Social Media Marketing Insights

Lecture Overview

• Discussion on the age of social media platforms (LinkedIn, Facebook, Twitter).
• Exploration of social media strategy in branding and marketing.
• Examples provided from various platforms like Facebook, Twitter, and LinkedIn.
• Analysis of common mistakes brands make on social media.
• Strategies for effective social media engagement and content creation.

Social Media Platforms' Age

• LinkedIn: ~10+ years
• Facebook: ~10+ years
• Twitter: ~17 years (first tweet on March 21, 2006)

Dumbest Things Brands Do on Social Media

• Requests to change platform's default settings (e.g., changing Facebook comment button to brand message).
• Ignoring or mishandling responses from customers on social media.
• Operational mistakes (e.g., campaigns going live without readiness).
• Treating social media as just another traditional media channel rather than leveraging its unique features.

Key Social Media Strategies

Facebook

• Use for Mass Awareness: Treat Facebook as a Mass Awareness Medium akin to TV and radio.
• Personalization: Target ads and messages based on users' profiles and behavior.
• Example: Vaseline's Lip Therapy campaign with Millward Brown and OMD partnership illustrating effective planning and execution.

Twitter

• Real-Time Engagement: Use Twitter for live, public, and conversational marketing strategies.
• Empower Users: Example of American Apparel's flash sales strategy and utilizing viral content effectively.

LinkedIn

• Professional Context: Tailor messages to resonate with a professional audience.
• Engagement: Focus on content that provides value (e.g., professional tips, industry insights).
• Example: Microsoft's personalized ad campaigns based on user's professional role (engineer vs. sales).

Common Mistakes in Social Media Management

• Treating social media as separate rather than integrated with overall marketing strategy.
• Under-resourcing social media efforts or relying solely on young, inexperienced staff.
• Lack of real-time readiness and ability to empower social media teams to act quickly.

Effective Metrics and Measurement

• Need for phase-wise measurement (listen, connect, explore/express).
• Use both leading (engagement, reach) and lagging (sales) metrics appropriately.
• Iterative approach: Use real-time data to continually improve engagement strategies.

Best Practices

• Empower your social media practitioners to act quickly and authentically.
• Develop the muscle memory quotient (MMQ) for recognizing and capitalizing on social moments.
• Continuous engagement with relevant, snackable content targeted at the right audience.

Questions & Answers

• Differentiating content strategies for Facebook, Twitter, and LinkedIn.
• Example of American Apparel's successful use of Twitter for flash sales.
• Utilizing LinkedIn for professional engagement and value-driven content.
• The need for better education and support for marketers from social media platforms.

Closing Notes

• Highlight the need for integrated, data-driven, and dynamic social media strategies.
• Real-world examples and actionable insights shared by industry experts.