Social Media Marketing
What is social media marketing?
Social media marketing involves the use of social media platforms to promote and sell a
company's products and/or services. Social media marketing provides an avenue for businesses
to reach new and existing customers, engage with them, and promote different aspects of their
What are the benefits of social media marketing?
The goal behind social media marketing is typically:
increase brand awareness
increase website traffic
generate leads and conversions
build relationships with customers
To benefit from social media marketing, companies should develop a marketing plan that
involves creating unique and engaging content on all social media platforms. While creating
great content for customers is important, social media marketing goes beyond that. In addition
to the content being published and shared, companies should spend some time on their social
media channels engaging with followers, listening to their comments and feedback, and
analyzing the results of each post.
Analytics are a great tool and provide insight to what customers like and engage with. Analytics
not only provides valuable knowledge about customers, but also allows you to learn more
about the content being published. Analytics can help you determine whether posts with videos
are more engaging than posts with images, the best time of day to post, and which call to
actions work well.
Another factor of social media marketing is social media advertisements. Social media ads are a
great option if you have the funds to put behind your social media marketing. Social media ads
allow you to reach a larger audience than the audience who is already following you. Social
media ads also allow you to specify who to display ads to. Ads can be created to target
audiences based on their demographics (age, gender, race, religion, income, etc.), interests,
Currently, the major social media platforms are Facebook, Instagram, Twitter, Pinterest,
YouTube, Snapchat, and LinkedIn. While these are major social platforms, businesses will find
that they may not need to engage on all sites. Not all businesses will market and advertise on
all the same sites. For instance, some businesses may not find much success on Snapchat and
LinkedIn, and learn that their customers are not on those sites, thus they can be eliminated
from the social media pool.
Businesses need to determine which social media platforms to use and then tailor their unique
content to the specific platform it’s being shared on. For instance, Twitter has a character limit
per tweet but other sites do not. While Twitter can accept shorter posts, businesses may not
want to be so short with customers on Facebook and Instagram. Links can be shared in
Facebook and Twitter posts but not Instagram, so businesses should find a way to get the same
linked information to customers on Instagram. Tailoring content to specific sites will not only
prevent customers from seeing the same content across all social media sites, but can help
increase brand awareness, web traffic, and boost conversions.