Lecture Notes on Social Media and Digital Marketing
Introduction
- Audience interaction exercise to highlight personal vs. business use of social media.
- Many businesses not fully utilizing social media's potential.
Key Focus Areas
- Changes in the digital environment:
- People
- Technology
- Practical questions for improvement.
Social Media Usage
- Over 2 billion Facebook users, 800 million on Instagram.
- Social media as both an opportunity and a competitive space.
- The importance of standing out in a crowded field.
Impact of Social Media on Business
- Social media inspires travelers; half admit influence when choosing travel options.
- Marketing to millennials:
- Digital generation, emphasizing experience.
- Significant role in outbound travel.
Technology Trends
Video Content
- Video considered crucial; Facebook aims for 90% content to be video.
- Algorithms favor video over other content forms.
- Diverse video formats: regular, live, stories.
Organic Reach and Algorithms
- Decline in organic reach for business posts.
- Transition towards paid promotion on platforms like Facebook.
- Importance of adapting to platform changes and algorithm dynamics.
Stories and Emerging Formats
- Rising popularity of 'stories' across platforms like Snapchat, Instagram, YouTube, etc.
- Early adopters benefit from algorithm advantages.
Diversifying Social Media Strategies
- Different platforms cater to different demographics.
- Importance of targeting appropriate channels for specific audiences.
Practical Social Media Tips
Authenticity and Engagement
- Authentic engagement drives social media success (Example: Lori the food forager).
- Content should inspire and engage beyond traditional marketing.
Content Strategy
- Value-driven content increases user engagement.
- Time of posting impacts visibility; post during low-energy times for best results.
Engagement and Conversation
- Encourage user interaction to drive organic reach.
- Utilize user-generated content and micro-influencers for authenticity.
Quality vs. Quantity
- Invest in high-quality content creation instead of boosting mediocre content.
- Long-term content planning enhances consistent engagement.
Evaluation and Adaptation
- Regular evaluation of social media performance is crucial.
- Use analytics to improve strategy month to month.
Conclusion
- Continuous change in people's habits and technology demands evolution in marketing strategies.
- Emphasis on transforming practices and applying new ideas for business growth.
Note: These notes summarize the key points discussed in the lecture on leveraging social media for business, focusing on digital trends, technology, and strategic content creation. They are intended as a study aid for students learning about digital marketing strategies.