This document provides a guide to using social media for ecommerce. It discusses how social media has evolved from a platform for teenagers to being integrated across the web. It outlines the major social media platforms like Facebook, Twitter, Instagram, and LinkedIn and provides best practices for using each one. Key metrics for social media success are discussed like follower growth, engagement rates, and conversions. The document also covers tools for planning, creating visual content, and analyzing social media performance.

1. Social Media
GUIDE
for Ecommerce

2. From teenagers’ hype to an
overwhelming background of
everyday reality - that’s how
Social Media has evolved recently.
Nowadays it’s hard to find a spot
on the web with no social media
plug-ins or buttons such as:
‘Like’, ‘Share’, or even
“Log in with your account’...
Segmentacja
klientów
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3. Social media it’s not another search engine
Both social platforms and search engines have vast reach and enable paid promotion of goods and services.
However, from a user’s perspective they work toward totally different goals.
A search engine is used for
finding solutions to given
problems, optimal offers
or information on planned
shopping.
Facebook is the world’s
largest personalized
newspaper with a ‘social
section’
Twitter is the
fastest-updated
news service
Instagram… is Twitter
for pics
Snapchat is the world’s
largest Speakers’ Corner
LinkedIn is the largest
professional network
Pinterest is the largest
database for inspiration
Quora is the broadest database
of real people’s answers to real
questions
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4. Most important Social Media figures
80/20
Every marketing post = 4
publications with valuable
content from other sources
+ 1 post important for
recipients
4-1-1
80% of educational and
entertainment content vs.
20% sales content
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5. Most important KPI for Social Media
measure efficiency of your actions and
find out which are to be changed or
modified
identify most efficient actions
provide employees’ feedback on
their work
spot problems
Use the KPI to:
measure cost-to-effect ratio
amount of
published content
amount of
shares
amount of
comments
conversion
rates
Most important metrics:
clients’
reviews
increase in
number of
followers
mentions about
the brand in social
media
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6. Storytelling
The attention span of internet users is gradually becoming shorter. While it
was about twelve seconds long back in 2012, it changed into eight seconds in
2015. Therefore, it is way easier to reach the recipient by using visual content
rather than written words only. Movies or pictures with instructions can show
more quickly how to efficiently use a given product a lot faster than traditional
instructions.
Showing a short
movie about a product
increases the possibility
of its purchase by 85%
Visual content in
social media increases
engagement by 180%
Adding a photo to
your Tweet results in
an increase of 150%
in the number of
retweets
Articles with photos
have 94% more views
than text only
Storytelling is visual content that tells
a story. Marketers can choose from
various content types:
Put together in the correct way they
can help create a unique buyer’s
experience. Social media are
perfect for sharing your story with
a wider audience.
memes
video
infographics
pics
microcontent
slideshows
user-generated content
If a client clicks the
photography of a real
person, chances of
conversion increase by
200%
85%
180%
150% 94%
200%
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7. MAU* - 1,86 bn
DAU** - 1.23 bn
Daily status updates - 55 m
Platform is available in 101 languages
Crucial Social Media Platforms
MAU - 700 m
DAU - 400 m
Number of likes daily - 4.2 bn
1 hashtag increases user engagement by 12.6%
Facebook Instagram
Twitter
MAU - 328 m
DAU - 100 m
Number of tweets per day - 500 m
Accounts available - 18 quintillion
LinkedIn
Global number of users - 467 m
MAU - 106 m
Average number of contacts for CEO - 930
41% of millionaires use LinkedIn
*MAU - Monthly Active Users
**DAU - Daily Active Users
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8. Facebook
Facebook likes graphic content.
A well chosen photo is half of a
successful post.
The blue platform also enjoys movies
and starts them automatically for
users scrolling the wall.
Inspirational quotes and interesting
statistics are also worth mentioning.
Its content should be matched to
fanpage users’ profiles.
It is also wise to run themed cycles
- Wednesday insights, Saturday fun
story, Monday statistics, etc.
Facebook allows you to direct posts to
a group of recipients based on the email
database you have. This feature is called
Custom Audience.
Best hour:
13:00 - most likes
15:00 - most shares
Best days:
Thursday & Friday
Frequency:
1 post a day
Facebook is undoubtedly the king of social media services. Also
Facebook App is the most used app within each age group of
mobile users.
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9. Twitter
Hashtags are a crucial part
of tweets - they allow you
to increase the reach to
potentially interested people.
Best hour:
5:00 pm, 12:00 pm,
6:00 pm - most shares (retweets)
12:00 pm, 6:00 pm - most clicks
Best days:
B2B: Monday - Friday
B2C: Wednesday,
Saturday, Sunday
Frequency:
1-30 tweets a day
suggested:
3-5 tweets a day
Most retweeted content:
text tweets below 100 characters
with a link
funny pics
how-to’s & Top X articles
quotes, especially in graphic form
Twitter has tremendous marketing potential. It can be used both as a lead generator and a tool to build
brand awareness. It is one of the biggest platforms and is mentioned as one of the leading (considering
the number of active users) social media services in the world.
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10. Instagram
The most important feature of Instagram
posts is their esthetics.
Best hour:
3:00 pm & 4:00 pm
Best day:
Monday
Frequency:
1-2 posts a day
Published content must be graphically
perfect, original and eye-catching.
It should also correspond to brand’s
general image.
Besides photos, it is worth to share videos
and fan-generated content.
Instagram is an empire. Used by over 400 million people monthly.
It is just like the majority of North America suddenly started to post
and like photos on this platform.
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11. LinkedIn
Posts you should publish on behalf
of your company are mostly expert
articles and content directly connected
with professional development.
Prepare a video as well - users tend to
share videos way more eagerly than
any other content.
Make use of Influencers’ kindness
and use cross-promotion -
recommendations in a professional
network are worth a lot more than in
any other medium.
Use groups wisely - share content and
avoid places full of spam.
Best hour:
10:00 am - 11:00 am
Best day:
Tuesday - Thursday
Frequency:
1 post a day
LinkedIn is the world’s largest professional network. People
visit this service for work-related issues and reasons,
definitely not social-related, thus it makes a perfect venue
for publishing expert content.
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12. Social Media Good Practices
Content recycling Plan your social media time
Publish some content several times. You should share
your blog posts a few times in the same channel. “The
more often you share content, the more likes you will
get”, says Neil Patel, who recommends sharing the
same content several times. It does not mean that
you should post every hour (that still makes you a
spammer and is pathetic!) Also, remember to change
the text in the post itself whenever posting the same
content (avoid mechanically copy/pasting the same
post or tweet).
Avoid situations when you are on Facebook, Twitter
or other platforms 24/7. Don’t check the comments
and likes every five minutes instead of doing your
tasks. Constantly checking will only distract you from
more important work. And all you’ll get will be vanity
measurements and wasted time.
Plan your posts and Tweets
It will save your time and help you keep your content
consistent. But don’t fixate over the calendar.
Whenever you stumble upon a witty meme or a nice
follow-up to some hyped topic - post it! You cannot
entirely plan great ideas and one-day trends, so
allow some freestyle and laid-back attitude to your
post calendar and treat it flexibly. It also relates to
interactions with your own audience: if you engage in
a discussion it may turn out that it would be better to
provide these people with information on a given topic
that interests them at this particular moment rather
than whatever else you had planned for that day.
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13. Useful tools
Graphics
Distribution
When creating posts it is wise to focus on their visual
side. There are plenty of free picture editors on the web
that enable easy graphics creation. Canva (canva.com)
is worth mentioning here - it serves for simple graphics
and microcontent, Piktochart (piktochart.com) - will
help you with more complex infographics while Place
It (placeit.net) - can put screenshots onto pictures of
mobile devices.
Planning posts - as mentioned before - can save
marketers’ time and triggers planned and cohesive
communication in various distribution channels. When
looking for a tool to plan posts, you should have
a closer look at Buffer (buffer.com) or CoSchedule
(coshedule.com). Both help plan the entire week and
set up simple automations, e.g. tweeting about a
newly-published blog post.
Analysis
You may find the following apps useful:
As any other marketing action, social media
publications also require monitoring of their efficiency,
and analyzing what to modify, change or get rid of.
LikeAlyzer - a free tool to analyze your fanpage
and indicate its statistics.
Cyfe - offers detailed analysis of social media,
SEO, AdWords and mentions.
Social Mention - monitors social media in
real-time. Social mention indicates emotions that
go with a certain phrase, the most active users,
top hashtags and latest mentions.
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14. An interesting alternative is to combine the activities in Social Media with a marketing automation platform. SALESmanago offers the
following solutions dedicated to the blue service:
SALESmanago solutions for Social Media
Social Media Monitoring - measure engagement of visitors using widgets on monitored websites
(likes, comments, shares). Use this knowledge to better personalize marketing actions.
Social Media Posting - save time: plan social media publications and generate the analytics on the
same platform.
Custom Audience - optimize ad spending - target Facebook ads according to individually
monitored users’ behavior and reach people most likely interested in your offer.
% Facebook Ads Integration - reach a wider audience. Create & analyze complex ad campaigns and
target groups from marketing automation platforms.
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15. SALESmanago solutions for Social Media
Integrated Facebook Contact Form - expand your database - generate leads on Facebook and
automatically import them to SALESmanago. Place a contact form on the fanpage as one of the
tabs.
Acquiring Leads Through Facebook - easily create promotional apps and automatically gather &
send data of their users to CRM.
Automatic Sales Chat - use the potential of artificial intelligence. A bot integrated with Messenger
can recommend products, redirect users to specific subpages, or display buttons that when clicked
will show item descriptions.
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16. Shoper
FastTony.es
connect your online store with Facebook and sell
through a fanpage as well as through Facebook widget
in the store.
make good use of every dollar spent - precisely
target your ads on Facebook. Connect Facebook
advertising accounts with an intuitive interface and
optimize the cost of each campaign.
SALESmanago solutions for Social Media
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17. Sources:
https://www.quicksprout.com/2014/03/05/what-type-of-content-gets-shared-the-most-on-twitter/
https://coschedule.com/blog/how-often-to-post-on-social-media/
https://blog.bufferapp.com/how-often-post-social-media
https://a-triad.co.za/best-times-to-post-on-social-media/
https://www.omnicoreagency.com
https://www.shoper.pl/social-media/
https://www.statista.com/
http://blog.appmanago.pl/
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18. E-BOOK made by
Apayo.pl
www.salesmanago.com
Visit:
Social Media
GUIDE
for Ecommerce