Social media is the shorthand for any networked, interactive community. Platforms like Twitter enable concise messaging, while Facebook supports broader social networking for sharing updates, media, and more. These digital communities transformed communication and business, but marketing principles remain unchanged—only the tools and tactics have evolved.
Social media marketing: The basics
Social media marketing involves using platforms like Instagram, TikTok, LinkedIn, and Facebook to connect with audiences and promote products or services. While the execution has evolved, the goal remains unchanged: reaching the right audience with the right message at the right time.
Why social media marketing is essential today
Social media marketing poses several difficulties, including its dynamic nature and that one-way messaging reliance can no longer be relied on. However, the benefits far outweigh the disadvantages.
1. Social media’s influence on search results
Social media and search are increasingly interconnected. YouTube – the world’s second most popular search engine – and Twitter can be commonly found within search engine results pages (SERPs). For example, a “Liverpool vs. Man City” search might display YouTube highlights, interviews, and a carousel of Twitter posts before traditional text links. This blending of search and social content enables marketers to amplify their reach and engage audiences through diverse formats.
2. User-generated, multi-format content
With the evolution of the Internet, the information retrieval system has stopped depending on textual links to answer a question. Content, including videos, instruction, and real-time social media conversation has become a focus. Brands can use user-generated content (UGC) to create trust and authenticity. For example, Cuts Clothing collaborated with Patrick Mahomes, which gave a natural boost to the brand through his social media presence. Not only does UGC speak more to audiences, but it also leads to greater engagement and conversions.
3. Amplification of content
Going viral may be a pipe dream for most, but social media’s network effects make content amplification achievable. For example, a witty LinkedIn post or a clever Instagram Reel can reach thousands of people, extending a brand’s visibility. While virality is rare, consistent amplification of meaningful, engaging content can lead to significant returns over time.
4. Enhanced ROI through customer data
Social media also offers unprecedented access to consumer information and allows for very accurate targeting. Unlike traditional advertising channels, platforms like LinkedIn allow marketers to filter audiences by location, job title, industry, and more. This granularity helps tailor messages to specific audience segments, boosting campaign efficiency and ROI. Additionally, understanding social media analytics reveals customers’ pain points and preferences, allowing brands to craft solutions that resonate deeply.
5. Proactive and reactive audience engagement
Social media marketing involves both proactive and reactive strategies:
Proactive publishing: Create and schedule content aligned with your broader marketing campaigns. Use tools like social media content calendars and publishing tools to maintain consistency.
Reactive engagement: Respond to audience interactions, manage customer queries, and foster community. Engaging authentically helps brands build trust and loyalty.
Metrics like branded search impressions, newsletter sign-ups, and event registrations can measure the effectiveness of proactive strategies. Reactive engagement, on the other hand, strengthens relationships, turning casual followers into loyal advocates.
How to build a powerful social media strategy
To maximize the potential of social media marketing, brands must develop a cohesive strategy:
1. Create a social media marketing plan
Setting up a TikTok or Instagram account is quick, but businesses need a well-structured plan, not a casual approach.
Set SMART goals
Define objectives like increasing brand recognition or driving engagement. Goals should be Specific, Measurable, Achievable, Relevant, and Time-bound (e.g., “Increase Instagram engagement from 10% to 30% within 3 months”).
Know your target audience
Understand your audience’s demographics, behaviors, and preferences. Create buyer personas and tailor content for different groups. As Rocío Arrarte says, “Great marketing means knowing your audience.”
Conduct competitive analysis
Analyze competitors’ platforms, content types, posting frequency, and engagement. Tools like Sprout Social and Brandwatch can simplify tracking and benchmarking.
Choose the right platforms
Focus on 2-3 platforms where your audience is most active. For example, B2C brands thrive on Instagram, while B2B companies perform well on LinkedIn.
Decide content types
Experiment with various formats—videos, images, infographics, testimonials, polls, and user-generated content (UGC). Identify what resonates most and prioritize those formats.
2. Define KPIs and metrics
Choose social media KPIs aligned with your goals, such as engagement, reach, click-through rates, and conversions. Avoid vanity metrics like follower count; focus on meaningful indicators like engagement rate.
3. Leverage social media trends
Stay relevant by incorporating trends, pop culture, and viral formats into your content. For instance, Ryan Air successfully uses TikTok trends to boost visibility.
4. Post platform-specific content
Customize content for each platform. LinkedIn favors thought leadership, Facebook works well for video and link posts, while Instagram and TikTok are ideal for engaging Reels and trending videos.
5. Engage with your audience
Interact with followers through comments, direct messages, polls, and giveaways. Engagement fosters loyalty and provides valuable insights for future strategies.
6. Create diverse content
Use a mix of formats across platforms. For example, Booking.com uses Reels on Instagram, image-based content on Pinterest, and trends on TikTok to engage varied audiences.
7. Repurpose content
Reuse successful content across platforms to save time and reach broader audiences. For example, Elf Cosmetics shares viral TikTok videos on Instagram and Facebook.
8. Collaborate with influencers
Partner with influencers that align with your brand and your target audience). Having a smaller but very targeted audience, micro-influencers can yield cost-efficient outputs.
Companies can create a meaningful, relevant, and quantifiable social media brand by adopting these paradigm(s).
Conclusion
Social media is not just a fad, but the maturation of old-school marketing principles. By understanding its scope and exploiting its inherent strengths, brands can engage audiences on a meaningful level, build trust, and generate growth. Direct by proactive community content creation, or by reactive community engagement mode, the potential is limitless for those who learn the skill of social media marketing.
