One of the things that stops many small business owners from jumping into social media is their unfamiliarity with the terms. In this video tutorial, digital and social media strategist Martin Waxman defines key social media marketing terms and gives you a better grasp of how they’re used in business.
- [Voiceover] Before diving into this course, let's pull out our copy of the great big social media marketing dictionary and get a refresher on some key terms. We won't cover everything, of course, and if you feel you're missing any of the basics, you can check out this play list. Let's start with a word you hear a lot: content. Content is all your organization's stories, both online and off. It includes blogs, websites, social networks, videos, visuals, sales materials, email, posters, pretty much everything you produce to tell customers about your business.
You've probably all heard the term SEO. It stands for Search Engine Optimization or making your website or blog more findable in search. Often, you'll work with a web designer to optimize your site but there are many things you can do, including understanding how to come up with the kind of key words and tags that answer your customer's questions. So what are keywords and tags, or hashtags, for that matter? The terms keywords and tags can often be used interchangeably and are simply the words or phrases your customers are looking for.
You include them in your copy or in ads in order to be discovered when people search. Hashtags are keywords that start with a number sign or hash symbol and are used to follow conversations or topics on Twitter, Instagram, and Facebook. Unlike tags, different words in hashtags aren't separated by spaces. How about mobile? Mobile refers to the content a person consumes or shares when they're on the go, usually on a Smartphone.
According to research company comScore, we spend nearly two-thirds of our digital time on a mobile device. Although tablets are part of this, most mobile content is consumed on a Smartphone. Because people spend so much time looking a a small screen, we need to take that into account when we communicate. This is especially true when you're creating infographics and data visualizations. Let's start with infographic.
An infographic is an example of visual storytelling that integrates text and graphics to paint a picture of an organization or illustrate a trend. Data visualizations are when you take complex tables of data and turn them into things like pie charts or colorful graphs that are easier for people to grasp. Again, keep them simple so people can understand them on a mobile device. In many cases, inforgraphics and data visualizations are created by a community manager.
A community manager is a jack of all trades. They're part PR, part customer relations, part producer, and part marketing. They're the face of your company to the community and the interface between your community and your company and they need special talents, including creativity and being good with people. They should also have excellent judgement and communication skills to manage issues and hopefully avert a crisis. A lot of people are talking about livestream video.
Livestreams are simply videos your customers can watch live when they happen or later as an archive. Most livestream broadcast occurs on a mobile device. You could livestream from an app like Periscope or start broadcasting directly from Facebook. Livestreams are a great way to showcase a new product or an event. Just remember, as with any marketing tactic, you shouldn't just wing it. If your business wants to livestream video, be sure to plan and rehearse your program before going on the air.
This is just a small sampling of the terms you'll wanna get familiar with as you and your company dive into social media marketing. Once thing's for certain, in social media, there's always something new to learn.
- Using social media to listen to customers
- Setting goals
- Crafting a social media policy and a plan
- Creating shareable content
- Measuring your social media success