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
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