This is the slide deck for Week 7 of Introduction to Social Media Marketing at Pennsylvania College of Art and Design. This week, we explore why paid social media is necessary and how it fits together with organic social media to execute a comprehensive social media marketing strategy.

1. INSTRUCTOR JUSTIN QUINN
PAID SOCIAL:
WHERE BUDGETS MEET ROI

3. What is Paid
Social?
Sponsored content or advertising designed to
achieve a specific marketing-related outcome
• Brand Awareness
• Reach
• Traffic
• Video Views
• Lead Generation
• Engagement
• Conversions
Allows you to build audiences and target those
audiences for specific purposes
• INTEREST: interests, activities, the Pages they have liked
and closely related topics.
• DEMOGRAPHICS: education, employment, household
and lifestyle details.
• BEHAVIORS: purchase behaviors or intents, device usage
and more.

5. Organic supports paid and
paid supports organic
• Use Organic to Build Your Brand Identity
• Use Organic to Engage, Listen, and Monitor
• Use Paid to Amplify High Performing Organic
• Use Paid to Test Messages
• Use Organic and Paid Together to Execute a High-
Functioning Social Media Strategy

6. Kevin Koehn
Kevin is a senior paid marketing specialist with the
web talent marketing team. He's a Lancaster native
with real-world experience.
He gained digital marketing experience in
Nashville, TN, where he represented clients in the
music and entertainment industries.
Kevin loves to see clients grow and prosper as a
result of his dedicated efforts. In his free time he
enjoys reading, swimming and playing guitar. His
favorite thing to do is travel to new and foreign
places around the world.

7. MEASURABLE
In order to properly
quantify and understand if
you’ve met your goal, you
must have a way to gauge
it. This will help you
evaluate achievements and
progress. Measurable goals
often answer how much or
how many and highlight
how you’ll know you
achieved your goal.
SPECIFIC
Goals should be
focused and identify
a tangible outcome.
They must be specific
or else they’ll
become too vague to
achieve. Specificity
also helps you
visualize success by
identifying what it
will take to get there.
ATTAINABLE
Goals should be
challenging, but also
realistic. Determining
whether a goal is
attainable helps reveal
potential barriers to
success and allows you
to develop a plan for
overcoming them. Start
with modest goals and
build from there.
RELEVANT
Goals should be
meaningful, not
arbitrary. Does it align
with your values or
lead to growth? Does
it move the brand
forward? By answering
the “Why,” you
determine whether
the goal is worthy of
being a priority focus.
TIMELY
Goals need a target
date to motivate you
to achieve them. Set
realistic time-frames
for your goals. Too far
into the future, and
they’ll get forgotten.
Too near, and they run
the risk of failure due
to pressure and time
constraints.
S M A R T

8. Business Objective Social Media Goal KPIs
Grow the Brand
Awareness: These metrics illuminate your
current and potential audience
Followers, shares, etc.
Brand Ambassadors
Engagement: These metrics show how
audiences are interacting with your content
Comments, likes, @mentions,
etc.
Drive Leads & Sales
Conversions: These metrics demonstrate the
effectiveness of your social engagement
Website clicks, email signups,
etc.
Improve Customer Retention
Reviews: These metrics reflect how active
customers think and feel about your brand
Testimonials, social media
sentiment, etc.