Marketing through social media platform


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I continued my study on social media marketing by looking deeper on how companies should market themselves using different social media platform. To be able to market their brands, products or services through social media, companies or businesses should do monitoring, responding, researching, doing ongoing strategy and campaigns, integrating various social media channels that they have, and providing call-to-action. Facebook, Twitter and LinkedIn are all on the top 3 of the most popular social media site and the most channel that marketers used for their social media marketing activity. Each platform has its characteristics and should be handled differently, but consistency in making an effort to engage with the audience is the key.

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Marketing through social media platform

  1. 1. 7047QCA DIGITAL DESIGN THEORY & PRACTICE FRED 03 Using MASTER OF DIGITAL DESIGN, GRIFFITH UNIVERSITY LECTURER: DAVID KEANE SOCIAL MEDIA for marketing platformNASTITI MAYAWULANS2822152 Businessman with the notebook 2[Image] was created by Ambrozjo, retrieved May 12, 2012, from Stock.xchng:
  2. 2. ABSTRACTSocial media has become the new norm. More and more people are spending their time on those sites. Companies,businesses and marketers are aware of this trend and embracing social media as a marketing tool. To be able to mar-ket their brands, products or services through social media, companies or businesses should do monitoring, respond-ing, researching, doing ongoing strategy and campaigns, integrating various social media channels that they have, andproviding call-to-action. Facebook, Twitter and LinkedIn are both on the top 3 of the most popular social media siteand the most channel that marketers used for their social media marketing activity. Each platform has its characteris-tics and should be handled differently, but consistency in making an effort to engage with the audience is the key. Toengage audience on Facebook, marketers are advised to include a giveaway on the Facebook welcome tab, create anEngagement Ad campaign, get active outside of Facebook, create chat-ups, ask questions the right way, stick around,and dreate easy calls to action (CTA). On Twitter, they have to act like a publisher, be a real person, create lists, andbe consistent. On LinkedIn, companies should update/create and complete the company page, build followers, provideinteresting and value-added company page updates, engage and network with people from companies that the businessitself follow, and monitor and focus the efforts they make.
  3. 3. FRED REFERENCES“Friend”, “unfriend”, blog, traffic, tweet, Facebook fan page, friend, “like”, welcome tab, engagement ad, call-to-action(CTA), "wall", chat-up, niche-specific, microblogging. Twitter SearchKEYWORDSSocial media, online marketing
  4. 4. Social media: how companies see itSocial media has become a common thing in life. 100People spend less time watching television or lis-tening to the radio and more time online. Com-Score, a web measurement company, released a 80report in October 2011 which stated that socialnetworking sites are dominating the worldwide on-line population with 1.2 billion users, which is 82% 60of the total population. People spent 19% of theironline time on social networking sites. The riseof social networking transcends geographic and 40 United Kingdomcultural differences, ranging from 53% penetration New Zealand South Africaof social networking sites in China to 98% in the Colombia Indonesia Australia PortugalUnited States. Mexico France Russia China Brazil 20 Japan India USA 0 Figure 1. Penetration rate of social media networking sites in various countriesIllustration by Nastiti Mayawulan based on Nielsen’s Social Media Report: Spending Time, Money and Going Mobile report, Q3 2011
  5. 5. Companies (or brands) see social media as a way to get closer to their customers. It enables companies to deliver mes-sages in a more individuated and credible form, while at the same time removes barriers and gives people the ability tocreate content and interact with each other through communication channels (Agresta & Bough, 2011). A current reportreleased on April 2012 by by Social Media Examiner site indicates that: of marketers indicate that 94% of marketers use social media to market their business 83% social media is important for their businessMany companies, big and small, are already make use of social media to improve their relationship with their custom-ers. IBM has more than 100 blogs, several Twitter accounts, a forum called developerWorks, and a machinima series onYouTube. Burger King has a unique campaign on Facebook called “Whopper Sacrifice” where Facebook users can geta Whopper coupon when they “unfriend” 10 of their “friend”. Cable company Comcast and shoe retailer Zappos in theU.S. have a customer service account on Twitter that enables them to respond quickly to people’s difficulties and lead topositive press for the brand. As for public personas, U.S. President Barack Obama has one of the most popular Twitteraccount and Facebook page ever since he was a candidate. He was also present on YouTube, Flickr, LinkedIn and quiterecently, Pinterest (Zarella, 2010).Aside from increasing exposure, generate traffic and improving sales, social media also make the companies to reducemarketing expenses, improve search ranking, gain leads and grow business partnership. Social media also considereduseful in acquiring loyal fans and providing market insight for both B2B (business-to-business) and B2C (business-to-customer) companies (Stelzner, 2012).Illustration by Nastiti Mayawulan based on Michael A. Stelzner’s 2012 Social Media Marketing Industry Report, published on Social Media Examiner websitein April 2, 2012
  6. 6. Marketing through social mediaIn order to use social media as a marketing tool, companies should do the following activities: Zarella, 2010 1. Monitoring There are good possibility that people are already talking about a company/brand and their products online. To find out what they are talking about, businesses can make use of several tools. For example, Google provides Google Alerts where someone can set up alerts on certain keywords or names and receive e-mail notification when the words come out in various sites and forums. Paid monitoring tools can also be an option that will be useful for a big brand that gets a lot of mentions, since it can identify positive and negative press and delegate responding duties within the company. 2. Responding Decide if it is necessary to engage with the ongoing conversation that is found online, and what to do. Responding to negative comment can be done by the customer support or the public relation department, depending on the nature of the comment. Remain calm when a potential media crisis occurs, do the best to repair the damage and specify the things to do to make sure it would not happen again in the future. Answering negative feedback should be done in the same channel in which the publicity was communicated, e.g. responding a negative video on YouTube with the answer from the company representative also in YouTube.
  7. 7. 3. Research Companies should get to know their audience: who they are, where they can be found online, and how they use the web. There are websites that can help them find their audience, such as that provides demographic information of a site and content preference of the visitors. 4. Do ongoing strategy and campaigns Ongoing strategy is the company’s routine of blogging, tweeting, contributing to forums, posting videos, and so on. It should be used to build reputation and monitor negative feedback. Campaigns are done in order to launch specific of- ferings/programs and have certains goals and finite timeline. 5. Integration Every part of a company’s social media marketing effort should be able to integrate with at least one other part. For example, the company’s Twitter page can be connected to its Facebook fan page so that every tweet made on Twitter is also displayed as the status in the Facebook page. Since users of one kind of social media are likely to have another account on a different social network site, it is possible for brands to invite the audience in one social media channel to interact in another platform. 6. Calls to Action A call to action (CTA) is an invitation for the company’s website visitors to do some type of action that benefits the com- pany’s business aims. It has two goals: a. Stickiness : would turn the site’s temporary increasing traffic into regular visitors. b. Conversion : would turn a visitor into a customerCompanies should be creative in finding ways to convert social visitors into customers. For example, they can make aspecial promotion for Facebook fans at their stores.
  8. 8. Using social media platforms for, an e-business knowledgebase that helps people As for marketers, in his 2012 Social Media Mar-find the webs best answers to their online business questions, keting Industry Report, Michael A. Stelzner foundcombines their eBizMBA Rank – a constantly updated average of that Facebook, Twitter, LinkedIn, blogs and You-each website’s Alexa Global Traffic Rank, and U.S. Traffic Rank Tube were the top five social media tools used byfrom Compete and Quantcast – and rank Facebook, Twitter, marketers.LinkendIn, MySpace and Google+ as the top 5 of the most popu-lar social networking site. 12 12 4 3 5 4 3 5Illustration by Nastiti Mayawulan
  9. 9. How do marketers use social media as a marketing tool? Let us take a look at the top three social media platforms(Facebook, Twitter and LinkedIn) and the way to utilise them. Facebook Facebook is by far the most popular social networking site around the world with over than 845 million active users1, thus a perfect place to promote a brand and building relationships with the customers. Recent data shows that the penetration rate between age groups are quite similar (15-24, 25-34, 35-44, and 45-54 age groups shows 80-84% rate), although users age 55 and above shows the most growth2. Businesses can create public profiles (“fan page”) where users can connect to it and become a fan. The page can have wall (a public messaging area), events, photos, and custom applications to make the page more interest- ing and encourage visitors to return. It is an important space for a company engaging in social media marketing, since it can be a central to integrate other parts of the campaign, such as using Blog RSS Feed Reader to pull posts from the company’s blog, Twitter app to send tweets to Facebook page and Static FBML to include special images or HTML on the page. Amy Porterfield, the co-author of Facebook Marketing All-In-One for Dummies, in her presentation at Facebook Success Summit 2011 advised that there are seven actions that companies can do to grow engage their customers through Facebook fan page, which is:Bullas, J. (2012, April 23). 48 Significant Social Media Facts, Figures and Statistics Plus 7 Infographics.1ComScore, Inc. (2012, January 04). People Spent 6.7 Billion Hours on Social Networks in October.2
  10. 10. 1. Include a giveaway on the Facebook welcome tabA welcome tab is where the non-fans will fall for the first time if they havenever clicked the Like button on the company’s page. A well-designedgiveaway works as “like/like” exchange. The company “likes” the visitorby giving them some valuable content for free. In exchange, the visitoris expected to reciprocate the “like” by clicking the Like button. Havingthis all on one welcome tab really works to the company’s advantage. Figure 2. A giveaway on Amy’s Facebook page2. Create an Engagement Ad CampaignEngagement Ads are the ads the company create when they advertise something inside of Facebook (such as theirFB Page). When creating this kind of ad, the Like button will be included in it. Users click the Like button inside thead and will see the company’s posts in their news feeds, thus getting exposure to the company even though theyhave never even visited the company’s page.3. Get active outside of FacebookBeing active outside Facebook will drive people’s interest and increase traffic to the company’s page and grow thefan base. Types of activities that can be useful are: Participate in webinars and teleseminars Be interviewed to get exposure to a new audience Participate in online and offline training courses Blog more often Guest blog on popular sites Create more videos4. Create chat-upsCreating chat-ups means creating conversation to grab the fans attention and get them involved in a discussionwith the company and with the other fans on the Facebook page. Frequency is important, because it will make thefans familiar with it and they will be more engaged the more often they see a chat-up. Several suggested chat-ups
  11. 11. are Question of the Day/Poll of the Day, Did You Know, Guess The Caption and Fill In The Blank. Porterfieldquoted Mari Smith, a social marketer from Intel, saying that companies should do 80-20 rule, whereas 80% of thetime should be focused on the companys niche and catered their needs with information related to the productor the service that is valuable and genuine. The other 20% can be made completely not customer-oriented andsimply fun, trivial matters, such as "Whats the latest movie you saw and do you like it much?". Mixing niche-specificquestions and fun trivias would encourage people to take about themselves and is a great way to strengthen therelationship between the company and their audience.5. Ask questions the right wayPeople move fast on Facebook. Questions are the best way to increase engagement, but crafting it should be withcare. The question asked by the company has to able to be responded in a short, easy, and sometimes enter-taining answer if possible. They should make it about their fans and not about their brand, products or services.6. Stick aroundDo not post something and leave. Respond back to the fan that posts a question or simply comments on some-thing. If they happen to give a good answer or a useful tips, the company should thank them. Posting is the fansway of connecting with the company, so they should show gratitude or appreciation for that. It is what is commonin real life, and real-life behaviour should be brought onto the Facebook page.7. Create easy calls to action (CTA)A CTA creates an opportunity for the fans to take an action. Companies should give great value with small CTAs,such as: “Click Here” – link to the companys latest blog post “Watch This” – link to entertaining video “Check This Out” – post an interesting statistic
  12. 12. TwitterTwitter is a microblogging site, which is a form of blogging that limits each post to 140 characters. Twitter is use-ful for companies as it is easy, time-efficient, and proven to be able to increase popularity, sales, and consumerinsight. It can be used to announce offers or events, promote new blog posts or give links to important news.Mark Schaefer, the writer of The Tao of Twitter, spoke at the Social Media Success Summit 2012 about Twitterstrategies for bussiness success. He said that the important things that businesses should pay attention on usingTwitter are to have meaningful connections with their followers, contents that are not only interesting and engagingbut also humanly, and authentic helpfulness. Many benefits on Twitter are qualitative, not quantitative.Twitter can be a media for networking, education, service and business intelligence. In networking, a company canuse Twitter to pre-populate the business relationship with their audiences and counterparts before finally meetthem in person. Companies can also educate their audience by sharing news and tips related to their products andservices or simply catching up with the latest technology and knowledge. Many marketing people today considerTwitter Search to be one of the most powerful marketing tools around today for research and marketing insight.By using Twitter Search, companies can find out what people has been talking about them and tackle potentialproblems before too late.Good content strategy and a network strategy result in influencing the audience. The best practices in using Twit-ter are as follows: Act like a publisher – provide content that has proper structure and relevant to the industry, post it regularly. Be a real person – humanise the brand, show the people that actually tweet for the company. Create lists – make a list of certain followers/counterparts that matters or insightful to the business. Be consistent – respond to as many message as possible to engage people consistently.
  13. 13. LinkedInBy March 13, 2012, LinkedIn has 150 million members worldwide, whose more educated and affluent audiencethan some of the other popular social media sites for business. LinkedIn is mostly used by business professionalsfor networking, so by nature it is often used by job seekers and recruiters. Even so, companies can also look forbusiness contacts and build their networks here through LinkedIn company page. Currently, there are over twomillion businesses with LinkedIn company pages.To create a good company page, Stephanie Sammons, founder of Wired Advisor (a turn-key blogging and socialmedia platform for financial professionals), shared tips on Social Media Examiner site. Companies should: Update/create and complete the company page: a. Fill the overview page with informative descriptions about the customers of the business and how the busi- ness serves them. Insert the companys blog feed URL to pull the posts to LinkedIn page. b. Build the Products and Services pages with image, description, list of key features, landing page URL to the companys site, a link to a special promotion or even embed a YouTube video. c. Enable status updates for the page. Build followers: a. Encourage existing employees to link up with the page. b. Follow the company pages of industry peers, vendors, current customers and prospective customers. c. Send an announcement to the appropriate LinkedIn personal connections and existing database of cus- tomers. d. Post a “call to action” to follow the page within relevant LinkedIn groups. Provide interesting and value-added company page updates – provide interesting and value-added updates that can help the audience to succeed in business Engage and network with people from companies that the business itself follow. Monitor and focus the efforts – regularly check the companys landing page and see who has engaged with or commented on any of the company updates, provide time for "company" networking on LinkedIn and regularly update the content of the page with special promotions, images or video.
  14. 14. ConclusionPeoples tendency in connecting through social media is getting more prevalent. Companies, businesses and marketersare aware of this trend and embracing social media as a marketing tool. Things that companies should do in market-ing through social media are monitoring, responding, researching, doing ongoing strategy and campaigns, integratingvarious social media channels that they have, and providing call-to-action. Facebook, Twitter and LinkedIn are on thetop 3 of the most popular social media site and the most channel that marketers used for their social media marketingactivity. Each platform has its characteristics and should be handled differently, but consistency in making an effort toengage with the audience is the key.
  15. 15. REFERENCESAgresta, S., & Bough, B. B. (2011). Perspectives on Social Media Marketing. Retrieved April 5, 2012, from Books 24x7: 45&rowid=18Ambrozjo. (2011, August 26). Businessman with the notebook 2[Image]. Retrieved May 12, 2012, from Stock.xchng:, J. (2012, April 23). 48 Significant Social Media Facts, Figures and Statistics Plus 7 Infographics. Retrieved May 12, 2012, from and-statistics-plus-7-infographics/ComScore, Inc. (2012, January 04). People Spent 6.7 Billion Hours on Social Networks in October. Retrieved May 8, 2012, from ComScore: cial-networks-in-october/e-Biz MBA. (2012, May). Top 15 Most Popular Social Networking Sites | May 2012. Retrieved May 12, 2012, from e- BizMBA:, M. (2011, July 14). Google Plus[Image]. Retrieved May 12, 2012, from Xanapus: blog/wp-content/uploads/2011/07/google_plus_logo-e1310645552616.jpg
  16. 16. Nielsen. (2011, Q3). Social Media Report: Spending Time, Money and Going Mobile. Retrieved May 08, 2012, from Nielsen Wire: nielsen-social-media-report.pdfPorterfield, A. (2011, October 5). 7 Proven Strategies to Grow and Engage Your Facebook Fans. Retrieved May 12, 2012, from Socal Media Examiner:, L., & Brake, D. K. (2009). The social media bible : tactics, tools, and strategies for business success. Re- trieved April 4, 2012, from EBL - E-books Corporation: (S(jewoa1qd4wubbgj004wvtzlj))/Reader.aspx?p=433737&o=109&u=e%2ft4r%2b793%2fjoxdkTeHLanQ%3d %3d&t=1333494108&h=7A83919823577FCA982ABCB3BE091E3AD36F57B4&s=5585616&ut=412&pg=1&r=i mg&c=-1&pat=n#Sammons, S. (2011, November 18). 5 Tips for Using the New LinkedIn Company Pages. Retrieved May 12, 2012, from So- cial Media Examiner: es/Strickland, J. (n.d.). Top 10 social networking sites. Retrieved April 5, 2012, from Discovery News: http:// Clinic. (2011, August 20). MySpace logo[Image]. Retrieved May 12, 2012, from Search Clinic:, M. A. (2012, April 3). 2012 Social Media Marketing Industry Report. Retrieved May 7, 2012, from Social Media Examiner:, L. (2007). Marketing to the social web: how digital customer communities build your business. Hoboken, New Jersey: John Wiley & Sons, Inc.Zarella, D. (2010). The Social Media Marketing Book. Sebastopol, CA: OReilly.
  17. 17. POSSIBLE FUTURE INVESTIGATIONSSocial media trend in Indonesia, how the companies can take advantage of the growing Indonesian Facebook and Twitterusers, how designers and artist can use social media as a channel for to promote themselves.QUESTIONS & ANSWERSQuestion 1: I sometimes bump into tweets from various brands or companies that is using pictures to promote theirproduct. Sometimes it is appealing, other times it just drives me away. Should companies promote products using pic-tures, or should they not do that?Answer: The key is to create an interesting content that is relevant, timely and entertaining. It does not matter whetherthe content consists of images, blog posts, videos, or just a simple information, if it is formulated correctly, then it wouldhave a good opportunity to go viral.
  18. 18. Question 2: Some businesses have their own blog and I often see a Facebooks Like button and Twitters Retweet buttonon the page. Are there any relevance in putting those buttons in a blog post?Answer: Definitely. It is a form of call-to-action, aside from integrating social media marketing efforts that is made ondifferent platforms. It makes the audience easier to share the content to their network, which will increase the businessexposure. Those buttons can also function as a form of recognition. If you stumble upon a blog post that has beenretweeted 30 times and receives 100 likes, you would see that there has been some sort of social validation happeningthere, and it makes you think that particular post is something that deserves your attention. But some companies arekind of overdo it; putting 2-3 or even more tweet buttons and Like buttons in the same page but on different positions(at the top near the title, above an image, and at the bottom of the article). This is not the best practice. Just keep itsimple and put it at the most comfortable position for your audience to take action.Question 3: What if I am the admin for several Facebook and Twitter accounts? How can I provide quality contents foreach account?Answer: Managing multiple accounts is not actually easy, but there are third-party tools that can help you manage multipleaccounts and blogposts. HootSuite might be the best option for that, since you can really see a good representation ofall your pages on your screen when the settings are right.
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