Social media marketing
Social media marketing is the use of social media by businesses to increase brand awareness, identify key audiences, generate leads, and build meaningful relationships with customers.
Social media marketing should be part of a larger social media strategy that also includes social customer service, community management, and social selling activities.
Core components of social media marketing include:
- Content creation: writing and designing social media posts to be published on social media networks
- Scheduling and publishing content: using a social media management tool to keep track of when posts are published and to which networks
- Data analysis: tracking and reporting on performance of content through social media analytics, auditing channels quarterly
- Curating content: working with influencers, followers, or customers to share user-generated content, promote your business to new audiences and/or develop sponsorship deals
- Social listening: tracking mentions of your business on social media to identify opportunities and stay abreast of potential crises
- Community management: replying to comments and messages, hosting chats or live audio sessions with followers
- Proving return-on-investment: showing how your performance on social media contributes to larger business objectives
- Advertising and paid promotions: creating social media ad campaigns and/or boosting organic content with a paid budget
Popular social media networks for marketing
The most popular social media networks for marketing are Instagram, Facebook, TikTok, LinkedIn, Twitter, Pinterest, Whatsapp, and Snapchat. But there are many smaller or newer social media networks you may want to consider if they are used by your target audience.
What are examples of social media marketing?
All sizes of businesses can use social media marketing to achieve their business goals. Here are some examples:
1. Oreo – Twitter
Tapping into the current obsession with horoscopes and star signs, Oreo offered to analyze fans’ most recent tweets and share a personalized “Oreoscope” with insights about their personality — and how it connected to one of the brand’s products, naturally.
You know your sun sign. You know your moon sign. But have you ever wondered about your OREO sign? 🧐.
— OREO Cookie (@Oreo) May 17, 2021
2. Second Shot Coffee – Instagram Reels
Second Shot Coffee used Instagram Reels to show how to make a single cup of coffee and advertise their coffee subscription service. They posted it organically and as an ad. The ad got nearly 40,000 impressions, and the organic post had nearly 2,000 views.
View this post on Instagram
3. Much Music – TikTok
Much Music reposted a video of a percussionist hitting a fellow orchestra member with his drumstick. This is an example of curating content to keep your audience entertained, even when you have a gap in your publishing schedule.
4. Wealthsimple – Facebook
Wealthsimple shared a link to a blog post on their website about the financial details of breaking up romantic relationship. The meta image and description are enticing and eye-catching, prompting you to click through and read the full article.