Overview of social media marketing

1. Overview of Social Media Marketing
Social Media is an umbrella term that describes websites that (1) connect people and (2)
involve user-generated content. User-generated content is the hallmark of a social media
site versus a traditional website. This model contrasts with the editorially controlled style of
old media. Social media is sometimes called Web 2.0Key learning points from this topic:
1. Top-Down Approach
2. Strategy vs Execution
3. Types of Social Media Platforms
4. Importance of Data & Metrics
Topic: 1.1 - What is Social Media?
Social media is the collective of online communications channels dedicated to community-
based input, interaction, content-sharing and collaboration. Websites and applications
dedicated to forums, microblogging, social networking, social networking, social
bookmarking, social curation and wikis are among the different types of social media.
Key learning points from this topic:
1. Social Media is a Website or App that allows users to: create content, connect with
others, share content.
2. We also understood what is Bookmarking channels
Topic: 1.2 - Evolution & History of Social Media
Today, social media is a term that everyone knows. Even the most remote areas of the
world have at least heard of Facebook and Twitter, and are probably using them on a
regular basis. But it wasn’t always that way. Social media, in its present form, has been
around a relatively short term and even though you probably can’t imagine living without it
now, except for the last few decades, everyone did.
Of course, how you define social media can determine where you actually start the history
of the medium.
For example: some people define communication by letters via the postal service as social
media, but most people define it as the ability to use the internet to share and communicate
instantly with others, even across great distances. That means, that social media can be
traced back to one website in particular – and no, it wasn’t Facebook.
The Birth of Social Media can be traced back since 1997, let's understand the history and
evolution in more detail through the video below.

2. Key learning points from this topic:
1. History of Social Media
2. Current Platforms of Social Media
3. Importance to know which platform is best for which business
Topic: 1.3 - Current Landscape of Social Media
Every year, we take a look at the past year and make informed predictions of the year to
come. Based on 2018’s algorithm changes, privacy scandals, and the world political
climate’s build-up, 2019 is poised for social media networks to regain the trust of their users.
You’ll notice the idea of “trust” as a vein that runs through most of the predictions.
The year is also ripe for more unique brand positioning campaigns. A direct result of more
advertisers on social media platforms is higher advertising costs. This year, we should
expect to see more money invested in paid campaigns.
Let us check out what Prof. Karan Bhatia has to say in this video.
Key learning points from this topic:
1. Growth of Video content by 2020
2. How the component like live streaming has picked up to engage users
3. How AI helps in Social Media through Messengers & Chat-bots
4. Mobile-First Approach
5. Importance of Influencer Marketing for Brands
Topic: 2.1 - How social media varies for different business
types
Social media platforms are overwhelming and confusing. If you don't believe they are,
consider this. There is a big four: Facebook, Twitter, Google +, YouTube; simply massive
ones: Instagram, Pinterest, LinkedIn, Reddit, Tumblr, Snapchat; local ones: Weibo, Qzone,
RenRen, VK; niche ones: Badoo (for dating), Kaboodle (similar to Pinterest), GoodReads
(for book lovers), etcetera. And more.
If you are anything like everyone, you probably think there are far too many of them, and
you'd be quite fine with just Facebook. But as a business owner/marketer, you should know
where and how to promote your brand depending on the demographics and culture of each
social network.
Key learning points from this topic:
1. How to create a social media strategy for business: Understand the type of business,
What is your focus industry, define business goals, and understand where is your
audience active.

3. 2. How to choose the right social media channels for a particular business.
Topic: 2.2 - Case Discussion: Travel Agency
A young travel agency wants to drive business through social media marketing, which
channels will be suggested by you as a Digital Marketing Manager?
Assumptions:
1. Young Agency
2. The first step towards an online presence
3. Low on budgets but willing to experiment
Key learning points from this topic:
Breaking down business goals.
1. New customers/Referals - Facebook & Instagram
2. Repeat Business - Facebook & Instagram
3. B2B Supliers - LinkedIn
4. Corporate Business - LinkedIn
Topic: 2.3 - Social Media Metrics to Measure Goals
Did you know that when it comes to social media metrics, there are hundreds you could be
analyzing? But the real question is, do you know where to find them and are they all
necessary for your business? In this topic, we’re going to look at the metrics you can gather
and which ones matter most for your business.
Key learning points from this topic:
1. Different Social Media Metrics
2. Types of Engagement