I was so excited to take Social Media Marketing because it was a class that I knew would directly relate to what I want to do in the future. I feel safe going into this field because according to Mary Kearl, “Social media managers can expect 10% job growth through 2026″(2019). But my dream is to own my own business does marketing consulting, specifically in social media. Basically, I want to help smaller companies and startups optimize their social media presence. Before that dream comes true though, I need to develop a full understanding of all the platforms and how marketers have been using them to their advantage.
The social media revolution has directly affected every one of our lives. Because of globalization, marketers can now reach incredibly large, yet specific, audiences around the world and can do so in a relatively short period of time. This globalization of products and services also means more competition. A company’s success comes down to their social media market strategy and how it compares to their competitors. Here are the five key takeaways from my Social Media Marketing class:
1 – The Social Media Audit
This is where you decide what marketing objectives are being pursued through social media activities. Asking several questions to determine What is the purpose of your social media accounts? Is it to raise awareness of sales, new releases, or upcoming events? Also consider which platform(s) are being used and do they have channel specific goals? Who is the audience in each channel and is the channel necessary or relevant to the current goals? Who is in control of the content creation for them? Is there any paid marketing happening on these channels? What is the cost and can does it translate to an appropriate ROI? What is the competition doing with their social media presence? Pay attention to the various social media metrics of each of the channels and compare it to the metrics of the competition. These questions are necessary to consider while conducting the Audit because it will provide you with the information needed to see where successes and failures are taking place.
2 – The Swot Analysis
Strengths, Weaknesses, Opportunities, and Threats can be identified by analyzing the audit. An in-depth investigation of various metrics will help to discover which ones are the most useful or important and comparing them to the competitors. By performing a swot, you can gain a general sense of direction and focus which can be refined into a SMART goal. Measuring the goal with performance tactics is how to determine if it needs to be reworded or the focus needs to be adjusted. It’s important to always keep an open mind while working with social media because it is ever changing, what might work at the beginning of the day might not by the end of it. Adapt and move on or be left behind.
3 – Social Media Strategies Understanding the way information flows between company to consumer, consumer to company, and consumer to consumer is important to take full advantage of social media. Using an ad that is both informative and encourages social interactions among consumers who see it is a great way to create a buzz by establishing a platform for consumer to company and consumer to consumer conversations to take place. The key is to grab their attention with something that interests them, using a call to action might be effective in this situation. Also, no one responds to an ad trying to sell them something, so don’t do that!
4 – Communications and Planning Cycles
Utilizing Facebooks Business Manager, Hootsuite, or any other social media planners are going to be very useful when creating a schedule for postings. It is also important to experiment with when and how information is being shared. Measuring the metrics a week later will help illuminate you can optimize those metrics. Tracking the number of views or clicks that happen during certain times or through certain routes is important because then There is an 8-step communications planning process that is shown below.
5 – Content Curation
If there is one thing that was really driven home for me, it is that video content generates the most engagement. Engagement promotes your site so that it moves up on the list comparatively. Also, while creating content, don’t just post information that you want out there. Instead, find out who your target audience is, or even you audience’s persona, and tailor content to their interest, what they find funny, or something that shocks them. It’s also not a bad idea to have some content be community based and then other content that encourages engagement, like tag your friend or a share contest.
“Social media is not a media. The key is to listen, engage, and build relationships.”David Alston
After reviewing the book, I noticed that I did not mention anything about managing customers using social media, which is on purpose, because I already had a customer service job for Johnsons & Johnson as a Social Media Specialist. Basically, I’m saying I didn’t get a takeaway from class because I’ve already been inside the belly of the best.
“What Does Career Growth Look Like for a Social Media Manager?” (2019) Mary Kearl. https://www.noodle.com/articles/what-does-career-growth-look-like-for-a-social-media-manager
“Top 50+ Social Media Quotes”. (2021) Silvia Pencak. https://silviapencak.com/top-50-social-media-quotes/