SOCIAL MEDIA MARKETING

[FOR LIMITED CIRCULATION]

Editorial Board

Dr. Reema Thareja

Ms. Aishwarya Anand Arora
Content Writers

Sheetal Mavi
Saumya Satija
Academic Coordinator

Deekshant Awasthi

Department of Distance and Continuing Education

E-mail: [email protected]
[email protected]

Published by:
Department of Distance and Continuing Education
Campus of Open Learning, School of Open Learning,
University of Delhi, Delhi-110007

Printed by:
School of Open Learning, University of Delhi
 SOCIAL MEDIA MARKETING

Reviewer
Dr. Charu Gupta
Disclaimer
External Reviewer
Dr. Ankit Rajpal
Department of Computer Science
University of Delhi

Corrections/Modifications/Suggestions proposed by Statutory Body, DU/

Stakeholder/s in the Self Learning Material (SLM) will be incorporated in
the next edition. However, these corrections/modifications/suggestions will be
uploaded on the website https://sol.du.ac.in. Any feedback or suggestions may
be sent at the email- [email protected]

Printed at: Taxmann Publications Pvt. Ltd., 21/35, West Punjabi Bagh,
New Delhi - 110026 (15000 Copies, 2024)

Department of Distance & Continuing Education, Campus of Open Learning,

School of Open Learning, University of Delhi
 Contents

PAGE
Lesson 1: Introduction to Social Media Marketing 1–12

Lesson 2: Social Media Marketing: Methods, Concepts and Importance 13–24

Lesson 3: Harnessing the Power of Online Forums, Blogs, Online

Communities and Microblogs 25–38

Lesson 4: Social Media Marketing Channels 39–51

Lesson 5: The Use of Listening Tools in Social Media Marketing 52–57

Lesson 6: Recent Trends in Social Media Marketing 58–63

Lesson 7: Social Media Influencers 64–68

Lesson 8: Social Media Marketing Plan 69–75

Lesson 9: Understanding and Finding Your Social Media Target Audience 76–83

Lesson 10: Content Creation and Sharing 84–94

Glossary95–102

PAGE i
Department of Distance & Continuing Education, Campus of Open Learning,
School of Open Learning, University of Delhi

Social Media Marketing_TOC.indd 1 19-09-2024 12:46:05

Social Media Marketing_TOC.indd 2 19-09-2024 12:46:05
 L E S S O N

1
Introduction to Social
Media Marketing
Ms. Saumya Satija
Department of Commerce
Sri Guru Gobind Singh College of Commerce
University of Delhi

STRUCTURE
1.1 Learning Objectives
1.2 Introduction
1.3 What is Social Media Marketing?
1.4 History
1.5 Forms of Social Media
1.6 Impact of Social Media
1.7 The Significance of Social Media Marketing
1.8 Key Philosophies of Social Media Marketing
1.9 Difference between Traditional Marketing and Social Media Marketing
1.10 Self-Assessment Questions

1.1 Learning Objectives

After reading this lesson students should be able to understand:
‹ The concepts of Social Media Marketing (SMM).
‹ The different forms of social media.
‹ The impact of social media.
‹ Significance of Social Media Marketing.
‹ Key Principles of Social Media Marketing.
‹ Difference between Traditional Marketing and Social Media Marketing.

PAGE 1
Department of Distance & Continuing Education, Campus of Open Learning,
School of Open Learning, University of Delhi

Lesson 1_Edited.indd 1 17-10-2024 18:44:56

 SOCIAL MEDIA MARKETING

Notes
1.2 Introduction
In today’s digital age, social media has transformed how we connect,
communicate, and consume information. With millions of people actively
engaging on platforms such as Facebook, Instagram, , LinkedIn, and
YouTube, social media has become a powerful tool for businesses to
reach and engage with their target audience.
Social Media Marketing (SMM) involves using social media platforms
like Facebook, , Instagram, and Snapchat to promote products, ser-
vices, and corporate brands online. SMM utilizes creative content and
data sharing to engage individuals and achieve business objectives,
regardless of their location. It enables businesses to respond quickly
and minimize the time gap between advertising and its impact on
targeted customers. Furthermore, SMM can be applied at every stage
of the consumer lifecycle, including brand awareness, initial purchase,
and brand loyalty. Unlike traditional marketing approaches that rely
on linear progression of the customer lifecycle, SMM surpasses con-
necting customers to businesses based on predictable past social and
purchasing behaviours. Instead, it establishes a meaningful relationship
between businesses and customers, regardless of when or where they
interact with the brand.

1.3 What is Social Media Marketing?

Social media marketing uses social media platforms to advertise and en-
dorse products, services, and brands while connecting with and impacting
the intended audiences. It encompasses the creation and distribution of
tailored content that aligns with the unique characteristics of each social
media platform, all aimed at achieving specific marketing objectives.
Social media marketing entails various activities, such as generating
content, fostering communities, engaging customers, collaborating with
influencers, and utilizing paid advertising strategies.
In the digital age, social media has completely transformed the landscape
of communication, connection, and information sharing. It has reshaped the
world into a closely interconnected global community, facilitating unprec-
edented interaction, collaboration, and access to information. This section
will delve into the concept of social media, its diverse manifestations,
2 PAGE
Department of Distance & Continuing Education, Campus of Open Learning,
School of Open Learning, University of Delhi

Lesson 1_Edited.indd 2 19-09-2024 12:26:15

 Introduction to Social Media Marketing

and its profound influence on individuals, businesses, and society as a Notes

cohesive entity.

1.4 History
The origins of social media marketing can be traced back to the early
2000s when social media platforms first emerged. Initially, these plat-
forms primarily functioned as online communities where individuals could
connect and exchange personal information. However, it did not take
long for businesses to recognize the immense potential of social media
platforms as effective marketing tools.
The early 2000s witnessed the rise of social media platforms such as
Friendster, MySpace, and LinkedIn. These platforms allowed individu-
als to create profiles, connect with others, and share content. As social
media platforms gained popularity, they started introducing features
specifically designed for businesses. In 2007, Facebook launched Pages,
allowing businesses to create dedicated profiles to promote their prod-
ucts or services.
Social media platforms began introducing advertising options to monetize
their platforms and offer businesses a way to reach users. Facebook Ads,
for instance, was launched in 2007, providing businesses with targeted
advertising capabilities based on user demographics and interests. ,
formerly known as Twitter emerged as a popular social media platform
in 2006, enabling businesses to share short messages or updates with
their followers. Around the same time, YouTube gained prominence as a
video-sharing platform, offering businesses a visual medium to engage
with their audience.
Over the years, social media platforms continued to expand and diversify.
In 2010, Instagram was launched, focusing on photo and video sharing. In
2012, Pinterest emerged as a platform for visual discovery and inspiration,
while Snapchat gained popularity for its disappearing content. The advent
of smartphones and mobile apps revolutionized social media marketing.
Users can now access social media platforms anytime and anywhere,
leading to the development of mobile-first strategies for businesses to
engage with their mobile-savvy audience.
As social media platforms became integral parts of people’s lives, influ-
encers started to gain prominence. Influencer marketing became a popular
PAGE 3
Department of Distance & Continuing Education, Campus of Open Learning,
School of Open Learning, University of Delhi

Lesson 1_Edited.indd 3 19-09-2024 12:26:15

 SOCIAL MEDIA MARKETING

Notes strategy for businesses to collaborate with influential individuals to pro-

mote their products or services to their followers. Social media platforms
continually enhanced their advertising capabilities, allowing businesses
to target specific audiences, run sponsored content, and track campaign
performance through advanced analytics tools.
Social media platforms began integrating e-commerce functionalities, enabling
businesses to sell products directly to users without leaving the platform. This
provided a seamless shopping experience for users and opened new revenue
streams for businesses. Social media marketing has continued to evolve with
new platforms, features, and trends. Live video streaming, stories, augmented
reality filters, and social commerce are some recent developments shaping
the landscape of social media marketing.
Nowadays, social media marketing has emerged as a vital element of a ho-
listic digital marketing approach. It allows businesses to effectively connect
with a vast audience, interact with users, enhance brand visibility, increase
website traffic, generate leads, and cultivate lasting customer relationships
within an ever connected and digital landscape.

1.5 Forms of Social Media

Social media comes in various forms, each with its own unique characteris-
tics and purposes. Some common types of social media platforms include:

Social Networking: Platforms like Facebook, LinkedIn, and focus

on connecting people and building virtual networks. Users create
profiles, add friends or connections, and share updates, photos, and
messages.

‹ Media Sharing: Platforms such as Instagram, YouTube, and TikTok

focus on sharing multimedia content like photos, videos, and music.
Users can upload, view, and engage with visual and audiovisual content.

Forums and Communities: Websites like Reddit, Quora, and Stack

Exchange facilitate discussions, questions, and answers on specific
topics. Users can participate in conversations, share knowledge, and
seek advice.

4 PAGE
Department of Distance & Continuing Education, Campus of Open Learning,
School of Open Learning, University of Delhi

Lesson 1_Edited.indd 4 19-09-2024 12:26:16

 Introduction to Social Media Marketing

‹ Blogging and Content Management Systems: Platforms like Notes

WordPress, Medium, and Blogger enable individuals to create and
publish their own blog posts and articles. Blogging platforms provide
a space for long-form content creation and sharing.

Microblogging: Platforms like and Tumblr allow users to share

short-form content, such as text-based posts, images, and links. Mi-
croblogging platforms emphasize brevity and real-time updates.

1.6 Impact of Social Media

Social media has had a profound impact on various aspects of our lives,
including:
(a) Communication and Connectivity: Social media has transformed
the way we communicate, enabling instant and global connectivity.
It allows individuals to connect with friends, family, colleagues,
and even strangers, breaking geographical barriers.
(b) Information Sharing and Access: Social media has democratized
information sharing, making news, opinions, and knowledge accessible
to a wide audience. It has empowered individuals to become content
creators and share their perspectives on various topics.
(c) Social Media Platforms: These allow individuals to express
themselves, display their skills, and shape their digital identities.
Users can share their ideas, personal experiences, and creative
endeavours with others.
(d) Business and Marketing: Incorporating social media into marketing
strategies has become crucial for businesses. It provides avenues
to connect with and captivate specific audiences, establish brand
recognition, and advertise offerings. Social media marketing has
introduced fresh possibilities for engaging with customers and
receiving their input.
(e) Social Movements and Activism: Social media has significantly
driven social movements, raised awareness about social issues,
and mobilized communities for positive change. It has provided
a platform for activism, amplifying voices that might otherwise
go unheard.
PAGE 5
Department of Distance & Continuing Education, Campus of Open Learning,
School of Open Learning, University of Delhi

Lesson 1_Edited.indd 5 19-09-2024 12:26:16

 SOCIAL MEDIA MARKETING

Notes
1.7 The Significance of Social Media Marketing
SMM offers numerous advantages and opportunities for businesses of
all sizes. Some key reasons why social media marketing has become an
essential component of modern marketing strategies include:
(a) Expanded Reach and Visibility: Social media platforms have an
extensive user base comprising billions of active individuals. This
allows businesses to connect with a wide-ranging audience and
amplify brand recognition.
(b) Precise Targeting: Social media platforms offer advanced tools
for precise targeting, enabling businesses to tailor their marketing
messages to specific demographics, interests, and behaviours. This
focused approach optimizes marketing efforts and ensures that the
right audience receives the intended messages.
(c) Heightened Customer Engagement: Social media establishes a two-
way communication channel, enabling businesses to directly engage
with their customers. This facilitates addressing concerns, fostering
meaningful relationships, and nurturing real-time interactions,
resulting in heightened customer satisfaction and loyalty.
(d) Brand Establishment and Reputation Management: Social media
platforms empower businesses to develop their brand identity,
establish a distinctive brand persona, and effectively manage their
online reputation. Through sharing valuable content and actively
engaging with the audience, businesses can shape public perception
and cultivate trust.
(e) Data and Insights: Social media platforms provide robust analytics
tools that offer valuable data and insights. This data can help
businesses understand their audience better, measure the effectiveness
of their marketing efforts, and make data-driven decisions.

1.8 Key Philosophies of Social Media Marketing

Successful social media marketing campaigns are built on a few key prin-
ciples that guide businesses in their approach. These principles include:
(a) Understanding Target Audience: To effectively engage and
resonate with their target audience, businesses must have a deep
6 PAGE
Department of Distance & Continuing Education, Campus of Open Learning,
School of Open Learning, University of Delhi

Lesson 1_Edited.indd 6 19-09-2024 12:26:16

 Introduction to Social Media Marketing

understanding of their demographics, preferences, interests, and Notes

behaviours. This knowledge helps tailor content and messaging
to maximize impact.
(b) Consistent Branding: Maintaining consistent branding across
social media platforms helps establish a recognizable identity and
fosters trust. Consistency in visual elements, tone of voice, and
messaging is crucial in building a cohesive brand presence.
(c) Quality Content Creation: Compelling and valuable content lies at
the heart of successful social media marketing. Businesses should
create content that educates, entertains, or inspires their audience
while aligning with their brand values and objectives.
(d) Engagement and Community Building: Actively engaging with the
audience, responding to comments and messages, and fostering a
sense of community around the brand helps create loyal followers
and advocates. Encouraging user-generated content and collaborations
further strengthens the brand’s reach and credibility.
(e) Data Analysis and Optimization: Regularly analyzing social media
metrics and performance data allows businesses to evaluate the
effectiveness of their strategies. By identifying trends, insights, and
areas for improvement, businesses can optimize their campaigns
and achieve better results and sales.

1.9 Difference between Traditional Marketing and Social

Media Marketing
Understanding the distinctions between traditional and Social Media Mar-
keting (SMM) is crucial for businesses. By recognizing these differences,
businesses can reassess the purpose, objectives, and activities of SMM
and align them with the company’s goals.

1.9.1 Analytics
Analytics stands out as a key differentiation between SMM and traditional
marketing. Analytics involves analysing historical data to understand how
different marketing strategies influence consumer behaviour. In contrast
to traditional marketing, SMM provides organizations with data that can

PAGE 7
Department of Distance & Continuing Education, Campus of Open Learning,
School of Open Learning, University of Delhi

Lesson 1_Edited.indd 7 19-09-2024 12:26:16

 SOCIAL MEDIA MARKETING

Notes track the impact of advertising campaigns on customers. This includes

metrics such as social media platform visits, shares, and likes, as well
as customer demographics, brand loyalty, conversions, and online pur-
chase behaviour. By utilizing these analytics, businesses can gauge the
effectiveness of SMM, adjust promotional efforts, and identify patterns
in advertising.
As a result, businesses can assess SMM’s effectiveness using a variety
of measures, including:
‹ Compiling statistics for visits, shares, and likes on social media
platforms like Facebook and .
‹ Establishing the client’s age, demographics, region, and lifestyle.
‹ Obtaining further information about brand loyalty, customer conversions,
and the size of goods ordered online.
‹ Determining the source of website visitors, conversions, and customer
migration.
Therefore, SMM outperforms traditional advertising by detecting a number
of people interacting with brands through analytics. This allows businesses
to explore numerous strategies to raise brand recognition among potential
customers and strengthen customer loyalty among current customers. The
results of the metrics can also be used by marketers to adjust promotional
efforts and spot patterns in advertising.

1.9.2 Cost
Traditional marketing also necessitates that companies pay for promotional
content. As a result, companies shell out a lot of money to advertise their
products on media channels.
Traditional marketing typically requires substantial financial investment
for promotional content placement through mediums like television, radio,
newspapers, and magazines. Conversely, the majority of Social Media
Platforms (SMPs) offer marketing opportunities for little to no expense.
Although some SMPs have tried to monetize their platforms, the emer-
gence of ad-free platforms has changed SMM and made it possible for
most firms to use such channels to improve customer contact. As a result,
companies enhance profitability by reducing the expenses associated with
running multiple traditional marketing platforms.
8 PAGE
Department of Distance & Continuing Education, Campus of Open Learning,
School of Open Learning, University of Delhi

Lesson 1_Edited.indd 8 19-09-2024 12:26:17

 Introduction to Social Media Marketing

Notes
1.9.3 One-Way verses Two-Way Communication
Traditional systems offered a one-way communication channel, in which
the corporation handled message processing and distribution but was
unable to get feedback from customers.
SMM, on the other hand, is an interactive procedure that encourages
communication between the organization and its clients. Furthermore,
the SMM feedback procedure is quick and enables clients to get re-
sponses right away. A number of establishments have created high-tech
programmes that answer user’s queries without the need for human
intervention.
As a result, the exchange method used in SMM offers a comparable level
of contact between the audience and the participating brand and builds
a quick interaction and feedback relay system.

1.9.4 Personalised versus Mass Marketing

SMM delivers brand experiences on a personalized level, contrasting
with traditional marketing that often relies on assumptions and targets
a mass audience. SMM emphasizes personalized marketing instead of
the widespread distribution and consumption of information seen in
traditional marketing. SMM employs programmatic tools to identify
specific demographic, regional, and psychographic markets, ensuring that
business promotions reach interested populations. Furthermore, SMM
enhances customer appreciation and value through individualized inter-
actions, whereas traditional methods often struggle to establish personal
customer relationships. Digital marketing, through SMM, has a greater
impact on influencing customers to convert and become brand advo-
cates and supporters. Additionally, SMM allows businesses to segment
their audiences based on the chosen SMP, location, age, gender, and
other factors. For example, the promotional strategy for the LinkedIn
or Instagram audience may differ from that of the Facebook market.
SMM enables businesses to engage with real customers in real-time,
unlike traditional media targeting a broad and undefined audience. This
facilitates a better understanding of current demand, leading to quicker
response times.

PAGE 9
Department of Distance & Continuing Education, Campus of Open Learning,
School of Open Learning, University of Delhi

Lesson 1_Edited.indd 9 19-09-2024 12:26:17

 SOCIAL MEDIA MARKETING

Notes
1.9.5 Adverse Effects of SMM
Contrary to old-style marketing, SMPs can negatively affect a brand’s
reputation and commercial image. This is true even though SMPs are an
effective promotion tool for most businesses. For instance, clients can
write critical comments about a brand, and given the speed with which
information is shared on SMPs, such comments will spread swiftly across
the platform.
As a result, the unfavourable posts could have long-lasting impacts that
could harm the organization’s ability to conduct business. Additionally,
unfavourable publicity may cause the business to lose money.
Table 1: Difference between Traditional and Social Media Marketing
Social Media Marketing Traditional Marketing
Two-way conversation One-Way Conversation
Personalised Marketing Mass marketing
Customer-centred Transactional-centred
Free platform Paid platform
Original Content Polished content
Created in real time Pre-produced content
Informal language Formal language
Brand and User-generated content Professional content

CASE STUDY
The Significance of Social Media Marketing
Background: Company XYZ is a small e-commerce business that
sells handmade jewellery online. It recently launched its website
and is looking to grow brand consciousness, drive traffic to it, and
eventually generate sales. Recognizing the growing influence of social
media, it decided to implement an SMM strategy to achieve its goals.
Objective: The primary objectives of Company XYZ’s SMM cam-
paign are to raise brand prominence, engage with its target audience,
and drive traffic to its website, thereby boosting sales.

10 PAGE
Department of Distance & Continuing Education, Campus of Open Learning,
School of Open Learning, University of Delhi

Lesson 1_Edited.indd 10 19-09-2024 12:26:17

 Introduction to Social Media Marketing

Implementation: Notes

1. Choosing the Right Platforms: Company XYZ conducts market

research to identify the social media platforms that are most
popular among its target audience. After thorough analysis, it
decided to focus its efforts on Instagram and Pinterest, which
are known for their visual nature and strong engagement.
2. Content Strategy: Understanding the significance of high-quality
visual content, Company XYZ invests in professional product
photography. They create visually appealing posts showcasing their
jewellery collection, lifestyle shots, and behind-the-scenes glimpses of
their creative process. Additionally, they curate relevant and inspiring
content from other sources to provide value to their followers.
3. Building an Active Community: To engage with its audience,
Company XYZ actively responds to comments, messages, and
mentions on social media platforms. They encourage user-
generated content by running contests and giveaways, urging
followers to share pictures of themselves wearing the jewellery
and using branded hashtags. This fosters a sense of community
and promotes brand loyalty.
4. Influencer Partnerships: Company XYZ collaborates with
popular influencers in the fashion and lifestyle niche who
align with its brand values. It sends free jewellery samples to
influencers, and requests that they create authentic and honest
reviews or style guides featuring the products. This strategy
leverages the influencers’ large following and credibility to
expand the brand’s reach and credibility.
5. Paid Advertising: Recognizing the potential of targeted advertising,
Company XYZ allocates a portion of its marketing budget to social
media advertising. It runs targeted ads on Instagram and Pinterest,
using demographic and interest-based targeting to reach potential
customers who are likely to be interested in its jewellery.
Results:
1. Increased Brand Visibility and Reach: Through their strategic
social media marketing efforts, Company XYZ experiences
a significant increase in brand visibility. Their follower count

PAGE 11
Department of Distance & Continuing Education, Campus of Open Learning,
School of Open Learning, University of Delhi

Lesson 1_Edited.indd 11 19-09-2024 12:26:17

 SOCIAL MEDIA MARKETING

Notes grows steadily on Instagram and Pinterest, and their posts receive
higher engagement in terms of likes, comments, and shares. This
leads to increased brand recognition among their target audience.
2. Boost in Website Traffic and Sales: With increased brand
visibility and engagement, Company XYZ observes a substantial
rise in website traffic originating from social media platforms.
This, in turn, translates into higher sales conversions as more
people discover and explore their products.
3. Enhanced Customer Relationships: By actively engaging
with their audience and encouraging user-generated content,
Company XYZ fosters a strong sense of community and brand
loyalty. Customers feel connected to the brand and appreciate
the personalized interactions, leading to repeat purchases and
positive word-of-mouth referrals.
4. Improved Market Insights: Through social media analytics,
Company XYZ gains valuable insights into its audience’s
preferences, behaviour, and interests. It uses this data to refine
its product offerings, create targeted campaigns, and optimize
its social media marketing strategy for better results.
Conclusion: This case study highlights the significance of social
media marketing for Company XYZ. By leveraging platforms like
Instagram and Pinterest, creating compelling visual content, engag-
ing with their audience, collaborating with influencers, and utilizing
targeted advertising, they were able to increase brand visibility and
drive website traffic.

1.10 Self-Assessment Questions

1. Name and describe five popular social media platforms commonly
used for marketing purposes.
2. Differentiate between Traditional and Social Media Marketing.
3. What is Social Media Marketing?
4. What are the different forms of social media marketing?
5. Explain the significance of Social Media Marketing.
6. Explain the key principles of Social Media Marketing.
12 PAGE
Department of Distance & Continuing Education, Campus of Open Learning,
School of Open Learning, University of Delhi

Lesson 1_Edited.indd 12 19-09-2024 12:26:17

 L E S S O N

2
Social Media Marketing:
Methods, Concepts and
Importance
Ms. Saumya Satija
Department of Commerce
Sri Guru Gobind Singh College of Commerce
University of Delhi

STRUCTURE
2.1 Learning Objectives
2.2 Social Media Marketing Concepts
2.3 Unleashing the Power of SEO, Web 2.0, Cloud Computing, and PPC: Enhancing
Social Media Marketing Strategies
2.4 Strategies for Reach, Engagement, and Brand Success
2.5 Summary
2.6 Self-Assessment Questions

2.1 Learning Objectives

After going through this lesson students will be able to recognize about:
‹ SMM Methods and Concepts.
‹ Importance of SMM.
‹ Benefits of SMM.

2.2 Social Media Marketing Concepts

In today’s digital age, social media marketing has become to any comprehensive market-
ing strategy. With billions of active users on different social media platforms, businesses
have a remarkable opportunity to establish connections and engage with their intended
audience worldwide.

PAGE 13
Department of Distance & Continuing Education, Campus of Open Learning,
School of Open Learning, University of Delhi

Lesson 2_Edited.indd 13 17-10-2024 18:45:58

 SOCIAL MEDIA MARKETING

Notes 1. Target Audience Identification: Focuses on identifying and

comprehending the characteristics, interests, and conduct of the
target audience in order to successfully target SMM activities.
2. Content Strategy and Creation: Focuses on consistent content with
the brand voice that appeals to the target audience. The Content
Strategy focuses on developing visually appealing and dynamic
information that is interesting to read and share.
3. Influencer Marketing: Helps in using the popularity and reach of
social media influencers to promote goods and services.
4. Social Listening and Monitoring: Helps comprehend the audience’s
attitudes, preferences, and feedback. It helps in bringing insights
that might help in brand management and improving marketing
tactics.
5. Metrics and Analytics: Key Performance Indicators (KPIs) and
metrics to measure the efficiency of SMM efforts. The analytics help
purify strategies and optimize Return on Investment (ROI).

2.3 Unleashing the Power of SEO, Web 2.0, Cloud Computing,

and PPC: Enhancing Social Media Marketing Strategies

2.3.1 Search Engine Optimization (SEO)

It is an essential part of Search Engine Marketing (SEM) that emphasis-
es raising website visibility and organic ranks. Businesses may attract
targeted organic visitors and forge a strong online presence by optimiz-
ing website components, improving user experience, and constructing
trustworthy backlinks. Paid search advertising efforts are complemented
by SEO, which also helps users trust business. Businesses can achieve
sustainable development and success in their internet marketing efforts
with ongoing monitoring and optimization.
A key component of Search Engine Marketing (SEM) and Search Engine
Optimization (SEO) is increasing the exposure and natural ranking of
websites in Search Engine Results Pages (SERPs). SEO entails adjusting
various website components to align with user intent and search engine
algorithms to increase online visibility and drive targeted organic traffic.

14 PAGE
Department of Distance & Continuing Education, Campus of Open Learning,
School of Open Learning, University of Delhi

Lesson 2_Edited.indd 14 19-09-2024 12:27:56

 Social Media Marketing: Methods, Concepts and Importance

SEO is essential for achieving long-lasting and sustainable outcomes Notes

in search engine marketing. Businesses may strategically optimize their
websites to get higher organic ranks by understanding how search engine
function and the criteria they consider when ranking websites.
The working of search engines involves crawling, indexing, and ranking
processes. Search engine crawlers or spiders browse the web, analysing
website content, links, and other factors. The collected information is then
indexed and stored in a database. When users perform searches, search
engine algorithms evaluate numerous factors to determine the relevance
and quality of websites, ultimately displaying the most relevant results
in SERPs.
SEO strategies consist of two main components: on-page and off-page
optimization techniques. On-page optimization focuses on refining
various website elements, including meta tags, headings, keyword
implementation, content quality, and internal linking structure. The
objective is to enhance the website’s visibility to search engines, mak-
ing it easier for them to recognize its relevance to specific keywords
and user queries.
Off-page optimization primarily revolves around external factors that in-
fluence a website’s ranking, particularly through the acquisition of back-
links from reputable and authoritative websites. By obtaining high-quality
backlinks, search engines perceive the website as trustworthy and relevant,
improving its organic ranking.
Additionally, SEO takes into account user experience and mobile optimi-
zation. Websites that offer a seamless user experience, fast loading times,
and mobile responsiveness are favoured by search engines. Optimizing for
mobile devices is particularly important as mobile searches have become
increasingly prevalent.
In search engine marketing, SEO is crucial for driving organic traffic and
complementing paid search advertising efforts. By applying efficient SEO
strategies, businesses can amplify their online presence, allure relevant
and engaged traffic, and enhance their conversion rates. SEO also helps
build credibility and trust with users, as higher organic rankings are often
perceived as a sign of authority and reliability.

PAGE 15
Department of Distance & Continuing Education, Campus of Open Learning,
School of Open Learning, University of Delhi

Lesson 2_Edited.indd 15 19-09-2024 12:27:56

 SOCIAL MEDIA MARKETING

Notes Advantage of SEO

To increase the success of an SEO strategy on SERPS, businesses need
to carefully choose and mix relevant phrases and keywords. Making the
terms prominent for search engine algorithms will therefore improve the
company’s website rating.
Businesses can employ on-site and off-site optimization techniques to
enhance their internet marketing efforts through organic search engine
rankings. On-site SEO optimizes website elements such as text, domains,
and images to improve visibility. Conversely, off-page optimization entails
creating backlinks, directing users from other websites and social media
platforms like Facebook and to the optimized website.
One significant advantage of SEO for businesses is that it doesn’t incur
any advertising costs. Additionally, search engine bots frequently crawl
highly ranked websites’ home pages, which enables search engines to
index new marketing content from popular pages. As a result, these sites
attract more visitors, allowing businesses to build their brand and increase
sales more effectively.
Disadvantage of SEO
As it is difficult to foresee the results of investments, SEO is unreliable
in the ROI context compared to other SMM strategies. Furthermore,
implementing SEO requires a considerable amount of time, especially
when a company is launching a new website. Consequently, this strategy
may not be ideal for short-term marketing campaigns, particularly for
businesses that are new to the market.

2.3.2 Web 2.0

Web 2.0, also known as Internet 2.0, encompasses a variety of Internet
applications, including popular social media platforms like Facebook and
. It revolutionizes online marketing by prioritizing collaboration and
interactive sharing over traditional content delivery methods.
‹ Elements of Web 2.0
Web 2.0 encompasses various elements such as wikis, cloud computing,
User Generated Content (UGC), and social curation, which significantly
impact online marketing. Wikis are collaborative websites that allow users

16 PAGE
Department of Distance & Continuing Education, Campus of Open Learning,
School of Open Learning, University of Delhi

Lesson 2_Edited.indd 16 19-09-2024 12:27:57

 Social Media Marketing: Methods, Concepts and Importance

to contribute and modify content, enhancing the online marketing experi- Notes
ence. The widespread use of mobile devices like smartphones and tablets,
coupled with the availability of Wi-Fi networks, enables mobile computing
users to connect and access information from any location.
User-Generated Content (UGC) refers to marketing strategies in which
individuals create and share written, video, audio, and commercial photo-
graphic content freely online. This content creation and sharing contributes
to the overall online marketing landscape.
Another component of Web 2.0, known as social curation, revolves around
popular topics. By working together, group members in social curation
can promote a particular company’s products or services, increasing brand
exposure.
‹ Advantages of using Web 2.0
Web 2.0 users can enhance business activities and the company’s image
by creating and publishing blogs, and utilizing websites to effectively
communicate the latest updates to clients.
As a result, online customers can quickly access shared information, uploaded
videos, comments, reviews, and product suggestions from a company. Ac-
cording to Ludwig et al. (2013), most online users rely more on suggestions
from other users than on advertisements from companies.
More than 25% of internet shoppers read at least eight online reviews
before making a purchase. Businesses must use the marketing oppor-
tunities provided by Web 2.0 in order to affect consumers’ purchase
decisions.
Successful SEO initiatives depend on ongoing monitoring, analysis, and
optimization. Businesses monitor important performance indicators to gauge
the success of their SEO initiatives, including organic traffic, keyword
ranks, and user engagement. Businesses may improve their optimization
efforts, make more informed decisions, and react to changing search
engine algorithms through this data-driven approach.

2.3.3 Cloud Computing

Cloud computing is an advantageous technology for businesses, despite
the consumer-centric focus of Web 2.0 and its emphasis on user-gener-
ated content. With the inclusion of cloud computing, which encompasses
PAGE 17
Department of Distance & Continuing Education, Campus of Open Learning,
School of Open Learning, University of Delhi

Lesson 2_Edited.indd 17 19-09-2024 12:27:57

 SOCIAL MEDIA MARKETING

Notes SaaS (Software-as-a-Service), PaaS (Platform-as-a-Service), and IaaS

(Infrastructure-as-a-Service), businesses can conveniently manage and
safeguard their data.
Cloud computing allows consumers to store and process data on remote
servers using SaaS, IaaS, and PaaS, eliminating the need for on-premise
office programs. This aligns with the objectives of Web 2.0, as cloud
computing plays a significant role in realizing the proposed benefits of
Internet 2.0.
As a result, firms may simply access information stored on numerous
servers and utilize it to carry out marketing campaigns worldwide. Cloud
computing is prone to security lapses, which could harm a company’s
reputation, brand image, and financial performance.

2.3.4 Pay-Per-Click (PPC)

Pay-Per-Click (PPC) marketing, also known as “click marketing,” is
a form of search engine marketing in which businesses pay a fee to a
search engine to create advertisements that direct users to their compa-
ny website when clicked. However, when implemented and maintained
correctly, PPC has more advantages than disadvantages.
‹ Benefits of PPC
PPC, which connects businesses with online customers searching for
products and services, allows companies to expand their customer base
effectively. Moreover, PPC facilitates real-time interaction with customers
through Instant Messaging (IM) and enables businesses to provide relevant
products and services based on customer searches.
While there is a minimum service charge for organizations, PPC offers a
cost-effective way to generate leads. By quickly generating leads, busi-
nesses can direct users to their website, attracting potential customers
who are actively researching and ready to purchase.
PPC applies to various types of businesses, whether they aim to increase
brand awareness, generate leads for software or service-based companies,
or sell products online.

18 PAGE
Department of Distance & Continuing Education, Campus of Open Learning,
School of Open Learning, University of Delhi

Lesson 2_Edited.indd 18 19-09-2024 12:27:57

 Social Media Marketing: Methods, Concepts and Importance

‹ Keywords in PPC Notes

While PPC can be time-consuming, its effectiveness relies heavily on
selecting relevant ad keywords by businesses. Businesses must ensure
that the chosen keywords and phrases align with their online marketing
objectives, as this maximizes earnings, ensures a high click-through rate,
and minimizes the cost per click.
Moreover, businesses must ensure that their keyword strategies encom-
pass all relevant and popular search terms. In addition to commonly used
keywords, including more specific and less common long-tail keywords
is beneficial, as they often generate a significant portion of search-driven
traffic. Furthermore, the keyword selection should strike a balance between
being specific enough to attract targeted customers and broad enough to
accommodate ongoing business growth and campaign iterations.
‹ Managing PPC
As a result, companies need to manage PPC campaigns regularly to in-
crease efficiency and effectiveness and, as a result, ensure the success of
the PPC promotion. One effective management operation for promoting
success in PPC is minimizing keywords that are unlikely to convert into
clients. This approach enhances the relevance of advertisements and re-
duces unnecessary costs. Companies should also analyze their expenditures
by assessing the performance of keywords and, if necessary, eliminating
underperforming ones.

2.4 Strategies for Reach, Engagement, and Brand Success

1. Unparalleled Reach and Increased Visibility: The significance of
social media marketing lies in its ability to reach a wide audience
and increase brand visibility. With billions of active users spending
considerable time on these platforms, businesses can expand their
reach and gain exposure by establishing a strong presence and sharing
valuable content. Social media provides access to potential customers
who might not be reached through traditional marketing channels.
2. Targeted Advertising and Audience Segmentation: Social media
platforms offer powerful tools for targeted advertising and audience
segmentation. By defining specific demographics, interests, behaviours,
and preferences, businesses can effectively target their ideal customers.

PAGE 19
Department of Distance & Continuing Education, Campus of Open Learning,
School of Open Learning, University of Delhi

Lesson 2_Edited.indd 19 19-09-2024 12:27:57

 SOCIAL MEDIA MARKETING

Notes This level of precision enables businesses to optimize their marketing

budget by reaching those most likely to be interested in their products
or services. By delivering personalized and relevant content to
specific audience segments, businesses can enhance their marketing
effectiveness and achieve better results.
3. Building and Reinforcing Brand Identity: Social media platforms
allow businesses to shape and strengthen their brand identity.
Through consistent branding elements, messaging, and storytelling,
businesses can establish a strong brand presence and personality.
Social media allows businesses to showcase their values, mission,
and unique selling propositions, setting them apart from competitors.
By consistently delivering high-quality content and engaging with
the audience, businesses can build trust, credibility, and long-term
relationships with customers.
4. Customer Engagement and Relationship Building: Social media
offers a direct and interactive channel for businesses to engage with
customers. Through comments, likes, shares, and direct messages,
businesses can foster real-time conversations and build meaningful
relationships with their audience. Social media platforms enable
businesses to promptly gather feedback, address customer inquiries
or concerns, and provide personalized support. Active customer
engagement creates a positive brand experience, improves customer
satisfaction, and cultivates customer loyalty.
5. Content Distribution and Viral Potential: Social media platforms
serve as a distribution channel for businesses to amplify their
content to a vast audience. Well-crafted and shareable content has
the potential to go viral, rapidly reaching many users. Social media
allows businesses to leverage user-generated content, collaborate
with influencers, and tap into viral trends to enhance brand exposure
and expand their marketing reach. By creating compelling and
share-worthy content, businesses can harness the viral potential of
social media, significantly increasing their brand’s visibility and
reach.
6. Data Insights and Analytics: Social media platforms provide
businesses with valuable data insights and analytics. These tools
offer information about audience demographics, engagement metrics,

20 PAGE
Department of Distance & Continuing Education, Campus of Open Learning,
School of Open Learning, University of Delhi

Lesson 2_Edited.indd 20 19-09-2024 12:27:57

 Social Media Marketing: Methods, Concepts and Importance

content performance, and conversion tracking. By analyzing these Notes

data, businesses can gain a deeper understanding of their target
audience, identify trends, measure the effectiveness of their marketing
efforts, and make data-driven decisions. Social media analytics
empower businesses to optimize their marketing strategies, refine
content, and allocate resources effectively.

CASE STUDY
Unleashing Business Growth Through Social Media Marketing
Introduction: XYZ Electronics, a prominent electronics retailer, un-
derstood the significance of social media marketing in reaching their
desired customer base and fostering business growth. They embraced
social media platforms as powerful tools to augment brand visibility,
engage with customers, and drive sales. This case study showcases how
XYZ Electronics effectively utilized social media marketing to achieve
remarkable success and establish a strong foothold in the market.
Objective: XYZ Electronics’ primary objective was to establish a
robust online presence, enhance brand awareness, and generate traf-
fic to its e-commerce website. Its aim was to leverage social media
platforms to showcase its products, connect with its target audience,
and ultimately increase sales and revenue.
Implementation
Platform Selection and Strategy: XYZ Electronics conducted thor-
ough market research to identify the social media platforms where
their target audience was most active. They focused their efforts on
platforms such as Facebook, Instagram, and YouTube, which are
known for their popularity among tech enthusiasts. XYZ Electron-
ics developed a comprehensive social media strategy encompassing
content creation, engagement techniques, and performance tracking.
Compelling Visual Content: Recognizing the importance of visuals
in the electronics industry, XYZ Electronics invested in high-quality
product photography and videography. They created visually appealing
content to showcase their latest products, features, and demonstra-
tions. The focus on captivating visuals helped capture their audience’s
attention and sparked interest in their offerings.

PAGE 21
Department of Distance & Continuing Education, Campus of Open Learning,
School of Open Learning, University of Delhi

Lesson 2_Edited.indd 21 19-09-2024 12:27:57

 SOCIAL MEDIA MARKETING

Notes Engaging and Informative Content: XYZ Electronics shared a mix

of engaging and informative content to provide value to their audience.
They published regular product updates, technology news, tips, and
tutorials. By positioning themselves as experts in the industry and
offering valuable insights, XYZ Electronics established credibility
and built trust with their followers.
Influencer Collaborations: To amplify its reach and tap into new
audiences, XYZ Electronics partnered with influential tech bloggers and
reviewers. The company collaborated with prominent tech influencers
to create sponsored content, reviews, and product demonstrations.
This collaboration increased brand exposure, extended reach, and
generated positive word-of-mouth recommendations.
Social Listening and Customer Engagement: XYZ Electronics
actively monitored social media conversations and engaged with its
audience in real-time. It promptly responded to customer inquiries,
addressed concerns, and provided personalized support. By actively
listening to their customers’ feedback and considering their sugges-
tions XYZ Electronics demonstrated a customer-centric approach and
strengthened customer loyalty.
Social Advertising Campaigns: XYZ Electronics harnessed the po-
tential of social media advertising to expand its reach and promote
its products and special offers. It implemented targeted advertising
campaigns that took into account demographics, interests, and be-
haviour, ensuring that its ads reached the most relevant audience.
This strategic approach proved effective in generating high-quality
leads, increasing website traffic, and ultimately driving conversions.
Results:
‹ Increased Brand Awareness and Reach: Through their focused
social media marketing efforts, XYZ Electronics experienced
a significant increase in brand awareness. Their social media
following grew exponentially, and their content reached a
broader audience through shares and engagement. This increased
brand visibility translated into enhanced brand recognition and
exposure to potential customers.

22 PAGE
Department of Distance & Continuing Education, Campus of Open Learning,
School of Open Learning, University of Delhi

Lesson 2_Edited.indd 22 19-09-2024 12:27:57

 Social Media Marketing: Methods, Concepts and Importance

‹ Enhanced Customer Engagement and Interaction: XYZ Notes

Electronics witnessed a surge in customer engagement and
interaction on their social media platforms. Followers actively
commented, liked, and shared their content, sparking conversations
and creating community. The enhanced level of customer
interaction facilitated by XYZ Electronics enabled them to gain
deeper insights into their customers’ needs, preferences, and
challenges, resulting in enhanced customer satisfaction.
‹ Improved Sales and Conversions: The strategic use of social
media marketing positively impacted XYZ Electronics’ sales
and conversions. By showcasing their products effectively,
highlighting promotions and discounts, and utilizing social
commerce features, XYZ Electronics experienced a notable
increase in online purchases and revenue. Social media was a
powerful channel for driving traffic to their e-commerce website
and converting leads into paying customers.
Conclusion: The case study of XYZ Electronics exemplifies the sig-
nificance of social media marketing in the business landscape. With a
carefully planned social media strategy, XYZ Electronics effectively
raised brand recognition, interacted with its target audience, and ex-
perienced substantial business expansion. By employing captivating
visuals, informative content, collaborations with influencers, active
customer engagement, and targeted advertising campaigns, XYZ
Electronics harnessed the potential of social media to enhance brand
visibility, cultivate customer loyalty, and ultimately boost sales and
revenue.

2.5 Summary
In today’s digital era, social media marketing has become an essential
and invaluable tool for businesses. With its expansive reach, precise
targeting options, brand-building potential, customer engagement pos-
sibilities, content distribution capabilities, and valuable data insights,
it plays a pivotal role in driving successful marketing campaigns. By
embracing social media marketing, businesses can establish meaningful
connections with their target audience, enhance brand visibility, ­c ultivate

PAGE 23
Department of Distance & Continuing Education, Campus of Open Learning,
School of Open Learning, University of Delhi

Lesson 2_Edited.indd 23 19-09-2024 12:27:57

 SOCIAL MEDIA MARKETING

Notes customer loyalty, and achieve remarkable growth in the fiercely com-
petitive digital landscape.

2.6 Self-Assessment Questions

1. Elucidate the significance of social media marketing and its potential
advantages for businesses across various scales.
2. Elaborate on the effective utilization of social media marketing
to establish brand awareness, foster customer loyalty, and propel
business expansion in the fiercely competitive digital realm.
3. Discuss how social media marketing enhances brand visibility, reaches
new audiences, and builds brand recognition.
4. Explore the significance of social media analytics in generating
valuable insights and facilitating informed marketing decisions based
on data analysis.

24 PAGE
Department of Distance & Continuing Education, Campus of Open Learning,
School of Open Learning, University of Delhi

Lesson 2_Edited.indd 24 19-09-2024 12:27:57

 L E S S O N

3
Harnessing the Power of
Online Forums, Blogs,
Online Communities and
Microblogs
Ms. Saumya Satija
Department of Commerce
Sri Guru Gobind Singh College of Commerce
University of Delhi

STRUCTURE
3.1 Learning Objectives
3.2 Introduction
3.3 Online Forums
3.4 Blogs
3.5 Online Communities
3.6 User-Generated Content
3.7 Microblogs
3.8 The Power of Microblogs in Social Media Marketing
3.9 Summary
3.10 Self-Assessment Questions

3.1 Learning Objectives

After reading this lesson student should be able to understand about:
‹ Online forums.
‹ Blogs and the different categories of blogs.
‹ Online Communities and their types.
‹ Micro Blogs.

PAGE 25
Department of Distance & Continuing Education, Campus of Open Learning,
School of Open Learning, University of Delhi

Lesson 3_Edited.indd 25 17-10-2024 18:48:55

 SOCIAL MEDIA MARKETING

Notes
3.2 Introduction
In addition to social media platforms, online forums, blogs, and commu-
nities play a significant role in shaping digital conversations and creating
engaged communities. These platforms provide spaces for individuals to
share knowledge, discuss common interests, and connect with like-minded
individuals. For businesses, leveraging online forums, blogs, and com-
munities can offer unique opportunities for brand visibility, customer
engagement, and market insights.
Let’s understand these platforms one by one.

3.3 Online Forums

Online forums, also known as discussion boards or message boards, are
platforms where users can engage in discussions on specific topics. These
forums cater to various niches and interests, allowing individuals to seek
advice, share experiences, and connect with others having similar inter-
ests. Businesses can participate in relevant forums to establish themselves
as industry experts and thought leaders. By providing valuable insights,
answering questions, and offering assistance, businesses can build brand
credibility, gain visibility, and attract potential customers.

3.4 Blogs
Blogs are platforms where individuals or businesses publish regular content
on specific topics. Blogs can be standalone websites or integrated within
larger websites. Businesses can utilize blogs to share industry insights,
thought leadership articles, product updates, and educational content.
26 PAGE
Department of Distance & Continuing Education, Campus of Open Learning,
School of Open Learning, University of Delhi

Lesson 3_Edited.indd 26 19-09-2024 12:30:07

 Harnessing the Power of Online Forums, Blogs, Online Communities

By consistently producing high-quality blog posts, businesses can position Notes

themselves as authorities in their field and attract a dedicated audience.
Blogs also offer opportunities for engagement through comments and
social media sharing, fostering a sense of community and interaction.

Let’s understand the different types of blogs one by one:

3.4.1 Personal Blog

There is no subject or target audience for the personal blog. Bloggers
write on the topics that interest them, including their hobbies, convic-
tions, everyday activities, politics, sports, etc., and they draw readers who
have similar interests. The author simply wants to change the world and
impart information or experience. They are most successful when they
locate a group of people who share their interests and create a commu-
nity around them.

3.4.2 Personal Brand Blog

In this blog, the brand is the blogger. They are used to establish the
blogger’s authority inside a given niche as a speaker, teacher, and thought
leader. It is frequently used for coaching, counselling, direction, spiritual-
ity, personal growth, etc. They frequently offer free downloaded materials
like e-books, guidelines, checklists, etc.

3.4.3 Corporate Blog

The primary objective of this blog is to drive website traffic and raise
awareness about the company’s products and services. The blog focuses
on topics relevant to their specific industry to attract individuals who are

PAGE 27
Department of Distance & Continuing Education, Campus of Open Learning,
School of Open Learning, University of Delhi

Lesson 3_Edited.indd 27 19-09-2024 12:30:07

 SOCIAL MEDIA MARKETING

Notes interested in that field. As the blog is managed by a corporate entity, it

can be categorized as a business blog.

3.4.4 Personal Services Blog

This blog covers subjects related to the services provided. These are ex-
cellent for providing nearby services like lawn mowing, childcare, house
sitting, dog walking, rubbish disposal, etc. Although the blog may earn
some money from advertisements or affiliate links, the main objective is
for the blogger to secure a job providing the requested services.

3.4.5 Podcast
This blog’s content consists of an embedded podcast (often audio or
video or both, depending on the platform from which it is provided),
together with a call to action, a description, a summary, or a transcript
of the podcast. Episodes make up the postings. The typical format of a
podcast is a chat, webinar, interview, training, etc.

3.4.6 Guest Blogs

These blogs’ articles are often written by visitors who are subject-mat-
ter specialists. This is different from employing authors. To expand the
audience, this involves inviting guest bloggers who already have a fol-
lowing of their own.

3.4.7 Affiliate Blog

This kind of blog primarily focuses on products in its content. Typically,
it takes the form of product reviews or instructions on how to use the
products. The recommendation is to use the blog’s affiliate link to make
the transaction.

3.5 Online Communities

Online communities bring together individuals with shared interests,
hobbies, or goals. These communities can exist on platforms dedicated
to community building, such as Reddit or specialized forums.
28 PAGE
Department of Distance & Continuing Education, Campus of Open Learning,
School of Open Learning, University of Delhi

Lesson 3_Edited.indd 28 19-09-2024 12:30:07

 Harnessing the Power of Online Forums, Blogs, Online Communities

Businesses can join or create their own communities to connect with their Notes
target audience directly. By actively engaging in discussions, providing value,
and understanding community dynamics, businesses can build relationships,
gain insights into customer preferences, and generate brand advocates.
Online communities offer a space for authentic interactions and can be
a valuable source of market research and feedback.

Different types of Online Communities include:

3.5.1 Brand Communities

Brand communities are a popular type of online communities that
revolve around a specific brand or company. As the name suggests,
these communities are centred around a particular brand, resulting in
diverse communities. The primary objective of brand communities is
to strengthen the emotional connection between community members
and the brand itself. These online communities aim to unite individuals
under a common identity created around the brand, forming a sense of
tribe. Members can engage with their favourite brand and fellow brand
enthusiasts within the community space. By bringing together the most
loyal customers in one place, brand communities aim to foster brand
loyalty.

3.5.2 Social Communities

Social communities are likely the most widespread and simplest to identify
of the many kinds of internet communities.They are communities centred
on establishing relationships with others.
PAGE 29
Department of Distance & Continuing Education, Campus of Open Learning,
School of Open Learning, University of Delhi

Lesson 3_Edited.indd 29 19-09-2024 12:30:08

 SOCIAL MEDIA MARKETING

Notes People congregate in social communities to chat, share, and have fun.
Social networks can be used by brands for marketing goals, particularly
to raise brand awareness. They are not venues for constant advertising
and promotions, in contrast to other kinds of online communities. Instead
of focusing on business operations, social groups are about connecting
and exchanging knowledge.
Key characteristics:
‹ The size of social groups can range greatly, from just a small, close-
knit group of friends to enormous communities with thousands of
members.
‹ Social networks can be compared to virtual house parties because
they bring people together to socialize and have conversations.
‹ Every social media site, such as Instagram, Facebook, and , has
social communities.

3.5.3 Influencer Blogs and Communities

In addition to creating their own blogs and communities, businesses can
leverage existing influencer blogs and communities. Influencers often
have dedicated followers who trust their recommendations and opinions.
Collaborating with influencers with relevant blogs or communities allows
businesses to tap into their established audience and gain exposure.
Businesses can contribute guest posts, participate in discussions, or sponsor
content within these influential communities, amplifying brand awareness
and driving targeted traffic to their own platforms.

3.5.4 Networking Communities

The focus of networking communities, as the name suggests, is network-
ing. In contrast to other online communities, networking communities
are only concerned with assisting members in discovering new ways to
expand their network. An industry or profession is the foundation for this
online community. Other networking groups aren’t at all professional.
Communities of situation and communities of support, for instance, might
also be categorized as networking communities.

30 PAGE
Department of Distance & Continuing Education, Campus of Open Learning,
School of Open Learning, University of Delhi

Lesson 3_Edited.indd 30 19-09-2024 12:30:08

 Harnessing the Power of Online Forums, Blogs, Online Communities

Notes
3.5.5 Learning Communities
Online communities focusing on learning and knowledge exchange come
in a wide variety. Learning communities unite students and learners in a
single collaborative setting. Learning communities allow students to ask
questions, explore concepts and ideas, and get peer feedback. They can
be a crucial source of emotional support for students during the learning
process and a place for expanding their knowledge.

3.6 User-Generated Content

Online forums, blogs, and communities provide ample opportunities to
create User-Generated Content (UGC). UGC encompasses various types
of content generated by users, including reviews, testimonials, and cre-
ative submissions. Businesses can actively encourage their customers and
community members to contribute content related to their brand, products,
or services. This UGC can be effectively displayed on websites, social
media platforms, or integrated into marketing campaigns. By incorpo-
rating UGC, businesses can enhance the authenticity of their messaging,
establish social proof, and foster a sense of community involvement and
engagement.

3.7 Microblogs
Microblogs have gained significant popularity in the digital land-
scape, offering users a platform to share brief, concise, and real-
time updates. These platforms, characterized by short-form content,

PAGE 31
Department of Distance & Continuing Education, Campus of Open Learning,
School of Open Learning, University of Delhi

Lesson 3_Edited.indd 31 19-09-2024 12:30:08

 SOCIAL MEDIA MARKETING

Notes have revolutionized the way information is shared and consumed.

Microblogs such as , Tumblr, and Weibo have become essential tools
for businesses to establish connections with their target audience, enhance
brand visibility, and promote engagement.

3.7.1 Types of Microblogging Platforms

‹ Nowadays, most companies include microblogging platforms in their
content strategies. The importance of short and frequent social updates
has grown as more customers aim to develop connections with brands.
Moreover, microblogging is particularly popular among the mobile
browsing population.
‹ Several well-known platforms for microblogging include:
(a) : One of the most popular platforms for microblogging. Short
posts, GIFs, article links, videos, and other content can be quickly
and easily shared on .
(b) Pinterest: Businesses that use Pinterest often connect to articles,
goods, and other resources for customers. Quick content links are
made possible via descriptions.
(c) Instagram: Instagram, a visual microblogging platform, allows
businesses to share stories and photos as part of their online
narrative.
(d) Facebook: As one of the most widely used social media platforms,
Facebook is a valuable tool for microblogging.
(e) Tumblr: Another popular microblogging platform, Tumblr allows
users to tag specific topics to attract attention from targeted
audiences.

32 PAGE
Department of Distance & Continuing Education, Campus of Open Learning,
School of Open Learning, University of Delhi

Lesson 3_Edited.indd 32 19-09-2024 12:30:09

 Harnessing the Power of Online Forums, Blogs, Online Communities

Notes
3.7.2 Benefits of Microblogging
Without realizing it, most businesses now use microblogging.
A microblogging strategy is essential for connecting with contemporary
consumers. A microblog has several advantages, such as:
‹ Regular Posting: In content marketing, consistency is essential.
Microblogging enables businesses to communicate condensed
content more quickly. As a result, more conversations can be held
with customers.
‹ Less Time Spent on Creating Content: Some businesses find
it difficult to regularly produce extensive article material. The
relationships between longer blog, video, and infographic entries
are maintained by microblogs.
‹ Real-Time Sharing: Microblogging platforms facilitate the swift
information sharing in fast-paced environments. A concise tweet or
post can effectively communicate sales promotions, breaking news,
and other crucial updates to a wider audience.

3.8 The Power of Microblogs in Social Media Marketing

Microblogs have gained significant popularity in the digital landscape.
They offer users a platform to share brief, concise, and real-time updates.
Microblogs have become valuable tools for businesses to connect with
their audience, build brand awareness, and drive engagement.
The following points enumerate how the power of Microblogs can be
leveraged by businesses:
1. Real-Time Communication: One of the key advantages of microblogs
is their ability to facilitate real-time communication. Microblogging
platforms allow users to post updates instantly, making them ideal
for sharing time-sensitive information, announcements, or live event
coverage. Businesses can leverage this real-time aspect to engage
with their audience, provide immediate customer support, or share
news and updates about their products or services. By being present
and active on microblogs, businesses can establish themselves as
timely and responsive brands.

PAGE 33
Department of Distance & Continuing Education, Campus of Open Learning,
School of Open Learning, University of Delhi

Lesson 3_Edited.indd 33 19-09-2024 12:30:09

 SOCIAL MEDIA MARKETING

Notes 2. Concise and Digestible Content: Microblogs are known for their
short-form content, typically limited to a certain character count
per post. This constraint forces businesses to deliver their message
succinctly and effectively. Crafting concise and digestible content
requires businesses to distil their key messages and communicate
them in a compelling manner. Microblogging challenges businesses
to be creative, engaging, and impactful with limited text. This
approach allows for quick and easy consumption of information,
catering to the fast-paced nature of online audiences.
3. Hashtags and Trending Topics: Microblogs have popularized of
hashtags, which help categorize and discover content on specific
topics. Hashtags enable businesses to increase the visibility of their
posts and connect with a broader audience beyond their immediate
followers. By incorporating relevant and trending hashtags, businesses
can join conversations, participate in discussions, and tap into
popular trends. This strategy can increase brand exposure, attract
new followers, and enhance discoverability.
4. Influencer Collaboration: Microblogs allow businesses to collaborate
with influencers and amplify their brand message. These Influencers
having large following on microblogging platforms can help businesses
reach their target audience effectively. By partnering with them,
businesses can leverage their influence, credibility, and engagement
to promote their products or services. Influencer collaborations on
microblogs can generate buzz, drive traffic to businesses’ profiles
or websites, and increase brand awareness.
5. Community Engagement and Feedback: Microblogs foster
community and enable businesses to engage directly with their
audience. Through comments, likes, reposts, and replies, businesses
can interact with their followers, address queries, and cultivate
meaningful relationships. Microblogs provide a platform for businesses
to gather feedback, conduct polls, or run surveys, enabling them
to better understand customer preferences and make data-driven
decisions. Engaging with the microblogging community can create
brand advocates, foster loyalty, and generate valuable user-generated
content.

34 PAGE
Department of Distance & Continuing Education, Campus of Open Learning,
School of Open Learning, University of Delhi

Lesson 3_Edited.indd 34 19-09-2024 12:30:09

 Harnessing the Power of Online Forums, Blogs, Online Communities

6. Viral Content and Amplification: Microblogs are viral, with posts Notes
easily being shared, reposted, and amplified within the platform.
Businesses can leverage this viral potential by creating engaging and
shareable content. Memes, GIFs, short videos, and catchy phrases
are often shared and spread rapidly on microblogs. By producing
compelling and share-worthy content, businesses can increase their
reach, attract new followers, and generate brand awareness through
organic amplification.

CASE STUDY
Harnessing The Power of Online Forums, Blogs, Online Commu-
nities, and Microblogs
Introduction: Technosoft Tech Solutions, a software development
company, recognized the potential of online forums, blogs, online
communities, and microblogs to engage with their target audience
and build brand authority. They strategically utilized these platforms
to share knowledge, address customer queries, foster community
interactions, and establish themselves as industry leaders. This case
study showcases how Technosoft Tech Solutions effectively harnessed
the power of these online platforms to drive customer engagement,
enhance brand reputation, and generate business opportunities.
Objective: The primary objective of Technosoft Tech Solutions was to
establish thought leadership, provide valuable insights, and cultivate a
community around its software solutions. It aimed to leverage online
forums, blogs, online communities, and microblogs to share expertise,
engage with its audience, and ultimately drive business growth by show-
casing its capabilities and attracting potential customers.
Implementation:
‹ Active Participation in Online Forums: Technosoft Tech
Solutions identified industry-specific online forums where
their target audience actively sought information and engaged
in discussions. They actively participated in these forums by
providing valuable insights, answering questions, and sharing
their expertise. This helped establish Technosoft Tech Solutions
as a trusted authority in the industry, and their contributions
generated visibility and credibility.

PAGE 35
Department of Distance & Continuing Education, Campus of Open Learning,
School of Open Learning, University of Delhi

Lesson 3_Edited.indd 35 19-09-2024 12:30:09

 SOCIAL MEDIA MARKETING

Notes ‹ Creating an Informative and Engaging Blog: Technosoft Tech

Solutions launched a blog on its website to share in-depth articles,
tutorials, and case studies related to its software solutions. The
company focused on providing valuable and actionable content
that addressed common pain points and challenges faced by its
target audience. The blog became a go-to resource for industry
professionals seeking insights and guidance.
‹ Building an Online Community: Technosoft Tech Solutions
recognized the importance of fostering a community around thier
brand. They created an online community platform where customers,
developers, and enthusiasts could connect, share ideas, and seek
support. The platform facilitated discussions, Q&A sessions, and
knowledge sharing, allowing Technosoft Tech Solutions to engage
directly with thier audience and foster a sense of belonging.
‹ Leveraging Microblogs for Real-Time Updates: To provide
real-time updates and engage with their audience on trending
topics, Technosoft Tech Solutions utilized microblogging platforms
like and Weibo. They shared industry news, software updates,
and relevant insights in short and concise posts. Microblogs
enabled Technosoft Tech Solutions to stay connected with its
audience, address queries, and showcase their expertise within
the fast-paced nature of these platforms.
Results:
‹ Enhanced Thought Leadership and Brand Authority: By
actively participating in online forums and consistently sharing
valuable content through their blog, Technosoft Tech Solutions
established themselves as thought leaders in the software
development industry. Their contributions, expertise, and insights
garnered respect and trust from their target audience, positioning
them as a go-to resource for industry knowledge.
‹ Increased Brand Visibility and Engagement: The online community
platform created by Technosoft Tech Solutions successfully fostered
a vibrant and engaged community. Members actively participated
in discussions, shared experiences, and sought advice, leading to
increased brand visibility and awareness. The community became
a hub for knowledge sharing, networking, and collaboration.
36 PAGE
Department of Distance & Continuing Education, Campus of Open Learning,
School of Open Learning, University of Delhi

Lesson 3_Edited.indd 36 19-09-2024 12:30:10

 Harnessing the Power of Online Forums, Blogs, Online Communities

‹ Generating Business Opportunities: Through their active Notes

presence and engagement on online forums, Technosoft Tech
Solutions attracted the attention of potential customers and
business partners. By providing valuable insights, addressing
queries, and showcasing their expertise, they generated leads
and opportunities for collaborations and business partnerships.
‹ Real-Time Updates and Industry Relevance: Leveraging
microblogging platforms, Technosoft Tech Solutions maintained a
real-time presence and kept its audience informed about industry
news, product updates, and relevant trends. This helped them
stay relevant, engage with their audience on trending topics, and
establish themselves as a company at the forefront of industry
developments.
Conclusion: The case study of Technosoft Tech Solutions demon-
strates the power of online forums, blogs, online communities, and
microblogs in driving customer engagement, establishing thought
leadership, and generating business opportunities.
By actively participating in forums, creating informative blogs, fostering
online communities, and utilizing microblogs for real-time updates,
Technosoft Tech Solutions successfully positioned themselves as in-
dustry leaders, built a community around their brand, and capitalized
on the interactive nature of these platforms to drive business growth.

3.9 Summary
Online forums, blogs, and communities offer businesses unique opportunities
to engage with their target audience, establish thought leadership, and gain
valuable market insights. Online forums provide spaces for discussions
and building credibility, while blogs allow businesses to share valuable
content and engage with readers. Online communities offer authentic in-
teractions and insights into customer preferences, and microblogs enable
real-time communication and concise content sharing. By participating in
relevant discussions, creating informative blog content, fostering commu-
nity engagement, and leveraging influencer partnerships, businesses can
build brand credibility. Microblogs are given special attention, with an
explanation of popular platforms like , Instagram, and Facebook. The

PAGE 37
Department of Distance & Continuing Education, Campus of Open Learning,
School of Open Learning, University of Delhi

Lesson 3_Edited.indd 37 19-09-2024 12:30:10

 SOCIAL MEDIA MARKETING

Notes benefits of microblogging for businesses are outlined, including real-time

communication, concise content delivery, hashtag usage, influencer col-
laboration, community engagement, and viral content potential.

3.10 Self-Assessment Questions

1. Explain how online forums, blogs, and communities play a significant
role in shaping digital conversations online in social media marketing.
2. What do you understand by Blogs? Explain the different categories
of Blogs.
3. What are Online Communities? Explain the different types of
Communities with examples.
4. What do you understand by Microblogs? List some common
Microblogging platforms.
5. Explain User Generated Content? Explain with the help of an example.

38 PAGE
Department of Distance & Continuing Education, Campus of Open Learning,
School of Open Learning, University of Delhi

Lesson 3_Edited.indd 38 19-09-2024 12:30:10

 L E S S O N

4
Social Media Marketing
Channels
Ms. Saumya Satija
Department of Commerce
Sri Guru Gobind Singh College of Commerce
University of Delhi

STRUCTURE

4.1 Learning Objectives

4.2 Introduction to Social Media Marketing Channels
4.3 An Overview of Some Social Media Marketing Platforms
4.4 Social Media Marketing Concepts and Strategies on Facebook, LinkedIn, and
YouTube
4.5 Social Networks
4.6 Summary
4.7 Self-Assessment Questions

4.1 Learning Objectives

After reading this lesson students should be able to understand:
‹ Social Media Platforms.
‹ The most widely used social media platforms.
‹ Key features of most widely used social media platforms.
‹ Social Networks.

4.2 Introduction to Social Media Marketing Channels

Social media marketing channels are online platforms that allow individuals and businesses
to create, share, and engage with content in a social context. These channels have become
integral to marketing strategies due to their extensive reach, ability to target specific audi-
ences, and the potential for building brand awareness and driving business growth. Some
popular social media marketing channels include Facebook, LinkedIn, YouTube, Instagram,
, Pinterest, TikTok, Snapchat, Reddit, etc.
PAGE 39
Department of Distance & Continuing Education, Campus of Open Learning,
School of Open Learning, University of Delhi

Lesson 4_Edited.indd 39 17-10-2024 18:50:34

 SOCIAL MEDIA MARKETING

Notes
4.3 An Overview of Some Social Media Marketing
Platforms
Here’s an overview of some popular social media marketing platforms:
Channel People (Focus) Content Strategies Cons
Facebook � 25 – 34 � Photos & Links � Local Marketing �  eak Organic
W
� Boomers � Information � Advertising Reach
� Live Video � Relationships
YouTube � 18 – 35 � How – to � Organic �  ideo is
V
� Webinars � SEO resource
� Explainers � Advertising heavy
Instagram � 18 – 34 � Inspiration � E – commerce � High Ad Costs
� Millennials � Adventure � Organic
� Questions & Polls � Influencer
Twitter � 25 – 49 � News � Customer � Small Ad
� Educated � Discussion ­Service Audience
� Humour/Sarcasm � Ads for males
LinkedIn � Professionals �  ong – form
L � B2B �  d Reporting
A
content � Organic & Custom
� Core Values � International Audience
TikTok � 10 – 19 � Entertainment � Influencer � Relationship
� Female � Humour � Series Content Building
� Challenges
Snapchat � 13 – 34 � Trends � Video Ads � Relationship
� Teens � Silly � App Marketing Building
� Feel - good

4.4 Social Media Marketing Concepts and Strategies on

Facebook, LinkedIn, and YouTube

4.4.1 Facebook
Facebook functions as one of the most popular local business direc-
tories and the world’s most prominent social networking platform. All
ages use it to communicate with friends and family, participate in fo-
rums and groups, locate nearby establishments, and follow companies.
Facebook is a great tool for social media marketing because it devel-
op relationships with present clients announce alterations to operating
hours, special occasions, and achievements and hosts and conferences
and live streaming.

40 PAGE
Department of Distance & Continuing Education, Campus of Open Learning,
School of Open Learning, University of Delhi

Lesson 4_Edited.indd 40 19-09-2024 12:31:45

 Social Media Marketing Channels

With over 2.8 billion active users every month, Facebook is an estab- Notes
lished social network that offers businesses an efficient means to engage
with their target market. To effectively utilize Facebook for social media
marketing, consider the following concepts and strategies:
‹ Target Audience: Facebook allows businesses to define their target
audience based on demographics, interests, behaviours, and other
parameters. Understanding the target audience is a fundamental
concept in Facebook marketing as it allows businesses to create
advertisements that resonate with their interests and preferences.
‹ Content Planning: Developing a content strategy is crucial for
Facebook marketing. This concept involves creating a plan for the
type of content to be shared, including posts, images, videos, and
other engaging formats. To increase engagement and encourage
desired activities, the material align with the brand’s messaging,
objectives, and target audience’s interests.
‹ Branding and Consistency: Establishing a strong brand presence on
Facebook is essential. This concept involves maintaining consistent
branding elements such as logo, colour scheme, tone of voice, and
visual style across all content and interactions. Consistency helps
build brand recognition, trust, and loyalty among Facebook users.
‹ Community Engagement: Engaging with the Facebook community
is a key concept in social media marketing. It involves actively
interacting with followers, responding to comments and messages,
initiating conversations, and encouraging user-generated content.
Building a sense of community fosters brand loyalty and advocacy.
‹ Data Analysis and Insights: Facebook provides valuable data and
analytics tools to understand the performance of marketing efforts.
Data analysis involves tracking metrics such as reach, engagement,
click-through rates, conversions, and return on ad spend. Analyzing
these insights helps optimize future strategies and make informed
marketing decisions.
Social Media Marketing Strategies Used in Facebook:
‹ Paid Advertising: Facebook offers various advertising options, such
as boosted posts, carousel ads, video ads, and targeted ads through
Facebook Ads Manager. Developing a paid advertising strategy

PAGE 41
Department of Distance & Continuing Education, Campus of Open Learning,
School of Open Learning, University of Delhi

Lesson 4_Edited.indd 41 19-09-2024 12:31:45

 SOCIAL MEDIA MARKETING

Notes involves setting clear campaign objectives, defining a target audience,

budget allocation, ad creative creation, and monitoring campaign
performance to maximize reach, engagement, and conversions.
‹ Content Curation and Creation: A content strategy on Facebook
involves curating and creating engaging content that resonates with
the target audience. This strategy includes planning and scheduling
posts, utilizing storytelling techniques, leveraging visual elements,
and incorporating a mix of informative, entertaining, and promotional
content to keep the audience engaged and interested.
‹ Influencer Collaborations: Partnering with influencers who have
a significant following on Facebook can be an effective strategy.
Identifying relevant influencers in the target industry or niche and
collaborating with them to promote products or services can help
increase brand visibility, credibility, and reach among their dedicated
followers.
‹ Facebook Groups: Creating or participating in relevant Facebook
groups can effectively build a community around a specific interest
or topic. Engaging in meaningful discussions, providing valuable
insights, and sharing relevant content within these groups can help
establish thought leadership, gain exposure, and nurture relationships
with potential customers.
‹ Retargeting and Custom Audiences: Utilizing Facebook’s retargeting
capabilities is a powerful strategy to re-engage users who have
previously interacted with the brand. Creating custom audiences
based on website visitors, email lists, or specific behaviours allows
for targeted remarketing campaigns, increasing the chances of
conversions and maximizing ROI.

4.4.2 LinkedIn
LinkedIn is a business network, and an encouraging community that
promotes virtues like leadership, knowledge, and morality. In addition to
networking, discovering prospects, and exchanging knowledge about the
industry, it’s a great place to promote your corporate culture and create
your unique identity. Use the various LinkedIn corporate page elements
carefully as you build your page. LinkedIn is a great resource for:

42 PAGE
Department of Distance & Continuing Education, Campus of Open Learning,
School of Open Learning, University of Delhi

Lesson 4_Edited.indd 42 19-09-2024 12:31:45

 Social Media Marketing Channels

Recruiting top people, networking with colleagues and clients, sharing Notes
corporate milestones and culture, and publishing industry news and insights.
Social Media Marketing Concepts used in LinkedIn
‹ Professional Networking: LinkedIn is a professional social media
platform focused on networking and career development. Professional
networking involves building connections, fostering relationships, and
engaging with a community of professionals in relevant industries
or fields.
‹ Personal Branding: LinkedIn offers individuals an opportunity to
establish and enhance their personal brand. This concept involves
creating a professional profile that highlights skills, experience,
achievements, and industry expertise. Developing a strong personal
brand on LinkedIn helps build credibility, attract opportunities, and
showcase professional achievements.
‹ B2B Marketing: LinkedIn is widely used for Business-to-Business
(B2B) marketing due to its professional user base. The concept
of B2B marketing on LinkedIn revolves around targeting specific
companies, industry professionals, decision-makers, and relevant
job titles to reach potential clients or partners.
‹ Thought Leadership: Establishing thought leadership is a key
concept on LinkedIn. It involves sharing valuable industry insights,
expertise, and knowledge through articles, posts, and engaging with
relevant discussions. Thought leaders on LinkedIn gain credibility,
influence, and recognition within their professional communities.
‹ Content Distribution: LinkedIn provides a platform for content
distribution, including articles, blog posts, videos, and presentations.
Content distribution on LinkedIn involves sharing informative and
engaging content that resonates with the target audience, showcases
expertise, and adds value to their professional lives.
Social Media Marketing Strategies used in LinkedIn:
‹ Profile Optimization: A LinkedIn marketing strategy begins with
optimizing personal and company profiles. This includes creating
compelling headlines, professional summaries, and detailed descriptions
highlighting key skills, achievements, and unique selling propositions.
Optimized profiles increase visibility and attract relevant connections.

PAGE 43
Department of Distance & Continuing Education, Campus of Open Learning,
School of Open Learning, University of Delhi

Lesson 4_Edited.indd 43 19-09-2024 12:31:46

 SOCIAL MEDIA MARKETING

Notes ‹ Targeted Advertising: LinkedIn offers a range of advertising

options, including sponsored content, text ads, and sponsored InMail
messages. Developing a targeted advertising strategy involves defining
specific audience criteria, such as job title, industry, company size,
and location, to reach the desired target audience effectively.
‹ LinkedIn Groups Engagement: Engaging with LinkedIn Groups
relevant to the industry or target audience is an effective strategy.
Participating in discussions, sharing valuable insights, and networking
with group members helps establish credibility, expand professional
networks, and generate leads or referrals.
‹ Thought Leadership Content: Publishing and sharing thought-
provoking, educational, and industry-specific content is a powerful
strategy on LinkedIn. This can be accomplished through long-form
articles, regular posts, and curated content. Thought leadership content
establishes expertise, attracts followers, and fosters engagement.
‹ Employee Advocacy: Encouraging employees to actively participate
on LinkedIn and share company-related content amplifies the reach
and credibility of the brand. Implementing an employee advocacy
program helps leverage the collective networks of employees,
expanding the brand’s visibility and fostering industry connections.
‹ LinkedIn Pulse: Publishing content on LinkedIn Pulse, the platform’s
publishing platform, is a strategy to reach a broader audience
and showcase expertise. Sharing well-crafted articles that address
industry trends and challenges or provide valuable insights helps
build thought leadership and generate engagement.
‹ Relationship Building: Actively engaging with connections on
LinkedIn through personalized messages, commenting on their posts,
and congratulating them on their achievements is a relationship-
building strategy. Nurturing professional relationships on LinkedIn
strengthens connections, increases visibility, and fosters potential
collaborations or business opportunities.

4.4.3 YouTube
YouTube can be considered a social media marketing channel despite
not being commonly perceived as one. This is due to its features that
enable users to upload videos to their channels, engage with content
44 PAGE
Department of Distance & Continuing Education, Campus of Open Learning,
School of Open Learning, University of Delhi

Lesson 4_Edited.indd 44 19-09-2024 12:31:46

 Social Media Marketing Channels

through comments, likes, and shares, follow other accounts, and receive Notes
personalized video recommendations on their home pages. When utilizing
YouTube for social media marketing, the primary focus should be on de-
livering valuable content rather than striving for viral success. YouTube
is particularly suitable for:
‹ Tutorials, how-to, and explainer videos
‹ Shoppable YouTube live streams
‹ Advertising (video ads and display ads on the platform)
‹ SEO (video is dominating the “how to”)
Social Media Marketing Concepts used in YouTube:
‹ Video Content Creation: YouTube is a video-centric platform and
the concept of video content creation is at the core of YouTube
marketing. It involves producing high-quality, engaging, and relevant
videos that resonate with the target audience and align with the
brand’s messaging and goals.
‹ Channel Optimization: Optimizing the YouTube channel is crucial
for visibility and audience engagement. This concept involves creating
a visually appealing channel layout, utilizing relevant keywords
in channel descriptions and tags, and organizing video playlists to
enhance the user experience and attract subscribers.
‹ Audience Engagement: YouTube encourages audience engagement
through comments, likes, shares, and subscriptions. Audiences engagement
focuses on fostering interactions with viewers by responding to
comments, encouraging discussions, and actively participating in the
YouTube community.
‹ Collaboration and Influencer Marketing: Collaborating with other
YouTubers or influencers in the industry is a popular concept on
YouTube. Partnering with influencers or channels with a similar
target audience can help expand reach, gain credibility, and tap into
a broader subscriber base.
‹ Video SEO: Optimizing videos for search engines is a key concept
for YouTube marketing success. This includes conducting keyword
research, incorporating relevant keywords in titles, descriptions,
and tags, and utilizing closed captions and transcripts to improve
visibility in search results.
PAGE 45
Department of Distance & Continuing Education, Campus of Open Learning,
School of Open Learning, University of Delhi

Lesson 4_Edited.indd 45 19-09-2024 12:31:46

 SOCIAL MEDIA MARKETING

Notes Social Media Marketing Strategies used in YouTube:

‹ Content Strategy and Planning: Developing a content strategy is
crucial for YouTube marketing. This strategy involves defining the
target audience, identifying content themes and formats, planning
a content calendar, and ensuring a consistent publishing schedule
to maintain audience engagement and attract new viewers.
‹ Branding and Visual Identity: Establishing a strong visual
identity is important for YouTube marketing. This strategy includes
incorporating brand elements such as logos, colour schemes, and
consistent visual styles in video intros, thumbnails, and channel
artwork. Branding helps create brand recognition and reinforces
brand messaging.
‹ Video Promotion and Distribution: Promoting videos and
maximizing their reach is a key strategy. This includes sharing
videos on other social media platforms, embedding them on
websites or blogs, leveraging email marketing, and engaging in
cross-promotion with other channels or influencers to expand the
audience’s reach.
‹ YouTube Advertising: Utilizing YouTube’s advertising options can
be an effective strategy to reach a wider audience. This includes
running TrueView in-stream ads, bumper ads, or display ads to
target specific demographics, interests, or keywords and increase
visibility and engagement.
‹ Call-to-Action and Audience Conversion: Strategically incorporating
call-to-action elements within videos and video descriptions is
essential for driving audience conversion. This strategy involves
directing viewers to subscribe, like, comment, share, visit a website,
or take other desired actions to build a loyal subscriber base and
drive traffic to external platforms.
‹ Analytics and Insights: Leveraging YouTube analytics tools is
crucial for optimizing performance. This strategy involves analyzing
metrics such as views, watch time, audience retention, demographics,
and engagement rates to gain insights, identify trends, and refine
future video content and marketing strategies.

46 PAGE
Department of Distance & Continuing Education, Campus of Open Learning,
School of Open Learning, University of Delhi

Lesson 4_Edited.indd 46 19-09-2024 12:31:46

 Social Media Marketing Channels

‹ Monetization and Revenue Generation: For businesses looking Notes

to generate revenue through YouTube, the strategy may involve
monetizing the channel through advertising, channel memberships,
merchandise sales, or sponsored content collaborations with brands.

4.4.4 Pinterest
Pinterest is a visual discovery platform that serves as a digital pin board
for collecting and organizing images, articles, and ideas. Users can create
boards based on their interests, hobbies, or projects and save or share
content from the web. Pinterest is popular for inspiration, DIY projects,
recipes, fashion, and home decor.

4.4.5 Snapchat
Snapchat is a multimedia messaging app known for its disappearing
content. Users can share photos, videos, and the ability to messages
that vanish after being viewed. Snapchat offers features like filters,
lenses, stories, and the ability to discover content from publishers. It
is popular among younger demographics for its real-time and authentic
sharing experience.

4.5 Social Networks

Social networks are new media platforms that offer free, earned, or paid-
for platforms that demand innovation and ongoing user participation. In
reality, social networking online is a tailored experience where each user
is given attention according to their platform of choice. As a result, online
social networks define experiences in terms of the connections made, the
information shared, and the tools people use to communicate.
Building Relationships on Social Networks: The social network that
customers use impact the way the connection progresses. Blogging, pub-
lishing videos, and finding and creating friends are just a few features
that social networks provide to enhance communication and information
sharing.

PAGE 47
Department of Distance & Continuing Education, Campus of Open Learning,
School of Open Learning, University of Delhi

Lesson 4_Edited.indd 47 19-09-2024 12:31:46

 SOCIAL MEDIA MARKETING

Notes Relationship Formation on Social Networks: The social network that

clients utilize affects how the connection develops. Finding and making
friends, blogging, and video publishing are just a few of the elements that
social networks offer to improve engagement and information exchange.
However, each platform has distinct rules and methods for finding and
making friends.
How to Use Online Social Networks Successfully?
Accordingly, to succeed in the SMM campaign through online social net-
works, businesses must design more customer-centric products and services.
Additionally, companies must use data from social networks to understand
the rationale, feelings, and motivations of current and future clients.
By implementing these approaches, businesses will actualize marketing
strategies that foster immersive consumer experiences.

CASE STUDY
Harnessing the Power of Instagram
Introduction: Trendy clothing company Fab Fashion Boutique un-
derstood the enormous potential of Instagram as a visual medium to
communicate with their target market. They used Instagram wisely
to promote their most recent collections, interact with fans, and raise
brand recognition. This case study demonstrates how Fab Fashion
Boutique used Instagram to develop its brand, establish a strong
online presence, and improve consumer interaction.
Objective: Customers were encouraged by Fab Fashion Boutique to
produce and distribute content showcasing their goods. They estab-
lished brand-specific hashtags and encouraged clients to post pictures
of their daily outfits or style concepts using such hashtags. To build
authenticity, promote consumer connection, and create a community
around its business, Fab Fashion Boutique used its Instagram feed
and stories to include user-generated material.
Fab Fashion Boutique’s main goals were to create an alluring visual
presence, raise brand awareness, and enhance traffic to its online

48 PAGE
Department of Distance & Continuing Education, Campus of Open Learning,
School of Open Learning, University of Delhi

Lesson 4_Edited.indd 48 19-09-2024 12:31:46

 Social Media Marketing Channels

store. They wanted to highlight their distinctive fashion products, Notes

interact with their target audience, and eventually increase sales and
income by utilizing Instagram’s visual nature and large user base.
Implementation:
‹ Captivating Visual Content: To showcase their stylish items,
Fab Stylish Boutique spent money on professional photography
and carefully selected aesthetically engaging material. They
concentrated on producing visually appealing and consistent
pictures that drew in their target market. They displayed the
variety and style of their apparel range with lifestyle photos and
product close-ups, ensuring their Instagram feed was aesthetically
pleasing and inviting.
‹ Influencer Collaborations: Fab Fashion Boutique worked with
well-known bloggers and influencers in the fashion industry
after seeing the potential of influencer marketing. They found
influencers with a sizable fan base whose aesthetic matched their
brand. Fab Fashion Boutique leveraged the authority and reach of
the influencers through sponsored posts, product placements, and
partnerships to grow their following and promote their business.
‹ Engaging Captions and Stories: Fab Fashion Boutique used
engaging captions to accompany their visual content. They
leveraged storytelling, conveyed brand messaging, and encouraged
audience interaction through call-to-actions. Additionally, they
utilized Instagram Stories to provide behind-the-scenes glimpses,
sneak peeks of new collections and exclusive discounts. This
approach fostered a sense of exclusivity and urgency among their
followers, driving engagement and creating a loyal community.
‹ User-Generated Content: Fab Fashion Boutique accompanied
their picture assets with interesting subtitles. Using call-to-action,
they emphasised the brand message, used narrative, and promoted
audience participation. They also used Instagram Stories to offer
behind-the-scenes looks, previews of upcoming collections, and
exclusive deals. This strategy increased interaction and helped
to establish a devoted group by instilling a feeling of urgency
and exclusivity among their followers.

PAGE 49
Department of Distance & Continuing Education, Campus of Open Learning,
School of Open Learning, University of Delhi

Lesson 4_Edited.indd 49 19-09-2024 12:31:46

 SOCIAL MEDIA MARKETING

Notes ‹ Instagram Ads and Shoppable Posts: Instagram advertising

and shoppable posts were used by Fab Fashion Boutique to
enhance conversions and increase traffic to its online store.
To reach a larger audience, they executed tailored advertising
campaigns based on demographics, interests, and behaviours.
Shoppable posts made it easy for users to buy goods straight
from Instagram, streamlining the purchasing process, and
boosting sales.
Results:
‹ Increased Brand Awareness and Reach: The brand recognition
of Fab Fashion Boutique significantly increased because of its
clever usage of Instagram. Its number of followers increased
consistently, and via sharing and interaction, its material was
seen by a larger audience. This improved brand recognition
resulted in more website visitors and exposure to prospective
clients.
‹ Enhanced Customer Engagement and Interaction: Consumer
engagement for Fab Fashion Boutique increased as a result
of their constant posting of aesthetically appealing images,
interesting descriptions, and behind-the-scenes stories. Their
followers actively commented, liked, and shared on their
posts, resulting in worthwhile exchanges and discussions. This
greater involvement enabled Fab Fashion Boutique to learn
more about their clients’ choices, get feedback, and forge
closer connections.
‹ Improved Sales and Conversions: Sales and conversions at
Fab Fashion Boutique increased as a result of the clever use
of Instagram’s advertising tools and shoppable posts. They saw
an increase in online sales and income by using Instagram to
showcase their items and offer a smooth purchasing experience.
For generating quality leads and turning them into paying clients,
Instagram was a potent route.
Conclusion: The Fab Fashion Boutique case study demonstrates the
efficacy of Instagram as a visual medium to boost consumer interac-
tion, raise brand recognition, and boost sales. Fab Fashion Boutique

50 PAGE
Department of Distance & Continuing Education, Campus of Open Learning,
School of Open Learning, University of Delhi

Lesson 4_Edited.indd 50 19-09-2024 12:31:46

 Social Media Marketing Channels

used Instagram effectively to connect with their target audience, build Notes
a strong online presence, and promote business growth. They did
this by utilizing engaging visual content, influencer collaborations,
engaging captions and stories, user-generated content, and Instagram’s
advertising features.

4.6 Summary
The world of social media is diverse and ever evolving, with each plat-
form offering unique features and catering to different user preferences.
Understanding the characteristics and functionalities of popular social
media platforms is essential for individuals and businesses to effectively
engage with their target audience, build relationships, and leverage the
platforms’ capabilities for personal and professional growth. By choosing
the right platforms and utilizing their features strategically, users can
make the most of social media’s vast potential.

4.7 Self-Assessment Questions

1. Explain the most widely used social media platforms and their key
features.
2. Pick any two most common social media platforms that you use daily
and explain how they can be used as a powerful marketing tool.
3. When was the first time you interacted on social media networks?
How many times do you use various social media platforms per day?

PAGE 51
Department of Distance & Continuing Education, Campus of Open Learning,
School of Open Learning, University of Delhi

Lesson 4_Edited.indd 51 19-09-2024 12:31:46

 L E S S O N

5
The Use of Listening Tools
in Social Media Marketing
Ms. Saumya Satija
Department of Commerce
Sri Guru Gobind Singh College of Commerce
University of Delhi

STRUCTURE
5.1 Learning Objectives
5.2 Introduction
5.3 What is Social Listening?
5.4 Comparison of Social Monitoring and Social Listening
5.5 What Benefits Could a Social Listening Strategy Bring to Your Company?
5.6 Examples of Social Media Listening and Tracking Applications
5.7 Summary
5.8 Self-Assessment Questions

5.1 Learning Objectives

After reading this chapter, students should be able to understand about:
‹ In this chapter, we will explore the use of listening tools in social media marketing.
‹ Benefits of social media listening tools.

5.2 Introduction
Social media has become a vital channel for businesses to connect and engage with their
target audience. To maximize the effectiveness of social media marketing efforts, businesses
must not only create and share content but also actively listen to and monitor conversations
on social media platforms. This is where listening tools come into the picture.

52 PAGE
Department of Distance & Continuing Education, Campus of Open Learning,
School of Open Learning, University of Delhi

Lesson 5_Edited.indd 52 17-10-2024 18:51:51

 The Use of Listening Tools in Social Media Marketing

Notes
5.3 What is Social Listening?
Monitoring social media channels for mentions of your brand, those of
your competitors, and relevant keywords is known as social listening. You
may monitor each and every mention of your business on social media in
real-time by using social listening. This will provide you with important
information on how customers feel about your goods or services, their
problems, and what they want to see from you in the future. However,
social listening is more than just monitoring brand remarks. Additionally,
you may use it to monitor rival brands, popular articles, and sentimental
research on themes about your industry.
You can utilize this insight to inform anything from marketing and product
planning to customer service and support, enabling you to make more
informed decisions that will improve the bottom line of your company.

5.4 Comparison of Social Monitoring and Social Listening

Social media monitoring is more reactionary than social media listening,
which is a proactive technique for following, evaluating, and participating
in online conversations.
Every time your brand is discussed online, social media monitoring looks
for specific brand references and notifies you. A different name for it is
brand monitoring. It can be helpful for swiftly addressing any unfavour-
able opinions or complaints, but it doesn’t give you a comprehensive
picture of what people are saying about your company or your sector.
Conversely, social listening provides you with a thorough overview of
all online discussions about your company, its goods, your sector of
business, and its rivals. This all-encompassing method offers insightful
information that can guide your strategic decision-making regarding your
social media and marketing plans.
In other words, you need a social listening strategy if you want to keep
up with the newest trends and monitor what consumers are saying over
time about your company.

PAGE 53
Department of Distance & Continuing Education, Campus of Open Learning,
School of Open Learning, University of Delhi

Lesson 5_Edited.indd 53 19-09-2024 12:35:09

 SOCIAL MEDIA MARKETING

Notes
5.5 What Benefits Could a Social Listening Strategy Bring
to Your Company?
You’re developing your business plan while wearing blinkers if you’re
not using social media listening. Online, actual people actively discuss
your brand and your sector. It is best for you to learn what they have to
say. Simply said, you care about the social listening insights if you care
about your customers.
The listening tools help in the following ways:
1. Understanding Customer Sentiment: Listening tools allow businesses
to monitor social media conversations and gain insights into customer
sentiment. By tracking mentions, comments, and discussions related
to their brand or industry, businesses can understand how customers
perceive their products, services, and overall brand experience.
Positive sentiment can be leveraged to reinforce brand advocacy,
while negative sentiment can be addressed promptly to mitigate
potential reputation issues. By understanding customer sentiment,
businesses can make informed decisions and adapt their strategies
accordingly.
2. Identifying Trends and Opportunities: Listening tools enable
businesses to identify emerging trends and capitalize on new
opportunities. By monitoring social media conversations, businesses
can stay updated on the latest industry developments, consumer
preferences, and market shifts. This information can be leveraged
to develop timely and relevant content, launch new products or
services, or adjust marketing campaigns to align with the current
trends. By being proactive and responsive to emerging opportunities,
businesses can gain a competitive edge in their industry.
3. Competitor Analysis: Listening tools not only provide insights
into customer conversations but also allow businesses to monitor
their competitors’ social media activities. By tracking competitor
mentions, campaigns, and customer interactions, businesses can gain
valuable intelligence and benchmark their performance. Understanding
competitor strategies and customer perceptions can help businesses
identify areas for improvement, refine their marketing approaches,
and differentiate themselves in the market.
54 PAGE
Department of Distance & Continuing Education, Campus of Open Learning,
School of Open Learning, University of Delhi

Lesson 5_Edited.indd 54 19-09-2024 12:35:09

 The Use of Listening Tools in Social Media Marketing

4. Customer Feedback and Relationship Management: Listening Notes

tools enable businesses to collect and analyze customer feedback
from social media platforms. By monitoring mentions, reviews,
and direct messages, businesses can gain a deeper understanding
of customer needs, preferences, and pain points. This feedback
can be used to improve products, enhance customer service, and
strengthen overall customer satisfaction. Additionally, listening tools
allow businesses to identify brand advocates and engage with them,
fostering stronger customer relationships and loyalty.
5. Influencer Monitoring and Engagement: Listening tools can assist
businesses in monitoring and engaging with social media influencers.
By tracking influencer conversations, businesses can identify potential
collaboration opportunities and gauge the sentiment and impact of
influencer endorsements. Monitoring influencer conversations also
helps businesses ensure that influencers align with their brand values
and messaging. By actively engaging with influencers, businesses
can build relationships, amplify their reach, and tap into influencer-
generated content.
6. Crisis Management and Brand Protection: Listening tools play a
vital role in crisis management and brand protection. By monitoring
social media conversations, businesses can quickly identify and
respond to potential crises or negative brand mentions. Timely
intervention allows businesses to address customer concerns, rectify
issues, and manage the impact on brand reputation. Listening tools
provide the necessary insights to develop effective crisis response
strategies and mitigate potential damage.

5.6 Examples of Social Media Listening and Tracking

Applications
Examples of social media listening and tracking applications include:
1. Falcon.io
2. Hootsuite
3. Meltwater
4. TweetReach

PAGE 55
Department of Distance & Continuing Education, Campus of Open Learning,
School of Open Learning, University of Delhi

Lesson 5_Edited.indd 55 19-09-2024 12:35:09

 SOCIAL MEDIA MARKETING

Notes 5. BuzzSumo
6. Mention
7. Awario
8. Oktopost
9. Iconosquare
10. Tailwind
11. Agorapulse
12. Digimind Social

5.7 Summary
The use of listening tools in social media marketing is essential for
businesses to effectively connect and engage with their target audience.
Social listening, which involves monitoring social media channels for
brand mentions, competitor activities, and relevant keywords, provides
valuable insights that can inform marketing strategies, product planning,
customer service, and more. Compared to social media monitoring, which
is more reactionary and focuses on specific brand references, social lis-
tening offers a comprehensive overview of online discussions related to
a company, its products, industry, and competitors. It helps businesses
understand customer sentiment, identify trends and opportunities, analyze
competitors, manage customer feedback and relationships, monitor influ-
encers, and handle crises effectively.
Several social media listening tools are available to assist businesses in
monitoring and analysing social media conversations. Examples include
Falcon.io, Hootsuite, Meltwater, TweetReach, BuzzSumo, Mention, Awario,
Oktopost, Iconosquare, Tailwind, Agorapulse, and Digimind Social.

5.8 Self-Assessment Questions

1. What is social listening, and how does it differ from social media
monitoring?
2. What are the benefits of implementing a social listening strategy
for businesses?

56 PAGE
Department of Distance & Continuing Education, Campus of Open Learning,
School of Open Learning, University of Delhi

Lesson 5_Edited.indd 56 19-09-2024 12:35:09

 The Use of Listening Tools in Social Media Marketing

3. How can listening tools help businesses understand customer sentiment? Notes
4. What are some ways in which businesses can leverage listening
tools to identify trends and opportunities?
5. Explain the role of listening tools in competitor analysis.

PAGE 57
Department of Distance & Continuing Education, Campus of Open Learning,
School of Open Learning, University of Delhi

Lesson 5_Edited.indd 57 19-09-2024 12:35:09

 L E S S O N

6
Recent Trends in Social
Media Marketing
Ms. Saumya Satija
Department of Commerce
Sri Guru Gobind Singh College of Commerce
University of Delhi

STRUCTURE

6.1 Learning Objectives

6.2 Introduction
6.3 Some of the Recent Trends in Social Media Marketing
6.4 Summary
6.5 Self-Assessment Questions

6.1 Learning Objectives

After reading this chapter, students should be able to comprehend about:
‹ Understand and explain the recent trends in social media marketing that are shaping
the industry.
‹ Recognize the importance of mobile optimization and its impact on reaching and
engaging with the mobile audience.

6.2 Introduction
The world of social media marketing is a dynamic and ever-changing landscape. With
the rapid advancements in technology, the evolution of user behaviours, and the constant
emergence of new platforms, staying updated with recent trends has become crucial for
businesses and marketers alike. Social media marketing is a dynamic field that constantly
evolves to adapt to changing user behaviours, technological advancements, and industry
trends. Staying up-to-date with the latest trends is essential for businesses to effectively
engage with their target audience and drive successful social media marketing campaigns.
In this chapter, we will explore the latest developments and trends in social media marketing
that are shaping the industry today. The advent of mobile devices and the widespread use of
58 PAGE
Department of Distance & Continuing Education, Campus of Open Learning,
School of Open Learning, University of Delhi

Lesson 6_Edited.indd 58 18-10-2024 11:25:51

 Recent Trends in Social Media Marketing

smartphones have significantly influenced how people interact with social Notes
media platforms. Mobile optimization has become a necessity for busi-
nesses to effectively engage with their target audience and generate leads.
Moreover, video content has emerged as a dominant force, with platforms
like YouTube, and Instagram prioritizing video-based content. Businesses
are leveraging this trend to capture and retain audience attention through
engaging and immersive video experiences.

6.3 Some of the Recent Trends in Social Media Marketing

1. Mobile Optimization: One of the new SMM trends that have caused
changes in customer and market behaviour is mobile optimization.
For online research, most consumers are forgoing the use of laptops
and desktop-computers in favour of portable gadgets like tablets
and smartphones.
Therefore, companies must focus their marketing efforts on the
audience of mobile devices to generate leads and client conversions.
Website optimization for mobile use is one of the measures needed
for businesses to raise brand awareness, increase leads, and convert
more customers to mobile devices. Additionally, companies need to
create user-friendly websites that offer users top-notch experiences
regardless of the mobile device they are using.
2. Video Content Dominance: Video content has emerged as a dominant
force in social media marketing. Platforms like YouTube, Instagram,
and Facebook prioritize video content, and users are increasingly
consuming video-based content. Businesses are leveraging this trend
by creating engaging and informative video content to capture and
retain audience attention. Short-form videos, live streaming, and
interactive video formats are gaining popularity, allowing brands to
tell their stories, showcase products, and engage with their audience
in a more immersive and visually appealing manner.
3. Enhancing Applications: The improvement of apps offers consumers
high-quality interactions that improve engagement with online-posted
brands and products. For instance, Facebook’s Instant Articles allows
users to perform numerous tasks inside the app.

PAGE 59
Department of Distance & Continuing Education, Campus of Open Learning,
School of Open Learning, University of Delhi

Lesson 6_Edited.indd 59 18-10-2024 11:25:51

 SOCIAL MEDIA MARKETING

Notes Additionally, Instant Article offers consumers a superior user

experience by loading more quickly than typical webpages. As a
result, the trends in mobile optimization, app optimization, and app
functionality development increase businesses’ Return on Investment
(ROI) by enhancing consumer contact with brands, which in turn
boosts their sales.
4. Utilising Voice Search: The usage of voice search rather than keyword
search to execute online marketing efforts is another trend that has
significantly changed consumer and market behaviour. Voice search
is a term for an online app feed that lets users quickly search for
goods and services by speaking to a computer or mobile device.
Businesses must, therefore, tweak search engines so that customers
may readily use voice search. Long-tail keywords are necessary for
voice search; therefore businesses must use them to increase the
likelihood of rising in search engine results.
5. Influencer Partnerships and Micro-Influencers: Influencer marketing
continues to be a significant trend in social media marketing. However,
there has been a shift towards partnering with micro-influencers -
individuals with smaller but highly engaged and niche-specific
audiences. Micro-influencers are seen as more relatable and authentic,
and their recommendations have a stronger impact on their followers.
Businesses are increasingly collaborating with micro-influencers to
tap into their dedicated communities and achieve better results in
terms of brand awareness, engagement, and conversions.

6. Social Commerce and Shoppable Posts: Social media platforms are

integrating e-commerce capabilities, allowing users to shop directly

60 PAGE
Department of Distance & Continuing Education, Campus of Open Learning,
School of Open Learning, University of Delhi

Lesson 6_Edited.indd 60 18-10-2024 11:25:52

 Recent Trends in Social Media Marketing

within the platform. Social commerce has gained momentum, with Notes
features like shoppable posts, product tags, and integrated checkout
systems. Businesses can showcase their products or services, provide
product information, and enable seamless purchasing experiences
without users having to leave the platform. This trend enables
businesses to capitalize on impulse buying, reduce friction in the
customer journey, and increase sales directly through social media.

7. Augmented Reality (AR) and Virtual Reality (VR): Augmented

Reality (AR) and Virtual Reality (VR) technologies are making
their mark in social media marketing. These immersive technologies
allow businesses to create interactive and engaging experiences for
their audience. AR filters, lenses, and effects enable users to try on
products virtually or overlay digital elements on their surroundings. VR
experiences transport users to virtual environments, allowing businesses
to showcase products, simulate experiences, or provide virtual tours.
AR and VR technologies are enhancing brand storytelling, increasing
engagement, and providing unique experiences to social media users.

PAGE 61
Department of Distance & Continuing Education, Campus of Open Learning,
School of Open Learning, University of Delhi

Lesson 6_Edited.indd 61 18-10-2024 11:25:52

 SOCIAL MEDIA MARKETING

Notes 8. Social Listening and Personalized Experiences: Social listening,

the process of monitoring and analysing social media conversations,
has become more sophisticated. Businesses are utilizing social
listening tools to gain insights into customer preferences, interests,
and sentiments. This information helps tailor content, marketing
campaigns, and customer experiences to create more personalized
interactions. By leveraging social listening, businesses can better
understand their target audience, engage in meaningful conversations,
and deliver customized experiences that resonate with their customers.
9. Ubiquitous Computing: Ubiquitous computing is a significant
advancement that will improve SMM. Pervasive computing, sometimes
referred to as ubiquitous computing, is the next-generation technology
that will make computing available on a variety of devices.
In contrast to desktop computing, where specific equipment is
required to access the Internet, ubiquitous computing will encompass a
variety of gadgets, including vehicles, glasses, and even refrigerators.
As a result, the Internet of Things will use cutting-edge Internet
frameworks to link to diverse devices.
Therefore, as technology advances, other sectors will create more
applications that will improve SMM by enhancing consumer-brand
connection. Additionally, companies will be able to use social media
data to predict customer needs based on the content that users upload,
and they will be able to meet those needs in advance. As a result,
organisations must stay current with all social media advancements
to properly adopt SMM strategies.
10. Authenticity and Transparency: Consumers are increasingly valuing
authenticity and transparency in brand communication. Social media
platforms provide an opportunity for businesses to showcase their
authentic brand identity, values, and behind-the-scenes content.
Businesses are adopting a more transparent approach by addressing
customer concerns, sharing real stories, and demonstrating social
responsibility. This trend builds trust, enhances brand loyalty,
and establishes long-term relationships with customers who value
authenticity and ethical business practices.

62 PAGE
Department of Distance & Continuing Education, Campus of Open Learning,
School of Open Learning, University of Delhi

Lesson 6_Edited.indd 62 18-10-2024 11:25:52

 Recent Trends in Social Media Marketing

Notes
6.4 Summary
Social media marketing continues to evolve, driven by changing user
behaviours, technological advancements, and shifting consumer expec-
tations. Video content, influencer marketing, social commerce, AR and
VR experiences, social listening, and authenticity are some of the recent
trends shaping the social media marketing landscape. By embracing these
trends and adapting their strategies accordingly, businesses can stay ahead
of the curve.

6.5 Self-Assessment Questions

1. Explain the recent trends in social media marketing that have gained
prominence in the digital landscape.
2. Explain Augmented and Virtual Reality with the help of examples.
3. What do you understand by experience personalization? Give an
example.
4. Have the current trends changed the way you conduct online activities
through various social media channels? Explain.

PAGE 63
Department of Distance & Continuing Education, Campus of Open Learning,
School of Open Learning, University of Delhi

Lesson 6_Edited.indd 63 18-10-2024 11:25:52

 L E S S O N

7
Social Media Influencers
Sheetal Mavi
Assistant Professor
Department of Computer Science
Bharati College, University of Delhi
Email-Id: [email protected]

STRUCTURE

7.1 Learning Objectives

7.2 Introduction to Social Media Influencers
7.3 Different Types of Social Media Influencers
7.4 The Influencer Effect: Exploring the Key Roles and Impact of Social Media Influencers
7.5 Summary
7.6 Self-Assessment Questions

7.1 Learning Objectives

After reading this lesson students should be able to understand about:
‹ Social Media Influencers and their work.
‹ Different types of social media influencers.
‹ Key roles and impacts of social media influencers.

7.2 Introduction to Social Media Influencers

Social media influencers are individuals who have established a significant presence and
following on various social media platforms. They have cultivated a loyal audience through
their content, expertise, and engagement.
Influencers often specialize in specific niches, such as fashion, beauty, fitness, travel, gam-
ing, technology, or lifestyle; They leverage their platforms to connect with their followers
and promote brands and products.

7.3 Different Types of Social Media Influencers

Social media influencers are individuals who have built a significant following and influ-
ence on social media platforms. They have the power to shape the opinions, behaviours,
64 PAGE
Department of Distance & Continuing Education, Campus of Open Learning,
School of Open Learning, University of Delhi

Lesson 7_Edited.indd 64 19-10-2024 03:44:49

 Social Media Influencers

and purchasing decisions of their followers. Here are some different types Notes
of social media influencers:
Various Forms of Social Media Influencers Include:

Social media influencers play a significant role in today’s digital land-

scape. They have emerged as influential figures who have built a sub-
stantial following on various Social Media Platforms such as Instagram,
YouTube, TikTok, and others.
Their primary role is creating content and engaging with their au-
dience. This can include sharing their personal experiences, provid-
ing product recommendations, offering lifestyle tips, and promoting
brands.

7.4 The Influencer Effect: Exploring the Key Roles and

Impact of Social Media Influencers
It includes:
‹ Building Trust and Authenticity: Influencers often establish a
personal connection with their followers by sharing relatable stories
and experiences. This creates a sense of trust and authenticity,
making their audience more receptive to their recommendations
and opinions.

PAGE 65
Department of Distance & Continuing Education, Campus of Open Learning,
School of Open Learning, University of Delhi

Lesson 7_Edited.indd 65 19-10-2024 03:44:50

 SOCIAL MEDIA MARKETING

Notes ‹ Brand Promotion: Influencers collaborate with brands to promote

their products or services to their followers. Their endorsements
and sponsored content can significantly impact consumer behaviour
and purchasing decisions.
‹ Content Creation: Influencers are skilled content creators who
produce a wide range of engaging and entertaining content, such
as photos, videos, blog posts, and live streams. This content can
inspire, educate, or entertain their audience, leading to increased
engagement and follower growth.
‹ Trendsetting and Opinion Shaping: Influencers often set trends
and shape public opinion by introducing new products, sharing their
perspectives on various topics, and showcasing the latest fashion,
beauty, or lifestyle trends. They have the power to influence the
behaviour and preferences of their followers.
‹ Niche Expertise: Many influencers specialize in specific niches, such
as fitness, fashion, beauty, travel, parenting, gaming, or technology.
They establish themselves as experts in their respective fields and
provide valuable insights, tips, and recommendations to their audience.
‹ Community Building: Influencers foster a sense of community among
their followers. Through comments, direct messages, live streams,
and events, they encourage interaction and create a space where like-
minded individuals can connect and engage with each other.
‹ Social Causes and Advocacy: Influencers often leverage their
platform to raise awareness about social issues, support charitable
causes, and advocate for positive change. They can use their
influence to inspire their followers to take action and contribute
to meaningful initiatives.
‹ Market Research and Feedback: Influencers have a deep understanding
of their audience and can provide valuable feedback to the brands.
Their insights and direct interactions with followers can help
companies refine their products, marketing strategies, and overall
brand perception.
It’s important to note that while social media influencers have a sig-
nificant impact, their influence can vary depending on the size of their
following, the level of engagement they have with their audience, and

66 PAGE
Department of Distance & Continuing Education, Campus of Open Learning,
School of Open Learning, University of Delhi

Lesson 7_Edited.indd 66 19-09-2024 12:41:03

 Social Media Influencers

the trust they have built over time. Brands and consumers alike need to Notes
critically evaluate the authenticity and relevance of an influencer before
making decisions based on their recommendations.

CASE STUDY
ICHIGO Inc.
ICHIGO Inc. is a start-up from Tokyo, Japan. It provides consumers
with a subscription box service meant to celebrate Japanese culture
through candy, snacks, and kawaii merchandise.
Goal: In early 2022, ICHIGO Inc. started an affiliate marketing
program to generate buzz for its Tokyo Treat and Sakuraco boxes.
By zeroing in on high-performing creators who genuinely love the
Japanese culture represented in ICHIGO Inc.’s products, the company
planned to nurture a strong community of influential fans who share
their brand affinity with engaged audiences.
Execution: ICHIGO Inc. works with creators of all sizes and pays
them a flat rate or commission based on the number of conversions
pulled in for the brand’s Tokyo Treat and Sakuraco boxes. The pro-
gram deploys creators on multiple social media platforms but focuses
primarily on YouTube creators who can reach an audience in 18 to
50-years-old age range. As an extra incentive for their audience, ICHI-
GO Inc. gives each creator an affiliate link to offer their followers $5
off on a subscription box.
Results: With the help of GRIN’s intuitive affiliate marketing features,
ICHIGO Inc. could execute multiple campaigns from start to finish
and report on the success of each. As the brand continues to grow,
ICHIGO Inc. relies on GRIN to nurture authentic relationships with
niche creators and keep the brand love flowing.
Within one year, ICHIGO Inc. was able to:
‹ Increase its creator roster by 30x.
‹ Recruit and retain creators with a deep appreciation for Japanese
culture and the ICHIGO Inc. brand.
‹ Execute multiple creator campaigns each month.

PAGE 67
Department of Distance & Continuing Education, Campus of Open Learning,
School of Open Learning, University of Delhi

Lesson 7_Edited.indd 67 19-09-2024 12:41:04

 SOCIAL MEDIA MARKETING

Notes
7.5 Summary
The world of social media is diverse and ever evolving, with each plat-
form offering unique features and catering to different user preferences.
Understanding the characteristics and functionalities of popular social
media platforms is essential for individuals and businesses to effectively
engage with their target audience, build relationships, and leverage the
platforms’ capabilities for personal and professional growth. By choosing
the right platforms and utilizing their features strategically, users can
make the most of social media’s vast potential.

7.6 Self-Assessment Questions

1. Define Social Media Influencer.
2. Explain the different types of social media influencers.
3. “Social media influencers play a significant role in today’s digital
landscape.” Do you agree? Justify the statement.
4. Explain the impact that social media influencers have in social media
marketing.

68 PAGE
Department of Distance & Continuing Education, Campus of Open Learning,
School of Open Learning, University of Delhi

Lesson 7_Edited.indd 68 19-09-2024 12:41:04

 L E S S O N

8
Social Media
Marketing Plan
Sheetal Mavi
Assistant Professor
Department of Computer Science
Bharati College, University of Delhi
Email-Id: [email protected]

STRUCTURE

8.1 Learning Objectives

8.2 Introduction to Social Media Marketing Strategy
8.3 Developing a Social Media Marketing Strategy
8.4 Summary
8.5 Self-Assessment Questions
8.6 References

8.1 Learning Objectives

After reading this lesson students should be able to:
‹ Understand the role and significance of tools and platforms in social media marketing.
‹ Identify the factors to consider while selecting tools for social media marketing,
such as goals, team needs, and budget.
‹ Social Media Marketing Strategy.
‹ Key components involved in developing an effective social media marketing plan.

8.2 Introduction to Social Media Marketing Strategy

A social media marketing strategy is a deliberate method for using social media sites to accom-
plish certain marketing objectives. It includes producing and disseminating information, interact-
ing with people, and applying a variety of strategies to advertise a company, good, or service.
Social media sites like Facebook, Instagram, , LinkedIn, YouTube, and Pinterest
have ingrained themselves into people’s daily lives and present a plethora of options
PAGE 69
Department of Distance & Continuing Education, Campus of Open Learning,
School of Open Learning, University of Delhi

Lesson 8_Edited.indd 69 18-10-2024 19:47:26

 SOCIAL MEDIA MARKETING

Notes for companies to interact with their target market. Businesses may use
social media to contact and interact with potential consumers, increase
brand recognition, drive website traffic, produce leads, and cultivate
client loyalty.
The foundation of a social media marketing strategy lies in understanding
the target audience. Businesses may successfully target their target market
by customizing their content and messaging by learning about their demo-
graphics, interests, behaviours, and preferences. Creating compelling and
engaging content is essential in social media marketing. This can take the
form of text-based posts, images, videos, infographics, or a combination of
these. The content should be valuable, relevant, and shareable, to capture
the attention of the target audience and prompt them to take desired actions,
such as liking, commenting, sharing, or clicking through to the website.
Consistency and frequency of posting are crucial for maintaining a strong
presence on social media. Establishing a regular posting schedule ensures
that the brand remains visible to the audience and helps build brand
recognition. However, it is important to find the right balance and avoid
overwhelming the audience with excessive content.
Engagement with the audience is a key aspect of social media marketing.
Responding to comments, messages, and mentions promptly not only
shows that the brand is attentive and responsive but also helps foster a
sense of connection and loyalty. Initiating conversations, asking questions,
and seeking feedback from the audience can further enhance engagement
and deepen the relationship with customers.
Monitoring and analyzing the performance of social media campaigns is
essential for measuring the effectiveness of the strategy. Businesses may
monitor KPIs like reach, engagement, click-through rates, and conver-
sions by using the analytics tools offered by social media platforms. By
analyzing the data, businesses may learn what is functioning well and
then alter their strategy based on the analysis.
The social media marketing sector is dynamic and constantly changing. To
guarantee that organisations can adapt and take advantage of new possi-
bilities, it is crucial to stay current with the most recent trends, features,
and best practices. Businesses may maximize the effect of their social
media marketing efforts and meet their marketing goals by consistently
trying, learning, and fine-tuning their strategy.

70 PAGE
Department of Distance & Continuing Education, Campus of Open Learning,
School of Open Learning, University of Delhi

Lesson 8_Edited.indd 70 18-10-2024 19:47:27

 Social Media Marketing Plan

Notes
8.3 Developing a Social Media Marketing Strategy
Creating a successful social media marketing strategy entails a series of
essential steps and factors that needs to be taken into account, which
are outlined below.
‹ Establishing Clearly Defined Objectives
‹ Recognizing the Target Demographic
‹ Selecting the Appropriate Social Media Channels
‹ Producing Compelling and Interactive Content
‹ Planning a Content Calendar
‹ Encouraging Audience Interaction
‹ Leveraging Influencers
‹ Monitoring and Analysis of Results
‹ Staying Updated and Evolving
Since every business is unique, it is very important to tailor the social
media marketing strategy to the specific needs and goals of the business
while developing it.
Establishing Clearly Defined Objectives
Start by establishing the desired results and objectives you intend to ac-
complish through social media marketing. These objectives might involve
improving brand recognition, directing traffic to your website, generating
leads, enhancing customer engagement, or increasing sales. It is crucial
to ensure that these goals are Specific, Measurable, Achievable, Relevant,
and Time-bound (SMART).
Recognizing the Target Demographic
Gain a comprehensive understanding of the target audience’s demographics,
interests, and online behaviour. This knowledge will enable the tailoring
of content and messages that resonate with the intended audience.
Selecting the Appropriate Social Media Channels
Conduct research to identify the social media platforms where the target au-
dience is predominantly active. Popular options include Facebook, I­ nstagram,
, LinkedIn, YouTube, and Pinterest. Concentrate ­efforts on the platforms that
align with the business goals and allow for effective reach of the audience.

PAGE 71
Department of Distance & Continuing Education, Campus of Open Learning,
School of Open Learning, University of Delhi

Lesson 8_Edited.indd 71 18-10-2024 19:47:27

 SOCIAL MEDIA MARKETING

Notes Producing Compelling and Interactive Content

Devise a content strategy that aligns with the brand identity and appeals to
the target audience. Create a diverse range of informative, entertaining, and
visually captivating content, such as articles, videos, images, infographics,
and user-generated content. The aim is to provide value and get emotional
responses to encourage audience engagement and content sharing.
Planning a Content Calendar
Establish a consistent posting schedule to maintain an active online pres-
ence. Utilize a content calendar to plan and organize content in advance.
This approach ensures a steady flow of content and allows for the syn-
chronization of posts with relevant events, holidays, or industry trends.
Encouraging Audience Interaction
Social media platforms facilitate two-way communication. Encourage audience
interaction by promptly responding to comments, messages, and mentions.
Engage with followers, pose questions, conduct polls, and organize contests
or giveaways to cultivate a sense of community and inspire participation.
Leveraging Influencers
Collaborate with influencers or brand ambassadors who possess a substan-
tial following and influence over the target audience. Their endorsement
can assist in expanding reach, enhancing credibility, and increasing brand
awareness. Identify relevant influencers within the industry and establish
partnerships to promote products or services.
Monitoring and Analysis of Results
Regularly monitor social media metrics to evaluate the effectiveness of
the strategy. Employ social media analytics tools to measure engagement,
reach, clicks, conversions, and other pertinent metrics. Analyze the data
to identify trends, strengths, weaknesses, and areas for improvement.
Adjust the strategy based on the insights gained.
Staying Updated and Evolving
Social media trends and algorithms are subject to constant evolution,
necessitating ongoing awareness of industry changes. Staying informed
about new features, emerging platforms, and best practices is important.
Continuously adapting the strategies to leverage the latest tools and tech-
niques for optimal results is essential.

72 PAGE
Department of Distance & Continuing Education, Campus of Open Learning,
School of Open Learning, University of Delhi

Lesson 8_Edited.indd 72 18-10-2024 19:47:27

 Social Media Marketing Plan

CASE STUDY Notes

Social Media Marketing Planning for XYZ Clothing Brand

Introduction: XYZ Clothing is a popular fashion brand targeting
young adults seeking trendy and affordable clothing options. To ex-
pand its reach and engage with its target audience effectively, XYZ
Clothing developed a comprehensive social media marketing plan.
This case study highlights the key strategies and outcomes of their
social media marketing planning.
1. Defining Goals and Objectives: XYZ Clothing’s primary goals
were to increase brand awareness, drive website traffic, and
boost online sales. They set specific targets to achieve a 20%
increase in brand mentions, a 30% increase in website traffic,
and a 15% increase in online sales within six months.
2. Identifying Target Audience: Through market research and
customer analysis, XYZ Clothing identified their target audience
as fashion-conscious individuals aged 18 to 30, primarily located
in urban areas. They determined that their audience actively used
social media platforms such as Instagram, , and TikTok.
3. Choosing Relevant Social Media Platforms: Based on their target
audience’s preferences, XYZ Clothing focused their efforts on
Instagram and TikTok. They selected Instagram for its visual appeal
and established a community of fashion influencers, while TikTok
offered a platform for engaging and entertaining video content.
4. Content Strategy: XYZ Clothing developed a content strategy
to showcase their clothing collections, provide fashion tips, and
engage with their audience. They created a content calendar
with a mix of visually appealing product images, user-generated
content featuring customers wearing their clothing, fashion
inspiration posts, and behind-the-scenes videos.
5. Engaging and Building a Community: XYZ Clothing actively
engaged with their audience by responding to comments, direct
messages, and mentions. They encouraged their followers to
share their experiences and tag the brand, providing incentives
such as discounts and giveaways. This strategy helped foster a
sense of community and loyalty among their customers.

PAGE 73
Department of Distance & Continuing Education, Campus of Open Learning,
School of Open Learning, University of Delhi

Lesson 8_Edited.indd 73 18-10-2024 19:47:28

 SOCIAL MEDIA MARKETING

Notes 6. Influencer and Partnership Strategies: To expand their reach,

XYZ Clothing collaborated with fashion influencers who aligned
with their brand values and had a substantial following within
their target audience. They sent clothing items to influencers
for them to feature in their posts and created affiliate programs
to incentivize influencers to promote XYZ Clothing.
7. Paid Advertising and Promotion: XYZ Clothing allocated
a portion of their marketing budget to paid advertising on
Instagram and TikTok. They ran targeted ad campaigns based
on demographics, interests, and behaviour to reach their desired
audience. The ads focused on showcasing their latest collections
and providing limited time offers to drive traffic and sales.
8. Measurement and Analytics: XYZ Clothing regularly monitored
their social media performance using platform-specific analytics
tools. They tracked metrics such as reach, engagement, website
traffic, and conversions. They also implemented UTM tracking
codes to measure the effectiveness of their social media campaigns
in driving online sales.
Outcomes: Within six months of implementing their social media
marketing plan, XYZ Clothing achieved significant results:
1. Brand mentions increased by 25%, surpassing their target.
2. Website traffic rose by 35%, exceeding their goal.
3. Online sales increased by 18%, indicating a positive impact on
revenue.
4. Instagram followers grew by 20%, and TikTok followers doubled.
5. Their engagement rate on social media platforms increased by
30%.
Conclusion: Through a well-executed social media marketing plan,
XYZ Clothing successfully increased brand awareness, drove web-
site traffic, and boosted online sales. By understanding their target
audience, leveraging relevant platforms, creating engaging content,
collaborating with influencers, utilizing paid advertising, and measuring
performance, XYZ Clothing achieved their marketing objectives and
established a strong online presence in the fashion industry.

74 PAGE
Department of Distance & Continuing Education, Campus of Open Learning,
School of Open Learning, University of Delhi

Lesson 8_Edited.indd 74 18-10-2024 19:47:28

 Social Media Marketing Plan

Notes
8.4 Summary
Developing a comprehensive social media marketing plan is essential
for businesses seeking to harness the power of social media platforms.
By defining clear goals, identifying the target audience, crafting com-
pelling content, fostering engagement, leveraging partnerships, utilizing
paid advertising, and monitoring performance, companies can establish
a strong online presence and achieve their marketing objectives through
social media.

8.5 Self-Assessment Questions

1. What do you understand by social media marketing strategy?
2. Explain the process of developing an effective social media marketing
plan.

8.6 References
‹ Social Media Marketing for Dummies, 4th edition presents the
essence of planning, launching, managing, and assessing a social
marketing campaign
‹ An Introduction to social media for Small Business by blue beetle
books
‹ https://sproutsocial.com/glossary/microblog/
‹ https://blog.hubspot.com/service/social-listening-tools#best-social-
media-tracking-tools

PAGE 75
Department of Distance & Continuing Education, Campus of Open Learning,
School of Open Learning, University of Delhi

Lesson 8_Edited.indd 75 18-10-2024 19:47:28

 L E S S O N

9
Understanding and Finding
Your Social Media Target
Audience
Sheetal Mavi
Assistant Professor
Department of Computer Science
Bharati College, University of Delhi
Email-Id: [email protected]

STRUCTURE

9.1 Learning Objectives

9.2 Introduction
9.3 Enhancing Social Media Performance: Productivity Tools
9.4 Measuring Effectiveness: Unveiling the Impact of Social Media Marketing
9.5 Summary
9.6 Self-Assessment Questions
9.7 References

9.1 Learning Objectives

In this lesson, the students will:
‹ Understand the importance of identifying a target audience for effective social media
marketing.
‹ Familiarize with audience analysis tools and techniques for gathering audience insights.
‹ Develop a deep understanding of target audience characteristics and preferences.
‹ Explore effective audience targeting techniques and strategies.
‹ Understand the significance of amplification rate as a metric for measuring the extent
of content sharing and engagement.
‹ Learn about applause rate as a metric to assess the level of positive engagement and
feedback received on social media content.
76 PAGE
Department of Distance & Continuing Education, Campus of Open Learning,
School of Open Learning, University of Delhi

Lesson 9_Edited.indd 76 18-10-2024 19:49:56

 Understanding and Finding Your Social Media Target Audience

Notes
9.2 Introduction
In today’s digital age, social media has become a powerful tool for
businesses to reach and engage with their target audience. However,
to effectively leverage social media platforms, it is crucial to under-
stand and define your social media target audience. This chapter ex-
plores the importance of identifying your target audience and provides
practical steps to find and connect with them on various social media
platforms.

9.3 Enhancing Social Media Performance: Productivity Tools

In the realm of social media marketing, there are numerous tools avail-
able that can significantly enhance productivity, efficiency, and overall
performance. These tools are designed to streamline various tasks, auto-
mate processes, and provide valuable insights to optimize social media
campaigns. Here are some essential tools that can help elevate your social
media marketing efforts:
‹ Social Media Management Tools: These tools simplify the
process of managing multiple social media accounts from a single
platform. They offer features like scheduling posts in advance,
monitoring mentions and engagement, and analysing performance
metrics. Popular examples include Hootsuite, Buffer, and Sprout
Social.
‹ Content Creation and Design Tools: Visual content is vital for
grabbing attention on social media. Tools like Canva, Adobe Spark,
and Piktochart enable users to create stunning graphics, infographics,
and videos without requiring advanced design skills. These tools
offer ready-made templates, drag-and-drop functionality, and access
to a vast library of stock images and icons.
‹ Social Listening and Monitoring Tools: Social Listening tools
are invaluable to better understanding your audience and tracking
conversations around your brand. These tools monitor social
media platforms for mentions, keywords, and hashtags related to

PAGE 77
Department of Distance & Continuing Education, Campus of Open Learning,
School of Open Learning, University of Delhi

Lesson 9_Edited.indd 77 19-09-2024 12:43:36

 SOCIAL MEDIA MARKETING

Notes your brand, industry, or competitors. They provide insights into

sentiment analysis, trends, and customer feedback. Examples include
Brandwatch, Mention, and Talkwalker.
‹ Analytics and Reporting Tools: Measuring the effectiveness of your
social media efforts is crucial for refining your strategy. Analytics
tools like Google Analytics, Facebook Insights, and Analytics
provide in-depth data on audience demographics, engagement rates,
reach, and conversion metrics. They help you gauge the success of
your campaigns and make data-driven decisions.
‹ Social Media Advertising Tools: Platforms like Facebook Ads
Manager, Google Ads, and LinkedIn Campaign Manager offer powerful
tools to create, manage, and optimize social media advertising
campaigns. These tools provide targeting options, budget control,
ad scheduling, and performance tracking to maximize the ROI of
your paid social media efforts.
‹ Social Media Listening and Engagement Tools: Engaging with your
audience promptly is crucial for building relationships and maintaining
a positive brand image. Tools like Sprout Social, HubSpot, and
Agorapulse allow you to manage social media interactions, respond
to comments and messages, and provide customer support efficiently.

9.4 Measuring Effectiveness: Unveiling the Impact of

Social Media Marketing
Measuring effectiveness is a critical aspect of any social media mar-
keting strategy. It involves evaluating the performance and impact of
your social media efforts to determine whether they are achieving the
desired outcomes and goals. By measuring effectiveness, you can gain
valuable insights into the success of your campaigns, identify areas for
improvement, and make data-driven decisions to optimize your social
media marketing strategies.
The process of measuring effectiveness involves tracking and analysing
various metrics and Key Performance Indicators (KPIs) that provide
quantitative and qualitative data about your social media performance.
These metrics allow you to assess the engagement, reach, conversion,
and overall impact of your social media activities.

78 PAGE
Department of Distance & Continuing Education, Campus of Open Learning,
School of Open Learning, University of Delhi

Lesson 9_Edited.indd 78 19-09-2024 12:43:37

 Understanding and Finding Your Social Media Target Audience

Notes
9.4.1 Conversion Rate
It refers to the percentage of users who complete a desired action, such
as making a purchase, signing up for a newsletter, or filling out a form,
in response to a social media campaign.
Conversion rate is a crucial metric in social media marketing that mea-
sures the percentage of users who take a desired action or complete a
specific goal after interacting with your social media content or campaigns.
It helps assess the effectiveness of your social media efforts in driving
conversions and achieving specific objectives.
The formula to calculate the conversion rate is:
Conversion Rate = (Number of Conversions/Total Number of Clicks or
Impressions) * 100
Here’s a breakdown of the components involved:
‹ Number of Conversions: This refers to the number of users who
have successfully completed a desired action, such as making a
purchase, signing up for a newsletter, downloading a resource, or
filling out a form. Conversions can vary based on your specific
goals and objectives.
‹ Total Number of Clicks or Impressions: This represents the total
number of clicks on your social media content or the number of times
your content has been displayed or viewed by users (impressions).
Depending on your campaign and tracking methods, you can use
either clicks or impressions as the denominator in the conversion
rate calculation.
Calculating the conversion rate, allows you to evaluate how effective
your social media campaigns are in driving user actions and achieving
your intended outcomes. A higher conversion rate indicates that a larger
percentage of users who interacted with your social media content took
the desired action, which is a positive indicator of the campaign’s success.
For example, if a social media campaign generates 500 conversions from
10,000 website visits, the conversion rate would be:
Conversion Rate = (500/10,000) * 100 = 5%
This means that 5% of the users who visited the website through the
social media campaign successfully completed the desired action.
PAGE 79
Department of Distance & Continuing Education, Campus of Open Learning,
School of Open Learning, University of Delhi

Lesson 9_Edited.indd 79 19-09-2024 12:43:37

 SOCIAL MEDIA MARKETING

Notes Importance and Calculation: A high conversion rate indicates the ef-
fectiveness of your marketing efforts in driving user actions that align
with your goals.

9.4.2 Amplification Rate

It is a social media metric that measures the extent to which user share
or forward your content. It indicates the level of engagement and reach
your content generates, reflecting the virality and word-of-mouth effect
of your social media efforts.
The formula to calculate the amplification rate is:
Amplification Rate = (Number of Shares or Reposts/Total Number of
Followers) * 100
Here’s a breakdown of the components involved:
‹ Number of Shares or Reposts: This refers to the total number
of times your social media content has been shared by users.
Shares occur when users pass along your content on platforms
like Facebook.
‹ Total Number of Followers: This represents the total number of
followers or subscribers you have on the specific social media
platform where the content was shared. It indicates the potential
reach of your content within your follower base.
By calculating the amplification rate, you can assess how effectively your
content is spreading and being shared among your followers.
A higher amplification rate suggests that your content is resonating with
your audience and has a higher likelihood of reaching a wider audience
through shares and reposts.
For example, if a social media post receives 1,000 shares and you have
a total of 50,000 followers, the amplification rate would be:
Amplification Rate = (1,000/50,000) * 100 = 2%
This means that your content has an amplification rate of 2%, indicating
that 2% of your follower base has shared or retweeted your content a
significant boost in website traffic and subsequent sales.

80 PAGE
Department of Distance & Continuing Education, Campus of Open Learning,
School of Open Learning, University of Delhi

Lesson 9_Edited.indd 80 19-09-2024 12:43:37

 Understanding and Finding Your Social Media Target Audience

Notes
9.4.3 Applause Rate
It is a social media metric that measures the level of positive engagement
and feedback received on your social media content. It indicates how well
your content resonates with your audience and the level of satisfaction
or approval it generates.
The formula to calculate the applause rate is:
Applause Rate = (Number of Likes, Favourites, or Reactions/Total
Number of Followers or Reach) * 100
Here’s a breakdown of the components involved:
‹ Number of Likes, Favorites, or Reactions: This refers to the total
number of likes, favourites, or reactions your social media content
receives. These are typically represented by actions such as clicking
the “Like” button on Facebook, or tapping the heart icon on Instagram.
‹ Total Number of Followers or Reach: This represents the total
number of followers you have on the specific social media platform
where the content was posted or the overall reach of your content.
It indicates the potential audience size that your content has reached
or has the opportunity to reach.
By calculating the applause rate, you can assess the level of engagement
and positive sentiment your content generates among your followers or
the broader audience. A higher applause rate suggests that your content
is well-received and resonates with your audience, indicating a higher
level of satisfaction or approval.
For example, if an Instagram photo receives 10,000 likes and you have
a total of 200,000 followers, the applause rate would be:
Applause Rate = (10,000/200,000) * 100 = 5%
This means that the Instagram photo has an applause rate of 5%, indi-
cating that 5% of your follower base liked the photo.
Importance and Calculation: A higher applause rate indicates that your
content resonates with your audience and is well-received. To calculate the
applause rate, divide the number of positive engagements (likes, favourites,
etc.) by the total number of followers and multiply it by 100.

PAGE 81
Department of Distance & Continuing Education, Campus of Open Learning,
School of Open Learning, University of Delhi

Lesson 9_Edited.indd 81 19-09-2024 12:43:37

 SOCIAL MEDIA MARKETING

Notes Suppose you post an Instagram photo, and it receives 1,000 likes, while
you have 50,000 followers. The applause rate would be (1,000/50,000)
* 100 = 2%. This means that your photo has garnered a 2% engagement
rate in terms of likes from your follower base.

CASE STUDY
A fashion brand regularly posts high-quality visuals on Instagram to
showcase their latest collections. By monitoring the applause rate,
they discovered that their posts featuring behind-the-scenes footage
and interactive captions received significantly higher engagement
compared to static product images. Armed with this insight, they in-
corporated more interactive and relatable content into their Instagram
strategy, resulting in increased follower engagement, brand loyalty,
and ultimately, higher conversion rates.

9.5 Summary
In modern digital era, social media has emerged as a potent instrument for
businesses to connect with and engage their intended audience. However,
to effectively utilize social media platforms, it is imperative to have a
comprehensive understanding of your target audience within the social
media landscape. This chapter underscores the significance of identifying
your target audience and provides practical steps to locate and establish
connections on different social media platforms.
Choosing appropriate tools and platforms is of utmost importance in the
constantly evolving realm of social media marketing. A wide array of
tools are available that can significantly enhance productivity, efficiency,
and overall performance. The chapter explores essential tools such as
social media management tools, content creation and design tools, social
listening and monitoring tools, analytics and reporting tools, social media
advertising tools, and social media listening and engagement tools. These
tools streamline various tasks, automate processes, and offer valuable
insights to optimize social media campaigns.
The measurement of social media marketing strategies’ effectiveness plays
a pivotal role in refining your approach and attaining desired outcomes.

82 PAGE
Department of Distance & Continuing Education, Campus of Open Learning,
School of Open Learning, University of Delhi

Lesson 9_Edited.indd 82 19-09-2024 12:43:37

 Understanding and Finding Your Social Media Target Audience

The chapter elucidates the process of measuring effectiveness, which Notes

encompasses the tracking and analysis of various metrics and Key Per-
formance Indicators (KPIs). Two prominent metrics discussed in detail
are the conversion rate and the amplification rate.

9.6 Self-Assessment Questions

1. What is the purpose of measuring conversion rate in social media
marketing? Provide an example of a conversion action and explain
how it is tracked.
2. How does the amplification rate differ from the reach and engagement
rate? Explain the significance of the amplification rate in assessing
the success of social media content.
3. Discuss the importance of setting specific goals and objectives
when measuring social media effectiveness. How can conversion
rate, amplification rate, and applause rate help evaluate goal
achievement?
4. Explain the potential challenges or limitations of relying solely on
vanity metrics, such as likes or followers, to measure social media
effectiveness. How can focusing on conversion rate provide more
meaningful insights?
5. Provide a case study or real-life example where a high conversion
rate led to tangible business results. Explain the strategies or tactics
that contributed to the success of the campaign.

9.7 References
‹ https://quizlet.com/491127857/smm-chapter-7-content-creation-and-
sharing-blogging-streaming-video-podcasts-and-webinars-flash-cards/
‹ https://www.youtube.com/creators/how-things-work/content-creation-
strategy/

PAGE 83
Department of Distance & Continuing Education, Campus of Open Learning,
School of Open Learning, University of Delhi

Lesson 9_Edited.indd 83 19-09-2024 12:43:37

 L E S S O N

10
Content Creation and
Sharing
Sheetal Mavi
Assistant Professor
Department of Computer Science
Bharati College, University of Delhi
Email-Id: [email protected]

STRUCTURE
10.1 Learning Objectives
10.2 Introduction
10.3 Criteria and Approach for Content Creation
10.4 The 50-50 Content Strategy
10.5 Brand Mnemonic and Brand Story
10.6 Contextualization Content Creation
10.7 Social Media Ethics: Building Trust and Transparency
10.8 Summary
10.9 Self-Assessment Questions
10.10 References

10.1 Learning Objectives

In this lesson, the students will:
‹ Learn effective techniques for creating engaging and relevant social media content.
‹ Explore different social media platforms and their unique features for content creation
and sharing.
‹ Develop skills in content planning, scheduling, and optimization for maximum reach
and impact.
‹ Gain insights into measuring and analyzing social media performance to enhance
content strategy and drive business results.
84 PAGE
Department of Distance & Continuing Education, Campus of Open Learning,
School of Open Learning, University of Delhi

Lesson 10_Edited.indd 84 18-10-2024 19:52:07

 Content Creation and Sharing

Notes
10.2 Introduction
Social media has revolutionized the way businesses connect with their
target audience and promote their products or services. In today’s digital
era, establishing a strong presence on social media platforms is crucial
for effectively reaching and engaging potential customers. However,
merely having a presence on social media is insufficient. To truly make
an impact and stand out from the competition, businesses must excel in
the art of creating and sharing content.
The introduction to content creation and sharing in social media marketing
explores the strategies and techniques needed to craft compelling and relevant
content that deeply resonates with the intended audience. This lesson, will
focus on three powerful mediums: blogging, streaming video, and podcasting.
We will discuss the criteria and approach for developing compelling content,
including the 70/20/10 model with risk variants, the 50-50 content strategy,
brand mnemonic, brand story, contextualization content creation, and the
importance of social media ethics. By understanding these concepts, con-
tent creators can effectively engage their audience and build a strong brand
presence across various platforms. By delving into the intricacies of content
creation and sharing, readers will gain invaluable insights into captivating
their audience, establishing brand awareness, and fostering meaningful inter-
actions. Additionally, the book emphasizes the importance of measuring and
analysing social media performance, enabling readers to continually refine
and optimize their content strategies for superior results.
Whether you are a marketer, business owner, or aspiring social media
professional, this book serves as an invaluable resource to unlock the po-
tential of social media marketing. Prepare to embark on a transformative
journey that empowers you to create impactful social media content that
deeply resonates with your target audience and propels your business to
new heights.

10.3 Criteria and Approach for Content Creation

10.3.1 The 70/20/10 Model

The 70/20/10 Model, also known as the content allocation model, provides
a framework for businesses to effectively distribute their resources when
PAGE 85
Department of Distance & Continuing Education, Campus of Open Learning,
School of Open Learning, University of Delhi

Lesson 10_Edited.indd 85 19-09-2024 12:44:52

 SOCIAL MEDIA MARKETING

Notes creating content. This model emphasizes the allocation of content creation
efforts into three distinct categories. Let’s delve into each category:
(a) Established Strategies (70%): This category entails producing
content based on proven and reliable strategies that consistently
yield positive results. It involves leveraging content formats,
topics, and themes that have resonated with the target audience
in the past. By focusing the majority of resources on established
strategies, businesses can ensure a steady flow of content that
meets audience expectations.
(b) Emerging Trends (20%): This category enables businesses to stay
ahead by incorporating new and emerging trends into their content
strategy. It involves exploring innovative formats, technologies,
and ideas that have the potential to captivate the target audience.
Keeping abreast of industry trends ensure that the content remains
fresh and relevant in the rapidly evolving digital landscape.
(c) Experimental Ideas (10%): This category encourages taking calculated
risks and venturing into uncharted territory regarding content
creation. It involves pushing boundaries, trying out unconventional
approaches, and exploring creative concepts. While not every
experiment will yield immediate success, this experimentation
phase allows businesses to discover unique opportunities and
learn valuable lessons for future content endeavours.

10.3.2 Risk Variants

In content creation, it is essential to acknowledge the presence of risk
variants in order to achieve a well-rounded and diverse approach. Risk
variants encompass different levels of risk associated with the content
you create. Here are three common risk variants that should be taken
into consideration:
(a) Low-Risk Content: Low-risk content embodies the concept of
safety and dependability, aligning closely with your established
brand identity. This type of content maintains a consistent tone,
messaging, and visual style, minimizing the potential for negative
audience reactions. Low-risk content is ideal for maintaining a
strong brand presence and meeting your audience’s expectations.

86 PAGE
Department of Distance & Continuing Education, Campus of Open Learning,
School of Open Learning, University of Delhi

Lesson 10_Edited.indd 86 19-09-2024 12:44:52

 Content Creation and Sharing

(b) Moderate-Risk Content: Moderate-risk content involves stepping Notes

slightly outside your comfort zone to explore new ideas or
approaches. It may involve addressing mildly controversial topics
or experimenting with alternative content formats. This level of
risk allows for a degree of creative freedom while still maintaining
predictability and control.
(c) High-Risk Content: High-risk content entails pushing boundaries
and venturing into uncharted territories. It requires bold and
innovative approaches that have a higher chance of negative
feedback or audience resistance. Creating high-risk content demands
careful consideration and a thorough understanding of your target
audience’s tolerance for unconventional or controversial material.
By considering these risk variants, you can strike a balance between
maintaining a consistent brand image and exploring new and exciting
content ideas. It is crucial to assess the level of risk that aligns with
your brand’s values, objectives, and audience expectations, ensuring that
your content strategy remains dynamic and adaptable to the ever-changing
landscape of market trends.

10.4 The 50-50 Content Strategy

The 50-50 content strategy emphasizes the importance of balancing ed-
ucational and entertaining content. This approach recognizes that while
educational content provides value and knowledge to the audience, enter-
taining content helps capture their attention and keeps them engaged. By
exploring the 50-50 content strategy, you will learn how to effectively
apply this approach to blogging, streaming video, and podcasting case
campaigns.
To captivate the audience and maximize engagement, it is crucial to strike
a balance between providing educational content that offers valuable
insights, information, or expertise, and creating entertaining content that
entertains, engages, or evokes emotions. By incorporating both elements
into your content, you can create a well-rounded experience for your
audience, keeping them interested and motivated to consume and share
your content.

PAGE 87
Department of Distance & Continuing Education, Campus of Open Learning,
School of Open Learning, University of Delhi

Lesson 10_Edited.indd 87 19-09-2024 12:44:52

 SOCIAL MEDIA MARKETING

Notes To apply the 50-50 content strategy to case campaigns in blogging,

streaming video, and podcasting, you can use various techniques and
examples to captivate the audience and maximize engagement. Here are
some examples:
‹ Blogging: Create informative and educational blog posts that offer
valuable insights or practical tips related to your industry or niche.
For example, a food blogger can share recipes, cooking techniques,
and nutritional information.
Incorporate storytelling elements and personal anecdotes to make
your blog posts more engaging and relatable. This can help create an
emotional connection with your audience and keep them interested
in your content.
‹ Streaming Video: Produce tutorials or how-to videos that teach your
audience specific skills or demonstrate a step-by-step process. For
instance, a beauty influencer can create videos showcasing makeup
tutorials or skincare routines.
Infuse humour, entertainment, or storytelling into your videos to
make them more engaging. Consider incorporating funny anecdotes,
visual effects, or relatable situations to capture your audience’s
attention and keep them entertained.
‹ Podcasting: Conduct interviews with industry experts or thought
leaders to provide valuable insights and expertise to your audience.
This can help educate and inform your listeners on relevant topics
within your niche.
Incorporate storytelling techniques by sharing personal experiences or
real-life examples that connect with your audience’s interests and chal-
lenges. This can make your podcast episodes more engaging and relatable.
By applying the 50-50 content strategy to these case campaigns, you
ensure a balance between educational and entertaining elements in your
content. This approach captivates the audience by providing valuable
information and expertise while keeping them engaged and entertained
through storytelling, humour, or relatable experiences. By maximizing
engagement, you can foster a loyal and active community around your
blogging, streaming video, or podcasting content.

88 PAGE
Department of Distance & Continuing Education, Campus of Open Learning,
School of Open Learning, University of Delhi

Lesson 10_Edited.indd 88 19-09-2024 12:44:52

 Content Creation and Sharing

Notes
10.5 Brand Mnemonic and Brand Story

10.5.1 Brand Mnemonic: Leaving a Lasting Impression

Brand mnemonics refer to the visual or auditory cues that trigger instant
recognition and association with a brand. They serve as powerful tools
for building brand identity and enhancing brand recall.
Example 1: Intel’s Bong Sound: Intel’s iconic bong sound, which plays
at the end of their television commercials, is a prime example of a brand
mnemonic. The sound has become synonymous with Intel’s brand and
evokes immediate recognition and association. By consistently using this
sonic cue across their marketing channels, Intel has successfully estab-
lished a strong brand identity and improved brand recall.
Example 2: McDonald’s Golden Arches: McDonald’s iconic Golden
Arches are a prime example of a brand mnemonic. The distinct “M”
symbol is instantly recognizable worldwide and evokes immediate as-
sociation with the fast-food chain. By consistently using the Golden
Arches across their physical locations, packaging, advertisements, and
digital platforms, McDonald’s has successfully embedded their brand in
the minds of consumers, ensuring that their logo serves as a powerful
trigger for brand recognition.

10.5.2 Brand Story: Connecting with Emotions

A brand story is a narrative that conveys a brand’s essence, values, and
purpose. It serves as a means to connect emotionally with the audience
and build a lasting relationship.
Example 1: Coca-Cola’s “Share a Coke” Campaign: Coca-Cola’s “Share
a Coke” campaign is a testament to the power of a compelling brand
story. By personalizing their bottles and cans with individual names,
Coca-Cola aimed to create a sense of connection and shared experienc-
es among consumers. The campaign focused on spreading happiness,
fostering relationships, and creating memorable moments. Through this
storytelling approach, Coca-Cola successfully connected with their audi-
ence emotionally, strengthening its brand loyalty and fostering positive
associations.

PAGE 89
Department of Distance & Continuing Education, Campus of Open Learning,
School of Open Learning, University of Delhi

Lesson 10_Edited.indd 89 19-09-2024 12:44:52

 SOCIAL MEDIA MARKETING

Notes Example 2: Nike’s “Just Do It” Campaign: Nike’s “Just Do It” cam-
paign is a testament to the power of a compelling brand story. Through
this campaign, Nike created a narrative that resonates with individuals
who strive for greatness, encouraging them to overcome challenges and
pursue their dreams. By effectively telling their brand story, Nike has
connected with their target audience and established a strong emotional
bond that transcends their products.

10.6 Contextualization Content Creation

Contextualizing content creation involves tailoring content to suit the
specific needs, preferences, and interests of the target audience. It ensures
that the content is relevant, personalized, and meaningful to the audience,
increasing engagement and resonance.
Example 1: Spotify’s Personalized Playlists: Spotify’s personalized playlists,
such as “Discover Weekly” and “Release Radar,” exemplify the concept of
contextualizing content creation. By leveraging user data and preferences,
Spotify curates playlists tailored to individual tastes, introducing users
to new music that aligns with their interests. This personalized approach
enhances the user experience, fosters a sense of discovery, and increases
engagement on the platform.
Example 2: Netflix’s Recommendation Algorithm: Netflix excels in con-
textualizing content creation through their recommendation algorithm. By
analysing user data, viewing habits, and preferences, Netflix curates per-
sonalized recommendations for each user. The algorithm considers factors
such as viewing history, genre preferences, ratings, and user feedback to
suggest relevant shows and movies. This approach ensures that users are
presented with content that aligns with their interests, enhancing their
viewing experience and increasing their engagement with the platform.

10.7 Social Media Ethics: Building Trust and Transparency

In the modern era of digital marketing, social media plays a pivotal
role in the success of businesses. However, it is essential to prioritize
ethical practices and build trust with your audience. This section focuses
on the significance of social media ethics and provides strategies for
fostering trust.

90 PAGE
Department of Distance & Continuing Education, Campus of Open Learning,
School of Open Learning, University of Delhi

Lesson 10_Edited.indd 90 19-09-2024 12:44:52

 Content Creation and Sharing

‹ Understanding Ethical Conduct on Social Media: Social media Notes

ethics encompass a set of principles and guidelines that govern the
behaviour of businesses and individuals on social media platforms.
It involves maintaining honesty, respect, and responsibility in online
interactions. Ethical practices allow brands to cultivate positive
relationships, enhance their reputation, and achieve sustainable growth.
‹ Promoting Transparent Content Creation: Transparency is a
fundamental aspect of building trust on social media. Disclose
sponsored posts, partnerships, and affiliations to ensure transparency
in your content creation process. Your audience must understand that
when you are promoting products or services, you receive unbiased
information. Transparency strengthens credibility and maintains the
authenticity of your brand.
‹ Embracing Authenticity and Genuine Engagement: Establishing
trust requires authenticity and genuine engagement with your
audience. Avoid deceptive practices such as purchasing followers or
employing bots for engagement. Instead, focus on forging meaningful
connections, responding to comments and messages, and valuing the
opinions and feedback of your audience. Authenticity fosters trust
and strengthens the bond between your brand and its followers.
‹ Respecting Privacy and Protecting Data: Respecting the privacy
of your audience involves handling their personal information
responsibly. Clearly communicate your data collection and usage
practices while complying with applicable data protection laws.
Seek consent before collecting any personal data and prioritize the
security of that information. Transparent and respectful data handling
enhances trust and safeguards your brand’s reputation.
‹ Responsible Social Media Advertising: Responsible and ethical
practices are crucial in social media advertising. Avoid deceptive
or misleading advertising techniques and ensure compliance with
relevant regulations and guidelines. Provide honest and accurate
information about your products or services to your audience.
Responsible advertising builds trust and reinforces the integrity of
your brand.

PAGE 91
Department of Distance & Continuing Education, Campus of Open Learning,
School of Open Learning, University of Delhi

Lesson 10_Edited.indd 91 19-09-2024 12:44:53

 SOCIAL MEDIA MARKETING

Notes ‹ Crisis Management and Transparent Communication: During

times of crisis or negative feedback on social media, transparency
becomes even more vital. Respond promptly, acknowledge the issue,
and take responsibility for any mistakes. Communicate transparently
about the steps you are taking to address the situation and provide
regular updates to keep your audience informed. Handling crises
with transparency and integrity helps rebuild trust and mitigate the
impact on your brand reputation.
‹ Ethical Influencer Marketing: Influencer marketing is widely utilized
on social media platforms. When collaborating with influencers,
ensure they align with your brand values and follow ethical practices.
Select influencers with honestly genuine engagement, transparently
disclose partnerships, and promote products or services. Ethical
influencer marketing nurtures credibility and maintains the trust
of your audience.

10.8 Summary
The lesson covers three important aspects: criteria and approach for
content creation, the 70/20/10 model, model risk variants, and the 50-50
content strategy.
The first section explores the criteria and approach for content creation.
It highlights the importance of aligning content with the brand’s objec-
tives, target audience, and desired outcomes. The lesson discusses the
70/20/10 model, which suggests allocating 70% of content to proven
strategies, 20% to adapting successful ideas, and 10% to innovative and
experimental content. This approach ensures a balanced mix of reliable,
adaptable, and innovative content.
The lesson also introduces model risk variants, which refer to different
levels of risk associated with content creation. It explains the concept
of low-risk, moderate-risk, and high-risk content and how brands can
carefully consider these variants while maintaining their brand identity
and exploring new ideas. Understanding and managing risk variants is
crucial for maintaining a dynamic and adaptable content strategy.
Furthermore, the lesson explores the 50-50 content strategy, emphasiz-
ing balance between educational and entertaining content. It provides

92 PAGE
Department of Distance & Continuing Education, Campus of Open Learning,
School of Open Learning, University of Delhi

Lesson 10_Edited.indd 92 19-09-2024 12:44:53

 Content Creation and Sharing

practical techniques for implementing this strategy in case campaigns Notes

across blogging, streaming video, and podcasting. The 50-50 approach
aims to captivate the audience, maximize engagement, and achieve various
benefits, such as increased audience retention, enhanced brand loyalty,
and improved content virality. By gaining a comprehensive understand-
ing of these concepts and implementing them effectively, brands have
the potential to generate varied and captivating content across multiple
platforms, thereby propelling their marketing goals towards success.

10.9 Self-Assessment Questions

1. What is the 70/20/10 model, and how can it be applied to case
campaigns in content creation?
2. Explain the concept of risk variants and their role in adding excitement
to case campaigns. How can risks be effectively managed?
3. Describe the 50-50 content strategy and its purpose in case campaigns.
How does this strategy balance educational and entertaining content?
4. How can brand mnemonic elements contribute to a strong brand
presence in case campaigns? Provide examples of memorable brand
elements.
5. Discuss the significance of storytelling in building a brand. How can
a compelling brand story resonates with the target audience?
6. What is contextualization content creation, and why is it important
in case campaigns? Explain how content can be tailored to specific
platforms and target audiences.
7. Why is social media ethics important in content creation and sharing?
Discuss the ethical considerations surrounding privacy, transparency,
and user-generated content.
8. What are the best practices for maintaining ethical standards in case
campaigns? How can content creators build trust and comply with
legal and industry guidelines?
9. How can the 70/20/10 model, risk variants, the 50-50 content strategy,
brand mnemonic, brand story, contextualization content creation,
and social media ethics work together to create impactful case
campaigns?

PAGE 93
Department of Distance & Continuing Education, Campus of Open Learning,
School of Open Learning, University of Delhi

Lesson 10_Edited.indd 93 19-09-2024 12:44:53

 SOCIAL MEDIA MARKETING

Notes 10. Reflecting on the chapter, what key insights and strategies have
you gained for effective content creation and sharing using case
campaigns in blogging, streaming video, and podcasting?

10.10 References
‹ https://quizlet.com/491127857/smm-chapter-7-content-creation-and-
sharing-blogging-streaming-video-podcasts-and-webinars-flash-cards/
‹ https://www.youtube.com/creators/how-things-work/content-creation-
strategy/

94 PAGE
Department of Distance & Continuing Education, Campus of Open Learning,
School of Open Learning, University of Delhi

Lesson 10_Edited.indd 94 19-09-2024 12:44:53

 Glossary
Amplification Rate: A social media metric that measures the extent to which content is
shared or forwarded by users. It reflects the virality and word-of-mouth effect of social
media efforts. The formula to calculate the amplification rate is (Number of Shares or
Retweets/Total Number of Followers) * 100.
Analytics and Reporting Tools: Tools that provide in-depth data on audience demograph-
ics, engagement rates, reach, and conversion metrics. They help measure the effectiveness
of social media campaigns and make data-driven decisions. Examples include Google
Analytics, Facebook Insights, and Analytics.
Analytics and Reporting: The measurement and analysis of social media metrics and
performance to evaluate the effectiveness of the marketing strategy. Analytics and reporting
provide data on reach, engagement, conversions, audience demographics, and campaign ROI.
Applause Rate: A social media metric that measures the level of positive engagement and
feedback received on content. It indicates how well content resonates with the audience and
the level of satisfaction or approval it generates. The formula to calculate the applause rate
is (Number of Likes, Favorites, or Reactions/Total Number of Followers or Reach) * 100.
Augmented Reality (AR): It is the use of AR technology to enhance user experiences on
social media platforms. AR features allow users to overlay virtual elements onto the real
world through filters, lenses, effects, and interactive experiences.
Benefits of SMM: Communication and Connectivity, Information Sharing, Brand Promo-
tion, Customer Engagement, Content Distribution, Market Research and Advertising and
Promotions.
Blogs: Online platforms where individuals or businesses can publish and share regular
posts or articles on various topics. Blogs typically provide a comment section for readers
to engage in discussions and provide feedback.
Brand Mnemonic: A memorable element or symbol associated with a brand, designed to
aid in brand recognition and recall.
Brand Story: The narrative or storytelling approach used to communicate the brand’s
values, purpose, and mission, aiming to connect with the audience on an emotional level.
Cloud Computing: It entails the availability of computer system resources, including data
storage and computing power, on-demand and without the need for direct user management.

PAGE 95
Department of Distance & Continuing Education, Campus of Open Learning,
School of Open Learning, University of Delhi

Glossary_Edited.indd 95 19-09-2024 12:17:07

 SOCIAL MEDIA MARKETING

Notes Content Calendar: A schedule that outlines when and what type of
content will be posted on social media platforms. A content calendar
helps ensure consistency, timely posting, and strategic alignment with
marketing campaigns and events.
Content Creation and Design Tools: Tools that enable users to create
visually appealing graphics, infographics, and videos for social media
without advanced design skills. They provide templates, drag-and-drop
functionality, and access to a library of stock images and icons. Examples
include Canva, Adobe Spark, and Piktochart.
Content Creation: The process of developing and producing various
types of content, such as articles, videos, images, and audio, to engage
and inform an audience.
Content Strategy: A plan for creating and distributing valuable, relevant,
and engaging content on social media platforms. A content strategy out-
lines the types of content to be shared, the tone of voice, the frequency
of posting, and the channels to be used.
Contextualization Content Creation: The process of tailoring content
to specific contexts or platforms to ensure its relevance and effectiveness
in reaching the intended audience.
Conversion Rate: The percentage of users who complete a desired action,
such as making a purchase or filling out a form, in response to a social
media campaign. It measures the effectiveness of social media efforts in
driving conversions and achieving specific objectives. The formula to
calculate the conversion rate is (Number of Conversions / Total Number
of Clicks or Impressions) * 100.
Data-driven Decision Making: The process of making informed mar-
keting decisions based on data and insights obtained from social media
analytics and performance metrics.
Facebook: A global network for social media with billions of users. To
assist companies in interacting with their audience, Facebook offers var-
ious marketing services, including company pages, targeted advertising,
and groups.
Goals and Objectives: They are desired outcomes that a social media
marketing strategy aims to achieve. Common goals include increasing

96 PAGE
Department of Distance & Continuing Education, Campus of Open Learning,
School of Open Learning, University of Delhi

Glossary_Edited.indd 96 19-09-2024 12:17:08

 Glossary

brand awareness, driving website traffic, boosting engagement, generating Notes

leads or sales, and enhancing brand loyalty.
Hashtag: A keyword or phrase preceded by the “#” symbol used to
categorize and organize contents on social media platforms, particularly
microblogs like and Instagram. Hashtags enable users to discover and
follow specific topics or trends.
High-Risk Content: Content that pushes boundaries, ventures into un-
charted territories, and may be more likely to recieve negative feedback
or audience resistance.
Influencer Marketing: A marketing strategy that involves partnering with
influencers to promote products, services, or brands. Influencer marketing
leverages the influencer’s reach, credibility, and relationship with their
audience to drive awareness, engagement, and conversions.
Influencer Network: A community or platform that connects brands and
influencers for potential collaborations. Influencer networks facilitate the
discovery of suitable influencers for specific campaigns and provide tools
for campaign management and performance tracking.
Influencer: An individual with a significant following and influence
within a particular niche or industry. Influencers often leverage blogs,
online communities, and microblogs to share their expertise, opinions,
and recommendations.
Instagram: It is a website or app that lets people upload and share pictures
and videos. To advertise items and interact with the public, Instagram of-
fers advertising choices, influencer collaborations, and company accounts.
Keyword Research: The process of identifying relevant and high-
performing keywords that users are searching for, used to optimize SEM
and SEO strategies.
LinkedIn: It is a professional networking site that is primarily utilized for
professional and business objectives. For organisations looking to reach
professionals, share market data, and forge commercial ties, LinkedIn
offers marketing alternatives.
Low-Risk Content: Safe and reliable content that maintains a consis-
tent tone, messaging, and visual style, minimizing the risk of negative
audience reactions.

PAGE 97
Department of Distance & Continuing Education, Campus of Open Learning,
School of Open Learning, University of Delhi

Glossary_Edited.indd 97 19-09-2024 12:17:08

 SOCIAL MEDIA MARKETING

Notes Microblogs: Platforms that allow users to share short, concise updates
or posts, usually limited to a specific character count. Microblogs are
designed for quick and real-time sharing information, often including
text, images, videos, or links.
Micro-influencer: An influencer with a smaller but highly engaged and
niche-specific following. Micro-influencers often have a more targeted
reach and can provide higher engagement rates compared to the influ-
encers with larger followings.
Moderate-Risk Content: Content that involves stepping slightly out of
the comfort zone, exploring new ideas or approaches, and addressing
mildly controversial topics.
Online Communities: Virtual spaces where like-minded individuals
come together to share interests, knowledge, and experiences. Online
communities can exist within specific websites or platforms, providing
a dedicated space for community members to interact, collaborate, and
build relationships.
Online Forums: Web-based platforms or websites where users can engage
in discussions, share information, and ask questions within specific topic
areas or communities. Users can create posts, reply to existing threads,
and interact with other forum members.
Organic Reach: It measures the total number of individual users who
come across your content on social media platforms without any paid
promotion or distribution.
Paid Reach: This refers to the number of distinct users who view your
content on social media platforms as a result of paid advertising or pro-
motional activities.
Pay-per-Click (PPC) Marketing: It involves utilizing search engines
for promotional activities. In this approach, businesses pay a fee to a
search engine to create advertisements that, when clicked, redirect users
to their company website.
Personalization and Customization: It is the demand for personal-
ized and customized content experiences on social media. Brands are
leveraging data and automation to deliver tailored content, recommen-
dations, and advertising to individual users based on their preferences
and behaviours.

98 PAGE
Department of Distance & Continuing Education, Campus of Open Learning,
School of Open Learning, University of Delhi

Glossary_Edited.indd 98 19-09-2024 12:17:08

 Glossary

Pinterest: A visual discovery site where users can discover and store Notes
concepts and inspirations via pins, which are collections of photos and
videos. Businesses may use Pinterest to promote their goods, increase
website traffic, and establish connections with customers who are inter-
ested in their specialised market.
Platform Selection: The process of choosing the most appropriate social
media platforms to reach the target audience effectively. Platform selection
considers factors such as platform demographics, user behaviour, content
format, and industry relevance.
Reddit: A social news aggregation and conversation platform that allows
users to post material and engage in conversations inside niche groups
known as subreddits. Reddit provides companies with advertising alter-
natives and chances to interact with specialised communities.
Risk Variants: There are different levels of risk associated with content
creation, ranging from low-risk content that aligns closely with the brand
to high-risk content that pushes boundaries and may generate negative
feedback.
Search Engine Optimization (SEO): It refers to optimizing a website to
enhance its visibility and improve its organic rankings in search engine
results.
Snapchat: A multimedia messaging service with material that vanishes
after use. Businesses targeting a younger audience on Snapchat may ac-
cess advertising options, sponsored filters, and stories.
Social Listening and Monitoring Tools: Tools that monitor social me-
dia platforms for mentions, keywords, and hashtags related to a brand,
industry, or competitors. They provide insights into sentiment analysis,
trends, and customer feedback. Examples include Brandwatch, Mention,
and Talkwalker.
Social Listening and Sentiment Analysis: It is the increased focus on
monitoring and analysing social media conversations to gain insights
into consumer sentiment, preferences, and trends. Social listening and
sentiment analysis tools help businesses understand customer feedback,
gauge brand reputation, and inform marketing strategies.
Social Listening: This involves monitoring social media platforms for men-
tions of your business, those of your competitors, and relevant keywords.

PAGE 99
Department of Distance & Continuing Education, Campus of Open Learning,
School of Open Learning, University of Delhi

Glossary_Edited.indd 99 19-09-2024 12:17:08

 SOCIAL MEDIA MARKETING

Notes Social Media Advertising Tools: Tools available on platforms like Face-
book Ads Manager, Google Ads, and LinkedIn Campaign Manager to
create, manage, and optimize social media advertising campaigns. They
provide targeting options, budget control, ad scheduling, and performance
tracking.
Social Media Audit: An evaluation of a brand’s existing social media
presence, performance, and strategy. A social media audit involves ana-
lysing metrics, assessing content quality, reviewing audience engagement,
and identifying areas for improvement.
Social Media Ethics: The moral principles and guidelines that govern
the use of social media, including issues of privacy, authenticity, trans-
parency, and responsible engagement.
Social Media Influencer: An individual who has established credibility,
and a significant following on social media platforms is known as a social
media influencer. Influencers can influence the opinions, behaviours, and
purchasing decisions of their audience based on their expertise, authen-
ticity, and engaging content.
Social Media Listening and Engagement Tools: There tools help man-
age social media interactions, respond to comments and messages, and
efficiently provide customer support. Examples include Sprout Social,
HubSpot, and Agorapulse.
Social Media Listening Tools: Software and applications that aid in
monitoring and analyzing social media conversations, brand mentions,
and competitor activities to gather valuable insights.
Social Media Management Tools: Tools that simplify the process of
managing multiple social media accounts from a single platform. They
offer features such as post-scheduling, monitoring engagement, and an-
alyzing performance metrics. Examples include Hootsuite, Buffer, and
Sprout Social.
Social Media Marketing (SMM): Denotes endorsing products and ser-
vices online via numerous social media channels.
Social Media Platform (SMP): Online platforms and websites that let
users produce, share, and engage with content are referred to as social
media. These platforms make it possible for people, groups, and companies
to interact with people worldwide. The use of social media p­ latforms has

100 PAGE
Department of Distance & Continuing Education, Campus of Open Learning,
School of Open Learning, University of Delhi

Glossary_Edited.indd 100 19-09-2024 12:17:08

 Glossary

significantly impacted people’s everyday lives by enabling the exchange Notes

of knowledge, ideas, and experiences via text, photographs, videos, and
audio, among other formats.
Social Media Policy: A set of guidelines and rules that define how a
brand or organization should use social media platforms. A social media
policy outlines acceptable behaviour, content guidelines, brand voice, and
legal considerations for social media marketing activities.
Social Media: Online platforms and websites that let people create, share,
and engage with content are referred to as social media. These platforms
make it possible for people, groups, and companies to interact with peo-
ple worldwide. The use of SMPs has knowingly impacted people’s daily
lives by enabling the exchange of knowledge, ideas, and experiences via
text, photographs, videos, and audio, among other formats.
Social Messaging and Chatbots: It is the rise of social messaging apps
and the use of chatbots for customer service and engagement. Businesses
are leveraging messaging platforms like WhatsApp, Facebook Messenger,
and chatbots to provide instant responses, personalized support, and
seamless interactions.
Thread: In online forums, a thread refers to a series of connected posts
that follow a specific topic or discussion. Each post within a thread
contributes to the ongoing conversation, allowing users to follow and
respond to individual messages.
: It is a platform for microblogging where users may publish posts or
very brief messages. is renowned for its in-the-moment updates and
provides businesses with advertising options to reach a large audience
and participate in conversations.
User-Generated Content (UGC): Content created by users within online
forums, blogs, online communities, or microblogs. UGC includes posts,
comments, reviews, images, videos, and other contributions made by
community members.
Video Content Dominance: It is the continued dominance of video content
across social media platforms. Video content has higher engagement rates,
captures attention, and allows for storytelling, product demonstrations,
and immersive experiences.

PAGE 101
Department of Distance & Continuing Education, Campus of Open Learning,
School of Open Learning, University of Delhi

Glossary_Edited.indd 101 19-09-2024 12:17:09

 SOCIAL MEDIA MARKETING

Notes Web 2.0: It signifies the second generation of internet technologies

and applications that enable user-generated content, collaboration, and
interactive experiences. It represents a transition from static, one-way
communication to a more dynamic and participatory web environment.
YouTube: It is the most popular platform for uploading, viewing, and
sharing videos online. Businesses may connect and interact with their
audience on YouTube through influencer partnerships, branded channels,
and advertising choices.

102 PAGE
Department of Distance & Continuing Education, Campus of Open Learning,
School of Open Learning, University of Delhi

Glossary_Edited.indd 102 19-09-2024 12:17:09