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Social Media Strategist
Course 1 - The Rise of Social Media
Slide 1
What is Social Media?
• Social media refers to all forms of electronic communication, such as web sites for social networking and microblogging, through which users create online communities and relationships and share information, ideas, personal messages, pictures, videos, and other content.
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Slide 2
Types of Social Media
Blogs
Micro
Blogs
Image Sharing
Social Networks
Social Book-
marking
Geo-location
Video Sharing
Podcasts
Social News
Knowledge
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Slide 3
Evolution of Marketing
• Past Generations
• Social interactions were face-to-face. The audience was local and difficult to scale.
• Current and Future Generations
• Social interactions are virtual. The audience is global and easy to reach.
Traditional Marketing
• Billboards
• Broadcast
• Radio
TradigitalMarketing
• Banner Ads
• Email Blasts
• Microsites
• Search
Social Media Marketing
• Blogs
• Communities
• Microblogs
• Social Networks
Lower Engagement Higher Engagement
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Slide 4
Benefits of Social Media to Organizations
• Expand Online Presence
• Create multiple ways that your audience can access your information, products and services
• Increase the number of links back to your organization’s website
• Reach more customers
• Build Reputation as a Thought Leader
• Demonstrate expertise within your industry
• Ask valuable questions and, more importantly, answer questions
• Provide new insights and quality content to gain a following that will translate into new leads
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Slide 5
Benefits of Social Media to Organizations (continued)
• Conduct Market Research
• Listen and learn what is important to your audience and customers
• Watch and analyze your competition to gauge the success of their social media interactions
• Adjust your outreach and marketing messages based on the research gleaned from your social media interactions
• Increase Marketing, Advertising and Sales Opportunities
• Launch targeted campaigns based on customer profile information or groups of interest
• Reach audiences that may have been unavailable in the past
• Target advertising to fans, followers and customers of your competitors
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Slide 6
Benefits of Social Media to Organizations (continued)
• Build Brand Awareness and Brand Advocacy
• Expand your online presence to drive traffic to your core web properties
• Improve your SEO as people read, like and share your content
• Generate positive feedback and peer reviews from brand advocates, who, in turn, convince their peers to use your products or services
• Improve Event Management Capabilities
• Post event details, updates and resources
• Answer questions and provide event support
• Let the event take on a life of its own as the audience shares photos, status updates and post-event feedback
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Slide 7
Benefits of Social Media to Organizations (continued)
• Provide Customer Support and Relationship Management
• Make it easy for customers to gain access to support
• Allow organizations to respond quickly and escalate issues appropriately
• Post questions, answers and online help that clients can access
• Engage and Motivate Employees
• Show the benefits of your organization to both current and prospective employees
• Allow employees to plug into initiatives that are not directly related to their role
• Enhance employee motivation because they feel more connected
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Slide 8
The Growth of Social Media
Internet users spend more time on social media sites than any other type
Drivers of growth for businesses:
• Increased awareness of the capabilities of social media
• Low cost of entry
• Ease of use
• Inexpensive alternative to traditional marketing
• Greater ability to share and connect
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Slide 9
Social Media Career Opportunities
• People expect organizations to create and maintain an active social media presence.
• Organizations are adding staff for social media jobs.
• Although social media is in the early stages of adoption, social media jobs rose 37% from Feb 2013 – Feb 2014.
• Social media marketing budgets are projected to double in the next five years.
• This is an opportunity for job seekers and those seeking a new career.
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Slide 10
Role of the Social Media Strategist
• Research trends in social media and online technologies
• Create policies and procedures for interacting with social media
• Develop and maintain an organization-wide social media strategy
• Train social media team members
• Coordinate the use of social media across departments
• Plan and coordinate social media campaigns, including:
• Defining goals and key performance indicators (KPIs)
• Creating editorial calendars and action plans
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Slide 11
Social Media Certification Options
• Platform-specific social media certifications (for example, Google or Hootsuite) already exist.
• The NISM (National Institute for Social Media) has created a platform-and vendor-neutral certification option, the Social Media Strategist Certification, that is more broad and focuses on both fundamental training and practical experience.
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Slide 12
Stages of Strategic Social Media Operations
1. Market Analysis and Audit
2. Strategic Planning
3. Content Development
4. Campaign Implementation
5. Community Management
6. Analysis and Reporting
Market Analysis and Audit
Strategic Planning
Content Development
Campaign Implementation
Community Management
Analysis and Reporting
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Review Questions:
1. True or False: A thought leader demonstrates expertise within their industry and
provides new insights and quality content to gain a following that will translate
into new leads.
A. True
B. False
2. Which of the following is a benefit of social media marketing versus traditional
marketing?
A. A higher level of engagement
B. A lower level of engagement
C. It happens face-to-face
D. The audience is local rather than global
3. Which of the following is NOT a type of social media?
A. Blog
B. Magazine Ad
C. Video Sharing
D. Social Network
4. A ____________ creates policies and procedures for interacting with social
media and develops and maintains an organization-wide social media strategy.
A. Social Media Strategist
B. Public Relations Specialist
C. Corporate Communications Strategist
D. None of the above
5. Which of the following is a benefit of social media to organizations?
A. Provide customer support and relationship management
B. Engage and motivate employees
C. Build brand awareness and brand advocacy
D. All of the above
Answer Key:
1. A
True. A thought leader demonstrates expertise within their industry and provides
new insights and quality content to gain a following that will translate into new
leads.
2. A
Social media marketing allows for a higher level of engagement.
3. B
A magazine ad is not a type of social media. Social media is virtual, whereas a
magazine ad is in print.
4. A
A social media strategist creates policies and procedures for interacting with
social media and develops and maintains an organization-wide social media
strategy.
5. D
Providing customer support and relationship management, engaging and
motivating employees, and building brand awareness and brand advocacy are all
benefits of social media to organizations.
