To gain knowledge and a better understanding of
how social media is portrayed in the eyes of the
consumer and ways in which I can maximize its
potential with respect to business related
opportunities and my own personal benefit.
I. Determine through research the overall
impact of social media from a marketing
perspective with respect to real statistics
such as brand recognition and market share.
II. Discover and gain an understanding of social
media platforms outside of Facebook,
Twitter, and LinkedIn and my own personal
III. Learn new and untraditional ways in which
social media can be measured and
Determine through research the overall impact of social media from a
marketing perspective with respect to real statistics such as
brand recognition and market share.
I. Learning Goal:
According to the
2013 State of Inbound Marketing:
27% of total U.S. internet time is spent on
social networking sites. (Source: Experian)
Social media produces almost double the
marketing leads of trade shows,
telemarketing, direct mail, or PPC.
Approximately 46% of online users count
on social media when making a purchase
decision. (Source: Nielsen)
52% of all marketers have found a customer
via Facebook in 2013. (Source: HubSpot)
43% of all marketers have found a customer
via LinkedIn in 2013. (Source: HubSpot)
36% of all marketers have found a customer
via Twitter in 2013. (Source: HubSpot)
The impact of social media with regards to
leads, traffic, and revenue is undeniable.
According to Jayson DeMers, Contributor to
Forbes, the benefits of social media include:
Improved social signals
Improved brand awareness
Increased customer loyalty and trust
Improved audience reach and influence
Part of my learning goal was that I set out to
find “real” statistics such as brand recognition
and market share that were linked to social
media. Instead, I realized that while improved
statistics of that nature are undoubtedly the
result of social media marketing, it is difficult
to directly tie increases (or decreases) from
them with respect to actual numbers. This is
because of how many other aspects go into a
marketing strategy outside of online activities.
Discover and gain an understanding of social media platforms outside of
Facebook, Twitter, and LinkedIn and my own personal knowledge.
II. Learning Goal
Google+ has obtained 359 million active users
since its launch in 2011 according to Business
A Google+ account offers the ability to:
◦ Manage a personal profile that may include a profile
photo, cover photo, story, work history, places you
have been to, and basic contact information.
◦ Build Authorship Authority – achieved by linking your
Google+ account to other web based content you
have created using different blogs or media outlets.
◦ Create pages for your business related to either local,
product, brand, company, institution, organization,
arts, entertainment, or other.
◦ Get your business listed under Google+ Listings
which was formerly known as Google Places.
◦ Post updates from personal or business related pages
that will drive traffic and conversation.
◦ Target specific groups via the “Circles” feature.
◦ Follow or be followed by certain people and
businesses like that of Twitter or Facebook.
◦ Join Google+ communities to get involved with
specific groups or topics.
◦ Live video chat with up to 10 participants via Google+
◦ Integrate with Youtube.
◦ Analyze results from Google Analytics Social Report.
“Today, the site is visited daily by more than
1 million visitors who can’t stop pinning their
favourite photos and images that depict style,
recipes, craft, children, pets, recipes etc.”
◦ Pinterest is like that of a huge, virtual pin-board
◦ A variety of different pictures and documents are
posted, then pinned so that others can view and/or
comment on them.
◦ Pins or re-pins can generate traffic and lead people
back to the more popular and talked about images
◦ A unique board name with help to differentiate from
commonly used board names and generate interest.
◦ Featuring original content will help fans to come back to
future boards and even share with others.
Using Quality Images
◦ Size and resolution of pictures can determine whether or
not images are liked and essentially pinned by others.
◦ Using specific words or phrases to caption pictures will
help to garner traffic and appeal to a targeted audience.
Reddit is an online community mainly consisting of
news, links, and conversations.
Accounts achieve “karma” ratings based on user
submitted comments or links posted throughout
Reddit. They are a good indication of someone’s
credibility with others on the website.
Sharing interesting photos and videos, or creating
meaningful discussions are great ways to achieve
status and good standing amongst other members.
Interacting with others is key
Comments can be deemed helpful or
relevant by getting UpVotes. These can
result in good karma for those that perform
the action appropriately.
The front page can be customized to filter
out unwanted information and cater to a
users needs and interests.
If used properly, Reddit can help to generate
interest and conversation about an individual
or company from targeted groups of choice.
Learn new and untraditional ways in which social media can be
measured and optimized.
III. Learning Goal:
Tips that can help boost Social Media Strategy
1. Plan – Determine which social media platforms
will work best for the strategy and assign specific
tasks and roles for each person involved.
2. Goals – Know what you are striving to accomplish
and how you are going to measure success
before starting out.
3. Audience – Understand what type of people
engage in each particular website. i.e. LinkedIn
users engage in different activities than those
who are on Twitter or Facebook.
4. Customer Service – Online has created new
touching points and a different aspect of
customer service that must be dealt with
5. Owning Your Mistakes – Turn negative feedback
into positive outcomes. There is no such thing
as bad publicity, just make sure to have a
“nothing to hide” mentality.
6. Listen – Customers will be engaging in
conversations about products or services at the
click of a button. Learning how people are
perceiving you or your company can help along
the way to providing exactly what they want.
Through my research I was able to accomplish most of my
learning goals while coming across a few grey areas that I
was unaware of before. In realizing the benefits of social
media, I am now aware of the difficulty in measuring certain
offline marketing statistics. Social media is its own beast in
ways that traditional marketing methods are not only
expanded upon, but it has created new ways to come in
contact with customers and provides for a different dynamic
that was never available to us prior to the internet. I have a
new found understanding of social media platforms I was
unfamiliar with before, and an appreciation for everything
that goes into each and every social media strategy. With my
newly acquired knowledge of how to optimize and get the
most out of marketing digitally, I can only see myself being
an asset to any organization that is willing to give me an
opportunity to use these skills in the future.
DeMers, J. (2013, September 24). The Top 7 Social Media Marketing Trends That
Will Dominate 2014. Retrieved from Forbes:
Hines, K. (2013, June 14). The 2013 Google+ Marketing Guide. Retrieved from
Jacob, S. (2011, August 22). KISSmetrics. Retrieved from A Marketers Guide To
Kim, L. (2014, March 12). These 7 Tips Will Supercharge Your Social Media
Marketing. Retrieved from Small Business Trends:
Soskey, G. (2013, April 30). 18 Fresh Stats About the Current State of Social Media
Marketing. Retrieved from HubSpot: http://blog.hubspot.com/marketing/18-
Watkins, T. (2013, May 1). Suddenly, Google Plus Is Outpacing Twitter To Become
The World's Second Largest Social Network. Retrieved from Business Insider:
Williams, E. (2012, May 1). A Brief Guide To Pinterest Marketing. Retrieved from