In this catch-up, we gathered the basics of social media marketing. Our team selected the commonly used terms and concepts in a short glossary, composed a step-by-step SMM strategy development plan, and picked the most important success metrics. The last part of this post is devoted to actionable tips on how to get the best results from your SMM activities.
SMM Digital Strategy Glossary
This simple SMM glossary is designed by our experts so that you could understand the social media marketing specialists with ease.
Business strategy is a global brand positioning, a model of getting profit, and a set of goals in terms of money and assets.
Click-through-ratio (CTR) is the ratio between the number of ad views and the number of times the users clicked on it.
Communication strategy is how a brand should communicate with its clients and potentials to influence them.
Conversion is the number of users who did something you intended on your website, e.g. visited a particular product page, completed a purchase, filled in a survey, etc.
Cost-per-click (CPC) is the payment model when an advertiser pays for every user click on the ad.
Cost-per-mile (CPM) is the price an advertiser pays for an ad.
Digital strategy is your brand’s roadmap to help your customer move from point A to point B in online channels.
Engagement rate identifies the level of engagement of the audience in the page’s content. This is a good indicator of the content’s relevance to the target audience.
Insight is a hidden, unexpected customer need that can be satisfied by the brand and, therefore, motivate the customer to make a purchase. False insight is a simple solution or general approach that is considered as an insight.
Marketing persona (or sometimes a buyer persona) is a generalized representative of your ideal customer. It is designed to help you internalize the ideal client and make your marketing message sound human.
Marketing strategy is a marketing brand positioning, tasks in terms of brand awareness, differentiating from the competitors, etc.
Media strategy is a set of tools and the ways they are used to deliver the brand’s message to the target audience.
Reach is the number of users who saw your content at least once during a predefined period of time, typically a month.
Return on investment (ROI) is an estimated increase of income or decrease of the campaign cost in social media.
Subchannel strategy is a set of features of brand’s behavior in every marketing channel used based on the communication and media strategies.
Traffic is the number of a site visitors during a specified period of time.
SMM Strategy Development
A well-developed SMM strategy is a way to your success. The typical steps include:
1 – Creating a brief.
2 – Identifying your goals.
3 – Analyzing your brand’s pages on social media.
4 – Studying your competitors and their activities on social media.
5 – Learning and segmenting your target audience. Creating a “persona”.
6 – Searching for the audience’s insights.
7 – Coming up with the social community’s idea.
8 – Creating a content plan.
9 – Selecting social media for communication.
10 – Preparing an SMM strategy and presenting it to your boss.
Keep in mind that some of these steps may take a while and ensure that you have enough time to revise your strategy and make the necessary changes.
SMM Success Metrics
Without measuring the effectiveness of your social media campaign, you cannot understand whether your social media strategy works or not. Our experts start with identifying your campaign goals and then selecting the metrics to measure performance.
Important: Likes themselves are not KPIs.
Typically, you may have one of these goals on social media in mind:
1 – To increase the scale of your audience: measure total page likes and organic and paid reach per month.
2 – To collect new users: measure new page likes.
3 – To increase your audience awareness and loyalty: measure new post likes, comments, and shares and pay attention to unlikes.
4 – To raise your follower engagement: measure engagement (reactions, comments, shares), post clicks, actions on the page, and the number of people who clicked on the action button.
We also recommend tracking the number of posts you published and analyze their performance at the end of each month. For example, for LinkedIn posts, you can measure impressions, clicks, interactions, and engagement of every publication. It is also recommended to consider the possibility to promote your best performing content to reach the broadest audience.
SMM Things to Remember
There are dozens of mistakes to avoid while planning and doing your social media campaign. We have already picked five things to consider while building a pleasant yet productive conversation with the target audience on social media:
1 – Ensure the consistency of your social media activity.
2 – Divide your content into groups according to the topic.
3 – Create qualitative visuals.
4 – Avoid a one-person show.
5 – Joke sometimes, don’t sound too serious.
In 2017, our experts advise you to pay attention to the following trends to fully benefit from your social media activities:
1 – Optimize your content for mobile: Increase your mobile traffic by setting up accelerated mobile pages (ATM).
2 – Create interactive content: Include video, GIFs, and quizzes in your in your digital marketing strategy.
3 – Engage with your audience using live video: Use Facebook Live, Snapchat, and Periscope to attain high exposure and stand out.
4 – Keep your content human: Build trust with your fans by creating content as personalized as possible.