Social Media

Strategy
Introduction
• Social media represent virtual places that bring together a
large number of people to interact, discuss and share ideas
(Ellison et al., 2021).
• Because of their potential to connect people with little-to-no
costs, social media has attracted the interest of companies to
promote their offerings through it (Keitzamann et al., 2021).
• It not only offers significant cost advantages but also opens up
possibilities for targeting smaller niche markets (Carpenter and
Shankar, 2023)
• Recent studies have revealed that companies have grown
their social media marketing spending and are expected to
continue to increase their budget for it in the next five years
(Moorman,2022).
How Facebook Rules Social media
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How to build a successful strategy

Social Media Strategy Cycle

 1. LISTEN

Listening Cross Platform and Holistic Listening

Look at brand specific trends. Look at market trends and overall industry
activity.

Derive insights from social media posts. Derive insights from social media posts, images,
blog posts and comments, search trends, organic
search and customer bios, and profiles.

Examine only online content. Examine online content and also offline behavior
through various studies and experiments.
 Tools to Listen

• Google Alerts
• Google Trends
• Twitter Search
• Social Mention

Main Functions of Listening Tools

 2. Goal Setting
Business Goal Awareness, Lead generation, Sale, Cost
reduction, branding

Customer service Consumer satisfaction, Referrals, Repeat

Goal Purchase

Product goals Research, design, Enhancement

Communication Crisis Management, Engagement

goals
 3. Strategize
Consists of three main parts
• Content Strategy
• Target Group
• Platform
 Types of Content
Charecteristics Levels of variation Description
Brand post vividness High Posts containing videos

Moderate Posts containing two or more

images/photos/

Low Posts containing a single photos

Brand Post Novelty High Posts exhibiting all the three sources of
(New Products; Unique novelty
product display; brand
events/Competition) Moderate Posts exhibiting any two of the three
sources of novelty

Low Posts exhibiting none of the three

sources of novelty

Content type Entertainment Posts about events related to product

Informational Posts about utilities of product

Transactional Posts about price promotions &deals

 70/20/10 Content approach

Low-Risk Content
70% of the content have everyday content used mostly for consumer
engagement.
Medium Risk Content
20% of the content, which are innovative and requires deep
involvement of the consumer.
High-Risk Content
10% of your content which is used to create expectation and has equal
chances of success and failure.
• 50-50 Approach
– Not more than 50 per cent content should be
brand related and the other 50 per cent Should be
a mix of humour, entertainment, product updates
and current affaires
• News Jacking
– Aligning social media posts in accordance to the
present trends/ most happening
things/events/news.
Target Group

Audience Interests

Customers Product benefits, product features, discounts, price, delivery, warranty,

data about sales figures, etc.

Opinion Leaders Industry insights, forecasts, new product development, innovations,

comparative study, trends, analyst reports etc.

General Public Humor, entertainment, CSR activity, community engagement etc.

 Selection of Social Media Platform
• Different target groups are present in different
concentrations on different social media platforms.
– For opinion leaders Twitter may be the platform of
choice
– General public is on Facebook
– B2B company targeting customers on Linkedin
 4. Implementation
• Timely Posts- Schedule • Reaction Checks-Crisis management in
social media marketing
 5. Measure
• Social media metrics to measure the performance
of a campaign are:
– Conversation Rate=No. of comments / Reach
– Amplification Rate=No. of shares or retweets / Reach.
– Applause Rate=No. of likes or favourites / Reach.
– Engagement Rate
 Face Book EdgeRank
• EdgeRank is the Facebook algorithm that
decides which stories appear in each user's
newsfeed.
• The first thing someone sees when they log
into Facebook is the newsfeed.

Edge rank=
• Affinity Score ( )
– Decided upon how often a fan interacts with the brand’s
Facebook page.
– Interaction mode may be in terms of liking, commenting and
sharing behaviour.
– It also includes engagement with fans in terms of replying to
their comments.
– The more interaction on a post, the more the affinity score.
• Weight ( )
– Each mode of interaction with the post has a certain weight.
– SHARES > COMMENTS > LIKES > CLICKS
• Time Decay
– Time decay is the freshness of the content.
– Most recent content gets the highest score and tends to be
higher up in the news feed.
Access to additional features
• 25 followers: you can create user name for your
page (www.facebook.com/your company name)
• 30 likes: enable you to access page insights:
data on how many people visited, demography
of the visitors, performance of the
posts(engagement level of each post)
• 100 likes: start watching the performance of
your competitive business
 Glimpse of face book Marketing
Option Description

Organic Marketing 1. Fresh Content

2. 3E Strategy for content (Excite,
Entertain and Educate)
3. Promoting through Groups
Boost Post 1. A form of Paid Marketing.
2. increase the likelihood that your target
audience can see your content on
Facebook and Instagram.
Adverts 1. Advertisement on Face book.
2. Can be used in Various formats.
3. Excellent targeting option.
4. Payment Mode is Mostly CPM and
CPA.
Facebook Insight 1. Analytical platform for Face Book Pages
helps to assess: conversation rate,
Applause rate, Amplification rate,
Engagement rate etc.
Page Post Types
 Boosting a post —way to promoting your
content
• Boosted posts can help you increase the likelihood
that your target audience can see your content on
Facebook and Instagram.
• You can boost any of your Page posts.
• Boosting your post increases the likelihood that:
– People will see your content in their news feeds.
– People are more likely to respond to a sales promotion.
– Your customers’ friends might see their friends’
reactions and comments on your post.
 How to Boost a Post
• Boost From Your Page

STEP-1: Go to your Page

and find the post you’d
like to boost and click
on Boost Post.
STEP-2: Select the Audience

STEP-3: Preview your ad and click Boost

 Boost With the Ads Create Tool
• Boost With the Ads Create Tool
1. While logged in to Facebook, go to the 
Ads Create Tool.

2. Select Boost your posts as your ad

objective. 
 Boosted Post Performance
From Page's
Timeline

Boosted post is
performing
 LinkedIn for Business

A social network for professionals

LinkedIn Users Worldwide
 Why it is important to have LinkedIn
presence?
• To get connected to your prospects or network to get
updated about them
• To receive endorsements and recommendations from
your network to showcase your skills and abilities
• To create an online business card or resume where
potential clients, joint venture partners, and
employers can learn about and get connected
• Finding Job through LinkedIn
• To be active in groups that align with your interests.
 Marketing over LinkedIn
• Step-1: Target a unique audience
• Step-2: Create easy and effective ads
• Step-3: Control your budget and costs
 Target a unique audience
• Use real, member-generated demographic data to reach the
right audience: job title, company, industry, seniority, and more.
• Website Retargeting:
– Re-engage your website visitors
– LinkedIn Insight Tag is a lightweight JavaScript tag that powers
conversion tracking, retargeting, and web analytics for LinkedIn ad.

• Contact Targeting :
– Upload or integrate email lists with
– Contact targeting using data integration
• Account Targeting
 Create easy and effective ads

• Placement of Ad
• SPONSORED CONTENT
– Boost your content across devices
– Run native ads in the news feed
• SPONSORED INMAIL
– Deliver personalized ads to the LinkedIn inbox
• TEXT ADS
– Add a compelling headline, description and even a
50x50 image.
Pricing options for LinkedIn ad formats
 Ad relevance score
• An estimate of the quality and relevance of an ad to
the target audience compared to its peers.
• Based on your predicted campaign performance and
the predicted performance of top campaigns
competing for the same audience.
• Campaign performance is based on factors like click-
through rate, engagement rate and target audience. 
• Scores range from 1 through 10, with 10 being the
best.
• The more relevant your ad, the lower the price you
pay.
Marketing over Twitter
 Introduction

Source: Twitter Inc., 2016

 Twitter In India

Source: Adapted from Statista, 2016

 Twitter’s Unique Features

• Anyone can follow anyone

• Reach & Speed
• 140-character
 Twitter Usage
• 1-1 communication (Personalisation)
• Customer Feedback
• Influencer Outreach programs (Opinion
leader)
• Promotions
• Product launches
 Twitter Ads
App installs How it works?
Promote your Tweets to an audience likely to install your
app.
What you pay for?
Pay for the number of app clicks or installs.
When to use it?
You want people to download your app.

Followers How it works?

Your followers amplify your message, on and off Twitter.
What you pay for?
Pay only for the followers you gain. You aren't billed for
other types of engagements.
When to use it?
You want to build an engaged audience to amplify your
message, on and off Twitter.
Awareness How it works
Promote your Tweets to maximize your
reach and raise awareness of your brand's
message.
What you pay for
Pay for the number of impressions (CPM).
When to use it
You want as many people as possible to
see your Tweet.

Promoted video views How it works

Promote your videos to reach a targeted,
engaged audience.
What you pay for
Pay for the number of promoted video
views.
When to use it
You want more people to see your GIFs or
videos.
In-stream video views How it works
Run in-stream video ads before videos by
popular creators and publishers. Your
videos will run alongside premium
content to reach an engaged audience.
What you pay for
Pay for the number of in-stream video
views.
When to use it
You want to pair your videos with
premium content.

Website clicks or conversions How it works

Promote your Tweets to people who will
visit and take actions on your website.
Track your results across mobile and web.
What you pay for
Pay for the number of website link clicks.
When to use it
You want people to visit and take an
action on your website (e.g. download a
paper or make a purchase).
 Targeting Audience Options
1. Tailored audience targeting
2. Language targeting
3. Gender targeting
4. Interest targeting
5. Follower targeting
6. Device targeting
7. Behaviour targeting
8. Keyword targeting
9. Geography targeting
 Metrics
• Follower
growth
• Conversion
• Impressions
• Engagement
rate
• Cost per result

Twitter Ads Dashboard

Courtesy: Twitter and Twitter logo are registered trademarks of Twitter Inc., used with permission
Twitter tools & tips for marketers
• Live Streaming Tool
• https://www.periscope.tv/
• Management tools
• https://hootsuite.com
• https://tweetdeck.twitter.com
• Monitoring tools
• https://klout.com/home
• https://www.crowdfireapp.com
• www.twilert.com