This document provides an overview of key digital communication and social media platforms that businesses can use to connect with audiences. It discusses popular social networks like Facebook, Twitter, LinkedIn, Instagram, Snapchat, YouTube, Pinterest, and TikTok. For each platform, it describes what it is, who typically uses it, and how businesses can leverage it for marketing, advertising, and engaging customers. The document also covers the role of influencer marketing in building trust and expanding a business's reach. It defines online word-of-mouth marketing and how businesses can benefit from greater customer engagement, expanded reach, and insights from user-generated content and reviews.

1. DCMP 2001
Social Media PT.1

2. Digital
Communication
Digital communication is the process of connecting
with people across online channels.
Businesses can use digital communication to
expand their reach, share specialized messaging,
and build valuable relationships with their
audiences.
Social media campaigns, distributing email
newsletters, running banner ads, or publishing
native advertising articles
What is it?
Why?
How do they do it?

3. Traditional
Media
Banners/
Physical
Television Radio

4. Digital/New
Media

5. Facebook = Sharing experience, ask
questions, share photos, videos info
about product, share company culture
and history. Advertising platform,
amplifying reach. One of most
downloaded mobile apps. Important to
understand how you page looks on
mobile.

6. Twitter = News, updates, follow
celebrities, discover new things. Most
popular with millennials and young
professionals, launched in 2016 since it
expanded its following base. Share
opinions.
Sales and marketing, brief messages.
Option to re-tweet
Messages quick to write, easy to read
and accessible anywhere

7. LinkedIn = Largest professional
network. Connect with customers,
explore job opportunities, engage
relevant content.
LinkedIn pages can be used to promote
product. Engage the talent.
LinkedIn groups can draw attention to
the organization. Targeted paid ads

8. Instagram = mobile social network.
Founded in 2010, merged with FB in
2012. Largest demographics 18-29.
Follow people, like and comment.
Insta stories are separated from the
galleries. Built in apps Hyperlapse,
boomerang and layout.
100m photos per day , hash tag, geo tag
option
Instagram allows connection to other
social networks

9. Snapchat = Founded 2011. 2016 Re
branded Snap-INC
2.5B snaps every day. Photos and
videos edited with the app.
Goofy images, lighthearted and casual
Showcase personal side of the brand.
Discourages users from posting
professional content

10. You Tube = founded 2005, merged with
google 2006.
Largest video sharing network
Second largest search engine
One of top three web site worldwide
Like, comment, share
Has more adults' users 18-49 than any
cable network in the US
2B people potential reach
Branded page and comments are direct
insight into audience thoughts.
Add YouTube cards and Polls to engage
users to watch your content and get
subscribe or encouraging a specific call
to action.

11. Pinterest = 2010, popular among
women.
Users organize content on boards.
Focused on discovery of new products
more than other networks.
Business account gives insights and
analytic.
Brands can organize their boards to
promote product and company culture
Adding ‘pin’ button to your web site
allow user to pin image directly on the
board without leaving your web page.
That directs traffic back to your page
from Pinterest board.
Benefit, images stay together, and
content is relevant longer times (not
like Instagram)

12. TikTok – Launched in 2016. Short form.
Young audience. Vertical looped videos
up to 15sec or collection of videos up to
60 sec.
VFX, music.
Possible brand connection through
humor, hashtag and influencers
Typical user 16-24 (and younger, not
officially)

13. Influencers:
Building Trust

14. The Role of the Influencer
Market
Influencers already hold
and existing audience
that could be associated
with your businesses
market audience.
Associate
Depending on your
business, it might be
beneficial to associate
yourself with a certain
influencer.
Reach
Your business can only
reach so far without the
help of others,
sponsoring a influencer
to promote your
business could reach
people who don’t even
know you exist.

15. Online WOM (Word
of mouth)
Online Word-of-Mouth (WoM) refers to the digital conversations and
recommendations that individuals share about products, services, or
brands on various online platforms. It has become a powerful force in
shaping consumer perceptions and purchase decisions. In today's
interconnected digital landscape.
Customer advocacy through WoM creates a genuine and authentic
endorsement that resonates with potential customers.
Businesses should integrate User-generated content (UGC) to share on
their platforms such as an instagram story for a free coffee in return.

16. Benefits of WOM
Enhances
Engagement
Brands can actively
engage with customers
who provide feedback,
fostering a sense of
community.
Expands Reach
WoM can quickly spread
across social networks,
reaching a wider
audience than
traditional advertising.
Customer
Insights
Analyzing online WoM
offers valuable insights
into customer
preferences, pain
points, and trends.

17. Key Concepts Covered
Leveraging Social
Networks and
Messaging Apps
Harnessing
Influencer
Power
Embracing
Online WoM

18. Q&A