Module 05: Social Media Marketing Strategies

• Overview
  • Content Marketing
    
  • Social Media Communication
  • Viral Marketing
  • Influencer Marketing
  • Livestream shopping
  • Optimizing social media marketing
• Lecture Slides
  • Module 05 Presentation
• Lecture Notes
  • Module 05 Lecture Notes
• Lecture Assigned Articles
  • RA1
  • RA2
  • Test on RA1
  • Test on RA2
• Additional Materials
  • Problem: Value of Social Media Marketing
  • Solution: Value of Social Media Marketing
• Learning Takeaways
  • Social media marketing is strategic and relationship-focused - It’s not just about posting content, but creating a dynamic ecosystem that engages audiences, builds communities, and leverages social influence through “always-on” marketing programs.
  • Content should educate and entertain, not just sell - Follow the 80/20 rule where 80% of content informs, educates, or entertains your audience, and only 20% directly promotes your brand, while maintaining relevance to both audience and brand.
  • Influencer marketing bridges the trust gap - Influencers act as third-party endorsers who shape audience attitudes through authentic relationships with followers, making them more effective than traditional brand messaging, especially when given creative freedom.
  • Viral marketing requires strategic seeding and network effects - Content goes viral through self-replication, voluntary sharing, and social networks, with success depending on viral coefficient (reach), viral cycle time (speed), and selecting the right seeds (connected and activated users).
  • Measure what matters, not just what’s available - Align social media metrics with specific goals across the customer journey (awareness → engagement → attitude → advocacy), and focus on relevant KPIs like engagement rates, sentiment, and conversions rather than vanity metrics.