Social media marketing and management can be advantageous to a company for a multitude of reasons. In its simple form, it offers a company a direct method to communicate with its target audiences and the general public. Where we see the most nuance is how a company turns strangers into potential customers/clients, and how a company utilizes public notoriety to better support its overarching objectives. At the core of any communications efforts, objectives should be held as a priority in relation to key messaging, consistent branding touchpoints, distribution of content, and how an audience can interact with and advocate a the company.
From lead conversion to public notoriety for funding purposes, social media offers many companies the opportunity to have a voice. Deciphering a company’s vision, values, and core objectives, can allow for all team members and service providers to be held accountable for how the company utilizes their voice. With consistency amongst touchpoints, a company can become substantiated in the public eye, scale with accountability in place and grow its brand awareness across many audience segments.
Social Media Management
Whether your company is service, retail, non-profit or advocation oriented, in today’s digital world, a company should be perceived to be always in motion. Social media is a tool to offer public audiences insight into the brand identity, how the company works and its culture.
“Management” refers to how a company establishes their presence, tracks and interacts with comments and how quickly they respond to applicable industry updates or media notoriety. Here a few key elements:
- Monitoring comments, likes, engagements, views, sentiment.
- Consistent branding elements and key messaging across all channels.
- Updates to hours, location information, new processes.
- Responding to or forwarding customer/client inquiries to the applicable contact
Social media can be a helpful tool for various different reasons. In reference to the specified objectives, in the case where social media is primarily used for brand awareness efforts, the post types will be created in reference to that focus. Here are a few segments of social post types:
- Informational – Processes, Location(s), Service/Product offerings, Specialty services etc.
- Educational – Value propositions, Warranties, Customer care, Reliability, Testimonials.
- Brand Awareness – Photography, team, culture, community initiatives, blog content etc.
- Showcase – Real customer examples, photography of actual services/products etc.
- Industry-related – News publications, industry publications, mentions, press releases etc.
Social Media Marketing
Social Media Marketing refers to the various options each social platform offers to promote, boost, sponsor or feature content to be disseminated to a particular audience.
Using similar content types as for organic posts, social media advertising managers offer various affinity-based targeting metrics to support the effectiveness of your advertising spend.
We live in an age where a company has the opportunity to capture invaluable data about who their core audiences are, what forms of content they tend to engage with, and to evaluate the return on their spend based on conversions from specific pieces of content. Don’t leave it to your competition, reach out find out more.
Here are some of the more prominent paid avenues in relation to social media marketing objectives:
Facebook / Instagram / LinkedIn / Twitter
- Brand Awareness
- Local Awareness
- Web Traffic
- App Installs
- Video Views
- Lead Generation
- Pre-roll Views
- Catalog Sales
- Store Visits
- Store Visits
- Job Applicants
- Talent Leads
In-stream skippable ads
Using cost-per-view (CPV) bidding, you will pay whenever a viewer watches 30 seconds or more of your video.
In-stream non-skippable ads
Using target Cost per thousand impressions (CPM) bidding, you pay based on the number of impressions you specify in your Google Ad console.
Video discovery ads
Uses cost-per-click (CPC) bidding, where you pay when a viewer clicks your thumbnail to watch your video.
Using target CPM bidding, you pay based on the number of impressions you specify in your Google Ad console.
Since these ads are only available on a reservation basis, you will be charged on a cost-perday (CPD) basis or a cost-per-thousand-impressions (CPM) basis.
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