This document discusses social media marketing. It defines social media marketing as exploiting the functionality of social media sites for business promotion. It outlines the key tasks involved in social media marketing, including content creation, user interaction, social commerce, monitoring, measurement, fan building, campaigns, and SEO. It also discusses the advantages like increased brand awareness and traffic, and disadvantages such as exposure to competitors and slow returns. Finally, it analyzes case studies of successful campaigns like Always #LikeAGirl and a failed Dove campaign due to a racist ad.

1. Social Media Marketing
- M. K. Valvi

2. What is Social Media Marketing
● Social media itself is a catch-all term for sites that may provide
radically different social actions
● Social Media marketing exploits this functionality of the sites for
promotion of their business.

3. Tasks involved in Social Media marketing
● Content creation and management: content marketing.
● Interaction with users: community engagement.
● Social commerce: leads, calls to action and conversions in social media.
● Monitoring: online media, information sources and social channels.
● Measurements and follow-up: determining the ROI of the work carried out,
justifying the quality of the actions taken and, of course, the results
thereof.
● Fan building: based on achieving specific ROI objectives.

4. ● Contests and campaigns: creative input, development, starting up and
monitoring.
● Qualitative aspects: Sentiment reports, strengths, scope, virality, passion and
effects for the brand online.
● SEO: website, blog and social platform (social search) optimisation, aimed at
improving search results.
● Keyword optimisation and improvement in new SEO/SEM opportunities
● Email marketing: development, creative input, running, results and
campaigns.
Tasks involved in Social Media marketing

5. Advantages
● Increased Brand Awareness
● More Inbound Traffic
● Improved Search Engine Rankings
● Higher Conversion Rates
● Better Customer Satisfaction
● Improved Brand Loyalty
● Cost-Effective

6. Disadvantages
● Exposure to competitors
● Needs qualified personnel
● Slow returns on investments
● Tarnish brand name
● Time consuming

7. Case Studies

8. Always #LikeAGirl- A successful campaign
● Created for Proctor and Gamble’s Always brand in 2014
● remembered not for the content of the advert, but for the conversation it
sparked in society
● #LikeAGirl was such a runaway hit that even after three years the tag is
still enthusiastically embraced by girls and women doing badass things all
over the world
● In fact, it’s such a part of common parlance that people might not even
remember that it started as a branding campaign for a major corporation
● #LikeAGirl is a reassuring reminder that a brand can take an adamant
social or political stand and still be greatly rewarded.

9. Dove: Transformation- Failed campaign (Racist Comment)
● Normally, Dove is known for empowering women and focusing on natural,
realistic standards of beauty
● The company has been standing on its Real Beauty platform for over 10
years and, most of the time, it’s proven successful. Take, for example,
successful campaigns like “Real Beauty Sketches” and Evolution that focus
on making women feel proud of the way they look
● Unfortunately, in a recent post on Facebook by the company, they’ve taken a
ton of steps backward
● The ad in question shows a black woman transformed into a white woman
after using Dove body lotion

10. References
● https://www.plannthat.com/brilliant-social-media-campaigns-you-can-learn-from/
● https://www.impactbnd.com/blog/social-media-marketing-failures
● https://www.bluefountainmedia.com/blog/advantages-of-social-media-mark eting
● https://www.socialmediatoday.com/content/responsibilities-and-tasks-social-media-professional
● https://www.smartinsights.com/digital-marketing-strategy/campaign-of-the-week-how-to-make-a-m
arketing-campaign-like-a-girl/
● https://www.impactbnd.com/blog/social-media-marketing-failures