Comprehensive training on Social media marketing for beginners and intermediate levels. The course aims to enable you to understand, experience and make use of social media as a marketing tool for a business.

1. SOCIAL MEDIA
MARKETING
A C O M P R E H E N S I V E C O U R S E O N S O C I A L
M E D I A M A R K E T I N G F O R B U S I N E S S ’ S

2. SOCIAL MEDIA
NETWORKS
CHAPTER 3

3. SOCIAL MEDIA NETWORKS
• Maintaining many social media sites can be very tedious.
• This guide aims to help you choose which sites that will work best for your business, meets
your business goals and will enable you to engage with your customers better.
• You should use all your social medias to engage with your current and potential customers.
However, you can’t have always afford to manage all available social medias networks .
• In addition, Specific features of each social media network lend themselves to do certain
things better, whether it’s a benefit of visuals, as is the case with Instagram, or a well-defined
nature of the network’s audience, such as LinkedIn.
• After you identify the unique purpose of each social media profile managed by your business,
see how each social network fits into your social media objectives and your target audience

4. Number of users Data is as of 2014.
See on below for Updated numbers

5. FACEBOOK
Demographics:
• Facebook is still the most popular platform with about
2.5 billion and counting users worldwide and with
those most evenly distributed demographics compared
to the rest.
• Although Facebook is not the best tool for sales
generation, it can boost brand awareness. It can also
help you target customers through the Facebook
AdvertisingTool – as it helps you filter not only by
demographics but other details such as job and other
personal details that can help you get the right
customers.
• Lastly, be aware that there is less usage of Facebook
amongst teens especially when parents or adults started
using it too hence, if you want to target teen customers,
you may want to focus on Instagram or Snapchat as this
is a more popular platform for them.
What to share?
• Regularly post images of products/services that you
offer.
• Post promos, discounts, contests and coupons if
available.
• Post relevant articles/news/call-to-action that can
engage followers.
Post Frequency
Once orTwice a day

6. PostTips:
• Posts with picture can generate more
attention and engagement by 120%
• Keep text posts shorter than 250
characters to keep audiences engaged.
• Thursday and Friday are known to be the
best days to post than other days of the
week.
• Call-to-action posts have better chances
of engagement from customers than
nonquestion posts.
Which businesses should be in
Facebook?
• Any type of business should have a
Facebook Page since they are still the
most widely-used platform;
• it can increase sales indirectly through
brand awareness and customer
engagements.
• You can increase Facebook likes by
having a contest, available
downloadable coupons, and Facebook
ads and even ‘Like’ buttons on blogs
and websites.

7. LINKEDIN
Demographics:
• Coming in second as the most popular platform is
LinkedIn – they are dubbed as the ‘professional social
network’ because it is where professionals and
businesses-alike join and engage.
• As of 2018,There are 450 Million users on LinkedIn
• With 38% of users with an income of more than $75k
and 79% of its age group are 35 and older, making it a
perfect platform for working successful adults.
• Despite the popularity, only about 13% of its users
login daily and are active – most users only login when
seeking professional opportunities, advice, network
and business partners hence it is not a platform where
users check on religiously compared to Facebook,
Twitter or Instagram and that could mean this is not
the best platform for businesses but can help
companies get the best people they want to work
with.
What to share?
• As mentioned, low maintenance is required from
LinkedIn. Create an updated profile, clearly state
what your business is and products/services that
you offer.
• Post simple news/articles that can catch users’
attention,this way, you can start engaging them. Join
Groups with members that are your targeted
demographics.
Post Frequency
Two to Four times a week

8. PostTips:
• There are lots of LinkedIn groups
you may join to engage other users
and create business awareness but
prior joining a group, check the
demographics of the group, if it
matches your target demographics
and if it is still an active group to
avoid wasted marketing time and
effort.
Which businesses should be in Linkedin?
• All individual professionals involved in the
business and businesses that offer professional
services but less effort can be devoted to
LinkedIn, just ensure your info is always up-to
date.
• It is best for freelancers, bloggers and designers
to show credibility. It is still best for businesses
to spend more time on revenue-generating
platforms.

9. TWITTER
Demographics:
• It is surprising to know that despiteTwitter’s
popularity – they only come in fourth in terms
of usage with only 18% of adults in US are using
it.
• As of 2018,There are 350 Million users on
Twitter
• However,Twitter users log in more frequently
compared to other platforms.
• Users tend to follow celebrities, brands and
other users to get to know the latest and be up-
to-date on what’s going on.
• They also do it to join contests, get exclusive
discounts and offers so remember that Twitter is
a good platform to give your offers a push.
What to share?
• Tweets will most likely be articles, a product/service
post with a link that will lead the users to more
information regarding your product/service.
• It can also be a quick preview on deals and offers
and announcements regarding upcoming exclusive
discounts or new products.
Post Frequency
Multiple times per day

10. PostTips:
• Twitter now shows images along
with the tweets so just like
Facebook – posts with images get
more user engagement meaning
greater chances of retweets, replies
and favourites.
Which businesses should be inTwitter?
• Twitter is obviously for businesses in the news
industry including publications, marketing
companies and sports-related businesses and
the reason behind that isTwitter is usually the
go-to platform for the latest and hottest
updates currently hence if your business works
that way,Twitter is the best platform for you to
reach your target audience and customers.
• In Ethiopian context,Twitter is very popular by
political figures, government official and Social
activists.

11. INSTAGRAM
Demographics:
• Coming in fifth is Instagram but despite this, they
have the second-most devoted users, with 56%
of users logging in daily which is 11% higher than
Twitter and only 6% behind Facebook.
• As of 2018,There are ONE Billion users on
Instagram
• The demographics of Instagram are composed
of only 17% adults but with 43% in the age of
18-29.
• In the Ethiopian Context, there are high number
of female users, members of the diaspora
community, artists and celebrities.
What to share?
• Instagram posts are creatively taken product/service
shots with equally catchy captions.
• Businesses usually have dedicated Hashtags so
people searching on using that Hashtag can filter/see
the rest of Instagram related post about your
business or product.
Post Frequency
Once a day

12. PostTips:
• Since Instagram lean towards users
rather than businesses – you can have
an Instagram photo contest where
users can take a picture of your
product/service and then decide on a
specific Hashtag so you can see all of
the entries.
• This can help boost your company’s
popularity and you can even have
future pictures that you can repost to
recognize customers/clients.
Which businesses should be in Instagram?
• Businesses in the Food and Fashion industry can
benefit well in using Instagram, as well as,
architecture, designers and technology business.
Keep in mind that businesses that are targeting
the 18-29 age-demographic should also use
Instagram as one of their main platforms to
promote their business.
• Post fun and creative images that will interest
your followers may it be the fun things you do,
behind the scenes and your office environment,
use fun props and the lighter side of your
business to make it more relatable.Also, keep
trends and latest in check with the help of
Twitter as well.

13. YOUTUBE
Demographics:
• YouTube is known to be the largest video-
sharing social network with over 6 billion
hours of video watched on a monthly basis;
with that, we can see that there is an
opportunity for your business to reach
audiences.
• AlthoughYouTube’s demographics are of
every age bracket – it still leans toward the
young ones.YouTube has an average of about
18-34 adult users. Social video in today’s
world is an effective way for businesses to
connect with their audience.
What to share?
• It can be just a video of a simple overview of your
business and what you offer, you can also create a
series about your products and services applied on
daily lives.
• It can also be a video of customer feedbacks.
Basically, anything you can think of that can catch
interest of viewers to the point of them sharing it.
• Businesses usually have dedicated Hashtags so
people searching on using that Hashtag can filter/see
the rest of Instagram related post about your
business or product.
Post Frequency
Once or twice a week.

14. PostTips:
• Shorter videos work well because of
two reasons – user’s attention span
and loading time. Go for the 3-minute
or below mark as advised.
• Focus on how you promote your
video, give importance on the
production value whether informing
viewers about your business or about
your products and services – make it
fun and informative at the same time.
Which businesses should be inYoutube?
• All businesses that are visually driven can benefit fromYouTube
especially those with products/services targeting the customers
in 18-34 age-demographic.
• this is because you can take advantage of the fact that it is free
and it allows users to watch your videos and engage with you
and others by liking, commenting and sharing it with their
friends.
• You need to consider the cost of producing video materials.
How to earn money from your videos
As of 2018, You tube new eligibility requirements for the
YouTube Partner Program are the following.
• 4,000 watch hours in the previous 12 months and
• 1,000 subscribers it will be reviewed to join the
program.

16. SOCIAL MEDIA STATS - ETHIOPIA
All Categories Brands Category

17. SOCIAL MEDIA STATS - ETHIOPIA
All Categories Brands Category
More stats can be found here:
https://www.socialbakers.com/statistics/facebook/
pages/total/ethiopia/