UNIT-4

SOCIAL MEDIA MARKETING

SOCIAL MEDIA MARKETING
SOCIAL MEDIA MARKETING 
Social media marketing is the use of social
media platforms and websites to promote a product
or service. 
Although the terms e-marketing and digital
marketing are still dominant in academia, social
media marketing is becoming more popular for both
practitioners and researchers.  
Most social media platforms have built-in data
analytics tools, which enable companies to track the
progress, success, and engagement of ad campaigns. 
 E- PR
 E- PR is very similar to traditional PR in the sense that it’s about
influencing people rather than buying placement for brand content. The
influence could result in a story in a magazine, newspaper or blog. It
could also result in other online pick-up, including social media
Online PR targets online properties, along with an array of other
platforms and networks, from search to social. This online approach
influences:
 Columnists & traditional writers (just like traditional PR)

 Bloggers: personal & professional

 Websites & brand sites

 Twitter users (based on their followings and interests)

 Social media users: Facebook, Google Plus, Pinterest, Reddit, etc

 Awards, events and exhibitions

 Directories, lists and organizations

 Web searchers
CONTENT GUIDELINES FOR ONLINE COMMUNICATIONS

 Protect confidential and proprietary information. Do not

disclose or use confidential or that of any other person or company
in any online social computing platform. Members and staff should
not be cited or referenced without their permission.
 Respect copyright and privacy laws. It is critical you show proper
respect for the laws governing copyright and fair use of copyrighted
material,. Always properly cite your sources and post only items
that are covered by fair use or published under Creative Commons.
Otherwise, obtain record of permission from the owner of works.
 Adhere to policies. Do not post material that is unlawful, abusive,
defamatory, invasive of another’s privacy, or obscene to a
reasonable person. Do not endorse political candidates, parties, or
statements that could endanger statements.
 Do not share information or announcements related to
unconfirmed programming. If you are unsure about any
event, promotion, deadline, etc., contact the appropriate
department for confirmation before sharing.
 Moderate actively. The social media team will work with
each unit to develop a moderation plan on endorsed pages. If
the content is positive or negative and in context to the
conversation, then the content will not be removed, regardless
of whether it is favorable or unfavorable. However, spam,
unlawful, abusive, defamatory, invasive, or obscene
comments will be deleted.
SOCIAL MEDIA MEASURING
If you’re using social media, you should be measuring it. But don’t measure just
for the sake of having metrics. Instead, measure your social activities so that you
can learn what’s successful, what isn’t, and how you can improve.
In this post we will help you get started with social media measurement for your
organization by addressing these questions:
 How do you know if your social media activities are effective?

 How do you decide what metrics you should be monitoring?

 How do you calculate those metrics?

 How do you interpret the numbers once you have them?

Let’s Start With An Example

Let’s say you work at a large consumer products company and are about to launch
a new diaper brand. To accompany the big advertising and marketing push, you
want to sponsor a one-hour Twitter party where parents and caregivers can discuss
raising children, focused on issues around diapering and potty training.
You’ve picked out a unique hashtag, contracted with an influential Twitterer who
will pose questions and lead the conversation. You’re ready to go. But now you
need to make sure you’re measuring this conversation so you can learn – and later
 Step 1: Determine Your Social Goals
Before you jump into measuring every single tweet, photo and
Facebook comment posted about your brand, first think about your
goals with social media. What are you trying to accomplish or gain
through these social channels? And which channels are most relevant
to those goals?
The first step in your measurement plan should be to generate a list of
what you’re trying to achieve from your social media efforts. Social
media can serve a variety of purposes, from broadcasting news and
information, to answering customer questions and engaging with a
community. What is your company trying to accomplish?
 Step 2: Create Metrics To Measure These Goals

The next step is to match your goals to actual metrics and behaviors
you can measure. For example, if you’re trying to measure
engagement, then what is the practical form of engagement you want
to track? Is it retweets or reposts? Replies or comments? Clicks? 
 Step 3: Measure
After you’ve listed the metrics you want to focus on, now you need to find tools
that actually capture these metrics, and then start measuring. In some cases,
social media channels themselves provide some form of analytics, in some cases
you will need to use third party tools, and in some cases you can build your own 
 Step 4: Monitor And Report

The fourth step is to report your results. Use your initial findings to set a baseline
or benchmark for future measurement, and share these early figures with your
important stakeholders. Two important questions to nail down are:
 How do your numbers compare to what you expected?

 How do they compare to your competitors’ or related products and campaigns?

One of the great parts of social media analytics is that you can easily run reports
about your competitors to see how they’re doing.
 Step 5: Adjust And Repeat

The final step is to carefully review your measurement program. How are these
metrics doing? Are you missing anything? Was anything superfluous or
unnecessary? Figure out what you can improve, make changes, and then
measure some more. Check back in with the goals you set initially and make
sure your new metrics actually help you address those goals.
SOCIAL MEDIA MONITORING AND REPORTING
When you advertise on Facebook, the website gives you access to monitor the
success of the campaign with the help of bar charts, pie graphs and line graphs. You
are told how many people viewed your advertisement, how many clicked on it and
who shared your status update with others. Such insights make monitoring and
controlling the various aspects of SMM quite easy.
Changes to the campaign can also be made if you know how well social media users

are receiving it. For instance, if you observe that your page likes were more with your
previous ad, it is a clear sign that the new one needs some improvement. Changing
small aspects like placement and airtime can significantly alter results.
Besides monitoring paid social media campaigns, you can use web analytics tools to

monitor traffic from social media, or you can use tools that record your social media
activity, and enable you to evaluate the performance of your strategy.
Some social networks, such as Facebook, provide their own insights, which enable

page owners to assess the performance of the activity on the page. Some of the data
included in the Facebook insights are page likes, post reach, engagement, etc.
 CONTENT SEEDING
 

Content seeding is a strategic approach to scatter content across

the Internet. Content creators spread content to various locations
where that content will be read, noticed and spread. Often, content
creators target relevant influencers in hopes that those well-
connected influencers use their own networks to distribute the
content. This marketing approach aims to increase brand
awareness by pushing content across the web to relevant target
groups.
SOCIAL MEDIA – WHERE CAN I SPREAD MY CONTENT?

 Content is scattered through various social media

channels in various ways. 
 The major social media networks, Facebook,
Twitter, LinkedIn and Google+, are the first places
to distribute good content. Some other platforms,
like Instagram, Pinterest or Snapchat are very visual
and work great for B2C companies.
 Make sure your content matches the selected
medium and is relevant to the users of that platform.
FORUMS
 Forums or an Internet Forum is a message board that is
online placed by a company, a website or a non-profit
organization. A blog is more of a personal page, where it
belongs to a single person or a small group.
 With the advance in technology almost everyone is online
to express their feelings. Internet has become the basic need
for today’s people, where everything can be done online.
 A bunch of tools have been developed in order to allow
people to express their views and opinions online.
 Prior to these tools, it was difficult for people to reach other
people with similar tastes, likes and dislikes as during that
time, people would have to create a website
BLOG
 A blog is more of a personal page, where it belongs to a
single person or a small group. Blogs have a more freedom
when it comes to designing and aesthetic appeal to it.
 Blogs can be either created using a template or from scratch.
Blogs is a discussion site, where a person who owns the blog
is the moderator or the owner of the page. Set templates are
available for any person who wishes to create a blog.
 Blogs usually has an individual person’s views and thoughts,
which can then be commented on by other bloggers that may
be following the person.
 DISCUSSION BOARD
 A discussion board (known also by various other names
such as discussion group, discussion forum, message
board, and online forum) is a general term for any online
"bulletin board" where you can leave and expect to see
responses to messages you have left.
 You can also just read the board. The first discussion
boards were available on bulletin board systems. On the
Internet, Internet provides thousands of discussion boards;
these can now sometimes be viewed from a Web browser.