3. Advertising:
“Commonly defined as paid, one-way promotional communication
in any mass media”
Social Media Advertising:
Two-way consumer and brand communication.
“Online advertising becomes more about
conversations, connections, and shared control”
4. Advertising on Social Media involves:
● Consistent activity
● Posting text updates
● Posting photo updates
● Posting video updates
● Listening to customers
● Engaging with customers
● Attracting new customers
5. Why marketing through social media is a
must for small businesses:
● Over 70% of the US population uses social media
● Customers are more receptive through social media
● Increases brand recognition
● Increases inbound traffic
● Target specific audiences
● It is cost effective
6. Why marketing through social media is a
must for small businesses:
● Improve search engine rankings
● Competition is likely on social media
● Improves brand loyalty
● Customers search for reviews on social media
● Connect with customers you didn’t know existed
● Opportunity to gain customer insights
7. Advertising through Social Media can help:
● Increase website traffic
● Build conversations
● Create a brand identity & positive brand association
● Improve communication and interaction with key audiences
8. What NOT to do:
● Don’t be a follower
● Don’t overlook your website
● Don’t jump on every bandwagon that rolls by
10. Define social media marketing goals:
1. What are you hoping to achieve
through social media?
2. Who is your target audience?
3. Would your target audience use
social media?
4. What message(s) do you want to
send to your audience?
11. Tips for Successful Social Media Marketing:
● Decide which social media
● Social media content planning
● Great social content
● Consistent brand image
● Measure success with analytics
22. References
Jolly, W. (2018). The 6 Most Effective Types of Social Media Advertising in 2018. Retrieved from
https://www.bigcommerce.com/blog/social-media-advertising/
Social Media Marketing for Businesses | WordStream. (2018). Retrieved from
https://www.wordstream.com/social-media-marketing
Smith, K. (2018). 15 Reasons Why Marketing Through Social Media Should Be Prioritized.
Retrieved from https://www.lyfemarketing.com/blog/marketing-through-social-media/
Burmeister, J. (2018). 8 Do's and Don'ts for More Effective Ad Campaigns. Retrieved from
https://thefinancialbrand.com/31471/8-tips-for-more-effective-advertising-campaigns/
Griffith, E. (2018). 19 Massive Corporate Social Media Horror Stories. Retrieved from
https://www.pcmag.com/feature/335422/19-massive-corporate-social-media-horror-
stories/17
With traditional advertising, it’s more of a linear form of communication. In this case, the company sends the message, and will not receive feedback or a response from the target audience.
On the other hand, with social media advertising, it’s more of a transactional process of communication in which the sender (the company) sends out their message and can instantly receive feedback from their audience.
CONSISTENT ACTIVITY: Although it is not necessary to post or upload something new every single day, it’s important for the company to stay active and post regularly. Companies that post rarely will not get as much website traffic as companies that are more active on social media.
Posts should be varied. Not all posts should be text posts, there should be images and videos to attract more people to view their content.
ENGAGING WITH CUSTOMERS: It’s also important to listen to customer feedback and engage with the customers. If a customer has a question about a product, that question should be answered. It will make the customer feel like they are cared for and demonstrate that the company is interested in communicating with its customers.
-Because such a large number of people are on social media, advertising on social media will increase the chances that your target audience receives the messages you are sending out.
-Research has shown that 95% of adults online ages 18 to 34 are likely to follow a brand on social media.
-Marketing through social media helps you improve your visibility. The more your brand pops up online, the more people will recognize it and become interested in learning more about the brand.
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-It is approximately 3x less expensive to advertise through social media than it is to advertise through traditional media. It is also much faster to get the content out.
-Search engine ranking is the position at which a particular site appears in the results of a search engine query. Each page of the search results typically lists 10 websites.
-If your competition is already on social media, they likely have connected with customers that may be your target audience.
-Advertising on social media can help build relationships and communicate with customers which increases brand loyalty over time.
-A great number of people will do research on products and brands before they make the decision to make a purchase. They normally base their decision on what other customers are saying, so it’s important to have clear information about your products on social media, and be able to respond to any concerns your customers may have.
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-By being on social media, you can quickly find feedback your customers have given. If there is something wrong with one of your products, you will be able to find out and respond to your customers. You have the opportunity to offer a solution to the customer and improve the company’s image. Customers may also have suggestions for a new product. For example, a clothing company that sells sizes up to Large, may see a lot of comments from people expressing that they wish they offered Plus Sizes. You can listen to that feedback, take those suggestions into consideration, and expand your audience.
-More people will find out about your website if you have social media accounts in which you can advertise your site with.
-Because social media advertising is a two-way form of communication, you get to not only reach out to your audience(s), but they also have the opportunity to reach out to you.
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-Too many advertisers get caught up in what their competitors are doing, assuming their competitors are smarter and in the know. If you want to be successful, carve out your own distinctive brand, know and understand your target audience. And be unique!
-Too many financial institutions focus their efforts on their campaigns, and ignore the fact that they have an outdated website. Make sure your website is consistent with the brand you promote in your campaigns. The look of the website should match the personality of the brand. For example, if you are a company that sells meditation supplies, relaxing candles, and things of that sort, your website should give off that feeling. It should have soft relaxing colors like lavender, and not colors that don’t match your brand like a neon red. Your website should also be easy to navigate. And the brand and products should be explained in a brief and clear manner.
-You do not need to follow all the fads, especially because many of them don’t last long. You are responsible for knowing and understanding the tools you’re using and how they fit within the context of your organization’s goals. Only choose options that can help you achieve your objectives.
1. Goals should be clearly defined before posting anything.
2. Finding who your target audience will make it easier to determine what content should be posted, and where.
3. Before setting up your social media, it’s important to determine if your audience would even be using social media. For example, if your target audience is elderly people, odds are, they do won’t be on social media so it will be difficult to get them to see your content.
4. Content of the message should be clear and concise.
-Although it’s best to have multiple social media accounts, it will be easiest to start with one. So it’s important to determine which social media would be most beneficial for your purposes.
-You should consider keyword search and do research on your competition in order to create content ideas that your audience will become interested in.
-Make sure you post regularly and offer truly valuable information for your audience.
-Although brands may evolve over time, the brand itself should remain consistent as to not confuse the audience.
-Analytics help you determine your most successful marketing techniques and shows you which strategies you should probably abandon.
The person in charge of the company’s twitter thought he was posting in his personal account.
The US Department of Education promotes reading and writing, but they spelled DuBois incorrectly.
What American Apparel thought was that they were simply sharing a cool image of smoke and clouds, but in actuality, they were sharing a photoshopped image of the Challenger explosion.
This post was mocked on social media for its lack of clarity. The wording was confusing and people didn’t understand what the company was trying to say.
An example of why a company should have social media. Dove created a commercial that was viewed as extremely racist by the audience. They received massive amounts of criticism through social media and the video spread like wildfire all over the internet. hHad Dove not had a social media account, they would not have had the chance to address the issue and apologize.
