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91 WORKBOOK | © 2018 SOCIAL MEDIA COLLEGE 10118NAT DIPLOMA OF SOCIAL MEDIA MARKETING | MAINSTREAM SMM_V1.2 3.3 Mainstream Social Media Marketing Strategy The development of the mainstream social media marketing strategy incorporates all of the research and activities conducted to date, namely: f The introduction to each of the mainstream social media networks (Facebook, Twitter, LinkedIn, Instagram, Google+, Pinterest and YouTube) and their features; f Research and evaluation of case studies demonstrating success on mainstream networks; f For each social media marketing category (owned, promotional, 3rd party, paid and community management), an overview of the opportunities and advertising formats available; f An audit of the organisation’s current and previous mainstream social media marketing activities; f The suitability of the mainstream network’s audience to the organisation’s target market; f The selection of the most beneficial social media management platform(s); f Setting the key performance indicators (KPIs) to measure social media marketing effectiveness; and f Identification of the resources required to implement the strategy. These activities ensure the necessary preparation is conducted and creates the foundation for a successful mainstream social media marketing strategy. It creates a proactive and structured approach to social media that is regularly overlooked by most organisations. Defining the mainstream social media marketing strategy requires three steps: 1. Understanding the full list of mainstream social media marketing options available; 2. For each social media marketing objective, generating mainstream marketing ‘ideas’ specific to the organisation; and 3. For each idea selected, the detailed strategy articulating the marketing strategy, activity type, frequency, mainstream social media networks used and KPIs to measure effectiveness. 1. Understanding Mainstream Social Media Marketing Options The first step in developing the mainstream social media marketing strategy is to review the full list of marketing options available to an organisation for use on mainstream networks. This is a valuable resource an organisation can draw upon to develop strategic ‘ideas’ specific to the organisation. The full list of marketing options is divided by category:
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92 WORKBOOK | © 2018 SOCIAL MEDIA COLLEGE 10118NAT DIPLOMA OF SOCIAL MEDIA MARKETING | MAINSTREAM SMM_V1.2 1. Owned Media Owned media options were discussed in SMMBCM501A Plan, implement, and manage blog and content marketing. They are divided into 2 groups:
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