Studied by 3 people
Social Media Strategy, Social Media Platforms, Generation Like, Online Reputation Management, Mobile Strategy, Digital Strategy
How do you create a social media plan?
determine the objective
choose the social media platform(s)
plan the content
distribute and promote content
measure success
What are the types of objectives?
content creation
paid advertising
reputation management
What are the main concepts of content creation?
creating first time customers
increase customer loyalty
increase SEO Value
What are the difficulties of creating content for first-time customers
platforms penalize content posted by business entities
content may not influence purchase likelihood (No call to action)
What are some strengths of increasing customer loyalty when creating content?
directly spurs additional purchases
improves customer’s brand perceptions
What are some characteristics of increasing SEO Value in content creation?
already doing everything it can to optimize its SEO
depends on local search results
strive for high level of ‘earned media’
What are some strengths of paid advertising?
more information → better targeting
higher engagement rate
more engagement options
What are some types of reputation management
social media monitoring
social listening
What is social media monitoring?
build on positive comments
respond to negative comments
What makes social media monitoring difficult?
requires significant resources and extensive training
What is social listening
sentiment analysis
What is important to consider when determining the social media platform?
population characteristics
nature of social media interactions
platform synergies
What are the types of content?
original content
user-generated content
co-created content
curated content
What is the best platforms for first time customers?
Primary: youtube
Secondary: instagram
What is the best platforms for customer loyalty?
Primary: Pinterest, Snapchat, Instagram
Secondary: LinkedIn
What are the best platforms for SEO?
Primary: Facebook
Secondary: X
What are the best platforms for advertising?
Primary: Facebook, Instagram
Secondary: Youtube
What are the best platforms for reputation management?
Primary: Review websites and industry forums
Secondary: X, LinkedIn
What are some key traits of original content?
companies have complete control
fresh or repurposed
What are some key traits of User-Generated Content?
contests (reposts or hashtags)
enhances the company-customer connection
increases engagement and positive attitude of customers
not super helpful if customers do not want to engage
What are some key traits of co-created content?
benefits both parties (2 brands from different backgrounds come together)
unique content (different styles from both contributors)
What are some key traits of curated content?
created entirely by another entity (influencers, everyday people)
reshared by the brand
What are some key characteristics for deciding media types
reliance on algorithms to rank-order content
post type of media preferred by the platform
What is key when it comes to a style guide?
content that is consistent with the way the company wants to be perceived
tone (choice of words)
legal
response guidelines (appropriate course of action for each query)
formatting guidelines
any other useful guidelines (list of company-owned social profiles, visual branding guidelines, terminology preferences, UGC practices, etc.)
What are the types of value that can be added to content?
utilitarian value
entertainment value
community value
What are utilitarian values?
deals or discounts
contests or drawings
useful ideas or practices
product updates
training and education
What is some benefits of entertainment value?
exposures lead to increased brand equity, customer loyalty, and repeat purchases
Consumers get humor, inside knowledge, or news from a company icon
What does community value do?
fosters identity-relevant connections with customers
What should you consider for scheduling content?
when to post
When are followers most active?
vary time to reach different viewers
Which scheduling softwares should you use?
Hootsuite, Sproutsocial
What is paid media
company pays for distributing the advertising content
What are some examples of paid media?
social media advertising
paid search marketing
display advertising
affiliate marketing
What is owned media?
online property completely owned and controlled by a company
What are some examples of owned media?
websites
social media profiles
social media marketing
What is earned media?
publicity received from unpaid promotional efforts
What are some examples of earned media?
social media sharing
direct traffic
search engine optimization
press coverage
What are some ways you can measure success?
reach
engagement
loyalty
social listening
What are some examples of reach?
total number of likes, subscribers, or followers
follower growth
impressions or views
What are some examples of engagement?
re-posts or re-pins
likes or comments
engagement rate
What are some examples of loyalty?
conversion rate
purchase frequent / likelihood
What are some examples of social listening?
volume
sentiment
changes in volume and sentiment
topic
What are the questions mentioned in the article, “4 questions to boost your social media?”
what are your goals?
what platforms should we be using?
What is your content strategy?
Are you ready to talk with your audience in real time?
What are some features of facebook?
large, diverse user base
different types of content
uses a complex algorithm to decide which content is shown
Company profiles usually penalized
What is the types of advertising found on facebook?
image ad (MOST COMMON)
Carousel Ads (many pictures)
Video Ads
Collection Ads
How are ads placed on Facebook?
news feed
sidebar
marketplace
messenger
Which ways are advertisements paid for on Facebook?
CPC
CPA
CPM
What is the formula for Advertising Bids?
Advertising Bids = Bid Amount x Estimated Action Aid + Relevance/Quality
Monetary Contribution of Aid = Bid Amount x Estimated Action Aid
User Experience = Relevance/Quality
What are the different categories of ad targeting that facebook uses?
core audiences
custom audiences
lookalike audiences
How does facebook use core audience ad targeting?
utilizes demographics, interest, and behavior found on FaceBook
How does facebook use custom audiences ad targeting?
uploads a list of email addresses and Facebook will match them to its own users
What are some pros of utilizing custom audience ad targeting?
Higher response rate
can set up retargeting ads
How does facebook utilize lookalike audience ad targeting?
use the company’s custom list and apply machine learning techniques to find other facebook users who are most similar to that list of customers
What are some of the best practices for facebook?
pay to boost the posts
supplement paid ads with engaging organic content
Live videos > Recorded videos > Images > Text-only posts
Strive for higher levels of engagement
Food Facebook pages will show up on the search engine response page
Pay attention to your profile!
What are some features of X?
smaller user base than FB but highly active
Rapid responses to companies
Devised hashtages
easier to search for posts
enables group conversations
content popularity
type of account posting the content
Company Profile
There is no distinction between personal profiles and corporate profiles
SEO-friendly keywords in the bio
What are the types of advertising found on X?
promoted posts
cards for promoted posts
Summary card
app card
player card
promoted accounts
promoted trends
What does the process of paying for ads look like?
Choose between promote mode and X ads
Select an objective: Awareness Campaigns (CPM), Post Engagements (based on engagement), Website clicks or conversions (per click or conversion)
fill in the details of your ad campaign
create an ad group within your campaign
Select the target audience for each ad group
select creatives you’d like to run with each ad group
launch campaign
What is quick promote on X?
requires the advertiser to specify the post to be promoted and the budget
Works better for accounts with large following and long history
What are some ways ad targeting occurs on X?
user demographics (geography, gender, interests, or device)
Website or App Custom Audiences
What are some best practices for X?
280 character limits → include shortened link to expanded content
create value for followers and achieve additional exposure via reposts
succinct content so companies can afford to post more often
What are some features of pinterest?
mainly female and higher income audience
highly engaged and often purchase minded
‘Pins’ ranked by algorithm and organized into multiple colums for easier perusal
inclusion of source URL → increases website traffic
Open Platform
What are some types of advertising found on pinterest?
promoted pin
promoted video pin
promoted carousel
promoted app
shopping ads to promote products (facilitate immediate purchase)
What ways can you pay for ads on pinterest?
CPM: Impressions
CPC: when a user clicks through the advertisers website
CPE: when the user clicks on a pin to expand it or when a user pins that pin to their own board
What type of targeting is found on pinterest?
keyword targeting
interest targeting
audience targeting
actlike audience targeting
What are some best practices found on pinterest?
organically gaining followers → create a pinterest profile and organize boards w/ pertinent pins
Provide a pin button
shop the look pins (collection pins): Tag the products visible in a pin
What are some features of Youtube?
large user base, 80% of users are outside the US
2 types of accounts: personal and brand (Accts not treated differently)
Ranking based on:
user's watch history, search history, subscriptions
videos ‘stickiness’: user interest in watching and user engagement
video clicks
video channel characterisitics
How does advertising work on Youtube?
creator controls the advertising
youtube and video owner share the ad revenues
What are the types of ads found on Youtube?
display ads
overlay ads
skippable videos
non-skippable videos
bumper ads
sponsored ads
Which ways can you pay for ads on Youtube?
CPV (cost per view
ad auction (Advertiser’s bid combined with Quality Score)
Ad targeting (similar to display ads on google ads)
What are some best practices for youtube?
create content that simultaneously entertain and advertise
supplement earned media with paid views
recommendation algorithm (channel’s overall viewership and engagement metrics)
What are features of LinkedIn?
professional networks
posts from connections, advertisements, posts from companies they follow, newsletters they subscribe to, and influencers they follow
company profiles rank very well
‘About Us’ section should be well-written and must contain relevant keywords
What are the types of advertisements found on LinkedIn?
sponsored content
dynamic ads: retargeting ads that allow advertisers to change the content of ads to match different ad targets
Text ads: show up on the right side of the feed for desktop users
Sponsored InMail: email marketing but to paid ad targets rather than through compilation of an email list
What kind of lead generation does LinkedIn use?
Lead Gen Form: pop-up lead generation
Which ways can you pay for ads on linkedin?
sponsored InMail : cost per send
CPC
CPM
CPV
advertisement rates are typically higher
What are some best practices for LinkedIn?
create content that reinforces the thought leader perception
use (don’t force) employees to amplify these posts
Linkedin Groups: company employee can engage with members
Precise targeting
What are some features of Instagram?
younger demographic (18-30 years old)
suitable for mobile phones (only one post fits)
simple design that allows for seamless integration across platforms
shorter videos (Reels) and Shops for browsing
tag products in organic posts
link the product to their instagram shop
What types of advertising is found on Instagram?
image
carousel
video
collections
story ads
What are some best practices when it comes to advertising on instagram?
does not penalize corporate profiles as severely as facebook
ranking based on algorithm that calculates ‘prominence’
MAJOR factor- amount of interaction generated by the account
How do you utilize influencer marketing?
leverage the relationship between influencers and followers
The process
identify influencers
engage the influencers to assess brand fit
does the following fit the brand?
is the influencer’s liking of the brand believable?
is the brand able to give the influencer a sufficient value in return for the partnership?
does the brand and influencer agree on policies
help the influencer stay FTC-Compliant
What are some features of snapchat?
youngest profile demographics (15-25 years old)
higher engagement w/ snapchat videos
less intuitive interface
disappearing feature of the messages (MOST appealing)
Fast interactions and quick content consumption
map tab (explore stories by geography)
What are the advertising types found on snapchat?
snap ad
collection ads
story ads
AR lenses, filters, and commercials
What methods can you pay for snapchat ads?
CPM basis
flat rate
through a certified partner
How does ad targeting work on snapchat?
targeting based on interests and behaviors, demographics, locations, custom and lookalike audiences
What are the features of tiktok?
large, growing user base
younger audience
videos (1-10 minutes long)
fast paced consumption
algorithm uses viewing history, profiles followed by the user, the videos overall popularity, and the videos similarity to other videos
No distinction between corporate and personal profiles
How does advertising work on tiktok?
promote video ads
Sponsored icon and CTA to distinguish from non-promotional videos
can be skipped at any time
What is the best practices on tiktok
most companies are not advertising on Tiktok
→ low advertising costs
What is online reputation management?
the practice of promoting a positive brand image online by increasing the visibility of positive information and managing negative information
Social listening
find and gather information about the company on social media
gain insights about customers’ views of the company
Reputation managment
find and gather information about the company online
promote positive information and limit negative information
What questions can be asked when performing online reputation management?
how a company can monitor the web for negative content about its brand online
how a company can respond to a negative content online
how can a company ensure that its positive content is discovered first
How is it possible to monitor brands?
impossible to monitor all content manually
social media tools to search web for brand mentions
Company name, products, trademarks, employees, etc.
competitor’s brands
Industry news, reguations, laws, customer’s company names, etc
prioritize crucial alerts
google alerts
monitor SERP
What sites do professionals need to monitor when looking for negative comments?
online review sites (Yelp)
scam reporting sites
online forums
press articles
websites of activist organizations
social media sites
blogs
informational sites
How should you respond to negative comments on review sites?
avoid being defensive and point out what has been done to resolve the problem
try to take convo offline to resolve it
How should you respond to negative comments left on scam reporting sites
leave a short response and leave it alone
do not mention brand or product name in response
How should you respond to negative comments left on online forums?
can monitor what is being said and mention to other participants what they sell
can decide if participating is worth its time
How should you respond to negative comments left on press articles
company representative should be available to comment on the stories
How to respond to negative comments on activist organization websites
determine how to change the way members talk about the company
try to find other places to share your side of the story
How to respond to negative comments on social media sites
try to make direct contact offline to resolve any issues
How to respond to negative comments left on blogs
avoid being defensive and stay professional
try to contact the blogger to make amends
How to respond to negative comments left on informational sites
add positive content to offset negative things
What are some key factors for emergency responses
timeliness
transparency
training
take it offline
What are some ways to create positive content?
corporate blog
corporate website
corporate ads
social media platforms
directory listings
charity microsites
customer support sites
product microsites
cause microsites
Note 
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