This document discusses social media marketing and provides information on various social media platforms. It recommends that all businesses have a social media presence and outlines key components for getting started, including developing a marketing plan and understanding content mix. Specific social media platforms covered include Facebook, YouTube, Twitter, and LinkedIn. The summary concludes that YouTube reaches the largest audiences but requires video skills, while Facebook and Twitter are good low-effort options for promoting a business with content, and LinkedIn is best for business-to-business interactions.

1. MARKETING AND SOCIAL
MEDIA
PRESENTED BY TONY DOZIER

2. TOPICS
• What is Social Media
• Who should be on Social Media
• Components to Get Started
• Marketing Plan
• Content Mix
• Familiar Platforms
• Facebook
• YouTube
• Twitter
• LinkedIn
• Summary

3. WHAT IS SOCIAL MEDIA
Social media is the combination of online
resources devoted to inputs and
interactions of user communities.
Businesses can use social media for
interaction with potential customers.
Interactions include content-sharing such
as descriptions of products or
communication about products or other
related areas of interest.

4. WHO SHOULD BE ON SOCIAL MEDIA
The short answer is that ALL
businesses can benefit from a
social media presence.

5. COMPONENTS TO GET STARTED
• Marketing Plan
• Understanding your Content Mix

6. MARKETING PLAN
• Identify Audience
• Set Goals
• Should meet biggest challenges
• Should include metrics to
measure success

7. CONTENT MIX
• 80% of posts to engage / inform / entertain;
20% to promote brand
• Social media rule of thirds:
• 1/3 content sharing information with
consumers;
• 1/3 promoting business;
• 1/3 content interacting with audience

8. FAMILIAR PLATFORMS / OPTIONS
• Facebook
• YouTube
• Twitter
• LinkedIn

9. FACEBOOK
• Positive Aspects
• Convenient and wide-spread usage – over $2.27B
monthly users
• Can be used to increase customer support
• Can be used to boost recognition
• Easy to use
• Minimal funds needed for maximum coverage
• Helps meet increased consumer expectations
• Drawbacks
• Constant requirement for current content

10. YOUTUBE
• Positive Aspects:
• Ranked number 2 in web traffic both domestically
and globally in web traffic
• More than 1 billion users; more than ½ from mobile
devices
• Easy to use
• Users can subscribe and be notified of updates
• Minimal funds needed for maximum coverage
• Drawbacks
• Mostly video based; often need to affiliate with a top
content creator or employ a video editor to produce
content

11. TWITTER
• Positive Aspects
• 42% of Twitter users send hundreds of millions of tweets
as they access the app every day.
• A large percentage of twitter users are millennials who are
now considered to be the world’s most powerful
consumers
• Gives business a place to respond to users tweets (often
complaints)
• Drawbacks
• Not for every business - 240 characters or a significant
limitation if your business if visual based
• Not as familiar to older business leaders

12. LINKEDIN
• Positive Aspects:
• 260 million monthly users
• Mainly for professional networking
• Great for finding top talent
• Useful for promoting your business among other
professional organizations
• Drawbacks
• Not as high traffic as other platforms

13. SUMMARY
• All businesses can benefit from social media
• Important to create a marketing plan and identify the correct
content mix
• Social media platforms can be used to reach large audiences with
relative low cost
• The various platforms require different levels of maintenance
• YouTube will reach the largest audience, but requires video
editing skills or job responsibilities
• Twitter and Facebook are far-reaching mechanisms to
promote your business by providing informational or
entertaining content about your business and require less
effort than Youtube
• LinkedIn is a great place to find prospective candidates in
addition to promoting a business and is most tailored for
business to business interaction; the most professional of the
social media platforms