Social media marketing project

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SOCIALMEDIAMARKETING
NIRAJJOSHI
HPGD/OC15/1498

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UNDERTAKING
Ideclarethatprojectworkentitled“socialmediamarketing“
Ismyownworkpresentedhasbeenpreparedpersonallyby
meanditisnotsourcedfromanyoutsideagency.I
understandthat,anysuchmalpracticewillhaveveryserious
consequenceandmyadmissiontotheprogramwillbe
cancelledwithoutanyrefundoffees.
Iamalsoawarethat,ImayfacelegalactionifIfollowsuchmalpractices.
N.M.JOSHI

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Acknowledgement
Iamusingthisopportunitytoexpressmygratitudetoeveryonewhosupported
methroughoutthecourseofthisMBAproject.Iamthankfulfortheiraspiring
guidance,invaluablyconstructivecriticismandfriendyadviceduringthe
projectwork.Iamsincerelygratefultothemforsharingtheirtruthfuland
illuminatingviewsonanumberofissuesrelatedtotheproject.

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Thankyou
EXECUTIVESUMMARY
socialmediahasgainedimportanceandacceptanceataverypastpace.
ithasbecomeanavenuetoshareone’spersonal&professionallife.The
usageofsocialmediaasmediamarketingtoolisalreadyimplementedby
manybusiness.thisreportsanalysedhoweffectivelysocialmediabeusedas
marketingtool.thecomparisonofsocialmediaversustraditionalmediafor
marketingwasstudiedandadvantageofbotharecomplied.thisreportalso
analysedhowsmallbusinessstartsupscabbenefitfromtheevergrowing
socialmediaindustry.
Methodthisprojectreportusedjournals,magazine,articles,newspaper
sticks,businessreviews,onlinesurveyandsoonfromthewelingkar
university.Furtherofficialmediapagesofveriouscompaniesfacebook,
twitter,linkedinwereanalysedtogeneratestatics.

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Resultsocialmediapresenceisdefinitelyanadvantageforallkindsof
businessSocialmediamarketinghaswidermarketappealandisrelativey
cheaperthantraditionaladvertisementswithahugenumberofaudiencesand
highcustomisabilityofsocailmediaforrequiredcontent.socialmedia
Marketingemergeasanexcitingandeffectivetoolformarketing

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TABLEOFCONTENT
ChapterTopic Page
1 Introduction
1.1 Overallobjective
1.2 Method
2 Literaturereview
2.1importanceofsocialmediaintoday’sworld
2.2socialmediaforbusinesstobusinessmarketing
2.2.1FacebookforB2Bmarketing
2.3Socialmediaforbusinessforbusinesstoconsumermarketing
2.3.1SocialMediafortravelandtourism
2.3.3.1Twitterforthetravelindustry
2.3.2SocialMediaforfinancialinstitution
2.3.2.1Facebookforbankmarketing

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2.3.2.2Twitterforbankmarketing
3 FindingandDiscussions
3.1 ImplementationofSocialMediaMarketing
3.1.1ImplementingFacebook
3.1.2ImplementingTwitter
3.2Measuringtheimpactofsocialmediamarketing
3.3Socialmediaforsmallbusinessstarts-ups
3.4Comparisonoftraditionaladvertisingwithsocialmediaadvertising
3.6STP&SWOT
3.7DO’s&DON’TSocialMediaMarketing
4 ConclusionandRecommendation
4.1Conclusion
4.2ReRecommendation
5 Referencesandbibliography

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Chapter1

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Socialmediamarketingsiteshavetakenovertoday’sworld.Fromwhatwas
startedmerelyforentertainment.Todaythesewebsitesprovidesahostof
opportunitiestoitsUsersrangingfrommarketingtheirproductsincreasing
awarenessonsocialissue,sharingphotos,videocalls,Joininggroupsand
formsofinterestspromotinganidea,findingfamilyrootsfindingalostfriend,
gaming,entertainmentapplicationandsoon.Infacttheusageofsocial
mediamarketingsiteshasbeensodiversethatmanypeopleuseitformore
thanjustentertainment.Menaetal(2012)studiedthereadinessofhealth
studentstousefacebookasaplatformfortrainingprofessionalhabits
particularityinthecase ofinfluenzavaccination.thisclearlyshows
socicalnetworkingsitesserveasacreativesolutiontomanybusiness
problems.
Nowthatyouhaveanideaoftheprevalenceofsocialmediaanditsrapidly
growinginfluence,let'stakealookatsomeofthekeywaysinwhichsocial
mediacanhelpyouconnectwithyourtargetaudience:
Generateawarenessofyourcompanyanditsproductsorservicesby
tappingintooneofthelargestaudiencesintheworld.
Generateleadsthroughyoursocialnetworkingconnections,speeding
uptheprocessbycreatingeventsandpromotions.
Drawinvisitorstoyourwebsiteandotheronlineportalsbyusingyour
socialmediaresourcestopromotenewcontent.
Maintaindirectrelationshipswithyourcustomersandpotential
customersinordertoimproveyourproductandgettobetterknowyour
audience.
Providecustomerserviceandadvicedirectlytoyouraudienceandget
usefulfeedbackfromyourfollowerstohelptrackyoursuccess.
Facilitatesharingofyouronlinecontentthroughtheuseofsocialmedia
sharingbuttons,effectivelylettingyouraudienceadvertiseforyou.

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TheabovecitessomeofthekeyreasonstogetinvolvedinSMM,butthereare
manymoredependingonthetypeofbusinessyouareoperating.Local
businessescanalsomakeextensiveuseofsocialmediaplatformstargeted
specificallytowardstraditionalhigh-streetbusinesses.SiteslikeGoogle
Places,BingPlaces,YelpandFoursquare,amongothers,helpyoutoshowup
inlocalsearchresultsandonlineormobilemaps.What'smoreisthatallofthe
aboveisabsolutelyfreetouse,andwhiletherearealsopaidSMMmethods,
thefreeonesarefartoovaluabletoneglect.
1-UnderstandingtheSocialMediaMarketingProcess
Smallbusinessmarketersoftenfindtheprospectofonlinemarketinga
dauntingone,notleastbecauseitcanbedifficulttoknowwhichareastofocus
on.SMMisanextensivesubjectwithacomplexhierarchywhichyouwillneed
tofamiliarizeyourselfwithinordertoplanyourstrategy.Asisthecasewith
manyformsofonlinemarketing,SMMtypicallystartswithyourwebsite:
Thefoundationofyoursocialmarketingcampaignisyourwebsite,
particularlyablog,whichprovidesaregularstreamofcontenttokeep
youraudienceinterested,increasesubscribersandsocialmedia
followersandraiseawarenesstoyourbusinessanditsonline
presence.
RSS(ReallySimpleSyndication)feedsallowyoutoaggregateandsort
yourcontentinsuchawaythatyoucanprovidemorepersonalized
contenttodifferentsegmentsofyouraudience.Peoplecansubscribeto
yourblogtoreceiveregularup
datesbywayofRSSfeeds.
Socialsearchtools,suchasGooglePlaces,BingPlaces,Foursquare,
Yelpandotheronlinedirectoriesmaybeusedtogetlistedinlocal
searchresultsanddrawmoreattentiontoyourbusinessanditsonline
presence.SocialsearchisheavilyintertwinedwithSMMforsmall
businesses.

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Socialsharingandbookmarkingreferstotaggingandsharingcontent
onsocialnetworkingwebsiteslikeFacebook,TwitterandGoogle+or
socialbookmarkingwebsiteslikeDelicious,DiggorStumbleUpon.For
sharingtohappen,youneedtohaveenoughhighqualityanduseful
content.
Microblogging,typicallyusingtheTwitterplatform,canhelptoraise
awarenessandpromoteyourcontent,thusdrawinginmorevisitorsto
yourwebsiteorblog.However,formicrobloggingtobecomesuccessful,
youneedplentyofcontentworthpromotingandsharing.
SMMstartswithextensiveplanning,followedbyresearchintoyourtarget
audience.Youwillthenneedtomoveyourfocustoengagingyouraudience
whilepublishingcontent(contentmarketing)andpromotingitonyourvarious
socialnetworkswhilealsoencouragingyouraudiencetodothesame.
2-SocialMediaNetworkstoUse
Whilejustabouteveryonehasheardofthelargestsocialmediasites,suchas
FacebookandTwitter,therearemanyothersworthamentionto.Thischapter
takesalookattheworld'smostpopularsocialmediaplatformsandhowthey
canhelpsmallbusinesseswiththeirsocialmarketingcampaigns.
Facebook
With1.28billionactiveuseraccountsinMarch,2014,Facebookisbyfarthe
largestsocialmediaplatformintheworldprovidingbothpaidandfree
marketingopportunitiesforbusinessessmallandlarge.

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Facebookbusinesspagesofferaplatformforbusinessestoprovide
regularupdates,buildupsubscribersandengageaudiencesdirectly.
FacebookAdsprovidesapay-per-click(PPC)advertisingsystemwhich
businessescanusetoprovidetargetedadstorelevantaudiences.
YourtargetaudiencecanshareyourcontentontheirownFacebook
accountsandincreaseawarenessby'Liking'certainposts.
Twitter
ThesocialnetworkingandmicrobloggingplatformTwitterhas200million
activeaccounts,anditisparticularlypopularforbusinesses,entrepreneurs
andcelebritiestoprovideshort,regularupdates.
Twitteruserscanpostshort'Tweets'witha140-characterlimit,making
theplatformcompatiblewithSMSaswell.
CreateaTwitterpagespecificallyforyourbusinessanduseittoattract
followersandreachouttoyourtargetaudience.
TwitterPromotedTweetsprovidesbusinesseswithapaidadvertising
platformhelpingthemtoreachouttoawideraudience.Google+
Google+has540millionactiveaccounts,makingitthesecond-largestsocial
mediasiteintheworld.Mostimportantly,Google+integrateswithGoogle's
otherimportantservicesforbothbusinessesandindividuals.
YourGoogle+profileisdirectlyconnectedwithyourlistingon
GooglePlaces,atoolforlocalbusinessestoshowuponmapsand
localsearches.
Google+offersaprofessionallyorientatedplatformforbusinesses,
allowingthemtocarryoutdirectrelationshipswiththingslikelivevideo
conferencing.

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Google+integrateswithotherimportantGoogleservices,suchas
GoogleAuthorship,GooglePlacesandofcourse,theworld'slargest
searchengine.
LinkedIn
LinkedInhas277millionusers,andunlikeFacebook,Google+andTwitter,itis
specificallyaimedtowardsaprofessionalmarketconsistingofbothindividuals
andbusinesses.
CreatingaCompanyPagewithLinkedInprovidesyouwithaplatformto
showcaseyourbusinessandconnectwithpotentialcustomersand
leads.
LinkedInisthenumberonesocialmediaresourceforprofessional
connections,suchasthoseinbusiness-to-business(B2B)marketing.
Searchforemployeesandvaluablebusinessleadsbybrowsing
throughprofessionalprofilesonLinkedIn.
Pinterest
Thankstoitsunique,visualapproachtowardssocialmedia,Pinterestalready
haswellover70millionactiveusersandcounting.Bothindividualsand
businessescanusePinterestforsharingvisualbookmarksknownas'Pins.'
Pinterestismostsuitableforbusinesseswhichrelyheavilyonvisual
media,suchasthoseinthefashion,photography,designandjewelry
industries.
Pinterestoffersbusinessaccountsincludingusefuladditionalfeatures
suchastheabilitytopromotePinsandanalyzeresults.
YoucanlinkyourPinterestbusinessprofilewithothersocialmedia
platforms,includingFacebookandTwitter.
Instagram

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Anotherprimarilyimage-andvideo-basedsocialmediawebsite,Instagram
hasmorethan150millionactivemonthlyusersmakingitoneofthemost
popularservicesofitskind.
Beingvisuallyorientated,Instagramisidealforbusinessesinthe
fashion,food,travel,designandtechnologyindustries.
Youcanpostcreativesnapshotsandotherillustrationsshowcasing
yourcompany'sproducts,hostphotocontestsandintegrate
promotionalcodes.
Youcanonlylinktoyourbusiness'swebsitethroughyourInstagrambio
page,thoughyoucanrefertoitinpostcommentstohelpgenerate
traffic.
YouTube
Thoughnotprimarilyasocialnetworkingwebsite,theworld'sthirdmostvisited
websiteandthemostpopularvideosharingresource,YouTubealso
integratesimportantsocialfeaturesmakingittooimportanttoignore.
YouTubeprovidesafreeplatformwhichbusinessescanusetopublish
videocontentsuchastutorials,productoverviewsandmore.
YouTubeprovidesitsownpaidadvertisingprogram,allowing
businessestohavetheiradsappearinotherpeople'svideos.
YouTube'ssocialfeaturesincludevideocommenting,integrationwith
Google+andratingsbywayoflikesanddislikes.
Theabovesocialnetworkslargelyrevolvearoundbuildinguprelationsand
sharingcontent,butthelistcertainlydoesn'tendhere.Anotherimportanttype
ofsocialmediaissocialbookmarking,atypeofservicewhichallowsusersto
add,annotateandsharecontentfromelsewhereontheWeb.Thoughthe
mostoftheabovesitesalsofacilitatesocialbookmarking,thereareanumber
ofotherwebsiteswhichdealprimarilywiththisareaofsocialmedia.Someof
themostpopularincludeDigg,Reddit,StumbleUponandDelicious.These
sitesprovideyouwithausefulplatformforpromotingyourcontent.

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Manyothercountriesandgeographicalareasalsohavetheirownsocialmedia
networks,someofwhichhavehundredsofmillionsofusers.Forexample,
VKontakte,oftendubbedthe'RussianFacebook'hasaround250millionusers
mostlyinRussiaandtheformerSovietrepublics,whileChinahasitsQzone
socialnetworkwithalmosthalfabillionusers.
4-TakingaLocalApproachwithYourSocialMediaMarketingEfforts
Asasmallbusinesswithaphysicallocation,itisessentialtotakeamore
localizedapproachwhenbuildingupyouronlinepresence.Whilemostofthe
world'slargestglobalcompaniesalsohaveastrongpresenceintheworldof
socialnetworking,thereisabsolutelynoreasonwhyyoushouldn'tbeusing
socialmediatomarketatraditionalbricks-and-mortarbusinessaswell.
Thefirstplacetostartistoclaimyourprofilesonthemostimportantresources
forlocallistings.Itcostsnothingtoclaimyourlocalprofiles,andyoushould
havethemallupandrunningwithinafewdaysonceyouhaveverifiedthatyou
aretherealownerofyourbusiness.Someofthemostimportantsocial
resourcesforclaimingyourlocalprofilesincludethefollowing:
GooglePlaces.ClaimingyourGooglePlacesprofilewillallowyour
businesstoshowupinlocalsearchesandonGoogleMaps.
BingPlaces.ClaimingyourBingPlacesprofilewillallowyourbusiness
toshowupinlocalsearcheswithMicrosoftBingandonBingMaps.
Foursquare.CreatingalistingontheFoursquarelocation-basedsocial
networkingwebsiteallowscustomerstofindand'checkin'tovenues.
Youshouldalsobesuretooptimizeyourothersocialmediaplatformsfora
localaudience.Forexample,youcancreateaFacebookPageforalocal
businessorplaceanduseFacebookPlaces,andmostothersocialnetworks
alsoallowyoutospecifyyourlocationandcompanyaddresssothatpeople
canmoreeasilyfindyouwhencarryingoutlocalsearches.

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Onceyouhavedefinedyourcommunityandestablishedyourpresenceon
socialmedia,youwillneedtokeepyouronlinesocialactivitiesatahigh
professionalstandardinthelongterm.TomoreeffectivelymanageyourSMM
campaign,you'llneedtocontinuetoresearchyouraudiencetodetermine
whenisthebesttimetopostandengage.Youwillalsoneedtotrackyour
performancethroughtoolssuchasGoogleAnalyticsandbylisteningcloselyto
customerfeedbackandkeepingintouchwithcurrenttrends.Aboveall,
approachyouraudienceintherightway,usingthetipsincludedinthisguide,
andovertimeyouwillbeabletostrengthenyourrelationshipwithyour
customersandreachouttonewones.
BACKGROUND
1.1OVERALLAIM
Marketingisofcoreimportancetoanykindofbusiness.Itcanrangefrom
promotionsandadvertisementsonalargescaletoonetoonewordofmouth
marketing.Marketingformstheessenceofabusinessbywhichthebrand
nameisreachedtotheintendedaudience.Thecostassociatedwithtraditional
marketingtechniquesincludingprintandvisualmediaisincreasingatafast
pace.Thecostofafullpagecolouradvertisementin‘TimeofIndia’isaround
₹20000,ifnotmore.Thusitisimportanttolookoutfornewandmorecreative
methodsofmarketing.Onlinemarketingespeciallysocialmediamarketingisa
sensiblealternative.Thisreporttriestoanalysehoweffectiveismarketingvia
socialmedia.Thereportalsocomparesandcontraststheadvantagesand
disadvantagesofsocialmediamarketingwithtraditionaladvertisinglikeprint
andvisualmedia.Today’syoungstersareaspirers.Theydreambigandwant
tobetheirownboss.Mostofthemaspiretobeentrepreneursandthesuccess
storiesofentrepreneursareahugeencouragementforthem.Amajorproblem
thattheseentrepreneursfacewhilestartinganewbusinessisthecost
associatedwiththebrandbuildingandmarketing.Inthisera,thoughthe
youngpopulationisallsettotakeovertheworldwithextendedtechnological
advancements,manyofthemfailduetolackoffinancialresourcesforbrand

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building.Itisinthisscenariothatthisreportanalyseshowwellsocialmedia
marketingcanhelpnewbusinesses.
Thereforetheobjectivesofthisreportareasfollows:Tostudythe
effectivenessandimplementationofsocialmediamarketingfordifferent
businessesTostudyhowsocialmediacanbeusefulforsmallbusinesses
andnewbusinessstart-ups.Tocompareandcontrastsocialmedia
marketingtotraditionalmarketing
1.2METHOD
Thisreportusesacademicjournals,magazinearticles,live
surveyandnewspaperarticleswhichgivesanideaabouttherelevanceof
socialmediaasamarketingtool.ThesewereaccessedviathelibraryofAmity
University.Thesearchkeysgivenwere‘socialmedia’,‘marketingthrough
Facebook’,’Start-upsandsocialmedia’‘Facebookmarketing’‘Twitter
marketing’,‘LinkedInmarketing’‘socialmediamarketing’andsoon.Various
socialnetworkingwebsiteswerealsovisitedtogetinsightsonhowmarketing
canbedonethroughthem.Also,inordertogetideasonhownewbusiness
start-upsareusingsocialmediaformarketingsuccessstoriesofsome
entrepreneurswhorecentlystartedtheirbusinesswereread.Thestructureof
thisprojectreportisasfollows.
TheseventypesofSocialMediaChannelsaffectingbusinesswillbethe
Following
SocialNetworks
BlogsandMicroblogs
ContentsCommunitiesorMediaSharingSites(Video/Audio/Photo/P

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8EssentialElementsofaSocialMedia
MarketingStrategy
Doyouneedhelpgettingstartedwithyoursocialmediamarketingstrategy?
Doyouknowwhattoinclude?
Goalsandobjectivesguideyoursocialmediastrategytohelpyousuccessfully
connectwithyourcustomers.
InthisprojectreportI’llsharewhatyouneedtoincludeinyoursocialmedia
marketingstrategysoitworksfromdayone.
#1:IdentifyBusinessGoals
Everypieceofyoursocialmediastrategyservesthegoalsyouset.Yousimplycan’t
moveforwardwithoutknowingwhatyou’reworkingtoward.
Lookcloselyatyourcompany’soverallneedsanddecidehowyouwanttouse
socialmediatocontributetoreachingthem.
You’llundoubtedlycomeupwithseveralpersonalizedgoals,butthereareafewthat
allcompaniesshouldincludeintheirstrategy—increasingbrandawareness,retaining
customersandreducingmarketingcostsarerelevanttoeveryone.

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1.TIMELY
2.SPECIFIC
3.REACHABLE
4.ETHICAL
5.MEASURABLE
6.ACHIEVABLE
7.REALISTIC
Isuggestyouchoosetwoprimarygoalsandtwosecondarygoalstofocuson.
Havingtoomanygoalsdistractsyouandyou’llendupachievingnone.
#2:SetMarketingObjectives
Goalsaren’tterriblyusefulifyoudon’thavespecificparametersthatdefinewhen
eachisachieved.Forexample,ifoneofyourprimarygoalsisgeneratingleadsand
sales,howmanyleadsandsalesdoyouhavetogeneratebeforeyouconsiderthatgoal
asuccess?
MarketingobjectivesdefinehowyougetfromPointA(anunfulfilledgoal)toPointB
(asuccessfullyfulfilledgoal).Youcandetermineyourobjectiveswiththe
S-M-A-R-Tapproach:Makeyourobjectivesspecific,measurable,achievable,
relevantandtime-bound.
Usingourpreviousexample,ifyourgoalistogenerateleadsandsales,aspecific
marketingobjectivemaybetoincreaseleadsby50%.Inordertomeasureyour
progress,choosewhichanalyticsandtrackingtoolsyouneedtohaveinplace.
Settingyourselfupforfailureisneveragoodidea.Ifyousetanobjectiveof
increasingsalesby1,000%,it’sdoubtfulyou’llmeetit.Chooseobjectivesyoucan
achieve,giventheresourcesyouhave.
You’vetakenthetimetorefineyourgoalssothey’rerelevanttoyourcompany,so
extendthatsameconsiderationtoyourobjectives.Ifyouwanttogetsupportfrom
yourC-levelexecutives,ensureyourobjectivesarerelevanttothecompany’s
overallvision.
Attachingatimeframetoyoureffortsisimperative.Whendoyouintendtoachieve
yourgoal(s)?Nextmonth?Bytheendofthisyear?
Yourobjectiveofincreasingleadsby50%maybespecific,measurable,achievable
andrelevant,butifyoudon’tsetadeadlineforachievingthegoal,yourefforts,
resourcesandattentionmaybepulledinotherdirections.
#3:IdentifyIdealCustomers
GOALS

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Ifabusinessissufferingfromlowengagementontheirsocialprofiles,it’susually
becausetheydon’thaveanaccurateidealcustomerprofile.
Buyerpersonashelpyoudefineandtargettherightpeople,intherightplaces,atthe
righttimeswiththerightmessages.
Whenyouknowyourtargetaudience’sage,occupation,income,interests,pains,
problems,obstacles,habits,likes,dislikes,motivationsandobjections,thenit’s
easierandcheapertotargetthemonsocialoranyothermedia.
Themorespecificyouare,themoreconversionsyou’regoingtogetoutofevery
channelyouusetopromoteyourbusiness.
#4:ResearchCompetition
Whenitcomestosocialmediamarketing,researchingyourcompetitionnotonly
keepsyouapprisedoftheiractivity,itgivesyouanideaofwhat’sworkingsoyoucan
integratethosesuccessfultacticsintoyourownefforts.
Startbycompilingalistofatleast3-5maincompetitors.Searchwhichsocial
networksthey’reusingandanalyzetheircontentstrategy.Lookattheirnumberof
fansorfollowers,postingfrequencyandtimeofday.
Alsopayattentiontothetypeofcontentthey’repostinganditscontext
(humorous,promotional,etc.)andhowthey’rerespondingtotheirfans.
Themostimportantactivitytolookatisengagement.Eventhoughpageadminsare
theonlyoneswhocancalculateengagementrateonaparticularupdate,youcangeta
goodideaofwhatthey’reseeing.

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Forexample,let’ssayyou’relookingatacompetitor’slast20-30Facebookupdates.
Takethetotalnumberofengagementactivitiesforthosepostsanddivideitbythe
page’stotalnumberoffans.(Engagementactivityincludeslikes,comments,shares,
etc.)
Youcanusethatformulaonallofyourcompetitors’socialprofiles(e.g.,onTwitter
youcancalculateretweetsandfavorites).
Keepinmindthatthecalculationismeanttogiveyouageneralpictureofhowthe
competitionisdoingsoyoucancomparehowyoustackupagainsteachother.
#5:ChooseChannelsandTactics
Manybusinessescreateaccountsoneverypopularsocialnetworkwithoutresearching
whichplatformwillbringthemostreturn.Youcanavoidwastingyourtimeinthe
wrongplacebyusingtheinformationfromyourbuyerpersonastodeterminewhich
platformisbestforyou.
Ifyourprospectsorcustomerstellyoutheyspend40%oftheironlinetimeon
Facebookand20%onTwitter,youknowwhichprimaryandsecondarysocial
networksyoushouldfocuson.
Whenyourcustomersareusingaspecificnetwork,that’swhereyouneedtobe—not
everywhereelse.
Yourtacticsforeachsocialchannelrelyonyourgoalsandobjectives,aswellasthe
bestpracticesofeachplatform.
Forexample,ifyourgoalisincreasingleadsandyourprimarysocialnetworkis
Facebook,someeffectivetacticsareinvestinginFacebookadvertisingorpromotion
campaignstodrawmoreattentiontoyourleadmagnets.
#6:CreateaContentStrategy
Contentandsocialmediahaveasymbioticrelationship:Withoutgreatcontentsocial
mediaismeaninglessandwithoutsocialmedianobodywillknowaboutyourcontent.
Usethemtogethertoreachandconvertyourprospects.
Therearethreemaincomponentstoanysuccessfulsocialmediacontentstrategy:type
ofcontent,timeofpostingandfrequencyofposting.
Thetypeofcontentyoushouldpostoneachsocialnetworkreliesonformandcontext.
Formishowyoupresentthatinformation—textonly,images,links,video,etc.
Contextfitswithyourcompanyvoiceandplatformtrends.Shouldyourcontentbe
funny,serious,highlydetailedandeducationalorsomethingelse?
Therearemanystudiesthatgiveyouaspecifictimewhenyoushouldpostonsocial
media.However,Isuggestusingthosestudiesasguidelinesratherthanhardrules.

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Remember,youraudienceisunique,soyouneedtotestandfigureoutthebesttime
foryourself.
Postingfrequencyisasimportantasthecontentyoushare.Youdon’twanttoannoy
yourfansorfollowers,doyou?
Findingtheperfectfrequencyiscrucialbecauseitcouldmeanmoreengagementfor
yourcontentormoreunlikesandunfollows.UseFacebookInsightstoseewhen
yourfansareonlineandengagingwithyourcontent.
#7:AllocateBudgetandResources
Tobudgetforsocialmediamarketing,lookatthetacticsyou’vechosentoachieve
yourbusinessgoalsandobjectives.
Makeacomprehensivelistofthetoolsyouneed(e.g.,socialmediamonitoring,
emailmarketingandCRM),servicesyou’lloutsource(e.g.,graphicdesignorvideo
production)andanyadvertisingyou’llpurchase.Nexttoeach,includetheannual
projectedcostsoyoucanhaveahigh-levelviewofwhatyou’reinvestinginandhow
itaffectsyourmarketingbudget.
Manybusinessesestablishtheirbudgetfirst,andthenselectwhichtacticsfitthat
budget.Itaketheoppositeapproach.Iestablishastrategyfirst,andthendetermine
thebudgetthatfitsthatstrategy.
Ifyourstrategyexecutionfeesexceedyourbudgetestimate,prioritizeyourtactics
accordingtotheirROItimeframe.ThetacticswiththefastestROI(e.g.,advertising
andsocialreferral)takeprioritybecausetheygenerateinstantprofityoucanlater
investintolong-termtactics(fanacquisition,qualitycontentcreationorlong-term
engagement).
#8:AssignRoles
Knowingwho’sresponsibleforwhatincreasesproductivityandavoidsconfusionand
overlappingefforts.Thingsmaybeabitmessyinthebeginning,butwithtimeteam
memberswillknowtheirrolesandwhatdailytasksthey’reresponsiblefor.

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Wheneveryoneknowshisorherrole,it’stimetostartplanningtheexecution
process.Youcaneitherplandailyorweekly.Idon’tadviseputtingamonthlyplan
togetherbecauselotsofthingswillcomeupandyoumayendupwastingtime
adaptingtothenewchanges.
YoucanusetoolslikeBasecamporActiveCollabtomanageyourteamandassign
taskstoeachmember.Thesetoolssaveyoutonsoftimeandhelpyoustayorganized.
YourTurn
Yoursocialmediamarketingstrategyisn’twritteninstone.Asyoumoveforward,
youmaydiscoverthatsometacticsarenotworkingaswellasyouthoughttheywould.
Alwaystrytoadaptquicklyandintroducethenewchangestoyouroverall
strategy.

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CHAPTER-2

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Socialmediahastakenovertheworldineverysense.Inthefieldofmarketing,
advertising,brandbuilding,promotionssocialmediaisthemostsoughtafter
methodadoptedbyentrepreneurs’youngandold.Thewordsocialmedia
bringstomindthemostusednetworkingsiteslikeFacebook,Twitterand
LinkedInthoughthereareothersocialmediawebsitessuchasMySpace,
FlickerandYouTube.Socialmediaiswidelyusedinvariousbusinesseslike
smallbusiness,banking,retailmarketing,B2Bmarketing,travelandtourism
marketing,financialinstitutionsmarketingandsoon.Thischapteraimsto
throwlightonthewayinwhichsocialmarketingcanbeusedeffectivelyfor
businessdevelopment.Theinitialpartofthischapterwillgiveanoverviewof
howsocialmediaasawholecanhelppromotebusinessesandfurtherdown
thereport,specificcasespertainingtoaparticularsocialnetworkingwebsite
usedfordevelopingaparticularbusinessunitwillbeexamined.
·2.1IMPORTANCEOFSOCIALMEDIAINTODAY’SWORLDMarieSwift
(2006)suggeststhatplacinganadvertisementintheprintmediaisnotthe
bestsolutionforbrandpromotion.Theproblemwithtraditionalmass
advertisingaccordingtoMarieisthat,thesemediaappealtoawiderangeof
peoplewhomaynotevenbeinterestedtoknowwhoweare.Ontheother
hand,promotionsandbrandbuildingmustbedonewithpeoplewhomwethink
arepotentialcustomersforourbusiness.Thiscanbeachievedby

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channelizingagreaterpartofpromotionandadvertisingbudgetforactivities
suchasnetworking,volunteering,hostingeventsandsoon.Outofthese
methods,networkingisthebestthatsuitstheneedofthetime(MarieSwift,
2006).Withthete
chnologicaladvancementsintoday’sworld,itisfairlyeasytobeconnected
withtheoutsideworldwiththehelpofsocialnetworkingsites.Peernetworking
isanimportantwayofadvertisingandthisisallsettotakeovertheworldof
marketinginthenearfuture.Thebiggestadvantageofsocialmediamarketing
isthatitcanbeusedforanykindofbusinessregardlessofwhetheritisB2Bor
B2C.Alsotherelativecostismuchlesserascomparedwithtraditional
advertising.
Tosomeentrepreneurs,socialmediamarketingisthe“nextbigthing,”atemporaryyetpowerfulfad
thatmustbetakenadvantageofwhileit’sstillinthespotlight.Toothers,it’sabuzzwordwithno
practicaladvantagesandasteep,complicatedlearningcurve.
Becauseitappearedquickly,socialmediahasdevelopedareputationbysomeforbeingapassing
marketinginterest,andtherefore,anunprofitableone.Thestatistics,however,illustrateadifferent
picture.AccordingtoHubspot,92%ofmarketersin2014claimedthatsocialmediamarketingwas
importantfortheirbusiness,with80%indicatingtheireffortsincreasedtraffictotheirwebsites.And
accordingtoSocialMediaExaminer,97%ofmarketersarecurrentlyparticipatinginsocialmedia—but
85%ofparticipantsaren’tsurewhatsocialmediatoolsarethebesttouse.Thisdemonstratesahuge
potentialforsocialmediamarketingtoincreasesales,butalackofunderstandingonhowtoachieve
thoseresults.Here’salookatjustsomeofthewayssocialmediamarketingcanimproveyour
business:
1.IncreasedBrandRecognition.
Everyopportunityyouhavetosyndicateyourcontentandincrease
yourvisibilityisvaluable.Yoursocialmedianetworksarejustnewchannelsforyourbrand’svoiceand
content.Thisisimportantbecauseitsimultaneouslymakesyoueasierandmoreaccessiblefornew
customers,andmakesyoumorefamiliarandrecognizableforexistingcustomers.Forexample,a
frequentTwitterusercouldhearaboutyourcompanyforthefirsttimeonlyafterstumblinguponitin
anewsfeed.Or,anotherwiseapatheticcustomermightbecomebetteracquaintedwithyourbrand
afterseeingyourpresenceonmultiplenetworks.
2.Improvedbrandloyalty.
AccordingtoareportpublishedbyTexasTechUniversity,brandswho
engageonsocialmediachannelsenjoyhigherloyaltyfromtheircustomers.Thereportconcludes
“Companiesshouldtakeadvantageofthetoolssocialmediagivesthemwhenitcomestoconnecting
withtheiraudience.Astrategicandopensocialmediaplancouldproveinfluentialinmorphing
consumersintobeingbrandloyal.”AnotherstudypublishedbyConvince&Convertfoundthat53%of
Americanswhofollowbrandsinsocialaremoreloyaltothosebrands.
3.MoreOpportunitiestoConvert.
Everypostyoumakeonasocialmediaplatformisanopportunity
forcustomerstoconvert.Whenyoubuildafollowing,you’llsimultaneouslyhaveaccesstonew
customers,recentcustomers,andoldcustomers,andyou’llbeabletointeractwithallofthem.Every

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blogpost,image,video,orcommentyoushareisachanceforsomeonetoreact,andeveryreaction
couldleadtoasitevisit,andeventuallyaconversion.Noteveryinteractionwithyourbrandresultsin
aconversion,buteverypositiveinteractionincreasesthelikelihoodofaneventualconversion.Evenif
yourclick-throughratesarelow,thesheernumberofopportunitiesyouhaveonsocialmediais
significant.AndasIpointedoutinmyarticle,“TheFourElementsofAnyAction,AndHowToUse
ThemInYourOnlineMarketingInitiative,”“opportunity”isthefirstelementofanyaction.
4.Higherconversionrates.
Socialmediamarketingresultsinhigher
conversionratesinafewdistinctways.Perhapsthemostsignificantisitshumanizationelement;the
factthatbrandsbecomemorehumanizedbyinteractinginsocialmediachannels.Socialmediaisa
placewherebrandscanactlikepeopledo,andthisisimportantbecausepeoplelikedoingbusiness
withotherpeople;notwithcompanies.
Additionally,studieshaveshownthatsocialmediahasa100%higherlead-to-closeratethan
outboundmarketing,andahighernumberofsocialmediafollowerstendstoimprovetrustand
credibilityinyourbrand,representingsocialproof.Assuch,simplybuildingyouraudienceinsocial
mediacanimproveconversionratesonyourexistingtraffic.
5.HigherBrandAuthority.Interactingwithyourcustomersregularlyisa
showofgoodfaithforothercustomers.Whenpeoplegotocomplimentorbragaboutaproductor
service,theyturntosocialmedia.Andwhentheypostyourbrandname,newaudiencememberswill
wanttofollowyouforupdates.Themorepeoplethataretalkingaboutyouonsocialmedia,themore
valuableandauthoritativeyourbrandwillseemtonewusers.Nottomention,ifyoucaninteractwith
majorinfluencersonTwitterorothersocialnetworks,yourvisibleauthorityandreachwillskyrocket.
6.IncreasedInboundTraffic.Withoutsocialmedia,yourinbound
trafficislimitedtopeoplealreadyfamiliarwithyourbrandandindividualssearchingforkeywordsyou
currentlyrankfor.Everysocialmediaprofileyouaddisanotherpathleadingbacktoyoursite,and
everypieceofcontentyousyndicateonthoseprofilesisanotheropportunityforanewvisitor.The
morequalitycontentyousyndicateonsocialmedia,themoreinboundtrafficyou’llgenerate,and
moretrafficmeansmoreleadsandmoreconversions.
7.DecreasedMarketingCosts.AccordingtoHubspot,84%of
marketersfoundaslittleassixhoursofeffortperweekwasenoughtogenerateincreasedtraffic.Six
hoursisnotasignificantinvestmentforachannelaslargeassocialmedia.Ifyoucanlendjustone
houradaytodevelopingyourcontentandsyndicationstrategy,youcouldstartseeingtheresultsof
yourefforts.EvenpaidadvertisingthroughFacebookandTwitterisrelativelycheap(dependingon
yourgoals,ofcourse).Startsmallandyou’llneverhavetoworryaboutgoingoverbudget—onceyou
getabetterfeelforwhattoexpect,youcanincreaseyourbudgetandincreaseyourconversions
correspondingly.
8.BetterSearchEngineRankings.SEOisthebestwayto
capturerelevanttrafficfromsearchengines,buttherequirementsforsuccessarealwayschanging.
It’snolongerenoughtoregularlyupdateyourblog,ensureoptimizedtitletagsandmetadescriptions,
anddistributelinkspointingbacktoyoursite.Googleandothersearchenginesmaybecalculating
theirrankingsusingsocialmediapresenceasasignificantfactor,becauseofthefactthatstrong
brandsalmostalwaysusesocialmedia.Assuch,beingactiveonsocialmediacouldactasa“brand
signal”tosearchenginesthatyourbrandislegitimate,credible,andtrustworthy.Thatmeans,ifyou
wanttorankforagivensetofkeywords,havingastrongsocialmediapresencecouldbealmost
mandatory.

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9.RicherCustomerExperiences.Socialmedia,atitscore,isa
communicationchannellikeemailorphonecalls.Everycustomerinteractionyouhaveonsocial
mediaisanopportunitytopubliclydemonstrateyourcustomerservicelevelandenrichyour
relationshipwithyourcustomers.Forexample,ifacustomercomplainsaboutyourproducton
Twitter,youcanimmediatelyaddressthecomment,apologizepublicly,andtakeactiontomakeit
right.Or,ifacustomercomplimentsyou,youcanthankthemandrecommendadditionalproducts.
It’sapersonalexperiencethatletscustomersknowyoucareaboutthem.
10.ImprovedCustomerInsights.Socialmediaalsogivesyouan
opportunitytogainvaluableinformationaboutwhatyourcustomersareinterestedinandhowthey
behave,viasociallistening.Forexample,youcanmonitorusercommentstoseewhatpeoplethinkof
yourbusinessdirectly.Youcansegmentyourcontentsyndicationlistsbasedontopicandseewhich
typesofcontentgeneratethemostinterest—andthenproducemoreofthattypeofcontent.Youcan
measureconversionsbasedondifferentpromotionspostedonvarioussocialmediachannelsand
eventuallyfindaperfectcombinationtogeneraterevenue.
Thesearethebenefitsofsustainingalong-termsocialmediacampaign,butifyou’restill
apprehensiveaboutgettingstarted,considerthesepoints:
YourCompetitionIsAlreadyInvolved.Yourcompetitorsarealreadyinvolvedonsocialmedia,which
meansyourpotentialsocialmediatrafficandconversionsarebeingpoached.Don’tletyour
competitorsreapallthebenefitswhileyoustandidlyby.If,somehow,yourcompetitionisnot
involvedonsocialmedia,there’sevenmoreofareasontogetstarted—thefieldisopen.
TheSoonerYouStart,theSoonerYouReaptheBenefits.Socialmediaisallaboutrelationshipbuilding,
andittendstogrowexponentiallyasyourfollowerstelltheirfriends,andtheirfriendstelltheir
friends,andsoon.Thesooneryoustart,thesooneryou’llbeabletostartgrowingthataudience.
PotentialLossesAreInsignificant.Realistically,youdon’thaveanythingtolosebygettinginvolvedin
socialmedia.Theamountoftimeandmoneyittakestocreateyourprofilesandstartpostingis
usuallyminimal,comparedtoothermarketingchannels.Justsixhoursaweekorafewhundred
dollarsisallittakestoestablishyourpresence.
Thelongeryouwait,themoreyouhavetolose.Socialmediamarketing,whendoneright,canleadto
morecustomers,moretraffic,andmoreconversions,andit’sheretostay.
·
2.2SOCIALMEDIAFORBUSINESSTOBUSINESSMARKETING
MichaelRodriguezetal(2012)conducteda
studyontheeffectivenessofsocialmediamarketingbyanalysing1699
businesstobusinessclientsfromaround25industries.Thestudyprovesthat
socialmediaisindeedhelpfulforB2Bfirmsingeneratingnewsales.Social
mediaisthebesttoolforfindingnewclientsanddeepeningtherelationship
withexistingcustomers.Thestudyassumedfivehypothesesasfollows:Social

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mediausagecreatesopportunity,socialmediausagehelpsinunderstanding
customers,socialmediausagehelpsinrelationshipmanagement,social
mediausageaidsinrelationshipsalesperformanceandsocialmediausage
helpsinoutcomebasedsalesperformance.Basedonthesocialcapitaltheory,
thesehypothesesweretestedanddataobtainedwasanalysedusingthe
standardprotocol(Churchill1979;ChurchillandPeter1984).Theresultofthis
analysissupportedthehypothesesthatsocialmediausagecreates
opportunities,socialmediausagehelpsinrelationshipmanagementand
socialmediausagehelpsinrelationshipsalesperformance.However,the
hypothesesthatsocialmediausagehelpsincreaseoutcomebasedsales
performanceandsocialmediausagehelpsinunderstandingcustomerswere
notsupported.Thustakingalltheseintoconsideration,itcanbeconcluded
thatsocialmediausagehelpsindevelopingB2Bsales.Withover955million
activeusers,Facebooktopsthesocialmediaintermsofusageandnumberof
activeusers(Mashablewebsite,2013).Thusitisimportanttoknowhow
FacebookcanbeusedforB2Bmarketing.
2.2.1FACEBOOKFORB2BMARKETING
Althoughtheideaofintegratingbusinessintopersonallifedoesn’tseemtobe
arightchoice,Facebookbeingalargercommunitythanallcountriesofthis
worldexpectIndiaandChinacanhelpdevelopB2Bbusiness(Handley,2013).
Forthisthecompanymusthaveabusinesspageasopposedtothenormal
individualprofilepage.Thefollowingthingsneedtobekeptinmindwhile
promotingbusinessthroughFacebook:(1)Theutmostimportantthingistoget
asmanypeopleto‘like’theofficialcompanypage.Alsocontentsmustbe
addedfrequentlysothatusersconstantlygetthenewsofthecompany
throughthenewsfeedontheirhomepage.Thiswillkeepthemupdatedabout
whatisgoingoninthecompany.(2)Secondlycommunicatetothecustomers
visuallyasopposedtotextonlycommunication.Facebookusesanalgorithm

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whichgivesmoreprioritytovideosandphotosthantextandincreasesvisibility
ofnewsitemproportionaltothenumberofpeoplecommentingorliking
·
Insimpleterms,ifanewsitemislikedandcommentedbya
fewpeopleintheinitialphase,thereismorechancethatitwillbeseenby
morepeople.(3)Thenumberoftimesupdatesareaddedandthetimeofthe
daywhenthepostsareaddedisequallyimportant.Chooseatimewhichis
mostlikelytohitmaximumnumberofclicksandlimitthenumberofpoststo
oneortwoperday.SimilartotheusageofsocialmediainB2Bmarketsas
mentionedabove,socialmediaalsoaidsB2Cmarketing.Thefollowingpartof
thisreportanalyseshowvariousB2Cclientsarebenefittedfromsocialmedia
usage.
2.3SOCIALMEDIAFORBUSINESSTOCONSUMERMARKETING
SocialmediacanbeeffectivelyusedforvariousB2Cclientsto
increasesales.Thisincludesbusinessmarketssuchastravelandtourism,
banks,retailoutletsandsoon.
2.3.1SOCIALMEDIAFORTRAVELANDTOURISM
Variousindustrieswithinthetravelindustry
arefocusingonsocialmediamarketingalongwiththetraditionalmarketing
techniques.Theairlineindustryisonewhichheavilyreliesonsocialmediafor
promotionsandadvertisements.Hvass&Munar(2012)studiedthe
effectivenessoftheairlineindustryusingsocialmediaforpromotingtheir
travelandtourismpackages.Initiallyatotalof29fullservicecarriersand20
lowcostcarrierswereselectedforthisstudyandafterwardsthreeairlines
werechosenfromthisset.TheseairlineshadanaccountinFacebookor
Twitterorboth.Thestudyprovesthatmostairlinesuseanofficial
tone/languagewhilepostingtheirupdatestherebyreducingtheinteractive
natureofthepost(Danescu-Niculescu-Miziletal2011).Followerswouldlike
thecontentofthesepagestobemoreinformalbutauthentic.Infactmany
airlineshavemorethanoneofficialpagewhichcancausebothconfusionand

32
clarity.Itcausesconfusionbecausefansorfollowersmaybereluctanttojoin
morethanonepageforthesamecompanyasitwouldbedifficultto
distinguishbetweenoriginalofficialpageandduplicatepage.Ontheother
handmaintainingmorethanoneofficialpageonthesocialmediacanhelpto
clearlydistinguishbetweenvariousfunctionalitiesofthecompany.For
instance,contentpertainingtoemployeesneednotbemadepublictothe
customersandsotwopagescanbemaintainedwhichcaterstoemployees
andcustomers.Inanycase,theresultprovesthatmaintainingasocialmedia
accounthelpsincreasecustomerbaseforthetravelandtourismindustryand
asmentionedabovemanycompaniesinthetourismindustryarealreadyintoit
·
2.3.1.1TWITTERFORTHETRAVELINDUSTRY
Saltzman(2009)conductedareallifecasestudyonusageof
Twitterbyvarioustraveloperators.Itisinterestingtonotethatdifferenttravel
agentsusedifferentstrategiesformarketingthroughtwitter.WhileSouthwest
airlinesdonotaddressmostofcustomerserviceissuesthroughtwitter,it
respondstoallotherqueriesincludinglatestfares,promotionsoffersandso
on.AsforMarriotInternationalwhichstartedwithrelativelylessnumberof
followers,themainagendawastoimplementthefeedbackprovidedbythe
followers.ThemainsuccessfactorofMarriot’spageisthattheydon’tlimittheir
tweetstocompanyspecificdealsandoffers.Interestingfunfactsarealso
givendueimportance.ThoughMarriotalsodoesn’tencouragecustomer
serviceissuesthroughTwitterasitmaydamagethereputationofthe
company,anyissuespostedonTwitteraredealtwith.Forpleasantholidays,
themajorreasontheyuseTwitteristocommunicatelastminutedealstoits
customersandothertravelagents.CarnivalCruiseLinesaddresscustomer
queriesmosteffectivelysothatTwitterismoreofacommunicationmedium
betweenthecompanyandthecustomers.Thusdifferentstrategiesare
adoptedbydifferenttraveloperatorsformarketingthroughtwitter.This
strategyhasprovedsuccessfulforallthetravelagentsbecausetheirgrowthin
termsofnumberoffollowersiswhooping.Allofthemhavegrowntoeither
threedigitorfourdigitnumbersinashortspanoffiveyearsandthisproves

33
thatmarketingthroughtwitterissuccessful.Thoughtherealsuccessfactor
liesintheamountofrevenuegeneratedthroughusageofsocialmedia,the
gaininpopularityofthesesitescan’tbeignored.Table1showsthegrowthof
varioustraveloperatorsintermsofnumberoffollowers.TRAVELOPERATOR
FOLLOWERS(ASONAUG2007)FOLLOWERS(ASON27SEP2012)
PERCENTAGEGROWTHSouthwestAirlines406,0911,372,970338%
MarriotInternational13,446197,0891465%CarnivalCruiseLines8,671
60,556698%FairmountHotels4,55042,033923%PleasantHolidays2,767
7,727279%HollandAmericaLine1,47215,6171060%FourSeasonsHotels
4,15749,2511184%
· AnotherareaofwideusageofsocialmediaforB2Cmarketingis
infinancialinstitutionsespeciallyinthebankingsegment.Thenextpartofthis
reportconcentratesonhowfinancialinstitutionsutilizesocialmediafortheir
marketingstrategies.2.3.2SOCIALMEDIAFORFINANCIALINSTITUTIONS
Manystudieshavebeenconductedtoanalysetheimportanceofsocialmedia
marketinginthefinancialinstitutionsegment.TheuseofLinkedInwhichis
referredtoas‘professionalFacebook’isaveryeffectiveplatformtobuild
business.“LinkedInprovidesaprimeopportunitytoshowcaseyourbusiness
anditsemployeesasexpertsintheirfield”(Hershberger,2013).Animportant
factaboutLinkedInisthatithasthehighestaverageincomeofallsocialsites.
ThismeansthatLinkedInismoretodowithbusinessthanentertainment.
Thesedaysbusinessvalidationisdonebysearchingforthecompanyinmost
popularsocialmedia.Iffinancialinstitutionsdonothaveaprofile,itismost
likelythatthecompanywillnotberegardedasauthentic.Theadvantagesof
managingaprofileonLinkedInareasfollows:Thecompanywebsite,
othersocialmediapresencelikeFacebookandTwittercanbeintegratedwith
theLinkedInpage.ProductsandServicestabontheLinkedInpagecanbe
customisedtosuitthecompany’srequirements.Icons,Banners,Photos
andvideospertainingtobrandbuildingofthecompanycanbeincludedonthe
LinkedInpagetoincreaseviewershipofthepage.Severalreallifecase
studieshavebeenwrittenabouthowbanksinparticularuseothersocial

34
mediasitessuchasFacebookandtwitterformarketing.Thenextpart
focussesonbanksusingFacebookasamarketingtool
2.3.2.1FACEBOOKFORBANKMARKETING
AccordingtoPrice(2011),customerswhointeractwitha
companythroughsocialmediaarenotdiscountshoppers.Financial
institutionslikebanksuseFacebookasatooltodeepenexistingpotential
customers.EvidentlyFacebookisaplacewherepeopleliketospenttimein.
Whenacompany’spresenceisfeltonaplacewhereyouwanttobe,thereare
morechancesthatthecompany’sbrandbuildingboostsupasaby-productof
thelikingforthesocialmediawebsiteasawhole.BankAtlanticisanexample
whichhas2217likesason26September2012.Thefollowingisthestrategy
implementedbyBankAtlantic:
· UseFacebooktocreateexperiences,servicesandvaluesuniqueto
Facebookusers.Thiscanbesurveys,gamesandsoon Placeinteractive
contentslikevideosandphotoswhichwilldrivethecustomerstowardsthe
bank’sofficialpagesEncourageuserswhoareactiveonthepageby
promotingtheircontentlikeblogs.Justasdifferenttouroperatorshave
differentmarketingstrategiesontwitter,differentbankshavedifferent
marketingstrategyonFacebookaswell.Albro(2012)reportsthestrategies
usedbyvariousbanksintheUnitedStatesofAmericatoincreasetheirsales
throughFacebookmarketing.ForFirstNationalBankoperatingmainlyin
Virginia,Facebookisanimportantwayofkeepingintouchwiththecustomers.
Thepostsonthebank’spageareplannedwellinadvancesothatthebankis
preparedtocounteranyqueriesfromcustomersregardingtheposts.The
bankdedicatesapersonforrespondingtocustomerqueriesonthepage.

35
SimilarlyBathSavingsInstitutionbelievesinatwowaysynchronisation
betweenthebanksofficialwebsiteandtheofficialFacebookpage.While
updatesarepostedonboththewebsiteandontheFacebookpage,thebank
aimsatcreatinganinteractionwiththecustomersthroughtheFacebookpage.
AnimportantaspectofBathSavingsInstitutionisthatitdoesnotdiscuss
productsorservicesofthebankthroughFacebook.Thebankbelievesthat
detailsofproductsorservicesarenotwhatcustomerswant.Justasbanksuse
Facebookformarketing,Twitterisalsowidelyusedbymanybankstopromote
theirbrand.ThenextpartofthereportthrowslightonTwittermarketingby
banks.
2.3.2.2TWITTERFORBANKMARKETING
AdifferenceinusingTwitterformarketingascomparedto
FacebookorLinkedInisthatTwitterismoredemanding.Frequenttweets
shouldbewritteninordertoengagecustomersandthismayrequirean
additionalpersoninmarketingtokeepthepageliveandupdatedatalltimes
(WaltAlbro,2012).Alsoevenifmultipletweetsarewritten,thenumberof
potentialcustomersinTwitterismuchlessthanofFacebookduetofactthatit
hasfarlesseractiveusersthanFacebook.However,manybankshave
alreadystartedusingtwitterasameanstocommunicatewiththeircustomers.
BaylakeBankhastwopersonsfromthemarketingdepartmenttoworkfulltime
forthebank’ssocialmediapresence.BaylakeBankisactiveonTwitter,

36
FacebookandLinkedIn.TheadvantagethatthebankseesinbeingonTwitter
isthenearlyrealtimeconversationsitcanoffertocustomers.Thuscustomers
receivefeedbackontheirqueryinaveryfastmanner.Thecontentforsocial
mediaisreviewedeverytwoweeksandapprovedforposting.Avidiabank
hasoutsourceditsmarketingoperationsthroughTwittersincethebankhas
onlyasmallnumberofmarketingstaff.Avidiabankaimsatcreatingnew
customersandstrengtheningitsbrandnamethroughTwitter.Interestingly
NorthJerseyCommunityBankhasaboutadozentwitteraccounts.Thebank
usesoneasitsofficialtwitterpagewhiletheothersareforcommunication
betweenemployeesandthebank’sclients.Thusvariousbanksareutilizing
socialmediaforitsmarketing.Apartfromfinancialinstitutionsandtraveland
tourismindustries,retailersarealsoonthelookoutforutilisingsocialmedia
presenceformarketing.Thenextpartofthisreportgivesanideaofhow
retailersusesocialmediaformarketing.
2.3.3SOCIALMEDIAFORRETAILERS
TheAugust(2009)issueofMarketWatch:Technology
suggeststhatusageofTwitterifmonitoredwellcanhelpinincreasingsales
revenuebeyondexpectations.Manyretailersarealreadyreapingthebenefits
ofbeingonTwitter.Forinstance‘DellRetailOutlet’had704,000followerson
twitterin2009andanaccumulatedturnoverof$2millionthroughtwittersince
theinceptionofitstwitterpagein2007.Todayithas1,506,824followerswhich
recorda214%growthintermsofnumberoffollowersinashortspanof3
years.FashionretailerASOSisalsoactivelytweetingtheiroffers,promotions
anddiscountsthroughtwitter.SimilarlyFreshandEasywhichistheUS
subsidiaryofTescolaunchedanewfamilymealpackassuggestedbyits
customersthroughTwitter.AleadingfurnitureretailerintheUK–Habitat–
cautionsthattwitterusage,particularlytheuseofhashtagsforpromotions
mustbedonewithextremecare.Thecompanyfacedabadreputationwhenit
usednonrelevanthashtagstoimproveviewership.Thususageoftwitterfor

37
retailersisalsofounduseful.Thoughtheabovestudyprovesthatsocialmedia
usageaidsindevelopingbothB2CandB2Bbusinesses,HandleyAnn(2012)
suggeststhatusingFacebookforbusinessneedsmaycreateanegative
impactonthepersontryingtopromotethebusiness.Shesuggeststhat
Facebookissomethingpersonalandpeopledon’texpectbusinessdeals
throughFacebook.Itissupposedtobeasocialnetworkingsitemeantfor
makingfriendsandkeepingintouchwithexistingfriends.
·

38
CHAPTER-3
·

39
FINDINGSANDDISCUSSIONS
Itisclearfromtheliteraturereviewthatusageofsocialmediaformarketing
hasbeenembracedbybusinessesofallkinds.Itisprovedthatbusinessto
businessmarketingandbusinesstoconsumermarketingispossibleand
highlyeffectivethroughtheusageofsocialmediaespeciallyFacebook,Twitter
andLinkedIn.Thenextpartofthereportconcentratesonhowsocialmedia
presencecanbeincreasedforbusinessfirmsandhowisitbetterthanor
worsethantraditionaladvertisingtechniques.Italsofocussesonhowsocial
mediausagecanenhancesmallbusinesses.Merelyimplementationofsocial
mediamaynotbeusefulforbusinessesbutthereshouldbeawaytomeasure
theimpactofusingsocialmediaformarketing.Thusdiscussiononhowto
measurethereturnoninvestmentinsocialmediawillalsobecovered.In
additiontothisthegeneralthumbrulesofusingsocialmediasitesfor
marketingwillbediscussed.
3.1IMPLEMENTATIONOFSOCIALMEDIAMARKETING
Usageofsocialmediahelpstocreateafeelingforthecustomersthatthey
haveadirectandimmediateaccesstothecompany(Rodriguezetal,2012).It
ismoreofapullstrategyratherthanapushstrategyforbusinessdevelopment
asproposedbyLager(2009).Animportantaspectofsocialmediamarketing
isthattheresultsofsocialmediamarketingwillbeknownonlyaftersometime
ofimplementation.Merelysettingupapageonanysocialnetworkingsitesuch
asFacebook,TwitterorLinkedInisnotenoughtogeneratesales.Themost
importantpartofimplementationisthatitshouldregularlyandfrequentlybe
updated.Twitterinparticularwhichismoreofrealtimestatusupdates,
requiresfrequentupdatingandfeedbacktoqueries.Atthesametime,too
manypostsshouldnotbepostedsinceitwilldamagethereputationofthe
brandandoverpopulatethecustomerhomepage.Therearedifferenttactics
forimplementingpagesondifferentsocialmediasitesasfollows:
3.1.1IMPLEMENTINGFACEBOOK

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Thereareseveralthingstokeepinmindbeforeplungingintotheworldof
Facebookmarketing.Facebookisnottheidealplaceformarketingallkindsof
businesses.Afirm’sobjectivesshouldbelaiddownanditshouldcompletely
matchwiththeFacebookmarketingstyle(Maxwell2012).Thismeansthat
Facebookmarketingshouldcompletelyfitwiththebrandbeingmarketed.
KeepinginmindthefactthataverageageofpeopleusingFacebookrosefrom
33to38in2011(Maxwell2012),abrandwhichcaterstoaudienceintheirlate
·thirtiescaneasilybemarketedusingFacebook.Oncethebrandis
recognisedtobegoodenoughforFacebookmarketing,thenexthurdleisto
urgepeopleto‘like’yourpage.Forthisinteractiveandinterestingcontent
shouldbesharedonaregularbasis.Thenextstepistoengagethepeople
whohavelikedyourpagebyprovidingthemuniquedealsthroughFacebook.
Havingdonethis,integratingthecompanyofficialwebsite,othersocialmedia
pagessuchasTwitterandLinkedInpageswiththecompany’sofficial
Facebookpageisthenextimportantthing.Theseiconsmustbeplaced
promptly,inaplacewhichisvisibletoallvisitorseasilyandthereshouldbe
easynavigationbetweenthesepages(Maxwell2012).Statusupdates,videos,
photos,creativegamesandsoonmustbeupdatedatsteadypaceofintervals
sothatviewersneverthinkthatthecompany’spageisnotmaintainedwell.On
theotherhand,donotoverloadthecustomerswithtoomanyposts.Onepost
everydaywillbemostrewardingaspeoplewon’tgetboredseeingthefirm’s
page.Thereshouldbesomeoneresponsibleforkeepingthepageliveand
activethroughouttheyear,everyyear.Therearevariousmethodsforthis.The
easiestistodelegatetheworkforthemarketingdepartment.Butanother
solutiontodecreaseworkloadandtoincreasecreativityofthepostsisto
circulatetheresponsibilityofpostingwiththevariousdepartmentssuchasHR,
Financeandaccountsdepartment.ThiscanbedonesinceFacebookisvery
popularanddoesnotrequireanytechnicalexpertisetoupdateposts.Another
methodisoutsourcingandtherearemanycompanieswhichoutsourcesocial
mediamarketing.Collectingfeedbackfromthecustomersandimplementing
theminthebusinessisveryimportantsincetheyareinvaluablesuggestions
frompeoplewhowantyourbrandtogrow.Alegalmediapolicyfordata

41
protectionshouldalsobeimplementedsothatthecompany’slegalsideisalso
takencareof.
·3.1.2IMPLEMENTINGTWITTER
AsopposedtoFacebook,Twitterrequiresmorerealtimetweetsandhenceit
ismoredemanding.Thereshouldbeapersoninchargeof‘tweeting’the
relevantinformationattherighttime(MarketingMagazine,2012).Thereare
severalpointstobekeptinmindwhiletweeting:Consistentlytweetatthe
peakhourofthedayandrespondtoqueriesdirectlyandpromptly.Donot
tweettoomanytimesinaday.Planinadvanceregardingwhattopostand
whentopost.Keepthepostsshortandinteresting.Sharinguniquecontent
onTwitter,Facebook,LinkedInandthecompany’swebsitewillurgeusersto
followthecompany’spageonallthesocialmediawebsites.Findpeople
whoaresharinginformationrelatedwithyourbusinessandengagethemin
yoursocialmediamarketing.Itisimportanttokeepinmindthatinorderto
drawattentionfromFacebookorTwitteruserswhoarealreadybusy,engaged
andentertained,thecompanyneedstopostsomethingevenmoreinteresting
whichwillincreasethecompany’ssalesrevenueindirectly Thepersonwho
isdesignatedtosendtweetsmustknowaboutthecompanywellandhe/she
mustbeverymuchawareofthebusinesslanguageofthefirm.Eithercontent
shouldbereviewedbeforepostingorsomeoneexperiencedshouldbegiven
thetaskofsocialmediamarketing.Aspecificamountoftimeatregular
intervalslikemorning,middayandeveningshouldbespentforrespondingto
twitterqueriesifany.Donotjustpromotethebusinessbutpromote
interestingcontentsuchasfunnyvideos,usefulinformationandsoon.Allthe
contentsharedshouldhavesomerelevancewithregardtothefirmitself.
Usesimplelanguagewhichcanbeunderstoodbyacommonman.Take
specialcarenottoincludejargonsintweets.Maintainapositiveattitudein
thetweetsanddonotgettoopersonal(Gunelius,2011)
·HavingstudiedhowtoimplementatwitterpageandaFacebookpage,the
nextimportantthingistomeasuretheoutcomeoftheseefforts.Hence
calculatingthereturnoninvestmentfromsocialmediaisequallyimportant.
3.2MEASURINGTHEIMPACTOFSOCIALMEDIAMARKETING

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WhenaCFOofafirmlooksatcuttingdowncosts,theonesmostlikelytoget
cutaretheoneswhoseROIisnotknown.Hence,investmentonsocialmedia
marketingislikelytogetcutandtherebythefirmwillsufferbadconsequences
(Price2011).ThusitisveryimportanttocalculatetheROIforsocialmedia
marketing.Followthestepsforthesame.Tracktheinitialnumbers-revenue,
averagecustomerspending,websiteusertraffic,newcustomersandsoon.
Makeanoteoftheexpensesrelatedtomaintainingandupdatingthesocial
mediapageandtracktheamountofrevenuegeneratedfromthesocialmedia.
Subtractingtheexpensefromtherevenueanddividingitwiththeinitial
investmentwillyieldtheROI.Thechallengehereisthattheexpenseherewill
beameasureoftimewhereastherevenuegeneratedwillbeinpounds.This
timecanbeconvertedtocurrencybymultiplyingthetimewiththehourlywage
andaddingthecomputerandinternetcosttoit.Afterpostingregularupdates
onthepageforamonthorso,calculatetheincreasedrevenue(Price2011).
Apartfromthisvarioustoolsareavailabletotrackuserswhovisitapageon
FacebookjustlikeGoogleAnalyticsisusedtotrackpeoplevisitingawebsite.
Thetoolsavailableinthemarketareasfollows:i.FacebookInsights:Gives
dataoncustomerinteraction,‘likes’commentsandsooninavisually
pleasingwaywhichiseasytounderstandandanalyse.ii.HootSite:Consists
ofawebapplicationandamobileapplicationwhichcanbeusedbynovice
usersaswelltointerprettrafficonawebpageiii.Nutshellmail:Givesreports
onsocialmediausageasanemailwhichhasdetailslikecomments,‘likes’
andsoonforFacebook,TwitterandLinkedIn.iv.TweetDeck:Usedtogeta
peripheralideaonwhoisusingthecompany’stwitterpageandwhoiscoming
back.Similarly,itisimportanttomeasuretheimpactofusingFacebookfor
bankmarketing.Thiscanbedonebymonitoringthechangeinvisitors’
numberwhenapromotionhasbeenupdatedonitsFacebookpageandby
measuringcustomersatisfactionlevelsfromtimetotime(Price,2011).Since
theimplementationofsocialmediaandmeasuringtheimpactofsocialmedia
isdone,thenextquestioniswhethersocialmediamarketingisviableforsmall
·businessesandnewstart-ups.Thenextpartofthereportfocuseson
viabilityonsocialmediamarketingforsmallbusinessesstart-ups.

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3.3SOCIALMEDIAFORSMALLBUSINESSSTART-UPS
Ankeny(2011)findsouthowisitpossibleforsmallbusinessstart-upstoutilize
Facebookastheirmarketingtool.Therearenumeroussmallbusiness
start-upswhichuseFacebookasaneffectivetoolformarketing.Thebiggest
advantageofsmallbusinessstart-upsinusingFacebookformarketingisthe
massiveexpensecut.Initialphaseofacompanyisthetimewhenthebrand
needstobebuiltthroughstrongPRevents.Withaboutabillionpopulationand
aroundhalfofthemloggingineveryday,thereisnocheapermediumof
promotionasFacebookespeciallyforsmallbusinessstart-ups.By
encouragingpeopletointeractonFacebookbyprovidinguniquepromotions,
businessopportunitiesandsoon,peoplegetmoreacquaintedwiththebrand
itself.ByprovidingdiscountsandotherofferstoFacebookcustomersalone,
theneedforreviewingthepageagainandagainbecomesanecessity.Hence,
thepagegetsclickedmanymoretimesandthusthebrandbuildingtakes
placewithoutmuchhassle.WhenFacebookpageofanewstart-upcompany
isbeingdesigned,itmustbedesignedinsuchawaythatitengagesmore
customers.ThusbyincreasingtheamountoftimespentontheFacebook
pageofthecompany,thebrandnamegetsmoredeeplyengravedintothe
customersmind(Ankeny2011).Thesuccessofasmallbusinessstart-upby
AnnaStrahsprovesthatFacebookmarketingworksreallywellfornew
businessstart-ups(Ankeny,2011).Shestartedherownbakerywhichbaked
alternativefoodwhichwascornfree,nutfreeanddiaryfree.Shestarteda
Facebookpageassoonasshestartedthecompanyandregularlyupdated
photosandvideosofherprogress.Facebookmanagedhermarketresearch,
feedbackcollectionandpromotions.Whileshemanagedtoknowwhatthe
customerswantthroughFacebookusingcustomerfeedback,shedidher
promotionsbyupdatingpostsandphotosthroughFacebook.By
understandingthetruepotentialofFacebook,sheinvestedinFacebook
advertisementsaswellandtheresponsewastrulyrewarding.Fromwhat
startedasabusinesstocatertothenecessityofpeoplewithdietary

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restrictions,thecompanyhasgrownfarandwideandshipsitsproducts
acrosstheUnitedStatesofAmerica.Thiswaspossiblewithamere$300
spentforadvertisements.Thisisthetruepotentialofsocialmediafornew
start-ups.Atatimewhenfinancialresourcesareverylimitedandbrand
buildingisofhighpriority,socialmediaadvertisementscaneliminatethe
hugeamountofmoneyspentonadvertisementsandatthesametimecreatea
brandimageinarelativelyshorterspanoftimeHavingstudiedthewayin
whichsocialmediacanbeexploitedforsmallbusinessesstart-ups,thenext
importantthingistocompareandcontrastbetweentraditionaladvertisements
andsocialmediapromotionsandconcludewhichisbetterandwhy.
3.4COMPARISONOFTRADITIONALADVERTISINGWITHSOCIALMEDIAADVERTISING
Traditionaladvertisingmediaincludesprintmedia,radioandvisualmedia.In
fact,onlytheprintmediawasconsideredtobetraditionalmediabutinthis
contextofdiscussingtheimpactofsocialmediaadvertisingandits
comparisonwithothermediaadvertisements,allotherexistingmediaexcept
thesocialmediaisconsideredastraditionalmedia,atleastforthesakeofthis
report.Thoughsocialmediaisgainingimportanceandacceptance,45%of
advertisementrevenueisstillpaidforadvertisementsintheprintmedia
Hampel(2012).Thisfigurecanbedebatedtobearesultoftheinexpensive
socialmediaadvertisementsasmentionedearlier.Thoughtheinvestmentfor
advertisinginsocialmediaisveryless,themassappealismuchhigherand
hencemorereturnscanbeexpected.Hampel(2012)identifiesthat
“consumersarebecomingincreasinglyresistanttotraditionaladvertising”
(PietersandWedel,2007).Precisetargetingofconsumersisnotpossiblein
massmediasuchasprintandtelevision.WhereasbyusingtheInternetasa
sourceofadvertisements,peoplewhoareinterestedinaparticularproduct
canbedrawntowardsthecompanymoreeasily.Asmentionedbefore,thisis
calledasapullstrategyasopposedtoapushstrategy.Evenwithinthe
traditionalmediaofadvertising,premiumprintadvertisementswhicharefar
moreexpensivethannormaladvertisementsarebeingwidelyused.“More
prestigiousperceptionofanadvertisingstimulusconvergeswiththe

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advertisedbrand,therebyleadingpremium-printadvertisementstobe
perceivedmoreprestigiously”(Hampel,2012).AccordingtoHill&Moran
(2012)theinteractivenatureofsocialmediaisthefactorwhichdrawsalarge
numberofpeopletowardsitascomparedtothetraditionalmediasuchasTV,
radioandprintmedia.Socialmediaismorecustomisableascomparedto
traditionalmedia.Insocialmedia,itiseasytofindwhataconsumerneeds.
Contrastingly,incaseoftraditionalmedia,theconsumerisforcedtoenjoy
whateverisbroadcastedbysomeoneelse.Socialmediamakesiteasierto
searchforrelevantinformationtherebycuttingdownthetime,energyand
moneyrequiredtosearchforit.Aboveallmanbeingasocialanimalisonthe
·constantoutlooktowardsinteractingwithotherpeoplearoundhim.
Traditionalmediadoesnotgiveanopportunityforthiswhereassocialmedia
wasactuallybuiltforthispurposeinthefirstplace.Thoughtherearesome
downsidestosocialmediamarketingsuchasprivacyconcern,legalconcern
andoverexposuretowardspublic,theselimitationscanbeovercomeifsocial
mediaisusedpromptly,wiselyandeffectively.Thussocialmediaisbyany
chancebetterthantraditionalmediaintermsofexpense,widerappealand
lesserindirectcosts
10SocialMediaMarketingDo’s
#1:SaveTime,Re-purposeContent.
Whilethisisagreattacticitisimportanttobethoughtfulaboutthewaythatyouare
re-usingcontent.Simplyspittingoutthesameinformationoverandoveragainwill
notwork.Besuretochangeelementsofyourpostsinordertoeitherhighlight
differentinformationwithinthepostortargetadifferentsegmentwithinyour
audience.
#2:InteractionisWhereIt’sAt!
Trueinteractionviasocialmediacanbeatoughtacticformanymarketersto
master.Findingthecorrectbalanceofselfpromotionandintriguingcontentthat
inspiresactioncanbeveryinstrumentalinusingsocialmediaappropriately.Take
sometimetocommentorinteractwithyourcurrentclientsandprospectiveclientsto
showthatyou’rethere,andyoucareaboutwhattheyaresaying.Asimpletacticisto
askquestionsthatinspirearesponse.
#3:TryMultipleMediaTypes.
Socialmediausersareinterestedinfreshnewwaysofpresentingcontentandways
thattheycanshareitwiththeirnetworks.Infactcertainformsofmediasuchas

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infographicsorvideoshaveatendencytobemuchmoresharableandappealing.Try
toincorporatesomenewmediatypesintoyoursocialmediacontentplanfortheyear.
#4:ForPete’sSake!MakeitSearchable.
I’mgoingtogooutonalimbandassumethatyouhavesomesortofoptimizationin
placeforyourwebsite.Keepthesamestrategyinmindforyoursocialmedia
content.Ifitcanbesearcheditcanbeoptimized.
#5:KeepCalmin
aCrisis
Thelastthingyouneedisyoursocialmediaintern“Sarah”havingameltdownatthe
firstsignofsomethingunfavorablebeingsaidaboutyourbrandonsocialmedia.By
keepingalevelheadandhavinganemergencypreparednessplanreadyshould
disasterstrikeyouwillbeabletocalmlyandrationallytackletheissue.P.S.
Ignoringitdoesn’tcountasaplan.
#6:CustomizetheFlow
Ifyou’relikeusyouhavemultipleaudiencememberstoprovideinformationto
online.Thiscouldbedifferentverticalsorevendifferentdepartmentswithinasingle
organization.Doyourhomework,whatsitesdoyourdifferentaudiencemembers
participateinandwhattopicsareofimportancetothem?
#7:Don’tLetJustAnyoneRepresentYourBrand
Inthepastsomecompanieshaveencouragedallteammemberstoparticipateinthe
promotionoftheirbrandsbecausetheyworkedunderthenotionthatmorewas
better.False.Whileyoudon’twanttodiscourageinteractionorsquashthedreams
ofyourteamitisimportantthatthevoiceofyoursocialmediastrategyrepresents
whoyouareandwhatyoubelieveinasacompany.Trishfromaccountingthatposts
onhersocialnetworkaboutthecopiousamountsofalcoholconsumedTuesdaynight
andtheterribletimeshe’shavingatworkthenextdaymaynotbethebestresource
fornetworkingyourcompany.
#8:WhatWasthePurposeofThisAgain?
Rememberwhyyou’reusingsocialmediainthefirstplace.Bysettingasetof
realisticandattainablegoalsyouwillbeabletotestwhatworksandwhatdoesn’tand
adaptyouronlinemarketingstrategyfromthere.
#9:PullOuttheToolBoxandFindYourMeasuringTape
Ifyoucreateabeautifulpieceoffurniturebutcan’tfititthroughthefrontdoorwhat
wasthepoint?Thesameappliestoyouronlinestrategy.Idon’twanttodiscourage
planningbigbutmakesurethatyouhaveaneffectivemeansofmeasuringyour
successinordertoidentifythetrueROIofyouronlinemarketingstrategy.
#10:BeInnovative,oratLeastOpentoInnovation
Youdon’thavetobecuttingedgetorunasuccessfulsocialmedia
program.However,itdoesn’thurttohaveyoureyesandearsopentothelatest
trends.Experimentwithyourstrategytofindnewandinterestingwaystopresentthe
sameinformationtoyournetworks.

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10SocialMediaMarketingDon’ts
#1:Hello?IsAnyoneListening?
Oneoftheworstthingsthatyoucandoisignoreyouraudience.Isharedanexample
lastweekofChapStick’sreactiontounfavorableresponsesfromtheir
network.Deletinginformationorsimplyrefusingtoanswerareabigmarketingfail.
#2:HaveYouEverTriedtoHaveaConversationWithaRobot?
Ifyouarelikeme,atonetimeoranotheryou’vefoundyourselfscreamingatthe
automatedhelpdeskforyourcreditcardcompanybeyondfrustratedthatyoucouldn’t
speakwithaliverepresentative.Trytospareyouronlineaudienceofthesame
exasperationandcreatethoughtfulandconversationalcontent.Leavetherobotsfor
theotherguys.
#3:IKnowYouAreButWhatAmI?
Aswe’vesaidbeforeitisdifficultifnotimpossibletotakethingsbackonceyou’ve
saidthemonline.Thereisnothingwrongwithdisagreeingwithaudiencemembers,
colleagues,orcompetitorsbutthereisnoneedtobeimpolite.Ifyoutakeadounto
othersapproachyouwillsaveyourselfandyourcompanyalotofdamagecontrol.
#4:AccountsCoveredinanInchofDust.
Youdidsomeresearchandfound10newsocialnetworkingplatformsthatyour
companyisnotsignedupfor.Youassignatasktoyourmarketingteamtosignup
fortheseaccounts,andunfortunatelythatisasfarasitgoes.Ifyoucannotcommitto
utilizingaplatformonaregularbasisandsettingitupinawaythatclearlyrepresents
yourbrandthenwhatisthepoint.Don’tdoitjusttodoit.
#5:OneSizeDoesNotFitAll.
Allsocialmediasitesarenotcreatedequal.Asmarketerswemustconsidernotonly
thetypeofinteractionthattypicallyhappensonagivenplatformbutalsotheaudience
wearetryingtoreachwiththatplatform.IfyoursocialstrategyforTwitter,
Facebook,andLinkedInareallexactlythesameyoumaywanttoreconsideryour
plan.
#6:TheNameless&FacelessGroupfromCompanyXYZ
Inordertomakefriendsonlineyouneedtobefriendly.Partofbeingfriendlymeans
addingapersonalnotetoyoursocialmediaprofiles.Snapsomeimpromptuphotos
aroundtheofficeandsharealittlebitaboutsomeofthekeyteammembers.Thisis
aninstancewherealittlebitofextraeffortcangoalongway.
#7:TakingYourRelationshipTotheNextStep.
Romancingyourprospectsdoesnotendatgainingthemasfollowers.Surethey’ve
signeduptoreceiveupdatesonyourcompanybutisthatreallyenough?Ifyour
ultimategoalistogainthemasnewclientsthenitisimportanttohaveapersonalized
andmeaningfulflowofcommunicationthatsetsnextstepsintherelationship.An
examplewouldberecommendingthatyouhaveaphoneconversationorpossibly
meetinpersontodiscusssomebusinessopportunities.
#8:WeReallyCareAboutYou.JustKidding.
Spendingcountlesstimeandefforttoengagewithprospectsonlytoabandonthemis

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acompletelyuselesstactic.Handletheserelationshipswiththesamecarethatyou
wouldyourotherbusinessrelationships.
#9:WeHaveNoIdeaWhatisImportantToYou.
Ourcompanyisgreat,wehavesomuchtoofferyou,hireusnow!Iconsidereachof
thesetobeobnoxiousandpitifultacticsforengagingfollowers.Insteadofutilizing
yourplatformasameansformarketingyourproductsandservicestryinsteadtooffer
informationthatcanhelpsolvethebusinessproblemofyourprospects.
#10:WhatAreAllofTheseFollowersForAnyways?
Nowthatyou’vebuiltupthiscommunityofonlinefollowerswhatcanyouuseit
for?Youronlinecommunityisagreatresourceforcrowdsourcingcontentand
brainstormingideas.Ifyouwanttogatherasetofyourownstatisticswhynotgoto
youronlinecommunityandaskthemtoparticipateinastudyorsurveyandsharethe
resultswitheveryone.
Socialmediamarketingadvantages
Ifyou’retryingtopromoteabusiness,socialmediacanbeahugehelp.Foronething,
yourcurrentandpotentialcustomersarealreadythere.Facebookalonehas1.13
billiondailyactiveusers,andthat’sonlyoneofthemanyplatformsyoucanusefor
advertisingpurposes.
Largeaudiences
InadditiontoFacebook,Twitterhas313millionmonthlyactiveusers,Instagramhas
500million,andPinteresthasabout110million.Althoughyoudon’tneedtoutilize
everysingleplatform,creatingaccountsonjustoneortwocangiveyouexposureto
millionsofpeoplearoundtheworld.
Freetocreate
Oneofthebiggestadvantagesofsocialmediamarketingisthatitisentirelyfreeto
start.Noneofthelargestplatformshavesignupfeesofanysort,sotheonly
investmentyou’llneedtomakeisintheformoftime.
Thatbeingsaid,therearepaidadvertisingoptionsonmostsocialmediaplatforms.
Thesecanbeagreattoolforgrowingyourfollowingandreachingmoreusers,butare
bynomeansmandatoryforbusinesses.
Encouragessharing
Perhapsthemostuniqueadvantageofsocialmediaistheabilitytogethelpfromyour
followers.Peoplelovetosharethingswiththeirnetworks,fromphotosandrecipesto
interestingarticlesandhotdeals.

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UnlikeotherformsofInternetmarketing,likeyoursiteandpaid
advertisements,contentonsocialmediaisoftenshared.Howeverwideyour
reach,yourfollowerscansharewiththeirfollowers,whothensharewith
theirfollowers,givingyouawiderreach(withlowercost)thana
traditionalmarketingcampaign.
UnlikeotherformsofInternetmarketing,likeyoursiteandpaidadvertisements,
contentonsocialmediaisoftenshared.Howeverwideyourreach,yourfollowerscan
sharewiththeirfollowers,whothensharewiththeirfollowers,givingyouawider
reach(withlowercost)thanatraditionalmarketingcampaign.
Increasesbrandloyalty
Inadditiontoincreasingthereachofyourbrand,socialmediaalsoallowsyouto
increasebrandloyalty.AndastudyconductedbyTheSocialHabitshowsthat53%of
Americanswhofollowbrandsonsocialmediaaremorelikelytoremainloyaltothose
brands.
Socialmediaismorethanasalespitch.Instead,itfacilitatestwo-waycommunication
thatallowsyoutobuildmeaningfulrelationshipswithcurrentandpotentialcustomers.
Thismakesthemmoreconfidentintheirdecisiontotrustyourbusiness,andit
encouragesthemtochooseyourbrandinthefuture.
Uncoversvaluableinsights
Youcanalsousesocialmediatogainvaluableinformationaboutyourcustomersthat
willhelpyoumakesmarterbusinessdecisions.Forexample,sociallisteningallows
youtodiscoverhowpeoplefeelaboutyourcompanyandbrand.Withsociallistening,
youcanuncoverconversationsaboutyourbusinessandanswerquestionsaboutyour
offerings.
Whatdopeoplelikeaboutyourbusiness?Howcanyouimproveyourproductsand
servicestobettermeettheneedsofyourtargetaudience?Understandingtheanswers
tothesequestionscanyourbusinessstandoutfromthecompetitionandreachmore
people
Socialmediamarketingdisadvantages
Ofcourse,socialmediamarketingisn’twithoutitsflaws.Justasquicklyasuserscan
shareyourcontentonsocialmedia,theycanchoosetoshareanunflatteringstory
aboutyouoryourbusiness.
Negativefeedback

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Socialmediausershavefreereintopostwhatevertheywant.Thismeansthat
satisfiedcustomerscanleaveglowingreviewsonyourpages,butitalsomeansthat
unhappyonescanleaveangryrantsaboutyourbusiness.
Someofthisnegativefeedbackcouldcomefromwithinyourownorganization.
Disgruntledemployeeshavebeenknowntoventonsocialmediaaboutworkandtheir
bosses,whichmakestheentirecompanylookbad.
Potentialforembarrassment
It’seasytogetcaughtupinsocialmediaandpostwhatevercomestomind,whichcan
havehugeconsequencesforanybusiness.
Take,forexample,whenDiGiornoPizzanoticedthat“#WhyIStayed”wastrending
onTwitter,andjumpedonboardwithatweetthatread“#WhyIStayedYouhad
pizza.”Thisdoesn’tsoundawfuluntilyouconsiderthatthehashtagwasbeingusedto
discusswhyvictimsofdomesticviolencestayinabusiverelationships.
Forcompanieswithalargeaudience,mistakeslikethisdon’tgounnoticed.Thanksto
socialmediausers’quickreactionsandtendencytoshare,thetweetwasallover
majormediaoutletswithinhours.
Timeintensive
Ittakesalotoftimeandefforttomaintainaninteractivesocialmediapresence.Ifyou
haveasmallteamorlimitedresources,itissometimesdifficulttodevotetheneeded
resourcestosocialmedia.
Peoplehavetomonitoreachsocialnetwork,respondtoquestionsandfeedback,and
postvaluableupdates.Whilesomepeoplemayviewthisasadrawback,investing
timeintosocialmediacanhelpyourbusinesscreatelastingrelationshipswith
customersthatwillkeepthemcomingbackforyearstocome.

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Howtosuccessfullymanageyoursocialmediastrategy
Asamarketer,youshouldapproachsocialmediaasavaluablemarketingtool—but
onewithpotentialconsequences.Itcanbetoughtostrikeabalancebetween
professionalandpersonal,butwell-organizedsocialaccountscanbeverybeneficial
toyourbusiness.
Sohowcanyoucreateaneffectivesocialmediastrategy?
Setconcretegoals
What’sthepointofbeingonsocialmedia?Whatdoyouexpecttogetoutofposting
onsiteslikeFacebookandTwitter?Createasetofgoalsforyourstrategyandmake
sureeverysubsequentactivitybringsyouclosertomeetingit.
ThankstotheanalyticoptionsonpopularplatformslikeFacebook,Twitter,and
Pinterest,itiseasytomeasurehowsuccessfulyouareinreachingthesegoals.Use
thesefeaturestoyouradvantage,andadjustyourstrategyaccordingly.
Createasocialteam
Setguidelines
Youmightgetalotofsharesandretweetsbypostingvideosofpuppiesactingcute,
butisthatreallygoingtoreinforceyourcompany’simage?Createacontentstrategy
thatmatchesnotonlyyoursocialmediagoals,butyourcompany’sbrandand
mission.
Makesurethateverymemberofyoursocialteamisfamiliarwiththesegoals.This
ensuresthatyouonlypostcontentthatbestresonateswithfollowers,andcreatesa
senseofconsistency.
Socialmediacanbeapersonal,cost-effectiveadditiontoanymarketingstrategy,but
ittakestimetoperfect

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SWOTAnalysis:SocialMedia
Strengths:
Largemarketreachorpenetrat
Easytosetup
Veryusefulifyouaresettingupadigitalengagementstrategy(tonewpeople,youngpeople)
activecommunitymemberswhoarewillingtobecomeinstituterepresentatives
buildaconversationandconversewithothersandbuildclosenetworkingbonds
quickinformationexchange
Directcontactwithaudience(almostlikeface-to-face)
Letsyoufollowandconnectwithpeople/groupsthatinterestyou–butarenotnecessarily
yourfriends(aswithFacebook).Authors,celebrities,co-workers,colleges,
organizations,whatever
Cost-effectiveinthesensemostoftheplatformsarefree.Theyjustdemandtime
Humanfactor:Your“brand”becomesmoreHUMAN
Mediaexposure
Twitterisinastrongmarketpositioninmicro-messaging.Facebookistheonlyreal
competitorhere–andtheyattractusersfordifferentreasons.
Buildstrong,longtermrelationshipsthroughonlinesocialnetworking,atafasterpacethan
justrelyingontraditionalface-to-facenetworking
Getstonsofpublicity.
Isathingonitsown(almostnocompetitioninmicroblogging)
Itissimplebutpowerful
Itis100%socialinanall-socialweb
Itisfree
HasdeveloperscreatinghundredsofapplicationsarounditsAPI.
It’sdefinitelynotevil(yet)
Businesses,Organizations,Companieslikeitalot
Itisreal-time
Itissearchable
ItistotallyRSS-enabled
Itistheultimatelinkdiscoveringandsharingtool
Tweetsshowlinkattachments(mayneedtobeshortened)
Somepost-secondaryinstitutesuseitopenly(notblockedonintranets)

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Weaknesses:
Toughtotrainorconvincemanagementteam/groupmembersonsocialmediaprinciples
Alotof“WhyBother”frommostmainstream(i.e.Facebookusers)people
Needsmorehorsepower.Itisdownquiteoften
Unequaldistributionoftweets.90%oftweetsarecomingfromthetop10%oftheusers.
Haslowretentionrate.Only40%.
Lackoftoolsorresourcestotrackandmonitorsocialmediacampaignresults
TheAPIcallsarelimited.HurtsAppgrowth
Whataboutinformationleakage,liability,security,andmanagement?
Effortvsresults:Evenifitismoremeasurablethanotherchannels,itisdifficult(especially
forsmallbusinessoperations)tobalancetheeffortputonsocialmediaagainsttheresults
obtained
Consistency:Engagingwithyouraudienceatadirectlevelmeansmoreeffortsintermsof
keepingaconsistentmessage/corporateimage
Makingupformistakes:Thetime-frametocorrecterrorsthataffectyouraudienceisless.
Becauseyouareheavilyexposed,yourcompanyhastotakeactionmorepromptlythanif
youweren’t(especiallyifpeoplearehavingconversationsaboutyourbrand,youwillhaveto
engageandclarify)
Blockedatmanyworksites:managementseesitdropsproductivity;hurtsbottomline

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Opportunities:
Creating/joiningonlinepresenceonsiteswherethecompanycurrentlydoesn’texist
Greatopportunityforindividualsandorganizationstoconnectandexchangeinformation
Newtargetornichemarketsthatareuntapped:students,thepublic
Promotions,news,eventsthatcanbeofferedthroughsocialmediaplatforms
Partnershipswithothergroups,organizations,schools,government,etc
Penetrationintoanewgeographicalmarketquickly
Recruitmentofinterestednewmembers,students,publicsupport
Allowsyoutobuildshortandlongtermrelationshipswithprospects
Humanizesthe‘brand’andmakestherecruitmentprocessmorepersonal
Twittercouldbecomeourdigitalpublicfacetotheworld
Cangaindeepinsightsintoreal-timetrends,news,andallofus;“bethepulseofthe
internet”assaidbyFounderBizStone
Integrationintoreal-timegames,media,andapps.We’vebarelyscratchedthesurfacesofar
onwhat’spossible.Twitterasrealtimeinfrastructure.
Itcanbecomeadominantsearchengine
Itisbecomingthebiggestsocialmediamarketingtool
Itmayacquiresomeofthedesktopclientsortheurlshorteningservices.
Itmaybecomethedominantwayforbusinessestocommunicatewiththeircustomers
quickdelivery,brandingopportunities,andenhancedmarketingopportunities
Twitterfeedsthatprovideeverythingfromalertstonewblogpoststobreakingnewsand
politicalmessages.OneexampleofapopularTwitterfeedis@cnnbrk,
AllowTweetstobe“crawledbySpiders”
Beingpresentwherestuffhappens:Peopleresearchforinfo/products/servicesonlineand
valuemoretheopinionofotherindividualsthanwhateveracompanymaysayabouttheir
ownoffer.Ifyourcompanyispresentinaninteractiveenvironmentlikesocialmedia,the
opportunitiesforengagement,conversionandmostimportantlyclarificationofdoubts
regardingyourbrand,arecountless.
Developingafollowing/audiencethatauto-nurturesitself:YoureffortsinSocialmedia,
togetherwiththeeffortofyourfollowingmaymeanthatyouraudiencebecomeyourbest
salespeople
Talentcomingyourwayeffortless:BecauseofthepossibilitiesofexposurethatSocialMedia
allowsfor,interactinghere,maymeanthatfuturetalent(intheshapeofemployees,
partnersor,you-name-it)willcomeyourwaythroughthepowerofconnectingonline!

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Reachouttocertaingroupsthattraditionalmediadidn’talowyouto:BecauseSocial
mediaisforeveryone,soonerorlateryou’llcomeaccrosspeopleyouneverthoughofas
yourclient.Thisopensthedoorstobuildingnewrelationshipsbutalsotovaluablefeedback
thatcanhelpyoudevelopyourproductsorservicesmoreintelligently
Threats:
Macrofactorssuchaseconomy,willthisaffectyouruserbase?
Competitorisgoingafterthesamespaceorsameaudiencewithsimilarcampaign
Isthecurrentcampaignsustainable,canitcontinue?
Whatobstaclesstandinthewayofsuccessandfailure?
Attitudesonprivacy:whilelatelyitseemseveryoneiswillingtosharethemostintimateas
wellasmundanedetailsoftheirlife–theircouldeasilybeabacklashagainstthistrend
We’veallheardofafewembarrassingstoriesaboutover-sharingonline,andafew
high-profileexamplesmightmakepeoplerethinktheirhabits
Micro-messagingmayjustbeafad.There’snothinginherentlyawesomeabout140
characters.Itsworkingfornow,butI’msuretheresabetterwaytoshareinformationout
therethen140characterbursts
Itgottoomuchpublicityinashorttime.Maygetburnedout
Itisgettingdangerouslyspammy/pornspammy
Hasnosolidrevenuemodel(futureadvertisements?)
Mayhavetroublewithunauthorizedaccountsonbehalfof
groups/government/organizations/people
Paidtwitterstreamsmayhurtthebrandimage
Facebookmaygetevenmoretwittyandcompeteface-to-facewithTwitterinmicroblogging
sphere
Othersocialnetworkingsites(MySpace,Tagged,Friendfeed,identi.ca,others)maygrow
andstealmarketshare
Acquisitionbyabiggerplayer(Google)maydisappointearlyadoptersandloyalusers
Advertisementsonthesites

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5ExamplesofGreatSocialMedia
Marketing

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5ExamplesofGreatSocialMediaMarketing
Mostpeoplethinkofsocialmediaasatoolforstimulatingconversations
betweenpeople,whetherthey’reindividualsorgroups.Socialmedia
marketingexpandsonthisideabystimulatingwebsitetrafficandsales
byusingsocialmediatoattractuserstothebrand.Facebook,Twitter,
Google+andPinterestareallexamplesofsocialmediasites,butTwitter
seemstobetheonethatallowsforthegreatestcreativityintheshortest
formatwithregardstoselfpromotion.Brandsmustbecarefultocreate
aresponsewithjust140charactersandapictureorvideo.Herearefive
ofthebestexamplesofcompanieswhoexcelinthismedium.
Oreo
Thelittlesnackcookiethatcould,OreohasaveryplayfulTwitteraccountthat
highlightsnewproducts—includingcollaborations—respondstouserscomments,and
deftlyincorporatespuns,pickuplinesandone-linersintotheirfeed.Theyalsouse
picturesandshort,6-secondVinevideostogetpeopletalking.Byinteractingwith
fansandnevertakingthemselvestooseriously,Oreohasdevelopedarabidfollowing
fromcelebrities,customersandothercompanies.

58
OreoalsocreatesimagesspecificallyforuseonTwitterthatincluderandomfacts,
interestingthings,andjustfunnyone-liners.Inaddition,theystayrelevantby
commentingonthenews,andtalkingaboutthingseveryoneknowsabout.
Eat24
Abelovedfooddeliveryserviceusedacrossthenation,Eat24knowsitdoesn’thave
todomuchtogetpeopletouseit,afterall,peoplelovetoeat.Buttheyfurtherendear
themselvestothehungrypublicbyusingcatchyturnsofphraseandreferencingpop
culturehottopicslikeKanyeWest’slatestalbumandsmartphoneappslike
Bejeweled.Anotherbonus:Theyoftenfeaturecouponsforthesite.
DeltaAirlines
Therearefewexperiencesmoretaxingorstressfulthanhavingflightdelays,lost
luggageorothertravelrelatedissues.ButDelta’stwitteraccountemploysadozen
peoplewhoarededicatedtosolvingissuesstat;justsendthematweetaboutwhat’s
happening.Thoughmanyairlinesareexperiencingplummetingcustomerservice
reviews,Deltamanagestosoothehardfeelingsandimpresspeopleattheworst
momentswithquickresponsesandadedicationtosatisfaction.
DosEquis
Famousforitshilariouscommercialsstarring“TheMostInterestingManinthe
World,”DosEquiscontinuesitsdominationoftheadultbeverageworldbyoffering
moreexamplesofthefictionalfascinatingman’ssuperiorpersonality.Manyofthe
tweetsaretopical,includingholidayappropriateoptions,butmostlytheyare
humorousplaysonphrasesandideas,suchas,“Ifheweretopayyouacompliment,
youcoulduseittoqualifyforamortgage.”
H&M
Thejuggernautfashionbrandknowsitscustomersdon’tjustwanttweetsdiscussing
sales,thoughtheycoverthattoo.Thebrandboastsbackstagephotosofupcoming
collections,includinginterviewswithdesigners,modelsandmore.Thepicturesare
essentialtosellingthegoods,andtheyincludeonewithnearlyeverytweet.Plus,they
offergiveaways,sneakpeeksanddiscountstoloyalfollowers.

59
HowtoCreateaSocialMediaMarketingPlanin6Steps
Soyouneedtocreateasocialmediamarketingplan.Noeasytask,right?Manyofus
struggletoironoutexactlywhatthatis,letalonefigureouthowtobuildonefrom
scratch.
Putsimply,everyactionyoutakeonsocialnetworksshouldbeapartofalarger
socialmediamarketingstrategy.Thatmeanseverypost,reply,like,andcomment
shouldallbeguidedbyaplanthat’sdrivingtowardbusinessgoals.Itmightsound
complicated,butifyoutakethetimetocreateacomprehensivesocialmediastrategy,
therestofyoursocialeffortsshouldfollownaturally.Everyonecandothisifthey
approachitcorrectly.
Learnwhatasocialmediamarketingplanshouldinclude,andfollowoursix-stepplan
forcreatingyourown.
Whatisasocialmediamarketingplan?
Asocialmediamarketingplanisthesummaryofeverythingyouplantodoandhope
toachieveforyourbusinessusingsocialnetworks.Thisplanshouldcomprisean
auditofwhereyouraccountsaretoday,goalsforwhereyouwantthemtobeinthe
nearfuture,andallthetoolsyouwanttousetogetthere.
Ingeneral,themorespecificyoucangetwithyourplan,themoreeffectiveyou’llbe
initsimplementation.Trytokeepitconcise.Don’tmakeyoursocialmediamarketing
strategysoloftyandbroadthatit’sunattainable.Theplanwillguideyouractions,but
itwillalsobeameasurebywhichyoudeterminewhetheryou’resucceedingorfailing.
Youdon’twanttosetyourselfupforfailurefromtheoutset.
Step1:Createsocialmediamarketingobjectivesandgoals
Thefirststeptoanysocialmediamarketingstrategyistoestablishtheobjectivesand
goalsthatyouhopetoachieve.Havingtheseobjectivesalsoallowsyoutoquickly
reactwhensocialmediacampaignsarenotmeetingyourexpectations.Withoutgoals,
youhavenomeansofgaugingsuccessorprovingyoursocialmediareturnon
investment(ROI).
Thesegoalsshouldbealignedwithyourbroadermarketingstrategy,sothatyour
socialmediaeffortsdrivetowardyourbusinessobjectives.Ifyoursocialmedia
marketingstrategyisshowntosupportbusinessgoals,you’remorelikelytoget
executivebuy-inandinvestment.
Akeycomponentofsettingeffectivegoalsforyoursocialmediastrategyisto
determinewhatmetricsyou’llusetomeasuretheirsuccess.Gobeyondvanitymetrics

60
suchasretweetsandlikes.Focusonthingssuchasleadsgenerated,webreferrals,and
conversionrate.Formoreonthis,checkoutourpostsonthesocialmediametrics,
socialadsmetrics,andsocialvideometricsthatmatter.
Asyouwriteyourgoals,keepyouraudienceandcustomersinmind.Trycreating
audienceorcustomerpersonas—archetypesthatincludedetailsaboutdemographics,
interests,painpoints,etc.—totestyourgoals.Forexample,ifyou’retryingto
determineifagoalisproperlyfleshedout,askyourselfinwhatwayitwillhelpyou
reachyouraudience.
YoushouldalsousetheS.M.A.R.T.frameworkwhensettingyourgoals.Thismeans
thateachobjectiveshouldbespecific,measurable,attainable,relevant,and
time-bound.
Agoodexampleofawell-writtenS.M.A.R.T.goalmightlooklikethis:“For
Instagramwewillsharephotosthatcommunicateourcompanyculture.Wewilldo
thisbypostingthreephotosaweek.Thetargetforeachisatleast30likesandfive
comments.”
Asimplewaytostartyoursocialmediamarketingplanisbywritingdownatleast
threesocialmediagoals.Makesuretoaskyourselfwhatthegoalwilllooklikewhen
completed,andusethattodeterminehowyouwilltrackit.
Step2:Conductasocialmediaaudit
Priortocreatingyoursocialmediamarketingplan,youneedtoassessyourcurrent
socialmediauseandhowit’sworking.Thismeansfiguringoutwhoiscurrently
connectingwithyouviasocial,whichsocialmediasitesyourtargetmarketuses,and
howyoursocialmediapresencecomparestoyourcompetitors’.
Onceyou’veconductedyouraudityoushouldhaveaclearpictureofeverysocial
accountrepresentingyourbusiness,whorunsorcontrolsthem,andwhatpurposethey
serve.Thisinventoryshouldbemaintainedregularly,especiallyasyouscaleyour
business.
Itshouldalsobeevidentwhichaccountsneedtobeupdatedandwhichneedtobe
deletedaltogether.Ifyouraudituncoversfraudulentaccounts—afakebranded
Twitterprofile,forexample—reportthem.Reportingfraudulentaccountswillhelp
ensurethatpeoplesearchingforyouonlineonlyconnectwiththeaccountsyou
manage.
Thisistheperfectpointintheprocesstoassesswhichchannelsyouwanttocontinue
usingorpotentiallyaddtothemix.
Gobacktoyouraudiencepersonas—thosearchetypesthatrepresentyour
customers—thesewillhelpyoudeterminewhichchannelsaremosteffectiveforyour
brand.

61
Whentryingtodecidewhichsocialchannelstomoveforwardwith,askyourselftwo
questions:
1.Ismyaudiencehere?
2.Ifso,howaretheyusingthisplatform?
Remember,it’sbettertousefewerchannelswellthantostretchyourselfthintryingto
maintainapresenceoneverysocialnetwork.
Aspartofyoursocialmediaaudityou’llalsowanttocreatemissionstatementsfor
eachnetworkyouplantouse.Theseone-sentencedeclarationswillhelpyoufocuson
averyspecificgoalforInstagram,Facebook,oranyothersocialnetwork.Theywill
guideyouractionsandhelpsteeryoubackontrackifyoureffortsbegintolag.
Takethetimeyouneedtodeterminethepurposeofeverysocialprofileyouhave.If
youcan’tfigureoutitspurpose,youshouldprobablydeletethatprofile.
Anexamplemissionstatementmightlooklikethis:“WewilluseSnapchattoshare
thelightersideofourcompanyandconnectwithyoungerprospectivecustomers.”
Onceyou’vedeterminedwhichchannelstouse,youshouldalsothinkaboutyour
brand’svoice,tone,andstyle.Thisincludesthingslikewhatsortoflanguageyour
socialaccountswilluse,whetheryourbrandwillpostGIFs,andsoon
Step3:Createorimproveyoursocialmediaaccounts
Onceyou’vefinishedwithyoursocialmediaaudit,it’stimetohoneyouronline
presence.Choosewhichnetworksbestmeetyoursocialmediagoals.Ifyoudon’t
alreadyhavesocialmediaprofilesoneachnetworkyoufocuson,buildthemfromthe
groundupwithyourbroadergoalsandaudienceinmind.Ifyoudohaveexisting
accounts,it’stimetoupdateandrefinethemtogetthebestpossibleresults.
OptimizingprofilesforSEOcanhelpgeneratemorewebtraffictoyouronline
properties.Cross-promotingsocialaccountscanextendthereachofcontent.In
general,socialmediaprofilesshouldbefilledoutcompletely,andimagesandtext
shouldbeoptimizedforthesocialnetworkinquestion.Toensureyouoptimizeyour
picturesproperlyforeverynetwork
Eachsocialnetworkhasauniqueaudienceandshouldbetreated
differently.Fornetwork-specificoptimizationtips
Step4:Gathersocialmediamarketinginspiration
Notsurewhatkindsofcontentandinformationwillgetyouthemostengagement?
Forinspiration,looktowhatothersinyourindustryaresharingandusesocialmedia

62
listeningtoseehowyoucandistinguishyourselffromcompetitorsandappealto
prospectstheymightbemissing.
Consumerscanalsooffersocialmediainspiration,notonlythroughthecontentthat
theysharebutinthewaythattheyphrasetheirmessages.Seehowyourtarget
audiencewritestweets,andstrivetomimicthatstyle.Learntheirhabits—whenthey
shareandwhy—andusethatasabasisforyoursocialmediamarketingplan.
Afinalsourceofsocialmediainspirationisindustryleaders.Therearegiantswhodo
anincrediblejobofsocialmediamarketing,fromRedBullandTacoBelltoKLM
AirlinesandTangerineBank.Companiesineveryindustryimaginablehavemanaged
todistinguishthemselvesthroughadvancedsocialmediastrategies.Followthemand
learneverythingyoucan.Seeifthey’vesharedanysocialmediaadviceorinsight
elsewhereontheweb.
Hereareafewsuggestedsourcesofinspirationindifferentareasofsocialmedia
marketing:
Contentmarketing:Unbounce,Virgin
Socialmediacustomerservice:Tangerine,WarbyParker
Socialmediaadvertising:Airbnb,theAmericanRedCross
Facebookstrategy:Coca-Cola,Walmart
Twitterstrategy:Charmin,Oreo
Instagramstrategy:HerschelSupplyCo.,GeneralElectric
Snapchatstrategy:TacoBell,Amazon
Step5:Createacontentmarketingplanandasocialmedia
contentcalendar
Havinggreatcontenttosharewillbeessentialtosucceedingatsocialmedia.Your
socialmediamarketingplanshouldincludeacontentmarketingplan,comprisedof
strategiesforcontentcreationandcontentcuration,aswellasacontentcalendar.
Yourcontentmarketingplanshouldanswerthefollowingquestions:
Whattypesofcontentdoyouintendtopostandpromoteonsocialmedia?
Whoisyourtargetaudienceforeachtypeofcontent?
Howoftenwillyoupostcontent?
Whowillcreatethecontent?
Howwillyoupromotethecontent?
Yoursocialmediacontentcalendarliststhedatesandtimesyouintendtopublish
InstagramandFacebookposts,tweets,andothercontent.It’stheperfectplacetoplan
allofyoursocialmediaactivities—fromimagesandlinksharingtoblogpostsand
videos—encompassingbothyourday-to-daypostingandcontentforsocialmedia
campaigns.

63
Createthecalendarandthenscheduleyourmessaginginadvanceratherthanupdating
constantlythroughouttheday.Thisgivesyoutheopportunitytoworkhardonthe
languageandformatofthesemessagesratherthanwritingthemontheflywhenever
youhavetime.Bespontaneouswithyourengagementandcustomerservicerather
thanyourcontent.
Makesureyourcalendarreflectsthemissionstatementyou’veassignedtoeachsocial
profile.IfthepurposeofyourLinkedInaccountistogenerateleads,makesureyou
aresharingenoughleadgenerationcontent.Youcanestablishacontentmatrixthat
defineswhatshareofyourprofileisallocatedtodifferenttypesofposts.Forexample:
50percentofcontentwilldrivebacktoyourblog
25percentofcontentwillbecuratedfromothersources
20percentofcontentwillsupportenterprisegoals(selling,leadgeneration,etc.)
5percentofcontentwillbeaboutHRandculture
Ifyou’reunsureofhowtoallocateyourresources,youcouldfollowthe80-20
rule—80percentofyourpostsshouldinform,educate,orentertainyouraudienceand
theother20percentcandirectlypromoteyourbrand—ortrythesocialmediaruleof
thirds:
One-thirdofyoursocialcontentpromotesyourbusiness,convertsreaders,andgenerates
profit
One-thirdofyoursocialcontentshouldshareideasandstoriesfromthoughtleadersinyour
industryorlike-mindedbusinesses
One-thirdofyoursocialcontentshouldbepersonalinteractionswithyouraudience
Step6:Test,evaluate,andadjustyoursocialmediamarketing
plan
Tofindoutwhatadjustmentsneedtobemadetoyoursocialmediamarketingstrategy,
youshouldrelyonconstanttesting.Buildtestingcapabilitiesintoeveryactionyou
takeonsocialnetworks.Forexample,youcould:
TrackthenumberofclicksyourlinksgetonaparticularplatformusingURLshortenersand
UTMparameters
UseHootsuite’ssocialmediaanalyticstotrackthesuccessandreachofsocialcampaigns
TrackpagevisitsdrivenbysocialmediawithGoogleAnalytics
Recordandanalyzeyoursuccessesandfailures,andthenadjustyoursocialmedia
marketingplaninresponse.
Surveysarealsoagreatwaytogaugesuccess—onlineandoffline.Askyoursocial
mediafollowers,emaillist,andwebsitevisitorshowyou’redoingonsocialmedia.
Thisdirectapproachisoftenveryeffective.Thenaskyourofflinecustomersifsocial
mediahadaroleintheirpurchasing.Thisinsightmightproveinvaluablewhenyou
lookforareastoimprove.

64
Themostimportantthingtounderstandaboutyoursocialmediamarketingplanis
thatitshouldbeconstantlychanging.Asnewnetworksemerge,youmaywanttoadd
themtoyourplan.Asyouattaingoals,youwillneedtosetnewtargets.Unexpected
challengeswillarisethatyouneedtoaddress.Asyouscaleyourbusiness,youmight
needtoaddnewrolesorgrowyoursocialpresencefordifferentbranchesorregions.
Rewriteyoursocialmediastrategytoreflectyourlatestinsights,andmakesureyour
teamisawareofwhathasbeenupdated.
7negativeeffectsofsocialmediathatmaykillyourbusiness
Withthehelpofsocialmedia,companiesnowhavegotanewwaytorun
theironlinebusinessasitallowsthemtoreachthetargetedcustomers,
buildpersonalrelationshipwiththem,runadcampaignstotargetspecific
andsegmentedaudienceandmostimportantlybuildahugecustomerbase.
Soifplannedstrategicallytheimpactofsocialmediaonbusinesswill
bereallygreat.Allthesetogethermayhavepositiveeffectsonthe
overallbusiness,includingbrandbuilding,salesconversionandcustomer
engagementifappliedeffectively.Buttheusageofsocialmediaalsohas
somenegativeconsequenceswhichshouldbekeptinmind.
1.SocialmediaROIisdifficulttomeasure
Beingactiveonmostofthesocialmediaisundoubtedlyveryeffectiveforyour
businesswhatthemainconcernisthecomplexprocessofmeasuringROIfromallits
campaigns.Thoughit’saverydauntingjob,butactuallynotimpossible.
Foryou,it’simportanttoknowhowmuchworththemarketingactivitiesonsocial
mediaisbringingtoyourcompanybutit’sdifficulttogettheexactnumbers.
Usefultips:

ThereareanumberoftoolsavailablelikeHootsuite,FacebookInsights,
GoogleAnalytics,Bitly,Buffer,TwitterAnalyticsetc.whichprovidedifferent
kindsofstatisticstounderstandtheeffectivenessofcampaignsonseveral
socialmediachannels.
2.Youremployeesrepresentyourbrandimage
YoueachandeveryemployeerepresentsyourbrandandIt’sverydifficultforyouto
monitortheirsocialmediaactivities,makethemunderstandthatonsuchplatforms,
theyshouldnotdiscusscompanymatterswithoutproperauthorization.

65
Thereisariskeveninasocialmediapostrelatedtoyourcompany’spredefined
objectives,youneverknowwhichpostcandamageyourcompany’sreputationor
challengeitsassertionstoitsotherinvestors.Thisisundoubtedlyoneofthe
unavoidabledisadvantagesofsocialmediaonbusiness.
Usefultips:

Makeyouremployeesunderstandthateachoneofthemisrepresentingthe
brandandshouldbeawareofthebasicdo’sanddon’tsofsocialmediawhich
mayharmtheimageofyourcompany.

3.Lesscontrolonstuffswhichareshared
Onsocialmediaplatforms,multipleuserscaninteractwithasinglepieceofcontent
(Post,tweets).Itisoneofthemostpopularusageofsocialmediawithwhichyoucan
engagewithyourcustomersandspreadyourwordstomostofthepeople,atthesame
timeitworksasoneofthenegativeeffectsofsocialmediaonbusiness.
Socialinteractionssuchasre-tweets,likes,comments,shareshelptoshapeyour
socialmediamarketingactivities,butthisalsocanturnagainstyourcampaignsifthe
interactionsorcommentsarenegative.Theseadditionswillnotonlyreachyour
followers,butalsototheothercontactsofuserswhoshare,likeorcommentor
retweetit.Inthiswayitwillbespreadtothelargeraudience.
Usefultips:

Activelyparticipateinforums,groupsandotherdiscussionstogetanidea
aboutwhatpeoplearesayingaboutyourbrand.

Takethehelpof‘SocialListening’tomonitorwhatisbeingsaidaboutyour
company.
Whatis‘SocialListening’?
Alsoknownassocialmediamonitoring,itisaprocesstoidentifyandcheckwhatis
beingsaidaboutyourcompanyorproductorbrandontheweb.
4.Amistakemadeonsocialmediaishardtorectify

66
Anystatementoncereleasedonsocialmediachannelscirculatesatlightningspeed,so
ifyoupostsomethingbymistake,willbeveryhardtorectify.Errorslikecirculating
confidentialinformationaboutyourcompanyarenearlyimpossibletoreversein
socialmediachannels.
5.Negativecustomerreviewsareharmful
Socialmediaisalsoabigplatformforcustomerstocomplainaboutyourproductsand
services.Noteveryonewilldirectlycontactyouforanyissues,theymaylandonyour
socialmediacompanyprofilesandpostcomplaintsornegativefeedback/reviews
aboutyourofferings.Themorecomplaintsyouget,themoreyourbrandwillsuffer.
Undoubtedlyitisoneofthedisadvantagesofsocialmediaforyourbusiness.
Alwaysrememberonething:eachofthenegativecomment/tweetwillhave
repercussionsforyourbrand.
Usefultips:

Regularlyaccesscompany’ssocialmediaprofilesforthelatestcomments


Respondtocustomercomplaintsinstantlyandalwayssolvetheirissues


Ifunabletoresolve,forwardthecomplaintstotheconcerneddepartmentsand
makesurethatcustomersgettherequiredsolutions.

6.Highlytimeconsuming
Onebigmisconceptionpeoplehaveaboutsocialmediaisthat:It’sFREE.Thereare
severalfreeorlow-costtoolsareavailable,butyouhavetodeployasubstantialabout
ofyourtimetounderstandandlearntheusage.Timeisnotabsolutelyfree.
Companieswhohaveimplementedsocialmediaactivitiesontheirmarketing
strategiessuccessfullyunderstandhowmuchtimeittakestolearnandimplementall
ofthem.
7.Thewebiscrowdedwithmoreandmorecontent
Insocialmedia,thecostperinteraction(share,like,tweet)comparedtoother
channels,ispracticallyzero.Asinformationsharingisfreeandsimple,daybydaythe
webisgettingcrowdedwithmoreandmoreirrelevantinformationandspams.

67
Altogether,it’smakingharderforcompaniestoreachtothesegmentedaudiencewith
validandinformativemessagestoresonate.
Undoubtedly,socialmediaisoneofthebestwaytoreachtoyourtargetcustomers,
buildbrandawarenessandengagewiththeusers,buttoavoiditsnegativeimpactson
business,youshouldknowhowtohandleitprofessionallyratherthanusingitlike
thatofaschoolstudent.Alwaysavoidpostingsomethingwhichissensitivetoyour
customers.
CHAPTER-4

68
CONCLUSIONSANDRECOMMENDATIONS
4.1CONCLUSIONS
Socialmediaisworkingmoreasasearchenginethese
daysbecausepeopletrustpeoplerathertrustingcompanies.Alsopeople
thinkthatitwouldbecheapertobuyfromthepeopledirectlyratherthan
goingtothecompanywebsite.Hence,anareaofinterestissearchedon
asocialmediaandconcernedpeoplearefoundandcommunicatedwith.
Socialmediamarketingcreatesapositiveeffectonmanybusinessmarkets
suchasfinancialinstitutions,travelandtourismbusinesses,retail
businesses,knowledgebusinesses,entertainmentindustry,andsoon.
Sincetheprocessofsocialmediamarketingsavesmoney,timeandishighly
engagingandinterestingsocialmediamarketingseemstobethenextbig
thingtohittheworldasawhole.Oneofthebiggestadvantagesofsocial
mediamarketingasopposedtotraditionaladvertisingisthatpotential
customerscanbepreciselytargeted.Forexample,inFacebook,ifaperson
speciesthathisareaofinterestisinteriordesigning;hishomepage
wouldhaveadvertisementsofinteriordesignersonit.Thus,itdoesn’t
seemtobeahassleforthecustomerbecausetheywoulddefinitelywant
toseethoseadvertisements.Asforthebusinessowner,he/sheneedsto
payonlyifapersonclicksonhis/heradvertisements.Thusitisawin-
winsituationforboththebusinessownerandthecustomer.Similarly
smallbusinessstart-upsshouldutilizetheendlessopportunities

69
providedbysocialmediasitessuchasFacebook,TwitterandLinkedIn.
Thebiggestadvantageforsmallbusinessstart-upsisthattheamountof
moneytobespentonadvertisementscanbemassivelycutdownandbrand
buildingcanbedoneeffectively.AsinLinkedInwhichiscustomisable,
morethanoneproductsbeingsoldbythesamecompanycanalsobemarketed.
ThisworksperfectlyforB2Bclientswhocatertomorethanoneproduct
fromthesameverticals.Infactsocialmediasitesthemselvesare
changingatafastpacetokeepupwiththemarketingtrendthatispresent
today.ThoughLinkedInwasstartedforprofessionalnetworking,ithas
addedmuchfunctionalityrecentlywhichmakesitanattractiveplatform
forbusinessdevelopment.LikewisealthoughFacebookisconsideredasa
mediumforpersonalspace,itischangingatarapidpacetocatertothe
needsofbusinessesaswell.Morecompaniesaretryingtomarkettheir
productsthroughFacebook.Twitterisleastpreferred
socialnetworkingwebsiteusedforbusinessdevelopment.Themain
reasonforthisisthatTwitterismoredemandingintermsoffrequent
tweetsandmoretimeshouldbespentonittorespondtocustomerqueries.
However,Twitterisalsochangingtocatertobusinessdevelopmentneeds.
MarketingWeek(2012)reportsthatTwitternowprovidesvarioustoolsfor
gaugingtheimpactofpromotedtweets.Nowbrandswhowanttoadvertise
onTwittercancustomisetheiradvertisementsonthebasisofwhatis
workingforthem.Thusallpopularsitesareintomarketinganditcan
beseenasagoodsignofopeningthehorizonsforanewwayofmarketing
whichcheaper,greenerandmoreeffective
4.2RECOMMENDATIONSFromthisreportitcanbeconcludedthatsocialmedia
presenceisinevitableinthecomingyears.Notonlythatsocialmedia
isusefulasamarketingtool,ithasbecometheorderofthedaytobe
presentinsocialmedia.Thereforethisreportrecommendsallkindof
businesses-smallscale,largescale,businesstobusinessclients,
businesstoconsumerclients,manufacturingindustriesandsoontobe
activelypresentinthesocialmedia.Animportantfacttobekeptinmind
inthiscontextisthatmostsocialnetworkingsiteshaveacyclicgrowth.
Itstartsfromminimum,attainsamaximumandgoesdowntoaminimumagain.
Thus,thisistheperfecttimetoinvesttimeandresourceinpopular
socialmediasitessuchasFacebook,TwitterandLinkedIn.Owingtothe
relativelysmallamountofinvestment,itisnotahighriskinvestment
astheusageofsocialmediawillcometoaminimumonlygradually.In
comparisonwithtraditionaladvertisements,socialmediamarketing
caterstoamorefocussedgroupofpeopleandthuscanyieldbetterresults.
Thisdoesnotmeanthatcompaniesshouldstopusingtraditionalmediaand
startusingonlineandsocialmediaaloneforadvertisements.Thismay
resultindisastrousresults.Animportantthingtobekeptinmindis
thatwhenwesayoneineverysevenpeopleareonFacebook,therecanbe

70
millionsofduplicateaccountsandalmosthalfofthetotalnumberof
accountsisnotbeingaccessedeveryday.Thislimitsthechancesof
meetingnewprospectsandtherebycausesahindranceforgeneratingnew
businessleads.Alsostilltheremainingpeopleoftheworldarerelying
ontraditionalmediawhichmeansthatwecan’tignorethem.Therefore
thebestsolutionistocombinebothtraditionalandsocialmediafor
marketing(Wakolbinger,2009).Thiswillbridgethegapbetweenthose
peoplewhoareactiveonsocialmediasitesandthosewhoarestillrelying
ontraditionalmedia.Companiesmustbecarefulinselectingparticular
advertsforparticularmedia.Acompanywhichsellsclothesmayhaveto
relyonsocialmediaforadvertisingtheirclothesforpeopleoftheage
group15-50whereastheystillhavetodependupontraditional
advertisementslikeTV,radioandprintmediafortherestoftheagegroup
population.Thuseffectivecombinationofsocialmediaadvertsand
traditionaladvertswillresultinbetterresults.Theonlinepresence
offirmsmustbefrequentlyupdatedanditmustbelinkedwitheachother
andwiththecompanywebsite.Itmustbemaintainedwellandonlyrelevant
postsmustbeupdated.Smallbusinessesshouldembracethiswonderful
technologyandreapthebenefitsofbeingonthesocialmediafor
marketing.
CHAPTER-5

71
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Social media marketing project

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