Social media marketing
01 About profession
Content 02 Content
03 Content plan
About profession
A SMM manager is a specialist who promotes business, namely
companies, brands and individuals in social media
The SMM develops a promotion strategy, analyzes the interests of the target audience,
identifies competitors, and monitors new trends in the niche. This profession is very dynamic,
requires constantly keeping abreast of the pulse and improving skills to keep up with the
competition
The SMM specialist knows how to pick up interesting and useful content, conducts a
dialogue with followers, answers questions, informs about discounts and special offers, forms
a positive image of the company
It is the SMM specialist who is engaged in drawing up content plans, organizing regular page
filling in accordance with the developed strategy, as well as working with the target audience
Required skills
the ability to write attractive texts, competent speech (oral and written)
knowledge of the possibilities and limitations of social media: Instagram, YouTube,
Twitter and others
understanding the specifics of promotion in each of the social networks
experience with web analytics services (Google Analytics)
availability of basic competencies for interaction with graphic editors and photo stocks
experience in conducting targeted advertising
Responsibilities
creation and design of pages in social networks
creation and placement of publications
conducting SMM activities
setting up targeted advertising
analytics
SMM budget monitoring
interaction with the audience
Responsibilities
analysis of the market, audience and competitors
development of a strategy for promotion in the network;
creation and development of profiles/groups in social networks
attracting subscribers, increasing the audience
formation and increase of brand loyalty
monitoring the effectiveness of page promotion
working with brand mentions in social networks, reputation marketing
Pluses Minuses
interesting and creative tasks
low threshold of entry into an irregular working day
the specialty is possible
communication with different working in multitasking
people mode
constant self-development
Content
Content is the content of pages in social networks. Content is
not only text, but also graphics, creatives, video materials and
other formats. It is important to understand for whom and why
you are writing or creating a post, publication. Types of content
help to better understand the audience and analyze their
behavior
Content
Informational
Informational content is used to build trust. When you share useful or
interesting information, subscribers understand in what field you (or
your company) are an expert, they get used to trust and contact you
when the need arises. Information content tells about the product, its
benefits, features and facts
articles in the style of "How to"
checklists
studies
collections of useful resources
reviews company/industry news
interview
facts and numbers
Content
Selling
It is considered optimal when the selling content format is 20%-30%
percent of all publications. Selling content types, respectively, must
sell a service or a product.
pain-posts
social evidence
posts about promotions, sales and discounts
cases
landing pages
commercial or promotional offer
reviews
Content
Entertaining
With its help, you become closer to your readers-subscribers, which
means that you increase their loyalty. The purpose of this type of
content is to allow the user to relax
contests, games
surveys
interesting facts
life hacks
memes
Content
Engaging
The task of an engaging posts is to motivate the follower to start
communicating. More often, these types of content are used in social
networks to attract attention. The audience actively reacts with
comments, likes, reposts
articles on topical or controversial topics,
subsequent discussion
opinion articles
QA
interactive (tests, quizzes, animated graphics,
challenge, live broadcast)
Content
Viral
Its purpose is to attract the attention of the audience, as well as
experts and opinion leaders, targeted traffic to the site
funny pictures, memes
tests
articles with a useful selection (for example,
books, popular channels, statistics)
videos
Content
Reputational
Сreates a positive image of brand or person
tops and ratings
diplomas, medals, certificates, licenses
cases
Content
User-generated
This is the type of content that is created by the company's clients or
followers in social networks — as a rule, such content does not pass
through any editorial office
a review of a product or service
answers to subscribers' questions
photos of subscribers with your product
Content plan
A content plan is a convenient tool for planning publications in social
networks, on a website or external resources, which are prepared in
advance for a certain period of time
Tasks
the correct distribution of content categories,
publication formats
saving time
regularity
maximum audience coverage
Criteria
distribution of content by topic
compliance with the audience avatar
pursuit of business objectives
How to make a content plan
Analyze competitors' social networks
Find out who your audience is Choose a space for maintaining a content
Study the communities that customers plan
subscribe to in the selected social network
Fill out the content plan
Make a list of topics that are interesting to
TA
Formats
Expanded Short
Task Make a content plan of a furniture store for
Instagram
THANK YOU
