Benefits of
SOCIAL MEDIA MARKETING
You may want to use this slide presentation over two days, with
the social media slides (up to slide number 15) presented the
first day, and the second half of the slide deck presented the
second day.
Where does Social Media fit in the Marketing Mix?
https://www.youtube.com/watch?v=21cKRwC_h38&t=5s
https://www.youtube.com/watch?time_continue=2&v=wa0OXpd
ihmQ
Results from the February 2018 CMO Survey indicate that
companies currently spend 12% of their marketing budgets on
social media. This is up from 3.5% in 2009 when this question

was first asked. This increase is expected to accelerate with
social media spending predicted to reach 20.5% of marketing
budgets in the next five years!
https://www.youtube.com/watch?v=sOfHtANrmbI
Create a holistic strategy focused on all three media types.
Owned Media: the channels a company owns (Company website,
blog, YouTube channel, social media accounts)
Earned Media: the content and conversations around a brand
that have been created and published by someone else (Press
coverage, social media mentions, product/company reviews,
blog posts)
The most valuable type of media, as it increases brand
awareness with additional effort on the part of the marketer
Paid Media: marketing activity that is paid for (TV advertising,
radio spots, print advertising, Google Adwords, Pay Per Click
[PPC] campaigns,

search and display advertising, social media advertising)
Earned Media
Blogger decides to review your product or service.
Social Media followers share an influencer or brand’s post.
Press mentions
Organic searches results in higher rankings on Google, Bing and
Yahoo!
Continuous Engagement =
Consistent Message dissemination
11

11
BENEFITS OF SOCIAL MEDIA MARKETING
• Brand awareness
Increased Exposure / Brand Awareness
Social media allows message sharing to a wide audience,
making brands more accessible
for new customers and more recognizable for existing customers
The cell phone case industry is extremely competitive. Pretty
much anyone can buy cases in bulk from Alibaba and resell
them for a markup. So when a company is able to stand out and
establish a brand, you can’t help but take notice.
Peel sells thin phone cases, with the major selling point being
they’re both functional and stylish. So naturally, social media is
a great avenue to showcase their products.
They use Facebook video ads to help tell the story of what
separates their products from everyone else.

BENEFITS OF SOCIAL MEDIA MARKETING
• Increased traffic
Improved Conversions!
Increased Traffic
Every like, comment, share or reaction may lead to a click and
eventually a conversion
78% of businesses said social media has increased website
traffic
Without social media, your inbound traffic is limited to people
already familiar with your brand and individuals searching for
keywords you currently rank for. Every social media profile you
add is another path leading back to your site, and every piece of
content you syndicate on those profiles is another opportunity
for a new visitor. The more quality content you syndicate on
social media, the more inbound traffic you’ll generate, and more
traffic means more leads and more conversions.
According to data from Shareaholic, social media drives 31% of
website traffic. Considering the amount of content that passes
through sites like Twitter and Facebook, that shouldn’t come as
much of a surprise.
BENEFITS OF SOCIAL MEDIA MARKETING
• Brand loyalty

https://www.youtube.com/watch?v=kj7GNHMly4k
Brand Loyalty
69% of marketers report social media has helped develop loyal
fans
53% of Americans who follow brands on social are more loyal
to those brands
(Among 16-24-year-olds, that number jumps to 66%)
What would you give to have an audience of over 8 million
Facebook fans, 3 million Twitter followers, 2 million Instagram
followers and customers all around the world? Brands dream of
building a massive following, but few ever succeed.
So when a company is able to build brand loyalty and a
community of raving fans who engage on social media, show up
to live events and recommend products, it’s pretty impressive.
One brand that has done this all extremely well, is Razer.
Razer sells hardware for gamers. Whether it’s a controller,
keyboards or even a phone, Razer has become the go-to source
for gamers looking for new gear.
But their success didn’t happen overnight.
It took over a decade for Razer to establish brand loyalty and
build a community of people that not only are willing to buy
their products, but become bonafide “fanboys” for the company.
Ok, so let’s talk about Razer’s brand loyalty. They have
customers around the globe, and brand enthusiasts that engage
on Facebook, Twitter, Instagram, Twitch and their Razer
Insiders forum.
Not to mention their in-person events draw huge crowds.

One of the key elements of earning brand loyalists is a shared
belief. Razer’s community loves Razer products, but they’re
even more attached to gaming. By branding itself as the
company for gamers by gamers, there’s an instant connection to
their target audience. They feel that Razer “gets them.” Razer
makes it crystal clear who their products are for. They’re not
marketing to college students looking for a school laptop or
people that just want a computer to browse Facebook. They
make products for gamers, period.
Social media plays a huge role in brand loyalty for Razer. You
always hear horror stories of shrinking organic engagement on
social media.
While it’s true that social networks have made it more difficult
for brands to get content seen organically, Razer is proof that
you don’t always have to rely on social media ads for
engagement.
BENEFITS OF SOCIAL MEDIA MARKETING
• Marketplace insight

Marketplace Insight
Many brands use social media to learn about their customers
and to gain insights into the market
Social media also allows brands to keep up with and stay ahead
of your competition and gain direct feedback by monitoring
comments and customer sentiment about your brand
What prodded Disney to think about a streaming service? Is
Starbucks’ pumpkin spiced latte facing new competition in
maple pecan? How did Kraft know to drop preservatives in its
classic mac-n-cheese and Pepsi to do away with aspartame?
They knew because they listened to consumer conversations on
social and picked up on cues, then made the necessary changes
to their product strategy. It’s the same reason why General
Mills brought back artificial flavors to its best-selling cereal,
Trix.
BENEFITS OF SOCIAL MEDIA MARKETING
• Lead generation
Attract
Convince
Convert
https://www.youtube.com/watch?v=y1gft2d2_e8

Lead Generation
Leads are potential customers who have expressed interest in a
product or company
Spending as little as six hours a week, 69% of marketers see
lead generation benefits with social media
When most marketers think of social media they immediately
associate it with brand building, and not sales. After all, no one
really buys products because of a Tweet, right?
Wrong.
The truth is that social media is much more than just a way to
grow your brand and connect with your current customers.
When done correctly, you can actually use sites like Facebook,
Twitter, LinkedIn and Instagram to generate real leads for your
business. And the cherry on top is that social media lead
generation is cost effective, and produces results:
Social media marketing has reduced costs for 45% of
businesses.
Revenue increased for 24% of businesses when they utilized
social media for lead generation.
Social media makes the process even easier because of all of the
information that people readily share, and also because of the
sheer number of users on sites like Facebook and Twitter. We’re
living in a time when 40% of people spend more time
socializing on social media than face to face. So needless to
say, social media makes for the perfect place to find your target
audience and turn them into new sales leads.
A lead generation campaign can be segmented into three parts,
one leading to the other:
Attract
Convince
Convert
To get leads, you first need to attract people to your website (or

even better, to one of your landing pages). Once they are there,
you need to convince them you have something they need to
solve a problem or meet a need. This conversion is what
generates leads.
BENEFITS OF SOCIAL MEDIA MARKETING
• Increased thought leadership
https://www.youtube.com/watch?time_continue=12&v=2c70CW
I8V8o
Increased Thought Leadership
Thought leadership allows brands to establish credibility as an
expert in their fields
In order to get noticed by target audiences, brands must position
themselves as industry thought leaders, providing customers
with current information about the newest trends in their
industries
These days CEOs being engaged on social media is part of the
storytelling strategy for many companies. 80% of CEOs from
the 50 largest companies around the globe now engage on social
media, up from only 36% in 2010.
Other famous brand leaders on social media?

Elon Musk
Richard Branson
CEO videos are great for branding
Social video lets CEOs stand out as thought leaders
There’s a lot of opportunity for creativity
https://www.wochit.com/blog/3-reasons-to-make-ceo-videos-
for-social/
BENEFITS OF SOCIAL MEDIA MARKETING
• Improved sales
· Reaching out to new potential customers
· Finding out how customers perceive the brand
· Find out how the brand is positioned among existing
customers
Improved Sales
Although overt product pitches is not best strategy on social
media, more than half of marketers say
it has helped improve sales

BENEFITS OF SOCIAL MEDIA MARKETING
• Time savings
Time savings
Responding to customers online saves time compared to phone
or in-person conversations
with multiple customers with the same inquiry
BENEFITS OF SOCIAL MEDIA MARKETING
Reduced marketing costs
Online Ads
Customer Service
Recruiting
Keeping Connected
Utilize Ratings
Reduced Marketing Costs
The marketing costs for SSM are lower in comparison to that of
traditional print advertising
BENEFITS OF SOCIAL MEDIA MARKETING

• Stronger customer experiences
https://www.youtube.com/watch?v=pqHWAE8GDEk
https://www.youtube.com/watch?v=E_k-HwkI3Og
Stronger Customer Experiences
Social media allows direct, real-time interaction with customers
Every public interaction on social media allows for enhanced
customer relationships
Ah yes, Eleven’s favorite snack makes more appearances than
ever in Season 2. And the marketing team over at Kellogg’s—to
their credit—took advantage of the free plug, by creating a
fresh, buttery new campaign called “Eggos” to capitalize on all
the delicious publicity.
Kellogg’s began talks with Netflix before the airing of the
second season. The result of the partnership was a small series
of advertisements which appeared during the premier of
Stranger Things 2. Best of all, Kellogg’s social team was ready
to capitalize on the hype. Armed with humorous GIFs, the
#StrangerThings hashtag, and more images of Eleven scarfing
down the iconic 80’s waffle than they knew what to do with, the
social team managed to come up with some weapon’s grade
tweeting that earned them thousands of new online followers.

Ah yes, Eleven’s favorite snack makes more appearances than
ever in Season 2. And the marketing team over at Kellogg’s—to
their credit—took advantage of the free plug, by creating a
fresh, buttery new campaign called “Eggos” to capitalize on all
the delicious publicity.
Kellogg’s began talks with Netflix before the airing of the
second season. The result of the partnership was a small series
of advertisements which appeared during the premier of
Stranger Things 2. Best of all, Kellogg’s social team was ready
to capitalize on the hype. Armed with humorous GIFs, the
#StrangerThings hashtag, and more images of Eleven scarfing
down the iconic 80’s waffle than they knew what to do with, the
social team managed to come up with some weapon’s grade
tweeting that earned them thousands of new online followers.
https://www.youtube.com/watch?v=ObC0lcC-hLA
This one requires no explanation! The Ice Bucket Challenge is
considered one of the most successful social media campaigns
of all-time after using a simple (but unpleasant and hilarious)
challenge to raise over $115 million dollars for a disease that
most people had never even heard of.
The virality was propelled as people publicly challenged their
friends and family to participate on social media. This social
pressure made them more likely to get involved (or donate) than
someone simply asking for a like or share.
Ice Bucket Donations Continue to Rise: $94.3 Million Since
July 29. Washington, D.C. (August 27, 2014) — As of
Wednesday, August 27, The ALS Association has received
$94.3 million in donations compared to $2.7 million during the

same time period last year (July 29 to August 27).
Disadvantages of
SOCIAL MEDIA MARKETING
You may want to use this slide presentation over two days, with
the social media slides (up to slide number 15) presented the
first day, and the second half of the slide deck presented the
second day.
Disadvantages of Social Media Marketing
Users Define the Business
With social media, your business doesn't necessarily get the last
word in anything. A dissatisfied customer can flame your
business, a disgruntled employee can slam your corporation, and
one mistake may end up defining you. Customers often take
fulfillment issues, shipping problems or quality-control issues
to social media before using formal resolution channels. It is
common for employees to either accidentally or purposefully
tweet, share or post controversial content or messages on a
brand page. When these situations happen, take corrective
action immediately by resolving the customer's problems or
deleting the inappropriate content and issuing an immediate
apology. You need to be prepared, however, for the fallout to

follow you.
Disadvantages of Social Media Marketing
Spammers and Internet Trolls
https://youtu.be/YRnWeh2Ejr8
Another negative aspect of Social Media Marketing is that you
never know what type of audience you have. It can attract all
types of audience including the good or bad. This dangerous
audience may include the spammers, scammers, trolls, and many
other types of harmful users or individuals who are harmful for
your reputation that you have created online.
https://www.youtube.com/watch?v=ww7HRy7bJ7c
Kill trolls with kindness
Make them feel heard
Stay professional
Never feed the trolls.
Disadvantages of Social Media Marketing
Reliance on Social Media

The power of social media to drive engagement and sales cannot
be understated, but it must always be viewed as one marketing
avenue. If your company develops a dependency on traffic from
Facebook or referrals from LinkedIn, future changes to the way
those sites operate may negatively impact your business.
Start diversifying your marketing efforts as soon as possible,
including developing a sponsored social posting strategy that
involves engaging other social media influencers and
advertising through the social networks.
Disadvantages of Social Media Marketing
This is because young Americans are embracing messaging
platforms like WhatsApp, Facebook Messenger, Snapchat, and
others, while using the core social networks less. I certainly
don’t foresee a massive “extinction event” that would cause a
collapse in social media usage, but the migration away from
public social toward private social is very, very real.
Disadvantages of Social Media Marketing
Tarnish brand name
https://www.youtube.com/watch?time_continue=1&v=dA5Yq1D
LSmQ

In the event that a negative information finds its way onto
social media platform, the public will have the chance to
express their dissatisfaction. This will tarnish your product
name and deter potential customers from establishing
relationships and doing business with the brand.
Pepsi doesn't understand that Black Lives Matter.
Pepsi missed a lot of red flags in its misguided attempt to
promote its product within a frame of peace and understanding
(and Kendall Jenner), and a backdrop of a protest against police
brutality. Immediately, social media users called for a Pepsi
boycott and accused the company of undermining the Black
Lives Matter movement, and exploiting it to sell more products.
Pepsi quickly apologized and withdrew the ad, a smart move
that prevented further damage, but the ad dealt a blow to its
reputation.
Disadvantages of Social Media Marketing
The company’s latest effort in the series is called Real Beauty
Bottles. “Beauty comes in all shapes and sizes,” a commercial
declares. “There is no one perfect shape.” As evidence, the ad
rolls out six different shapes of Dove-branded plastic body-
wash bottles. Each roughly correlates with a (woman’s) body
type. There’s an hourglass bottle. A tall, thin bottle with
smaller curves. A pear-shaped bottle. An even squatter pear-
shaped bottle. “Real beauty breaks molds,” the ad quips, before
revealing that the six bottles are available as a limited-edition
run.

Disadvantages of Social Media Marketing
Back in January, Trump's immigration ban was in the spotlight,
and taxi drivers in New York gathered together for a strike, to
protest the legislation, asking all drivers, including those from
Uber and Lyft, to join the protest. Uber, apparently trying to
take advantage of the situation, suspended "surge" pricing and
issued a tweet aimed at promoting its service.
Many viewed that action as an attempt to undermine the strike.
In contrast, its competitor, Lyft, sent out a message of solidarity
and announced a $1 million donation to the ACLU. Thousands
of users posted to the hashtag #DeleteUber viral in response,
and Lyft saw an enormous boost in users. Additionally, for the
first time ever, Lyft's downloads surpassed Uber's on Sunday,
January 29, as a direct result of the #DeleteUber campaign.
Disadvantages of Social Media Marketing
Costs
Content Creation
Follower Growth
Social Advertising
Strategy & Employees
Read Article!
A small business can usually get by with a manager assuming
social media posting responsibilities with other duties, but when
your business starts to grow, hiring a person to manage social

media and communications becomes more necessary. If your
social media efforts start to tank or a crisis requires consistent
monitoring of your brand channels, the time investment required
to right the ship will necessitate forming a permanent position
or contracting with an outside agency. In some instances, your
business may have to prioritize social media over other urgent
needs.
ROI is Not Defined
Social media marketing spending in the United States from 2014
to 2019 (in billion U.S. dollars)
Security
Ransomware and Virus Attack
Hacked Account
Phishing & Brand Impersonation
Stolen Passwords
Uncontrolled User Access
Social Media Hackers
https://6abc.com/technology/social-media-account-hijacked-by-
hackers-youre-not-alone/4722446/

Disadvantages of Social Media Marketing
Needs qualified personnel
In order to focus on core business issues, you will have to
employ a qualified personnel to manage your account and have
the traffic under control. This implies that you have to invest
both in apparatus and salary for quality outcome.
Disadvantages of Social Media Marketing
In order to focus on core business issues, you will have to
employ a qualified personnel to manage your account and have
the traffic under control. This implies that you have to invest
both in apparatus and salary for quality outcome.
Disadvantages of Social Media Marketing
In order to focus on core business issues, you will have to
employ a qualified personnel to manage your account and have
the traffic under control. This implies that you have to invest
both in apparatus and salary for quality outcome.

Social Media Marketing Salaries
https://cod.emsicc.com/careers/search-marketing-
strategist?region=Chicago-Naperville-Elgin,%20IL-IN-
WI&radius=
Disadvantages of Social Media Marketing
Time consuming

People may deliberately ignore your page because they may be
interested in other sites. To get them to appreciate and share
your posts may take time. For this reason resources in terms of
money and time must be allocated to ensure frequent publishing
of aesthetic posts.
Social Media Marketing is a time consuming activity. As some
research reports suggest that a large number of users have to
spend maximum time on the Social Media Websites in order to
attract users. Apart from this, even if you spend as much time
your SMM efforts will go waste if you have not done it
correctly. If you have not provided the relevant content, it will
lack in attracting a large number of audience.
Amount of time spent by marketers on social media marketing
per week from 2011 to 2017
Amount of time spent on social media marketing per week 2017
Note: Worldwide; 2011 to 2017; 2011: n= 3,342; 2013: n =
3,025; 2014: n = 2,800; 2015: n=3,720;2016: n=5,086; 2017:
n=5,700 marketers; marketers
Further information regarding this statistic can be found on
page 8.
Source(s): Social Media Examiner; ID 188451
2
For example, the industry reports tells that almost 64% of
digital market users spend around 6 hours on the Social Media
Marketing. Similarly, on the other hand around 37% of users
spend ap to 11 hours on Social Media Marketing.
2011 0 hours 1 to 5 hours 6 to 10 hours 11 to 15 hours 16
to 20 hours 21 to 25 hours 26 to 30 hours 31 to 35 hours 36
to 40 hours More than 40 hours 2.9000000000000001E-2

0.39 0.23899999999999999 0.115
7.9000000000000001E-2 4.2999999999999997E-2
2.9000000000000001E-2 1.4E-2
2.5000000000000001E-2 3.6999999999999998E-2 2013 0
hours 1 to 5 hours 6 to 10 hours 11 to 15 hours 16 to
20 hours 21 to 25 hours 26 to 30 hours 31 to 35 hours 36 to
40 hours More than 40 hours 0.02 0.36 0.26 0.11 0.08 0.04
0.04 0.02 0.03 0.04 2014 0 hours 1 to 5 hours 6 to 10
hours 11 to 15 hours 16 to 20 hours 21 to 25 hours 26 to
30 hours 31 to 35 hours 36 to 40 hours More than 40 hours
0.02 0.34 0.27 0.11 0.09 0.05 0.04 0.02 0.03 0.05 2015 0
hours 1 to 5 hours 6 to 10 hours 11 to 15 hours 16 to
20 hours 21 to 25 hours 26 to 30 hours 31 to 35 hours 36 to
40 hours More than 40 hours 0.03 0.33 0.25 0.12 0.1 0.04
0.04 0.03 0.03 0.05 2016 0 hours 1 to 5 hours 6 to 10
hours 11 to 15 hours 16 to 20 hours 21 to 25 hours 26 to
30 hours 31 to 35 hours 36 to 40 hours More than 40 hours
0.03 0.34 0.24 0.11 0.1 0.05 0.04 0.02 0.03 0.05 2017 0
hours 1 to 5 hours 6 to 10 hours 11 to 15 hours 16 to
20 hours 21 to 25 hours 26 to 30 hours 31 to 35 hours 36 to
40 hours More than 40 hours 0.03 0.33 0.23 0.11 0.1 0.05
0.04 0.02 0.03 0.06
Hours per week
Share of respondents