EMTECH: Power of Social Media

Social Media

means of interactions among people in which they create, share, and/or exchangeinformation and ideas in virtual communities and networks.

influence

true power of social media

right content that helps them make a decision

Social media provides an avenue for companies to not only engage with customers, but also influence them with the

• Social Media as a Tool for Social Change

o Awareness campaigns (e.g., #MeToo, #BlackLivesMatter)

o Community engagement and organizing

o Crisis response (e.g., during natural disasters, pandemics)

• Political Impact of Social Media

o Citizen participation in political discourse.

o Political movements and revolutions (e.g., Arab Spring)

o Government transparency and accountability through digital activism

• Economic Impact of Social Media

o E-commerce and small business promotion.

o Job creation through digital platforms.

o Social media influencers and new revenue streams.

SOCIAL MEDIA MARKETING

use of social media platforms to connect with your audience to build your brand, increase sales, and drive website traffic.

• Likes/Reactions

MARKETING METRICS

Measures surface-level approval or agreement with the content. Different platforms offer various reactions to express emotions beyond simple

• Comments

MARKETING METRICS

Indicates deeper engagement, as users take the time to express opinions, ask questions, or provide feedback.

• Shares/Retweets/Reshares

MARKETING METRICS

A strong indicator of content resonance. When users share content, they find it valuable enough to pass it along to others.

• Click-through Rate (CTR)

MARKETING METRICS

Measures how effectively your content drives traffic to a website, blog, or landing page. High CTR indicates relevance and interest in the linked content.

• Follower Growth Rate

MARKETING METRICS

Shows audience expansion, providing insights into brand awareness and the effectiveness of content in attracting new users.

• Mentions/Tags

MARKETING METRICS

Indicates brand awareness and the level of conversation about your content or brand in the social sphere.

• Reach

MARKETING METRICS

Provides a sense of how far your content has traveled and how large your potential audience is.

• Impressions

MARKETING METRICS

Measures visibility. A high impression count means the content is getting seen frequently

• Engagement Rate

MARKETING METRICS

Offers a more precise understanding of how well the content resonates with the audience compared to just looking at raw engagement numbers.

• Video Views

MARKETING METRICS

Tracks video content popularity and engagement. Some platforms count partial views, while others may require a complete view to count.

• Watch Time (for video content)

MARKETING METRICS

A more meaningful metric for videos, as it shows whether viewers are staying engaged throughout the content

• Saved Posts

MARKETING METRICS

Demonstrates that users find your content valuable enough to revisit it.

• Conversion Rate

MARKETING METRICS

Measures the effectiveness of social media in driving specific business objectives beyond just engagement.

• Social Media Sentiment

MARKETING METRICS

Helps gauge the overall tone and perception of your brand or content.

• Hashtag Performance

MARKETING METRICS

Measures the popularity and reach of your campaigns and whether users are adopting your hashtag in conversations.

INFLUENCERS

A person who inspires or guides the actions of others

social media influencer

someone with the ability to influence potential buyers of a product or service by promoting or recommending the items on social media

Bloggers and vloggers

TYPES

operate on one or more social media platforms at once to publish content on a regular basis. These influencers engage audiences to maintain their loyalty, generate leads, and boost brand awareness.

Mainstream celebrities and social media sensations

TYPES

appear on behalf of a company to further drive their purchases through their reach to a large number of potential customers.

Reality stars

TYPES

act as influencers as they normalize social practices by being more accessible to the audience. For example, companies that have products and services embedded into such programs as those of the body makeover series

Micro-influencers

TYPES

have 500- 10000 followers and use their online communities to talk about any brand, product, or service.

Nano influencers

TYPES

have a small number of followers with the highest engagement rates as they are closely related to their followers and are capable to form more authentic relations to promote different products and services.