DMI - Module 3
Which native Facebook tools can provide rich insight into the performance of Facebook campaigns?
(1) Audience Insights (2) Ads Manager
What are the best practices for posting content on social media platforms?
(1) Be succinct / concise (2) be relevant (3) include CTAs (4) include rich media such as photos or videos (5) ask questions (6) stay true
Which native tools can provide rich insight into the performance of LinkedIn campaigns?
(1) Campaign Manager (2) Company Page Analytics
What are the best practices for optimizing a YouTube video?
(1) Filename (2) HD Resolution (3) Captivating Title (4) Custom thumbnail (5) relevant tags (5 to 8 keywords for google ranking) (6) thorough description
LinkedIn's Company Page Analytics
(1) Identify trends across keywords (2) evaluate engagement of individual posts (3) understand more about follower demographics
Which native Instagram tools can provide rich insight into the performance of Instagram campaigns?
(1) Instagram Insights (2) Ad Manager
What are the steps to build a social media community?
(1) Invite your friends (2) welcome your customers (3) add social buttons to your website (4) use social employer pages (5) cross-promote your social networks (6) include social links in email signatures (7) use hashtags (8) join platform groups (9) use events (10) create goodwill (11) respond to your community (12) use GIFs, emojis, quote images, and memes (13) offer special promotions (14) work with influencers
LinkedIn's Campaign Manager
(1) Provide social action data for sponsored content ads (2) provide data on sends and opens for sponsored inmail (3) measures the effectiveness of ad campaigns
What sources of data does Facebook Audience Insights draw from?
(1) The general Facebook audience (2) People connected to your Facebook event or page (3) People in custom audiences that you've created from your current customers
Which native Twitter tools can provide rich insight into the performance of Twitter campaigns?
(1) Twitter Analytics (2) Twitter Ads Manager
What are the best practices for using Hashtags?
(1) Use SEO keywords (2) don't use spaces or punctuation (3) capitalize hashtags correctly (4) avoid overuse (5) keep hashtags short (6) use popular hashtags (7) create branded hashtags (8) monitor other hashtags
What are the types of Rich Pins on Pinterest?
(1) app (2) product (3) recipe (4) article
What are the benefits of social media marketing?
(1) builds relationships (2) leverages organic feedback (3) Offers positive experience (4) builds brand story
What are the best practices for managing a social media community?
(1) develop consistent voice (2) be responsive (3) engage with followers (4) share strategically (5) use CTAs (6) have recurring topics (7) use a personal identifier (8) monitor reaction
What are the best practices for posting video content on social media?
(1) grab attention in the first 3 seconds (2) create for sound off (3) align for mobile (4) include "play more" (5) use "live" to capture events
Why are social media communities important?
(1) promote engagement (2) bring users closer to your brand (3) increase your brand visibility (4) attract more potential customers (5) create a welcoming, engaged environment (6) foster brand affinity and loyalty (7) are incubators for inspiration (8) foster trust (9) attract more followers
How can you set up a Twitter account for a business?
- you simply sign up for a new profile on Twitter.com, enter your details and set your password, and add a cover photo, bio, and so on. - On the surface, there is no difference between a Twitter account used for business and standard Twitter accounts. With Twitter, you can sign up for an account and simply use it for business - However, additional features are likely to be rolled for business accounts in the future.
What are the responsibilities of a social media marketer?
-Developing relevant content topics to reach the company's target customers -Creating, curating, and managing all published content -Monitoring, listening, and responding to the community in a manner that ultimately drives business -Nurturing and growing the community, and any influencer outreach efforts -Overseeing the design of social assets - for example, profile cover, profile pic, thumbnails, ads, landing pages, blogs -Managing promotions and social ad campaigns -Analyzing, reviewing, and reporting ROI on metrics; creating best practices and optimizing strategy -Monitoring trends in social media tools, applications, channels, design, and strategy -Identifying threats and opportunities in user-generated content (UGC) surrounding the company, and reporting notable threats to managemen
Can you create a YouTube channel with your Google Account?
-If you have a Google account, you can watch, share, and comment on YouTube content. However, Google accounts don't automatically create YouTube channels. -Getting a new channel set up is a simple and quick process, though. If you find you already have a YouTube channel setup personally, click on your profile picture in the top right-hand menu, and click 'My Channel'. You can customize your channel content from here, including artwork which is a banner across the top of your channel, and links to your website and social media networks
How can you set up a Company Page on LinkedIn?
1. Click the Work icon in the top-right corner of your LinkedIn home page. 2. Click Create a Company Page. 3. Enter your Company Name and choose a URL. 4. Check the verification box to confirm you have the right to act on behalf of the company in the creation of the page. 5. Click the Create page button.
What are the steps to setting up a YouTube channel?
1. Go to YouTube.com and click 'sign in' in the top right corner of the page. 2. Log in using the Google Account you'd like your channel to be associated with. 3. In the top right corner of the screen, click on your profile icon and you will see a list of options. 4. Click on the 'Create a channel' option 5. You now can create a personal channel or a create a channel using a business or other name. 6. Name your channel and select a category. 7. Fill out key channel information such as a description and link to your website, and upload channel art to ensure your channel looks professional and fits your brand.
How do you create a Business Manager account on Facebook?
1. Login to Facebook or create a new profile. 2. Visit https://business.facebook.com/ and choose to Create an Account. 3. Enter Your Details. 4. Go to Business Settings. 5. Click the Pages tab. 6. Click Accounts and click Pages. 7. On the right-hand side of the Page, click Add New Pages. 8. Select Create a New Page. 9. Enter the page name and other details, and upload creative assets when prompted to do so.
Tag (YouTube terminology)
Adding categories through tags helps your video to reach relevant audiences
Newsfeed
Also referred to as the home feed or timeline, the __________ is a center of content discovery on each social platform. It's where you see posts from friends, brands you are connected with, and advertisements from organizations that want to connect with you
Top of Funnel
Awareness and Interest stages
What parts of the consumer journey should you ideally aim to achieve with social media activity?
Awareness and Interest stages (top of funnel)
BROADCAST MESSAGING -commonly known as a free private messaging app where users engage in one-to-one or group messaging. The app also lets you share files and images. It also supports free voice and video calls. More than 60 billion messages are sent through WhatsApp every single day! It is currently the third-largest social networking platform in the world -using WhatsApp can provide a key way to communicate directly with your customers, offering live feedback and support, and updating them on the latest offers and product news -Increasingly, users of messaging apps such as WhatsApp (particularly younger customers) are willing to engage with businesses. According to Nielsen's Facebook Messaging Survey in 2018, 67% of mobile messaging app users said they expect to use chat more for communicating with businesses over the next two years. What's more, 53% of respondents say they're more likely to shop with a business they can message directly -WhatsApp Business is a free professional version of the app allowing brands to use a separate WhatsApp profile for business communication. There are limitations that make WhatsApp better suited to smaller businesses. However, you can only message a total of 256 contacts. - Broadcast lists can be used to send alerts to anyone who has your number saved in their phones' address book. Users see the message appear as normal. However, unlike groups, they cannot see who else has received the message. If they reply, this won't be sent to anyone else in the broadcast list. -WhatsApp has begun to roll out advertising through Facebook Advertising Manager. It offers advertising in the Status area. It also offers adverts in the Facebook feed, which drive users to a WhatsApp chat with a brand.
How do you set up an Instagram Business Account?
Because Instagram is a mobile native app, you need to set up your account by downloading the app to your phone, and then connecting to Facebook. From there, you can change your Instagram profile to a business account in the app, and begin to market your products. If you have a Facebook company page for your business, you can link your Instagram business account to your company page, and manage paid promotions through Facebook Business Manager. Follow these steps: 1. Download the Instagram app on your mobile phone and Connect to Facebook. 2. Go to the App menu and choose the Settings icon. 3. Choose to Switch to Business Account. 4. Add your business details, bio, and so on. 5. Connect your Instagram business account to your Facebook company page.
CURATED PHOTOS AND VIDEOS -a visual platform used to share moments and communicate your point of view to the world via photos and videos. It's owned by Facebook and integrates very effectively with the Facebook advertising platform -offers a fully visual and mobile experience where users can take, enhance, manipulate, and share photographs and videos with their friends and followers. Its audience is younger than the Facebook audience and it is predominantly mobile too -Stories offers users the chance to create ephemeral content lasting just 24 hours. IGTV provides a place to host longer videos than the 60-second limit on an Instagram feed -Because marketers can advertise on Instagram through Facebook, it offers access to a younger audience to supplement or support the older audience of Facebook within your social media campaigns
Snapchat
EPHEMERAL STORYTELLING -a multi-media messaging app that can be used by marketers for effective, ephemeral (lasting only a short time) storytelling and showcasing products through its vertical video format. The platform is widely known for being popular with a younger audience. 90% of 13 to 24-year-olds in the US use Snapchat -Even though Snapchat content is transient, you can access your 'memories', which are segmented into Snaps, Stories, and Camera Roll. Snapchat's unique 'Discover' channels provide brands with the ability to serve ads and collaborate with publishers like BuzzFeed, The Daily Mail, The Wall Street Journal, and more. The platform made the use of augmented reality mainstream with its facial lenses as well as other unique personalization and customization capabilities such as Geofilters, Bitmojis, and drawing tools -Snapchat offers advertising across its platform, with sponsored Snap Ads, Story Ads, and Geofilters. These can all be purchased directly through the self-serve Snapchat Advertising Manager on a cost per click or cost per impression basis -Snapchat also offers branded AR filters called Sponsored Lenses which come at a greater cost and can be purchased directly with Snapchat
LARGE SCALE REACH -the largest social networking platform in the world. Its mission is to enable people to share information and content with others who work, study, and live around all around the world. -in recent years, it's audience is mainly associated with mid to older millennials as well as older ages groups, so understanding the demographics of your audience is an important consideration for choosing which social platform to advertise on. -popular features include Events, Groups, Facebook Watch (the video on demand service), and Recommendations. -great for large-scale reach and attracts a wide range of demographics. It is a highly mobile experience due to the seamless integration of social sharing and its mobile app. A benefit of its mobile native experience is that marketers can engage consumers easily at all points throughout their day through a highly effective mobile experience. This makes it an effective channel for audience reach
What are the different kinds of Facebook posts?
Link posts, Offer posts, Event posts, Instant Experiences, Video posts, Photo posts, Text posts
SlideShare (LinkedIn terminology)
LinkedIn's content-hosting platform. It works as a web service, letting you upload presentations, videos, infographics, and PDFs to share with everyone. It's a very convenient way to house all of your brand's shareable content in one place
PROFESSIONAL NETWORKING -a B2B-focused social media platform for building and developing professional connections, and for reinforcing the mission and vision of a company -It is a platform focused on professional networking, so it's great for recruitment, building relationships with current employees, and fostering affinity groups. It's also useful for sharing corporate news, targeting corporate consumers through paid advertising, and B2B communication through thought-leadership and insight. -Using the right tone on LinkedIn is very important. Remember, it is a business channel and communications tend to be less whimsical and more professional here than other social channels
Usernames/Handles
People and brands use ______________ to identify themselves on Twitter, Instagram and Snapchat, and they are usually preceded by the @ symbol
Connection (LinkedIn terminology)
People in your network are called Connections. Your network is made up of your first-, second-, and third-degree connections, as well as fellow members of your LinkedIn groups. Your communication options for your extended network vary, depending on the degree of connection
REAL-TIME CONVERSATION -a social network that enables its users to send and read short posts called 'tweets' on a public platform. Part of what differentiates Twitter from the other social platforms is that it's very conversational in nature, due to the fast-paced, real-time dimension of its users' timelines. Twitter also introduced hashtags to the social sphere, which makes it a great place to discover content -an excellent choice for participating in major cultural moments or events in real time. For example, if you want to join the conversation around a major sporting event like the World Cup, award shows like the Oscars, popular TV show finales, music festivals, or even a business conference, Twitter is a great vehicle. Be mindful, however, of sponsorship stipulations associated with major events -Often, people take to Twitter seeking immediate customer service, so it's important to have service representatives listening and responding on Twitter regularly. Twitter is also great for sharing company news and product updates.
TikTok
SHORT-FORM VIDEO SHARING -a short-form, video-sharing app that allows users to create and share 15-second videos, on any topic -The disruptive app offers users a wide selection of sounds and song snippets, along with the option to add stickers, filters, and augmented reality effects. The app has disrupted the social media landscape since its launch. It was the world's fourth most downloaded app in 2018 beating Instagram and Snapchat -TikTok users can create a variety of videos ranging from challenges, dance videos, magic tricks, and funny videos. The app has earned a reputation as a casual platform where users feel comfortable expressing themselves -The emerging app is hugely popular amongst Generation Z (13 to 18-year-olds) and is sparking a new generation of influencers and viral memes. Brands are beginning to experiment with how they can use the platform to reach younger audiences. -Advertising in TikTok is currently in a "beta" phase with video ads in feed, at the top of the homepage, and branded hashtags available to purchase. For now, you can only do orders directly with TikTok. There is no dashboard yet that allows buyers to do self-serve purchases
Live (type of Facebook post)
Share live video streams with your community, and you can use additional features such as polls and questions during the broadcast
Carousel (type of Facebook post)
This is a popular post or ad format which allows up to 10 images or videos to be displayed in one scrolling post. You can highlight different products, showcase specific details about one product, service, or promotion, or tell a story about your brand
YouTube
VIDEO SHARING -the largest video-sharing platform in the world. It is where users can watch, like, share, comment on, and upload their own videos -Teens also use the video-sharing service to follow their favorite vloggers (video bloggers), and to subscribe to other YouTubers and celebrities they are interested in. -More than 70% of YouTube watch time comes from mobile devices. YouTube attracts a range of demographics but is usually associated with 15 to 49-year-olds. -The most common behavior on YouTube is watching videos, so the platform is best for gaining mass reach. Other behavior includes engaging with a video through likes, dislikes, shares, saves, and comments. Users can subscribe to a channel to ensure they are more likely to be shown new content created by the channel in their homefeed.
VISUAL INSPIRATION - a social network that allows users to visually share and discover new interests. They do this by posting (known as 'pinning') images or videos to boards which have specific themes, and by browsing what other users have pinned. Users are in discovery mode, often looking for ideas such as recipes, home and style inspiration, and fashion. -Every idea is represented by a Pin, which is an image that is searched and saved by Pinterest users. Pins can also link back to websites, which is why Pinterest is great for driving traffic and sales. -There are over 200 million monthly Pinterest users worldwide, all seeking and sharing helpful, inspiring ideas on the platform. Half of all US millennials use Pinterest every month, and of its global audience, 66% is female aged 25 to 54. -Using Pinterest for business is perfect for showcasing products and services. This is because Pinterest often acts as an information resource for so many users preparing to make a purchase. Pins help people find more information on products they're looking to buy. When comparing Pinterest to Instagram, being able to easily add links is what sets Pinterest apart from Instagram as a powerful marketing strategy -Advertising is available in Pinterest, to ensure that your Pins are reaching new customers in the feed. Pinterest Ads Manager is a self-serve advertising platform allowing brands to target audiences based on interest, age, and gender. The platform works best for B2C advertising that targets Millennials and Generation X
Slideshow (type of Facebook post)
You can add three to ten images to create a video, to which you can add royalty free music to within Facebook.
Poll (type of Facebook post)
You can create a question to ask your community. Enter Option 1 or Option 2 for your community to vote on, and how long you wish to run the poll for
Subscribe (YouTube terminology)
_________________ to a particular channel or user on YouTube to receive instant updates whenever new content from that source appears
Pinterest Browser Button (Pinterest terminology)
a browser extension which allows users to save ideas from around the web to a Board with one click
Event (Facebook terminology)
a calendar-based resource that can be used to notify users of an upcoming event or occasion; it can reach a large number of people in a short amount of time
Messenger (Facebook terminology)
a communication tool that can be used by marketers to engage with customers via private messages
Reply (Twitter terminology)
a direct response to another user's tweet, beginning with the @ symbol followed by their username and then your response. Conversation replies are ranked out of interest, meaning that some replies in a conversation are not shown in chronological order. Replies are also grouped by sub-conversations to show the best content first; this is based on several factors, such as interactions and likes
Story
a feature that allows users share ephemeral moments from their day, which appear together in a slideshow format, creating a visual story
Live (Instagram terminology)
a feature that allows users share live video with their followers and friends on Instagram.
Mute Words (Twitter terminology)
a feature that allows users to stop receiving notifications for mentions based on specific words, phrases, usernames, emojis, or hashtags
Description (YouTube terminology)
a keyword-rich caption which appears underneath your video. Often businesses use this area to provide a strong call to action or to link to a website or other social media platform.
Periscope (Twitter terminology)
a live-streaming social app acquired by Twitter, which lets users broadcast and explore the world through live video and social interactions
Activity (Instagram terminology)
a newsfeed-style feature, divided into 'Following' and 'You' sections, that keeps users up-to-date on recent activity from people they are following
LinkedIn Group (LinkedIn terminology)
a page that supports specific, topical discussions that are moderated by group owners and managers
360 (Facebook terminology)
a panoramic, immersive, and interactive content form that gives viewers a 360- degree field of vision using their mouse, keyboard, fingers, or device.
Twitter Trend (Twitter terminology)
a particular subject or conversation topic that is popular around the globe or in a specific area. It can be used to classify tweets on the platform and increase their visibility
Business Manager (Facebook terminology)
a platform that lets businesses securely share and control access to their ad accounts, pages, and other assets on Facebook
Mention
a post or comment that contains another user's username anywhere in the body of the message
Retweet (Twitter terminology)
a tweet from another user that is shared publicly with your followers. Quote Tweet: Quote Tweets are retweets with additional comments added, up to current character limits, before posting
Milestone (Facebook terminology)
a type of page post that lets you highlight key moments on your page's timeline. You can use ___________ to share important events that tell the story of what your page is about.
TweetDeck (Twitter terminology)
a very useful scheduling tool and interface for viewing and managing multiple Twitter accounts and timelines/hashtag searches in one place
Blocking
allows users to remove followers, and prevents them from re-following, mentioning, direct messaging or otherwise contacting you on the platform.
Twitter Card (Twitter terminology)
an enhanced version of a tweet that enables the attachment of media to tweets, for the purpose of driving traffic to your website. There are four types of cards: the Summary Card, the Summary Card with Large Image, the App Card, and the Player Card
Follower/Fan
another user who has subscribed to receive and view your posts in their feed
Engagement
any interaction that users take on a social post and includes likes/reactions, comments, retweets/regrams, shares, and so on
Event Post (type of Facebook post)
are a feature that lets you organize gatherings, respond to invites and keep up with what your friends are doing. As a business you can create events to highlight in-store or online activities that you are planning
Text Posts (type of Facebook post)
are exactly that, posts with only text
Profile (Facebook terminology)
are for non-commercial use and represent individual people. Through your __________, you can amass friends. You can also follow _________to see public updates from people you're interested in, but aren't friends with
Offer Post (type of Facebook post)
are for when you want to increase sales in your shops or online, offer a discount or have a promotion. They are a great way to get people's attention and encourage them to act
Instant Experiences (type of Facebook post)
are full-screen, mobile-optimized, post-click experiences that can feature a combination of images, videos, text and links
Facebook ads (Facebook terminology)
can be used to amplify and target content to specific audiences for a fee
Photo Posts (type of Facebook post)
can be with or without text and include an image, of course
Group Boards
collaborative boards with other Pinterest users, often used to share ideas and plans
Search and Explore (Instagram terminology)
content of interest can be discovered from accounts you don't yet follow.
Moments (Twitter terminology)
curated stories showcasing the very best of what's happening on Twitter. They can be customized to show the current topics that are popular or relevant to the use
How can using platform-native tools to analyze your social media campaigns be beneficial?
facilitates installation of conversion-tracking pixels
Pin (Pinterest terminology)
ideas that people on Pinterest create, find, and save from around the web. If you click on the Pin, you can visit the website to see how to make it or where to buy it
Video Posts (type of Facebook post)
include a native video uploaded directly to Facebook rather than posting a link to a video from a third-party site. A video link offsite would be considered a link post
Why should business professionals use Facebook Business Manager?
it allows for more precise targeting options, centralized management of all pages and ad campaigns, integration with Instagram, and other enhanced features that aren't as readily available through native page creation. Overall, you can do more, and do it faster, with Business Manager, and this will give you an edge over competitors who opt for the native platform
Pages (Facebook terminology)
look similar to personal Profiles, but offer unique tools for businesses, brands, and organizations. They are managed by people who have personal Profiles. You can 'like' a _________ to see updates from that business in your newsfeed. Businesses would always choose to create a ___________ and not a Profile for their social activity
Premium Account (LinkedIn terminology)
paid-for subscriptions that are used for the purposes of career progression, recruitment, lead generation, gaining business insights, and learning.
Filter (Instagram terminology)
photographic enhancements that can be applied to content before publishing
Link Post (type of Facebook post)
posts that link to a website off of the Facebook platform
InMail (LinkedIn terminology)
private emails, available only to Premium account holders. They can be sent to fellow professionals without needing an introduction, contact information, or connection
Rich Pins (Pinterest terminology)
provide more context about an idea because they show extra information directly on a Pin. There are four types of rich Pin: app, product, recipe, and article.
Channel (YouTube terminology)
serves your profile page, showing the account name description, the public videos the member uploads, and any user information the member enters
Company Page (LinkedIn terminology)
specific pages organizations can use to post or promote content through paid campaigns.
Referral (LinkedIn terminology)
the 'Get Introduced' feature, are introductions which allow a LinkedIn member to contact second- and third-degree connections within their network through a mutual connection.
Regram (Instagram terminology)
the act of sharing another's user-generated content, also known as 'UGC', on your own Instagram page
Geo-tagging (Twitter terminology)
the act of stamping the location details of where a tweet was created, which enables users to search for tweets within a given area. It can be enabled or disabled
Tweet (Twitter terminology)
the communication unit on Twitter. It is limited to 280 characters. However, the most common length of a tweet is just 33 characters. Only about 1% of Tweets hits the 280-character limit
Thumbnail (YouTube terminology)
the custom image you select as the cover of your video. This can either be a still from your video or a unique image uploaded to YouTube.
Title (YouTube terminology)
the name you give to each video you upload. Keywords are important here to ensure your content ranks well within search.
How do you set up a business page on Facebook?
there are two ways to do this. The first is to create a standalone page from your Facebook profile. However, this is quite basic and has limited functionality. The second is to create a free Business Manager account and create or import client pages to that account. Facebook Business Manager allows you to post content and create ad campaigns and is the most efficient way to manage your Facebook presence for business
Live (Facebook terminology)
this feature allows people, public figures, and pages to stream and share live video with followers and friends
Hidden hashtags
when using more than 3 hashtags, use this technique to make your posts look cleaner and less spammy. You can hide hashtags by manipulating the number of characters in your post caption or by inserting line breaks in your caption.
Board (Pinterest terminology)
where your Pins are saved. You can name and arrange your boards on your profile according to your preference
How do you create a Pinterest business account?
you can add a business profile to your personal account, convert your personal account to a business account, or create a new business account. The easiest way is to create a new business account from scratch, but it is worth knowing that the other options are available. To create a Pinterest Account for Business, follow these steps. 1. Go to Pinterest.com/business/create. 2. Enter your email and a new password, then click Create Account. 3. Add your business details, description, and a link to your website. 4. Connect your Instagram, YouTube, and/or Etsy accounts. 5. Edit your profile by clicking on the pencil icon beside your name. 6. Add a profile photo that represents your brand. 7. Click Done to save.
