In this video, you'll gain an overview of social media marketing and paid social opportunities.
- Just a decade ago, social media wasn't even a term, and in the world of advertising, communication was still a one way street, where brands crafted and pushed their messages to the audiences. Sure, you could make the argument that digital had started to allow for some two way interactions through website forums and chats, and things like that, but the reality was that advertising was still advertising, just with some new and exciting channels. But then social media came along. People began joining networks, building profiles, sharing content, and living a digital version of their lives online, and it caught fire.
With the rise of personal networks like Facebook, professional networks like LinkedIn, and even streams of constant life updates made possible by platforms like Twitter, people were jumping into a new aspect of the digital revolution. While advertisers looked at this wealth of activity and marketing data from the outside, it wasn't exactly clear just how they could start to take advantage of it, and it took a while before the networks themselves began to offer specific advertising programs. The first steps were for brands to wade into the world of social, and for the first time, create a social presence that was open to more than just that one way communication.
Suddenly, the message wasn't controlled anymore, it was managed. Conversations were happening between people about brands, and those who realized that it was better to engage and participate than shout from a podium found a new form of success. These days, social has matured, and the big networks are all offering formal advertising programs that let advertisers target their members with all kinds of different messages and formats, but there's also this more organic social channel that's much more about participation and conversations.
There are, as I'm sure you've guessed, lots of great places to go to learn more about how to actually create and execute different kinds of social campaigns, but in terms of the technology you'll need to incorporate into your stack, let's break it down into two essential sides. First, there's the natural organic side of social, where an organization is creating an account, building and engaging with networks, and participating in conversations. To do this, you'll obviously have to be present in the networks that are most appropriate for you. Yes that means you'll likely have a Twitter account, a Facebook page, a LinkedIn company page, but depending on your industry, there might be some other great networks that are specific to you and your target audience, so part of your technology stack will be these platforms, and the data inputs and outputs that each provide, but having an account isn't enough these days.
You also have to be active, and you have to engage, and that means you have to monitor what's going on across these vast networks. Some organizations have used social media to get ahead of PR issues, to handle customer support, or even to jump on opportunities in the minutes and seconds they start to trend. To do this, you'll probably need to add some social monitoring to your stack. These tools run the gamut from free to enterprise pricing, and they all have different features, bells, and whistles, but at their core, they can all be configured to automate the process of scouring the social media streams and picking out specific items that you should be aware of.
That might be mentions of your brand in either a positive or a negative light, or it might be key industry terms that signify a conversation is occurring within your area of expertise. It's a great opportunity for you to jump in and provide some value. Now there's also the formal advertising programs that each of the networks offer, and just like with other forms of digital marketing, you can create campaigns, set budgets, define targets and audiences, and build ads to reach your customers and prospects within these networks. While you can certainly do this through each of the individual accounts, just like with the bid management tools in the search space, or the DSPs of display, you can also take advantage of tools that help you monitor and manage your social accounts' activity and campaigns holistically in one central location.
Some of the more popular enterprise platforms include Hootsuite, Adobe Social, Salesforce Marketing Cloud, Social Studio, Oracle's Social Cloud, Sprout Social, and of course quite a few more that you should investigate if this makes sense to you. These will all connect to your various accounts, and they offer a consolidated place to manage what's happening across all of your social activities. The data provided here can then be integrated and used throughout your marketing stack to help measure performance, manage audiences, and optimize your digital media mix.
Having all the tools in place to leverage today's social platforms and technologies is a key component to the digital marketing stack, and with them, you'll be able to leverage the social opportunity to engage your audience and amplify your message.
NOTE: While specific software and platforms aren't endorsed, you will see how tools like a customer relationship management system and web analytics work in a successful marketing mix.
- What is digital marketing?
- Understanding the marketing data being generated
- Reaching customers via digital channels like social, search, and display
- Working with digital experiences
- Selling online with ecommerce
- Going mobile
- Measuring and optimizing with testing and analytics
- Running and operating a business with technology
- Storing and extracting data
- Learning and predicting with data exploration and modeling