Having selected social media networks for content

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Having selected social media network(s) for content marketing, the business may also choose to select additional networks to use for posting 3rd party content, promotional posts, and paid ads. It is important to note that any activity on a social media network, whether it is owned media (i.e. content marketing), 3rd party content, promotional posts, or paid ads, requires ‘community management.’ This is because nearly all social media activity generates engagement (likes, comments, shares, etc.) to which the organisation must respond, particularly if the comment is negative or the comment is from a customer requiring assistance. For example, a brand may choose to run Facebook paid ads for product A and a customer comments that their product B is not working. The paid ad on social media merely served as a reminder to the customer that they needed to contact the organisation for assistance. Even though product A and product B are unrelated, the organisation must nevertheless act upon the customer’s service request.
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73 WORKBOOK | © 2018 SOCIAL MEDIA COLLEGE 10118NAT DIPLOMA OF SOCIAL MEDIA MARKETING | MAINSTREAM SMM_V1.2 For the other categories of social media activity, the questions below will guide which social media networks should be selected. While the temptation exists to participate on all networks, the focus should be on selecting only quality over quantity. A single, well-managed social media account is always preferred to several accounts that are being managed poorly. Promotional f Is it possible to run promotional content? f What is the cost of sponsoring / boosting promotional posts? f How frequently can promotional posts be made? 3 rd party content f Can 3rd party content be distributed easily on this network? For example, written content requires reformatting for Instagram and Youtube. f Are there 3rd party social media accounts which produce regular, high quality content that can be shared with the organisation’s audience? Who are they? f Is the 3rd party content available appropriate to the organisation’s audience? Paid ads f What advertising formats are available? f Are the paid ads suitable for the organisation? f What is the cost of creating the paid ads? f How much do the paid ads cost? f What reporting is available? Community management f Who is responsible for community management? f How long will it take each day? f What is the audience feedback process? f What is the community manager authorised to do?
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74 WORKBOOK | © 2018 SOCIAL MEDIA COLLEGE 10118NAT DIPLOMA OF SOCIAL MEDIA MARKETING | MAINSTREAM SMM_V1.2 The Mainstream Social Media Marketing Audience Every social media marketing network has been designed to solve a specific market demand and therefore the audience found on each network differs. Below is an overview of the primary audience for each of the mainstream social media networks: The Facebook Audience Facebook was originally built to connect college and university students on a single platform. The network’s initial growth was fuelled by 16–25 year olds who
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