com/content/
✓ www.medium.com
✓ www.uopeople.edu
✓ www.historycooperative.org
✓ www.smartblogger.com
✓ www.wikipedia.com
✓ www.investopedia.com
✓ www.worldstream.com
✓ www.instagram.com
✓ www.facebook.com
✓ www.twitter.com
✓ www.linkedin.in
✓ www.youtube.com
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Thank You
47 | P a g e

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LALIT NARAYAN MISHRA INSTITUTE OF ECONOMIC

DEVELOPMENT AND SOCIAL CHANGE

Jawahar Lal Nehru Marg,

Veerchand Patel Road Area

Submitted by: Submitted to:

Tanvi Priya Ms. Yashika Kant

Roll no.: 220103 Faculty: English

Course: MBA LNMI, Patna

Date of Submission: 20.09.2022

Part I ❖ Social Media Communication

❖ Social Media Marketing

Part II ❖ Social media marketing strategies

Part III ❖ A case study: The Personal Story

“Social media is understood as the different forms of online communication used by

Two things stand out from this definition:

2. History of social media

3. Different platforms used as social media

Facebook was founded on February 4, 2004, by Mark Zuckerberg, as well as Eduardo

When it comes to social networks, YouTube dominates video content sharing.

Although platforms like Facebook, Twitter, Snapchat, and Instagram provide

5. Social media in Business

2. Brands Are Speaking Directly to Audiences

Companies no longer need to go through media such as TV stations, magazines, or

3. Social Media is Changing Traditional Media

4. Brands Can Have a More Personal Connection with the Media

❖Social Media Marketing

What Is Social Media Marketing (SMM)?

How does Social Media Marketing Work?

▪ Align SMM goals to clear business objectives

Customer Relationship Management (CRM): Compared to traditional marketing, social media

Rules and regulations for to use of social media

1. The Law of Listening

2. The Law of Focus

3. The Law of Quality

4. The Law of Patience

5. The Law of Compounding

6. The Law of Influence

If you get on their radar as an authoritative, interesting source of useful information,

7. The Law of Value

8. The Law of Acknowledgment

❖Social Media Marketing Strategies

National Geographic is a world-leading brand in geography, exploration, and travel. It was

iv. Red Bull

2. Strategies of the 4 companies

Position products carefully

o Why do you start selling these products?

➢ Key marketing strategy #1: LEGO’s phenomenal market entry strategy

➢ Key marketing strategy #2: Licensing & merchandising mentality

➢ Key marketing strategy #3: Social media/content marketing strategy

➢ Key marketing strategy #4: Integrated customer experience which

➢ Key marketing strategy #6: Remains “parent-approved” at all costs

iv. Red Bull

➢ Google+, Pin, Pinterest, and Instagram

❖A Case Study: The Personal Story

1. A brief introduction to my company and product

2. My Strategies as a Social Media Marketing Head

A. Set goals that make sense for your business

Remember: different platforms attract different audiences

C. Picking networks for your social media marketing strategy

D. Establish your most important metrics and KPIs

E. Create (and curate) engaging social content

a) What is a social media marketing strategy?

• Aligns social media goals with business goals

• Builds and maintains brand voice