Back to course 'BUS203: Principles of Marketing'

Topic outline

  • Unit 7: Social Media Marketing

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    Social media refers to digital technologies which allow people to interact. The foundation stems from how people talk and behave without a standard set of rules or principles to follow. There can be a shift in social media set by the users, which causes tech developers and marketers to adjust the way they create or produce. Therefore, it is critical to understand social media and stay abreast of the trends and patterns in data. Social media buzz does not necessarily mirror society. The insights found on social media are sometimes a poor reflection of real social life. In this unit, you will understand the trends, content, communication, platforms, and marketing used across social networking sites (SNS). The next sections will guide you in understanding each component.

    Completing this unit should take you approximately 3 hours.

    • Upon successful completion of this unit, you will be able to:

      • explain why a company should use social media;
      • identify the types of content marketing;
      • describe email marketing and its use; and
      • identify the major social media platforms and their attributes.

    • 7.1: Introduction to Social Media Marketing

      • book icon
        Old to New Media Book
        Students must
        Mark as done

        Read this article. Social media has avenues to advertise products or services. It is important to use social media with a purpose and plan. It is a way to create impressions, build equity, and sell products or services.

    • 7.2: Content Marketing

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        Content Marketing Strategy Book
        Students must
        Mark as done

        Read this article on content marketing. Content needs to be developed and built on keywords. Keywords for the brand or company need to be identified and effectively used. If someone is searching for a plumber and they live in Dallas. They might search for the best plumber in Dallas. Information like this will guide keywords. Developing keywords is not once and done but is ongoing. Google Trends is an excellent place to see how phases trend over time.

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        Content Marketing Defined Page
        Students must
        Mark as done

        Read this article on content marketing. The content in marketing generates interest and keeps customers on your website. It needs to be systematic and planned. This includes photos, blogs, and text posts or tweets.

    • 7.3: Email Marketing

      • book icon
        Email and Mobile Direct Marketing Book
        Students must
        Mark as done

        Read this chapter. Email marketing is one of the more effective ways to reach customers. Email is owned media, which means you control the content and own the email list. You can use email in conjunction with social media to continue engagement with your audience.

    • 7.4: Social Media Platforms

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        Social Media Platforms Book
        Students must
        Mark as done

        Read this chapter. There are over 100 different social media platforms. We are going to review just a few of the top sites. Companies need to understand how customers interact on each social media platform.

      • book icon
        Social Media Marketing 101 Book
        Students must
        Mark as done

        Read these sections. Instagram, Twitter, and Facebook include short videos. LinkedIn is a business networking site. Twitter is focused on news, and is not a suitable venue for marketing unless that is where your customers already are. Instagram is a photo-sharing site. YouTube is a platform where users can upload and share videos. Pinterest is strong with particular niches, such as do-it-yourself.