Introduction to

Social Media Marketing

 Understanding Social Media
Marketing

 The appearance of social networking websites has

changed the way people interact and communicate,
the way they exchange ideas and search for
information. The importance of social networking
websites in everyday life cannot be neglected.
 As a result, the communication, which is an important
part of marketing, started to shift from traditional
mediums such as television and newspaper ads, to
social media.
 Thus social media has become a new platform for
marketers to communicate and get in touch with the
 Social Media is a new mediator between business who want to promote their
product and between consumers who use social media to learn more about a
particular product.

 Social Media Marketing is the use of social media websites and social
networks to market a company’s products and services. Social Media
Marketing is a form of Internet Marketing.
Two Basic Ways to Use Social Media for
Marketing:
• The ability to share, comment and other social media
signals is one of the two basic ways that business owners
can make use of social media for digital marketing.
• The second basic way for using social media networks for
digital advertising is the integrated paid advertising
system major social networks already have available for
online marketers.
 Advantages and Disadvantages of Social
Media Marketing

Just like any digital marketing tool, there are advantages as well as disadvantages
or risks when using social media for marketing.Following are some Advantages and
Disadvantages of Social Media Marketing.
 Advantages

 Direct interaction with customers: Business owners can have a direct communication with customers that no other traditional
advertising method could ever achieve. This interaction builds trust which could later turn online users into loyal customers.

 Broader Reach to a Wider Audience: Interaction with your direct connections in social media are visible not only to you and your
direct connections, but also to their subscribers own network and circle. This can facilitate viral posts that will make more and
more people genuinely interested about your brand, product or service.

 Gain a Better Understanding of Your Target Audience: The more you interact with your social media subscribers, the more you
can gain a better understanding of your audience and their spending habits.
 Reach a More Targeted Audience: Through social media marketing, you can
target on specific groups of online users or communities with the same likes
and preferences.

 Helps You Gain Better Search Engine Optimization: Social media channels are
used as an integral part of search engine optimization, with social media
profiles and pages appearing on top-ranking search results.
 Disadvantages

Need for Constant Maintenance: As a tool for directly engaging or interacting with online users, social media
marketing will need constant maintenance and management to maintain fresh content and constant interaction.

Need to Take With the Social Network's Rules: You do not actually own your social media profile and pages so you
need to bear with the rules, changes and limitations set by the social network. These rules are used to avoid being
banned and valuable content and existing relationships with online users removed.

The Need to Deal with Spammers and Trolls: Social media is a haven for trolls, spammers, thread hijackers and other
unwanted elements which can run rough shot of your marketing efforts with negative comments and posts.
 Social networking

Introduction to
Social networking
 What is social networking ?

• The term social networking refers to the use of internet-based social media sites to
stay connected with friends, family, colleagues, or customers. Social networking can
have a social purpose, a business purpose, or both, through sites like Facebook,
Twitter, Instagram, and Pinterest.

• Social networking is also a significant opportunity for marketers seeking to engage

customers. Facebook remains the largest and most popular social network, with 2.91
billion people using the platform on a monthly basis, as of Dec. 31, 2021. Instagram,
Twitter, and Pinterest are among the next most popular, according to Statista.
 Some Social
networking platforms

• Facebook
• Linkedin
• Twitter
Facebook
 At the moment, Facebook is considered to be the most popular and important in
social media marketing. Facebook has the network with largest amount of
potential customers.

 Facebook is an American online social media and social networking service based
in Menlo Park, California and a flagship service of the namesake company
Facebook, Inc. It was founded by Mark Zuckerberg, along with fellow Harvard
College students and roommates Eduardo Saverin, Andrew McCollum, Dustin
Moskovitz and Chris Hughes.

 Facebook is asocial networking website where users can post comments, share
photographs and post links to news or other interesting content on the web, chat
live, and watch short-form video.

 Users can create pages and groups. User must have a personal profile in order to
create a page or a group. It is important to understand the differences between
Facebook pages and groups.
Linkedin
 LinkedIn is a social networking site designed
specifically for the business community. The goal of
the site is to enable registered members to establish
and document networks of people they know and
trust professionally.
 LinkedIn is also a resource for professionals to find
jobs, research companies, and get news about their
industry and business connections.
Twitter
• Twitter is a free social networking site where users
broadcast short posts known as tweets. These tweets can
contain text, videos, photos or links. To access Twitter,
users need an internet connection or smart phone to use
the app or website.

• Twitter is popular among celebrities, politicians,

journalists, marketing and business professionals. Twitter
profiles are less personal than Facebook profiles. In fact,
profiles on Twitter are for everyone, both individuals and
companies.
 What is social media ?

• Social media is a collective term for websites and applications that focus on
communication, community-based input, interaction, content-sharing and
collaboration. People use social media to stay in touch and interact with friends,
family and various communities.

• Why social media called social ?

In the Social Media model, information now runs both ways between the authority source and
the reader. This ability to communicate directly and immediately with the source of news is a
major change in the way information gets handled. Because of its direct, one-to-many-and-
back-again method, it’s called “social.”
 Different methods of communication
on social media platforms

• Blogging
• Video Sharing - Youtube
• Photosharing - Instagram
• Podcasts
 Blogging

• The word blog is actually a shortened form of its original name,

"weblog." These weblogs allowed early internet users to "log" the
details of their day in diary-style entries. Blogs often allow readers
to comment, so as they became more common, communities sprung
up around popular blogs.
• Blogging refers to writing, photography, and other media that's
self-published online. Blogging started as an opportunity for
individuals to write diary-style entries, but it has since been
incorporated into websites for many businesses. The hallmarks
of blogging include frequent updates, informal language, and
opportunities for readers to engage and start a conversation.
 Video Sharing - Youtube

• Video sharing refers to websites or software where users

can distribute their video clips. Some services may charge a
fee, but the large majority offer free services. Many
services offer private sharing and other publication options.
• Youtube is one of the biggest video sharing platform with
over 2.4 billion users per month who collectively watch
more than one billion hours of videos each day.
• Vimeo , dailymotion etc are some popular platforms.
 Photosharing - Instagram

Image sharing, or photo sharing, is the publishing or transfer of a

user's digital photos online. Image sharing websites offer services such as
uploading, hosting,
managing and sharing of photos (publicly or privately).This function is
provided through both websites and applications that facilitate the upload
and display of images.
Instagram is a free photo and video sharing socialmedia app. It
allows you to take a picture directly on the app or import one from the album
on your phone.
You can then choose to apply filters and other photo-
enhancing tools to customise the image. After that,
 Podcasting

• Podcasting is the preparation and distribution of audio files using RSS feeds to the computers of subscribed users. These
files may then be uploaded to streaming services, which users can listen to on their smartphones or digital music and
multimedia players, like an iPod.

• Today, podcasts are an extremely popular form of audio entertainment and have progressed beyond being downloadable
radio shows. Each podcast is a series created by a host and then published episode-by-episode online, where subscribers
can then download and listen to each episode when it’s released.

• There are many podcast platforms out there today like spotify , google poscast and audible etc.

• Image sharing, or photo sharing, is the publishing or transfer of a user's digital photos online. Image sharing websites offer
services such as uploading, hosting,managing and sharing of photos (publicly or privately).
Web Analytics
 What is Web Analytics

WEB ANALYTICS

Collecting, Analysing, Measuring user data

Track, Report & analyse user behaviour

To take informed decisions,continuous improvements

 Why Web Analytics

Track

Continuous
Improvement Measure

Take Informed
Analyse
Decisions
 Process of Web Analytics

1. Setting Objectives 2. Data Collection 3. Data Processing

4. Key Performance
6. Experimentation 5. Creating a
Indicator’s
and Testing Strategy
identifying(KPIs)