Social Media Marketing – An Overview

Social Media Marketing – An Overview

Social Media Marketing – Promoting your brand through different channels of social media.

Social Media Marketing (SMM) is a type of internet marketing which uses the benefits of social networking sites as a tool of promoting websites, thus increasing traffic towards them and learning from users’ direct reactions.

It is a form of internet marketing which uses social networking channels for marketing and brand promotions.

Just like Search Engine Optimization (SEO), SMM also requires intensive strategy and planning.

Learn more about SEO and its Importance.

Social Media Marketing – How is it useful?

  • Helps you get direct feedback from your customers
  • Solve queries and grievances easily through one on one conversation
  • Your customers get a chance to be heard and reach you out directly
  • SMM is both active and passive form of promotion
  • It creates an instant buzz

Active SMM promotion

Active promotion means adding links (applications) which lead from the content on the website towards social networks (similarly to RSS and social media share buttons).

Social networks which can be used as active promotions:

  • Facebook
  • Twitter
  • YouTube
  • Google+
  • LinkedIn
  • Instagram
  • Pinterest

Facebook and LinkedIn are top channels for hyper-targeting your ads.

Hyper-targeting uses public information, as well as information users, hide from the public.

Passive SMM Promotion

Passive promotion means promoting activities on social networks by updating statuses, publishing images, tweets or articles on blogs.

This in turns helps improving user experience by directly reaching out to them.

You get information in real time, which speeds up the entire process.

Facebook Marketing

Facebook is huge. As said, it is the largest social media platform.

It has approximately 2.20 billion users, out of which 66% log in on a daily basis.

Reports show, as of May 2015, 93% of businesses marketers use Facebook for promoting their brands.

A reported study from 2011 attributed 84% of “engagement” or clicks to Likes that link back to Facebook advertising.

With such a large user base, Facebook is nearly impossible to ignore for marketers. It is proven to be an optimal channel for marketing and promotions.

Advertising on Facebook

Facebook has three options- Pages, Ads and Groups. These are the tools which can be used by anyone for promotion.


It is quite similar to profiles, although pages are open to businesses and public figures.

Also, people can ‘like’ a page, but can not follow it like others’ profiles.

By liking a page, you get instant information about the brand. Moreover, you receive automatic updates from them.

Profiles have a limit of 5000 friends. Although this is not the case with Pages. You can have an unlimited number of likes on a page.

Pages are free and easy to create and set up. But, it is fairly difficult to get maximum retention just by brand pages.


It is almost like a discussion forum given that it is more presentable than a forum.

You can create groups to form a targeted audiences’ list and reach out to people who are relevant to you.

Like Pages, Groups are also free to create. Furthermore, it assures a high level of engagement.

The only issue with groups is that it is time-consuming.


Facebook offers its users a great platform for advertising. You can create ads based on targeted audience, geographical areas, demographics.

Uniquely, it has an option to hide ads and beneath it is ‘like page’ option.

Ads have really powerful targeting parameters, although it can be costly depending upon your budget.

Twitter Marketing

Twitter can be a great platform to promote your brand, provided you know how to do it the right way.

What is the best way of social media marketing using Twitter? Set some goals and work on it every day.

Below are some examples of goals you might want to achieve with your Twitter account:

  • Get more traffic
  • Generate Leads
  • Build a following
  • Network
  • Provide faster customer service

Pick a deadline period for each of your goals and make sure to complete them within the period.

You can measure it with the help of Google Analytics.

Use #hashtags

Hashtags on Twitter are really powerful when used in the right way. It ensures that your tweets are seen by most of the people.

Great to identify people from the same industry. Also, find people who follow similar interests.

Use multimedia for engagement

Images, Videos and GIF rule Twitter other than hashtags and text tweets.

79 percent of consumers would rather watch a video to learn about a product than read text on a page.

84 percent of consumers have been convinced to make a purchase after watching a brand’s video.

Insert videos to your tweets or retweet a relevant video from your industry for maximum engagement.

Eye-catching and relevant images gather a lot of traffic.

Try including images on all your tweets. Also, tag relevant people to the images. You can tag up to 10 people at a time.

Almost 100 million GIFs on Twitter were shared in 2016. GIF is a fun way to add an extra element to your tweets.

You can search for the most relevant GIF and insert it with your tweets.

Twitter Ads

Twitter themselves note that 41% of users purchase a product after exposure to an ad within 30 days.

Unlike Facebook Ads, Twitter ads are cost-effective and more targeted.

Twitter claims that their video ads are twice as memorable to users versus ads on competing social platforms.

› Promoted profiles

Brands who want to boost their following on Twitter can promote themselves as a brand page.

These ads are generally on the right of your feed, showing you ‘who to follow’.

social media marketing

› Promoted Trends

Get yourself on top of all other trends by promoting it. This helps in showing relevant trends you promote to your followers and targeted audiences.

This is a smart way to start a conversation with your audience about your brand.

› Promoted Tweets

The goal of Twitter ads is to ultimately drive clicks that translate into followers and leads.

Tweets can include images, videos and even GIF. Also, you can target your audience according to different demographics and promote tweets accordingly.

LinkedIn Marketing

LinkedIn, a professional business-related networking site, allows companies to create professional profiles for themselves as well as their business to network and meet others.

Among all social media marketing channels, LinkedIn has the most highly targeted audience.

Through notes, you can invite your connections to join your email list. Send them a thank you note for accepting your connection and grow your email marketing list.

Use sponsored updates to reach out to the maximum number of audience through your network.

A sponsored update can be an excellent way to promote thought-leadership content useful primarily to the targeted audience with a strong call to action.

Just like Facebook groups, LinkedIn groups are also highly interactive and useful.

Join groups that are relevant to your targeted audience. In addition to that, you can create your own group too and add the audience relevant to your brand.

Create your own company page like it is for Facebook Pages. Keep updating the page and post content timely.

Through Campaigns Manager, you can run ads and boost your posts among your targeted personas.

Instagram Marketing

Instagram provides a platform where user and company can communicate publicly and directly, making itself an ideal platform for companies to connect with their current and potential customers.

With over 700 million active users monthly, brand recognition on Instagram is vital for any business.

Eye-catching images are the key to marketing on this social media marketing channel.

Post the right and accurate type of content to stay in touch with your followers. Also, attract new followers through brand recognition.

First off, you need to switch to a business account rather than a normal account for your brand.

Use Insights- a free tool by Instagram.

Insights help you view statistics for your content- reach, impressions, click, website visits. Moreover, you get details of your followers and visitors like their demographics and their most active hours.

You also get to know your top posts for the week and number of impressions you earned in that week.

Sponsered Ads

Use sponsored ads by setting your budget and targeted audience.

Before sponsored ads, people could only see your posts if they are following you. Now, people who don’t follow you, but are relevant to your brand, can see your posts and follow you.

You can turn your top Posts into sponsored content too.

There are different ways you can sponsor your posts-

  • Carousel/Dynamic Ads
  • Stories
  • Stories Canvas
  • Photo
  • Video

You can also promote your brand through stories. They are not sponsored, but you can use them to attach links to your website.

Hashtags have become a uniform way to catagorize content on many social media platforms. Hashtags allow Instagrammers to discover content and accounts to follow.

Create a hashtag for your own brand. This helps in users posting relevant content using that hashtag. It will eventually give you more engagement and reach.


Social Media Marketing is the key metric for the success of your business, and there’s no way you can deny it.

Create your brand presence online using the top marketing channels for maximum growth and engagement.


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