Social Media Marketing (SMM)
A. Social Media Strategy Development
Define goals (brand awareness, lead generation, customer service, etc.)
Identify target audience
Choose the right platforms
Develop content themes and posting schedule
Set KPIs and metrics
B. Organic Social Media Marketing
Goal: Grow and engage audience without paid promotion.
Content Creation & Curation
Posts: images, videos, carousels, reels, stories
Educational, entertaining, and promotional content
User-generated content (UGC)
Community Management
Responding to comments and messages
Moderating discussions
Encouraging engagement
Platform-Specific Tactics
Facebook & Instagram: Hashtags, stories, reels, live sessions
LinkedIn: B2B thought leadership, articles, professional updates
X (formerly Twitter): Real-time updates, trending hashtags, threads
TikTok: Short-form, trend-driven video content
Pinterest: Visual discovery, product pins
C. Paid Social Media Advertising
Goal: Amplify reach, target specific audiences, and drive conversions.
Ad Types
Image and video ads
Carousel and slideshow ads
Story ads
Messenger/DM ads
Lead generation forms
Platform Ads Managers
Meta Ads Manager (Facebook + Instagram)
LinkedIn Campaign Manager
TikTok Ads Manager
Pinterest Ads
Snapchat Ads
X Ads
Targeting Options
Demographics (age, gender, location)
Interests and behaviors
Custom audiences (email lists, website visitors)
Lookalike audiences
Retargeting
D. Influencer Marketing
Partnering with influencers to promote products or services
Types: Macro, micro, nano influencers
Platforms: Instagram, YouTube, TikTok, etc.
Focus: Authentic engagement and reach expansion
E. Analytics & Performance Measurement
Track metrics like:
Reach and impressions
Engagement rate (likes, comments, shares)
Follower growth
Click-through rate (CTR)
Conversion rate
ROAS (Return on Ad Spend)