Introduction to Social Media Marketing | Leveraging Social Media for your Business | Megs Hollis | Skillshare

Introduction to Social Media Marketing | Leveraging Social Media for your Business

Megs Hollis, Let's #dodigitalbetter

Introduction to Social Media Marketing | Leveraging Social Media for your Business

Megs Hollis, Let's #dodigitalbetter

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10 Lessons (56m)
    • 1. Welcome to the class!

    • 2. Platform Overview: Facebook & Instagram

    • 3. Platform Overview: Twitter & LinkedIn

    • 4. How to conduct a social media audit

    • 5. How to develop a social media strategy

    • 6. Let's execute that social media strategy!

    • 7. Measurement & Optimization - How to know what's working and what's not

    • 8. Paid Media Options made easy

    • 9. My holy grail toolkit & answering all your FAQ's

    • 10. Thank you for joining!

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About This Class


Welcome to my Introduction to Social Media Marketing course! This course is for you if you want to: 

  • Understand the basic functionality of social media networks
  • Understand how to develop and execute a social media strategy
  • Understand the difference between organic social media and paid social media (and how basic paid media works!)
  • Learn about helpful resources and tools which will inspire you and help you #dodigitalbetter

I can't wait to hear what you think of my first Skillshare course and I'm so glad to have you onboard. 

Meet Your Teacher

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Megs Hollis

Let's #dodigitalbetter


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1. Welcome to the class!: Hello, everyone. And welcome to my skill shake course, which is an introduction to social Media marketing. I'm so glad to have you here, and I cannot wait to share some of my expert advice of with you today. So this is an introductory course perfect for beginners. So if you do have experience with social media, Martinez probably isn't for you for the people that are starting out fresh. And I just looking for some helpful tips to get started in the social media marketing space . Whether it's for yourself or for a brand, this is the course for you. And I cannot wait to continue and just have you guys on board for this hour or so and chat through all things the social media, so kicking it straight off and see the course overview. But today we're gonna be talking all about the various platforms what kind of core functionality is and what this means for us marketers. The second thing we're gonna be talking about is conducting a social media order it now, this isn't just for us, but it's actually for competitors checking out with the competition and what the industry is during because that is always helpful. Start when it comes to social media. Then we're gonna be talking about developing your social media plan. And the various steps are involved in actually putting something meaningful together and something that you can stick with in the long term. Then we're gonna be chatting about executing the social media plan. So what does that mean for you practically day today as a business owner or running social media on behalf of someone else? Then we're gonna talk about measuring and optimizing. So how do we actually know that things are working paid media options? We are gonna dig a little bit deeper than some of the other introductory courses because I do feel like this is an important point to drive home from a social media perspective. And finally, we could be looking at tools and frequently asked questions. Now, before I introduce myself, I will say that I do get a lot of frequently out creations on my YouTube channel and in my day today, life as a digital marketing strategist. So I love to kind of put those old out on the table a friend so that you guys just don't have those Christians in terms of which platforms were going to be speaking to. Today we have chatting Facebook, instagram, Twitter and linked in. And there's some bonus Resource is from a tic tac perspective as well, because I know people are gonna ask that. So in terms of who I am welcome. My name is makes and I have eight years of digital strategy and innovation experience working as a strategist on iconic brands such as Heineken d'Azur, the Foschini Group, Ackerman's picked Mazda, Adi Pilsen, British American Tobacco, Coca Cola and the Water Friend. And I'm currently full time employed as a digital marketing managers. So I feel like I'm very well equipped to bring you guys up to speed with Social Media management. Of course, this ulcer forms part of my portfolio as a digital marketer to do all of the social media for my brand as well. In terms of me personally, I actually have a YouTube channel teaching people exactly these sorts of things. So please search man YouTube, if you type in, makes Hollas there, you will find me, and I love helping people hashtag do digital beta. That's what I'm all about. So I have over 65,000 views helping people do just that. And I'm so excited to be incorporating the skill share element just to really around off my offering on the incident in terms of how I can help people with digital marketing in terms of the key outcomes for this monster cost. As I mentioned the basic functionality, of course, of the social media networks understanding how to develop and execute these social media strategies, the difference between organic and paid marketing, which is often kind of confused or flummoxed. And then finally learning those helpful re sources and tools that I mentioned earlier before we invest time and energy in any social media platform, the question that I want you to ask yourself is, Is this the right platform for me? So what about mean by that is that every different social media platform has its pros and cons, and they all are quite time consuming beasts. So we want to assist a friend. What is the right platform mix? Or maybe it's just one platform for me. And how do I then leverage that one or two platforms really strongly, rather than trying to spread myself too thinly so Each platform, of course, has its own set of attributes, which means it means it's different depending on your different business objectives one maybe mashed better suited to you than another. 2. Platform Overview: Facebook & Instagram: so Facebook. I think this is a great one to start with because A it's being around for the longest. Be people are very familiar with the Facebook platform because we use it a lot in our postal capacities that when it comes to maybe branding on Facebook, it's a little bit easier to enter people with us. So Facebook. It's a lot more kind of advance than people give it credit for from an advertising perspective, so that familiarity sometimes makes us take it for granted. How amazing this technology is and you'll see in this course, a lot of what Facebook has done has really trail blazed for what some of the other platforms are currently doing, too. So they have a very good analytics side called Facebook Insides, which will re speaking about. They have advertising portals called Facebook ads manager and Facebook business manager, and they have a huge learning portal called Facebook Blueprint, which is applicable to both Facebook and Instagram. In terms of Facebook's pros, it is great for reach and frequency, so it has the highest amount of users, which means that it obviously has the biggest reach. Sharing is so easy and like Instagram. You can't just shake so things out a Z easily as you can with Facebook. It's getting better. But Facebook is certainly still the platform for going viral. I think on maybe Twitter as well, but we'll leave that for the next little section. It's got very advanced targeting because it knows the most about you. It is fantastic. I love using it for my business, the business that I worked for. Four from promoting events. It really excels in the space. It's also good for creating a sense of community through Facebook groups. So when I started my distal academy, I actually set up a Facebook page and more and more recently, it's kind of being bagging me because, like the attack, why didn't I think to set up a group? Because if you're trying to create communities around topics, sometimes groups are actually better than pages, so that's also good topped up, then it's fantastic for driving traffic to websites instagram shame like it is not. That is not a great objective for instagram it Facebook. This is brilliant. It's also got the most effective paid media in terms of its custom efficiencies, and it also has the largest number of ad formance. It really has an astronomical amount of ad formats, which we will touch on fantastic learning. Resource is on Facebook blueprint, which I think is a little bit lacking on LinkedIn and Twitter side. And if you post in moderation, you may actually find that your friends and family really want to support you and buy from you. So that's also a great place from that considered from that perspective, because people are there and they want to help out their friends. So it's great from that perspective to if perhaps you are launching a course or and a small business. Facebook is great for that because you want to be way or your friends. We all know that you need friends on the Internet, that's for sure. And then it's also fantastic for reviews. So if you are a restaurant, for example, go figure brilliant for that, then in terms of its considerations, it because of the volume of the content that's on the platform because of the volume of people that on the platform paid promotion is almost essential when it comes to Facebook. So where people are spending so much of their time and energy, and I see this so often they are not putting money behind those posts, and it breaks my heart books. I think when we speak about a typical kind of breakdown in the agency, or the brand world will often say, like, 30% of your budget should be in production and saving keep saying to your budget should be in media. So if you're spending a certain amount of managed to create content, you should really be augmenting it with that paid media support. And it's not as complicated as that sounds. So if the advertising side of things organic you know you want to stick to the organic strategies freaks you out, maybe instagram on LinkedIn and Twitter, maybe a little bit more for you. But I'm gonna make it simple for you guys today, so hopefully you'll give it. Give Facebook ever more craters and negative feedback is very visible on Facebook. I'm sure Iran has fallen victim to this at some point or another, but comments just blow up, and it's very kind of out there, so that could be tricky to manage from a Facebook perspective. In terms of features that has so many features news, feed, reaction stories, events, lives, messengers and bite. And it even has functionality called 3 60 So I have laid them out on the sides. I'm not going to run through these two match because we have short time today. But the ones that we will primarily be speaking about is, of course, the personal and brand pages, because we want to help you market for businesses. What are the differences? Well, profile is, of course, your personal profile, a brand pages for a brand, and then the group that I mentioned is just a lot easier to create a tribe or community around a certain topic. I will say that the time that we're living in now means that Facebook, Live and Instagram life have just blown up. So this functionality was launched in April 2016 and we haven't seen the uptake that we've seen recently, ever. So it's fantastic, actually. Sometimes when crisis hit that people realize the importance of the imperative kind of way people really want to be kids in the no, and Facebook Live is a really great way of doing that. The other thing that I love about face because, of course, it's messenger bots. Now messenger bots are such clever pieces of technology. They can either be conversational or transactional on one of the industries that I think does it based is the travel industry. And here you can see a kale m example of A. But that actually gives you your porting past. I mean, tell me that that's on a brilliant use of technology moving on to Instagram. So Instagram has instagram inside Samos, Facebook inset. And however that is accessible in your instagram at because Instagram is primarily mobile. So where Facebook? It's kind of an Omni Channel experience, regardless, regardless of way, you kind of like in from Instagram Place. So in terms of advertising, you can advertise straight from the i D app. You can also use Facebook ads, manageable business manager and in terms of learning. It's also on the Facebook blueprint platform in terms off praise on. We probably could be here all day speaking about the praise of Instagram inspiration on discovery. This is such a visual platform for anyone who has an aesthetic brown. That they want to put the best with Ford with Instagram is phenomenal for that. If you have a strong photography saying, all you just a creative instagram and nine times out of 10 is a great platform for you in terms of communicating your brand on your company values, Instagram can be grateful that, too. It's also good for stuffed selling and getting people along that buying journey because they really kind of get to know you behind the scenes, especially with instagram stories, and they feel like they really build up this kind of sense of connection with you. Then it, of course, also has inbuilt editing functionality, which is what it was come to know and be known and loved for. Of course, it's like little squares and filters, and then it gets greats engagement so much better than Facebook. It is a high engagement platform, and Diem's also indicate that so people contact people in the D ends all the time. On instant, we even coined a phrase sliding into the D M and its for no wonder. So it's really great for that, too. Considerations, if your business is not a highly visual business, and if you are not a highly visual person as the owner or the person responsible for marketing. You're gonna battle with Instagram because the production quality there is that expectation . It's a really high quality feed and especially with the introduction of instagram stories where that's kind of like your real time in such you shoot and then the feet is really you feel that pressure. I know you guys know what I'm talking about. It's a mobile first platform. So if you want something with day stop base, probably not for you and you can't have links and photo captions. You can only have one Lincoln, your bio. There is a way around that which we gonna speak to bet it's not great for driving traffic because of that exact reason. So only once you have 1000 fans, of course, you can swipe up on Instagram Story bed before then. It's pretty difficult to drive traffic and lay. Someone is very committed to kind of seeking you out on the Internet further than just instagram buts and span say no more. Instagram is horrible for that sort of thing, people. Yet people get totally bombarded with these ridiculous fake concert. Of course, Instagram does its base to combat this, but it's just not always possible in terms of features. Geo tagging, hash tagging, instagram stories, I g. TV idea for business on instagram Inside the organ of your best friends. If you get on the instagram, read the main question that I get on instagram and I just want to put this up front because if you trail often, you don't watch to the end of the mast cast, and I just want you to get the most amount of value from this. So the based editing APS for Instagram everyone will have a different opinion. But Visco is phenomenal, by the way. Not not many people still actually it at their instagrams on Instagram, which is so crazy it's like, created this whole ecosystem of other APS. Snap seed is the Google equivalent equivalent, and this is actually my favorite. I love, love, love, snap seed. I find it's so simple to use with a Graham is a few want to keep the aspect ratio of your photograph and have a white background. So if you don't always want to zoom into that tight square crap, it works really well in artistic restaurant, architectural spaces and then a day be like dream. I mean, it goes without saying that adobe products are fantastic, but that's a so brilliant. That is a free version. But the advanced one is probably what most people would recommend in terms of instagram stories. There's a whole set of different apse, which is so cool. I mean, it helps you differentiate. So a smashes. It's overwhelming. I think it's brilliant to my favorites are over unfold in Canada on canvas, Probably the biggest win for me if you look at no other tool as a result, since master cast years often like a canvas, do yourself a favor and they could can. But it is Brewer the end. It knows exactly what the latest dimensions are for posts. No matter whether you're creating a YouTube paid a banner or instagram story, it's always got the most up to date dimensions, which is so handy in terms off editing. Sorry, intensive shade dealing, APS. So this is quite different from the editing APS previous by far my favorite again. If you take anything out of this master costs, I think previews. Great. If you're on instagram, it allows you to literally drag and drop and plan your feet so that you get this beautiful aesthetic that you're looking for. It can be really difficult getting that without using one of these pre or intermediary APS because it's obviously difficult to visualize exactly what the grades gonna look like to leave posted of minutes too late, although sometimes I do archive a postal, too, when I feel like it's running my ro flo. 3. Platform Overview: Twitter & LinkedIn: then, From a Twitter perspective, Twitter is in stark contrast. I feel Teoh Facebook of Instagram. It's not a visual platform. It's all about words. So if that's your personality and your a loud, opinionated person who likes kind of that fast paced back and forth that gives you a rush to, it is fantastic. So the analytics is just called Twitter analytics. From an advertising standpoint, it's cool. Twitter ads with beautiful business from an ad learning perspective. It's called Twitter for Business, too, in terms of your prose, opinion and engagement. Super high on Twitter, finding like minded people. Amazing networking, fantastic connecting with influences, having diarrhea, conversations with people one on one in threads. A very easy for other people to follow this high frequency posting timeliness live tweeting If you wanna live. Treat events, of course. Fantastic for that and then social listening. It's brilliant for two. So what? I mean, here is way. Facebook's a P I, or kind of sit off privacy settings on default for users sit to private Twitter. It's out there for the world to see, So if you want to do a little bit of investigative journalism on your brand on a computer to. It's really easy to see what people are saying about that brand by stating them just in the search by on Twitter. So that's phenomenal. It is, of course, a microblogging platform. So it's great for driving traffic to your actual blood and create and contagious so quick its lack right, a tweet. Of course. It needs to be sharp witted and smarts and clever and well structured. But where we compared to something like Instagram, where you feel like you're laboring over a graphic post? Of course, it has none of that from a considerations perspective. They changed the character, can't you? Guys will definitely remember this 2 to 40 characters because 1 40 was just sorry to to 81 40 was just crazy. So this might be too short form for some. You might not have a blood that you can then expand on your thoughts, sir. It might just not be great for you there. Fast pace must on the high frequency might not be for everyone. There's a short life span of tweets. If someone hasn't seen your tweet between 15 and 20 minutes after posted it, it's dead in the water and there are a lot of Latin activities is that they're So do you want a shark? A lot of the neighbor on else. Maybe if you're but more soft spoken, all you know or you just want to use it for V kind of competitive advantage in terms of looking at what other people are saying, that's cool as well. But maybe for your brand as a primary channel, it's not based. Of course, it does use Hashtags more extensively than any other platform, probably it on Instagram or the most prevalent hashtag platforms. And then finally, Twitter analytics, which we will also jump into. He has some of the basic tip technology and terminology for you guys. I'm not gonna go through everything, but it's in the deck. If you guys need a little bit of help in terms of what each of those terms mean in terms of some top tips for Twitter, I will just rush through these. So I've got top 10 top tips for you. Firstly, you want to become the spot for curated, useful content in your specific niche, and measures are important across any social media platform. But specifically Twitter. I was just following the 70 50 rule way, with 70% of your tweets actually engaging with other people and only 50% of the starting the thread yourself. A lot of people don't abide by this, and I think it's such a phenomenal piece of advice. Use the links. Ortner. You only got so many characters you need to use it to its best advantage and trial videos. I find videos perform the best on Twitter. How bizarre. So it actually they get 2.8 times more retweets that than tweets without. And I should probably mention that video across any of our face Facebook, instagram, twitter or lengthened platforms of returning about today. It performs really, really well. So if there is a skill that you could learn in conjunction with Social Media marketing, I would say videos. Probably. It therefore was to discover the tweet tweets with images in 1.5 times engagement. So we're not saying that images are not important because they are, of course, great for engagement. They're less important in comparison to an instagram. The for sure respond pronto. So if you don't want to be responding within the hour on Twitter. It's probably not the platform for you because 42% of people actually expect just that. Become size and impactful, communicated one key points at a time. Incorporate your relevant hashtags and curates. Add content by RETWEETING positive customer feedback. Twitter makes it so easy to do that and avoid lung exchanges by rather switching customers into the D in section. That's a great hack for brands. Finally lengthen its chat about this also very different from the three that we've spoken about. Because, of course, this is primarily a B two B platform. It's primarily for professionals, so in terms of analytics, it's just called linked in analytics. Nothing crazy. They're linked in advertising. Lincoln Learning. That's the linger from that perspective. From a price perspective, the networking thing comes across most strongly, sir. Connecting with business owners, freelancers like minded professionals. Lincoln is your great to establishing yourself as a thought leader. I have loved building my personal brand on LinkedIn, and I found it so rewarding on. I do get a lot of inbox messages about exciting speaking events and that sort of thing just from posting active you. Arlington. You also get great insights and access to other businesses, as well as even what the HR department, for example, is recruiting for will give you some little one acts on your competition. For sure, it's grateful behind the scenes business content on it's great for recruitment on H on product launches work really well on Ellington, as does lead generation for your business considerations. B two B is not for everyone, and advertising does tend to be a lot more expensive than Facebook and Instagram. From a features perspective, you can either have a company page or career page, depending on whether you pay for it or not. Learning unlinked in formerly lynda dot com, They actually got bought out by linked in, and that's now forms part of Lincoln's Learning Portal. But this is not teaching your Bedlington. It's linked in teaching about all various business topics. So just to clarify that point endorsements, it's fantastic for asking people for recommendations on LinkedIn. Premium as a user allows you to see your analytics and see who is viewing and connecting with you. There's also a jobs portal on this. If you in the market for a new job, of course, Sington great in terms of some of my favorite kind of key takeouts from a linked in perspective. I've just assimilated my favorite crates on the topic. So someone called Ryan Biddle fun. To be honest, I'm not sure he these people are, but they worked some wise words of wisdom. Ryan says Being human is my number one marketing strategy. Arlington. I engaged. I chat, I connect, I show value. I respond. I like I Bond. The only marketing I need to do on linked in its heart centered Be social, be helpful, be engaging, be human. And that's like everything to me. I feel just summed up Adam Connell. Similarly, help first or later create a customer for life, so he's saying, Give the value, friend cell afterwards, which I think couldn't be saved. More succinctly, Christie says, I have found the best way to get attention on linked in this to join groups in your industry where your target audience on your customers are actually engaging in discussion and participate in those discussions with them. I think petals that great advised and tourists land finally says, Wanna stand on and Lincoln share awesome content that helps a targeted group of people to solve the biggest struggle. Man, these are truth bums. These are definitely truth bombs. Lincoln's key functionality is, of course, personal selling and social selling from a personal side of things. So if you're establishing yourself as a personal brand and network, establishing yourself as a thought leader looking for a job, for example, in digital marketing, if you're a sales person or in a new business capacity linked in this phenomenal and if you're a freelancer looking for any clients Oh, if your company or a careers page, that's the premium version. If you're looking for future employees, demonstration company culture or building brand awareness and turning your workforce into Brandon, please, I cannot tell you how well this works. If you have a message that your company wants to put out there, it would be so great if once a week or once every two weeks you actually have a little WhatsApp group off your most influential people. Yang. Thank you people who you feel represented company really well, and you just pop them a prompt. And there's, of course, some kind of incentive for participating in this ambassadorial program. But they all essentially post the top tips or kind of top take on the press release or whatever it is that you're trying to send out, and it brings it home for people. And those little micro influences and nana influences in your business are really gonna make a difference Longer term, you would be alarmed of the impressions impressions that about 15 people also in your organization will actually get your business in terms of what is common across all of these platforms. Because we've given you a brief kind of overview, no, in terms of what what they are and what to expect. What are some of the things that are coming? The most pertinent thing to remember across any social media network is that all of them are governed by algorithms. So, no matter how obvious, will not obvious it is. There's a certain set of content, and this platform has to find a way of serving you. What is most relevant So rather than you seeing thousands of things in your newsfeed, that's chronological and everything that everyone has posted. They do this weighing up of relevancy and colonel chronology, and they then so obviously sentences of content in terms off people content versus brand content. Of course, they give preference to people content because brands can afford to pay for advertising. So they want to incentivize brands to put money behind their posts, which creates what we call a pay to play environment. And it's so important you will actually find that you get higher engagement as a person posting that as a brand posting. Because what we see in my day to day job is less than 4% of people who like your page actually see or content, and 4% is actually a very generous figure. I would say it's probably less than 2% so unless you're putting that money behind your posts, people are simply not seeing your content. So we see a combination of what we call organic content. That just means that it's unpaid. It doesn't have many behind it, pushing its reach and paid content, and they has to be a strategy which governs that's within your business to ensure the tool content is getting in right in front of the right people. So I love this graph. It shows that you basically have to find the intersection between consumer intent and consumer interest. So you try to push a business subject agenda and the person's trying to look for Capt. Photos, and you need to find that happy medium that's like, How do I make this relevant to this person? It's not just about my business and just about me. It's giving my value, and that is where you'll get the sweet spot from our each perspective. But even great content needs to be paid and supported with paid promotion in terms of my favorite rules of thumb before we around out the section is the use of hashtag appropriately so where you should be using hashtag Twitter instagram, Facebook based practice. Yes, it's about two to hash tags proposed, but typically therefore brand visibility and pushing a certain marketing message. They're not actually for discover ability, which is what they used for on Twitter and Instagram. So Hashtags are based used Tia, and did you know that Instagram allows you to put 30 hashtags in your captain? So one of the funniest analogies I heard was, if you could put in one later, took it or 30 lotto tickets into the lottery, what would you do? Of course it's better to have more hash tags, but you also don't want to detract from your message. So what I see a lot of people do is baffled. For example, recommends 12 hashtag all putting the hashtags in your comments. It makes no difference or putting a lip sees to push that on those hashtags down so that they don't attract. From your message. Number two. You want to be aiming for quality and not quantity with anything in life, but particularly with social media, the algorithms limit their each of your posts, which means if you are spending a lot of time churning out loads of posts, but the content is stop average. Don't even waste your time, then. UGC is an acronym that comes up a lot, and I'm also linking a glass Serie down below. If there's any words coming out of my mouth that you don't make sense to you but you D C is user generated content, and this is so important on a social media from a social media standpoint, because it brings your customers in, demonstrates that your brand doesn't talk. Ask people and it incorporates people into the dialogue and who, as a consumer, doesn't want that. So that's the end of our very face section 4. How to conduct a social media audit: get into creating a social media strategy. And, yes, I'm a strategist. So maybe this goes without saying that this is my favorite pot. So I am for a four step process to make things really simple for myself. When I undertake a new brand or a new project, the first isn't ordered. Fares toe understand the lay of the land. The second is that development phase. The third is an execution all fears. So how to actually get this project plan in motion executes and finally measure optimized, and I cannot se se this nest. But step forward is so often overlooked, and we don't want to be the ones the full victim to that. So we want to amplify on the measurement side of things in terms of conducting your social media ordered. The first thing you want to do is map your entire digital ecosystem. So do a simple spider graph diagram, as I've indicated here, where you just say, this is my digital landscape in these old elements that attached to it. Different brands use different platforms on this is because they have different business objectives. So whatever you're doing in the digital realm has to be linked back to your business objectives. You don't want your marketing objectives and your business objectives to be two different things. You want them to be centered in the same thing, and similarly, your digital marketing objectives and your social media marketing objectives desire. So it's crucial to establish within your company how you're planning on using each platform and how each of them is gonna contribute to that business objective. For example, many companies use Facebook is the primary awareness channel, but other companies would see it as a customer service channel. So you need to understand, which is the angle that you using Facebook. Four. Maybe it's both, but you need to be really clear on what is the role that that platform is paying in playing in your social media strategy. Otherwise, why he's spending the time in the energy. There's three ways of doing this ordered, and all have their merits. I'd say we're gonna go basic intermediate advanced, depending on how much time you want to spend on this activity. So the basic, most basic one is a text table, so you're literally gonna list your competitors and list first impressions, content themes, content types, and you're just gonna have a look, troll through the various social media presences and just jot down pros and cons and see how you would rank them. The second method is my intermediate method. This is the color chart method, which, if you are a very visual person, you don't want to maybe spend the time writing or labouring. You could just give someone a green block if they're excellent and someone a black or a red Bach if they week. So this gives you a really good visual indication of what you can hit. It is up to you. Method number three is the spider diagram. I would only recommend undertaking this if you're doing it on behalf of clients. So you actually being paid for your time because that is the most scientific in the most accurate. But if you're just doing this is an exercise for your own business. It's probably overkill. So here what I do is I actually use a radar diagram and Excel, and I assigned scores based out of five or 10 to my various competitors on my map, them against five key kind of pillars, shall we say here I've used quality of visual content, quantity of copy, community management that's getting back to people quickly, very important engagement and hygiene factors. And then I'm rating them all out of that score. I've been over there, lay them and then I can see where the gaps are in the market. So if you want a very scientific way of doing it, this is it. So I'll first task is to choose one of those three methods and go right ahead. And I would love, love, love to see what you guys come up with. 5. How to develop a social media strategy: all right now, Step number two in our development kind of process is just that it's your development stick . So let's map the role of social media. Sir, Let's just firstly talk about Al Bio, sir, the bio needs to pack a punch. First impressions. There's only one shot. So you want to make the base first impression that you possibly can with your brand and your social media marketing, so capture the essence of who you are and what your business does. If you are a freelancer, be sure to use a profile head shot photo. If you are brand, it's probably more appropriate that you use a logo or product photograph and be sure in either instance to include as many keywords as you can, as well as a CT A or call to action. And we references quite a lot in this course, so be sure to get 10% off my offer. So you once consuming to land on your page and that what dinner for me factor to be immediately evident. So for your cover page, you also want to use this. It's a little bit more real estate than just a profile picture to communicate the most relevant and timely offer that you can possibly do so if it's your latest special or a product launch. Amazing pop that on your capture page and then link Tree on Instagram is a super handy tool to actually act as the switchboard. So you're only allowed that one link, so I use linked tree to then once you click on the Link three Link actually direct people to multiple links. So that's a great work around and can also work in your favor when you have to, say Lincoln Buyer. But you have multiple offers running, and you're not sure which linked to put in my by then in terms of how we kind of conceptualize exactly what the content is that we're gonna put out there regardless of platform, I want you guys to bear this in mind. Take your brands based self, take your audiences mindset and take the cultural context in which you operate. So that's a bit of mawr of a macro. Look at things and you find that sweet spot with those three things into sick, and that is social media strategy gold. You can also employ the rule of thirds which states that 1/3 of your content should be engagement content. So that would be asking questions during polls, maybe eliciting some kind of response from people based on a story of your own. 1/3 would be curated content, so that would be content. That's not necessarily yourself. Your urn could be used a generates content. It could be Pinterest content. Could be Google images. It could be stock photography. I've got some, really, and Wen's later down. And, like in the course that chose you, my favorite stock photography websites for free and then 1/3 is your content. So this is a really nice mixed because it ensures that you're not selling, selling, selling. You're giving people you're curating your offering some beautiful kind of advice around a topic. And then you saying, by the way, he is my often so in terms of those journey, the first step is to find your target audience, so it's really important to know he is speaking Teoh. One of the tasks that I find most helpful and you guys can follow along, if you'd like, is to create additional persona, and then finally I establish my content pillars so to define my target audience, this strange show that I'm creating the right content for the right people and to better understand how to create content that speaks to that person's wants and needs on increased conversations. The easiest way to do that is a digital persona, and a digital Pristina is so brilliant because it forces us to undertake research, which not a lot of people do. Research can take many forms. It can be informal questions asked. Consumers on social media. What do you think of us? How did you hear about us? What is something that we do? Well, it's that, or it can be a male chimp. Sorry, it's serving surveymonkey or a Google questions length of goes out. You can also use Facebook's insights tools to better understand who's currently following you, which is a great hat, too, and gives you the opportunity to revisit any research you may have done previously. So here is my social media persona. I'm gonna make this inevitable for you guys so that you can have a play around. But just visualize when you're writing copy. It's even nice to have a name in your mind. Like Susan I dinner? Just that. You know, every time you write in content, you can think what? Susan, enjoy this. You know, Is this the kind of thing that Susan's looking for? And then finally, and probably the most fun establishing your content pillars. So are you gonna do product lifestyle, topical competitions or what is the breakdown in the split? It doesn't have to be a perfect science, but it is great to have kind of four key back. It's four pillars and competitions. It goes thought saying, perform very well in social media because you actually giving back to people and saying I'm rewarding you for following me and often also offering discounts are only to your social media following toe actually say to people, we see you and we're so grateful for your support. 6. Let's execute that social media strategy! : now moving on T Executing your social media strategy. So the easiest possible ways to create either a Google Sheets or an excel, which lists the days of the week that you're planning on posting your copy and wear the images safe so it could be on your Google drive, for example, and your activities can be broken down by day or by our depends on how scientific you want to be. But he has an example. You're saying this is the content politic. This piece of copy falls under This is the copy. This is the date. This is the time that I'm gonna put me posting. Be sure to consult your Facebook insights or whatever the analytics channel is associated with that platform to ensure that you getting people when they're online because that, of course, helps if you reach. And that initial attraction is so important for an algorithm to know whether that content is valuable or not. And then if you've got links or notes that you wanna leave for yourself, go ahead and put them here. It's also great to sit yourself an ideal frequency up friends. So you think to yourself. Okay, Facebook. I want to post seven times a week. Tricia, 14 times a week. You could do so much more than this because Twitter you should be posting more than two times a day. But conservatively and instagram four times a week decide on your scheduling platform. So if you don't like in every time you want to make a post, you can actually pick a shade dealing platform that does that for you. My favorite is Hoot Suite with this list of sprout social, which is brilliant and typical. Platforms like Twitter and Pinterest have higher frequencies, so make sure it's feasible. So, yes, it's recommended to post a certain amount of times on Twitter. Let's say a lot of people say saving finally enough, and I think to myself, I don't know. It was just another. It's during this, but you need to find that that happy balance will strike a happy balance between what you're capable of doing and what's recommended. And don't feel bad about it. Eva, you've got a business to run, then, in terms of planning content, ensure that anything you produce is aligned to both of content pillars and your business goals. So if your business goal is brand awareness gets what your social media objective is gonna be reached if it's look leadership consumption. Weird of math shares likes and retweets leads actions, sales conversion so you can see it's mapped very kitty in terms of a month of Clinton's ideas. I love this. I hope this is so helpful for you guys. It just shows you what is a fun way of structuring your first month of content or just really getting up up on the anti on your social media content planning. 7. Measurement & Optimization - How to know what's working and what's not: Let's talk about measuring and optimizing. So it is so important to know what is working for your brand and what is not so that you don't continue to spend time on something that's not actually driving your business goals. So the first kind of tough for trick that I have for you in terms of this tweaking and optimizing is to check at least every two weeks what the reach of your posts has. Bean and which post types are performing well, is a text posts is an image post. Visit your video posts. Is it? Which platform is a twitter? Is that Facebook It's so important to understand, so that undergo And on the fly, you can make this nutritive improvement on your content off and what is actually performing well for you? Don't just look at social media. If you have trackable lengths, which I will also touch on, you can also use something like Google Analytics. If you've been using you, tm tracking. If you've just been using basic link shortness like Bentley, which will speak to that also has a degree of tracking in volt in terms of all of the various inside platforms. I won't spend a lot of time on this because it is very straightforward. Each one has an analytics dashboard of some kind, which will have a day trains that you could tweak to see exactly what the performance was. Win and each have a slightly different set of metrics now the matrix that I like looking at his reach and engagement. But there are a host off matrix, which you can look at, which may be relevant to your business. So if I go into my do digital academy Facebook page, I can just click on insights, and I will get a beautiful dashboard and Aiken, then Tuggle in the day trains to see exactly what it is that I'm looking for. Instagram. Similarly, this one's accessible in the APP, but you have to ensure that you are not a personal profile. You have to either be a creator profile or a business profile. Then you will see how many prayerful visits you've had in the last seven days, and you can go into insides, and this is kind of what it looks like. It's a very simplistic version of the Facebook one. If you want to switch to a business profile. You simply go switch to business profile. And then it says, Welcome to Instagram business and you link a Facebook page. So that is the one requirement. Just switch over and well, that you will have your analytics at your fingertips just the same. Same. You just get analytics here. You can see a 28 day summary in terms of matrix. As I say they different for Twitter, it's impressions, engagement, engagement, rage. But it's also kind of, but more bespoke things like detail expands and profile clicks, so they'll be different platform from a lengthen perspective. Personally, you will not have access to inside so analytics and lace you on LinkedIn premium, however pages. Do you have this? Not even the career pages, but the company pages, too, so you don't have to have paid for on version for your business. And then, speaking of paid for Let's work paid media options 8. Paid Media Options made easy: so paid media options is one of my favorite topics because, it seems so, complicates it. And it is, sir, simple. It really is so simple. There is no reason to get flummoxed by paid media promotion. So if we have any backing and marketing, when business will know that a consumer goes down some kind of purchase training before they convert and buy your product. So typically this will be awareness, consideration conversion. That's your classic marketing federal. And what these platforms have done in order to monetize is they've matched them with objectives which are almost exactly the same. So awareness demand, customer acquisition and transactions. And so they will have different ad formats that speak to all those different objectives. And they will help you to achieve your business objectives, which is exactly what you want. So the first thing to consider about the various kinds of paid media platforms is that Facebook knows the most about you. It's a guest who has the most amount of targeting options, and they back in when it comes to targeting consumers Facebook because it knows so much about its users that marketers can narrow down. If I want a 25 year old based in Cape John who works in digital marketing. You know, I wish I was 25 but you know what I'm saying? It's It's It's so specific. So it has full name, date of birth, mobile number, email, address, age, gender, location. You guys, you guys get it Interest so you can be very specific. Unfazed book, Lincoln. They don't know that much about you. So they kind of targeting platforms are gonna be nearly as kind of precise because they don't know your interests necessarily. They might know the basic business in profile information that you gave when you signed up , But it's not really as row Best Oven advertising portal because it does. It knows list. Bart, you. So that's a really simple thing to keep in mind. Then, if you look at Facebook, you'll see these are the full testers of ad objectives that they have, and the speaks to my previous slide about that mocking funnel. It's got awareness. It's got to mon generation. It's good customer acquisition, and it's got transactions, and you can categorize old the different ad formats if you want to double check me. But that's kind of hot effects of them. In terms of way you go, I'm logged into Facebook. Yeah, I just went to create ads, and depending on how many pages I think it is that you manage, you'll even see a business manager or in ads manager. But either one are is exactly what you're looking for. Intense the payment side of things. What you're paying thesis, Social Media Network to do for you. They are slightly different models that work in slightly different ways, and this is probably a bit too advance for this course. But just that you guys know what these kind of look and feel like. CPC is a caspit click. So what is it that an advertiser is paying? So have you click on the ad Cost cp Cost per engagement? Same for engagement. Cost per mole. Is there any confusing? One mole actually means 1000 and Latin or French. So it's saying cost per 1000 impressions and Earth CPM is when you let Facebook optimize itself for the CPM. So simple, actually, when we get daunted, Facebook is a great one to speak about in terms of hell. It's paid media works because, as I say it's the most advanced, so they have really cool. But the functionality, like cool audiences, which is what I've just discussed when I said 25 interests where they live. But they also have to more called custom audiences and look like audiences. And I just thought I'd mention it because I think it's really important to show you guys exactly how wrote Row Best This can be. So if you're doing the core, which is the 1st 1 you can choose from interests, you can choose connections. What pages does this person like? You can exclude people in targeting. You can use postal codes you can use saved audiences. So if you use a similar set of demographics and cycle graphics to target people, you can just replicate that in terms of what this looks like. Here you go. It's so straightforward it's literally bolted into awareness consideration conversion. And there you have various ad formats. When they talk about C. T. A. So called the actions, you want to have the most relevant CT Ayla's you can possibly have on Facebook. There are loads on Twitter and Instagram. I think there are far fewer, but on Facebook it's applying our call now. Book more so you want that to be front and center on your ad when things bear in mind with Facebook advertising, when you do venture down that journey is that you cannot have lots of ad copy in your image . You can have it in the caption, but you cannot have more than 20% ad copy in the image because it just encourages people to make, like, more postal looking things. And it does look a bit Spanish. So that's why Facebook has done away with that in terms of remarked ng. We know that big brands do this, and this uses something called the Facebook pixel, which we're not going to speak to in this course. However, all it's doing is it's saying Teoh Okay, Megan, you love canon cameras. Yes, I do. When I then don't buy that kind of Cameron I go into Facebook is a little pixel that's being put on the take a lot wave side in this case, which then is able to save me that exact camera back. That's cool. Dream opting and it helps, especially with is a long conversion journey. It helps me to keep on thinking she I really do want that camera. And so here's a simple breakdown. Visitor comes to website the visitor leaves that they didn't see you add on other websites . And Facebook makes this possible because it has very advanced mark sing options. Instagram, on the other hand, is so basic when it comes to its paid promotion, you literally kicked the promote baton underneath, opposed, and you'll see this if you have a business profile that says you want to promote your profile, your website or your direct messages. I mean, how simple is that? If you click your profile, it'll say target audience, Spend confirmation. If you click website, it'll say UL calls action, target audience confirmation. And if you say d. M's again exactly the same Twitter, Exactly. The same kind of walk through is that awareness is it follows. What is the objective that you're trying to achieve? And Lincoln is the same to lengthen. I will say the ads are quite expensive, and they formats are typically quite small. I've run these text ads before, and they really are those tiny little ads on the right hand side, so definitely worth considering. Bet I will say, if you have a very visual brand, you might be disappointed in that sense. Lengthen the objectives all website lead generation, which means you actually capturing email addresses to get back to those people and video views. 9. My holy grail toolkit & answering all your FAQ's: All right, guys, last straight. And I really hope that this course is helping you. It's just understand and get excited about social media marketing cause, as you can tell, I get very excited about it. This is our burn ISS section, and I know just with a lot of the other social media marketing courses out there, they don't give you these like rich and robust tools that I want to, you guys have. So free stock photography is gonna be a base brand. They will be days when it's cloudy outside and you can shoot or it's raining and you just want some bit of filler content. And that's okay, We all humans. So I'm gonna show you my free stock photography secrets. My design resource is my icon. Resource is my paid media tools, my shade dealing tools and my tracking and reporting tools. So free some photography, pixels and splash nappy go. It is going to change your life. They are high res stock photography sites, and they're all for free. So give those a batch for sure. Can va I mentioned earlier. If you want to design anything and you're not a designer, you can do it with canvas is a template. It is in the correct dimensions. Don't even waste your time. If Canada is not really for you, there are equivalents like Pablo by Buffett and Adobe Spark. But to be honest, I've never ventured further than camber. Then I love the site flat icon so you can see top right hand corner. I do love a good icon. There's some really cool ends on there. This is the one called Icon Finder. If you want to do any kind of iconography in your social media that's hopeful and then paid media tools, Facebook allows you to mark at what your ads actually look like. Serve included. Back, ad parlor. Same. It allows you to market ads you could actually visualize. What is the person seeing which I know can be difficult and then moat? If you want to look at what other brands are actually running in terms of advertising, you could do a little bit of creep around. So that's an advance little tip. In terms of share dealing, Facebook actually has a bolt in Facebook. Schedule is you can use that food. Sweet as I said, my favorite bath. There There's so many others spot social, whatever, but I would differently recommend if you don't wanna post. If you don't be on your computer at the same time, suppose it's going out. You'll need to invest in some shade dealing software. And then where I mentioned on tracking and reporting bitterly and link tree are amazing link tree we mentioned earlier. That's the switchboard one. It will tell you how many people have clicked on your links, so that's a little bit helpful in terms of as a data point and then bitterly, And are you literally just put in the long link? It gives you a much shorter language. Helps with both your characters, and you can go when you log back in. It'll say this link has been clicked x amount of times. Finally, my frequently asked questions that I get all the time is hope. I'm taking on my face social media timed So it's not rocket science. You will be fine. The first thing I would ask for is a brand guide, sir. Design and copy. A lot of companies will call it a C I or a corporate identity, so you can see what is the look and feel of a brand. This is so important because you need social media to be cohesive. Frequently asked question. Do you want to know what questions? That brand gets a lot on what the typical answers are, so that if you're taking over community management and responding on behalf of a brand that you know exactly what's the same an escalation plan I've said here. Who are you going to call if things go run? If there is a really pressing consumer complaint later night, who is it in that company that you need to speak to and might not be your client? It might be someone in a different department and then to always, always, always have an S L. A. Where? Service level agreement. So what do you need to include in this? You may ask, It's harmony. How many hours are you planning on spending a week and making sure that your costs are, of course, linked to that? What are the outputs that the kind can expect is a three Facebook posts a week? Which platforms have reused? How often are you going to send a Clinton calendar for them to approve? Do not forget the approval process is so important your hourly rate. What happens if you need extra time? Is that the same hourly rate If you're working on a Saturday or a senator or a public holiday, How many times you taking the various pages for queries and comments? When does your contract starting and And you wanted to be finite so that it doesn't drag on , especially not without payment up front. And how often will you be invoicing? Will it be mentally or maybe once every fortnight? Will you be doing paid media for your client, in which case it's an additional hard cost associated to your retainer, which needs to be a friend? Where's your retainer? Could be paid at the end of the month, but potentially, and what reports are you generating on a mentally basis? 10. Thank you for joining!: and that is dead. Guys. I really hope you've seen how simple we can all make social media. If you loved this course, please let me know. It's my first girl shake course, and I'm going to create more if you guys love them. If you want to stay in touch, please don't forget. Search makes Hollis on YouTube. You will find me there. And the most important key that I want to leave with you guys today is this key for six days on social media is authenticity. No one does you better than you. So have fun. Be creative. And if you have any questions or comments, please ask them. I will be so happy to reply to on the forums and without anything else. I just wanted to say thank you guys. So much for watching my first skill shake course.