Personal Brands in SMM_Workbook_v1.1.pdf

Content overview content format facebook all ages 14

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Content Overview Content Format Facebook All ages ~1.4 Billion Users share pictures, videos, written posts and links to content f Written posts f Photos/images f Video (embedded) f Links to content Twitter 18 to 65+ ~241 Million Micro blog posts that limit each post to 140 characters. Can include photo and video f Micro blog posts f Images f Video (embedded) f Links to content LinkedIn 18 – 60 year old professionals ~300 Million A professional network for sharing business information, industry insights, opinion pieces and job vacancies f Written posts f Images f Links to content (articles, video) Instagram 13 – 34 year olds ~200 Million Singular photo/image (often with an image filter) with caption and hashtags f Photos/images f Short video Pinterest 25 to 54-year-old females. High income ~20 Million An online scrapbook whereby users browse the internet and add photos to their ‘pinboard’ f Photos/images f Some video Google+ All ages 13+ ~540 Million Similar to Facebook, people and organisations share pictures, video and links to content f Written posts f Photos/images f Video (embedded) f Links to content
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20 WORKBOOK | © 2017 SOCIAL MEDIA COLLEGE 10118NAT DIPLOMA OF SOCIAL MEDIA MARKETING | PERSONAL BRANDS IN SMM_V1.1 1.4 Personal Brand Marketing Audit Conducting a marketing audit will help centralise all marketing activity that has occurred to date, and ease personal brand management moving forward. The steps below enable a comprehensive personal brand social media marketing audit to be completed. 1. Undertake a personal brand overview 2. Conduct an online search of the individual’s name 3. Analyse all active social media profiles for the individual 1. Personal Brand Overview Before embarking on a new personal brand marketing strategy, it is crucial to evaluate the individual’s current position in the market. The best way to analyse an individual’s market position is through a detailed interview that analyses the individual’s key likes and motivations, profession and expertise, technical ability and resources available. Once completed, analyse each social media network that the individual participates in and observe the strategy. Is the audience engaged with this content? Does the social media profile reflect this individual’s values? The answers to these questions can later be utilized in the development of the personal brand identity. The keys areas to question in the initial assessment include: f What are the individual’s hobbies, interests and motivations? f Where does the individual feel he or she can add value to their social media networks in future? f Who does the individual want to connect with via personal brand marketing? f What social media networks has the individual explored to date? f Which social media networks does the individual find most successful for their personal brand and why?
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