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Unit 5
Social Media Marketing
R.Sivakumar
Meaning of Social Media Marketing
Social media are internet enabled applications (apps or websites) that allow
the its users to create and share various types of content. Social media also enable
the users to interact with themselves on one-to-one basis and also on group basis.
The content the users create and share include text, images, infographics, short
videos, videos.
Content creators who have greater influencers on other social media users are
known as influencers.
Business organisations make use of the services of these influencers
promoting their products. Also, Business organisations make use of social media to
promote and sell their products. These activities of a businesses are called as social
media marketing.
Importance and Uses of Social Media
The following are the major importance and uses of social media for businesses:
1. Majority of people use social media while making a purchase decision.
2. Almost 60% of the population are social media users.
3. People use multiple social media platforms.
4. People engage in social media for nearly 2 hours on a daily basis.
5. The younger generations are more prone to use social media for a long
duration daily.
6. Social media aids in understanding about customers. Customer reviews are
easily collected through social media.
7. Social media greatly helps increasing awareness about the brand.
8. Social media drive traffic to the organisation’s website.
9. Social media also helps by lead generation.
10. Social media attracts the target audience with rich content.
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11. Social media helps the business by providing customer support and
engagement.
12. Social media can be a platform where rich content of about the product can
be displayed.
13. Social media can help businesses by making the product promotions go viral.
14. Social media helps the business to be connected with the customers.
15. Social media helps the business to have both synchronous, asynchronous
connectivity with the customers.
16. Social media helps to grow a large online community of customers.
17. Social media is entertaining and ease to use
18. Social media is also cost efficient.
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Evolution Of Social Media Social Media
Social media applications were started for various purposes at different time
periods. Over the years social media platforms have changed from one form to
another form. Initially social medias were simple and meant for a single use and today
they have evolved into complex platforms involving online transactions and sharing of
rich content.
Over the years social media has seen rapid growth in terms of technology and
user numbers. Social media has a great impact on the society especially the younger
generations. This growth of social media is helping businesses in multiple ways.
The services of social media platforms range from providing ratings,
developing friendships, information sharing, opinion forming, Creating brand
awareness, developing political awareness, online marketing and commerce.
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Social Media Year of inception
Facebook 2004
YouTube 2005
Twitter 2006
Instagram 2010
Snapchat 2011
At various stages, the social media platforms allowed sponsored contents,
monetization, eCommerce activities on their platforms. The major reason for the
growth of social media includes its democratic setup and sharing of User Generated
Content with rich multimedia.
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BEST SOCIAL MEDIA MARKETING TIPS
1) Social Media Content based Marketing Tips
Social media provides multiple ways to create and share marketing
promotional content to the target audiences. The following sections deal with the
various types of content and the best ways to make use of those contents –
Video Content:
Video content serves multiple purposes, like capturing the attention of the
audiences, raising brand awareness in an entertaining and educational way. It’s
also used for demonstrations through how-to guides, sharing interviews with
users, and offering reviews from users. These varied uses make video a
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versatile tool for engaging and informing viewers. YouTube is a popular
platform for creating and sharing video content.
Short video content
Short video content is usually around 1 minute in length. Short video content is
proven to be highly effective, offering twice the attraction compared to other
content formats. It’s found that 66% of customers are drawn to short videos.
These videos are interesting as they are humorous and relatable. Platforms like
YouTube Shorts and Instagram Reels are popular choices for short video
content creation and sharing.
Image content
Image content is highly interesting and is considered the second most
attractive media type. On Instagram, photos make up 87% of the total content.
User-generated photos are effective for developing customer engagement.
Platforms like Instagram and Pinterest are known for their focus on image
content.
Text content
Text content is preferred by 32% of people especially for sharing serious
information such as real estate details. This preference highlights the
importance of text in communicating detailed content.
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2) Choosing the best Social Media Platform for Marketing
Facebook
Facebook is a social media platform that supports various content types like
photos, and videos. It has a massive user base of approximately 2.89 billion monthly
users. The users come from diverse backgrounds and encompasses a wide
demographic range of men and women aged 18 to 65 and older. It is the largest social
media platform globally, with 59% of social media users. On average, users spend over
19.6 hours per month on in Facebook. Also, Facebook is used for sharing Photos,
contests, questions, videos.
The various features of Facebook include:
▪ In-depth Messages: Allows for detailed sharing of information.
▪ Largest Social Platform: Offers the broadest reach among social media
networks.
▪ Good Analytics: Provides tools for tracking and analyzing user engagement.
▪ Audience Targeting: Groups and other tools for reaching specific set of
audience.
▪ Instant Messaging: Direct one-to-one communication.
▪ Lengthy Stories: Options for sharing full narrative content.
▪ Low Conversion Rates: Facebook may not always lead to direct conversions.
(audiences to buyers)
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Twitter – X
Twitter is known for its brevity. It is a microblogging platform known for its
short message sharing. Twitter messages have a limitation of 280 characters. Most
of twitter’s audiences are between the ages of 18-49 years. Twitter has a 353 million
monthly active users. Around 6,000 tweets are shared every second. Twitter is
mostly used by people who want to form opinions and react to other’s opinions.
Also, Twitter is used for sharing Photos, contests, questions, videos. Twitter also
enables organisations to have a direct connection with their customers.
Instagram
Instagram focus visual content like photos and short videos. Also, Shorter text
messages can be jointly posted with the photos. Instagram has over 1 billion monthly
users. Instagram is a highly attractive platform, in which brands engage consumers
through hashtags and related images. Instagram’s is popular mainly because of its
format being suitable for the present short attention spans of the audiences.
Instagram is a place for influencers and their followers to engage and thus Instagram
is ideal for content marketing activities. Also, Instagram is a perfect way for
organisations to have a direct connect with their customers for customer engagement
and support.
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Youtube
YouTube is the most popular platform for sharing video content. It has
more than 2 billion monthly users. The use of hashtags (#) allows creators to
categorize their videos, making it easier for users to find content on specific topics.
YouTube is widely used for both educational and entertainment purposes. YouTube is
fast becoming an alternative to traditional television. Advertisements during the video
playback, Influencer’s content sharing are the major ways through which business
organisations can benefit through YouTube.
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3) BEST SOCIAL MEDIA MARKETING TIPS
1) First the demographics of the target audience has to be understood
2) The content posting in social media should be done on regular basis.
3) The social media posts should have a human touch in the content.
4) The content should employ narrative storytelling style.
5) The organisation should decide the right social media platforms for their
contents
6) The social media analytics and insights has to be utilised for proper use of
social media platforms.
7) The effectiveness of the content and platform has to be checked by Conducting
A/B testing.
8) Social media is best used for Interacting with the audience
9) Social media can be used to Collaborate with influencers for product
promotions
10)The audience attentions can be easily captured by the use of videos in social
media.
11)Social media platforms can be utilised to develop product user communities
(like Facebook groups)
12)The use of hashtags in social media leads to increased discoverability of the
content.
Amazon Seller Module Demonstration
Amazon is an online marketplace.
As a marketplace, buyers and sellers come into contact in Amazon
Buyers can access Amazon by visiting AMAZON.IN
For sellers, to sell their products they have to visit SELLERCENTRAL.
AMAZON.IN
At Sellercentral, the sellers can register themselves and showcase their
products to the buyers.
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In the Amazon Seller module the sellers can learn more about selling their
products by reading various articles in the Amazon Seller University Section.
In order to register as a seller at AMAZON, the following information has to be
provided –
Bank account number
Government issued identity proof
Tax information
Phone number
The seller can choose any of the following methods to sell their products -
a) The seller can dispatch the products directly to the customer’s
place
b) The seller will send the products to AMAZON and AMAZON will
maintain the stock and dispatch the goods to the customers –
Fulfilment by AMAZON
The various costs involved in the Amazon Seller Module are:
▪ Monthly subscription
▪ Fee per product sold
▪ Shipping fee
▪ FBA Fulfilment by AMAZON fee
The Amazon Seller module requires the seller to provide various details to
enlist their products. They are as follows
Name and other information about the product to be sold
Stock details
GST code/product tax code
Signature(optional)
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Product description
Product image
Search keywords
Product identity number
The Amazon Seller Central provides various information about the various
products sold by the seller, like stock levels, sales, prices, discounts and other
insights.
The Amazon Seller Central provides an overall analysis of all the sales activity
of a Seller.
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