Digital Unit-3 MBA

Noida Institute of Engineering and Technology, Greater Noida
Social Media Marketing
Unit: 3
DIGITAL AND SOCIAL MEDIA

MARKETING
AMBA MK0311 Ms. Simran Kaur
MBA department
MBA III semester
Simran Kaur Digital & Social media marketing Unit 3

1
04/06/2024
Noida Institute of Engineering and Technology, Greater
Noida
(Unit –III) Topic 1
Introduction to blogging
Simran Kaur Digital & Social media marketing Unit

04/06/2024 3 2
Objective of Topic /Session
Students will learn about :

• Concept of Blogging
• How to create a blog post
• Headlines & Imagery
04/06/2024 Simran Kaur Digital & Social media marketing Unit 3 3

Introduction to Social Media Marketing & Blogging(CO2)

Blogging(CO2)
• Blogging is often described as an online diary or simply as an

easy interface to publish content on the web.
• Blogs can be used to publish news and reviews and to discuss
products and ideas.
• They are easy to update and an excellent way to communicate
online with customers and people interested in a particular
industry or topic.
• Some blogs focus on just one topic, while others talk about a
variety of different things. Some blogs are maintained by one
person, and others feature a host of different writers.

Creating a Blog post (CO2)
How to Write a Blog Post in Five Easy Steps

Step 1: Plan your blog post by choosing a topic, creating an outline,
conducting research, and checking facts.
Step 2: Craft a headline that is both informative and will capture
readers’ attentions.
Step 3: Write your post, either writing a draft in a single session or
gradually word on parts of it.
Step 4: Use images to enhance your post, improve its flow, add
humor, and explain complex topics.
Step 5: Edit your blog post. Make sure to avoid repetition, read your
post aloud to check its flow, have someone else read it and provide
feedback, keep sentences and paragraphs short, don’t be a
perfectionist, don’t be afraid to cut out text or adapt your writing last
minute.

Headlines (CO2)
There are two main approaches you can take to writing blog
post headlines. You can either decide on your final headline
before you write the rest of your post (and use your headline to
structure your outline), or you can write your blog post with a
working title and see what fits when you’re done.

Imagery (CO2)
Using Images Effectively

• Writing for the web is entirely different than writing for print.
Oftentimes, people simply don’t have the time, will, or ability
to focus on lengthy blog posts without some visual
stimulation.
• Even a well-formatted blog post consisting solely of text is
likely to send your reader screaming back to Twitter within
minutes, which is why it’s so important to include images in
your posts.

Imagery (CO2)
Images Help Your Blog Post Flow More Effectively

• One of the most important reasons to include images in your
blog posts is to break up the text.
• Many people scan blog posts rather than pore over every
word, and interspersing images throughout the copy will make
your post seem less intimidating and more visually appealing.

Daily Quiz
1. _______ is often described as an online diary or simply as an

easy interface to publish content on the web.
2. Creating a blog is always paid. (True/false)
3. Name any 2 websites where you can do blogging.
4. Explain the importance of Headlines in a blog.
5. One of the most important reasons to include _____in your
blog posts is to break up the text.

Noida
Content Planning & Writing

04/06/2024 3 11
Recap
• Blogging is often described as an online diary or simply as an

easy interface to publish content on the web. The internet
contains blogs on almost every issue imaginable – in fact, it is
estimated that there are currently over 150 million blogs
floating around on the Internet! Many people scan blog
posts rather than pore over every word, and interspersing
images throughout the copy will make your post seem less
intimidating and more visually appealing.

Students will learn about :

• Concept of Content Marketing
• Content writing

Content Marketing (CO2)

Content Writing Steps (CO2)

Content Writing Objectives (CO2)
1. Make a visitor stay for long

2. Have them visit more than 1 page on your website
before leaving
3. Spark Reader Interactions like Comment, Shares,
Testimonials, Likes, and Ratings

Content Marketing Cycle (CO2)

Content planning and writing(CO2)
You’ve got to find out which method works best for you,
but here are the items we believe every content plan
should contain:
• Delivery date/time: Remember, timing is important for
content marketing, and this will help make sure you’re
writing to deadline.
• Title: You can’t start writing without a title, even if it’s

just a working one. This should outline the main premise
of the piece.

Content planning and writing(CO2)
• Word count: This will determine how much depth and

detail the piece will go into.
• Quick summary: Just two or three sentences – outlining
key points and your conclusion. You can always add an
‘additional ideas’ section if you want some extra room for
your ideas.
• Sources: Find sources you can use for research and as
inspiration for your piece. This will save you time later
and might spark some ideas. Just make sure they’re
credible!

Content planning(CO2)
Six Tips for Top-Notch Content Planning:
1. Consider your brand’s stance

2. Know your audience
3. Brainstorm lots of ideas
4. Decide which angle you’ll take
5. Set a goal for each piece of content
6. Choose a strong focus keyword

Daily Quiz
1. _________ does not explicitly promote a brand but is intended to stimulate interest
in its products or services.
A. Video marketing
B. Celebrity marketing
C. Content Marketing
D. Native Marketing
2. Content marketing uses pieces of content, such as :
A.blogs,
B.eBooks,
C.newsletters, and videos
D.all of these
3. Which is not true about Content Marketing?
A. It increases brand awareness
B. It is an educational tool
C. It is a direct advertisement of a product or brand.
D. It complements paid media
Noida
Introduction to Social Media Marketing

04/06/2024 3 22
Recap
Content marketing is a type of marketing that involves the

creation and sharing of online material (such as videos,
blogs, and social media posts) that does not explicitly
promote a brand but is intended to stimulate interest in its
products or services.

Students will learn about different Social Media marketing

platforms:
• Facebook
• Instagram
• Twitter
• Linkdin
• Pinterest

Introduction to Social Media Marketing (CO2)
“Social media is the term commonly given to Internet and

mobile-based channels and tools that allow users to interact
with each other and share opinions and content. As the name
implies, social media involves the building of communities or
networks and encouraging participation and engagement”.

Introduction to Social Media (CO2)
Social media itself is a catch-all term for sites that may provide
radically different social actions. For instance, Twitter is a
social site designed to let people share short messages or
“updates” with others. Facebook, in contrast is a full-blown
social networking site that allows for sharing updates, photos,
joining events and a variety of other activities.

Social media are interactive digital channels that facilitate

the creation and sharing of information, ideas, interests, and other forms of
expression through virtual communities and networks. While challenges to the
definition of social media arise due to the variety of stand-alone and built-in
social media services currently available, there are some common features:
• Social media are interactive Web 2.0 Internet-based applications.
• User-generated content—such as text posts or comments, digital
photos or videos, and data generated through all online interactions—is the
lifeblood of social media.
• Users create service-specific profiles for the website or app that are
designed and maintained by the social media organization.
• Social media helps the development of online social networks by
connecting a user's profile with those of other individuals or groups

• Social media are interactive digital channels that facilitate

the creation and sharing of information, ideas, interests, and
other forms of expression through virtual
communities and networks.
• Social media are interactive Web 2.0 Internet-based
applications.

• User-generated content—such as text posts or

comments, digital photos or videos, and data generated
through all online interactions—is the lifeblood of social
media.
• Users create service-specific profiles for
the website or app that are designed and maintained by
the social media organization.
• Social media helps the development of online social
networks by connecting a user's profile with those of other
individuals or groups

Social Media Platforms (CO2)
Different social media marketing platforms:

• Facebook
• Instagram
• Twitter
• Pinterest
• Linkedin
• YouTube

Role of Social Media in Marketing (CO2)
• You can use social media to define your brand identity and the
products or services that you offer.
• Social media allows you to create relationships with people who
might not otherwise know about your products and services or what
your company represents.
• Social media can make you "real" to consumers. If you want people
to follow you, don't just talk about the latest product news, but share
your personality with them.
• You can use social media to associate yourself with peers that may
be serving the same target market.

Daily Quiz
1. Social networks have an enormous information sharing capacity through

________.
A. brands
B.customer feedback
C.marketing messages
D.All of the above
2. How to Increasing a page rank?

A. Paying for placement
B. Static Content
C. More links from other highly ranked page
D. None of the above
3. Full form of SMM is

E. Social media marketing
F. Social market marketing
G. Social media management
H. Search media management
Noida
Introduction to Facebook, twitter ,Google

+,LinkedIn, You tube ,Instagram and
Pinterest

04/06/2024 3 33
Facebook (CO2)
• Facebook continues to be the reigning champ of social media

sites, as the #1 spot where friends connect and share online. More
than just a meeting place for friends, Facebook has grown into a
venue for businesses to market themselves through interaction
with customers and self-promotion.
• Facebook EdgeRank is an algorithm created by Facebook to
determine what users see in their news feed.

Facebook (CO2)
There are ways you can use Facebook for marketing.

• 1. Making the Most of Your Facebook Business Page
• 2. Facebook Advertising: Classic Ads
• 3. Hosting Facebook Contests
• 4. Facebook Promoted Posts
• 5. Sponsored Stories
• 6. Facebook Exchange (FBX)

Facebook (CO2)
How to Use Facebook for Marketing

• It’s important to start by building your fanbase on Facebook.
• Publicize your page and post a link to it anywhere you can,
including adding a social icon onto your website.
• Once you’ve created a strong following it’s important to use
status updates or photos to share your products, offers, services.

Facebook (CO2)
• You should also post things that get your audience to engage
with your posts. Things that they will click, “like,” comment
on, and share. The more people are engaging, the more
frequently you’ll appear in others timelines.
• Your brand needs to fit into this atmosphere naturally in order

to keep people interested in what you’re posting. So don’t make
it solely about selling.

Facebook (CO2)
• Lead Ads
• Video Ads
• Engagement Ads on Wall Posts
• Remarketing
• Interest Targeting
• Demographic Targeting
• Behavioral Targeting
• The Facebook Pixel

Twitter(CO2)
Twitter is fast-paced, concise, and easy way to connect with

your audience. With over 310 million registered users (and
growing), Twitter is a sea of information of 140 character or
less content waiting to be read, clicked, followed, and re-
tweeted.

Twitter(CO2)
• Twitter generates over 175 million tweets daily and allows you
to share quick pieces of information and photos in an effort to
drive people back to your site or landing pages.
• When marketing on Twitter, you need to have content that is
enticing enough for people to stop and click through. People
are normally scrolling through quickly so it takes more than
just simple text to stop them in their tracks. Make sure when
you’re constructing your tweets, you’re making people want to
click through.

Linkedln(CO2)
• LinkedIn is different from the rest of the social media outlets

because it’s specifically designed for business and
professionals.
• Users mainly go to LinkedIn to showcase their job experience
and professional thoughts, making it one of the more
important platforms to use for those in B2B.
• Between features like LinkedIn Pulse, Company Pages,
InMail, Groups, and “Get Introduced” and the ability to see
who’s viewed your personal profile, LinkedIn is a valuable
tool for not only driving traffic, but prospecting, establishing
thought leadership, as well as recruiting.

Instagram (CO2)
Instagram is a free photo and video sharing app available on

iPhone and Android. People can upload photos or videos to our
service and share them with their followers or with a select group
of friends. They can also view, comment and like posts shared by
their friends on Instagram.

Instagram: How to Use Instagram for Business (CO2)
Step 1: Get an Instagram business account

• If you already have a personal Instagram account with brand-
appropriate content and an established following, you might
want to simply convert it to an Instagram business account. This
gives you access to all the business features but makes the
transition seamless for your existing followers.
• You could also choose to create a brand-new Instagram business
account. This is the right choice if you don’t have an existing
personal account, or if your personal account does not
accurately represent your business.

How to Use Instagram for Business (CO2)
How to set up an Instagram business account from scratch

• Download the Instagram app for iOS, Android, or Windows.
• Open the app and tap Sign Up.
• Enter your email address and tap Next. If you want to connect your
Instagram business account to your Facebook Business Page, make
sure to use an admin email address to sign up, or tap Log in with
Facebook.
• Choose your username and password and fill in your profile
information. (We’ll dive into how to optimize your Instagram
business profile information later in this post.)
• Tap Done.
• You now have a personal Instagram account that’s ready to convert
to a business account. Continue by following the steps below.

How to convert a personal Instagram account to a business account

• Log into your existing personal Instagram account on the app.
• Tap the profile icon to go to your profile.
• Tap the three lines icon at the top right of the screen, then
tap Settings.
• Tap Switch to Business Profile, then Continue.
• (Optional) If you want to connect your Instagram business account to
your Facebook business page, follow the prompts to do so.
• Add contact information: Your Instagram for business account must
include an email address, a phone number, or a physical address (or
all of these).
• Tap Done.

Step 2: Create a winning Instagram strategy

Define your target audience
The vast majority of Instagram users are under the age of 35, with a
fairly close split between male and female users. The United States
has the largest number of Instagram users, closely followed by
India, Brazil, and Indonesia. That’s good information to get you
started, but you need to go beyond these overall Instagram
demographics to define a target audience unique to your brand.

Focus on the right performance metrics

• The exact metrics to measure and track will vary for each
business.
• That means your goals should align to one of the four stages in
the customer journey:
• Awareness
• Engagement:
• Conversion
• Customer

Step 3:Optimize your Profile

You entered some basic profile information when you first created
your Instagram business account. Now it’s time to optimize your
profile for the best results.
• Use your brand voice
• Include hashtags
• Try emoji
• Use spacing and line breaks

Optimize your profile pic

• For most businesses, the best profile pic is some version of
your logo. Use the same picture you use on other social
profiles to help people instantly identify your brand.
• Your profile photo displays as 110 x 110 pixels, but it’s
stored at 320 x 320 pixels. That means it’s a good idea to
upload a photo at least 320 pixels square to ensure you’re
ready if Instagram changes how profile photos are displayed.
• Your profile pic is cropped into a photo on the app, so make
sure your logo is fully visible in this shape.

Make sure your profile is complete

• Use all the components of your Instagram business account to
their full advantage.
• Name and username
• Website

Step 4: Share great content

Create a visual aesthetic for your brand
• Instagram is all about the visuals, so it’s important to have a
recognizable visual identity.
• First, think about what you will showcase in your posts. In
some cases, the content will be obvious: a clothing line
might showcase its clothes, and a restaurant might post
photos of its food.

Great stories with Instagram Stories (CO2)
• More than 400 million people use Instagram Stories every day,
and 39 percent of people surveyed said they became more
interested in a product or band after seeing it on Stories. In fact,
a third of the most viewed Instagram Stories are posted by
businesses.
• Content that disappears after 24 hours and live broadcasting
features make Instagram Stories the perfect place to take
creative risks with attention-grabbing photos and videos.

PINTEREST (CO2)
• Pinterest is an American image sharing and social media

service designed to enable saving and discovery of information
(specifically "ideas") on the internet using images and, on a
smaller scale, animated GIFs and videos, in the form
of pinboards.
• The site was created by Ben Silbermann, Paul Sciarra, and Evan
Sharp and had over 400 million monthly active users as of August
2020. It is operated by Pinterest, Inc., based in San Francisco.

Pinterest (CO2)
• Pinterest is an image-based social media network where users and

businesses can promote and explore their interests by pinning
images and videos on virtual bulletin boards.
• Pinterest has evolved into a highly-effective selling tool for
online businesses due to its visual nature and retail-friendly
audience .

Pinterest (CO2)
What makes Pinterest valuable to businesses?

• More than 95 percent of Pinterest users have researched products on Pinterest,
and almost 90 percent bought something because of what they saw on
there, according to a recent study. This high level of intent gives Pinterest more
direct marketing potential than any other social network, making a presence on
Pinterest a highly recommended option for ecommerce businesses.
• The value of a post has a longer lifespan
• More followers means greater brand awareness
• Use buy buttons to get sales leads

Google+ (CO2)
• Google+ (pronounced and sometimes written as Google Plus; sometimes

called G+)
• Social network owned and operated by Google.
• The network was launched on June 28, 2011, in an attempt to challenge other
social networks, linking other Google products like Google
Drive, Blogger and YouTube.
• Due to low user engagement and disclosed software design flaws that
potentially allowed outside developers access to personal information of its
users, Google+ was shut down for business and personal use on April 2,
2019

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Noida Institute of Engineering and Technology, Greater Noida

Social Media Marketing

DIGITAL AND SOCIAL MEDIA

Simran Kaur Digital & Social media marketing Unit 3

(Unit –III) Topic 1

Simran Kaur Digital & Social media marketing Unit

Students will learn about :

04/06/2024 Simran Kaur Digital & Social media marketing Unit 3 3

04/06/2024 Simran Kaur Digital & Social media marketing Unit 3 4

• Blogging is often described as an online diary or simply as an

04/06/2024 Simran Kaur Digital & Social media marketing Unit 3 5

How to Write a Blog Post in Five Easy Steps

04/06/2024 Simran Kaur Digital & Social media marketing Unit 3 6

04/06/2024 Simran Kaur Digital & Social media marketing Unit 3 7

Using Images Effectively

04/06/2024 Simran Kaur Digital & Social media marketing Unit 3 8

Images Help Your Blog Post Flow More Effectively

04/06/2024 Simran Kaur Digital & Social media marketing Unit 3 9

1. _______ is often described as an online diary or simply as an

04/06/2024 Simran Kaur Digital & Social media marketing Unit 3 10

(Unit –III) Topic 2

Content Planning & Writing

Simran Kaur Digital & Social media marketing Unit

• Blogging is often described as an online diary or simply as an

04/06/2024 Simran Kaur Digital & Social media marketing Unit 3 12

Students will learn about :

04/06/2024 Simran Kaur Digital & Social media marketing Unit 3 13

04/06/2024 Simran Kaur Digital & Social media marketing Unit 3 14

04/06/2024 Simran Kaur Digital & Social media marketing Unit 3 15

1. Make a visitor stay for long

04/06/2024 Simran Kaur Digital & Social media marketing Unit 3 16

04/06/2024 Simran Kaur Digital & Social media marketing Unit 3 17

• Title: You can’t start writing without a title, even if it’s

04/06/2024 Simran Kaur Digital & Social media marketing Unit 3 18

• Word count: This will determine how much depth and

04/06/2024 Simran Kaur Digital & Social media marketing Unit 3 19

Six Tips for Top-Notch Content Planning:

1. Consider your brand’s stance

04/06/2024 Simran Kaur Digital & Social media marketing Unit 3 20

(Unit –III) Topic 3

Introduction to Social Media Marketing

Simran Kaur Digital & Social media marketing Unit

Content marketing is a type of marketing that involves the

04/06/2024 Simran Kaur Digital & Social media marketing Unit 3 23

Students will learn about different Social Media marketing

04/06/2024 Simran Kaur Digital & Social media marketing Unit 3 24

“Social media is the term commonly given to Internet and

04/06/2024 Simran Kaur Digital & Social media marketing Unit 3 25

04/06/2024 Simran Kaur Digital & Social media marketing Unit 3 26

Social media are interactive digital channels that facilitate

04/06/2024 Simran Kaur Digital & Social media marketing Unit 3 27

• Social media are interactive digital channels that facilitate

04/06/2024 Simran Kaur Digital & Social media marketing Unit 3 28

• User-generated content—such as text posts or

04/06/2024 Simran Kaur Digital & Social media marketing Unit 3 29

Different social media marketing platforms:

04/06/2024 Simran Kaur Digital & Social media marketing Unit 3 30

04/06/2024 Simran Kaur Digital & Social media marketing Unit 3 31

1. Social networks have an enormous information sharing capacity through

2. How to Increasing a page rank?

3. Full form of SMM is

(Unit –III) Topic 4

Introduction to Facebook, twitter ,Google