THE DEFINITIVE GUIDE TO SOCIAL MEDIA MARKETING

THE DEFINITIVE GUIDE TO

SOCIAL MEDIA

MARKETING

TABLE OF CONTENTS

04 What is social media marketing and why is it important?

11

Create a winning social media strategy

26

Choosing the right social media platforms

49 Social media advertising

56 Developing a social media calendar

64 How to structure your social media team

67

Integrating social media into your omnichannel marketing strategy

73

Your social media technology stack

76

Measure the ROI of your social media campaigns

82

Conclusion

Introduction

WHY SHOULD I READ THE DEFINITIVE

GUIDE TO SOCIAL MEDIA MARKETING?

Social media is one of the most powerful ways to reach and engage with your buyers.

Because it¡¯s almost universally used¡ªby consumers and brands¡ªsocial media is one of

the most effective (and perhaps cost-effective) channels to connect with your audience.

Today, social media activity is higher

than ever, with the number of users

rising to 2.77 billion in 2019, up from

2.62 billion in 2018, according to

Statista.?

While social media platforms started

as ways to stay connected with

your personal and professional

network, they have evolved to

become powerful ways for brands to

connect with buyers and engage in

instantaneous two-way conversations.

Social media is now the status quo for

a business¡¯s digital presence, and users

expect to see their favorite brands on

social media. And that¡¯s why social

media marketing plays a critical role in

the success of every business.

Social media marketing offers

marketers vast opportunities to engage

with their buyers across the entire

customer lifecycle on the platforms

they actively use. So, it¡¯s critical that, as

a marketer, you know how to leverage

social media marketing to build your

brand, drive demand, and engage your

buyer.

"Social media is becoming a real

part of people's everyday

lives (all people, not just social

media marketers)."

-Peg Fitzpatrick, Social Media Strategist and

Co-Author, The Art of Social Media: Power

Tips for Power Users

?N

 umber of social media users worldwide from 2010 to 2021 (in billions), Statista, 2019.



3

What is social media marketing and

why is it important?

What is social media marketing and why is it important?

SOCIAL MEDIA MARKETING DEFINED

Social media marketing uses social media platforms to communicate and

engage with people¡ªregardless of the goal of that engagement.

Because of its rapid rise and

prevalence, social media marketing has

become a global phenomenon and a

ubiquitous part of a marketer¡¯s toolkit.

Social media is no longer something

that needs an introduction¡ªmost

marketers and their audiences know

about it.

It¡¯s important to understand that

social media marketing is more than

the traditional platforms that many

marketers are familiar with¡ªFacebook,

LinkedIn, Instagram, Snapchat, and

Twitter. There are many more activities

and platforms that marketers can

and should explore to reach their

target audiences, engage them with

relevant messages, and build lasting

relationships.

Social media marketing can be

done organically, with posts that are

displayed to your audience based on

algorithms. It can also be augmented

by paid advertising, with posts that are

boosted by a platform¡¯s ad capabilities,

making it more likely for your post to

be seen by your target audience.

GLOBAL DIGITAL SNAPSHOT

A snapshot of the world's key digital statistical indicators

TOTAL

POPULATION

7.395

INTERNET

USERS

3.419

ACTIVE SOCIAL

MEDIA USERS

2.307

UNIQUE

MOBILE USERS

3.790

ACTIVE MOBILE

SOCIAL USERS

1.968

BILLION

BILLION

BILLION

BILLION

BILLION

54% Urbanization

46% Penetration

31% Penetration

51% Penetration

27% Penetration

Source: We Are Social

5

 ................
................

In order to avoid copyright disputes, this page is only a partial summary.

Google Online Preview   Download