Social Media Marketing

Social Media Marketing (SMM) is the process of increasing website traffic, promoting products and increasing brand awareness through social networking sites such as Facebook, Twitter, Instagram, LinkedIn, Pinterest, Google+ and Whats App, to name but a few.

SMM can be used to great effect

Just like with every web search, with every social media engagement, customers reveal information which gives us social media insights into their behaviours – data that marketers only dreamed about a few years ago.

Facebook has over 2 billion registered users worldwide with 1.4 billion monthly active users, 745 million daily active users and 1.19 billion mobile monthly active users. The figures are staggering. They acquired WhatsApp in 2014 which now has over 700 million users and Instagram in 2013 which has over 300 million users.

Twitter has over 500 million registered users, 288 million monthly active users and 500 million tweets are sent every day. 80% of Twitter active users are on mobile. Twitter owns Vine (6-second video platform) and acquired Periscope (live events broadcasts) in 2015.

LinkedIn is certainly the best B2B with over 347 million registered users and the fastest growing student and graduate demographic.

Google+ has over 1 billion registered users, 540 million of which are monthly active users and Google combines YouTube, Google My Business and Android.

Through the social media marketing process, you generate Earned Media, Owned Media and there is also Paid Media. Earned media is free publicity generated by your customers who not only talk about you but share content related to your business, brands, products and services. This is generally in response to content you have publicised or shared in the first instance or has come about via voluntary mentions.

Owned and paid media

Owned media is your own brand’s channel (Facebook Business page for example or Linked in Business Page) over which you have control of the content you create and publish.

Paid media is boosting exposure through advertising on the channel – this can be Pay per Click, Display Advertising, Retargeting, Social Media Advertising (particularly on Facebook and Twitter) or Paid Content Promotion.

It is impractical to think that every small to medium sized business needs to use all of these channels. Each one is different in what it offers the advertiser and the consumer. It will depend on the demographic of your customer, where they live, are you focusing on a UK e-commerce market or worldwide. What are your company goals, is your market the 18-24s or the older generation with more disposable income?

Resources and investment

Communication across social media channels requires investment in resources such as staff, training, content writing, customer care, multi-media assets (such as video) and a strategy. Quite frequently many companies will look for support and advice from their marketing and digital agencies knowing that they will benefit from research, being aware of the latest algorithm changes or ensuring their content is reaching their target market. A strategic plan targeted to your audiences’ demographics, interests and behaviours will increase engagement through social media channels and drive traffic to your website.

For more information please give us a call.