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Understanding Social Media Marketing

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Understanding Social Media Marketing


Social media marketing is constantly changing. As soon as you get comfortable with all the buttons and understand how each network integrates into your online community, “The Network” (Facebook, LinkedIn, etc.) will roll out a new update; get bought by another company or change the user interface - making it harder for marketers to stay in the know.


The best way to keep social media marketing simple is to stick to the principles and learn the new terminology. Below are a few tips to help you.


The principles of marketing have not changed. You still need to define your target market, create a message that coincides with your marketing objectives and communicate that message via a media channel.


Technology has changed the way people communicate. Marketers and consumers are no longer limited to traditional forms of communication such as the telephone and newspaper. Smart phones and tablets are now common place making online social networks like Facebook readily accessible from anywhere in the world.


Your target market chooses their media consumption. You need to deliver your marketing message through your target market’s preferred channel of communication.  Find out what how they consume information by asking your current customers or taking a survey.


Social media marketing is a form of marketing. All marketing campaigns need to be measured.  Use online measurement tools like Google Analytics and Facebook Insights to track the following data.


  • Impressions/Reach: The number of people who have seen your brand. This can be organic or paid.


  • Engagement: The number of people who have clicked anywhere on your post. This will guide your future content creation.


  • Followers/Fans: The number of people connected to your profile. Know demographical and psychological information. What makes your audience take action?


  • Clicks: The number of clicks. Provide information quickly. Collect contact information where possible.


Social media marketing is an expense.  Regardless of how you look at it, you will be spending time and money on your online marketing campaign. Set a budget to include time of your employees, yourself or a consultant and outsourcing the work you do not have resources for such as graphic design, data management or advertising. 


Create a social media marketing strategy. Make sure your target market’s demographics and your marketing objectives concur with social media marketing. Create a strategy to be successful.