FDMA 2855-Social Media Marketing Tools

What platform would you use as a social media marketer to display beautiful images of a new clothing line your business is releasing?

When it comes to high-quality images and videos, Instagram is the best platform for sharing this content.

How to set social media goals in 3 steps

1. Conduct a social media audit. 2. Decide what's important. 3. Choose your goal-setting framework.

5 Ways Smart Marketers Increase Revenue using Social Media

1. Drive referrals to your website using social media. 2. Attract your audience with relevant content. 3. Collect leads using social media. 4. Run promotions on social media. 5. Use social media for PR

product feature vs benefit.

A feature is what your product is or does. A benefit is how your product or service makes your customer's life easier or better.

What is a following ?

A following is the term used to describe the people and accounts who follow or subscribe to an individual's or company's posts. As a social media marketer, growing a following helps you spread your message and understand your customer base.

Macro Influencers pros

A huge audience reach in a short time frame A lot of control over the content Easy metrics to analyze effectiveness

social media campaign

A social media campaign is a planned marketing effort that is strategically used to make progress towards a specific business goal. Social media campaigns can be implemented across different platforms, different forms of media, and for any period of time.

What Is a Target Audience?

A target audience is a group of people identified as being likely customers of a business. Target audiences share similar demographic traits including, but not limited to: Age Gender Location Education Socioeconomic status

Some quick ways to optimize your social media presence across your various accounts include:

Adding relevant keywords in your profile (hint: but not stuffing them) Sharing content related to your industry—including keywords and hashtags in your posts Connecting with popular accounts in your industry to additional exposure (hint: don't be afraid to follow others)

Facebook Business Page Roles

Admin: Total access to make edits to a company's business Page Editor: Same thing as Admin, other than managing Page roles and Page settings Moderator: Able to send messages and respond to comments only Jobs Manager: Able to post job openings and manage applications only Advertisers: Create and post ads, and review insights only Analyst: See insights from ads and posts only

Which of the following Page roles can create and post ads?

An advertiser, editor, and admin are the three roles that can create and post ads from a Business Page.

Linkedin business page features:

Analytics, Advertising

In the consideration stage, social media users might:

Ask questions about a product or service on a company's social media page, using comments or messaging features. Click on a link that was posted by a company on social media to learn more about the product the brand sells. Middle of Funnel

Here are a few tips for using trending topics to go viral:

Avoid creating viral content around tragedies or negative events. Try to create content that's humorous and entertaining. Use a social media management tool like Sprout Social to monitor trending topics from a single dashboard. Always create some type of image or graphic to go along with your Tweets to increase visibility. If you're Tweeting about a trending topic, don't forget to use the appropriate hashtag.

1. Conduct a social media audit

Before you can start thinking about what you want to achieve with your social media goals, you need a clear picture of where you stand right now. A social media audit will help you record all your existing social media accounts and programs in one place. You'll also get a sense of your current level of performance, which you can use as a baseline.

Build Brand Awareness: As a social media marketer,

Build Brand Awareness: As a social media marketer, this goal relates to increasing following and engagement on social media platforms.

ways to get influencers to take notice of your content:

Connecting with them through social media Sharing their content @Mentioning them in Tweets Linking to their content within your posts Sending out an email letting them know you find their content helpful Including them in a roundup post

Content calendar:

Content calendar: A tool marketers use to plan and schedule social media content in advance of posting it.

Instagram has three main ways to post content:

Content on a Profile Page, Instagram Stories, IGTV -Instagram TV videos that are under 10 minutes long

Identify and nurture leads

Conversion rate is an important metric for lead generation social media marketing goals. Use it to track how many people are signing up for your lead-generation offers like white papers and contests. You could also use internal measures to track how many leads your sales team is bringing in, and how well they convert those leads to customers.

Convert Leads

Convert Leads: Provide a reason and a path for customers to complete a call to action through social posts.

4 goals of a SM campaign

Create a following or a new community that did not exist before Build brand awareness for the company Create revenue for the company Reach individuals that were not previously customers

n this post, Bose asks followers to post their thoughts using the hashtag #MyBose This post is from a campaign that MOST closely meets the marketing goal of:

Creating a hashtag and encouraging a company's followers to share is a common strategy to build brand awareness. As these followers share, they expose your brand to their own followers, increasing a company's reach. This strategy can also help generate leads, but it's not a very direct way to do it.

Direct messaging DM

Direct messaging: This is a chatting feature on all platforms that allows users to message a single account in a private space that's not visible to the public or on a public feed. This is a chance for users to have conversations or ask questions.

In the awareness stage, social media users might:

Discover the profile of a business on social media for the first time. See a post or ad online that was created by a business, and see a brand's name for the first time. See another account on social media referencing a business for the first time. Discover a need they have that leads them to find a business on social media. Top of Funnel

You can compare campaign results across many variations:

Do posts get more engagement in the morning, afternoon, or evening? Do picture posts do better? Or videos? Do people respond better to funny content, or serious content?

Drive Revenue

Drive Revenue: Social media marketers tackle this by providing followers with clear paths and incentives to purchase.

Which of the Big Goals most clearly corresponds with the bottom portion of the marketing funnel?

Drive revenue. The bottom of the funnel is about driving revenue through retaining customers and promoting advocacy. Encourage customers to share their positive experience by sharing photos, using hashtags, and answering questions on social media.

If you want to run an advertising campaign on Facebook that features a lot of infographics, photos with captions, and short videos, what other department(s) would you need to involve?

Finance—to get a budget approved Designers—to work on the graphics Product—to get latest product details Marketing—to understand the current campaigns running

In the interest stage, social media users might:

Follow a brand on one or more social media platforms. Like or comment on images a brand posts on social media. Answer polls a brand posts on social media. Tag friends in a piece of content that a brand posts on social media. Middle of Funnel

What platform would you use as a social media marketer to advertise an open staff position at your company?

For professional needs like hiring, sharing industry-related content, or making professional connections, LinkedIn is the right platform to choose.

Generate Leads

Generate Leads: Through good content, a social media marketer can encourage interaction and collect contact information in exchange for resources.

Adressing customer pain points

How can we help? Capture that in one clear sentence and add it to your persona template. What are your audience's main purchasing barriers? And how can you help overcome them? Where are your followers at in their buying journey? Are they researching or ready to buy? Looking for reviews?

Insta business page features

Insta business page features include: Page Insights, Ads Insights, Contact button, Categories for businesses,

What makes business pages different on SM platforms?

Layout, Contact buttons, Call to Action buttons, and built in data & metrics

Like or Favorite:

Like or Favorite: This is an action that a user can take by clicking a button (often a heart icon) to show they are interested in content that another user has posted online. On Facebook, Instagram and LinkedIn, this action is called a "like." On Twitter, it's a "favorite."

LinkedIn Stats

LinkedIn is used widely with adults under age 65. There are currently 303 million LinkedIn users. LinkedIn is effective for companies to use to connect with other businesses and hire new employees. It's also an effective place for professionals to connect with one another. focus on work and professional expertise. It's also an effective place for professionals to connect with one another.

Metrics

Metrics: Quantifiable measures that are used to track the status of a specific business or marketing process.

Which of the following strategies would be useful to generate leads and engage with customers who are in the middle of the funnel?

Offer a promo code to users who like and follow the company's Facebook page. A company posts information on LinkedIn about a free webinar, and users can gain full access to it once they provide an email address. An espresso stand offers a discount on your next cup of coffee if you post a picture of yourself drinking it on Instagram. Users in the middle of the funnel have gone past a passing interest in the company and are considering completing a conversion. Strategies that generate leads, such as offering exclusive discounts and gated content, will help give users the push they need to move further through the funnel.

Individual users can follow other users, but it doesn't have to be reciprocated. That is, one person can follow another without them following back. This is the default and most common case for following on:

On Instagram, the typical user will follow public entities they are interested in, and they will request to follow their friends. Following can happen one-way. On Twitter, the typical user keeps their tweets public, and anyone can follow them. However, some people keep their accounts private, meaning people will need to request access. Following is often only one-way.

What type of FB Page role can edit payment settings?

Only an admin can add or change payment settings on a Business Page.

In the advocacy stage, social media users might:

Post a product or service on their own social media, and tag a brand or use a brand hashtag with the post image. Re-post or re-tweet a brand's content. Bottom of Funnel

If you've gotten your budget approved and all your designs have been created, should you simply post your posts?

Probably not. The tone of each post and general message conveyed through the campaign should be consistent with the company's brand. Communicate with the brand team and the rest of the marketing team to make sure you're not going too far outside of your company's identity and brand.

In the retention stage, social media users might:

Purchase a product or complete a conversion action for a second time. Continue following a company on social media after purchasing a product from it. Continue liking, commenting and interacting with a brand's content after purchasing a product from it. Bottom of Funnel

In the conversation stage, social media users might:

Purchase a product. Subscribe to an email service. Make an account for a paid service. Bottom of Funnel

What does SMART stand for?

SMART is an acronym that stands for: Specific Measurable Achievable Relevant Time-based

What strategies are good ways to generate leads using social media, according to the article posted above?

Share links to gated content Run contests Use social media advertising Use Facebook custom tabs Host a webinar or live video Use geotargeted search Use targeted social media listening Engage in social selling

Social listening:

Social listening: A form of monitoring social media channels for certain topics and discussions.

Social Media Marketing (SMM)

Social media marketing is when a business facilitates, tracks, and engages with an online social media community in order to promote its company and brand. Social media marketing is an extension of a business and an opportunity to create valuable interaction with customers—or potential customers—that would otherwise be difficult to reach directly. Social media marketing is one type of marketing that sits within the overall marketing strategy for a business

SMART goal for social media marketing

Specific: "We've specifically identified the social channel (Twitter) and a metric (response rate)." Measurable: "The response rate can be measured from the Sprout Social dashboard." Achievable: "We didn't make an outlandish goal of say, a 100% increase in 10 days." Relevant: "Our goal will have an impact on our overall social media presence, making it very relevant." Time-bound: "The goal has to be met by the end of the first quarter."

Tagging FB

Tagging occurs when a social media user talks about or references another account (either an individual account or a business/brand account) and attaches a link to the profile they are referencing. This is done by putting the "@" symbol in front of a user's handle. Keep in mind that each social media platform has its own way of effectively tagging: Facebook: Tagging an individual or account in a Facebook post will allow your post to be seen by that individual's or account's followers, which gains you more exposure.

2. Decide what's important

Take a look at your overall business strategy and your social marketing plan and look for ways to better align the latter with the former. Once you decide what kind of growth or improvement can really help improve your business, it's time to start crafting some specific social media goals.

When you are monitoring the results of your campaign and the conversions it is producing, which team(s) are going to be MOST interested in that information?

The finance team's job is to be interested in results. They're going to want updates about how your campaign is performing to make sure the money was spent well.

Lead Conversion

The focus of lead conversion is to get leads to take the next step and "convert." This might mean making a purchase, but it could also be something like signing up for an account.

The key factor in determining the success of influencer

The key factor in determining the success of influencer marketing is how relevant the influencer's audience is to the company. An influencer with a large following could be less valuable then a smaller influencer if that large audience isn't likely to be interested in the brand. Therefore, it depends!

The most common types of content to post on LinkedIn are:

The most common types of content to post on LinkedIn are: Links to blogs, articles, or informative and professional reading Commentary on work- or industry-related topic or trends Job openings or company needs

The most common types of content to post on Twitter are:

The most common types of content to post on Twitter are: Breaking news and current events Trending topics and viral internet content Celebrity voices

In this post, Sprout Social has created a report for followers. When someone clicks on the link, they will be brought to a page that offers a copy of the report. Interested followers must enter their contact information in exchange for the report. This post is from a campaign that MOST closely meets the marketing goal of:

The strategy of offering a free resource (the report) in exchange for contact information is a very common way to generate leads. Once Sprout Social collects contact info, the company can reach out directly to offer more products and services.

micro influencers cons

Their individual reach is small. They can be hard to find and vet, and you have less control over what they say. To make any impact, you would need a lot of them, which also makes it harder to analyze their effectiveness.

middle influencers cons

Their reach is still limited. They can be more expensive to leverage.

Why are these special features useful for a business?

These features are useful for a business to advertise its product and target new audiences, to analyze who is currently looking at its content on social media and decide how to improve content to drive better results, and to lead customers to go to the actual business address or reach out to the business with any questions.

Macro Influencers cons

They can be expensive. Most macro influencers want a lot of compensation for their endorsement. They have less authentic, less engaged audiences. They can actually be a lot of work, sometimes requiring you to go through PR agencies and other layers to work out the details of a deal.

Social media lead converting

This is the process of turning potential customers into paying customers.

Identify crises and manage communications

Tie your measures and key results to concrete internal steps like developing a social media policy, securing your social accounts, and nailing down your crisis communications plan.

impressions

To build brand awareness, you need to get as many views from potential customers as possible.

A hashtag (#) is used in a tweet ________.

To indicate the topic and relate the tweet to other tweets about the same topic

Twitter business page features:

Twitter Insta business page features: Twitter Ads, Twitter postcards, Analytics

Stats on Twitter

Twitter has about 126 million daily active users and is dominated by 18-29 year-olds. This network consists of posts called "tweets" that are made up of 280 characters or fewer. Because of this, Twitter is full of small snippets of information that allow readers to click links or read more information elsewhere should a topic pique their interest.

What platform would you use to read about trending topics and news?

Twitter is the best source for concise and up-to-date news, though platforms like Facebook and LinkedIn also have information on trending topics and news.

Tagging on Twitter

Twitter: Tagging an individual or business in a tweet does not cause your post to show up automatically in their feed. However, it will allow them to retweet your post easily, leading to more exposure and potential followers for you.

The best content to create and post on Facebook

Videos Live videos Curated content (like other accounts' content or articles that apply to the business but are not written by it) Blog posts and articles that a business has written itself

Viral

Viral: a social media campaign or other piece of online media that is spread incredibly quickly across the internet.

Attract candidates (recruitment)

Work with your HR team to develop a clear picture of their needs and establish criteria for evaluating social media goals related to recruitment.

Your manager at the custom mug company now wants to make sure that there's plenty of activity on your company's Instagram account. Try to write a SMART goal that would address this.

Your manager's request for "plenty of activity" implies they want a healthy number of posts to be created by the company—and good engagement with those posts from followers. Here is an example of a SMART goal you could create: "Post at least four unique coffee mug designs each day on Instagram for the next week, with an average goal of 100 likes and 20 shares for each."

social media manager

a person within the organization who is trusted to monitor, write copy for posts and ads, produce creatives, filter, analyize, interact with consumers and guide the social media strategy of a company, individual, product, or brand. Small company = many hats. Bigger company 1 or just fewer.

What's a quality social media lead?

a quality lead will include useful information and clear signs of intent engage with your business.

Key metrics related to community engagement include:

audience growth rate engagement rate amplification rate applause rate click-through rate bounce rate conversation rate net promoter score comment conversation score

Improve internal communications

basis of an effective employee advocacy program. metric you use. engagement rate amplification rate click-through rate bounce rate

Regulations for Influencers

by law, if an influencer is being compensated for a post in any way, they have to disclose it to their followers. They often do this by including an #ad, #advertisement or #sponsored hashtag, or indicating in some other way that the content is being paid for by another entity.

Key metrics related to conversions and sales include:

conversion rate click-through rate bounce rate social media conversion rate cost-per-click CPM

Key metrics related to brand reputation include:

customer satisfaction score applause rate amplification rate social sentiment social share of voice net promoter score applause rate

Social Media Strategist

focused on the performance of social media marketing campaigns and measures the results. from their they can make improvements and modify strategy

Gain customer/market insights

for this goal you can use internal milestones, like building out (or updating) your buyer personas.

If a business has a presence on this platform, it will set up an individual "business page" for the business, which is different than the profile or account of an individual user. This situation best describes what happens on:

on Facebook, user connections are two-way. That is, they both have to accept to friend each other in order to follow each other. So Facebook allows businesses to create business pages that users can like and follow individually. On Instagram and Twitter, a business can create an account in much the same way as any other user, and users can follow as they wish!

Deliver customer service/support

social messaging is now the most preferred customer service channel in the United States. Customer satisfaction score is an important metric to track

Social Media Specialist

understands platform trends, strategy and design, creating content, engaging with influencers, analyzing and iterating campaign strategy, managing content calendar. Entry-level position.

viral content.

viral content. is When a piece of media (article, image, video) rapidly becomes popular and is frequently shared online through social media.

How to get more leads on social media

.1. Optimize your profile, branding, customers to contact you, sign up for your newsletter, shop, and more. Create call-to-action buttons-Sign-up, Book, Reserve, or Get Tickets. 2. Create clickable content: Tag products in your Facebook Shop Swipe up on Instagram stories Shoppable Instagram posts and stories Shop the Look Pins on Pinterest YouTube Cards and end screens 3. Design user-friendly landing pages. the landing page must be relevant. If someone is expecting to find a certain product or specific information when they click on your link, it better be there. 4. Use social lead ads aka basically promoted forms install SM Pixel on your website.. 5. Offer the right incentive: contests, Broaden the reach of your contest by teaming up with an influencer or brand partners. Discount Codes, Gated content ie whitepapers, invite-only webinars,etc 6. Personalize your offer by using targeting tools to segment

12 ways to boost brand awareness on SM (https://sproutsocial.com/insights/brand-awareness/)

1. Personality. 2. Clear Branding Across Social Platforms. 3. Make your ads pop. 4. Tag others. 5. #Hashtags 6. Creative commening. 7. Optimize your content by Platform. 8. Break your own News. 9. Experiment with Captions. 10. Use Social as a Tool for Teaching 11. Don't be afraid to be opinionated. 12.Show up Consistently.

Which of the Big Goals most clearly corresponds with the top portion of the marketing funnel?

Build brand awareness. Using ads and leveraging hashtags and @mentions are great ways to reach new audiences, building brand awareness and sparking interest in your product or company.

start developing OKR goals by asking two questions:

1. Where do we want to go? This question addresses the goal-setting element covered by the "relevant" component of S.M.A.R.T. goals. What do you want to achieve and what is the impact on your business? These are your objectives. 2. How will we pace ourselves to track whether we are getting there? This covers the "specific," "measurable," and "timely" aspects of S.M.A.R.T. goals. What are the specific results that will indicate progress or success? What will you track and measure? You should have about three key results for each objective.

10 types of social media goals you should track

1. build brand awareness. 2. Manage brand reputation. 3.build and manage and engaged community. 4.Increase conversions. 5. Gain customer/market insights. 6. Identify and nurture leads. 7. Deliver customer service/support. 8.Attract candidates/recruitments. 9. Identify crasis and manage communications. 10. Improve internal communications.

8 Steps to Go Viral on Social Media

1: Get to Know Your Audience. 2: Make an Emotional Connection. 3: Build Sharing Into Your Campaign. 4: Get Your Audience to Create User Generated Content. 5: Make Your Content Useful Enough to Share. 6: Share Your Content at The Right Time. 7: Use Powerful Visuals. Step 8: Share Your Content With Powerful Influencers

pain point

A pain point is a specific issue that your business can solve or diminish for potential customers. Usually, when you're marketing a product or service, you are trying to communicate how your company can eliminate that pain point.

Owned media is relevant at all stages of the marketing funnel.

Awareness: A social media user looks at a brand's profile page for the first time. Interest: A social media user scans the content a brand has posted on its profile and likes some of it. Consideration: A social media user follows a brand's profile for a while, and continues to like and comment on the content posted there. Conversion: A social media user clicks on a link that's posted on a brand's profile to buy a product on the brand's website. Retention: This customer continues to follow the brand on social media and continues to like the content this brand posts. Advocacy: This customer posts on their own profile about the product they purchased, and tags a brand's profile in the post so that other users can go to the brand's profile if they are interested to learn more.

Bio:

Bio: This is the text that's included in a profile that describes a page, or the person or business running the page. In the image below, Airbnb's bio is all the text in the red dotted box that begins with "Airbnb opens the door to interesting homes and experiences..." It's typical to include a link to a website and to any other information the company wants users to be able to easily access in a bio.

Brand awareness

Brand awareness is the extent to which a brand is recognized by potential customers and correctly associated with a brand's products. A company builds brand awareness by expanding its reach and helping people learn about the brand.

Earned media

Earned media is when an outside party promotes a product or brand through advertising that is NOT paid for or controlled by the marketer. Someone re-posting a brand's content on their own social media account, social media users using a brand's hashtag when posting about its products or services, and social media users tagging a brand in their content or talking about a brand online. Earned media also adds validity to a brand and feels more trustworthy than seeing an advertisement. Earned media is created by customers who have already converted and have reached the advocacy stage.

FB business page features

FB business page features include: About, Page insights, call to action button, Post Management, Location Settings, Shop Section, FB ads,

A user can follow the account of nearly any public figure, business or organization. That user will see the posts of the accounts they follow on their feed. This best describes how following works on which platform(s)?

Facebook Instagram Twitter LinkedIn.

Which of the following social media strategies can help a business boost brand awareness,?

Give your social presence personality. Make your posts pop with color and creativity. Tag or mention other people or companies. Use hashtags and consider creating your own. Repurpose your content. Use social as a tool for teaching.

Handle:

Handle: A handle is a username for a social media account that is associated with everything a user posts on that account. For example, in the image below, Airbnb's handle on Instagram, "airbnb" is indicated by the red, dotted circle.

Hashtag #

Hashtag: A hashtag is a word with the # symbol before it (in the following image, for example, #coffee or #puertorico). This is placed in the caption of a piece of content. Social media users can search by hashtags and find content that contains the hashtag they search. For instance, someone on Instagram could search #coffee on the platform and view this image, among others, that includes #coffee. Before choosing a hashtag for a post, consider doing a search of your own to see what relevant hashtags are currently trending, and use one or more of those.

The OKR goal framework

OKR goals are not meant to be 100 percent achievable. The objectives are meant to be very ambitious, and reaching 60 or 70 percent success is considered a win.

Owned media

Owned media includes promotional channels that are owned and controlled by a company. For social media, this is made up of the social media profiles that a company has created and is in full control over. Any content that is posted directly to a profile page for followers to view is considered owned media. Owned media is relevant at all stages of the marketing funnel.

Paid media

Paid media is any form of marketing that a company pays for to showcase its service, product, or brand and is useful to target specific audiences. Examples of paid media include ads on any social media platform, or influencer posts where a company pays for another person to post about its product. Paid media often will say "Promoted" or "Sponsored" the paid media approach suffers from a certain lack of credibility.

What imagery does well in Social Media posts?

Team photos or videos Photos of customers Photos of events Behind-the-scenes photos and videos Quote photos Infographics

3. Choose your goal-setting framework

The S.M.A.R.T. goal framework, The OKR goal framework

The best way to find your target audience?

first thinking about the specific needs your product or service fulfills and the people benefit from it, those who can influence them or actually make the purchase, and advocates for the company. The more specific you can identify your target audience's demographic, the more effective you can advertise to them.

middle influencers pros

hey can be easy to find and contact. They have a trusting, relevant following. They can be easy, professional and fairly inexpensive to work with.

Stats on instagram

just over 1 billion monthly users, and 500 million users logging in daily. This platform is dominated by younger audiences, with the vast majority of users being under the age of 30. A large portion of these users are teens.

macro influencers.

macro influencers have around a million or more followers. These are usually well known entities like celebrities or organizations with a strong social media presence.

Examples of a business using social media marketing could include:

managing a Facebook page for a business and posting valuable content to build community with customers. paying to post an ad on Instagram to advertise a new product to a specific audience. responding to customers on Twitter who have questions about a product or an upcoming event. creating a hashtag for a brand so that customers who use the product can tag the company in their pictures on social media.

micro influencers

micro influencer accounts generally have around a few thousand followers. They are usually great for targeting users by location, their following is often local and They have high engagement with their audience because they're authentic. You can also target whole groups of micro influencers with campaigns. They will often promote your brand for free or for samples, especially if they actually like your product.

middle influencers

middle influencers have between a few thousand and a million+ followers.

In this post, Wendy's tells its followers that if they install its app, they can get a free sandwich. This post is from a campaign that MOST closely meets the marketing goal of:

n this case, Wendy's is trying to get customers to DO SOMETHING. The goal is to get customers to install the app on their phones, and Wendy's offers an incentive to do it. Installing the app is a conversion. Another good answer to this question is, "generate leads." A user installing the app can become a lead for Wendy's. However, it's clear from this post that the main goal of the campaign is to convert customers through app installs.

What is a social media lead?

names, email addresses, occupations, employers, or any other information that a social media user shares with you.

content manager

plans the strategic and creative development of high quality content. such as posts, bloging, emails, creative,

Tagging on Insta

post tags in the images and also includes "@tag" in the caption Once tagged it will notify the company/person that it has been tagged and the image will be visible under "tagged images" on their profile.

Outreach marketing

reaching out and letting them know that you've just created an infographic, guide or blog post that you think they would appreciate.

Social media lead generation vs lead nurturing

social media lead generation is any activity undertaken on social to collect new leads vs. taking them through the customer journey.