introduction to SMM pptx

what is social media

  • social media is:

    • a form of interactive electronic communication that allows users to create online communities and interact to share information, ideas, personal messages, texts, images, and video content

  • social: socializing or being social

  • media: a medium is a means of doing something. media is the plural term for medium

  • social media refers to the means for being social

growth of social media

  • more than half of the worlds population use social media

  • the average daily time spent using social media is around 2.5 hours each day

  • men > women

  • more than 70% of americans use social media

why is social media a marketing disruptor?

  • interactivity: both sides of the communication are active and can have an effect on each other

  • instant feedback: which can be given 24/7

  • limitless: it is highly adopted and can be used for various purposes

  • shift of power: consumers gained a megaphone

  • co-creation: consumers became advocates of brands (UGC, influencers, community advocates, etc.)

  • made other methods leffe effective: took a bite of other types of marketing. they lost their effectiveness and reach

  • SMM has:

    • lower costs

    • greater reach

    • higher ROI

  • changed consumer behavior and ourchase journey

    • social selling, customer service, peer reviews happen on social media

social media marketing (SMM)

  • SMM is the strategic use of social media networks by marketers to increase brand awareness, identify key audiences, generate leads, and build meaningful relationships with customers

is social media good or bad?

  • is social media good or bad for (a) personal use and (b) for use by brands

    1. what are the benefits/positive outcomes?

    2. what are the drawbacks/negative?

advantages of social media marketing

  • it can increase brand awareness, reach, traffic to website, conversions and sales, long lasting relationships with customers (brand loyalty), immediate insights and tracking through analytics, more leads, establishment as an expert in the industry, SEO ranking

  • it can reduce costs and save time

disadvantages of social media marketing

  • requires additional resources

  • high competition

  • reduced control over outcomes

  • reputational damage

  • higher expectations

  • hard to measure ROI

  • exposure of staff/customers to bullying, harassment, etc.

social media metrics

  • social media metrics are data points used to assess the impact of social media activites

how do you measure social media success?

  • call to action (CTA):

    • not a metric but a term you should know

    • refers to the next step or action that a marketer wants a consumer to take

  • clicks: how many times a person clicked on your post or link

  • CPM or cost per millie: how much it costs to reach 1000 people

  • followers: total number of people who have followed, or liked your social media

  • mentions: number of times a business is mentioned on social media (this does not just mean being tagged in the form of @brand)

  • impressions: total number of times a content is delivered to someones feed or is displayed. impressions count repeat views so if someone watched the content 3 times, it counts it as 3 impressions

  • reach: number of unique people who have seen your content. (repeat views dont count so if someone watches it 3 times, it only counts as 1)

    • impressions are higher than reach. these are defined on each platform differently

  • engagements: how many times a person interacted with your content; includes likes, comments, shares, (and clicks)

  • engagement rate: (a ratio shown as a percentage) measures the number of engagements (reactions, comments, and shares) your content gets a percentage of your audience

    • (total engagements / total audience reach) * 100

  • return on investment (ROI): a measure of the value gained from social media marketing

    • usually discussed as a percentage.

    • a ratio of: (net profit / total investment) * 100

3 ways to use social media by marketers

  • owned: the channels that the company has (website, blog, facebook page, etc.). these are created and managed by the brand

  • earned: what others share, tage, post about the brand (mentions, UGC, reposts, online reviews, media coverage, etc.)

    • most valuable type of media

  • paid: the brand pays for it (such as advertisement, influencer sponsorship, paid promotions, etc.)

  • brands need a mix of all three in their strategy


AI in marketing

  • AI can be used in all aspects of marketing

  • product: ideation, product development, and manufacturing

  • advertising: programmatic ads & targeting)

  • content creation & moderation: (writing blogs & editing captions, editing videos, generating images/video/sounds, preventing spam/harassment)

  • sales

  • customer service: chatbots, delivery robots, voice shopping

shortage of expert

  • there are lots of companies who need experts on SMM but there arent enough people who have the skills