Learn Social Media Marketing in 2020

Social
Media
https://socialmedia.com
Marketing

What is Social Media – A Formal Definition
• Social Media is an online channel, website, or technology that allows people and
businesses to communicate with each other and share information (either publicly, privately
or both).
• There are no perfectly defined set of rules for what makes a social network. A good rule of
thumb though is if there's an active community, and they're able to talk with one another in a
relatively convenient way, then it's a social network.

The Social Media Landscape
This chart depicts from addthis.com
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What is Social Media Marketing?
v Social media marketing is the process of
using social networks to reach your target
audience with relevant messages and
promotions, building trust, interaction and
sales.

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• Access to your target audience – Your audience is already active on at least one social media channel, and you have an
opportunity to reach them. For example, Facebook has over a billion daily active users on average.
• Goldmine of useful data – Marketing thrives on the back of good information.
• Non disruptive – Social media allows you to target the precise demographics hat you're after, with the right information
• or ads, based on the data they already provided about themselves.
• Cost effective – You can reach thousands of people with social media for a fraction of the cost of a TV commercial, a radio
spot, or a billboard ad.
• Coordination with other marketing channels – Social media can add an online component to an offline event, by driving
more awareness and conversation before, and even after the event is over.
• Competitive Insights – It's important to be active on social media to understand what your competitors are doing to reach
out to your consumers.

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• Social Listening – Listening and engaging with consumers as part of customer service and to manage reputation issues on
the social web.
• Social Influencing – Another facet of content marketing, it’s all about establishing authority on the social web, typically
through distribution and sharing of useful content.
• Social Networking – Finding and associating with authoritative and influential individuals and other businesses on the
social web.
• Social Selling – Generating leads and sales from existing customers and prospects on the social web.

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DISCOUNT NEWS & UPDATE FEEDBACK & QUESTION
Facebook
Facebook – easily the world’s most popular social network, where people from all demographics and
professions come together to stay in touch and share ideas and media (photos, videos...) with friends,
present and former colleagues, old classmates, and family.
Having millions of people together at one place is the perfect opportunity for any brand to raise awareness
and build a community of prospects, customers and evangelists. If you’re not on Facebook, you’re missing
out on a big opportunity. Quite simply, Facebook is where the people are — and your business has to be
where the people are, if you want to succeed.
People who like, or share content from a brand on Facebook are more likely to buy from that brand. But do
not be carried away: a like doesn’t always mean they are going to buy from you. It simply means they like
what they see and want to find out more about you and to receive updates and news regarding products
and services. They may have had a positive experience with the brand and want to engage more. In any
event, it’s important to know why people are so willing to like a business on a social network.

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• They may be looking for a discount: if people know that at some point a business will share coupons, codes, or other perks, they’re
more likely to follow the brand and remain active members of the brand’s Facebook community.
• They are looking for news and updates: people to remain updated on the products and services they use and following a brand on
Facebook is an easy and convenient way to stay abreast on such updates.
• They are looking to interact with other people: People enjoy following celebrities, local businesses, news stations, politicians, and
other businesses on Facebook.
• Because their friends are doing it: The power of suggestion can lead others to like a brand page, sometimes because their friends are
following the brand as well.
• Because of a recommendation: When people feel good about a brand, they leave positive comments on their timelines and tell their
friends, hoping that the friends then enjoy the same positive experience.
• They are looking to express their gratitude/loyalty: When people have a remarkable positive experience with a company, they want
to take this offline experience into the online medium as well, as a show of gratitude and loyalty.
• They may have a question: Being able to reach out a brand via Facebook gives is convenient and saves a lot of time, as opposed to
going through phone/email support.
• They want to offer a feedback: Many people follow a brand on Facebook so they can leave feedback regarding a product, service, or
experience.

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What Is a Facebook Page?
A Facebook page is a central “hub” for a business or non-profit organization to establish their social media
presence on Facebook. It’s basically like having a web page or web site of your own, but “within” Facebook, and
following its format.
The purpose of the Facebook page is simple: to promote a brand. The goal of most brands is to have as many
individuals like them as possible to best get their message to the masses. Some brands, such as Starbucks, with
more than 100 million followers, can reach more people with one Facebook update than with a television
commercial — and it’s cheaper, too. So a major brand’s goal is to make its Facebook page as interactive as possible
to get those likes.

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A Facebook profile is a personal account assigned to you when you sign up with Facebook. You’re only able to create one
profile, which includes only your personal information – no business information.
A Facebook Page, on the other hand, is a business account that represents a company or organization. A Facebook page
allows businesses to promote specials and contests to followers who have engaged with their page by “liking” it.
Important: Facebook’s tools are primarily designed to favour business via Pages, and not profiles. For example:
• Pages are public and profiles are layered with privacy settings.
• Pages can boost posts, profiles can’t.
• Pages have analytics and intelligence measurement, profiles don’t.

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Some of the World's Most Popular Facebook Pages
Ø Coca-Cola: 15,863,959 Fans.
Ø House: 15,831,213 Fans.
Ø Linkin Park: 15,808,040 Fans.
Ø Barack Obama: 15,333,119 Fans.
Ø Lil Wayne: 14,578,322 Fans.
Ø Justin Bieber: 14,414,160 Fans.
Ø Mafia Wars: 14,385,963 Fans.
Ø Cristiano Ronaldo: 13,986,898 Fans.
The source for this data is from Inside https://www.jeffbullas.com

Practical:CreatingaFacebookPage
Creating a Facebook page is fairly easy. Simply go to https://www.facebook.com/pages/create to get started.

There are a variety of page types, select the most suitable category and give it a name. Then, click on “Get Started” button.

The second screen allows you to upload a picture.

Next, add a cover photo.

Bingo! You have the first draft of your Facebook page complete:

FacebookPage:NextSteps
• YoucanvisitFacebookHelpformoreinformationonFacebookPages:
https://www.facebook.com/help/364458366957655/
• ThispagehasgoodinformationaboutcreatingandmanagingaFacebookpage,whichisworthreviewing.
• WhenyoucreateaFacebookpageforthefirsttime,itmaybealongerlink,suchas
https://www.facebook.com/pages/nameofyourpage/11887376363873.
• ButthereisaprocesstochooseashorternamefortheFacebookpagesothatthedirectlinkiseasiertoremember(About->
CreatePage@username).

No likes, no
comments, is equals
to no engagement
When you get likes
and comments, your
post reaches more
people, resulting in
more engagement
HowtomaximizeyourFacebookreach
An effective call to
action provokes
engagement

FacebookAlgorithms–HowtoMakeFacebookWorkforYou
Mark Zuckerberg announced that Facebook would be changing its News Feed algorithm to prioritize
content from “friends, family and groups.” As for 2020, Facebook has stated to focus on Ranking Signal.
Topranking factors for the Facebook algorithm
1. Comments: users will be more likely to see your Facebook posts if their friends and family are
commenting on it.
2. Reactions: if users hit the “love” icon vs. the “like” icon, your content will receive a minor boost in
the News Feed.
3. Comment Replies: the algorithm not only favors comments, but also replies to comments.
4. Sharing links over Messenger to a group of friends: if a user shares a piece of content to a friend (or
a group of friends)
over Facebook messenger, it’s even better!
5. Engagement on shares: Simply getting shares is not enough. Your post must be shared and get
engagement on that share to be prioritized in the algorithm.

FacebookAlgorithms–Other(LessImportant)Signals
The following ranking signals are important in 2020
• Average time spent on content: Presumably, longer is better, but this is a mere assumption. Facebook hasn’t
released
any clear info on this.
• Time of the post: a post is more likely to get engagement if you post it at a time that users are likely to be
online.
• Story type: Is your post a status update, photo, link, video, or live video? (Facebook’s press release specifically
mentioned live video as often “leading to discussion among viewers.” But that is the only clue about what
story types
the algorithm might prioritize.)
• Profile completeness: The more fields you fill out on your Facebook business page, the better.
• How informative is the post: Facebook tweaked its algorithm to highlight “informative posts” back in 2016.
But, the term “informative” was based on a survey of users’ personal interpretation.

TipstoincreaseorganicreachonFacebook
1. Focus on video—and especially on live video
2. Avoid “Engagement Bait” (No more “COMMENT on this post if you like ice cream!!” posts)
3. Focus on community building through Facebook groups
4. Keep creating quality content that resonates with your audience
5. Invest in your ads budget
6. Connect with Facebook influencers
7. Localize (shift priority to local news)
8. Encourage customers to follow your Page

AdvertisingonFacebook
With the recent changes in Facebook’s algorithm, there has been a significant decrease in traffic and
engagement on Facebook pages. Facebook advertising, therefore, is a great way to get your business in front
of the right people, and connect them with your business or brand.
Facebook has made several changes to the way brands operate for a few reasons:
1. They don’t want brands to spam the Facebook community. So, although they don’t mind brands selling on
Facebook,
they don’t want sales pitches and pleas for interaction to make for an unpleasant experience for users.
2. They are committed to best serve the needs of their users.
3. Facebook is a free service and they have to make money in some way.
Brands that pay for advertising on Facebook can find they reach more people, achieve more interaction, and even
drive
traffic to their websites.

The most common Facebook ads appear on the right side of the page when you log in to Facebook. These are
typically referred to as RHS ads or Right Column ads. Here are some examples:

Another type of ad appears directly in the newsfeed, alongside posts from your friends and from Facebook pages
that you
have liked. At the very top, it says “Sponsored”:

GettingStartedWithFacebookAds
Step 1. Decide what your goals are.
Step 2. Decide who is the target audience.
Step 3. Decide what’s your budget.
Step 4. Choose the ad type.
For more information on Facebook ad types, check the Ads Guide: https://www.facebook.com/business/ads-guide

Step1:Campaign
A few different goals that can be accomplished with Facebook advertising:
1. Drive traffic to Your Travel Website.
2. Drive brand awareness, as this is new website.
3. Promote a discount coupon for purchasing a holiday package.
To do this, we need to create a campaign for each of these objectives. Then, create ad sets within these campaigns for
each audience.

Step2:AdSet
Let’s assume we are working on the “drive traffic” campaign. We might create an ad set for prospects (for example, from an
email list). We might create another ad set for people who are interested in a holiday. A Third ad set may have a more broad
targeting, of all people in the city who are interested in travel. So we have the following structure:
1. Ad Campaign 1: Drive Traffic to Website
1. Ad Set 1: Target prospects from an email list.
2. Ad Set 2: Target people in the same city, interested in a holiday package.
3. Ad Set 3: Target people in the same city, interested in travel.
Step3:CreateActualAds
Try images that you think will work the best. In our case, we will try one ad with a logo and another with an image of actual
people on watching movie. We will run both of those ads side by side and see which one performs better.
It’s known as AB testing to find out which worked better for us.

Practical:CreatingFacebookAds
If you have a Facebook account, for personal or business purposes, your Facebook advertising account is already set up, and
you're ready to start creating ads.
Facebook’s Ads Manager is your one-stop shopping destination for Facebook ads. To create ads via the Ads Manager, go
to: http://www.facebook.com/ads/manage/accounts/ and choose your ad account to start creating ads.

RefinethePrimaryAudiencewithInterestTargeting

ChoosetheAdCreativesandCompletetheAdCopy

TipsforMaximumROIs from FacebookCampaigns
v Focus on building marketing funnels inside Facebook: People don’t come to Facebook to buy. So instead of creating campaigns that focus on
purchasing right off the bat, it’s better to create additional experiences for your website visitors. By launching several campaigns with different
objectives, you can create your own Facebook ad funnel.
v Review ad frequency to manage exposure: Audiences are more likely to recall an ad if they see it more than once. But too much can backfire as
well.
v Scale up your ad budget based on ad performance: Keep monitoring your ad performance, retaining the best- performing ad set/ad and pausing
the remaining ads. For the winning ad, increase the budget by 15% to 20%. Repeat this every 24 hours as long as the performance keeps going up.
v Use Audience Insights to ensure delivery to the right audience: An ideal audience size for a small conversion campaign
v test is around one million active people. Once you believe you’ve found the right audience, save it for future use.
v Choose the proper placement: Adding Instagram to the reach, engagement, and video view placements can improve results by 30% to 40%.
Messenger is another great option. Experiment with Audience Networks.
v Choose the correct bidding option: when you run a conversion campaign, you can choose from conversions, landing page views, and link clicks.
Conversions is one of the most popular options. However, for lower budgets, select optimizing for clicks until Facebook has sufficient conversion data.
v Reuse old ad posts for new campaigns to preserve engagement stats: go to the ad preview for your existing ad. Click the icon at the top right and
select Facebook Post With Comments. Then copy the last group of numbers in the Facebook URL that loads after you click on the preview. Next,
create a new Facebook ad and choose Use Existing Post. In the Enter Post ID box, paste the Facebook ID you copied in the previous step and click
Submit.

Facebook Lead Generation Ads
If you're like most marketers, you're always on the search for ways to reach new audiences and generate leads. And now,
you can augment your lead generation with Facebook Lead Gen Ads.
A Facebook lead ad is an ad type you can create via the Facebook Ads Manager. With this type of an ad, instead of sending
users to a landing page where they fill out a lead form, Facebook lead ads allow potential customers to fill up the form right
on Facebook, without ever leaving the platform.
Facebook lead ads allow prospects to sign up for your offers or request other types of offers -- such as pricing guides,
product demos, or free trials -- directly within Facebook. Facebook lead ads are also designed with the user in mind; when
a user clicks on a lead ad, Facebook creates an auto-fill form with information the user has already submitted to Facebook.

The Facebook Pixel
The Facebook Pixel can also track specific actions on your website as events. These include:
• View content - Track key page views (article, landing page, product page)
• Search - Track searches on your website (product searches)
• Add to cart - Track when items are added to cart
• Add to Wishlist - Track when items are added to Wishlist
• Initiate checkout - Track when people enter your checkout flow
• Add payment info - Track when people add payment information during the checkout flow
• Make purchase - Track purchases or checkout flow completions (landing on purchase
confirmation page)
• Lead - Track when someone becomes a lead (form submission, sign up for trial)
• Complete registration - Track when someone completes a registration form (complete
subscription, sign up for a service)

Creating and Installing the Facebook Pixel
Step 1: Go to the Facebook Ads Manager.
Step 2: Click on the hamburger icon and click Pixels, located under the Measure & Report tab.
Step 3: Click Create a Pixel. You get this screen.

Step 4: Press the green button in the centre of the page to
create a pixel.
Step 5: Name your pixel.
Step 6: Install the pixel on your website. You have three
ways to do it. Choose the 2nd way of Manually installing
the Code from the given option.

Step 7: Copy the Pixel code and paste
it in website headers under “Insert
Headers & Footers”
Step 8: Click on Continue and Done in
the next screen

Facebook Custom Audiences
Custom audiences are a powerful way to directly target your customers and prospects on Facebook.
To create custom audiences through ads manager:
Step 1: find ads manager on the right drop-down menu of your
Facebook account .
Step 2: selecting manage ads.
Step 3: choose audiences from the top menu.
Step 4: click on “Create Audience” and then “Custom Audience”.

Step 5: identify which audience source you wish to work with.

Step 6: We will use “Customer file” for this example.

Step 7: Now, you can add customers using a CSV file, or by simply
copying and pasting the data. You also have the option to import
from MailChimp.
Step 8: We will select “add customers from your own file”. Here you
can see the other types of information you will be able
to upload: email, phone number, and the mobile advertiser ID.
Tip: Before you upload a file, notice that you can also download a
file template (highlighted in red below), so if you're a not sure of
the formatting, go ahead and download the file template there.

Step 9: Next, click on “Upload & Create”. You are done!

Facebook Analytics - Insights
Facebook Insights is where you'll see all your analytical data from your Facebook page and this is
where you'll want to visit on a regular basis.

51
ADD STORY/ FEED DOUBLE TAP CREATE HASHTAG
Instagram
Instagram allows users to edit and upload photos and short videos through a mobile App. Users can add a caption to each of
their posts and use hashtags and location-based geotags to index these posts and make them searchable by other users within
the app. Each post by a user appears on their followers' Instagram feeds and can also be viewed by the public when tagged
using hashtags or geotags. Users also have the option of making their profile private so that only their followers can view their
posts.
Instagram is a great marketing opportunity for all sorts of businesses, whether you're selling a product or a service.
700 million monthly active users
400 million daily active users
95 million photo uploads daily
4.2 billion photo likes daily
80% of Instagram users follow at least 1 business

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INSTAGRAMOVERVIEW
Social Networking
Sharing Photo &
Video
Quick Editing before
Uploading

Growth Of Instagram
This chart depicts from statista.com
53

Types of Instagram Accounts
54
• StandardBusinessAccount
• Personal/PersonalityAccount
• Themed Accounts

Key Elements of Instagram Account
55
1. Profile Picture
2. Username
3. AccountName
4. Bio
5. Call to action

56
Building a strategy for Instagram
Instagram supports the following types of content:
o Images
o Videos
o Stories
o Live

58
Build an Instagram Marketing Strategy
• Determine the ideal Instagram audience
• Hashtags need to be an important part of any Instagram Strategy.
• Be a part of active Instagram communities in, or related to, your niche.
• Know the optimum posting frequency (most brands post an average of 1.5 times per day).
• Build content themes.
• Make sure your images and videos reflect your brand image/vibe and are consistent with your theme.
• Set up an editorial calendar.
• Use the right tools
• Use Instagram Ads.

HOW TO CREATE BUSINESS ACCOUNT
60

HOW TO START WITH INSTAGRAM Ads
61
1. You should have a Business Page and profile - You must have a Facebook Page to run ads
and create a free business profile on Instagram. If you don't have one yet, create a Page.
2. Set up your ad - Select your ad objective, target audience and ad format within Ads
Manager.
3. Determine your budget - Decide how long your ads will run for and what budget you're
comfortable with spending.
4. Publish - Now that your ads are ready to go, click Publish. You'll receive a notification when
your ads have been
approved and are ready to run.

CREATE CAMPAIGN & TRAGETING FOR Ads
62

INSTAGRAM Ads– Choose Placement & Budget
63

INSTAGRAM Ads – Create The Ad
64

BEST PRACTICES FOR GOOD RESULT
65
Instagram Advertising Best Practices:
1. Try to incorporate some mood or personality in all of your ads. Remember: Instagram is a visual channel.
2. Make sure your ads are contextually relevant.
3. Use hashtags
4. Run contests
5. Find out the optimal times for posting
6. Experiment with different types of ads

INSTAGRAM - Analytics
66
View insights from your business profile
1. Go to your business profile.
2. Tap (the bar graph) icon at the top right corner of your Business Profile. From here you can get an overall view of
how people are interacting with your Business Profile.
3. Select specific posts, stories or promotions you'd like to view insights on.
You can track weekly Impressions, Reach and Profile Visits
You can also see what times during the day your followers engage with you business profile. This can help you decide
which times you should post new content from you business profile.

INSTAGRAM - Analytics
67
Important profile insights to pay attention to:
• Impressions: This insight represents how many times your ads appeared on users' screens.
• Reach: This insight reflects the number of unique users that have seen any of your Instagram posts.
• Website Clicks: This insight reflects the number of times any links you've included in your business profile have
been clicked.
• Profile Visits: This insight reflects the number of times your profile has been viewed.
• Followers: This insight reflects how many followers you've gained or lost over the past week, as well as the
average times of day when your followers are using Instagram -- data that can be highly beneficial when planning
posts.
AUDIENCE
WEBSITE CLICK
IMPRESSION
PROFILE
VISIT
REACH

What is LinkedIn?
• LinkedIn is the world's largest social network for professionals.
• Over 500 million users, with 250 million monthly active LinkedIn users.
• It’s a digital resume, a networking event, and a source of news and inspiration all rolled
into one online platform.
• Profiles on LinkedIn are usually at the top first search results when you search for a
professional on Google.
• A big opportunity to position your offline or online business.
• Quickly grow and nurture a huge army of prospects and customers.

Is Your Business on LinkedIn?
Source: https://www.omnicoreagency.com/linkedin-statistics/

Your personal brand is your Global Online Billboard. The bottom line is that your personal
brand matters now more than ever. Do not make the mistake of treating your LinkedIn profile
simply as your online resume anymore. It's your online reputation, and that's why you have to
make it count!
The 4 Ps of creating an effective personal brand:
• Passion
• Purpose
• Plan
• Prioritize
LinkedIn Profile – Your Online Personal Brand Matters

LinkedIn Etiquettes – Dos & Don'ts

LinkedIn Profile vs. Company Page
Personal profile is like an online business card or résumé. This is where you showcase your experience
and skills, past and present positions, and your expertise in the field.
Different from a personal profile, a company page is where you showcase your company and its products
and services. You can—and should!—link your personal profile to your company page so your connections
can learn about your business.
PROFILE COMPANY
PAGE

Step1: Clickon “Advertise”from “Work”dropdown menu. Step2: Clickon “CreateAd”in the new
window.
Linkedin Ad

Creating Linkedin Campaign Manager

TEXT AD
IMAGE ADSPONSORED
CONTENT
Types of Linkedin Ad

LinkedIn Ads – First Campaign
Step 1: Sign in to Campaign Manager
Step 2: Choose your ad format – After creating your Campaign Manager account, you’ll be asked
to choose an ad format for
your first campaign. You can select Sponsored Content, Sponsored InMail, or Text Ads.
Step 3: Set up your ad creative.
Step 4: Build your target audience:

LinkedIn Ads – First Campaign
Step 5: Set your bid and budget: Step 6: Enter your billing information and launch
campaign:

Twitter is an online microblogging platform
where people communicate in short
messages (up to 280 characters)
called tweets.

Ahashtagis aword precededbythe hashmark“#”andit’s
usedto organiseandto keeptrackof similar information
around
aparticular topic. Thisis how ahashtaglooks:
Wheneversomeoneaddsahashtagto apost, the social
networkindexesit andmakesit searchable.Whenauser
clickson a
hashtag,they’resentto apagethat aggregatesall postswith
that hashtag.
ChrisMessina is the motherof the hashtagandTwitter – the
birthplace. In 2007,Christweetedthe first hashtag tweet.
Hashtagsarenow usedacrossFacebook,LinkedIn,Pinterest,
InstagramandGooglePlus aswell.

Twitter Terminology – Why Use Hashtags?
Hashtags can be a powerful tool to help you:
• Connect with your audience across several platforms.
• Maximise social media engagement.
• Amplify you message and boost your brand’s visibility on social media.
• Define your content as well as make it easier to find given that people often use hashtags to
search for specific content
that they’re interested in.
• Launch integrated marketing campaigns across different platforms
• Start your own conversation with your community or jump into conversations already
happening that are relevant to your business.
Some tips for using hashtags:
• Avoid putting too many words together.
• Avoid using too many hashtags in one tweet.
• Avoid using the same hashtags in everything you tweet.
• Give context to hashtags.
• Latch on to trends
• Create new hashtags for new campaigns.

Tweet: The message you post and send out to your followers is
called a ‘tweet’. Also used as a verb, e.g., ‘tweeting a message’.
Tweets have a limit of 140 characters.
Retweet: A retweet is simply the sharing of your original post by
another user on his or her own page.
Reply: When you reply on Twitter, you’re responding to a particular
tweet someone has tagged you in with a @mention. Unless it’s a direct
message (DM), a reply can be seen by anyone, irrespective of whether
they follow you or not.
@mention: When you want to ‘tag’ someone in a tweet or direct
message on Twitter, you can do so by mentioning him
or her using their Twitter username (example @Johndoe).
DM: A ‘DM,’ or ‘direct message,’ is a private message between two
Twitter users. It’s different than a public @mention
because in order to send a DM, the recipient must follow you.
Follower: A follower is another Twitter user who has subscribed to your
account so he or she can see all your posts and updates on your own
page. Just because someone follows you doesn't mean you have to
follow them back, the way some other social networks work.

Trends For You
#PalgharLynchingTruth
15.K Tweets
#COVID-19
319k Tweets
#fakenewschampions
222k Tweets
#ArrestTejasviSurya
246K Tweets
Lorem Ipsum
Tweets
74
Following
75
Followers
76
What's happening?
Take a look
Who to follow Refresh
Online
Shopping
Busta Rhymes @BRhymes
Juan Roche @Juanross
Take your game to the
Next level
Start Now
Trending Topic: Refers to the
topics or hashtags that receive
more comments and attention
than others on Twitter in a
specific period of time. Something
can be a Trending Topic (TT) for
just few days, hours or even
minutes. A TT can be associated
with a specific country or at a
global level.

Getting Started – Creating a Twitter Account for your Business
Step 1: Go to http://twitter.com and click on the the sign up button, or go directly to
https://twitter.com/signup.
Step 2: Enter your name, and phone number or email address, followed by password.
Remember: You can use special
characters for your name like in the example below:

Getting Started – Optimizing Your Profile
Bio: Your Twitter bio is a great place to flirt with Twitter’s search engine and get more visitors to your profile. Make
the best
use of allowed 160 characters with super relevant keywords and hashtags.
Profile Image: Use a version of your logo that is easily recognizable and representative of your brand. Think
about color, image size, and how it will look on a mobile device.
Header Image: Treat your header image like a magazine cover. Change it regularly to match your monthly editorial
calendar.
Website URL: Here is where you can move beyond the typical home page link. Think about some specific pages
you want to
send your Twitter followers.
Location: If you’re a local business, fill out the location part of your Twitter profile. This way Twitter’s algorithm can
match
up your content with other locally based audience prospects.
Open up Your Twitter DM (make yourself more approachable): Go to the Twitter settings page and click on the
Privacy and Security tab. Scroll down the page, go to the direct message option, and check mark the “Receive Direct
Messages from anyone.”

Composing Engaging Tweets
Use Twitter as part of your Content Marketing strategy. Try to create mini-campaigns
from long-form content:
Whitepapers, ebooks, and original research provide the material needed to create targeted mini-
campaigns. For example, develop a short campaign where you share multiple data points,
inspiring quotes, and insightful analytic soundbites from a presentation or infographic.

Twitter Ads
Twitter advertising isn’t only for businesses
selling to consumers. Many B2B companies
are using Twitter ads and seeing success. For
example, Hootsuite’s promoting free eBooks
and webinars to their target audience – digital
marketers.
Key takeaways from the campaign:
• Twitter ads can be used both by B2B and B2C
brands.
• Don’t try to sell right away (This is a lead
magnet).
• Promote high-quality content.
• Keep it simple.
• Set up remarketing campaigns – Hootsuite
targeted the people that recently visited the
website by collecting data using Twitter’s
website tag (available through Twitter Ads).

Types of Twitter Ads
1. Promoted Tweets
• Advertisers can pay for these tweets to reach audiences who
do not follow them on Twitter.
• Provide a wonderful opportunity to extend the reach of your
content
and hence ensure better brand awareness.
• Let your Tweets directly appear in front of the timelines
of your targeted users.
2. Promoted Accounts
• Let you get your Twitter account in front of other targeted
Twitter users so you can add more relevant followers.
• More than 80 percent of people discover new business by
going
through different Promoted Accounts on Twitter.
• Also let your account get displayed in “Who to Follow
suggestions”
and search results of Twitter.
3. Promoted Trends
• When you use promoted Trends in Twitter Ads then your
#Hashtags will be promoted at the top of trending topic
lists
• Topics that are trending on Twitter are the most talked about
subjects on the social network
• Promoted Trends help you gain additional organic exposure
that will help you increase the reach of your campaign

Setting up a Twitter Ad Campaign
Step 1: Go to the Twitter ads page to create your ad
account and choose your objective.
Step 2: Give your campaign a name and set the budget.

Step 3: Create an Ad Group. This makes it easier to split test
different campaigns, and divide up your total campaign budget
into different ad groups as you see fit.
Step 4: Create your ad.

Step 5: Define your target
audience.
Step 6: Setup Bidding and
Budget.

Twitter
Analytics
Twitter's analytics help you understand
how the content you share
on Twitter grows your business. ... Your
Tweet activity dashboard is where you'll
find metrics for every single one of your
Tweets. You'll know exactly how many
times Twitter users have seen, Retweeted,
liked and replied to each Tweet.
50 30 40 30 40

Twitter Analysis
The Twitter Analytics Dashboard
To get individual activity shall click on
VIEW TWEET ACTIVITY

What is Quora?
Move over Yahoo! Answers. Quora is here!
Quora is a fast-growing, user generated questions-and-answers online platform. It’s like the
mature, authoritative big brother of Yahoo Answers, where questions are asked, answered,
edited and organized by its community of users. The motto of Quora is “The best answer to
any question”.

Why Quora?
Here are five great reasons:
• You can get access to Quora’s 1.5 million monthly visitors worldwide.
• You can showcase your product features here (as part of an answer to a relevant
question)
• You can demonstrate your expertise on almost any topic.
• You can get insights from experts in any industry.
• You can provide direct answers to anyone asking about your business, products, or
services.
• You can share content from other websites (including your own) in topic-focused boards
on your profile.
• And now, you can advertise!
Now that you know why you should join, let’s look at how to get the most out of Quora,
starting with your profile.

Create Your Quora Profile
Step 1: Go to Quora Signup Page and set up an account (you can connect with Facebook, Twitter
or Google+). You can also create an account with your email and password.

Create Your Quora Profile
Step 2: Create a profile and fill out as much as you can about the company you represent, its
experience and expertise.
Don’t forget to add your website and social media links so traffic could easily flow to your
pages from Quora.

Optimize Your Quora Profile
Note: Every time you submit an answer on Quora, Quora shows the first 50 characters of
your profile (your name and bio) as a tagline above your answer. This is a wonderful
opportunity to add a little branding. Your full bio can contain clickable links as well.
Additionally, you can have topic-specific bios. So you could mention your social media
expertise when answering social media questions and your engineering expertise when
answering questions about code.

Optimize Your Quora Profile
Next, go ahead and fill in profile details as much as possible. Here’s a quick checklist
• Add a detailed About Me section
• Add your areas of expertise
• Add your interests
• Your cities
• Schools & colleges you’ve attended
• Previous companies
• Connect your other social media accounts
This helps increase your profile visibility and makes it easier for people to find you when looking
for Quora users to answer their questions.

Follow Topics
Step 3: Find and follow topics of interest. Simply type into Quora’s search box the topic you’d like to
follow. Quora will give you a list of autocompleted suggestions, and when you click through to a topic
page, you’ll even see an extra list of related topics to follow along the side.

Marketing on Quora
How to Use Quora for Marketing
• Create a great profile so that anyone who wants to learn more about you can do so and
be able to click through to your
• website or other social profiles.
• Follow topics in your industry. Become an active participant on these topics by posting
thought-provoking questions and valuable answers. When appropriate, include links
back to content on your website for more information, but don’t spam.
• Find people to connect with on Quora by looking at the top answers and followers of a
particular topic.
• Create and contribute to boards on topics in your industry. Share content off
and on Quora to create valuable information that other Quora users will want
to follow.
• Encourage others to follow you on Quora using the Quora Follow Button on the Quora
Resources page
• Curious what kind of questions / answers get the most notice? Check out this page of
most popular topics on Quora.

Quora – Customer Service & Reputation Management
Topics on Quora can often be brand based. Use Quora Search to see if anyone is talking about
your products or services.

Quora Ads Campaign Structure
Quora campaigns are organized as three layers:
• Campaign
• Ad set
• Ad
If you find this campaign structure familiar, that’s because Facebook uses the
similar campaign structure.

Creating an Ad Campaign – Quora Ads Manager
Step 1. Go to https://www.quora.com/business and click
on ‘Start Now’.

Creating an Ad Campaign – Sign up Quora Ads Manager
Step 2. Complete your ads account.

Creating an Ad Campaign – Create Your First Campaign
Step 3. In the Quora Ads Manager, click on the blue button on the top right corner that says,
“+ Create Campaign.” Click on
it to get started.

Step 4. Give your campaign a name and set a budget.

Step 5. Create an Ad Set and choose targeting.

Step 6. Create a new ad.
Addpayment
method
Step 7. Add a payment option and complete order:

Quora Ad Analytics
From inside the Ad Manager, clicking on any campaign will take you the
campaign dashboard where you can analyze the campaign performance.

What is Tiktok?
TikTok is a Chinese video-sharing social networking service owned by ByteDance, a Beijing-based
company founded in 2012 by Zhang Yiming. It is used to create short dance, lip-sync, comedy, and
talent videos. ByteDance first launched Douyin for the China market in September 2016.

Why TikTok ?
TikTok provides a framework that makes it easier for people to create — especially if they don't
know what else to do. And these creators are starting younger than ever before.
When TikTok was still Musical.ly, it was the first real social network that reached an audience of
first graders.

Create Your TikTok Profile
Step 1: Go to Tiktok App Log in / Signup and set up
an account (you can connect with Facebook, Twitter or
Google). You can also create an account with your
email and password.

Optimize Profile
Before you get worried about views,
optimize your profile. Optimizing
profile includes adding the best profile
picture and writing the best
description that defines yourself and
your work on TikTok.
You can edit your profile picture
by PicsArt, SnapSeed, Adobe
Photoshop, Canva.
Don’t forget to add your Instagram &
YouTube link in bio. If you have not
started you tube, it's the right time to
start now.

Content
Make High-Quality Videos
Creating high-quality videos require the
best lighting, best camera(Smartphone),
best background and best video editing
software.
Best lighting: Use lighting bulbs of the
same intensity, same power and do hit
and trial method to fix them at best place
for maximum light intensity.
Best camera: iPhone cameras are best if
you are filming on a smartphone
Best background: Whenever you choose
a place for creating the video, check all
and satisfy yourself that this is the best
background in a place like this.
Best video editing: Editing is the main
part that brings huge difference. You can
use Viva Video, Quik, InShot,
Adding sounds is like adding
the soul into a dead body.
Sounds are an essential part of
the video. Try to use trending
sounds as much as possible.
You can get trending sounds
ideas by capturing “video” and
then click sounds, and check
them under the “Trending”
section.
Tips: If you want to reach older
people, use classic sounds.

Be Creative
Becoming viral on TikTok requires creativity.
Think out-of-the-box. Be creative and create
original videos.
You can be creative in sound mixing as well
as making the video.
You can create good sound by mixing two or
creating your own. When other people use
your sound, anyone can check who has
created this sound, and it directs more
viewers to your profile
You can be a trendsetter in video
production by introducing the new ways of
acting and other musers (TikTokers) will
start copying you and discussing you with
each other. This buzz will bring more views.

How Can Brands Use TikTok?
There are three main ways that brands can market on
TikTok.
They can create their own channel and upload relevant
videos through their channel
They can work with influencers, to spread content to a
broader audience
They can pay to advertise on TikTok – it is very early
days for TikTok advertising – there certainly isn’t a
market yet like there is for YouTube. However, TikTok
may become more popular and established over time.
Many brands do a combination of running their own
channels and working with influencers to spread
content to a broader audience. You might try some of
the ideas listed below on your own channels, or you
may suggest that your influencers create and share
these kinds of content.

Creating an Ad Campaign – Tiktok Ads
Step 1. Go to https://ads.tiktok.com/homepage/?refer=tiktok_web and click on ‘Create an Ad’.

Step 2. Create an Business Account , If already have Log in.

Step 3. Create a Campaign.
Step 4. Select the Objective.

Step 5. Create a Campaign Name.
Step 6. Create Ad Group & Placement

Step 7. Create Ad Details.
Step 8. Creative Type & Targeting.

Step 9. Budget & Schedule
Step 10. Bidding & Optimization.

Tiktok Ads – Dashboard / Analytics
Once the Ad is Live you can analyze your video from the dashboard

SOCIAL MEDIA APPS
1.Telegram
Also featured in Best Apps For Secret Texting
Telegram is one app that is steadily expanding its user base; all thanks to its user
privacy driven policies. Its security is what makes this app stand out among its
competitors.
From a business point of view, the brands can connect with their users instantly. For
example, brands and businesses can create chatbots on the Telegram platform or
use Telegram’s channel feature in order to broadcast messages to a number of
subscribers at once.
Even after multiple clampdowns by the government bodies, Telegram has gained
much popularity as compared to other top social media apps and makes its first pick
on our list of social media apps.

SOCIAL MEDIA APPS
2.Snapchat
Snapchat is one of the best social media apps which has captivated million hearts
already. The idea of Snapchat is not only attractive but also it is one of the unique
features like self-destructive ‘Snaps’ and the users can send a picture or a short
video as a message which automatically disappears after a few seconds.
Snapchat was one of the latest social media apps which made the ‘Stories’ popular,
which was eventually adopted by other social media apps like Instagram. The
popularity of Instagram has affected Snapchat’s growth and marketers’ interest in
using this new social media app as a marketing and advertising platform.

SOCIAL MEDIA APPS
3.Pinterest
Pinterest is another major player in the mobile social media app, which has been
proving to the entire globe that how significant visual content is or could be. It is the
fastest standalone mobile app that has reached millions of monthly users that have
made it a huge influencer.
Usually, Pinterest users like to be inspired by new ideas, to try new things; hence,
having a presence on Pinterest can help you leave your brand in the minds of
consumers. This provides your brand with an opportunity to influence and shape
their buying decisions.

SOCIAL MEDIA APPS
4.WhatsApp
WhatsApp has already surpassed a lot of social media and messaging platforms.
With a vast user group, which has further shadowed Facebook Messenger grades
and thus, turns out to be one of the best social media apps.
People in more than 180 countries use WhatsApp. Initially, it was only used to
communicate with friends and family. Gradually, people started to use this free
social media app for communicating in businesses also.
This popular social media app has built its business platform and WhatsApp Business
for business owners to have a proper professional profile to share updates and
provide customer support to the customers.

SOCIAL MEDIA APPS
6.Wechat
WeChat was introduced as a messaging app and now has become an all-in-one free
social media app. Besides calling and messaging, users can now shop online and
make payments, reservations, transfer money, book taxis, and many more on
WeChat.
WeChat is mostly in use in China and some other parts of Asia. If you are operating
your business in an area where social networking sites like Facebook, etc. are
banned, WeChat looks to be a good alternative.

SOCIAL MEDIA APPS
7.Youtube
Besides being a social media app, YouTube can be counted among the best video
streaming apps. From music to movies and from personal videos to independent
films, you name it, and YouTube has it.
As the second in the list of top social media apps, YouTube, is also the second-largest
search engine after Google. So, if you want to promote your brand or anything else,
it’s a great medium to do so.

SOCIAL MEDIA APPS
8.Helo
Helo is the coolest Indian social app to share viral
content and daily news with your friends and
family. Helo enables you to make new friends, share
the latest and top trending jokes, memes, WhatsApp
statuses, wishes, quotes, shayari and Bollywood news.

SOCIAL MEDIA GROWTH FROM 2015 – 2020

The Next Big Social Media App for 2020
Houseparty
Livestreaming With Friends Houseparty was recently acquired by Epic Games, you know the same
company that created the insanely successful phenomenon know as Fortnite. Currently, Houseparty
is an app where you can live stream in virtual “rooms” with your friends. You can play party games
together like Charades and trivia. You can also message friends, leave them video messages, and
more. With Epic Games involved we might just be witnessing the birth of a whole new genre of
social media apps. Definitely one to keep an eye on

Lasso
Facebook has its own version of TikTok called Lasso. Up an, till now it has not seen much adoption, but that’s
sure to change as Facebook tries to fight off the looming threat that is Tiktok. Keep an eye on Lasso, it’s sure to
see more attention in the coming year

Vero
Instagram Without The Algorithm It’s like Instagram without the algorithm. They argue it’s better for influencers
and users. Where Instagram tries to keep its users on the platform for as long as possible, Vero encourages
social disconnect and less social addiction. It also has a ton of neat features that are uniquely it’s own.

Learn Social Media Marketing in 2020

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