Social Media Marketing

What is social media and why is it important to marketers?

Social media refers to online platforms and technologies that allow people to create, share, and interact with content through virtual communities and networks. Unlike traditional media, social media shifts power away from publishers and gives users more control over what content is created and shared.

This shift is important for marketers because consumers are spending less time with traditional media like newspapers and TV and more time on social platforms. Using social media alongside traditional marketing makes campaigns more effective. Research shows that electronic word-of-mouth from customers can drive nearly twice as much customer acquisition as traditional advertising. This happens because social media allows content to spread quickly and creates earned media through sharing and engagement.

Social media also helps smaller businesses compete with larger brands. Instead of a “pay to play” environment, success is based more on how engaging the content is. The massive amount of interaction on social media also creates “big data,” which marketers use to better understand consumer behavior. In fact, many companies now collect social media metrics more often than traditional surveys or CRM data.

easier to share posts

What is ROI and why is it important in advertising? List five social media KPIs.

ROI (Return on Investment) measures how profitable an investment is by comparing what you gain to what you spend. In advertising, ROI is important because marketing efforts must show real value to the business. Social media goals should be measurable and follow SMART guidelines: specific, measurable, achievable, relevant, and timely.

Measuring ROI helps marketers prove that social media efforts are worth the time and money invested. Social media managers must connect platform metrics—like engagement or followers—to real business outcomes such as increased sales, brand growth, or customer retention. When KPIs are tied to ROI, it shows that social media contributes to the company’s overall success.

A Key Performance Indicator (KPI) is a metric used to measure performance. Five common social media KPIs include:

1. Shares

2. Retweets or mentions

3. Likes

4. Comments

5. Views or impressions

What are the four bases and variables used to understand consumer target audiences? What are the three variables for business target audiences?

Marketers use market segmentation to group consumers who respond similarly to marketing efforts. There are four main bases used to understand consumer target audiences:

• Geographic: location, climate, population size

• Demographic: age, gender, income, education, family status

• Psychographic: values, attitudes, lifestyle

• Behavioral: usage rate, brand loyalty, benefits sought

Marketers usually combine demographic information with psychographic and behavioral factors to create a clear picture of their ideal customer. This helps ensure marketing messages reach people who are most likely to respond.

What is a big idea? What does it mean for a big idea to “have legs”?

A big idea is the main concept that guides a brand’s marketing campaign, a big idea as a driving, unifying force behind brand marketing efforts. It is based on strong consumer insight and reflects a real understanding of the target audience and their needs or situations.

Today, a big idea is more than just a catchy slogan—it’s a long-term story that can evolve over time. On social media, the big idea must be interesting enough to earn attention instead of interrupting consumers. The goal is to build real connections and relationships with the audience.

When a big idea “has legs,” it means it can be used across different platforms and over a long period of time. It should be flexible enough to adapt to current events and trends. A well-known example is Oreo’s “Dunk in the Dark” tweet during the Super Bowl blackout, which showed how a strong idea can be used in real time to gain massive attention.

Describe the PESO media model and explain why it is important in marketing communications.

The PESO media model shows how different types of media work together instead of separately. It encourages marketers to use an integrated approach rather than treating each channel as its own silo.

PESO stands for:

• Paid: advertising that a brand pays for

• Earned: media coverage and word-of-mouth that isn’t paid for

• Shared: content shared through social media platforms (engagement, listening, responding)

• Owned: content the brand controls, like websites and social accounts

The PESO model is important because consumers experience brands across multiple channels, not just one. Using an integrated strategy helps keep messaging consistent and increases overall impact. This approach reflects how modern marketing actually works.

What is an algorithm in social media, and why is it important for marketers to understand it?

A social media algorithm is a system used by platforms to decide which content appears in users’ feeds. Because there is so much content online, platforms use algorithms to filter and rank posts.

Understanding algorithms is important because organic reach has decreased over time. For example, platforms like Facebook only show users a small portion of available content. This means business posts may reach only a small percentage of followers unless they generate strong engagement.

Marketers need to create content that aligns with what algorithms prioritize, such as comments, shares, and meaningful interactions. Posts that drive engagement are more likely to be shown to more users, making algorithm knowledge essential for visibility.

What is influencer marketing? List three critical actions for an effective influencer strategy.

Influencer marketing involves working with individuals who have influence over a specific audience to promote a brand. Influencers can be celebrities or everyday creators with smaller but highly engaged followings.

• One key action is focusing on micro-influencers instead of only celebrities. Micro-influencers often have more engaged audiences and can be more effective at driving purchases.

• Another important action is making sure influencer partnerships are clearly disclosed. According to FTC rules, any paid relationship or free product must be clearly stated so consumers know the post is sponsored.

• A third action is carefully researching and monitoring influencers. Brands need to make sure influencers align with their values and continue to follow legal and ethical guidelines throughout the campaign.

• Strategic Influencer Selection (Relevance, Resonance, Reach): Don't just chase follower counts. Find influencers whose audience genuinely aligns with your target demographic (Relevance), who create meaningful connections (Resonance), and who have a decent following (Reach). Vet their content to ensure their values and style match your brand for authenticity.

• Collaborative Content Creation: Work with influencers, not just at them. Provide your brand story and vision but allow creative freedom, as they know what resonates with their audience. Co-create content, share feedback, and ensure transparency (like clear disclosures) for maximum impact and trust.

• Data-Driven Measurement & Optimization: Define clear goals (sales, sign-ups, traffic) and KPIs before launching. Track performance using relevant metrics, analyze what works, and use those insights to refine future campaigns, fostering ongoing improvement. 

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What’s the difference between organic reach and paid reach? Why use both?

Organic reach is the number of people who see a post without paid promotion. Paid reach is the number of people who see a post because a brand paid to promote it.

Marketers use organic reach to build relationships and test content without spending money. High-performing organic posts can show what resonates most with the audience.

Paid reach is used to expand visibility, especially since algorithms limit organic exposure. Paid ads also allow for advanced targeting and better data insights. The best strategy usually combines both—using organic content to test ideas and paid promotion to increase reach.