In fact businesses who refuse to adopt influencer

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advantages of influencer marketing heavily outweigh the disadvantages. In fact, businesses who refuse to adopt influencer marketing strategies are considered to be at a loss. As a social media marketer, it is important to revisit strategies and goals to determine the success or failure of an influencer marketing project. Should a plan receive undesirable results, marketers should attempt to revise current objectives and attempt to reach out to influencers in a different way. Relationships with Influencers who are driving positive results should be maintained and developed to increase the effectiveness of future campaigns.
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65 WORKBOOK | © 2018 SOCIAL MEDIA COLLEGE 10118NAT DIPLOMA OF SOCIAL MEDIA MARKETING | MAINSTREAM SMM_V1.2 1.4 Mainstream Social Media Marketing Audit Prior to developing the marketing strategy on mainstream social media networks, it is important to understand all activity currently occurring on the selected mainstream networks. This prevents new activity operating in isolation and ensures alignment to other social media strategies that may already be in place. Recall from Unit SMMBCM501A Plan, implement, and manage blog and content marketing that a marketing audit of all ‘owned media’ was conducted. This examined which social media networks were being used, how frequently, whether the profiles were up to date, who the administrators were, what type of content was being posted, and the engagement level of the audience. This audit provided the foundation for establishing the blog and content marketing strategy. The next step is to identify what other social media activity is occurring and on which social media networks. This should include: f The activity type (3rd party content, promotional posts, paid advertisements or community management) f The frequency f Whether the activity is paid/sponsored or not f The resource managing the activity The template below can be populated for the entire organisation. To demonstrate, we have selected a website development company called Smart Web Design. In a single page (though sometimes more), an accurate picture of all mainstream social media activity by the business is recorded – this is an exercise that will be repeated once the mainstream social media marketing strategy has been developed.
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66 WORKBOOK | © 2018 SOCIAL MEDIA COLLEGE 10118NAT DIPLOMA OF SOCIAL MEDIA MARKETING | MAINSTREAM SMM_V1.2 Mainstream Social Media Marketing Audit Example: Smart Web Design Type Currently active? Activity type Frequency Social Media Network Sponsored / Promoted Owner / Resource Owned Content Yes Blog articles Weekly Facebook Always Community Manager Twitter Always LinkedIn Regularly Behind the scenes videos Monthly Instagram Sometimes Facebook Sometimes Customer reviews Fortnightly Facebook Always Twitter Never LinkedIn Never 3 rd Party Content Yes Industry news and blog articles Daily Facebook Sometimes Community Manager Twitter Never LinkedIn Never Inspirational quotes Daily Instagram n/a Facebook Rarely Paid Ads Yes Newsfeed re-targeting ads Always On Facebook Always Marketing Manager Influencer posts Twice weekly Instagram
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